Method for quantizing the effectiveness of an advertising campaign

Abstract

A technique for determining the effectiveness of an offer includes analyzing views, clicks, acceptances and satisfactions of the offer. Transaction data is retrieved to determine whether criteria of the offer has been satisfied. As a result, a total cost per transaction may be determined for an advertisement campaign that incorporates the offer. Further, detailed queries may be issued to identify areas in which the offer needs improvement.

What is claimed is: 
     
         1 . A method for determining the effectiveness of an offer, the method comprising:
 identifying an offer viewed by a customer;   determining that the customer performs a first action in response to viewing the offer;   determining that the customer has not performed a second action after performing the first action; and   generating a report that displays details associated with the first action and the second action.   
     
     
         2 . The method of  claim 1 , wherein the offer comprises an online offer. 
     
     
         3 . The method of  claim 1 , wherein the first action comprises viewing an offer and the second action comprises clicking on the offer. 
     
     
         4 . The method of  claim 1 , wherein the first action comprises clicking on the offer to view details of the offer and the second action comprises accepting the offer. 
     
     
         5 . The method of  claim 1 , wherein the first action comprises accepting the offer and the second action comprises satisfying the offer. 
     
     
         6 . The method of  claim 5 , wherein determining whether the customer performs the second action comprises:
 receiving a set of transactions executed at a merchant;   parsing the set of transactions to determine whether a set of criteria associated with the offer has been satisfied by the customer.   
     
     
         7 . The method of  claim 6 , further comprising:
 determining that the customer performs the second action.   
     
     
         8 . The method of  claim 7 , further comprising:
 calculating a cost per transaction (CPT) by dividing a cost of the offer into a sum of prices of one or more transactions in the set of transactions that satisfy the set of criteria; and   including the cost per transaction (CPT) in the report.   
     
     
         9 . A computer-readable medium storing instructions that when executed by a processor cause the processor to determine the effectiveness of an offer, comprising:
 identifying an offer viewed by a customer;   determining that the customer performs a first action in response to viewing the offer;   determining that the customer has not performed a second action after performing the first action; and   generating a report that displays details associated with the first action and the second action.   
     
     
         10 . The computer-readable medium of  claim 9 , wherein the offer comprises an online offer. 
     
     
         11 . The computer-readable medium of  claim 9 , wherein the first action comprises viewing an offer and the second action comprises clicking on the offer. 
     
     
         12 . The computer-readable medium of  claim 9 , wherein the first action comprises clicking on the offer to view details of the offer and the second action comprises accepting the offer. 
     
     
         13 . The computer-readable medium of  claim 9 , wherein the first action comprises accepting the offer and the second action comprises satisfying the offer. 
     
     
         14 . The computer-readable medium of  claim 13 , wherein determining whether the customer performs the second action comprises:
 receiving a set of transactions executed at a merchant;   parsing the set of transactions to determine whether a set of criteria associated with the offer has been satisfied by the customer.   
     
     
         15 . The computer-readable medium of  claim 14 , further comprising:
 determining that the customer performs the second action.   
     
     
         16 . The computer-readable medium of  claim 15 , further comprising:
 calculating a cost per transaction (CPT) by dividing a cost of the offer into a sum of prices of one or more transactions in the set of transactions that satisfy the set of criteria; and   including the cost per transaction (CPT) in the report.   
     
     
         17 . A system for determining the effectiveness of an offer, the system comprising:
 a processor configured to:
 identify an offer viewed by a customer; 
 determine that the customer performs a first action in response to vie the offer; 
 determine that the customer has not performed a second action after performing the first action; and 
 generate a report that displays details associated with the first action and the second action. 
   
     
     
         18 . The system of  claim 17 , wherein the offer comprises an online offer. 
     
     
         19 . The system of  claim 17 , wherein the first action comprises viewing an offer and the second action comprises clicking on the offer. 
     
     
         20 . The system of  claim 17 , wherein the first action comprises clicking on the offer to view details of the offer and the second action comprises accepting the offer. 
     
     
         21 . The system of  claim 17 , wherein the first action comprises accepting the offer and the second action comprises satisfying the offer. 
     
     
         22 . The system of  claim 21 , wherein determining whether the customer performs the second action comprises:
 receiving a set of transactions executed at a merchant;   parsing the set of transactions to determine whether a set of criteria associated with the offer has been satisfied by the customer.   
     
     
         23 . The system of  claim 22 , further comprising:
 determining that the customer performs the second action.   
     
     
         24 . The system of  claim 23 , further comprising:
 calculating a cost per transaction (CPT) by dividing a cost of the offer into a sum of prices of one or more transactions in the set of transactions that satisfy the set of criteria; and   including the cost per transaction (CPT) in the report.