ATTRIBUTING IN-STORE VISITS TO MEDIA CONSUMPTION BASED ON DATA COLLECTED FROM USER DEVICES

摘要

A system and method for attributing in-store visits to exposure to advertisement (“ad”) impressions associated with an ad campaign are disclosed. The system gathers impression data and uses that data to identify users who were exposed to the ad impressions. The system then uses location data, activity information and in some instances beacon data points reported by mobile devices of the impression users to determine if the impression users visited a target place during a conversion window. Based on the impression users who were exposed to the ad impressions, the system establishes a control group of users who were not exposed to the ad impressions to perform quasi-experimental analyses to assess whether the ad impressions had any impact on changing the impression users' physical in-store visitation behavior.

主权项

1. A computer-implemented method of analyzing an impact of media consumption on visitation behavior, the method comprising:
receiving impression data associated with consumption of media relating to a campaign, the impression data including unique identifiers associated with a first set of users who consumed the media relating to the campaign; comparing the unique identifiers associated with the first set of users against a second set of users to identify a set of users who are among both the first set of users and the second set of users as impression users; and identifying a subset of the second set of users who are not among the first set of users as baseline users. determining, based on one or more analyses of the impression data associated with the impression users and impression data associated with the baseline users, whether the consumption of the media influenced the impression users to visit a target place during a window of time.