Methods and apparatus for integrating volumetric sales data, media consumption information, and geographic-demographic data to target advertisements
View Patent ↗A disclosed example method involves generating a geographic-based consumption index for a product based on a first per-person sales volume of the product in a first cell of a plurality of geographic cells of a larger geographic area. The example method also involves generating a demographic-based consumption index for the product based on a second per-person sales volume of the product for a demographic group in the first cell. An advertisement to present to a person is selected based on an online web interest, a geographic location, and a demographic of the person and further based on the geographic-based consumption index and the demographic-based consumption index.
1. A method, comprising:
generating a geographic-based consumption index for a product in a first cell of a plurality of geographic cells of a larger geographic area based on dividing a first per-person local average sales volume of the product corresponding to the first cell by a second per-person average sales volume of the product corresponding to the larger geographic area;
generating a demographic-based consumption index for the product based on a sales volume of the product for a demographic group in the first cell;
generating a consumer affinity model via a hardware processor based on panel member information and non-panelist information, the panel member information indicative of panelist off-line purchases, panelist on-line activity, panelist geographic locations, and demographics of the panel members, the non-panelist information associated with the geographic-based consumption index and the demographic-based consumption index and generated independent of monitoring activities of the panel members; and
using the consumer affinity model to select an advertisement to present on a computer of a person based on an online web interest, a geographic location, and a demographic of the person and further based on the geographic-based consumption index and the demographic-based consumption index.
2. A method as defined in claim 1 , wherein the first per-person local average sales volume and the sales volume of the product for the demographic group in the first cell are based on volumetric sales for a retailer located in the first cell.
3. A method as defined in claim 1 , further comprising generating a geographic-demographic consumption index for the product based on the geographic-based consumption index for the product and the demographic-based consumption index for the product.
4. A method as defined in claim 3 , wherein selecting the advertisement based on the geographic-based consumption index and the demographic-based consumption index comprises selecting the advertisement for presentation to the person based on the geographic-demographic consumption index.
5. A method as defined in claim 1 , wherein the panel members are members of a panel maintained and monitored by a market research entity for the express purpose of market research.
6. A method as defined in claim 1 , wherein the person associated with the computer is not one of the panel members.
7. A method as defined in claim 1 , wherein the advertisement is selected for presentation to the person in real-time while the person is accessing a web page, the advertisement to be presented via the web page or a second web page related to the web page.
8. An apparatus, comprising:
a processor; and
a memory having instructions stored thereon that, when executed, cause the processor to:
generate a geographic-based consumption index for a product in a first cell of a plurality of geographic cells of a larger geographic area based on dividing a first per-person local average sales volume of the product corresponding to the first cell by a second per-person average sales volume of the product corresponding to the larger geographic area;
generate a demographic-based consumption index for the product based on a sales volume of the product for a demographic group in the first cell;
generate a consumer affinity model based on panel member information and non-panelist information, the panel member information indicative of panelist off-line purchases, panelist on-line activity, panelist geographic locations, and demographics of the panel members, the non-panelist information associated with the geographic-based consumption index and the demographic-based consumption index and generated independent of monitoring activities of the panel members; and
use the consumer affinity model to select an advertisement to present on a computer of a person based on an online web interest, a geographic location, and a demographic of the person and further based on the geographic-based consumption index and the demographic-based consumption index.
9. An apparatus as defined in claim 8 , wherein the first per-person local average sales volume and the sales volume of the product for the demographic group in the first cell are based on volumetric sales for a retailer located in the first cell.
10. An apparatus as defined in claim 8 , wherein the instructions, when executed, cause the processor to generate a geographic-demographic consumption index for the product based on the geographic-based consumption index for the product and the demographic-based consumption index for the product.
11. An apparatus as defined in claim 10 , wherein selecting the advertisement based on the geographic-based consumption index and the demographic-based consumption index comprises selecting the advertisement for presentation to the person based on the geographic-demographic consumption index.
12. An apparatus as defined in claim 8 , wherein the panel members are members of a panel maintained and monitored by a market research entity for the express purpose of market research.
13. An apparatus as defined in claim 8 , wherein the person associated with the computer is not one of the panel members.
14. An apparatus as defined in claim 8 , wherein the instructions, when executed, cause the processor to select the advertisement in real-time while the person is accessing a web page, the advertisement to be presented via the web page or a second web page related to the web page.
15. A tangible machine readable storage medium comprising instructions that, when executed, cause a machine to at least:
generate a geographic-demographic consumption index for a product based on a geographic-based consumption index for the product and a demographic-based consumption index for the product, the geographic-based consumption index for the product corresponding to a first cell of a plurality of geographic cells of a larger geographic area, the geographic-based consumption index being based on dividing a first per-person local average sales volume of the product corresponding to the first cell by a second per-person average sales volume of the product corresponding to the larger geographic area, the demographic-based consumption index for the product being based on a sales volume of the product for a demographic group in the first cell;
generate a consumer affinity model based on panel member information and non-panelist information, the panel member information indicative of panelist off-line purchases, panelist on-line activity, panelist geographic locations, and demographics of the panel members, the non-panelist information associated with the geographic-based consumption index and the demographic-based consumption index and generated independent of monitoring activities of the panel members; and
use the consumer affinity model to select an advertisement to present on a computer of a person based on an online web interest, a geographic location, and a demographic of the person and based on the geographic-demographic consumption index for the product.
16. A machine readable medium as defined in claim 15 , wherein the first per-person local average sales volume and the sales volume of the product for the demographic group in the first cell are based on volumetric sales for a retailer located in the first cell.
17. A machine readable medium as defined in claim 15 having instructions stored thereon that, when executed, cause the machine to generate a geographic-demographic consumption index for the product based on the geographic-based consumption index for the product and the demographic-based consumption index for the product.
18. A machine readable medium as defined in claim 17 having instructions stored thereon that, when executed, cause the machine to select the advertisement based on the geographic-based consumption index and the demographic-based consumption index by selecting the advertisement for presentation to the person based on the geographic-demographic consumption index.
19. A machine readable medium as defined in claim 15 , wherein the panel members are members of a panel maintained and monitored by a market research entity for the express purpose of market research.
20. A machine readable medium as defined in claim 15 , wherein the person associated with the computer is not one of the panel members.
21. A machine readable medium as defined in claim 15 having instructions stored thereon that, when executed, cause the machine to select the advertisement in real-time while the person is accessing a web page, the advertisement to be presented via the web page or a second web page related to the web page.