Evaluating attribution models
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United States of America Patent
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Jan 23, 2018
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app pub date -
Feb 21, 2014
filing date -
Feb 21, 2014
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Abstract
Methods, systems, and apparatus including computer programs encoded on computer-readable storage media are provided for evaluating attribution models and comparing estimates produced by the attribution models with causal measurements from controlled experiments. An attribution model is identified for use in determining an estimate of an effectiveness of a campaign. An experiment is identified including experiment data that reflects implementation of a change in an experiment environment including identifying a measure of effectiveness of the change within a predetermined confidence level. The estimate is evaluated as compared to the identified measure of effectiveness. A determination is made that the attribution model is an effective measure of the change for the campaign, based at least in part on the evaluating.
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