Bluetooth Beacon Attribution for Offline Conversion Tracking
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Solution Overview
Problem
Existing advertising systems face difficulties in attributing offline purchases to online advertising due to the lack of standard identification between offline and online data, particularly with the decline of third-party cookies and the limitations of mobile device applications, which hinders the connection of point of sale data and television viewership to online activity.
Innovation Solution
The use of Bluetooth low energy beacons to track user proximity to advertisements in physical locations, combined with a server system that correlates user device data, advertising information, and beacon data to directly attribute conversions, enabling the connection of offline and online activities.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If third party cookies are used for tracking, then online advertising attribution is possible, but legal restrictions and browser limitations prevent their use
Solution Approach 1:
The patent introduces beacons as intermediary devices placed in physical locations that emit signals detectable by mobile devices. These beacons serve as mediators between offline physical presence and online advertising systems, enabling attribution without relying on third-party cookies. The beacon signal acts as a universal identifier that bridges the gap between physical and digital tracking domains.
Solution Approach 2:
The patent replaces the cookie-based tracking mechanism (software-based) with a beacon-based proximity detection system (signal-based). Instead of using browser cookies to track users online, the system uses Bluetooth or other wireless signals from beacons to detect physical proximity, fundamentally substituting the tracking mechanism to work around browser restrictions and legal limitations.
2Loss of information
If standard identification methods are used to join offline and online data, then data integration is possible, but lack of standards prevents connection between point of sale data and online activity
Solution Approach 1:
The patent creates a universal beacon identification system that can be used across multiple platforms and data types. The beacon signal serves multiple functions: it identifies physical location, tracks user proximity, and provides a common identifier that can be correlated with both online advertising data and offline point of sale data, eliminating the need for separate identification systems for different data sources.
Solution Approach 2:
The patent combines multiple data sources (beacon signals, mobile device identifiers, advertising campaign data, and point of sale information) into a composite attribution system. By integrating these diverse data elements through a common beacon-based framework, the system creates a unified view of customer journey that connects online and offline activities without requiring complex separate integration processes.
3Measurement precision
If mobile device applications are used for tracking, then user behavior can be monitored, but mobile apps do not use cookies limiting tracking capabilities
Solution Approach 1:
The beacon acts as an intermediary that mobile device applications can detect without requiring cookie support. The application receives beacon signals through standard mobile device sensors, providing precise location and proximity information while avoiding the cookie limitation entirely. This intermediary approach enables sophisticated tracking capabilities through a simpler, more universally supported mechanism.
Applied Scientific Principles
This section explains which scientific principles are used to turn an abstract innovation direction into a practical engineering solution.
Function Achieved in This Case
This solution allows for accurate attribution of offline conversions to online advertising, providing detailed insights for targeting and evaluating advertising campaign effectiveness across demographic groups.
Implementation Method 1
Such tracking may be performed using beacons that emit unique signals (e.g., Bluetooth low energy signals)
Data Source
AI summary
A method, system, and computer program product provide the ability to connect online and offline activity. Advertisement delivery information is acquired. The advertisement delivery information includes an advertisement identification and a user identification identifying a user to which the advertisement was delivered. Beacon information is acquired. The beacon information includes a beacon identification and location. The beacon identification and the device identification are received from an application executing on a first device associated with the user. The application receives the low energy signal from the beacon identified by the beacon identification. Based on the advertisement delivery information, beacon identification, and device identification, conversion of the advertisement is directly attributed. Conversion information based on the conversion is then provided.