SEQUENCE-BASED MARKETING ATTRIBUTION MODEL FOR CUSTOMER JOURNEYS
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United States of America Patent
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Issued Date -
Dec 28, 2017
app pub date -
Jun 22, 2016
filing date -
Jun 22, 2016
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Abstract
Methods and a system are provided. A method includes extracting subsequences from a sequence of a customer journey that includes customer interactions on different channels at different times on different topics. The method further includes measuring an effectiveness of each of the subsequences based on journey success data, by applying a statistical hypothesis testing approach. The method also includes determining a contribution of each of the customer interactions for a given one of the subsequences, by applying a sequence-based journey attribution model.
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