DETERMINING TOUCHPOINT ATTRIBUTIONS IN A SEGMENTED MEDIA CAMPAIGN

摘要

The present disclosure provides a detailed description of techniques used in systems, methods, and computer program products for determining marketing touchpoint attributions in a segmented media campaign. Embodiments commence by forming a touchpoint attribution predictive model based on stimulus data records and Internet-collected touchpoint data records. A set of media campaign segments can be received or derived and then used for selecting corresponding segment touchpoint data records. Segmented touchpoint contribution values for the media campaign segments are generated by applying the segment touchpoint data records to the touchpoint attribution predictive model. The segmented touchpoint contribution values serve to relate a segment of users with varying engagement states experienced by that segment of users. Spending recommendations are emitted based on predictions that an increase in user interactions at specific touchpoints by a certain segment of users will measurably advance the engagement of that segment of users.

主权项

1. A computer implemented method comprising:
storing data in a computer, the data forming a plurality of touchpoint encounter records that represent marketing messages exposed to a plurality of users, wherein the touchpoint encounter records comprise a plurality of touchpoint attributes and the users comprise a plurality of user profile attributes; sorting the data for the touchpoint encounter records 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 generate a touchpoint attribution predictive model that predicts a plurality of touchpoint contribution values that reflect importance of the touchpoint attributes and the user profile attributes to the response of the marketing message; identifying one or more users that comprise an audience for a media campaign; determining one or more media campaign segments in the media campaign; receiving one or more segment touchpoint encounter records for the users associated with the media campaign segments; and generating one or more segmented touchpoint contribution values for the media campaign segments by applying the segment touchpoint encounter records to the touchpoint attribution predictive model.