The document discusses the attribution problem in sports, specifically how to fairly distribute credit among players for goals scored. It outlines various traditional and egalitarian attribution models and introduces the Shapley value as a method to analyze contributions. The text also touches on data-driven attribution challenges, including sampling and storage issues.

1. What the heck is
The Attribution
Problem?
And how to deal with it?

2. How much should I pay my
players?

3. Ronaldo is the best…

4. 11
But he’s not alone on the field

5. 11
1
2
3
4
5 9
8 10
7
6

6. The attribution problem?
How to distribute the
credit fairly among
the players on the
field?

10. Traditional attribution models

11. 100 paths A  B  X 10 Goals (P = 10%)

12. 100 paths A  B  X  10 Goals (P = 10%)
X deserves everything (10%)
Last touch couch

13. 100 paths A  B  X  10 Goals (P =
10%)
A deserves everything (10%)
First touch couch
(he’s probably nuts)

14. 100 paths A  B  X  10 Goals (P = 10%)
Everybody contributes the same (3,3%)
Egalitarian couch
(“I love them all”)

15. Why does it matter?
Curious couch

19. Ugh?

20. OK. Tell me about it

21. Shapley value helps you determine which of
your friends increase the probability that the
party is going to be a blast

22. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  6 Goals (P = 12%)

23. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  6 Goals (P = 12%)
---------------------------
ΔP = 12 – 10 = 2 %

24. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  5 Goals (P = 10%)

25. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  5 Goals (P = 10%)
---------------------------
ΔP = 10 – 10 = 0 %

26. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  5 Goals (P = 10%)
---------------------------
ΔP = 10 – 10 = 0 %

27. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  4 Goals (P = 8%)

28. 100 paths A  B  10 Goals (P = 10%)
50 paths A  B  X  4 Goals (P = 8%)
---------------------------
ΔP = 8 – 10 = –2 %
I see now

29. I want the attribution stuff.
Bring it on!

30. Shapley
Value

31. ROI comparison using data-
driven attribution models

32. Problem n. 1
Sampling

33. Problem n. 2
Storage

34. Problem n. 3
Last click non direct

35. www.roivenue.com
+420 721 881 783

36. Ronaldo is the best anyway!