SYSTEM FOR MARKETING TOUCHPOINT ATTRIBUTION BIAS CORRECTION

摘要

The present disclosure provides a detailed description of techniques used in systems, methods, and computer program products for marketing touchpoint attribution bias correction. More specifically, the herein disclosed techniques enable identifying a collection of marketing touchpoints (e.g., associated with a desired conversion) and receiving touchpoint data and/or conversion data associated with those touchpoints. The received data is used to determine contribution values for each of the respective touchpoints that indicate the probability of conversion generated by the respective touchpoints. Some contribution values can have attribution biases. Such biases are addressed by identifying a low contribution value associated with the collection of touchpoints and reducing or eliminating the low contribution value from the remaining contribution values to generate corrected contribution values for the remaining touchpoints.

主权项

1. A computer implemented method for allocating credit for conversions among advertising touchpoints, the computer implemented method comprising:
storing in a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users; sorting data for the touchpoint encounters in the computer to separate into converting user data, which comprises touchpoint encounters for users that exhibited a positive response to the marketing message, and non-converting user data that comprises touchpoint encounters for users that exhibited a negative response to the marketing message; retrieving, from storage, the converting user data and the non-converting user data; training, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to determine a set of contribution values for each of the touchpoints, wherein the contribution values for a touchpoint reflect importance of the respective touchpoint, relative to other touchpoints, to the response of the marketing message; identifying a low contribution value by comparing the contribution values of the respective touchpoints; and generating at least one corrected contribution value based at least in part on the low contribution value and at least one of the contribution values.