Location Analytics System for Promotion Effectiveness Measurement
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Solution Overview
Problem
Marketers face challenges in effectively tracking and measuring the impact of promotions at specific geographic locations, such as billboards and in-store displays, as there is no reliable method to attribute website visits or product purchases to these locations.
Innovation Solution
A system and method that assesses the effectiveness of geographic locations by receiving and processing location data and activity data to determine an effectiveness index based on user proximity to the location at the time of interaction, allowing for the evaluation of promotions at specific sites.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If marketers use traditional advertising methods (billboards, in-store displays), then they can reach target audiences at specific locations, but they cannot reliably track or measure the effectiveness of these promotions
Solution Approach 1:
The patent introduces a third-party service provider as an intermediary that collects location data from mobile devices and correlates it with advertising exposure. This mediator enables indirect measurement of advertising effectiveness by matching geographic location data with promotion locations, allowing marketers to attribute website visits and purchases to specific advertising placements without direct tracking mechanisms at physical locations.
Solution Approach 2:
The patent replaces physical tracking mechanisms (such as manual counting or direct observation at billboards and in-store displays) with digital data collection and processing systems. Mobile devices capture location data electronically, which is then processed through computer systems to determine advertising effectiveness, substituting mechanical/physical measurement methods with automated digital analysis.
2Reliability
If marketers implement comprehensive tracking systems to measure promotion effectiveness, then they can obtain reliable attribution data, but the system complexity increases
Solution Approach 1:
The patent segments the tracking system into distinct functional components: mobile devices that collect location data, a third-party service provider that processes and correlates data, and marketing platforms that analyze effectiveness. This segmentation allows each component to perform its specific function independently, reducing overall system complexity while maintaining reliable attribution through specialized processing at each stage.
Solution Approach 2:
The system enables mobile devices to automatically collect and transmit location data without requiring manual intervention or complex configuration. The third-party service provider autonomously processes this data and correlates it with advertising exposure, performing the complex analysis tasks automatically rather than requiring manual tracking and analysis processes.
Data Source
AI summary
Provided is a method for assessing effectiveness of a geographic location of interest. The method includes receiving a geographic location of interest, receiving access information including a location corresponding to a geographic location of a visitor at or near a time of the visitor accessing content associated with the geographic location of interest, determining, by a computer, an effectiveness of the geographic location of interest based at least in part on the proximity of the geographic location of the visitor to the geographic location of interest, and storing the effectiveness determined.