SYSTEM AND METHOD FOR ASSESSING EFFECTIVENESS OF COMMUNICATION CONTENT

• US 20090012847A1
• Filed: 07/02/2008
• Published: 01/08/2009
• Est. Priority Date: 07/03/2007
• Status: Abandoned Application

• Current Assignee: 3M Innovative Properties Company (3M Company)
• Original Assignee: 3M Innovative Properties Company (3M Company)
• Inventors: Brooks, Brian E., Canavan, Michael K.
• Application Number:
  US12/166,984
• Publication Number:
  US 20090012847A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Systems and computer-implemented methods provide for assessing effectiveness of communication content. Methods involve receiving a playlist and schedule implemented to eliminate at least some confounds from experimental data, distributing communication content, displaying the communication content according to the playlist and schedule, and collecting data relating to effectiveness of the communication content. Methods also involve providing rules for displaying the communication content implemented to eliminate at least some carryover effects, displaying the communication content according to the rules, and collecting data relating to effectiveness of the communication content.

Claims

1. A computer-implemented method for assessing effectiveness of communication content, comprising:

accessing a playlist and schedule implemented for controlling for or eliminating within-location carryover effects from experimental data; and

displaying the communication content according to the playlist and schedule.

2. The method of claim 1, wherein the playlist and schedule are implemented with constraints of a true experiment.

3. The method of claim 1, comprising collecting data relating to effectiveness of the communication content.

4. The method of claim 3, wherein the data comprises point-of-sale data.

5. The method of claim 3, wherein collecting the data comprises parsing the collected data by experimental condition.

6. The method of claim 3, wherein collecting the data comprises time and date stamping the data.

7. The method of claim 3, comprising evaluating the effectiveness of the communication content based on the collected data.

8. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises:

parsing the schedule into time-slot samples; and

algorithmically assigning communication content to the time-slot samples such that timing and location at which content is displayed is consistent with constraints of a true experiment.

9. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises randomly assigning communication content to time-slot samples of the schedule in a manner consistent with constraints of the true experiment.

10. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises assigning communication content to time-slot samples of the schedule in a manner that ensures experimental content of the communication content are not confounded.

11. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises assigning communication content to time-slot samples of the schedule in a manner that ensures blocking of factors associated with display locations that predictably impact the value of dependent variables of the true experiment.

12. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises assigning communication content to time-slot samples of the schedule in a manner that provides for counterbalancing of order effects.

13. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist and schedule comprises assigning communication content to time-slot samples of the schedule so that there is approximately an equal number of time-slots across blocks of time during which communication content is scheduled to be played.

14. The method of claim 1, comprising creating the playlist and schedule, wherein creating the playlist comprises assigning communication content to time-slot samples of the schedule in a manner that eliminates or reduces carryover effects.

15. The method of claim 1, comprising displaying the communication content on a plurality of displays.

16. A system for assessing effectiveness of communication content, comprising:

a memory configured to store a playlist and schedule implemented for controlling for or eliminating within-location carryover effects from experimental data;

one or more displays; and

a processor coupled to the memory and the one or more displays, the processor configured to execute program instructions for accessing the playlist and schedule and displaying the communication content according to the playlist and schedule.

17. The system of claim 16, wherein the playlist and schedule are implemented with constraints of a true experiment.

18. The system of claim 16, wherein the processor is configured to collect data relating to effectiveness of the communication content.

19. The system of claim 18, wherein the data comprises point-of-sale data.

20. The system of claim 18, wherein the processor is configured to parse the collected data by experimental condition.

21. The system of claim 18, wherein the processor is configured to evaluate the effectiveness of the communication content based on the collected data.

22. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises:

parsing the schedule into time-slot samples; and

assigning communication content to the time-slot samples such that timing and location at which content is displayed is consistent with constraints of the true experiment.

23. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises randomly assigning communication content to time-slot samples of the schedule in a manner consistent with constraints of the true experiment.

24. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises assigning communication content to time-slot samples of the schedule in a manner that ensures experimental content of the communication content are not confounded.

25. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises assigning communication content to time-slot samples of the schedule in a manner that ensures blocking of factors associated with display locations that predictably impact the value of dependent variables of the true experiment.

26. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises assigning communication content to time-slot samples of the schedule in a manner that provides for counterbalancing of order effects.

27. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises assigning communication content to time-slot samples of the schedule so that there is approximately an equal number of time-slots across blocks of time during which communication content is scheduled to be played.

28. The system of claim 16, wherein the processor is configured to create the playlist and schedule which comprises assigning communication content to time-slot samples of the schedule in a manner that eliminates or reduces carryover effects.

29. A computer-readable storage medium having instructions stored thereon which are executable by a processor, the instructions executable for performing processes comprising:

accessing a playlist and schedule implemented for controlling for or eliminating within-location carryover effects from experimental data; and

displaying the communication content according to the playlist and schedule.

30. A computer-implemented method for assessing effectiveness of communication content, comprising:

accessing a schedule of content, wherein the schedule manipulates experimental content as an independent variable and controls for or eliminates within-location carryover effects;

displaying the communication content according to the schedule; and

collecting dependent variable data corresponding to different levels of the independent variable being displayed.

31. A computer-implemented method for assessing effectiveness of communication content, comprising:

displaying, at the same location, different versions of content corresponding to different levels of at least one independent variable; and

controlling for or eliminating within-location carryover effects.

32. A computer-implemented method for assessing effectiveness of communication content, comprising:

displaying, at the same location, different versions of content corresponding to different levels of at least one independent variable; and

controlling timing with which different levels of an independent variable are presented such that the timing controls for or eliminates the opportunity for viewers at the same location to be exposed to more than one level of the at least on independent variable.