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Measurement of Brand Lift from a Display Advertising Campaign

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Author(s): Jagdish Chand (Yahoo! Inc, USA)
Copyright: 2012
Pages: 15
Source title: Business Intelligence and Agile Methodologies for Knowledge-Based Organizations: Cross-Disciplinary Applications
Source Author(s)/Editor(s): Asim Abdel Rahman El Sheikh (The Arab Academy for Banking and Financial Sciences, Jordan)and Mouhib Alnoukari (Arab International University, Syria)
DOI: 10.4018/978-1-61350-050-7.ch010

Keywords: Business & Management / Business Information Systems / Business Intelligence / Business Science Reference

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Abstract

In this chapter we will describe an advanced business intelligence system we built at Yahoo to measure the lift in brand awareness driven from the display advertising campaigns on Yahoo network. It helped us to show to the advertisers that display advertising is working in lifting awareness and brand affinity.

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