Analyzing return on investment of advertising campaigns by matching multiple data sources

• US 7,729,940 B2
• Filed: 04/14/2008
• Issued: 06/01/2010
• Est. Priority Date: 04/14/2008
• Status: Active Grant

• Current Assignee: Kantar LLC
• Original Assignee: TRA Incorporated
• Inventors: Canning, Brian P., Lieberman, Mark, Harvey, William Morris, Despain, Gerald Leo, Bochman, Pavel
• Primary Examiner(s): Boswell; Beth V.
• Assistant Examiner(s): CHONG CRUZ, NADJA N
• Application Number:
  US12/102,388
• Publication Number:
  US 20090259518A1
• Time in Patent Office: 778 Days
• Field of Search: 705/10, 705/14
• US Class Current: 705/7.31
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• 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 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

In various embodiments, strategies, tools and techniques are provided for processing and analyzing data in an advertising measurement system accessible through a software-as-a-service model or a client-downloaded computer program. The system may be configured to receive and process household media exposure data, product purchase data, advertising data, program data, and demographic data, wherein the data may be obtained from various sources, including from a program delivery source (e.g., a television set-top box) located in a household of a consumer. The data may be matched and cross-correlated for calculating return on advertising investment measurements and other metrics. The data may be used to optimize media placement generally or to address advertising content to specific households. Methods for storing data in the advertising measurement system by distributing the data across multiple shards are also provided. In addition, methods for protecting privacy of communicated data are disclosed.

Claims

1. A computer-implemented method for facilitating analysis of consumer behavior in association with advertising exposure or program delivery, the method comprising:

collecting in an advertising measurement system;

(i) clickstream data from a program delivery source of a consumer, wherein collecting the clickstream data is not dependent on a supplemental data collection device, and also wherein the collected clickstream data includes household level data associated with multiple consumer households;

(ii) advertising data associated with delivery of the program by the program delivery source, wherein collecting the advertising data is not dependent on a supplemental data collection device, and also wherein the collected advertising data includes household level data associated with multiple consumer households;

(iii) program data associated with the program delivered on the program delivery source, wherein collecting the program data is not dependent on a supplemental data collection device, and also wherein the collected program data includes household level data associated with multiple consumer households; and

,

(iv) purchase data from a purchase data source, wherein collecting the purchase data is not dependent on a supplemental data collection device, and also wherein the collected purchase data includes household level data associated with multiple consumer households;

matching at least portions of the collected advertising data, the collected clickstream data, the collected purchase data, and the collected program data in the advertising measurement system at a household data level with a centrally located electronic computer processor configured for centrally processing data received from the program delivery source, the advertising data source, the program data source, and the purchase data source, wherein the matching further includes;

(i) grouping the collected data in association with an account identifier of each consumer household without processing any personally identifiable information associated with the consumer household, and

(ii) matching each account identifier associated with each consumer household with other account identifiers associated with the same consumer household without processing any personally identifiable information associated with the consumer household;

storing the matched advertising data, clickstream data, purchase data, and program data in at least one centrally located electronic data storage medium operatively associated with the computer processor;

applying at least one cleansing and editing algorithm to the matched and stored data; and

,

calculating at least one return on investment metric based on the matched and stored data.

2. The method of claim 1, further comprising receiving clickstream data derived from a program delivery source comprising a television set-top box operatively associated with a television distribution system.

3. The method of claim 1, further comprising receiving clickstream data from a program delivery source comprising web pages via an Internet connection.

4. The method of claim 1, wherein at least a portion of the advertising data includes advertising campaign information.

5. The method of claim 1, wherein the cleansing and editing algorithm includes a multi-set top box editing algorithm for accounting for multiple set-top boxes in the same household.

6. The method of claim 1, wherein the cleansing and editing algorithm includes a false positives editing algorithm for identifying when a television is not powered and a set-top box operatively associated with the television is powered.

7. The method of claim 1, wherein the cleansing and editing algorithm includes a demographics weighting algorithm.

8. The method of claim 1, wherein the cleansing and editing algorithm includes an outage weighting algorithm calculated in response to an outage of at least one program delivery source in at least one household for applying a weight to data collected from in-service households.

9. The method of claim 1, wherein the cleansing and editing algorithm includes an algorithm for distinguishing between lost data and data derived from repeated changing of channels on the program delivery source by the consumer by applying a minimum dwell time filter prior to receiving the data in the advertising measurement system.

10. The method of claim 1, wherein the cleansing and editing algorithm includes an intab editing algorithm for excluding data collected from at least one household from which at least some data has been lost due to a technical difficulty experienced by at least one of the program delivery source or a program source.

11. The method of claim 1, further comprising receiving data in the advertising measurement system from at least one external application or data source.

12. The method of claim 11, wherein the received data includes demographics data.

13. The method of claim 1, further comprising generating a reach frequency report in the advertising measurement system.

14. The method of claim 1, further comprising generating an advertising/media exposure report in the advertising measurement system.

15. The method of claim 1, further comprising generating an audience retention report in the advertising measurement system.

16. The method of claim 1, further comprising calculating a stayed away metric in response to at least the clickstream data.

17. The method of claim 1, further comprising calculating a stay away metric in response to at least the clickstream data.

18. The method of claim 1, further comprising calculating a no-play metric in response to at least the clickstream data.

19. The method of claim 1, further comprising calculating a partial play metric in response to at least the clickstream data.

20. The method of claim 1, further comprising:

receiving market touchpoint data and demographic data from one or more data suppliers in the advertising measurement system, the received data being grouped by one or more account numbers associated with a household of a consumer and not including any personally identifiable information associated with the household;

in parallel, facilitating communication of at least the demographic data and the market touchpoint data from the data suppliers to a list matcher, the communicated data including personally identifiable information associated with the household and the account numbers associated with the household and excluding the market touchpoint data and the demographic data;

receiving a thesaurus from the list matcher, wherein the thesaurus relates each account number of the household to other account numbers associated with the same household; and

,

using the thesaurus to match data received from the data suppliers for associating data relating to the household to records for the household in the advertising measurement system.

21. The method of claim 1, further comprising using at least a portion of the matched data to drive at least one addressable commercial to the household.

22. The method of claim 1, further comprising:

receiving market touchpoint data in the advertising measurement system; and

,

matching the market touchpoint data with at least a portion of the matched advertising data, clickstream data, purchase data, and program data.

23. The method of claim 1, further comprising receiving supplemental household data from an advertiser in the advertising measurement system.

24. The method of claim 1, further comprising facilitating direct data communication between the advertising measurement system and a computer system of an advertiser via at least one application program interface.

25. The method of claim 1, wherein the purchase data is associated with product purchase records of a consumer held by at least one of a manufacturer, a distributor, or a retailer.

26. The method of claim 1, wherein the purchase data is associated with product purchase records of a discount card associated with the consumer.

27. The method of claim 1, wherein the purchase data is associated with product warranty card completed by the consumer.

28. The method of claim 1, further comprising generating a true target index report in the advertising measurement system.

29. The method of claim 1, further comprising generating a return on investment report in the advertising measurement system.

30. The method of claim 1, further comprising calculating a cost of an advertisement per viewing.

31. The method of claim 1, further comprising calculating a percentage increase in spending of households increasing consumption of a given product.

32. The method of claim 1, further comprising calculating the return on investment metric in response to one or more advertisements aired during a base period with respect to spending by the consumer in an analysis period.

33. The method of claim 32, further comprising using at least a portion of the collected data to drive at least one addressable commercial to the household in response to the calculated return on investment metric.

34. The method of claim 1, further comprising facilitating at least one multivariate analysis in connection with the matched data to generate a predictive estimate of the contribution of each component in the multivariate analysis to a sales effect of advertising associated with a brand.

35. The method of claim 1, wherein collecting the clickstream data further comprises collecting an indication of a consumer-initiated change in a program delivered on the program delivery source.

40. The system of claim 26, wherein the cleansing and editing algorithm includes a multi-set top box editing algorithm for accounting for multiple set-top boxes in the same household.

36. A computer system for facilitating analysis of consumer behavior in association with advertising exposure or program delivery, the system comprising:

an advertising measurement system including a centrally located electronic computer processor configured for;

(i) collecting clickstream data from a program delivery source of a consumer, wherein collecting the clickstream data is not dependent on a supplemental data collection device, and also wherein the collected clickstream data includes household level data associated with multiple consumer households;

(ii) collecting advertising data associated with delivery of the program by the program delivery source, wherein collecting the advertising data is not dependent on a supplemental data collection device, and also wherein the collected advertising data includes household level data associated with multiple consumer households;

(iii) collecting program data associated with the program delivered on the program delivery source, wherein collecting the program data is not dependent on a supplemental data collection device, and also wherein the collected program data includes household level data associated with multiple consumer households;

(iv) collecting purchase data from a purchase data source, wherein collecting the purchase data is not dependent on a supplemental data collection device, and also wherein the collected purchase data includes household level data associated with multiple consumer households;

(v) matching at least portions of the collected advertising data, the collected clickstream data, the collected purchase data, and the collected program data at a household data level, wherein the matching further includes;

(a) grouping the collected data in association with an account identifier of each consumer household without processing any personally identifiable information associated with the consumer household, and

(b) matching each account identifier associated with each consumer household with other account identifiers associated with the same consumer household without processing any personally identifiable information associated with the consumer household;

at least one centrally located electronic data storage medium operatively associated with the computer processor, the data storage medium configured for storing the matched advertising data, clickstream data, purchase data, and program data;

a module programmed for applying at least one cleansing and editing algorithm to the matched and stored data; and

,

a module programmed for calculating at least one return on investment metric based on the matched and stored data.

37. The system of claim 36, further comprising a data ingestion utility configured to receive clickstream data derived from a program delivery source comprising a television set-top box operatively associated with a television distribution system of the consumer.

38. The system of claim 36, further comprising a data ingestion utility configured to receive clickstream data derived from a program delivery source comprising web pages via an Internet connection.

39. The system of claim 36, wherein at least a portion of the advertising data includes advertising campaign information.

41. The system of claim 36, wherein the cleansing and editing algorithm includes a false positives editing algorithm for identifying when a television is not powered and a set-top box operatively associated with the television is powered.

42. The system of claim 36, wherein the cleansing and editing algorithm includes a demographics weighting algorithm.

43. The system of claim 36, wherein the cleansing and editing algorithm includes an outage weighting algorithm calculated in response to an outage of at least one program delivery source in at least one household for applying a weight to data collected from in-service households.

44. The system of claim 36, wherein the cleansing and editing algorithm includes an algorithm for distinguishing between lost data and data derived from repeated changing of channels on the program delivery source by the consumer by applying a minimum dwell time filter prior to receiving the data in the advertising measurement system.

45. The system of claim 36, wherein the cleansing and editing algorithm includes an intab editing algorithm for excluding data collected from at least one household from which at least some data has been lost due to a technical difficulty experienced by at least one of the program delivery source or a program source.

46. The system of claim 36, further comprising the advertising measurement system being configured to receive data from at least one external application or data source.

47. The system of claim 46, wherein the received data includes demographics data.

48. The system of claim 36, further comprising a module configured to generate a reach frequency report in the advertising measurement system.

49. The system of claim 36, further comprising a module configured to generate an advertising/media exposure report in the advertising measurement system.

50. The system of claim 36, further comprising a module configured to generate an audience retention report in the advertising measurement system.

51. The system of claim 36, further comprising a module configured to calculate a stayed away metric in response to at least the clickstream data.

52. The system of claim 36, further comprising a module configured to calculate a stay away metric in response to at least the clickstream data.

53. The system of claim 36, further comprising a module configured to calculate a no-play metric in response to at least the clickstream data.

54. The system of claim 36, further comprising a module configured to calculate a partial play metric in response to at least the clickstream data.

55. The system of claim 36, further comprising:

the advertising measurement system being configured to receive market touchpoint data and demographic data from one or more data suppliers, the received data being grouped by one or more account numbers associated with a household of a consumer and not including any personally identifiable information associated with the household;

a module configured to facilitate parallel communication of at least the demographic data and the market touchpoint data from the data suppliers to a list matcher, the communicated data including personally identifiable information associated with the household and the account numbers associated with the household and excluding the market touchpoint data and the demographic data;

a module configured to receive a thesaurus from the list matcher, wherein the thesaurus relates each account number of the household to other account numbers associated with the same household; and

,

a module configured to use the thesaurus to match data received from the data suppliers for associating data relating to the household to records for the household in the advertising measurement system.

56. The system of claim 36, further comprising a module configured to use at least a portion of the matched data to drive at least one addressable commercial to the household.

57. The system of claim 36, further comprising:

a module configured to receive market touchpoint data in the advertising measurement system; and

,

the processor further configured to match the market touchpoint data with at least a portion of the matched advertising data, clickstream data, purchase data, and program data.

58. The system of claim 36, further comprising a module configured for receiving supplemental household data from an advertiser in the advertising measurement system.

59. The system of claim 36, further comprising a module configured for facilitating direct data communication between the advertising measurement system and a computer system of an advertiser via at least one application program interface.

60. The system of claim 36, wherein the purchase data is associated with product purchase records of a consumer held by at least one of a manufacturer, a distributor, or a retailer.

61. The system of claim 36, wherein the purchase data is associated with product purchase records of a discount card associated with the consumer.

62. The system of claim 36, wherein the purchase data is associated with product warranty card completed by the consumer.

63. The system of claim 36, further comprising a module configured for generating a true target index report in the advertising measurement system.

64. The system of claim 36, further comprising a module configured for generating a return on investment report in the advertising measurement system.

65. The system of claim 36, further comprising a module configured for calculating a cost of an advertisement per viewing.

66. The system of claim 36, further comprising a module configured for calculating a percentage increase in spending of households increasing consumption of a given product.

67. The system of claim 36, further comprising a module configured for calculating the return on investment metric in response to one or more advertisements aired during a base period with respect to spending by the consumer in an analysis period.

68. The system of claim 36, further comprising a module configured for using at least a portion of the collected data, to drive at least one addressable commercial to the household in response to the calculated return on investment metric.

69. The system of claim 36, further comprising a module configured for facilitating at least one multivariate analysis in connection with the matched data to generate a predictive estimate of the contribution of each component in the multivariate analysis to a sales effect of advertising associated with a brand.

70. A non-transitory computer-readable memory storage device including instructions for directing a computer system to execute a method for facilitating analysis of consumer behavior in association with advertising exposure or program delivery, the device comprising:

instructions for collecting clickstream data from a program delivery source of a consumer, wherein collecting the clickstream data is not dependent on a supplemental data collection device, and also wherein the collected clickstream data includes household level data associated with multiple consumer households;

instructions for collecting advertising data associated with delivery of the program by the program delivery source, wherein collecting the advertising data is not dependent on a supplemental data collection device, and also wherein the collected advertising data includes household level data associated with multiple consumer households;

instructions for collecting program data associated with the program delivered on the program delivery source, wherein collecting the program data is not dependent on a supplemental data collection device, and also wherein the collected program data includes household level data associated with multiple consumer households; and

,

instructions for collecting purchase data from a purchase data source, wherein collecting the purchase data is not dependent on a supplemental data collection device, and also wherein the collected purchase data includes household level data associated with multiple consumer households;

instructions for matching at least portions of the collected advertising data, the collected clickstream data;

the collected purchase data, and the collected program data at a household data level with a centrally located electronic computer processor configured for centrally processing data received from the program delivery source, the advertising data source, the program data source, and the purchase data source, wherein the matching instructions further include;

(i) instructions for grouping the collected data in association with an account identifier of each consumer household without processing any personally identifiable information associated with the consumer household, and

(ii) instructions for matching each account identifier associated with each consumer household with other account identifiers associated with the same consumer household without processing any personally identifiable information associated with the consumer household;

instructions for storing the matched advertising data, clickstream data, purchase data, and program data in at least one centrally located electronic data storage medium operatively associated with the computer processor;

instructions for applying at least one cleansing and editing algorithm to the matched and stored data; and

,

instructions for calculating at least one return on investment metric based on the matched and stored data.

71. A computer-implemented method for facilitating analysis of consumer behavior in association with advertising exposure or program delivery, the method comprising:

collecting in an advertising measurement system;

(i) clickstream data from a program delivery source of a consumer, wherein collecting the clickstream data is not dependent on a supplemental data collection device, and also wherein the collected clickstream data includes household level data associated with multiple consumer households;

(ii) advertising data associated with delivery of the program by the program delivery source, wherein collecting the advertising data is not dependent on a supplemental data collection device, and also wherein the collected advertising data includes household level data associated with multiple consumer households;

(iii) program data associated with the program delivered on the program delivery source, wherein collecting the program data is not dependent on a supplemental data collection device, and also wherein the collected program data includes household level data associated with multiple consumer households; and

,

(iv) purchase data from a purchase data source, wherein collecting the purchase data is not dependent on a supplemental data collection device, and also wherein the collected purchase data includes household level data associated with multiple consumer households;

matching at least portions of the collected advertising data, the collected clickstream data, the collected purchase data, and the collected program data in the advertising measurement system at a household data level with a centrally located electronic computer processor configured for centrally processing data received from the program delivery source, the advertising data source, the program data source, and the purchase data source, wherein the matching further includes;

(i) grouping the collected data in association with an account identifier of each consumer household without processing any personally identifiable information associated with the consumer household, and

(ii) matching each account identifier associated with each consumer household with other account identifiers associated with the same consumer household without processing any personally identifiable information associated with the consumer household;

storing the matched advertising data, clickstream data, purchase data, and program data in at least one centrally located electronic data storage medium operatively associated with the computer processor;

applying at least one cleansing and editing algorithm to the matched and stored data; and

,

calculating at least one true target index metric based on the matched and stored data.