SUSCEPTIBLE : The audience population that I want to expose to media to change perceptions about Old Spice Body Wash and ultimately sell it to them. model to a high level version of the Decision Journey: “Audience,” “Awareness,” and “Purchase”. What needs to be done is to align the three states of the S.I.R. Epidemiological model to assess Advertising Campaign impact is not difficult to do we just need a bit of imagination and little by little put all the pieces together (which I’ll do in point #5). Have you seen a flock of geese flying in unison? They don’t talk to each other! The birds just follow three simple rules: “alignment,” “separation” and “cohesion.” Rules are followed by each goose, and then the emergent behavior surfaces.ģ. RECOVERED : These people have been free of the disease for a period of timeĪBM is a powerful modeling technique that is used in simulated environments and that is instrumental in recreating the interplay of a number of agents, their individual behaviors, how they specifically interact, how they connect with other agents and how they react to unexpected stimuli.Īt the end, ABM is able to capture the “emergent behavior” that comes from thousands (or millions) of agents probabilistically interacting with each other, determined by pre-defined rules and parameters.INFECTED : These individuals are infected and can also transmit the disease.SUSCEPTIBLE : These individuals are not infected but are not immune.This model assumes that there are three kinds of Individuals, classified as follows: Loosely speaking, S.I.R's are virus infection or epidemic simulation models that can calculate the number of people infected in a densely populated area with a contagious disease (e.g., Cholera, Influenza, TB) over a defined period of time. Susceptible – Infected – Recovered models.In this post, we are going to apply this Epidemiological model to a very successful and viral Advertising Campaign via a sophisticated simulation technique called Agent-based Modeling. In Epidemiology, there is a mathematical model (“S.I.R.”) that is capable of quantifying the number of people in a specific population that are infected with a given disease.
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