Asset ID Tracking for In-Store Ad Effectiveness
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Solution Overview
Problem
There is no effective method to determine the effectiveness of in-store advertisements without directly tracking customer line of sight or using costly cameras, making it difficult to assess the impact of offline content on customer purchasing decisions.
Innovation Solution
A system using media devices, sensors, and asset identifiers to detect and track the presence of shopping assistant devices with unique IDs, allowing for the collection of purchase data to assess advertisement effectiveness without personally identifiable information, utilizing RF tags and sensors to approximate impressions and connect media exposure to purchasing decisions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If cameras are used to determine content effectiveness by tracking customer line of sight, then measurement precision is improved, but device complexity and cost increase
Solution Approach 1:
The patent uses shopping assistant devices as intermediary objects between customers and the content effectiveness measurement system. These devices carry asset identifiers that sensors can detect, serving as mediators that transfer information about customer presence and engagement without requiring direct customer tracking or complex camera systems. The shopping assistant devices act as proxies that simplify the measurement process while maintaining accuracy.
Solution Approach 2:
The patent creates a simplified copy of the customer tracking function by using asset identifiers on shopping assistant devices instead of directly tracking customers with cameras. The sensor detects the asset ID as a proxy for customer presence, and the system processes this copied information to determine content effectiveness, avoiding the need for complex optical tracking systems.
2Measurement precision
If direct customer tracking is implemented to assess advertisement impact, then measurement precision is improved, but loss of information increases due to privacy concerns
Solution Approach 1:
The patent extracts only the necessary information for measurement purposes by using asset identifiers on shopping assistant devices rather than collecting personal customer data. The system takes out and processes only the asset ID information needed to track engagement with content, leaving customer personally identifiable information separate and protected, thus reducing information loss related to privacy concerns.
Solution Approach 2:
The asset identifier on the shopping assistant device serves as an intermediary that enables measurement without direct customer identification. The sensor detects the asset ID as a proxy, allowing the system to measure advertisement effectiveness while maintaining a privacy buffer between customer identity and measurement data, thereby preserving customer information.
3Device complexity
If sensors and asset identifiers are used to track shopping assistant devices, then device complexity is reduced, but measurement precision may be affected
Solution Approach 1:
The patent implements feedback mechanisms where the sensor detects asset identifiers and the system processes this information to generate effectiveness metrics. The feedback loop includes detecting asset IDs, obtaining purchase data, and determining content effectiveness based on the correlation between asset ID detections and purchasing behavior, ensuring measurement precision is maintained despite using simpler sensing technology.
Solution Approach 2:
The shopping assistant devices with asset identifiers serve multiple functions: they assist customers during shopping and simultaneously enable content effectiveness measurement. This multi-functionality allows the system to use simple, universally deployed shopping assistant devices for both customer service and measurement purposes, reducing overall system complexity while maintaining measurement capabilities through the dual-use of these devices.
Data Source
AI summary
Systems and methods for determining content effectiveness are disclosed. In some examples, a media device in a store of an entity displays content about a product. Shopping assistant devices owned by the entity are used by customers to assist their shopping in the store. Each of the shopping assistant devices has an asset identifier (ID). A first sensor is configured to detect a first set of asset IDs coupled to a first set of shopping assistant devices. At least one second sensor is configured to detect a second set of asset IDs coupled to a second set of shopping assistant devices. At least one processor is configured to: obtain purchase data associated with the second set of shopping assistant devices; and determine an effectiveness of the content based on information about: the first set of asset IDs, the second set of asset IDs, the product, and the purchase data.