System and method for measuring the relative and absolute effects of advertising on behavior based events over time
US10614481B1 · kind B1 · utility
Assignee
Inventors
Key dates
| Filing date | Mar 14, 2014 |
| Grant date | Apr 7, 2020 |
| Priority date | — |
| Expiry date | Aug 28, 2036 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0242
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
The systems and techniques described herein measure advertisement effectiveness of behavior-based outcomes (e.g., site visit, number of pages consumed, searches, online and offline transactions). The system implemented an automated model to measure the impact of exposures and impressions on outcomes using uses panel data, cookie-based data, and combinations thereof. The techniques use test and control approach to calculate effectiveness, where the test group are those exposed to a campaign and a control group who is not exposed. For those exposed, a running analysis of impressions (and other variables) in a pre period is used to determine behavior based outcomes over a set time period after that exposure. As a result, the automated model is able to generate metrics that show absolute and relative impacts on future behavior.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.