Marketing Attribution Correlation via Cross-Session Identifiers
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Conventional approaches to marketing attribution struggle to accurately determine the influence of various consumer interfaces on sales, leading to uncertain distribution of sales credits and revenues among different marketing channels.
Innovation Solution
A method and system for statistical marketing attribution correlation that captures web marketing channel correlation information for multiple web access sessions, using session-originating identifiers and cross-session correlation identifiers to calculate the accumulated statistical sales contribution of each marketing channel, employing a statistically-accumulated marketing channel attribution metric to attribute sales influence and allocate perquisites.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conventional marketing attribution approaches are used, then implementation is simple, but measurement precision of sales contribution is poor
Solution Approach 1:
The patent segments the marketing attribution process into distinct components: capturing marketing channel identifiers for each web access session, storing cross-session correlation identifiers, and calculating accumulated statistical sales contributions. This segmentation allows precise measurement of each marketing channel's influence while organizing complexity into manageable modular components.
Solution Approach 2:
The patent introduces cross-session correlation identifiers as intermediary elements that connect marketing channel identifiers across multiple web access sessions to final orders. These identifiers act as mediators that enable precise tracking of consumer journey without requiring direct complex relationships between all marketing touches and sales outcomes.
2Measurement precision
If multiple web access sessions are tracked for attribution, then measurement precision improves, but loss of information increases
Solution Approach 1:
The patent performs preliminary actions by capturing and storing marketing channel identifiers and cross-session correlation identifiers during web access sessions before the final order is placed. This preliminary data capture ensures that attribution information is preserved and correlated properly, preventing information loss that would occur if tracking began only at the order stage.
Solution Approach 2:
The patent implements feedback mechanisms where accumulated statistical sales contributions are calculated and attributed back to specific marketing channels based on correlated session data. This feedback loop ensures that information about marketing channel effectiveness is continuously refined and maintained, preventing information degradation over time.
Data Source
AI summary
Server access channel correlation information for multiple web access sessions is captured. The server access channel correlation information includes, for each web access session, a session-originating server access channel identifier of a server access channel that originated the web access session, and at least one cross-session correlation identifier usable to correlate sets of web access sessions and usable to correlate the sets of web access sessions with orders. In association with an order placed by a consumer during one of the web access sessions, integrated server access channel correlation information is captured that documents each server access channel that originated each web access session associated with the order.