GEOSPATIALLY INFORMED RESOURCE UTILIZATION

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for segmenting attribution of user actions and adjusting physical location usage of one or more geographic locations. Trip data specifying a geographic path traversed by a given set of users is obtained. Semantic data specifying content to which the given set of users was exposed while traversing the geographic path is also obtained. An exposure time indicating an aggregate amount of time that the given set of users was exposed to specific content while traversing the geographic path is determined. A contribution score is generated for the content to which the given set of users was exposed while traversing the geographic path. Based on the contribution score, attribution of user actions is segmented and physical location usage is adjusted based on a portion of the segmented attribution that is assigned to the content.