Whisper Code Selection for Offline Conversion Tracking
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Solution Overview
Problem
Brands face challenges in capturing online marketing activities that lead to offline purchases, lacking insight into in-store conversion and the ability to provide relevant and timely offers to consumers due to limited actionable intelligence.
Innovation Solution
A social networking system selects a whisper code based on context-dependent rules when delivering offers, enabling multi-dimensional performance measurement and providing actionable insights for merchants to tailor offers to specific consumer segments.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If brands deliver electronic coupons through digital media, then online marketing reach is improved, but ability to capture in-store conversion data deteriorates
Solution Approach 1:
The system implements feedback by assigning unique whisper codes to different user segments and contexts, then collecting redemption data back to the social networking system. This closed-loop feedback mechanism enables brands to track offline conversions and use the data to improve future online marketing campaigns, resolving the information loss problem while maintaining marketing productivity
Solution Approach 2:
The whisper code acts as an intermediary element that bridges online digital marketing and offline physical redemption. By embedding these trackable codes in electronic coupons that customers present in-store, the system captures conversion data without disrupting the natural offline purchasing flow, thus maintaining marketing effectiveness while gaining conversion insights
2Adaptability or versatility
If brands use generic offers for all consumers, then campaign implementation simplicity is improved, but offer relevance to specific consumer segments deteriorates
Solution Approach 1:
The system segments consumers into different groups based on their social networking behavior, demographics, and preferences. Each segment receives customized offers with specific whisper codes, enabling highly relevant marketing while the automated segmentation process keeps campaign management complexity manageable through rule-based classification
Solution Approach 2:
Different offer characteristics and whisper codes are assigned to different consumer segments based on their specific attributes and behaviors. This local customization ensures each segment receives optimally relevant offers, while the system manages complexity by applying quality rules specific to each segment rather than requiring manual customization for each individual
3Loss of information
If brands lack actionable intelligence on in-store conversions, then data collection simplicity is improved, but ability to provide timely and relevant offers deteriorates
Solution Approach 1:
The system performs preliminary actions by pre-segmenting consumers and pre-assigning appropriate whisper codes to different segments before offers are redeemed. This advance preparation ensures that when conversions occur, the data is immediately actionable and can be quickly analyzed to generate timely follow-up offers, eliminating delays in processing conversion information
Data Source
AI summary
A social networking system captures performance metrics of an offer by selecting a whisper code to include in an offer when presenting the offer to users of the social networking system. The social networking system receives information for providing its users with an offer for redemption at a merchant establishment. The social networking system also receives a set of rules for selecting a whisper code to go with the offer. The rules may be based on any context for which the advertiser or merchant may want to track performance of the offer. When presenting the offer, the social networking system selects a whisper code using those rules. This tracking using different whisper codes enables the merchant to understand the performance of the offer campaign based on the context in which the social networking system presents the offers to its users.