Media effectiveness
AssigneeUnited Services Automobile Association (USAA)
InventorsRichmond E. Meier, Charles Holbrook Moore, Douglas Michael Mowen
Life of this patent
Estimating the term…
Abstract
Methods, systems, and apparatus, including computer programs encoded on computer storage media, to improve the impact of digital media. One of these methods includes providing a non-affiliated advertisement to a plurality of users. The method includes receiving indications that a subset of the plurality of users have viewed the non-affiliated advertisement. The method also includes creating a control group for an advertisement from the subset of the plurality of users that received the non-affiliated advertisement.
Claims20
A computer-implemented method of creating a control group for determining effectiveness of a target advertisement, the method comprising:
- transmitting, by at least one processor, advertisement data representing a non-affiliated advertisement to a plurality of user devices;
- identifying one or more users of one or more user devices who did not view the non-affiliated advertisement;
- generating, by at least one processor, control group data for a target advertisement, the control group data comprising data representing the one or more user devices being assigned to a test group;
- transmitting, by at least one processor and to the one or more user devices assigned to the test group, the target advertisement;
- monitoring transactions of users whose devices are assigned to the test group and users whose devices are not assigned to the test group to determine an average conversion rate of the users whose devices are assigned to the test group and of the users whose devices are not assigned to the test group;
- and
- computing a lift value based on a percentage difference between the average conversion rate of the users whose devices are not assigned to the test group and the average conversion rate of the users whose devices are assigned to the test group.
A non-transitory computer storage medium encoded with computer program instructions that when executed by one or more computers cause the one or more computers to perform operations for determining effectiveness of a target advertisement, the operations comprising:
- transmitting advertisement data representing a non-affiliated advertisement to a plurality of user devices;
- identifying one or more users of one or more user devices who did not view the non-affiliated advertisement;
- generating control group data for a target advertisement, the control group data comprising data representing the one or more user devices being assigned to a test group;
- transmitting the target advertisement to the one or more user devices assigned to the test group;
- monitoring transactions of users whose devices are assigned to the test group and users whose devices are not assigned to the test group to determine an average conversion rate of the users whose devices are assigned to the test group and of the users whose devices are not assigned to the test group;
- and
- computing a lift value based on a percentage difference between the average conversion rate of the users whose devices are not assigned to the test group and the average conversion rate of the users whose devices are assigned to the test group.
A system comprising:
- one or more computers and one or more storage devices storing instructions that, when executed by the one or more computers, cause the one or more computers to perform operations for determining effectiveness of a target advertisement, the operations comprising:
- transmitting advertisement data representing a non-affiliated advertisement to a plurality of user devices;
- identifying one or more users of one or more user devices who did not view the non-affiliated advertisement;
- generating control group data for a target advertisement, the control group data comprising data representing the one or more user devices being assigned to a test group;
- transmitting the target advertisement to the one or more user devices assigned to the test group;
- monitoring transactions of users whose devices are assigned to the test group and users whose devices are not assigned to the test group to determine an average conversion rate of the users whose devices are assigned to the test group and of the users whose devices are not assigned to the test group;
- and
- computing a lift value based on a percentage difference between the average conversion rate of the users whose devices are not assigned to the test group and the average conversion rate of the users whose devices are assigned to the test group.
Dependencies are inferred from the claim text.