DETOUR BASED CONTENT SELECTIONS

• US 20150371271A1
• Filed: 06/24/2014
• Published: 12/24/2015
• Est. Priority Date: 06/24/2014
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Hurley, Fergus Gerard, Dua, Robin, Sung, Sangsoo, Tomkins, Andrew, Schwarz, Michael
• Granted Patent: US 10,217,134 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0259 based on store location
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: H04W 4/02 Services making use of location information
• CPC Class Codes: H04W 4/024 Guidance services
• CPC Class Codes: H04W 4/21 for social networking applications

Abstract

Methods, systems, and apparatus, for detour based content selection. In one aspect, a method includes receiving, at a data processing apparatus, location data for a plurality of users, the location data describing, for each user, locations of a user device of the user; determining, from the location data, route data for the plurality of users, the route data describing, for each user, a route traveled by the user; determining, by the data processing apparatus, for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror; determining, by the data processing apparatus, for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour; and for each user eligible for an offer, enabling the offeror to provide an offer to the user.

Claims

1. A computer-implemented method performed by data processing apparatus, the method comprising:

receiving, at a data processing apparatus, location data for a plurality of users, the location data describing, for each user, locations of a user device of the user;

determining, from the location data, route data for the plurality of users, the route data describing, for each user, a route traveled by the user;

determining, by the data processing apparatus, for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror;

determining, by the data processing apparatus, for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour; and

for each user eligible for an offer, enabling the offeror to provide an offer to the user.

2. The computer-implemented method of claim 1, comprising:

determining, by the data processing apparatus, for the offeror and from the plurality of users, users that are non-customers of the offeror; and

wherein;

determining for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror comprises determining a detour from the route traveled by the non-customer to a retail location of the offeror;

determining for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour comprises determining whether the non-customer is eligible for an offer of the offeror based on the detour; and

for each user eligible for an offer, enabling the offeror to provide an offer to the user comprises for each non-customer eligible for an offer, enabling the offeror to provide an offer to the non-customer.

3. The computer-implemented method of claim 2, wherein the route data for the plurality of users is historical route data, and each route is an established route.

4. The computer-implemented method of claim 2, wherein determining users that are non-customers of the offeror comprises:

for each user;

determining the retail location of the offeror; and

determining whether any location described by the location data for the user is within a threshold distance of the retail location of the offeror;

determining each user for which any location for the user is not within a threshold distance of the retail location of the offeror is a non-customer of the offeror.

5. The computer implemented method of claim 2, wherein determining users that are non-customers of the offeror comprises:

for each user;

determining the retail location of the offeror; and

determining whether any location on the route traveled by the user is within a threshold distance of the retail location of the offeror;

determining each user for which any location on the route traveled by the user is not within a threshold distance of the retail location of the offer is a non-customer of the offeror.

6. The computer-implemented method of claim 5, wherein the threshold distance is a physical distance.

7. The computer-implemented method of claim 5, wherein the threshold distance is a time duration.

8. The computer-implemented method of claim 2, wherein determining users that are non-customers of the offeror comprises determining users that have no transaction data specifying transactions between the users and the offeror.

9. The computer-implemented method of claim 2, wherein determining whether the non-customer is eligible for an offer of the offeror based on the detour comprises:

determining a distance measure for the detour; and

determining the customer is eligible for the offer if the distance measure is less than a threshold distance measure.

10. The computer-implemented method of claim 9, wherein the distance measure is detour travel time.

11. The computer-implemented method of claim 9, wherein determining whether the non-customer is eligible for an offer of the offeror based on the detour further comprises:

determining an active time for the route of the non-customer; and

determining the customer is eligible for the offer if a presentation time for the offer is within a predefined time period prior to the active time of the route.

12. The method of claim 1, wherein enabling the offeror to provide an offer to the user comprises enabling the offeror to submit a bid to an auction to provide the offer to the user.

13. The method of claim 12, further comprising:

determining a distance measure for the detour; and

adjusting a bid of the offeror based on the distance measure.

14. The method of claim 2, wherein enabling the offeror to provide an offer to the user comprises enabling the offeror to provide a a valuation based on converting the non-customer to repeat customer.

15. The method of claim 14, wherein the valuation is expressed as a percentage of sales for each visit subsequent to a first visit by the user to the offeror location, wherein the first visit is in response to acceptance of the offer.

16. A system, comprising:

a data processing apparatus; and

a computer storage medium encoded with a computer program, the program comprising instructions that when executed by the data processing apparatus cause the data processing apparatus to perform operations comprising;

receiving, at a data processing apparatus, location data for a plurality of users, the location data describing, for each user, locations of a user device of the user;

determining, from the location data, route data for the plurality of users, the route data describing, for each user, a route traveled by the user;

determining, by the data processing apparatus, for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror;

determining, by the data processing apparatus, for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour; and

for each user eligible for an offer, enabling the offeror to provide an offer to the user.

17. The system of claim 16, comprising:

determining, by the data processing apparatus, for the offeror and from the plurality of users, users that are non-customers of the offeror; and

wherein;

determining for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror comprises determining a detour from the route traveled by the non-customer to a retail location of the offeror;

determining for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour comprises determining whether the non-customer is eligible for an offer of the offeror based on the detour; and

for each user eligible for an offer, enabling the offeror to provide an offer to the user comprises for each non-customer eligible for an offer, enabling the offeror to provide an offer to the non-customer.

18. The system of claim 17, wherein the route data for the plurality of users is historical route data, and each route is an established route.

19. The system of claim 17, wherein determining users that are non-customers of the offeror comprises:

for each user;

determining the retail location of the offeror; and

determining whether any location described by the location data for the user is within a threshold distance of the retail location of the offeror;

determining each user for which any location for the user is not within a threshold distance of the retail location of the offeror is a non-customer of the offeror.

20. The system of claim 17, wherein determining users that are non-customers of the offeror comprises:

for each user;

determining the retail location of the offeror; and

determining whether any location on the route traveled by the user is within a threshold distance of the retail location of the offeror;

determining each user for which any location on the route traveled by the user is not within a threshold distance of the retail location of the offer is a non-customer of the offeror.

21. The system of claim 17, wherein determining whether the non-customer is eligible for an offer of the offeror based on the detour comprises:

determining a distance measure for the detour; and

determining the customer is eligible for the offer if the distance measure is less than a threshold distance measure.

22. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

receiving, at a data processing apparatus, location data for a plurality of users, the location data describing, for each user, locations of a user device of the user;

determining, from the location data, route data for the plurality of users, the route data describing, for each user, a route traveled by the user;

determining, by the data processing apparatus, for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror;

determining, by the data processing apparatus, for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour; and

for each user eligible for an offer, enabling the offeror to provide an offer to the user.