Method of determining the effect of internet advertisement on offline commercial activity

• US 20040024632A1
• Filed: 08/05/2002
• Published: 02/05/2004
• Est. Priority Date: 08/05/2002
• Status: Abandoned Application

• Current Assignee: Avenue A Inc. (Microsoft Corporation)
• Original Assignee: Avenue A Inc. (Microsoft Corporation)
• Inventors: Perry, Morgan
• Application Number:
  US10/213,151
• Publication Number:
  US 20040024632A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

A method of evaluating the commercial effects of Internet-based communication. The method begins with generating a sample of offline customers and attempting to determine an email address for each customer in the sample to generate an email list. A unique offline identifier is assigned to each customer on the email list, and a promotional email including the unique offline identifier is transmitted to the determined email addresses. User online activity in response to the promotional email is recorded, and the recorded activity is associated with the unique offline identifier and a unique online identifier. Offline purchasing activity is recorded for each customer after recording web browsing activity. The unique offline identifier is associated with the offline purchasing activity, the unique online identifier is associated with the web browsing activity, and the unique link between each customer'"'"'s offline activity and that customer'"'"'s online activity is established for those responding to the promotional email. The association of the online identifier and the off line identifier allows evaluation of the multi-channel commercial effect of the online marketing communication.

Claims

1. A method of evaluating the commercial effects of Internet-based communication, comprising:

providing a customer database of past offline customers;

for each customer, attempting to determine an email address;

generating an email list of the determined email addresses assigning a different identifier to each address;

transmitting a promotional email to the determined email addresses; and

in response to a user acting in response to the email, collecting the identifier and associating it with a device identifier associated with the user.

2. The method of claim 1 including generating a subset of customers from the database including randomly selecting a selected number of customers.

3. The method of claim 2 wherein a first entity generates the subset, and wherein attempting to determine an email address includes the first entity transmitting limited information about the subset to a second entity that employs an email database.

4. The method of claim 3 wherein the limited information includes a credit card number.

5. The method of claim 1 including segregating the email list into various treatment groups and over a time interval serving various advertising treatments to the groups.

6. The method of claim 1 including segregating the email list into a control group and a test group, and over a time interval serving a test advertisement to the test group and a control advertisement to the control group.

7. The method of claim 6 wherein the control advertisement has content commercially unrelated to the content of the promotional email.

8. The method of claim 6 wherein the control advertisement is a public service announcement.

9. The method of claim 6 including recording a purchasing activity level of the test group and of the control group, and comparing the purchasing activity levels to determine the effect of the test advertisement.

10. The method of claim 5 including recording a purchasing activity level of the various treatment groups and comparing the purchase activity levels to determine the effect of the various treatments.

11. The method of claim 1 wherein monitoring web browsing activity includes collecting a unique identifier from users visiting a website, and determining if the unique identifier is associated with a user on the email list.

12. The method of claim 1 including preserving the privacy of users by securing personally identifying customer information at a first entity, and preventing access to the information by a second entity having access to web-browsing information about users.

13. The method of claim 12 wherein the first entity assigns a unique identifier to each user, and wherein the second entity collects the identifier in response to activity by the user.

14. The method of claim 13 wherein the activity includes at least one of web browsing activity and offline purchases subsequent to the promotional email.

15. The method of claim 1 including monitoring offline purchasing activity and analyzing web site browsing activity with respect to the purchasing activity.

16. The method of claim 15 wherein analyzing the monitored web browsing activity with respect to the purchasing activity includes identifying, for a subset of users with selected offline purchasing characteristics, the preferred web pages visited, such that the preferred web pages may be designed with regard to the subset of the users.

17. A method of evaluating the commercial effects of Internet-based communication, comprising:

generating a sample of offline customers;

for each customer in the sample, attempting to determine an email address;

generating an email list of the determined email addresses;

assigning a unique customer identifier to each customer on the email list;

transmitting a promotional email including the unique customer identifier to the determined email addresses;

recording user online activity in response to the promotional email, including associating a user device cookie with the unique customer identifier; and

recording offline purchasing activity for each customer, including associating the unique customer identifier with the offline purchasing activity.

18. The method of claim 17 including preserving customer privacy by maintaining personal information about each customer with a first entity, maintaining recorded online activity with the second entity, such that personal activity and online activity are not commonly held by any entity.

19. The method of claim 17 including segregating the email list into a control group and a test group, and over a time interval serving a test advertisement to the test group and a control advertisement to the control group, and comparing the offline purchasing activities of the groups to determine the effect of the test advertisement.

20. The method of claim 17 wherein recording user online activity includes identifying, for a subset of customers with selected offline purchasing characteristics, the preferred web pages visited, such that the preferred web pages may be designed with regard to the subset of the users.

21. The method of claim 17 including segregating the email list into various treatment groups, and over a time interval serving a test advertisement to the treatment groups, and comparing the offline purchasing activities of the groups to determine the effect of the advertisement treatments.

22. A method of evaluating the commercial effects of Internet-based communication, comprising:

a commercial entity generating a sample of offline customers;

for each customer in the sample, attempting to determine an email address;

generating an email list of the determined email addresses;

assigning a unique identifier to each customer on the email list;

transmitting a promotional email including the unique identifier to the determined email addresses;

a second entity recording user online activity in response to the promotional email, including associating a user device cookie with the unique customer identifier; and

recording subsequent offline purchasing activity for each customer, including associating the subsequent offline purchasing activity with the cookie.

23. The method of claim 22 including segregating the email list into a control group and a test group, and over a time interval serving a test advertisement to the test group and a control advertisement to the control group, and comparing the offline purchasing activities of the groups to determine the effect of the test advertisement.

24. The method of claim 22 including segregating the email list into various treatment groups, and over a time interval serving a test advertisement to the treatment groups, and comparing the offline purchasing activities of the groups to determine the effect of the advertisement treatments.