Computer-Implemented System And Method For Web Activity Assessment
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Abstract
A computer-implemented system and method for evaluating customer activity. Data about the customer activity is received and is used to generate actual data values associated with preselected business metrics. One or more business metric score cards may be generated to assess how the business metrics are performing as well as what business metrics can be changed to better meet business goals.
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Citations
20 Claims
- 1. (canceled)
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2. A computer-implemented method for evaluating an advertising campaign event, comprising:
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receiving a selection of a business metric; receiving data indicative of customer activity occurring after the advertising campaign event, wherein the customer activity data is actual point of sale or Internet-based customer activity data associated with the selected business metric, and wherein the advertising campaign event involves promotion of a product or service over a communication medium; receiving promotion exposure data for the advertising campaign event; fitting a statistical model to the customer activity data and to the promotion exposure data for the advertising campaign event; using the fitted statistical model to forecast one or more expected values for the business metric, wherein forecasting is computed from the fitted statistical model, standard errors for the forecast estimates, and corresponding prediction intervals including predictions at different time lags and at a plurality of different desired levels, and wherein a time lag is a lag in time between the advertising campaign event and the customer activity; generating a directional indicator based upon the one or more forecasted expected values for the business metric and metric directional data, wherein the metric directional data is a determination of whether a business metric value is changing in a positive or negative direction; calculating an overall score for the business metric by determining standardized differences between the one or more expected values for the business metric and one or more observed values for the business metric; and using the standardized differences to generate one or more visual indicators for the business metric, wherein the one or more visual indicators and the directional indicator are used to generate a score card for the business metric. - View Dependent Claims (3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 17, 18)
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19. A computer-implemented system for evaluating an advertising campaign event, comprising:
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one or more processors; a computer-readable storage medium containing instructions configured to cause the one or more processors to perform operations including; receiving a selection of a business metric; receiving data indicative of customer activity occurring after the advertising campaign event, wherein the customer activity data is actual point of sale or Internet-based customer activity data associated with the selected business metric, and wherein the advertising campaign event involves promotion of a product or service over a communication medium; receiving promotion exposure data for the advertising campaign event; fitting a statistical model to the customer activity data and to the promotion exposure data for the advertising campaign event; using the fitted statistical model to forecast one or more expected values for the business metric, wherein forecasting is computed from the fitted statistical model, standard errors for the forecast estimates, and corresponding prediction intervals including predictions at different time lags and at a plurality of different desired levels, and wherein a time lag is a lag in time between the advertising campaign event and the customer activity; generating a directional indicator based upon the one or more forecasted expected values for the business metric and metric directional data, wherein the metric directional data is a determination of whether a business metric value is changing in a positive or negative direction; calculating an overall score for the business metric by determining standardized differences between the one or more expected values for the business metric and one or more observed values for the business metric; and using the standardized differences to generate one or more visual indicators for the business metric, wherein the one or more visual indicators and the directional indicator are used to generate a score card for the business metric.
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20. A computer-program product, tangibly embodied in a machine-readable storage medium, including instructions configured to cause a data processing apparatus to:
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receive a selection of a business metric; receive data indicative of customer activity occurring after the advertising campaign event, wherein the customer activity data is actual point of sale or Internet-based customer activity data associated with the selected business metric, and wherein the advertising campaign event involves promotion of a product or service over a communication medium; receive promotion exposure data for the advertising campaign event; fit a statistical model to the customer activity data and to the promotion exposure data for the advertising campaign event; use the fitted statistical model to forecast one or more expected values for the business metric, wherein forecasting is computed from the fitted statistical model, standard errors for the forecast estimates, and corresponding prediction intervals including predictions at different time lags and at a plurality of different desired levels, and wherein a time lag is a lag in time between the advertising campaign event and the customer activity; generate a directional indicator based upon the one or more forecasted expected values for the business metric and metric directional data, wherein the metric directional data is a determination of whether a business metric value is changing in a positive or negative direction; calculate an overall score for the business metric by determining standardized differences between the one or more expected values for the business metric and one or more observed values for the business metric; and use the standardized differences to generate one or more visual indicators for the business metric, wherein the one or more visual indicators and the directional indicator are used to generate a score card for the business metric.
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Specification