KR20230129711A - Campaign automation system utilizing target and action information and method for operating the same system - Google Patents

Abstract

The operating method of the campaign automation system provided in the present invention includes a campaign algorithm setting step of setting setting conditions so that the medium and content of the campaign can be automatically set according to the acquired information, and a customer analysis unit that determines the customer related to the customer's subject. Target information acquisition step of acquiring related information, action information acquisition step of acquiring customer behavior information related to customer behavior by the customer analysis unit, delivery medium using customer-related information and customer behavior information by the campaign creation unit A delivery medium determination step for determining the delivery content, a delivery content determination step for determining the delivery content by the campaign creation unit using customer-related information and customer behavior information, and a campaign automatic execution unit based on the determined delivery medium and delivery content. It includes a campaign execution step of executing the created campaign.

Description

Campaign automation system utilizing target and action information and operating method thereof {CAMPAIGN AUTOMATION SYSTEM UTILIZING TARGET AND ACTION INFORMATION AND METHOD FOR OPERATING THE SAME SYSTEM}

The present invention relates to a campaign automation system that utilizes customer target and action information and a method of operating the same.

Many existing internet sales businesses are often located on large platforms such as Coupang or Naver Store. Internet sellers are increasingly moving to their own sites by building their own malls, and through this, they are securing a lot of data.

Web pages that you build yourself allow you to collect data with a greater degree of freedom than those provided by platform companies. However, the problem of how to utilize the data obtained in this way has not yet been well resolved.

The reality is that there is a lack of solutions for efficient marketing through data obtained from small website businesses, and an effective platform that can respond to various sales channels and platforms.

The present invention was devised to solve the above-described conventional problems, and its purpose is to provide a campaign automation system that utilizes customer target and action information.

Additionally, the purpose of the present invention is to provide a method of operating a campaign automation system that utilizes customer target and action information.

The operating method of the campaign automation system provided in the present invention includes a campaign algorithm setting step of setting setting conditions so that the medium and content of the campaign can be automatically set according to the acquired information, and a customer analysis unit that determines the customer related to the customer's subject. Target information acquisition step of acquiring related information, action information acquisition step of acquiring customer behavior information related to customer behavior by the customer analysis unit, delivery medium using customer-related information and customer behavior information by the campaign creation unit A delivery medium determination step for determining the delivery content, a delivery content determination step for determining the delivery content by the campaign creation unit using customer-related information and customer behavior information, and a campaign automatic execution unit based on the determined delivery medium and delivery content. It includes a campaign execution step of executing the created campaign.

In one embodiment, the customer-related information may include the customer's age, gender, whether the customer is visiting the site for the first time, the number of site visits, and the frequency of site visits.

In one embodiment, the action information is characterized by including a keyword when a customer searches for a specific keyword, and when a customer searches a feed on a specific platform, it is characterized by being hashtag information of the feed, When a customer repeatedly visits a specific page, it may be characterized as product information on the specific page.

In one embodiment, the delivery medium may be a platform advertisement, real-time pop-up, Instagram video, etc.

In one embodiment, the delivered content may be a video advertisement, a discount coupon, or a keyword-related brand advertisement.

In one embodiment, the target information acquisition step and the action information acquisition step may be characterized as being acquired within a single site.

In one embodiment, the campaign algorithm setting step may be characterized in that the algorithm is set through voice assistance.

The campaign automation system provided in the present invention includes an artificial intelligence data analysis unit that analyzes text and image data on the network, a customer analysis unit that analyzes customers based on customer-related information, and a messaging unit that manages messages delivered to or received from customers. Management department, campaign management department that creates campaigns related to customers, digital marketing channel linkage department that links information about the created campaign with digital marketing channels, social media channel linkage department that links information about the created campaign with social media channels, It includes an orchestration middleware unit that links the operating system and the application that runs the campaign, a payment unit that includes modules related to payment, and an automatic campaign execution unit that automatically executes the created campaign according to conditions.

Therefore, the present invention can automatically set a customized proposal campaign to a customer without depending on the user's settings.

In particular, various campaigns can be set according to each customer's conditions. Rather than understanding the customer's characteristics as a secondary priority, it is possible to first establish scenarios related to this and provide campaigns with proposed content in real time. do.

Additionally, by supporting this scenario setting module with voice, users can set conditions for the campaign within a very convenient interface environment.

1 is a conceptual diagram showing a campaign automation system according to an embodiment of the present invention.
FIG. 2 is a flowchart showing a method of operating a campaign automation system according to the embodiment of FIG. 1.
FIG. 3 is a conceptual diagram for explaining the operation of the campaign automation system according to the embodiment of FIG. 1.

Hereinafter, preferred embodiments will be described with reference to the attached drawings. In this process, the thickness of lines or sizes of components shown in the drawing may be exaggerated for clarity and convenience of explanation. In addition, the terms described below are terms defined in consideration of functions in the present invention, and may vary depending on the intention or custom of the user or operator. Therefore, definitions of these terms should be made based on the content throughout this specification.

In this specification, a module may mean a functional and structural combination of hardware for carrying out the technical idea of the present invention and software for driving the hardware. For example, the module may mean a logical unit of a predetermined code and hardware resources for executing the predetermined code, and does not necessarily mean a physically connected code or one type of hardware. It can be easily inferred by an average expert in the technical field.

In addition, the following examples do not limit the scope of the present invention, but are provided merely as examples, and there may be various embodiments implemented through the technical idea of the present invention.

1 is a conceptual diagram showing a campaign automation system according to an embodiment of the present invention.

Referring to FIG. 1, the campaign automation system according to this embodiment includes an artificial intelligence data analysis unit 100 that analyzes text and image data on the network, and a customer analysis unit 230 that analyzes customers based on customer-related information. , a messaging management unit 220 that manages messages delivered to or received from the customer, a campaign management unit 210 that creates a campaign related to the customer, and a digital marketing channel that links information about the created campaign with a digital marketing channel. Unit 310, a social media channel linkage unit 320 that links information about the created campaign with a social media channel, an orchestration middleware unit 400 that links an operating system and an application that runs the campaign, payment-related It includes an approval unit 500 including a module, and an automatic campaign execution unit 600 that automatically executes the created campaign according to conditions.

Each component is explained in order of the process.

The artificial intelligence data analysis unit 100 analyzes text and image data on the network. Artificial intelligence data analysis is a concept that encompasses machine learning and deep learning, and includes big data analysis.

The customer analysis unit 230 analyzes customers based on customer-related information. Customer analysis analyzes customers and classifies them into specific groups to create groups that can respond to each campaign, and this can be applied from multiple perspectives. One customer can belong to multiple groups.

The messaging management unit 220 manages messages delivered to or received from customers. Commonly used messaging applications such as Notification Talk or Friend Talk can be used.

The campaign management unit 210 creates campaigns related to customers. The campaign management unit 210 can create and automatically execute on-site campaigns based on text. Additionally, the campaign management unit 210 is not limited to on-site and can create a variety of applicable campaigns, and can also be applied to create campaigns that are not based on text, such as using stored images.

The digital marketing channel linking unit 310 links information about the created campaign with the digital marketing channel. There are various digital marketing channels, and it is responsible for comprehensively linking marketing channels.

The social media channel linking unit 320 links the created information about the campaign with social media channels. Each social media platform has modules that can utilize external resources, and these various modules are used to link with social media channels.

The orchestration middleware unit 400 connects the operating system and the application program that runs the campaign. The orchestration middleware unit 400 is formed by headless commerce. Existing e-commerce platforms had a monolithic structure in which front and back-end elements were tightly coupled. In headless commerce architecture, front-end and back-end components are separated and communicate through API.

Therefore, it is possible to provide customers with a more flexible, customized and seamless experience during the brand distribution process.

The payment unit 500 includes modules related to payment.

The automatic campaign execution unit 600 automatically executes the created campaign according to conditions. This can be provided voice-based. The automatic campaign execution unit 600 can automatically execute an on-site campaign through voice-based communication with an AI agent, or suggest and automatically execute an AI-efficient campaign based on past campaign performance analysis.

Although not shown in this embodiment, there are additional components that play a role in creating other campaigns. To further explain, a recommendation engine unit (not shown), a review integration unit (not shown), an email marketing unit (not shown), and a market data analysis unit (not shown) may be additionally included.

The recommendation engine department can be responsible for recommending and selling products or services suitable for customers using artificial intelligence.

The review integration department is responsible for integrating and providing reviews that were previously distributed across multiple sites.

The email marketing department may be responsible for various messaging marketing-related roles, such as email marketing and push notifications.

The marketing data analysis department is responsible for applying e-commerce intelligence and utilizing business analysis and market data.

FIG. 2 is a conceptual diagram for explaining the operation of the campaign automation system according to the embodiment of FIG. 1.

Referring to Figure 2, the operation method of the campaign automation system includes an algorithm setting step (S100), a target information acquisition step (S210), an action information acquisition step (S220), a delivery medium determination step (S310), and a content determination step (S320). and a campaign execution step (S400).

The algorithm setting step (S100) sets the setting conditions so that the media and contents of the campaign can be automatically set according to the acquired information. At this time, the campaign is not created directly, and the key is to first set various conditions and situations in which a campaign can be created.

Additionally, these campaign scenarios can be easily set up through voice support. For example, new campaign conditions can be set with just a voice command, “If a woman in her 20s repeatedly views product A three or more times, provide a coupon pop-up,” which provides easier accessibility.

In the target information acquisition step (S210), customer-related information related to the customer's subject is acquired by the customer analysis unit. Customer-related information may include the customer's age, gender, whether the customer is visiting the site for the first time, the number of site visits, and the frequency of site visits. This is because the type of campaign proposed may vary depending on each customer’s information.

In the action information acquisition step (S220), customer behavior information related to the customer's behavior is acquired by the customer analysis unit. Action information may include keywords when a customer searches for a specific keyword. A good way to find out what words customers consider key is to use searched keywords.

Additionally, when a customer browses a feed on a specific platform, various information available from the feed can be collected. Here, hashtag information can be an example, and the entire data of the feed can be analyzed, and representative words can be extracted and defined. Additionally, if there is information that can be obtained through the image, it can be used.

When a customer repeatedly visits a specific page, product information on the specific page can be obtained as customer behavior information.

These target information acquisition steps (S210) and action information acquisition steps (S320) can be obtained within a single site. Therefore, customer information and action information within a single site are obtained, and information classified accordingly is used. The criteria for a single site can be a single company mall, a single platform site, or a single SNS platform.

In the delivery medium determination step (S310), the campaign creation unit determines the delivery medium using customer-related information and customer behavior information. Delivery media can be platform advertisements, real-time pop-ups, Instagram videos, etc. Delivery media can be given priority to media implemented within the company's mall where it is sold, and this may include real-time pop-ups or email advertisements. Additionally, the delivery message can be applied to SNS platforms such as Instagram or Facebook that are run externally, and this can be applied differently depending on the format that each SNS platform can provide.

In the delivery content determination step (S320), the campaign creation unit determines the delivery content using customer-related information and customer behavior information. Delivered content can be video advertisements, discount coupons, or keyword-related brand advertisements.

In the campaign execution step (S400), the campaign created based on the delivery medium and delivery content determined by the automatic campaign execution unit is executed.

FIG. 3 is a flowchart showing a method of operating a campaign automation system according to the embodiment of FIG. 1.

Referring to FIG. 3, for example, in the algorithm setting step (S100) mentioned above, the following advertisement settings can be performed.

Settings to run video advertisements targeting office women in their 20s who usually view Instagram stories, settings to send coupons through real-time pop-up notifications to non-member customers who have viewed the product detail page more than 3 times, and frequently visited members on the portal site. Settings can be prepared to run Power Link advertisements when searching for related keywords.

The campaign creation unit 210 collects target information 11 and action information 12 based on the pre-entered information, selects the delivery medium 21 and delivery content 22, and finally creates the campaign. Determine the factors that make it possible. When a desired target takes a specific action, customized content is sent, and sales are generated by encouraging return visits and repurchase.

One embodiment of the present invention described above is merely illustrative, and those skilled in the art will be able to appreciate that various modifications and other equivalent embodiments are possible. . Therefore, it will be understood that the present invention is not limited to the forms mentioned in the detailed description above. Therefore, the true scope of technical protection of the present invention should be determined by the technical spirit of the attached patent claims. In addition, the present invention should be understood to include all modifications, equivalents and substitutes within the spirit and scope of the present invention as defined by the appended claims.

11: Target information
12: Action information
21: Transmission medium
22: Content of delivery
100: Artificial intelligence data analysis department
210: Campaign creation unit
220: Messaging management department
230: Customer analysis department
310: Digital marketing channel linkage unit
320: Social media channel linkage unit
400: Orchestration middleware
500: Approval department
600: Campaign automatic execution unit

Claims (8)

A campaign algorithm setting step of setting conditions so that the media and content of the campaign can be automatically set according to the acquired information;
A target information acquisition step of acquiring customer-related information related to the subject of the customer by the customer analysis unit;
An action information acquisition step of acquiring customer behavior information related to the customer's behavior by the customer analysis unit;
A delivery medium determining step of determining a delivery medium, by a campaign creation unit, using the customer-related information and customer behavior information;
a delivery content determining step of determining delivery content by the campaign creation unit using the customer-related information and customer behavior information; and
A campaign execution step of executing a campaign created based on the delivery medium and delivery content determined by an automatic campaign execution unit;
An operation method of an operation method of a campaign automation system including.
According to paragraph 1,
The above customer-related information is:
A method of operating a campaign automation system, comprising including the customer's age, gender, whether the customer is visiting the site for the first time, the number of site visits, and the frequency of site visits.
According to paragraph 1,
The action information is,
When the customer searches for a specific keyword, including the keyword,
When the customer searches a feed on a specific platform, it is characterized as hashtag information of the feed,
A method of operating a campaign automation system, characterized in that when the customer repeatedly visits a specific page, product information on the specific page is provided.
According to paragraph 1,
A method of operating a campaign automation system, wherein the delivery medium is a platform advertisement, real-time pop-up, Instagram video, etc.
According to paragraph 1,
A method of operating a campaign automation system in which the delivered content is a video advertisement, a discount coupon, and a keyword-related brand advertisement.
According to paragraph 1,
A method of operating a campaign automation system, characterized in that the target information acquisition step and the action information acquisition step are acquired within a single site.
According to paragraph 1,
A method of operating a campaign automation system, characterized in that in the campaign algorithm setting step, the algorithm is set through voice support.
An artificial intelligence data analysis unit that analyzes text and image data on the network;
a customer analysis department that analyzes customers based on customer-related information;
a messaging management unit that manages messages delivered to or received from the customer;
a campaign management unit that creates a campaign related to the customer;
a digital marketing channel linkage unit that links the generated information about the campaign with a digital marketing channel;
A social media channel linking unit linking information about the generated campaign with social media channels;
An orchestration middleware unit linking an operating system and an application that runs the campaign;
A payment unit including modules related to payment; and
A campaign automation system including a campaign automatic execution unit that automatically executes the created campaign according to conditions.