Computing A Score For Opportunities In A Placement System

A server computer, comprising:

• a processor;
• a communication interface in communication with the processor;
• a data storage for storing a database of placement opportunities wherein a placement is a visible display of a product that is placed in a media vehicle;
• a memory in communication with the processor for storing instructions, which when executed by the processor, cause the server:
• to receive from a user using a client computer, a specification of a first persona, wherein a persona is a visual representation of a fictitious individual that represents a target audience for a placement campaign;
• storing the specification of the first persona;
• to ingest data that characterizes opportunities for placements in media vehicles;
• to identify one or more opportunities whose characteristics overlap the characteristics of the target audience;
• to calculate an audience score that measures the relative overlap of the identified opportunities with the target audience;
• to identify one or more opportunities with which the target audience engages using social media;
• to calculate an engagement score that measures the relative level of engagement with the identified opportunities by the target audience;
• for each opportunity, to calculate a Fit score, wherein a Fit score is a function of both the audience score and the engagement score for the opportunity.