Abstract: Systems, methods, and apparatus are disclosed herein. Systems include a plurality of mappers configured to extract a plurality of sequences from user data. The plurality of sequences includes sequential representations of data events associated with a user and a sub-campaign. The plurality of sequences may identify a sequence of data events having action identifiers corresponding to user actions. Systems also include a plurality of reducers configured to generate, for each sub-campaign, a first set of aggregated numbers identifying sequences including action identifiers, and further configured to generate, for each sub-campaign, a second set of aggregated numbers of sequences not including action identifiers. Systems further include a plurality of servers configured to generate a plurality of probabilistic weights. The plurality of servers is further configured to generate a plurality of performance metrics based on the plurality of probabilistic weights.

Abstract: Systems, methods, and apparatus are disclosed herein for allocating a budget among sub-campaigns of an advertisement campaign. The methods may include retrieving data associated with a plurality of users. The data may include data points and action identifiers associated with each user of the plurality of users. Each data point may identify an interaction between a user and a sub-campaign. Each action identifier may include one or more data values identifying a user action. The methods may also include determining a plurality of performance metrics based on the retrieved data. A performance metric may be determined for each sub-campaign. The methods may further include determining a plurality of allocated budgets based on the plurality of performance metrics. An allocated budget may be determined for each sub-campaign. Moreover, each allocated budget may be a portion of a total budget associated with the advertisement campaign.