Methods and apparatuses to select communication tracking mechanisms
First Claim
1. A method, comprising:
- selecting a selected one reference type from a plurality of reference types, each reference type employing a respective tracking mechanism from a plurality of different tracking mechanisms;
selecting a reference of the selected one reference type from a pool of unallocated references of the selected one reference type, utilizing a selected tracking mechanism, wherein the selecting the selected one reference type is based at least partially on at least one characteristic of a customer to whom an advertisement is presented and at least partially on at least one characteristic of a media channel used to deliver the advertisement;
allocating the reference in the advertisement in response to a need for a reference having the selected tracking mechanism;
counting communication leads generated from presentation of the advertisement using the respective tracking mechanism;
crediting a partner for presenting the advertisement based on at least one communication lead generated from the advertisement;
determining a performance ratio between a count of presentations of the advertisement and a count of communication leads resulting from the presentations;
upgrading the advertisement from the selected tracking mechanism to have a different tracking mechanism when the performance ratio exceeds a predetermined threshold; and
unallocating the reference from the advertisement in response to an evaluation of at least one result of counting communication leads, and repeating the selecting and the allocating for a second reference type employing a second respective tracking mechanism.
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Abstract
Methods and apparatuses to select tracking mechanisms for the performance determination of advertisements. One embodiment includes: selecting one reference type from a plurality of reference types; and determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement. In one embodiment, the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement. For example, a price for the advertisement can be specified by a party for which the advertisement is to be presented. For example, the advertisement can be charged in response to a voice communication responding to the advertisement. In one embodiment, the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.
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Citations
21 Claims
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1. A method, comprising:
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selecting a selected one reference type from a plurality of reference types, each reference type employing a respective tracking mechanism from a plurality of different tracking mechanisms; selecting a reference of the selected one reference type from a pool of unallocated references of the selected one reference type, utilizing a selected tracking mechanism, wherein the selecting the selected one reference type is based at least partially on at least one characteristic of a customer to whom an advertisement is presented and at least partially on at least one characteristic of a media channel used to deliver the advertisement; allocating the reference in the advertisement in response to a need for a reference having the selected tracking mechanism; counting communication leads generated from presentation of the advertisement using the respective tracking mechanism; crediting a partner for presenting the advertisement based on at least one communication lead generated from the advertisement; determining a performance ratio between a count of presentations of the advertisement and a count of communication leads resulting from the presentations; upgrading the advertisement from the selected tracking mechanism to have a different tracking mechanism when the performance ratio exceeds a predetermined threshold; and unallocating the reference from the advertisement in response to an evaluation of at least one result of counting communication leads, and repeating the selecting and the allocating for a second reference type employing a second respective tracking mechanism. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19)
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20. A non-transitory, machine readable medium storing instructions that, when executed by a computing device, cause the computing device to perform a method, the method comprising:
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selecting a selected one reference type from a plurality of reference types, each reference type employing a respective tracking mechanism from a plurality of different tracking mechanisms; selecting a reference of the selected one reference type from a pool of unallocated references of the selected one reference type, utilizing a selected tracking mechanism, wherein the selecting the selected one reference type is based at least partially on at least one characteristic of a customer to whom the advertisement is presented and at least partially on at least one characteristic of a media channel used to deliver the advertisement; allocating the reference in the advertisement in response to a need for a reference having the selected tracking mechanism; counting communication leads generated from presentation of the advertisement using the respective tracking mechanism; crediting a partner for presenting the advertisement based on at least one communication lead generated from the advertisement; determining a performance ratio between a count of presentations of the advertisement and a count of communication leads resulting from the presentations; upgrading the advertisement from the selected tracking mechanism to have a different tracking mechanism when the performance ratio exceeds a predetermined threshold; and unallocating the reference from the advertisement in response to an evaluation of at least one result of counting communication leads, and repeating the selecting and the allocating for a second reference type employing a second respective tracking mechanism.
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21. A system, comprising:
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a computing device configured to select a selected one reference type from a plurality of reference types, each reference type employing a respective tracking mechanism from a plurality of different tracking mechanisms; wherein the computing device is configured to select a reference of the selected one reference type from a pool of unallocated references of the selected one reference type, utilizing a selected tracking mechanism, wherein the selecting the selected one reference type is based at least partially on at least one characteristic of a customer to whom an advertisement is presented and at least partially on at least one characteristic of a media channel used to deliver the advertisement; wherein the computing device is configured to allocate the reference in the advertisement in response to a need for a reference having the selected tracking mechanism; wherein the computing device is configured to count communication leads generated from presentation of the advertisement using the respective tracking mechanism, and credit a partner for presenting the advertisement based on at least one communication lead generated from the advertisement; wherein the computing device is configured to determine a performance ratio between a count of presentations of the advertisement and a count of communication leads resulting from the presentations; and wherein the computing device is configured to upgrade the advertisement from the selected tracking mechanism to have a different tracking mechanism when the performance ratio exceeds a predetermined threshold; wherein the computing device is configured to unallocate the reference from the advertisement in response to an evaluation of at least one result of counting communication leads, and repeating the selecting and the allocating for a second reference type employing a second respective tracking mechanism.
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Specification