Title :
Attribution of Conversion Events to Multi-channel Media
Author :
Kitts, Brendan ; Wei, Liang ; Au, Dyng ; Powter, Amanda ; Burdick, Brian
Author_Institution :
Lucid Commerce, Seattle, WA, USA
Abstract :
This paper presents a practical method for measuring the impact of multiple marketing events on sales, including marketing events that are not traditionally trackable. The technique infers which of several competing media events are likely to have caused a given conversion. We test the method using hold-out sets, and also a live media experiment in which we test whether the method can accurately predict television-generated web conversions.
Keywords :
advertising data processing; multimedia systems; attribution; conversion event; marketing event; media events; multichannel media; advertising; attribution; credit assignment;
Conference_Titel :
Data Mining (ICDM), 2010 IEEE 10th International Conference on
Conference_Location :
Sydney, NSW
Print_ISBN :
978-1-4244-9131-5
Electronic_ISBN :
1550-4786
DOI :
10.1109/ICDM.2010.161
