GB2526161A - A method and apparatus for distributing documentation to a group of recipients - Google Patents

Abstract

A data collection system 10 stores a database 20, records 35 including at least selectable parameters 40 e.g. interests, education levels, address data 50, name data 55 and an identification or key 60. A data selection system 80 is physically separated and is provided with anonymised data records including the selectable parameters and the identification. A group of recipients can be selected anonymously using the data selection system, the selected group being communicated to a processing system 110 or collection system 10 which matches the identification to the address and name data for distributing documentation and marketing and may include a statistics module 115 to monitor how effective a marketing campaign is. The identification may be a record number, time related or a hash of other fields in the record e.g. telephone number or email address. A hash identification enables duplicate records to be found. The documentation may include hyperlinks and the database may include a federated database system. Thus no personal data is provided to the data selection system e.g. a marketing agency, avoiding breach of privacy laws.

Description

Title:

Field of the invention

[0001] The invention relates to a method for distributing documentation to a. group of recipients &C( n d Prom a datahae ftc irnention also ielate'> to a marketing v,tem having 31 database containing prospective recipients and associated characterising parameters. and a.

distribution pmcessor for forwarding documcrnation to a group of recipients and a data selection system for selecting the group of recipients from the database of nrospcctive recipients, 1% [0002] Direct marketing is a form of advertising that allows businesses to communicate directly to a c:ustomer. Traditionally, this communication has been in the form of promotional letters and more recently in the fbrm of emails or newsletters sent directly to the customers.

Good direct marketing campaigns require a database of names, such as prospective or existing customers, with relevant infbmiation such as a contact number. physical address or email address, as well as associated characterising pariuneters, such as interests, educational level or position in company. This database is used to develop a list of targeted customers or prospects with common interests and/or backgrounds. who might he amenable to the receipt of documentation, such as hut not imited to promotional material or a marketing message.

[0O(3j.i'he documentation is delivered in the ibm'i of a promotional letter or more commonly an email, Generally, direct marketing includes a specific "call to action". For example, a targeted email may ask the recipient to download an item of documentation from a website and include a hyperlink to a storage location of the downloadahie item of documentation. Such items of documentation include but are not limited to white papers, which are iepors or gt ides intended to help icaders undeistand an issuc ot sohe a pioblem Such white papers used in business$ohusiness marketing often implicitly or explicitly include a marketing message to the reader and are intended to attract the reader to the advertiser, The downloading of a particular white paper con also indicate a reader's interests.

[00041 The response rate to the targeted emails depends substantially on the selection of the potential recipients (prospects). Many data collection companies have developed databases from ntunerous sources together with infonnation about the potential recIpIents. A magazine or newspaper puhljshcr identifies profiles of their readers in order to attract advertisers.

Deutsche Messe Interactive. GmbI-i has developed extensive databases based on attendance of visitors at various trade fairs and other exhibitions. These databases include information about the geographical location of the visitors and the particular interests of the visitors. The databases can be used to idcritii\' the prospects for a company for receipt of promotional material and generate leads for future business.

[0005] The databases cannot he freely shared with other companies because of data privacy is laws as well as coniniereial reality. A potential recipient of targeted prot notional material needs to consent to his or her name being shared, before personal items of the data, such as names or contact data, can be passed to other companies, This can limit the effectiveness of the database and its value. On the other hand, there are numerous companies, such as markt. ng agencies who woald be nuerested ii tareung potent aT recipients, but are una'!e to obtain access to the data because of the aforementioned privacy concerns or because of' commercial interests. There is therefore a need to develop a system and apparatus enabling dircct marketers from the marketing agencies to develop lead campaigns without having direct access to the personal details of prospects held by the data collection company.

i_00l)6J A number of patent documents are known relating to direct marketing activities, For example, Irish patent No, 82.159 [0' Donovan] teaches software and computer code that may he used for direct marketing and contact management. The 159 patent discloses an integrated target mail delivery.sysLem comprising a database adopted to store correspondence irdonna.tion and caregorisation inftwmation relating to at least one entity. A user input means is provided to allow a user to enter a search query, including the categorisarion infbnnation.

Searching means are provided which are able to conduct a search on the database and return the correspondence information con'esponding to the entities matching the query entered by the user, A. ktter generation means is used to merge the correspondence ntormation with a template to produce merged letter data arid to select effective distribution of the merged letter data through one or more pre4eterinined communications channels. The system of the 159 patent is suitable when the data collection company and the marketing agency are identical or can freely share data. The system cannot he used when the data collection company and the marketing agency are different legal entities, as privacy and commercial concerns wiil restrict the sharing of the database.

[0007] US Patent No. US 7,243075 also discloses a real time. interactive system and a.

method of building a. list of contact records, such as a mailing list, on. a. computer network a based on selected criteria. A list xcificati.on is generated by speeit*'ing a. geographically defined area for which the contact list is desired and selecting a socailed threshold score for selecting the data records.thr inclusion in the contact list, The contact list is then transmitted to a nod.e on the network for further processing. The disclosure of this US patent 075 can be useful fin selecting contacts in a specified geographical location. It includes no details fin S sharing of other information or selection based on interests.

[0008] Similarly. US Patent Application No, US 201 1/0270687 teaches a method of selecting subscriber preierences fin controlled delivery of direct marketing messages. The preibrences are received from the subscribers [or recipients] and scheduled direct marketing messages can he forwarded to the suhcriher or the recipient. This patent application again is not. suitable for exchange of personal inThrmation.

[0009] One approach to the exchange of personal inthrmation is to use a system, such as known in US Patent Application Publication. No. US 2008/0168047 which teaches a process for providing anonymoustail services jngiuig receiving mail to he delivered to a recipient.

The mail i..nciude.s an identifier tin the recipient, hut does not include an address or indicia of an adjres, he addrev, ol the recipient cui ha looked up from querying a thid pmy database to ocate the ea phsaa1) addrec' of tac reipient The teachings of this parent application 047 enable mail to be distributed to individuals, without the sender of the mail being aware of the actual address of the recipient.

[00101 One approach to address privacy concerns is known fiom Emo)ean Patent Application No. [P 2 426 617 [HOTTer and Wiesel which teaches a method for anonymous matching of confidential data.vjth identification data, The identification data is provided with a data set identifier. The identification with the data se identifier is provided to a trusted server. The trusted server can create a key to link data in a further database, without the owner of the further database being z\kace of cetails ot the identification data Ibis a etiod address& s some of the privacy concerns icr own in the past, hut the teachings do require the author.isation S of a trusted party to create the trusted server.

[001 Ij The trusted server will often he operated by an independent company and therefore individuals have to give the permission for the sharing of this data. Similar procedures are known for storing medical data. For example, European patent Appflcation No. PP 1 026 603, International Patent Application Nos, WC) 20W/Ui 86:3 (GSK) and WO 2006/015100 [EVES I kaith hic] both dc c the uniiin stems [he sysurn dciosec in these patent applcation--are suitable for storing patient's medical data, but are not suitable for direct mailing to the jndividuals stored in this data.

Summaryof the invention

[0012] A method for distributing documentation to a selected group of recipients is disclosed. This method comprises firstly accessing a database over a communications channel. The accessed database comprises a plurality of data records, whereby the data records comprise at least one selectable parameter and an. identification The method thrther comprises entering parameter values er.nresponding to desired ones of the selectable parameters into a data processer and thus creating a subset of the database by selecting those.

data records having selectable parameters corresponding to the entered parameter values A nluralny of il'e idcntiflcatiois conespondmg to the selceted data rcords can he extiacted from the database and are transmitted to a distribution system to enable the docanient to be distributed.

00l j thc method enake tile potentia secpients troni d number of databases to be Acntified without the name or person data ot the iccipie it being identified [00lAJ in one aspet or the lrwrflon, the idenulkation is eteated fion hashing at kast one of the data items in the data records. This enables the creation of a unique identification for the data record and can allow duplicate data records to be identified by comparing the identification. The hashing algorithm used cam be a cryptographic algorithm that will not enable dectyption of the identification to retrieve the hashed data item.

[0015] The documentation items can also include a hyper.tink in the documentation to enable further information to he extracted from a documentation database or to enable finctions, such as an unsuhscribe function, to he implemented.

[0016] The disclosure also teaches a marketing system having a database stored in a physical storage device. The database comprises a phiratity of n,aehinereadahle and non-transitory data records having at least selectable parameters, address data, name data as well as an identification. The marketing system further includes at least one distribution process which is adapted to receive a plurality of identifications and to forward the documentation to recipients identified by the plurality of identifications.

[0017] The disclosure also teaches a data selection system comprising a data input device for inputting a plurality of parameter values, One or more communications channels receive from the database anonymised data records comprising selectable parameters and identifications. A data processor is configured to accept the anonyrnised data records and match the inputted plurality of parameter values with one or more of the sdectahie pammeters in order to produce a selected group of identifications, which are associated with recipients to whom the documentation should he sent Pc [0018] Fig. I shows an overview of the system of the disclosure, 1001 i F 2 chtm s an os e ie of th& mt tod of the ins ention PciikiL2scritipaofjhrIiivenfion "1' [(()2(j.1he invention will now be described on the basis of the drawings. Ii. will be understood that the embodiments and the aspects of the invention described herein are only examples and do not limit the protective scope of' the claims in any way. The invention is defined by the claims and their equivalents. it would he anderst.ood that features of one aspect or (MW embodjment of the invention can he combined with a feature of a difiërent aspect or aspects and/or embodiments of the invention.

10021i Fig,l shows an overview of' a data. collection system 10 connected to a physically separate dat-a selection system 89 by one or more communications channels 70. The marketing system 0 comprises a physical storage device 25 on which is stored a database 20.

The database 20 has a plurality of machine-readable and nontransitory data records 35 stored in niemot or any other device. Each one of the data records 35 has one or more parameters i U 40. one or more items of address data 50. name data 55 -and an identification 60. The database is managed by a database management system 22. The database management system 22 can he Implemented as any one of a number of database management systems, such as but not limited to those from Oracle, SAP, Microsoft or iBM, but this is not limiting of the invention.

The database management system 22 can also be combined with an enterprise resource programme. such as those supplied liv SAP or PeopleSofL The database management system 22 provides an rppltcat mis prog am ni1Mace (API) 23 tIn nigh whu h die ckta reoids 33 can be accessed the appi coLons progiam interface 23 is accessca through thc communications charnel 70, [00221 Fig. I shows a single database 20. It will he noted, however, that the teachings of this disclosure are equally applicable to a data collection system 10 (or systems) with a plurality of databases 20. One example of such a system is a federated database system.

[0023] The items of address data 50 include a geographica' location and/or physical address data, such as a residence address or registered office of a company. fixed line telephone numbers and/or mobile telephone numbers as well as email addresses, but this is not limiting of Gte invention The parameterc 40 include)ut arc no limited to, the po'thon of mdnidnal identified by the data record 35 in a company, the particular interests of the individual, suclh as commercial interests or private interests, and the level of education of the individual. The name data 55 cart include, first names and family names as well as pseudonyms or alternative name of the individuals, It will be appreciated that the data base 20 contains personal information and is subiect to applicable data protection laws. it is therefbre not possIble for the address data 50 or the name data 55 (collectively termed "personal data") recorded in the data records 35 to be provided to a third party, unless the individuals identified by the data records 35 agree to this provision.

[0024] Each one of the data records 35 has a unique identification 60 to identify the data S records 35. The identification 60 will often be used as a key to the data records 35 in the database 20. [he identification 60 can be created in a number of different ways. The identification 60 could he a continuous number indicating the position of the data record 35 in the database 20 could be based on the time and date of creation of the data record 35, or could be a hash of the infbrmation contained in the other items of the data record 35, or could be created 1w other means.

M0231 In one apcet of the disclosure the hash ic created from pplymg a xiash'ng algouthm to one of a telephone number or an email address, The hash is encrypted. so that it is not possible to recreate the telephone number or email address from which the hash was created.

Is The hashing algorithm is also chosen such that small changes in the telephone number (e.g. different extensions) or email address lead to significant changes in the value of the hash. The hash can also he used to identify duplicates in different one of the plurality of the databases 20. it is possible that names and/or postal addresses of the individuals are entered into the databases 20 in a slightly different maimer. It is less likely that the email addresses or phone numbers differ hetweeT. the databases 20.

0U26j 1 he communication channel 70,an pass the identiflerion 60 as weLl as he parameters 40 to the data selection system 80, but not the items of address data 50 or name data 55. The data selection system $0 is generally located at a remote location from the data collection system 10 or at least has a virtual division, The cormmmication channel 70 could be a dedic ttd netnik tr cou d be pioidcd b the open nternet In the laner ea$e, m encryption processor 72 will generally he provided at both ends of the communications channel 70 to ensure that the data sent along the communication channel 70 is encrypted and cannot be easily read. The owner or operator of the data selection system 80 can be identical with the owner or operator of the data collection system 10, but is more likely to be a separate entity. In the event that there are a plurality of databases 20, then it is possible thai the owner or operator of each of the plurality cf databases 20 is different. Each owner will have collected the data in the data records 35 from different sources. a

[0027] The data selection sstn 80 has a eata procccsor 90 connected to a da,a mput dc ice 95. An operator can input data using the data input device 95 which are passed as parameter values 45 to the data processor 90. The operator of the data input device 95 uses the parameter values 45 to identify those data records 35 passed from the marketing system 10 which may he of interest, The dab processor 90 uses the parameter values 45 and matches these with the parameters 40 to select the data records 35 in the. database 20. which arc of interest.

[0028] The daLa selection system 80 then transmits the set of identifications 60' of interest along the communication channd 70 to a distribution processor 110 iii a distribution system 100.

[0029] The disiribution system 100 comprises a distribution processor 110, which is able to use the set of identifications 60' from the data selection system 80 to extract from the c database 20 thc address data 50 ann the name data 55 cent spending to the ct at identifications 50'. The distribution processor 110 uses this address data 50 and name data 55 to supply documentation 120 to the recipient 15. TIre recipient 15 will receive these items of documentation 120 either on a PC or as a physical item of mail.

[0030] in one aspect of the invention, the documentation 20 is distributed as an email and is acessed using an enai Jient systtnr, sach as Mierosolt intlook or Apple Mz 1, but tho, not limiting of the invention. The documentation 120 in the form of an email may contain one or more hyperliriks 125. i'he recipient 15 can click on one or more of the hyperlinks 125 to access more detailed items of documentation. The hyperlinics contain a IJR.L or IP address 2 rctemng to a docurnentaton database 130 and in particular c one or mat douimentation items 135 stored in the documentation database 130.

[00311 An example will serve to illustrate the functioning of the invention. Suppose that a marketing agency wishes to distribute marketing documents [docunientation 20] to a sckcted group of recipients 15 1 he mai ke'mg agency may have its owr existig d'v base [not shown in the figure], hut wishes to also use data provided by another data collection company 10 specialised in the collection of personal data including peopk's interests. The data collecting company identified by referenced numeral 10 in this example] has a arge database 20 including the interests stored in the parameters 40 of a large number of individuals, stored in the form of the addresses 50 and the name data 55. The data collection company can, however, not pass the persona' data to the marketing agency without the explicit permission of the individuals identifled in the data records 35. However, the data collection agency can pass the interests in the form of the parameters 40 as well as a unique identification 60 to the marketing agency.

[0032] The marketing agency can use the provided data. in the parameters 40, which incljds no peronai data, to selec those inWviduals to wItch the mrketng agency would like to address the promotional materials. The operator uses the data. input device 95 to enter relevant parameter vaues and carry out. the selection. The marketing agency can then return the set of identifications 60' of those data records 35 selected by the data processor 90 to the distribution system 100 including the distribution processor 110. The distribution processor is then able to use the returned identification 60' to fetch the relevant address data 50 in order to send promotional materials out to the recipient 15. The marketing agency has no access at all to the personal data, as it woud not he able to access either tie distribution processor 110 or the database 20 directly.

[0033] Should several of the databases 20 he accessed, then each one of the databases 20 will return a set of identifications 60'. ssiitning-that the same hashing function has been used to create the identification 60' from the same data item, then any duplicates of the data records 35 can be removed by looking for identical values of the identifications 60' in each of the returned. set of identifications 60'.

[0034] The promotional niaterial 120, in die form of an email for example, includes the hyperlink 125 to enable the recipients 15 to click onto on the hyperlink 125 and access farther items of documentation 135. These thither items of documentation 135 can be either stored in ct database at the data colection eompan or at th marketing agcrc Shoulit the marketing agency store the items of documentation I 5, then the marketing agency is able to ask the person attempting to access the items of documentation 135 for a permission to store the peronal cLt4 The recipient 15 cn agiec o this storage and he prosided wlh a fiti cop> of uit item of documentation l3 or the mnarkeme agency can rett se hill seccsc I he marketmg agency has then access to tlw personal data, which may he used in future campaiuns. In particular, downloading o:i the ttem at documentation 135 can enable further interests of the recipient to he. identified.

[0035] Jig. 2 shows an example of the method in use. The method starts at step 200 in which a database 20 is prepared by the data collection company 10 in step 210. The data collection company may have a preprepared database 20 for a particular use by the marketing agency or the data. collection company may create a special subset of a i-sore extensive database 20 and store this subset as the dathhase 20 in the physical storage device 25.

H) [0036] In step 220. the data collection company transmits the parameters 40 and the identifications 60 of the data records 35 across the cumnuinications channel 70 to the marketing agency and, in particular, to the data processor 90 of the marketing agency. The marketing agency can enter parameter values 45 indicating those data records 35 in which it is of: artic: mr interest in step 730. the data processor 90 creates in step 240 a subset of the identifications 60' received from the database 24) and corresponding to the parameter values [0037] in an alternative aspect of the disclosure.. h is possible to forward the entered panirneter values 45 to the storage system 25 through the communication channel 70 and retrieve the required subset directly. This alternative aspect does not require the transmission of. all of the parameters and identifications in step 220 and thus saves on bandwidth and processing resources [0038] ftc ueted subset r. trai snuted in step 250 to tie distribution proe&ssor 110 The distribution processor 110 t.ses the selected identifications 60 to access the address data 50 and name data 55 in step 260.

[0039] The distribution proce?or 110 uses. for examie, an emall distribution program to send the documentation 120 in the form of promotional material to the recipient 15 in step 3J 270 The recipients i cn read the mans at a eornput and access the do.irnentatton in sttp 280. In one additional aspect of the Invention, the recipients 15 can select the hyperlink 125 included in the documentation 120 in step 290. The hyperlink 125 directs a browser on a u'mputer to a documentation database 0 n step 290 Th& r ciptent 15 can ch oe to enter personal data in step 300 so that in step 310 the recipien.t can download items of documentation 135.

[0040] There tiny he more than one hyperlink 125 in the documentation 120 to link to several dilThrent items in the documentation database 130. Fig. I shows a sing!e documenlation database 130. Ii is also possible that there are a plurality of documentation daiahases 130 and that the hyperlinks 125 are adapted. either in. the sent documentation 120 to access the correct one of the documentation databases 130 or a master documentation database 130 with an appropriate blip redirect or fdIlow link such that when the recipient 15 of the email clicks on th hypeilink 125 the m4ter documtntation database determines from the identification 6(1 which one of the documentation databases 130 can he accessed by the recipient 15 associated with the identification 60. This fes Lure of having multiple documentation databases 136 pmvides additional security to the owner or operator of the databases 20. The thature ensures that the owner of the database 20 can also determine which one of the ñieipients 15 are identified from the data records 35 and are accessing, particular items of the documentation 120.

[0041] in a fluiher aspect of the disdosure, the hyperlink 125 car! link through to a unsubscribe thnction in the documentation database 130. Clicking on the hvperiink 125 associated with the unsubserihe thnetion means that the recipient 1 5 no longer wishes to receive any documentation 120. The use of 1Ff TP redirects enables the hypcrlink 125 to connect through to the correct database management system 22 administeiing the database 20 with which the recipient 15 was identified. In one aspect of the disclosure, the click on the hvperlink 125 mail sends a message tx the database management system 22 that the recipient with an appioprute ident1ti.dton 60 ishc, to unubcnhe A further aspect of the disclore enabks the hyperink 125 to direct through either directly or indiredily to an applications program iriterfac* to enable the recipient 15 to enter his or her details to unsuhscrihe or, alternatively, to change its subscription preferences.

[00421 It will be appreciated that the entry of personal data in step 300 is voluntary. The marketing agency can choose whether to allow dowidoad items of documentation 135 with or without the personal entry of the personal data, It would be appreciated also that the data collection company may not wish to allow the marketing agency access to its data reccxrds and therefore the documentaijon database 1.30 could also he provided at a database in the data cohecton conipanv.

0043] The distribution processor 11 0 can also include a statistics Tnoau!e 11 5. The statistics module 115 is able to determine which one of the documentation 120 has been opened by which ones of the recipients 15 The statistics module ii 5 will also store data about which ones uf the liyperlinks 125 have been accessed, The statistics module 115 includes cath one each identification 60 related to these actions so that information about the success, such as the ehek4hTou.gh rate, tor each one of the data records 35 can he identified. Ii particular, this enables the aecessor of the data records 35 to determine which one of the. databases 20 are most effective.

Refei ice Numerals Marketing System Recipients 20 Database 22 Database Management System Physictil Storage Device Data Set Data Records 40 Parameters Parameter Vakies Address Data Name Data Identification 70 Communications channel 72 Encryption processor Data Seketion System Dana Processor Data input Device 100 Distribution System Distribution Processor Statistics Module 1 20 Documentation Hyperlinks 130 Documentati/ofl Database Documentation items Calms

Claims (13)

1. A method fbr distnhuttng documentation (120) to a selected group of recipients (15) comorising: accessing a data. base (20) over a communications channel (70) wherein the data base (20) comnrises a plurahty of data records (35) and wherein one of the data records ($5) comprise at least one selectable parameter (40) and an d.cntificaEion (60); entering parameter values (45) corresponding to desired ones of the selectable parameters (40) into a data processor (90); selecting those data records (35) having selectable parameters (40) eon-esponding to the entered parameter values (45); extracting a plurality of the identifications (60) corresponding to the selected data records (35): and transmitting to a distribution system (100) the extracted. plurality of identifications (60).

2. The method of thin 1. further comprising in a distribution processor (110) selecting at least one of address data (50) or name data (55) from the data records (35) corresponding to the extracted plurality of identifications (60).

3, The method of claim 1 or 2, frirther comprising creating the identification (60) from a hash of a data item in the data records (35).

4. The method of cLaim 2, further comprising forwarding documentation (120) through a network to the selected group of recipients identified by the extracted plurality of identifications (60).

5. [he method of claim 3, further comprising accessing documentation items (135) by accessing a hyperhnk (125) in the fbrwarded documentation (120).

6. The method of any of the above claIms, further comprising updating of the dath record (35) by accessing a iyperlink.

7. A marketing system (10) comprising -a database (20) stored in a physical storage device (25), wherein the datahatw (20) comprises a plurality of machine-readable and non-transitory data records (35) having at least selectable parameters (40). address data (50), name data (55) and an identification (60); -a distribution processor (110) adapted to receive a plurality of identifications (60) and to forward documentation (120) to recipients (15) identitied by the received plurality of identifications (60) using the address data (50) and name data (55); and -one or more communications channes (70) for passing to a data processor (90) the parameters (40) and the identifications (60) and receiving from the data processor (90) a subset of the identifications (60).

8. The marketing system (1 0) ot claim 7, wherein the communicatkms chatinel (70) comprises an email system.

9. The marketing system (10) of claim 7, ifirther comprising a database o 30) comprising a piurahiy of documentation items (135) accessed through a plurality of hyperlinks (125) in the documentation (120).

10. The marketing system (10) of claim 7, thrther comprising an encryption processor (72) for encrypting communication along the communication channel.

Ii. The marketing system (10) of claim 7, wherein the parameters (40) comprise at least one of a position in an organization, an educational level, interests or a geographical region.

12 Adata selection system (80) comprising: -a data input device (95) for inputting a plurality of parameter values (45); one or more communications chann&s (70) for receiving a plurality of anonymised data records (35) comprising seleeuible parameters (40) and identificatiors (60) and fbr transmitting a selected group of identifications (60); and a data processor (90) for accepting the plurality of anonymised data. records (35) and matching the inputted plurality of parameter values (45) with one or more of the selectable parameters (40) to produce the selected group of identifications (60').

13. The data selection system (80) of claim 12 wherein the plurality of parameter values (4S a selecied from at least one of a position in an organisation, an educational level, interests or a geographical region.114. The dab selection system (80) of claim 12 or 13, he.rein the data processor (90) further checks fbr duplicates in the anony.mised data records, I0