Advertising Attribution System Marginal Value Calculation
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Solution Overview
Problem
Advertisers face difficulty in determining the contribution of each advertising modality to a user's conversion, as existing attribution techniques undervalue earlier advertisements and fail to account for multiple conversion events, leading to inaccurate attribution of conversion credit.
Innovation Solution
An advertising attribution system that identifies and allocates conversion credit by calculating the marginal value of each advertising modality based on conversion rates, using modality subsets and permutation analysis to determine the marginal contribution of each modality to the overall conversion event.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If standard conversion attribution techniques (such as 'last viewed') are used, then the attribution process is simple, but the contribution of earlier advertisements is undervalued and multiple conversion events are not accounted for
Solution Approach 1:
The patent segments the attribution process by dividing the set of advertising modalities into modality subsets and processing them in order permutations. Each modality's contribution is calculated separately by comparing conversion rates across different subset combinations, allowing precise measurement of individual modality contributions while systematically handling multiple conversion events.
Solution Approach 2:
The patent performs preliminary actions by pre-calculating conversion rates for all possible modality subsets before determining final attribution. The system预先 computes conversion rates for each modality subset and stores them, then uses these pre-computed values to efficiently calculate marginal contributions without reprocessing raw data during the attribution phase.
2Measurement precision
If multiple modality subsets and order permutations are analyzed to determine marginal value, then accurate conversion credit allocation is achieved, but computational complexity increases
Solution Approach 1:
The system pre-computes and stores conversion rates for all modality subsets before the attribution calculation. This preliminary computation allows the final marginal value calculation to simply compare pre-stored values rather than reprocessing raw conversion data, significantly improving computational efficiency while maintaining accuracy.
Solution Approach 2:
The patent dynamically determines the number of order permutations to analyze based on the specific advertising campaign and modality set. The system can adjust the depth of permutation analysis, allowing flexibility between comprehensive accurate measurement and faster approximate attribution depending on resource constraints and accuracy requirements.
Data Source
AI summary
An advertising attribution system determines an attribution value for a set of advertising modalities associated with a conversion event. The modalities each provided an advertisement to a user who performed the conversion event. A conversion value associated with each of a plurality of modality subsets is determined representing the value to the advertiser of providing advertisements by the modalities in each modality subset. Based on the conversion value of each modality subset, a marginal value for each modality is determined for the set of modalities associated with the conversion event.