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MARKETING ATTRIBUTION CAPTURING SYNERGISTIC EFFECTS BETWEEN CHANNELS
MARKETING ATTRIBUTION CAPTURING SYNERGISTIC EFFECTS BETWEEN CHANNELS
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机译:营销归属捕捉渠道之间的协同效应
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摘要
Systems and methods are described for a causal marketing attribution process that includes the receiving of a plurality of marketing events associated with a customer and computing a sum of a plurality of channel-specific terms corresponding to the plurality of marketing events, wherein each of the plurality of channel-specific terms comprises a channel-specific base parameter and a channel-specific decay parameter. Additionally, the causal marketing attribution process computes a sum of a plurality of interaction terms, wherein each interaction term comprises a product of a pair of channel-specific terms, and determines a probability of a target outcome for the customer based on the sum of the plurality of channel-specific terms and the sum of the plurality of interaction terms.
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