Real-Time Web Attribution System for Media Airings
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Solution Overview
Problem
Current systems lack an efficient method to attribute web originated activities in real-time to media airings, particularly in Direct Response Television (DRTV), where tracking and attributing web orders to specific airings across different time zones and geographic locations is complex and not accurately reflected.
Innovation Solution
A database-driven computer system that periodically obtains media and web tracking data, adjusts airing times based on time zones and geographic locations, selects media agency records within specific time windows, calculates attribution probabilities, duplicates records based on these probabilities, assigns random values, and ranks media airings to accurately attribute web orders to the most relevant airing, displaying real-time attribution reports.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If real-time attribution of web orders to media airings is implemented across multiple time zones and geographic locations, then measurement precision of campaign effectiveness is improved, but device complexity and data processing requirements increase
Solution Approach 1:
The system segments the attribution process into distinct modular components: a media data interface module that collects airing data, a web data interface module that collects order data, and an attribution module that performs the matching. This segmentation allows each module to handle specific tasks independently, improving attribution accuracy while managing system complexity through modular design.
Solution Approach 2:
The patent introduces an intermediary attribution module that acts as a mediator between media data sources and web order data sources. This intermediary component standardizes the data formats, handles time zone conversions, and performs the actual attribution matching, thereby improving measurement precision while encapsulating the complexity within a single manageable component.
2Reliability
If multiple data sources and processing modules are integrated for comprehensive attribution tracking, then reliability of campaign performance data is improved, but ease of operation and system maintenance deteriorates
Solution Approach 1:
The attribution module is designed as a universal component that can process data from multiple media sources and web tracking sources through a standardized interface. This multi-functional design improves data reliability by accommodating various data sources while maintaining ease of operation through a unified processing mechanism that requires minimal configuration.
Solution Approach 2:
The system handles parameter variations (such as time zones, geographic locations, and data formats) through automated parameter transformation within the attribution module. This approach ensures reliable attribution across diverse conditions while maintaining ease of operation, as users do not need to manually adjust parameters for different regions or sources.
3Measurement precision
If detailed tracking of web originated activities is performed for each media airing, then measurement precision of attribution is improved, but loss of time and computational resources increases
Solution Approach 1:
The system performs preliminary actions by collecting and storing media airing data and web order data in standardized formats before the attribution process. The media data interface module and web data interface module pre-process and organize data as it becomes available, which reduces the computational burden during the actual attribution matching and decreases processing time while maintaining precise measurement.
Solution Approach 2:
The attribution module implements a balanced approach by processing attribution data at appropriate intervals rather than continuously for every single event. This partial action approach maintains measurement precision for critical attributions while reducing unnecessary processing time and computational resource consumption for routine updates.
Data Source
AI summary
In some embodiments, the present invention is directed to a computer system which includes: a specifically programmed server, where the server includes a plurality of modules configured to perform at least: electronically and periodically obtaining, over a computer network, media data from a plurality of computer systems of media data sources, where the media data is associated with a plurality of media airings of a plurality creatives; electronically and periodically obtaining web tracking transaction data from a computer system of a web tracking electronic source; where the web tracking transaction data including web tracking metrics for web originated activities; where web originated activities include web orders placed in response to the offer associated with the creative; for each web order record in the transactional web data: attributing, by the specifically programmed server, a particular web order to a particular media airing; and displaying a real time updatable web attribution report.