SYSTEM AND METHOD FOR MEASURING ADVERTISING EFFECTIVENESS

摘要

In some embodiments, a method defines a test group from a population of consumers that have been exposed to a communication associated with a promoted entity. The test group includes a (1) retailer profile, and (2) a first purchase amount associated with the promoted entity. The method also includes receiving purchase information associated with a third party. The purchase information includes (1) a second purchase amount associated with the promoted entity, and (2) a third purchase amount associated with the promoted entity. The method further includes defining a first multiplier based on a relationship between the first purchase amount and the second purchase amount, and defining a second multiplier based on a relationship between the first purchase amount and the third purchase amount. The method additionally includes sending a signal indicative of a combined multiplier based on (1) the first multiplier, and (2) the second multiplier.

主权项

1. An apparatus, comprising:
a measurement module configured to define a score for each consumer from a plurality of consumers, the score based on (1) a purchase profile of a consumer, and (2) a retailer profile of the consumer, the measurement module configured to define a test group from the plurality of consumers that includes each consumer from the plurality of consumers that (1) was exposed to a communication for a promoted entity, and (2) includes a score within a range of scores, the test group including a first purchase amount associated with the promoted entity and with the retailer profile, the measurement module configured to define a control group from the plurality of consumers that includes each consumer from the plurality of consumers that (1) was not exposed to the communication for the promoted entity, and (2) includes a score within the range of scores, the control group including a second purchase amount associated with the promoted entity and with the retailer profile, the measurement module configured to determine an initial effectiveness value based on (1) the first purchase amount and (2) the second purchase amount.