A Graphical Point Process Framework for Understanding Removal Effects in Multi-Touch Attribution

by   Jun Tao, et al.

Marketers employ various online advertising channels to reach customers, and they are particularly interested in attribution for measuring the degree to which individual touchpoints contribute to an eventual conversion. The availability of individual customer-level path-to-purchase data and the increasing number of online marketing channels and types of touchpoints bring new challenges to this fundamental problem. We aim to tackle the attribution problem with finer granularity by conducting attribution at the path level. To this end, we develop a novel graphical point process framework to study the direct conversion effects and the full relational structure among numerous types of touchpoints simultaneously. Utilizing the temporal point process of conversion and the graphical structure, we further propose graphical attribution methods to allocate proper path-level conversion credit, called the attribution score, to individual touchpoints or corresponding channels for each customer's path to purchase. Our proposed attribution methods consider the attribution score as the removal effect, and we use the rigorous probabilistic definition to derive two types of removal effects. We examine the performance of our proposed methods in extensive simulation studies and compare their performance with commonly used attribution models. We also demonstrate the performance of the proposed methods in a real-world attribution application.


page 1

page 2

page 3

page 4


Learning Multi-touch Conversion Attribution with Dual-attention Mechanisms for Online Advertising

In online advertising, the Internet users may be exposed to a sequence o...

Interpretable Deep Learning Model for Online Multi-touch Attribution

In online advertising, users may be exposed to a range of different adve...

Deep Neural Net with Attention for Multi-channel Multi-touch Attribution

Customers are usually exposed to online digital advertisement channels, ...

A Time To Event Framework For Multi-touch Attribution

Multi-touch attribution (MTA) estimates the relative contributions of th...

Bidding Through the Lens of Attribution: Pick the Right Labels!

Attribution-the mechanism that assigns conversion credits to individual ...

Bayesian Modeling of Marketing Attribution

In a multi-channel marketing world, the purchase decision journey encoun...

Please sign up or login with your details

Forgot password? Click here to reset