EP1410297A2 - Systeme et procede de marketing base sur internet et gestion de campagne - Google Patents

Systeme et procede de marketing base sur internet et gestion de campagne

Info

Publication number
EP1410297A2
EP1410297A2 EP02762121A EP02762121A EP1410297A2 EP 1410297 A2 EP1410297 A2 EP 1410297A2 EP 02762121 A EP02762121 A EP 02762121A EP 02762121 A EP02762121 A EP 02762121A EP 1410297 A2 EP1410297 A2 EP 1410297A2
Authority
EP
European Patent Office
Prior art keywords
campaign
rules
marketing
user
scenario
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Withdrawn
Application number
EP02762121A
Other languages
German (de)
English (en)
Other versions
EP1410297A4 (fr
Inventor
Greg Smith
Daryl Olander
Tom Stamm
Robert Bergman
Thomas Cooke
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
BEA Systems Inc
Original Assignee
BEA Systems Inc
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US10/122,677 external-priority patent/US20030217333A1/en
Priority claimed from US10/122,594 external-priority patent/US20030041050A1/en
Application filed by BEA Systems Inc filed Critical BEA Systems Inc
Publication of EP1410297A2 publication Critical patent/EP1410297A2/fr
Publication of EP1410297A4 publication Critical patent/EP1410297A4/fr
Withdrawn legal-status Critical Current

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the invention relates to online and particularly to web- enabled systems, and to methods for personalizing an application behavior and content for a user or group of users.
  • Web-based B2C providers examples include on-line catalog-providers; product vendors; news, media and entertainment providers; and information or reference sources.
  • Web-based B2C providers include on-line catalog-providers; product vendors; news, media and entertainment providers; and information or reference sources.
  • e-commerce providers As their business success has come to depend more and more on dependable personalized services, e-commerce providers have demanded more from their personalization systems.
  • a prevalent demand is for personalization systems that can assist a provider in not only providing a personalized Web site, but can allow the e-commerce provider to tailor all of their business functions - marketing, production, distribution, etc. at a single source, and to update the information or data that these functions rely on, in a quick, dependable, and easily- modifiable manner, that requires little or no system down-time.
  • the invention provides a system and a method for allowing an e-commerce provider to customize or to personalize their business functions or content for each customer, group of customers or for a particular type of customer.
  • a simple example of this is in the personalization of a Web site, such that each visiting customer may see perhaps slightly different site content, customized for their particular needs.
  • the system may be equally used in any business system that would benefit from personalization.
  • a user or customer may be an individual or any other entity, such as another organization or company.
  • the business functions the user accesses may not be the type displayed on a screen, but may instead be, for example, automatic style order retrieval and processing and other operations.
  • the invention allows application behavior and data to be personalized at any step in the process, and between any entities.
  • the invention provides a personalization system that uses rules to adjudicate and characterize a customer, or a customer's actions, and then to personalize a business function, such as for example a data communication, or a displayed page, based on the outcome of those rules.
  • Rules may be used to create scenarios - potential series of events that characterize a customer's session. Scenarios may in turn form the basis of campaigns - a set of possible scenarios that have a combined start time and a stop time, within which the customer operates, and within which environment the rules-based system makes its determinations, and provides characterizations and personalizations.
  • an embodiment of the invention can be used to display personalized content to a Web user based on their session information.
  • the Web application used by the user may be, for example, a commerce Web site application such as a on-line booking system, e.g. flight reservations, or product catalog ordering.
  • a commerce Web site application such as a on-line booking system, e.g. flight reservations, or product catalog ordering.
  • a session is created and events occur that correspond to that session. These events are used to drive the rules-based engine, which in turn in used to drive the providing of content.
  • Inferences about the user's profile can be made based on the user profile, and rules can be then run against that profile, all of which occur in real-time, and without need the to refer to a secondary personalization source such as a repository of statistical or marketing information.
  • a web-based marketing and campaign management system herein referred to as a Campaign Manager
  • a Campaign Manager that turns customer relationship into increased shareholder value by helping an organization to know, reach, and grow their best customers.
  • a company's best competitive advantage By interacting with their customers, understanding their needs and preferences, and tailoring information, products, and services for them, a company can effectively win new customers as well as keep and grow their current customers.
  • the Campaign Manager system provided by the invention helps companies enhance their knowledge of their customers by providing an integrated view of each customer; and use this knowledge to deliver consistent, relevant and personalized marketing campaigns via the Web, email, and wireless devices.
  • the Campaign Manager provides a unified view of the customer across all touch points and delivers information on customer behavior and buying patterns throughout the organization. Advanced analytic capabilities allow a company to identify their most valuable customers and focus marketing dollars on highly targeted opportunities. Marketing professionals can rapidly plan, test, and execute targeted and personalized marketing campaigns and promotions across multiple channels to stimulate customer awareness, interest and action, while an integrated set of commerce functions makes it possible to turn customer interest and action into sales. Campaign measurement and reporting assesses the effectiveness of marketing initiatives and allows marketing managers to refine and revise campaigns in real time. [0013] Benefits provided by the invention include:
  • the Campaign Manager includes the following features: Campaign Planner
  • the Campaign Planner manages a company's portfolio of marketing campaigns in a controlled and effective manner, by defining campaign goals and duration, as well as identifying customer segments and value proposition. Customer segments can be easily selected from a defined set of attributes, or unique segments can be created for specific campaigns. Campaigns can be set to automatically terminate based on date, duration, or when campaign goals have been reached.
  • Campaigns consist of scenarios, or sequences of events, which define the customer experience and lead the customer to the desired goal.
  • the Scenario Builder allows a user or company to create a personalized experience for each customer within a campaign. Customer profiles and segments, user actions, conditions and results, time measurements, and system actions can be combined to define a desired customer interaction.
  • the Scenario Builder can also be used to personalize discounts based on a customer's target segments, buying patterns, or interactions with the site. To improve the effectiveness of campaigns, test marketing is supported through the creation of control groups within scenarios.
  • the Personalization Rules Editor allows a user to create specific rules to fine-tune customer interactions using plain-English commands within easy-to-use editing templates.
  • the Promotion Manager enables the management of discounts and promotions offered to customer segments. Discounts can be applied in a number of ways including percentage off, fixed amount off, or fixed price, and may be applied to product items, whole orders, or shipping. Cross-sell and up-sell scenarios can be combined with discounts to create strong incentives.
  • Campaign Reporting The benefits of closed-loop marketing can be reaped by measuring and reporting on the results of campaigns. Measure both positive and negative responses to offers, actions on offers, and customer conversions. In addition, campaigns with multiple offers can be tracked by individual offer. Behavior tracking records page impressions, click-throughs, add-to and remove-from shopping cart actions, purchases, and order history for use in analysis of customer shopping and buying patterns. Campaign measurement during a campaign allows a company to refine offers to improve effectiveness.
  • Customer analytics is provided through tight integration with analytical suites.
  • the administrator can analyze customer behavior, e-commerce traffic patterns, shopping and sales trends, and content effectiveness by combining information from online activity with information from touch points across the enterprise through the Unified
  • This analysis allows a company to identify and continually refine customer segments, campaign effectiveness and opportunities, and business rules for personalizing interactions.
  • the Control Center lets marketing professionals manage customer relationships through a rich interface in familiar graphical paradigms.
  • the Java client is extremely intuitive yet fully featured. It was designed by a team of human factors experts and marketing consultants to create a powerful desktop application that is easy to use and makes sense to business users by interacting with them in their own terms.
  • Sample Campaign Templates To accelerate the creation of campaigns, fully functional pre-built sample campaign templates familiarize the user with best practices and can be executed as-is or quickly customized for a company's unique requirements.
  • the company can identify and refine customer segments based on trends, patterns and customer behaviors. Campaign opportunities and personalization rules can also be identified.
  • Campaign Planning and Management This enables campaigns to run more effectively by helping marketers to organize their thinking into strategic, tactical, and operational aspects of campaigns. It also allows for automatic termination of campaign based on date, duration, or achievement of specified goals.
  • Customized promotions and interactions can be created to meet a specified marketing goal. This feature uses specialized business rules to fine-tune customer interactions for optimal campaign effectiveness.
  • Discounts and incentives can be applied in a variety of different ways depending upon customer analysis.
  • Promotional content can be delivered on the Web, via email, and through wireless devices to reach the customer through the channel of their choice.
  • the company's e-business can easily adapt to meet future market challenges and gain access to best-in-class partner solutions.
  • the invention thus provides a system for web-based marketing and campaign management, that allows for personalizing the content or distribution of a marketing campaign to reflect the characteristics of a set of targeted users, said system comprising: a user profiler, for determining the characteristics of a set of targeted users; a rules editor for inputting a set of rules governing the requirements and goals of a marketing campaign; a rules engine, that accepts input from said rules editor, and said user characteristics of said set of targeted users, and uses said set of rules to match individual members of said set of targeted users with said marketing campaign; and, a campaign marketing processor that uses the output of said rules engine to distribute marketing content to each individual member of said set of targeted users by any of Web, email, or wireless communication.
  • Figure 1 shows a schematic of a rules-based personalization system in accordance with an embodiment of the invention.
  • Figure 2 shows an illustration of the operation of a rules- based personalization system in accordance with an embodiment of the invention.
  • Figure 3 shows a flowchart of a scenario rules and action process in accordance with an embodiment of the invention.
  • Figure 4 shows a schematic of a campaign lifecycle in accordance with an embodiment of the invention.
  • Figure 5 shows a model of a scenario interface in accordance with an embodiment of the invention.
  • Figure 6 shows a model of a document interface in accordance with an embodiment of the invention.
  • Figure 7 shows a model of a campaign service in accordance with an embodiment of the invention.
  • Figure 8 shows a model of a behavior tracking listener in accordance with an embodiment of the invention.
  • Figure 9 shows a lifecycle diagram of a placeholder determination process in accordance with an embodiment of the invention.
  • Figure 10 shows a lifecycle diagram of a campaign deployment process in accordance with an embodiment of the invention.
  • Figure 11 shows a lifecycle diagram of an ad service process in accordance with an embodiment of the invention.
  • Figure 12 shows a lifecycle diagram of a click-through servlet process in accordance with an embodiment of the invention.
  • Figure 13 shows a schematic of an event service behavioral tracking listener in accordance with an embodiment of the invention.
  • Figure 14 shows a schematic of a tools framework in accordance with an embodiment of the invention.
  • Figure 15 shows a schematic of the positioning of the editor, data, and model within the tools framework, in accordance with an embodiment of the invention.
  • EJB Enterprise JavaBeans A server component architecture for writing Java Server components. FIFO First In, First Out
  • JSP TagLib A JSP tag library that contains JSP tag definitions.
  • the invention provides a real-time rules-based personalization engine that can be used to personalize and customize business functions, application, or information content for delivery to a customer or a user of the system.
  • the customer or user may be an individual, for example an individual user of a web site, or they may be another organization that uses interactive or automatic mechanisms to communicate with the system.
  • events are generated which are used to drive the rules-based engine.
  • the personalization engine determines in real-time, which content or information should be transmitted to the user.
  • this content may be the particular information a user sees on a web site display, or it can be some other form of data communication, for example, data automatically communicated to a Wireless Application Protocol (WAP) device or a Personal Digital Assistant (PDA) device that is not necessarily seen by the user.
  • WAP Wireless Application Protocol
  • PDA Personal Digital Assistant
  • XML files are used to configure the working of the rules- based engine, allowing the administrator to quickly and easily modify the operation of the rules-based engine by simply editing the text of the XML files. Since the rules-based engine can be used to control business functions other than the mere display of data on the screen, the invention provides organizations with an ability to personalize their business functions and applications for each customer, or type of customer.
  • a scenario is a set of events that will cause a particular rule to be triggered and the corresponding action, business function, or data to be displayed.
  • a campaign may include many scenarios, and provides an easy mechanism by which an administrator can control an entire set of scenarios to best reflect the needs of a particular user of group of users.
  • Figure 1 shows a schematic overview of a personalization system, as it may be used with one embodiment of the invention to provide personalized content to a user, for example, in a Web environment.
  • a rules engine 102 interprets rules 100 defining scenarios 110 and campaigns 112, to select a particular set of scenario and campaign settings, for use in displaying content to a user.
  • the scenarios 118 and campaigns 120 can be stored for later activation when needed.
  • Rules are used to define the operation of the rules engine 102 (and optionally separate scenario engine 104 and campaign engine 106, although it will be evident that the function these two latter engines can be performed solely by rules engine 102) and particularly to tell the rules engine which scenario and which campaign of a set of variable scenarios and campaigns should be used in selecting and generating the content for display 114 to the user 116.
  • the centerpiece of the invention is a rules-based engine.
  • the rules-based engine utilizes rules to make informed decisions about the current proceedings and to determine actions therefrom.
  • Each rule defines a situation (an "if clause) and an action (a "then” clause).
  • the use of such rules allows a flowchart style chaining of situations and actions into a scenario.
  • the rules are stored within a ruleset, or within a plurality of rulesets.
  • a ruleset is a collection of related rules, bundled so that the rules engine can use them together. Rulesets, and rules, are used to direct the flow of events within scenarios and campaigns.
  • rules may be written in an XML format for ease of portability between systems. Additionally, the XML schemas may be parsed in real-time, allowing for the real-time modification of the rules (and of the business workflows) without requiring any system down-time. Furthermore, since a user's characteristics or profile can be calculated by a series of rules, the system provides a mechanism by which a real-time "snapshot" of a user can be generated on demand, and can be used to provide personalized content or services for that user.
  • a scenario is a chain of conditions and actions.
  • the scenario describes a flowchart of possible interactions with a user.
  • a campaign uses a set of such scenarios to achieve a business goal for a sponsororto address a particular business function.
  • campaigns may use on-line ads, email, and consumer discount promotions, through the scenarios, to achieve these goals.
  • Scenarios represent abstract functionality. However, scenarios used within the context of a campaign may be built on top of any business-to-business, business-to-consumer, or e-commerce platform, such as the range of WebLogic application server commerce server products from BEA Systems.
  • scenarios are individually named and maintain a list of classifications for which each scenario is valid.
  • a scenario engine a particular scenario can be searched for based upon such criteria as Name, Description, or types of Classifications.
  • the search may include both whole-word matching and pattern-matching (e.g. description like '*superbowl*').
  • the results of the search is the names of those scenarios that match the search.
  • the scenario engine acts as a scenario definition repository.
  • the scenario definitions may be stored in XML format for ease of use in editing, although other formats can be used.
  • the scenario engine may also return XML definitions of scenarios, by name and can deploy scenarios given a scenario definition.
  • Scenarios are comprised of a ruleset with constituent rules. Each rule defines a situation (an "if clause) and an action (a "then” clause). The use of the rules allows the flowchart style chaining of situations and actions into a scenario.
  • Possible inputs ("if's") into the scenario ruleset include, but are not limited to:
  • the results of executing a net of Classification rules The user's current session and request information (this may include for example their ShoppingCart, or their page location);
  • a random number (to allow the system to undertake probability-based calculations).
  • a system user (typically a systems administrator for example) is able to write custom rules against any inputs, including for example, against the user profile, against the contents of the user's session (specifically the shopping cart), against the user's current request information (browser type, page location, etc.), against certain user historical events (e.g. shopping history), against the event type, headers, or body (the text body in a TextMessage, etc.)
  • the possible outputs ("items") from the ruleset includes an Action definition, (ActionDef) to execute, i.e. one or more actions which the system must take to respond to the input. This may include delivering a particular type of content.
  • ActionDef Action definition
  • ActionDef The action will cause something to happen, or to be displayed to the user. The user will do something that will cause an event. The event will be sent to the scenario engine and the cycle will repeat until, possibly, an end state is reached.
  • a campaign is a sponsored set of scenarios designed to achieve a particular goal.
  • the campaign may be designed to promote a certain range of goods for a certain period of time.
  • Other campaigns are more general in that they merely include a set of (typically related) scenarios which the company or organization currently wants in effect.
  • Each campaign is associated with one or more scenarios.
  • Campaigns can be marked as either active or inactive, and typically have a designated date/time at which they start and stop.
  • campaigns can be searched for based upon such criteria as, Name, Start and/or stop time, Classifications (via relationships to scenarios), Sponsor name, Description, Value proposition, Goal description and Active state.
  • the search may include both whole word matching and pattern matching (e.g. description like ' * superbowl*').
  • the results of the search is the names of those campaigns that match the search.
  • the scenarios related to the campaign can then be retrieved via searching on the scenario engine.
  • the campaign engine acts as a campaign definition repository. As with the scenario definitions, the campaign definitions may be stored in XML format. The campaign engine can return XML definitions of campaigns, by name, and can deploy campaigns given a campaign definition.
  • FIG. 2 illustrates how campaign scenarios and rules are used together to provide a personalization system in accordance with an embodiment of the invention.
  • an events service 130 is used to receive a particular event and to pass notification of this event to a campaign event listener 132.
  • Events are the driving force that are used to trigger real-time changes within the rules engine that in turn determine the output given to the user.
  • an event may be a user login event, or in the case of a web application a request from the user to select a particular page or to submit a certain type of form. Events need not necessarily trigger rules to take effect, since some events can be purposefully ignored by the events service.
  • the campaign event listener 132 can also be used to filter out certain event types, passing the event to the campaign service 134 for further processing.
  • the campaign service 134 loads the currently active campaigns, i.e. those campaigns specified by an administrator or being currently in place. If the event it receives is from a particular campaign then the campaign service loads that campaign. It then uses this campaign information to build a map of campaign scenario ids and to pass this information along to the scenario service 136.
  • the scenario service 136 acts as a subset of the campaign service 134, and is used to filter out scenarios for which the user has reached an end state. If the user has reached an end state, then this implies there is no further work to be done on the part of the system and it is up to the user to determine the next step.
  • the scenario service loops to determine if the event type is valid for the particular set of scenario rules in effect. If it is not valid then the scenario may be ignored. If additional customer segments are needed the scenario service can also be used to execute a segments ruleset. The scenario service may also be used to execute the scenario ruleset and get a list of action definitions. In order to perform this processing the scenario service 136 uses rules from the rules manager 138 to determine the rules in effect for that particular scenario. Each rule typically specifies at least one or more action definition. For each action definition from each scenario, the scenario service gets the action object from the action service 140. As it runs each action object, and depending on the actual implementation different events may occur.
  • these events may also compel such actions as the end scenario action 142, which uses the scenario service 144 to set an end state on the user for that campaign scenario; the ad placeholder action 146, which uses the ad bucket service 148 to put an ad query in the user's bucket; the mail action 148, which uses the mail service 150 to batch an email to the userfor later sending; and the offer discount action 152 which uses the discount association manager 154 to give the user a discount on their session.
  • the end scenario action 142 which uses the scenario service 144 to set an end state on the user for that campaign scenario
  • the ad placeholder action 146 which uses the ad bucket service 148 to put an ad query in the user's bucket
  • the mail action 148 which uses the mail service 150 to batch an email to the userfor later sending
  • the offer discount action 152 which uses the discount association manager 154 to give the user a discount on their session.
  • Figure 3 illustrates a flow chart of a typical process that may be used by one embodiment of the invention to provide real-time personalized content for a user or a customer of the system. As shown in Figure 3, in step 160, once invoked the rules engine determines a particular set of rules for use in this situation.
  • step 162 the rule is evaluated using an "if then" clause, in which the system reads the current state of a user's session i.e. the "if portion, and determines from the set of potential scenarios what the output should be.
  • this output is asserted as an action definition, which determines how the system should respond to this particular user in this particular context, i.e. what action it should take.
  • step 166 the output, if any, is displayed as a result to the user. As will be evident, the system could decide to do some other action that does not effect the display but communicates data or alters some business function or application in some other manner.
  • step 166 at any later point in time, if the user through their actions causes an additional event to occur then, in step 166, at any later point in time, if the user through their actions causes an additional event to occur then, in step 166, at any later point in time, if the user through their actions causes an additional event to occur then, in step 166, at any later point in time, if the user through
  • this event is sent to the scenario engine (or rules engine id a single engine is used).
  • the scenario engine relays information back to the rules engine, for use in subsequent rule determinations, that will determine how this system should respond to the subsequent event.
  • Campaigns can use goals in two ways.
  • a goal is a textual description that can be used to better clarify the purpose of the campaign.
  • a goal is a quantitative measurement that can be achieved by a campaign.
  • all campaigns have an is-active rule, which receives the following inputs: The campaign data object; Access to ad exposure and click counts; The event; and, The current date and time.
  • the output of the is-active rule is either a True or False.
  • FIG 4 illustrates the process by which a campaign is added or removed from the runtime environment.
  • the Campaign must first be started 180. This typically occurs when it is first deployed, although the startup could be delayed until a manual process occurs.
  • Some embodiments of the invention may allow per-scenario startup rules to be specified. At startup, these per-scenario startup rules of the campaign are fired.
  • the inputs are the campaign data object and the current time.
  • the outputs are the action definitions (ActionDefs) to execute.
  • the campaign After the campaign has actually been started, it subsequently becomes active 182, generally based upon the start time of the campaign, or by explicitly marking it as an active campaign. Anytime after first becoming active, the campaign can become or be marked as inactive 184, either by reaching the campaign's predetermined stop time, the campaign's goals being met (i.e. an "is-active if rule), or by an administrator deactivating the campaign. After being deactivated, the campaign can in some instances become active again, generally by the administrator modifying it, redeploying it and marking it active.
  • the campaign can also be shutdown 186.
  • This is generally a manual process performed by an administrator. During shutdown, all of the per-scenario shutdown rules are executed. The inputs to these rules is the campaign data object and the current time. The outputs should be the action definitions (ActionDefs) for the campaign engine to execute. These actions should typically undo any of the actions from the startup rules, although there is no mandatory requirement to do so.
  • ActionDefs action definitions
  • campaign related data e.g. ad exposure counts, scenario state information, etc.
  • Campaigns are driven by events. Additionally, ad exposure and click-through counts are maintained by the campaign service for campaign usage. These can also be accessed for reporting.
  • the action service abstracts the notion of an action which the scenario engine is supposed to execute, based upon the results of a ruleset. This allows the rules to assert a generalized definition of a concrete action. This ActionDef can be used to gain access to an object which can then execute the underlying action. New Actions can thus be created and deployed without restarting the server. One way to do this is to deploy a Session EJB which can serve up the concrete Action objects.
  • An Action repository is available to the scenario tool. In one embodiment this action repository can be described by an XML document. The scenario tool uses this to dynamically display the action to the user, and to gather all of the parameters to the action from the user.
  • a predefined set of Actions for campaigns may include the following:
  • a placeholder represents a position within a Java Servlet
  • JSP Java Page
  • the behavior of the placeholder is determined by the particular system configuration. This is very similar to the scenario's Action concept. However, the behavior of the placeholder is very much request-driven, not event-driven.
  • a request will come in at a web page from a web user for a JSP page that contains a placeholder JSP tag. The tag contacts a session EJB that will return an object describing the behavior that should occur.
  • the behavior can optionally be a displayable unit. In the case of a displayable unit, the displayable unit will include a renderer object which knows how to display the unit.
  • placeholders can be used to display ads.
  • an ad bucket for a user for a placeholder is used.
  • the ad bucket contains a set of ads or ad groups that should be displayed to the user, plus a bucket-entry based view count.
  • Each entry in the bucket has the following information: User name; Placeholder name; Date and time entered; Ad query (defined the ad or ad group to display); Weight; View count; Campaign name; Scenario name.
  • Ad query defined the ad or ad group to display
  • Weight View count
  • Campaign name Scenario name.
  • an ad bucket conflict resolution mechanism can be used. This conflict resolution mechanism determines which entry in the user's ad bucket will actually be used to find an ad to display.
  • the weight of the valid bucket entries is used. A bucket entry is valid if its corresponding campaign is currently active or it is not associated with a campaign. A single entry's weight will give it a (weight * 100 / (sum of all weights)) percent chance of being viewed. A random number is used to determine which bucket entry will be used. For example, if there are four entries in the bucket with weight 1 , 2, 3, and 4, then the layout might be for example:
  • the entry's query is executed to result in a set of ads (i.e. an ad group). Each ad in the group will have its own weight.
  • a similar algorithm will be applied to determine which ad from the ad group to use. If something occurs to cause the ad group size to be zero, the system will choose a new bucket entry to use, ignoring the previously selected bucket entry. If there are no user bucket entries, a global-user bucket will be checked in the same fashion. The global-user bucket will generally be populated via campaign startup rules.
  • the display a particular ad to the user can generate an event, as will the click-thru of an ad.
  • the ids of the campaign and scenario that placed the ad into the ad bucket are passed along with the event. This enables the system to tie "See” and "Click-thru” events back to both the ad and the campaign, for subsequent analytical and reporting purposes.
  • the ad service provides ad metadata and content for subsequent display to the user.
  • the service is able to retrieve an ad based upon its unique identifier or based upon a search against ad metadata.
  • Ads may include for example: a single image with an optional click-thru URL, alternate text, border specification, width, height, and mouse over text; a block of HTML text (which can contain a click-thru URL), plus any of the supplementary media referenced by the HTML block; or a reference to in-line a JSP page.
  • All ads have an associated relative weight, which can be an integer number.
  • the weight of a particular ad is used to resolve ad display conflicts.
  • the ad service keeps track of the following ad impression (what a user sees), and click-thru event counts per ad: Global count; and, Per-campaign count. [0086] This information is used to handle the campaign goal evaluation. It could additionally be used in reports. Per-user ad counts can be handled through the event service.
  • Email Service can be used to support email based campaigns. Email based campaigns allow the system to direct personalized email content to a user or group of users.
  • the email service supports two modes of operation based upon configuration: batch mode or pass-thru mode. Pass-thru mode causes the service to immediately send the email request. Batch mode causes the service to store the email request to a datastore from where it can be sent at a later time.
  • An administration interface or a command-line program can be used to fire off batched emails.
  • the information required by the email service is: the standard email header information (e.g. To, From, Subject), the MIME email header information
  • Campaigns and scenarios must be deployed to the server before they may operate.
  • a servlet capable of passing XML definitions to the appropriate service for deployment can be used.
  • XML files that may in turn be generated by a set of administrator tools.
  • Schemas for Campaign and Scenario definitions are used, as well as a schema for Scenario Rules.
  • An administrator can use these administration tools to create and deploy Campaign and Scenario definitions.
  • the tools generate XML files that represent these definitions, and deploy the new definitions through a deployer servlet. This servlet accepts a stream of
  • XML data and calls the appropriate services to handle the data.
  • Campaigns, Scenarios, and their associated Rules may be deployed separately. Normally the rules will be deployed first, followed by the scenarios that use them, and then finally the campaigns that are made up of the scenarios.
  • the associated service persists the XML definition in a central database or repository.
  • EJB Implementation [0092]
  • the services described above may be implemented as a set of stateless services - in one embodiment, for example, as a set stateless session beans conforming to the Enterprise Java Bean (EJB) specification.
  • EJB Enterprise Java Bean
  • the sections below detail an implementation of the invention that utilizes EJB's to provide the services and functions necessary to support the scenarios and campaigns. It will be evident that other types of resource can be used, instead of or in addition to EJB's. Scenario Service
  • the Scenario Service is designed to allow a flow of interactions between the system and a user to be defined as a set of rules and actions.
  • the Scenario Service Session Bean is the external interface to scenario functionality. When an event is received by the Scenario Service, it determines if any scenarios in the system should react to the event. If so, the service passes the event on to each scenario that is interested, and then lets them run their rules on the information contained in the event. This session bean also provides functionality to redeploy scenarios and export existing scenarios as XML.
  • a Scenario acts as a wrapper around a RuleSet that contains some additional business logic.
  • a scenario receives an event from the Scenario Service, it will first do a check to make sure that the Event is meaningful to the scenario. If not, then the scenario will return immediately. Otherwise, if it is meaningful it will pass the information contained in the event to the Rules Service, along with the RuleSet contained in the scenario.
  • Scenario rules produce Action Defs as they fire. After executing the RuleSet, the scenario will use the Action Service to execute the resultant Action Def Objects, if any. This prevents the actions produced by the rules from executing within the Rule Engine thread.
  • a Scenario runs a set of rules against an event that it has received, some sort of action will usually be executed as a result of these rules.
  • the rules create, initialize, and ActionDef objects. These objects must be initialized with the name of the Action they represent, and a map of parameters that the Action will need to run. They are responsible for instantiating the actual implementations of the Action interface, which will do the actual work. This interface comprises of an init method that takes a map of named parameters, and a run method that will execute the action.
  • the rule designer to instruct the rules engine to correctly initialize the ActionDefs with data from the event, the current user, or any other available resource.
  • a Scenario that sends email will contain a rule that returns an ActionDef, initialized with a map of appropriate parameters such as the recipients email address and the text of the message, and the name of the Action, SendEmailAction.
  • the scenario will make the returned ActionDef object retrieve the actual Action implementation.
  • the run method is called on the Action, it will use the initialization parameters to accomplish its task, which in this case is invoking an email service to send the message.
  • the Ad Service provides ways to retrieve ads based on the current user of the system. It consists of an AdBucketService session bean that is responsible for managing which ads should be displayed for which users, and a lower level AdService session bean that acts as a pass-thru to the content management service. - 32 - viewCount - ; and, scenarioName - The name of the scenario that added the ad to the campaign.
  • the AdConflictResolver is responsible for choosing the
  • This method applies an algorithm to a set of ads to choice the "best” one to display. It then updates the weight and viewCount based upon the algorithm.
  • the ad service is a separately deployed stateless session
  • Ad objects may be Document objects deployed in a DocumentManager.
  • This servlet is used to track ad click-through events.
  • the content output of the from the AdBucketService will wrap the ad and direct it two this Servlet.
  • the ClickThruServlet is the central place to record user clicks on ads. This may cause campaign events to be raised.
  • the Servlet will redirect the user to the target page after processing the click thru event.
  • a Placeholder represents a named location in a JSP page where content can be placed by the commerce server. It is represented by a placeholder JSP tag. Behind the placeholder tag is the - 33 -
  • PlaceholderService a stateless session EJB.
  • the PlaceholderService is responsible for passing content back to the JSP page.
  • the content is retrieved from a content handler EJB which implements the ContentBucket interface.
  • a content handler is registered with the named placeholder when the placeholder is defined.
  • the PlaceholderTag is used to place content from the placeholder service into a JSP page.
  • the placeholder is a named entity.
  • the placeholder tag defines four attributes including: name -- The name of the placeholder within the system; height - An optional height for the content; width -- An optional width for the content; and renderer - An optional named EJB that can transform the content output from the ContentBucket before passing it back through the PlaceholderTag.
  • the PlaceholderService is a stateless session EJB whose primary responsibility is to return content to the PlaceholderTag.
  • it provides method for the define placeholders, and query for placeholders.
  • the query method can be used by tools to create drop down lists, etc.
  • a define placeholder method defines a new placeholder for the system. The name must be unique and the contentBucketName must be a EJB that defines the ContentBucket interface. Placeholders will be defined within a database table that contains the following information: name -- a unique name for the placeholder; type -- the name of an EJB that represents the ContentBucket producing; and content for the placeholder. - 34 -
  • the ContentBucket interface defines an interface which the PlaceholderService uses to receive content. This interface will be implemented by "Buckets”.
  • the DiscountBucket also is a content bucket.
  • the Email Service session bean is a generic platform-level service to provide the ability to send email. It provides real-time email capabilities, as well as batch email capabilities. In the simplest case, an email can be sent by providing a "to" address, subject, and message text. A default "from" address can be specified in the server configuration.
  • the Email Service also provides the ability to batch a set of emails to be sent later.
  • this can be used to gradually accumulate emails about a promotion or special offer as users generate events, and then send them all at once when the promotion starts.
  • a batch of emails may be identified with a string id. In the context of a Campaign, this might be the name of the Campaign.
  • Each batch will have a date to determine when it should be sent, or possibly a range, so that emails added to a batch before the start date - 35 - will be batched, and emails added within the date range will be sent immediately.
  • the Campaign Service is the highest level service covered by this document.
  • a Campaign is a sponsored set of scenarios designed to achieve a goal.
  • the Campaign Service Session bean is the interface between campaigns and the rest of the system. It implements an EventListener interface so that it can receive events that should be processed by the scenarios that make up a campaign. This session bean also provides functionality for tools to deploy new campaigns, and retrieve campaign definitions as XML.
  • a campaign contains a set of Scenarios, as well as some information about the campaign itself such as a start and end date.
  • a campaign may also contain a bootstrap rule that will be executed when the campaign is deployed OR when the server starts up.
  • This bootstrap rule can do things like place entries in the global ad bucket so that users can be shown ad content for the campaign without needing to trigger an event that is recognized by one of the campaign's scenarios.
  • Part of a campaign definition is a set of date-time and time ranges for which the campaign is active. These ranges can also be - 36 - negative; for example, there can be a date range from December 18 - December 25 and an inactive time range of 8am - 11am. This would cause the campaign to consider itself active between the 18th and 25th of December, but not between the hours of 8am - 11am. Part of the first "isActive" call to a campaign will be to check these date ranges against the current date/time so that the call can be short-circuited without firing up the rules engine.
  • an activation rule can be defined for a campaign.
  • the activation rule can return either true or false, and will be called after the active date range is validated. This provides an alternate method of short-circuiting the call prior to running all the rule sets that belong to the campaign's scenarios.
  • the activation rule also provides a way to stop the campaign from executing once a "goal" is met, by having the rule check for the goal condition, and return false if it has been met.
  • Campaign Service it will first check to make sure that it is active by looking at its start and end date range, as well as any defined time ranges, and then possibly running its activation rule. If either of these checks fails, the campaign is considered inactive, and will not execute further. If the campaign determines that it is active, it will pass the event to each of its scenarios, so that they can all act on the event by running their rule sets, and executing any actions that result from that.
  • campaign definitions can also include a "cleanup rule" that will be executed when the - 37 - campaign is undeployed. This will give the campaign a chance to delete any information that may have been created during its run, like ad queries in ad buckets. Like the rules in a scenario, this rule will return zero or more Action objects that can be executed to do the cleanup. It will be evident that alternative methods of cleanup can be used.
  • the interface to the deployer component is the
  • DeployerServlet This is a standard servlet that will accept a stream of XML, which contains data to deploy, and route that stream to an appropriate helper class.
  • the servlet's configuration information will contain information mapping XML document types to implementations of a DeployerHelper interface.
  • the servlet When the servlet receives the XML data stream, it will examine the document type, and instantiate the correct DeployerHelper implementation to handle it.
  • Each DeployerHelper implementation will know how to deploy the data from the XML stream. This is up to the individual component; it could be calling a session bean to handle the actual deployment, or it could be entering the data in the database directly.
  • Event property set type the name of each property set will correspond to an Event type. This mechanism will allow the editors to be extended as we or our customers add new event types.
  • Event types and property set are supported, although it will be evident that additional Event types can be supported within the spirit and scope of the invention: 38
  • Figure 5 shows a model diagram of one implementation of the scenario service that illustrates how the scenario service can access scenarios using either the name or search pattern. As shown in
  • the scenario service includes a mechanism for handling events, and for finding scenarios or retrieving scenarios by name
  • the - 40 - scenario service 190 uses a scenario interface 192 to look up or save scenarios by name, description, classification name, long description, scenario ruleset name, or classifier ruleset name.
  • An XML interface allows the scenario service to read scenarios from an XML file, and to save modified scenarios to an XML file.
  • a scenario container interface
  • Figure 6 illustrates how the content manager is used to provide content to the user in one embodiment in the invention.
  • the content manager 200 retrieves data input from a document manager 202 and an ad service 204, using a content interface 206.
  • a document interface 208 allows additional information about the document to be saved and/or edited including the author version number, etc.
  • Figure 7 illustrates a model of one implementation of the campaign service that is used to respond to events as they happen.
  • the campaign service 220 and the scenario service 190 use information from the rulesets via a campaign interface 224 feed information to the scenario container 226 for use in displaying content.
  • An event listener 228 feeds information about happening events (re login, page hits, click-through, etc) to a campaign listener 230 for use by the campaign service 220.
  • the campaign interface 224 uses rule information 232 and a rules-based scenario link 234 to access the scenario interface 192.
  • Figure 8 shows a model of a event service 240, that uses an event listener interface 228 to receive notification of events 242.
  • FIG. 9 illustrates a lifecycle showing how in one embodiment a placeholder tag can be used to retrieve content for subsequent display on the user's screen. As shown in Figure 9, when the placeholder tag or JSP tag 250 on the user's screen is activated it causes a call to be made to the placeholder service EJB 252.
  • the placeholder service EJB in turn makes a call to the content bucket 254 based upon the name of the placeholder, followed by a request to get content. This content is then returned to the user by typically as a display on the user's screen.
  • An optional request to a render object EJB 256 can be made to transform the output of the content bucket into some other format before it is returned or displayed to the user.
  • Figure 10 illustrates a lifecycle that shows how administrative and editing tools (including graphical user interfaces) can be used to edit campaigns and scenarios, and then to deploy the campaign at the campaign service for use in the subsequent personalizing of data on Web content for the user. As shown in Figure
  • tools 260 can be used to edit campaign scenarios directly or via a GUI interface, or can be used to generate new campaign XML filer which define the campaign.
  • a request to a deployer servlet 262 is made to deploy the actual campaign.
  • the deploy function uses deployment configuration information to determine which deployer helper type 264 to use, if many exist.
  • the campaign is then deployed to the campaign service 266.
  • the campaign 268 can be automatically - 42 - or manually activated by a bootstrap rule or routine and then can be used by the system in personalizing content.
  • Figure 11 illustrates a lifecycle in which the placeholder service EJB 252 uses an ad bucket EJB 284, and ad conflict resolution EJB 286 in order to provide ads to the user. As shown in Figure 11 , the
  • EJB 284 is used to get a selection of ads from the database based upon the user 's current information, profile, or session and the ad placeholder. The system then eliminates invalid ads based upon the campaign rules and produces a set of valid ads for communication to the user. If necessary, an ad conflict resolution EJB
  • Figure 12 illustrates a click through servlet lifecycle, showing how the user 300, upon clicking on a particular ad sends a method to the click through servlet 302.
  • the click through servlet contacts an ad bucket service 284 that uses the campaign service 266 that looks up the campaign that served the ad and calls the appropriate click through method for that campaign.
  • the ad bucket service is then used to redirect the user based upon the click through.
  • Some embodiments of the invention are particularly useful for tracking users actions on a Web-site, and for using this tracked information to modify the Web-site content accordingly.
  • a behavior tracking system can be used to store this data for future analysis.
  • Generalizing the event mechanism involves two major tasks. - 43 -
  • the event service must be generalized in order to decouple the content of the events from the mechanism. In one embodiment all events are stored in a single database table. A single listener will receive an event from the event service and will pass that event to the single persister. The single persister will call a helper method to create an XML string that will be stored in the database; the data will then be stored in the single database table.
  • the events that can be tracked include:
  • SessionBeginEvent Marks the beginning of any user's session. User does not have to be logged on for the user to be in a session. However, if a user is logged on, they still retain the same session ID they had prior to login. An anonymous user will have a session ID, but not have a user ID until they log on (authenticate). Generated when user's session begins.
  • SessionEndEvent Marks the end of any user's session, regardless of whether that user has logged on. Generated either by session timeout or user logout.
  • SessionLoginEvent Denotes that a user has authenticated. We assume we have user profile information access at this time. The same session ID the user had prior to logging in will be used. Generated when user supplies login information. - 44 -
  • UserRegistrationEvent - Denotes when a new user has registered at a site. Generated when user successfully completes registration forms.
  • AddToCartEvent - Customer adds product to cart. Generated when customer adds a product to their shopping cart.
  • BuyEvent - Customer purchases product. Generated when customer enters checkout; one per product.
  • RemoveFromCartEvent - Customer removes product from cart.
  • DisplayContentEvent An image is displayed to screen, independent of a campaign. Generated when "tagged” content is shown.
  • ClickContentEvent An image on the screen is clicked on, independent of a campaign. Generated when "tagged" content is clicked on.
  • DisplayCampaignEvent An image that relates to a campaign is displayed to screen.
  • a scenario may have multiple displays associated with it. Generated when the campaign/scenario has specified that this particular content is relevant to the scenario and should be displayed while the scenario is active.
  • ClickCampaignEvent An image that relates to a campaign is clicked on.
  • a scenario may have multiple click events associated with it. Generated when the campaign/scenario has specified that this particular content is relevant to the scenario is clicked on.
  • CampaignUserActivityEvent A generic event for capturing user activity within the context of a campaign. Used to log that a user was exposed to a particular campaign. Used if there was not a DisplayCampaignEvent or ClickCampaignEvent.
  • FIG 13 illustrates one implementation of how an event system can be used to feed events to this system for use in personalizing content or business functions.
  • an event service bean 310 is used to feed notice of events 312 into one or more pluggable asynchronous listeners 314, including in one embodiment of the system a behavioral tracking or listener module 316.
  • Each listener has a list of event types for which it listens.
  • the BehaviorTrackingJMSListener receives an event of that type (for example, foo), it transmits the event of type foo to every listener that lists foo in the String array returned from a getTypes() call on the listener (the call is invoked by the BehaviorTrackingJMSListener).
  • JMS Java Messaging Service
  • the Java Messaging Service (JMS) 318 is used to deliver individual event messages to a JMS listener 320 and to a set of pluggable asynchronous - 46 - listeners 322.
  • the listeners have no knowledge of JMS. For example, to plug in a listener interested only in campaign events, the listener's classname would have to be listed in a properties file as a behavior tracking listener, the listener must implement void handleEvent(Evente), and the listener's String] getTypes() call would need to return an array containing ⁇ "ClickCampaignEvent", "DisplayCampaignEvent", "CampaignUserActivityEvent” ⁇ Events, of one of these three types, would then arrive and be handled at the the listener's handleEvent(Event e) interface.
  • the BehaviorTrackingJMSListener subscribes to the JMS topic to which events are transmitted from a synchronous, JMS-aware listener. It then sends events to the pluggable asynchronous listeners who are interested in events of certain types.
  • the events may be cached 324 and then stored in a database (DBMS) 326 for use in generating content. It will be evident that other means for communicating events to the system can be used.
  • DBMS database
  • the tracking event table structure uses a single table that facilitates storing data from all event types.
  • This embodiment of the table has five columns as shown below, although alternate variations can be used:
  • the first five items are common to all types of events that are captured and stored in the database.
  • the final item, XML_DEFINITION represents an XML document that is stored as a CLOB in the table.
  • XML_DEFINlTION stores the first five items above and the event specific data that may differ between all of the event types. This XML document is created specifically for each event type.
  • FIG 14 illustrates one implementation of an administrative tool set, that allows an administrator to modify rules and/or campaign scenario rulesets, and also allows them to edit action types, including for example discount definitions that may be used with the invention.
  • the administrative software acts as a tool framework 330 and may include a campaign editor 332, scenario editor 334, rules editor 336, and discount definition editor 338. Other rule editors may be added as necessary.
  • the editors are used to modify the system repository 340, which includes data related to the campaign model 342, scenario model 344, rules model 346, and discount definition model 348.
  • the repository is connected to a server side database 350 by a persistence layer 352 which allows data to be dynamically updated during the run-time execution of the personalization engine.
  • Editors The actual widgets, icons, and other Ul features that the administrator will be interacting with to create a campaign, scenario, ruleset, or discount definition. This is independent of any tools framework, keeping the editors as reusable as possible.
  • the tools framework will create and listen to the models to facilitate the - 48 - presentation inside a Ul and persistence of the underlying objects.
  • Editors also have access to a Repository object that contains information from the outside world such as list of presentation templates, available properties, etc.
  • Presentation The information on how a campaign, scenario, or rule is displayed in readable and understandable form to a administrator.
  • the presentation data is used by the Editor, and can be unique to a locale (or even to a business).
  • Each Editor's Model handles giving the Editor what it needs such as a DOM of data.
  • the Model also listens for events on the DOM and possesses the appropriate mechanisms for firing its own events, listened to by the tools framework (to alert the need to save a ruleset, for example).
  • Tools framework A surrounding infrastructure to house the specific Editors.
  • the tools framework displays the lists of campaigns, scenarios, rulesets, and discount definitions. It also handles saving, loading and deleting of what is created within the Editors (via the Model and
  • Persistence layer through toolbars, menus, or other similar interfaces.
  • Data The information about the actual rules, scenarios, campaigns, and other constructs edited within the tools. These pieces of Data live within a DOM (or DOMs) created from XML.
  • the Rules Editor is the foundation of most of the other administrator tools. Campaigns and scenarios are made up of rules (within rulesets). Thus, in order to edit the rules within the scenarios and campaigns, the Rule Editor must be used.
  • a ruleset is a collection of related rules, bundled so that the Rules Engine can use them together.
  • the Classifiers ruleset is a special case. Because
  • Classifications (perhaps the fact that the user is a "Gold Member", for example) need to be re-used in any campaign, scenario, or rule, having a single ruleset per application that stores all Classifications that are to be re-used makes life much easier (for us).
  • Classifier ruleset that contains only Classifier rules. Note the difference between a Classifier and a Classification.
  • a Classifier is a rule type whose right-hand side asserts a Classification object. For example, in the Classifier "If the visitor's home state is Colorado, then classify the visitor as a Skiier", the classification "Skiier" would be what is reused in other rules. ("If the visitor is a skiier, then show the Vail Ad in the Left Ad Holder".
  • a Classifier rule is not used within another rule - only a Classification.
  • the Model gives the Rules Editor a ruleset DOM to work with when the Rules Editor is started.
  • the Rules Editor must be able to display the rule's Data contained within the ruleset DOM, as well as the Presentation information DOM necessary to show the rule properly.
  • the Rules Editor needs to be able to turn both DOMs' information into a readable rule with hyperlinks for the parameterizable sections.
  • a Phrase Editor is a dialogue used to get a specific value for use in the rule. For example, a date and time selector, or a property picker. Scenario Editor
  • the Scenario Editor edits a ruleset just as the Rules Editor does. The only difference between the two is that a Scenario is started from a template (an "Ad Scenario" template, for example), and the
  • Scenario has a bit of metadata about it (a description, for example). In other words, most of the functionality (rules) used within the Scenario Editor is nested within the embedded Rules Editor.
  • a Scenario is essentially a ruleset and some metadata.
  • the scenario Data contains this metadata and a link to a ruleset.
  • the Scenario Data also contains a link to the Classifier ruleset, so that Classifications created within the Classifier rules can be used within the Scenario's rules.
  • the Campaign Editor can have multiple scenarios within it, as well as a ruleset of start and end conditions. There is also campaign metadata, such as a sponsor, a description, and searching information (start and end dates, etc).
  • the Campaign Editor uses the Scenario Editor and the Rules Editor when it adds or modifies - 51 -
  • Campaign Data has links to every ruleset used within, including the Scenarios, the start/end condition ruleset and the Classifier ruleset.
  • a Classifier such as "If the visitor's gender is male, then classify the visitor as a beer drinker” has not only Data such as “gender”, “male”, and “beer drinker”, but also Presentation information about how a Classifier show be displayed ("If the visitor's."). This
  • Presentation information is stored outside of the Editors themselves, so that different Presentations can be plugged in for different uses (such as different locales or a specific Presentation for a business or vertical market).
  • Discount Definition there is an XML schema governing how any Presentation XML for that Editor must be structured.
  • XML XML. This includes rule text for every type of rule (Classifier, Content Selector, Placeholder Content Selector, Send E-mail, Discount), and - 52 - display information (maybe just metadata names, maybe more) for scenarios and campaigns.
  • Each Editor while knowing how to handle a specific kind of Data and Presentation DOM (campaign, ruleset, etc), should not necessarily have to do all transversal, update, and other activities with the DOM.
  • Each Editor has an associated Model that handles much of the "grunt work", providing useful methods for the Editor.
  • the Model for each Editor provides convenience methods that the Editors can use to get or set values from the DOM.
  • a campaign Model might provide a method String getSponsor() that traverses the Data DOM to get the sponsor for a campaign.
  • Each Editor's Model also provides event listening and firing mechanisms so that it is the model's job to inform the tools framework of such things as the "dirtying" of data (meaning the Save button is enabled), based on events fired from the Editor.
  • the Model for each Editor possesses a Repository of information relating to the Editor.
  • the Repository may contain such information as template lists, and may also hold the reference to the Presentation DOM for each Editor. - 53 -
  • the tools framework is the outer layer of the GUI, and houses the various Editors within.
  • the tools framework is responsible for displaying the sets of campaigns, scenarios, rulesets, and discount definitions.
  • the tools framework also performs saving, opening, and searching (Campaign lookup, for example) tasks.
  • the tools framework never communicates directly to an Editor - it is always done through the Editor's Model.
  • Data refers to the information the administrator user is trying to create, update, or delete by using the tools. Data could be a ruleset, a scenario, a campaign, or discount definition.
  • the template concept is key fortheadministratortools. By providing templates at each level (campaign, scenario, rule, and rule clause), the tools make it very easy for the administrator user to create quickly whatever they need to do. By making the templates pluggable
  • a template is simply an unparameterized version of a scenario, campaign, or rule (or rule clause).
  • a template provides basic structure, but the Editor should allow modification of a campaign, scenario, or rule started from a template into whatever the administrator user desires. For example, a user could start with an e-mail scenario template and by adding and removing rules, end up with a scenario that discounts a product and sends no e-mail at all. - 54 -
  • Some embodiments of the invention allow a user, for example in a Web environment to offer discounts to certain customers. In these embodiments all discounts have unique identifiers. Through a scenario, it is possible to associate a discount to a user.
  • Discounting is a portion of the promotions functionality that honors monetary promotions extended to a customer by the campaign service, or possibly yet to be developed functionality. Discounting includes defining of discounts and applying those discounts through a pricing service that works on orders or shopping cart contents.
  • the pricing service will apply a set of discounts to a set of products to maximize the monetary benefit to the customer.
  • Many other services provided by the commerce server will interact with discounting functionality and therefore a number of dependencies and impacts on those services exist.
  • Customer - The browser-based user who interacts with the commerce site. Also includes computer systems that interact with the commerce site.
  • Embodiments of the invention provides for a software facility deployed within the commerce server to facilitate providing discounts to customers. Discounts may be provided to all customers or to particular segments of customers. Discounts may always be in affect or may have conditionals that dictate when or under what circumstances the discount is available.
  • the system includes a dynamic pricing service which executes the discounts against a specific product or set of products to produce the cost of the product or products to the particular customer at the particular time. Although the promotions functionality (the presentation of an offer to the customer other than through the product catalog) is external to the discount system the dynamic pricing service can honor offers made through the promotions facility.
  • the discount system includes dependency and interoperability with the shopping cart, catalog, checkout and order management systems.
  • the system can stand alone or allow third-party developers to provide there own integration of their catalog and order systems. Tools may be used to maintain discount definitions.
  • the discount system has two primary use cases. The first involves the developer interfacing with the discount configuration system. The second involves the customer interacting with the catalog, shopping cart, checkout and indirectly with the pricing service. A third use case exists where a developer interfaces to the pricing service to perform an unspecified task.
  • Embodiments of the invention provide a mechanism that allows the discount system to honor offers presented to customers through the promotion system. The mechanism is termed the discount indication mechanism. - 56 -
  • the promotions facility makes all determinations based on user attributes whether a particular user discount applies to a user. After making this determination the promotions facility updates a discount indication mechanism with a user identifier and a discount identifier.
  • the discount indication mechanism is referred to, in the rest of this specification, as the customer discount association.
  • the discount system provides customer targeted discounting of a qualification style. The basic premise of qualification discounting is that a discount definition describes the items (and in what quantity) required to qualify for a discount (qualifying items) and the items that are to receive the discount (target items). In general, the qualifying items may or may not be the same as the target items. For simplicity, in one embodiment, the qualifying and target items may be required to be the same set of items.
  • the discount system may also provide a mechanism for associating sale discounts with particular product items or categories.
  • Sale discounts can be applied prior to any qualification discounting. - 57 -
  • a web-based marketing and campaign management system herein referred to as a Campaign Manager
  • a Campaign Manager that turns customer relationship into increased shareholder value by helping an organization to know, reach, and grow their best customers.
  • a company's best competitive advantage By interacting with their customers, understanding their needs and preferences, and tailoring information, products, and services for them, a company can effectively win new customers as well as keep and grow their current customers.
  • the Campaign Manager system provided by the invention helps companies enhance their knowledge of their customers by providing an integrated view of each customer; and use this knowledge to deliver consistent, relevant and personalized marketing campaigns via the Web, email, and wireless devices.
  • the Campaign Manager provides a unified view of the customer across all touch points and delivers information on customer behavior and buying patterns throughout the organization. Advanced analytic capabilities allow a company to identify their most valuable customers and focus marketing dollars on highly targeted opportunities. Marketing professionals can rapidly plan, test, and execute targeted and personalized marketing campaigns and promotions across multiple channels to stimulate customer awareness, interest and action, while an integrated set of commerce functions makes it possible to turn customer interest and action into sales.
  • Campaign measurement and reporting assesses the effectiveness of marketing initiatives and allows marketing managers to refine and revise campaigns in real time. - 58 -
  • Benefits provided by the invention include:
  • the Campaign Manager includes the following features:
  • the Campaign Planner manages a company's portfolio of marketing campaigns in a controlled and effective manner, by defining campaign goals and duration, as well as identifying customer segments and value proposition. Customer segments can be easily selected from a defined set of attributes, or unique segments can be created for specific campaigns. Campaigns can be set to automatically terminate based on date, duration, or when campaign goals have been reached. - 59 -
  • Campaigns consist of scenarios, or sequences of events, which define the customer experience and lead the customer to the desired goal.
  • the Scenario Builder allows a user or company to create a personalized experience for each customer within a campaign.
  • the Scenario Builder can also be used to personalize discounts based on a customer's target segments, buying patterns, or interactions with the site. To improve the effectiveness of campaigns, test marketing is supported through the creation of control groups within scenarios.
  • the Personalization Rules Editor allows a user to create specific rules to fine-tune customer interactions using plain-English commands within easy-to-use editing templates.
  • the Promotion Manager enables the management of discounts and promotions offered to customer segments. Discounts can be applied in a number of ways including percentage off, fixed amount off, or fixed price, and may be applied to product items, whole orders, or shipping. Cross-sell and up-sell scenarios can be combined with discounts to create strong incentives.
  • Campaign Reporting The benefits of closed-loop marketing can be reaped by measuring and reporting on the results of campaigns. Measure both positive and negative responses to offers, actions on offers, and customer conversions. In addition, campaigns with multiple offers can be tracked by individual offer. Behavior tracking records page - 60 - impressions, click-throughs, add-to and remove-from shopping cart actions, purchases, and order history for use in analysis of customer shopping and buying patterns. Campaign measurement during a campaign allows a company to refine offers to improve effectiveness.
  • Customer analytics is provided through tight integration with analytical suites.
  • the administrator can analyze customer behavior, e-commerce traffic patterns, shopping and sales trends, and content effectiveness by combining information from online activity with information from touch points across the enterprise through the Unified Customer Profile. This analysis allows a company to identify and continually refine customer segments, campaign effectiveness and opportunities, and business rules for personalizing interactions.
  • the Control Center lets marketing professionals manage customer relationships through a rich interface in familiar graphical paradigms.
  • the Java client is extremely intuitive yet fully featured. It was designed by a team of human factors experts and marketing consultants to create a powerful desktop application that is easy to use and makes sense to business users by interacting with them in their own terms.
  • Sample Campaign Templates [0177] To accelerate the creation of campaigns, fully functional pre-built sample campaign templates familiarize the user with best practices and can be executed as-is or quickly customized for a company's unique requirements. - 61 -
  • the company can identify and refine customer segments based on trends, patterns and customer behaviors. Campaign opportunities and personalization rules can also be identified.
  • Customized promotions and interactions can be created to meet a specified marketing goal. This feature uses specialized business rules to fine-tune customer interactions for optimal campaign effectiveness.
  • Discounts and incentives can be applied in a variety of different ways depending upon customer analysis.
  • Promotional content can be delivered on the Web, via email, and through wireless devices to reach the customer through the channel of their choice.
  • the invention thus provides a system for web-based marketing and campaign management, that allows for personalizing the content or distribution of a marketing campaign to reflect the characteristics of a set of targeted users, said system comprising: a user profiler, for determining the characteristics of a set of targeted users; a rules editor for inputting a set of rules governing the requirements and goals of a marketing campaign; a rules engine, that accepts input from said rules editor, and said user characteristics of said set of targeted users, and uses said set of rules to match individual members of said set of targeted users with said marketing campaign; and, a campaign marketing processor that uses the output of said rules engine to - 63 - distribute marketing content to each individual member of said set of targeted users by any of Web, email, or wireless communication.
  • a scenario validation rule This rule will take the same inputs as the base scenario rules, however its output will be a True or False identifier. True will indicate the user is valid for the scenario and the normal scenario rules should be executed. False will indicate the user is not valid for the scenario and nothing more will occur.
  • Advanced ad conflict resolution including cross-placeholder resolution (i.e. two placeholders on the same page. • Ad exposure limits.

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Abstract

L'invention concerne un système de personnalisation utilisant des règles pour adjuger et caractériser un client ou des actions d'un client, et puis, pour personnaliser une fonction commerciale, telle qu'une page affichée, en fonction du résultat de ces règles. Dans un mode de réalisation, l'invention a trait à un système conçu pour le marketing basé sur Internet et la gestion d'une campagne, ce système permettant la personnalisation du contenu ou la distribution d'une campagne de marketing de manière à réfléchir les caractéristiques d'un ensemble d'utilisateurs ciblés. Ce système comprend un dispositif de profilage d'utilisateurs servant à déterminer les caractéristiques d'un ensemble d'utilisateurs ciblés, un éditeur de règles servant à entrer une série de règles régissant les exigences et les buts d'une campagne de marketing, un moteur de règles qui accepte une entrée provenant dudit éditeur et les caractéristiques d'utilisateurs dudit ensemble d'utilisateurs ciblés, et qui utilise la série de règles pour faire correspondre les membres individuels dudit ensemble d'utilisateurs ciblés à la campagne de marketing, et un processeur de marketing de campagne qui utilise la sortie dudit moteur de règles pour distribuer le contenu de marketing à chaque membre dudit ensemble, par le biais d'une communication Internet, radio ou par courriel.
EP02762121A 2001-04-16 2002-04-16 Systeme et procede de marketing base sur internet et gestion de campagne Withdrawn EP1410297A4 (fr)

Applications Claiming Priority (9)

Application Number Priority Date Filing Date Title
US28397701P 2001-04-16 2001-04-16
US283977P 2001-04-16
US30648701P 2001-07-18 2001-07-18
US306487P 2001-07-18
US122677 2002-04-15
US10/122,677 US20030217333A1 (en) 2001-04-16 2002-04-15 System and method for rules-based web scenarios and campaigns
US10/122,594 US20030041050A1 (en) 2001-04-16 2002-04-15 System and method for web-based marketing and campaign management
US122594 2002-04-15
PCT/US2002/011969 WO2002084441A2 (fr) 2001-04-16 2002-04-16 Systeme et procede de marketing base sur internet et gestion de campagne

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EP1410297A2 true EP1410297A2 (fr) 2004-04-21
EP1410297A4 EP1410297A4 (fr) 2008-08-27

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WO2002084441A3 (fr) 2004-01-15
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EP1410297A4 (fr) 2008-08-27
WO2002084441A8 (fr) 2004-02-19
CN1533545A (zh) 2004-09-29

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