RU2720364C1 - Method of collecting information for determining efficiency of placing advertising materials and method of measuring efficiency of advertising structure - Google Patents

Abstract

FIELD: computer equipment.SUBSTANCE: invention relates to the field of computer technology for data processing. Technical result is achieved by setting function of efficiency of presentation of advertising materials to user, describing efficiency of presentation depending on parameters of presentation of promotional materials to user; setting the efficiency function of the perception of advertising materials by the user, which describes the perception efficiency depending on the user behaviour when presenting the advertisement; determining the value of the expected efficiency of placing advertising materials as a superposition of the function of the efficiency of presenting advertising materials to the user and a function for efficiently perceiving advertisement materials by the user.EFFECT: technical result consists in improvement of accuracy of determining effectiveness of advertising materials.30 cl, 1 dwg

Description

The invention relates to the field of information technology and computer technology and can be used for quantitative and qualitative determination of the effectiveness of advertising materials and the effectiveness of advertising campaigns, as well as for planning the details of advertising campaigns, taking into account the results obtained when implementing the method for determining effectiveness.

The existing methods for determining the effectiveness of promotional events are disclosed, for example, in the study guide Marketing Analysis: Study Guide / N.A. Kazakova. - M.: SIC INFRA-M, 2014 (section 5.4. Chapters 5. “Indicators for evaluating the effectiveness of advertising”). The methods are based primarily on the study of differential indicators, for example, on determining business performance before and after the start of an advertising campaign, as well as on questioning users at points of sale of advertised objects (goods and / or services). A disadvantage of the prior art is either restrictions on determining the effectiveness of individual elements of advertising campaigns, or the lack of objectivity of the results due to the possibility of users refusing to questionnaire, providing users with inaccurate information or dishonesty of firms or employees conducting the survey.

Closest to the proposed technical solution is a method of measuring the effectiveness of advertising campaigns according to the patent of the Russian Federation RU 2659475 dated 07/02/2018, which suggests the possibility of measuring the effectiveness of online advertising presented to a user who has a personal computing device with a known identifier by the user's activity in the places where the advertised or sold objects. At the same time, user activity is recognized only if the user uses the same personal computing device or another device, but with the same identifier, when the activity is displayed. The disadvantage of this method is the impossibility of researching advertising objects used offline, as well as the inability to determine the effectiveness of individual elements of advertising campaigns during complex events.

Thus, in the prior art there is a need for an objective quantitative and qualitative determination of the effectiveness of advertising activities during advertising campaigns with the possibility of separately determining the effectiveness of each of the activities.

The proposed invention eliminates the disadvantages of the known solutions with the achievement of the technical result, which consists in the possibility of an objective quantitative and qualitative determination of the effectiveness of advertising events during advertising campaigns with the possibility of separately determining the effectiveness of each of the events. In addition, in special cases of implementation, the proposed invention provides the ability to collect statistical information without the need to request and receive from the user any special identifiers, for example, usernames on social networks, phone numbers or identifiers of personal computing devices.

The technical result is achieved due to the fact that in the method of collecting information to determine the effectiveness of the placement of advertising materials displayed on a demonstration device, where advertising materials advertise objects:

form a user database in which a unique internal system identifier is set for each user (hereinafter also referred to as “identifier”);

set the function of the effectiveness of the presentation of advertising materials to the user, describing the effectiveness of the presentation depending on the parameters of the presentation of advertising materials to the user;

set the function of the effectiveness of the perception of advertising materials by the user, which describes the effectiveness of perception depending on the behavior of the user upon presentation of advertising materials;

specify user behavior patterns, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the maximum engagement level corresponds to the acquisition of the advertised object, and the minimum level of user engagement corresponds to the absence of user reaction to the advertised object,

identify user activity in relation to promotional materials;

when revealing user activity in relation to advertising materials:

determine the value of the estimated effectiveness of the placement of advertising materials as a superposition of the efficiency of the presentation of advertising materials to the user and the efficiency of the perception of advertising materials by the user and

for a unique internal system identifier corresponding to the user, an entry is made about the value of the estimated effectiveness of the placement of advertising materials;

when the user displays activity in relation to the advertised object:

user behavior determines the closest user behavior pattern;

for a unique internal system identifier corresponding to the user, a record is generated about the user involvement level shown by the user corresponding to the closest user behavior pattern,

and determine the effectiveness of the placement of advertising materials by comparing the levels of user engagement shown by users and records of the estimated effectiveness of the placement of advertising materials.

In the particular case of the invention, the geographic locations of users are determined, advertisements are presented to users advertising objects located within a predetermined radius from a particular geographic location of users;

record the facts of displaying advertising materials on the display of a personal computing device in a given geographical coordinate;

record the subsequent target actions of the user in relation to the advertised objects,

and calculate the indicator of the effectiveness of the placement (conversion) of advertising materials advertising objects located in a certain radius from certain geographical locations of users.

In the particular case of implementation, the demonstration device can be made in the form of a display of a user's personal computing device displaying advertising materials online, and for a demonstration device made in the form of a stationary demonstration device:

as a function of the effectiveness of the presentation of advertising materials to the user, a function is described that describes the effectiveness of the presentation of advertising materials to the user depending on the user's position relative to the stationary demonstration device;

as a function of the effectiveness of the perception of advertising materials by the user, use a function that describes the effectiveness of the perception of advertising materials depending on the location of the advertising materials relative to the user;

set the boundaries of the advertising area beyond which users cannot perceive advertising materials;

and consider the activity of the user in relation to advertising materials identified when the user is within the advertising area.

To determine the position and movements of the user, a personal mobile computing device of the user can be used, which hereinafter can be described as a “personal mobile device of the user”, a database of subscribers of one or more cellular communication operators can be used, while from the database of subscribers exclude subscribers who are not the target audience of advertising materials.

The position of the user device can be clarified by the coordinates of the global positioning system obtained using the personal mobile device of the user, and the user's activity in relation to advertising materials can be determined by several user devices, each of the user devices corresponding to a common unique internal system identifier. To determine whether a user device belongs to a user, an anonymous unique internal system identifier can be used, which can be used as a hash number of a mobile subscriber in a digital network with integrated services (MSISDN hash).

In the particular case of the implementation of the method, the estimated effectiveness of the placement of several advertising materials and / or each one is determined, the developed level of user engagement is determined by several developed levels and / or by several users and / or several advertising materials, on the basis of which the effectiveness of the placement of several advertising materials and / or each individually for one or for several users and / or for several manifested levels of involvement.

As patterns of user behavior, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, a user can be set to visit the web page of the advertised product by the user, make a call and / or user behavior at one of the points of sale of the advertised object. In the particular case of the implementation, only two patterns of user behavior are set, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the first level of engagement corresponds to the manifestation of any interest in the advertised object, and the second level of engagement corresponds to the lack of user interest to the advertised object.

When compiling the function of the perception efficiency of advertising materials, the direction and speed of the user’s movement relative to advertising materials can be taken into account, as well as the level of illumination, size, visibility sector, the method of demonstrating advertising materials, as well as the distance between the user and the advertising materials.

The technical result in a method of measuring the effectiveness of an advertising structure made in the form of a stationary demonstration device with advertising materials placed on it related to the advertised object is achieved due to the fact that:

for stationary demonstration device:

set the function of the effectiveness of the presentation of advertising materials to the user, describing the effectiveness of the presentation of advertising materials to the user, depending on the user's position relative to the stationary demonstration device;

set the function of the effectiveness of the perception of advertising materials by the user, which describes the effectiveness of the perception of advertising materials depending on the location of the stationary demonstration device relative to the user;

set the boundaries of the advertising area, beyond which the user cannot perceive advertising materials located on a stationary demonstration device;

determine the position and movement of the user relative to the stationary demonstration device, determine the location of the user within the boundaries of the advertising area, to determine the position and movements of the user use the user's device, which corresponds to a specific unique internal system identifier;

when the user is within the boundaries of the advertising area:

determine the exact position of the user relative to the stationary demonstration device;

calculating a superposition of the effectiveness function of presenting advertising materials and the efficiency function of perceiving advertising materials by the user, calculated in accordance with the exact position of the user relative to the stationary demonstration device when the user is within the advertising area; and

use the results of calculations as an indicator of the effectiveness of the advertising structure.

In the particular case of the implementation, a user database is formed in which a unique internal system identifier is set for each user;

identify user activity in relation to promotional materials;

for each case of activity detection, a record is created in the database for the unique internal system identifier corresponding to the user;

define user behavior patterns, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the maximum engagement level corresponds to the acquisition of the advertised object, and the minimum level of user engagement corresponds to the absence of user reaction to the advertised object

determine the correspondence of the manifested level of user engagement to one of the given patterns;

for a unique internal system identifier corresponding to the user, a record is generated about the user involvement level shown by the user corresponding to the closest user behavior pattern; and

determine the effectiveness of the advertising structure by comparing the levels of user engagement shown by users and records of the effectiveness of the placement of the advertising structure for each user.

As patterns corresponding to the manifested level of user involvement in relation to the advertised object, a user can visit the web page of the advertised product by the user, make a call or user behavior at one of the points of sale of the advertised object. In the particular case of the implementation, only two patterns of user behavior are set, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the first level of engagement corresponds to the manifestation of any interest in the advertised object, and the second level of engagement corresponds to the lack of user interest to the advertised object.

The user's position during the implementation of the method can be determined by moving the user's personal mobile device. As a user database, a database of subscribers of one or more mobile communication operators can be used, from which subscribers who are not the target audience of advertising materials can be excluded. The position of the user device can be clarified by the coordinates of the global positioning system obtained using the user's mobile device.

In addition, the user's movements can be determined by the positions of several user devices, while each of the user devices corresponds to a common unique internal system identifier, which can be used as an anonymous unique internal system identifier, which can be represented as an anonymous unique internal system identifier the identifier use the hash of the mobile number in the digital network with service integration (MSISDN hash).

The shown level of engagement for each user can be determined by comparing the data on the manifested level of user engagement for several developed levels and / or for several users and / or for several advertising structures, on the basis of which the effectiveness of several advertising structures and / or each is determined individually one or more users and / or for several levels of involvement, and when determining the effectiveness of the perception of advertising materials the direction and speed of the user’s movement relative to the advertising structure, as well as the level of illumination, size, visibility sector, method of demonstrating advertising materials, as well as the distance between the user and the advertising structure, should be taken into account.

FIG. 1 illustrates an exemplary situation for the analysis of which the proposed methods are intended.

Figure 1 shows a user 1 using a personal mobile computing device 2 of the user, which can also be referred to as a terminal or a mobile device of the subscriber. Information about the movements of the user, determined by the coordinates of the device 2, and the user database are stored on the storage device 3, made, for example, in the form of a network server with a hard disk. At the same time, information about user movements is transmitted (7) to the data storage device 3 as they are generated. When a user moves, determined by the movements of his personal computing device, the movements of user 9 are recorded relative to the sales centers 4 and the actions of the user in sales centers 4, as well as the movements of user 8 relative to the advertising structures 5 on which the advertising materials are located 6. The proposed method is also suitable for determining the parameters of advertising campaigns when a mobile or stationary device for displaying information is used as the information medium 5, For example, a computer or smartphone screen.

The invention implements a mechanism for measuring the behavior or actions of an audience of advertising materials placed on various outdoor advertising structures, as well as the size of the audience. The invention allows to evaluate the effectiveness of advertising campaigns conducted using outdoor advertising installations.

One of the main features of the present invention is the determination of user movements relative to advertising materials of interest for research, as well as regarding advertising materials similar or similar to the studied advertising materials.

When using the invention, the distance between users and the advertising structure, as well as the direction of movement of users and their speed, is measured and taken into account, which allows you to collect more accurate data on the audience of advertising materials placed on various advertising structures, and more accurately measure their effectiveness.

When a user moves, his coordinates can be determined by the personal computing device itself using external network and computing tools that record the user's position, for example, by the location of cellular base stations or wireless access points in the coverage area of which the user's personal computing device is located, as well as signals of satellites of global positioning systems.

In the simplest case of the invention, the user’s coordinates are transmitted to the user’s position registration unit, which ensures the formation of data blocks that display the user's movement relative to the installation locations of advertising materials and advertised locations. Advertised locations, in the context of the invention, include locations for the provision of advertised goods and services (geographical points or sites on the Internet where the user can receive the advertised product or service). Places for installing advertising materials may be the vicinity of advertising structures, for example, mobile or stationary billboards or monitors on which advertising materials are displayed. The display of materials can be carried out continuously, for example, when performing materials in the form of posters, or periodically or randomly, for example, when performing advertising structures in the form of monitors or display boards.

Due to the fact that not all users are ready to provide third parties with information about their movement, in the context of the invention, indirect methods for determining the user's location are mainly used.

The basis for the implementation of indirect methods for determining the user's position is the definition of one or more identifiers used by the user when connected to wireless networks. In this case, identifiers of both one and several devices used by the user can be used.

One of the basic identifiers characterizing the user is the number of the mobile subscriber of a digital network with service integration or MSISDN (English, Mobile Subscriber Integrated Services Digital Number), used to prepare the table of time intervals. This table contains information about the cells in which each subscriber was at any time at which the subscriber was registered in the system.

When registering user movements and using the above table, the following operations can be used:

Subscriber event table generation: an auxiliary event is added to the beginning and end of the considered time period.

Formation of a table of time intervals: the generated table of intervals contains information about the set of cells in which the subscriber was at any time.

Exclusion of short periods of time during which the location of the subscriber was not determined.

Search for short cycles: the resulting table of time intervals is refined by combining time intervals that make up a short cycle.

Search for consecutive time intervals during which the subscriber stayed in neighboring cells: at this stage, the table of time intervals is specified using the directory of neighboring base stations.

Adding to the table of time intervals a field showing whether the subscriber was in motion: for each time interval, it is determined whether the subscriber was motionless or was in motion.

Adding auxiliary movements to the table.

Refinement of location: each record in the resulting table is refined using machine learning algorithms with the addition of external data.

Due to the fact that the open transfer of MSISDN to the system is not always possible, anonymized MSISDN or MSISDH_HASH is used to create tables and analyze user behavior. MSISDH_HASH is generated by encoding or hashing the original MSISDH without the possibility of restoring the original MSISDH.

For the purposes of implementing the invention, when forming a table of time intervals of movement of a mobile subscriber, the following event types can be used:

1. Call

2. SMS

3. Data Transfer

4. Crossing the border of the coverage areas of base stations or access points of wireless networks (LAC).

5. Turning on a user terminal or terminal,

6. Turning off the terminal

For each of the events for which data analysis is carried out, the following should be known:

1. MSISDN_HASH - anonymous subscriber identifier

2. EventTime - date and time of event processing (accurate to the second)

3. EventType - type of event

4. LAC, Cell ID - the cell in which the event was processed

The collection and processing of information about personal mobile computing devices of users can be carried out using the binding of the identifier of the personal mobile computing device of the user or IMSI (from the English International Mobile Subscriber Identity - international identifier of the mobile subscriber) to the user ID MSISDN (from the English Mobile Subscriber Integrated Services Digital Number - the number of the mobile subscriber of the digital network with the integration of services for communication in GSM, UMTS, etc.). Information about the IMSI is stored on the user's SIM card (Subscriber Identification Module), and the MSISDN is assigned by the operator’s network equipment when registering the SIM card on the network based on its IMSI and predefined rules common to all telecom operators.

It is possible to use exceptions. For example, events related to cells and access points of underground transport systems may not be taken into account when analyzing data. Users with specific behavior, for example, unfairly improving or worsening performance indicators of advertising campaigns, can also be excluded from consideration.

Additionally, information related to the simultaneous movement of several devices related to one user may be excluded from consideration.

For each user characterized by one or more identifiers or anonymous identifiers, a data sequence is formed that is considered to characterize the user's location in time. Where possible, the speed of movement and the direction of movement of the user are determined.

For example, if a certain speed is exceeded, the user cannot read the information and is thus excluded from the audience of those who had the opportunity to see advertising materials. This is due to the fact that with increasing vehicle speed, the driver's attention is focused on the traffic situation, and the angle of view is narrowed.

Each record in the resulting data set can be refined using machine learning algorithms, including taking into account the possibility of adding external data. As external data, for example, a user's payment activity or user registration in transport systems, for example, an entrance to a subway station or passage through a checkpoint of a toll highway, can be used.

Based on the results of adding additional data, a data sequence is formed that characterizes the user's reliable position in time. As mentioned earlier, if it is possible to receive data from the module for determining the coordinates of the user from the user's computing device, the specified data is given the advantage.

In particular cases of implementation, the user's computing device may be a portable computing device with a wireless access interface, for example, a cell phone, smartphone, tablet. A system that implements the method described in the framework of the present invention comprises a data processing server configured to independently process and store the data necessary to implement the method or in connection with other devices, for example, in the form of a computing cluster.

Base stations of wireless networks or cellular stations of mobile operators registering users connected to them transmit information about the identification data of connected devices to the operator’s server.

In a particular case, the operator’s server receives a list of identifiers of active SIM cards or other access cards to wireless networks, a list of identifiers of network cards (modems) of wireless access. A SIM card can be considered active when used for voice traffic for a predetermined period of time, for example, at least when using the card for voice calls once during the week prior to the data analysis. The operator’s server transfers the data collected to the processing server. The data processing server determines the coordinates and movements of individual users from the received data relating to periods of connecting user devices (connecting users) to wireless access points, including base stations of wireless networks. In the process of determining the movement of users, maps or travel routes of personal mobile devices belonging to one user can be detected. When identifying such routes, entries corresponding to mobile devices are combined with a system identifier common to several devices. In this case, using automated information processing tools, for example, machine learning tools or artificial intelligence, one of the user's personal mobile devices can be selected as the main device characterizing the user's position. For example, the device most likely located at the user's location, for example, at the place of work or study, can be considered a device that characterizes the user's location, until crossing with the coordinates of other user devices. Other devices, for example, telephones that the user uses at random for a limited time, a limited time, can be excluded from user movement statistics.

Using one card by several users can distort statistics in an unintentional way on the part of the user, for example, by using a device with multiple SIM cards, or it can be an intentional distortion of the indicators of an advertising campaign by employees of an advertising agency. In the latter case, several user devices can move along the same route, for example, in an agency employee’s car.

In addition, the data processing server may exclude from consideration cards that are not related to devices moving with the user. Such cards can be, for example, cards of stationary modems. Non-primary SIM cards are excluded from consideration when forming an array of users using communication services. Practice shows that from 20 to 50% of active SIM cards can be excluded from consideration.

After filtering minor and additional SIM cards, for example, using machine learning or artificial intelligence systems, an array (“panel”) of the target audience is formed. Clarifications related to the need to take into account the “legal capacity” of users can be associated, for example, with goods and services of limited access.

According to the results of processing data on the movements of mobile devices of users, the data processing server generates an array of data on the movements of users. In a particular case, in the protected perimeter of the data of the proposed system, aggregation of data on the "flow" of users relative to specified geographical points (locations) is carried out. An advertising structure can be installed at a given geographical point, or a point of sale of advertised goods or a place for the provision of advertised (promoted) services can be located. The data flow on user movements is processed by the data processing server, in particular, it is profiled to calculate qualitative and quantitative data of registered users. For example, user shares by gender and age may be taken into account. In a particular case, machine learning algorithms are used to profile users by gender and age, eliminating the need to collect personal data for each user (“panelist”). When profiling, the characteristic of movements of a typical representative of the corresponding profile group can be used.

Validation of data transmitted to the data processing server is carried out automatically by the data processing server using the rules regarding reference observations.

Validation includes periodic, for example, quarterly comparison of the results of the algorithm with the actual data collected in other ways. For example, a method of questioning users at points of sale, accounting for the use of electronic payment methods, etc. can be used. If a discrepancy of more than a specified value, for example, more than 5%, the data processing server automatically updates the profiling algorithms so that the number of deviations from the actual data is less than 5%. Refinement can be done, for example, by gradient boosting methods.

Reference observations designed to assess the quality of determining the movements of users using the means of mobile communication operators can be made by using mobile devices of users participating in the reference observation program and having agreed to use the relevant data. Data on the movements and consumer activity of users, including data on the use of advertising materials and advertised goods and services, are transmitted directly from users' stationary and mobile computing devices to the data processing server. In particular, the location coordinates of SIM cards obtained using machine learning algorithms are compared with the GPS coordinates that the device transmits with the consent of the user. If significant deviations of the results obtained using the tuned algorithm and the actual GPS coordinates are detected, the data processing server performs additional refinement of the parameters of the algorithm used by the system.

The data characterizing the position, as well as the trajectory and speed of movement of each of the registered users, is used to analyze the impact of advertising materials on the corresponding user. In particular, the visibility of advertising structures, the time and depth of the possible impact of materials on the user may be taken into account. In this case, it is determined how the advertising material is located along the user's path, and the material falls into the user's visibility area. It is essential for the invention to take into account the possibility and quality of viewing materials by the user in calculating the effectiveness of advertising. A user who viewed advertising materials placed on an advertising structure is a user who was near the advertising structure or in a sector from which it is possible to see the advertising structure, and the advertisement or advertising materials placed on the advertising structure fell into the user's visibility area. For example, the user moved toward the advertising structure in the visibility sector of the advertising structure.

At the same time, conditions are set for determining the number of times an ad is viewed by a user. For example, a user is considered to have re-watched an advertisement if, in a predetermined period of time, for example, equal to thirty minutes, the user was outside the zone for viewing advertising materials. For example, if the user spent 30 minutes at the billboard or returned to the billboard after 5 minutes, then this can be considered a one-time viewing of the advertisement. If the user has left the shield for a long time and returned again, this can be considered an additional viewing of advertising. If he stood at the shield for 30 minutes, then this is a one-time viewing. A similar approach can be used in evaluating the impact of online advertising. Similarly, the user's location at the place of sale of advertised goods or the provision of advertised services, as well as a repeated visit to the advertised location, can be determined. Thus, moving a user in the coverage area of advertising materials or near advertised locations is not considered a repeat visit.

When processing statistical data related to the impact of advertising materials on the user, the specific parameters of advertising structures are also taken into account, for example, the size of the structure, the visibility of the structure at different times of the day, the dependence of the visibility of the structure on the movement parameters of the user, for example, the speed of the vehicle in which it is located user, user role in the vehicle (driver or passenger), etc.

For example, a sector can be determined, within which the user can see the advertisement, the maximum distance at which the user can see the details of the advertisement that are significant for the campaign, the minimum speed at which the driver can pay attention to the advertisement (advertising structure).

As an example, for large advertising surfaces (supersites), parameters such as the distance of the advertising structure from the roadway, the distance of the advertising structure from the user's vehicle lane can be taken into account, taking into account the possibility of attracting the user's attention as the side of the billboard located in the direction of travel , and the side located against the direction of travel. The rotation angle of the advertising structure is taken into account by indicating the azimuth (azimuth of the advertising surface) of the axis of symmetry of the sector, when located, the advertising structure can be visible if the user is facing the structure.

Depending on the location of the advertising surface in relation to the road, the azimuth to this advertising surface is delayed, and the speed of movement of the user, including the movement of the user in the car, is taken into account by the speed filter, for example, as shown above.

For each type of advertising structure, the maximum speed parameter is taken into account at which it is possible to see the advertising message on the structure. If the user moves at a speed higher than the maximum, it is assumed that the “contact” of the user with the advertising message was absent.

When using categorical user models in content analysis, taking into account user movement paths, the accuracy of determining the sex of the user can reach 85%, the accuracy of determining the range of the user's age when using six age ranges reaches 90%.

In a particular case, the data processing server also profiles users according to other behavioral characteristics, for example, whether a user belongs to the category of “young mothers,” “job seekers,” etc. If the advertising company is successful, when using the proposed system, it becomes possible to determine the target audience of the advertised product and make corrections to the advertising campaign if necessary or if the target audience is incorrectly selected.

The data processing server can profile users by the movement method. For profiling, a model can be used that identifies or determines the type of transport along the user's movement route and its speed of movement. The complexity of the task lies in the fact that the same user can use different vehicles at different points in time.

 In particular, according to the model of user movement in space, the user's membership in the following categories can be determined:

- a pedestrian;

- car driver

- passenger car;

- metro passenger;

- passenger of the train;

- passenger of the plane.

To determine the category of the user according to the method of movement, a model is used that takes into account the change in the user's speed during movement, the change in the route of movement of the user, including the change in the speed of movement of the user at various points, for example, at stations or at stops of route vehicles, and the history of movements of the user at different types of transport. For example, with a data processing server, a user who often uses the metro will be assigned to pedestrians at the exits from the metro, and a user who quickly moves along highways will make U-turns in places where there are car U-turns and will be assigned to motorists. In the case of a sharp change in the movement pattern, the described system registers a change in the type of transport and indicates the time and point (for example, geographical coordinates) of the user changing one way to move to another way of moving, in particular, when the user switches from one mode of transport to another mode of transport, for example, a transfer from the bus to rail transport.

The above-mentioned features of data processing of the proposed technical solution allow to determine with high accuracy in an automated mode the number of user contacts with advertising materials and determine the effect of advertising materials on a user without questioning, to determine whether a user belongs to a particular type of audience by gender, age, income, place living, mode of transportation, interests, behaviors.

The proposed invention is suitable for constructing models used to predict the effectiveness of advertising campaigns using both stationary advertising and advertising distributed using network technologies. Among other things, the use of the invention provides the opportunity to assess the effectiveness of advertising campaigns conducted using small-format printed materials. For example, the effectiveness of an advertising campaign can be determined by changing the consumer behavior of users.

In the process of conducting an advertising campaign, interested parties can track the parameters of the advertising campaign using data transmitted from the data processing server to the computer of the interested person. If necessary, information on the presence of the target audience as part of the users covered by the advertisement, information on the actual effectiveness of the advertising campaign in real time, etc., can be remotely obtained.

Determining the effectiveness of offline advertising is carried out by measuring and calculating the conversion rates below. In this case, not only general data related to the analysis of user groups can be separately taken into account, but also the effect of advertising materials on an individual user. In this case, when determining the effectiveness of an advertising campaign, data on users for whom their interaction with advertising materials is not reliably determined is excluded from consideration. For example, users who make a purchase are excluded from consideration if the identifiers of the user who made the purchase were not previously used to determine the user's movements. Users who made a purchase but did not familiarize themselves with advertising materials are considered in the system statistics as a parameter that reduces the effectiveness of the advertising campaign.

The following parameters can be used as conversion indicators for offline advertising:

- a change in the number of visits by users of points of sale (the place where goods or services were provided) corresponding to advertising materials, and changes related to points located near and far from advertising structures can be separately studied. A user visits a point of sale is determined by registering the user's computing device in the location of the point of sale or by making a payment if the payment can be matched with the user;

- change in the number of targeted calls of users related to the advertised goods and services, while the relevance of the targeted call is determined by the number called from the user's computing device, including cases when the call is made by ordering a call back by the user;

- changing statistics on the use by users of websites of advertised goods and / or services, statistics on the appearance of advertised goods in search queries performed using user computing devices, while data on stationary computing devices of users can be used to collect information if the device belongs to the user can be reliably determined;

- change of statistics of installation, deletions and reinstallation of applications for mobile and stationary devices, with the use of which the advertised goods and services can be provided;

- change in the statistics of the purchase of goods or services at specialized points of sale of the advertised goods or the place of service, taking into account the removal of the sales place from the advertising structure;

- change in the statistics of purchases of the advertised product, the receipt of the advertised service in general retail outlets.

Similarly, conversion rates for online advertising, that is, advertising provided on a user's personal computing device, can be determined. In contrast to offline advertising, when determining the degree of impact, the user’s time of viewing the advertisement, the completeness of viewing, and the time interval between the moment the user has finished viewing the advertisement and the moment the user begins the actions related to the advertising materials, including application purchases, etc. .

The proposed invention provides the ability to integrate disparate communication channels into a single system in order to ensure omnichannelity, that is, seamless and continuous interaction of the advertiser with the user in the promotion and provision of advertised goods and services. Omnichannel advertising campaigns are advertising campaigns conducted by the advertiser through several communication channels with potential consumers. At the same time, the advertiser communicates with the same audience through several channels. For example, if there is a high probability that a user traveling along a certain route is interested in consuming goods advertised using stationary advertising structures, the user may be presented with online advertising when they visit a shopping center.

The described invention allows advertisers and advertisers to carry out quantitative and qualitative determination of the impact of advertising materials on user behavior, the effectiveness of an advertising campaign using A / B testing of various models for advertising campaigns. Here, A / B testing refers to a marketing research method in which a control group of elements is compared to a set of test groups in which one or more indicators have been changed in order to find out which of the changes improves or worsens the target indicator. One of the types of A / B testing is multivariate testing, in which not two integral options are tested, but several product elements or component parts of the object under study in different combinations, in which each tested element can be of two types (“A” or “B” ").

In a particular case, the advertiser places various advertising materials related to one advertised object (product and / or service) on advertising structures located at a distance from each other, for example, in different parts of the city, in different cities, etc., and the proposed the system sorts the collected information and determines separately the effectiveness of each of the advertising materials by calculating and comparing conversion rates.

The described invention allows advertisers and advertisers to quantitatively and qualitatively determine the effect of competing advertising materials on user behavior by analyzing user data that visited remote locations in which separately or jointly competing advertising materials are located. When revealing the significant dominance of some of their competing advertising materials, a decision may be made on the advisability of using ineffective advertising materials or replacing them with more effective ones.

In addition, the invention allows to evaluate the effectiveness of hyperlocal advertising, that is, advertising that covers the target audience within a specific geographical coordinate, for example, within a house, a shopping center of a city’s microdistrict. The proposed technological solution allows you to select such a target audience and show advertising only to it, for example, visitors to a shopping center or visitors to a football match in a particular stadium. In this case, the scope of the proposed method is limited to a predetermined area, which includes the range of equipment intended for the demonstration of advertising materials and the location in which objects providing advertised goods and services are located. In special cases, information related to advertising materials presented in a static form, for example, in the form of printed or graphic materials, static images on a display, presented in a dynamic form, for example, in the form of video ads or materials in the form of sound advertising, can be used for analysis. Appropriate refinements may be made to the implementation of the invention. For example, for video advertising, it can be taken into account that the user did not have the ability to view information identifying the advertised product (product or service), and for audio advertising, an audible zone can be determined.

The described invention gives advertisers, advertisers and distributors the opportunity to verify the effectiveness of advertising materials before placing them on the basis of the information collected by the proposed system to improve the accuracy of calculations in fuzzy formulations, machine learning technologies can be used, including gradient boosting, recurrent neural networks and other things. Previously, behavioral statistics of users who have access to a specific geographical location can be collected to determine the feasibility of advertising in this location, and if it is appropriate to create an individual media plan for advertising design and a list of presented advertising materials that can replace each other at short intervals , or as efficiency loses as a result of users getting used to it.

In the context of the invention, the following concepts are used:

The support vector method is a set of similar teaching algorithms with a teacher that are used for classification and regression analysis problems.

Gradient boosting is a procedure of sequentially constructing a composition of machine learning algorithms, when each subsequent algorithm seeks to compensate for the shortcomings of the composition of all previous algorithms.

In conclusion, it should be noted that the information provided in the description are examples that do not limit the scope of the present invention defined by the claims. One skilled in the art will recognize that there may be other embodiments of the present invention consistent with the spirit and scope of the present invention.

Claims (64)

1. The method of collecting information to measure the effectiveness of the placement of advertising materials displayed on a demonstration device, where advertising materials advertise objects, which consists in the fact that: form a user database in which a unique internal system identifier is set for each user; set the function of the effectiveness of the presentation of advertising materials to the user, describing the effectiveness of the presentation depending on the parameters of the presentation of advertising materials to the user; set the function of the effectiveness of the perception of advertising materials by the user, which describes the effectiveness of perception depending on the behavior of the user upon presentation of advertising materials; specify user behavior patterns, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the maximum engagement level corresponds to the acquisition of the advertised object, and the minimum level of user engagement corresponds to the absence of user reaction to the advertised object, identify user activity in relation to promotional materials; when identifying user activity in relation to advertising materials: determine the value of the estimated effectiveness of the placement of advertising materials as a superposition of the efficiency of the presentation of advertising materials to the user and the function of the effectiveness of the perception of advertising materials by the user and for a unique internal system identifier corresponding to the user, an entry is made about the value of the estimated effectiveness of the placement of advertising materials; when the user displays activity in relation to the advertised object: user behavior determines the closest user behavior pattern; for a unique internal system identifier corresponding to the user, a record is generated about the user involvement level shown by the user corresponding to the closest user behavior pattern, and measure the effectiveness of the placement of advertising materials by comparing the levels of user engagement shown by users and records of the estimated effectiveness of the placement of advertising materials. 2. The method according to p. 1, characterized in that the demonstration device is made in the form of a display of a personal computing device of a user displaying advertising materials online. 3. The method according to p. 1, characterized in that for the demonstration device, made in the form of a stationary demonstration device: as a function of the effectiveness of the presentation of advertising materials to the user, a function is described that describes the effectiveness of the presentation of advertising materials to the user depending on the user's position relative to the stationary demonstration device; as a function of the effectiveness of the perception of advertising materials by the user, use a function that describes the effectiveness of the perception of advertising materials depending on the location of the advertising materials relative to the user; set the boundaries of the advertising area beyond which users cannot perceive advertising materials; and consider the activity of the user in relation to advertising materials identified when the user is within the advertising area. 4. The method according to p. 3, characterized in that to determine the position and movements of the user using a personal mobile device of the user. 5. The method according to p. 1, characterized in that as a database using a database of subscribers of one or more cellular operators. 6. The method according to p. 5, characterized in that from the database of subscribers exclude subscribers who are not the target audience of advertising materials. 7. The method according to p. 4, characterized in that it clarifies the position of the user device according to the coordinates of the global positioning system obtained using the user's personal mobile device. 8. The method according to p. 1 or 4, characterized in that they determine the user’s activity in relation to advertising materials on several user devices, with each of the user devices corresponding to a common unique internal system identifier. 9. The method according to claim 8, characterized in that an anonymous unique internal system identifier is used to determine the user's device belonging to the user. 10. The method according to p. 9, characterized in that as an anonymous unique internal system identifier, a hash of the mobile number in a digital network with integrated services (MSISDN hash) is used. 11. The method according to p. 1, or 3, or 4, characterized in that they determine the estimated effectiveness of the placement of several advertising materials and / or each separately, determine the level of user involvement shown by several levels, and / or by multiple users, and / or for several advertising materials, on the basis of which the effectiveness of the placement of several advertising materials and / or each individually for one or more users and / or for several levels of development is determined awns. 12. The method according to p. 1, or 3, or 4, characterized in that as patterns of user behavior, each of which corresponds to one of the levels of user involvement shown in relation to the advertised object, the user sets the user to visit the web page of the advertised product, making a call and / or user behavior at one of the points of sale of the advertised object. 13. The method according to p. 1, or 3, or 4, characterized in that define two patterns of user behavior, each of which corresponds to one of the levels of user involvement, shown in relation to the advertised object, where the first level of involvement corresponds to the manifestation of any interest in the advertised object, and the second level of involvement corresponds to the lack of user interest in the advertised object. 14. The method according to p. 3, characterized in that when compiling the function of the effectiveness of perception of advertising materials take into account the direction and speed of movement of the user relative to advertising materials. 15. The method according to p. 3, characterized in that when compiling the efficiency function of presenting advertising materials, the level of illumination, size, visibility sector, the method of demonstrating advertising materials, and the distance between the user and the advertising materials are taken into account. 16. The method according to p. 1, characterized in that the geographical locations of users are determined, advertising materials are presented to users advertising objects located within a predetermined radius from a specific geographical location of users; record the facts of displaying advertising materials on the display of the device in a given geographical coordinate; record the subsequent target actions of the user in relation to the advertised objects, and calculate the indicator of the effectiveness of the placement of advertising materials advertising objects located in a certain radius from certain geographical locations of users. 17. A method of measuring the effectiveness of an advertising structure made in the form of a stationary demonstration device with advertising materials placed on it related to the advertised object, which consists in the following: for stationary demonstration device: set the function of the effectiveness of the presentation of advertising materials to the user, describing the effectiveness of the presentation of advertising materials to the user, depending on the user's position relative to the stationary demonstration device; set the function of the effectiveness of the perception of advertising materials by the user, which describes the effectiveness of the perception of advertising materials depending on the location of the stationary demonstration device relative to the user; set the boundaries of the advertising area, beyond which the user cannot perceive advertising materials located on a stationary demonstration device; determine the position and movement of the user relative to the stationary demonstration device, determine the location of the user within the boundaries of the advertising area, to determine the position and movements of the user use the user's device, which corresponds to a specific unique internal system identifier; when the user is within the boundaries of the advertising area: determine the exact position of the user relative to the stationary demonstration device; calculating a superposition of the effectiveness function of presenting advertising materials and the efficiency function of perceiving advertising materials by the user, calculated in accordance with the exact position of the user relative to the stationary demonstration device when the user is within the advertising area; and use the results of calculations as an indicator of the effectiveness of the advertising structure. 18. The method according to p. 17, characterized in that: form a user database in which a unique internal system identifier is set for each user; identify user activity in relation to promotional materials; for each case of activity detection, a record is created in the database for the unique internal system identifier corresponding to the user; define user behavior patterns, each of which corresponds to one of the levels of user engagement shown in relation to the advertised object, where the maximum engagement level corresponds to the acquisition of the advertised object, and the minimum level of user engagement corresponds to the absence of user reaction to the advertised object determine the correspondence of the manifested level of user engagement to one of the given patterns; for a unique internal system identifier corresponding to the user, a record is generated about the user involvement level shown by the user corresponding to the closest user behavior pattern; and determine the effectiveness of the advertising structure by comparing the levels of user engagement shown by users and records of the effectiveness of the placement of the advertising structure for each user. 19. The method according to p. 18, characterized in that as patterns corresponding to the displayed level of user involvement with respect to the advertised object, a user visits the web page of the advertised product, makes a call or user behavior at one of the points of sale of the advertised object. 20. The method according to p. 18, characterized in that define two patterns of user behavior, each of which corresponds to one of the levels of user engagement, shown in relation to the advertised object, where the first level of engagement corresponds to the manifestation of any interest in the advertised object, and the second level of involvement corresponds to the lack of interest of the user in the advertised object. 21. The method according to p. 17, characterized in that determine the user's position on the movement of the user's personal mobile device. 22. The method according to p. 18, characterized in that as a database of users using a database of subscribers of one or more cellular operators. 23. The method according to p. 22, characterized in that from the database exclude subscribers who are not the target audience of advertising materials. 24. The method according to p. 18, characterized in that specify the position of the user device according to the coordinates of the global positioning system obtained using the user's mobile device. 25. The method according to p. 21, characterized in that determine the movement of the user in the positions of several user devices, each of the user devices corresponding to a common unique internal system identifier. 26. The method according to p. 21 or 24, characterized in that they determine the anonymous unique internal system identifier. 27. The method according to p. 26, characterized in that as the anonymous unique internal system identifier use the hash of the mobile number in a digital network with service integration (MSISDN hash). 28. The method according to p. 17, characterized in that they determine the developed level of engagement for each user by comparing data on the manifested level of user engagement for several developed levels, and / or for several users, and / or for several advertising structures, based on which determine the effectiveness of several advertising structures and / or each individually for one or more users and / or for several levels of involvement. 29. The method according to p. 17, characterized in that when determining the effectiveness of the perception of advertising materials take into account the direction and speed of movement of the user relative to the advertising structure. 30. The method according to p. 17, characterized in that when determining the effectiveness of the presentation of advertising materials take into account the level of illumination, size, visibility sector, the method of demonstrating advertising materials, as well as the distance between the user and the advertising structure.

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