发明名称 |
METHOD AND SYSTEM FOR MEASURING ADVERTISING EFFECTIVENESS USING MICROSEGMENTS |
摘要 |
A method for analyzing advertising effectiveness includes storing entity information including activity and characteristic information associated with a plurality of entities; generating a plurality of microsegments, each microsegment including a subset of the plurality of entities based on the associated characteristic information; generating a test audience including a plurality of first microsegments including entities exposed to an advertisement for a period of time and a control audience including a plurality of second microsegments including entities not deliberately exposed to the advertisement; analyzing the activity information for the test audience and the control audience to determine spending behaviors for the associated entities during the period of time; comparing the spending behaviors determined for the test and control audiences to determine the effectiveness of the advertisement; and reporting the effectiveness of the advertisement. |
申请公布号 |
WO2013012861(A2) |
申请公布日期 |
2013.01.24 |
申请号 |
WO2012US47060 |
申请日期 |
2012.07.17 |
申请人 |
MASTERCARD INTERNATIONAL INCORPORATED;VILLARS, CURTIS |
发明人 |
VILLARS, CURTIS |
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