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

A method of processing information requests from a packet-based network, comprising:

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