Systems and methods for determining media creative attribution to website traffic

A system, comprising:

• a processor;
• a non-transitory computer-readable medium;
• and
• stored instructions translatable by the processor for:
• determining a response profile over successive time periods within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website, wherein the portion corresponds to a time period that one or more media creatives aired on an offline medium;
• obtaining a baseline of the UV curve associated with the website, wherein the baseline is the UV curve for the website without any media creative airing and is associated with the attribution time window;
• determining, utilizing the baseline, a total lift within the attribution time window;
• determining, utilizing a weighting function, a weight for each of the one or more media creatives that aired within the attribution time window, the weighting function relating at least to an audience size for each respective media creative that aired within the attribution time window;
• allocating the total lift to individual media creatives that aired within the attribution time window, the allocating including applying the determined weight for each respective media creative that aired within the attribution time window corresponding to the response profile to thereby determine a lift associated with each respective media creative during time periods of the attribution time window, each determined lift representing an incremental attribution associated with the respective media creative during a respective time period;
• determining, utilizing the determined lifts allocated to individual media creatives that aired within the attribution time window corresponding to the response profile, performance metrics relating to the individual media creatives that aired within the attribution time window corresponding to the response profile;
• and
• presenting, through a user interface, the performance metrics on a display.

A non-transitory computer-readable medium storing instructions translatable by a processor for:

• determining a response profile over successive time periods within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website, wherein the portion corresponds to a time period that one or more media creatives aired on an offline medium;
• obtaining a baseline of the UV curve associated with the website, wherein the baseline is the UV curve for the website without any media creative airing and is associated with the attribution time window;
• determining, utilizing the baseline, a total lift within the attribution time window;
• determining, utilizing a weighting function, a weight for each of the one or more media creatives that aired within the attribution time window, the weighting function relating at least to an audience size for each respective media creative that aired within the attribution time window;
• allocating the total lift to individual media creatives that aired within the attribution time window, the allocating including applying the determined weight for each respective media creative that aired within the attribution time window corresponding to the response profile to thereby determine a lift associated with each respective media creative during time periods of the attribution time window, each determined lift representing an incremental attribution associated with the respective media creative during a respective time period;
• determining, utilizing the determined lifts allocated to individual media creatives that aired within the attribution time window corresponding to the response profile, performance metrics relating to the individual media creatives that aired within the attribution time window corresponding to the response profile;
• and
• presenting, through a user interface, the performance metrics on a display.