CA2601683A1 - Automated offer management using audience segment information - Google Patents

Automated offer management using audience segment information Download PDF

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Publication number
CA2601683A1
CA2601683A1 CA002601683A CA2601683A CA2601683A1 CA 2601683 A1 CA2601683 A1 CA 2601683A1 CA 002601683 A CA002601683 A CA 002601683A CA 2601683 A CA2601683 A CA 2601683A CA 2601683 A1 CA2601683 A1 CA 2601683A1
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CA
Canada
Prior art keywords
computer
implemented method
audience segments
offer
audience
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
CA002601683A
Other languages
French (fr)
Inventor
Ross Koningstein
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Google LLC
Original Assignee
Google, Inc.
Ross Koningstein
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google, Inc., Ross Koningstein filed Critical Google, Inc.
Publication of CA2601683A1 publication Critical patent/CA2601683A1/en
Abandoned legal-status Critical Current

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
    • G06Q30/0211—Determining the effectiveness of discounts or incentives
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0283—Price estimation or determination

Abstract

An advertiser's management of an advertising campaign may be assisted by (a) accepting information defining a plurality of audience segments to which an advertisement may be served, (b) accepting a first offer, and (c) determining, using the first offer, a second offer associated with at least one of the plurality of audience segments. The act of determining a second offer associated with one of the plurality of audience segments may use an indication of value assigned to the one audience segment. The indication of value may be automatically determined, and/or provided by an advertiser. The indication of value may be expressed as functions, rules, and/or parameter values. The information defining a plurality of audience segments may be one or more of (a) location information, (b) user information, (c) temporal information, and (d) client device information.

Claims (34)

1. A computer-implemented method comprising:
a) accepting information defining a plurality of audience segments to which an advertisement may be served;
b) accepting a first offer; and c) determining, using the first offer, a second offer associated with at least one of the plurality of audience segments.
2. The computer-implemented method of claim 1 wherein the information defining a plurality of audience segments is location information.
3. The computer-implemented method of claim 1 wherein the information defining a plurality of audience segments is user information.
4. The computer-implemented method of claim 3 wherein the user information is user demographic information.
5. The computer-implemented method of claim 3 wherein the user information is user behavior information.
6. The computer-implemented method of claim 1 wherein the information defining a plurality of audience segments is temporal information.
7. The computer-implemented method of claim 6 wherein the temporal information includes one of (A) a date range, (B) a time-of-day range, and(C) a day-of-week range.
8. The computer-implemented method of claim 1 wherein the information defining a plurality of audience segments is client device information.
9. The computer-implemented method of claim 8 wherein the client device information includes whether or not the client device has call functionality.
10. The computer-implemented method of claim 8 wherein the client device information includes whether or not the client device has limited display capabilities.
11. The computer-implemented method of claim 8 wherein the client device information includes whether or not the client device has limited communications capabilities.
12. The computer-implemented method of claim 1 wherein the act of determining, using the first offer, a second offer associated with one of the plurality of audience segments uses an indication of value assigned to the one audience segment.
13. The computer-implemented method of claim 12 wherein the indication of value is assigned by an advertiser associated with the advertisement.
14. The computer-implemented method of claim 12 wherein the indication of value is determined using past performance information of the advertisement with respect to the one audience segment.
15. The computer-implemented method of claim 12 wherein the indication of value is determined using past performance information of one or more other advertisements, that are similar to the advertisement, with respect to the one audience segment.
16. The computer-implemented method of claim 15 wherein the one or more other advertisements are considered to be similar to the advertisement if they are associated with the same advertiser as is associated with the advertisement.
17. The computer-implemented method of claim 15 wherein the one or more other advertisements are considered to be similar to the advertisement if they include at least one common serving constraint as the advertisement.
18. The computer-implemented method of claim 1 wherein the act of determining, using the first offer, a second offer associated with one of the plurality of audience segments uses a value function which considers at least one characteristic of the audience segments.
19. The computer-implemented method of claim 18 wherein the value function decreases with increasing distance from the advertiser.
20. The computer-implemented method of claim 18 wherein the value function outputs continuous values.
21. The computer-implemented method of claim 18 wherein the value function outputs quantized, discrete values.
22. The computer-implemented method of claim 18 wherein the value function is a scaling function and wherein each of at least some of the plurality of audience segments includes a scaling factor.
23. The computer-implemented method of claim 18 wherein the value function is an additive function and wherein each of at least some of the plurality of audience segments includes one of (A) an incrementing factor, and (B) a reduction factor.
24. The computer-implemented method of claim 1 wherein each of the offers is selected from a group consisting of (A) a maximum offer per ad selection, (B) a maximum offer per auto telephone call on ad selection, (C) a maximum offer per ad conversion, (D) maximum offer per ad impression, (E) an offer per ad selection, (F) an offer per auto telephone call on ad selection, (G) an offer per ad conversion, and (H) an offer per ad impression.
25. The computer-implemented method of claim 1 wherein the act of determining, using the first offer, the second offer associated with one of the plurality of audience segments uses a value factor associated with the one audience segment.
26. The computer-implemented method of claim 1 wherein the act of determining, using the first offer, the second offer associated with one of the plurality of audience segments uses a composite value factor determined using appropriate ones of value factors associated with each of a plurality of audience segments.
27. The computer-implemented method of claim 1 wherein the plurality of audience segments consists of from 2 to 4 audience segments.
28. The computer-implemented method of claim 27 wherein the plurality of audience segments consists of 3 audience segments.
29. A computer-implemented method comprising:
a) accepting information defining a plurality of audience segments to which an advertisement may be served; and b) determining, for each of the plurality of audience segments, a relative value of the audience segment to an advertiser.
30. The computer-implemented method of claim 29 further comprising:
c) providing to the advertiser, the determined relative values of the audience segments.
31. The computer-implemented method of claim 30 further comprising:
d) providing to the advertiser, means for the advertiser to elect to have offers automatically determined for the audience segments using the relative values of the audience segments.
32. The computer-implemented method of claim 31 further comprising:
e) determining offers for the audience segments using the relative values of the audience segments upon advertiser election.
33. Apparatus comprising:
a) means for accepting information defining a plurality of audience segments to which an advertisement may be served;
b) means for accepting a first offer; and c) means for determining, using the first offer, a second offer associated with at least one of the plurality of audience segments.
34. Apparatus comprising:

a) means for accepting information defining a plurality of audience segments to which an advertisement may be served; and b) means for determining, for each of the plurality of audience segments, a relative value of the audience segment to an advertiser.
CA002601683A 2005-03-31 2006-03-23 Automated offer management using audience segment information Abandoned CA2601683A1 (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US11/096,283 2005-03-31
US11/096,283 US20060224447A1 (en) 2005-03-31 2005-03-31 Automated offer management using audience segment information
PCT/US2006/010613 WO2006104854A2 (en) 2005-03-31 2006-03-23 Automated offer management using audience segment information

Publications (1)

Publication Number Publication Date
CA2601683A1 true CA2601683A1 (en) 2006-10-05

Family

ID=37053926

Family Applications (1)

Application Number Title Priority Date Filing Date
CA002601683A Abandoned CA2601683A1 (en) 2005-03-31 2006-03-23 Automated offer management using audience segment information

Country Status (10)

Country Link
US (1) US20060224447A1 (en)
EP (1) EP1872321A4 (en)
JP (1) JP2008535094A (en)
KR (1) KR101440934B1 (en)
CN (1) CN101164077A (en)
AU (1) AU2006229932B2 (en)
BR (1) BRPI0609597A2 (en)
CA (1) CA2601683A1 (en)
IL (1) IL186266A (en)
WO (1) WO2006104854A2 (en)

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