System and method for the normalization of advertising metrics

• US 20070256095A1
• Filed: 04/27/2006
• Published: 11/01/2007
• Est. Priority Date: 04/27/2006
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Collins, Robert
• Application Number:
  US11/414,684
• Publication Number:
  US 20070256095A1
• Time in Patent Office: Days
• US Class Current: 725/34
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The present invention relates to systems and methods for normalizing analytics data corresponding to one or more advertising metrics for one or more advertisements within a group of advertisements. The method of the present invention comprises receiving analytics data corresponding to one or more advertising metrics for one or more advertisements within a group of advertisements. The analytics data corresponding to the one or more advertising metrics for the one or more advertisements is normalized. The normalized analytics data is used to calculate one or more normalized advertising metric values for the one or more advertisements within the group.

Claims

1. A method for normalizing analytics data corresponding to one or more advertising metrics for one or more advertisements, the method comprising:

receiving analytics data corresponding to one or more advertising metrics for one or more advertisements within a group of advertisements;

normalizing the analytics data corresponding to the one or more advertising metrics for the one or more advertisements according to a selected normalizing algorithm; and

calculating one or more normalized advertising metric values for the one or more advertisements.

2. The method of claim 1 wherein receiving analytics data corresponding to one or more advertising metrics comprises receiving click through analytics data for one or more advertisements within a group of advertisements.

3. The method of claim 1 wherein receiving analytics data corresponding to one or more advertising metrics comprises receiving analytics data indicating the purchase of a product associated with a given advertisement.

4. The method of claim 1 wherein receiving analytics data corresponding to one or more advertising metrics comprises receiving analytics data indicating a user has browsed an advertiser'"'"'s website in response to a given advertisement.

5. The method of claim 1 wherein receiving analytics data corresponding to one or more advertising metrics comprises receiving analytics data indicating the provider of a given advertisement displayed to a user.

6. The method of claim 1 wherein a selected normalizing algorithm comprises an algorithm selected based upon the analytics data received for the one or more advertisements within the group of advertisements.

7. The method of claim 1 wherein a selected normalizing algorithm comprises an algorithm selected based upon the type of advertisements within the group of advertisements.

8. The method of claim 1 wherein a selected normalizing algorithm comprises an algorithm selected based upon the quantity of analytics data received for the one or more advertisements within the group of advertisements.

9. The method of claim 1 wherein a selected normalizing algorithm comprises an algorithm selected based upon the one or more advertising metrics to be normalized for the one or more advertisements within the group of advertisements.

10. The method of claim 1 wherein normalizing the analytics data corresponding to the one or more advertising metrics for the one or more advertisements comprises normalizing the analytics data with respect to time.

11. The method of claim 1 wherein normalizing the analytics data corresponding to the one or more advertising metrics for the one or more advertisements comprises normalizing the analytics data with respect to the position of the one or more advertisements in a ranked list of advertisements.

12. The method of claim 1 wherein normalizing the analytics data corresponding to the one or more advertising metrics for the one or more advertisements comprises normalizing the analytics data using an empirical body of data.

13. The method of claim 12 wherein an empirical body of data comprises data indicating the likelihood of an occurrence of an event associated with a given advertising metric.

14. The method of claim 12 wherein an empirical body of data comprises data indicating the likelihood of an occurrence of an event associated with a given advertising metric for one or more advertisements other than the one or more advertisements in the group of advertisements.

15. The method of claim 1 wherein calculating one or more normalized advertising metric values for the one or more advertisements comprises calculating one or more normalized advertising metric values using the normalized analytics data corresponding to one or more advertising metrics.

16. The method of claim 1 comprising:

selecting one or more advertisements from among the group of advertisements for distribution according to one or more normalized advertising metric values associated with the one or more advertisements; and

distributing the one or more selected advertisements.

17. The method of claim 16 wherein selecting one or more advertisements for distribution comprises selecting one or more advertisements with one or more normalized advertising metric values exceeding a given threshold.

18. The method of claim 16 wherein selecting one or more advertisements for distribution comprises generating tracking codes for the one or more advertisements selected that provide analytics data that correspond to the one or more advertising metrics.

19. The method of claim 16 wherein distributing comprises distributing to a website.

20. The method of claim 16 wherein distributing comprises distributing in response to a user search request.

21. The method of claim 16 wherein distributing comprises distributing as one or more pop-up advertisements.

22. The method of claim 16 wherein distributing comprises distributing as one or more banner advertisements.

23. The method of claim 16 wherein distributing comprises distributing to one or more advertisement providers.

24. A system for normalizing analytics data corresponding to one or more advertising metrics for one or more advertisements, the system comprising:

a content data store operative to store one or more advertisements;

an analytics data store operative to store analytics data associated with the one or more advertisements stored in the content data store; and

a normalizing component operative to;

retrieve analytics data corresponding to one or more advertising metrics for the one or more advertisements in the content data store,

normalize the analytics data corresponding to the one or more advertising metrics for the one or more advertisements according to a selected normalizing algorithm, and

calculate one or more normalized advertising metric values for the one or more advertisements.

25. The system of claim 24 wherein the content data store is operative to store one or more advertisements in one or more groups.

26. The system of claim 25 wherein a group of advertisements comprises one or more advertisements directed at selling a similar product or service.

27. The system of claim 25 wherein a group of advertisements comprises one or more advertisements associated with a given advertiser.

28. The system of claim 24 wherein the analytics data store is operative to store analytics data associated with one or more advertising metrics.

29. The system of claim 24 wherein the normalizing component is operative to calculate one or more normalized advertising metric values for a given advertisement using the analytics data associated with the advertisement and the normalizing algorithm selected.

30. The system of claim 24 wherein the normalizing component is operative to calculate one or more normalized advertising metric values for a given advertisement using the normalizing algorithm selected and an empirical body of data.

31. The system of claim 30 wherein an empirical body of data comprises data indicating the likelihood of an occurrence of an event associated with a given advertising metric.

32. The system of claim 30 wherein an empirical body of data comprises data indicating the likelihood of an occurrence of an event associated with a given advertising metric for one or more advertisements other than the one or more advertisements in a given group of advertisements.

33. The system of claim 24 comprising a content distribution component operative to:

select one or more of the advertisements for distribution;

generate tracking codes that identify analytics data corresponding to one or more advertising metrics for the one or more advertisements selected for distribution; and

distribute the one or more advertisements selected for distribution with associated tracking codes.

34. The system of claim 33 wherein the content distribution component is operative to select one or more advertisements for distribution based upon one or more normalized advertising metric values.

35. The system of claim 33 wherein the content distribution component is operative to distribute one or more advertisements with associated tracking codes to one or more web sites.

36. The system of claim 33 wherein the content distribution component is operative to distribute one or more advertisements with associated tracking codes as pop-up advertisements.

37. The system of claim 33 wherein the content distribution component is operative to distribute one or more advertisements with associated tracking codes in response to one or more user search requests.

38. The system of claim 33 wherein the content distribution component is operative to distribute one or more advertisements with associated tracking codes to one or more advertisement providers.