Performing query-time attribution modeling based on user-specified segments

Patent metadata

Field	Value
Publication number	US-11423422-B2
Application number	US-201816189812-A
Country	US
Kind code	B2
Filing date	Nov 13, 2018
Priority date	Nov 13, 2018
Publication date	Aug 23, 2022
Grant date	Aug 23, 2022

Abstract

The present disclosure relates to performing attribution modeling in real time using user-specified segments of touchpoint data retrieved from a database using a user-specified attribution model. For example, in one or more embodiments, a system stores raw touchpoint data in a database comprising an aggregator and a plurality of nodes. In particular, each node stores touchpoint data associated with a different user. Upon receiving a first query, the system can, in real time, generate and provide a first digital attribution report based on the stored touchpoint data. Upon receiving a second query, the system can generate a second digital attribution report for a user-specified segment of the touchpoint data represented in the first digital attribution report. Specifically, the system retrieves touchpoint data associated with the user-specified segment from the nodes of the database and uses the aggregator to combine the data to generate the second digital attribution report.

First claim

What is claimed is:

1. In a digital medium environment for collecting and analyzing analytics data about network communications, a method for generating digital attribution reports in real time comprising:
storing touchpoint data in an attribution database comprising an aggregator and a plurality of nodes, wherein each node corresponds to a single user that differs from other users corresponding to other nodes and comprises a data storage unit that stores a user ID associated with the single user and a processing unit that receives and stores touchpoint data associated with the single user within the data storage unit;
providing, in real time in response to a first query, a first digital attribution report for a user-specified dimension using a set of touchpoint data retrieved from nodes of the plurality of nodes of the attribution database by processing units of the nodes based on a user-specified attribution model;
receiving a second query to generate a second digital attribution report for a user-specified segment represented in the first digital attribution report; and
in response to receiving the second query:
retrieving, from the attribution database using the processing units of the nodes, instances of touchpoint data associated with the user-specified segment from the second query and corresponding to the user-specified dimension from the first query in accordance with the user-specified attribution model from the first query; and
generating the second digital attribution report showing an attribution attributable to the user-specified segment represented in the first digital attribution report using the instances of touchpoint data.

2. The method of claim 1 , wherein the touchpoint data comprises one or more touchpoints and a timestamp associated with each of the one or more touchpoints.

3. The method of claim 1 , wherein the user-specified segment comprises at least one of a product segment, a user segment, or a device segment.

4. The method of claim 1 , wherein the user-specified attribution model comprises one or more user-specified parameters.

5. A non-transitory computer readable storage medium comprising instructions that, when executed by at least one processor, cause a computing device to:
store data in an attribution database comprising an aggregator and a plurality of nodes, wherein each node corresponds to a single user that differs from other users corresponding to other nodes and comprises a data storage unit that stores a user ID associated with the single user and a processing unit that receives and stores touchpoint data associated with the single user within the data storage unit;
generate, in real time in response to a first query, a first digital attribution report for a user-specified dimension using a set of touchpoint data retrieved from nodes of the plurality of nodes of the attribution database by processing units of the nodes based on a user-specified attribution model;
receive a second query to generate a second digital attribution report for a user-specified segment represented in the first digital attribution report; and
in response to receiving the second query:
retrieve, from the attribution database using the processing units of the nodes, instances of touchpoint data associated with the user-specified segment from the second query and corresponding to the user-specified dimension from the first query in accordance with the user-specified attribution model from the first query; and
generate the second digital attribution report showing an attribution attributable to the user-specified segment represented in the first digital attribution report using the instances of touchpoint data.

6. The non-transitory computer readable storage medium of claim 5 ,
further comprising instructions that, when executed by the at least one processor, cause the computing device to combine, in response to receiving the second query and using the aggregator, the instances of touchpoint data associated with the user-specified segment and corresponding to the user-specified dimension in accordance with the user-specified attribution model,
wherein the instructions, when executed by the at least one processor, cause the computing device to generate the second digital attribution report using the instances of touchpoint data by generating the second digital attribution report using the combined instances of touchpoint data.

7. The non-transitory computer readable storage medium of claim 6 , wherein the attribution database further comprises a plurality of intermediate aggregators, wherein each intermediate aggregator is associated with, and aggregates data from, a subset of nodes of the plurality of nodes of the attribution database.

8. The non-transitory computer readable storage medium of claim 7 ,
further comprising instructions that, when executed by the at least one processor, cause the computing device to aggregate, using each intermediate aggregator, the instances of touchpoint data from the subset of nodes corresponding to each intermediate aggregator to generate sets of aggregated touchpoint data,
wherein the instructions, when executed by the at least one processor, cause the computing device to combine, using the aggregator, the instances of touchpoint data by combining the sets of aggregated touchpoint data from the plurality of intermediate aggregators.

9. The non-transitory computer readable storage medium of claim 5 , wherein:
an instance of touchpoint data comprises an indication of a touchpoint and a timestamp associated with the touchpoint, and
the instructions, when executed by the at least one processor, cause the computing device to store the touchpoint data in the attribution database by storing, in each node, instances of touchpoint data sequentially based on the timestamp associated with each touchpoint of a corresponding user.

10. The non-transitory computer readable storage medium of claim 5 , wherein the instructions, when executed by the at least one processor, cause the computing device to retrieve, from the attribution database using the processing units of the nodes, the instances of touchpoint data associated with the user-specified segment from the second query and corresponding to the user-specified dimension from the first query in accordance with the user-specified attribution model from the first query by filtering, at each node, a subset of touchpoints for a corresponding user that is associated with the user-specified segment and corresponds to the user-specified dimension in accordance with the user-specified attribution model.

11. The non-transitory computer readable storage medium of claim 5 , further comprising instructions that, when executed by the at least one processor, cause the computing device to:
receive a third query to generate a third digital attribution report for a second user-specified segment represented in the first digital attribution report;
in response to receiving the third query and in real time:
retrieve, using the processing units of the nodes, additional instances of touchpoint data associated with the second user-specified segment from the third query and corresponding to the user-specified dimension from the first query in accordance with the user-specified attribution model;
combine, using the aggregator, the additional instances of touchpoint data associated with the second user-specified segment from the third query and corresponding to the user-specified dimension from the first query in accordance with the user-specified attribution model; and
generate the third digital attribution report using the combined additional instances of touchpoint data; and

provide the third digital attribution r

Assignees

• Adobe Inc

Inventors

• Paulsen Trevor
• Andrus Ivan
• Wilcox David

Classifications

• G06Q30/0201 Primary

  Market modelling; Market analysis; Collecting market data · CPC title

• G06F16/9038

  Presentation of query results · CPC title

• G06F16/904

  Browsing; Visualisation therefor (for navigating the web G06F16/954; browsing optimisation for the web G06F16/957) · CPC title