Methods and Apparatuses to Select Communication Tracking Mechanisms

• US 20070124206A1
• Filed: 11/30/2006
• Published: 05/31/2007
• Est. Priority Date: 10/06/2003
• Status: Active Grant

• Current Assignee: Thryv, Inc. (Mudrick Capital Management LP)
• Original Assignee: UTBK, Inc.
• Inventors: HIRSON, Ron, FABER, Scott, ALTBERG, Ebbe, VAN DER LINDEN, Sean
• Granted Patent: US 9,087,336 B2
• Time in Patent Office: Days
• US Class Current: 705/14.460
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Methods and apparatuses to select tracking mechanisms for the performance determination of advertisements. One embodiment includes: selecting one reference type from a plurality of reference types; and determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement. In one embodiment, the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement. For example, a price for the advertisement can be specified by a party for which the advertisement is to be presented. For example, the advertisement can be charged in response to a voice communication responding to the advertisement. In one embodiment, the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.

Claims

1. A method, comprising:

selecting one reference type from a plurality of reference types; and

determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement.

2. The method of claim 1, wherein the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement.

3. The method of claim 2, wherein a price for the advertisement is specified by a party for which the advertisement is to be presented.

4. The method of claim 2, wherein the advertisement is to be charged in response to a voice communication responding to the advertisement.

5. The method of claim 1, wherein the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.

6. The method of claim 5, wherein the plurality of reference types comprise at least one of:

a phone number without an extension;

a phone number with an extension;

a Session Initiation Protocol (SIP) address; and

a reference to request a callback in reference to the advertisement.

7. The method of claim 1, wherein when the selected type includes a reference to request for a communication contact in reference to the advertisement, the method further comprises:

receiving a request via the reference;

determining a further reference of a type selected from a plurality of reference types; and

presenting the further reference in response to the request.

8. The method of claim 7, wherein the further reference is one of:

a phone number without an extension;

a phone number with an extension; and

a Session Initiation Protocol (SIP) address.

9. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type in response to a request for one or more advertisements.

10. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type in response to a search request;

and the advertisement is provided as part of a search result in response to the search request.

11. The method of claim 1, further comprising:

storing data to associate the reference with the advertisement.

12. The method of claim 11, further comprising:

selecting the advertisement in response to a request from a partner, the advertisement to be presented via the partner;

storing data to associate the reference with the partner; and

crediting the partner for presenting the advertisement based on communication leads generated from the advertisement.

13. The method of claim 12, wherein said selecting the reference type comprises selecting the reference type based at least partially on the partner.

14. The method of claim 1, further comprising:

selecting the advertisement in response to a request from a partner;

embedding the reference in the advertisement; and

transmitting the advertisement to the partner.

15. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on statistical data related to the advertisement.

16. The method of claim 15, wherein the statistical data comprises one of a count of past communication leads generated from the advertisement, a ratio between a count of presentations of the advertisement and a count of communication leads resulting from the presentations, and an average frequency of past communication leads generated from the advertisement.

17. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on a price per communication lead of the advertisement, or an advertising category of the advertisement.

18. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on a geographical area served by the advertisement.

19. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on one or more characteristics of a customer to whom the advertisement is to be presented.

20. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on one or more characteristics of a media channel used to deliver the advertisement.

21. The method of claim 1, wherein said selecting the reference type comprises selecting the reference type based at least partially on an estimated revenue to be generated from presenting the advertisement.

22. The method of claim 1, wherein the estimated revenue comprises an advertisement revenue.

23. A machine readable medium containing instructions which when executed on a data processing system cause the system to perform a method, comprising:

selecting one reference type from a plurality of reference types; and

determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement.

24. A data processing system, comprising:

means for selecting one reference type from a plurality of reference types; and

means for determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement.