Patent ID: 8386310

Claim:
A computer-implemented method for determining the effect of an offline advertising campaign on an online behavior of a set of users, comprising: receiving, by a processor, a description of an offline advertising campaign of an advertiser; processing, by the processor, the description to generate at least one keyword related to the offline advertising campaign; determining, by the processor, an advertising effect period when the offline advertising campaign is capable of affecting an online behavior of the set of users, wherein the advertising effect period comprises an advertising period when the offline advertising campaign was available to the set of users and a time interval extending beyond the advertising period; determining, by the processor, an advertising effect data representing the online behavior of the set of users related to the at least one keyword offline advertising campaign, during the advertising effect period; identifying, by the processor, a control data representing a control online behavior related to the generated at least one keyword submitted by users not exposed to the offline advertising campaign; and determining, by the processor, the effect of the offline advertising campaign on the control online behavior of the set of users by comparing the advertising effect data with the control data comprising: generating an advertising effect score wherein the advertising effect score is based on a number of records in the advertising effect data: generating a control score wherein the control score is based on a number of records in the control data; and calculating an effectiveness score wherein the effectiveness score is calculated by subtracting the control score from the advertising effect score.