This invention relates to the field of commercial
information processing technology and discloses a method and
system for evaluating advertising effectiveness based on eye-
tracking data visualization. Addressing the problems of existing evaluation methods' difficulty in objectively quantifying
visual attention, and the high cost, complex operation, and lack of customized advertising analysis functions of general-purpose eye-tracking
analysis software, this invention configures an eye-tracking device and performs multi-point calibration to simultaneously collect data such as
fixation point coordinates, duration, and
pupil diameter. Through multidimensional cleaning, fixation event extraction, and coordinate normalization, a fixation heatmap is generated using
Gaussian kernel density estimation, and a fixation trajectory map is generated through temporal interpolation. The invention also automatically calculates indicators such as the proportion of fixation duration in the core
focal area, overlap, and the proportion of blind spots. This invention achieves full
automation from data collection to
report generation, objectively and accurately revealing the distribution of
visual attention in advertising, transforming physiological data into intuitive design basis, and providing a standardized and repeatable quantitative tool for advertising effectiveness evaluation.