METHODS FOR CALCULATING ADVERTISEMENT EFFECTIVENESS

• US 20140278896A1
• Filed: 03/15/2013
• Published: 09/18/2014
• Est. Priority Date: 03/15/2013
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Bowers, Neville, Vaidyantathan, Ram, Zagat, Ted, Mazumdar, Sohan, Winters, Kelly, Anand, Abheek
• Granted Patent: US 9,818,129 B2
• Time in Patent Office: Days
• US Class Current: 705/14.32
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

One variation of a method for calculating advertisement effectiveness includes: posting an advertisement for a product to a social feed within a social networking system; tracking a view of the advertisement by a user; determining a proximity of the user to a store of a merchant; in accordance with a privacy setting of the user, selecting personal data of the user from data stored in the social networking system, the personal data including an identity of the user and an interest of the user; in response to the determined proximity of the user to the store, transmitting the selected personal data to the store; and, in response to a transaction between the user and the store, assessing an effectiveness of the advertisement according to a determined correlation between the transaction and the view of the advertisement by the user.

Claims

1. A method comprising:

posting an advertisement for a product to a social feed within a social networking system;

tracking a view of the advertisement by a user;

determining a proximity of the user to a store of a merchant;

in accordance with a privacy setting of the user, selecting personal data of the user from data stored in the social networking system, the personal data comprising an identity of the user and an interest of the user;

in response to the determined proximity of the user to the store, transmitting the selected personal data to the store; and

in response to a transaction between the user and the store, assessing an effectiveness of the advertisement according to a determined correlation between the transaction and the view of the advertisement by the user.

2. The method of claim 1, wherein posting the advertisement for the product to the social feed comprises posting an official advertisement, curated by the merchant, to a feed of the merchant, wherein tracking the view of the advertisement by the user comprises tracking a user view of the feed of the merchant.

3. The method of claim 2, further comprising rewarding the second user with a loyalty point redeemable through the merchant based on the view of the advertisement by the user.

4. The method of claim 1, wherein posting the advertisement for the product to the social feed comprises posting an unofficial advertisement to a personal feed of a second user, the second user connected to the user through the social networking system, and the unofficial advertisement curated by the second user, wherein tracking the view of the advertisement by the user comprises tracking a user view of the personal feed of the second user within the social networking system.

5. The method of claim 4, further comprising rewarding the second user with a loyalty point redeemable through the merchant according to the determined correlation between the transaction and the view of the advertisement by the user.

6. The method of claim 1, wherein posting the advertisement for the product to the social feed comprises posting an official advertisement to a personal feed of the user within the social networking system, the official advertisement curated by a second merchant.

7. The method of claim 1, further comprising recommending, to the merchant, advertisement of the product to the user based on user browsing history within the social networking system, wherein posting the advertisement for the product to the social feed comprises posting an official advertisement, curated by the merchant, to a personal feed of the user within the social networking system.

8. The method of claim 7, wherein recommending, to the merchant, advertisement of the product comprises recommending advertisement based on a positive user response to a previous post on the social feed, the previous post identifying an item similar to the product identified in the advertisement.

9. The method of claim 7, wherein recommending, to the merchant, advertisement of the product comprises recommending advertisement based on a user subscription to a feed of the merchant on the social networking system

10. The method of claim 1, wherein tracking the view of the advertisement by the user comprises recording a user viewing event in response to depiction of the advertisement to the user, through a digital display, for a period of time greater than a specified threshold comprehension time.

11. The method of claim 1, wherein determining the proximity of the user to the store comprises collecting location data of the user through a mobile computing device carried by the user and pairing location data of the user with a known location of the store, wherein transmitting the selected personal data to the store comprises transmitting the selected personal data in response to the determined proximity of the user to the store within a threshold distance.

12. The method of claim 1, wherein determining the proximity of the user to the store comprises receiving a user check-in at the store, wherein transmitting the selected personal data to the store comprises transmitting the selected personal data in response to the user check-in at the store.

13. The method of claim 1, wherein selecting personal data of the user comprises determining the interest of the user based on a user response to the advertisement in the social feed and selecting personal data of the user that comprises the determined interest of the user.

14. The method of claim 1, wherein selecting the personal data of the user comprises selecting a merchant, a product, and an offer identified in the advertisement viewed by the user.

15. The method of claim 1, further comprising identifying a user need based on personal data stored in the social networking system and defining a target user experience customized for the store according to the identified user need, wherein selecting personal data of the user comprises selecting personal data of the user based on the target user experience.

16. The method of claim 1, wherein transmitting the selected personal data to the store comprises transmitting the selected personal data to a mobile computing device allocated to a service representative of the store.

17. The method of claim 1, wherein assessing the effectiveness of the advertisement comprises correlating the transaction with the view of the advertisement by the user based on a similarity between an object of the transaction and the product identified in the advertisement.

18. The method of claim 1, wherein assessing the effectiveness of the advertisement comprises correlating the transaction with the view of the advertisement by the user based on a transaction history between the user and the store prior to the view of the advertisement by the user.

19. The method of claim 1, further comprising posting a detail of the transaction to the social feed in accordance with a privacy setting of the user.

20. The method of claim 19, wherein posting the detail of the transaction to the social feed comprises posting the detail of the transaction that comprises a link to the advertisement based on the determined correlation between the transaction and the view of the advertisement by the user.

21. The method of claim 19, further comprising rewarding the user with a loyalty point, redeemable through the merchant, based on the detail of the transaction posted to the social feed.