A method , computer readable medium and system for determining touchpoint attribution

A non-transitory computer readable medium that stores instructions for determining a value of importance for each of a plurality of touchpoint encounters, which, when executed, cause a processor to:

• receive a plurality of touchpoint encounters and a plurality of conversions, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
• correlate the touchpoint encounters and the conversions to a plurality of users, wherein the users comprise a plurality of converting users correlated to a plurality of assisting touchpoints from among the touchpoint encounters;
• assign an attribute weight to at least one of the attributes of the assisting touchpoint encounters based on the level of contribution of the attribute to the conversion;
• assign an attribute value weight to at least one of the attribute values of an attribute in the assisting touchpoint encounters based on the level of importance of the attribute to the conversion;
• use the attribute weights and the attribute value weights to determine a value of importance for each of the assisting touchpoint encounters to assess a fair attribution of the assisting touchpoint to the conversion.

A system for determining a value of importance for each of a plurality of touchpoint encounters, the system comprising at least one processor and memory with instructions for:

• receiving a plurality of touchpoint encounters and a plurality of conversions, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
• correlating the touchpoint encounters and the conversions to a plurality of users, wherein the users comprise a plurality of converting users correlated to a plurality of assisting touchpoints from among the touchpoint encounters;
• assigning an attribute weight to at least one of the attributes of the assisting touchpoint encounters based on the level of contribution of the attribute to the conversion;
• assigning an attribute value weight to at least one of the attribute values of an attribute in the assisting touchpoint encounters based on the level of importance of the attribute to the conversion;
• and
• using the attribute weights and the attribute value weights to determine a value of importance for each of the assisting touchpoint encounters to assess a fair attribution of the assisting touchpoint to the conversion.