SYSTEM FOR MARKETING TOUCHPOINT ATTRIBUTION BIAS CORRECTION

摘要

The present disclosure provides a detailed description of techniques used in systems, methods, and computer program products for marketing touchpoint attribution bias correction. More specifically, the herein disclosed techniques enable identifying a collection of marketing touchpoints (e.g., associated with a desired conversion) and receiving touchpoint data and/or conversion data associated with those touchpoints. The received data is used to determine contribution values for each of the respective touchpoints that indicate the probability of conversion generated by the respective touchpoints. Some contribution values can have attribution biases. Such biases are addressed by identifying a low contribution value associated with the collection of touchpoints and reducing or eliminating the low contribution value from the remaining contribution values to generate corrected contribution values for the remaining touchpoints.