Method, algorithm, and computer program for optimizing the performance of messages including advertisements in an interactive measurable medium

• US 7,415,423 B2
• Filed: 10/30/2006
• Issued: 08/19/2008
• Est. Priority Date: 12/29/1999
• Status: Expired due to Term

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Carl Meyer
• Inventors: Ranka, Sanjay, Lenderman, Jason S., Weisinger, James
• Primary Examiner(s): ELISCA, PIERRE E
• Application Number:
  US11/589,408
• Publication Number:
  US 20070050204A1
• Time in Patent Office: 659 Days
• Field of Search: 705/10, 705/12, 705/14, 705/27, 705/11
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 10/06315 Needs-based resource requirements planning or analysis
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0631 Item recommendations
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing

Abstract

Method, procedure, algorithm, system, and computer program for improving and attempting to optimize the performance of messaging campaigns, particularly to marketing campaigns in which advertisements or other messages are distributed over an interactive measurable medium such as the Internet. A goal is to allocate the message alternatives to the customer population to optimize business objectives. The includes reading prior stage message state data pertaining to a prior stage including a cumulative number of trials and a cumulative number of successes for a particular message. Message performance results representing message trials and message successes from the previous stage based on the prior-stage state are then read, and a current message state is computed. A current message allocation is generated based on the current message state. Desirably the cumulative number of trials and the cumulative number of successes are discounted based on the age of the information. This inventive procedure may be applied to various message types including, for example, web site banner advertisements, electronic advertisements generally, email messages and promotions, and the like. In one embodiment, the messages are internet web site banner ads, trials are impressions of the ads presented to the user, and successes are measured by clickthroughs from the banner ad to the web site associated with the banner ad. Computer system, computer program, and computer program product associated with the inventive method and procedures are also provided by the invention.

Claims

1. A method for improving stage-to-stage performance of a message in a multi-stage message campaign in an interactive measurable medium, comprising:

computing a current message state on the basis of prior stage message state and message performance results, wherein the prior state message state is associated with a prior stage in a message campaign and comprises a cumulative number of trials and a cumulative number of successes for a particular message at the end of the prior stage, and wherein the message performance results represent message trials and message successes from the prior stage; and

generating a current message allocation based on the current message state;

wherein at least one of the steps is performed by at least one processing device.

2. A server comprising a processor, and a computer-readable medium, the computer-readable medium having processor-executable instructions for performing the method steps of claim 1.

3. A computer-readable medium having computer-executable instructions for performing the method steps of claim 1.

4. The method as described in claim 1 wherein the cuffent message allocation includes at least one web page advertisement.

5. The method as described in claim 4 wherein the web page is associated with a search engine.

6. The method as described in claim 5 wherein the web page is a search engine results page.

7. The method as described in claim 6 wherein the search engine results page includes at least one zone in which the web page advertisement is positioned.

8. The method as described in claim 6 wherein the search engine results pages includes a plurality of zones in which web page advertisements are positioned.

9. The method as described in claim 1 wherein the trials are impressions.

10. The method as described in claim 1 wherein each success is a click-through.

11. The method as described in claim 1 wherein the cuffent message allocation includes at least a context-based advertisement that is located in a zone of a search engine results web page.

12. The method as described in claim 1 wherein the message campaign comprises a group of advertisements.

13. The method as described in claim 1 wherein the cuffent message allocation determines where messages are positioned on a web page.

14. The method as described in claim 13 wherein the position of at least one message on the web page is determined by an amount specified by an advertiser.

15. The method as described in claim 1 wherein the current message allocation includes a message to be positioned on a web page, the position being associated with an amount specified by an advertiser.