Channel Attribution Weighting for Dynamic Marketing Apportionment

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Solution Overview

Problem

Existing systems fail to accurately determine the impact of individual advertising channels on consumer purchasing decisions, neglecting baseline purchasing tendencies and dynamic changes in channel effectiveness over time, leading to ineffective marketing strategies.

Innovation Solution

A computer-implemented system tracks user characteristics and interactions across multiple advertising channels, generates weight data to assess each channel's impact on transaction completion, and apportions the transaction value between channels based on these interactions, using models like logistic regression to adjust marketing strategies dynamically.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If existing systems are used to track advertising channel impact, then basic tracking functionality is provided, but the precision of determining individual channel impact on consumer purchasing decisions is insufficient

Engineering Contradiction:

Improveprecision of determining channel impactVSAvoidcomplexity of tracking system

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The patent segments the advertising tracking system into multiple independent components: user characteristic tracking, interaction tracking, weight data generation, and transaction apportionment. Each component handles a specific aspect of the measurement process, allowing for precise channel impact determination while maintaining manageable system complexity through modular design.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The patent introduces weight data as an intermediary element that mediates between raw interaction data and final transaction attribution. The weight data quantifies the impact of each advertising channel on user behavior, serving as a bridge that enables precise measurement without requiring direct complex analysis of all raw data points.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Adaptability or versatility

If static advertising models are used, then system simplicity is maintained, but the ability to determine current channel effectiveness changes over time is lost

Engineering Contradiction:

Improveability to determine current channel effectivenessVSAvoidcomplexity of dynamic modeling

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent implements dynamic advertising models that continuously update weight data based on recent user interactions and transactions. The system adapts to changing channel effectiveness over time by recalculating weights dynamically, allowing the marketing system to respond to temporal changes in advertising performance while maintaining operational simplicity through automated updates.

Inventive Principle:

Principle #15Dynamics

3Measurement precision

If comprehensive user data tracking is implemented, then measurement accuracy is improved, but data processing requirements and system complexity increase

Engineering Contradiction:

Improveaccuracy of transaction attributionVSAvoidvolume of data to be processed

Core Design Contradiction:

Measurement precisionVSQuantity of substance

Solution Approach 1:

The patent extracts only the most relevant features from comprehensive user data for weight data generation. Instead of processing all raw user interaction data in full detail, the system identifies and extracts key characteristics and interaction patterns that significantly influence transaction decisions, reducing data processing requirements while maintaining high measurement accuracy.

Inventive Principle:

Principle #2Taking out (Extraction)

Solution Approach 2:

The patent applies different processing levels to different types of data based on their relevance to transaction attribution. High-impact user characteristics and interactions receive more detailed analysis, while less influential data points are processed more efficiently. This local quality approach optimizes the balance between measurement precision and data processing requirements.

Inventive Principle:

Principle #3Local quality

Data Source

PatentUS12555138B2Systems and methods for tracked electronic communications apportionment

Publication Date: 2026.02.17 COUPANG CORP

AI summary

A computer system for channel incrementality, including tracking, using first data associated with at least one user device, at least one characteristic of a user, and tracking, using second data associated with the at least one user device, at least one first interaction with at least two tracked communications. The system further generates weight data for at least two channels which weighs an impact that each channel has on the user's tendency to complete a transaction. The system receives information on a completed transaction and apportions the transaction based on the weight data.