Method of estimating expected revenues from business directory books
View Patent ↗A new system of analyzing advertising revenue derivation is provided that is particularly useful for predicting an amount of revenue that can be expected from advertisements placed in a business directory book having a certain geographic coverage. The system comprises estimating a preference factor of advertisers located in a first geographic area of placing advertisements in other geographic areas. This preference factor, along with other demographic data, is used to calculate a choice probability that advertisers will choose to place an advertisement in one business directory book over other competing books. A total amount of expected revenue for each particular geographic area within a metropolitan area is calculated. Finally, the total amount of expected revenue attributable to a particular business directory book is predicted based on the choice probability and the total amount of expected revenue for each geographic area.
1. A method of predicting advertising revenue derived from a business directory book, comprising the steps of:
determining a cell preference factor indicative of a relative preference of potential advertisers located in a first geographic area of placing advertisements in a second geographic area;
determining a choice probability indicative of a probability that advertisers located in said first geographic area will choose to advertise in the business directory book based on said cell preference factor;
deriving an expected total amount of advertising revenue from said first geographic area; and
calculating an expected amount of advertising revenue attributable to the business directory book based an said choice probability factor and said expected total amount of advertising revenue from said first geographic area;
wherein said cell preference factor is determined using; (i) the relative distance between said first geographic area and said second geographic area; (ii) an aggregate income of households located in said second geographic area; and (iii) a total sales of non-manufacturing businesses located in said second geographic area.
2. The method of claim 1 , wherein said cell preference factor is calculated according to the following equation:
P ji =β o +β D ln( D )+β I I+β B B
where P ji is said cell preference factor;
D is said relative distance between said first geographic area and said second geographic area;
I is said aggregate income of households located in said second geographic area;
B is said total sales of non-manufacturing businesses located in said second geographic area; and
β 0 , β D , β I , and β B are estimated constants.
3. The method of claim 1 , wherein said step of deriving an expected total amount of advertising revenue from said first geographic area includes a total number of non-manufacturing businesses located in said first geographic area and a total amount of sales made by said non-manufacturing businesses.
4. The method of claim 1 , wherein said step of determining a choice probability includes an aggregate income of households to which the business directory book is distributed and upon whether a local telephone carrier publishes a competing business directory book.
5. The method of claim 1 , further comprising the steps:
repeating the steps of determining a cell preference factor, determining a choice probability, deriving an expected advertising revenue, and calculating an expected amount of advertising revenue for a plurality of subdivided geographic areas located within a larger geographic area; and
summing said expected amount of advertising revenue attributable to the business directory book from each of said subdivided geographic areas.
6. A system for evaluating expected revenues derived from business directory books, comprising:
a cell preference model that determines a cell preference factor indicative of the preference of advertisers located in a first cell to advertise in a second cell;
a book choice model, determined in part based on said cell preference factor, that determines a probability that an advertiser located in said first cell will choose to advertise in a business directory book having certain characteristics; and
a revenue model that estimates total advertising revenue potentials respectively of said first and second cells;
wherein a total expected business directory book revenue is calculated based on said book choice model and said revenue model; and
wherein said cell preference factor is determined using; (i) the relative distance between said first geographic area and said second geographic area; (ii) an aggregate income of households located in said second geographic area; and (iii) a total sales of non-manufacturing businesses located in said second geographic area.
7. The system of claim 6 , wherein said revenue model is responsive to characteristics of said first and second cells.
8. The system of claim 7 , wherein said characteristics comprise an amount of sales derived by businesses located in said first and second cells.