Brian Burdick

Attribution of Conversion Events to Multi-channel Media

This paper presents a practical method for measuring the impact of multiple marketing events on sales, including marketing events that are not traditionally trackable. The technique infers which of several competing media events are likely to have caused a given conversion. We test the method using hold-out sets, and also a live media experiment in which we test whether the method can accurately predict television-generated web conversions.

Targeting Television Audiences Using Demographic Similarity

Targeting advertising on television is difficult due to limitations around ad tracking and ad delivery. This paper describes a new method of television advertising which can work with today’s state of the art broadcast television media. The method works by calculating a match score between historical buyer demographics and television station-program-day-hour demographics. Television media which is very similar to the demographic of the buyer is targeted for advertising. The method is tested in a live media buy and it is shown that the method can significantly increases the performance of television advertising.

A High-Dimensional Set Top Box Ad Targeting Algorithm Including Experimental Comparisons to Traditional TV Algorithms

We present a method for targeting ads on television that works on todays TV systems. The method works by mining vast amounts of Set Top Box data, as well as advertiser customer data. From both sources the system builds demographic profiles, and then looks for media that have the highest match per dollar to the customer profile. The method was tested in four live television campaigns, comprising over 22,000 airings, and we present experimental results.

Demand Finder: Set Top Box Television Ad Targeting Using a Novel Interactive Data Visualization System

This paper will show how machine learning and data visualization techniques are being used to execute real television ad buys. We present an innovative data visualization tool which allows users to filter, histogram, and sort so as to identify the television inventory with highest value per dollar. Using the application users have been able to identify media that performs 50% better than previous campaigns as measured by phone response in several live television campaigns.

Tectonic Shifts in Television Advertising

We survey major technological shifts occurring in advertising and the role that data mining is playing in the television industry.