Method and system for parametric survival analysis based multi-touch attribution in advertising
US11010788B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Oct 26, 2018 |
| Grant date | May 18, 2021 |
| Priority date | — |
| Expiry date | Jan 31, 2039 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0276
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Within the field of advertising, multi-touch attribution (MTA) is the process of assigning credit at a unique identifier level to marketing activities for their contribution towards driving a desired marketing result. This invention discloses a data-driven attribution solution and optimization process for improving marketing return on investment by enabling greater speed and agility in responding to continually changing media performance. Specifically, this invention details a survival analysis based approach to attribution using parametric accelerated failure time (AFT) modeling which accommodates both the right-censored discrete time events and is well suited for media data.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.