BRAND ENGAGEMENT TOUCHPOINT ATTRIBUTION USING BRAND ENGAGEMENT EVENT WEIGHTING
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.
1 . A computer implemented method for determining touchpoint attribution in brand engagement, comprising:
storing in a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, as stimulus data records, and a plurality of responses by the users to the marketing messages as response data records, wherein each of the touchpoint encounters comprise a plurality of attributes;
training, using machine-learning techniques in a computer, the response data records and the stimulus data records to generate a touchpoint response predictive model that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
storing, in a computer, the touchpoint response predictive model;
receiving a plurality of touchpoint encounters for a plurality of users for a brand engagement marketing campaign;
receiving, through an interface of the computer, a plurality of brand engagement event weighting parameters that identify importance of one or more of the touchpoint encounters to brand engagement;
calculating, in the computer, using the touchpoint response predictive model, a plurality of touchpoint contribution values; and
converting, in the computer, using the brand engagement event weighting parameters, the touchpoint contribution values to a plurality of weighted touchpoint contribution values for the touchpoint encounters, wherein the weighted touchpoint contribution values measure contribution of the touchpoint encounters to achieve brand engagement.
2 . The method of claim 1 , wherein the brand engagement is measured by engagement scores generated by a sum using an additive arithmetic operator and a product using a multiplicative arithmetic operator.
3 . The method of claim 1 , wherein the brand engagement event weighting parameters are selected from a user configuration.
4 . The method of claim 1 , further comprising generating a set of predicted media spend allocation performance parameters.
5 . The method of claim 4 , wherein the predicted media spend allocation performance parameters are genera ted based at least in part on a predicted performance value.
6 . The method of claim 5 , wherein the predicted performance value is derived from at least one of, an engagement level calculation or a return on investment (ROI) calculation.
7 . The method of claim 5 , further comprising determining a media spend plan based at least in part on at least a portion the predicted media spend allocation performance parameters.
8 . The method of claim 1 , wherein the brand engagement event weighting parameters correspond to at least one of, a first-time website visit event or a whitepaper download event, or a video completion event, or a product review form completion event, or a sweepstakes submission event, or rich media ad interaction event, or any combination thereof.
9 . A computer readable medium, embodied in a non-transitory computer readable medium, the non-transitory computer readable medium having stored thereon a sequence of instructions which, when stored in memory and executed by a processor causes the processor to perform a set of acts for determining touchpoint attribution in brand engagement, the acts comprising:
storing in a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, as stimulus data records, and a plurality of responses by the users to the marketing messages as response data records, wherein each of the touchpoint encounters comprise a plurality of attributes;
training, using machine-learning techniques in a computer, the response data records and the stimulus data records to generate a touchpoint response predictive model that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
storing, in a computer, the touchpoint response predictive model;
receiving a plurality of touchpoint encounters for a plurality of users for a brand engagement marketing campaign;
receiving, through an interface of the computer, a plurality of brand engagement event weighting parameters that identify importance of one or more of the touchpoint encounters to brand engagement;
calculating, in the computer, using the touchpoint response predictive model, a plurality of touchpoint contribution, values; and
converting, in the computer, using the brand engagement event weighting parameters, the touchpoint contribution values to a plurality of weighted touchpoint contribution values for the touchpoint encounters, wherein the weighted touchpoint contribution values measure contribution of the touchpoint. encounters to achieve brand engagement.
10 . The computer readable medium of claim 9 , wherein the brand engagement is measured by engagement scores generated by a sum using an additive arithmetic operator and a product using a multiplicative arithmetic operator.
11 . The computer readable medium of claim 9 , wherein the brand engagement event weighting parameters are selected from a user configuration
12 . The computer readable medium of claim 9 , further comprising instructions which, when stored in memory and executed by the processor causes the processor to perform acts of generating a set of predicted media spend allocation performance parameters.
13 . The computer readable medium of claim 12 , wherein the predicted media spend allocation performance parameters are generated based at least in part on a predicted performance value.
14 . The computer readable medium of claim 13 , wherein the predicted performance value is derived from at least one of an engagement level calculation or a return on investment (ROI) calculation.
15 . The computer readable medium of claim 13 , further comprising instructions which, when stored in memory and executed by the processor causes the processor to perform acts of determining a media spend plan based at least in part on at least a portion the predicted media spend allocation performance parameters.
16 . The computer readable medium of claim 9 , wherein the brand engagement event weighting parameters correspond to at least one of a first-time website visit event, or a whitepaper download event, or a video completion event, or a product review form completion event, or a sweepstakes submission event, or rich media ad interaction event, or any combination thereof.
17 . A system for determining touchpoint attribution in brand engagement comprising:
a storage medium having stored thereon a sequence of instructions; and
a processor or processors that execute the instructions to cause the processor or
processors to perform a set of acts, the acts comprising,
storing in a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, as stimulus data records, and a plurality of responses by the users to the marketing messages as response data records, wherein each of the touchpoint encounters comprise a plurality of attributes;
training, using machine-learning techniques in a computer, the response data records and the stimulus data records to generate a touchpoint response predictive model that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
storing, in a computer, the touchpoint response predictive model;
receiving a plurality of touchpoint encounters for a plurality of users for a brand engagement marketing campaign;
receiving, through an interface of the computer, a plurality of brand engagement event weighting parameters that identify importance of one or more of the touchpoint encounters to brand engagement;
calculating, in the computer, using the touchpoint response predictive model, a plurality of touchpoint contribution values; and
converting, in the computer, using the brand engagement event weighting parameters, the touchpoint contribution values to a plurality of weighted touchpoint contribution values for the touchpoint encounters, wherein the weighted touchpoint contribution values measure contribution of the touchpoint encounters to achieve brand engagement.
18 . The system of claim 17 , wherein the brand engagement is measured by engagement scores generated by a sum using an additive arithmetic operator and a product using a multiplicative arithmetic operator.
19 . The system of claim 17 , wherein the brand engagement e vent weighting parameters are selected from a user configuration.
20 . The system of claim 17 , further comprising generating predicted media spend allocation performance parameters based at least in part on a predicted performance value.