Stay marketing-savvy and tech-savvy. Get the latest in martech by subscribing to MarTech Today.
Patent 2 of 2: How Google learns to guide purchasing decisions
In a follow-up to his last article, columnist Dave Davies explores a Google patent on guided purchasing, which describes how smartphone behaviors and user data could be used to predict and direct purchase behavior.
In my last article, I explored a patent which focused on how Google learns to influence and control users. This patent described a system to adjust and correct users when their system determines that said user is making a mistake. In this system, we saw Google influence users and suggest alternatives when it deemed a user was acting in a way that would prevent then from performing a desired action in the future.
In this article, we’re going to build on this with an analysis of a second patent, “Guided Purchasing Via Smartphone,” which was granted on March 16, 2017. From there, I’ll discuss how these two patents work together to predict significant changes ahead — and some amazing opportunities for paid search marketers.
As always, I want to remind readers that filing or being granted a patent does not necessarily mean that Google will be implementing all or even any of the techniques and technologies discussed. However, as I mentioned in the last article, we can already see elements of these two patents in use, and that’s a good indication that Google is moving in this direction.
So, let’s begin with our analysis of the patent, “Guided Purchasing via Smartphone.”
Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.