Cross-channel user tracking systems, methods and devices
First Claim
1. A computer-based method of tracking a user across a plurality of communication channels comprising:
- generating a first non-universal user identifier associated with a first communication channel in response to a first action of a mobile device;
generating a second non-universal user identifier associated with a second communication channel in response to a second action of the mobile device;
storing the first non-universal user identifier and the second non-universal user identifier in a data repository;
correlating, using an application installed on the mobile device, the stored first non-universal user identifier and the stored second non-universal user identifier with a universal identifier having an associated user profile;
associating the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across the plurality of communication channels such that a user can be tracked, wherein the user profile is generated using approximation methods including clustering and probabilistic matching using a plurality of mobile device channel specific identifiers, wherein the mobile device channel specific identifiers are selected from the group consisting of a first party cookie, a third party cookie, and a plurality of product identifiers; and
directing ads to a user identified by the universal identifier, wherein the first communication channel and the second communication channel are communication channels of an advertising campaign.
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Accused Products
Abstract
In part, the invention relates to systems and methods suitable for operating a client side platform for deterministically correlating a unique mobile user across multiple marketing communication channels using a universal identifier to provide a deterministic mapping of individual channel user identifiers. In an embodiment, the invention relates to systems and methods suitable for operating a client side platform for probabilistically correlating a unique mobile user across multiple marketing communication channels to provide a mapping of individual channel user identifiers. The systems and methods can be used to identify user activity across different marketing communication channels accessed with a given mobile device.
158 Citations
20 Claims
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1. A computer-based method of tracking a user across a plurality of communication channels comprising:
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generating a first non-universal user identifier associated with a first communication channel in response to a first action of a mobile device; generating a second non-universal user identifier associated with a second communication channel in response to a second action of the mobile device; storing the first non-universal user identifier and the second non-universal user identifier in a data repository; correlating, using an application installed on the mobile device, the stored first non-universal user identifier and the stored second non-universal user identifier with a universal identifier having an associated user profile; associating the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across the plurality of communication channels such that a user can be tracked, wherein the user profile is generated using approximation methods including clustering and probabilistic matching using a plurality of mobile device channel specific identifiers, wherein the mobile device channel specific identifiers are selected from the group consisting of a first party cookie, a third party cookie, and a plurality of product identifiers; and directing ads to a user identified by the universal identifier, wherein the first communication channel and the second communication channel are communication channels of an advertising campaign. - View Dependent Claims (2, 3, 4, 5)
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6. A computer-based system of tracking a user across a plurality of communication channels comprising:
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one or more receivers, executing on a computing device, the one or more receivers configured to collect information from the plurality of communication channels; a user ID generator configured to provide non-universal user identifiers that can be matched to a universal user identifier; a data repository comprising a plurality of non-universal user identifiers, each non-universal user identifier associated with one communication channel of the plurality of communication channels, wherein the plurality of non-universal user identifiers are selected from the group consisting of a first party cookie, a third party cookie, and a plurality of product identifiers, wherein a first communication channel and a second communication channel of the plurality of communication channels are communication channels of an advertising campaign; and a federation server configured to receive user actions associated with the first and the second communication channels from a mobile device client application, generate a universal identifier using the received user actions and the plurality of non-universal user identifiers, associate a user profile with the universal identifier using approximation methods including clustering and probabilistic matching using a plurality of mobile device channel specific identifiers, and associate the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across a plurality of communication channels such that a user can be tracked, wherein the mobile device channel specific identifiers are selected from the group consisting of a first party cookie, a third party cookie, and a plurality of product identifiers. - View Dependent Claims (7, 8, 9, 10, 18)
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11. A computer program product residing on a non-transitory computer readable storage medium having a plurality of instructions stored thereon, which, when executed by a processor, cause the processor to perform operations for tracking a user across a plurality of communication channels, the operations comprising:
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generating a first non-universal user identifier associated with a first communication channel in response to a first action of a mobile device; generating a second non-universal user identifier associated with a second communication channel in response to a second action of the mobile device; storing the first non-universal user identifier and the second non-universal user identifier in a data repository; correlating, using an application installed on the mobile device, the stored first nonuniversal user identifier and the stored second non-universal user identifier with a universal identifier having an associated user profile; associating the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across the plurality of communication channels such that a user can be tracked, wherein the user profile is generated using approximation methods including clustering and probabilistic matching using a plurality of mobile device channel specific identifiers; and directing ads to the user identified by the universal identifier, wherein the first communication channel and the second communication channel are communication channels of an advertising campaign. - View Dependent Claims (12, 13, 14, 15, 16)
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17. A computer-based method of tracking a user across a plurality of communication channels comprising:
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generating a first non-universal user identifier associated with a first communication channel in response to a first action of a mobile device; generating a second non-universal user identifier associated with a second communication channel in response to a second action of the mobile device; storing the first non-universal user identifier and the second non-universal user identifier in a data repository; correlating the stored first non-universal user identifier and the stored second non-universal user identifier with a universal identifier having an associated user profile; associating the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across the plurality of communication channels such that the user can be tracked, wherein associating the universal identifier with a plurality of actions is performed using a computing device running a Bayesian network to perform probabilistic user matching; and directing ads to the user identified by the universal identifier, wherein the first communication channel and the second communication channel are communication channels of an advertising campaign.
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19. A computer-based method of tracking a user across a plurality of communication channels comprising:
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generating a first non-universal user identifier associated with a first communication channel in response to a first action of a mobile device; generating a second non-universal user identifier associated with a second communication channel in response to a second action of the mobile device; storing the first non-universal user identifier and the second non-universal user identifier in a data repository; correlating the stored first non-universal user identifier and the stored second non-universal user identifier with a universal identifier having an associated user profile; associating the universal identifier with a plurality of actions performed with the mobile device such that the associated user profile comprises a mapping between the universal identifier and activities performed by the user across the plurality of communication channels such that a user can be tracked, wherein the user profile is generated using approximation methods including clustering and probabilistic matching using a plurality of mobile device channel specific identifier; and directing ads to a user identified by the universal identifier, wherein the first communication channel and the second communication channel are communication channels of an advertising campaign. - View Dependent Claims (20)
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Specification