Social Network Influencer Marketing Effectiveness Analysis
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Solution Overview
Problem
There is currently no suitable method to accurately determine the marketing effectiveness of promoted posts on social networks, as existing tools cannot attribute conversions to specific promoted social media posts, making it difficult for merchants or advertisers to discern the impact of their advertising efforts.
Innovation Solution
A system and method that utilize transaction data to identify if social network users were influenced by a promoted post by tracing back electronic commerce transactions to social network profiles, determining the correspondence between social network connections and transaction times, and generating reports on the effectiveness of the promoted post.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If promoted posts are used to reach potential customers, then the reach and visibility of the advertisement is improved, but the ability to measure the actual effectiveness and attribute conversions to the promoted post deteriorates
Solution Approach 1:
The patent introduces an intermediary system that connects promoted posts to conversions through social network connection data. This intermediary layer enables attribution by mediating between the advertisement exposure and the resulting customer actions, allowing effectiveness measurement without compromising reach.
2Area of stationary object
If traditional promoted posts are used, then wide reach is achieved, but the complexity of determining causation between the post and conversions increases
Solution Approach 1:
The patent segments the attribution analysis into distinct components: identifying users who saw the promoted post, tracking their subsequent conversions, and analyzing social network connections. This segmentation reduces the overall complexity by breaking down the causation determination into manageable analytical steps.
3Illumination intensity
If promoted posts are displayed to vast numbers of users, then visibility is improved, but the difficulty of attributing specific conversions to the promoted post worsens
Solution Approach 1:
The patent implements a feedback mechanism that tracks user interactions from post exposure to conversion, using social network connection data to close the loop. This feedback system enables detection and measurement of conversion attribution by providing continuous data flow from the promoted post through to the resulting customer actions.
Data Source
AI summary
A method for identification of influencer social network marketing effectiveness includes: storing social network profiles, each including a profile identifier and social network connections; receiving an effectiveness request including transaction data for electronic commerce transactions, each including identifying information and a transaction time; receiving data associated with a promoted social network post including a posting time and a specific profile identifier; identifying, for each transaction, a corresponding social network profile based on a correspondence between the profile identifier and the transaction's identifying information; identifying a specific social network profile that includes the specific profile identifier; determining, for each transaction, if the transaction was influenced by the promoted social network post based on the social network connections in the corresponding profile and the specific social network profile and the transaction time and posting time; and transmitting a report based on a result of the determination for each transaction.