METHODS AND APPARATUS TO EVALUATE ADVERTISING CAMPAIGNS

摘要

Methods, apparatus, systems and articles of manufacture are disclosed to evaluate advertising campaigns. An example method disclosed herein includes identifying, by executing an instruction with a processor, a lift value and a qualification score associated respective first and second advertising campaigns, the qualification score to indicate a capability of a target audience to act on a message in the respective advertising campaign. For each of the first and second advertising campaigns a first and second coordinate value based on respective ones of the lift value and the qualification score. Calculating (a) a coordinate value for an apex score indicative of a maximum normalized qualification score and a maximum normalized lift score, (b) a first coordinate distance value between the apex score and the first coordinate value, and (c) a second coordinate distance value between the apex score and the second coordinate value. When a variance between the first coordinate distance value and the second coordinate distance value is below a threshold value, improving an ability to distinguish the variance between the first and the second advertising campaigns by replacing the respective first and second coordinate distances value with respective first and second area values, where the respective first and second area values are the product of the respective lift value and the qualification score for the respective first and second advertising campaigns. And reducing waste in advertisement campaigns by adjusting, by executing an instruction with the processor, the first or the second advertising campaign based on a lower one of the first or the second area values.

主权项

1. A computer-implemented method to reduce waste in an advertisement campaign selection, comprising:
identifying, by executing an instruction with a processor, a first lift value and a first qualification score associated with a first advertising campaign, the first qualification score to indicate a capability of a first target audience to act on a message in the first advertising campaign; identifying, by executing an instruction with the processor, a second lift value and a second qualification score associated with a second advertising campaign, the second qualification score to indicate a capability of a second target audience to participate in the second advertising campaign; for each of the first and second advertising campaigns, calculating, by executing an instruction with the processor, a first and second coordinate value based on respective ones of (a) the first lift value and the first qualification score and (b) the second lift value and the second qualification score; calculating, by executing an instruction with the processor, (a) a coordinate value for an apex score indicative of a maximum normalized qualification score and a maximum normalized lift score, (b) a first coordinate distance value between the apex score and the first coordinate value, and (c) a second coordinate distance value between the apex score and the second coordinate value; when a variance between the first coordinate distance value and the second coordinate distance value is below a threshold value, improving an ability to distinguish the variance between the first and the second advertising campaigns by replacing the respective first and second coordinate distances values with respective first and second area values, where the respective first and second area values are the product of the respective lift value and the qualification score for the respective first and second advertising campaigns; and reducing waste in advertisement campaigns by adjusting, by executing an instruction with the processor, the first or the second advertising campaign based on a lower one of the first or the second area values.