Selection of multi-channel communciations

Patent metadata

Field	Value
Publication number	US-10375010-B1
Application number	US-201615345320-A
Country	US
Kind code	B1
Filing date	Nov 7, 2016
Priority date	Nov 7, 2016
Publication date	Aug 6, 2019
Grant date	Aug 6, 2019

Abstract

Systems and methods are described for selecting recipients, channels, and messages for delivery via multi-channel communications. A message may be delivered to a recipient via multiple delivery channels, and the recipient may engage in a conversion event or activity associated with the message. Each potential delivery of the message may be associated with an incremental probability of causing the conversion event. The incremental probabilities may be used to determine the channel and recipient with the highest incremental probability of causing a conversion event for a given message, the recipient and message having the highest incremental probability of causing a conversion event when delivered via a given channel, and other combinations. Profiles may be used to compare messages, channels, and recipients in order to predict incremental probabilities, and messaging resources may be allocated according to budgets, cost-benefit analyses, or other criteria.

First claim

What is claimed is:

1. A computer-implemented method comprising:
as implemented by a computing device configured with specific executable instructions,
receiving a message request, wherein the message request identifies a first recipient and a first delivery channel;
obtaining, from a profile data store, a channel profile corresponding to the first delivery channel;
obtaining, from the profile data store, a recipient profile corresponding to the first recipient;
obtaining, from a message data store, a first potential message and a second potential message;
determining, based at least in part on the channel profile, the recipient profile, and a first message profile corresponding to the first potential message, a first incremental probability of conversion associated with delivering the first potential message to the first recipient via the first delivery channel;
determining, based at least in part on the channel profile, the recipient profile, and a second message profile corresponding to the second potential message, a second incremental probability of conversion associated with delivering the second potential message to the first recipient via the first delivery channel;
selecting, based at least in part on the first incremental probability of conversion and the second incremental probability of conversion, a selected message from among the first potential message and the second potential message; and
transmitting, to the first delivery channel, information that enables the first delivery channel to deliver the selected message to the first recipient.

2. The computer-implemented method of claim 1 further comprising:
obtaining, from the profile data store, the first message profile and the second message profile.

3. The computer-implemented method of claim 1 , wherein selecting the selected message comprises:
determining that the first incremental probability of conversion is greater than the second incremental probability of conversion; and
selecting the first potential message as the selected message.

4. The computer-implemented method of claim 1 , wherein determining the first incremental probability of conversion comprises:
obtaining an impression path, the impression path including at least a previous impression, wherein the previous impression corresponds to a previous delivery of the first potential message to the first recipient via a previous delivery channel;
determining a first probability of conversion based at least in part on the impression path;
generating a first potential impression corresponding to delivery of the first potential message to the first recipient via the first delivery channel;
combining the impression path with the first potential impression to form an extended impression path;
determining a second probability of conversion based at least in part on the extended impression path; and
comparing the first probability of conversion to the second probability of conversion to determine the first incremental probability of conversion.

5. A system comprising:
a profile data store configured to store message profiles, recipient profiles, and channel profiles;
a hardware processor in communication with the profile data store, the hardware processor configured to execute specific computer-executable instructions to at least:
receive, from a first computing device, a message delivery request, wherein the message delivery request identifies a first message and a first recipient;
obtain, from the profile data store, (a) a first message profile corresponding to the first message, (b) a first recipient profile corresponding to the first recipient, (c) a first channel profile corresponding to a first delivery channel, and (d) a second channel profile corresponding to a second delivery channel;
determine, based at least in part on the first message profile, the first recipient profile, and the first channel profile, a first incremental probability of conversion associated with delivering the first message via the first delivery channel;
determine, based at least in part on the first message profile, the first recipient profile, and the second channel profile, a second incremental probability of conversion associated with delivering the first message via the second delivery channel;
select, based at least in part on the first incremental probability of conversion and the second incremental probability of conversion, a selected delivery channel; and
cause delivery of the first message via the selected delivery channel.

6. The system of claim 5 , wherein the first incremental probability of conversion represents an increase in the likelihood that the first recipient will perform an action associated with the first message.

7. The system of claim 5 , wherein the hardware processor is further configured to:
obtain, from the profile data store, a second recipient profile corresponding to a second recipient,
wherein the second incremental probability of conversion is determined based at least in part on the second recipient profile.

8. The system of claim 7 , wherein the first incremental probability of conversion is associated with delivering the first message to the first recipient via the first delivery channel, and wherein the second incremental probability of conversion is associated with delivering the first message to the first recipient via the second delivery channel.

9. The system of claim 8 , wherein the hardware processor is further configured to:
determine, based at least in part on the first message profile, the first channel profile, and the second recipient profile, a third probability of conversion associated with delivering the first message to the second recipient via the first delivery channel; and
determine, based at least in part on the first message profile, the second channel profile, and the second recipient profile, a fourth probability of conversion associated with delivering the first message to the second recipient via the second delivery channel,
wherein the selected delivery channel is selected based at least in part on the third probability of conversion and the fourth probability of conversion.

10. The system of claim 9 , wherein the hardware processor is further configured to:
select, based at least in part on the first incremental probability of conversion, the second incremental probability of conversion, the third incremental probability of conversion, and the fourth incremental probability of conversion, a selected recipient,
wherein delivery of the first message via the selected delivery channel comprises delivery of the first message to the selected recipient via the selected delivery channel.

11. The system of claim 5 , wherein the hardware processor is further configured to:
obtain, from the message profile data store, a second message profile corresponding to a second message; and
determine, based at least in part on the first message profile and the second message profile, a degree of similarity between the first message and the second message,
wherein the first incremental probability of conversion is determined based at least in part on a prior delivery of the second message via the first delivery channel and on the degree of similarity between the first message and the second message.

12. The system of claim 5 further comprising an impression path data store configured to store impression paths, wherein the hardware processor configured to determine the first incremental probability of conversion is configured to:
obtain, from the impression path data store, a first impression path, the first impression path including at least a previous impression, wherein the previou

Assignees

• Amazon Tech Inc

Inventors

• Ranjan Roopesh
• Gathright Graton Marshal Randal
• Mishra Pragyana K

Classifications

• H04L67/306

  User profiles · CPC title

• H04L51/36 Primary

  Electricity · mapped topic

• H04L51/56 Primary

  Unified messaging, e.g. interactions between e-mail, instant messaging or converged IP messaging [CPM] · CPC title