Model integration for content campaign attribution

A computer-implemented method comprising:

• causing, by an intermediate event component, a first machine learning model to generate a first attribution of a content campaign to intermediate events;
• causing, by a conversion component, a second machine learning model to generate a second attribution of the intermediate events to conversions;
• determining, by an attribution component, the attribution of the content campaign to the conversions as a function of the first attribution and the second attribution;
• and
• generating, by a user interface component, a user interface presenting the attribution of the content campaign to the conversions.

A computer system comprising:

• one or more processors;
• and
• one or more computer storage media storing computer-useable instructions that, when used by the one or more processors, causes the computer system to perform operations comprising:
• generating, by an intermediate event component, a first attribution of a content campaign to intermediate events by:
• accessing content campaign data for a plurality of content campaigns that includes the content campaign,
• accessing intermediate event data for the intermediate events,
• accessing environmental factors, and
• providing the content campaign data, the intermediate event data, and the environmental factors as input to a first machine learning model, causing the first machine learning model to generate an output that comprises an attribution of each of the plurality of content campaigns to the intermediate events;
• generating, by a conversion component, a second attribution of the intermediate events to conversions by:
• accessing individual-level touchpoint data for a plurality of touchpoints for a plurality of individuals, the individual-level touchpoint data comprising individual-level intermediate event data for the intermediate events,
• accessing individual-level conversion data for the conversions for the plurality of individuals,
• accessing environmental variables, and
• providing the individual-level touchpoint data, the individual-level conversion data, and the environmental variables as input to the second machine learning model, causing the second machine learning model to generate an output that comprises an attribution of each type of touchpoint to the conversions;
• determining, by an attribution component, an attribution of the content campaign to the conversions as a function of the first attribution and the second attribution;
• and
• communicating, by a user interface component, the attribution of the content campaign to the conversions over a network to a client computing device.