UNIFIED MARKETING MODEL BASED ON CONDUIT VARIABLES

摘要

A unified model system for constructing a unified marketing model based on contributing models is provided. The unified model system generates conduit variables from the contributing models by applying each contributing model to the values of input parameters to generate corresponding values output parameters of the contributing mode. The unified model system then generates metrics from the input parameters and the values of the output parameters where metrics correspond to the conduit variable from the contributing models. The unified model then generates the unified marketing model based at least in part on the generated conduit variables from the contributing models and a mapping of values of input parameters of the contributing models for individual consumers to marketing scores for the individual consumers. The unified marketing model can then be used to assist in the analysis of marketing activities.

主权项

1. A method, performed by a computer system having a memory and a processor, for constructing a unified marketing model, the method comprising:
for each of a plurality of contributing models, generating a conduit variable from the contributing model by,
for each of a plurality of values for input parameters of the contributing model, applying the contributing model to the values of the input parameters to generate a corresponding value for an output parameter of the contributing model; andgenerating metrics from the input parameters and the values of the output parameters, wherein the metrics correspond to the conduit variable from the contributing model; and generating the unified marketing model based at least in part on the generated conduit variables from each of the plurality of the contributing models and a mapping of the values of the input parameters of the contributing models for individual consumers to marketing scores for the individual consumers wherein the generated unified marketing model is adapted to receive values for input parameters of the contributing models for a target consumer and generate a marketing score for the target consumer.