论文标题
多点触摸归因的事件框架的时间
A Time To Event Framework For Multi-touch Attribution
论文作者
论文摘要
多接触归因（MTA）估计用户在任何观察到的转换之前可能看到的多个广告的相对贡献。广告客户越来越多地希望基于预算和竞标这些归因的决定，并在推动更多转换的广告上花费更多。我们描述了MTA系统适合此应用程序的两个要求：首先，它必须能够处理不断更新和不完整的数据。其次，必须足够灵活地捕获广告的效果会随着时间的推移而改变。我们描述了一个MTA系统，该系统包括用于满足这些要求的用户转换行为的模型和信用分配算法。我们用于用户转换行为的模型将转换视为不均匀的泊松过程中的发生，而我们的归因算法基于迭代删除路径中的最后一个广告。
Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user may see prior to any observed conversions. Increasingly, advertisers also want to base budget and bidding decisions on these attributions, spending more on ads that drive more conversions. We describe two requirements for an MTA system to be suitable for this application: First, it must be able to handle continuously updated and incomplete data. Second, it must be sufficiently flexible to capture that an ad's effect will change over time. We describe an MTA system, consisting of a model for user conversion behavior and a credit assignment algorithm, that satisfies these requirements. Our model for user conversion behavior treats conversions as occurrences in an inhomogeneous Poisson process, while our attribution algorithm is based on iteratively removing the last ad in the path.
