Attribution that accounts for external viewing conditions

A computer program product for attributing credit to online consumer touchpoints for a consumer performing an action, the computer program product being tangibly embodied on a non-transitory computer-readable storage medium and comprising instructions that, when executed by at least one computing device, are configured to cause the at least one computing device to perform the steps of:

• detecting an external viewing condition for an online consumer touchpoint based on receiving information from a sensor on a device used by the consumer during the online consumer touchpoint, wherein the online consumer touchpoint comprises an advertisement received through an electronic network and wherein the external viewing condition indicates whether the consumer is in a distracting environment during the online consumer touchpoint;
• determining that the consumer performed the action following the online consumer touchpoint and additional online consumer touchpoints;
• determining an effectiveness of the online consumer touchpoint by applying a machine learning technique to the external viewing condition and touchpoint data associated with the one or more online consumer touchpoints, wherein the machine learning technique accounts for the effectiveness of particular consumer touchpoints in particular external viewing conditions and types of environments created by the particular external viewing conditions, and wherein the machine learning technique accounts for combinations of external viewing conditions and types of environments under which consumers interacted with a product without converting the interaction into a purchase;
• and
• attributing relative credit to the online consumer touchpoint and the additional online consumer touchpoints for the consumer performing the action based on the effectiveness of the online consumer touchpoint.

A system comprising:

• a processor;
• and a non-transitory computer-readable medium comprising instructions, wherein when executed by the processor, the instructions perform steps comprising:
• detecting an external viewing condition for an online consumer touchpoint, wherein the online consumer touchpoint comprises an advertisement received through an electronic network and wherein the external viewing condition indicates whether a consumer is in a distracting environment during the online consumer touchpoint;
• determining that the consumer performed an action following the online consumer touchpoint and additional online consumer touchpoints;
• determining an effectiveness of the online consumer touchpoint by applying a machine learning technique to the external viewing condition and touchpoint data associated with the one or more online consumer touchpoints, wherein the machine learning technique accounts for the effectiveness of particular consumer touchpoints in particular external viewing conditions and types of environments created by the particular external viewing conditions, and wherein the machine learning technique accounts for combinations of external viewing conditions and types of environments under which consumers interacted with a product without converting the interaction into a purchase;
• and
• attributing relative credit to the online consumer touchpoint and the additional online consumer touchpoints for the consumer performing the action based on the effectiveness of the online consumer touchpoint.