PRESENTING CONTENT PACKAGES BASED ON AUDIENCE RETARGETING

• US 20110295997A1
• Filed: 05/28/2010
• Published: 12/01/2011
• Est. Priority Date: 05/28/2010
• Status: Active Grant

• Current Assignee: Apple Inc.
• Original Assignee: Apple Inc.
• Inventors: Priyadarshan, Eswar, Vadrevu, Jayasurya, Mukherjee, Prasenjit, Chittari, Ravikiran, Sun, Kenley, Grigorovici, Dan Marius
• Granted Patent: US 9,367,847 B2
• Time in Patent Office: Days
• US Class Current: 709/224
• CPC Class Codes: G06Q 30/00 Commerce

Abstract

A present technology intelligently retargets invitational content to a user by maintaining a user profile that includes data descriptive of the user'"'"'s interaction with invitational content previously presented to the user and making decisions regarding retargeting based on an analysis of the user profile. The information in the user profile is not limited to whether or not the user completed a conversion action associated with invitational content presented. Rather, the profile is expanded to include such information as where on the conversion continuum the user abandoned the process and details of how the invitational content was presented to the user, e.g. colors used, situation, and message. When presented with a request for invitational content, the system uses the profile information to influence which content is selected and how it is presented to the user. This enables the system to re-present invitational content in a form and/or situation where the user is more likely to complete the conversion action.

Claims

1. A method of re-presenting a first item of invitational content to a user comprising:

identifying a user on a network of application-delivery channels;

collecting contextual-characteristics data descriptive of the user'"'"'s interaction with other items of invitational content within the network;

analyzing the contextual characteristics data; and

retargeting the first item of invitational content previously presented responsive to the user'"'"'s failure to convert the first item of invitational content and based on the analysis of the contextual-characteristics data.

2. The method of claim 1, wherein the retargeting includes re-presenting the unconverted first item of invitational content to the user on a channel that the user is known to have previously converted other items of invitational content which is known from the analysis of the contextual-characteristics data.

3. The method of claim 1, wherein the retargeting includes re-presenting the unconverted first item of invitational content to the user with an added incentive to convert the unconverted first item of invitational content.

4. The method of claim 1, wherein the retargeting includes re-presenting the unconverted first item of invitational content to the user on a channel associated with a content category for which the user is known to have previously converted other items of invitational content which is known from the analysis of the contextual-characteristics data.

5. The method of claim 1, wherein the retargeting includes re-presenting the first item of invitational content to the user on network channel in which the user is known to frequently visit which is known from the analysis of the contextual-characteristics data.

6. The method of claim 1, wherein the contextual-characteristics data further includes data descriptive of a population of users'"'"' conversion habits across the network of application-delivery channels.

7. The method of claim 6, wherein the retargeting includes re-presenting the first item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that other users are more likely to convert the first item of invitational content.

8. The method of claim 6, wherein the retargeting includes re-presenting the first item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that the first item of invitational content is associated with a category of content and that category of content is associated with a higher conversion rate than the channel on which the first item of invitational content is being represented.

9. The method of claim 6, wherein the retargeting includes re-presenting the first item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that the first item of invitational content, which is associated with a first category, is more likely to be converted because other items of invitational content that are associated with a second-related category have demonstrated higher conversion rates.

10. The method of claim 6, wherein the retargeting includes re-presenting the first item of invitational content during a period during which the invitational content is more likely to be converted as determined from the analysis of the contextual-characteristics data.

11. The method of claim 1, wherein the retargeting includes first presenting a second item of invitational content for which a conversion requires a lesser valued conversion, and second re-presenting the first invitational content after a conversion is recorded for the second item of invitational content.

12. The method of claim 10, wherein a conversion of the second item of invitational content requires a download of a lesser-version of an application and the first item of invitational content requires download of a full version of the application.

13. The method of claim 10, wherein the conversion of the second item of invitational content requires less user information than the first item of invitational content.

14. A non-transitory computer-readable medium having computer-readable code stored thereon for causing a computer to perform a method comprising:

identifying a user of a device connecting using non-persistent network sessions;

creating a user profile from data collected describing the activities of the user on the device with respect to the user'"'"'s interaction with invitational content previously presented to the user; and

re-presenting the invitational content in a modified circumstance based on an analysis of the user profile.

15. The non-transitory computer-readable medium of claim 14, wherein the modified circumstance comprises a different channel on which the user is known to have previously converted other items of invitational content.

16. The non-transitory computer-readable medium of claim 14, wherein the modified circumstance comprises an added incentive to convert the unconverted first item of invitational content.

17. The non-transitory computer-readable medium of claim 14, wherein the modified circumstance comprises a different channel that is associated with a content category for which the user is known to have previously converted other items of invitational content.

18. The non-transitory computer-readable medium of claim 14, wherein the modified circumstance comprises a different channel in which the user is known to frequently visit.

19. The non-transitory computer-readable medium of claim 14, wherein the re-presenting the invitational content in a modified circumstance is further based on an analysis of other users'"'"' profiles.

20. The non-transitory computer-readable medium of claim 19, wherein the modified circumstance comprises a different period during which the invitational content is more likely to be converted as determined from the analysis of the other users'"'"' profiles.

21. A system comprising:

a handheld communication device connecting using non-persistent network sessions, the handheld communication device being associated with a user; and

a content delivery system including a user-profile database configured to store contextual-characteristics data descriptive of the user'"'"'s interaction with items of invitational content, and a invitational content retargeting module configured to retarget a first item of invitational content previously presented to the user responsive to the user'"'"'s failure to convert the first item of invitational content and based on an analysis of the user profile.

22. The system of claim 21, wherein the retargeting includes first presenting a second item of invitational content for which a conversion requires a lesser valued conversion, and second representing the first invitational content after a conversion is recorded for the second item of invitational content.

23. The system of claim 22, wherein a conversion of the second item of invitational content requires a download of a lesser-version of an application and the first item of invitational content requires download of a full version of the application.

24. The system of claim 22, wherein the conversion of the second item of invitational content requires less user information than the first item of invitational content.

25. The system of claim 21, wherein the retargeting includes re-presenting the unconverted first item of invitational content to the user with an added incentive to convert the unconverted first item of invitational content.