SYSTEM AND METHOD FOR ATTRIBUTING MULTI-CHANNEL CONVERSION EVENTS AND SUBSEQUENT ACTIVITY TO MULTI-CHANNEL MEDIA SOURCES

摘要

This paper presents a practical method for measuring the impact of multiple marketing events on sales, including marketing events that are not traditionally trackable. The technique infers which of several competing media events are likely to have caused a given conversion. The method is tested using hold-out sets, and also a live media experiment for determining whether the method can accurately predict television-generated web conversions.

主权项

1. A computer-implemented method of attributing a plurality of conversion events to a plurality of media events, the method comprising:
determining a first demographic and psychographic profile for each of a plurality of media events; determining a second demographic and psychographic profile for each of a plurality of customers corresponding to the plurality of conversion events; comparing the first demographic and psychographic profiles with the second demographic and psychographic profiles to determine a most likely media channel and media event that generated each of the conversion events.