Response attribution valuation

摘要

A computer-implemented method is described for determining a response attribution value that represents a credit assignment to a communication, for an associated response received from a recipient during a marketing campaign.

主权项

1. A computer hardware system, comprising:
at least one processor, wherein the at least one processor is configured to initiate and/or perform:
generating a set of stimulus-response pairs by pairing each individual stimuli from a plurality of stimulus with each individual response from a plurality of response; andcalculating, for each pair in the set of stimulus-response pairs, a response attribution value, wherein the response attribution value is based upon a combination of a first model and a second model, the first model is a response rate model, and the second model is a time delay model that weights output of the first model based on an amount of time delay between a stimuli and a response.