Patent Publication Number: US-11037191-B2

Title: Method and system for real-time measurement of campaign effectiveness

Description:
FIELD 
     The present disclosure relates to the real-time measurement of effectiveness of a campaign, specifically the correlation of transaction data to computing devices associated therewith for use in determining campaign effectiveness for a campaign exposed to known computing devices, and where identification of the computing devices may be obscured as to provide protection against user privacy and identification of the computing devices. 
     BACKGROUND 
     Determining the effectiveness of a marketing campaign can present a number of difficulties, particularly with the widespread use of various communication technologies by consumers. Traditionally, paper or other physical advertisements were sent or otherwise displayed to consumers, with effectiveness only being measured generally by overall changes in spending on the related products or at the related merchant. With the rise of the Internet and other computing devices, the effectiveness of an advertisement is often determined based on the number of users that interact with that advertisement, and, in some instances, the amount of users that continue on to make a related purchase if such data is available. 
     However, such methods are only effective in instances where a consumer uses the same avenue for purchase as the avenue used to present the advertisement to the consumer. As a result, traditional methods may be ineffective for measuring the effectiveness for an advertisement campaign when the use of a mixture of computing device and physical exposure or transaction occurs, or when a consumer uses multiple computing devices. For example, a consumer may be exposed to an advertisement on a mobile computing device, but may elect to make a corresponding purchase at a physical storefront without use of the mobile device. In another example, a consumer may browse the Internet on a smart phone and seen advertisement for a product, but may move to a desktop computer to actually make the purchase. In each instance, there is a disconnect between the distribution of the advertisement to the consumer, and the consumer&#39;s purchase that prohibits the correlation of the purchase to the advertisement, and, therefore, measurement of the effectiveness of the advertisement based on the technology being used. 
     Thus, there is a need for a technical solution for the development of a technological system that can measure the effectiveness of an advertisement campaign that is distributed to a plurality of computing devices, where the measurement is not tied to actions taken using the computing devices themselves, to account for a wide array of actions that may involve the computing devices as well as additional avenues of purchase. 
     SUMMARY 
     The present disclosure provides a description of systems and methods for the real-time measurement of campaign effectiveness. As discussed herein, embodiments for the real-time measurement of campaign effectiveness utilize associations between computing devices and geographic locations, and the associations of processed transactions to computing devices based on geographic location and other factors, to determine the effectiveness of an advertising campaign based on transactions occurring in a geographic area. 
     A method for real-time measurement of campaign effectiveness includes: storing, in a device database of a processing server, a plurality of device profiles, wherein each device profile includes a structured data set related to a computing device including at least a hashed device identifier, an associated geographic location, and a plurality of transaction data entries, each transaction data entry including data related to a payment transaction including at least a transaction date and transaction data; receiving, by a receiving device of the processing server, a data signal superimposed with a data file from a computing system, wherein the data file includes data related to a campaign including at least, a start date, an end date, at least one merchant identifier, a plurality of device identifiers, and, for each device identifier, a category identifier of a set of category identifiers; generating, by a hashing module of the processing server, a hashed identifier for each of the plurality of device identifiers included via application of a hashing algorithm to the respective device identifier; executing, by a querying module of the processing server, a query on the device database to identify, for each of the plurality of device identifiers, a corresponding device profile where the included hashed device identifier corresponds to the hashed identifier generated for the respective device identifier; calculating, by a calculation module of the processing server, at least one purchase behavior for each category identifier of the set of category identifiers for each of the at least one merchant identifiers, wherein each purchase behavior is based on at least the transaction data stored in one or more transaction data entries that include a transaction date between the start date and end date that are included in each corresponding device profile identified for device identifiers of the plurality of device identifiers where the device identifier is associated with the respective category identifier and where the corresponding device profile includes an associated geographic location corresponding to the respective merchant identifier; and electronically transmitting, by a transmitting device of the processing server, a data signal superimposed with a response data file to the computing system, wherein the response data file includes at least one of: the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers, and one or more metrics based on the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers. 
     A system for real-time measurement of campaign effectiveness includes: a device database of a processing server configured to store a plurality of device profiles, wherein each device profile includes a structured data set related to a computing device including at least a hashed device identifier, an associated geographic location, and a plurality of transaction data entries, each transaction data entry including data related to a payment transaction including at least a transaction date and transaction data; a receiving device of the processing server configured to receive a data signal superimposed with a data file from a computing system, wherein the data file includes data related to a campaign including at least, a start date, an end date, at least one merchant identifier, a plurality of device identifiers, and, for each device identifier, a category identifier of a set of category identifiers; a hashing module of the processing server configured to generate a hashed identifier for each of the plurality of device identifiers included via application of a hashing algorithm to the respective device identifier; a querying module of the processing server configured to execute a query on the device database to identify, for each of the plurality of device identifiers, a corresponding device profile where the included hashed device identifier corresponds to the hashed identifier generated for the respective device identifier; a calculation module of the processing server configured to calculate at least one purchase behavior for each category identifier of the set of category identifiers for each of the at least one merchant identifiers, wherein each purchase behavior is based on at least the transaction data stored in one or more transaction data entries that include a transaction date between the start date and end date that are included in each corresponding device profile identified for device identifiers of the plurality of device identifiers where the device identifier is associated with the respective category identifier and where the corresponding device profile includes an associated geographic location corresponding to the respective merchant identifier; and a transmitting device of the processing server configured to electronically transmit a data signal superimposed with a response data file to the computing system, wherein the response data file includes at least one of: the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers, and one or more metrics based on the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWING FIGURES 
       The scope of the present disclosure is best understood from the following detailed description of exemplary embodiments when read in conjunction with the accompanying drawings. Included in the drawings are the following figures: 
         FIG. 1  is a block diagram illustrating a high level system architecture for the real-time measurement of campaign effectiveness in accordance with exemplary embodiments. 
         FIG. 2  is a block diagram illustrating the processing server of  FIG. 1  for the real-time measurement of campaign effectiveness based on geographic location and transaction data in accordance with exemplary embodiments. 
         FIG. 3  is a flow diagram illustrating a process for the real-time measurement of the effectiveness of an advertising campaign using the system of  FIG. 1  in accordance with exemplary embodiments. 
         FIG. 4  is a flow chart illustrating an exemplary method for real-time measurement of campaign effectiveness in accordance with exemplary embodiments. 
         FIG. 5  is a flow diagram illustrating the processing of a payment transaction in accordance with exemplary embodiments. 
         FIG. 6  is a block diagram illustrating a computer system architecture in accordance with exemplary embodiments. 
     
    
    
     Further areas of applicability of the present disclosure will become apparent from the detailed description provided hereinafter. It should be understood that the detailed description of exemplary embodiments are intended for illustration purposes only and are, therefore, not intended to necessarily limit the scope of the disclosure. 
     DETAILED DESCRIPTION 
     Glossary of Terms 
     Payment Network—A system or network used for the transfer of money via the use of cash-substitutes for thousands, millions, and even billions of transactions during a given period. Payment networks may use a variety of different protocols and procedures in order to process the transfer of money for various types of transactions. Transactions that may be performed via a payment network may include product or service purchases, credit purchases, debit transactions, fund transfers, account withdrawals, etc. Payment networks may be configured to perform transactions via cash-substitutes, which may include payment cards, letters of credit, checks, transaction accounts, etc. Examples of networks or systems configured to perform as payment networks include those operated by MasterCard®, VISA®, Discover®, American Express®, PayPal®, etc. Use of the term “payment network” herein may refer to both the payment network as an entity, and the physical payment network, such as the equipment, hardware, and software comprising the payment network. 
     Payment Rails—Infrastructure associated with a payment network used in the processing of payment transactions and the communication of transaction messages and other similar data between the payment network and other entities interconnected with the payment network that handles thousands, millions, and even billions of transactions during a given period. The payment rails may be comprised of the hardware used to establish the payment network and the interconnections between the payment network and other associated entities, such as financial institutions, gateway processors, etc. In some instances, payment rails may also be affected by software, such as via special programming of the communication hardware and devices that comprise the payment rails. For example, the payment rails may include specifically configured computing devices that are specially configured for the routing of transaction messages, which may be specially formatted data messages that are electronically transmitted via the payment rails, as discussed in more detail below. 
     Transaction Account—A financial account that may be used to fund a transaction, such as a checking account, savings account, credit account, virtual payment account, etc. A transaction account may be associated with a consumer, which may be any suitable type of entity associated with a payment account, which may include a person, family, company, corporation, governmental entity, etc. In some instances, a transaction account may be virtual, such as those accounts operated by PayPal®, etc. 
     Merchant—An entity that provides products (e.g., goods and/or services) for purchase by another entity, such as a consumer or another merchant. A merchant may be a consumer, a retailer, a wholesaler, a manufacturer, or any other type of entity that may provide products for purchase as will be apparent to persons having skill in the relevant art. In some instances, a merchant may have special knowledge in the goods and/or services provided for purchase. In other instances, a merchant may not have or require any special knowledge in offered products. In some embodiments, an entity involved in a single transaction may be considered a merchant. In some instances, as used herein, the term “merchant” may refer to an apparatus or device of a merchant entity. 
     System for Real-Time Measurement of Campaign Effectiveness 
       FIG. 1  illustrates a system  100  for the real-time measurement of the effectiveness of an advertising campaign based on geographic location and transaction data, including the correlation of transaction data to computing devices. 
     The system  100  may include a processing server  102 . The processing server  102 , discussed in more detail below, may be configured to provide real-time measurements of the effectiveness of an advertising campaign in a geographic location based on purchase behaviors identified for transaction data, where the transaction data may associated with payment transactions that are tied to computing devices in the same geographic location. The processing server  102  may receive a data signal electronically transmitted by a requesting entity system  104  that is superimposed or otherwise encoded with a campaign measurement request. The data signal may be electronically transmitted to the processing server  102  using any suitable communication network and method, such as a local area network, wireless area network, radio frequency network, cellular communication network, or the Internet. 
     The campaign measurement request may be supplied by the requesting entity system  104 , which may be a computing system associated with a requesting entity, which may be any entity that may request measurements related to the effectiveness of an advertising or other distributed campaign. For example, the requesting entity may be an advertising agency, research firm, product developer, retailer, etc. The campaign measurement request may include at least a start date and end date for the campaign, a merchant identifier associated with the campaign, and a plurality of device identifiers. The merchant identifier may be any value associated with the campaign that may be directly associated with a merchant or associated with a product or other item associated with a merchant. For example, the merchant identifier may be a merchant name, merchant category code, product identifier, or geographic location. 
     The device identifiers may be unique values associated with computing devices  106 . Computing devices  106  may be any type of computing device suitable for receiving the advertisements or other content distributed by the requesting entity system  104  or an entity associated therewith (e.g., the requesting entity may be separate from the entity distributing the content), such as a desktop computer, laptop computer, notebook computer, tablet computer, cellular phone, smart phone, smart watch, smart television, wearable computing device, implantable computing device, etc. Device identifiers may be unique values associated therewith suitable for use in the identification thereof, which may include, for example, media access control addresses, internet protocol addresses, telephone numbers, usernames, e-mail addresses, registration numbers, serial numbers, identification numbers, etc. 
     In some embodiments, the campaign measurement request may also include, for each of the device identifiers, a category identifier out of a set of category identifiers. Each category identifier may be associated with a category to which the corresponding device identifier is applicable. Category identifiers may be associated with, for example, a test group and a control group, a control group and groups exposed to one of three different advertisements, etc. In some instances, category identifiers may be a generic value where such an association is not known to the processing server  102 . For example, the category identifiers associated with device identifiers included in the campaign measurement request may be values 1, 2, and 3, with their associations not provided to the processing server  102  but known to the requesting entity system  104 . 
     The processing server  102  may receive the campaign measurement request, and may generate a hashed identifier corresponding to each of the device identifiers. The hashed identifier may be generated via the application of one or more hashing algorithms to a device identifier, which may generate the corresponding hashed identifier. In some embodiments, the processing server  102  may hash the device identifiers upon receipt such that the device identifiers are not retained. In such embodiments, the processing server  102  may use hashing algorithms known to the requesting entity system  104 . In some cases, the requesting entity system  104  may include hashed device identifiers in the campaign measurement request, such that the identifiers received by the processing server  102  may not be identifiable of any specific computing device  106 . 
     The processing server  102  may be configured to measure the effectiveness of the campaign indicated in the campaign measurement request in real-time. The measurement of effectiveness in real-time may refer to herein as the immediate or near immediate initiation of the processes of the processing server  102  discussed herein to measure the effectiveness of the campaign using updated data, as opposed to batch processing or the measurement of effectiveness using historical data. The measurement of the effectiveness of the campaign may be based on purchase behaviors that are associated with each category identifier included in the set of category identifiers, as provided in the campaign measurement request. 
     In the system  100 , a plurality of consumers  108  may be associated with various computing devices  106 , which may include computing devices  106  whose corresponding device identifiers are included in the campaign measurement request. Each consumer  108  may conduct payment transactions with one or more merchants  110  using the computing devices  106 . Each payment transaction involving a consumer  108  and a merchant  110  may be processed via a payment network  112 . The processing of payment transactions by a payment network  112  may include the receipt of a transaction message related to the payment transaction via payment rails associated with the payment network  112  from a merchant  110  or an entity associated therewith, such as an acquiring financial institution or gateway processor. Transaction messages may be specially formatted data message formatted pursuant to one or more standards governing the exchange of financial transaction messages, such as the International Organization of Standardization&#39;s ISO 8583 or 20022 standards. Transaction messages may include a plurality of data elements configured to store data associated therewith, such as data elements configured to store transaction amounts, transaction times, transaction dates, geographic locations, merchant data, product data, offer data, loyalty data, reward data, point of sale data, issuer data, acquirer data, etc. The exchange of transaction messages and processing of payment transactions therewith is discussed in more detail below with respect to the process  500  illustrated in  FIG. 5 . 
     The payment network  112  may electronically transmit transaction data to the processing server  102  for use in the methods and systems discussed herein. In some embodiments, the payment network  112  may electronically transmit transaction messages for processed payment transactions to the processing server  102 , which may be electronically transmitted via payment rails associated with the payment network  112  or any other suitable communication network and method. In other embodiments, the payment network  112  may electronically transmit the transaction data via other data messages, which may be formatted in alternative, suitable formats. In some cases, the processing server  102  may be a part of the payment network  112  and may receive the transaction data via internal communication networks and methods, and may also be received as part of the processing of the related payment transactions. In some embodiments, transaction data may be provided to the processing server  102  in real-time or near real-time, such that campaign effectiveness measurements provided by the processing server  102  are up to date with respect to conducted payment transactions. 
     Transaction data received from the payment network  112  may include, for each payment transaction, at least a transaction date and additional transaction data, such as a transaction amount, transaction time, merchant category code, geographic location, merchant identification number, merchant name, product data, etc. The transaction data for each payment transaction may also include an account identifier. The account identifier may be an identification value associated with the transaction account used to fund the payment transaction. The account identifier may be a primary account number, or may be a value associated therewith that may not be identifiable of the account number by the processing server  102 , such as a hash value generated via application of one or more hashing algorithms to the account number or a tokenized value corresponding to the account number. In such instances, the tokenization or hashing may be performed by the processing server  102  upon receipt of the transaction data, or may be performed by the payment network  112  prior to the forwarding of the transaction data. 
     The transaction data for a payment transaction may also include a device identifier. The device identifier may be associated with the computing device  106  used to initiate the payment transaction, which may be captured as part of the traditional methods for processing payment transactions involving computing devices. In some embodiments, the payment network  112  and/or processing server  102  may be configured to hash the device identifier such that the transaction data provided to the processing server  102  includes only hashed device identifiers. 
     The processing server  102  may receive the transaction data and may be configured to associate payment transactions with device identifiers and associated device identifiers with geographic locations. The association of payment transactions with device identifiers may include identifying transaction data for payment transactions that include a device identifier, as well as identifying other payment transactions (e.g., with no device identifier included) that include the same account identifier included in those having the device identifier. The processing server  102  may also be configured to identify a geographic location for account identifiers and device identifiers based on the geographic location included in related payment transactions. The processing server  102  may identify account identifiers and device identifiers that have the same geographic location associated therewith to create a correspondence thereto. The processing server  102  may then associate all payment transactions with an account identifier with the corresponding device identifier, which may thus include the association of in-person and other payment transactions not conducted via a computing device  106 , or conducted via a different computing device  106 . Additional information regarding the identification of a geographic location for a transaction account and for a computing device involved in payment transactions is discussed in more detail in U.S. Provisional Patent Application No. 62/183,955, entitled “Method and System for Estimating Residence Latitude and Longitude with Transaction Data,” filed on Jun. 24, 2015, by Serge Bernard et al., which is herein incorporated by reference in its entirety. 
     For each of the device identifiers included in the campaign measurement request, the processing server  102  may identify the transaction data related to payment transactions associated therewith. As discussed above, the transaction data may include payment transactions conducted using the computing device  106  associated with the device identifier, as well as other payment transactions associated with the same consumer  108  and/or transaction account, which may include payment transactions conducted without the use of a computing device  106 . As a result, the methods and systems discussed herein may enable the processing server  102  to measure campaign effectiveness that takes into account multiple avenues for transacting beyond the one used to distribute the campaign. 
     The processing server  102  may be configured to calculate one or more purchase behaviors for each category provided in the campaign measurement request. The purchase behaviors may be calculated based on the transaction data for each payment transaction that is associated with a device identifier that is associated with the respective category identifier, which may be for payment transactions specific to the campaign being measured. Such payment transactions may be those with transaction dates occurring between the start and end dates for the campaign. In some cases, the payment transactions may include a merchant identifier corresponding to the merchant identifier included in the campaign measurement request. In other cases, purchase behaviors may only be calculated using transaction data associated with device identifiers that have geographic locations corresponding to the merchant identifier (e.g., if a geographic location, or a geographic location associated with the supplied merchant identifier) included in the campaign measurement request. 
     Purchase behaviors may include consumer behaviors associated with payment transaction that may be identified based on the data associated therewith, including the average transaction spend, transaction frequency, number of transactions, propensity to spend, propensity to spend a specific transaction amount or beyond a specific threshold amount, etc., and may be identified for one or more criteria associated with payment transactions, such the calculation of a purchase behavior for a specific geographic location, merchant, product, day of the week, time of day, other criteria, or a combination thereof. For instance, the processing server  102  may calculate purchase behaviors for each category that includes the average transaction spend, transaction frequency, and number of transactions on the whole for each device identifier, as well as those same three behaviors for each device identifier for the merchant industry identified in the campaign measurement request for a period of time before the campaign start date, for the campaign period, for a period of time after the campaign period, and the same purchase behaviors for a specific merchant identified in the campaign measurement request. 
     The processing server  102  may use the purchase behaviors to identify one or more metrics for providing to the requesting entity system  104 . The one or more metrics may be based on the purchase behaviors and, in some instances, may be identified for each category identifier. The metrics may include the purchase behaviors themselves or summaries thereof and may include a campaign effectiveness value. The campaign effectiveness value may be based on a comparison of the purchase behaviors calculated for each of the identified categories. For instance, in the above example, the purchase behaviors may be calculated for a category of device identifiers exposed to the campaign and a control group not explicitly exposed to the campaign, where the processing server  102  may calculate a campaign effectiveness value by analyzing the changes in spend and frequency for each device identifier deliberately exposed to the campaign for the targeted merchant as compared to that merchant industry in general for each device identifier, as also compared to the same behaviors for those in the control group. In an example, the processing server  102  may identify a high effectiveness value if the purchase behaviors indicate a large growth in average spend at the particular merchant that goes beyond the growth for that industry by the device identifiers in the test group that is not seen for the device identifiers in the control group. 
     The processing server  102  may electronically transmit a data signal back to the requesting entity system  104  using the suitable communication network and method that is superimposed or otherwise encoded with the purchase behaviors and/or identified metrics, which may include the campaign effectiveness value. The requesting entity system  104  may then act accordingly based on the data. For example, if the categories include test groups for three different advertisements, the requesting entity system  104  may launch a campaign centered on the most effective advertisement. 
     In some embodiments, the processing server  102  may also incorporate demographic characteristics in the purchase behavior and metric calculations. In such embodiments, the processing server  102  may receive demographic characteristics for consumer  108  from a demographic tracking agency  114 . The demographic tracking agency  114  may be configured to identify demographic characteristics for consumers  108  using suitable methods, and may associate the demographic characteristics with transaction accounts. The demographic tracking agency  114  may electronically transmit a data signal to the processing server  102  using a suitable method that is superimposed or otherwise encoded with associations between transaction accounts (e.g., using account numbers or account identifiers, which may be hashed account numbers generated using the same hashing algorithm as the processing server  102 ) and demographic characteristics. The demographic characteristics may include, for example, gender, age, income, occupation, education, residential status, marital status, familial status, etc. 
     In such embodiments, the processing server  102  may calculate purchase behaviors for each combination of category and demographic characteristic. In some such embodiments, the requesting entity system  104  may indicate in the campaign measurement request the demographic characteristics to use. In some instances, the categories themselves may be demographic characteristics or may incorporate demographic characteristics. For example, the campaign measurement request may include category identifiers and associated device identifiers for a male test audience, a female test audience, a male control audience, and a female control audience. In some instances, the device identifiers may not be associated with demographic characteristics in the campaign measurement request, but may be associated therewith by the processing server  102  based on the data received from the demographic tracking agency  114 . For example, the requesting entity system  104  may provide device identifiers for test and control audiences, and may request separation by gender, which may be performed by the processing server  102 . In such instances, the requesting entity system  104  may receive demographic-specific information, without the need to gather demographic data by use of the processing server  102 . 
     The methods and systems discussed herein enable the processing server  102  to measure the effectiveness of a campaign in real-time or near real-time, which takes into account all payment transactions associated with a computing device  106 , including payment transactions not conducted directly with that computing device  106 , which may be conducted via an alternative computing device  106  or an entirely different payment method. As a result, the measurements provided by the processing server  102  using the technological system discussed herein may be more accurate, and thus more effective and valuable, than those provided in traditional systems. In addition, the use of demographic characteristics may further enhance the value of the metrics and measurements provided by the processing server  102  using the methods and systems discussed herein. 
     Processing Server 
       FIG. 2  illustrates an embodiment of a processing server  102  of the processing system  102  in the system  100 . It will be apparent to persons having skill in the relevant art that the embodiment of the processing server  102  illustrated in  FIG. 2  is provided as illustration only and may not be exhaustive to all possible configurations of the computing systems  200  of the processing system  102  suitable for performing the functions as discussed herein. For example, the computer system  600  illustrated in  FIG. 6  and discussed in more detail below may be a suitable configuration of the processing server  102 . 
     The processing server  102  may include a receiving device  202 . The receiving device  202  may be configured to receive data over one or more networks via one or more network protocols. In some embodiments, the receiving device  202  may be configured to receive data over the payment rails, such as using specially configured infrastructure associated with payment networks  112  for the transmission of transaction messages that include sensitive financial data and information. In some instances, the receiving device  202  may also be configured to receive data from requesting entity systems  104 , payment networks  112 , demographic tracking agencies  114 , and other entities via alternative networks, such as the Internet. In some embodiments, the receiving device  202  may be comprised of multiple devices, such as different receiving devices for receiving data over different networks, such as a first receiving device for receiving data over payment rails and a second receiving device for receiving data over the Internet. The receiving device  202  may receive electronically transmitted data signals, where data may be superimposed or otherwise encoded on the data signal and decoded, parsed, read, or otherwise obtained via receipt of the data signal by the receiving device  202 . In some instances, the receiving device  202  may include a parsing module for parsing the received data signal to obtain the data superimposed thereon. For example, the receiving device  202  may include a parser program configured to receive and transform the received data signal into usable input for the functions performed by the processing device to carry out the methods and systems described herein. 
     The receiving device  202  may be configured to receive data signals electronically transmitted by payment networks  112  via payment rails associated therewith that may be superimposed or otherwise encoded with transaction messages. Transaction messages may be formatted pursuant to one or more standards, such as the ISO 8583 or 20022 standards, and include a message type indicator and a plurality of data elements, such as data elements configured to store primary account numbers, transaction amounts, merchant identifiers, transaction times and/or dates, device identifiers, and additional transaction data. In some instances, transaction data may be formatted in alternative data messages, which may be received via the payment rails associated with the payment network  112  or a suitable alternative communication network. The receiving device  202  may also be configured to receive data signals electronically transmitted by requesting entity systems  104 , which may be superimposed or otherwise encoded with campaign measurement requests. Campaign measurement requests may include at least a start date, an end date, a merchant identifier, a plurality of device identifiers, and, for each device identifier an associated category identifier for one of a group of categories. In some embodiments, the receiving device  202  may also be configured to receive data signals electronically transmitted by demographic tracking agencies  114 , which may be superimposed or otherwise encoded with associations between demographic characteristics and account numbers or identifiers. 
     The processing server  102  may also include a communication module  204 . The communication module  204  may be configured to transmit data between modules, engines, databases, memories, and other components of the processing server  102  for use in performing the functions discussed herein. The communication module  204  may be comprised of one or more communication types and utilize various communication methods for communications within a computing device. For example, the communication module  204  may be comprised of a bus, contact pin connectors, wires, etc. In some embodiments, the communication module  204  may also be configured to communicate between internal components of the processing server  102  and external components of the processing server  102 , such as externally connected databases, display devices, input devices, etc. The processing server  102  may also include a processing device. The processing device may be configured to perform the functions of the processing server  102  discussed herein as will be apparent to persons having skill in the relevant art. In some embodiments, the processing device may include and/or be comprised of a plurality of engines and/or modules specially configured to perform one or more functions of the processing device, such as a querying module  214 , hashing module  216 , calculation module  218 , etc. As used herein, the term “module” may be software or hardware particularly programmed to receive an input, perform one or more processes using the input, and provide an output. The input, output, and processes performed by various modules will be apparent to one skilled in the art based upon the present disclosure. 
     The processing server  102  may include a device database  206 . The device database  206  may be configured to store a plurality of device profiles  208  using a suitable data storage format and schema. The device database  206  may be a relational database that utilizes structured query language for the storage, identification, modifying, updating, accessing, etc. of structured data sets stored therein. Each device profile  208  may be a structured data set configured to store data related to a computing device  106 . Each device profile  208  may include at least a hashed device identifier associated with the related computing device, a geographic location associated therewith, and a plurality of transaction data entries. Each transaction data entry may be related to a payment transaction associated with the related computing device and include at least a transaction date and additional transaction data. In some embodiments, each transaction data entry may be a transaction message formatted pursuant to one or more standards, such as the ISO 8583 or 20022 standards. In some instances, a device profile  208  may also include a plurality of demographic characteristics associated therewith. 
     In some embodiments, the processing server  102  may also include a merchant database  210 . The merchant database  210  may be configured to store a plurality of merchant profiles  212  using a suitable data storage format and schema. The merchant database  210  may be a relational database that utilizes structured query language for the storage, identification, modifying, updating, accessing, etc. of structured data sets stored therein. Each merchant profile  212  may be a structured data set configured to store data related to one or more merchants  110 . Each merchant profile  212  may include at least a merchant identifier and an associated merchant geographic location. In such embodiments, the merchant identifier included in a campaign measurement request (e.g., received via the receiving device  202 ) may not be a geographic location. In such embodiments, the merchant identifier may be a unique value associated with a specific merchant  110  or merchant industry, such as a merchant identification number, merchant category code, etc. 
     The processing server  102  may include a querying module  214 . The querying module  214  may be configured to execute queries on databases to identify information. The querying module  214  may receive one or more data values or query strings, and may execute a query string based thereon on an indicated database, such as the device database  206 , to identify information stored therein. The querying module  214  may then output the identified information to an appropriate engine or module of the processing server  102  as necessary. The querying module  214  may, for example, execute a query on the device database  206  to identify a device profile  208  for each hashed device identifier included in a received campaign measurement request. In another example, the querying module  214  may execute a query on the merchant database  210  to identify a merchant profile  212  that includes a merchant identifier included in a received campaign measurement request. 
     The processing server  102  may also include a hashing module  216 . The hashing module  216  may be configured to generate hash values for use in performing the functions of the processing server  102  as discussed herein. Hash values may be generated via the application of one or more hashing algorithms to data. The hashing module  216  may receive data to be hashed as input, may generate a hash value via hashing of the data, and may output the resulting hash value to another module or engine of the processing server  102 . In some instances, the input may also include the one or more hashing algorithms to be used by the hashing module  216 , or the hashing module  216  may be configured to identify the one or more hashing algorithms to use. The hashing module  216  may be configured to, for example, hash device identifiers and account numbers received by the receiving device  202  upon receipt such that the underlying device identifiers and account numbers are not possessed by the processing server  102 . 
     The processing server  102  may also include a calculation module  218 . The calculation module  218  may be configured to calculate purchase behaviors and metrics based on transaction data. The calculation module  218  may receive a plurality of transaction data entries and one or more requested purchase behaviors and/or metrics as input, may calculate the requested purchase behaviors and/or metrics based on transaction data included in each transaction data entry related thereto, and may output the results to another module or engine of the processing server  102 . For example, the calculation module  218  may receive a plurality of transaction data entries associated with a specific category identifier and set of demographic characteristics (e.g., as identified via the querying module  214 ) as well as a metric for calculation (e.g., such as may be requested in the campaign measurement request), and may calculate the requested metric based on the transaction data included in the transaction data entries, and may output the requested metric for transmission back to the requesting entity system  104 . 
     The processing server  102  may also include a transmitting device  220 . The transmitting device  220  may be configured to transmit data over one or more networks via one or more network protocols. In some embodiments, the transmitting device  220  may be configured to transmit data over the payment rails, such as using specially configured infrastructure associated with payment networks  112  for the transmission of transaction messages that include sensitive financial data and information, such as identified payment credentials. In some instances, the transmitting device  220  may be configured to transmit data to requesting entity systems  104 , payment networks  112 , demographic tracking agencies  114 , and other entities via alternative networks, such as the Internet. In some embodiments, the transmitting device  220  may be comprised of multiple devices, such as different transmitting devices for transmitting data over different networks, such as a first transmitting device for transmitting data over the payment rails and a second transmitting device for transmitting data over the Internet. The transmitting device  220  may electronically transmit data signals that have data superimposed that may be parsed by a receiving computing device. In some instances, the transmitting device  220  may include one or more modules for superimposing, encoding, or otherwise formatting data into data signals suitable for transmission. 
     The transmitting device  220  may be configured to electronically transmit data signals to requesting entity systems  104  that are superimposed or otherwise encoded with calculated purchase behaviors and/or metrics. The transmitting device  220  may also be configured to electronically transmit data signals superimposed or otherwise encoded with data requests, such as may be transmitted to the payment network  112  (e.g., requesting transaction data for specific transaction accounts and/or device identifiers) or the demographic tracking agency  114  (e.g., requesting demographic characteristics for specific transaction accounts). 
     The processing server  102  may also include a memory  222 . The memory  222  may be configured to store data for use by the processing server  102  in performing the functions discussed herein. The memory  222  may be configured to store data using suitable data formatting methods and schema and may be any suitable type of memory, such as read-only memory, random access memory, etc. The memory  222  may include, for example, encryption keys and algorithms, communication protocols and standards, data formatting standards and protocols, program code for modules and application programs of the processing device, and other data that may be suitable for use by the processing server  102  in the performance of the functions disclosed herein as will be apparent to persons having skill in the relevant art. In some embodiments, the memory  222  may be comprised of or may otherwise include a relational database that utilizes structured query language for the storage, identification, modifying, updating, accessing, etc. of structured data sets stored therein. 
     Process for Real-Time Measurement of Campaign Effectiveness 
       FIG. 3  illustrates a process  300  for the real-time measurement of the effectiveness of a campaign based on purchase behaviors associated with computing devices  106  that takes into account payment transactions not directly associated with each computing device  106 . 
     In step  302 , the receiving device  202  of the processing server  102  may receive transaction data for a plurality of payment transactions. The transaction data may be included in transaction data entries or transaction messages electronically transmitted by one or more payment networks  112 . The transaction data for each payment transaction may be associated with a hashed device identifier and include at least a transaction date and additional transaction data. The association with a device identifier may be indicated in the transmission from the payment network  112 , or may be identified by the processing server  102  using methods and systems that will be apparent to persons having skill in the relevant art. The additional transaction data may include a transaction amount, geographic location, transaction time, merchant identifier, merchant data, point of sale data, product data, offer data, loyalty data, reward data, issuer data, acquirer data, etc. The querying module  214  of the processing server  102  may execute one or more queries on the device database  206  to store the received transaction data in device profiles  208  that include the respective hashed device identifier. 
     In step  304 , the requesting entity system  104  or an entity associated therewith my run an advertising campaign. The advertising campaign may include the distribution of advertisements to a plurality of computing devices  106  for which the associated device identifiers are known, and may also include the identification of computing devices  106  that are not deliberately exposed to the advertisements. The requesting entity system  104  may identify a plurality of different categories of computing devices  106  involved in the campaign. In step  306 , the requesting entity system  104  may generate a request data file to request a measurement of effectiveness of the campaign. The request data file may include each of the device identifiers associated with the computing devices  106  involved in the campaign and, for each device identifier, a category identifier associated with one of a plurality of categories, and may also include a start and end date for the campaign, and a merchant identifier associated with a target of the campaign. The merchant identifier may be, for example, a geographic location, a merchant identification number, or a merchant category code. In some embodiments, the request may also indicate one or more purchase behaviors and/or metrics that are requested. 
     In step  308 , the requesting entity system  104  may electronically transmit a data signal to the processing server  102  that is superimposed or otherwise encoded with the generated request data file to request the measurement of campaign effectiveness. The data signal may be electronically transmitted using any suitable communication network and method and, in step  310 , may be received by the receiving device  202  of the processing server  102 . In step  312 , the hashing module  216  of the processing server  102  may hash each of the device identifiers included in the request data file via the application of one or more hashing algorithms thereto. In some embodiments, step  312  may be performed during the receipt of the request data file in step  310  such that the processing server  102  does not possess the un-hashed device identifiers. 
     In step  314 , the querying module  214  of the processing server  102  may execute a query on the device database  206  of the processing server  102  to identify a device profile  208  related to each of the device identifiers included in the request data file, where the device profile  208  includes the corresponding hashed identifier. In some embodiments, the processing server  102  may only identify the device profiles  208  that also include a geographic location that corresponds to the merchant identifier included in the request data file. In instances where the merchant identifier may not be a geographic location, the querying module  214  may execute a query on the merchant database  210  to identify a merchant profile  212  that includes the merchant identifier, for identification of the geographic location stored therein, which may be used for filtering of the device profiles  208 . 
     In step  316 , the calculation module  218  of the processing server  102  may calculate a plurality of purchase behaviors. The purchase behaviors may be calculated for each category of device identifiers as indicated in the request data file, and, if applicable, may be further specific to combinations of categories and demographic characteristics. The purchase behaviors for each category may be calculated based on the transaction data included in one of more of the transaction data entries stored in one or more of the identified device profiles  208  where the corresponding device identifier is associated with the respective category identifier. In instances where demographic characteristics are used, the transaction data entries may be include in device profiles  208  that include the respective demographic characteristics. In some embodiments, the purchase behaviors may be indicated in the request data file or based thereon, such as the calculation module  218  calculating a specific set of purchase behaviors necessary to identify a metric requested by the requesting entity system  104 . 
     In an example, the requesting entity system  104  may request a campaign effectiveness value for a campaign targeted towards men between the ages of 25 and 34, with device identifiers for control and test audiences supplied. The purchase behaviors may thus be identified for test and control audiences broken down by gender and age group, including a test and control audience for men between the ages of 25 and 34, and at least one test and control audience for all other demographic characteristics, which may also be broken up into one or more gender/age groups. For instance, the purchase behaviors may also be calculated for test and control groups of men under 25 and men above 34, and women for each of the three age groups. The purchase behaviors calculated in such an example may include transaction frequency and average spend overall, in the merchant industry, and at the specific merchant identified in the request data file. Such purchase behaviors may be based on at least the transaction amount, merchant category code, and merchant identification number stored in each transaction data entry. 
     In step  318 , the calculation module  218  of the processing server  102  may calculate a campaign effectiveness value. The campaign effectiveness value may be calculated based on a comparison of the purchase behaviors calculated for each of the groups indicated in the request data file. For instance, in the above example, the calculation module  218  may compare the spend levels and transaction frequency for the group of men between the ages of 25 and 34 to those in each of the other groups, to determine if any change in spend amount or transaction frequency is unique to men of that age group, that age group specifically, men specifically, or experienced in both genders and multiple age groups. In some instances, multiple campaign effectiveness values may be identified by the calculation module  218 . For instances, in the above example, the calculation module  218  may determine a high effectiveness in the target age group, but may also identify that the same age group for women has also experience an increase in spend amount and transaction frequency, and may generate an effectiveness value accordingly. 
     In step  320 , the transmitting device  220  of the processing server  102  may electronically transmit a data signal to the requesting entity system  104  that is superimposed or otherwise encoded with the calculated campaign effectiveness value or values, and, if applicable, one or more of the calculated purchase behaviors. In step  322 , the requesting entity system  104  may receive the campaign effectiveness value and may perform one or more actions accordingly. For instance, in the above example, the requesting entity system  104  may begin to target both men and women between the ages of 25 and 34 with their advertising campaign due to the measured effectiveness. 
     Exemplary Method for Real-Time Measurement of Campaign Effectiveness 
       FIG. 4  illustrates a method  400  for the real-time measurement of campaign effectiveness based on computing devices and associated geographic locations, and transaction data directly or indirectly associated therewith. 
     In step  402 , a plurality of device profiles (e.g., device profiles  208 ) may be stored in a device database (e.g., the device database  206 ) of a processing server (e.g., the processing server  102 ), wherein each device profile includes a structured data set related to a computing device (e.g., a computing device  106 ) including at least a hashed device identifier, an associated geographic location, and a plurality of transaction data entries, each transaction data entry including data related to a payment transaction including at least a transaction date and transaction data. In step  404 , a data signal superimposed with a data file may be received by a receiving device (e.g., the receiving device  202 ) of the processing server from a computing system (e.g., the requesting entity system  104 ), wherein the data file includes data related to a campaign including at least, a start date, an end date, at least one merchant identifier, a plurality of device identifiers, and, for each device identifier, a category identifier of a set of category identifiers. 
     In step  406 , a hashed identifier may be generated for each of the plurality of device identifiers included in the received data file by a hashing module (e.g., the hashing module  216 ) of the processing server via application of one or more hashing algorithms to the respective device identifier. In step  408 , a query may be executed by a querying module (e.g., the querying module  214 ) of the processing server  102  on the device database to identify, for each of the plurality of device identifiers, a corresponding device profile where the included hashed device identifier corresponds to the hashed identifier generated for the respective device identifier. 
     In step  410 , at least one purchase behavior may be calculated by a calculation module (e.g., the calculation module  218 ) of the processing server for each category identifier of the set of category identifiers for each of the at least one merchant identifiers, wherein each purchase behavior is based on at least the transaction data stored in one or more transaction data entries that include a transaction date between the start date and end date that are included in each corresponding device profile identified for device identifiers of the plurality of device identifiers where the device identifier is associated with the respective category identifier and where the corresponding device profile includes an associated geographic location corresponding to the respective merchant identifier. In step  412 , a data signal superimposed with a response data file may be electronically transmitted by a transmitting device (e.g., the transmitting device  220 ) of the processing server to the computing system, wherein the response data file includes at least one of: the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers, and one or more metrics based on the at least one purchase behavior calculated for each category identifier for each of the at least one merchant identifiers. 
     In one embodiment, the method  400  may further include calculating, by the calculation module of the processing server, a campaign effectiveness value for the campaign based on a comparison, for each of the at least one merchant identifier, of the at least one purchase behavior calculated for each category identifier for the respective at least one merchant identifier, wherein the one or more metrics includes the calculated campaign effectiveness value. In a further embodiment, the set of category identifiers may include a test group identifier and a control group identifier. In one embodiment, each of the at least one merchant identifiers may be a geographic location associated with one or more merchants. In some embodiments, the one or more metrics may include at least one of: change in average spend, change in total spend, change in transaction frequency, and change in number of transactions. 
     In one embodiment, the method  400  may also include: storing, in a merchant database (e.g., the merchant database  210 ) of the processing server, a plurality of merchant profiles (e.g., merchant profiles  212 ), wherein each merchant profile includes a structured data set related to a merchant including at least a merchant identifier and a merchant geographic location; and executing, by the querying module of the processing server, a query on the merchant database to identify, for each of the at least one merchant identifier, a corresponding merchant profile that includes the respective merchant identifier, wherein the correspondence between the associated geographic location included in a device profile and a merchant identifier is based on a correspondence between the associated geographic location and the merchant geographic location included in the merchant profile corresponding to the respective merchant identifier. In a further embodiment, the merchant identifier may be one of: a merchant identification number and a merchant name. 
     In some embodiments, each account profile may further includes one or more demographic characteristics of a set of demographic characteristics, the at least one purchase behavior calculated for each category identifier of the set of category identifiers for each of the at least one merchant identifiers may be calculated for each demographic characteristic of the set of demographic characteristics, and the at least one purchase behavior may be based on the transaction data stored in one or more transaction data entries included in a corresponding device profile where the included one or more demographic characteristics include the respective demographic characteristic. In a further embodiment, the data file may further include the set of demographic characteristics. In another further embodiment, the method  400  may further include calculating, by the calculation module of the processing server, a campaign effectiveness value for the campaign based on a comparison, for each of the at least one merchant identifier and demographic characteristic, of the at least one purchase behavior calculated for each category identifier for the respective at least one merchant identifier and demographic characteristic, wherein the one or more metrics includes the calculated campaign effectiveness value. 
     Payment Transaction Processing System and Process 
       FIG. 5  illustrates a transaction processing system and a process  500  for the processing of payment transactions in the system, which may include the processing of thousands, millions, or even billions of transactions during a given period (e.g., hourly, daily, weekly, etc.). The process  500  and steps included therein may be performed by one or more components of the system  100  discussed above, such as the processing server  102 , consumers  108 , computing devices  106 , merchants  110 , payment network  112 , etc. The processing of payment transactions using the system and process  500  illustrated in  FIG. 5  and discussed below may utilize the payment rails, which may be comprised of the computing devices and infrastructure utilized to perform the steps of the process  500  as specially configured and programmed by the entities discussed below, including the transaction processing server  512 , which may be associated with one or more payment networks configured to processing payment transactions. It will be apparent to persons having skill in the relevant art that the process  500  may be incorporated into the processes illustrated in  FIGS. 3 and 4 , discussed above, with respect to the step or steps involved in the processing of a payment transaction. In addition, the entities discussed herein for performing the process  500  may include one or more computing devices or systems configured to perform the functions discussed below. For instance, the merchant  506  may be comprised of one or more point of sale devices, a local communication network, a computing server, and other devices configured to perform the functions discussed below. 
     In step  520 , an issuing financial institution  502  may issue a payment card or other suitable payment instrument to a consumer  504 . The issuing financial institution may be a financial institution, such as a bank, or other suitable type of entity that administers and manages payment accounts and/or payment instruments for use with payment accounts that can be used to fund payment transactions. The consumer  504  may have a transaction account with the issuing financial institution  502  for which the issued payment card is associated, such that, when used in a payment transaction, the payment transaction is funded by the associated transaction account. In some embodiments, the payment card may be issued to the consumer  504  physically. In other embodiments, the payment card may be a virtual payment card or otherwise provisioned to the consumer  504  in an electronic format. 
     In step  522 , the consumer  504  may present the issued payment card to a merchant  506  for use in funding a payment transaction. The merchant  506  may be a business, another consumer, or any entity that may engage in a payment transaction with the consumer  504 . The payment card may be presented by the consumer  504  via providing the physical card to the merchant  506 , electronically transmitting (e.g., via near field communication, wireless transmission, or other suitable electronic transmission type and protocol) payment details for the payment card, or initiating transmission of payment details to the merchant  506  via a third party. The merchant  506  may receive the payment details (e.g., via the electronic transmission, via reading them from a physical payment card, etc.), which may include at least a transaction account number associated with the payment card and/or associated transaction account. In some instances, the payment details may include one or more application cryptograms, which may be used in the processing of the payment transaction. 
     In step  524 , the merchant  506  may enter transaction details into a point of sale computing system. The transaction details may include the payment details provided by the consumer  504  associated with the payment card and additional details associated with the transaction, such as a transaction amount, time and/or date, product data, offer data, loyalty data, reward data, merchant data, consumer data, point of sale data, etc. Transaction details may be entered into the point of sale system of the merchant  506  via one or more input devices, such as an optical bar code scanner configured to scan product bar codes, a keyboard configured to receive product codes input by a user, etc. The merchant point of sale system may be a specifically configured computing device and/or special purpose computing device intended for the purpose of processing electronic financial transactions and communicating with a payment network (e.g., via the payment rails). The merchant point of sale system may be an electronic device upon which a point of sale system application is run, wherein the application causes the electronic device to receive and communicated electronic financial transaction information to a payment network. In some embodiments, the merchant  506  may be an online retailer in an e-commerce transaction. In such embodiments, the transaction details may be entered in a shopping cart or other repository for storing transaction data in an electronic transaction as will be apparent to persons having skill in the relevant art. 
     In step  526 , the merchant  506  may electronically transmit a data signal superimposed with transaction data to a gateway processor  508 . The gateway processor  508  may be an entity configured to receive transaction details from a merchant  506  for formatting and transmission to an acquiring financial institution  510 . In some instances, a gateway processor  508  may be associated with a plurality of merchants  506  and a plurality of acquiring financial institutions  510 . In such instances, the gateway processor  508  may receive transaction details for a plurality of different transactions involving various merchants, which may be forwarded on to appropriate acquiring financial institutions  510 . By having relationships with multiple acquiring financial institutions  510  and having the requisite infrastructure to communicate with financial institutions using the payment rails, such as using application programming interfaces associated with the gateway processor  508  or financial institutions used for the submission, receipt, and retrieval of data, a gateway processor  508  may act as an intermediary for a merchant  506  to be able to conduct payment transactions via a single communication channel and format with the gateway processor  508 , without having to maintain relationships with multiple acquiring financial institutions  510  and payment processors and the hardware associated thereto. Acquiring financial institutions  510  may be financial institutions, such as banks, or other entities that administers and manages payment accounts and/or payment instruments for use with payment accounts. In some instances, acquiring financial institutions  510  may manage transaction accounts for merchants  506 . In some cases, a single financial institution may operate as both an issuing financial institution  502  and an acquiring financial institution  510 . 
     The data signal transmitted from the merchant  506  to the gateway processor  508  may be superimposed with the transaction details for the payment transaction, which may be formatted based on one or more standards. In some embodiments, the standards may be set forth by the gateway processor  508 , which may use a unique, proprietary format for the transmission of transaction data to/from the gateway processor  508 . In other embodiments, a public standard may be used, such as the International Organization for Standardization&#39;s ISO 8583 standard. The standard may indicate the types of data that may be included, the formatting of the data, how the data is to be stored and transmitted, and other criteria for the transmission of the transaction data to the gateway processor  508 . 
     In step  528 , the gateway processor  508  may parse the transaction data signal to obtain the transaction data superimposed thereon and may format the transaction data as necessary. The formatting of the transaction data may be performed by the gateway processor  508  based on the proprietary standards of the gateway processor  508  or an acquiring financial institution  510  associated with the payment transaction. The proprietary standards may specify the type of data included in the transaction data and the format for storage and transmission of the data. The acquiring financial institution  510  may be identified by the gateway processor  508  using the transaction data, such as by parsing the transaction data (e.g., deconstructing into data elements) to obtain an account identifier included therein associated with the acquiring financial institution  510 . In some instances, the gateway processor  508  may then format the transaction data based on the identified acquiring financial institution  510 , such as to comply with standards of formatting specified by the acquiring financial institution  510 . In some embodiments, the identified acquiring financial institution  510  may be associated with the merchant  506  involved in the payment transaction, and, in some cases, may manage a transaction account associated with the merchant  506 . 
     In step  530 , the gateway processor  508  may electronically transmit a data signal superimposed with the formatted transaction data to the identified acquiring financial institution  510 . The acquiring financial institution  510  may receive the data signal and parse the signal to obtain the formatted transaction data superimposed thereon. In step  532 , the acquiring financial institution may generate an authorization request for the payment transaction based on the formatted transaction data. The authorization request may be a specially formatted transaction message that is formatted pursuant to one or more standards, such as the ISO 8583 standard and standards set forth by a payment processor used to process the payment transaction, such as a payment network. The authorization request may be a transaction message that includes a message type indicator indicative of an authorization request, which may indicate that the merchant  506  involved in the payment transaction is requesting payment or a promise of payment from the issuing financial institution  502  for the transaction. The authorization request may include a plurality of data elements, each data element being configured to store data as set forth in the associated standards, such as for storing an account number, application cryptogram, transaction amount, issuing financial institution  502  information, etc. 
     In step  534 , the acquiring financial institution  510  may electronically transmit the authorization request to a transaction processing server  512  for processing. The transaction processing server  512  may be comprised of one or more computing devices as part of a payment network configured to process payment transactions. In some embodiments, the authorization request may be transmitted by a transaction processor at the acquiring financial institution  510  or other entity associated with the acquiring financial institution. The transaction processor may be one or more computing devices that include a plurality of communication channels for communication with the transaction processing server  512  for the transmission of transaction messages and other data to and from the transaction processing server  512 . In some embodiments, the payment network associated with the transaction processing server  512  may own or operate each transaction processor such that the payment network may maintain control over the communication of transaction messages to and from the transaction processing server  512  for network and informational security. 
     In step  536 , the transaction processing server  512  may perform value-added services for the payment transaction. Value-added services may be services specified by the issuing financial institution  502  that may provide additional value to the issuing financial institution  502  or the consumer  504  in the processing of payment transactions. Value-added services may include, for example, fraud scoring, transaction or account controls, account number mapping, offer redemption, loyalty processing, etc. For instance, when the transaction processing server  512  receives the transaction, a fraud score for the transaction may be calculated based on the data included therein and one or more fraud scoring algorithms and/or engines. In some instances, the transaction processing server  512  may first identify the issuing financial institution  502  associated with the transaction, and then identify any services indicated by the issuing financial institution  502  to be performed. The issuing financial institution  502  may be identified, for example, by data included in a specific data element included in the authorization request, such as an issuer identification number. In another example, the issuing financial institution  502  may be identified by the primary account number stored in the authorization request, such as by using a portion of the primary account number (e.g., a bank identification number) for identification. 
     In step  538 , the transaction processing server  512  may electronically transmit the authorization request to the issuing financial institution  502 . In some instances, the authorization request may be modified, or additional data included in or transmitted accompanying the authorization request as a result of the performance of value-added services by the transaction processing server  512 . In some embodiments, the authorization request may be transmitted to a transaction processor (e.g., owned or operated by the transaction processing server  512 ) situated at the issuing financial institution  502  or an entity associated thereof, which may forward the authorization request to the issuing financial institution  502 . 
     In step  540 , the issuing financial institution  502  may authorize the transaction account for payment of the payment transaction. The authorization may be based on an available credit amount for the transaction account and the transaction amount for the payment transaction, fraud scores provided by the transaction processing server  512 , and other considerations that will be apparent to persons having skill in the relevant art. The issuing financial institution  502  may modify the authorization request to include a response code indicating approval (e.g., or denial if the transaction is to be denied) of the payment transaction. The issuing financial institution  502  may also modify a message type indicator for the transaction message to indicate that the transaction message is changed to be an authorization response. In step  542 , the issuing financial institution  502  may transmit (e.g., via a transaction processor) the authorization response to the transaction processing server  512 . 
     In step  544 , the transaction processing server  512  may forward the authorization response to the acquiring financial institution  510  (e.g., via a transaction processor). In step  546 , the acquiring financial institution may generate a response message indicating approval or denial of the payment transaction as indicated in the response code of the authorization response, and may transmit the response message to the gateway processor  508  using the standards and protocols set forth by the gateway processor  508 . In step  548 , the gateway processor  508  may forward the response message to the merchant  506  using the appropriate standards and protocols. In step  550 , assuming the transaction was approved, the merchant  506  may then provide the products purchased by the consumer  504  as part of the payment transaction to the consumer  504 . 
     In some embodiments, once the process  500  has completed, payment from the issuing financial institution  502  to the acquiring financial institution  510  may be performed. In some instances, the payment may be made immediately or within one business day. In other instances, the payment may be made after a period of time, and in response to the submission of a clearing request from the acquiring financial institution  510  to the issuing financial institution  502  via the transaction processing server  502 . In such instances, clearing requests for multiple payment transactions may be aggregated into a single clearing request, which may be used by the transaction processing server  512  to identify overall payments to be made by whom and to whom for settlement of payment transactions. 
     In some instances, the system may also be configured to perform the processing of payment transactions in instances where communication paths may be unavailable. For example, if the issuing financial institution is unavailable to perform authorization of the transaction account (e.g., in step  540 ), the transaction processing server  512  may be configured to perform authorization of transactions on behalf of the issuing financial institution  502 . Such actions may be referred to as “stand-in processing,” where the transaction processing server “stands in” as the issuing financial institution  502 . In such instances, the transaction processing server  512  may utilize rules set forth by the issuing financial institution  502  to determine approval or denial of the payment transaction, and may modify the transaction message accordingly prior to forwarding to the acquiring financial institution  510  in step  544 . The transaction processing server  512  may retain data associated with transactions for which the transaction processing server  512  stands in, and may transmit the retained data to the issuing financial institution  502  once communication is reestablished. The issuing financial institution  502  may then process transaction accounts accordingly to accommodate for the time of lost communication. 
     In another example, if the transaction processing server  512  is unavailable for submission of the authorization request by the acquiring financial institution  510 , then the transaction processor at the acquiring financial institution  510  may be configured to perform the processing of the transaction processing server  512  and the issuing financial institution  502 . The transaction processor may include rules and data suitable for use in making a determination of approval or denial of the payment transaction based on the data included therein. For instance, the issuing financial institution  502  and/or transaction processing server  512  may set limits on transaction type, transaction amount, etc. that may be stored in the transaction processor and used to determine approval or denial of a payment transaction based thereon. In such instances, the acquiring financial institution  510  may receive an authorization response for the payment transaction even if the transaction processing server  512  is unavailable, ensuring that transactions are processed and no downtime is experienced even in instances where communication is unavailable. In such cases, the transaction processor may store transaction details for the payment transactions, which may be transmitted to the transaction processing server  512  (e.g., and from there to the associated issuing financial institutions  502 ) once communication is reestablished. 
     In some embodiments, transaction processors may be configured to include a plurality of different communication channels, which may utilize multiple communication cards and/or devices, to communicate with the transaction processing server  512  for the sending and receiving of transaction messages. For example, a transaction processor may be comprised of multiple computing devices, each having multiple communication ports that are connected to the transaction processing server  512 . In such embodiments, the transaction processor may cycle through the communication channels when transmitting transaction messages to the transaction processing server  512 , to alleviate network congestion and ensure faster, smoother communications. Furthermore, in instances where a communication channel may be interrupted or otherwise unavailable, alternative communication channels may thereby be available, to further increase the uptime of the network. 
     In some embodiments, transaction processors may be configured to communicate directly with other transaction processors. For example, a transaction processor at an acquiring financial institution  510  may identify that an authorization request involves an issuing financial institution  502  (e.g., via the bank identification number included in the transaction message) for which no value-added services are required. The transaction processor at the acquiring financial institution  510  may then transmit the authorization request directly to the transaction processor at the issuing financial institution  502  (e.g., without the authorization request passing through the transaction processing server  512 ), where the issuing financial institution  502  may process the transaction accordingly. 
     The methods discussed above for the processing of payment transactions that utilize multiple methods of communication using multiple communication channels, and includes fail safes to provide for the processing of payment transactions at multiple points in the process and at multiple locations in the system, as well as redundancies to ensure that communications arrive at their destination successfully even in instances of interruptions, may provide for a robust system that ensures that payment transactions are always processed successfully with minimal error and interruption. This advanced network and its infrastructure and topology may be commonly referred to as “payment rails,” where transaction data may be submitted to the payment rails from merchants at millions of different points of sale, to be routed through the infrastructure to the appropriate transaction processing servers  512  for processing. The payment rails may be such that a general purpose computing device may be unable to properly format or submit communications to the rails, without specialized programming and/or configuration. Through the specialized purposing of a computing device, the computing device may be configured to submit transaction data to the appropriate entity (e.g., a gateway processor  508 , acquiring financial institution  510 , etc.) for processing using this advanced network, and to quickly and efficiently receive a response regarding the ability for a consumer  504  to fund the payment transaction. 
     Computer System Architecture 
       FIG. 6  illustrates a computer system  600  in which embodiments of the present disclosure, or portions thereof, may be implemented as computer-readable code. For example, the processing server  102  of  FIG. 1  may be implemented in the computer system  600  using hardware, software, firmware, non-transitory computer readable media having instructions stored thereon, or a combination thereof and may be implemented in one or more computer systems or other processing systems. Hardware, software, or any combination thereof may embody modules and components used to implement the methods of  FIGS. 3-5 . 
     If programmable logic is used, such logic may execute on a commercially available processing platform configured by executable software code to become a specific purpose computer or a special purpose device (e.g., programmable logic array, application-specific integrated circuit, etc.). A person having ordinary skill in the art may appreciate that embodiments of the disclosed subject matter can be practiced with various computer system configurations, including multi-core multiprocessor systems, minicomputers, mainframe computers, computers linked or clustered with distributed functions, as well as pervasive or miniature computers that may be embedded into virtually any device. For instance, at least one processor device and a memory may be used to implement the above described embodiments. 
     A processor unit or device as discussed herein may be a single processor, a plurality of processors, or combinations thereof. Processor devices may have one or more processor “cores.” The terms “computer program medium,” “non-transitory computer readable medium,” and “computer usable medium” as discussed herein are used to generally refer to tangible media such as a removable storage unit  618 , a removable storage unit  622 , and a hard disk installed in hard disk drive  612 . 
     Various embodiments of the present disclosure are described in terms of this example computer system  600 . After reading this description, it will become apparent to a person skilled in the relevant art how to implement the present disclosure using other computer systems and/or computer architectures. Although operations may be described as a sequential process, some of the operations may in fact be performed in parallel, concurrently, and/or in a distributed environment, and with program code stored locally or remotely for access by single or multi-processor machines. In addition, in some embodiments the order of operations may be rearranged without departing from the spirit of the disclosed subject matter. 
     Processor device  604  may be a special purpose or a general purpose processor device specifically configured to perform the functions discussed herein. The processor device  604  may be connected to a communications infrastructure  606 , such as a bus, message queue, network, multi-core message-passing scheme, etc. The network may be any network suitable for performing the functions as disclosed herein and may include a local area network (LAN), a wide area network (WAN), a wireless network (e.g., WiFi), a mobile communication network, a satellite network, the Internet, fiber optic, coaxial cable, infrared, radio frequency (RF), or any combination thereof. Other suitable network types and configurations will be apparent to persons having skill in the relevant art. The computer system  600  may also include a main memory  608  (e.g., random access memory, read-only memory, etc.), and may also include a secondary memory  610 . The secondary memory  610  may include the hard disk drive  612  and a removable storage drive  614 , such as a floppy disk drive, a magnetic tape drive, an optical disk drive, a flash memory, etc. 
     The removable storage drive  614  may read from and/or write to the removable storage unit  618  in a well-known manner. The removable storage unit  618  may include a removable storage media that may be read by and written to by the removable storage drive  614 . For example, if the removable storage drive  614  is a floppy disk drive or universal serial bus port, the removable storage unit  618  may be a floppy disk or portable flash drive, respectively. In one embodiment, the removable storage unit  618  may be non-transitory computer readable recording media. 
     In some embodiments, the secondary memory  610  may include alternative means for allowing computer programs or other instructions to be loaded into the computer system  600 , for example, the removable storage unit  622  and an interface  620 . Examples of such means may include a program cartridge and cartridge interface (e.g., as found in video game systems), a removable memory chip (e.g., EEPROM, PROM, etc.) and associated socket, and other removable storage units  622  and interfaces  620  as will be apparent to persons having skill in the relevant art. 
     Data stored in the computer system  600  (e.g., in the main memory  608  and/or the secondary memory  610 ) may be stored on any type of suitable computer readable media, such as optical storage (e.g., a compact disc, digital versatile disc, Blu-ray disc, etc.) or magnetic tape storage (e.g., a hard disk drive). The data may be configured in any type of suitable database configuration, such as a relational database, a structured query language (SQL) database, a distributed database, an object database, etc. Suitable configurations and storage types will be apparent to persons having skill in the relevant art. 
     The computer system  600  may also include a communications interface  624 . The communications interface  624  may be configured to allow software and data to be transferred between the computer system  600  and external devices. Exemplary communications interfaces  624  may include a modem, a network interface (e.g., an Ethernet card), a communications port, a PCMCIA slot and card, etc. Software and data transferred via the communications interface  624  may be in the form of signals, which may be electronic, electromagnetic, optical, or other signals as will be apparent to persons having skill in the relevant art. The signals may travel via a communications path  626 , which may be configured to carry the signals and may be implemented using wire, cable, fiber optics, a phone line, a cellular phone link, a radio frequency link, etc. 
     The computer system  600  may further include a display interface  602 . The display interface  602  may be configured to allow data to be transferred between the computer system  600  and external display  630 . Exemplary display interfaces  602  may include high-definition multimedia interface (HDMI), digital visual interface (DVI), video graphics array (VGA), etc. The display  630  may be any suitable type of display for displaying data transmitted via the display interface  602  of the computer system  600 , including a cathode ray tube (CRT) display, liquid crystal display (LCD), light-emitting diode (LED) display, capacitive touch display, thin-film transistor (TFT) display, etc. 
     Computer program medium and computer usable medium may refer to memories, such as the main memory  608  and secondary memory  610 , which may be memory semiconductors (e.g., DRAMs, etc.). These computer program products may be means for providing software to the computer system  600 . Computer programs (e.g., computer control logic) may be stored in the main memory  608  and/or the secondary memory  610 . Computer programs may also be received via the communications interface  624 . Such computer programs, when executed, may enable computer system  600  to implement the present methods as discussed herein. In particular, the computer programs, when executed, may enable processor device  604  to implement the methods illustrated by  FIGS. 3-5 , as discussed herein. Accordingly, such computer programs may represent controllers of the computer system  600 . Where the present disclosure is implemented using software, the software may be stored in a computer program product and loaded into the computer system  600  using the removable storage drive  614 , interface  620 , and hard disk drive  612 , or communications interface  624 . 
     The processor device  604  may comprise one or more modules or engines configured to perform the functions of the computer system  600 . Each of the modules or engines may be implemented using hardware and, in some instances, may also utilize software, such as corresponding to program code and/or programs stored in the main memory  608  or secondary memory  610 . In such instances, program code may be compiled by the processor device  604  (e.g., by a compiling module or engine) prior to execution by the hardware of the computer system  600 . For example, the program code may be source code written in a programming language that is translated into a lower level language, such as assembly language or machine code, for execution by the processor device  604  and/or any additional hardware components of the computer system  600 . The process of compiling may include the use of lexical analysis, preprocessing, parsing, semantic analysis, syntax-directed translation, code generation, code optimization, and any other techniques that may be suitable for translation of program code into a lower level language suitable for controlling the computer system  600  to perform the functions disclosed herein. It will be apparent to persons having skill in the relevant art that such processes result in the computer system  600  being a specially configured computer system  600  uniquely programmed to perform the functions discussed above. 
     Techniques consistent with the present disclosure provide, among other features, systems and methods for real-time measurement of campaign effectiveness. While various exemplary embodiments of the disclosed system and method have been described above it should be understood that they have been presented for purposes of example only, not limitations. It is not exhaustive and does not limit the disclosure to the precise form disclosed. Modifications and variations are possible in light of the above teachings or may be acquired from practicing of the disclosure, without departing from the breadth or scope.