Method, procedure, algorithm, system, and computer program for improving
and attempting to optimize the performance of messaging campaigns,
particularly to marketing campaigns in which advertisements or other
messages are distributed over an interactive measurable medium such as
the Internet. A goal is to allocate the message alternatives to the
customer population to optimize business objectives. The includes reading
prior stage message state data pertaining to a prior stage including a
cumulative number of trials and a cumulative number of successes for a
particular message. Message performance results representing message
trials and message successes from the previous stage based on the
prior-stage state are then read, and a current message state is computed.
A current message allocation is generated based on the current message
state. Desirably the cumulative number of trials and the cumulative
number of successes are discounted based on the age of the information.
This inventive procedure may be applied to various message types
including, for example, web site banner advertisements, electronic
advertisements generally, email messages and promotions, and the like. In
one embodiment, the messages are internet web site banner ads, trials are
impressions of the ads presented to the user, and successes are measured
by clickthroughs from the banner ad to the web site associated with the
banner ad. Computer system, computer program, and computer program
product associated with the inventive method and procedures are also
provided by the invention.