SYSTEM AND METHOD TO PERFORM EXPOSURE AND CONVERSION ANALYSIS
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United States of America Patent
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Issued Date -
Jan 10, 2013
app pub date -
Jul 6, 2012
filing date -
Jul 6, 2011
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Abstract
A system and method to measure the effectiveness of advertisements. The effectiveness of a particular target portion of an advertising campaign (e.g., related to an advertisement or advertisements appearing on a specific network, time of the day, program, etc.) is determined relative to exposures to other portions of the advertising campaign. To facilitate the measurement, the system constructs an exposure interaction matrix, which allows isolation of the effectiveness of one group of advertisement exposures while controlling for exposures across other groups. For each cell of the matrix, the system computes an index. The index indicates how much the target advertisements influenced the conversion decision, relative to the entire campaign. A plurality of exposure interaction matrices may be determined for a plurality of target portions and compared to one another in order to determine a desired advertising schedule.
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