Presenting content packages based on audience retargeting

• US 9,367,847 B2
• Filed: 05/28/2010
• Issued: 06/14/2016
• Est. Priority Date: 05/28/2010
• Status: Active Grant

• Current Assignee: Apple Inc.
• Original Assignee: Apple Inc.
• Inventors: Priyadarshan, Eswar, Sun, Kenley, Grigorovici, Dan Marius, Chittari, Ravikiran, Vadrevu, Jayasurya, Mukherjee, Prasenjit
• Primary Examiner(s): Nguyen, Dustin
• Application Number:
  US12/789,851
• Publication Number:
  US 20110295997A1
• Time in Patent Office: 2,209 Days
• Field of Search: 705/10, 705/14, 705/14.66, 705/14.45, 705/14.53, 705/14.41, 705/14.49, 705/14.42, 705/14.55, 709/203, 463/1, 706/52, 725/62, 725/116
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/00 Commerce

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.

Claims

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.

2. The method of claim 1, further comprising:

identifying a different delivery channel having a higher conversion rate than a current delivery channel used to present the same item of invitational content to the device by comparing a first conversion rate of the delivery channel with a second conversion rate of the current delivery channel; and

retargeting the same item of invitational content using the different delivery channel having the higher conversion rate.

3. The method of claim 1, wherein the retargeting includes re-presenting the same item of invitational content to the device with an added incentive to convert the same item of invitational content, the incentive comprising at least one of a discount and a bonus item.

4. The method of claim 1, wherein the retargeting includes re-presenting the same item of invitational content to the device associated with the user on a channel associated with a content category for which the user is known to have previously converted other items of invitational content which is known from the analysis of the contextual-characteristics data.

5. The method of claim 1, wherein the retargeting comprises re-presenting the same item of invitational content to the device on a different website or application than a website or application previously used to present the same item of invitational content to the device, the different website or application being selected based on a determination that the different website or application has been previously accessed by the device with a greater frequency than the website or application previously used to present the same item of invitational content to the device .

6. The method of claim 1, wherein the contextual-characteristics data further includes data descriptive of a population of users'"'"' conversion habits across the network of application-delivery channels.

7. The method of claim 6, wherein the retargeting includes re-presenting the same item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that other users are more likely to convert the same item of invitational content.

8. The method of claim 6, wherein the retargeting includes re-presenting the same item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that the same item of invitational content is associated with a category of content and that category of content is associated with a higher conversion rate than the channel on which the same item of invitational content is being represented.

9. The method of claim 6, wherein the retargeting includes re-presenting the same item of invitational content on a channel for which it is known from the analysis of the contextual-characteristics data that the same item of invitational content, which is associated with a first category, is more likely to be converted because other items of invitational content that are associated with a second-related category have demonstrated higher conversion rates.

10. The method of claim 6, wherein the retargeting includes re-presenting the same item of invitational content during a period during which the invitational content is more likely to be converted as determined from the analysis of the contextual-characteristics data.

11. The method of claim 1, wherein the retargeting includes first presenting a different item of invitational content for which a conversion requires a lesser valued conversion, and second re-presenting the same invitational content after a conversion is recorded for the different item of invitational content.

12. The method of claim 11, wherein a conversion of the different item of invitational content requires a download of a lesser-version of an application and the same item of invitational content requires download of a full version of the application.

13. The method of claim 11, wherein the conversion of the different item of invitational content requires less user information than the same item of invitational content.

26. The method of claim 1, wherein the modification comprises presenting the first item in a different delivery channel from a first presentation of the first item, the different delivery channel having a higher response rate than a delivery channel associated with the first presentation.

14. A non-transitory computer-readable medium having computer-readable code stored thereon for causing a computer to perform operations comprising:

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.

15. The non-transitory computer-readable medium of claim 14, wherein the one or more modifications comprise a different channel on which the user is known to have previously converted other items of invitational content.

16. The non-transitory computer-readable medium of claim 14, wherein the one or more modifications further comprise an added incentive to convert the invitational content, the added incentive comprising at least one of a discount and a bonus item.

17. The non-transitory computer-readable medium of claim 14, wherein the one or more modifications comprise a different channel that is associated with a content category for which the user is known to have previously converted other items of invitational content.

18. The non-transitory computer-readable medium of claim 14, wherein the one or more modifications comprise a different channel in which the user is known to frequently visit.

19. The non-transitory computer-readable medium of claim 14, wherein the re-presenting the invitational content according to the one or more modifications is further based on an analysis of other users'"'"' profiles.

20. The non-transitory computer-readable medium of claim 19, wherein the one or more modifications comprise a different period during which the invitational content is more likely to be converted as determined from the analysis of the other users'"'"' profiles.

21. A system comprising:

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.

22. The system of claim 21, wherein the retargeting includes first presenting an item of invitational content for which a conversion requires a lesser valued conversion, and second re-presenting a previously presented item of the invitational content after a conversion is recorded for the item of invitational content.

23. The system of claim 22, wherein a conversion of the item of invitational content requires a download of a lesser-version of an application and the previously presented item of invitational content requires download of a full version of the application.

24. The system of claim 22, wherein the conversion of the item of invitational content requires less user information than the previously presented item of invitational content.

25. The system of claim 21, wherein the retargeting includes re-presenting the invitational content to the user with an added incentive to convert the invitational content, the added incentive comprising at least one of a discount and a bonus item.