Marketing attribution capturing synergistic effects between channels

A method for causal marketing attribution, the method comprising:

• collecting, by a marketing analytics platform, first marketing information corresponding to a first set of marketing events, wherein the first marketing information comprises timing information for customer exposures to a first marketing channel comprising online advertising;
• collecting, by the marketing analytics platform, second marketing information corresponding to a second set of marketing events, wherein the second marketing information comprises timing information for customer exposures to a second marketing channel, and wherein the second marketing channel is different from the first marketing channel;
• identifying a time series corresponding to the first set of marketing events and the second set of marketing events;
• computing a sum of a plurality of channel-specific terms corresponding to each of the first set of marketing events and each of the second set of marketing events, wherein each channel-specific term of the plurality of channel-specific terms comprises a channel-specific base parameter and a channel-specific decay parameter raised to a power of a corresponding time value;
• computing a sum of a plurality of interaction terms, wherein each interaction term of the plurality of interaction terms comprises a product of a pair of channel-specific terms and at least one interaction term of the plurality of interaction terms corresponds to the first set of marketing events and the second set of marketing events;
• determining a probability of a target outcome for a customer based on the sum of the plurality of channel-specific terms, the sum of the plurality of interaction terms, and the time series;
• identifying, by the marketing analytics platform, a marketing attribution model for the first channel based at least in part on the probability of the target outcome, wherein the marketing attribution model identifies an influence of the first marketing channel on a behavior of the customer based at least in part on the second marketing channel;
• and
• providing, by the marketing analytics platform to a user, marketing attribution information, wherein the marketing attribution information is implemented by the marketing attribution model.

A method for causal marketing attribution, the method comprising:

• receiving a request from a user for marketing attribution information for a first marketing channel and a second marketing channel;
• collecting, by a marketing analytics platform:
• first marketing information corresponding to a first set of marketing events, wherein the first marketing information comprises timing information for customer exposures to the first marketing channel comprising online advertising;
• and
• second marketing information corresponding to a second set of marketing events, wherein the second marketing information comprises timing information for customer exposures to the second marketing channel, and wherein the second marketing channel is different from the first marketing channel;
• computing a sum of a plurality of channel-specific terms corresponding to each of the first set of marketing events and each of the second set of marketing events, wherein each channel-specific term of the plurality of channel-specific terms comprises a channel-specific base parameter and a channel-specific decay parameter raised to a power of a corresponding time value;
• computing a sum of a plurality of interaction terms, wherein each interaction term of the plurality of interaction terms comprises a product of a pair of channel-specific terms and at least one interaction term of the plurality of interaction terms corresponds to the first set of marketing events and the second set of marketing events;
• identifying, by the marketing analytics platform, a marketing attribution model for the first channel, wherein the marketing attribution model identifies an influence of the first marketing channel on a behavior of the customer based at least in part on the second marketing channel;
• and
• providing, by the marketing analytics platform to the user, the marketing attribution information, wherein the marketing attribution information is implemented by the marketing attribution model.