Advertising channels have evolved from conventional print media, billboards and radio advertising to online digital advertising (ad), where the users are exposed to a sequence of ad campaigns via social networks, display ads, search etc. While advertisers revisit the design of ad campaigns to concurrently serve the requirements emerging out of new ad channels, it is also critical for advertisers to estimate the contribution from touch-points (view, clicks, converts) on different channels, based on the sequence of customer actions. This process of contribution measurement is often referred to as multi-touch attribution (MTA). In this work, we propose CAMTA, a novel deep recurrent neural network architecture which is a casual attribution mechanism for user-personalised MTA in the context of observational data. CAMTA minimizes the selection bias in channel assignment across time-steps and touchpoints. Furthermore, it utilizes the users' pre-conversion actions in a principled way in order to predict pre-channel attribution. To quantitatively benchmark the proposed MTA model, we employ the real world Criteo dataset and demonstrate the superior performance of CAMTA with respect to prediction accuracy as compared to several baselines. In addition, we provide results for budget allocation and user-behaviour modelling on the predicted channel attribution.

本文提出了使用神经网络的多触点归因模型CAMTA，并在Criteo数据集上进行了实证研究和性能对比。该模型利用用户行为和预转化动作来预测广告触点后的归因，具有优秀的预测精度和预算分配效果。

CAMTA: 多点触控归因的因果注意模型