Evaluating attribution models based on simulated activity streams
US9922340B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Apr 10, 2014 |
| Grant date | Mar 20, 2018 |
| Priority date | — |
| Expiry date | Oct 17, 2035 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0242
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
Methods, systems, and apparatus including computer programs encoded on computer-readable storage media are provided for evaluating an attribution model, based on simulated activity streams. Parameters are specified that describe how users behave in the absence and presence of advertising, and parameters that regulate advertising in a simulation. A first set of simulated activity streams is generated with advertising turned on, observational metrics associated with the first set of streams are determined, and an attribution model is applied to determine a first fraction of incremental conversions associated with one or more advertising channels. Further sets of simulated activity streams are generated, each with a single advertising channel turned off, observational metrics associated with the further sets of streams are determined, and a second fraction of incremental conversions is determined for each advertising channel. The first and second fractions of incremental conversions are compared to evaluate the attribution model.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.