Google Inc.

Yunting Sun

James Robert Koehler

Yueqing Wang

David Chan

Yuxue Jin

Aiyou Chen

Shi Zhong

Luis Gonzalez Perez

Michael Perry

Xiaojing Huang

Conor Sontag

Systems, methods, and computer-readable storage media that may be used to generate a category Bayesian hierarchical model. One method includes receiving a brand data set for each of a plurality of brands within a category, each brand data set comprising content input for a particular brand of the plurality of brands for a plurality of media channels at a plurality of times and a response for the particular brand of the plurality of brands at the plurality of times. The method includes determining a plurality of informative priors by generating a category Bayesian hierarchical model based on the plurality of brand data sets and a plurality of weak priors. The method further includes generating a brand Bayesian hierarchical model that models response for the particular brand for each of the plurality of media channels based on the brand data set for the particular brand and the plurality of informative priors.

Systems and methods for generating a brand Bayesian hierarchical model with a category Bayesian hierarchical model

Systems, methods, and computer-readable storage media that may be used to generate a Bayesian hierarchical model. One method includes generating a plurality of geographic regions by grouping one or more geographic sub-regions into each of the plurality of geographic regions. The method further includes receiving data for the geographic sub-regions, the data including responses, content inputs, content types, and location identifiers. The method further includes generating geo-level data from the received data by grouping the responses and content inputs of the received data based on a correlation of the location identifiers of the received data to the plurality of geographic regions. The method includes fitting a Bayesian hierarchical model based on at least the geo-level data, the content types, and the geographic regions and determining a content input mix for the content types for each geographic region based on the Bayesian hierarchical model and a content input constraint.

Systems and methods for generating a geo-level hierarchical Bayesian model

Systems, methods, and computer-readable storage media that may be used to generate causal models and calculate a selection bias in mixed media. In some embodiments, the selection bias calculation is in search sponsored content in the context of mixed media modeling. In some embodiments, a method for search bias correction is based on the back-door criterion from causal inference.

Selection bias correction for paid search in media mix modeling

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Jersey City, NJ, United States of America

Yunting Sun