OFFLINE METRICS IN ADVERTISEMENT CAMPAIGN TUNING
First Claim
Patent Images
1. A method comprising:
- using one or more computers, obtaining and storing a first set of information comprising information relating to online advertising associated with an online advertising campaign, the online advertising being directed to each of a set of individuals;
using one or more computers, obtaining and storing a second set of information comprising offline behavior of each of the set of individuals in association with the online advertising campaign;
using one or more computers, based at least in part on the first set of information and the second set of information, determining a set of one or more metrics, at least one of the one or more metrics being associated with a relationship between the online advertising and the offline behavior; and
using one or more computers, based at least in part on the at least one of the one or more metrics, performing optimization of at least one parameter of the online advertising campaign.
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Abstract
Techniques are provided relating to optimization of an online advertising campaign. Information is obtained relating to online advertising, associated with a brand associated with an online advertising campaign, directed to each of a set of individuals. Information is also obtained relating to offline behavior of the individuals in association with the brand. One or more metrics are determined that are associated with a relationship between the online advertising and the offline behavior. Optimization of at least one parameter of the online advertising campaign is performed based at least in part on at least one of the one or more metrics.
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Citations
20 Claims
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1. A method comprising:
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using one or more computers, obtaining and storing a first set of information comprising information relating to online advertising associated with an online advertising campaign, the online advertising being directed to each of a set of individuals; using one or more computers, obtaining and storing a second set of information comprising offline behavior of each of the set of individuals in association with the online advertising campaign; using one or more computers, based at least in part on the first set of information and the second set of information, determining a set of one or more metrics, at least one of the one or more metrics being associated with a relationship between the online advertising and the offline behavior; and using one or more computers, based at least in part on the at least one of the one or more metrics, performing optimization of at least one parameter of the online advertising campaign. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A system comprising:
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one or more server computers coupled to a network; and one or more databases coupled to the one or more servers; wherein the one or more server computers are for; obtaining and storing, in at least one of the one or more databases, a first set of information comprising information relating to online advertising associated with a brand associated with an online advertising campaign and directed to each of a set of individuals; obtaining and storing, in at least one of the one or more databases, a second set of information comprising offline behavior of each of the set of individuals in association with the brand; based at least in part on the first set of information and the second set of information, determining a set of one or more metrics, at least one of the one or more metrics being associated with a relationship between the online advertising and the offline behavior; and based at least in part on the at least one of the one or more metrics, performing optimization of at least one parameter of the online advertising campaign. - View Dependent Claims (17, 18, 19)
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20. A computer readable medium or media containing instructions for executing a method comprising:
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using one or more computers, obtaining and storing a first set of information comprising information relating to advertising associated with a brand associated with an online advertising campaign and directed to each of a set of individuals; using one or more computers, obtaining and storing a second set of information comprising offline behavior of each of the set of individuals in association with the brand; using one or more computers, based at least in part on the first set of information and the second set of information, determining a set of one or more metrics, at least one of the one or more metrics being associated with a relationship between the online advertising and the offline behavior; wherein determining the set of one or more metrics comprises associating offline purchases of goods or services associated with the brand with online advertising relating to the brand, and comprises using one or more controlled experiments in assessing a causal relationship between the online advertising relating to the brand and the offline purchases of goods or services associated with the brand, wherein the one or more controlled experiments include comparing;
(1) offline behavior, relative to the brand, of an experimental group of individuals who have been exposed to particular online advertising associated with the brand with (2) offline behavior, relative to the brand, of a control group of individuals who have been prevented from being exposed to the particular online advertising associated with the brand; andusing one or more computers, based at least in part on the at least one of the one or more metrics, performing optimization of at least one parameter of the online advertising campaign.
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Specification