Patent ID: 8775248
Filing Date: 2014-07-08
Classification: G06Q

Abstract:
1. A computer-implemented method for attributing value among a plurality of advertising modalities for a conversion event associated with an advertiser and a modality set comprising the plurality of advertising modalities, each advertising modality defining at least one attribute of an advertisement, comprising: accessing in a conversion event log, conversion events for the advertiser, where each conversion event is associated with a user; determining, by a processor, a population of users and conversion rate of the users with respect to a plurality of modality subsets of the modality set, the conversion rate of each modality subset based on a subset of users that received advertisements via the modality subset, the modality subsets including each combination of modalities in the modality set; determining, by the processor, a conversion value of a plurality of subsets of users, each subset of users associated with each modality subset, the conversion value of each subset of users representing the value of delivering advertisements via the associated modality subset to the exclusion of other modalities in the modality set; determining, by the processor, a plurality of marginal values for a target advertising modality in the modality set based on differences in conversion values created by the addition of the target advertising modality to each modality subset that does not include the target advertising modality; and attributing, by the processor, an advertising value to the target advertising modality in the modality set based on the plurality of marginal values.