9 citations · 10 across the 3 of their papers we have counts for
3 papers
cs.LG2026
MAC: A Conversion Rate Prediction Benchmark Featuring Labels Under Multiple Attribution Mechanisms
Jinqi Wu, Sishuo Chen, Zhangming Chan +9
Multi-attribution learning (MAL), which enhances model performance by learning from conversion labels yielded by multiple attribution mechanisms, has emerged as a promising learnin…
cs.AI2024★ 9 cited
CausalMMM: Learning Causal Structure for Marketing Mix Modeling
Chang Gong, Di Yao, Lei Zhang +4
In online advertising, marketing mix modeling (MMM) is employed to predict the gross merchandise volume (GMV) of brand shops and help decision-makers to adjust the budget allocatio…
cs.IR2022★ 1 cited
CausalMTA: Eliminating the User Confounding Bias for Causal Multi-touch Attribution
Di Yao, Chang Gong, Lei Zhang +2
Multi-touch attribution (MTA), aiming to estimate the contribution of each advertisement touchpoint in conversion journeys, is essential for budget allocation and automatically adv…