Brand Management Server Asset Scoring
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Solution Overview
Problem
Brand managers face difficulties in determining the effectiveness of digital assets in improving brand awareness due to the similarity of assets and the slow impact of advertising on sales data, making it challenging to identify optimal assets for advertising opportunities.
Innovation Solution
A brand management system that calculates an asset score based on multiple consumption metrics, allowing for the tracking and prediction of asset performance over time, and aggregates scores to determine brand value, enabling quantitative analysis and evaluation of asset consumption.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If multiple similar assets are administered for brand advertising, then brand awareness coverage is improved, but asset selection difficulty increases
Solution Approach 1:
The patent replaces manual asset evaluation and selection processes with an automated computer-based scoring system. The system automatically calculates asset scores by analyzing consumption metrics data, eliminating the need for manual assessment and enabling rapid identification of optimal assets from large portfolios.
Solution Approach 2:
The patent transforms qualitative asset effectiveness into quantitative measurements through the asset score. By changing the parameter of asset evaluation from subjective judgment to objective numerical scoring based on consumption metrics, the system enables efficient comparison and selection among numerous similar assets.
2Measurement precision
If sales data is used to judge brand success, then commercial outcome measurement is improved, but responsiveness to advertising effectiveness deteriorates
Solution Approach 1:
The patent uses consumption metrics data that are collected in real-time or near-real-time as a leading indicator of advertising effectiveness, rather than waiting for sales data which lags behind. This preliminary measurement approach provides timely feedback on asset performance before sales outcomes materialize.
Solution Approach 2:
The patent introduces consumption metrics (views, clicks, engagements) as an intermediary measure between advertising exposure and final sales outcomes. This intermediary data provides a more responsive and direct measurement of advertising effectiveness that can be obtained much faster than sales data.
3Loss of information
If asset consumption metrics are collected and analyzed, then asset effectiveness evaluation is improved, but data processing complexity increases
Solution Approach 1:
The patent segments the asset scoring process into distinct components: data collection from multiple sources, data processing to calculate consumption metrics, and score generation based on weighted combinations of metrics. This segmentation makes the complex system more manageable and enables modular implementation.
Solution Approach 2:
The system is designed to automatically collect consumption metrics data from various sources, process the data through predefined calculations, and generate asset scores without requiring manual intervention. This self-service automation reduces operational complexity despite the sophisticated analysis performed.
Data Source
AI summary
Systems and methods are provided for determining the efficacy of digital assets provided to an audience. One embodiment is a system that includes a brand management server. The brand management server includes a memory that stores assets comprising digital media. The brand management server also includes a controller. The controller distributes the assets for consumption by members of an audience at remote devices. The controller also selects one of the assets, determines a look-back period, acquires metrics indicating at least two different types of consumption of the asset by the audience during the look-back period, and calculates an asset score for the asset that indicates a popularity of the asset and is based on the metrics indicating the at least two different types of consumption.