Detour-Based Content Selection for Retail Targeting
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing content delivery systems, such as those for advertisements, struggle to effectively target non-customers of a physical location, leading to inefficient use of advertising resources and low conversion rates.
Innovation Solution
A system that processes location data to identify detours taken by users to retail locations, determining eligibility for offers and providing targeted content to non-customers based on distance metrics and route data, thereby optimizing advertising efforts and increasing conversion rates.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional content selection schemes (keyword selection, remarketing lists, location based information) are used to provide advertisements, then advertisements can be provided to users, but the ability to effectively target non-customers of a physical location is poor, leading to inefficient use of advertising resources
Solution Approach 1:
The patent changes the selection parameters from traditional keywords and generic location data to detour-based route analysis. By analyzing actual user travel routes and identifying detours to physical locations, the system creates a new parameter (detour behavior) that precisely identifies non-customers who are actively seeking alternatives, thereby improving both targeting precision and advertising resource efficiency.
Solution Approach 2:
The patent segments the user population by analyzing individual route data and identifying specific detour behaviors. Instead of treating all users uniformly, the system segments users into those who take detours to physical locations and those who don't, allowing targeted advertising only to the relevant segment (non-customers who detour), thus improving advertising efficiency and reducing waste.
2Measurement precision
If advertisements are provided to a broad audience, then more users may be reached, but the conversion rate from non-customers to customers remains low due to ineffective targeting
Solution Approach 1:
The patent introduces detour-based route analysis as a new selection parameter, changing from broad demographic or geographic targeting to behavior-based targeting. By identifying users who actually detour to physical locations, the system maintains high conversion rates while reducing the overall quantity of advertising impressions needed, thus resolving the contradiction between reach and conversion efficiency.
3Measurement precision
If distance metrics are considered to determine user likelihood to view offers, then offer relevance improves, but the complexity of the content selection system increases
Solution Approach 1:
The patent performs preliminary route analysis and detour identification before the advertising selection process. By pre-processing location data to extract detour behaviors and storing this information, the system avoids complex real-time calculations during ad selection, thus maintaining offer relevance while reducing operational complexity.
Solution Approach 2:
The patent introduces route data and detour analysis as an intermediary layer between raw location data and advertising selection. This intermediary process transforms complex location trajectories into simplified detour metrics, making the system manageable while preserving the precision needed for relevant offer delivery.
Data Source
AI summary
Methods, systems, and apparatus, for detour based content selection. In one aspect, a method includes receiving, at a data processing apparatus, location data for a plurality of users, the location data describing, for each user, locations of a user device of the user; determining, from the location data, route data for the plurality of users, the route data describing, for each user, a route traveled by the user; determining, by the data processing apparatus, for at least one or more of the users, a detour from the route traveled by the user to a retail location of the offeror; determining, by the data processing apparatus, for each of the at least one or more of the users, whether the user is eligible for an offer of the offeror based on the detour; and for each user eligible for an offer, enabling the offeror to provide an offer to the user.