arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 1809.02230cs.LGstat.ML
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用于多通道多点触摸归因的带注意力的深度神经网络

Deep Neural Net with Attention for Multi-channel Multi-touch Attribution

Adobe(奥多比)

Ning li, Sai Kumar Arava, Chen Dong, Zhenyu Yan, Abhishek Pani

摘要:

客户通常会接触到在线数字广告渠道,如电子邮件营销,展示广告,付费搜索引擎营销,在他们购买或订阅产品(又名。转换)。营销人员跟踪所有的客户旅程数据,并试图衡量每个广告渠道的有效性.对各渠道影响的推断在预算分配和库存定价决策中起着重要的作用。几种简单的基于规则的策略和数据驱动的算法策略在营销领域得到了广泛的应用,但它们并没有解决渠道交互、时间依赖、用户特征等问题。在本文中,我们提出了一种基于深度学习的新型归因算法,以评估每个广告渠道的影响。我们提出了带注意力的深度神经网络多点触摸归因模型(DNAMTA),该模型以监督学习的方式预测一系列事件是否会导致转换,它使我们对媒体渠道之间的动态交互效应有了深入的了解。DNAMTA还结合了用户背景信息,如用户人口统计和行为,作为控制变量,以减少媒体效果的估计偏差。我们使用大型真实世界营销数据集的计算实验来证明我们提出的模型在转化预测和媒体渠道影响力评估方面都优于现有方法。

英文摘要:

Customers are usually exposed to online digital advertisement channels, such as email marketing, display advertising, paid search engine marketing, along their way to purchase or subscribe products( aka. conversion). The marketers track all the customer journey data and try to measure the effectiveness of each advertising channel. The inference about the influence of each channel plays an important role in budget allocation and inventory pricing decisions. Several simplistic rule-based strategies and data-driven algorithmic strategies have been widely used in marketing field, but they do not address the issues, such as channel interaction, time dependency, user characteristics. In this paper, we propose a novel attribution algorithm based on deep learning to assess the impact of each advertising channel. We present Deep Neural Net With Attention multi-touch attribution model (DNAMTA) model in a supervised learning fashion of predicting if a series of events leads to conversion, and it leads us to have a deep understanding of the dynamic interaction effects between media channels. DNAMTA also incorporates user-context information, such as user demographics and behavior, as control variables to reduce the estimation biases of media effects. We used computational experiment of large real world marketing dataset to demonstrate that our proposed model is superior to existing methods in both conversion prediction and media channel influence evaluation.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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