IDEAS home Printed from https://ideas.repec.org/p/arx/papers/1804.05327.html
   My bibliography  Save this paper

Shapley Value Methods for Attribution Modeling in Online Advertising

Author

Listed:
  • Kaifeng Zhao
  • Seyed Hanif Mahboobi
  • Saeed R. Bagheri

Abstract

This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising. As a credit allocation solution in cooperative game theory, Shapley value method directly quantifies the contribution of online advertising inputs to the advertising key performance indicator (KPI) across multiple channels. We simplify its calculation by developing an alternative mathematical formulation. The new formula significantly improves the computational efficiency and therefore extends the scope of applicability. Based on the simplified formula, we further develop the ordered Shapley value method. The proposed method is able to take into account the order of channels visited by users. We claim that it provides a more comprehensive insight by evaluating the attribution of channels at different stages of user conversion journeys. The proposed approaches are illustrated using a real-world online advertising campaign dataset.

Suggested Citation

  • Kaifeng Zhao & Seyed Hanif Mahboobi & Saeed R. Bagheri, 2018. "Shapley Value Methods for Attribution Modeling in Online Advertising," Papers 1804.05327, arXiv.org.
    • Handle: RePEc:arx:papers:1804.05327
    as

    Download full text from publisher

    File URL: http://arxiv.org/pdf/1804.05327
    File Function: Latest version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ron Berman, 2018. "Beyond the Last Touch: Attribution in Online Advertising," Marketing Science, INFORMS, vol. 37(5), pages 771-792, September.
    2. Martin J. Osborne & Ariel Rubinstein, 1994. "A Course in Game Theory," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262650401, December.
    3. Sparkman, Richard M, Jr & Locander, William B, 1980. "Attribution Theory and Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 219-224, December.
    4. Song, Bomi & Seol, Hyeonju & Park, Yongtae, 2016. "A patent portfolio-based approach for assessing potential R&D partners: An application of the Shapley value," Technological Forecasting and Social Change, Elsevier, vol. 103(C), pages 156-165.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elisenda Molina & Juan Tejada & Tom Weiss, 2020. "Some game theoretic marketing attribution models," Papers 2012.00812, arXiv.org.
    2. Elisenda Molina & Juan Tejada & Tom Weiss, 2022. "Some game theoretic marketing attribution models," Annals of Operations Research, Springer, vol. 318(2), pages 1043-1075, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Battigalli, Pierpaolo & Bonanno, Giacomo, 1997. "The Logic of Belief Persistence," Economics and Philosophy, Cambridge University Press, vol. 13(1), pages 39-59, April.
    2. Szabó, György & Borsos, István & Szombati, Edit, 2019. "Games, graphs and Kirchhoff laws," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 521(C), pages 416-423.
    3. Shi, Yi & Deng, Yawen & Wang, Guoan & Xu, Jiuping, 2020. "Stackelberg equilibrium-based eco-economic approach for sustainable development of kitchen waste disposal with subsidy policy: A case study from China," Energy, Elsevier, vol. 196(C).
    4. Marc Le Menestrel, 2003. "A one-shot Prisoners’ Dilemma with procedural utility," Economics Working Papers 819, Department of Economics and Business, Universitat Pompeu Fabra.
    5. Cheng‐Kuang Wu & Yi‐Ming Chen & Dachrahn Wu & Ching‐Lin Chi, 2020. "A Game Theory Approach for Assessment of Risk and Deployment of Police Patrols in Response to Criminal Activity in San Francisco," Risk Analysis, John Wiley & Sons, vol. 40(3), pages 534-549, March.
    6. Nasimeh Heydaribeni & Achilleas Anastasopoulos, 2019. "Linear Equilibria for Dynamic LQG Games with Asymmetric Information and Dependent Types," Papers 1909.04834, arXiv.org.
    7. Müller, Christoph, 2020. "Robust implementation in weakly perfect Bayesian strategies," Journal of Economic Theory, Elsevier, vol. 189(C).
    8. Hitoshi Matsushima, 2019. "Implementation without expected utility: ex-post verifiability," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 53(4), pages 575-585, December.
    9. Dasgupta Utteeyo, 2011. "Are Entry Threats Always Credible?," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 11(1), pages 1-41, December.
    10. Baran Han, 2018. "The role and welfare rationale of secondary sanctions: A theory and a case study of the US sanctions targeting Iran," Conflict Management and Peace Science, Peace Science Society (International), vol. 35(5), pages 474-502, September.
    11. Carlos Pimienta & Jianfei Shen, 2014. "On the equivalence between (quasi-)perfect and sequential equilibria," International Journal of Game Theory, Springer;Game Theory Society, vol. 43(2), pages 395-402, May.
    12. Asheim, Geir & Søvik, Ylva, 2003. "The semantics of preference-based belief operators," Memorandum 05/2003, Oslo University, Department of Economics.
    13. Wang, Yafeng & Graham, Brett, 2009. "Generalized Maximum Entropy estimation of discrete sequential move games of perfect information," MPRA Paper 21331, University Library of Munich, Germany.
    14. repec:dau:papers:123456789/6818 is not listed on IDEAS
    15. Tobias Harks & Martin Hoefer & Anja Schedel & Manuel Surek, 2021. "Efficient Black-Box Reductions for Separable Cost Sharing," Mathematics of Operations Research, INFORMS, vol. 46(1), pages 134-158, February.
    16. Karbowski, Adam, 2011. "O kilku modelach samolubnego karania w ekonomii behawioralnej [Evolution of altruism in the light of behavioral economics]," MPRA Paper 69604, University Library of Munich, Germany.
    17. Ricardo F. Reis & Phillip C. Stocken, 2007. "Strategic Consequences of Historical Cost and Fair Value Measurements," Contemporary Accounting Research, John Wiley & Sons, vol. 24(2), pages 557-584, June.
    18. Costello, Christopher & Molina, Renato, 2021. "Transboundary marine protected areas," Resource and Energy Economics, Elsevier, vol. 65(C).
    19. Mailath, George J. & Morris, Stephen, 2002. "Repeated Games with Almost-Public Monitoring," Journal of Economic Theory, Elsevier, vol. 102(1), pages 189-228, January.
    20. Ginsburgh, Victor & Zang, Israël, 2012. "Shapley Ranking of Wines," Journal of Wine Economics, Cambridge University Press, vol. 7(2), pages 169-180, November.
    21. Martin Hellwig & Felix Bierbrauer, 2009. "Public Good Provision in a Large Economy," 2009 Meeting Papers 1062, Society for Economic Dynamics.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:arx:papers:1804.05327. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: arXiv administrators (email available below). General contact details of provider: http://arxiv.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.