KR20130092819A - Personalized message syndication apparatus and method for mobile marketing - Google Patents

Abstract

PURPOSE: A customized message syndication device for mobile marketing and a method thereof are provided to implement real time target marketing by transmitting a message matched with a customer tendency. CONSTITUTION: A target determining unit (120) makes integers of target conditions included in a multicast message to compare the target conditions with an integer value stored in a customer table in order to determine a target terminal transmitting the message. A message transmitting unit (130) composes a unicast message corresponding to the multicast message and transmits a push for a link with the unicast message to the target terminal. [Reference numerals] (100) Proxy server; (110) Membership managing unit; (120) Target determining unit; (130) Message transmitting unit; (AA,JJ) Client; (BB,KK) Mobile app; (CC) Corporation, public institution; (DD) Webpage; (EE) Registration/deregistration of membership; (FF) Request a multicast message to transmit; (GG) Client table; (HH) Index file; (II) Customized message

Description

PERSONALIZED MESSAGE SYNDICATION APPARATUS AND METHOD FOR MOBILE MARKETING}

Embodiments of the present invention are personalized message syndication device for mobile marketing to deliver a message to a mobile device (smartphone or tablet PC, etc.) owned by the target customer after selecting the target customer in real time in consideration of the profile of the customer And to a method.

Until now, companies have been sending promotional and announcement messages using text messages (SMS) and email. To do this, companies must maintain their own customer lists in the database and send them to an unspecified number without considering their preferences or profiles. As a result, it is perceived as spam by customers, and message attention and reception rate are gradually falling.

In addition, companies are trying to reduce the time required to select target customers online by performing a batch operation to generate index files for various cases when offline. In other words, there have been cases where a company creates an index file by using personal information of a customer by region, age, and activity history. However, this method has a disadvantage that it is impossible to select a target in real time when the customer profile is changed.

In order to increase the effectiveness of mobile marketing, companies should segment their customers according to age, location, and gender and send messages. When a company sends a large amount of promotional messages, there is a disadvantage in that it takes a lot of time to select a target by comparing the target condition and the customer profile in real time. In particular, large message transmissions with more than a million customers require technology to determine the target audience in real time.

One embodiment of the present invention provides a personalized message syndication device and method for mobile marketing that delivers personalized messages without additional work by determining a target customer in real time and easily interworking with an existing database system.

As an apparatus for achieving the above embodiment, the personalized message syndication device for mobile marketing is to determine the target terminal to which the message is transmitted by comparing the integer value stored in the customer table by integerizing the target condition included in the multicast message. A target determination unit; And a message transmitter configured to configure a unicast message corresponding to the multicast message, and transmit a push for a link to the unicast message to the target terminal.

As a method for achieving the above embodiment, the personalized message syndication method for mobile marketing is to determine the target terminal to which the message is transmitted by integerizing the target condition included in the multicast message and comparing the integer value stored in the customer table. step; And constructing a unicast message corresponding to the multicast message, and sending a push for a link to the unicast message to the target terminal.

According to an embodiment of the present invention, since the company may transmit a message in accordance with the propensity of the customer, real-time target marketing is possible. Frequently modified attributes, such as the customer's location or application usage history, can be selected to satisfy the target conditions in real time.

In addition, according to an embodiment of the present invention, the customer can receive the latest information from the company in real time. Customers can automatically receive the latest personalized information without having to visit the website and find the information they want.

In addition, according to an embodiment of the present invention, a target customer can be easily selected through interworking with an existing database without implementing an additional algorithm in terms of technical requirements for server construction.

1 is a block diagram of a system for converting an enterprise multicast message into a personalized message and transmitting the message to a customer according to an embodiment of the present invention.
2 shows the format of a message according to an embodiment of the invention.
3 shows an index file for a customer table and profile values including profile values according to an embodiment of the present invention.
Figure 4 shows a table for the gender, age, regional attribute values according to an embodiment of the present invention.
5 shows a process of selecting a target customer according to an embodiment of the present invention.
Figure 6 shows the module and flow of the proxy server when sending a multicast message according to an embodiment of the present invention.

Hereinafter, embodiments according to the present invention will be described in detail with reference to the accompanying drawings. However, the present invention is not limited to or limited by the embodiments. Like reference symbols in the drawings denote like elements.

1 is a block diagram of a system for converting an enterprise multicast message into a personalized message and transmitting the message to a customer according to an embodiment of the present invention.

Components of the system include a company that sends a multicast message, a proxy server 100 that is responsible for delivering the message while maintaining a list of customers and profiles (gender, age, region, etc.), and a customer that receives the message.

The process of transmitting the detailed multicast message in the proxy server 100 is as follows.

Membership management unit 110: the customer can register and terminate the membership for the company using a mobile app. The mobile app also allows customers to dynamically update profiles such as their current location, interests, and activity history. The membership management unit 110 reflects the changes in the customer table and the index file.

Target determination unit 120: The enterprise requests the proxy server 100 to transmit a multicast message. The proxy server 100 determines the customer to be transmitted in real time by checking the 'target condition' included in the multicast message. Internally, the proxy server 100 maps the 'target condition' to an integer value and then queries the customer table to find a customer with this integer value. The customer table stores an integer value that summarizes the profile. Therefore, the target determination unit 120 can quickly search the target terminal to transmit the message by comparing the integer value corresponding to the target condition and the integer value corresponding to the profile of the customer. On the other hand, you can use the index file for the profile value of the customer to reduce the time required for inquiry.

Message transmission unit 130: After determining the target customer, the proxy server 100 configures a new unicast message through the message transmission unit 130 and stores it in a personal mailbox, and then unicast to the target terminal possessed by the customer Send a push for a link to a message. After receiving the push, the customer connects to the proxy server 100 linked to the push and receives the unicast message.

Component of the message

2 shows the format of a message according to an embodiment of the invention.

The message includes the type, sender ID, receiver ID, target condition, and content. The attributes of the message are as follows.

Type: 'Unicast' message has one subject, and 'Multicast' message indicates a message with two or more subjects.

Sender and Receiver ID: Globally Unique ID (GUID) is a globally distinguishable identifier. It is one or more of a telephone number and an email address.

Target condition: Represents customer attributes (gender, age, region, etc.) using the logical operator as information about the target customer who will receive the message. In other words, the target condition is expressed by a Boolean expression using a logical AND and OR operator. For example, a male in his 30s or 40s uses "(gender = male) ∧ (age = 30). Large age = 40's) ".

Content: The body of the message may include text, images, location information, voice, and the like.

Customer's profile

The customer's profile includes static attributes such as 'gender / age / region' and dynamic attributes such as 'location / interest / activity history'. In particular, dynamic attributes are changed in real time by the application or by the customer and stored in the database. A profile can be expressed as a boolean expression consisting of a conjunction because it represents all the propensities and characteristics of the customer at this point in time. For example, a woman in her 20s living in Seoul is represented by [(gender = 'female') ∧ (age = '20 ') ∧ (region =' Seoul ')]. Here, gender, age, and region are attributes, and women, twenties, and Seoul are attribute values.

In target marketing, customers are selected by matching customer profiles with target conditions. At this time, if you compare the customer profile and target condition expressed in each Boolean expression, additional data structure and algorithm are required, and the execution time is long. In particular, real-time search is impossible when compared to millions of members.

3 shows an index file for a customer table and profile values including profile values according to an embodiment of the present invention.

In one embodiment of the present invention, after mapping the customer's profile to one integer value, it stores as a new attribute of the customer table. Referring to FIG. 3, each customer profile is converted into an integer value 'profile value' through an 'integer mapper' and stored as an independent attribute of the customer table. The server also separately creates index values for the profile values to speed up the search. Eventually, the integer mapper creates a single property of the customer's profile through integer mapping, stores it in the customer table, and creates a structure that can be easily searched through the index. If the server can map target conditions to integers through integer mappers, it is possible to efficiently target customers through the index.

In an embodiment of the present invention, an "integer mapper" maps a Boolean expression b _i expressed by a logical product into a single integer k. That is, the integer mapper is expressed as f: b _i- > k. Here, the Boolean expression b _i is (a ₁ = v ₁ ) ∧ (a ₂ = v ₂ ) ∧ ... (a _n = v _n )) and k is an integer.

The integer mapper internally uses code tables defined by the system. The code table has a binary value for each attribute value v _i , and FIG. 4 shows a table for gender, age, and region attribute values according to an embodiment of the present invention.

The detailed operation of the integer mapper is as follows.

The integer mapper assigns binary codes to the attribute values of the profile and converts them. For each of the converted attribute values, the integer mapper lists them sequentially considering the size of the attribute values and maps the listed values to integer values. The integer mapper assigns the binary code c _i to the attribute value v _i contained in the boolean expression b _i . After all, the boolean b _i is an ordered set {c ₁ , c ₂ , ..., c _n } Is converted to For example, using the code table of FIG. 4, [(gender = 'female') ∧ (age = '20 ') ∧ (region =' Seoul ')] Boolean expression is {1, 010, 000} Is expressed.

Map a set of orders {c ₁ , c ₂ , ..., c _n } for b _i to a single integer k using the system defined function f. The function f is any function that can always produce different integers k for different code sets. A typical example of the function f is the bit junction function CONCAT. Code value c ₁ = 01, c ₂ When = 010, c ₃ = 000, the bit concatenation function CONCAT is

CONCAT (01, 010, 000) = “01010000” = 80 ₁₀

In conclusion, the customer's profile is converted to a boolean expression expressed as a logical product and then mapped to an integer value. The profile integer value is then stored as a new attribute in the customer table and stored in the index file.

Target audience decision

5 shows a process of selecting a target customer according to an embodiment of the present invention.

The target condition specified by the company is expressed as a Boolean expression using the AND or OR operator. Boolean (DNF) converters convert target conditions into Disjunctive Normal Forms (DNFs). In this equation, the DNF Boolean expression is a Boolean expression that connects a logical product with a disjunction. For example, a woman in her 20s and 30s living in Seoul is expressed as follows.

T = b ₁ ∨ b ₂

Where b ₁ = [(gender = female) ∧ (age = 20s) ∧ (region = Seoul)],

b ₂ = [(gender = female) ∧ (age = 30s) ∧ (region = Seoul)]

This target condition is mapped to a set of integers. The detailed steps are as follows.

Converts the logical boolean b _{i, which} is a component of the target condition, to include all attributes. For example, three customer attributes a ₁ , a ₂ , a ₃ Suppose is present and is equal to b _i = [(a ₁ = v _{1 , 1} ) ∧ (a ₂ = v _{2 , 1} )]. And suppose a ₃ has a value from v _{3 , 1} to v _{3 , n} . Since the boolean b _i does not contain a ₃ , we convert it to

b _i = [((a ₁ = v _{1 , 1} ) ∧ (a ₂ = v _{2 , 1} ) ∧ (a ₃ = v _{3 , 1} )) ∨

((a ₁ = v _{1 , 1} ) ∧ (a ₂ = v _{2 , 1} ) ∧ (a ₃ = v _{3 , 2} )) ∨

                              ...

((a ₁ = v _{1 , 1} ) ∧ (a ₂ = v _{2 , 1} ) ∧ (a ₃ = v _{3 , N} ))]

As a result, it can be seen that b _i is also expressed as a DNF Boolean expression.

Map all AND boolean b _i in the target condition T to the integer value k _i using the "integer mapper". In the end, it is expressed by the target condition T = {k ₁ , k ₂ , ..., k _n }.

The system database stores customer tables and index files. The customer table stores an integer value summarizing the profile, and the index file stores the index for the profile value. Accordingly, the server can efficiently select a target customer present in the customer table by searching the database by comparing the target condition, which is integerized by the Boolean converter and the integer mapper, with the integer value stored in the customer table.

The method of determining a target customer according to an embodiment of the present invention has an advantage that it can be easily implemented through interworking with an existing database without implementing an additional algorithm. For example, suppose you have a customer table with a customer identifier "guid", a profile "gender", "age", "address", and an integer value "profile_summary" column that represents a summary of the profile.

The pseudo code for creating the customer table is as follows.

// create table

CREATE TABLE client_table (

guid INT (11) unsigned not null auto_increment primary key,

gender CHAR (1) DEFAULT 'M',

age TINYINT unsigned DEFAULT 0,

address VARCHAR (200),

profile_summary INT (11) unsigned

);

Meanwhile, the index for "profile_summary" can be created as follows.

// create index

CREATE INDEX profile_index ON client_table (profile_summary);

If the target condition included in the multicast message is {1000, 1010, 1020} and the range between {1000 ~ 1020}, the corresponding query can be expressed as follows.

// Search for a target customer through a query using an embodiment of the present invention.

SELECT guid FROM client_table

            WHERE 'profile_summary IN (1000, 1010, 1020);

Or (range search)

SELECT guid FROM client_table

             WHERE 'profile_summary BETWEEN 1000 AND 1020;

Send Multicast Message

Figure 6 shows the module and flow of the proxy server when sending a multicast message according to an embodiment of the present invention.

The proxy server maps the target attribute "(gender = female) ∧ (age = 20s)" to a number from 80 to 87 using the code table defined in FIG. In one embodiment, the "region" attribute is not specified and therefore includes all regions. Target condition values are compared to profile values in the customer table to create the final target customer. Referring to Figure 6, the GUID is selected xxx-0033, xxx-0044. Finally, the proxy server translates it into a "unicast" message, stores it in the customer's mailbox, and sends a push that contains the link address. The customer (terminal) then connects to the proxy server linked to the push and receives the unicast message.

Further, embodiments of the present invention include a computer readable medium having program instructions for performing various computer implemented operations. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the medium may be those specially designed and constructed for the present invention or may be available to those skilled in the art of computer software. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.

As described above, the present invention has been described by specific embodiments such as specific components and the like. For those skilled in the art, various modifications and variations are possible from these descriptions. It is therefore to be understood that within the scope of the appended claims, the invention is not limited to the disclosed embodiments, but, on the contrary, is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims. .

100: proxy server
110: membership management department
120: target determination unit
130: message transmission unit

Claims (11)

A target determination unit which determines a target terminal to which the message is to be transmitted by comparing the integers contained in the multicast message with integer values stored in the customer table; And
A message transmitter configured to construct a unicast message corresponding to the multicast message, and transmit a push for a link to the unicast message to the target terminal;
Personalized message syndication device for mobile marketing comprising a. The method of claim 1,
Integer mapper that configures the customer table by mapping with integer values using a customer profile
Further comprising:
The target determination unit,
Personalized message syndication device for mobile marketing to determine the terminal mapped to the customer table as the target terminal as an integer value according to the integer. The method of claim 2,
The integer mapper,
Personalized message syndication device for mobile marketing by assigning a binary code to the attribute value of the profile, and converting, and mapping each of the converted attribute value to an integer value sequentially in consideration of the size of the attribute value. The method of claim 1,
The target condition is expressed as a Boolean expression using an AND operation or an OR operator, and further comprising a Boolean converter for converting the expressed Boolean expression into a DNF Boolean expression.
The target determination unit,
Personalized message syndication device for mobile marketing to compare the Boolean expression converted in the Boolean converter to the target condition represented by the integer value by the integer mapper and the integer value stored in the customer table. The method of claim 1,
Membership management unit to register and terminate the membership of the company, update the customer's profile to reflect in the customer table
Personalized message syndication device for mobile marketing further comprising. The method of claim 5,
The profile of the customer,
A personalized message syndication device for mobile marketing, comprising a static attribute including one or more of gender, age, or region, and a dynamic attribute including one or more of location, interest, or activity history. The method of claim 1,
The message comprises:
Personalized message syndication device for mobile marketing comprising one or more of message type, sender ID, recipient ID, target condition, content. Determining a target terminal to which the message is to be transmitted by integerizing the target condition included in the multicast message and comparing the integer value stored in the customer table; And
Constructing a unicast message corresponding to the multicast message, and sending a push for a link to the unicast message to the target terminal;
Personalized message syndication method for mobile marketing comprising a. 9. The method of claim 8,
Constructing the customer table by mapping with an integer value using a customer profile
Further comprising:
Wherein the determining comprises:
Determining, as the target terminal, a terminal mapped to the customer table as an integer value according to the integerization;
Personalized message syndication method for mobile marketing comprising a. 10. The method of claim 9,
Mapping with the integer value,
Assigning and converting a binary code to an attribute value of the profile, and sequentially converting each of the converted attribute values into integer values in consideration of the size of the attribute value
Personalized message syndication method for mobile marketing comprising a. 9. The method of claim 8,
Expressing the target condition as a Boolean expression using an AND function or an OR operator, and converting the expressed Boolean expression into a DNF Boolean expression,
The step of determining
Comparing the DNF Boolean expression with an integer value stored in a customer table with a target condition expressed as an integer value by an integer mapper.
Personalized message syndication method for mobile marketing comprising a.

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