Assessing the impact of search results and online advertisements
First Claim
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1. A method of assessing a search result impact on a user, the method comprising:
- receiving web browser click events from a data collection agent (DCA) as a click-stream at a data collection server (DCS) to record and provide user on-line activity, wherein the DCA comprises a browser event plug-in that, when running within a web browser on a client device;
detects web browser click event data across a plurality of web sites, wherein the web browser click event data relates to event data about the search result;
determines if the web browser click event data is pertinent to the search result; and
transmits pertinent web browser click events, as a click-stream, to the DCS;
determining, using a calculation facility, which of the web browser click events are from a user who has viewed the search result;
comparing, using the calculation facility, a user on-line activity for at least a first user who has viewed the search result to a user on-line activity for at least a second user who has not viewed the search result; and
determining an impact of the search result on the first user'"'"'s on-line activity based on the comparison, the impact including a difference in subsequent web browser click event data of the first user after viewing the search result as compared to the second user.
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Abstract
An aspect of the present invention relates to tracking and analyzing a computer user'"'"'s behavior after viewing a particular search result or a particular advertisement to assess the impact of having viewed the search result or advertisement.
223 Citations
6 Claims
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1. A method of assessing a search result impact on a user, the method comprising:
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receiving web browser click events from a data collection agent (DCA) as a click-stream at a data collection server (DCS) to record and provide user on-line activity, wherein the DCA comprises a browser event plug-in that, when running within a web browser on a client device; detects web browser click event data across a plurality of web sites, wherein the web browser click event data relates to event data about the search result; determines if the web browser click event data is pertinent to the search result; and transmits pertinent web browser click events, as a click-stream, to the DCS; determining, using a calculation facility, which of the web browser click events are from a user who has viewed the search result; comparing, using the calculation facility, a user on-line activity for at least a first user who has viewed the search result to a user on-line activity for at least a second user who has not viewed the search result; and determining an impact of the search result on the first user'"'"'s on-line activity based on the comparison, the impact including a difference in subsequent web browser click event data of the first user after viewing the search result as compared to the second user. - View Dependent Claims (2, 3)
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4. A method of assessing an advertisement impact, the method comprising:
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receiving web browser click events from a data collection agent (DCA) as a click-stream at a data collection server (DCS) to record and provide user on-line activity, wherein the DCA comprises a browser event plug-in that, when running within a web browser on a client device; detects web browser click event data across a plurality of web sites, wherein the web browser click event data relates to event data about the advertisement; determines if the web browser click event data is pertinent to the advertisement; and transmits pertinent web browser click events, as a click-stream, to the DCS; determining, using a calculation facility, which of the web browser click events are from a user who has viewed the advertisement; comparing, using the calculation facility, a user on-line activity for at least a first user who has viewed the advertisement to a user on-line activity for at least a second user who has not viewed the advertisement; and determining an impact of the advertisement on the first user'"'"'s on-line activity based on the comparison of the user on-line activity, the impact including a difference in subsequent web browser click event data of the first user after viewing the advertisement as compared to the second user. - View Dependent Claims (5, 6)
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Specification