EX1032
`EX1032
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`

`

`USOO8682714B2
`
`(12) United States Patent
`Smith et al.
`
`(10) Patent No.:
`(45) Date of Patent:
`
`US 8,682,714 B2
`Mar. 25, 2014
`
`(54)
`
`(75)
`
`LOCATION ANALYTICS SYSTEMIS AND
`METHODS
`
`Inventors: Kevin G. Smith, Lehi, UT (US);
`William Brandon George, Pleasant
`Grove, UT (US)
`
`(73)
`
`Assignee: Adobe Systems Incorporated, San Jose,
`CA (US)
`
`(*)
`
`Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 154 days.
`
`(21)
`
`Appl. No.: 13/115,817
`
`(22)
`
`Filed:
`
`May 25, 2011
`
`(65)
`
`(51)
`
`(52)
`
`Prior Publication Data
`US 2013/O196689 A1
`Aug. 1, 2013
`
`Int. C.
`G06O 30/00
`U.S. C.
`USPC ......................................................... 705/14.1
`
`(2012.01)
`
`(58) Field of Classification Search
`USPC ......................................................... 705/14.1
`See application file for complete search history.
`References Cited
`
`(56)
`
`U.S. PATENT DOCUMENTS
`
`2008/0248815 A1 * 10, 2008 Busch ........................ 455,456.5
`* cited by examiner
`Primary Examiner — Daniel Lastra
`(74) Attorney, Agent, or Firm — Kilpatrick Townsend &
`Stockton LLP
`ABSTRACT
`(57)
`Provided is a method for assessing effectiveness of a geo
`graphic location of interest. The method includes receiving a
`geographic location of interest, receiving access information
`including a location corresponding to a geographic location
`of a visitor at or near a time of the visitor accessing content
`associated with the geographic location of interest, determin
`ing, by a computer, an effectiveness of the geographic loca
`tion of interest based at least in part on the proximity of the
`geographic location of the visitor to the geographic location
`of interest, and storing the effectiveness determined.
`21 Claims, 5 Drawing Sheets
`
`
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`GEOGRAPHIC
`19ATION
`
`PROMOTION
`110
`
`ANALYTICS DATA
`104
`
`ACTIVITY
`P.
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`LOCATION
`DATA
`108
`
`1 OO
`
`EFFECTIVENESS
`PROCESSING
`MODULE
`102
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`Launch Labs EX1032 Page 1
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`

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`U.S. Patent
`
`Mar. 25, 2014
`
`Sheet 1 of 5
`
`US 8,682,714 B2
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`GEOGRAPHIC
`LOCATION
`112
`
`PROMOTION
`110
`
`ANALYTICS DATA
`104
`
`ACTIVITY
`DATA
`106
`
`LOCATION
`DATA
`108
`
`FIG. 1
`
`
`
`ACCESS
`DEVICE
`202
`
`1OO
`
`
`
`EFFECTIVENESS
`PROCESSING
`MODULE
`102
`
`100'
`
`ANALYTICS
`PROVIDER
`204
`
`EFFECTIVENESS
`PROCESSING
`MODULE
`102
`
`CONTENT
`PROVIDER
`206
`
`Launch Labs EX1032 Page 2
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`

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`U.S. Patent
`
`Mar.25, 2014
`
`Sheet 2 of 5
`
`US 8,682,714 B2
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`U.S. Patent
`
`Mar. 25, 2014
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`Sheet 3 of 5
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`US 8,682,714 B2
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`
`
`
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`
`
`
`
`
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`
`
`400
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`Acquire Analytics Data including Activity
`Data and LOCation Data
`404
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`Analytics Data
`104
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`Determine Effectiveness Index
`for a Promotion Based on Activity
`Data and/Or LOCation Data
`408
`
`EffectiveneSS Index
`406
`
`FIG. 4
`
`800
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`Determine Effectiveness
`Index for FirSt PrOrr Otior
`804
`
`FirSt EffectivereSS Index
`802
`
`Determine EffectiveneSS
`Index for SeCOrd PrOmOtion
`808
`
`SeCOrd Effectiveness Index
`806
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`Rank PrOnOtiorS
`814
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`
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`Ranking of Promotions
`812
`
`FIG. 8
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`

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`U.S. Patent
`
`Mar. 25, 2014
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`Sheet 4 of 5
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`US 8,682,714 B2
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`Visit ID
`1
`2
`3
`4
`5
`6
`7
`8
`
`Distance
`Activity Type Date
`Visit
`2011-04-01 O.1 mi
`Visit
`2011-04-01 O.8 mi
`Purchase
`2011-04-04 O.2 m
`Visit
`2011-04-06 0.3 mi
`Purchase
`2011-04-07 1.1 mi
`Visit
`2011-04-07 O.9 m
`Visit
`2011-04-08 O.9 m
`Visit
`2011-04-09 1.1 mi
`
`Geographic COOrdinates
`30.263515, -97.736435
`30.249577, -97.721071
`30.262626,-97.742615 502
`30.25321-97.737722
`30.246315-97.714205
`30.253655, -97.715921
`30.247353, -97.726307
`30.242756, -97.720041
`
`FIG. 5
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`FIG. 7
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`Launch Labs EX1032 Page 5
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`

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`U.S. Patent
`
`Mar. 25, 2014
`
`Sheet 5 of 5
`
`US 8,682,714 B2
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`
`
`Computer System
`1OOO
`
`PrOCeSSOr
`101 Oa
`
`PrOCeSSOr
`101Ob
`
`PrOCeSSOr
`101 Or.
`
`I/O Interface
`1 O3O
`
`Memory 1020
`
`Program
`InStructionS
`1025
`
`Data
`Storage
`1035
`
`NetWOrk
`Interface
`1040
`
`Input/Output
`Device(s)
`1 O50
`
`CurSOr
`COntrol
`Device
`1060
`
`Display(s)
`108O
`
`Wired and/or
`WireleSS NetWOrk
`COnnection
`
`FIG. 9
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`Launch Labs EX1032 Page 6
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`

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`US 8,682,714 B2
`
`1.
`LOCATION ANALYTICS SYSTEMIS AND
`METHODS
`
`BACKGROUND
`
`2
`geographic location of interest based at least in part on the
`proximity of the geographic location of the visitor to the
`geographic location of interest, and storing the effectiveness
`determined.
`In some embodiments, provided is a non-transitory com
`puter readable storage medium storing computer-executable
`program instructions that when executed by a computer are
`configured to cause: receiving a geographic location of inter
`est, receiving access information including a location corre
`sponding to a geographic location of a visitorator near a time
`of the visitor accessing content associated with the geo
`graphic location of interest, determining an effectiveness of
`the geographic location of interest based at least in part on the
`proximity of the geographic location of the visitor to the
`geographic location of interest, and storing the effectiveness
`determined.
`In some embodiments, provided is a system including a
`processor and an index processing module executable by the
`processor to: receive a geographic location of interest, receive
`access information including a location corresponding to a
`geographic location of a visitor at or near a time of the visitor
`accessing content associated with the geographic location of
`interest, determine an effectiveness of the geographic loca
`tion of interest based at least in part on the proximity of the
`geographic location of the visitor to the geographic location
`of interest, and store the effectiveness determined.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`FIG. 1 is a diagram that illustrates an exemplary location
`assessment system in accordance with one or more embodi
`ments of the present technique.
`FIG. 2 is a diagram that illustrates an exemplary geo
`graphic location assessment system including an access
`device in accordance with one or more other embodiments of
`the present technique.
`FIG. 3 is a diagram that illustrates an exemplary geo
`graphic location assessment system including a web analytics
`system in accordance with one or more other embodiments of
`the present technique.
`FIG. 4 is a flowchart that illustrates a method of assessing
`effectiveness of a geographic location of interest in accor
`dance with one or more embodiments of the present tech
`nique.
`FIG. 5 is a table that depicts an exemplary analytics data
`Subset, in accordance with one or more embodiments of the
`present technique.
`FIG. 6 is a map that illustrates an exemplary geographic
`representation of the analytics data subset of FIG. 5, in accor
`dance with one or more embodiments of the present tech
`nique.
`FIG. 7 is a map that illustrates an exemplary geographic
`representation of analytics data for multiple geographic loca
`tions of interest, in accordance with one or more embodi
`ments of the present technique.
`FIG. 8 is a flowchart that illustrates an exemplary method
`of assessing a relative effectiveness of multiple geographic
`locations of interest in accordance with one or more embodi
`ments of the present technique.
`FIG. 9 is a diagram that illustrates an exemplary computer
`system in accordance with one or more embodiments of the
`present technique.
`While the invention is described herein by way of example
`for several embodiments and illustrative drawings, those
`skilled in the art will recognize that the invention is not
`limited to the embodiments or drawings described. It should
`be understood, that the drawings and detailed description
`
`Goods and services providers often employ various forms
`of marketing to drive consumer demand for products and
`services. Marketing includes various techniques to expose to
`target audiences to brands, products, services, and so forth.
`For example, marketing often includes providing promotions
`(e.g., advertisements) to an audience to encourage them to
`purchase a product or service. In some instances, promotions
`are provided through media outlets, such as television, radio,
`and the internet via television commercials, radio commer
`cials and webpage advertisements. In the context of websites,
`marketing may provide advertisements for a website and
`products associated therewith to encourage persons to visit
`the website, use the website, purchase products and services
`offered via the website, or otherwise interact with the website.
`In some instances, promotions are provided at specific geo
`graphic locations, such as billboards, visible signs (e.g., store
`front banners), in-store displays, presentations, and the like.
`Marketing promotions often require a large financial
`investment. A business may fund an advertisement campaign
`with the expectation that increases in revenue attributable to
`marketing promotions exceed the associated cost. A market
`ing campaign may be considered effective if it creates enough
`interest and/or revenue to offset the associated cost. Accord
`ingly, marketers often desire to track the effectiveness of their
`marketing techniques generally, as well as the effectiveness
`of specific promotions. For example, a marketer may desire to
`know how many customers visit a website as a result of a
`particular advertisement. In some instances, marketers sim
`ply desire to know how user behavior is affected based on a
`location, regardless of whether or not a promotion is located
`there.
`In the context of internet advertising, tracking user inter
`action with a website may be a reliable way of determining an
`effectiveness of a specific website advertisement. For
`example, website visitation paths can be tracked to determine
`how many website visitors "clicked on a specific advertise
`ment displayed on a webpage and, even further, how many of
`those visitors took a desired path, Such as purchasing a prod
`uct associated with the advertisement. In the context of other
`forms of advertisement, however, determining an associated
`effectiveness may be difficult. For example, there may be no
`reliable way to attribute a visit to a website and/or corre
`sponding product purchase to a person’s exposure to a road
`side billboard, a visible sign (e.g., a store-front banner), an
`in-store display, a presentation, or the like.
`Accordingly, it is desirable to provide technique for deter
`mining an effectiveness of promotions at specific geographic
`locations, such as billboards, in-store advertisements, store
`front banners, presentations and the like.
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`SUMMARY
`
`Various embodiments of methods and apparatus for assess
`ing effectiveness of geographic locations and/or physical
`things (e.g., promotions) at given locations are provided. In
`Some embodiments, provided is method for assessing effec
`tiveness of a geographic location of interest. The method
`includes receiving a geographic location of interest, receiving
`access information including a location corresponding to a
`geographic location of a visitor at or near a time of the visitor
`accessing content associated with the geographic location of
`interest, determining, by a computer, an effectiveness of the
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`US 8,682,714 B2
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`3
`thereto are not intended to limit the invention to the particular
`form disclosed, but on the contrary, the intention is to coverall
`modifications, equivalents and alternatives falling within the
`spirit and scope of the present invention. Headings used
`herein are for organizational purposes only and are not meant
`to be used to limit the scope of the description.
`
`DETAILED DESCRIPTION OF EMBODIMENTS
`
`As described in more detail below, provided in some
`embodiments are systems and methods for assessing an effec
`tiveness one or more geographic locations and/or physical
`things at the given geographic locations are provided. In some
`embodiments, the geographic location may include or other
`wise be associated with a promotion (e.g., promotional adver
`tisements, promotional presentations, and the like). A promo
`tion may include something at a given location intended to be
`perceived by a user to influence user behavior. For example, a
`promotion may include an advertisement for a product. In
`Some embodiments, user behavior is associated with a geo
`graphic location and/or a promotion at the geographic loca
`tion based on the user's physical proximity to the geographic
`location at or near the time of the observed user behavior. In
`certain embodiments, for example, a users website visit is
`associated with a roadside billboard based on the user's
`physical proximity to the billboard at the time of the website
`visit and/or the content accessed by the user during the web
`site visit. In some embodiments, an effectiveness of one or
`more geographic locations can be assessed based on the
`behavior and/or location of one or more users relative to the
`geographic location. In certain embodiments, a geographic
`location and/or a promotion at a given geographic location
`may be viewed as effective (or at least more effective) where
`a greater amount of positive user behavior takes place in close
`proximity to the corresponding geographic location, whereas
`a geographic location and/or a promotion may be viewed as
`ineffective (or at least less effective) where a lesser amount of
`positive user behavior takes place in close proximity to the
`corresponding geographic location. In some embodiments,
`for example, roadside billboard at a given geographic location
`may be viewed as effective (or at least more effective) where
`analytics data indicates a large number users visits to a web
`site advertised by the billboard, and the users are in close
`proximity to the billboard at or near the time of initiating the
`website visit and/or during the website visit. In certain
`embodiments, an effectiveness index is generated for one or
`more geographic locations and/or promotions at a given geo
`graphic location based at least on the proximity of user activ
`ity to the geographic location. In some embodiments, user
`activity may be relevant to the determination of effectiveness
`if the user activity includes viewing or otherwise attempting
`to access content related to the geographic location and/or
`promotion within a geographic region of interest (e.g., a
`radius) associated with the location. In certain embodiments,
`user activity may be relevant to the determination of effec
`tiveness if the user activity is related to (e.g., inclose temporal
`proximity) a user involvement with the geographic location
`and/or promotion. In some embodiments, for example, user
`activity including viewing or otherwise attempting to access
`content related to the geographic location and/or promotion
`within a given time period (e.g., five minutes) of the user
`being located a within (e.g., driving through) a geographic
`region of interest (e.g., a radius) associated with the location
`may be relevant to the determination. In some embodiments,
`effectiveness indices of multiple locations may be compared
`to provide comparison of the relative effectiveness of differ
`ent promotions. In certain embodiments, the effectiveness
`
`4
`indices may be rated based on various factors, such as popu
`lation level/density at or near the geographic location.
`In certain embodiments, a user's location may be obtained
`in association with indications of the users behavior. In some
`embodiments, for example, upon visiting a website using a
`computer device (e.g., a cellular phone, laptop, etc.), infor
`mation regarding the users website visit and the user's physi
`cal location at the time of the visit is transmitted to an ana
`lytics system. In certain embodiments, location information
`(e.g., geographic coordinates, IP address, etc.) is embedded in
`or transited along with other data (e.g., analytics data) trans
`mitted from the user's device to the analytics system. In some
`embodiments, the location information is provided from the
`user's device. For example, location data may be transmitted
`from an integral global positioning system (GPS) transceiver
`of the user's device.
`Several of the following embodiments are described with
`regard to a promotion located a geographic promotion loca
`tion. For example, techniques are described for determining
`an effectiveness of a promotion (e.g., a billboard) at a given
`geographic location. It will be appreciated that the embodi
`ments described herein may be employed to assess and deter
`mine the effectiveness of other things. For example, the tech
`niques may be used to assess and determine an effectiveness
`of a geographic location itself and/or anything corresponding
`with or otherwise associated with the geographic location
`(e.g., a brick-and-mortar store location, a nearby business,
`geographic features, festival, etc.). Accordingly, the
`described embodiments are not intended to limit the scope of
`the disclosure, but are intended as descriptions of exemplary
`embodiments.
`FIG. 1 is a diagram that illustrates an exemplary location
`(e.g., promotion) assessment system 100 in accordance with
`one or more embodiments of the present technique. System
`100 may be employed to assess an effectiveness of one or
`more promotions at one or more promotion locations. In the
`illustrated embodiment, system 100 includes an effectiveness
`processing module 102. Effectiveness processing module
`102 may receive and/or process analytics data 104 (e.g., activ
`ity data 106 and/or location data 108) to assess an effective
`ness of a promotion 110 at geographic location (e.g., promo
`tion location) 112.
`Activity data 106 may include data that is indicative of
`behavior/activity undertaken by one or more users. In some
`embodiments, activity data 106 may be indicative of a user's
`access to content via a content site (e.g., website, FTP site, or
`other source of content accessible via an electronic network).
`For example, activity data 106 may be indicative of content
`(e.g., product advertisements, product descriptions or other
`information) viewed or otherwise accessed by a user during a
`visit to a website. In some embodiments, activity data 106
`includes web analytics data indicative of access to content
`and other interactions of one or more users with a given
`website or webpage. For example, activity data may include
`information regarding webpages visited, links selected, and/
`or purchases made during a user's navigation through a web
`site. In some embodiments, activity data 106 may be indica
`tive of a user's access to content associated with a given
`promotion. For example, activity data 106 may indicate that a
`user accessed a website or other content advertised on a
`roadside billboard promotion 110 at promotion location 112.
`Location data 108 may be indicative of a location of user. In
`some embodiments, location data 108 may be indicative of a
`geographic location of a user and/or a device used to access
`content. For example, location data 108 may include geo
`graphic coordinates (e.g., latitude and longitude) of a user
`and/or a device associated with the user. In some embodi
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`ments, a location may be determined based on global posi
`tioning coordinates (GPS), a Zip code, a reverse lookup based
`on a device's internet protocol (IP) address, requesting a
`user's location directly using Hyper-TextMarkup Language
`(HTML) 5, location information provided by a mobile device
`application running on the device, or the like. Location data
`may correspond to the location of a user at or near a time of
`engaging in activity, Such as accessing content associated
`with a promotion. For example location data may be indica
`tive of a location of a user at the time of accessing content
`associated with promotion 110. Location data 108 may be
`indicative of a location of a user some time proximate (e.g.,
`before or after) accessing content associated with promotion
`110. For example, location data may include a substantially
`continuous tracking of a user's location as they travel.
`Location data 108 may be associated with corresponding
`activity data 106. In some embodiments, location data 108
`corresponding to a given period of time may be associated
`with activity data 106 that also corresponds to the given
`period of time. In some embodiments, location data may be
`indicative of a user's location at or near the time of initiating
`user activity corresponding to a promotion. For example a
`geographic location of a user at 12:00 pm may be associated
`with activity data corresponding to a website visit from 12:00
`pm to 12:09 pm when the website is advertised on billboard
`25
`promotion 112 and the user's location is within one mile of
`promotion location 112 at 12:00 pm. In some embodiments,
`location data may be indicative of user activity's association
`with a geographic location although certain activity (e.g.,
`access of content) may not necessarily occur proximate the
`location. User activity indicative of the user viewing or oth
`erwise attempting to access content related to promotion 110
`may be associated with promotion 110 and/or location 112
`where location data 108 indicates that the user engaged in the
`access within a given period of visiting an area proximate
`location 112. For example, where a user drove within a one
`mile radius of location 112 at 12:00 pm while driving to their
`place of business, and accessed the content at their place of
`business at 12:04 pm, the access to content may be associated
`with location 112 and may be relevant to the determination of
`40
`effectiveness. Thus, in Some embodiments, user activity may
`be associated with a location if location data indicates that the
`activity takes place within a geographic region of interest
`corresponding to the location and/or user activity may be
`associated with a location if location data indicates that the
`activity takes place within a temporal proximity of the user
`interacting with (e.g., driving though) a geographic region of
`interest corresponding to the location.
`Promotion 110 may include a marketing tool (e.g., a physi
`cal advertisement or presentation) employed to expose
`brands, products, services, and so forth to target audiences, to
`encourage consumer demand for the brands, products, ser
`vices, and so forth. Promotion location 112 may include a
`geographic location (e.g., geographical coordinates) where
`promotion 110 is presented to an audience. For example, a
`billboard promotion 110 may have fixed latitude and longi
`tude coordinates indicative of promotion location 112.
`In some embodiments, promotion 110 may include a visual
`display via a physical medium at or near promotion location
`112. For example a promotion may include a billboard, a
`sign/banner, in-store display or the like. In the context of
`websites, promotion 110 may include an advertisement for a
`website location (e.g., a website address) or products associ
`ated with a website in an attempt to encourage persons to visit
`the website, use the website, purchase products and services
`offered via the website, or otherwise interact with the website.
`For example, a billboard promotion 110 at a given geographi
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`cal location 112 may include an advertisement message Sug
`gesting that users visit and interact with given website (e.g., “
`... Register now at www.vendor.com and take a look at our
`new products for 2011). In some embodiments, promotion
`110 may include a presentation that takes place at or near
`promotion location 112. For example, promotion 110 may
`include a live presentation by a sales person at a sales confer
`ence, including a demonstration of products, services and the
`like. Such a presentation may, for example, be given at an
`auditorium having a given promotion location 112.
`As described in more detail herein, activity data 106 may
`be correlated with location data 108 to attribute user activity
`to a promotion at a given promotion location, thereby
`enabling a determination of an effectiveness of the promo
`tion. For example, activity data 106 and associated location
`data 108 may be used to assess whether or not a user may have
`responded to a promotion 110 at a given promotion location
`112. In some embodiments, effectiveness processing module
`102 may generate an effectiveness index indicative of an
`effectiveness of one or more promotion based on activity data
`106 and/or location data 108. Techniques for assessing effec
`tiveness are discussed in more detail below with respect to at
`least FIGS. 4-8.
`In some embodiments, activity data 106 and/or location
`data 108 maybe acquired from a device used to access con
`tent, as depicted and described in more detail below with
`regard to at least FIG. 2. In some embodiments, activity data
`106 and/or location data 108 maybe acquired in association
`with web analytics data transmitted to a web analytics pro
`vider, as depicted and described in more detail below with
`regard to at least FIG. 3.
`FIG. 2 is a diagram that illustrates an exemplary location
`(e.g., promotion) assessment system 100' including an access
`device 202 in accordance with one or more embodiments of
`the present technique. System 100' may be employed to accu
`mulate and/or process analytics data 104 to assess an effec
`tiveness of one or more promotions (e.g., promotion 110). In
`the illustrated embodiment, system 100' includes an access
`device 202, analytics provider 204, and content provider 206,
`communicatively coupled via a network 207.
`Access device 202 may include a computer or similar
`device employed by a user 208 to interact with devices at
`various locations on network 207. For example, device 202
`may include a personal computer, a cellular phone, a personal
`digital assistant (PDA), or the like. In some embodiments,
`access device 202 includes a wireless device. For example,
`device 202 may include a cellular phone connected to net
`work 206 via a cellular network. Use of a wireless device may
`enable user208 to access network 207, and entities connected
`thereto, from a variety of remote locations.
`Network 207 may include a channel for providing effective
`communication between various entities of system 100'. In
`some embodiments, network 207 includes an electronic com
`munication network, Such as the internet, a local area network
`(LAN), a cellular communications network, or the like. Net
`work 207 may include a single network or combination of
`networks that facilitate communication between the entities
`of system 100'.
`In some embodiments, device 202 may include an appli
`cation that can be used to generate a request for content, to
`provide content, to render content, and/or to communicate
`request to various devices on network 208. For example,
`device 202 may include an internet web-browser or similar
`application that can be used to transmit/receive data/content
`210 via network 208, render data/content 210 on device 202,
`and/or enable user interaction with content 210 and/or con
`tent provider 206.
`
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`US 8,682,714 B2
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`7
`In Some embodiments, device 202 may exchange analytics
`data 104 with analytics provider 204. For example, access
`device 202 may transmit activity data 106 and/or location
`data 108 to analytics provider 204 via network 207 in
`response to receiving a user request to access content 210
`and/or rendering/executing of content 210 (e.g., a webpage)
`at device 202. In some embodiments, location data 108 is
`obtained directly from access device 202. For example,
`access device 202 may include an integrated GPS device that
`is capable of providing geographical coordinates (e.g., lati
`tude and longitude) indicative of the location of access device
`202 and/or user 208. In some embodiments, location infor
`mation may be obtained via a source external to access device
`202. For example, where access device 204 includes a cellular
`phone, a proxy server for the corresponding cellular network
`may generate and/or forward activity data 106 and/or location
`data 108 to analytics provider 202.
`In some embodiments, device 202 may include an appli
`cation that transmits location data 108 to a collection server
`(e.g., an analytics server or web server of a analytics and/or
`content provider). For example, device 108 may include an
`onboard application (e.g., user selected/installed mobile
`application) that transmits/provides location information
`such that whereabouts of user 208 may be tracked.
`Content provider 206 may include an entity that provides
`content to various entities and users of system 100'. In some
`embodiments, content provider 206 host a content site, such
`as a website, a file transfer protocol (FTP) site, or other source
`of content accessible via network 207. For example, content
`provider 206 may include one or more web servers having
`web pages of a website and/or webpages stored thereon.
`Content provider 212 may provide content 210 in response to
`receiving a corresponding request/query. For example, in
`response to receiving, from access device 202, a user initiated
`request for a web page, content provider 206 may transmit,
`via network 207, content 210 including a corresponding
`HTML file for a webpage that can be rendered on an elec
`tronic display of device 202 for display to a user 208. As a
`result of rendering or otherwise accessing content 210 corre
`sponding analytics data 104 may be transmitted to analytics
`provider 204 and/or content provider 206.
`Analytics provider 204 may provide for the accumulation
`and/or processing of analytics data to assess an effectiveness
`of one or more promotions. For example, analytics provider
`204 may include effectiveness processing module 102. Effec
`tiveness processing module 102 may provide for acquiring
`analytics data, including activity data and location data, and
`determining an effectiveness index for a promotion based on
`the activity data and/or location data as described in more
`detail below with regard to FIG. 4. Effectiveness processing
`module 102 may provide for determining an effectiveness
`index for multiple promotions, and ranking the promotions
`based on the determined effectiveness indices, as described in
`more detail below with regard to FIG.8.
`FIG. 3 is a diagram that illustrates an exemplary location
`(e.g., promotion) assessment system 100" including a web
`analytics system 300 in accordance with one or more embodi
`ments of the present technique. System 100" may be
`employed to accumulate and/or process analytics data 104
`used to assess an effectiveness of one or more promotions
`(e.g., promotion 110). In the illustrated embodiment, system
`300 includes content providers 302a and 302b, a client device
`304 and a web analytics provider 306.
`Each of content providers 302a and 302b, client device 304
`and web analytics provider 306 may be communicatively
`coupled to one another via a network 308. Network 308 may
`include any channel for providing effective communication
`
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`between each of the entities of system 300. In some embodi
`ments, network 308 includes an electronic communication
`network, Such as the internet, a local area network (LAN), a
`cellular communications network, or the like. Network 308
`may include a single network or combination of networks that
`facilitate communication between each of the entities (e.g.,
`content providers 302a and 302b, client 304 and web analyt
`ics provider 306) of system 300.
`In some embodiments, network 308 may be the same as or
`similar to network 207. In some embodiments, client device
`304 may be the same as or similar to access device 202. In
`some embodiments, content providers 302a and/or 302b may
`be the same as or similar to content provider 206. In some
`embodiments, web anal