Method and System for In-Store Media Measurement

• US 20110125551A1
• Filed: 11/05/2010
• Published: 05/26/2011
• Est. Priority Date: 11/24/2009
• Status: Abandoned Application

• Current Assignee: News America Marketing Properties LLC (News Corporation)
• Original Assignee: News America Marketing Properties LLC (News Corporation)
• Inventors: Peiser, Mark
• Application Number:
  US12/940,428
• Publication Number:
  US 20110125551A1
• Time in Patent Office: Days
• US Class Current: 705/7.31
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities

Abstract

A system and method for determining the value of an in-store marketing program is disclosed. The invention combines household panel data and aisle traffic data to provide a statistically significant value determination of a in-store marketing program. In some embodiments the aisle traffic data is collected using GPS units or RFID tags. In some embodiments, the invention accounts for the value based on a specific demographic or specific target product usage. In further embodiments, the invention is configured to generate the value using a computer and software executing on the computer.

Claims

1. A system for determining the media value of an in-store marketing program, comprising:

a computer;

an aisle traffic database containing a plurality of location identifiers, each said location identifier having an associated traffic rate;

a household panel database containing a plurality of target program identifiers, each said target program identifier having an associated visit rate;

software executing on said computer for querying said aisle traffic database by said location identifier to retrieve a traffic rate;

software executing on said computer for querying said household panel database by said target program identifier to retrieve a visit rate;

software executing on said computer for generating a media value for a marketing program based on said retrieved traffic rate and said retrieved visit rate;

wherein each said retrieved visit rate is generated using data collected from a panel of shoppers by tracking receipts of said shoppers.

2. The system of claim 1, wherein said media value is expressed as a cost per a number of impressions.

3. The system of claim 2, wherein said generation of said media value is further based on a number of stores in which said marketing program is placed.

4. The system of claim 3, wherein said generation of said media value is further based on a cost of said marketing program.

5. The system of claim 4, wherein said generation of said media value is further based on a number of cycles of said marketing program.

6. The system of claim 2, further comprising:

an interface;

software executing on said computer for receiving a location identifier and a target program identifier entered at said interface.

7. The system of claim 2, wherein said retrieved visit rate is adjusted based on a target demographic.

8. The system of claim 7, wherein the adjustment is based on the percentage of shoppers in the shopping panel who belong to the target demographic.

9. The system of claim 2, wherein said retrieved visit rate is adjusted based on a target product usage.

10. The system of claim 9, wherein the adjustment is based on the percentage of shoppers in the shopping panel who purchase the target product.

11. A method for determining the value of an in-store marketing program, comprising the steps of:

assigning an aisle traffic rate to a store location, wherein said aisle traffic rate is based on data collected from objectively collected data;

providing a number of impressions, wherein said number of impressions is generated using data collected from a panel of households by tracking receipts associated with purchases made by one or more members of each said household;

generating a media value based on said aisle traffic rate and said number of impressions.

12. The method of claim 11, further comprising the step of:

expressing the media value as a cost per a number of impressions.

13. The method of claim 12, wherein said generation of said media value is further based on a number of stores in which said marketing program is placed.

14. The method of claim 13, wherein said generation of said media value is further based on a cost of said marketing program.

15. The method of claim 14, wherein said generation of said media value is further based on a number of cycles of said marketing program.

16. The method of claim 11, further comprising the step of:

identifying a target demographic;

adjusting said number of impressions based on the percentage of shoppers in the shopping panel who belong to the target demographic.

17. The method of claim 16, further comprising the step of:

identifying a target product usage;

adjusting said number of impressions based on the percentage of shoppers in the shopping panel who purchase the target product.

18. A system for determining the value of an in-store marketing program, comprising:

a computer;

an aisle traffic database containing a plurality of locations identifiers, each said location identifier having an associated traffic rate;

a household panel database containing a plurality target program identifiers, each said target program identifier having an associated visit rate;

software executing on said computer for receiving a location identifier of a marketing program;

software executing on said computer for receiving a cost associated with said marketing program;

software executing on said computer for receiving a number of stores in which said marketing program is placed;

software executing on said computer for querying said aisle traffic database by said location identifier to retrieve a traffic rate;

software executing on said computer for querying said household panel database by said target program identifier to retrieve a visit rate;

software executing on said computer for generating a media value for a marketing program based on said retrieved traffic rate and said retrieved visit rate;

wherein said media value is further based on said received cost and said received number of stores;

wherein said retrieved visit rate is generated using data collected from a panel of households by tracking receipts associated with purchases made by one or more members of each said household.

19. The system of claim 18, wherein said retrieved visit rate comprises an average number of store visits per household.

20. The system of claim 19, wherein retrieved visit rate is adjusted based on a target demographic.

21. The system of claim 20, wherein the adjustment is based on the percentage of shoppers in the shopping panel who belong to the target demographic.

22. The system of claim 19, wherein said retrieved visit rate is adjusted based on a target product usage.

23. The system of claim 22, wherein the adjustment is based on the percentage of shoppers in the shopping panel who purchase the target product.

24. A system for determining the value of an in-store marketing program, comprising:

a computer;

an aisle traffic database containing a plurality of locations identifiers, each said location identifier having an associated traffic rate;

software executing on said computer for querying said aisle traffic database by said location identifier to retrieve a traffic rate;

software executing on said computer for generating a media value for a marketing program based on said retrieved traffic rate and a visit rate, said visit rate being associated a number of store visits;

wherein said visit rate is generated using data collected from a panel of households by tracking receipts associated with purchases made by one or more members each said household;

wherein each said traffic rate is based on data collected using at least one of an RFID tag and a GPS unit.

25. The system of claim 24, wherein said media value is expressed as a cost per a number of impressions.

26. The system of claim 25, wherein said visit rate is adjusted based on a target demographic.

27. The system of claim 26, wherein the adjustment is based on the percentage of shoppers in the shopping panel who belong to the target demographic.

28. The system of claim 25, wherein said visit rate is adjusted based on a target product usage.

29. The system of claim 28, wherein the adjustment is based on the percentage of shoppers in the shopping panel who purchase the target product.