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A Non-parametric Approach to the Multi-channel Attribution Problem

机译：多通道归因问题的非参数方法

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Multi-channel marketing attribution modeling is a two-stage process. First, the value of exposure from different marketing channel needs to be estimated. Next, the total surplus achieved needs to be assigned to individual marketing channels by using the exposure effects from the first stage. There has been limited work in exploring possible choices and effects of determining the value of exposure to different marketing channels in the first stage. This paper proposes novel non-parametric and semi-parametric approaches to estimate the value function and compares it with other natural choices. We build a simulation engine that captures important behavioral phenomenon known to affect a customer's purchase decision; and compare the performance of five attribution approaches in their ability to closely approximate the known ground truth. Our proposed method works well when marketing channels have high levels of synergy. We apply the proposed approaches on two real-world datasets and present the results.
机译：多通道营销归因建模是一个两阶段的过程。首先，需要估计来自不同营销渠道的曝光价值。接下来，通过使用第一阶段的曝光效应，需要将所取得的总盈余分配给各个营销渠道。在探索第一阶段确定可能的选择和效果，探索可能的选择和效果有限的工作。本文提出了新的非参数和半参数方法来估计价值函数并将其与其他自然选择进行比较。我们建立一个模拟引擎，捕获已知会影响客户购买决定的重要行为现象;并比较五种归属方法在他们密切近似着名的基础事实的能力中的表现。当营销渠道具有高水平的协同态度时，我们所提出的方法很好。我们在两个现实世界数据集上应用提出的方法并呈现结果。

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