A glimpse into the evaluation of advertising effectiveness

Last week, I browsed the blog and saw a poster at Gary Price's priceless website resource shelf. Gary said he found a series of papers that could be used in future studios called "Advertising data sources and user intelligence". To tell you the truth, I've never heard that name before, but this year the studio will launch a 13th edition. The studio is dedicated to solving problems encountered by http://www.aliyun.com/zixun/aggregation/13083.html > data researchers and providing opportunities through a large number of advertising data.

What I want to illustrate is that the flexible use of data will have an important impact on advertising activities. The meeting was highly focused on the topic, while articles with actual content had not yet been published, and the title of the article covered several areas.

There is an article titled "Finding Keywords from the online dissemination of targeted ads". The most important words here are "keywords", "propagate" and "orientation". Online video has magical powers. The ClickZ conference analyzed the growth impact of video, including the characterization of activities for dissemination. Think back to the Live Earth concert that happened this July. According to statistics, 10 million of users watched the online event. 90 million people watched the Super Bowl game, and 11 million people watched the "office" a few years ago. But an activity of this size, online streaming media, is undoubtedly an important communication activity.

But how do you advertise in this online activity? This seems to be a problem. A fast speech recognition system captures streaming media information from online activities and reschedule this year's broadcasts based on program content. This liquidity is extremely valuable for user-controlled online communication. If a user votes to decide when a couple falls in love, a chocolate ad can be placed. If the user votes to separate the couple, they can play the chocolate ad at any time, but they need to make a slight adjustment to the information.

Another article titled "Emotional Classification with built-in information diffusion" has three key words "emotion", "classification" and "built-in". The challenge for user-oriented media is that you can find a lot of any topic content, but how to decide which content is good for your brand and what's harmful? Then, how do you make a strategic decision based on this mass of unclassified content?

Emotion, analysis and classification are the goals of this article. Enterprises such as buzzmetrics have become experts in this field, and they have a lot of talent and resources to address the challenges faced by enterprises. But we need to do more work because search algorithms can get better.

When researchers have a better understanding of how information is built and shared among users, they have a better chance of turning these content into real, useful data. Built-in, refers to the establishment of new digital settings based on other numbers. Who knows what is information diffusion kernels. But if you know more about setting up the kernel, you can fill out the form, and the table shows how the user feels about the brand or the classified brand.

For advertisers, this is a good way to understand consumers, or to find better opportunities for consumers.

The title of the two papers is "application of independent grammar to the evaluation of Chinese viewpoints" and "from TV to online advertising: The recent experience of Spanish media". Cross-cultural studies have already had an effect on the online world, and we've heard two titles, "Chinese" and "Spanish," in both articles. It should be noted that these two articles are about language and culture, not places. In other words, they don't necessarily have to talk about China, Spain or Latin American countries.

Now, cross-cultural groups are moving at their own pace, and we are not right to say that the World Wide Web is the medium of English-speaking countries. Smart market developers are looking for new technologies that make advertising campaigns more effective, and they try to balance their interactions with users in new ways, communicating in languages other than English.

Finally, there is an article called "from the blog market to see the spread of online advertising information." Information diffusion is like dyeing a bucket of water. Information is sometimes changed, sometimes annotated, and the path of community discussion is discovered. Along this road, whether it is on-site or off-site, will be of great value to advertisers.

(Original: July 30, 2007; compiling: Song)