Attribution Marketing Recommendations

Abstract

The present disclosure includes systems and techniques relating to identifying value marketing activities. In some implementations, an apparatus, systems, or methods can include receiving conversion path information including data relating to user interactions with a content item associated with a marketing activity, determining a first attribution credit by applying a first attribution model to the received information, and a second attribution credit by applying a second attribution model to the received information, determining an attribution contrast ratio based on the first and second attribution credit, identifying an opportunity based on the determined attribution contrast ratio, and presenting a recommendation for the marketing activity based on the identified opportunity.

1 . (canceled) 
     
     
         2 . A computer-implemented method comprising:
 determining, for a keyword, an attribution contrast ratio;   determining, for the keyword, a number of user interactions with content items that correspond to the keyword;   determining, for the keyword, a conversion rate of the content items that correspond to the keyword;   determining, for the keyword, an average slot position for the content items that correspond to the keyword;   determining, for the keyword, a bid value; and   based on (i) determining that the attribution contrast ratio satisfies an attribution contrast threshold, (ii) determining that the number of user interactions with the content items that correspond to the keyword satisfies a user interaction threshold, (iii) determining that the conversion rate of content items that correspond to the keyword satisfies a conversion threshold, (iv) determining that the average slot position for the content items that correspond to the keyword satisfies a slot position threshold, and (v) determining that the bid value for the keyword satisfies a bid threshold, providing, for output, the keyword as a recommended keyword.   
     
     
         3 . The method of  claim 2 , wherein the attribution contrast ratio compares an effect of a content item that corresponds to the keyword and that is at a particular position in a plurality of conversion paths to an effect of the content item that corresponds to the keyword and that is at a different, particular position in the plurality of conversion paths. 
     
     
         4 . The method of  claim 2 , wherein determining, for the keyword, the number of user interactions with the content items that correspond to the keyword is based on determining that the attribution contrast ratio satisfies the attribution contrast threshold. 
     
     
         5 . The method of  claim 2 , wherein determining, for the keyword, the conversion rate of the content items that correspond to the keyword is based on determining that the number of user interactions with the content items that correspond to the keyword satisfies the user interaction threshold. 
     
     
         6 . The method of  claim 2 , wherein determining, for the keyword, the average slot position for the content items that correspond to the keyword is based on determining that the conversion rate of content items that correspond to the keyword satisfies the conversion threshold. 
     
     
         7 . The method of  claim 2 , wherein determining, for the keyword, the bid value is based on determining that the average slot position for the content items that correspond to the keyword satisfies a slot position threshold. 
     
     
         8 . The method of  claim 2 , wherein determining, for the keyword, an attribution contrast ratio comprises:
 receiving information corresponding to a plurality of conversion paths (i) that each end with a conversion and (ii) that each include a set of user interactions (i) that are with a content item that corresponds to the keyword and (ii) that occurred prior to the respective conversion by a respective user;   determining a first attribution credit that is based on a number of the plurality of conversion paths and on a number of user interactions with the content item at a particular position in the plurality of conversion paths; and   determining a second attribution credit that is based on the number of the plurality of conversion paths and on a number of user interactions with the content item at a different, particular position in the plurality of conversion paths,   wherein the attribution contrast ratio is based on the first attribution credit and the second attribution credit.   
     
     
         9 . A system comprising:
 one or more computers and one or more storage devices storing instructions that are operable, when executed by the one or more computers, to cause the one or more computers to perform operations comprising:
 determining, for a keyword, an attribution contrast ratio; 
 determining, for the keyword, a number of user interactions with content items that correspond to the keyword; 
 determining, for the keyword, a conversion rate of the content items that correspond to the keyword; 
 determining, for the keyword, an average slot position for the content items that correspond to the keyword; 
 determining, for the keyword, a bid value; and 
 based on (i) determining that the attribution contrast ratio satisfies an attribution contrast threshold, (ii) determining that the number of user interactions with the content items that correspond to the keyword satisfies a user interaction threshold, (iii) determining that the conversion rate of content items that correspond to the keyword satisfies a conversion threshold, (iv) determining that the average slot position for the content items that correspond to the keyword satisfies a slot position threshold, and (v) determining that the bid value for the keyword satisfies a bid threshold, providing, for output, the keyword as a recommended keyword. 
   
     
     
         10 . The system of  claim 9 , wherein the attribution contrast ratio compares an effect of a content item that corresponds to the keyword and that is at a particular position in a plurality of conversion paths to an effect of the content item that corresponds to the keyword and that is at a different, particular position in the plurality of conversion paths. 
     
     
         11 . The system of  claim 9 , wherein determining, for the keyword, the number of user interactions with the content items that correspond to the keyword is based on determining that the attribution contrast ratio satisfies the attribution contrast threshold. 
     
     
         12 . The system of  claim 9 , wherein determining, for the keyword, the conversion rate of the content items that correspond to the keyword is based on determining that the number of user interactions with the content items that correspond to the keyword satisfies the user interaction threshold. 
     
     
         13 . The system of  claim 9 , wherein determining, for the keyword, the average slot position for the content items that correspond to the keyword is based on determining that the conversion rate of content items that correspond to the keyword satisfies the conversion threshold. 
     
     
         14 . The system of  claim 9 , wherein determining, for the keyword, the bid value is based on determining that the average slot position for the content items that correspond to the keyword satisfies a slot position threshold. 
     
     
         15 . The system of  claim 9 , wherein determining, for the keyword, an attribution contrast ratio comprises:
 receiving information corresponding to a plurality of conversion paths (i) that each end with a conversion and (ii) that each include a set of user interactions (i) that are with a content item that corresponds to the keyword and (ii) that occurred prior to the respective conversion by a respective user;   determining a first attribution credit that is based on a number of the plurality of conversion paths and on a number of user interactions with the content item at a particular position in the plurality of conversion paths; and   determining a second attribution credit that is based on the number of the plurality of conversion paths and on a number of user interactions with the content item at a different, particular position in the plurality of conversion paths,   wherein the attribution contrast ratio is based on the first attribution credit and the second attribution credit.   
     
     
         16 . A non-transitory computer-readable medium storing software comprising instructions executable by one or more computers which, upon such execution, cause the one or more computers to perform operations comprising:
 determining, for a keyword, an attribution contrast ratio;   determining, for the keyword, a number of user interactions with content items that correspond to the keyword;   determining, for the keyword, a conversion rate of the content items that correspond to the keyword;   determining, for the keyword, an average slot position for the content items that correspond to the keyword;   determining, for the keyword, a bid value; and   based on (i) determining that the attribution contrast ratio satisfies an attribution contrast threshold, (ii) determining that the number of user interactions with the content items that correspond to the keyword satisfies a user interaction threshold, (iii) determining that the conversion rate of content items that correspond to the keyword satisfies a conversion threshold, (iv) determining that the average slot position for the content items that correspond to the keyword satisfies a slot position threshold, and (v) determining that the bid value for the keyword satisfies a bid threshold, providing, for output, the keyword as a recommended keyword.   
     
     
         17 . The medium of  claim 16 , wherein the attribution contrast ratio compares an effect of a content item that corresponds to the keyword and that is at a particular position in a plurality of conversion paths to an effect of the content item that corresponds to the keyword and that is at a different, particular position in the plurality of conversion paths. 
     
     
         18 . The medium of  claim 16 , wherein determining, for the keyword, the number of user interactions with the content items that correspond to the keyword is based on determining that the attribution contrast ratio satisfies the attribution contrast threshold. 
     
     
         19 . The medium of  claim 16 , wherein determining, for the keyword, the conversion rate of the content items that correspond to the keyword is based on determining that the number of user interactions with the content items that correspond to the keyword satisfies the user interaction threshold. 
     
     
         20 . The medium of  claim 16 , wherein determining, for the keyword, the average slot position for the content items that correspond to the keyword is based on determining that the conversion rate of content items that correspond to the keyword satisfies the conversion threshold. 
     
     
         21 . The medium of  claim 16 , wherein determining, for the keyword, an attribution contrast ratio comprises:
 receiving information corresponding to a plurality of conversion paths (i) that each end with a conversion and (ii) that each include a set of user interactions (i) that are with a content item that corresponds to the keyword and (ii) that occurred prior to the respective conversion by a respective user;   determining a first attribution credit that is based on a number of the plurality of conversion paths and on a number of user interactions with the content item at a particular position in the plurality of conversion paths; and   determining a second attribution credit that is based on the number of the plurality of conversion paths and on a number of user interactions with the content item at a different, particular position in the plurality of conversion paths,   wherein the attribution contrast ratio is based on the first attribution credit and the second attribution credit.