Second Party Data Granularity via Subunit Campaign Segmentation
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Solution Overview
Problem
Digital marketers face challenges in effectively measuring the performance of their advertising campaigns due to incomplete and aggregated second party data, which lacks granular information, making it difficult to form a complete picture of their customers and adjust their strategies accordingly.
Innovation Solution
The system generates and executes subunit advertising campaigns based on existing campaigns and dimensions of interest, allowing second party data to be combined with other data to approximate first party data, even if it is aggregated differently, thereby reducing computational and memory costs associated with direct data capture.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If second party data is used to measure advertising campaign performance, then data privacy and exclusivity are improved, but data completeness and granularity deteriorate
Solution Approach 1:
The patent segments the aggregated second party data into subunit advertising campaigns based on different dimensions (e.g., demographic, geographic, behavioral). By dividing the data into smaller, more specific segments, the system recovers granular information that was lost in aggregation while maintaining the privacy benefits of second party data. Each subunit campaign represents a specific dimension slice, allowing marketers to analyze customer behavior at a detailed level.
Solution Approach 2:
The patent introduces dimensional analysis by creating subunit campaigns across multiple dimensions such as demographics, geography, and behavior. This dimensional approach transforms the flat aggregated data into a multi-dimensional structure, enabling marketers to view customer insights from different angles and recover information that was hidden in the aggregated form.
2Ease of manufacture
If aggregated second party data is received from external sources, then data acquisition cost is reduced, but measurement precision deteriorates
Solution Approach 1:
The system segments the aggregated data into subunit campaigns representing different dimensional slices. This segmentation enables precise measurement of campaign performance for specific customer segments without requiring access to raw individual-level data, thus maintaining measurement precision while keeping data acquisition costs low.
Solution Approach 2:
The patent changes the parameter of data granularity by creating subunit campaigns that represent different levels of aggregation. By adjusting the dimensional slicing parameters, the system can optimize between measurement precision and data acquisition cost, allowing marketers to request detailed subunit data only for critical dimensions.
3Loss of information
If complete first party data is collected directly at the website, then data granularity is improved, but device complexity and data management burden increase
Solution Approach 1:
The patent uses subunit advertising campaigns as an intermediary layer between aggregated second party data and the need for granular first party data. This intermediary structure provides the necessary data granularity for marketing decisions without requiring the marketer to directly collect, store, and manage complex first party data infrastructure.
Data Source
AI summary
Disclosed herein are system, method, and computer program product embodiments for analyzing second party advertising data. An embodiment operates by determining a set of dimensions that a source uses to aggregate data for an advertising campaign. The embodiment creates a subunit advertising campaign based at least in part on the advertising campaign, the determined set of dimensions, and a dimension of interest. The embodiment receives measurement data associated with an execution of the subunit advertising campaign. The embodiment then analyzes the measurement data.