Abstract: Consumer behavior may be modeled to measure the effectiveness of consumer marketing campaigns and to calculate the effect of other factors driving consumer behavior in the same markets. A dependent variable, such as product sales, product uses, or customer indications of interest in a product or business, may be associated with a marketing campaign potentially affecting the dependent variable. Data corresponding to the dependent variable for a plurality of markets over a period of time prior to a marketing campaign may be received and analyzed. A market matching process may be performed using the dependent variable data before the start of the marketing campaign, and a difference may be calculated between sets of matching markets for the dependent variable during the marketing campaign. An econometric modeling process may be performed on the calculated difference between the sets of matching markets, to measure the effectiveness of the marketing campaign and calculate the effect of other driving factors.