US 7,406,434 B1Granted

System and method for improving the performance of electronic media advertising campaigns through multi-attribute analysis and optimization

AssigneeCarl Meyer

InventorsE. Diane Chang, Richard E. Chatwin, Sachin Kumar, Sanjay Ranka, James R. Weisinger, Jason Lenderman

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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.

Claims62

Dependent claims

A method of multiattribute analysis and optimization for providing automated measurements of an importance of attributes and attribute values of message alternatives and, in an automated manner, for improving a stage-to-stage performance of the message alternatives in a multi-stage message campaign in an interactive measurable medium;

the method comprising:
obtaining historical information including historical performance data for message performance for at least one previous stage of the multi-stage message campaign;
generating a multiattribute system that describes the message alternatives in terms of the attributes and the attribute values, wherein an attribute is an inherent characteristic of a message alternative and an attribute value is a particular instantiation of the attribute, wherein the multiattribute system is generated by grouping the message alternatives into one or more multiattribute structures, wherein each multiattribute structure is a collection of attributes and each message alternative is assigned to one and only one multiattribute structure or a null multiattribute structure, and wherein, for each such message alternative, there is one and only one attribute value for each attribute that comprises the multiattribute structure to which the message alternative is assigned;
determining an importance of the attributes and the attribute values to the performance of the message alternatives;
based on the determination of the importance of the attributes and the attribute values, optimizing campaign performance through allocation of message alternatives to visitors during the multi-stage message campaign;
and
determining a next allocation for each new visitor for a next stage of the campaign.

4 more elements

A computer program product for use in conjunction with a computer system, the computer program product comprising a computer readable storage medium and a computer program mechanism embedded therein, the computer program mechanism comprising:

a program module that directs the computer system and/or components thereof, to function in a specified manner to provide automated measurements of an importance of attributes and attribute values of message alternatives and, in an automated manner, to improve a stage-to-stage performance of the message alternatives in a multi-stage message campaign in an interactive measurable medium, the program module including instructions for:
obtaining historical information including performance data for message performance for at least one previous stage of the multi-stage message campaign;
generating a multiattribute system that describes the message alternatives in terms of the attributes and the attribute values, wherein an attribute is an inherent characteristic of a message alternative and an attribute value is a particular instantiation of the attribute, wherein the multiattribute system is generated by grouping the message alternatives into one or more multiattribute structures, wherein each multiattribute structure is a collection of attributes and each message alternative is assigned to one and only one multiattribute structure or a null multiattribute structure, and wherein, for each such message alternative, there is one and only one attribute value for each attribute that comprises the multiattribute structure to which the message alternative is assigned;
determining an importance of the attributes and the attribute values to the performance of the message alternatives;
based on the determination of the importance of the attributes and the attribute values, optimizing campaign performance through allocation of message alternatives to visitors during the multi-stage message campaign;
and
determining a next allocation for each new visitor for a next stage of the campaign.

4 more elements

Dependencies are inferred from the claim text.

Facts

Application: 10/024,449Filed 17 Dec 2001 · us provisional application
Priority: 15 Dec 2000
Granted: 29 Jul 2008
Term ends: Not estimatedThe source records don’t support an estimate.

Classification12 codes

G06Q 10/06375
Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of…:…
G06Q 10/06393
Performance analysis of employees; Performance analysis of enterprise or organisation operations: score-carding, benchmarking or key performance…
G06Q 30/02
Commerce: marketing; Price estimation or determination; Fundraising
G06Q 30/0203
Market modelling; Market analysis; Collecting market data: market surveys; Market polls