Atrio – attribution model orchestrator

Detalhes bibliográficos
Autor(a) principal: Alves, Bernardo Duarte Siré de Magalhães Mexia
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/132931
Resumo: Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
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spelling Atrio – attribution model orchestratorAttribution ModellingDigital AdvertisingAnalyticsInsightsShapleyMarkovJupyterPythonPlotlyProject Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementIn Digital Advertising, Attribution Modelling is used to assess the contribution of media touchpoints to the campaign outcome, by analyzing each person’s sequence of contacts and interactions with these touchpoints, designated as the Consumer Journey. The ability to acquire, model and analyze campaign data to derive meaningful insights, usually involves proprietary tools, provided by campaign delivery platforms. ATRIO is proposed as an open-sourced framework for Attribution Modelling, orchestrating the data pipeline through transformation, integration, and delivery, to provide Attribution Modelling capabilities for digital media agencies with proprietary data, who need control over the Attribution Modeling process. From a tabular dataset, ATRIO can produce simple heuristics such as last-click analysis, but also data-driven attribution models, based on Shapley’s Game Theory and Markov Chains. As opposed to the black-boxed tools offered by campaign delivery platforms, which are focused in their media channels performance, ATRIO empowers digital media agencies to customize and apply different Attribution Models for each campaign, providing an agnostic, open-source based, holistic and multi-channel analysis.Henriques, Roberto André PereiraMelo, André Pestana Sampaio eRUNAlves, Bernardo Duarte Siré de Magalhães Mexia2022-02-15T17:31:50Z2022-01-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/132931TID:202941744enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:11:37Zoai:run.unl.pt:10362/132931Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:47:38.763069Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Atrio – attribution model orchestrator
title Atrio – attribution model orchestrator
spellingShingle Atrio – attribution model orchestrator
Alves, Bernardo Duarte Siré de Magalhães Mexia
Attribution Modelling
Digital Advertising
Analytics
Insights
Shapley
Markov
Jupyter
Python
Plotly
title_short Atrio – attribution model orchestrator
title_full Atrio – attribution model orchestrator
title_fullStr Atrio – attribution model orchestrator
title_full_unstemmed Atrio – attribution model orchestrator
title_sort Atrio – attribution model orchestrator
author Alves, Bernardo Duarte Siré de Magalhães Mexia
author_facet Alves, Bernardo Duarte Siré de Magalhães Mexia
author_role author
dc.contributor.none.fl_str_mv Henriques, Roberto André Pereira
Melo, André Pestana Sampaio e
RUN
dc.contributor.author.fl_str_mv Alves, Bernardo Duarte Siré de Magalhães Mexia
dc.subject.por.fl_str_mv Attribution Modelling
Digital Advertising
Analytics
Insights
Shapley
Markov
Jupyter
Python
Plotly
topic Attribution Modelling
Digital Advertising
Analytics
Insights
Shapley
Markov
Jupyter
Python
Plotly
description Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
publishDate 2022
dc.date.none.fl_str_mv 2022-02-15T17:31:50Z
2022-01-17
2022-01-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/132931
TID:202941744
url http://hdl.handle.net/10362/132931
identifier_str_mv TID:202941744
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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