文件 Experience Platform Intelligent Services 指南

使用查詢服務分析歸因分數

Last update: Tue Jul 16 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

主題：
Attribution AI

建立對象：

使用者

資料中的每一列代表轉換，其中相關接觸點的資訊會儲存為touchpointsDetail欄下的結構陣列。

接觸點資訊

欄

接觸點名稱

touchpointsDetail. touchpointName

接觸點管道

touchpointsDetail.touchPoint.mediaChannel

接觸點Attribution AI演演算法分數

touchpointsDetail.scores.algorithmicSourced
touchpointsDetail.scores.algorithmicInfluenced

尋找您的資料路徑

在Adobe Experience Platform UI中，選取左側導覽中的 資料集。 資料集 頁面隨即顯示。接著，選取瀏覽索引標籤，並尋找您的Attribution AI分數的輸出資料集。

正在存取您的模型

選取您的輸出資料集。資料集活動頁面隨即顯示。

資料集活動頁面

在資料集活動頁面中，選取右上角的 預覽資料集 以預覽您的資料，並確定已如預期擷取資料。

預覽資料集

預覽資料後，在右側邊欄中選取結構。此時會出現一個彈出視窗，其中包含結構描述名稱和說明。選取結構描述名稱超連結以重新導向至評分結構描述。

選取結構描述

使用評分結構描述，您可以選取或搜尋值。選取後，欄位屬性 側邊欄會開啟，允許您複製路徑以用於建立查詢。

複製路徑

存取查詢服務

若要從Platform UI存取查詢服務，請在左側導覽中選取查詢，然後選取瀏覽索引標籤。將載入您先前儲存的查詢清單。

查詢服務瀏覽

接著，選取右上角的 建立查詢。查詢編輯器載入。使用查詢編輯器，您可以開始使用評分資料建立查詢。

查詢編輯器

如需查詢編輯器的詳細資訊，請瀏覽查詢編輯器使用手冊。

歸因評分分析的查詢範本

以下查詢可作為不同分數分析情境的範本。您需要以評分輸出結構描述中找到的適當值取代_tenantId和your_score_output_dataset。

NOTE

根據您的資料擷取方式，下面使用的值（例如timestamp）可能會使用不同的格式。

驗證範例

依轉換事件區分的轉換總數（轉換期間內）

    SELECT conversionName,
           SUM(scores.firstTouch) as total_conversions,
           SUM(scores.algorithmicSourced) as total_attributed_conversions
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName
                    as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    WHERE
        conversion_timestamp >= '2020-07-16'
      AND
        conversion_timestamp <  '2020-10-14'
    GROUP BY
        conversionName

僅限轉換事件的總數（轉換視窗內）

    SELECT
        _tenantId.your_score_output_dataset.conversionName as conversionName,
        COUNT(1) as convOnly_cnt
    FROM
        your_score_output_dataset
    WHERE
        _tenantId.your_score_output_dataset.touchpointsDetail.touchpointName[0] IS NULL AND
        timestamp >= '2020-07-16' AND
        timestamp <  '2020-10-14'
    GROUP BY
        conversionName

趨勢分析範例

每日轉換次數

    SELECT conversionName,
           DATE(conversion_timestamp) as conversion_date,
           SUM(scores.firstTouch) as convertion_cnt
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    GROUP BY
        conversionName, DATE(conversion_timestamp)
    ORDER BY
        conversionName, DATE(conversion_timestamp)
    LIMIT 20

分佈分析範例

依定義的型別（在轉換視窗內）轉換路徑上的接觸點數量

    SELECT conversionName,
           touchpointName,
           COUNT(1) as tp_count
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    WHERE
        conversion_timestamp >= '2020-07-16' AND
        conversion_timestamp < '2020-10-14' AND
        touchpointName IS NOT NULL
    GROUP BY
        conversionName, touchpointName
    ORDER BY
        conversionName, tp_count DESC

分析產生範例

依接觸點和轉換日期劃分的遞增單位（在轉換視窗內）

    SELECT conversionName,
           touchpointName,
           DATE(conversion_timestamp) as conversion_date,
           SUM(scores.algorithmicSourced) as incremental_units
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    WHERE
        conversion_timestamp >= '2020-07-16' AND
        conversion_timestamp < '2020-10-14'  AND
        touchpointName IS NOT NULL
    GROUP BY
        conversionName, touchpointName, DATE(conversion_timestamp)
    ORDER BY
        conversionName, touchpointName, DATE(conversion_timestamp)

依接觸點和接觸點日期（在轉換視窗內）的遞增單位劃分

    SELECT conversionName,
           touchpointName,
           DATE(touchpoint.timestamp) as touchpoint_date,
           SUM(scores.algorithmicSourced) as incremental_units
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    WHERE
        conversion_timestamp >= '2020-07-16' AND
        conversion_timestamp < '2020-10-14'  AND
        touchpointName IS NOT NULL
    GROUP BY
        conversionName, touchpointName, DATE(touchpoint.timestamp)
    ORDER BY
        conversionName, touchpointName, DATE(touchpoint.timestamp)
    LIMIT 20

針對所有評分模型（在轉換視窗內）的特定接觸點型別彙總分數

    SELECT
           conversionName,
           touchpointName,
           SUM(scores.algorithmicSourced) as total_incremental_units,
           SUM(scores.algorithmicInfluenced) as total_influenced_units,
           SUM(scores.uShape) as total_uShape_units,
           SUM(scores.decayUnits) as total_decay_units,
           SUM(scores.linear) as total_linear_units,
           SUM(scores.lastTouch) as total_lastTouch_units,
           SUM(scores.firstTouch) as total_firstTouch_units
    FROM
        (SELECT
                _tenantId.your_score_output_dataset.conversionName as conversionName,
                inline(_tenantId.your_score_output_dataset.touchpointsDetail),
                timestamp as conversion_timestamp
         FROM
                your_score_output_dataset
        )
    WHERE
        conversion_timestamp >= '2020-07-16' AND
        conversion_timestamp < '2020-10-14'  AND
        touchpointName = 'display'
    GROUP BY
        conversionName, touchpointName
    ORDER BY
        conversionName, touchpointName

進階 — 路徑長度分析

取得每個轉換事件型別的路徑長度分佈：

    WITH agg_path AS (
          SELECT
            _tenantId.your_score_output_dataset.conversionName as conversionName,
            sum(size(_tenantId.your_score_output_dataset.touchpointsDetail)) as path_length
          FROM
            your_score_output_dataset
          WHERE
            _tenantId.your_score_output_dataset.touchpointsDetail.touchpointName[0] IS NOT NULL AND
            timestamp >= '2020-07-16' AND
            timestamp <  '2020-10-14'
          GROUP BY
            _tenantId.your_score_output_dataset.conversionName,
            eventMergeId
    )
    SELECT
        conversionName,
        path_length,
        count(1) as conversionPath_count
    FROM
        agg_path
    GROUP BY
        conversionName, path_length
    ORDER BY
        conversionName, path_length

進階 — 轉換路徑分析上不同數量的接觸點

取得每個轉換事件型別之轉換路徑上不同接觸點數量的分佈：

    WITH agg_path AS (
      SELECT
        _tenantId.your_score_output_dataset.conversionName as conversionName,
        size(array_distinct(flatten(collect_list(_tenantId.your_score_output_dataset.touchpointsDetail.touchpointName)))) as num_dist_tp
      FROM
        your_score_output_dataset
      WHERE
        _tenantId.your_score_output_dataset.touchpointsDetail.touchpointName[0] IS NOT NULL AND
        timestamp >= '2020-07-16' AND
        timestamp <  '2020-10-14'
      GROUP BY
        _tenantId.your_score_output_dataset.conversionName,
        eventMergeId
    )
    SELECT
        conversionName,
        num_dist_tp,
        count(1) as conversionPath_count
    FROM
     agg_path
    GROUP BY
        conversionName, num_dist_tp
    ORDER BY
        conversionName, num_dist_tp

結構描述平面化和爆炸範例

此查詢會將結構欄平面化為多個單一欄，並將陣列展開為多個列。這有助於將歸因分數轉換為CSV格式。此查詢的輸出具有一個轉換，以及每列中與該轉換對應的其中一個接觸點。

TIP

在此範例中，除了_tenantId和your_score_output_dataset之外，您還需要取代{COLUMN_NAME}。 COLUMN_NAME變數可以使用在設定Attribution AI模型期間新增的選用傳遞資料行名稱（報表資料行）的值。請檢閱您的評分輸出結構描述，以尋找完成此查詢所需的{COLUMN_NAME}值。

SELECT
  segmentation,
  conversionName,
  scoreCreatedTime,
  aaid, _id, eventMergeId,
  conversion.eventType as conversion_eventType,
  conversion.quantity as conversion_quantity,
  conversion.eventSource as conversion_eventSource,
  conversion.priceTotal as conversion_priceTotal,
  conversion.timestamp as conversion_timestamp,
  conversion.geo as conversion_geo,
  conversion.receivedTimestamp as conversion_receivedTimestamp,
  conversion.dataSource as conversion_dataSource,
  conversion.productType as conversion_productType,
  conversion.passThrough.{COLUMN_NAME} as conversion_passThru_column,
  conversion.skuId as conversion_skuId,
  conversion.product as conversion_product,
  touchpointName,
  touchPoint.campaignGroup as tp_campaignGroup,
  touchPoint.mediaType as tp_mediaType,
  touchPoint.campaignTag as tp_campaignTag,
  touchPoint.timestamp as tp_timestamp,
  touchPoint.geo as tp_geo,
  touchPoint.receivedTimestamp as tp_receivedTimestamp,
  touchPoint.passThrough.{COLUMN_NAME} as tp_passThru_column,
  touchPoint.campaignName as tp_campaignName,
  touchPoint.mediaAction as tp_mediaAction,
  touchPoint.mediaChannel as tp_mediaChannel,
  touchPoint.eventid as tp_eventid,
  scores.*
FROM (
  SELECT
        _tenantId.your_score_output_dataset.segmentation,
        _tenantId.your_score_output_dataset.conversionName,
        _tenantId.your_score_output_dataset.scoreCreatedTime,
        _tenantId.your_score_output_dataset.conversion,
        _id,
        eventMergeId,
        map_values(identityMap)[0][0].id as aaid,
        inline(_tenantId.your_score_output_dataset.touchpointsDetail)
  FROM
        your_score_output_dataset
)

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