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Predictive modeling of attribution

Inactive Publication Date: 2016-01-21
ZETA INTERACTIVE
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Benefits of technology

The patent describes a system and method for improving the speed and accuracy of online and offline attribution for marketing campaigns. The system uses real-time data and predictive modeling to optimize campaign effectiveness and return on investment. It targets based on email addresses and not just cookies or sites. The system also includes an email channel for advertising campaigns and a marketplace for buying and selling advertising inventory. The technical effects of the patent include improved speed and accuracy of attribution, better targeting of campaigns, and increased efficiency of advertisers in purchasing inventory.

Problems solved by technology

Existing technology does not optimize campaign return on investment because it does not utilize real time data to adjust for optimization.

Method used

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  • Predictive modeling of attribution
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  • Predictive modeling of attribution

Examples

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Embodiment Construction

[0010]Systems and methods are described for using various tools and procedures for optimizing targeted advertising. In certain embodiments, the tools and procedures may be used in conjunction with improved attribution. The examples described herein relate to marketing campaigns, including email and Internet based advertising campaigns, for illustrative purposes only. The systems and methods described herein may be used for many different industries and purposes, including any type of marketing campaigns and / or other industries completely. In particular, the systems and methods may be used for any industry or purpose where customized customer identification is needed. For multi-step processes or methods, steps may be performed by one or more different parties, servers, processors, etc.

[0011]Certain embodiments may provide systems and methods for targeted advertising. A set of information may be accessed from one or more databases. The information may include various types of informat...

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Abstract

Systems and methods for predictive modeling of attribution are described. Systems and methods may include receiving one or more inputs; processing the one or more inputs using a general linear model; and providing predicted online and offline campaign impact.

Description

INCORPORATION BY REFERENCE TO RELATED APPLICATIONS[0001]This application claims benefit under 35 U.S.C. §119(e) from U.S. Provisional Application No. 62 / 025,162, filed on Jul. 16, 2014 and U.S. Provisional Application No. 62 / 025,158, filed on Jul. 16, 2014. The disclosures of each of the applications cited in this paragraph are incorporated herein by reference in their entireties.FIELD OF THE INVENTION[0002]The present invention relates to systems and methods for marketing campaigns, and, more specifically, to systems and methods for improving speed of online and offline attribution.BACKGROUND OF THE INVENTION[0003]Targeted marketing is a commonly used tool for improving return on investment for advertising expenditures. In general, the more accurate the targeting is to consumers, the more benefit is received from the advertising campaign.[0004]Measurement of the effectiveness of advertising campaigns provides feedback that can be used to determine whether the advertising campaign h...

Claims

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Application Information

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IPC IPC(8): G06Q30/02
CPCG06Q30/0244G06Q30/0251
Inventor BINDRA, DEXNIMEROFF, JEFFRY S.WALSH, THOMAS
Owner ZETA INTERACTIVE