多渠道媒体对转化事件的归因

2010 IEEE International Conference on Data Mining Pub Date : 2010-12-13 DOI:10.1109/ICDM.2010.161

B. Kitts, Liang Wei, Dyng Au, Amanda Powter, Brian Burdick

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引用次数: 6

摘要

本文提出了一种实用的方法来衡量多个营销事件对销售的影响，包括传统上不可追踪的营销事件。该技术推断出几个相互竞争的媒体事件中哪一个可能会导致给定的转换。我们使用hold-out sets测试了该方法，还进行了现场媒体实验，测试该方法是否可以准确预测电视产生的网络转换。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Attribution of Conversion Events to Multi-channel Media

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.

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2010 IEEE International Conference on Data Mining

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