System and method for real-time optimization and industry benchmarking for campaign management
A system for collecting brand awareness and advertising campaign performance results in real-time. Embodiments allow the system to adapt (e.g., machine learning) to target advertisements to users that are most likely to be influenced by exposure to a brand awareness advertising campaign, and present results, in real-time, via a data exchange for an advertiser to monitor performance and benchmark performance against similar campaigns across the industry.
1. A method for real-time data optimization and campaign benchmarking, the method comprising:
receiving, at an ad server, a selected content request associated with a user identifier from a user device, the received selected content request initiating an application session between the ad server and the user device;
retrieving, via the ad server, a user profile associated with the user identifier from a profile store;
determining, via a survey server in operable communication with the profile store and the ad server, whether to deliver a survey to the user device during the application session based at least on a population group associated with the retrieved user profile, the population group being defined by a predefined probability distribution, wherein the retrieved user profile further includes at least one of a location, a location history, a device history, a list of mobile applications, biographical data, a number of advertisement views, a number of retail store visits, and previous user feedback;
providing the selected content to the user device via the ad server via a first channel during the application session; and
delivering the survey to the user device during the application session if it is determined that the user profile has previously requested and received the selected content once before during another application session, said delivering the survey to the user device occurs after a predetermined time via a second channel being different than the first, wherein said determining whether to deliver a survey to the user device further comprises determining whether the user profile has previously requested and received the selected content.
2. The method of claim 1 , further comprising:
building a predictive model based on all user interactions maintained in the profile store, the predictive model representing a function of independent variables and dependent variables, the independent variables representing at least a user's interaction history and the dependent variables representing one or more brand awareness scores, the one or more brand awareness scores predicting the values of survey results; and
determining a selected brand awareness score based on the generated predictive model and the retrieved user profile, and
wherein said providing the selected content to the user device is based on the determined brand awareness score, and the selected content comprising at least an advertisement portion.
3. The method of claim 1 , wherein said determining whether to deliver a survey to the user device further comprises determining whether the user profile is a consumer panel member, and
wherein said delivering the survey to the user device occurs if it is determined that the user profile is associated with a consumer panel member.
4. The method of claim 1 , further comprising:
receiving survey results of the delivered survey from the user device; and
updating the predictive model based on the received survey results.
5. The method of claim 2 , wherein said building the predictive model is based on at least one of linear regression, logistic regression, decision tree, random forest, neural network, support vector machine, and Bayesian networks.
6. The method of claim 2 , wherein said building the predictive model includes generating the independent variables that represent at least one of location, location history, device history, mobile applications, biographical data, number of advertisement views, number of retail store visits, and previous user feedback.
7. The method of claim 1 , wherein said retrieving the user profile comprises obtaining at least one of mobile application usage, website page view data, device type, and location data associated with the user identifier.
8. The method of claim 1 , wherein said receiving a selected content request comprises receiving a request from at least one of a web page and a mobile application.
9. The method of claim 1 , further comprising assigning the retrieved user profile to a population group in the store.
10. A system for real-time data optimization and campaign benchmarking, the system comprising:
a survey server for receiving a selected content request associated with a user identifier from a user device over a data network;
an ad server in operable communication with said survey server, the selected content request initiating an application session between the ad server and the user device; and
a profile store in communication with said ad server and said survey server for maintaining a user profile associated with the user identifier,
wherein said survey server determines whether to deliver a survey to the user device during the application session based at least on a population group associated with the user profile retrieved by the ad server from the profile store, the population group being defined by a predefined probability distribution, wherein the retrieved user profile further includes at least one of a location, a location history, a device history, a list of mobile applications, biographical data, a number of advertisement views, a number of retail store visits, and previous user feedback, and said ad server provides the selected content to the user device via a first channel, wherein said survey server determines whether to deliver a survey to the user device by further determining whether the user profile has previously requested and received the selected content, and delivers the survey to the user device during the application session via a second channel being different than the first if it is determined that the user profile has previously requested and received the selected content once before, wherein said survey server delivers the survey to the user device after a predetermined time.
11. The system of claim 10 , further comprising a model builder in communication with said ad server and said survey server for building a predictive model based on all user interactions maintained in the profile store, the predictive model representing a function of independent variables and dependent variables, the independent variables representing at least a user's interaction history and the dependent variables representing one or more brand awareness scores, the one or more brand awareness scores predicting the values of survey results,
wherein said ad server further comprises a model scorer for determining a selected brand awareness score based on the generated predictive model and the retrieved user profile, and provides the selected content to the user device is based on the determined brand awareness score, and the selected content comprising at least an advertisement portion.
12. The system of claim 10 , wherein said survey server determines whether to deliver a survey to the user device by determining whether the user profile is a consumer panel member, and delivers the survey to the user device occurs if it is determined that the user profile is associated with a consumer panel member.
13. The system of claim 10 , wherein said survey server receives survey results of the delivered survey from the user device, and said model builder updates the predictive model based on the received survey results.
14. The system of claim 11 , wherein said model builder builds the predictive model based on at least one of linear regression, logistic regression, decision tree, random forest, neural network, support vector machine, and Bayesian networks.
15. The system of claim 11 , wherein said model builder generates the independent variables that represent at least one of location, location history, device history, mobile applications, biographical data, number of advertisement views, number of retail store visits, and previous user feedback.
16. The system of claim 10 , further comprising a brand performance exchange server in communication with the survey server over the data network for exchanging benchmark performance between one or more registered users.