Methods and systems for selecting content for display based on conversion probabilities of paths

US9852440B2 · kind B2 · utility

Assignee

• Google LLC · US

Inventors

• Bozhena Bidyuk · Mountain View, US
• Stefan F. Schnabl · San Francisco, US
• Richard Edward Little · Dedham, US
• Chao Cai · Los Altos Hills, US
• David Barney · Mountain View, US
• William Patrick Kee · Mountain View, US

Key dates

• Filing date: Dec 11, 2013
• Grant date: Dec 26, 2017
• Expiry date: Dec 7, 2034

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0246
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Systems and methods for selecting content for display at a device includes, identifying by a processor, a visitor identifier associated with a device on which to display content. The processor can identify a path associated with the visitor identifier. The path corresponding to a sequence of one or more events through which the visitor identifier has visited the website. The processor can identify a conversion probability of the identified path. The conversion probability of the identified path indicates a likelihood that the visitor identifier will convert at the website. The conversion probability of the identified path is a ratio of a number of conversions at the website to a number of visits to the website over a given time period. The processor can select content for display. The content selected based on the identified conversion probability of the identified path.