DocumentCode
2209557
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
fYear
2010
fDate
13-17 Dec. 2010
Firstpage
881
Lastpage
886
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Data Mining (ICDM), 2010 IEEE 10th International Conference on
Conference_Location
Sydney, NSW
ISSN
1550-4786
Print_ISBN
978-1-4244-9131-5
Electronic_ISBN
1550-4786
Type
conf
DOI
10.1109/ICDM.2010.161
Filename
5694055
Link To Document