Simulation-based evaluation of a marketing channel attribution model
US10387909B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Jan 25, 2016 |
| Grant date | Aug 20, 2019 |
| Priority date | — |
| Expiry date | Nov 17, 2037 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q10/067
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Techniques for managing a marketing campaign of a marketer are described. In an example, the marketing campaign uses multiple marketing channels. Attribution of each marketing channel to a user conversion is estimated. Usage of a marketing channel within the marketing campaign is set according to the respective attribution. A marketing channel attribution model is selected from candidate marketing channel attribution models and is applied to estimate the attributions. The selection is based on the accuracy of each of the models associated with estimating the attributions given a set of parameters. To evaluate the accuracy, user journeys are simulated given the set of parameters. True attributions of each marketing channel are determined from the simulation. Each of the marketing channel attribution models is also applied to the simulation to generate estimated attributions. The true and estimated attributions are compared to derive the accuracies.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.