Mobile Information Delivery Using On-line and Off-line Projections
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Solution Overview
Problem
Conventional methods for measuring the effectiveness of information delivery to mobile devices, such as the panel-based approach, are inefficient and biased due to the requirement for a large group of panelists, potential differences in user demographics, and high costs, especially when tracking off-line responses.
Innovation Solution
A system that uses geo-fencing and location-based data to define virtual geographical areas for targeted information delivery, allowing for more accurate estimation of mobile device locations and off-line responses without the need for a large panel of users, by employing a geo-fencing system that generates spatial indices and uses meta-data to refine location-based targeting.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If panel-based approach is used to measure off-line responses, then measurement capability is provided, but measurement precision and reliability are insufficient due to sampling errors and demographic differences
Solution Approach 1:
The patent creates a virtual control group by copying and simulating the characteristics of the exposed group through statistical modeling. Instead of requiring a separate physical panel of control subjects, the system uses on-line projection data and off-line projection data to construct a synthetic control group that mirrors the demographic and behavioral characteristics of the exposed population, thereby eliminating sampling errors while maintaining measurement precision
Solution Approach 2:
The patent introduces projection data as an intermediary between the exposed group and the control group. By using on-line projection (real-time location data) and off-line projection (historical location data) as mediating information layers, the system can accurately estimate counterfactual outcomes without direct observation, resolving the contradiction between needing large sample sizes and maintaining measurement precision
2Measurement precision
If panel-based approach is used to measure off-line responses, then performance measurement is enabled, but device complexity and operational difficulty increase due to panel management requirements
Solution Approach 1:
The patent enables the system to self-generate control group data through automated projection algorithms. Instead of requiring manual panel recruitment, screening, and management, the system automatically collects on-line and off-line projection data from mobile devices and uses computational models to create the control group, significantly reducing operational complexity while maintaining measurement accuracy
Solution Approach 2:
The patent replaces the mechanical panel management system (manual recruitment, tracking, and data collection from physical panels) with an automated computational system that uses mobile device location data and projection algorithms. This substitution eliminates the need for manual intervention in panel operations while preserving the ability to measure off-line responses accurately
3Measurement precision
If panel-based approach is used to measure off-line responses, then lift analysis is performed, but loss of information occurs due to biased sampling and demographic differences
Solution Approach 1:
The patent performs preliminary data collection by gathering both on-line projection data (real-time location) and off-line projection data (historical location) before conducting the lift analysis. This preliminary action ensures that all necessary information about mobile device locations and characteristics is captured in advance, preventing information loss during the actual measurement process
Solution Approach 2:
The patent transforms the measurement approach by changing from direct observation of panel behavior to statistical projection based on location data parameters. By using on-line projection parameters (real-time location, device characteristics) and off-line projection parameters (historical behavior patterns), the system preserves information that would otherwise be lost in traditional panel sampling by modeling the full population rather than relying on biased samples
Data Source
AI summary
A system for processing information requests associated with mobile devices comprises an evaluation module configured to determine at least one performance measure for each of a plurality of information documents using at least data in one or both of a requests database and events database. The at least one performance measure includes at least one of an impression-based performance measure, a click/call-based performance measure, and an off-line site-visit-based performance measure. The system further comprises an information server configured to select a first information document for transmitting to a first mobile device to fulfill a first request. The information server includes a volume control unit configured to derive an off-line site visit projection in response to the first document being selected based at least in part on an off-line site-visit-based performance measure and having been impressed on the first mobile device, and to adjust a budget associated with the first document using the off-line site visit projection.