# US 2019/0244240 A1 · Statistical marketing attribution correlation

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- Number: US 2019/0244240 A1
- Document ID: US20190244240A1
- Status: Published application
- Kind: A1
- Application number: 16/385,247
- Filed: 2019-04-16
- Published: 2019-08-08
- Earliest claimed: 2012-12-28
- Assignees: International Business Machines Corporation
- Applicants: International Business Machines Corporation
- Inventors: Paul M. Nangle, III
- Web page: https://patentgrep.com/patent/US20190244240A1

## CPC

- G06Q 30/0246: {Traffic}
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

Server access channel correlation information for multiple web access sessions is captured. The server access channel correlation information includes, for each web access session, a session-originating server access channel identifier of a server access channel that originated the web access session, and at least one cross-session correlation identifier usable to correlate sets of web access sessions and usable to correlate the sets of web access sessions with orders. In association with an order placed by a consumer during one of the web access sessions, integrated server access channel correlation information is captured that documents each server access channel that originated each web access session associated with the order.

## Claims

### Claim 1

A computer-implemented method, comprising:
by a network analytics processor:
deploying, to track different server access channels that originate each of a plurality of web access sessions that access information related to a particular Internet-advertised product or service, a distinct session cookie for each web access session that uniquely identifies session tracking information comprising (i) a session identifier of the web access session, and (ii) a session-originating server access channel identifier of a respective one of the different server access channels that originated the web access session; and
capturing, from the session tracking information identified within each distinct session cookie in association with placement of an order for the particular Internet-advertised product or service during one of the plurality of web access sessions, integrated server access channel correlation information that documents (a) the different server access channels that originated each of the respective plurality of web access sessions that did not result during the respective web access sessions in the placement of the order and (b) one of the different server access channels that originated the one of the plurality of web access sessions that did result during the respective web access session in the placement of the order.

### Claim 2 (depends on 1)

The computer-implemented method of claim 1, where capturing the integrated server access channel correlation information comprises the network analytics processor:
for each web access session:
extracting the session-originating server access channel identifier from a web access link used to initiate the web access session;
extracting at least one cross-session correlation identifier from session tracking information associated with the web access session; and
storing the extracted session-originating server access channel identifier and the extracted at least one cross-session correlation identifier within the integrated server access channel correlation information within a server access channel correlation database record within a database.

### Claim 3 (depends on 2)

The computer-implemented method of claim 2, further comprising the network analytics processor:
parsing each server access channel correlation database record within the database;
identifying server access channel correlation database records that comprise identical ones of the at least one cross-session correlation identifier;
correlating the identified server access channel correlation database records that comprise the identical ones of the at least one cross-session correlation identifier as representing the plurality of web access sessions; and
applying the correlated server access channel correlation database records to a statistical server access attribution correlation model comprising a respective one of a first server access channel accumulated statistical historical effectiveness metric, a middle server access channel accumulated statistical historical effectiveness metric, and a last server access channel accumulated statistical historical effectiveness metric.

### Claim 4 (depends on 1)

The computer-implemented method of claim 1, where capturing the integrated server access channel correlation information comprises the network analytics processor:
creating, within a memory in association with a first web access session of the plurality of web access sessions, a multi-session correlation data structure usable to correlate different web access sessions that originate from a browser used by a consumer device and the different server access channels that originate each of the plurality of web access sessions;
associating the created multi-session correlation data structure with the browser using at least one cross-session correlation identifier; and
adding, for each web access session that originates from the browser, an entry within the multi-session correlation data structure comprising the session-originating server access channel identifier of the server access channel that originated the respective web access session and the session identifier of the web access session.

### Claim 5 (depends on 1)

The computer-implemented method of claim 1, further comprising the network analytics processor:
assigning a prorated portion of revenues generated by the order to each server access channel that did not result during the respective web access sessions in the placement of the order according to values of each a respective associated first server access channel accumulated statistical historical effectiveness metric, and a respective associated middle server access channel accumulated statistical historical effectiveness metric.

### Claim 6 (depends on 1)

The computer-implemented method of claim 1, further comprising the network analytics processor:
creating, from historical server access channel correlation information, a statistical server access attribution correlation model comprising a respective first server access channel accumulated statistical historical effectiveness metric, a middle server access channel accumulated statistical historical effectiveness metric, and a last server access channel accumulated statistical historical effectiveness metric;
applying correlated server access channels within the captured integrated server access channel correlation information to the statistical server access attribution correlation model; and
identifying a historically-accumulated effectiveness of each server access channel that did not result during the respective web access sessions in the placement of the order based upon the correlated server access channels as applied to the statistical server access attribution correlation model.

### Claim 7 (depends on 1)

The computer-implemented method of claim 1, further comprising the network analytics processor:
determining a historically-accumulated effectiveness associated with each of:
a first server access channel that originated a first web access session that did not result during the first web access session in the placement of the order according to a value of an associated first server access channel accumulated statistical historical effectiveness metric;
each middle server access channel that originated each middle web access session that did not result during the respective middle web access session in the placement of the order according to a value of an associated middle server access channel accumulated statistical historical effectiveness metric; and
a last server access channel that originated a last web access session that did result during the respective last web access session in the placement of the order according to a value of an associated last server access channel accumulated statistical historical effectiveness metric.

### Claim 8

A system, comprising:
a communication interface;
at least one network analytics processor(s) set;
a computer readable storage medium having computer readable program code embodied therewith, where the computer readable program code when executed on the at least one network analytics processor(s) set causes the at least one network analytics processor(s) set to:
deploy, to track different server access channels that originate each of a plurality of web access sessions that access information related to a particular Internet-advertised product or service, a distinct session cookie for each web access session that uniquely identifies session tracking information comprising (i) a session identifier of the web access session, and (ii) a session-originating server access channel identifier of a respective one of the different server access channels that originated the web access session; and
capture, via the communication interface from the session tracking information identified within each distinct session cookie in association with placement of an order for the particular Internet-advertised product or service during one of the plurality of web access sessions, integrated server access channel correlation information that documents (a) the different server access channels that originated each of the respective plurality of web access sessions that did not result during the respective web access sessions in the placement of the order and (b) one of the different server access channels that originated the one of the plurality of web access sessions that did result during the respective web access session in the placement of the order.

### Claim 9 (depends on 8)

The system of claim 8, further comprising:
a database; and
where, in causing the at least one network analytics processor(s) set to capture the integrated server access channel correlation information, the computer readable program code when executed on the at least one network analytics processor(s) set causes the at least one network analytics processor(s) set to:
for each web access session:
extract the session-originating server access channel identifier from a web access link used to initiate the web access session;
extract at least one cross-session correlation identifier from session tracking information associated with the web access session; and
store the extracted session-originating server access channel identifier and the extracted at least one cross-session correlation identifier within the integrated server access channel correlation information within a server access channel correlation database record within the database.

### Claim 10 (depends on 8)

The system of claim 8, further comprising:
a memory; and
where, in causing the at least one network analytics processor(s) set to capture the integrated server access channel correlation information, the computer readable program code when executed on the at least one network analytics processor(s) set causes the at least one network analytics processor(s) set to:
create, within the memory in association with a first web access session of the plurality of web access sessions, a multi-session correlation data structure usable to correlate different web access sessions that originate from a browser used by a consumer device and the different server access channels that originate each of the plurality of web access sessions;
associate the created multi-session correlation data structure with the browser using at least one cross-session correlation identifier; and
add, for each web access session that originates from the browser, an entry within the multi-session correlation data structure comprising the session-originating server access channel identifier of the server access channel that originated the respective web access session and the session identifier of the web access session.

### Claim 11 (depends on 8)

The system of claim 8, where the computer readable program code when executed on the at least one network analytics processor(s) set further causes the at least one network analytics processor(s) set to:
assign a prorated portion of revenues generated by the order to each server access channel that did not result during the respective web access sessions in the placement of the order according to values of each a respective associated first server access channel accumulated statistical historical effectiveness metric, and a respective associated middle server access channel accumulated statistical historical effectiveness metric.

### Claim 12 (depends on 8)

The system of claim 8, where the computer readable program code when executed on the at least one network analytics processor(s) set further causes the at least one network analytics processor(s) set to:
create, from historical server access channel correlation information, a statistical server access attribution correlation model comprising a respective first server access channel accumulated statistical historical effectiveness metric, a middle server access channel accumulated statistical historical effectiveness metric, and a last server access channel accumulated statistical historical effectiveness metric;
apply correlated server access channels within the captured integrated server access channel correlation information to the statistical server access attribution correlation model; and
identify a historically-accumulated effectiveness of each server access channel that did not result during the respective web access sessions in the placement of the order based upon the correlated server access channels as applied to the statistical server access attribution correlation model.

### Claim 13 (depends on 8)

The system of claim 8, where the computer readable program code when executed on the at least one network analytics processor(s) set further causes the at least one network analytics processor(s) set to:
determine a historically-accumulated effectiveness associated with each of:
a first server access channel that originated a first web access session that did not result during the first web access session in the placement of the order according to a value of an associated first server access channel accumulated statistical historical effectiveness metric;
each middle server access channel that originated each middle web access session that did not result during the respective middle web access session in the placement of the order according to a value of an associated middle server access channel accumulated statistical historical effectiveness metric; and
a last server access channel that originated a last web access session that did result during the respective last web access session in the placement of the order according to a value of an associated last server access channel accumulated statistical historical effectiveness metric.

### Claim 14

A computer program product, comprising:
a computer readable storage medium having computer readable program code embodied therewith, where the computer readable program code when executed on a network analytics computer causes the network analytics computer to:
deploy, to track different server access channels that originate each of a plurality of web access sessions that access information related to a particular Internet-advertised product or service, a distinct session cookie for each web access session that uniquely identifies session tracking information comprising (i) a session identifier of the web access session, and (ii) a session-originating server access channel identifier of a respective one of the different server access channels that originated the web access session; and
capture, from the session tracking information identified within each distinct session cookie in association with placement of an order for the particular Internet-advertised product or service during one of the plurality of web access sessions, integrated server access channel correlation information that documents (a) the different server access channels that originated each of the respective plurality of web access sessions that did not result during the respective web access sessions in the placement of the order and (b) one of the different server access channels that originated the one of the plurality of web access sessions that did result during the respective web access session in the placement of the order.

### Claim 15 (depends on 14)

The computer program product of claim 14, where, in causing the network analytics computer to capture the integrated server access channel correlation information, the computer readable program code when executed on the network analytics computer causes the network analytics computer to:
for each web access session:
extract the session-originating server access channel identifier from a web access link used to initiate the web access session;
extract at least one cross-session correlation identifier from session tracking information associated with the web access session; and
store the extracted session-originating server access channel identifier and the extracted at least one cross-session correlation identifier within the integrated server access channel correlation information within a server access channel correlation database record within a database.

### Claim 16 (depends on 15)

The computer program product of claim 15, where the computer readable program code when executed on the network analytics computer further causes the network analytics computer to:
parse each server access channel correlation database record within the database;
identify server access channel correlation database records that comprise identical ones of the at least one cross-session correlation identifier;
correlate the identified server access channel correlation database records that comprise the identical ones of the at least one cross-session correlation identifier as representing the plurality of web access sessions; and
apply the correlated server access channel correlation database records to a statistical server access attribution correlation model comprising a respective one of a first server access channel accumulated statistical historical effectiveness metric, a middle server access channel accumulated statistical historical effectiveness metric, and a last server access channel accumulated statistical historical effectiveness metric.

### Claim 17 (depends on 14)

The computer program product of claim 14, where, in causing the network analytics computer to capture the integrated server access channel correlation information, the computer readable program code when executed on the network analytics computer causes the network analytics computer to:
create, within a memory in association with a first web access session of the plurality of web access sessions, a multi-session correlation data structure usable to correlate different web access sessions that originate from a browser used by a consumer device and the different server access channels that originate each of the plurality of web access sessions;
associate the created multi-session correlation data structure with the browser using at least one cross-session correlation identifier; and
add, for each web access session that originates from the browser, an entry within the multi-session correlation data structure comprising the session-originating server access channel identifier of the server access channel that originated the respective web access session and the session identifier of the web access session.

### Claim 18 (depends on 14)

The computer program product of claim 14, where the computer readable program code when executed on the network analytics computer further causes the network analytics computer to:
assign a prorated portion of revenues generated by the order to each server access channel that did not result during the respective web access sessions in the placement of the order according to values of each a respective associated first server access channel accumulated statistical historical effectiveness metric, and a respective associated middle server access channel accumulated statistical historical effectiveness metric.

### Claim 19 (depends on 14)

The computer program product of claim 14, where the computer readable program code when executed on the network analytics computer further causes the network analytics computer to:
create, from historical server access channel correlation information, a statistical server access attribution correlation model comprising a respective first server access channel accumulated statistical historical effectiveness metric, a middle server access channel accumulated statistical historical effectiveness metric, and a last server access channel accumulated statistical historical effectiveness metric;
apply correlated server access channels within the captured integrated server access channel correlation information to the statistical server access attribution correlation model; and
identify a historically-accumulated effectiveness of each server access channel that did not result during the respective web access sessions in the placement of the order based upon the correlated server access channels as applied to the statistical server access attribution correlation model.

### Claim 20 (depends on 14)

The computer program product of claim 14, where the computer readable program code when executed on the network analytics computer further causes the network analytics computer to:
determine a historically-accumulated effectiveness associated with each of:
a first server access channel that originated a first web access session that did not result during the first web access session in the placement of the order according to a value of an associated first server access channel accumulated statistical historical effectiveness metric;
each middle server access channel that originated each middle web access session that did not result during the respective middle web access session in the placement of the order according to a value of an associated middle server access channel accumulated statistical historical effectiveness metric; and
a last server access channel that originated a last web access session that did result during the respective last web access session in the placement of the order according to a value of an associated last server access channel accumulated statistical historical effectiveness metric.