MANAGING DIGITAL MEDIA SPEND ALLOCATION USING CALIBRATED USER-LEVEL RESPONSE DATA

摘要

Methods for digital media campaign management. Embodiments determine a set of channel spend allocation values for a plurality of media channels based on a predictive model derived from observed channel response measurements. A stream of one or more touchpoint attribute records that characterize user responses to the media channels are captured and used to calibrate further incoming touchpoint attribute records. The calibrated incoming touchpoint attribute records are used to generate a calibrated to touchpoint response predictive model. Outputs of the calibrated touchpoint response predictive model are used to adjust spending in digital media campaigns so as to increase effectiveness. Some embodiments perform calibration by analyzing a series of observed touchpoint events and then reducing the credit applied to the touchpoint events that are farthest from respective conversion events so as to reconcile the touchpoint observations with observed spending in media campaign.