1. A computer implemented method comprising: receiving, by one or more computers, electronic messages associated with users; identifying the electronic messages as a particular type of electronic message; parsing the electronic messages based at least in part on the identified particular type of electronic message; establishing timelines of activity patterns of the users based on information obtained from the parsed electronic messages; determining a measure associated with an effectiveness of an advertisement for various timelines; and providing a recommendation for an advertisement strategy based on the determination of the effectiveness of the advertisement for the various timelines.