1. A system for measuring an effectiveness of an advertisement campaign, the system comprising: one or more processors configured to: identify advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user; analyse browsing log data to determine at least two different advertising strategies; present adverts to the user depending on the strategy that has been assigned; receive an indication of whether or not an advertisement has been viewed; use a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and plot at least one of the measures of the effectiveness of a cross-media campaign against time.

2. The system according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

3. The system according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

4. The system according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

5. A method for measuring an effectiveness of an advertisement, the method comprising the steps of: identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user; analysing browsing log data to determine at least two different advertising strategies; presenting adverts to the user depending on the strategy that has been assigned; receiving an indication of whether or not an advertisement has been viewed; using a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and plotting at least one of the measures of the effectiveness of a cross-media campaign against time.

6. The method according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

7. The method according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

8. The method according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

9. The method according to claim 1, wherein the advertise channel is selected from a social media platform, a television, FM Radio, newspaper, magazine, a rod show and combination thereof. ANALYZING MARKETING CAMPAIGNS - ASSESSING EFFECTIVENESS OF INTERNET MARKETING CAMPAIGN Abstract Embodiments of the present disclosure may be used to identify advertising log data that contains a first timestamp defining when an advertisement was presented to a user, which can be used to determine the campaign's efficacy. Another possible embodiment is using browser history data to compare and contrast at least two distinct advertising approaches. Depending on the specified approach, embodiments may additionally provide up to the user any number of advertisements. It is possible, in certain embodiments, to learn whether or not an advertising has been seen. A factorial experimental design may be used in embodiments to randomly assign users to one or more control groups and one or more exposed groups. A cross-media campaign's success may be visualised in several ways, including by plotting a number of different metrics across time. s:

1. A system for measuring an effectiveness of an advertisement campaign, the system comprising: one or more processors configured to: identify advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user; analyse browsing log data to determine at least two different advertising strategies; present adverts to the user depending on the strategy that has been assigned; receive an indication of whether or not an advertisement has been viewed; use a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and plot at least one of the measures of the effectiveness of a cross-media campaign against time.

2. The system according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

3. The system according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

4. The system according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

5. A method for measuring an effectiveness of an advertisement, the method comprising the steps of: identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user; analysing browsing log data to determine at least two different advertising strategies; presenting adverts to the user depending on the strategy that has been assigned; receiving an indication of whether or not an advertisement has been viewed; using a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and plotting at least one of the measures of the effectiveness of a cross-media campaign against time.

6. The method according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

7. The method according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

8. The method according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

9. The method according to claim 1, wherein the advertise channel is selected from a social media platform, a television, FM Radio, newspaper, magazine, a rod show and combination thereof.

Field of the Invention
[0001] The present invention relates to technique for evaluating the effectiveness of an advertising campaign.

[0002] The background description includes information that may be useful in understanding the present invention. It is not an admission that any of the information provided herein is prior art or relevant to the presently claimed invention, or that any publication specifically or implicitly referenced is prior art.
[0003] It is common practise of business houses and service providers to often devote substantial money to marketing campaigns to promote their goods/service to increase consumer demand for the promoted product. Advertising campaign disseminate their messages using a number of channels, including the Internet, radio, television, magazines, newspapers, and film.
[0004] Primarily, concern of the business house rests in determining effectiveness of the advertisement campaign. Patent literature elucidates various techniques disclosed to evaluate advertisement effectiveness.
[0005] US20110208597A1 (by: Yahoo Inc and Excalibur IP LLC) discloses a system for serving localized advertisements generates browser code operable by a browser to cause the browser to display a web page of information that includes an advertisement. The displayed advertisement includes a graphical indicator that indicates that the advertisement is associated with an interface for conveying additional information associated with the advertisement. The advertisement and the additional information are submitted during an advertisement submission time. The browser code is also operable by the browser to cause the browser to detect a selection of the graphical indicator and display the interface along with the information displayed on the web page in response to the selection of the graphical indicator.
[0006] JP5735492B2 (By: Meta Platforms Inc) relates to a methods and systems allow measurement of effectiveness of advertising campaigns based on online advertisements targeted towards specific sets of members. A set of members is allowed to see an advertisement whereas another set of members is withheld from seeing the advertisement under conditions similar to the first set. Test sets obtained from the two sets of members are polled with questions evaluating effectiveness of advertisement. The poll questions evaluate effectiveness based on factors including brand awareness, purchase intent, or brand favorability. Statistical analysis is performed to quantitatively measure the effectiveness of the advertisement by measuring the improvement in above factors as a result of showing the advertisement.
[0007] US20060218577A1 (By: Microsoft Technology Licensing LLC) provides a unique system and method that facilitates propagating selected advertisements among users of interactive services. Interactive service users can be targeted for specific types of advertisements for particular products or services. When a user selects at least one advertisement for more detailed viewing, the advertisement can be distributed to or shared with one or more other users. These other users may be part of the original user's social network. Thus user-selected advertisements can be shared among users who are familiar with each other's current or future interests. In some cases, user-selected advertisements can replace system-selected advertisements. As a result, advertisers can benefit from increased exposure of and interest in their advertisements.
[0008] All references, including publications, patent applications, and patents, cited herein are hereby incorporated by reference to the same extent as if each reference were individually and specifically indicated to be incorporated by reference and were set forth in its entirety herein.

[0009] Various objects, features, and advantages of the disclosed subject matter can be more fully appreciated with reference to the following detailed description of the disclosed subject matter when considered in connection with the following drawings, in which like reference numerals identify like elements.
[00010] The present invention relates to technique for evaluating the effectiveness of an advertising campaign.
[00011] Embodiments of the present disclosure may include a system for measuring an effectiveness of an advertisement campaign, the system including one or more processors configured to identify advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user. Embodiments may also include analyse browsing log data to determine at least two different advertising strategies.
[00012] Embodiments may also include present adverts to the user depending on the strategy that has been assigned. Embodiments may also include receive an indication of whether or not an advertisement has been viewed. Embodiments may also include use a factorial experimental design to divide users into one or more control groups and one or more exposed groups. Embodiments may also include plot at least one of the measures of the effectiveness of a cross-media campaign against time.
[00013] In some embodiments, the step of analysing browsing log data to determine at least two different advertising strategies may include the step of analysing browsing log data to determine a plurality of different advertising strategies. In some embodiments, the advertising strategies may be designed based on one or more parameters selected based on at least one of the characteristics of the user selected from the group consisting of user ID 220, IP address 230, user cookie 310, user login code 240, user digital certificate 320, geographic location 250, time zone 330, country, domain type 340, Internet service provider, organization type 350, employer, industry type 360, company size, number of employees 370, types of advertisements previously viewed and types of advertisements previously clicked.
[00014] In some embodiments, the advertising strategies may be used to an advertise channel through which advertisement campaign needs to be executed. In some embodiments, the step of analysing browsing log data to determine at least two different advertising strategies may include the step of analysing browsing log data to determine a plurality of different advertising strategies.
[00015] In some embodiments, the advertising strategies may be designed based on one or more parameters selected based on at least one of the characteristics of the user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked. In some embodiments, the advertising strategies may be used to an advertise channel through which advertisement campaign needs to be executed. In some embodiments, the advertise channel may be selected from a social media platform, a Television, FM Radio, newspaper, magazine, a rod show and combination thereof.
[00016] Embodiments of the present disclosure may also include a method for measuring an effectiveness of an advertisement, the method including the steps of identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user. Embodiments may also include analysing browsing log data to determine at least two different advertising strategies.
[00017] Embodiments may also include presenting adverts to the user depending on the strategy that has been assigned. Embodiments may also include receiving an indication of whether or not an advertisement has been viewed. Embodiments may also include using a factorial experimental design to divide users into one or more control groups and one or more exposed groups. Embodiments may also include plotting at least one of the measures of the effectiveness of a cross-media campaign against time.

[00023] The following is a detailed description of exemplary embodiments to illustrate the principles of the invention. The embodiments are provided to illustrate aspects of the invention, but the invention is not limited to any embodiment. The scope of the invention encompasses numerous alternatives, modifications and equivalent; it is limited only by the claims.
[00024] In view of the many possible embodiments to which the principles of the present discussion may be applied, it should be recognized that the embodiments described herein with respect to the drawing figures are meant to be illustrative only and should not be taken as limiting the scope of the claims. Therefore, the techniques as described herein contemplate all such embodiments as may come within the scope of the following claims and equivalents thereof.
[00025] The detailed description is described with reference to the accompanying figures. In the figures, the left-most digit(s) of a reference number identifies the figure in which the reference number first appears. The use of the same reference numbers in different instances in the description and the figures may indicate similar or identical items.
[00026] The present invention relates to technique for evaluating the effectiveness of an advertising campaign.
[00027] FIG. 1 is a block diagram that describes a system 100, according to some embodiments of the present disclosure. In some embodiments, the system 100 may include one or more processors 110 configured to:. The one or more processors 110 may include a first timestamp 112 specifying when an advertisement was provided to a user, analyse 114 browsing log data to determine at least two different advertising strategies, present adverts 116 to the user depending on the strategy that, and plot 118 at least one of the measures of the effectiveness of a cross-media campaign against time. Identify advertisement log data that. Been assigned. Receive an indication of whether or not an advertisement. Been viewed. Use a factorial experimental design to divide users into one or more control groups and one or more exposed groups.
[00028] In some embodiments, the step of analysing browsing log data to determine at least two different advertising strategies. The step of analysing browsing log data to determine a plurality of different advertising strategies. In some embodiments, the advertising strategies may be used to an advertise channel through which advertisement campaign may need to be executed. In some embodiments, the step of analysing browsing log data to determine at least two different advertising strategies. The step of analysing browsing log data to determine a plurality of different advertising strategies. In some embodiments, the advertising strategies may be used to an advertise channel through which advertisement campaign may need to be executed. In some embodiments, the advertise channel may be selected from a social media platform, a Television, FM Radio, newspaper, magazine, a rod show and combination thereof.
[00029] FIG. 2 is a block diagram that further describes the system 100 from FIG. 1, according to some embodiments of the present disclosure. In some embodiments, the advertising strategies may be designed based on one or more parameters selected based on at least one of the characteristics of the user selected from the group.
[00030] FIG. 3 is a block diagram that further describes the system 100 from FIG. 1, according to some embodiments of the present disclosure. In some embodiments, the advertising strategies may be designed based on one or more parameters selected based on at least one of the characteristics of the user selected from the group.
[00031] FIG. 4 is a flowchart that describes a method for measuring an effectiveness of an advertisement, according to some embodiments of the present disclosure. In some embodiments, at 380, the method may include identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user. At 390, the method may include analysing browsing log data to determine at least two different advertising strategies. At 400, the method may include presenting adverts to the user depending on the strategy that has been assigned. At 410, the method may include receiving an indication of whether or not an advertisement has been viewed. At 420, the method may include using a factorial experimental design to divide users into one or more control groups and one or more exposed groups. At 430, the method may include plotting at least one of the measures of the effectiveness of a cross-media campaign against time. The method may include steps 410 to 460.
[00032] One or more processors in accordance with embodiments of the present disclosure may be used to identify advertising log data that contains a first timestamp defining when an advertisement was presented to a user, which can be used to determine the campaign's efficacy. Another possible embodiment is using browser history data to compare and contrast at least two distinct advertising approaches.
[00033] Depending on the specified approach, embodiments may additionally provide up to the user any number of advertisements. It is possible, in certain embodiments, to learn whether or not an advertising has been seen. A factorial experimental design may be used in embodiments to randomly assign users to one or more control groups and one or more exposed groups. A cross-media campaign's success may be visualised in several ways, including by plotting a number of different metrics across time.
[00034] Analyzing browsing log data to identify at least two distinct advertising strategies is one implementation, but in other implementations, this step may involve analysing browsing log data to determine a plurality of various advertising strategies. User ID 220, IP address 230, cookie, login code 240, digital certificate, geographic location 250, time zone, country 260, domain type, ISP, organisation, employer, industry, company size, number of employees, and types of advertisements viewed in the past are some examples of user characteristics that can be used to inform advertising strategy development in various implementations.
[00035] Some implementations of the advertising strategies include applying them to an advertising channel in order to carry out an advertising campaign. Analyzing browser log data to establish at least two distinct advertising strategies is one implementation, but other implementations may include analysing browsing log data to determine a greater number of distinct advertising strategies.
[00036] One or more parameters chosen from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider 270, organisation type, employer 280, industry type, company size 290, number of employees, and types of advertisements 300 previously viewed may be used in the design of advertising strategies in some implementations. For example, in certain implementations, a promote channel via which an ad campaign must be carried out may be selected using the advertising techniques. Social media platforms, television, FM radio, newspapers, magazines, trade shows, and rodeos are all viable options for the advertising medium in various implementations.
[00037] The present disclosure may further comprise a method for determining the efficacy of an advertising, the steps of which involve locating log data pertaining to the advertisement that contains a first timestamp indicating when the advertisement was shown to a user. In certain implementations, it may be necessary to examine user-browser activity in order to choose amongst many advertising options.
[00038] Depending on the assigned approach, embodiments may additionally include showing advertisements to the user. In certain implementations, you can find out whether an advertising has been seen. Some embodiments may also include randomly assigning users to either a single control group or many exposed groups. Plotting the evolution of at least one indicator of cross-media campaign success over time is another possibility for embodiments.
[00039] Further, while operations are depicted in a particular order, this should not be understood as requiring that such operations be performed in the particular order shown or in sequential order, or that all illustrated operations be performed, to achieve desirable results. In certain circumstances, multitasking and parallel processing may be advantageous. Likewise, while several specific implementation details are contained in the above discussions, these should not be construed as limitations on the scope of the subject matter described herein, but rather as descriptions of features that may be specific to particular embodiments. Certain features that are described in this specification in the context of separate embodiments can also be implemented in combination in a single embodiment. Conversely, various features that are described in the context of a single embodiment can also be implemented in multiple embodiments separately or in any suitable sub-combination. Moreover, although features may be described above as acting in certain combinations and even initially claimed as such, one or more features from a claimed combination can in some cases be excised from the combination, and the claimed combination may be directed to a sub-combination or variation of a sub-combination.
[00040] It should be apparent to those skilled in the art that many more modifications besides those already described are possible without departing from the inventive concepts herein. The inventive subject matter, therefore, is not to be restricted except in the spirit of the appended claims. Moreover, in interpreting both the specification and the claims, all terms should be interpreted in the broadest possible manner consistent with the context. In particular, the terms “comprises” and “comprising” should be interpreted as referring to elements, components, or steps in a non-exclusive manner, indicating that the referenced elements, components, or steps may be present, or utilized, or combined with other elements, components, or steps that are not expressly referenced. Where the specification claims refer to at least one of something selected from the group consisting of A, B, C …. and N, the text should be interpreted as requiring only one element from the group, not A plus N, or B plus N, etc.

Claims
I/We claims:

1. A system for measuring an effectiveness of an advertisement campaign, the system comprising:
one or more processors configured to:
identify advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user;
analyse browsing log data to determine at least two different advertising strategies;
present adverts to the user depending on the strategy that has been assigned;
receive an indication of whether or not an advertisement has been viewed;
use a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and
plot at least one of the measures of the effectiveness of a cross-media campaign against time.

2. The system according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

3. The system according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

4. The system according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

5. A method for measuring an effectiveness of an advertisement, the method comprising the steps of:
identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user;
analysing browsing log data to determine at least two different advertising strategies;
presenting adverts to the user depending on the strategy that has been assigned;
receiving an indication of whether or not an advertisement has been viewed;
using a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and
plotting at least one of the measures of the effectiveness of a cross-media campaign against time.

6. The method according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

7. The method according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

8. The method according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

9. The method according to claim 1, wherein the advertise channel is selected from a social media platform, a television, FM Radio, newspaper, magazine, a rod show and combination thereof.

ANALYZING MARKETING CAMPAIGNS -
ASSESSING EFFECTIVENESS OF INTERNET MARKETING CAMPAIGN
Abstract
Embodiments of the present disclosure may be used to identify advertising log data that contains a first timestamp defining when an advertisement was presented to a user, which can be used to determine the campaign's efficacy. Another possible embodiment is using browser history data to compare and contrast at least two distinct advertising approaches. Depending on the specified approach, embodiments may additionally provide up to the user any number of advertisements. It is possible, in certain embodiments, to learn whether or not an advertising has been seen. A factorial experimental design may be used in embodiments to randomly assign users to one or more control groups and one or more exposed groups. A cross-media campaign's success may be visualised in several ways, including by plotting a number of different metrics across time.

I/We claims:

1. A system for measuring an effectiveness of an advertisement campaign, the system comprising:
one or more processors configured to:
identify advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user;
analyse browsing log data to determine at least two different advertising strategies;
present adverts to the user depending on the strategy that has been assigned;
receive an indication of whether or not an advertisement has been viewed;
use a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and
plot at least one of the measures of the effectiveness of a cross-media campaign against time.

2. The system according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

3. The system according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

4. The system according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

5. A method for measuring an effectiveness of an advertisement, the method comprising the steps of:
identifying advertisement log data that includes a first timestamp specifying when an advertisement was provided to a user;
analysing browsing log data to determine at least two different advertising strategies;
presenting adverts to the user depending on the strategy that has been assigned;
receiving an indication of whether or not an advertisement has been viewed;
using a factorial experimental design to divide users into one or more control groups and one or more exposed groups; and
plotting at least one of the measures of the effectiveness of a cross-media campaign against time.

6. The method according to claim 1, wherein the step of analysing browsing log data to determine at least two different advertising strategies further comprises the step of analysing browsing log data to determine a plurality of different advertising strategies.

7. The method according to claim 1, wherein the advertising strategies are designed based on one or more parameters selected based on at least one of the characteristics of said user selected from the group consisting of user ID, IP address, user cookie, user login code, user digital certificate, geographic location, time zone, country, domain type, Internet service provider, organization type, employer, industry type, company size, number of employees, types of advertisements previously viewed and types of advertisements previously clicked.

8. The method according to claim 1, wherein the advertising strategies are used to an advertise channel through which advertisement campaign needs to be executed.

9. The method according to claim 1, wherein the advertise channel is selected from a social media platform, a television, FM Radio, newspaper, magazine, a rod show and combination thereof.