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DATA MINING TO DETERMINE ONLINE USER RESPONSES TO BROADCAST MESSAGES

  • US 20120123854A1
  • Filed: 11/11/2011
  • Published: 05/17/2012
  • Est. Priority Date: 11/16/2010
  • Status: Active Grant
First Claim
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1. In a system wherein computing devices are used by users at a plurality of nodes at least to initiate messages that flow between nodes of the plurality of nodes, a method of measuring advertising effectiveness comprising:

  • monitoring at least one aggregate activity stream following a broadcast time of a broadcast advertisement, wherein an aggregate activity stream represents one or more messages sent by an aggregation of users that form a statistical group over which advertising effectiveness is to be measured;

    filtering the at least one aggregate activity stream to identify messages that appear to be responsive to the broadcast advertisement; and

    determining at least one demographic for at least the plurality of messages that appear to be responsive to the broadcast advertisement, thereby assessing advertising effectiveness for the at least one demographic.

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