Using on-line and off-line projections to control information delivery to mobile devices

A method performed by one or more computer systems to process information requests from a packet-based network, each of the one or more computer systems including at least one processor, comprising:

• receiving, by a processor of the one or more computer systems, from one or more servers in the packet-based network, requests associated with a first plurality of memory devices communicating with the packet-based network, each of the requests including location data and non-location data derived from signals transmitted by an associated mobile device;
• for each respective request of at least some of the requests, generating, by a processor of the one or more computer systems, location features based on respective location data included in the respective request;
• updating, by a processor of the one or more computer systems, a requests database with the location features and respective non-location data included in the respective request;
• building, by a processor of the one or more computer systems, a search query based on at least some of the location features and the respective non-location data in response to determination to fulfill the respective request;
• searching, by a processor of the one or more computer systems, a documents database using the search query to output matching documents;
• selecting, by a processor of the one or more computer systems, one of the matching documents to fulfill the respective request;
• transmitting, data related to the selected document to the packet-based network, the selected document being configured to display a link upon being impressed on a respective mobile device associated with the respective request, which link when clicked via an input mechanism of the respective mobile device causes the respective mobile device to display additional information or to place a call;
• receiving, by a processor of the one or more computer systems, signals indicating one or more events on the respective mobile device related to the selected document, the one or more events being one or more of an impression of the selected document and a click of the link;
• storing, by a processor of the one or more computer systems data associated with the one or more events in an events database;
• determining, by a processor of the one or more computer systems, at least one performance measure for each of a plurality of information documents in the document database using at least data in one or more of the requests database and events database, the plurality of information documents including a first document including an impression-based performance measure, a second document using a click/call-based performance measure and a third document using an off-line site-visit-based performance measure, wherein the matching documents include one or more documents of the plurality of documents, wherein selecting one of the matching documents to fulfill the respective request includes ranking the matching documents based at least on their respective performance measures, and wherein the selected document is selected based on its rank among the matching documents and on a budget associated with the selected document;
• generating, by a processor of the one or more computer systems, an off-line site visit projection in response to the selected document being a document using an off-line site-visit-based performance measure and having been impressed on the respective mobile device;
• and
• adjusting the budget associated with the selected document based on the off-line site visit projection.