Tracking brand strength using consumer location data and consumer survey responses
First Claim
1. A method of operating a system of mobile devices, each operated by consumers, to monitor activities of and engage with the consumers so as to analyze impressions by the consumers of a business in a market category, the method comprising:
- receiving, from mobile devices operated by a plurality of consumers, a plurality of units of location data, each unit of location data of the plurality having been produced by a mobile device from which the unit of location data is received and indicating a location of the mobile device at a time;
analyzing the plurality of units of location data for the plurality of consumers to determine a first number of visits made in a time period by the plurality of consumers to businesses in the market category and to determine a second number of visits, of the first number of visits, made in the time period to the business by the plurality of consumers;
in response to determining that one or more units of location data received from one or more mobile devices operated by one or more consumers indicates that a consumer visited a location associated with one of the businesses in the market category in the time period, for each mobile device of the one or more mobile devices,transmitting at least one message to the mobile device soliciting the consumer operating the mobile device to identify one or more other businesses, other than the one of the businesses visited by the consumer, that the consumer considered for fulfilling a commercial purpose for which the consumer visited the one of the businesses;
receiving, from the one or more mobile devices, a first number of responses to the soliciting that identify businesses considered for fulfilling the commercial purpose;
determining, of the first number of responses to the soliciting in the time period, a second number of responses that identify the business as a business considered for fulfilling a commercial purpose for which a visit was made to one of the businesses in the market category; and
generating information on a brand strength of the business, the information on the brand strength comprising information determined based at least in part on the second number of visits that were visits to the business and the second number of responses that identify the business as a business considered by a consumer,wherein;
in the receiving the plurality of units of location data, receiving a unit of location data from a mobile device indicating a location corresponding to one business in the market category is performed contemporaneous with a visit by a consumer operating the mobile device to the one business, andin the analyzing, analyzing a unit of location data for a consumer of the plurality of consumer to determine a visit by the consumer to one business in the market category is performed contemporaneous with the visit by the consumer to the one business.
5 Assignments
0 Petitions
Accused Products
Abstract
Techniques that may be used by a consumer analytics system to track consumers'"'"' knowledge of brands and interactions with brands based in part on location data for consumers and responses to surveys that are distributed to consumers based at least in part on location data for the consumers. Such location data may be received, for example, from mobile devices operated by the consumers. A brand strength may represent any suitable measurement of a fraction or share of a market category. In some embodiments, a consumer analytics system may determine brand strength for a business using factors that each represent a “share” of a market category held by a business. The system may additionally track changes in these factors over time. Examples of factors that may be tracked include brand awareness for a business, brand accessibility for the business, brand consideration, brand usage, and brand favorites.
118 Citations
30 Claims
-
1. A method of operating a system of mobile devices, each operated by consumers, to monitor activities of and engage with the consumers so as to analyze impressions by the consumers of a business in a market category, the method comprising:
-
receiving, from mobile devices operated by a plurality of consumers, a plurality of units of location data, each unit of location data of the plurality having been produced by a mobile device from which the unit of location data is received and indicating a location of the mobile device at a time; analyzing the plurality of units of location data for the plurality of consumers to determine a first number of visits made in a time period by the plurality of consumers to businesses in the market category and to determine a second number of visits, of the first number of visits, made in the time period to the business by the plurality of consumers; in response to determining that one or more units of location data received from one or more mobile devices operated by one or more consumers indicates that a consumer visited a location associated with one of the businesses in the market category in the time period, for each mobile device of the one or more mobile devices, transmitting at least one message to the mobile device soliciting the consumer operating the mobile device to identify one or more other businesses, other than the one of the businesses visited by the consumer, that the consumer considered for fulfilling a commercial purpose for which the consumer visited the one of the businesses; receiving, from the one or more mobile devices, a first number of responses to the soliciting that identify businesses considered for fulfilling the commercial purpose; determining, of the first number of responses to the soliciting in the time period, a second number of responses that identify the business as a business considered for fulfilling a commercial purpose for which a visit was made to one of the businesses in the market category; and generating information on a brand strength of the business, the information on the brand strength comprising information determined based at least in part on the second number of visits that were visits to the business and the second number of responses that identify the business as a business considered by a consumer, wherein; in the receiving the plurality of units of location data, receiving a unit of location data from a mobile device indicating a location corresponding to one business in the market category is performed contemporaneous with a visit by a consumer operating the mobile device to the one business, and in the analyzing, analyzing a unit of location data for a consumer of the plurality of consumer to determine a visit by the consumer to one business in the market category is performed contemporaneous with the visit by the consumer to the one business. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 28, 29, 30)
-
-
22. At least one non-transitory computer-readable storage medium having encoded thereon executable instructions that, when executed by at least one computer, cause the at least one computer to carry out a method of operating a system of mobile devices, each operated by consumers, to monitor activities of and engage with the consumers so as to analyze impressions by the consumers of a business in a market category, the method comprising:
-
receiving, from mobile devices operated by a plurality of consumers, a plurality of units of location data, each unit of location data of the plurality having been produced by a mobile device from which the unit of location data is received and indicating a location of the mobile device at a time; analyzing the plurality of units of location data for the plurality of consumers to determine a first number of visits made in a time period by the plurality of consumers to businesses in the market category and to determine a second number of visits, of the first number of visits, made in the time period to the business by the plurality of consumers; in response to determining that one or more units of location data received from one or more mobile devices operated by one or more consumers indicates that a consumer visited a location associated with one of the businesses in the market category in the time period, for each mobile device of the one or more mobile devices, transmitting at least one message to the mobile device soliciting the consumer operating the mobile device to identify one or more other businesses, other than the one of the businesses visited by the consumer, that the consumer considered for fulfilling a commercial purpose for which the consumer visited the one of the businesses; receiving, from the one or more mobile devices, a first number of responses to the soliciting that identify businesses considered for fulfilling the commercial purpose; determining, of the first number of responses to the soliciting in the time period, a second number of responses that identify the business as a business considered for fulfilling a commercial purpose for which a visit was made to one of the businesses in the market category; and generating information on a brand strength of the business, the information on the brand strength comprising information determined based at least in part on the second number of visits that were visits to the business and the second number of responses that identify the business as a business considered by a consumer, wherein; in the receiving the plurality of units of location data, receiving a unit of location data from a mobile device indicating a location corresponding to one business in the market category is performed contemporaneous with a visit by a consumer operating the mobile device to the one business, and in the analyzing, analyzing a unit of location data for a consumer of the plurality of consumer to determine a visit by the consumer to one business in the market category is performed contemporaneous with the visit by the consumer to the one business. - View Dependent Claims (23, 24, 25, 26)
-
-
27. An apparatus comprising:
-
at least one processor; and at least one storage medium having encoded thereon executable instructions that, when executed by the at least one processor, cause the at least one processor to carry out a method of operating a system of mobile devices, each operated by consumers, to monitor activities of and engage with the consumers so as to analyze impressions by the consumers of a business in a market category, the method comprising; receiving, from mobile devices operated by a plurality of consumers, a plurality of units of location data, each unit of location data of the plurality having been produced by a mobile device from which the unit of location data is received and indicating a location of the mobile device at a time; analyzing the plurality of units of location data for the plurality of consumers to determine a first number of visits made in a time period by the plurality of consumers to businesses in the market category and to determine a second number of visits, of the first number of visits, made in the time period to the business by the plurality of consumers; in response to determining that one or more units of location data received from one or more mobile devices operated by one or more consumers indicates that a consumer visited a location associated with one of the businesses in the market category in the time period, for each mobile device of the one or more mobile devices, transmitting at least one message to the mobile device soliciting the consumer operating the mobile device to identify one or more other businesses, other than the one of the businesses visited by the consumer, that the consumer considered for fulfilling a commercial purpose for which the consumer visited the one of the businesses; receiving, from the one or more mobile devices, a first number of responses to the soliciting that identify businesses considered for fulfilling the commercial purpose; determining, of the first number of responses to the soliciting in the time period, a second number of responses that identify the business as a business considered for fulfilling a commercial purpose for which visit was made to one of the businesses in the market category; and generating information on a brand strength of the business, the information on the brand strength comprising information determined based at least in part on the second number of visits that were visits to the business and the second number of responses that identify the business as a business considered by a consumer, wherein; in the receiving the plurality of units of location data, receiving a unit of location data from a mobile device indicating a location corresponding to one business in the market category is performed contemporaneous with a visit by a consumer operating the mobile device to the one business, and in the analyzing, analyzing a unit of location data for a consumer of the plurality of consumer to determine a visit by the consumer to one business in the market category is performed contemporaneous with the visit by the consumer to the one business.
-
Specification