SYSTEM AND METHOD FOR ADAPTIVE USE OF GEOFENCE PARAMETERS

A 1 . A method for assessing the marketing efficacy of an advertisement, comprising:

identifying a plurality of mobile technology platforms whose geofences have overlapped, by a percentage in excess of T, a geofence associated with a first location at which an advertisement for a product or service is displayed; and

determining the percentage of the plurality of mobile technology platforms which (a) are involved in a subsequent purchase of the advertised product or service, or (b) enter a geofence associated with a second location at which the advertised product or service is sold.

A 2 . The method of claim A 1 , wherein the second location is a plurality of locations.

A 3 . The method of claim A 1 , further comprising determining the percentage of the plurality of mobile technology platforms which are involved in a subsequent purchase of the advertised product or service within a specified period of time.

A 4 . The method of claim A 1 , further comprising determining the percentage of the plurality of mobile technology platforms which enter a geofence associated with a second location at which the advertised product or service is sold within a specified period of time.

B 1 . A method for ascertaining the proximity of a mobile technology platform to a location, comprising:

comparing the percent overlap of a first geofence associated with the mobile technology platform with a second geofence associated with the location;

if the percent overlap is greater than a predetermined threshold value T 1 , wherein T 1 <100, then marking the mobile technology platform as having entered the second geofence, and otherwise marking the mobile technology platform as not having entered the second geofence.

B 2 . The method of claim B 1 , wherein 0<T 1 <100%.

B 3 . The method of claim B 1 , wherein the location is a physical store, and wherein T is set by the merchant.

B 4 . The method of claim B 1 , wherein T 1 is set by a client resident on the mobile technology platform.

B 5 . The method of claim B 1 wherein, if the mobile technology platform is marked as having entered the geofence, then sending a message to the mobile technology platform.

B 6 . The method of claim B 5 , wherein the message is selected from the group consisting of advertisements and offers.

B 7 . The method of claim B 1 , wherein T 1 is programmably adjustable.

B 8 . The method of claim B 1 , wherein T 1 is manually adjustable.

B 9 . The method of claim B 1 , wherein the location is a store, and further comprising:

if the percent overlap is greater than T 1 , then determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign.

B 10 . The method of claim B 9 , wherein determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign includes determining whether an advertising message associated with the store was sent to the mobile communications device.

B 11 . The method of claim B 9 , wherein determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign includes determining whether an advertising message associated with the store was sent to the mobile communications device within the past month.

B 12 . The method of claim B 9 , wherein determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign includes determining whether an advertising message associated with the store was sent to the mobile communications device within the past week.

B 13 . The method of claim B 9 , wherein determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign includes determining whether an advertising message associated with the store was sent to the mobile communications device within the past three days.

B 14 . The method of claim B 9 , wherein determining whether the mobile communications device is associated with a person who was targeted in an advertising campaign is part of an effort to determine conversion rates across an advertising campaign.

C 1 . A method for ascertaining the proximity of a mobile technology platform to a location, comprising:

comparing the percent overlap of a first geofence associated with the mobile technology platform with a second geofence associated with the location;

if the percent overlap is greater than a predetermined threshold value T 1 , wherein T 1 <100%, then sending a first message to the mobile technology platform, and if the percent overlap is greater than a predetermined threshold value T 2 , wherein T 1 <T 2 <100%, then sending a second message to the mobile technology platform, the content of which is distinct from the content of the first message.

C 2 . The method of claim C 1 , wherein the location is a store, and wherein an overlap in excess of the threshold value T 2 indicates entry into the store.

C 3 . The method of claim C 2 , wherein an overlap in excess of the threshold value T 1 indicates proximity to the store.

C 4 . The method of claim C 1 , wherein the first and second messages are selected from the group consisting of advertisements and offers.

D 1 . A method for targeting advertisement to a mobile communications device, comprising:

targeting a plurality of mobile technology platforms with an advertising campaign, thereby creating plurality of targeted mobile technology platforms;

determining whether a mobile technology platform has entered a location by ascertaining whether a geofence associated with the mobile technology platform has overlapped a geofence associated with the location by a percentage in excess of T; and

determining whether any mobile technology platform that has entered the location is a targeted mobile technology platform.

D 2 . The method of claim D 1 , further comprising:

determining the percentage of targeted mobile technology platforms that have entered the location.

D 3 . The method of claim D 1 , wherein determining whether any mobile technology platform that has entered the location is a targeted mobile technology platform includes comparing a device ID to which an advertising message was sent to the device ID of a mobile technology platform that has entered the location.

D 4 . The method of claim D 1 , wherein determining whether any mobile technology platform that has entered the location is a targeted mobile technology platform includes comparing a device ID on which certain media was consumed on to the device ID of a mobile technology platform that has entered the location.

D 5 . The method of claim D 1 , wherein determining whether any mobile technology platform that has entered the location is a targeted mobile technology platform includes

tracking a media feed;

associating a device ID with consumption of the tracked media feed; and

determining whether an associated device ID corresponds to the device ID of a mobile technology platform that has entered the location.

D 6 . The method of claim D 1 , wherein the location is a bricks and mortar store associated with a merchant.

E 1 . A method for correlating interest in a product with a visit to a vendor location, the method comprising:

identifying a party from their login to a web site;

ascertaining the interest of the party in a product by identifying the product as being selected for placement into an online shopping cart;

determining whether a mobile technology platform associated with the party has entered the vendor location by ascertaining whether a geofence associated with the mobile technology platform has overlapped a geofence associated with the vendor location by a percentage in excess of T; and

correlating the party's interest with the product with the party's entry to the vendor location.

E 2 . The method of claim E 1 , wherein the shopping cart is abandoned.

E 3 . The method of claim E 1 , further comprising:

confirming purchase of the product by the party at the vendor location.