Cross-media campaigns with bias adjustment and attribution modeling
AssigneeMarketing Evolution
InventorJason Rex Briggs
Life of this patent
Estimating the term…
Abstract
A method for determining advertising effectiveness of cross-media campaigns provided. The effectiveness of the combined campaign is plotted, and the effects of different media are isolated. Examining complementary effects and synergies are examined, and a dollar-for-dollar comparison for each of the media is performed. This dollar-for-dollar comparison may include a return on marketing objective calculation. If applicable, budget re-allocations are recommended. Optionally, post effectiveness, efficiency, and allocation analysis are performed. Such analysis may include providing descriptive advertising and media suggestions on each media independently.
Claims21
1-4. (canceled)
A method of conducting and measuring a cross-media campaign, comprising:
- delivering, through two or more media, advertising to members of a population, wherein at least one of the media is an online medium;
- assigning members of the population into one or more exposed groups or one or more control groups, wherein assigning members to at least one of the exposed groups and at least one of the control groups comprises adjusting for bias from variations in usage levels among members of the population for at least one of the media;
- determining, by a computer system, one or more measures of effectiveness of at least one of the two or more media in the cross-media campaign, wherein determining the one or more measures of effectiveness of at least one of the media comprises determining an incremental effect on sales or an incremental branding effect of one of the media;
- and
- isolating an effect of at least one of the media from the effects of at least one of the other media.
A method of conducting and measuring a cross-media campaign, comprising:
- delivering, through two or more media, advertising to members of a population, wherein at least one of the media is an online medium;
- assigning members of the population into one or more exposed groups or one or more control groups;
- determining, by a computer system, one or more measures of effectiveness of at least one of the two or more media in the cross-media campaign, wherein determining the one or more measures of effectiveness of at least one of the two or more media comprises applying one or more statistical models to determine the contribution to sales of at least one of the media in the campaign, and wherein determining the one or more measures of effectiveness of at least one of the media comprises determining an incremental effect on sales or an incremental branding effect of one of the media;
- and
- isolating an effect of at least one of the media from the effects of at least one of the other media.
Dependencies are inferred from the claim text.