Search Change Model

A system comprising:

• a database for storing campaign information associated with an advertising campaign;
• and
• an analyzer configured to:
• identify campaign information associated with an advertising campaign including identifying information associated with a change in advertising spending between a first period and a second period;
• develop a model based on the identified campaign information;
• predict, based on the developed model, a number of total clicks that would have been received in the second period based on a first advertising spending in the first period, and a number of total clicks that would have been received in the second period based on a second advertising spending in the second period;
• determine a total click change resulting from the change in advertising spending based on the predicted number of total clicks associated with the first advertising spending and the second advertising spending;
• and
• determine a cannibalization rate based on the total click change.

A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:

• identifying campaign information associated with an advertising campaign including identifying information associated with a change in advertising spending between a first period and a second period;
• developing a model based on the identified campaign information;
• predicting, based on the developed model, a number of total clicks that would have been received in the second period based on a first advertising spending in the first period, and a number of total clicks that would have been received in the second period based on a second advertising spending in the second period;
• determining a total click change resulting from the change in advertising spending based on the predicted number of total clicks associated with the first advertising spending and the second advertising spending;
• and
• determining a cannibalization rate based on the total click change.