Adobe Inc.
ALGORITHMIC ATTRIBUTION

Abstract:

Introduced is a technique for assigning attribution values associated with a metric to dimensions in a set of data. An attribution model can be implemented to process data to assign attribution values to the dimensions in the data. The attribution model can be configured accordingly to game theoretic properties such as Shapley value. For example, each of the dimensions in the data may correspond to a different player in a cooperative game based on a specified value function. Using the specified value function, attribution values associated with a metric can be assigned to the dimensions in the data. The introduced technique can be implemented to assign attribution value associated with various types of metric to various types of dimensions. Further, the introduced technique is highly scalable and can be implemented to process data at query time without requiring any offline models to be run.