Adobe Inc.
Causal modeling and attribution

Abstract:

In techniques for causal modeling and attribution, a causal modeling application implements a dynamical causal modeling framework. Input data is received as a representation of communications between users, such as social media interactions between social media users, and causal relationships between the users can be determined based in part on the input data that represents the communications. Influence variables, such as exogenous variables and/or endogenous variables, can also be determined that influence the causal relationships between the users. A causal relationships model is generated based on the influence variables and the causal relationships between the users, where the causal relationships model is representative of causality, influence, and attribution between the users.