NFC-Based Advertisement Conversion Logging for Brick-and-Mortar Tracking
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Conventional conversion logging mechanisms are unable to measure the effectiveness of online advertisement campaigns for brick and mortar businesses, such as restaurants and retail shops, as they cannot log signals like telephone calls or in-store visits.
Innovation Solution
A computer-implemented method using Near Field Communication (NFC) to log advertisement conversions by transmitting advertisements to user devices, receiving information from NFC-enabled devices at merchant locations, and determining if the advertisement resulted in a conversion, such as a store visit, to accurately track conversion metrics.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional conversion logging mechanisms (browser cookies and script snippets) are used, then online advertisement conversion tracking is enabled, but brick and mortar businesses cannot measure effectiveness of online advertisement campaigns
Solution Approach 1:
The system enables a single advertisement tracking mechanism to serve multiple functions: it tracks online advertisement impressions, captures offline store visits through NFC technology, and provides comprehensive conversion data for both online and brick and mortar businesses. The advertisement tracking system is extended to work across digital and physical domains, making it universally applicable to different business models.
Solution Approach 2:
NFC technology acts as an intermediary between the physical store environment and the digital tracking system. The NFC reader at the point of sale captures advertisement conversion data by reading from the customer's mobile device, bridging the gap between offline behavior and online measurement capabilities. This intermediary enables reliable tracking of brick and mortar conversions without requiring changes to the core advertisement delivery system.
2Quantity of substance
If brick and mortar businesses use conventional logging mechanisms, then telephone calls can be received, but in-store visits and other conversions cannot be logged
Solution Approach 1:
The system leverages the customer's own mobile device to capture conversion data. The NFC reader at the point of sale automatically reads advertisement conversion information from the customer's device without requiring manual input or additional hardware from the customer. This self-service approach enables comprehensive data capture while maintaining ease of use and minimizing friction in the customer experience.
3Measurement precision
If NFC technology is implemented to track in-store visits, then advertisement conversion logging for brick and mortar businesses is enabled, but device complexity increases
Solution Approach 1:
The system extracts the NFC reading capability from the customer's mobile device and places it at the point of sale location. By positioning the NFC reader at the merchant's premises rather than requiring it on every customer device, the system reduces the complexity burden on individual devices while maintaining high measurement precision for tracking in-store visits and advertisement conversions.
Data Source
AI summary
An advertisement distribution system can log advertisement conversions using Near Field Communication (“NFC”). An online advertisement may be served to a user in response to a query or at a website. In response to the user selecting the advertisement, a landing page is displayed to the user and information regarding the advertisement is stored for logging purposes. The landing page may instruct the user to check in with an NFC-enabled device at an NFC base station of a merchant. The NFC base station transmits information identifying the merchant to the user's device and, in turn, the user's device transmits the information to the advertisement distribution system. The advertisement distribution determines that the advertisement resulted in a conversion using information regarding the advertisement and the information identifying the merchant received from the NFC base station via the user's device.