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 user's 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.
Considering all the limitations above, we propose a dual-attention recurrent neural network for both conversion estimation and attribution. Attention mechanism is originally proposed for machine translation tasks, where a sequence-to-sequence model samples the next output word by attend each word of the input sentence @cite_4 . In our problem, the attention is modeled as the attribution which may dynamically to assign the credits over all the historical touch points for a specific user. The sequential patterns have been efficiently captured by the recurrent mechanism.
@cite_4
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Recurrent sequence generators conditioned on input data through an attention mechanism have recently shown very good performance on a range of tasks including machine translation, handwriting synthesis [1,2] and image caption generation [3]. We extend the attention-mechanism with features needed for speech recognition. We show that while an adaptation of the model used for machine translation in [2] reaches a competitive 18.7 phoneme error rate (PER) on the TIMET phoneme recognition task, it can only be applied to utterances which are roughly as long as the ones it was trained on. We offer a qualitative explanation of this failure and propose a novel and generic method of adding location-awareness to the attention mechanism to alleviate this issue. The new method yields a model that is robust to long inputs and achieves 18 PER in single utterances and 20 in 10-times longer (repeated) utterances. Finally, we propose a change to the attention mechanism that prevents it from concentrating too much on single frames, which further reduces PER to 17.6 level. 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 user's 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. Recurrent sequence generators conditioned on input data through an attention mechanism have recently shown very good performance on a range of tasks in- cluding machine translation, handwriting synthesis and image caption gen- eration. We extend the attention-mechanism with features needed for speech recognition. We show that while an adaptation of the model used for machine translation in reaches a competitive 18.7 phoneme error rate (PER) on the TIMIT phoneme recognition task, it can only be applied to utterances which are roughly as long as the ones it was trained on. We offer a qualitative explanation of this failure and propose a novel and generic method of adding location-awareness to the attention mechanism to alleviate this issue. The new method yields a model that is robust to long inputs and achieves 18 PER in single utterances and 20 in 10-times longer (repeated) utterances. Finally, we propose a change to the at- tention mechanism that prevents it from concentrating too much on single frames, which further reduces PER to 17.6 level. Recurrent neural nets (RNN) and convolutional neural nets (CNN) are widely used on NLP tasks to capture the long-term and local dependencies, respectively. Attention mechanisms have recently attracted enormous interest due to their highly parallelizable computation, significantly less training time, and flexibility in modeling dependencies. We propose a novel attention mechanism in which the attention between elements from input sequence(s) is directional and multi-dimensional (i.e., feature-wise). A light-weight neural net, "Directional Self-Attention Network (DiSAN)", is then proposed to learn sentence embedding, based solely on the proposed attention without any RNN CNN structure. DiSAN is only composed of a directional self-attention with temporal order encoded, followed by a multi-dimensional attention that compresses the sequence into a vector representation. Despite its simple form, DiSAN outperforms complicated RNN models on both prediction quality and time efficiency. It achieves the best test accuracy among all sentence encoding methods and improves the most recent best result by 1.02 on the Stanford Natural Language Inference (SNLI) dataset, and shows state-of-the-art test accuracy on the Stanford Sentiment Treebank (SST), Multi-Genre natural language inference (MultiNLI), Sentences Involving Compositional Knowledge (SICK), Customer Review, MPQA, TREC question-type classification and Subjectivity (SUBJ) datasets.