COMPUTER-IMPLEMENTED, AUTOMATED MEDIA PLANNING METHOD AND SYSTEM
An automated computer system for generating a geographically-localized media plan including a number of selected media buyable units (MBUs) is provided. The system implements the following functions: receiving client-defined information and a number of business rules; receiving a number of MBUs each having a relative value and including a first and second MBU associated with a first media product option and a third and fourth MBU associated with a second media product option; applying an optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values to obtain a number of selected MBUs included in a geographically-localized media plan; and outputting the geographically-localized media plan for use by a client in media planning. The first MBU associated with a first geography. The second MBU is associated with a second geography and the first geography, with the first geography being larger than the second geography and the first geography substantially covering the second geography.
1 . An automated computer system for generating a geographically-localized media plan including a number of selected media buyable units (MBUs) and comprising a computer having a central processing unit (CPU) for executing machine instructions and a memory for storing machine instructions that are to be executed by the CPU, the machine instructions when executed by the CPU implement the following functions:
receiving client-defined information and a number of business rules;
receiving a number of MBUs including a first and second MBU associated with a first media product option and a third and fourth MBU associated with a second media product option, the first MBU associated with a first geography, the second MBU associated with a second geography and the first geography, the first geography being larger than the second geography, the first geography substantially covering the second geography, each of the number of MBUs having a relative value, and the first and second media options being part of a number of available media product options;
applying an optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values to obtain a number of selected MBUs included in a geographically-localized media plan; and
outputting the geographically-localized media plan for use by a client in media planning.
2 . The computer system of claim 1 , wherein the applying function includes comparing a first MBU relative value to a second MBU relative value.
3 . The computer system of claim 1 , wherein the client-defined information includes a client-defined geography for the geographically-localized media plan and a number of required geographies, and the applying function includes applying the optimization algorithm to the client-defined information including the client-defined geography and the number of required geographies, the number of business rules and the number of MBU relative values to obtain the number of selected MBUs included in the geographically-localized media plan.
4 . The computer system of claim 1 , wherein the number of business rules include a number of penetration constraints, and the applying function includes applying the optimization algorithm to the client-defined information, the number of business rules including the number of penetration constraints and the number of MBU relative values to obtain the number of selected MBUs included in the geographically-localized media plan.
5 . The computer system of claim 1 , wherein the client-defined information includes a required market or store allocation budget, and the applying function includes applying the optimization algorithm to the client-defined information including the required market or store allocation budget, the number of business rules and the number of MBU relative values to obtain the number of selected MBUs included in the geographically-localized media plan.
6 . The computer system of claim 1 , wherein the machine instructions when executed by the CPU further implement the following functions:
receiving a number of media planning scenarios including a first media planning scenario and a second media planning scenario, the first media planning scenario including a subset of the available media product options selected based on the client-defined information and the second media planning scenario including all of the available media options, and the applying step includes:
for the first media planning scenario, applying the optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values associated with any of the subset of available media product options to obtain a number of selected MBUs included in a geographically-localized media plan based on the first media planning scenario; and
for the second media planning scenario, applying the optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values associated with any of the number of available media product options to obtain a number of selected MBUs included in a geographically-localized media plan based on the second media planning scenario.
7 . The computer system of claim 6 , wherein the client-defined information includes budget information.
8 . The computer system of claim 1 , wherein the optimization algorithm includes an objective function including a first term associated with MBU relative value and a second term associated with a penalty for geography over-penetration.
9 . The computer system of claim 8 , wherein the applying function includes maximizing the value of the objective function to obtain a number of selected MBUs included in the geographically-localized media plan.
10 . The computer system of claim 1 , wherein the optimization algorithm is an off-the-shelf algorithm.
11 . The computer system of claim 1 , wherein the number of business rules includes a minimum volume requirement associated with one of the available media product options and the applying function includes applying the optimization algorithm to the client-defined information, the number of business rules including the minimum volume requirement and the number of MBU relative values to obtain the number of selected MBUs included in the geographically-localized media plan.
12 . The computer system of claim 11 , wherein the applying function includes bundling a number of MBUs to obtain a bundled MBU for satisfying the minimum volume requirement.
13 . The computer system of claim 1 , wherein the first geography is a ZIP Code and the second geography is a carrier route.
14 . The computer system of claim 1 , wherein the MBU relative value is a function of an activation score and a household value score.
15 . The computer system of claim 1 , wherein the outputting function includes outputting the geographically-localized media plan for use by a client in integrated national media planning.
16 . The computer system of claim 1 , wherein the client-defined information includes a number of client-defined requirements.
17 . An automated computer-implemented method for generating a geographically-localized media plan including a number of selected media buyable units (MBUs), the method comprising:
receiving client-defined information and a number of business rules;
receiving a number of MBUs including a first and second MBU associated with a first media product option and a third and fourth MBU associated with a second media product option, the first MBU associated with a first geography, the second MBU associated with a second geography and the first geography, the first geography being larger than the second geography, the first geography substantially covering the second geography, each of the number of MBUs having a relative value, and the first and second media options being part of a number of available media product options;
applying an optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values to obtain a number of selected MBUs included in a geographically-localized media plan; and
outputting the geographically-localized media plan for use by a client in media planning.
18 . An automated computer system for generating a plurality of geographically-localized media plans including a number of selected media buyable units (MBUs) and comprising a computer having a central processing unit (CPU) for executing machine instructions and a memory for storing machine instructions that are to be executed by the CPU, the machine instructions when executed by the CPU implement the following functions:
receiving a plurality of media planning scenarios;
receiving client-defined information and a number of business rules;
receiving a number of MBUs including a first and second MBU associated with a first media product option and a third and fourth MBU associated with a second media product option, the first MBU associated with a first geography, the second MBU associated with a second geography and the first geography, the first geography being larger than the second geography, the first geography substantially covering the second geography, each of the number of MBUs having a relative value, and the first and second media options being part of a number of available media product options;
applying an optimization algorithm to the client-defined information, the number of business rules and the number of MBU relative values to obtain a number of selected MBUs included in a geographically-localized media plan for each of the plurality of media planning scenarios; and
outputting the geographically-localized media plan for each of the media planning scenarios for use by a client in media planning.
19 . The computer system of claim 18 , wherein the plurality of media planning scenarios include at least two media planning scenarios selected from the group consisting of a client preference media planning scenario, a full portfolio media planning scenario and a flexed client preference media planning scenario.
20 . The computer system of claim 18 , wherein the outputting function includes outputting the geographically-localized media plan for each of the media planning scenarios onto a single report for use by the client in media planning.
21 . The computer system of claim 16 , wherein the plurality of media planning scenarios include a client preference media planning scenario, a full portfolio media planning scenario and a flexed client preference media planning scenario.