US 2011/0238487 A1 · System and Method for Improving the Performance of Electronic Media Advertising Campaigns Through Multi-Attribute Analysis and Optimization

Abstract

Automated system, methods, algorithms, procedures, and computer software programs and computer program products for improving and optimizing the performance of messaging campaigns, particularly for marketing campaigns in which advertisements or other messages are distributed over an interactive measurable medium such as the Internet. Analysis and Optimization method and procedure, an automated system, and system and method that exploit the underlying multi-attribute structure, as well as other features and advantages. Optimization procedures allocate the ad alternatives or other message to the customer population to optimize business objectives such as maximizing the number of positive responses received. Procedure for generating message allocations that improve and attempt to optimize the campaign performance. Methods ensure that campaign constraints are not violated. Methods can be implemented on a computer that is programmed to retrieve message performance information and to generate recommended message allocations for each stage in a multi-stage messaging campaign to achieve messaging goals.

Claims93

Dependent claims

1-22. (canceled)

A computer-implemented method, comprising:

accessing a multi-dimensional index of message attributes that is defined by a set of matching attributes for a plurality of message alternatives belonging to the multi-dimensional index, with the matching attributes being attributes that define content of the plurality of message alternatives, and each message alternative belonging to the multi-dimensional index having attribute values specified for the matching attributes;
receiving performance data for the plurality of message alternatives;
computing importance measures for the attribute values corresponding to the matching attributes, each importance measure for each attribute value being computed based on the performance data and specifying a relative measure of importance of the attribute value for predicting message alternative performance;
selecting, from available message alternatives, a message alternative for presentation, the message alternative being based on the importance measures;
and
providing the selected message alternative for presentation during a next stage of a message campaign.

3 more elements

A system comprising:

a memory device storing a multi-dimensional index of message attributes that is defined by a set of matching attributes for a plurality of message alternatives belonging to the multi-dimensional index, with the matching attributes being attributes that define content of the plurality of message alternatives, and each message alternative belonging to the multi-dimensional index having attribute values specified for the matching attributes;
and
one or more processors configured to interact with memory device, the one or more processors being further configured to perform operations including:
accessing the multi-dimensional index;
receiving performance data for the plurality of message alternatives;
computing importance measures for the attribute values corresponding to the matching attributes, each importance measure, for each attribute value, being computed based on the performance data and specifying a relative measure of importance of the attribute value for predicting message alternative performance;
selecting, from available message alternatives, a message alternative for presentation, the message alternative being based on the importance measures;
and
providing the selected message alternative for presentation during a next stage of a message campaign.

6 more elements

A system comprising:

a memory device storing performance data for advertisements that have been presented to users from a plurality of market segments;
and
one or more computers configured to interact with the memory device, the one or more computers being further configured to perform operations including:
receiving, from the memory device the performance data;
for each market segment:
generating a multi-dimensional index of advertisement attributes that is defined by a unique set of matching attributes for the advertisements that have been presented to users in the market segment, with the matching attributes being attributes that define content of the advertisements, and each advertisement belonging to the multi-dimensional index having attribute values specified for the matching attributes;
and
computing importance measures for combinations of attribute values for the matching attributes, with each importance measure representing an effect of an attribute value on advertisement performance in the market segment;
and
providing a report including the importance measures for the combinations of attribute values.

7 more elements

A computer-implemented method, comprising

receiving performance data for a plurality of advertisements that have been presented to users from a plurality of market segments;
for each market segment:
generating a multi-dimensional index of advertisement attributes that is defined by a unique set of matching attributes for the advertisements that have been presented to users in the market segment, with the matching attributes being attributes that define content of the advertisements, and each advertisement belonging to the multi-dimensional index having attribute values specified for the matching attributes;
and
computing an importance measure for each attribute value corresponding to the matching attributes, each importance measure, for each attribute value, specifying a relative measure of importance of the attribute value for predicting message alternative performance in the market segment;
receiving targeting data specifying a target market segment for an advertisement;
and
providing a report specifying recommended attribute values for the advertisement, the recommended attribute values being computed based on the targeting data and the multi-dimensional index and specifying attribute values having at least a threshold importance measure for the target market.

5 more elements

A system comprising:

a memory device storing performance data for a plurality of advertisements that have been presented to users from a plurality of market segments;
and
one or more processors configured to interact with the memory device, the one or more processors being further configured to perform operations including:
receiving the performance data from the memory device;
generating a multi-dimensional index of advertisement attributes that is defined by a unique set of matching attributes for the advertisements that have been presented to users in the market segment, with the matching attributes being attributes that define content of the advertisements, and each advertisement belonging to the multi-dimensional index having attribute values specified for the matching attributes;
and
computing an importance measure for each attribute value corresponding to the matching attributes, each importance measure, for each attribute value, specifying a relative measure of importance of the attribute value for predicting message alternative performance in the market segment;
receiving targeting data specifying a target market segment for an advertisement;
and
providing a report specifying recommended attribute values for the advertisement, the recommended attribute values being computed based on the targeting data and the multi-dimensional index and specifying attribute values having at least a threshold importance measure for the target market.

7 more elements

A system comprising:

a memory device storing a multi-dimensional index of advertisement attributes that is defined by a set of attributes for which advertisements have corresponding attribute values, with each attribute in the set of attributes being an attribute that defines content of an advertisement;
and
one or more processors configured to interact with the memory device, the one or more processors being further configured to perform operations comprising:
allocating impressions to each advertisement in a set of advertisements over stages of an advertising campaign;
receiving performance data representing performance of each advertisement over the stages of the advertising campaign;
assigning each advertisement in the set to only one multi-dimensional index location;
computing performance measures for combinations of attribute values from the set of attributes, with each performance measure being computed based on the performance data of advertisements assigned to the multi-dimensional index and having the combinations of attribute values for which the performance measure is being computed;
and
allocating impressions for a future stage of the advertising campaign to the each advertisement in the set of advertisements based on a function of the performance measures corresponding to the combinations of attribute values for the advertisements.

6 more elements

Dependencies are inferred from the claim text.

System and Method for Improving the Performance of Electronic Media Advertising Campaigns Through Multi-Attribute Analysis and Optimization

Life of this patent

System and Method for Improving the Performance of Electronic Media Advertising Campaigns Through Multi-Attribute Analysis and Optimization

Life of this patent

Abstract

Claims93