An Advertisement Effect Simulator for Single Source Data and Its Experimental Evaluation

摘要

In the past, advertisements commercial advertisements in TV, Newspapers and Radio broadcasts were very common in Japan and most other countries in the world. Meanwhile, the contact situation to the media has been changing due to recent changes in lifestyles and the spread of smartphones and tablet-type devices worldwide. Therefore, when a company would like to announce their own product, cross media advertisement has become important. However, when announcing products, it is quite costly to advertise on various media. Hence, there are some problems how should company decide, what method of advertisement is the best. In this research, based on the single source data, Nomura Research Institute Ltd. investigates and provides, we create a simulator to estimate advertisement effect in each media. This simulation is based on data. Therefore, the precision of the simulation is affected by the number of data. The objective of this research is to find a relation between the number of data and the precision of the advertising effectiveness. For this purpose, we conducted experiments to observe changes in advertisement effectiveness when changing the number of consumers using a simulator, and the results are summarized.