The invention belongs to the field of advertisement analysis, and provides an advertisement putting effect evaluation and analysis
system and method based on
data analysis, and the method comprises the steps: constructing a cognitive
state vector of a user based on multi-source behavior data before and after the contact between the user and an advertisement; modeling is conducted on user cognitive
state vector changes caused by advertisement putting, cognitive intervention vectors of the advertisements are generated, and the cognitive intervention vectors represent the variable quantity of the cognitive states of the users after the users make contact with the advertisements; based on the language feedback, the
visual behavior and the emotion track of the user, evaluating the consistency between the user behavior response and the cognitive intervention vector direction, and outputting a multi-
modal behavior consistency
score; tracking a behavior path of the user from advertisement click to final conversion, forming a conversion chain feature, and identifying a
path length, a path node type and a path
response time delay; and fusing the cognitive intervention vector, the multi-
modal behavior consistency
score and the conversion chain feature, and calculating a cognitive effect comprehensive
score of advertisement putting for putting effect evaluation.