Value function-based estimation of multi-channel attributions
US10395272B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Nov 16, 2015 |
| Grant date | Aug 27, 2019 |
| Priority date | — |
| Expiry date | Oct 15, 2037 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0251
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Techniques for analyzing marketing channels are described. Users are exposed to the marketing channels. User responses (e.g., purchases and no-purchases) to the exposures are tracked. Upon a request from a marketer to analyze an attribution of a marketing channel, the user responses are analyzed. The attribution represents the credit that the marketing channel should get for influencing the users exposed thereto into exhibiting a particular user response (e.g., a purchase). The analysis involves multiple steps. In a first step, a non-parametric estimation is used to generate a value function at a user-level. In a second step, a coalitional game approach is used to estimate the attribution based on the value function. A response is provided to the marketer with data about the attribution.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.