MEASURING ADVERTISING EFFECTIVENESS WITHOUT CONTROL GROUP

摘要

Measurement data is associated with a group of users that have been exposed to at least one advertising creative that is part of an advertising campaign. A model that relates consumer response measures to one or more exposure levels is generated based on the accessed measurement data. Based on the generated model, a consumer response measure for a zero exposure level is determined. The zero exposure level corresponds to a zero amount of exposures to at least one advertising creative that is part of the advertising campaign. An advertising effectiveness metric is determined based on the consumer response measure for the zero exposure level and the accessed measurement data.