ONLINE AND OFFLINE ADVERTISING CAMPAIGN OPTIMIZATION
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 behavior of a set of individuals in association with a brand associated with an advertising campaign, wherein the behavior comprises online behavior of at least some of the set of individuals and offline behavior of at least some of the set of individuals;
using one or more computers, based at least in part on the first set of information, determining a set of one or more metrics, the set of one or more metrics reflecting an association between online advertising relating to the brand and offline behavior relating to the brand, or between offline advertising relating to the brand and online behavior relating to the brand; and
using one or more computers, based at least in part on the set of one of more metrics, performing optimization of at least one parameter of an online advertising campaign or an offline advertising campaign.
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Abstract
Techniques are provided relating to advertising campaign optimization. Information is obtained relating to online and offline behavior of a set of individuals in association with a brand associated an advertising campaign. Based at least in part on the information, one or more metrics are determined reflecting an association between online advertising and offline behavior relating to the brand, or vice versa. Optimization is performed for at least one parameter of an online advertising campaign or an offline advertising campaign based at least in part on at least one of the one or more metrics. The campaign could also be a combined offline/online campaign.
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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 behavior of a set of individuals in association with a brand associated with an advertising campaign, wherein the behavior comprises online behavior of at least some of the set of individuals and offline behavior of at least some of the set of individuals; using one or more computers, based at least in part on the first set of information, determining a set of one or more metrics, the set of one or more metrics reflecting an association between online advertising relating to the brand and offline behavior relating to the brand, or between offline advertising relating to the brand and online behavior relating to the brand; and using one or more computers, based at least in part on the set of one of more metrics, performing optimization of at least one parameter of an online advertising campaign or an offline 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 behavior of a set of individuals in association a brand associated with an advertising campaign, herein the behavior comprises online behavior of at least some of the set of individuals and offline behavior of at least some of the set of individuals; based at least in part on the first set of information, determining a set of one or more metrics, the set of one or more metrics reflecting an association between online advertising relating to the brand and offline behavior relating to the brand, or between offline advertising relating to the brand and online behavior relating to the brand; and based at least in part on the set of one of more metrics, performing optimization of a east one parameter of an online advertising campaign or an offline 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 behavior of a set of individuals in association with a brand associated with an advertising campaign, wherein the behavior comprises online behavior of at least some of the set of individuals and offline behavior of at least some of the set of individuals; wherein obtaining and storing the first set of information comprises obtaining, storing and indexing information relating to electronic activities of at least some of the set of individuals, and wherein the electronic activities include offline electronic activities and online electronic activities, and wherein the online electronic activities comprise social networking activities and online messaging activities, and wherein the offline electronic activities comprise electronic document activities; using one or more computers, based at least in part on the first set of information, determining a set of one or more metrics, the set of one or more metrics reflecting an association between online advertising relating to the brand and offline behavior relating to the brand, or between offline advertising relating to the brand and online behavior relating to the brand; and using one or more computers, based at least in part on the set of one of more metrics, performing optimization of at least one parameter of an online advertising campaign or an offline advertising campaign; wherein the online advertising campaign and the offline advertising campaign are elements of an integrated online and offline advertising campaign.
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Specification