Systems and methods for determining media creative attribution to website traffic
US11334912B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Dec 6, 2019 |
| Grant date | May 17, 2022 |
| Priority date | — |
| Expiry date | Dec 6, 2039 |
Classification
- Technology area (CPC H)Electricity
- CPC primaryH04N21/812
- WIPO fieldAudio-visual technology
- WIPO sectorElectrical engineering
Abstract
A media creative attribution method includes determining a response profile within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website. In some cases, a shadow baseline analysis is run on every media creative that aired within an extended time window to determine whether to adjust the response profile. A total lift within the attribution time window is determined utilizing a baseline of the UV curve. A weight for each media creative that aired within the attribution time window is determined. Utilizing the weight, the total lift is allocated to individual media creatives that aired within the attribution time window. The allocated attribution can be utilized to generate performance metrics relating to the individual media creatives that aired within the attribution time window. The performance metrics such as cost per visitor can be visualized through a user interface or dashboard.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.