A method, system, and computer program product for classifying, weighting, and quantifying audience responses to stimulation. A method commences by forming a predictive model comprising parameters derived from response data records taken from the Internet and stimulus data records takers item the performance or execution of a media plan. A database of user configurations is consulted to access brand engagement event weighting parameters. The brand engagement event weighting parameters are combined with simulation data to generate weighted touchpoint contribution values that can in turn be used to predict future responses front the audience or a similar future audience. The weighted touchpoint contribution values are used to calculate audience engagement scores. A selected set of audience engagement scores are used to determine spending in a media plan.
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