US 12,443,971 B2
Methods, systems, apparatus and articles of manufacture to determine causal effects
Michael Sheppard, Holland, MI (US); Ludo Daemen, Duffel (BE); Edward Murphy, North Stonington, CT (US); and Remy Spoentgen, Tampa, FL (US)
Assigned to The Nielsen Company (US), LLC, New York, NY (US)
Filed by The Nielsen Company (US), LLC, New York, NY (US)
Filed on Dec. 29, 2023, as Appl. No. 18/400,425.
Application 18/400,425 is a continuation of application No. 17/893,921, filed on Aug. 23, 2022, abandoned.
Application 17/893,921 is a continuation of application No. 17/167,759, filed on Feb. 4, 2021, granted, now 11,461,804, issued on Oct. 4, 2022.
Application 18/400,425 is a continuation in part of application No. 16/230,035, filed on Dec. 21, 2018, abandoned.
Application 17/167,759 is a continuation of application No. 16/219,524, filed on Dec. 13, 2018, granted, now 10,937,054, issued on Mar. 2, 2021.
Claims priority of provisional application 62/686,499, filed on Jun. 18, 2018.
Claims priority of provisional application 62/685,741, filed on Jun. 15, 2018.
Prior Publication US 2024/0185289 A1, Jun. 6, 2024
This patent is subject to a terminal disclaimer.
Int. Cl. G06Q 30/00 (2023.01); G06F 17/15 (2006.01); G06Q 30/0242 (2023.01); G06F 17/18 (2006.01)
CPC G06Q 30/0244 (2013.01) [G06F 17/15 (2013.01); G06Q 30/0245 (2013.01); G06F 17/18 (2013.01)] 19 Claims
OG exemplary drawing
 
1. An audience measurement computing system comprising:
at least one processor; and
memory having stored therein computer readable instructions that, upon execution by the at least one processor, cause the audience measurement computing system to at least:
obtain a dataset indicative of a set of individuals each associated with (i) respective covariates and (ii) respective outcomes;
identify, from amongst the obtained dataset, a first treatment dataset corresponding to first individuals who have been exposed to a first treatment of an advertisement, the first treatment dataset having first covariates;
identify, from amongst the obtained dataset, a second treatment dataset corresponding to second individuals who have been exposed to a second treatment of the advertisement, the second treatment dataset having second covariates;
identify, from amongst the obtained dataset, a control dataset corresponding to third individuals who have not been exposed to the advertisement, the control dataset having third covariates;
determine at least one covariate included in the first covariates, the second covariates, and the third covariates to balance between the first and second treatment datasets and the control dataset;
simultaneously compute, via maximum entropy, first weights for the first covariates, second weights for the second covariates, and third weights for the third covariates while constraining the first weights, the second weights, and the third weights such that a sum of the first weights applied respectively to the determined at least one covariate to balance across the first individuals equals a sum of the second weights applied respectively to the determined at least one covariate to balance across the second individuals and equals a sum of the third weights applied respectively to the determined at least one covariate to balance across the third individuals;
compute a first weighted response for the first treatment dataset based on the first weights and respective outcomes corresponding to the first weights;
compute a second weighted response for the second treatment dataset based on the second weights and respective outcomes corresponding to the second weights;
compute a third weighted response for the control dataset based on the third weights and respective outcomes corresponding to the third weights;
determining an effect of the first treatment of the advertisement based on a difference between the first weighted response and the third weighted response;
determine an effect of the second treatment of the advertisement based on a difference between the second weighted response and the third weighted response;
compare the determined effect of the second treatment of the advertisement with the determined effect of the first treatment of the advertisement; and
report an indication of the determined comparison between the determined effect of the second treatment of the advertisement and the determined effect of the first treatment of the advertisement.