This disclosure describes techniques to measure the impact of exposure to an offline advertisement on subsequent online and offline actions. The system utilizes advertisement data, historical location data and user behavior data to estimate a test spatiotemporal region in which users are likely exposed to a particular offline advertisement and a control spatiotemporal region in which users are likely not exposed to the particular offline advertisement. The system uses statistical techniques to determine the impact of the particular advertisement by comparison of the behavior of the test population and the control population.
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Ravikumar, Shanmugasundaram; Gollapudi, Sreenivas; and Fabrikant, Alexander, "Measuring Offline Advertisement Conversion", Technical Disclosure Commons, (August 16, 2016)