Methods of Processing and Segmenting Web Usage Information

• US 20080294495A1
• Filed: 05/23/2007
• Published: 11/27/2008
• Est. Priority Date: 05/23/2007
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Jain, Ankur, John, George H., Gupta, Abhinay
• Granted Patent: US 9,965,764 B2
• Time in Patent Office: Days
• US Class Current: 705/7.29
• 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

Abstract

A current behavioral targeting system is first tested using a suite of test data. The output of the test is one or more performance metrics. Next, newly proposed behavioral targeting system created. The newly proposed behavioral targeting system is then evaluated using both the existing source data and a new source data. The evaluation of the newly proposed behavioral targeting system produces one or more performance metrics of the same type earlier calculated. Finally, the two sets of performance metrics are compared. The performance metric difference represents the impact of the new source data.

Claims

1. A method of evaluating behavioral targeting source data, said method comprising:

creating a first behavioral targeting system with a first set of source data;

calculating a first performance metric value for said first behavioral targeting system using said first set of source data;

creating a second behavioral targeting system using said first set of source data plus an additional second source of data;

calculating a second performance metric value for said second behavioral targeting system using said first set of source data and said additional second source of data; and

determining a value of said additional source of data by comparing said second performance metric value to said first second performance metric value.

2. The method of evaluating behavioral targeting source data as set forth in claim 1 wherein creating said second behavior targeting system comprises running a machine learning system on said first set of source data plus said additional second source of data.

3. The method of evaluating behavioral targeting source data as set forth in claim 1 wherein determining a value of said additional second source of data comprises calculating a percentage increase of said second performance metric value over said first performance metric value.

4. The method of evaluating behavioral targeting source data as set forth in claim 3 wherein determining a value of said additional second source of data further comprises multiplying said percentage increase of said second performance metric value over said first performance metric value by a monetary value of said first behavioral targeting system.

5. The method of evaluating behavioral targeting source data as set forth in claim 1 wherein performance metric values comprise advertisement click rates.

6. The method of evaluating behavioral targeting source data as set forth in claim 1 wherein said method further comprises:

creating a third behavioral targeting system using said first set of source data plus an additional third source of data;

calculating a third performance metric value for said second behavioral targeting system using said first set of source data and said additional third source of data; and

determining a value of said additional third source of data by comparing said third performance metric value to said first second performance metric value;

comparing said value of said additional third source of data to said value of said additional second source of data.

7. The method of evaluating behavioral targeting source data as set forth in claim 6 wherein said method further comprises:

allocating development resources dependent on said value of said additional sources of data.

8. A computer-readable medium, said computer-readable medium comprising a set of instructions for evaluating behavioral targeting source data, said set of instructions implementing the steps of:

creating a first behavioral targeting system with a first set of source data;

calculating a first performance metric value for said first behavioral targeting system using said first set of source data;

creating a second behavioral targeting system using said first set of source data plus an additional second source of data;

calculating a second performance metric value for said second behavioral targeting system using said first set of source data and said additional second source of data; and

determining a value of said additional source of data by comparing said second performance metric value to said first second performance metric value.

9. The computer-readable medium as set forth in claim 8 wherein creating said second behavior targeting system comprises running a machine learning system on said first set of source data plus said additional second source of data.

10. The computer-readable medium as set forth in claim 8 wherein determining a value of said additional second source of data comprises calculating a percentage increase of said second performance metric value over said first performance metric value.

11. The computer-readable medium as set forth in claim 10 wherein determining a value of said additional second source of data further comprises multiplying said percentage increase of said second performance metric value over said first performance metric value by a monetary value of said first behavioral targeting system.

12. The computer-readable medium as set forth in claim 8 wherein performance metric values comprise advertisement click rates.

13. The computer-readable medium as set forth in claim 8 wherein said set of instructions further implement the steps of:

creating a third behavioral targeting system using said first set of source data plus an additional third source of data;

calculating a third performance metric value for said second behavioral targeting system using said first set of source data and said additional third source of data; and

determining a value of said additional third source of data by comparing said third performance metric value to said first second performance metric value;

comparing said value of said additional third source of data to said value of said additional second source of data.

14. The method of evaluating behavioral targeting source data as set forth in claim 13 wherein said set of instructions further implement the steps of:

allocating development resources dependent on said value of said additional sources of data.

15. A method of evaluating behavioral targeting source data, said method comprising:

creating a first behavioral targeting system with a first set of source data using a machine learning system;

calculating a first performance metric value for said first behavioral targeting system using said first set of source data;

creating a second behavioral targeting system using said first set of source data plus an additional second source of data using said machine learning system;

calculating a second performance metric value for said second behavioral targeting system using said first set of source data and said additional second source of data; and

determining a value of said additional source of data by comparing said second performance metric value to said first second performance metric value.

16. The method of evaluating behavioral targeting source data as set forth in claim 15 wherein determining a value of said additional second source of data comprises calculating a percentage increase of said second performance metric value over said first performance metric value.

17. The method of evaluating behavioral targeting source data as set forth in claim 15 wherein determining a value of said additional second source of data comprises calculating a difference between said second performance metric value and said first performance metric value.

18. The method of evaluating behavioral targeting source data as set forth in claim 16 wherein determining a value of said additional second source of data further comprises multiplying said percentage increase of said second performance metric value over said first performance metric value by a monetary value of said first behavioral targeting system.

19. The method of evaluating behavioral targeting source data as set forth in claim 15 wherein performance metric values comprise advertisement click rates.