Geographic Segmentation for Content Effectiveness Measurement

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Solution Overview

Problem

Existing methods for measuring the effectiveness of content items in advertising campaigns lack the ability to isolate and analyze the impact of geographic regions on campaign performance, making it difficult to determine the effectiveness of content items across different locations and understand their interrelations.

Innovation Solution

A system that identifies candidate campaigns, pauses the presentation of content items in specific geographic locations, and measures their effectiveness by comparing conversions in paused and unpaused areas, providing statistically significant data for validating attribution models and determining the effectiveness of various content types.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Measurement precision

If content item presentation is paused in specific geographic locations to measure effectiveness, then measurement precision is improved, but loss of time and productivity are worsened

Engineering Contradiction:

Improvecontent item effectiveness measurementVSAvoidtime period for pausing presentation

Core Design Contradiction:

Measurement precisionVSLoss of time

Solution Approach 1:

The geographic region is segmented into multiple geographic locations, allowing the system to pause content presentation in only a portion of the region while maintaining presentation in other locations. This segmentation enables effectiveness measurement without completely stopping campaign operations, thus reducing time loss and productivity impact.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

Instead of pausing content presentation across the entire geographic region, the system applies partial action by selecting only specific geographic locations for pausing. This partial pause allows the system to gather measurement data while maintaining overall campaign productivity and minimizing time loss.

Inventive Principle:

Principle #16Partial or excessive action

2Measurement precision

If content item presentation is paused in specific geographic locations to measure effectiveness, then measurement precision is improved, but productivity is worsened

Engineering Contradiction:

Improvecontent item effectiveness measurementVSAvoidcampaign performance

Core Design Contradiction:

Measurement precisionVSProductivity

Solution Approach 1:

By segmenting the geographic region into multiple locations and selecting only some for pausing, the system maintains productivity in unpaused locations while gathering measurement data in paused locations. This ensures overall campaign productivity is preserved despite the measurement experiment.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

Different geographic locations have different treatment qualities - some locations have content presentation paused for measurement while others continue normal operations. This local differentiation allows measurement to be conducted without uniformly impacting overall campaign productivity.

Inventive Principle:

Principle #3Local quality

3Measurement precision

If content item presentation is paused in specific geographic locations to measure effectiveness, then measurement precision is improved, but loss of substance is worsened

Engineering Contradiction:

Improvecontent item effectiveness measurementVSAvoidconversions associated with resource

Core Design Contradiction:

Measurement precisionVSLoss of substance

Solution Approach 1:

The geographic region is divided into paused and unpaused segments, allowing the system to measure effectiveness in paused segments while preserving conversions in unpaused segments. This segmentation minimizes the overall loss of conversions by maintaining campaign operations in portions of the region.

Inventive Principle:

Principle #1Segmentation

Solution Approach 2:

The system creates a controlled experimental environment by copying the normal campaign operation pattern into paused geographic locations, allowing measurement of effectiveness while using the same conversion tracking mechanisms to compare performance between paused and unpaused locations.

Inventive Principle:

Principle #26Copying

Data Source

PatentUS9031861B1Measuring content item effectiveness

Publication Date: 2015.05.12 GOOGLE LLC

AI summary

Methods, systems, and computer program products are provided for measuring effectiveness of content items included in a campaign. One example method includes providing a corpus of campaigns, where a campaign defines parameters for presentation that specify circumstances under which content items are presented to users in response to requests. The corpus is filtered by identifying one or more candidate campaigns, where each of the identified candidate campaigns is associated with a geographic region and includes one or more constraints that permit pausing distribution of content items without compromising campaign goals. For each candidate campaign, one or more experimental geographic locations included in the geographic region are determined that are substantially representative of the region. Presentation of at least one of the content items is paused for a time period, and content item effectiveness is measured by comparing resource conversions for experimental and control geographic locations.