Patent Document ID: 9852439
Application ID: 14103440
Patent Flag: 1

Claim One:
1. A method for measuring conversion probabilities of a plurality of path types for an attribution model, comprising: identifying, by a processor, a first plurality of paths taken by visitors to a website, each path comprising one or more events, each event: corresponding to a previous visit to the website; associated with an index position indicating a position of the event within the path; and having an event type from among a plurality of event types; for each of the first plurality of paths: determining, by the processor, a path length indicating a number of events within the path; comparing the path length with a path length threshold; in response to determining that the path length is greater than the path length threshold, rewriting, by the processor, the path to disregard one or more events of the path; and deriving, by the processor, one or more subpaths from the path, each subpath comprising a subset of the events of the path; determining, by the processor, a second plurality of paths including the first plurality of paths and the subpaths derived from the first plurality of paths; classifying a first set of paths from the second plurality of paths as a first path type by: defining the first path type as a path comprising a number of events, the events comprising a series of event types occurring in a particular order at particular index positions within the path; and identifying one or more paths, from among the second plurality of paths, to be included in the first set of paths by identifying paths having the same number of events as the first path type and the series of event types in the order and the index positions of the first path type; determining, by the processor, for each of the first set of paths, that the path is converting or non-converting; computing, by the processor, a total path count for the first set of paths; identifying, for the first set of paths, a conversion path count indicating a number of paths taken by visitors that resulted in a conversion at the website; calculating, by the processor, for the first set of paths, a probability of conversion based on the ratio of the conversion path count and the total path count corresponding to the path type; and providing the calculated probability of conversion for the first set of paths for an attribution model used in assigning attribution credit to events of a path relating to the first path type.