Method for determining advertising effectiveness
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.
Claims24
A method for determining advertising effectiveness of cross-media campaigns, comprising:
- determining, by a computer system, based on a factorial experimental design comprising one or more control groups and one or more exposed groups, one or more measures of effectiveness of a cross-media campaign, wherein the cross-media campaign comprises two or more media;
- plotting, on a display of the computer system, at least one of the measures of the effectiveness of the cross-media campaign against time;
- isolating an effects of at least one of the media from the effects of at least one of the other media in the cross-media campaign, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design;
- displaying, for each of at least one of the two or more media in the cross-media campaign, an isolated effect of the medium;
- and
- performing, for at least one of the media, a dollar-for-dollar comparison,
- wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises continuous tracking of at least one of the media.
A method for determining advertising effectiveness of cross-media campaigns, comprising:
- determining, by a computer system, based on a factorial experimental design comprising one or more control groups and one or more exposed groups, one or more measures of effectiveness of a cross-media campaign, wherein the cross-media campaign comprises two or more media, wherein determining the measure of effectiveness of at least one of the media comprises continuous tracking;
- isolating an effect of at least one of the media from the effects of at least one of the other media, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design;
- and
- displaying, for each of at least one of the two or more media, an isolated effect of the medium.
A method for determining advertising effectiveness of cross-media campaigns, comprising:
- randomly assigning members of a population into one or more exposed groups or one or more control groups;
- delivering, in a cross-media campaign, online advertising to at least one of the exposed groups based on the random assignments;
- and measuring an effect of the online advertising;
- determining, by a computer system, based on a factorial experimental design, one or more measures of effectiveness of the cross-media campaign, wherein the cross-media campaign comprises two or more media;
- isolating an effect of at least one of the media from the effects of at least one of the other media, wherein the effect of the at least one media is isolated from the effects of the at least one other media, at least in part, based on the factorial experimental design;
- and
- displaying, for each of at least one of the two or more media, an effect of the medium,
- wherein determining at least one of the measures of effectiveness of the cross-media campaign comprises continuous tracking of at least one of the media.
Dependencies are inferred from the claim text.