In one embodiment, an evolving advertising system automatically optimizes internet advertising. A data storage unit 250 may store an evolving advertisement unit 320 with an advertisement characteristic according to an initial configuration parameter. A communication interface 280 may transmit the evolving advertisement unit 320 as part of a primary website 310. A processor 220 may alter the evolving advertisement unit 320 automatically upon a trigger event by changing the advertisement characteristic to follow an automatically generated configuration parameter to optimize an advertisement performance metric.

A system tracks user actions associated with advertisements. The system may receive information in response to a user action. The system may then determine whether the action performed by the user resulted from an advertisement.

Systems and methods including one or more processors and one or more non-transitory computer-readable media having computing instructions that are configured to run on the one or more processors and perform acts of creating content variations for including in initial communications to initial targets, the content variations each comprising one or more content items selected from content item options, setting weightings for the content item options, transmitting the initial communications comprising the content variations to the initial targets, receiving initial response information, determining whether a minimum level of statistically significant difference is achieved between responses, determining updated weightings of the first and second ones of the content item options in relation to the initial response information, and transmitting updated communications comprising the content variations to subsequent targets. Additional embodiments are disclosed herein.

A method of serving targeted content messages for display in a website accessed in a browser program of a networked computer communicatively connected to a network at a network address for communications, delivers uniquely targeted content messages displayed in websites viewed in web browsers. The method includes placing a script device in a website file, processing the website file, together with the script device by a particular web browser on download of the website file, including by determining the network address of the networked computer, determining an identifier of the website file, and sending an artifact representing the network address and the identifier over the network to a server computer. The method also includes detecting the network address and the identifier by the server computer, querying a database for a database article related to the network address and the identifier, constructing a script program stored in memory of the server computer for the particular browser and website file, and constructing an ad device stored in memory of the web browser device from the script program. The method further includes calling the server computer by the ad device by communication of an identifier representing an action of the web browser device, receiving the identifier by the server computer, querying the database for a select message artifact related to the script program, the identifier, the website file, and the web browser, and responding by the server computer to the web browser with the select message artifact. A message represented by the select message artifact is displayed in the website then viewed in a browser window of the web browser. Messages can be prioritized and are uniquely targeted in content, based on real-time activities of the web browser.

Methods and systems are provided herein for the analysis of information about online actions of a plurality of users. The analysis methods and systems allow for the modification of online and offline business operations and marketing communications based on online consumer behavior. The methods and systems may obtain an input data set comprising information about online actions of a plurality of users, process the input data set to obtain transformed clickstream data, analyze the transformed clickstream data to identify an order in which each user of the plurality of users views a plurality of product offerings, determine an average order position that a specific product offering of the plurality of product offerings is viewed, and modify an offline or online marketing communication associated with the specific product offering based on the average order position of the specific product offering.

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing conversion path performance measures and reports. In one aspect, user interaction data are obtained, were the user interaction data specify user interactions for a plurality of conversions. User interactions that are associated with each conversion are selected from the user interaction data, where the associated user interactions for each conversion are user interactions with a converting user during the conversion cycle for the conversion. Using the user interaction data for the selected user interactions, a quantity of user interactions that are associated with each conversion and occurred during the conversion cycle for the conversion are determined. In turn, conversion path performance measures are computed and reports specifying the conversion path performance measures are generated.

Automatic performance triggered model adjustment. A hierarchical feature tree is generated. Each child node's feature is more specific than its respective parent node's feature. A behavioral model comprising features of the feature tree is created and used in the operation of an advertising campaign. A degraded model feature is detected at the discovery system by comparing a performance metric of a model feature from two different time windows. The discovery system matches a node of the feature tree with the degraded feature and selects a prospective model feature from a same-level node or from a lower level node than the matching feature's node. An estimated performance metric for the prospective model feature is determined and the results are used to decide if the model should be updated to include the prospective model feature. The campaign can be operated with the automatically updated model.

Methods and systems to optimize communication channels for use in presenting and/or generating user communications are provided. In one aspect, improved attributions may be generated by analyzing historical user communication and communication data to identify unique channels, possible combinations of unique channels, and/or sequences of user communications that correspond to the same occurrence of a desired user outcome. The sequences and possible channel combinations may then be used to generate a model of how different channel combinations impact the likelihood of the desired user outcomes. Marginal contributions for the unique channels may be determined based on this mode. The marginal contributions and the model may both be used to generate final attributions for the unique channels. In certain instances, the final attributions may then be used to generate improved content sequences and/or budgets for content delivery to user devices.

Techniques for determining recommended allocations of resources among different platforms that sell a common type of inventory. Determining the allocations can include obtaining parameters of a campaign from a client. Determining the allocations can include combining current campaign parameters and scoring with historical campaign performance data to create recommendations for dividing resources among different media platforms.

A method of delivering advertising in an online environment includes determining a context of a user operating a client computer to interact with an e-commerce website, where the determined context representing an intent of the user to locate a product for purchase, defining a relation between one or more of a plurality of advertisements and the product based on at least one of a plurality of relevance types, and displaying, to the user, at least one of the advertisements having the relation to the product.