Optimizing communication channels for user communications based on improved channel attributions

A method comprising:

• receiving data regarding user communications associated with user outcomes;
• identifying, within the data, unique channels through which content of the user communications was presented;
• determining possible channel combinations of the unique channels;
• generating a first model of user outcome impacts for at least a subset of the possible channel combinations, wherein the first model comprises a conversion matrix corresponding representing conversion ratios for the unique channels and a coalition matrix representing a frequency of occurrence for the unique channels;
• determining, for the unique channels, marginal contributions for the user outcomes based on the first model, wherein, for each respective unique channel, the marginal contributions represent a percentage of credit attributable to the respective unique channel for the user outcomes;
• determining final outcome attributions for the unique channels based on the marginal contributions and the first model;
• and
• transmitting, over a network, at least one communication to a user device based on the final outcome attributions.