System and method for tracking advertiser return on investment using set top box data

A method comprising:

• associating a plurality of electronic content devices with a plurality of viewers;
• enriching electronic content device data for a plurality of electronic content devices with consumer enrichment data;
• enriching sales data identifying a plurality of purchasers of a product or service with the consumer enrichment data;
• setting a time window associated with a portion of each electronic content instance on which an advertisement campaign was presented based on a predetermined time window size, the time window size being greater than the duration of the advertisement;
• determining whether an individual viewer of the plurality of viewers viewed the electronic content instance for at least a threshold percentage of the time window based on electronic content device data for an electronic content device of the plurality of electronic content devices associated with the individual viewer;
• upon determining that the individual viewer viewed the electronic content instance for at least the threshold percentage of the time window, identifying a single advertising exposure event for the individual viewer;
• calculating, for each viewer of the plurality of viewers, an advertising weight as a function of a number of exposures of the advertisement as applied to the viewer based on the advertising exposure events;
• calculating, for each viewer, a score representing a degree-of-targetedness between a target for the advertisement campaign and the viewer;
• generating a multi-dimensional model of advertising effectiveness that models combined effects of the advertising weight and the degree of targetedness based on a combination of computed advertising weights and degrees of targetedness for the plurality of viewers;
• and
• applying the multi-dimensional model to the electronic content device data and the sales data to track a number of sales attributable to the advertisement campaign.

A tangible, non-transitory computer readable storage medium having instructions that, when executed by a processing device, cause the processing device to perform operations comprising:

• associating a plurality of set-top boxes with a plurality of viewers;
• enriching electronic content device data for a plurality of electronic content devices with consumer enrichment data;
• enriching sales data identifying a plurality of purchasers of a product or service with the consumer enrichment data;
• setting a time window associated with a portion of each electronic content instance on which an advertisement campaign was presented based on a predetermined time window size, the time window size being greater than the duration of the advertisement;
• determining whether an individual viewer of the plurality of viewers viewed the electronic content instance for at least a threshold percentage of the time window based on electronic content device data for an electronic content device of the plurality of electronic content devices associated with the individual viewer;
• upon determining that the individual viewer viewed the electronic content instance for at least the threshold percentage of the time window, identifying a single advertising exposure event for the individual viewer;
• calculating, for each viewer of the plurality of viewers, an advertising weight as a function of a number of exposures of the advertisement as applied to the viewer based on the advertising exposure events;
• calculating, for each viewer, a score representing a degree-of-targetedness between the advertisement campaign and the viewer;
• generating a multi-dimensional model of advertising effectiveness that models combined effects of the advertising weight and the degree of targetedness based on a combination of computed advertising weights and degrees of targetedness for the plurality of viewers;
• and
• applying the multi-dimensional model to the electronic content device data and the sales data to track a number of sales attributable to the advertisement campaign.

A computing device comprising:

• a memory;
• and
• a processing device coupled to the memory, the processing device to:
• associate a plurality of electronic content devices with a plurality of viewers;
• enrich electronic content device data for a plurality of electronic content devices with consumer enrichment data;
• enrich sales data identifying a plurality of purchasers of a product or service with the consumer enrichment data;
• set a time window associated with a portion of each electronic content instance on which an advertisement campaign was presented based on a predetermined time window size, the time window size being greater than the duration of the advertisement;
• determine whether an individual viewer of the plurality of viewers viewed the electronic content instance for at least a threshold percentage of the time window based on electronic content device data for an electronic content device of the plurality of electronic content devices associated with the individual viewer;
• upon determining that the individual viewer viewed the electronic content instance for at least the threshold percentage of the time window, identify a single advertising exposure event for the individual viewer;
• calculate, for each viewer of the plurality of viewers, an advertising weight as a function of a number of exposures of the advertisement as applied to the viewer based on the advertising exposure events;
• calculate, for each viewer, a score representing a degree-of-targetedness between the advertisement campaign and the viewer;
• generate a multi-dimensional model of advertising effectiveness that models combined effects of the advertising weight and the degree of targetedness based on a combination of computed advertising weights and degrees of targetedness for the plurality of viewers;
• and
• apply the multi-dimensional model to the electronic content device data and the sales data to track a number of sales attributable to the advertisement campaign.