Cross-media campaigns with bias adjustment and attribution modeling

摘要

A method for determining advertising effectiveness of cross-media campaigns provided. The effectiveness of the combined campaign is plotted, and the effects of different media are isolated. Examining complementary effects and synergies are examined, and a dollar-for-dollar comparison for each of the media is performed. This dollar-for-dollar comparison may include a return on marketing objective calculation. If applicable, budget re-allocations are recommended. Optionally, post effectiveness, efficiency, and allocation analysis are performed. Such analysis may include providing descriptive advertising and media suggestions on each media independently.