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Register a new userA Time To Event Framework For Multi-touch Attribution
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Added by
Dinah Shender
Publication date
2020
fields
Mathematical Statistics
and research's language is
English
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Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user may see prior to any observed
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In online advertising, users may be exposed to a range of different advertising campaigns, such as natural search or referral or organic search, before leading to a final transaction. Estimating the contribution of advertising campaigns on the users journey is very meaningful and crucial. A marketer could observe each customers interaction with different marketing channels and modify their investment strategies accordingly. Existing methods including both traditional last-clicking methods and recent data-driven approaches for the multi-touch attribution (MTA) problem lack enough interpretation on why the methods work. In this paper, we propose a novel model called DeepMTA, which combines deep learning model and additive feature explanation model for interpretable online multi-touch attribution. DeepMTA mainly contains two parts, the phased-LSTMs based conversion prediction model to catch different time intervals, and the additive feature attribution model combined with shaley values. Additive feature attribution is explanatory that contains a linear function of binary variables. As the first interpretable deep learning model for MTA, DeepMTA considers three important features in the customer journey: event sequence order, event frequency and time-decay effect of the event. Evaluation on a real dataset shows the proposed conversion prediction model achieves 91% accuracy.
In online advertising, the Internet users may be exposed to a sequence of different ad campaigns, i.e., display ads, search, or referrals from multiple channels, before led up to any final sales conversion and transaction. For both campaigners and publishers, it is fundamentally critical to estimate the contribution from ad campaign touch-points during the customer journey (conversion funnel) and assign the right credit to the right ad exposure accordingly. However, the existing research on the multi-touch attribution problem lacks a principled way of utilizing the users pre-conversion actions (i.e., clicks), and quite often fails to model the sequential patterns among the touch points from a users behavior data. To make it worse, the current industry practice is merely employing a set of arbitrary rules as the attribution model, e.g., the popular last-touch model assigns 100% credit to the final touch-point regardless of actual attributions. In this paper, we propose a Dual-attention Recurrent Neural Network (DARNN) for the multi-touch attribution problem. It learns the attribution values through an attention mechanism directly from the conversion estimation objective. To achieve this, we utilize sequence-to-sequence prediction for user clicks, and combine both post-view and post-click attribution patterns together for the final conversion estimation. To quantitatively benchmark attribution models, we also propose a novel yet practical attribution evaluation scheme through the proxy of budget allocation (under the estimated attributions) over ad channels. The experimental results on two real datasets demonstrate the significant performance gains of our attribution model against the state of the art.
Early detection of changes in the frequency of events is an important task, in, for example, disease surveillance, monitoring of high-quality processes, reliability monitoring and public health. In this article, we focus on detecting changes in multivariate event data, by monitoring the time-between-events (TBE). Existing multivariate TBE charts are limited in the sense that, they only signal after an event occurred for each of the individual processes. This results in delays (i.e., long time to signal), especially if it is of interest to detect a change in one or a few of the processes. We propose a bivariate TBE (BTBE) chart which is able to signal in real time. We derive analytical expressions for the control limits and average time-to-signal performance, conduct a performance evaluation and compare our chart to an existing method. The findings showed that our method is a realistic approach to monitor bivariate time-between-event data, and has better detection ability than existing methods. A large benefit of our method is that it signals in real-time and that due to the analytical expressions no simulation is needed. The proposed method is implemented on a real-life dataset related to AIDS.
Some years ago, Snapinn and Jiang[1] considered the interpretation and pitfalls of absolute versus relative treatment effect measures in analyses of time-to-event outcomes. Through specific examples and analytical considerations based solely on the exponential and the Weibull distributions they reach two conclusions: 1) that the commonly used criteria for clinical effectiveness, the ARR (Absolute Risk Reduction) and the median (survival time) difference (MD) directly contradict each other and 2) cost-effectiveness depends only the hazard ratio(HR) and the shape parameter (in the Weibull case) but not the overall baseline risk of the population. Though provocative, the first conclusion does not apply to either the two special cases considered or even more generally, while the second conclusion is strictly correct only for the exponential case. Therefore, the implication inferred by the authors i.e. all measures of absolute treatment effect are of little value compared with the relative measure of the hazard ratio, is not of general validity and hence both absolute and relative measures should continue to be used when appraising clinical evidence.
A utility-based Bayesian population finding (BaPoFi) method was proposed by Morita and Muller (2017, Biometrics, 1355-1365) to analyze data from a randomized clinical trial with the aim of identifying good predictive baseline covariates for optimizing the target population for a future study. The approach casts the population finding process as a formal decision problem together with a flexible probability model using a random forest to define a regression mean function. BaPoFi is constructed to handle a single continuous or binary outcome variable. In this paper, we develop BaPoFi-TTE as an extension of the earlier approach for clinically important cases of time-to-event (TTE) data with censoring, and also accounting for a toxicity outcome. We model the association of TTE data with baseline covariates using a semi-parametric failure time model with a Polya tree prior for an unknown error term and a random forest for a flexible regression mean function. We define a utility function that addresses a trade-off between efficacy and toxicity as one of the important clinical considerations for population finding. We examine the operating characteristics of the proposed method in extensive simulation studies. For illustration, we apply the proposed method to data from a randomized oncology clinical trial. Concerns in a preliminary analysis of the same data based on a parametric model motivated the proposed more general approach.
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