公开(公告)号：US09858587B2

公开(公告)日：2018-01-02

申请号：US14103589

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Richard Little ,  William Patrick Kee ,  Bozhena Bidyuk ,  Chao Cai ,  David Earl Barney ,  Stefan Schnabl

IPC: G06Q30/00 ,  G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for creating a data-driven attribution model are described. A processor identifies visits to a website. The processor identifies a path for each visitor identifier associated with the visits. The processor determines, for each path type associated with the identified paths, a path-type conversion probability based on a number of visits corresponding to the path type that resulted in a conversion. The processor calculates, for each of a plurality of the path types, a counterfactual gain for each event based on a conversion probability of the given path type and a conversion probability of a path type that does not include the event for which the counterfactual gain is calculated. The processor determines, for each event, an attribution credit based on the calculated counterfactual gain of the event. The processor then stores the attribution credits of each of the events.

公开(公告)号：US09852439B2

公开(公告)日：2017-12-26

申请号：US14103440

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Bozhena Bidyuk ,  Chao Cai ,  William Patrick Kee ,  Richard Edward Little ,  David Earl Barney ,  Stefan Schnabl

IPC: G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for measuring conversion probabilities of a path types for an attribution model includes, identifying by a processor, paths taken by visitors to visit a website. The paths correspond to a sequence of events that cause a visitor to visit the website. The processor can identify as paths, for each path, subpaths corresponding to each visit to the website. The processor computes a total path count for each path type. The processor identifies, for each path type, a conversion path count indicating a number of paths taken by visitors that resulted in a conversion at the website. The processor calculates, for each path type, a probability of conversion and then provides the calculated probability of conversion for a given path type for an attribution model used in assigning attribution credit to events of a path.

公开(公告)号：US20150161655A1

公开(公告)日：2015-06-11

申请号：US14103487

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Bozhena Bidyuk ,  Stefan Schnabl ,  Richard Edward Little ,  Chao Cai ,  David Earl Barney ,  William Patrick Kee

IPC: G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for selecting content for display at a device includes, identifying by a processor, a visitor identifier associated with a device on which to display content. The processor can identify a path associated with the visitor identifier. The path corresponding to a sequence of one or more events through which the visitor identifier has visited the website. The processor can identify a conversion probability of the identified path. The conversion probability of the identified path indicates a likelihood that the visitor identifier will convert at the website. The conversion probability of the identified path is a ratio of a number of conversions at the website to a number of visits to the website over a given time period. The processor can select content for display. The content selected based on the identified conversion probability of the identified path.

Abstract translation: 用于选择用于在设备上显示的内容的系统和方法包括：由处理器识别与其上显示内容的设备相关联的访问者标识符。 处理器可以识别与访问者标识符相关联的路径。 对应于访问者标识符访问了该网站的一个或多个事件的序列的路径。 处理器可以识别所识别的路径的转换概率。 所识别的路径的转换概率表示访问者标识符将在网站上转换的可能性。 所识别的路径的转换概率是网站上的转化次数与给定时间段内对网站的访问次数的比率。 处理器可以选择要显示的内容。 基于识别的路径的所识别的转换概率来选择内容。

公开(公告)号：US09852440B2

公开(公告)日：2017-12-26

申请号：US14103487

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Bozhena Bidyuk ,  Stefan Schnabl ,  Richard Edward Little ,  Chao Cai ,  David Earl Barney ,  William Patrick Kee

IPC: G06Q30/00 ,  G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for selecting content for display at a device includes, identifying by a processor, a visitor identifier associated with a device on which to display content. The processor can identify a path associated with the visitor identifier. The path corresponding to a sequence of one or more events through which the visitor identifier has visited the website. The processor can identify a conversion probability of the identified path. The conversion probability of the identified path indicates a likelihood that the visitor identifier will convert at the website. The conversion probability of the identified path is a ratio of a number of conversions at the website to a number of visits to the website over a given time period. The processor can select content for display. The content selected based on the identified conversion probability of the identified path.

公开(公告)号：US20150161658A1

公开(公告)日：2015-06-11

申请号：US14103589

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Richard Little ,  William Patrick Kee ,  Bozhena Bidyuk ,  Chao Cai ,  David Earl Barney ,  Stefan Schnabl

IPC: G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for creating a data-driven attribution model are described. A processor identifies visits to a website. The processor identifies a path for each visitor identifier associated with the visits. The processor determines, for each path type associated with the identified paths, a path-type conversion probability based on a number of visits corresponding to the path type that resulted in a conversion. The processor calculates, for each of a plurality of the path types, a counterfactual gain for each event based on a conversion probability of the given path type and a conversion probability of a path type that does not include the event for which the counterfactual gain is calculated. The processor determines, for each event, an attribution credit based on the calculated counterfactual gain of the event. The processor then stores the attribution credits of each of the events.

Abstract translation: 描述了用于创建数据驱动归因模型的系统和方法。 处理器识别对网站的访问。 处理器识别与访问相关联的每个访问者标识符的路径。 对于与所识别的路径相关联的每个路径类型，处理器基于与导致转换的路径类型相对应的访问次数来确定路径类型转换概率。 对于多个路径类型中的每一个，处理器基于给定路径类型的转换概率和不包括反事实增益的事件的路径类型的转换概率来计算每个事件的每个事件的反事实增益 计算。 处理器根据事件的反事实增益确定每个事件的归因信用。 然后处理器存储每个事件的归因信用。

公开(公告)号：US20150161657A1

公开(公告)日：2015-06-11

申请号：US14103440

申请日：2013-12-11

Applicant: Google Inc.

Inventor： Bozhena Bidyuk ,  Chao Cai ,  William Patrick Kee ,  Richard Edward Little ,  David Earl Barney ,  Stefan Schnabl

IPC: G06Q30/02

CPC classification number: G06Q30/0242 ,  G06Q30/0243 ,  G06Q30/0246

Abstract: Systems and methods for measuring conversion probabilities of a path types for an attribution model includes, identifying by a processor, paths taken by visitors to visit a website. The paths correspond to a sequence of events that cause a visitor to visit the website. The processor can identify as paths, for each path, subpaths corresponding to each visit to the website. The processor computes a total path count for each path type. The processor identifies, for each path type, a conversion path count indicating a number of paths taken by visitors that resulted in a conversion at the website. The processor calculates, for each path type, a probability of conversion and then provides the calculated probability of conversion for a given path type for an attribution model used in assigning attribution credit to events of a path.

Abstract translation: 用于衡量归因模型的路径类型的转换概率的系统和方法包括由处理器识别访问者访问网站所采取的路径。 这些路径对应于导致访问者访问网站的一系列事件。 处理器可以为每个路径识别与对网站的每次访问相对应的子路径。 处理器计算每个路径类型的总路径计数。 处理器为每个路径类型识别一个转化路径计数，指示访问者在网站上进行转换所花费的路径数。 处理器为每个路径类型计算转换概率，然后为给定路径类型提供所计算的转换概率，用于为归属信用分配路径事件中使用的归属模型。