Segmentation as a Service API for User Targeting
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Solution Overview
Problem
Current segmentation technologies for online businesses are costly, complex, and often lack the flexibility to effectively identify and target user cohorts based on various attributes, leading to inefficient user management and targeting strategies, especially for smaller websites that cannot justify large capital expenditures.
Innovation Solution
Segmentation as a Service (SegAAS) provides a browser-based API that enables websites to segment users using a wide range of attributes, allowing for dynamic content delivery and personalized experiences by analyzing user behavior and generating segment codes that trigger specific actions, such as displaying targeted offers or messages, without requiring extensive engineering resources.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If large websites build extensive segmentation capabilities with hundreds of data points, then user targeting precision is improved, but capital expenditure and operating expenditure increase significantly
Solution Approach 1:
The patent introduces a third-party segmentation service as an intermediary between websites and users. This service handles the complex segmentation infrastructure, data collection, and analysis externally, allowing websites to access sophisticated segmentation capabilities through API calls without building and maintaining expensive in-house systems. The intermediary absorbs the capital and operating expenditures while providing precision targeting to multiple clients.
Solution Approach 2:
The patent enables multiple websites to copy and reuse the same segmentation infrastructure and data models through a shared service. Instead of each website independently building segmentation capabilities, they all access the same external segmentation engine, which creates segment definitions once and serves them to multiple clients, dramatically reducing redundant capital expenditure across the industry.
2Quantity of substance
If websites use bundled segmentation solutions with limited attributes, then capital expenditure is reduced, but segmentation capability and user insight are insufficient
Solution Approach 1:
The patent creates a universal segmentation service that handles multiple functions: collecting data from various sources, analyzing user behavior across different websites, generating segment definitions, and delivering segments to multiple clients through a single platform. This multi-functional service provides extensive segmentation capability without requiring individual websites to invest in specialized tools for each function.
Solution Approach 2:
The patent adds a new dimension to segmentation by incorporating data from multiple websites and multiple user interactions over time, not just single-website, single-visit attributes. This multi-dimensional data approach enables far more sophisticated user profiling and segmentation while the external service absorbs the computational costs, making advanced segmentation accessible to websites with limited budgets.
3Device complexity
If websites merge segmentation and targeting into a single product, then device complexity is reduced, but ease of operation deteriorates as marketing personnel must perform technical tasks
Solution Approach 1:
The patent extracts the complex technical segmentation infrastructure and operations from the marketing domain and places it in a dedicated external service. Marketing personnel only need to interact with high-level APIs to define segmentation goals and retrieve segments, while the complex data collection, processing, and analysis operations are performed externally by the segmentation service, separating technical complexity from operational simplicity.
4Adaptability or versatility
If websites require engineering resources to customize segmentation, then segmentation adapts to site needs, but ease of operation and speed of implementation decrease
Solution Approach 1:
The patent enables marketing personnel to self-serve segmentation capabilities through intuitive API interfaces and documentation. They can independently define segmentation criteria, retrieve segments, and implement targeting strategies without requiring engineering resources. The external segmentation service provides self-service tools that allow non-technical users to customize segmentation to their specific needs while maintaining high implementation speed.
Data Source
AI summary
The technology disclosed relates to causing delivery of Segmentation as a Service™ (SegAAS) instrumentation code and segment processing code to run on a user's machine and generate data that tracks a user session on a website, receiving and processing data from the user session and invoking callback function code, configured to run on the user's machine, that performs actions specified by the website's operator, as triggered by delivery of segment codes. Also included is receiving readings from the user session, analyzing the data to track progress of the session, and generating segment codes that characterize results of the analysis in an actionable way specified by rules provided by the website operator. Further included are repeatedly causing delivery of updated lists of the segment codes based on the analyzing of the progress and timing delivery of unsolicited actions directed to retaining the visitor and extending the user session with the website.