Real-Time Campaign Effectiveness Measurement via Device Correlation
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Solution Overview
Problem
Traditional methods for measuring the effectiveness of advertising campaigns are inadequate when consumers interact with advertisements across multiple computing devices and physical locations, leading to a disconnect between advertisement exposure and purchase behavior, especially when purchases are made through different channels or devices.
Innovation Solution
A system and method for real-time measurement of campaign effectiveness that correlates transaction data with computing devices based on geographic location, using hashed device identifiers and transaction data to calculate purchase behaviors and metrics, enabling the measurement of campaign effectiveness across various devices and purchase channels.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional advertising effectiveness measurement methods are used, then measurement simplicity is maintained, but measurement accuracy deteriorates when consumers use multiple computing devices and physical locations
Solution Approach 1:
The patent introduces a processing server as an intermediary between advertising systems and transaction data sources. This server receives campaign data, correlates it with transaction data from multiple computing devices and physical locations, and processes the relationships to determine campaign effectiveness. The intermediary handles the complexity of multi-device tracking while providing accurate measurement results.
Solution Approach 2:
The system is designed to universally measure campaign effectiveness across multiple computing devices (mobile devices, desktop computers, tablets) and physical locations. The processing server can handle various types of transaction data from different channels (online purchases, in-store purchases) and correlate them with advertising exposure across different device types, making the measurement system universally applicable regardless of the specific device or location used for purchase.
2Measurement precision
If device identifiers are used to track consumers, then measurement accuracy is improved, but consumer privacy protection deteriorates
Solution Approach 1:
The patent extracts and processes only the necessary information from device identifiers and transaction data to determine campaign effectiveness. By focusing on correlating advertising exposure with purchase behavior rather than storing or exposing complete consumer profiles, the system achieves measurement accuracy while minimizing the exposure of sensitive consumer information. The processing server extracts only the minimal data needed for effectiveness measurement.
Solution Approach 2:
The system provides feedback about campaign effectiveness without requiring continuous monitoring of individual consumer identifiers. By measuring aggregate purchase behavior patterns and correlating them with advertising exposure at the campaign level rather than the individual consumer level, the system achieves measurement goals while reducing privacy risks associated with persistent identifier tracking.
Data Source
AI summary
A method for real-time measurement of campaign effectiveness includes: storing device profiles, each including a hashed device identifier, geographic location, and transaction entries including a transaction date and transaction data; receiving a data request including a start date, end date, merchant identifier, a plurality of device identifiers, and, for each device identifier, a category identifier of a set of category identifiers; generating a hashed identifier for each of the device identifiers; identifying, a device profile for each hashed device identifier; calculating purchase behaviors for each category based on transaction data in transaction data entries that include a transaction date between the start date and end date that are included in each identified device profile that is associated with the respective category and includes a geographic location corresponding to the merchant identifier; and transmitting at least one of: the calculated purchase behaviors and one or more metrics based thereon.