Economic optimization for product search relevancy

• US 10,430,724 B2
• Filed: 01/04/2016
• Issued: 10/01/2019
• Est. Priority Date: 06/26/2007
• Status: Active Grant

• Current Assignee: PayPal, Inc. (PayPal Holdings, Inc.)
• Original Assignee: PayPal, Inc. (PayPal Holdings, Inc.)
• Inventors: Billingsley, Eric Noel, Gupta, Raghav, Shoup, Randall Scott, Sundaresan, Neelakantan
• Primary Examiner(s): Hamilton, Sara C
• Application Number:
  US14/987,689
• Publication Number:
  US 20160117609A1
• Time in Patent Office: 1,366 Days
• Field of Search: 705 14
• CPC Class Codes: G06F 16/9577 Optimising the visualization of content, e.g. distillation of HTML documents
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06N 20/00 Machine learning
• CPC Class Codes: G06N 5/022 Knowledge engineering; Knowledge acquisition
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 40/06 Asset management; Financial planning or analysis

Abstract

In one embodiment, a method is illustrated as including defining a set of perspective objects capable of being placed onto a modified web page, monitoring parameters of a web page, the parameters including a number of times a current object is executed on the web page, using an Artificial Intelligence (AI) algorithm to determine a perspective object with a preferred Return On Investment (ROI), and selecting the perspective object to be placed onto the modified web page.

Claims

1. A method comprising:

tracking, by a computer system comprising one or more computer processors, traffic exchange between users and a web site and capturing exchange data, the exchange data comprising at least data related to content requests from the users;

accessing, by the computer system, an artificial intelligence (AI) library that includes one or more AI algorithms;

creating, by the computer system, via one or more of the AI algorithms in the AI library and based on the captured exchange data and a measure of success derived therefrom, decisional logic for selecting a set of traffic optimizer modules for optimizing a web page generated in response to each of the content requests, the selected set of traffic optimizer modules comprising one or more traffic optimizer modules from a plurality of traffic optimizer modules associated with a plurality of respective aspects of the web page; and

processing, by the computer system, the content requests by creating optimized web pages responsive to the content requests, wherein the processing, by the computer system, of a content request comprises;

retrieving content responsive to the content request from a content database,

selecting, via execution of the decisional logic, the set of traffic optimizer modules, wherein selecting, via execution of the decisional logic, the set of traffic optimizer modules comprises;

generating a page optimization instruction set; and

optimizing, via execution of the selected set of traffic optimizer modules, presentation of the retrieved content, wherein optimizing, via execution of the selected set of traffic optimizer modules comprises assembling, via execution of the page optimization instruction set, the optimized retrieved content; and

presenting the optimized retrieved content in the form of an optimized web page.

2. The method of claim 1, wherein the exchange data further comprises user response data.

3. The method of claim 1, wherein the plurality of traffic optimizer modules comprise at least one of a page type module, a merchandizing module, a navigation module, or an advertisement module.

4. The method of claim 1, wherein the measure of success comprises at least one of a return on investment, a segment-based success, or a dynamic measure of success.

5. The method of claim 1, wherein the content comprises at least one of a widget or a web link.

6. The method of claim 1, further comprising transmitting the optimized web page for viewing by a user.

7. The method of claim 1, wherein the data related to content requests comprises at least one of a key word supplied by a user, an IP address of a user, a web page requested by a user, a user selection of a screen object, or a web page linking to a web page requested by a user.

8. The method of claim 1, wherein selecting, via execution of the decisional logic, the set of traffic optimizer modules comprises selecting, via execution of the decisional logic, among the content retrieved from the content database, content items for display based at least in part on one or more histograms related to a past performance of the content items.

9. The method of claim 8, wherein the one or more histograms are each categorized based on a type of content items to which it pertains.

10. The method of claim 1, wherein one or more of the one or more AI algorithms are trained based on the exchange data.

11. A system, comprising:

a memory; and

one or more computer processors being configured to execute instructions to cause the system to perform operations, comprising;

track traffic exchange between users and a web site and capture exchange data, the exchange data comprising at least data related to content requests from the users;

access an artificial intelligence (AI) library that includes one or more AI algorithms;

create, via one or more of the AI algorithms in the AI library and based on the captured exchange data and a measure of success derived therefrom, decisional logic for selecting a set of traffic optimizer modules for optimizing a web page generated in response to each of the content requests, the selected set of traffic optimizer modules comprising one or more traffic optimizer modules from a plurality of traffic optimizer modules associated with a plurality of respective aspects of the web page; and

process the content requests by creating optimized web pages responsive to the content requests, wherein the processing of a content request comprises;

retrieving content responsive to the request from a content database;

selecting, via execution of the decisional logic the set of traffic optimizer modules, wherein selecting, via execution of the decisional logic, the set of traffic optimizer modules comprises;

generating a page optimization instruction set; and

optimizing, via execution of the selected set of traffic optimizer modules, presentation of the retrieved content, wherein optimizing, via execution of the selected set of traffic optimizer modules comprises assembling, via execution of the page optimization instruction set, the optimized retrieved content; and

present the optimized retrieved content in the form of an optimized web page.

12. The system of claim 11, wherein the exchange data further comprises user response data.

13. The system of claim 11, wherein the measure of success comprises at least one of a return on investment, a segment-based success, or a dynamic measure of success.

14. The system of claim 11, wherein the content comprises at least one of a widget or a web link.

15. The system of claim 11, wherein one or more of the one or more AI algorithms are trained based on the exchange data.

16. A non-transitory computer-readable medium having stored thereon computer-executable instructions which, in response to being executed by one or more processors of a computer system, cause the computer system to:

track traffic exchange between users and a web site and capture exchange data, the exchange data comprising at least data related to content requests from the users;

access an artificial intelligence (AI) library that includes one or more AI algorithms;

create via one or more of the AI algorithms in the AI library and based on the captured exchange data and a measure of success derived therefrom, decisional logic for selecting a set of traffic optimizer modules for optimizing a web page generated in response to each of the content requests, the selected set of traffic optimizer modules comprising one or more traffic optimizer modules from a plurality of traffic optimizer modules associated with a plurality of respective aspects of the web page; and

process the content requests by creating optimized web pages responsive to the content requests, wherein processing the content request comprises;

retrieve content responsive to the content request from a content database,

select, via execution of the decisional logic, the set of traffic optimizer modules, wherein selecting, via execution of the decisional logic, the set of traffic optimizer modules causes the computer system to;

generate a page optimization instruction set; and

optimize, via execution of the selected set of traffic optimizer modules, presentation of the retrieved content, wherein optimizing, via execution of the selected set of traffic optimizer modules causes the computer system to assemble, via execution of the page optimization instruction set, the optimized retrieved content; and

present the optimized retrieved content in the form of an optimized web page.

17. The non-transitory computer-readable medium of claim 16, wherein the exchange data further comprises user response data.

18. The non-transitory computer-readable medium of claim 16, wherein the plurality of traffic optimizer modules comprises at least one of a page type module, a merchandizing module, a navigation module, or an advertisement module.

19. The non-transitory computer-readable medium of claim 16, wherein the measure of success comprises at least one of a return on investment, a segment-based success, or a dynamic measure of success.

20. The non-transitory computer-readable medium of claim 16, wherein one or more of the one or more AI algorithms are trained based on the exchange data.