Company Filing History:
Years Active: 2020-2022
Title: Innovations by Todd Talkington
Introduction
Todd Talkington is an accomplished inventor based in Arlington, VA (US). He has made significant contributions to the field of advertising effectiveness through his innovative patents. With a total of 2 patents, Talkington has developed systems that enhance the understanding of how advertising impacts consumer behavior.
Latest Patents
One of Todd Talkington's latest patents is a "System and method for measuring the relative and absolute effects of advertising on behavior-based events over time." This patent describes systems and techniques that measure advertisement effectiveness based on behavior-based outcomes, such as site visits, number of pages consumed, searches, and both online and offline transactions. The system employs an automated model to assess the impact of exposures and impressions on these outcomes by utilizing panel data, cookie-based data, and various combinations thereof. The techniques involve a test and control approach to calculate effectiveness, where the test group consists of individuals exposed to a campaign, while the control group remains unexposed. For those in the test group, a continuous analysis of impressions and other variables during a pre-period is conducted to determine behavior-based outcomes over a specified time after exposure. Consequently, the automated model generates metrics that illustrate both absolute and relative impacts on future behavior.
Career Highlights
Todd Talkington is currently employed at Comscore, Inc., where he continues to innovate in the realm of advertising measurement. His work focuses on developing advanced methodologies that provide insights into consumer behavior and the effectiveness of marketing strategies.
Collaborations
Throughout his career, Talkington has collaborated with notable colleagues, including Christopher Shea Haarstick and Devin Shields. These partnerships have contributed to the advancement of his research and the successful implementation of his patented technologies.
Conclusion
Todd Talkington's contributions to the field of advertising measurement through his innovative patents have significantly enhanced the understanding of consumer behavior. His work at Comscore, Inc. continues to influence the industry and drive advancements in advertising effectiveness.