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Abstract

One or more systems, processes, and models are provided to determine the effectiveness of different elements of an advertising campaign. Using the one or more systems, processes, and models, advertising effectiveness metrics are determined that indicate the relative effectiveness of the different elements of the campaign. A model may be generated by the system using information about the manner in which consumers are exposed to advertisements. The information, for example, can include a history of exposures to advertisements in the campaign that occur before a user submits input, such as a survey response. In addition, the information also can include a history of exposures to advertisements in the campaign that occur after the user submits input, such as a survey response. As a result, the effectiveness can be distributed across multiple exposures experienced by consumers rather than a single exposure.

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