KR-20260063213-A - Systems and methods for analyzing and measuring advertising effects

Abstract

The present invention relates to a system and method for analyzing and measuring the effectiveness of an advertisement. The present invention provides a system capable of evaluating the efficiency of an advertisement by collecting and analyzing user responses to an advertisement in real time, and optimizing an advertising strategy based thereon. A method and system for analyzing the effectiveness of an advertisement are disclosed. An analysis method according to one embodiment may include the steps of: establishing an experimental group comprising users exposed to a target advertisement; establishing a control group comprising users not exposed to the target advertisement; measuring at least one of the number and ratio of users exhibiting a predetermined subsequent behavior for each of the experimental group and the control group; and providing information on at least one of the measured number and ratio of users.

Inventors

• 김태현

Assignees

• 주식회사 더블유더블유디코리아

Dates

Publication Date

20260507

Application Date

20241030

Claims (1)

1. A method for analyzing advertising effectiveness based on user response data, an advertising effectiveness analysis step including a function to optimize advertising strategy through real-time data collection, analysis, and prediction, and an advertising effectiveness analysis method including a function to predict future advertising performance using a machine learning algorithm.

Description

Systems and methods for analyzing and measuring advertising effects Systems and methods for analyzing and measuring advertising effects The present invention relates to a system and method for analyzing and measuring advertising effectiveness, and includes a function to measure the exposure effect and conversion rate of an advertisement by analyzing user activity data (e.g., page navigation history, click and scroll patterns, time spent, etc.). In addition, it can predict the performance of future advertising campaigns using a machine learning-based prediction model. With the advancement of digital marketing today, there is an increasing demand among advertisers for technologies that can closely analyze and optimize advertising effectiveness. Traditional methods for measuring advertising effectiveness often rely on simple data such as ad impressions, clicks, and conversion rates, and have limitations in comprehensively analyzing user responses. Therefore, there is a need for technologies that can analyze and predict user response patterns more deeply. In conventional advertising technologies, ad performance is based on impressions, clicks, and/or conversions for random ads. However, because these conventional technologies analyze only users who responded to the displayed ads, they could not determine the advertising effectiveness for users who were exposed but did not respond. Furthermore, conventional technologies could not identify differences in advertising effectiveness among users exposed to the ad, users who responded to the ad, and users who were not exposed. Additionally, conventional technologies could only measure the individual performance of a specific ad based on user responses to the displayed ad, and could not determine the impact that ad had on other advertisements or services executed by the same brand. FIG. 1 is a drawing illustrating an example of a network environment according to an embodiment of the present invention. FIG. 2 is a block diagram illustrating an example of a computer device according to an embodiment of the present invention. FIG. 3 is a flowchart illustrating an example of an analysis method according to an embodiment of the present invention. Hereinafter, embodiments will be described in detail with reference to the attached drawings. An analysis system according to embodiments of the present invention may be implemented by at least one computer device, and an analysis method according to embodiments of the present invention may be performed through at least one computer device included in the analysis system. At this time, a computer program according to an embodiment of the present invention may be installed and run on the computer device, and the computer device may perform an analysis method according to embodiments of the present invention under the control of the run computer program. The above-described computer program may be stored on a computer-readable recording medium to be combined with the computer device and to execute the analysis method on the computer. FIG. 1 is a drawing illustrating an example of a network environment according to an embodiment of the present invention. The network environment of FIG. 1 illustrates an example including a plurality of electronic devices (110, 120, 130, 140), a plurality of servers (150, 160), and a network (170). FIG. 1 is an example for explaining the invention, and the number of electronic devices or servers is not limited to that shown in FIG. 1. In addition, the network environment of FIG. 1 is merely an example of one of the environments applicable to the embodiments, and the environments applicable to the embodiments are not limited to the network environment of FIG. 1. The plurality of electronic devices (110, 120, 130, 140) may be fixed terminals implemented as computer devices or mobile terminals. Examples of the plurality of electronic devices (110, 120, 130, 140) include smartphones, mobile phone navigation systems, computers, laptops, digital broadcasting terminals, PDAs (Personal Digital Assistants), PMPs (Portable Multimedia Players), tablet PCs, etc. For example, FIG. 1 shows the shape of a smartphone as an example of an electronic device (110), but in embodiments of the present invention, the electronic device (110) may refer to one of various physical computer devices capable of communicating with other electronic devices (120, 130, 140) and/or servers (150, 160) through a network (170) using a substantially wireless or wired communication method. The communication method is not limited and may include not only communication methods utilizing a communication network (e.g., mobile communication network, wired internet, wireless internet, broadcasting network) that the network (170) may include, but also short-range wireless communication between devices. For example, the network (170) may include any one or more networks such as a PAN (personal area network), LAN (local area network), CAN (campus area