Treatment controller
First Claim
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1. A content modification system comprising:
- a processor; and
a storage device, the storage device including machine-readable instructions imbedded therein to cause the processor to;
receive, from a web server, an HTTP request from a user for content;
request data capture instructions identifying data to capture based upon the HTTP request, wherein the data to capture includes on-line user behavior including data related to online purchases associated with the user;
receive the data capture instructions;
capture the data in accordance with the received data capture instructions;
transmit a content modification request message to an optimization service, the content modification request message including the HTTP request for content from the user and the captured on-line user behavior;
in response to the transmitted content modification request message, receive from the optimization service;
a control tree representation of the requested content, wherein the control tree representation includes a plurality of controls representing elements of the requested content; and
a modification instruction comprising an indication to modify an attribute of a control of the plurality of controls in the control tree representation, wherein the optimization service determines the attribute of the control to modify based on the captured on-line user behavior;
identify, within the control tree representation, the control to be modified;
modify the attribute of the identified control in the control tree representation to generate a modified control tree representation of the requested content based upon the modification instruction;
convert the modified control tree representation to modified content in a user viewable format;
send the modified content to the user via the web server;
determine whether the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user; and
in response to a determination that the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user, continue to capture and store the on-line user behavior, and evaluate whether the modified content was effective in influencing the on-line user behavior of the user by storing actions including at least one of whether an online purchase was made and an indication of web pages, other than a web page of the modified content, visited by the user.
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Abstract
A content modification system includes a treatment controller which may be hosted at a web server. The treatment controller receives a request for content from a user. One example of a request is an HTTP request for a web page. The treatment controller determines a representation of the requested content and receives a modification instruction for modifying the requested content. The treatment controller is operable to modify the representation according to the instructions and render the representation to a predetermined format for delivery to the user.
38 Citations
17 Claims
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1. A content modification system comprising:
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a processor; and a storage device, the storage device including machine-readable instructions imbedded therein to cause the processor to; receive, from a web server, an HTTP request from a user for content; request data capture instructions identifying data to capture based upon the HTTP request, wherein the data to capture includes on-line user behavior including data related to online purchases associated with the user; receive the data capture instructions; capture the data in accordance with the received data capture instructions; transmit a content modification request message to an optimization service, the content modification request message including the HTTP request for content from the user and the captured on-line user behavior; in response to the transmitted content modification request message, receive from the optimization service; a control tree representation of the requested content, wherein the control tree representation includes a plurality of controls representing elements of the requested content; and a modification instruction comprising an indication to modify an attribute of a control of the plurality of controls in the control tree representation, wherein the optimization service determines the attribute of the control to modify based on the captured on-line user behavior; identify, within the control tree representation, the control to be modified; modify the attribute of the identified control in the control tree representation to generate a modified control tree representation of the requested content based upon the modification instruction; convert the modified control tree representation to modified content in a user viewable format; send the modified content to the user via the web server; determine whether the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user; and in response to a determination that the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user, continue to capture and store the on-line user behavior, and evaluate whether the modified content was effective in influencing the on-line user behavior of the user by storing actions including at least one of whether an online purchase was made and an indication of web pages, other than a web page of the modified content, visited by the user. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A method comprising:
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receiving, from a web server, an HTTP request from a user for content; requesting data capture instructions identifying data to capture based upon the HTTP request and the user; receiving the data capture instructions, wherein the data to capture includes on-line user behavior including data related to online purchases associated with the user; capturing the data in accordance with the received data capture instructions; transmitting a content modification request message to an optimization service, the content modification request message including the request for content from the user and the captured data; receiving, in response to the transmitted content modification request message; a control tree representation of the requested content, wherein the control tree representation includes a plurality of controls representing elements of the requested content; and a modification instruction comprising an indication to modify an attribute of an existing control of the plurality of controls in the control tree representation, wherein the optimization service determines the attribute of the existing control to modify according to the captured on-line user behavior; identifying, within the control tree representation, the existing control to be modified; modifying the attribute of the identified existing control in the control tree representation to generate a modified control tree representation of the requested content based upon the modification instruction; converting the modified control tree representation of the requested content to modified content in a user viewable format sending the modified content in the user viewable format to the web server; and in response to a determination that the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user, capturing and storing the on-line user behavior, and evaluating whether the modified content was effective in influencing the on-line user behavior of the user by storing actions including at least one of whether an online purchase was made and an indication of web pages, other than a web page of the modified content, visited by the user. - View Dependent Claims (9, 10, 11, 12)
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13. A non-transitory computer readable medium having stored thereon machine readable code, the machine readable code when executed by a computer system causes the computer system to:
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receive, from a web server, an HTTP request from a user for content; request data capture instructions identifying data to capture based upon the HTTP request; receive the data capture instructions in response to the request for the data capture instructions, wherein the data to capture includes on-line user behavior related to on-line purchases associated with the user; capture the on-line user behavior in accordance with the received data capture instructions; transmit a content modification request message to an optimization service, the content modification request message including the request for content from the user and the captured on-line user behavior; in response to the transmitted content modification request message, receive from the optimization service; a control tree representation of the requested content, wherein the control tree representation includes a plurality of controls representing elements of the requested content; and a modification instruction comprising an indication to modify an attribute of an existing control of the plurality of controls in the control tree representation, wherein the optimization service determines the attribute of the existing control to modify based on the captured on-line user behavior; identify, within the control tree representation, the existing control to be modified; modify the attribute of the existing control in the control tree representation to generate a modified control tree representation in accordance with the modification instruction; convert the modified control tree representation to modified content in a user viewable format; send the modified content to the user via the web server; determine whether the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user; and in response to a determination that the data capture instructions include instructions to capture subsequent online user behavior after the modified content is delivered to the user, continue to capture and store the on-line user behavior and evaluate whether the modified content was effective in influencing the on-line user behavior of the user by storing actions including at least one of whether an online purchase was made and an indication of web pages, other than a web page of the modified content, visited by the user. - View Dependent Claims (14, 15, 16, 17)
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Specification