Measuring conversion of an online advertising campaign from an offline merchant

Abstract

A technique for tracking conversion of an online offer includes tracking online and/or offline transactions. A customer accepts an offer provided by a merchant and submits his or her account information so that he or she may receive a reward for satisfying criteria associated with the offer. Transactions of the merchant are then monitored at the payment processor level to determine whether the customer satisfies the purchase criteria. Therefore, online and offline conversion can both be tracked. Further, the merchant is able to determine the overall effectiveness of advertising campaigns by analyzing the number of offers that are both accepted and satisfied.

1 . In a system ( 100 ) comprising a point of sale (POS) system ( 104 ) associated with a merchant ( 102 ), and a payment processor ( 110 ) communicatively coupled to the POS system via a network ( 118 ):
 an offer engine ( 108 ) to measure conversion of an online advertising campaign for the merchant by determining transactions completed, using the PUS system, between respective customers and the merchant in response to the respective customers receiving and accepting an online offer from the merchant via an online advertisement ( 202 ,  204 ) rendered on customer devices coupled to the network and used by the respective customers to view the online offer, wherein the online offer specifies at least one criterion for the respective customers to satisfy the online offer and complete the transactions with the merchant, the offer engine comprising:
 a processor; and 
 a memory storing computer-readable instructions that when executed by the processor cause the offer engine to:
 A) provide, via the network, a merchant registration interface; 
 B) receive, via the network and in response to A), merchant account registration information including a merchant identification (ID) issued to the merchant by one of a merchant bank and the payment processor, wherein the merchant ID uniquely identifies transactions initiated at the merchant via the POS system; 
 C) generate a merchant account based on the merchant account registration information received in B); 
 D) receive, via the network, from the merchant having the merchant account generated in C), a request to create the online offer and offer information associated with the online offer, wherein the offer information includes the at least one criterion for the respective customers to satisfy the online offer; 
 E) determine that a first customer of the respective customers viewing the online advertisement including the online offer via a first customer device clicked on the online advertisement including the online offer; 
 F) provide, via the network and in response to E), an interface ( 200 ) for display on the first customer device of the first customer to register a first customer account to accept the online offer; 
 G) receive, via the network and in response to F), a first payment account number of a first payment account for the first customer, wherein the first payment account includes at least one of a customer credit card, a customer debit card, and a customer prepaid card; 
 H) transmit, via the network to the payment processor, the merchant ID received in B) and not the offer information received in D), such that the payment processor has no offer information associated with the online offer; 
 I) receive, via the network from the payment processor, in response to H), at least one transaction initiated using the POS system associated with the merchant; and 
 J) determine, based on the at least one transaction received in I) and the offer information received in D), whether the first customer has completed a first transaction corresponding to the online offer. 
 
   
     
     
         2 . The offer engine of  claim 1 , wherein D); the at least criterion for the respective customers to satisfy the online offer includes at least one of:
 buying a first amount of a product;   spending a second amount of money;   completing the transaction at a particular time; or   making a number of purchases within a particular amount of time.   
     
     
         3 . The offer engine of  claim 1 , wherein after D), and when executed by the processor, the computer-readable instructions further cause the offer engine to:
 cause the online offer to be published, via the network, as at least one of a contextual advertisement on a search engine results page, a banner advertisement, a rich media advertisement, a social network advertisement, and interstitial advertisement, an online classified advertisement, a short-message-service (SMS) message, or an email.   
     
     
         4 . The offer engine of  claim 1 , wherein in E), the offer engine determines, via at least one of a browser cookie and Internet Protocol (IP) address tracking, that the first customer clicked on the online advertisement including the online offer. 
     
     
         5 . The offer engine of  claim 1 , wherein in F), the interface provided by the offer engine comprises:
 at least one first interface widget to allow the first customer to register the first customer account;   at least one second interface widget to allow the first customer to accept the online offer; and   at least one third interface widget to allow the first customer to be electronically notified when the online offer is satisfied.   
     
     
         6 . The offer engine of  claim 5 , wherein the at least one first interface widget comprises:
 a first field to enter the first payment account number of the first payment account of the first customer;   a second field to enter an expiration date of the first payment account; and   a third field to enter a security code for the first payment account.   
     
     
         7 . The offer engine of claim I, wherein in response to G), the offer engine:
 G1) generates and stores the first customer account in the memory;   G2) generates and stores in the first customer account at least one data object based on the first payment account number received in G); and   G3) associates the online offer with the first customer account.   
     
     
         8 . The offer engine of  claim 7 , wherein in G2), the offer engine applies a hash function to the first payment account number to generate a corresponding hash value as the at least one data object. 
     
     
         9 . The offer engine of  claim 1 , wherein in I), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID, the merchant ID, a transaction payment account number, a total amount charged, and a timestamp. 
     
     
         10 . The offer engine of  claim 1 , wherein in J), the offer engine:
 J1) determines if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor; and   J2) for each transaction of the at least one transaction in which the at least one criterion specified by the online offer is satisfied, determines if one transaction of the at least one transaction is the first transaction completed by the first customer, based at least in part on the first payment account number of the first payment account for the first customer received in G).   
     
     
         11 . The offer engine of  claim 10 , wherein J1), the at least criterion includes at least one of:
 buying a first amount of a product;   spending a second amount of money;   completing the transaction at a particular time; or   making a number of purchases within a particular amount of time.   
     
     
         12 . The offer engine of  claim 11 , wherein in I), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID, the merchant ID, a hashed transaction payment account number, a total amount charged, and a timestamp. 
     
     
         13 . The offer engine of  claim 12 , wherein in J2), the offer engine:
 extracts the hashed transaction payment account number included in the one transaction;   compares the extracted hashed transaction payment account number against a first hashed account number corresponding to the first payment account number of the first payment account for the first customer received in G); and   determines that the first customer has completed the first transaction corresponding to the online offer if the extracted hashed transaction payment account number matches the first hashed account number corresponding to the first payment account number of the first payment account for the first customer.   
     
     
         14 . The offer engine of  claim 10 , wherein:
 in I), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID; and   in J1), the offer engine:
 J1a) obtains from the PUS system, via the network, POS transaction data for the at least one transaction; and 
 J1b) determines if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor, based on at least some of the PUS transaction data obtained from the PUS system and the unique transaction ID for the at least one transaction. 
   
     
     
         15 . The offer engine of  claim 14 , wherein for each transaction of the at least one transaction:
 the POS system sends a request, via the network, to the payment processor to process the transaction;   the payment processor returns to the POS system, via the network, the unique transaction ID of the transaction;   the POS system creates and stores a POS transaction object for the transaction, the PUS transaction object comprising the unique transaction ID of the transaction and at least one of:
 a unique PUS transaction ID; 
 at least one universal product code (UPC) for at least one item purchased in the transaction; 
 a description for the at least one item purchased in the transaction; 
 a subtotal amount for the transaction; 
 a tax amount for the transaction; or 
 a total amount for the transaction; and 
   in J1a), the POS transaction data obtained by the offer engine is based on the POS transaction data object.   
     
     
         16 . In a system ( 100 ) comprising a point of sale (POS) system ( 104 ) associated with a merchant ( 102 ), and a payment processor ( 110 ) communicatively coupled to the POS system via a network ( 118 ):
 an offer engine ( 108 ) to measure conversion of an online advertising campaign for the merchant by determining transactions completed, using the POS system, between respective customers and the merchant in response to the respective customers receiving and accepting an online offer from the merchant via an online advertisement ( 202 ,  204 ) rendered on customer devices coupled to the network and used by the respective customers to view the online offer, wherein the online offer specifies at least one criterion for the respective customers to satisfy the online offer and complete the transactions with the merchant, the offer engine comprising:
 a processor; and 
 a memory storing computer-readable instructions that when executed by the processor cause the offer engine to:
 A) determine that a first customer of the respective customers viewing the online advertisement including the online offer via a first customer device clicked on the online advertisement including the online offer; 
 B) provide. via the network and in response to A). an interface ( 200 ) for display on the first customer device of the first customer to register a first customer account to accept the online offer; 
 C) receive, via the network and in response to B), a first payment account number of a first payment account for the first customer, wherein the first payment account includes at least one of a customer credit card, a customer debit card, and a customer prepaid card; 
 D) transmit, via the network to the payment processor, a merchant identification (ID) for the merchant and no offer information regarding the online offer, such that the payment processor has no offer information associated with the online offer; 
 E) receive, via the network from the payment processor, in response to D), at least one transaction initiated using the POS system associated with the merchant; and 
 F) determine, based on the at least one transaction received in E) whether the first customer has completed a first transaction corresponding to the online offer. 
 
   
     
     
         17 . The offer engine of  claim 16 , wherein in B), the offer engine determines, via at least one of a browser cookie and Internet Protocol (IP) address tracking, that the first customer clicked on the online advertisement including the online offer. 
     
     
         18 . The offer engine of  claim 16 , wherein in B), the interface provided by the offer engine comprises:
 at least one first interface widget to allow the first customer to register the first customer account;   at least one second interface widget to allow the first customer to accept the online offer; and   at least one third interface widget to allow the first customer to be electronically notified when the online offer is satisfied.   
     
     
         19 . The offer engine of  claim 18 , wherein the at least one first interface widget comprises:
 a first field to enter the first payment account number of the first payment account of the first customer;   a second field to enter an expiration date of the first payment account; and   a third field to enter a security code for the first payment account.   
     
     
         20 . The offer engine of  claim 16 , wherein in response to C), the offer engine:
 C1) generates and stores the first customer account in the memory;   C2) generates and stores in the first customer account at least one data object based on the first payment account number received in C); and   C3) associates the online offer with the first customer account.   
     
     
         21 . The offer engine of  claim 20 , wherein in C2), the offer engine applies a hash function to the first payment account number to generate a corresponding hash value as the at least one data object. 
     
     
         22 . The offer engine of  claim 16 , wherein in E), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID, the merchant ID, a transaction payment account number, a total amount charged, and a timestamp. 
     
     
         23 . The offer engine of  claim 22 , wherein:
 the memory of the offer engine further stores offer information associated with the online offer, wherein the offer information includes the at least one criterion for the respective customers to satisfy the online offer; and   in F), the offer engine:   F1) determines, based on the offer information stored in the memory, if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor; and   F2) for each transaction of the at least one transaction in which the at least one criterion specified by the online offer is satisfied, determines if one transaction of the at least one transaction is the first transaction completed by the first customer, based at least in part on the first payment account number of the first payment account for the first customer received in C).   
     
     
         24 . The offer engine of  claim 23 , wherein in F1), the at least criterion includes at least one of:
 buying a first amount of a product;   spending a second amount of money:   completing the transaction at a particular time; or   making a number of purchases within a particular amount of time.   
     
     
         25 . The offer engine of  claim 24 , wherein in E), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID, the merchant ID, a hashed transaction payment account number, a total amount charged, and a timestamp. 
     
     
         26 . The offer engine of  claim 25 , wherein in F2), the offer engine:
 extracts the hashed transaction payment account number included in the one transaction;   compares the extracted hashed transaction payment account number against a first hashed account number corresponding to the first payment account number of the first payment account for the first customer received in C); and   determines that the first customer has completed the first transaction corresponding to the online offer if the extracted hashed transaction payment account number matches the first hashed account number corresponding to the first payment account number of the first payment account for the first customer.   
     
     
         27 . The offer engine of  claim 26 , wherein:
 in E), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID; and   in F1), the offer engine:
 F1a) obtains from the POS system, via the network, POS transaction data for the at least one transaction; and 
 F1b) determines if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor, based on at least some of the POS transaction data obtained from the POS system and the unique transaction ID for the at least one transaction. 
   
     
     
         28 . The offer engine of  claim 27 , wherein for each transaction of the at least one transaction:
 the POS system sends a request, via the network, to the payment processor to process the transaction;   the payment processor returns to the PUS system, via the network, the unique transaction ID of the transaction;   the PUS system creates and stores a PUS transaction object for the transaction, the POS transaction object comprising the unique transaction ID of the transaction and at least one of:
 a unique POS transaction ID; 
 at least one universal product code (UPC) for at least one item purchased in the transaction; 
 a description for the at least one item purchased in the transaction; 
 a subtotal amount for the transaction; 
 a tax amount for the transaction; or 
 a total amount for the transaction; and 
   in F1a). the POS transaction data obtained by the offer engine is based on the POS transaction data object.   
     
     
         29 . The offer engine of  claim 26 , wherein prior to A), and when executed by the processor, the computer-readable instructions further cause the offer engine to:
 A-4) provide, via the network, a merchant registration interface;   A-3) receive, via the network and in response to A-4), merchant account registration information including the merchant ID, wherein the merchant ID is issued to the merchant by one of a merchant bank and the payment processor, and wherein the merchant ID uniquely identifies transactions initiated at the merchant via the PUS system;   A-2) generate a merchant account based on the merchant account registration information received in A-3); and   A-1) receive, via the network, from the merchant having the merchant account, generated in A-2), a request to create the online offer and the offer information associated with the online offer.   
     
     
         30 . A method for measuring conversion of an online advertising campaign for a merchant by determining transactions completed between respective customers and the merchant in response to the respective customers receiving and accepting an online offer from the merchant via an online advertisement rendered on customer devices coupled to a network and used by the respective customers to view the online offer, wherein the online offer specifies at least one criterion for the respective customers to satisfy the online offer and complete the transactions with the merchant, the method comprising:
 A) determining that a first customer of the respective customers viewing the online advertisement including the online offer via a first customer device clicked on the online advertisement including the online offer;   B) providing, via the network and in response to A), an interface for display on the first customer device of the first customer to register a first customer account to accept the online offer;   C) receiving, via the network and in response to B), a first payment account number of a first payment account for the first customer, wherein the first payment account includes at least one of a customer credit card, a customer debit card, and a customer prepaid card;   D) transmitting, via the network to a payment processor communicatively coupled to a point of sale (POS) system associated with the merchant, a merchant identification (ID) for the merchant and no offer information regarding the online offer, such that the payment processor has no offer information associated with the online offer;   E) receiving, via the network from the payment processor, in response to D), at least one transaction initiated using the POS system associated with the merchant; and   F) determining, based on the at least one transaction received in E) whether the first customer has completed a first transaction corresponding to the online offer.   
     
     
         31 . The method of  claim 30 , wherein B) comprises determining, via at least one of a browser cookie and Internet Protocol (IP) address tracking, that the first customer clicked on the online advertisement including the online offer. 
     
     
         2 . The method of  claim 30 , wherein in B), the interface comprises:
 at least one first interface widget to allow the first customer to register the first customer account;   at least one second interface widget to allow the first customer to accept the online offer; and   at least one third interface widget to allow the first customer to be electronically notified when the online offer is satisfied.   
     
     
         33 . The method of claim  32 , wherein the at least one first interface widget comprises: a first field to enter the first payment account number of the first payment account of the first customer;
 a second field to enter an expiration date of the first payment account; and   a third field to enter a security code for the first payment account.   
     
     
         34 . The method of  claim 30 , wherein C) further comprises:
 C1) generating and storing the first customer account;   C2) generating and storing in the first customer account at least one data object based on the first payment account number received in C); and   C3) associating the online offer with the first customer account.   
     
     
         35 . The method of  claim 34 , wherein C2) comprises applying a hash function to the first payment account number to generate a corresponding hash value as the at least one data object. 
     
     
         36 . The method of  claim 30 , wherein in E), each transaction of the at least one transaction received from the payment processor includes a unique transaction ID, the merchant ID, a transaction payment account number, a total amount charged, and a timestamp. 
     
     
         37 . The method of  claim 36 , further comprising storing offer information associated with the online offer, wherein the offer information includes the at least one criterion for the respective customers to satisfy the online offer, wherein F) comprises:
 F1) determining, based on the offer information, if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor; and
 F2) for each transaction of the at least one transaction in which the at least one criterion specified by the online offer is satisfied, determining if one transaction of the at least one transaction is the first transaction completed by the first customer, based at least in part on the first payment account number of the first payment account for the first customer received in C). 
   
     
     
         38 . The method of  claim 37 , wherein in F1), the at least criterion includes at least one of:
 buying a first amount of a product;   spending a second amount of money;   completing the transaction at a particular time; or   making a number of purchases within a particular amount of time.   
     
     
         39 . The method of  claim 38 , wherein in E), each transaction of the at least one transaction received by the offer engine from the payment processor includes a unique transaction ID, the merchant ID, a hashed transaction payment account number, a total amount charged, and a timestamp. 
     
     
         40 . The method of  claim 39 , wherein F2) comprises:
 extracting the hashed transaction payment account number included in the one transaction;   comparing the extracted hashed transaction payment account number against a first hashed account number corresponding to the first :payment account number of the first payment account for the first customer received in C); and   determining that the first customer has completed the first transaction corresponding to the online offer if the extracted hashed transaction payment account number matches the first hashed account number corresponding to the first payment account number of the first payment account for the first customer.   
     
     
         41 . The method of  claim 40 , wherein:
 in E), each transaction of the at least one transaction received from the payment processor includes a unique transaction ID; and   F1) comprises:
 F1a) obtaining from the POS system, via the network, POS transaction data for the at least one transaction; and 
 F1b) determining if the at least one criterion specified by the online offer is satisfied in the at least one transaction received from the payment processor, based on at least some of the POS transaction data obtained from the POS system and the unique transaction ID for the at least one transaction. 
   
     
     
         42 . The method of  claim 41 , wherein for each transaction of the at least one transaction:
 the POS system sends a request, via the network, to the payment processor to process the transaction;   the payment processor returns to the POS system, via the network, the unique transaction ID of the transaction;
 the POS system creates and stores a POS transaction object for the transaction, the POS transaction object comprising the unique transaction ID of the transaction and at least one of:
 a unique POS transaction ID; 
 at least one universal product code (UPC) for at least one item purchased in the transaction; 
 a description for the at least one item purchased in the transaction; 
 a subtotal amount for the transaction; 
 a tax amount for the transaction; or 
 a total amount for the transaction; and 
 
   in F1a), the POS transaction data is based on the POS transaction data object.   
     
     
         43 . The method of  claim 41 , wherein prior to A), the method further comprises:
 A-4) providing, via the network, a merchant registration interface;   A-3) receiving, via the network and in response to A-4), merchant account registration information including the merchant ID, wherein the merchant ID is issued to the merchant by one of a merchant bank and the payment processor, and wherein the merchant ID uniquely identifies transactions initiated at the merchant via the POS system A-2) generating a merchant account based on the merchant account registration information received in A-3); and   A-1) receiving, via the network, from the merchant having the merchant account generated in A-2), a request to create the online offer and the offer information associated with the online offer.