Methods for calculating advertisement effectiveness

• US 9,818,129 B2
• Filed: 03/15/2013
• Issued: 11/14/2017
• 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: Anand, Abheek, Bowers, Neville, Vaidyantathan, Ram, Mazumdar, Sohan, Zagat, Ted, Winters, Kelly
• Primary Examiner(s): Stoltenberg, David
• Assistant Examiner(s): Johnson, Robert C
• Application Number:
  US13/835,541
• Publication Number:
  US 20140278896A1
• Time in Patent Office: 1,705 Days
• Field of Search: 705 1441, 705 1458
• 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;

detecting, by at least one processor, that a user views the advertisement;

determining, by the at least one processor, that a mobile device associated with the user is within a threshold proximity of a physical store of a merchant;

in accordance with a privacy setting of the user, identifying 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 mobile device associated with the user being within the threshold proximity of the physical store and in accordance with the privacy setting of the user, transmitting the identified personal data to the physical store;

identifying a transaction between the user and the physical store;

in response to the mobile device associated with the user being within the threshold proximity of the physical store and to the transaction between the user and the physical store, determining an effectiveness of the advertisement based on a correlation between the transaction and the user viewing the advertisement; and

establishing a threshold number of times to post a future advertisement to the user via the social networking system based on the determined effectiveness of the advertisement and a number of times the user views the advertisement, wherein the established threshold number of times to post the future advertisement via the social networking system improves the effectiveness of advertisement placement on the social networking system.

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, and wherein detecting that the user views the advertisement comprises detecting that the user views the advertisement on the feed of the merchant within the social networking system.

3. 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 the merchant.

4. The method of claim 1, wherein establishing the threshold number of times to post a future advertisement to the user comprises reducing the threshold number of times to post the future advertisement.

5. The method of claim 4, further comprising recommending, to the merchant, one or more advertisements of the product to serve to the user based on a browsing history of the user within the social networking system and based on a positive user response to a previous post on the social feed within the social networking system that identifies an item similar to the product identified in the advertisement for the product.

6. The method of claim 4, further comprising recommending, to the merchant, one or more advertisements of the product to serve to the user based on a browsing history of the user within the social networking system and based on a user subscription to a feed of the merchant on the social networking system.

7. The method of claim 1, wherein detecting that the user views the advertisement comprises determining that the user views the advertisement for a period of time greater than a specified threshold comprehension time.

8. The method of claim 1, wherein determining that the mobile device associated with the user is within the threshold proximity of the physical store comprises determining a location of the mobile device associated with the user via a sensor on the mobile device.

9. The method of claim 1, wherein determining that the mobile device associated with the user is within the threshold proximity of the physical store comprises receiving, via the mobile device, a user check-in at the physical store via the social networking system.

10. The method of claim 1, further comprising

identifying a user need based on the personal data identified in the social networking system;

and

defining a target user experience customized for the merchant of the physical store according to the identified user need;

wherein determining the effectiveness of the advertisement is further based on a correlation between the transaction and the user need.

11. The method of claim 1, wherein determining the effectiveness of the advertisement based on the correlation between the transaction and the user viewing the advertisement comprises correlating the transaction with the user viewing the advertisement based on a similarity between an object of the transaction and the product identified in the advertisement.

12. The method of claim 1, wherein determining the effectiveness of the advertisement based on the correlation between the transaction and the user viewing the advertisement comprises correlating the transaction with the user viewing the advertisement based on the user purchasing the product identified in the advertisement posted to the social feed.

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

14. The method of claim 13, wherein posting the detail of the transaction to the social feed comprises posting a link to the advertisement based on the determined correlation between the transaction and the user viewing the advertisement.

15. The method of claim 13, further comprising rewarding the user with a loyalty point, redeemable through the merchant, upon the detail of the transaction being posted to the social feed.

16. A non-transitory computer readable medium storing instructions thereon that, when executed by at least one processor, cause a computer system to:

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

detect that a user views the advertisement;

determine that a mobile device associated with the user is within a threshold proximity of a physical store of a merchant;

in accordance with a privacy setting of the user, identify 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 mobile device associated with the user being within the threshold proximity of the physical store and in accordance with the privacy setting of the user, transmit the identified personal data to the physical store;

identify a transaction between the user and the physical store;

in response to the mobile device associated with the user being within the threshold proximity of the physical store and to the transaction between the user and the physical store, determine an effectiveness of the advertisement based on a correlation between the transaction and the user viewing the advertisement; and

establish a threshold number of times to post a future advertisement to the user via the social networking system based on the determined effectiveness of the advertisement and a number of times the user views the advertisement, wherein the established threshold number of times to post the future advertisement via the social networking system improves the effectiveness of advertisement placement on the social networking system.

17. The non-transitory computer readable medium of claim 16, wherein determining that the mobile device associated with the user is within the threshold proximity of the physical store comprises determining a location of the mobile device associated with the user via a sensor on the mobile device.

18. The non-transitory computer readable medium of claim 17, wherein the sensor on the mobile device is a GPS sensor that receives location data corresponding to the location of the mobile device associated with the user.

19. The non-transitory computer readable medium of claim 17, wherein the sensor on the mobile device is a cellular sensor that receives location data corresponding to the location of the mobile device associated with the user.

20. The non-transitory computer readable medium of claim 17, wherein the sensor receives location data by triangulating the location of the mobile device using a plurality of cellular towers within range of the mobile device.

21. A system comprising:

at least one processor; and

at least one non-transitory computer readable storage medium storing instructions thereon that, when executed by the at least on processor, cause the system to;

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

detect that a user views the advertisement;

determine that a mobile device associated with the user is within a threshold proximity of a physical store of a merchant;

in accordance with a privacy setting of the user, identify 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 mobile device associated with the user being within the threshold proximity of the physical store and in accordance with the privacy setting of the user, transmit the identified personal data to the physical store;

identify a transaction between the user and the physical store;

in response to the mobile device associated with the user being within the threshold proximity of the physical store and to the transaction between the user and the physical store, determine an effectiveness of the advertisement based on a correlation between the transaction and the user viewing the advertisement; and

establish a threshold number of times to post a future advertisement to the user via the social networking system based on the determined effectiveness of the advertisement and a number of times the user views the advertisement, wherein the established threshold number of times to post the future advertisement via the social networking system improves the effectiveness of advertisement placement on the social networking system.