KR20020086112A - Campaign management system and method based on user informations stored in the user computers - Google Patents

Abstract

PURPOSE: A campaign management system and method is provided to enable an online company to effectively offer optimized contents to a user without exposing user data and to effectively analyze inclination of the user for measuring a user response. CONSTITUTION: The method comprises steps of a user inputting personal data for registering the personal data at a database in a user computer during an installation of a web browser or other application programs(S201), an operator of a campaign management site recording campaign data, campaign rules and contents connection data at a database in a campaign management server(S202), the user accessing the campaign management server and inputting an ID and a password(S203), the server authenticating the accessing user and transmitting the campaign data, the campaign rules and the contents connection data to the user computer(S204), the user computer searching for a campaign rule matched with the stored personal data, and transmitting the contents connection data, related to the searched campaign rule, to a company computer for calling a contents page(S205), the company computer searching for the contents page based on the transmitted contents connection data, and transmitting the searched contents page to the user computer(S206), the user computer counting the display number of the contents page and the click number on the contents page, and transmitting the counted number to the server(S207), the company computer requesting user response data to the server(S208), and the server transmitting the user response data to the company computer(S209).

Description

Campaign management system and method based on user informations stored in the user computers}

The present invention relates to a campaign management system and method for executing a campaign through the Internet and confirming the results. More specifically, a user can participate in a campaign without exposing his or her information, and a company hosting a campaign. Relates to a campaign management system and method for obtaining accurate campaign results.

Campaign management, one of the key marketing activities, means delivering the right messages to the right customers at the right time and in the right way to increase sales efficiency, and to record and analyze response information to evaluate campaign performance. do.

In recent decades, with the rapid development of Internet technology, the establishment of high-speed network foundations, and the proliferation of personal computers (PCs), users of the Internet have grown exponentially and numerous Internet companies have been created. According to a recent statistics report, by the end of 2000, there were nearly 10 million Internet users in Korea, which created a new market called e-business.

Companies entering the e-business market first build various types of websites such as portals, shopping malls, finance malls, communities, and visit customers based on them. We do business by acquiring information of and providing appropriate service. In general, Internet companies have developed various campaigns through the Internet, analyzed the results, and collected the information of website visitors. Therefore, the Internet has become an important means for campaign management.

In the e-business market, a campaign broadly includes banner advertisements commonly found on the Internet, and includes information on promotion of specific products through pop-ups, information gathering activities led to survey screens, and various events to promote membership. It is a concept that encompasses all the activities that companies and customers can interact with. Campaigns are generally planned and executed for a specific group of customers.

E-mail, Ad-banner, Computer Telephony Integration (CTI), and Unified Messaging Service (UMS), which are connected with the Internet, are emerging as contact points for customers and companies to interact. With the development of technologies and solutions, the Internet-based campaign is expected to be a means of achieving unprecedented benefits and becoming more intimate with customers.

Conventionally, campaign methods performed on the Internet have been developed based on the methods performed by existing offline companies. In the case of off-line companies, campaigns were carried out through media such as TV or newspapers for the sale of specific products, and certain items were evaluated to measure the effectiveness of campaign activities. As one of the campaign evaluation items, the sales volume of the product during the campaign period may be an example. If sales volume increases, the campaign effect is positive. If there is no change in sales volume, it can be judged that there is no effect of the campaign. If the campaign is expensive, such as giveaways or advertising costs, it is difficult to evaluate the campaign simply by measuring sales volume, and the cost of the campaign can be considered as an evaluation item of the campaign. In this case, you can evaluate the campaign's performance by comparing the amount spent and the amount earned.

Campaigns carried out in the Internet environment can track or measure customer behavior to a very detailed level until a purchase activity takes place, so a variety of intermediate information is another important element of evaluation. For example, if a company performs a campaign activity on the Internet, it is possible to know which customers have certain characteristics when and how they participated in the campaign, and who are those who quit in the process from campaign participation to product purchase.

The most basic information about the behavior of customers in the campaign activities through the Internet is the number of impressions on the content and the clickthrough rate of the advertisement (the ratio of clicks on the exposed content), which is defined as the response information of the customer.

Regarding the collection of reaction information, a case where a financial product called 'A2030 card' is promoted as a banner advertisement and an event introduction popup window on the Internet will be described as an example. The contents of the promotional contents include contents of interest to young people in their 20's and 30's targeting the financial products, such as free admission to amusement parks and discounts of family restaurants. For companies running this campaign over the Internet, the following points are valuable as response information.

-Are people in their 20s and 30s interested in this advertisement?

-Is the location of the advertisement actually seen by many in their 20s and 30s?

At what time of day do you look the most?

-What percentage of people click on your ad to sign up?

-Who are the people who just see your ad but don't click on it?

-When will the effectiveness of the ad decrease? (When should I stop?)

In this way, if you can gather information that tells you "who reacts to what you provide, how and when," whether you really chose the right thing, was the suggestion appropriate, and was the method appropriate? This will ensure that key elements are essential for more effective future planning, such as when the implementation was in place. In an increasingly competitive marketing market, with the increased use of the Internet, securing such information is a very important issue that is directly linked to the survival of companies.

However, the Internet has a problem that it is very difficult to measure accurate performance because of the anonymity of the user. First of all, web users want anonymity, so they are reluctant to provide personal information without a sufficient price (for example, cyber money, giveaways), and are very likely to provide false information even if they provide personal information. Foreign research shows that 50% of men and 80% of women use aliases on the Internet. Therefore, website managers and campaign managers are looking for a lot of means to identify users on the Internet.

In order to identify anonymous users on the Internet, the most commonly used method is to use cookies stored on the user's computer. The primary purpose of using conventional cookies is to identify people returning to the website (e.g. by automatically entering user IDs previously entered or, in the case of shopping malls, temporarily storing those upcoming purchases before finalizing the purchase). Also serves as a temporary information store).

Cookies used in MS web browser are composed as follows.

Name = any string that specifies the name of the cookie

Value = string value to store in cookie

Domain + path = Pathname where cookies are valid in the domain

Secure = Encryption

Expiration date = Cookie Expiration Date

Expiration time = cookie expiration time

Last_used date = cookie last used date

Last_used time = Last cookie usage time

* = Cookie delimiter

Cookies are registered on the user's computer when the user first connects to the web server to which the cookie is to be applied. Since the registered cookie is transmitted to the server every time the user accesses a website corresponding to a valid path inside the cookie, the server may know that the user has previously visited.

Theoretically, if all the user's personal information is registered in the cookie, each time the user connects, the information is transmitted to the web server of the company so that it can be distinguished without the user's special action. However, many Internet users refuse to store and transmit personal information in the form of cookies because of the fact that their personal information is transmitted unknowingly through the insecure Internet. Therefore, most of them are not currently used except for basic items for identifying the same user. Also, to implement this method, if many items of cookies are stored on the user's computer and transmitted / received every time they are connected, it causes a heavy load on the network and web server, which causes a serious slowdown in web services (Internet users do not have patience for more than 5 seconds). As it is said, the slowdown of service speed is the biggest cause of user churn), and it is difficult to measure the exact performance of the campaign on the Internet due to the current technical limitations besides the aspect of personal information security.

For this reason, currently widely used advertisement servers and campaign systems of the Internet use cookies to measure the number of simple impressions and content clicks, and provide them to ad clients. However, this is only a measure of unique visitor by distinguishing the same visitor.

As described above, the method for measuring the performance of a campaign according to the conventional technology can only measure the number of times the anonymous same user is exposed to the campaign, the number of reactions, and the like as response information. In other words, from the campaigns being carried out on the Internet, a response level of "how many visitors actually saw the content prepared by the campaign today and how many visitors clicked on the content" was obtained. It is not possible to expect the acquisition of key information related to the user's personal information.

Therefore, successful campaign execution in the Internet environment remains an important challenge for online companies.

Disclosure of Invention It is an object of the present invention to provide a method and a system implementing the method that an online company can effectively execute a campaign using the Internet in view of the above problems.

It is another object of the present invention to provide a method and a system in which the online enterprise can provide the appropriate user in a timely manner to the appropriate user via the Internet without exposing the customer (ie computer user) information.

It is still another object of the present invention to provide a method for enabling an online enterprise to effectively provide optimized contents to respective users without exposing user information and a system implementing the method.

It is still another object of the present invention to provide a method for measuring response information of customers and a system implementing the method, so that an online company can grasp the propensity of users participating in the campaign.

1 is a conceptual diagram illustrating a campaign management system according to the present invention.

2 is a flowchart of campaign processing performed in a system in accordance with the present invention.

3 is a campaign processing flow diagram on a campaign computer.

4 is a flowchart of campaign processing on a user computer.

According to a first aspect of the present invention for solving the above problems, a plurality of user computers, a plurality of corporate computers, and at least one campaign computer, the computers are interconnected via an Internet network, the plurality of In a system that manages campaigns based on user information stored on each of your computers,

Each of the plurality of enterprise computers has a database for storing campaign information, campaign performance rules, content connection information, and content pages corresponding to the connection information; Send the campaign information, campaign performance rules, and content association information, or response information retrieval request to the campaign computer; Is programmed to read a content page corresponding to content connection information received from the outside from the database and transmit it to the user computer,

The campaign computer has a campaign database for storing a) campaign information received from the corporate computer, campaign performance rules, and content connection information, b) user authentication information, and c) user response information received from the user computer. and; If there is a connection request from the user computer, determining whether to permit access using the user authentication information; Is programmed to transmit the campaign information, campaign performance rules, and content linking information to a user computer authorized to access,

Each of the user computers has a user information database in which user information is stored; Send a connection request signal to the campaign computer and receive the campaign information, campaign performance rules, and content connection information; A campaign programmed to determine whether the user information stored in the user information database, the campaign information received from the campaign computer, and the campaign execution rule match, and to call a content page from the corporate computer using the content connection information if there is a match; A management system is provided.

According to a second aspect of the present invention for solving the above problems, a plurality of enterprise computers each having a database for storing campaign information, campaign performance rules, content connection information, and content pages corresponding to the connection information A plurality of user computers each having a user information database for storing user information, and a) campaign information received from the respective enterprise computers, campaign performance rules, and content association information, b) user authentication information, and c In a campaign management system in which a campaign computer having a campaign database for storing user response information received from the user computer is interconnected through an internet network, the campaign is managed based on user information stored in each of the plurality of user computers. As a way to,

a) the campaign computer receiving the campaign information, the campaign execution rule, and the content connection information from the enterprise computer and storing in the campaign database;

b) the user computer transmitting a connection request signal to the campaign computer;

c) determining, by the campaign computer, whether to permit access by checking a connection request signal of a user computer with the user authentication information;

d) the campaign computer transmitting the campaign information, campaign performance rules, and content linking information to the access user computer;

e) comparing, by the user computer, the campaign information received from the campaign computer and the campaign execution rule with the user information registered in the user database to determine whether they match; And

and f) requesting, receiving, and displaying a content page associated with the matching campaign information from the user computer, and displaying the content page.

In the present invention, the online company registers the conditions for the campaign targets, the campaign period, the rule information about the campaign contents, etc. in the campaign computer, and the customer of the company merely accesses the campaign computer, so that the information about the campaign is user. The computer is transmitted to the computer, and the user computer compares the previously stored user information with the received campaign information to search for a campaign meeting a rule and display content related to the campaign. Therefore, each user's personal information is stored on the user's own computer and never leaked to the outside, so the user can participate in the campaign activities proposed by the company without worrying about the personal information leakage.

Hereinafter, a campaign management method and system according to a preferred embodiment of the present invention will be described in detail with reference to the accompanying drawings.

1 is a block diagram illustrating a campaign management system according to the present invention, which is implemented based on the HTTP protocol. The campaign management system includes at least one campaign computer, a plurality of user computers 200a, 200b, 200c, a plurality of enterprise computers 300a, 300b, 300c, and an internet network interconnecting these computers.

The campaign computer includes a campaign database that stores information about campaign rules, user reaction information, and user authentication information required for authentication of the user requesting access. The user authentication information is, for example, an ID and a password.

Each user computer 200a, 200b, or 200c analyzes the campaign rule information received from the campaign computer instead of a web browser that is conventionally used, and compares the user rule with the user information to effectively apply a campaign suitable for the user. It includes a web browser having a, and comprises a user information database in which user information is stored.

In the present invention, the user information is a concept including information on identification of a user, information on age, information on educational attainment, information on occupation, information on economic power such as annual income, etc. Means any information about the user to be. Table 1 below is an example of user information.

User information Explanation Personal information Social Security Number, Name, ID / Password, E-MAIL Address, Occupation, Family Size Log Information Web page access information and response information for the campaign (e.g., campaign impressions and clicks)

User information is entered directly from the user during web browser program installation or from other applications and stored in the user information database.

Each of the plurality of corporate computers 300a, 300b, and 300c has a database for storing campaign information, campaign performance rules, content linking information, and content pages linked to the linking information, and the campaign is stored in a database of the campaign computer. And a campaign management program for registering information, campaign performance rules, and content linking information, and querying the user's response information for measuring the performance of the campaign during (or after completion of) the campaign. If the campaign management program is configured as an Active-X component, the first time the corporate computer accesses the campaign computer, the campaign management program can be received from the campaign computer and installed.

Hereinafter, an example of the service performed by the campaign management system according to the present invention will be described with reference to FIG. In the present embodiment, for convenience of explanation, it is assumed that there is one user computer and one enterprise computer.

The user of the campaign management system registers user information about his / her social security number, name, address, occupation, family number, etc. in a database in the user's computer while installing a web browser program or using another application program. (S201)

A campaign manager of an online company runs a campaign management program to register campaign information, campaign performance rules, and linked content information in a database of campaign computers (S202).

The user requests an access by transmitting the ID and password to the campaign computer through the user computer (S203).

The campaign computer compares the ID and password registered in the campaign database with the ID and password received from the user computer to determine whether the user is a registered user, requests the user registration if the user is not a registered user, and if the user is a registered user, The campaign information, the campaign execution rule, and the content connection information registered in the database are transmitted to the user computer of the customer (S204).

The user computer searches for the matching campaign rule by comparing the stored user information with the received campaign rule, and transmits the content link information associated with the retrieved campaign rule to the corporate computer to call the content page (S205).

The enterprise computer retrieves the content page from its database based on the received content connection information and transmits the content page to the user computer (S206).

The user computer counts the number of times the content page is displayed (that is, the number of times the user is exposed to the page) and the number of times the corresponding content page is clicked as user response information, and transmits the result to the campaign computer (S207). )

The corporate computer may request the response information data from the campaign computer to measure the performance of the campaign (S208), and the campaign computer transmits the user's response information for each campaign stored in the campaign database to the corporate computer according to the request. (S209)

Hereinafter, the operation of the campaign computer according to an embodiment of the present invention will be described with reference to FIG.

First, the campaign computer checks whether there is a request for registration of a new campaign and its rules from an online company's computer, and receives the information about the registration of a new campaign and a new rule from the corporate computer and stores it in the campaign database. (S301, S302)

Next, the campaign computer checks whether the corporate computer requests the response information on the campaign executed, and if there is a query request, reads the response information of the requested campaign from the campaign database and transmits it to the corporate computer (S303, S304).

Next, the campaign computer checks whether there is a connection request from the user computer, compares the ID and password transmitted in the connection request with the user authentication information stored in the campaign database, and determines whether the user is a registered user. (S305)

After checking the connection of the registered user computer, the campaign computer reads the campaign information, the campaign execution rule, and the content connection information registered in the campaign database and transmits it to the user computer (S306).

Next, the campaign computer checks whether the user computer has sent response information such as the number of content exposures and the number of content clicks (S307), and if there is response information sent from the user computer, records the corresponding campaign response information in the campaign database. S308) The campaign computer checks whether the response information is received periodically, at the request of the enterprise computer, or after the end of one campaign.

Next, the campaign computer determines whether to end, moves to the campaign registration step (S301) or stops the execution (S309).

Hereinafter, the operation of the user computer according to an embodiment of the present invention will be described with reference to FIG.

It is assumed that user information stored in the database of the user's computer is entered during the installation of the web browser program or entered by other applications. The web browser program includes a function of analyzing campaign rule information received from a campaign computer, judging from the user information registered in the user database, and effectively applying a campaign suitable for a user.

First, the user computer transmits an ID and a password to the campaign computer through the Internet network so as to request access (S401).

After the connection is established, the user computer receives the campaign information, the campaign execution rule, and the content connection information from the campaign computer, and temporarily stores them in a storage device (for example, RAM or hard disk). (S402)

The user computer reads the user information from the user database (S403), and determines whether there is a matching rule by comparing the campaign rule stored in the storage device with the user information (S404).

If the user computer cannot find an item matching the campaign rule from the user information (S405), and if a match is found, the user computer receives the content page connected to the rule from the corporate computer and displays it. )

At this time, the user computer transmits the impression number information indicating that the content page to which the campaign execution rule is applied is displayed to the campaign computer. If the content page is clicked, the user computer generates click information indicating that the user has reacted to the content page to which the rule is applied and transmits the information to the campaign computer (S409).

An example of executing a campaign using the campaign management method and system described above will be described below. Code table, campaign execution rules, content connection information used in this embodiment is used for the purpose of illustration of the invention is not meant to limit or limit the scope of the invention.

The virtual online bank categorizes the customers who trade on the Internet into the best customers, the best customers, and the general customers according to the new standards. We are preparing a promotional campaign, and the criteria for selecting the best customers are monthly savings of more than 3 million won or total assets of more than 500 million won. Assume that less than 100 million won.

Under these assumptions, a 33-year-old, married man, a monthly savings of 1.2 million won, and a total asset of 70 million won is stored in the user's own computer of 'aa344' according to the code table in Table 2 below. This code table should be common to user computers and campaign computers. Thus, the code table can be stored on both the user's computer and the campaign computer, or stored only on the campaign computer and the user's computer can access the code table as needed.

The campaign computer receives the campaign information, the campaign execution rule, and the content connection information according to the above assumption from the corporate computer, and constructs the campaign execution rule according to the code table of Table 2. Examples of campaign execution rules and content connection information configured by the campaign computer are as follows. The # marks indicate items that do not compare with conditions.

1) Campaign performance rules and content connection information for distinguishing best customers

Rules of Conduct: ('### 5 #' OR '### 6 #' OR '### 7 #') AND ('#### 7' OR '#### 8')

Content Linking Information: http: //www.Saver Bank.co.kr/Nobless Card Introduction.html

2) Campaign execution rules and content connection information for identifying excellent customers

Rules of Conduct: ('### 3 #' OR '### 4 #') AND ('#### 5' OR '#### 6')

Content Linking Information: http: //www.Saver Bank.co.kr/Introduction of Gold Card.html

3) Other

Rules of Conduct: None

Content Linking Information: http: //www.Saver Bank.co.kr/default.html

When the user computer connects to the campaign computer, the campaign computer sends the three rules to the user computer. The user computer checks each execution rule against the user information code (aa344) stored in the user database to find a matching action rule. In this embodiment, the matching execution rule is "('### 3 #' OR '### 4 #') AND ('#### 5' OR '#### 6')". The content page (http://www.cyberbank.co.kr/gold card introduction.html) linked to is called from the corporate computer and displayed on the user's computer. As a result, users can view content pages that are appropriate for them, and companies can conduct effective campaigns.

In the conventional system, the user information is integrated and managed close to the campaign computer, and thus the user information is likely to be leaked to the outside. However, in the present invention, since the user information is stored in each user's computer, the possibility of the information being leaked to the outside is fundamentally caused by There is an effect that is excluded.

In addition, the present invention can block the leakage of user information to induce voluntary campaign participation of Internet users, there is an effect that an online company can perform an effective campaign.

In addition, the present invention by measuring the results of the campaign provided to the online company, the company can easily grasp the user's desire to improve the service, the user can receive only the content optimized for them.

Claims (4)

A system comprising a plurality of user computers, a plurality of corporate computers, and at least one campaign computer, wherein the computers are interconnected via an internet network and manage campaigns based on user information stored in each of the plurality of user computers. In Each of the plurality of enterprise computers has a database for storing campaign information, campaign performance rules, content connection information, and content pages corresponding to the connection information; Send the campaign information, campaign performance rules, and content association information, or response information retrieval request to the campaign computer; Programmed to read the content page corresponding to the content connection information received from the outside from the database and transmit it to the user computer, The campaign computer has a campaign database for storing a) campaign information received from the corporate computer, campaign performance rules, and content connection information, b) user authentication information, and c) user response information received from the user computer. and; If there is a connection request from the user computer, determining whether to permit access using the user authentication information; Is programmed to transmit the campaign information, campaign performance rules, and content linking information to a user computer authorized to access, Each of the user computers has a user information database in which user information is stored; Send a connection request signal to the campaign computer and receive the campaign information, campaign performance rules, and content connection information; Determine whether the user information stored in the user information database, the campaign information received from the campaign computer and the campaign execution rule match, and if so, call the content page from the corporate computer using the content connection information, A system for managing campaigns based on information stored on your computer. The system of claim 1, wherein the user information includes a name, social security number, sex, occupation, family number, e-mail address, ID, and password. A plurality of enterprise computers each having a database for storing campaign information, campaign execution rules, content connection information, and content pages corresponding to the connection information, and a plurality of users each having a user information database for storing user information. Computer and a campaign database storing a) campaign information received from each of said corporate computers, campaign performance rules, and content connection information, b) user authentication information, and c) user response information received from said user computer. A campaign management system in which campaign computers provided are interconnected through an internet network, the method for managing a campaign based on user information stored in each of the plurality of user computers, a) the campaign computer receiving the campaign information, the campaign execution rule, and the content connection information from the enterprise computer and storing in the campaign database; b) the user computer transmitting a connection request signal to the campaign computer; c) determining, by the campaign computer, whether to permit access by checking a connection request signal of a user computer with the user authentication information; d) the campaign computer transmitting the campaign information, campaign performance rules, and content linking information to the access user computer; e) comparing, by the user computer, the campaign information received from the campaign computer and the campaign execution rule with the user information registered in the user database to determine whether they match; And f) requesting, receiving, and displaying the content page associated with the matching campaign information from the user computer, and displaying the enterprise computer. The campaign management method according to claim 3, further comprising a performance measurement step of transmitting, to the campaign computer, response information generated by counting the number of display and the number of clicks of a content page to the campaign computer.