Attribution marketing recommendations

US9697534B2 · kind B2 · utility

Assignee

• Google LLC · US

Inventors

• Stefan F. Schnabl · San Francisco, US
• Jon Vaver · Lafayette, US
• Arjun Satyapal · Sunnyvale, US
• John Huang · Redwood City, US
• Wenjie Jiang · Lo Wu, CN

Key dates

• Filing date: Jun 19, 2013
• Grant date: Jul 4, 2017
• Expiry date: Jul 23, 2034

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0256
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

The present disclosure includes systems and techniques relating to identifying value marketing activities. In some implementations, an apparatus, systems, or methods can include receiving conversion path information including data relating to user interactions with a content item associated with a marketing activity, determining a first attribution credit by applying a first attribution model to the received information, and a second attribution credit by applying a second attribution model to the received information, determining an attribution contrast ratio based on the first and second attribution credit, identifying an opportunity based on the determined attribution contrast ratio, and presenting a recommendation for the marketing activity based on the identified opportunity.