System and method for assessing effectiveness of internet marketing campaign

• US 6,006,197 A
• Filed: 04/20/1998
• Issued: 12/21/1999
• Est. Priority Date: 04/20/1998
• Status: Expired due to Term

• Current Assignee: Gen Digital Inc.
• Original Assignee: Straightup Software Incorporated
• Inventors: d'Eon, Christopher E., Bolt, Thomas B.
• Primary Examiner(s): MacDonald, Allen R.
• Assistant Examiner(s): PATEL, JAGDISH
• Application Number:
  US09/062,877
• Time in Patent Office: 610 Days
• Field of Search: 395/200.31, 395/200.33, 395/200.49, 705/7, 705/10
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

A Web advertising measurement system that correlates the number of impressions of Web advertisements with post-impression transactional activity to measure the effectiveness of the advertisements. When a user clicks on a banner advertisement, an impression is established and the user'"'"'s identification is recorded. Then, when the user undertakes post-impression transactional activity such as downloading software related to the advertisement, ordering products and services related to the advertisement, and so on, the transactional activity along with the user'"'"'s identification is recorded. Based on the user identifications, the number of impressions associated with the advertisements are correlated to the post-impression transactional activity as a measure of effectiveness of each advertisement.

Claims

1. A computer-implemented method for indicating the effectiveness of at least one advertisement on at least one site on a wide area computer network, comprising the steps of:

associating the advertisement with an advertisement identification;

including the advertisement identification in a first network path name;

receiving the first network path name;

in response to the receiving step, returning to a user a second network path name including a visitor identification; and

correlating the advertisement identification with the visitor identification, wherein the advertisement identification is removed from the first path name and replaced with the visitor identification to thereby render the second path name.

2. The computer-implemented method of claim 1, wherein the advertisement identification does not identify any part of a network path, and wherein the visitor identification does not identify any part of a network path.

3. The computer-implemented method of claim 1, further comprising the steps of:

associating visitor identifications to subsequent transactional activity relating to products or services promoted by the one or more advertisements; and

for at least one of the advertisements and based on the visitor identifications, correlating the subsequent activity to a number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement.

4. The computer-implemented method of claim 3, wherein the subsequent activity relating to products or services promoted by the one or more advertisements includes purchasing products or services advertised by the one or more advertisements.

5. The computer-implemented method of claim 4, wherein the subsequent activity relating to products or services promoted by the one or more advertisements includes initiating a computer software download from the one or more sites on the network.

6. The computer-implemented method of claim 5, wherein the subsequent activity relating to products or services promoted by the one or more advertisements includes completing a computer software download from the one or more sites on the network.

7. The computer-implemented method of claim 6, wherein the subsequent activity relating to products or services promoted by the one or more advertisements includes cancellations of purchases of products or services advertised by the one or more advertisements.

8. The computer-implemented method of claim 7, wherein the correlating step further includes correlating an average revenue value to the number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement.

9. The computer-implemented method of claim 8, wherein the correlating step further includes correlating an advertisement cost value to the number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement.

10. A computer program product comprising:

a computer program storage device readable by a digital processing system; and

logic means on the program storage device and including instructions executable by the digital processing system for performing method steps for assessing the effectiveness of advertising on a wide area computer network, the method steps comprising;

(a) recording the number of times user computers of the network select one or more advertisements on one or more sites on the network, a respective impression being established when a user computer selects an advertisement;

(b) associating at least one respective user identification with at least one of the impressions;

(c) associating user identifications to subsequent transactional activity relating to products or services promoted by the one or more advertisements; and

(d) for at least one of the advertisements and based on the user identifications, correlating the subsequent activity to a number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement.

11. The computer program product of claim 10, wherein the recording and associating steps are accomplished at least in part by receiving from the user a first network path name including an advertisement identification and returning to the user a second network path name including a visitor identification, the visitor identification establishing the user identification.

12. The computer program product of claim 11, wherein the advertisement identification is stripped from the first network path name and replaced with the visitor identification to thereby render the second network path name.

13. The computer program product of claim 12, wherein the subsequent activity relating to products or services promoted by the one or more advertisements includes at least one of:

purchasing products or services advertised by the one or more advertisements;

initiating a computer software download from the one or more sites on the network;

completing a computer software download from the one or more sites on the network; and

cancellations of purchases of products or services advertised by the one or more advertisements.

14. The computer program product of claim 13, wherein the correlating step further includes at least one of:

correlating an average revenue value to the number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement; and

correlating an advertisement cost value to the number of impressions associated with the advertisement as an indication of the effectiveness of the advertisement.

15. The computer program product of claim 10, further comprising the digital processing apparatus.

16. A system for indicating the effectiveness of at least one advertisement on at least one site on a wide area computer network, comprising:

logic means for determining, by user identification, when user computers of the network gain impressions of the advertisement;

logic means for using user identifications to correlate impressions of the advertisement to post-impression transactional activity undertaken by the user computers as an indication of the effectiveness of the advertisements, and

means for replacing the advertisement identification in the first network path name with the visitor identification to thereby render the second network path name.

17. The system of claim 16, wherein the logic means for determining and using further include logic means for receiving from the user a first network path name including an advertisement identification and returning to the user a second network path name including a visitor identification, the visitor identification establishing the user identification.

18. The system of claim 16, wherein the post-impression transactional activity includes at least one of:

purchasing products or services advertised by the one or more advertisements;

initiating a computer software download from the one or more sites on the network;

completing a computer software download from the one or more sites on the network; and

cancellations of purchases of products or services advertised by the one or more advertisements.