Presenting content packages based on audience retargeting
First Claim
1. A method comprising:
- obtaining contextual-characteristics data descriptive of a device'"'"'s interaction with items of invitational content within a network of application-delivery channels, the device being associated with a user;
analyzing the contextual characteristics data to identify one or more modifications to a presentation of a same item of invitational content previously presented to the device , the one or more modifications being identified as having a higher likelihood of conversion, and the one or more modifications comprising a modified form of the same item of invitational content on a different network channel, wherein the different network channel comprises a different website or a different digital media channel; and
retargeting the same item of invitational content responsive to a failure by the user to convert the same item of invitational content when previously presented, wherein retargeting comprises re-presenting the same item of invitational content according to the one or more modifications.
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Abstract
A present technology intelligently retargets invitational content to a user by maintaining a user profile that includes data descriptive of the user'"'"'s interaction with invitational content previously presented to the user and making decisions regarding retargeting based on an analysis of the user profile. The information in the user profile is not limited to whether or not the user completed a conversion action associated with invitational content presented. Rather, the profile is expanded to include such information as where on the conversion continuum the user abandoned the process and details of how the invitational content was presented to the user, e.g. colors used, situation, and message. When presented with a request for invitational content, the system uses the profile information to influence which content is selected and how it is presented to the user. This enables the system to re-present invitational content in a form and/or situation where the user is more likely to complete the conversion action.
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Citations
26 Claims
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1. A method comprising:
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obtaining contextual-characteristics data descriptive of a device'"'"'s interaction with items of invitational content within a network of application-delivery channels, the device being associated with a user; analyzing the contextual characteristics data to identify one or more modifications to a presentation of a same item of invitational content previously presented to the device , the one or more modifications being identified as having a higher likelihood of conversion, and the one or more modifications comprising a modified form of the same item of invitational content on a different network channel, wherein the different network channel comprises a different website or a different digital media channel; and retargeting the same item of invitational content responsive to a failure by the user to convert the same item of invitational content when previously presented, wherein retargeting comprises re-presenting the same item of invitational content according to the one or more modifications. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 26)
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14. A non-transitory computer-readable medium having computer-readable code stored thereon for causing a computer to perform operations comprising:
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identifying a device connecting to a network using non-persistent network sessions, wherein the device is associated with a user; creating a user profile from data collected describing activities of the user on the device with respect to the user'"'"'s interaction with invitational content previously presented to the user; and re-presenting the invitational content according to one or more modifications of a presentation of the invitational content, the one or more modifications having a higher likelihood of conversion as determined based on an analysis of the user profile, wherein the one or more modifications comprise a modified form of the invitational content on a different network channel, wherein the different network channel comprises a different website or a different digital media channel. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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21. A system comprising:
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a processor; and a computer-readable storage medium having stored thereon instructions which, when executed by the processor, cause the processor to perform operations comprising; identifying a device connecting to a network using non-persistent network sessions, wherein the device is associated with a user; storing contextual-characteristics data descriptive of the user'"'"'s interaction with items of invitational content; and retargeting a first item of invitational content previously presented to the user responsive to a failure by the user to convert the first item of invitational content, wherein the first item is retargeted according to one or more modifications comprising a modified form of the first item of invitational content delivered on a different network channel, wherein the different network channel comprises a different website or a different digital media channel. - View Dependent Claims (22, 23, 24, 25)
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Specification