Privacy-Centric Foot Traffic Analysis and Transaction Attribution Using Common User Groups
Some implementations use the same exposed and unexposed (i.e., control) groups for foot traffic and transaction (e.g., sales) attribution analysis. Some implementations are configured to preserve user data privacy, e.g., the processing entity need not access user-specific sales data that is separately maintained by a third party that provides sales aggregate data.
1 . A method comprising:
at a processor within a first computing environment:
determining an exposed group and an unexposed group for both foot traffic and transaction attribution analysis, the exposed group identifying user identities of users exposed to content and the unexposed group identifying user identities of users not exposed to the content;
transmitting the exposed group and unexposed group to a second computing environment, wherein the second computing environment is configured to determine aggregated transaction data for each of the exposed group and the unexposed group, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated transaction data from the second computing environment for each of the exposed group and the unexposed group; and
performing a foot traffic analysis and a transaction attribution analysis, wherein the exposed group and the unexposed group is the same for the foot traffic analysis and the transaction attribution analysis, wherein the transaction attribution analysis comprises determining an effect of exposure to the content based on the received aggregated transaction data
2 . The method of claim 1 , wherein the first computing environment does not receive user-level transaction data.
3 . The method of claim 1 , wherein user-level transaction data is exclusively maintained within the second computing environment.
4 . The method of claim 1 , wherein the exposed group and the unexposed group are created based on foot traffic data.
5 . The method of claim 1 , wherein the exposed group and the unexposed group are created based on transaction data.
6 . The method of claim 1 , wherein the exposed group and the unexposed group are created based on foot traffic data and transaction data.
7 . The method of claim 1 , wherein the exposed group data and unexposed group data correspond to a specified time period.
8 . The method of claim 1 , wherein the aggregated transaction data is aggregated user-level sales data.
9 . The method of claim 1 , wherein the aggregated transaction data comprises:
an aggregated exposed transaction value;
an aggregated number of exposed users;
an aggregated unexposed transaction value, and
an aggregated number of unexposed users.
10 . The method of claim 1 , wherein the received aggregated transaction data excludes user-level transaction data, wherein the user-level transaction data is unavailable to the first computing environment.
11 . The method of claim 1 , wherein the transaction attribution analysis comprises determining and comparing exposed and unexposed conversion rates.
12 . The method of claim 1 , wherein determining the effect of exposure to the content comprises determining an incremental lift attributable to ad campaign content based on the received aggregated transaction data.
13 . The method of claim 12 , wherein the incremental lift is calculated as a percentage increase between an exposed transaction rate (ETR) and an unexposed transaction rate (UTR).
14 . The method of claim 12 , wherein the incremental lift is calculated based on:
an aggregated exposed transaction value;
an aggregated number of exposed users;
an aggregated unexposed transaction value, and
an aggregated number of unexposed users.
15 . The method of claim 1 , wherein:
the first computing environment comprises information that is confidentially maintained for a first business entity; and
the second computing environment comprises information that is confidentially maintained for a second business entity different than the first business entity.
16 . An electronic device comprising:
a non-transitory computer-readable storage medium; and
one or more processors coupled to the non-transitory computer-readable storage medium, wherein the non-transitory computer-readable storage medium comprises program instructions that, when executed on the one or more processors, cause the system to perform operations comprising:
determining an exposed group and an unexposed group for both foot traffic and transaction attribution analysis, the exposed group identifying user identities of users exposed to content and the unexposed group identifying user identities of users not exposed to the content;
transmitting the exposed group and unexposed group to a second computing environment, wherein the second computing environment is configured to determine aggregated transaction data for each of the exposed group and the unexposed group, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated transaction data from the second computing environment for each of the exposed group and the unexposed group; and
performing a foot traffic analysis and a transaction attribution analysis, wherein the exposed group and the unexposed group is the same for the foot traffic analysis and the transaction attribution analysis, wherein the transaction attribution analysis comprises determining an effect of exposure to the content based on the received aggregated transaction data.
17 . The electronic device of claim 16 , wherein the exposed group and the unexposed group are created based on foot traffic data.
18 . The method of claim 16 , wherein the exposed group and the unexposed group are created based on transaction data.
19 . The method of claim 16 , wherein the aggregated transaction data comprises:
an aggregated exposed transaction value;
an aggregated number of exposed users;
an aggregated unexposed transaction value, and
an aggregated number of unexposed users.
20 . A non-transitory computer-readable storage medium, storing program instructions executable via one or more processors to perform operations comprising:
determining an exposed group and an unexposed group for both foot traffic and transaction attribution analysis, the exposed group identifying user identities of users exposed to content and the unexposed group identifying user identities of users not exposed to the content;
transmitting the exposed group and unexposed group to a second computing environment, wherein the second computing environment is configured to determine aggregated transaction data for each of the exposed group and the unexposed group, wherein the second computing environment is distinct from the first computing environment;
receiving the aggregated transaction data from the second computing environment for each of the exposed group and the unexposed group; and
performing a foot traffic analysis and a transaction attribution analysis, wherein the exposed group and the unexposed group is the same for the foot traffic analysis and the transaction attribution analysis, wherein the transaction attribution analysis comprises determining an effect of exposure to the content based on the received aggregated transaction data.