System & method for online advertising
First Claim
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1. A method of analyzing advertising effect across a number of Internet sites comprising:
- (a) dividing a set of webpages into a plurality of measurement windows consisting of a plurality of separate web pages;
(b) measuring an adoption value for an item between said plurality of separate webpages for at least one measurement window;
wherein information for said item has been provided to at least some online users in connection with online advertising presented with said set of webpages;
(c) comparing the adoption value in said at least one measurement window for said plurality of separate webpages with a nominal adoption value using a cross-entropy analysis;
(d) determining whether clusters of adoption exist in each said measurement window based at least in part on the results of step (c).
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Abstract
A system and method for determining and identifying clusters/kernels of linkings in communities of online users. The analysis is based at least in part on an entropy analysis, such as by dividing a population into cyber neighborhoods, which can be geographic based and/or logically related.
168 Citations
30 Claims
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1. A method of analyzing advertising effect across a number of Internet sites comprising:
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(a) dividing a set of webpages into a plurality of measurement windows consisting of a plurality of separate web pages;
(b) measuring an adoption value for an item between said plurality of separate webpages for at least one measurement window;
wherein information for said item has been provided to at least some online users in connection with online advertising presented with said set of webpages;
(c) comparing the adoption value in said at least one measurement window for said plurality of separate webpages with a nominal adoption value using a cross-entropy analysis;
(d) determining whether clusters of adoption exist in each said measurement window based at least in part on the results of step (c). - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. A method of monitoring effects of advertising on Internet web pages including the steps:
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(a) providing online advertising for an item in association with presenting one or more web pages at a website to a first set of users;
(b) dividing said first set of users into separate logical groups;
(c) measuring a rate of adoption of said item in said separate logical groups using at least in part an entropy analysis to identify kernels and/or clusters within said first set of users. - View Dependent Claims (15, 16, 17, 18, 19, 20, 21, 22)
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23. A method of providing advertising to online community population the method comprising the steps of:
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(a) dividing the online community population into a plurality of measurement windows, which measurement windows include monitored members of the online community distributed across a plurality of subgroups logically associated with an Internet website;
(b) providing advertising for an item to said online community population including to said plurality of subgroups;
(c) measuring a first acceptance distribution for the item across the monitored members by identifying members within the plurality of measurement windows who have expressed an interest in the item;
(d) comparing the first acceptance distribution with a normal acceptance distribution using a cross-entropy analysis;
(e) determining whether kernels of acceptance for the item have formed in the online community population. - View Dependent Claims (24, 25, 26, 27, 28, 29)
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30. A system for providing online Internet related advertising including:
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an Internet accessible web server, which web server is configured with one or more software routines adapted to perform the following operations;
(a) measuring a first rate of item adoption within a group of users;
(b) identifying adoption clusters and/or kernels in said group of users least in part based on an evaluation that said first rate of item adoption exceeds a threshold value.
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Specification