US 2014/0278748 A1 · UNIVERSAL TAG FOR PAGE ANALYTICS AND CAMPAIGN CREATION

Abstract

A system for creating and using a universal tag to gather consumer data from a website for the purposes of targeted advertising is provided. The universal tag system has two main subsystems. The first subsystem is a configuration system that is used to define the consumer data to be collected from the website and to define taxonomy and transformation rules to be applied to the collected consumer data. The second subsystem is a runtime system that runs a universal tag client-side script, which is triggered when a consumer lands on a webpage of the website, for collecting the defined consumer data. The runtime system then applies the transformation rules to the collected data and updates a user profile corresponding to the consumer with the transformed data. As well, the runtime system applies the taxonomy rules to the collected data and categorizes the consumer for the purposes of subsequent targeted advertising.

Claims14

Dependent claims

A universal tag system, comprising:

a configuration processor configured for creating a universal tag, wherein creating the universal tag comprises:
defining event data that said universal tag collects at runtime, defining how the collected event data are interpreted via transformations, and defining taxonomy rules based on the collected event data;
and
a runtime processor configured for collecting, at runtime, event data associated with segments based on the universal tag, applying the transformations to the collected event data, storing the transformed event data in user profiles, applying the taxonomy rules to the collected event data, and categorizing the segments based on the applied taxonomy rules;
wherein the user profiles and the categorized segments comprise data that are used for any of targeted advertising, analytics, business intelligence, dynamic and creative optimization.

2 more elements

A computer implemented universal tag method, comprising:

creating, by a configuration processor, a universal tag, wherein creating the universal tag comprises:
defining event data that said universal tag collects at runtime, defining how the collected event data are interpreted via transformations, and defining taxonomy rules based on the collected event data;
and
collecting, at runtime by a runtime processor, event data associated with segments based on the universal tag, applying the transformations to the collected event data, storing the transformed event data in user profiles, applying the taxonomy rules to the collected event data, and categorizing the segments based on the applied taxonomy rules;
wherein the user profiles and the categorized segments comprise data that are used for targeted advertising;
and
wherein at least one processor is coupled to a memory.

4 more elements

Dependencies are inferred from the claim text.

Universal tag for page analytics and campaign creation

Life of this patent

Universal tag for page analytics and campaign creation

Life of this patent

Abstract

Claims14