Simulation-based evaluation of a marketing channel attribution model

US11200592B2 · kind B2 · utility

Assignee

• Adobe Inc. · US

Inventors

• Meghanath Macha Yadagiri · Tumakuru, IN
• Ritwik Sinha · Bengaluru, IN
• Shiv Kumar Saini · Kanchinakote, IN

Key dates

• Filing date: Jul 17, 2019
• Grant date: Dec 14, 2021
• Expiry date: Nov 21, 2039

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q10/067
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

This disclosure involves allocating content-delivery resources to electronic content-delivery channels based on attribution models accuracy. For instance, a simulation is executed that involves simulating user exposures, times between user exposures, and user responses. The simulation is performed based on parameters associated with simulating user exposures to electronic content-delivery channels and user responses to the user exposures. An accuracy of a channel attribution model when estimating an attribution of an electronic content-delivery channel to a user response is evaluated based on the simulation. A channel attribution model is selected based on the evaluation. An attribution of the electronic content-delivery channel is determined by applying the selected channel attribution model to actual user exposures and actual user responses. This attribution can be used to allocate content-delivery resources to the electronic content-delivery channel in accordance with the selected channel attribution model, and thereby provide interactive content via the electronic content-delivery channel.