Systems and methods for self-serve marketing pages with multi-armed bandit

Patent metadata

Field	Value
Publication number	US-11107133-B2
Application number	US-201916391299-A
Country	US
Kind code	B2
Filing date	Apr 23, 2019
Priority date	Apr 23, 2019
Publication date	Aug 31, 2021
Grant date	Aug 31, 2021

Abstract

A system for online advertising. The system may include at least one memory unit for storing instructions and at least one processor configured to execute the instructions to perform operations. The operations may include receiving a plurality of creatives for a webpage published to a viewer and resulting in a viewer experience; measuring, based on the viewer experience, a result including conversion rates for a plurality of variants of the webpage; determining confidence intervals in association with the conversion rates; dynamically comparing the received creatives, the conversion rates, and the determined confidence intervals of the variants; automatically analyzing, based on the comparison, the variants to select a winning webpage, the winning webpage exceeding a computed threshold; and automatically adjusting online traffic such that the selected winning webpage is displayed more frequently than other webpages.

First claim

What is claimed is:

1. A computer system comprising:
an interface database containing a plurality of graphical user interfaces (GUIs), the plurality of GUIs including a marketing campaign creation interface, a marketing campaign editor interface, a marketing campaign upload interface, a marketing campaign approval interface, one or more marketing campaign preview interfaces, and one or more marketing campaign save interfaces;
a self-serve tool comprising one or more of the plurality of GUIs, the self-serve tool in data communication with the interface database to provide the one or more of the plurality of GUIs upon receipt of a selection;
a marketing campaign hub in data communication with the self-serve tool, the marketing campaign hub configured to generate an external-facing webpage experience shown to users or potential customers visiting webpages or winning webpages selected for their consumption based upon contents to be displayed on the one or more of the plurality of GUIs; and
a multi-armed bandit engine application programming interface (API) in data communication with the self-serve tool and the marketing campaign hub, the multi-armed bandit engine API being registered with the marketing campaign huh, and comprising rules for analyzing webpages published by the marketing campaign hub and for serving a winning webpage from the webpages, wherein
the multi-armed bandit API is configured to receive a plurality of creatives for a webpage, the webpage being published by the marketing campaign hub to a viewer and resulting in a viewer experience, wherein the plurality of creatives include at least one selected from a group of an advertisement and a selected landing page;
the multi-armed bandit API is configured to measure by the rules a result based on the viewer experience, the result comprising conversion rates for a plurality of variants of the webpage, and the variants being categorized based on a user selection, wherein the conversion rates include, at least one selected from a group of a percentage number of webpage views to related webpage views or a percentage value of website visitors that execute a threshold number of webpage clicks;
the multi-armed bandit API is configured to dynamically compare the received creatives and the conversion rates;
the multi-armed bandit API is configured to automatically analyze the variants based on the comparison;
the multi-armed bandit API is configured to automatically select, based on the analysis and the categorization of the variants, a winning webpage variant exceeding a computed threshold, wherein the winning webpage variant is selected based on a probability that maximizes an expected reward using a formula

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Π being an indicator function, α being a webpage, τ being a reward, θ being a parameter of a distribution of τ, x being a context, and D being past observation triplets; and
the multi-armed bandit API and the market campaign hub are configured to automatically adjust online traffic such that the selected winning webpage variant is displayed more frequently than other webpages.

2. The system of claim 1 , wherein the creatives comprise a plurality of advertisements.

3. The system of claim 1 , wherein the conversion rates further comprise a measured percentage of website viewers that purchase a product from the variants.

4. The system of claim 1 , wherein the marketing campaign huh is configured to display the selected winning webpage on a graphical user interface of a client device.

5. A method implemented in a computer system, wherein the computer system comprises
an interface database containing a plurality of graphical user interfaces (GUIs), the plurality of GUIs including a marketing campaign creation interface, a marketing campaign editor interface, a marketing campaign upload interface, a marketing campaign approval interface, one or more marketing campaign preview interfaces, and one or more marketing campaign save interfaces;
a self-serve tool comprising one or more of the plurality of GUIs, the self-serve tool in data communication with the interface database to provide the one or more of the plurality of GUIs upon receipt of a selection;
a marketing campaign huh in data communication with the self-serve tool, the marketing campaign hub configured to generate an external-facing webpage experience shown to users or potential customers visiting webpages or winning webpages selected for their consumption based upon contents to be displayed on the one or more of the plurality of GUIs; and
a multi-armed bandit engine application programming interface (API) in data communication with the self-serve tool and the marketing campaign huh, the multi-armed bandit engine API being registered with the marketing campaign huh, and comprising rules for analyzing webpages published by the marketing campaign hub and for serving a winning webpage from the webpages,
the method comprising:
receiving, by the multi-bandit API, a plurality of creatives for a webpage,

Assignees

• Capital One Services Llc

Inventors

• Kulkarni Kirankumar
• Darivemula Savio Joseph
• Konduru Anil
• Manion Patrick
• Mohan Ranganathan
• Patel Gunjan
• Vasisht Sunil

Classifications

• G06F9/547

  Remote procedure calls [RPC]; Web services · CPC title

• G06Q30/0277 Primary

  Online advertisement · CPC title

• G06F9/54

  Interprogram communication · CPC title

• G06F17/18

  for evaluating statistical data {, e.g. average values, frequency distributions, probability functions, regression analysis (forecasting specially adapted for a specific administrative, business or logistic context G06Q10/04)} · CPC title