Publicação
Atrio – attribution model orchestrator
| Resumo: | In Digital Advertising, Attribution Modelling is used to assess the contribution of media touchpoints to the campaign outcome, by analyzing each person’s sequence of contacts and interactions with these touchpoints, designated as the Consumer Journey. The ability to acquire, model and analyze campaign data to derive meaningful insights, usually involves proprietary tools, provided by campaign delivery platforms. ATRIO is proposed as an open-sourced framework for Attribution Modelling, orchestrating the data pipeline through transformation, integration, and delivery, to provide Attribution Modelling capabilities for digital media agencies with proprietary data, who need control over the Attribution Modeling process. From a tabular dataset, ATRIO can produce simple heuristics such as last-click analysis, but also data-driven attribution models, based on Shapley’s Game Theory and Markov Chains. As opposed to the black-boxed tools offered by campaign delivery platforms, which are focused in their media channels performance, ATRIO empowers digital media agencies to customize and apply different Attribution Models for each campaign, providing an agnostic, open-source based, holistic and multi-channel analysis. |
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| Autores principais: | Alves, Bernardo Duarte Siré de Magalhães Mexia |
| Assunto: | Attribution Modelling Digital Advertising Analytics Insights Shapley Markov Jupyter Python Plotly |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In Digital Advertising, Attribution Modelling is used to assess the contribution of media touchpoints to the campaign outcome, by analyzing each person’s sequence of contacts and interactions with these touchpoints, designated as the Consumer Journey. The ability to acquire, model and analyze campaign data to derive meaningful insights, usually involves proprietary tools, provided by campaign delivery platforms. ATRIO is proposed as an open-sourced framework for Attribution Modelling, orchestrating the data pipeline through transformation, integration, and delivery, to provide Attribution Modelling capabilities for digital media agencies with proprietary data, who need control over the Attribution Modeling process. From a tabular dataset, ATRIO can produce simple heuristics such as last-click analysis, but also data-driven attribution models, based on Shapley’s Game Theory and Markov Chains. As opposed to the black-boxed tools offered by campaign delivery platforms, which are focused in their media channels performance, ATRIO empowers digital media agencies to customize and apply different Attribution Models for each campaign, providing an agnostic, open-source based, holistic and multi-channel analysis. |
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