Linking Offline MRL Scans to Online Conversion Events
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Solution Overview
Problem
Conventional machine-readable labels (MRLs) lack the ability to link offline user activity to online actions, making it difficult for businesses to track the effectiveness of physical or digital MRLs in driving user conversions, as they cannot capture or record subsequent user actions after information extraction.
Innovation Solution
The implementation of a system that uses a scanning device to capture MRL information, generates a unique identifier, and links it to online actions on a target website, allowing for the tracking of conversion events and performance metrics associated with the MRL, using a redirect service and pixel technology to persist and extract the unique identifier across browsing sessions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If MRL is used to guide consumers to online content, then consumer access to products/services/information is improved, but ability to track and link offline scan to online conversion is worsened
Solution Approach 1:
The patent introduces an intermediary tracking system consisting of a unique identifier, redirect service, and pixel technology. When a user scans an MRL, a unique identifier is generated and stored. The redirect service uses this identifier to track the user's journey to the online destination. A pixel embedded in the destination webpage detects when the user arrives and links this offline scan event to online conversion data, thereby recovering the lost tracking information while maintaining easy consumer access.
2Area of stationary object
If MRL is displayed on physical medium, then offline visibility is improved, but ability to capture and record user interaction data is worsened
Solution Approach 1:
The patent implements a feedback loop where the tracking system captures user interaction data and feeds it back to the MRL owner. The unique identifier associated with each MRL instance allows the system to collect feedback data including scan count, user demographics, time of scan, and eventual online conversion behavior. This feedback mechanism enables offline MRL displays to generate actionable insights about user interactions without altering the physical display itself.
3Measurement precision
If conventional MRL scanning is used, then information extraction is improved, but conversion event tracking is worsened
Solution Approach 1:
The patent applies preliminary action by pre-configuring the MRL system with unique identifiers and embedding tracking pixels in the destination webpages before users arrive. When a user scans an MRL, the unique identifier is immediately generated and stored in association with that specific MRL instance. The redirect service is pre-set up to redirect users while preserving this identifier. The pixel on the destination page is pre-positioned to automatically detect and record the conversion event, ensuring that conversion tracking data is captured as part of the natural user flow without requiring additional user actions.
Data Source
AI summary
This disclosure relates to electronically linking offline user activity to online activity of that user. Linking offline to online activity provides real-time feedback on traffic flow from a machine-readable label (“MRL”) scan to a conversion event on a target website. Linking offline to online activity enables tracking of specific MRLs and conversion events associated therewith. Linking offline to online activity enables calculating benchmarks such as time to conversion event and best performing conversion locations for an MRL. Linking offline to online activity enhances security and data quality as each conversion event can be traced back to a unique MRL scan and a timestamp and geolocation associated with the unique MRL scan.