Methods and systems for creating a data-driven attribution model for assigning attribution credit to a plurality of events

US9858587B2 · kind B2 · utility

Assignee

• Google LLC · US

Inventors

• Richard Edward Little · Dedham, US
• William Patrick Kee · Mountain View, US
• Bozhena Bidyuk · Mountain View, US
• Chao Cai · Los Altos Hills, US
• David Barney · Mountain View, US
• Stefan F. Schnabl · San Francisco, US

Key dates

• Filing date: Dec 11, 2013
• Grant date: Jan 2, 2018
• Expiry date: Jul 27, 2034

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0246
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Systems and methods for creating a data-driven attribution model are described. A processor identifies visits to a website. The processor identifies a path for each visitor identifier associated with the visits. The processor determines, for each path type associated with the identified paths, a path-type conversion probability based on a number of visits corresponding to the path type that resulted in a conversion. The processor calculates, for each of a plurality of the path types, a counterfactual gain for each event based on a conversion probability of the given path type and a conversion probability of a path type that does not include the event for which the counterfactual gain is calculated. The processor determines, for each event, an attribution credit based on the calculated counterfactual gain of the event. The processor then stores the attribution credits of each of the events.