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Multiple-Platforms Analytic Logical Data Model for Advertising and Marketing Industry

IP.com Disclosure Number: IPCOM000202760D
Publication Date: 2010-Dec-29
Document File: 4 page(s) / 32K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed is a novel analytical model to provide one enterprise or centralized analytic logical data model with multiple data sources from linear and non-linear platforms, to store, consolidate, and analyze data for business intelligence and data warehouse usage in the advertising and marketing industry.

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Multiple-Platforms Analytic Logical Data Model for Advertising and Marketing Industry

In today's advertising and marketing industry, advertisers or agencies deploy advertising campaigns across multiple linear (e.g., TV, Cable) and non-linear (Web, Mobile, Video on Demand (VoD)) delivery platforms to achieve maximum return on investment (ROI) and audience rating. To calculate the overall campaign targeted ROI, Rating, Trending, or Predictive Planning, analysts collect and analyze multiple dimensions of data and multiple data sources from multiple media delivery platforms, with various reports, in order to make advertising campaign modifications or advertisement delivery related adjustments.

There is no Analytic Logical Data Model, in the current market, that is able to accommodate multiple platforms of data information or provide multiple data points for analyzing, trending, comparing and planning purpose within one, single data model.

Prior art does not focus on a unique analytic logical data model for analyzing advertising, campaign, marketing, user profile, rate card, inventory, and posting actual performance. Prior art does not address providing trend analysis as well as preparing for predictive analysis usage. Prior art does not allow for Enterprise Data Warehouse or Data Marts applications, nor does it apply to cross-platform information gathering (with real-time data feeds) and analysis.

The disclosed invention is a solution to provide one enterprise or centralized analytic logical data model, with multiple data sources from linear and non-linear platforms, to store, consolidate, and analyze data for business intelligence (BI) and data warehouse (DW) usage in the advertising and marketing industry.

The solution is an open source data model in which an enterprise BI/DW can collect linear and non-linear data from multiple advertising/marketing delivery platforms and provide multiple data view points for analyzing, trending and planning purposes. It also can be used as a pre-predictive analytic data staging area.

The uniqueness of this submitted logical data model design and modeling concepts are the abilities to:
1. Collect linear and non-linear platforms data into one enterprise data warehouse
2. Embed Platform data elements in major subject areas and entities
3. Use a ratio for various platform/campaign measurements, enabling one report or dashboard to display different platform measurements side-by-side, providing a holistic view of overall performance and cross-platform reference

4. Prepare and use data in some subject areas as input for advanced Predictive Analytic tools

The disclosed data model:
• Can be imported to any Data Modeling Tool for maintenance and customization
• Provides a logical data model, with a set of fundamental Dimension and Fact entities, to provide multi-dimensional data analysis and accommodate various

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data inputs from multiple linear (TV, Cable, etc.) and non-linear (web, mobile, Vo...