PERFORMANCE ASSESSMENT BASED ON ANALYSIS OF RESOURCES

• US 20160050129A1
• Filed: 08/15/2014
• Published: 02/18/2016
• Est. Priority Date: 08/15/2014
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Hoyne, Neil
• Application Number:
  US14/461,236
• Publication Number:
  US 20160050129A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/245 Query processing
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: H04L 43/08 Monitoring or testing based on specific metrics, e.g. QoS, energy consumption or environmental parameters

Abstract

Systems, methods, and computer-readable storage media that may be used to evaluate performance of resources and/or content campaign impressions are provided. One method includes, for each of a first set of resources: (1) filtering path data to extract a first set of path data items including an interaction with the resource and a second set of path data items including paths excluding an interaction with the resource; (2) calculating first and second conversion metrics based on an amount of the first and second sets of path data items, respectively, resulting in a conversion action; and (3) calculating an incremental conversion metric for the resource based on the first conversion metric and the second conversion metric. The method further includes generating resource comparison data comparing one or more of the first set of resources based on the incremental conversion metrics.

Claims

1. A method comprising:

receiving, by one or more processors, path data comprising a plurality of path data items representing a plurality of paths, each path comprising one or more interactions of a user with content items published within one or more of a plurality of resources;

for each resource of a first set of the plurality of resources;

filtering, by the one or more processors, the path data to extract a first set of path data items including an interaction with the resource and a second set of path data items, the second set of path data including paths that exclude an interaction with the resource;

calculating, by the one or more processors, a first conversion metric based on an amount of the first set of path data items including the interaction with the resource resulting in one of a plurality of conversion actions reflected in the path data;

calculating, by the one or more processors, a second conversion metric based on an amount of the second set of path data items resulting in one of the conversion actions; and

calculating, by the one or more processors, an incremental conversion metric for the resource based on the first conversion metric and the second conversion metric, the incremental conversion metric relating to a contribution of the interactions with the resource in causing the conversion actions; and

generating resource comparison data comparing two or more of the first set of resources based on the incremental conversion metrics for the two or more resources.

2. The method of claim 1, further comprising:

receiving one or more parameters for a content campaign; and

identifying a subset of the first set of resources fulfilling the parameters;

wherein the step of generating the resource comparison data comprises generating the resource comparison data to compare the subset of resources based on the incremental conversion metrics for the subset of resources.

3. The method of claim 2, further comprising:

determining a second set of the plurality of resources in which content items from the content campaign are displayed;

calculating a predicted incremental conversion metric for the content campaign based on the incremental conversion metrics for the second set of resources;

calculating an actual incremental conversion metric for the content campaign based on a third set of path data items including an interaction with content items from the content campaign within the second set of resources;

determining whether a difference between the predicted incremental conversion metric and the actual incremental conversion metric exceeds a threshold value; and

generating a notification in response to the difference exceeding the threshold value.

4. The method of claim 3, wherein executing the action comprises generating a notification in response to the difference exceeding the threshold value.

5. The method of claim 3, wherein executing the action comprises modifying a bid associated with the content campaign in response to the difference exceeding the threshold value.

6. The method of claim 3, wherein determining whether the difference exceeds the threshold value comprises determining the actual incremental conversion metric is lower than the predicted incremental conversion metric by greater than the threshold value, and wherein the notification comprises a recommendation to modify one or more content items of the content campaign.

7. The method of claim 2, the step of calculating the incremental conversion metric comprising calculating a plurality of incremental conversion metrics for each resource of the first set of resources, each of the plurality of incremental conversion metrics corresponding to a different set of conditions affecting a likelihood of conversion, and the step of generating the resource comparison data comprising:

selecting, for each resource of the subset of resources, one or more of the incremental conversion metrics for the resource based on comparison of the parameters with the set of conditions associated with the incremental conversion metrics; and

comparing the subset of resources based upon the selected incremental conversion metrics for the subset of resources.

8. The method of claim 1, the step of filtering comprising selecting path data items sharing a plurality of similar characteristics for the first set and second set of path data items.

9. The method of claim 1, wherein:

the step of calculating the incremental conversion metric comprises calculating a plurality of incremental conversion metrics for each resource of the first set of resources, each of the plurality of incremental conversion metrics corresponding to a different set of conditions affecting a likelihood of conversion;

the method further comprises calculating a relative incremental conversion metric for each resource based on the incremental conversion metrics for the resource; and

the step of generating the resource comparison data is based on the relative incremental conversion metrics for the two or more resources.

10. The method of claim 1, wherein the first conversion metric and the second conversion metric comprise a conversion rate, wherein the conversion rate is based on a number of paths resulting in one of the conversion actions and one of:

a number of paths not resulting in one of the conversion actions;

or

a total number of the paths resulting in one of the conversion actions and the paths not resulting in one of the conversion actions.

11. The method of claim 1, the step of calculating the incremental conversion metric for each of the resources comprising calculating the incremental conversion metric for one or more of the resources based at least in part on a rule associated with one or more interaction types.

12. A system comprising:

at least one computing device operably coupled to at least one memory and configured to;

receive path data comprising a plurality of path data items representing a plurality of paths, each path comprising one or more interactions of a user with content items published within one or more of a plurality of resources;

for each resource of a first set of the plurality of resources;

filter the path data to extract a first set of path data items including an interaction with the resource and a second set of path data items, the second set of path data including paths that exclude an interaction with the resource;

calculate a first conversion metric based on an amount of the first set of path data items including the interaction with the resource resulting in one of a plurality of conversion actions reflected in the path data;

calculate a second conversion metric based on an amount of the second set of path data items resulting in one of the conversion actions; and

calculate an incremental conversion metric for the resource based on the first conversion metric and the second conversion metric, the incremental conversion metric relating to a contribution of the interactions with the resource in causing the conversion actions; and

generate resource comparison data comparing two or more of the first set of resources based on the incremental conversion metrics for the two or more resources.

13. The system of claim 12, wherein the at least one computing device is further configured to:

receive one or more parameters for a content campaign; and

identify a subset of the first set of resources fulfilling the parameters;

wherein the step of generating the resource comparison data comprises generating the resource comparison data to compare the subset of resources based on the incremental conversion metrics for the subset of resources.

14. The system of claim 13, wherein the at least one computing device is further configured to:

determine a second set of the plurality of resources in which content items from the content campaign are displayed;

calculate a predicted incremental conversion metric for the content campaign based on the incremental conversion metrics for the second set of resources;

calculate an actual incremental conversion metric for the content campaign based on a third set of path data items including an interaction with content items from the content campaign within the second set of resources;

determine whether a difference between the predicted incremental conversion metric and the actual incremental conversion metric exceeds a threshold value; and

generate a notification in response to the difference exceeding the threshold value.

15. The system of claim 14, wherein the at least one computing device is configured to determine the actual incremental conversion metric is lower than the predicted incremental conversion metric by greater than the threshold value, and wherein the notification comprises a recommendation to modify one or more content items of the content campaign.

16. The system of claim 13, wherein the at least one computing device is configured to calculate a plurality of incremental conversion metrics for each resource of the first set of resources, each of the plurality of incremental conversion metrics corresponding to a different set of conditions affecting a likelihood of conversion, and wherein the at least one computing device is configured to generate the resource comparison data by:

selecting, for each resource of the subset of resources, one or more of the incremental conversion metrics for the resource based on comparison of the parameters with the set of conditions associated with the incremental conversion metrics; and

comparing the subset of resources based upon the selected incremental conversion metrics for the subset of resources.

17. The system of claim 12, wherein the at least one computing device is configured to select path data items sharing a plurality of similar characteristics for the first set and second set of path data items.

18. The system of claim 12, wherein the at least one computing device is configured to:

calculate a plurality of incremental conversion metrics for each resource of the first set of resources, each of the plurality of incremental conversion metrics corresponding to a different set of conditions affecting a likelihood of conversion;

calculate a relative incremental conversion metric for each resource based on the incremental conversion metrics for the resource; and

generate the resource comparison data based on the relative incremental conversion metrics for the two or more resources.

19. One or more computer-readable storage media having instructions stored thereon that, when executed by at least one processor, cause the at least one processor to perform operations comprising:

receiving path data comprising a plurality of path data items representing a plurality of paths, each path comprising one or more interactions of a user with content items published within one or more of a plurality of resources;

for each resource of a first set of the plurality of resources;

filtering the path data to extract a first set of path data items including an interaction with the resource and a second set of path data items, the second set of path data including paths that exclude an interaction with the resource;

calculating a first conversion metric based on an amount of the first set of path data items including the interaction with the resource resulting in one of a plurality of conversion actions reflected in the path data;

calculating a second conversion metric based on an amount of the second set of path data items resulting in one of the conversion actions; and

calculating an incremental conversion metric for the resource based on the first conversion metric and the second conversion metric, the incremental conversion metric relating to a contribution of the interactions with the resource in causing the conversion actions;

receiving one or more parameters for a content campaign;

identifying a subset of the first set of resources fulfilling the parameters; and

generating resource comparison data comparing the subset of resources based on the incremental conversion metrics for the subset of resources.

20. The one or more computer-readable storage media of claim 19, the operations further comprising:

determining a second set of the plurality of resources in which content items from the content campaign are displayed;

calculating a predicted incremental conversion metric for the content campaign based on the incremental conversion metrics for the second set of resources;

calculating an actual incremental conversion metric for the content campaign based on a third set of path data items including an interaction with content items from the content campaign within the second set of resources;

determining whether a difference between the predicted incremental conversion metric and the actual incremental conversion metric exceeds a threshold value; and

generating a notification in response to the difference exceeding the threshold value.