SYSTEM AND METHOD TO PERFORM EXPOSURE AND CONVERSION ANALYSIS

• US 20130013396A1
• Filed: 07/06/2012
• Published: 01/10/2013
• Est. Priority Date: 07/06/2011
• Status: Abandoned Application

• Current Assignee: comScore, Inc.
• Original Assignee: comScore, Inc.
• Inventors: Vinson, Michael, Goerlich, Bruce, Fortner, Kristie
• Application Number:
  US13/543,765
• Publication Number:
  US 20130013396A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/00 Commerce

Abstract

A system and method to measure the effectiveness of advertisements. The effectiveness of a particular target portion of an advertising campaign (e.g., related to an advertisement or advertisements appearing on a specific network, time of the day, program, etc.) is determined relative to exposures to other portions of the advertising campaign. To facilitate the measurement, the system constructs an exposure interaction matrix, which allows isolation of the effectiveness of one group of advertisement exposures while controlling for exposures across other groups. For each cell of the matrix, the system computes an index. The index indicates how much the target advertisements influenced the conversion decision, relative to the entire campaign. A plurality of exposure interaction matrices may be determined for a plurality of target portions and compared to one another in order to determine a desired advertising schedule.

Claims

1. A method to analyze conversion data related to an advertising campaign, wherein the advertising campaign comprises a target portion and a non-target portion, the method comprising:

determining, at a household level, a number of target exposures of an advertisement from an advertising campaign, the target exposures occurring during a target portion of the campaign;

determining, at a household level, a number of non-target exposures of an advertisement from the advertising campaign, the non-target exposures occurring during a non-target portion of the campaign that is different from the target portion of the campaign;

obtaining, at a household level, purchase data related to the product or service associated with the advertisement;

generating, at a household level, conversion data by correlating the purchase data with the number of target exposures and the number of non-target exposures; and

calculating an effectiveness indicator of the advertisement for the target portion based on the number of target exposures, non-target exposures and the conversion data.

2. The method of claim 1, further comprising calculating a plurality of effectiveness indicators that each correspond to a different number of target exposures and non-target exposures.

3. The method of claim 1, wherein the effectiveness indicators correspond to different cells in an exposure interaction matrix.

4. The method of claim 3, wherein the exposure interaction matrix comprises the number of target exposures along one axis, and the number of non-target exposures along the other axis.

5. The method of claim 4, wherein the effectiveness indicators are calculated according to a ratio of a conversion rate for a particular cell relative to a conversion rate for a total number of exposures.

6. The method of claim 3, further comprising determining a plurality of exposure interaction matrices for a plurality of target portions and comparing the plurality of exposure interaction matrices to one another in order to determine a desired advertising campaign.

7. The method of claim 1, wherein the number of target exposures and non-target exposures are determined by comparing household viewing data to advertising schedule data.

8. A non-transitory computer-readable media with instructions stored thereon that when executed, cause a processor to analyze conversion data related to an advertising campaign that comprises a target portion and a non-target portion, by:

determining, at a household level, a number of target exposures of an advertisement from an advertising campaign, the target exposures occurring during a target portion of the campaign;

determining, at a household level, a number of non-target exposures of an advertisement from the advertising campaign, the non-target exposures occurring during a non-target portion of the campaign that is different from the target portion of the campaign;

obtaining, at a household level, purchase data related to the product or service associated with the advertisement;

generating, at a household level, conversion data by correlating the purchase data with the number of target exposures and the number of non-target exposures; and

calculating an effectiveness indicator of the advertisement for the target portion based on the number of target exposures, non-target exposures and the conversion data.

9. The non-transitory computer-readable media of claim 8, further comprising calculating a plurality of effectiveness indicators that each correspond to a different number of target exposures and non-target exposures.

10. The non-transitory computer-readable media of claim 9, wherein the effectiveness indicators correspond to different cells in an exposure interaction matrix.

11. The non-transitory computer-readable media of claim 10, wherein the exposure interaction matrix comprises the number of target exposures along one axis, and the number of non-target exposures along the other axis, and the effectiveness indicators are calculated according to a ratio of a conversion rate for a particular cell relative to a conversion rate for a total number of exposures.

12. The non-transitory computer-readable media of claim 10, further comprising determining a plurality of exposure interaction matrices for a plurality of target portions and comparing the plurality of exposure interaction matrices to one another in order to determine a desired advertising campaign.

13. The non-transitory computer-readable media of claim 8, wherein the number of target exposures and non-target exposures are determined by comparing household viewing data to advertising schedule data.

14. A computing system comprising:

a memory for storing a sequence of program instructions;

a processor that is configured to execute the sequence of instructions for analyzing conversion data related to an advertising campaign that comprises a target portion and a non-target portion, by;

receiving purchase data, viewing data and advertising campaign schedule data;

processing the viewing data and advertising campaign schedule data to determine, at a household level, target exposures of an advertisement from an advertising campaign and non-target exposures of an advertisement from the advertising campaign, the target exposures occurring during a target portion of the campaign and the non-target exposures occurring during a non-target portion of the campaign that is different from the target portion of the campaign; and

generating, at a household level, conversion data by correlating the purchase data with the target exposures and non-target exposures; and

determining an effectiveness indicator of the advertisement for the target portion based at least in part on the target exposures, non-target exposures and the conversion data.

15. The computing system of claim 14, further comprising calculating a plurality of effectiveness indicators that each correspond to a different number of target exposures and non-target exposures.

16. The computing system of claim 15, wherein the effectiveness indicators correspond to different cells in an exposure interaction matrix.

17. The computing system of claim 16, wherein the exposure interaction matrix comprises the number of target exposures along one axis, and the number of non-target exposures along the other axis.

18. The computing system of claim 17, wherein the effectiveness indicators are calculated according to a ratio of a conversion rate for a particular cell relative to a conversion rate for a total number of exposures.

19. The computing system of claim 16, further comprising determining a plurality of exposure interaction matrices for a plurality of target portions and comparing the plurality of exposure interaction matrices to one another in order to determine a desired advertising campaign.

20. A method to analyze conversion data related to an advertising campaign, wherein the advertising campaign comprises a target portion and a non-target portion, the method comprising:

determining, at a household level, a number of target exposures of an advertisement from the advertising campaign, the target exposures occurring during a target portion of the campaign;

determining, at a household level, a number of non-target exposures of an advertisement from the advertising campaign, the non-target exposures occurring during a non-target portion of the campaign that is different from the target portion of the campaign;

determining for each household a corresponding cell in an exposure interaction matrix based on the number of target exposures and non-target exposures;

determining how many households converted in each cell; and

calculating an effectiveness indicator for each cell based on the number of households that converted in each cell.

21. The method of claim 20, wherein the calculation of the effectiveness indicator comprises calculating a ratio of a conversion rate for each cell relative to a conversion rate for an overall number of exposures.

22. The method of claim 21, wherein the conversion rate for each cell comprises a ratio of the number of converted households in the cell relative to the total number of households in the cell.

23. The method of claim 20, further comprising determining a plurality of exposure interaction matrices for a plurality of target portions and comparing the plurality of exposure interaction matrices to one another in order to determine a desired advertising campaign.