Billboard Ranking System

Customer segment based approach to billboard ranking

Presented by –

Anand Singh
1811133
Problem Statement
Design a billboard selection tool with the intention of maximizing the
customer conversion for the products advertised on them.

Explain the broad approach to be used to determine the

appropriateness of a billboard to a client’s requirements.

Illustrate the recommended approach with a sample situation, diving

deep into the metrics being considered

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Approach
• The proposal is to come up with a scoring system which will generate
a score for the billboards for each of the customer segments in terms
of its’ likelihood of garnering views from that customer segment.

• In order to achieve a robust system for scoring we’ll need a custom set
of questions to be answered per target customer segment. There are
2 steps to building the system
• Identify all the different customer segments we want this system to support.
• Come up with a custom questionnaire for each target customer segment with the
intention of measuring the relative importance of the billboard for this segment.

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 Illustrative Example – Key metrics to consider
Target Segment - College going youngsters in the age range 18-23
LOCAL DEMOGRAPHICS
What percentage of the population living
within a 2 square Km area of the location of
billboard belong to this target customer

01 segment?

HISTORICAL DATA WORKPLACE PROXIMITY

Out of the last 100 endorsements on this
hoarding what percentage were for
products targeted at this customer
segment.
05
PREFERRED TRAVEL
ROUTES
Closeness to the targeted customer
segment’s preferred travel options for
within city (metro or Autorickshaw
stations) and outside city (bus or train
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stations) needs
The number of colleges (workplaces of the target
02 audience) within a 2 square Km area of the
billboard. The closer the billboard to the major
routes leading to these destination the higher the
score
HANGOUT PLACE
PROXIMITY
03 The number of Cafes, malls and other
preferred casual hangout places of the target
audience within a small area close to the
billboard. Locations close to roads and
intersections given higher score.
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The Process in use
• Once all the questions have been identified for initial runs each question will be
awarded equal weightage. The weights will be tuned over time as more clients are
served.
• For every new client request the target segments need to be identified first. After
selecting all the intended segments the system would respond with an ordered list of
billboards which score above a threshold, taking the weighted average of the scores
of the billboards for each of the selected customer segments.
• Post the end of tenure of a client advertisement we would take feedback from them
regarding the impact of the advertisement. The results shall be used to adjust the
weights of the score generation model.
• For every new billboard added to the system all the questions for all the supported
customer segments need to be answered for it to be included into the model.