VALIDATION OF BOTTOM-UP ATTRIBUTIONS TO CHANNELS IN AN ADVERTISING CAMPAIGN

摘要

A method, system, and computer program product for forming and validating a predictive model. The predictive model is based on empirically-determined data taken from one or more user encounters. A first portion of a set of user data corresponds to a first set of respective users that have performed at least some first conversion activity after experiencing a touchpoint encounter. A second set of user data corresponds to second respective users that have experienced at least one of the touchpoint encounters. The user data from the first portion are parsed to identify characteristics that are used for calculating propensity to convert scores. The cookies and scores are used to generate a predictive model that forms a prediction for a given user to convert. The predictive model is validated by comparing the predictions to empirically-determined conversion data (e.g., taken from the second set of user data).

主权项

1. A computer implemented method for validating attribution of advertising touchpoints to conversions, the computer implemented method comprising:
receiving, by a computer, a set of records comprising plurality of touchpoint encounters and a plurality of conversions correlated to a plurality of users, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values; determining, from a first portion of the touchpoint encounters, the conversions and the users, a plurality of quantifiable characteristics corresponding to the touchpoint encounters; determining, using a plurality of users from the first portion, a plurality of respective propensity scores using the quantifiable characteristics; generating, using a second portion of the touchpoint encounters, the conversions and the users, predictions for propensity to convert; and validating the predictions by comparing the conversions associated with the first portion of the touchpoint encounters to the predictions for propensity to convert.