Abstract: Within the field of advertising, multi-touch attribution (MTA) is the process of assigning credit at a unique identifier level to marketing activities for their contribution towards driving a desired marketing result. This invention discloses a data-driven attribution solution and optimization process for improving marketing return on investment by enabling greater speed and agility in responding to continually changing media performance. Specifically, this invention details a survival analysis based approach to attribution using parametric accelerated failure time (AFT) modeling which accommodates both the right-censored discrete time events and is well suited for media data.

Abstract: A system and method for synchronizing broadcast advertising inventory data between a broadcast vendor system and a media buyer's media resource planning system features a database that stores advertising inventory data received from the broadcast vendor system and the media buyer's resource planning system. A matching application in communication with the database performs a comparison between a previous package of advertising inventory data and a revised package of advertising inventory data. An analysis application in communication with the matching application and the database enables a user to review results of the comparison and directs uploading of the revised package of advertising data from the database to the media buyer's resource planning system.