Disney Enterprises, Inc.

Miguel Campo-Rembado

Cameron Davies

John Christopher Anderson

Andrew Witkin

Deborah A Montague

Anjali Dange

In a networked system, a method and apparatus for measuring advertising effectiveness involves broadcasting an advertisement at a broadcast time, monitoring at least one social network or other online forum following the broadcast time, filtering social network traffic to identify messages, search engine queries to identify queries, or other traffic entries, that appear to be responsive to the broadcast advertisement, determining a time of initiation for at least a plurality of entries that appear to be responsive to the broadcast advertisement, and determining at least one demographic for at least the plurality of the entries that appear to be responsive to the broadcast advertisement.

Data mining to determine online user responses to broadcast messages

One embodiment of the present invention sets for a mechanism for determining an optimized investment strategy across a portfolio of media channels for a given product or service. For each media channel in the portfolio, the unadjusted elasticity indicating an estimated effectiveness of the media channel when used for marketing is adjusted based on risk information associated with the media channel. The risk adjusted elasticity corresponding to each media channel in the portfolio is then used to determine an investment allocation for the media channel.

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Orlando, FL, United States of America

Miguel Campo-Rembado