Real-Time Television ROI Tracking Using Mirrored Experimental Designs

Autor:	Brendan Kitts, Dyng Au, Brian Burdick
Rok vydání:	2013
Předmět:	Advertising campaign Computer science Computer graphics (images) Design of experiments Tracking (particle physics)
Zdroj:	Lecture Notes in Computer Science ISBN: 9783642403187 PAKDD Workshops
DOI:	10.1007/978-3-642-40319-4_9
Popis:	Real-time conversion tracking is the holy grail of TV advertisers. We show how to use thousands of tiny areas available via commercial cable and satellite systems to create low cost tracking cells. These areas are created as "mirrors" of a national campaign, and run in parallel with it. With properly controlled areas, it is possible to calculate national effects due to TV using statistical methods. We show performance of the method on a large-scale TV advertising campaign where it was used successfully to maintain a real-time CPA target of $60 for 179 days.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e1ab2b361f59c617e5579343d2b7152d https://doi.org/10.1007/978-3-642-40319-4_9 Zobrazit plný text záznamu