AU2010292978A1

AU2010292978A1 - System and method for determining greenhouse gas emissions

Info

Publication number: AU2010292978A1
Application number: AU2010292978A
Authority: AU
Inventors: Christopher Sewell
Original assignee: Individual
Current assignee: Individual
Priority date: 2009-09-09
Filing date: 2010-09-09
Publication date: 2012-04-12
Also published as: WO2011029142A1

Abstract

A system arranged for determining greenhouse gas emissions associated with a marketing campaign comprising a database storing emissions data specifying a greenhouse gas emission associated with each of a plurality of marketing types; a communications interface arranged for receiving user data including marketing campaign data; an engine arranged to execute an emissions algorithm using at least some of the emissions data from the database and user data to calculate greenhouse gas data indicative of greenhouse gas emissions associated with the marketing campaign.

Description

WO 2011/029142 PCT/AU2010/001166 SYSTEM AND METHOD FOR DETERMINING GREENHOUSE GAS EMISSIONS Field of the Invention s The present invention generally relates to a system and method for determining the greenhouse gas emissions associated with a marketing campaign. Background of the Invention 10 Greenhouse gases such as carbon dioxide are thought to be responsible for climate change. Currently, many business activities including marketing result in the direct and indirect emissions of greenhouse gases. 15 The majority of marketing campaigns are now done without any regard as to the amount of carbon dioxide or other greenhouse gas released. However, the applicant anticipates that in the future consumers may be 20 disinclined to accept the services of a company whose marketing campaigns have not been audited for associated greenhouse gas emissions. Furthermore, with the introduction of various 25 government measures such as, for example, a carbon pollution reduction scheme, or a greenhouse gas cap and trade scheme, or carbon tax, the carbon dioxide that is associated with a marketing campaign may directly translate to a cost to an organization paying for the 30 campaign. Offsetting emissions with carbon offset credits also costs money. Anticipating emissions may allow a reduction in these costs. The quantity of offset credits needed for a marketing campaign may require anticipation. 35 Pressure to reduce greenhouse gas emissions may also come from the community, stakeholder, or a shareholder. These entities may prefer or even demand that greenhouse WO 2011/029142 PCT/AU2010/001166 -2 gas emissions be accounted, and possibly offset. Greenhouse gas emissions are often overlooked. There are greenhouse gas emissions associated with almost all 5 forms of advertising. For example, in the case of online advertising greenhouse gases are generated, indirectly through electricity use, whenever a consumer views an online advertisement embedded on a web page. 10 Marketers tend to have a simplistic catch-cry of move away from paper-based communications and go online to reduce greenhouse gas emissions. However, this is too simplistic. A basic national buyer of a banner add on one of Australia's top search engines will give the advertiser 15 over 700,000 views delivered per day that may add up to over 7 tons of carbon dioxide equivalant entering the atmosphere every week for the simple cost effective medium. When used in a very targeted manner, online advertising may be cost effective and carbon efficient. 20 Print advertising also requires thought about targeting and being transparent about the emissions caused by the marketing process. Typically, any service supplied that helps a company 25 inform, educate or communicate with existing or potential buyers of a company's goods and/or services can be a marketing campaign, or part thereof. Summary of Invention 30 According to a first aspect of the invention there is provided a system arranged for determining greenhouse gas emissions associated with a marketing campaign, the system comprising: 35 a database storing emissions data specifying a greenhouse gas emission associated with each of a plurality of marketing activity types; WO 2011/029142 PCT/AU2010/001166 -3 a communications interface arranged for receiving user data including marketing campaign data indicative of which of the plurality of marketing activity types are components of the campaign; and 5 an engine arranged to execute an emissions algorithm using at least some of the emissions data from the database and user data to calculate greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign. 10 Some embodiments may have the advantage that the amount of greenhouse gas that is emitted across some or all of the different marketing activities (other wise known in some instances as communication channels or media 15 channels) may be determined and communicated to a marketer. This may enable the marketers to make commercial business decisions to promote their goods and services with a better understanding of the greenhouse gas emissions when using each of their chosen marketing 20 activities and possibly improve the consumer acceptance, at least in the case of the lowest greenhouse gas emitting campaign. Costs associated with greenhouse gas emissions may also be reduced once the emissions are quantified by modifying the campaign. 25 In an embodiment, the emissions algorithm calculates the green house gas emissions associated with each of the marketing activity types that are components of the campaign. The algorithm may then add the green house gas 30 emissions associated with each of the marketing activity types. In an embodiment, the user data includes organization data indicative of an organization associated with the 35 campaign. In an embodiment, the engine is arranged to execute WO 2011/029142 PCT/AU2010/001166 -4 the emissions algorithm using at least some of the emissions data from the database and user data to calculate greenhouse gas data indicative of both the greenhouse gas emissions associated with the marketing s campaign and also that of a similar marketing campaign by a similar organization. Using embodiments of particular machines and methods discussed herein to find a suitable marketing campaign 10 that has fewer emissions than a similar marketing campaign may advantageously provide a competitive advantage over a competitor. In an embodiment, the user data includes the 15 intensity of utilization of each marketing activity component. In an embodiment, the system further comprises a communications interface arranged for sending the 20 greenhouse gas data of both the marketing campaign and the similar marketing campaign. In an embodiment, the greenhouse gas data on the similar marketing campaign may be calculated using data 25 indicative of one or more other marketing campaigns stored on a database, such as but not limited to a historical marketing campaign database. The database may be arranged to be updated with data indicative of a marketing campaign not already on the database. The data indicative of one 30 or more of the marketing campaigns may comprise at least part of the data entered by the or another user of the system determining the greenhouse gas emissions associated with the one or more other marketing campaign. The greenhouse gas data on the similar marketing campaign may 35 include a statistic on the distribution of the emissions associated with the other marketing campaigns. That is, the similar marketing campaign may not be representative WO 2011/029142 PCT/AU2010/001166 -5 of an actual campaign but synthesized from existing data. The statistic may be one or more of, for example, a number indicative of the position of the distribution, such as a mean or mode, a range of the distribution, and a minimum 5 and/or maximum value of the distribution. In an embodiment the communications interface is arranged to be connected to a network, for example the internet, for receiving the user data and sending the 10 greenhouse gas data over the network. The system may be arranged so that a user using software, such as a web browser, running on a machine also connected to the network has access to the system. The system may be arranged so that the greenhouse gas data of both the 15 marketing campaign and the similar marketing campaign are visual representation data to be rendered, for example on an electronic visual display of the machine and by the software, for the user. The system may be arranged so that the greenhouse gas data of both the marketing 20 campaign and the similar marketing campaign are rendered simultaneously on the electronic visual display. In an embodiment, the system comprises a presentation interface, such as another electronic visual display unit, 25 and the system is arranged to display a visual representation of the greenhouse gas data of both the marketing campaign and the similar marketing campaign on the presentation interface. The system may be arranged to present both visual representations simultaneously on the 30 presentation interface. In an embodiment the system further comprising a unit arranged to calculate a cost of the greenhouse emissions from one or both of the greenhouse gas emission data. 35 In an embodiment, the emissions data accounts for the production of at least part of the marketing campaign.

WO 2011/029142 PCT/AU2010/001166 -6 In an embodiment, the emissions data accounts for the consumption of at least part of the marketing campaign. 5 In an embodiment, the marketing activities comprise the use of one or more of television, radio, cinema, brochures, press, outdoor poster, outdoor electronic display, and online content. In the case of television or radio, the intensity of utilisation data may account for 10 at least one of the number of times a commercial is run on television or radio, the commercial length and a station selected to run the commercial and audience figures of that station. In the case of brochures or press advertisements, the intensity of utilisation data may 15 account for at least one of an amount of paper that is used by the brochures or press advertisement. The intensity of emissions data may take into account the greenhouse gas emissions associated with the delivery and dispatch of the brochures or press advertisements, for 20 example. In the case of outdoor posters, the intensity of utilisation data may take into account at least one of the quantity of poster substrate used, for example paper, and power used in lighting the poster, for example flood lighting or back lighting. 25 In the case of online content, the emissions data may account for the emissions associated with the electricity used in delivering the online content. The emissions data may account for the emissions associated with viewing the 30 online content. The emissions data may account for the emissions associated with the hardware on which the online content is stored, for example a server. In an embodiment, the emissions data accounts for an 35 indirect emission. The indirect emission may be associated with electricity use.

WO 2011/029142 PCT/AU2010/001166 -7 In an embodiment, at least some of the emissions data is specific to a particular company providing at least one of the marketing activities. 5 In an embodiment, at least some of the emissions data is characteristic of more than one company producing at least one of the marketing activities, for example a mean or median value. 10 According to a second aspect of the invention there is provided a method for determining greenhouse gas emissions associated with a marketing campaign, the method comprising: receiving user data including marketing campaign data 15 indicative of which of a plurality of marketing activity types are components of the campaign; and receiving emissions data specifying a greenhouse gas emission associated with each of the components; executing a greenhouse gas emissions algorithm using 20 at least some of the emissions data and user data to calculate greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign. In an embodiment, the user data includes organization 25 data indicative of an organization associated with the campaign. In an embodiment, the user data includes the intensity of utilization of each marketing activity 30 component. In an embodiment, the step of receiving emissions data may comprise receiving emissions data from a data base storing emissions data. The method may further 35 comprise the step of updating the data base. In an embodiment, step of executing the greenhouse WO 2011/029142 PCT/AU2010/001166 -8 gas emissions algorithm comprises using at least some of the emissions data and user data to calculate greenhouse gas data indicative of both the greenhouse gas emissions associated with the marketing campaign and also that of a s similar marketing campaign by a similar organization. In an embodiment, the method comprises the step of sending the greenhouse gas data of both the marketing campaign and the similar marketing campaign. 10 According to a third aspect of the invention there is provided a method for determining greenhouse gas emissions associated with a marketing campaign, the method comprising: is receiving marketing campaign data indicative of one or more marketing activity types that are components of the campaign; receiving emissions data specifying the greenhouse gas emissions associated with each of the marketing 20 activity types; and calculating greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign using the marketing campaign data and the emissions data. 25 In an embodiment, the marketing campaign data is further indicative of the intensity of utilization of each marketing activity component. 30 In an embodiment, calculating the greenhouse gas data comprises, for each marketing activity, multiplying each intensity of utilization by a respective emissions data to obtain a respective emissions value, and then summing the emissions values for each marketing activity. 35 In a fourth aspect of the invention, there is provided logic encoded in one or more tangible media for WO 2011/029142 PCT/AU2010/001166 -9 execution and when executed operable to execute the steps of a method described herein. In a fifth aspect of the invention, there is provided 5 software embodied in one or more computer readable media and when executed operable to execute the steps of a method described herein. In accordance with a sixth aspect, the present 10 invention provides a computer program comprising instructions for controlling a computer to implement a method in accordance with the second aspect of the invention. 15 In accordance with a seventh aspect, the present invention provides a computer readable medium providing a computer program in accordance with the sixth aspect of the invention. 20 The tangible or readable media may comprise hardware, for example, a floppy disk, a hard disk, computer memory, RAM, ROM, FLASH memory, EPROM, or EEPROM. Brief description of the Figures 25 Embodiments of the invention will now be described, by way of example only, with reference to the accompanying drawings in which: Figure 1 shows a flow diagram of one embodiment of a 30 method according to the invention; Figures 2 to 4 show different embodiments of a particular machine or system which may perform embodiments of the method of Figure 1 or other embodiments described herein; 35 Figure 5 shows one embodiment of an online form used by user to enter user data in relation to a marketing campaign; WO 2011/029142 PCT/AU2010/001166 - 10 Figure 6 shows another embodiment of method according to another aspect of the invention; Figure 7 shows greenhouse gas data for a particular marketing campaign and a similar marketing campaign, the 5 information being displayed simultaneously on a electronic display; and Figure 8 shows a table of carbon emission factors. Detailed Description of embodiments of the invention 10 . A flow diagram for one embodiment of a method for determining the greenhouse gas emissions associated with a marketing campaign is shown in Figure 1 and generally indicated by numeral 10. In this method, a particular 15 machine (or system) arranged to perform the method receives marketing campaign data. The marketing campaign data includes a list of marketing activity types that are components of the campaign, and the intensity of utilisation of each marketing activity component 12. For 20 example, the marketing campaign may be to promote a product and the marketing activity types that are components of the campaign may include brochures advertising the product, cinema advertising, television or radio commercials, outdoor marketing such as posters, on 25 line advertising through banners and generally any type of activity that is suitable for a marketing campaign. The marketing activity types may generally use any suitable media or communication channel. 30 In an embodiment, the intensity of utilisation of each marketing activity campaign is also received by the machine (or system) 12. For example, the number of brochures and the details of the paper and printing process used to create the brochures, the number of 35 television advertisements, a print run of magazines, physical details such as size and paper, the expected number of hits on an online advertisement, etc. The WO 2011/029142 PCT/AU2010/001166 - 11 intensity of utilisation of any other marketing activity that may be part of the campaign is also received. The intensity of utilization may be represented in any suitable way, but preferably in a way that can be used in 5 a calculation. Emission data is then received, which specifies the greenhouse emissions associated with each of the component activity 14. Typically, this data is expressed as 10 greenhouse gases emitted per unit of activity. For example, in the case of a brochure the emissions data may describe one or more of the amount of greenhouse gas generated during the production of one sheet of paper used in the brochure, the amount of energy expended during 15 printing one brochure, emissions associated with printing one sheet, and greenhouse gas emissions associated with delivery and even possibly destruction of one brochure (or other physical object associated with the campaign) after it has been consumed. Alternatively, the emissions data 20 may simply give a typical figure for a specific finished brochure, such as for example a folded double-sided A4 sheet of paper with a four colour printing on high quality paper. Further details of the emissions data will be described below. The greenhouse emissions associated with 25 the marketing activity is then calculated using both the received marketing campaign data and the received emissions data 16. Figure 2 shows one embodiment of a particular 30 machine, or system, that is arranged for determining the greenhouse gas emissions associated with the marketing campaign and which performs the method of, for example, Figure 1. This embodiment of the particular machine is generally indicated by the numeral 12. The machine or 35 system 12 has a database 14. The database stores the emission data specifying greenhouse gas emissions associated with each of a plurality of possible marketing WO 2011/029142 PCT/AU2010/001166 - 12 activity types that may comprise an arbitrary marketing campaign. The data may be expressed as greenhouse gases emitted per unit of activity. The machine or system 12 also has a communications interface 16. This 5 communications interface 16 is connected to a network 18 such as the internet, which in this example is also connected to one or more users, such as 20, using a personal computer 22 running a web browser. The computer 22 has an electronic visual display, such as a liquid 10 crystal display 28 on which information and requests for information can be displayed to the user 20. In this example, the communications interface 16 may comprise a web server and an internet router. The user 20 15 enters user data on the computer 22 via the web browser application. The user data may include information on the marketing campaign indicative of which of the plurality of marketing activity types are components of the campaign, and may be also the intensity of utilisation of each 20 marketing activity component. In some embodiments, it may be unnecessary to enter intensity data as this may be already given or fixed, for example. In an embodiment, the user also enters organisation data indicative of an organisation associated with a campaign. The organisation 25 data may also include or be indicative of, for example, what industrial sector the organisation belongs to, for example agricultural food production, automotive manufacturing, or a service industry such as cleaning. The database 14, or another database 15 may collect data 30 from each of a plurality of different users, or even multiple data supplied by the same user. The database 15 may then store a wealth of information about marketing campaigns by various organisations. This information can be retrieved by the system 12 from the database 15 and 35 used to compare various marketing campaigns for their effectiveness, for example, in minimising greenhouse gas emissions. For example, the user may want to compare WO 2011/029142 PCT/AU2010/001166 - 13 their marketing campaign with another campaign that has preceded it and that has been stored on the database 15. Typically, the system 12 will use the supplied organisational data to select a similar organisation and 5 marketing campaign that has been investigated using the system 12. In some embodiments, the similar organisation may not actually exist but rather be a synthesis of data from many organisations and/or campaigns within a particular industrial sector stored on the database 15. 10 The database 15 may actually be the same database as 14, in which case the optional database 15 shown in dashed lines may not be present. The organization may be that benefitting from the marketing campaign. is Figure 3 shows another embodiment of a particular machine or system generally indicated by the numeral 30 where similar parts are similarly numbered. In this example, a single machine 30 contains internal to it a database 14', an engine 26' and communication interface 20 16'. The user 20' enters user data via, for example, a keyboard 33. After the method is executed within the machine 30 the data generated may be displayed on a electronic visual display 28' or alternatively, printed or emailed for example. 25 The machine or system may have a CPU in communication with tangible or computer readable media such as for example, a floppy disk, a hard disk, computer memory, RAM, ROM, FLASH memory, EPROM, or EEPROM. Logic encoded in the 30 tangible or computer readable media may be operable for execution and when executed operable to execute the steps of an embodiment of the method. The engine may comprise the CPU. Typically, the logic is software based, that is, represented by a computer program. 35 Figure 4 is a schematic block diagram of an another example computing system which may be utilised for WO 2011/029142 PCT/AU2010/001166 - 14 implementation of a method and system in accordance with an embodiment. The illustrated computing system comprises a 5 computer 101 which includes a processor 102 and memory 103. The processor 102 is arranged to process programme instructions and data in a known manner. Memory 103 is arranged to store programme instructions and data also in a known manner. Processor 102 may constitute 10 one or more processing means, such as integrated circuit processors. The memory 103 may comprise any known memory architecture and may include hard disk, IC memory (ROM, PROM, RAM, etc), floppy disks and other types of additional memory such as CD ROM, and any other type of 15 memory. A BUS 104 is provided for communication between the processor 102 and memory 103 and also communication with external components. In this case the external components 20 include a user interface 105. The user interface 105 includes a visual display unit 106 for displaying information to a user. The VDU 106 may display information in graphical format or any other format depending upon the programme instructions being processed 25 by processor 102. The user interface 105 also includes user input means 107 which in this example include a keyboard 108 (which in this example may be a standard QWERTY keyboard) 30 and a mouse 109. The mouse 109 may be used to manipulate a graphical user interface (GUI) if a GUI is provided by software running on the computer. A network connection 110 is also provided for connecting to a WO 2011/029142 PCT/AU2010/001166 - 15 network which may include a communication network and other computers/computing systems. The computing system of Figure 4 may be implemented 5 by any known type of computing hardware such as, for example, a PC, by a number of networked PCs if required to implement a system of this embodiment, by a "mainframe architecture" including a remote computer and user workstations connected to the remote computer, by a 10 client-server architecture, including a client computer accessing a server computer over a network, or by any other computing architecture. This embodiment of the present invention is implemented by appropriate software providing instructions for operation of the computing 15 system hardware to implement the system of the embodiment and implement the method of the embodiment. The computing system need not be connected to a network if this is not required by the software or 20 computer architecture. Figure 5 shows an example web based form 24 shown on an electronic visual display 28 of the personal computer 22 in which the user can enter particulars about the 25 campaign, including marketing campaign activities and their intensity of utilisation. Text boxes 50, pull down menus 52, and radio buttons 54 allow the user to enter information. This campaign, for example, includes television marketing, radio marketing, brochure marketing, 30 and outdoor poster marketing. Some campaigns may include other channels, such as online advertising. Each marketing activity type may, at least in this but not necessarily all embodiments, be attributed to a generic supplier, in which case characteristic values from that WO 2011/029142 PCT/AU2010/001166 - 16 type of marketing activity will be extracted from the database 14 such as a mean value calculated from representatives from the population of suppliers. In some embodiments, values attributable to a specific provider 5 can be alternatively or additionally be used and these values will be extracted and used from database 14 in the calculations. The user data entered through the form 24 is then 10 sent over the network 18 into the communications interface 16, which forwards the information to an engine 26. Emissions data from the database 14 is also sent to the engine 26. Once all of the required information is received by the engine 26, it executes an emission 15 algorithm using at least some of the emissions data to calculate greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign. The algorithm executed by the engine calculates the greenhouse gas emissions associated with each of the marketing 20 activity types that are components of the campaign. The intensity of utilisation data, broadly speaking, is multiplied by respective appropriate emissions data. The algorithm may then direct the engine to sum the greenhouse gas emissions associated with each of the marketing 25 activity types. The calculated greenhouse gas data may be in the numerical form of kilograms of carbon dioxide equivalent emitted (in either human or machine readable form), or 30 alternatively may be graphical information which can be interpreted by the personal computer 22 which renders the information in the form of graphical information for the user 20, for example a bar graph. The information may be broken down to the various marketing activities, such as 35 television, brochure marketing, and outdoor poster marketing. The communications interface 16 receives the greenhouse gas data generated by the engine 26 and WO 2011/029142 PCT/AU2010/001166 - 17 forwards it to the personal computer 22 over the network 18 for the benefit of the user 20. In a particular embodiment, the engine 26 also 5 calculates emissions data indicative of greenhouse gas emissions associated with a similar marketing campaign by a similar organization. For example, the engine 26 may offer a comparison between the marketing campaign of the user and an industry average so that the user can 10 determine if their marketing campaign is economical in its greenhouse gas emissions. Alternatively, instead of an industry average some other statistic on the distribution of emissions across the industry associated with similar marketing campaigns or components therefore can be 15 calculated and sent to the user. For example, instead of a number indicative of the position of the distribution such as the average mean or mode, a range of the distribution, or a minimum and/or maximum value of the distribution may be calculated and on-forwarded to the 20 user. In general, the type of statistic presented will depend on the sophistication of the user and a very sophisticated user may make use of less common or even obscure statistical measures. As more users from more industries use the system 12, the amount of information 25 about marketing campaigns of all sorts may increase on the system 12. Thus, the system generally evolves to give better figures representative of the greenhouse gas emissions of various marketing campaigns of various organisations and organisation types. The system may have 30 some information of this sort preloaded rather than collected from users. The engine may be able to calculate trend information. The trend information may indicate, for example, the change in greenhouse gas emissions for a particular type of marketing campaign over a particular 35 period of time. The trend may be an increase, or a decrease, in greenhouse gas emissions for example.

WO 2011/029142 PCT/AU2010/001166 - 18 Alternatively, the engine 26 may attempt to adjust the parameters of the marketing campaign, that is the marketing activity types and their relative intensities, for example, to give a better economy in the use of 5 carbon. The engine may be able to come to a compromise between the effectiveness of the marketing campaign and the amount of greenhouse gas emitted. The similar organisation may not even be in the same industry sector, although it usually would be. Typically, in this 10 embodiment, the emissions data of both the marketing campaign and the similar marketing campaign are rendered simultaneously on the electronic visual display 28, such as shown in Figure 6. The data may be represented graphically such as a bar graph or displayed text, or both is for example. The engine, for example 26 or 26' may also comprise a unit 32 which is arranged to calculate a cost of the greenhouse gas emissions from one or both of the 20 greenhouse gas data. The cost information may then be sent to the communications interface 16 then network 18 to the personal computer 22 for display on the screen 28 for the user 20. The user 20 can then determine the cost of the greenhouse gas emissions associated with the marketing 25 campaign, for example, in pollution permits or carbon offset credits, or their currency equivalent. Typically, the emissions data in the database 14 accounts for at least the production of at least part of 30 the marketing campaign. But it may also account for the consumption of at least part of the marketing campaign. For example, the greenhouse gas emissions associated with running televisions or radios that receive broadcast advertisements during the period the advertisement is 35 viewed or listened to, or the cost of transporting the disposed brochures to landfill.

WO 2011/029142 PCT/AU2010/001166 - 19 It will be appreciated that the system and method may be applied to almost any type of marketing campaign comprising one or more communication channels. Some examples of communication channels that may be employed in 5 a marketing campaign include television commercials, radio commercials, short message service campaigns via mobile telephone, online advertising, cinema, direct marketing in all channels, newspaper and magazine promotion and advertising, internal and customer newsletters in any 10 channel, mobile device marketing, and out of home (outdoor) advertising. Almost any type of marketing campaign and communication channels may be considered. Examples of Carbon Calculations 15 Print In these print examples, an extra calculation has been added as only one side of each sheet is used. The exception is when number of pages = 1 as this accounts for the full weight even though they are not using the back. 20 Therefore, under print if a user gives the variable 'S' (total pages in item) a value of 1 it needs to read 2. This does not apply to the Magazine or Newspaper examples below. 25 The variables, for a brochure for example, may be: * K=kg of carbon per metre squared of paper + type of printing(for this item) e G=gsm of paper e S=total pages in item 30 e N=total items e H=height of paper mm e W=width of paper mm e F=carbon emission factor for this country / region 35 The carbon emissions factors are a series of numbers which are added up (to give F) and multiplied by a base WO 2011/029142 PCT/AU2010/001166 - 20 carbon emission value in order to obtain a better representation of the true carbon emissions. For example, Figure 7 shows that the carbon emission factor of A2 type paper with a satin finish is 1.35. If we then decide that s it has two sided printing, four colours and a varnished finish the carbon factor .61 must be added to the previously stated carbon factor. Carbon factors for the binding, and distribution can also be account for. 10 The total carbon generated in kg is given by the equation C=(((H*W)/1000000))*S*N*G)/1000*K*F/2 Lets consider a brochure. It is 24 pages. It is printed 15 in 4 colours. A stable stitch is used to hold it together. Al stock is used (the paper being a premium grade paper). It is A4 in size (297mm x 210mm). 1000 copies of the brochure are printed. 20 The first step is to work out the area of one sheet of paper which is its height by its width. We know the number of sheets which is the number of pages multiplied by the number of copies. Multiply one by the other and we get the total size. 25 GSM is the weight per square metre of paper. We then need to convert the total area we have worked out to metres and multiply it by the weight, in this case 100 grams per square metre (gsm). We arrive at the total 30 weight of paper. The other two factors we apply are kgs of C02 we need to apply to get the carbon measurement for the weight of paper. 35 There are many variables with printing. The two we consider in this example are: WO 2011/029142 PCT/AU2010/001166 - 21 i) What type of paper it is. The more finishing i.e. the better the quality the paper the more carbon or higher the carbon factor we apply. ii) Number of colours and the finishing both of which 5 again use more electricity (more C02) the more complicated the actual printing. In this example the total carbon in kg is given by ((297 x 210)/1000000*24*1000*100)/1000*(1.4 +2.5)*l. 10 In the case of printing we do not necessary know where the work is being printed so we apply a neutral number. A factor accounting for where the work is done can be used. The carbon factor is dependent on location in 1 which the work is done. With 24 pages we print on BOTH sides therefore we may halve the calculation. Below is a guide to how these factors are applied. 20 Paper making process. This is a C02 measure based on weight and type of stock used. The printing process. The C02 generated by the type of printing process. This may or may not be company or machine specific. It looks at the difference 25 between 1, 2 & 4 colours and the various vanishing or machine finishes. It also includes the pre press component The type of bindery. This is the separate machines used to stitch, glue, trim & fold 30 These next two factors are directly added to the carbon factor as a standard number and will automatically be multiplied by the weight as they do not vary. 35 Distribution. An allowance is made again by a percentage and weight for the C02 generated by the handling and movement of the finished product.

WO 2011/029142 PCT/AU2010/001166 - 22 Standard end of life. This is an allowance, again by weight, for the C02 factors occurring by the disposal of item 5 From the calculated value of carbon dioxide in kg is calculated, the offset cost is obtained by multiplying this by the carbon dioxide offset cost per kg. Magazine 10 This is the same as the Print example but the finishing is standard so we automatically apply an average carbon factor instead of requiring a number of colours and stock to be supplied by the user. Even if the advertisement is only black and white it is still running 15 through the same machine and therefore has to share in the carbon cost. The variables may be: e K=kg of carbon per metre squared of paper used by 20 magazine (stock type) * G=gsm of paper e S=total papers in item (always 1 in this example) * N=total items (magazine circulation) * H=height of paper mm 25 e W=width of paper mm e F=carbon emission factor for this country / region Total carbon generated in kg is given by the equation 30 C=(((H*W)/1000000))*S*N*G)/1000*K*F Newspaper This is the same as the Print example but the finishing is standard so we automatically apply an average 35 carbon factor instead of asking number of colours and stock. Even if the advertisement is colour it is still WO 2011/029142 PCT/AU2010/001166 - 23 running through the same machine and therefore has to share in the carbon cost. TV s The variables may be: e K=kg of carbon per second of television on one screen (stock type) e D=duration of spot in seconds e S=total number of spots 10 e N=average audience * F=carbon emission factor for this country / region Total carbon generated may be given by: 15 C=K*D*S*N*F We require the number of opportunities to view the TV ad. This total number of people who are watching the commercial is simply this number multiplied by the amount 20 of electrically being used during that time of watching. Radio The calculation is similar to that for TV but stock type is different (kg per second of radio). 25 Out of Home (not including lights. The variables may be: * K=kg of carbon per metre squared of paper (for this item stock type) 30 e G=gsm of paper * S=total number of sites for display * H=height of paper mm * W=width of paper mm * F=carbon emission factor for this country / 35 region The total carbon generated in kg is given by: WO 2011/029142 PCT/AU2010/001166 - 24 C=(((H*W)/1000000))*S*G)/1000*K*F Out of Home - Lights This calculation will simply work out the how long 5 the lights are on. With out of Home we also add the printing of the paper so it is the same as Printing above. The variables may be: * K=kg of carbon per hour (for this item stock 10 type, e.g. 500 watt light bank of 4) e SD=start date e ED=end date e S=total number of sites for display e H=hours per day 15 e F=carbon emission factor for this country / region The total carbon generated in kg is given by: C=(ED-SD)*H*K*S*F 20 ONLINE A simple calculation as K = 400 kg for every 1,000,000 views or impressions that are served shown but not necessarily read) 25 Cinema A similar calculation as for TV but we are only looking at screens not spots or viewers. 30 The variables may be: e K=kg of carbon per second (for this item stock type) e S=total number of spots e H=total seconds per spot 35 e F=carbon emission factor for this country / region WO 2011/029142 PCT/AU2010/001166 - 25 The total carbon generated in kg is given by the equation: C=S*H*K*F 5 It will be appreciated that the example calculations could be performed using other, perhaps similar, methodologies. As the art of determining greenhouse gas emissions improves its is expected that improved methodologies, and algorithms, may be alternatively or 10 additionally used. Now that embodiments have been described it will be appreciated that some embodiments may have the advantage that the amount of greenhouse gas that is emitted across 15 some or all of the different marketing communication activities may be determined and communicated to a marketer. This may enable the marketers to make commercial business decisions to promote their goods and services with a better understanding of the greenhouse gas 20 emissions when using each of their chosen media channels and possibly improve the consumer acceptance, at least in the case of the lowest greenhouse gas emitting campaign, and also reduce any costs associated with greenhouse gas emissions. Marketing may be able to obtain a competitive 25 advantage using embodiments of the particular machine (or system) and method discussed herein by finding a suitable marketing campaign that has less emissions than a similar marketing campaign. 30 It will be understood to persons skilled in the art that many modifications may be made without departing from the spirit and scope of the invention. In the claims which follow and in the preceding 35 description of the invention, except where the context requires otherwise due to express language or necessary implication, the word "comprise" or variations such as WO 2011/029142 PCT/AU2010/001166 - 26 "comprises" or "comprising" is used in an inclusive sense, i.e. to specify the presence of the stated features but not to preclude the presence or addition of further features in various embodiments of the invention. 5

Claims

1. A system arranged for determining greenhouse gas emissions associated with a marketing campaign, the 5 system comprising: a database storing emissions data specifying a greenhouse gas emission associated with each of a plurality of marketing activity types; a communications interface arranged for receiving 10 user data including marketing campaign data indicative of which of the plurality of marketing activity types are components of the campaign; and an engine arranged to execute an emissions 15 algorithm using at least some of the emissions data from the database and user data to calculate greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign. 20

2. A system defined by claim 1 wherein the user data comprises organization data indicative of an organization associated with the campaign. 25

3. A system defined by any one of the preceding claims wherein the emissions algorithm calculates the green house gas emissions associated with each of the marketing activity types that are components of the campaign. 30

4. A system defined by claim 3 wherein the algorithm sums the green house gas emissions associated with each of the marketing activity types. 35

5. A system defined by any one of the preceding claims wherein the engine is arranged to execute the emissions algorithm using at least some of the WO 2011/029142 PCT/AU2010/001166 - 28 emissions data from the database and user data to calculate greenhouse gas data indicative of both the greenhouse gas emissions associated with the marketing campaign and also that of a similar 5 marketing campaign by a similar organization.

6. A system defined by any one of the preceding claims wherein the user data includes the intensity of utilization of each marketing activity component. 10

7. A method for determining greenhouse gas emissions associated with a marketing campaign, the method comprising: receiving user data including marketing campaign is data indicative of which of a plurality of marketing activity types are components of the campaign; and receiving emissions data specifying a greenhouse gas emission associated with each of the 20 components; executing a greenhouse gas emissions algorithm using at least some of the emissions data and user data to calculate greenhouse gas data indicative of the greenhouse gas emissions 25 associated with the marketing campaign.

8. Logic encoded in one or more tangible media for execution and when executed operable to execute the steps of a method described herein. 30

9. Software embodied in one or more computer readable media and when executed operable to execute the steps of a method described herein. 35