Funnel Stage Content Selection via Activity Profile Analysis
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Solution Overview
Problem
Current content selection systems for users do not effectively consider the user's funnel stage, which is a critical aspect of the purchasing process, leading to irrelevant content being presented to users, thereby reducing engagement and potentially slowing down the conversion process.
Innovation Solution
A system that analyzes user activity profiles to identify funnel stage tags associated with content items, generating a user funnel stage score to select and transmit relevant content based on the user's stage in the purchasing funnel.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Device complexity
If content selection systems present generic content to users, then the system complexity is reduced, but user engagement and conversion rates deteriorate due to irrelevant content
Solution Approach 1:
The patent segments the purchasing process into distinct funnel stages (awareness, consideration, intent, purchase) and segments content into corresponding types. The system analyzes user activity to determine which funnel stage the user is in and presents only the relevant content segment, avoiding the need to present all possible content types. This segmentation resolves the contradiction by reducing system complexity through focused content delivery while improving conversion rates through relevant, stage-appropriate content.
Solution Approach 2:
The patent changes the parameter of content selection from generic to personalized based on funnel stage. By introducing funnel stage scoring as a new parameter that dynamically adjusts content selection, the system moves from static generic content delivery to dynamic personalized content delivery. This parameter change enables the system to maintain lower complexity by using clear stage-based rules rather than complex individualized recommendations, while simultaneously improving conversion through relevance.
2Measurement precision
If content selection systems analyze user activity in detail to improve relevance, then content relevance improves, but processing time and computational resources increase
Solution Approach 1:
The patent applies preliminary action by pre-defining funnel stages and their corresponding content types before user interaction occurs. The system establishes the framework of awareness, consideration, and intent stages in advance, with predetermined content selections for each stage. When analyzing user activity, the system simply matches observed behaviors to these pre-established stage definitions rather than performing complex real-time analysis, thereby achieving high content relevance with minimal processing time.
3Adaptability or versatility
If the system presents all possible content types to users, then content coverage is maximized, but user engagement decreases due to information overload
Solution Approach 1:
The patent applies local quality by making different parts of the content system serve different functions based on user needs. Rather than uniformly presenting all content types to all users, the system assigns specific content qualities to specific funnel stages: awareness-stage content provides broad information, consideration-stage content provides comparative details, and intent-stage content provides purchase incentives. This local differentiation maintains high content coverage across the entire system while improving engagement by delivering only the appropriate content quality to each user at their current stage.
Data Source
AI summary
One or more computing devices, systems, and/or methods for selecting content for transmission to devices are provided. First activity performed using a content interface on a device may be detected. First activity information associated with the first activity may be stored in an activity profile associated with the device. An activity database may be analyzed based upon the activity profile to identify one or more activity identifiers of the activity database. The activity database may comprise a plurality of activity identifiers and/or funnel stage tags associated with the plurality of activity identifiers. A request for content, associated with an entity, may be received from the device. A funnel stage score may be determined based upon one or more funnel stage tags associated with the entity and/or the one or more activity identifiers. A content item, associated with the entity, may be selected based upon the funnel stage score.