System and method for measuring the relative and absolute effects of advertising on behavior based events over time

US11538058B2 · kind B2 · utility

Assignee

• Comscore, Inc. · US

Inventors

• Christopher S. Haarstick · Reston, US
• Todd Talkington · Arlington, US
• Devin Shields · Rixeyville, US
• Patrick James Kemp · San Francisco, US
• Steven D. Millman · Gilbert, US

Key dates

• Filing date: Apr 2, 2020
• Grant date: Dec 27, 2022
• Expiry date: Apr 2, 2040

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0242
• WIPO field: IT methods for management
• WIPO sector: Electrical 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.