KR20170043259A - System of target marketing - Google Patents

System of target marketing Download PDF

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Publication number
KR20170043259A
KR20170043259A KR1020150142782A KR20150142782A KR20170043259A KR 20170043259 A KR20170043259 A KR 20170043259A KR 1020150142782 A KR1020150142782 A KR 1020150142782A KR 20150142782 A KR20150142782 A KR 20150142782A KR 20170043259 A KR20170043259 A KR 20170043259A
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South Korea
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visitor
unit
marketing
reaction
behavior
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KR1020150142782A
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Korean (ko)
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KR101931551B1 (en
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황홍순
고유정
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(주)비즈스프링
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    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
    • G06Q30/0241Advertisement
    • G06Q30/0242Determination of advertisement effectiveness
    • G06Q30/0244Optimization
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination
    • G06Q30/0241Advertisement
    • G06Q30/0251Targeted advertisement
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
    • G06Q50/10Services
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
    • G06Q50/30Transportation; Communications
    • G06Q50/32Post and telecommunications
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L51/00Arrangements for user-to-user messaging in packet-switching networks, e.g. e-mail or instant messages
    • H04L51/04Real-time or near real-time messaging, e.g. instant messaging [IM]
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04LTRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L51/00Arrangements for user-to-user messaging in packet-switching networks, e.g. e-mail or instant messages
    • H04L51/22Mailbox-related details
    • HELECTRICITY
    • H04ELECTRIC COMMUNICATION TECHNIQUE
    • H04WWIRELESS COMMUNICATION NETWORKS
    • H04W4/00Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/12Messaging; Mailboxes; Announcements

Abstract

The present invention relates to an automated real-time marketing system according to a series of behaviors of a site visitor on web page. The automated real-time marketing system according to a series of behaviors of a site visitor on a web page according to an embodiment of the present invention includes a user unique identification key generation unit (110), a visitor behavior tracking and reaction instruction unit (120), a real-time stream data storage unit (140), a trigger activation condition setting unit (160), a setting data storage unit (150), a unit (130) for obtaining other information except the behavior of a visitor, a third party API interconnection performing unit (180) and a visitor tracking module (170). The automated real-time marketing system according to a series of behaviors of a site visitor on a web page according to the present invention performs marketing at an optimal time for each customer in real time because a marketing function is automatically performed by a trigger.

Description

An automated real-time marketing system based on a set of behaviors within a web page of a site visitor {System of target marketing}
The present invention relates to an automated real-time marketing system according to a series of behaviors in a web page of a site visitor, and more particularly, to an automated real-time marketing system in which a visitor The present invention relates to an automated real-time marketing system based on a series of behaviors in a web page of a site visitor who presents the information and benefits to be searched in various ways in order to automatically achieve the purpose of the website in real time.
The present invention corresponds to a marketing system for maximizing the effectiveness of an advertisement for a visitor who visits a website through online marketing, in particular, an online advertisement, and provides optimized marketing to each visitor with a promotion message, e-mail, text message, And CRM / personalization / recommendation system.
In particular, it can be classified as 'Rule Based CRM' (customer-based CRM based on pre-set rules) in order to select and deliver optimized marketing messages by tracing physical environment and visitor behavior characteristics such as weather conditions, And if it focuses on the characteristics of the function, it can be classified as 'onsite re-marketing advertisement system based on the visitor behavior on the site' which has not existed before.
Traditionally, weblog analysis, purchase data, survey data, etc. are stored in a data warehouse form, and then collected by a visitor using weblog analysis software, and data mining is performed by linking each data. , And then conducting marketing activities such as sending an e-mail or sending a DM by using the extracted customer list corresponding thereto.
In the case of overseas, in a more developed form, the behavior data of the visitor is collected and stored through real-time web log analysis, the data is put into the big data analysis system to extract the targeted customer list, Or downloaded to a system, and when a customer visits, a marketing message is sent to match the message. However, the method is not significantly different from the method of data mining.
Another method is to apply a conventional weblog analysis technique to determine a visitor's referrer and then display a banner advertisement or a pop-up window corresponding to the visitor, a method in which a visitor places a product in a shopping cart at an online shopping mall And a reminder remembers a shopping cart reminder to determine whether to purchase the product after a few days and to send an invitation message via e-mail, etc. After recording the purchase history of the customer and the list of the products of the online shopping mall, And the method of matching the product and the message to be proposed through the algorithm and transmitting the corresponding product and message when the customer visits.
However, the above-mentioned conventional techniques have been limited in terms of time and cost in the data mining method, technical difficulty in processing through the big data processing system, inexplicable problem of potential customer targeting in the simple method of determining the funnel path, As in the shopping cart reminder, there is a narrow range of application scope for customers who are not potential customers before joining or purchasing the first purchase, high dependence on the system construction cost of the recommendation engine and personalization engine and the existing purchasing history, There was a problem of concentrating on existing purchasing customers, neglecting the potential customers before purchasing, and narrowing the target.
As a background of the present invention, Patent Registration No. 0705321 entitled " Real-time Target Marketing System Using Wired / Wireless Internet " In the background art, there are a plurality of service providers providing data services on a wired Internet or wireless Internet based on a wireless application protocol (WAP) based on a payload method or a caller-paid method, A marketing system targeting a customer registered in a customer database for each service provider, the method comprising: setting a predetermined real-time mobile target marketing execution condition and a customer event starting condition executed by each service provider, / The delivery status is monitored in real time and when the predetermined target marketing execution condition or the customer event start condition is satisfied, the customer database of the corresponding company is searched to extract the customers to which the short message is to be sent, Send SMS messages and every inductive offer the shipping history of SMS sent data that is stored in the base oil comprising the mobile real-time targeted marketing server / wireless real-time targeted marketing system using the Internet.
However, according to the above background art, it is possible to send a short message for purchasing inducement to the members who have experience using the service according to the event condition and the store situation, There has been a problem in that it is focused on the existing purchasing customers and neglected to the potential customers before the purchase and the target is narrow.
Patent Registration No. 0705321 "Real-time Target Marketing System Using Wired / Wireless Internet"
SUMMARY OF THE INVENTION The present invention has been made to solve the above-mentioned problems and it is an object of the present invention to provide a service providing system and a service providing method, which are applicable to a potential customer including a visitor who does not have a membership or a first purchase history, ) And physical / psychological state (eg weather, temperature, geographical position, stock price, etc.) can be included in the judgment rule, so that more specific customer targeting is possible and the specific behavior A marketing function is automatically performed according to a trigger (a condition for executing a marketing action) consisting of a behavior pattern formed by a series of actions. Therefore, And to provide an automated real-time marketing system based on behavior.
In addition, it is possible to achieve automated site purchase conversion promotion effect by linking or extending the marketing activity (sending e-mail, sending SMS, sending coupon, moving banner, moving to specific page) In order to realize this, cost reduction is required because there is no existing CRM system, weblog analysis system, recommendation / personalization system, and labor are consumed. - Save - Analyze - Extract - Execute step is branched by condition according to pre-set rule automatically and instantly responds automatically, so time is saved and visitor's information, purchase history, Which is relatively neglected by increasing the weight of the inflow / To provide real-time automated marketing system according to a very useful site visitors to a web page within a set of actions that can improve your marketing results to potential customers, there is another purpose.
The present invention relates to a system and method for controlling a user, including a user unique identification key generating unit, a visitor behavior tracking and reaction instruction unit, a real-time stream data storage, a trigger activation condition setting unit, A real-time marketing system including a unique identification key acquisition unit, a visitor behavior data transmission unit, and a reaction performance module is connected to a visitor's terminal of a visitor, a user terminal of a user, an information provider and a third- In the environment, when a user generates an event by storing a series of conditions for activating the trigger through the trigger activation condition setting unit in the setting data storage, the behavior content is transmitted to the visitor behavior data transmission unit and the reaction command unit And the visitor behavior tracking and reaction command part And stores the received visitor behavior data in a real-time data stream storage and compares the received visitor behavior data with a set of conditions stored in the configuration data storage. If the condition of the provider providing information is included in the condition of the configuration data storage, If the condition is satisfied, the trigger is activated and the command is transmitted to the reaction performing unit or the third-party API interlocking performing unit. If the reaction executing unit or the third-party API interlocking executing unit executes the reaction method stored in the setting data storage The present invention provides an automated real-time marketing system according to a series of behaviors within a web page of a site visitor, which is characterized in that the visitor performs a targeted marketing activity in real time.
Also, at least one of the visitor unique identification key acquisition unit, the visitor behavior data transmission unit, or the reaction performing unit, which is a specific function module in the visitor tracking module, is included in the form of SDK / library in the mobile app (App) And to provide an automated real-time marketing system according to a series of behaviors in a web page of a site visitor, characterized by discriminating behavior data.
The visitor behavior data transmission unit may be omitted and the visitor behavior tracking and reaction instruction unit may determine the behavior data of the visitor or mobile application visitor using a method of network packet sniffing. We want to provide an automated real-time marketing system based on a series of actions on the page.
In addition, in a method of issuing a visitor action tracking and reaction command addition command, the 'third party API interoperability unit' may be provided together with information that can identify the visitor tracked / extracted to / from the external marketing software, And to perform marketing activities targeted to the customer in a manner that calls the API using the API of the site visitor.
Also, the 'trigger activation condition' generated by the trigger activation condition setting unit and stored in the setting data storage is not performed by the user through the user terminal, but the real time stream data And the trigger activation condition is automatically transmitted to the trigger activation condition setting unit after learning by referring to the data of the store or the purchase data of the user website / online shopping mall. To provide an automated real-time marketing system according to the present invention.
The automated real-time marketing system according to a series of behaviors in the web page of the site visitor of the present invention is applicable to a prospective customer including a visitor who does not have a membership or a first purchase history and an existing customer, (Rule) can be included in the Rule so that it is possible to target more specific customers, and it is possible to target more specific visitors to the Web site. Since the marketing function is performed automatically according to the triggers (condition for executing the marketing action), whether the specific action (occurrence of the event) and the action pattern consisting of the series of actions, the marketing can be performed at the optimum point in time .
In addition, it is possible to achieve automated site purchase conversion promotion effect by linking or extending the marketing activity (sending e-mail, sending SMS, sending coupon, moving banner, moving to specific page) In order to realize this, cost reduction is required because there is no existing CRM system, weblog analysis system, recommendation / personalization system, and labor are consumed. - Save - Analyze - Extract - Execute step is branched by condition according to pre-set rule automatically and instantly responds automatically, so time is saved and visitor's information, purchase history, Which is relatively neglected by increasing the weight of the inflow / There is a very useful effect that can increase your marketing results to potential customers.
BRIEF DESCRIPTION OF THE DRAWINGS The accompanying drawings, which are incorporated in and constitute a part of the specification, illustrate exemplary embodiments of the invention and, together with the description, serve to explain the principles of the invention, Shall not be construed as limiting.
FIG. 1 is a diagram showing the overall configuration and flow of an automated real-time marketing system 100 according to a series of behaviors in a web page of a site visitor.
2 is a diagram showing an operation procedure and a function of the visitor unique identification key generation unit 110. As shown in FIG.
FIG. 3 is a diagram showing an operation sequence and function of the visitor behavior tracking and reaction instruction unit 120.
4 is a diagram illustrating an example of a real-time stream data store 140 storage format.
5 is a diagram illustrating an example of a user-defined trigger activation condition storage format.
6 is a diagram illustrating a procedure in which a user creates a trigger to use the present system and registers a reaction when the trigger is activated, as a trigger activation condition setting unit 160. [
FIG. 7 shows an example of the operation of the real-time marketing system 100 viewed from the visitor's point of view of a web site. When a visitor activates the trigger according to a behavior pattern of a specific visitor after visiting the site to which the present system is applied, And the reaction type and the contents are shown.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS The present invention will be described in detail below with reference to the embodiments shown in the accompanying drawings, but the present invention is not limited thereto.
Hereinafter, the technical structure of the present invention will be described in detail with reference to the preferred embodiments.
In order to accelerate the cycle of online advertisement-website visit-conversion performance (purchase / membership, etc.), which is a basic step of online marketing, the present invention tracks visitor's interest from inflow characteristics including advertisement, The CRM system, the big data system, the personalization and the recommendation engine, which have high cost, by judging the optimum point of time to transmit the message for improving the conversion performance based on the predetermined rule and sending the promotion message in an automated manner in real time To provide low-cost, high-efficiency marketing automation tools to online business companies that are not able to use them.
FIG. 1 is a diagram showing the overall configuration and flow of an automated real-time marketing system 100 according to a series of behaviors in a web page of a site visitor.
An automated real-time marketing system according to a series of behaviors in a web page of a site visitor of the present invention can be realized by a visitor terminal 410 of a visitor 400 using a real-time marketing system 100, a user terminal 310 of a user 300, The real time marketing system 100 is connected to the information providing company 200 and the third party marketing system 500 to perform real-time marketing.
The real-time marketing system 100 includes a server system and a client system. The server system includes a visitor unique identification key generation unit 110, a visitor behavior tracking and reaction instruction unit 120, a real-time data stream storage 140 A trigger activity condition setting unit 160 and a setting data store 150. The visitor behavior other information obtaining unit 130 and the third party API interlocking performing unit 180. The client system includes a visitor tracking Module 170. The visitor tracking module 170 is composed of a visitor unique identification key obtaining unit 171, a visitor behavior data transmitting unit 172 and a reaction performing unit 173, The controller 300 causes the trigger activation condition setting unit 160 to set a trigger condition to be activated by the trigger activation condition setting unit 160 and then stores the set condition in the setting data storage 150, The When an event occurs, the behavior content is transmitted to the visitor behavior tracking and reaction command unit 120 by the visitor behavior data transmission unit 172, and the visitor behavior tracking and reaction command unit 120 transmits the transmitted visitor behavior to the real- Stored in the storage 140 and then compared with a series of conditions stored in the configuration data store 150. When the conditions are satisfied, the trigger is activated and the response execution unit 173 or the third-party API interoperability performing unit 180 The reaction execution unit 173 or the third-party API interoperability performing unit 180 performs a series of activities to the visitor using the reaction method stored in the setting data store 150, Marketing activities.
The visitor unique identification key generation unit 110 of the server system plays a role of issuing a unique key for each visitor upon request of the visitor unique identification key acquisition unit 171 of the client system, It operates independently of the components and is briefly described in FIG.
The visitor behavior tracking and reaction command unit 120 of the server system receives the behavior information of the visitor 400 from the client and stores it in the real time data stream storage 140 and performs a marketing activity And outputs the command to the 'third party API interoperability unit 180' or the 'reaction execution unit 173' of the client system, and is briefly described with reference to FIG.
The 'real-time data stream storage 140' of the server system stores visitor behavior data, and data 30 that can be generated for each session, such as the example described in FIG. 4, is stored every time visitor behavior occurs Data 20 and so on.
The 'setting data store 150' of the server system is responsible for storing the conditions designated by the user 300 for the 'visitor behavior tracking and reaction command unit 120' to operate, and as shown in FIG. 5 A trigger sequence 60, which is triggered when the combination of the behavioral styles is satisfied, and a trigger sequence 60 that is triggered when the trigger sequence 60 is activated, A reaction 70 to be commanded is associated and configured.
The 'trigger activation condition setting unit 160' of the server system plays a role of storing or modifying the user's behavior style, visitor characteristics, data other than visitor data, etc. in the 'setting data store 150'.
The visitor action non-visitor information acquisition unit 130 of the server system collects information that can be acquired from the information providing provider 200 apart from the real-time marketing system 100 and transmits the trigger activation condition 40 The information provider 200 may provide functions such as the calendar API 210 and the climate information API 220. Examples of information that can be obtained include information from a calendar service provider The user's schedule of the user, the stock price index from the stock information provider, and the probability of regional precipitation from the weather forecast provider.
The third party marketing system 500 provides the functions of the mail sending system API 510 and the SMS sending API 520 and the third party API interworking unit 180 of the server system provides the functions of the third party marketing system And performs marketing to a medium other than a web site or an application used by a visitor using the functions of the mail sending system API 510 and the SMS sending API 520 provided by the user 500.
The visitor tracking module 170 is composed of a visitor unique identification key obtaining unit 171, a visitor behavior data transmitting unit 172, and a reaction performing unit 173.
The visitor's unique identifying key obtaining unit 171 of the visitor tracking module 170 of the client system obtains a key having a unique value for each visitor from the visitor unique identifying key generating unit 110 , This key is used together to send visitor activity to distinguish visitors.
The 'visitor behavior transmission unit 172' of the client system collects information on the environment of the visitor, various behaviors caused by the visitor, collects visitor behavior of the server system, and collects the visitor behavior in the visitor behavior tracking and reaction command unit 120 It serves to convey information.
The 'reaction execution unit 173' of the client system performs a series of actions for delivering a message to a visitor in accordance with the visitor behavior tracking of the server system and the response transmitted from the reaction command unit 120.
2 is a diagram showing an operation procedure and a function of the visitor unique identification key generating unit 110. The visitor unique identification key obtaining unit 171 of the client system and the visitor unique identification key generating unit 110 of the server system, 'Is an example of how to create or maintain a unique identifier for a visitor, and how to embed a script in a website.
We need a consistent key value that can be traced when we want to track the visitor's behavior in a global unit rather than a single session unit scope.
For example, in the example shown in the script, a non-web site application program can be used in the form of a module or a development tool (SDK) as a set of form (library) of code implemented in a programming language.
As shown in FIG. 2, when the 'visitor unique identification key acquisition unit 171' is executed in the client of the visitor (S201), it is checked whether the visitor unique identification key exists in the repository (cookie in the example) (S208). Otherwise, the key is requested by the visitor unique identification key generation unit 110 (S203).
At this time, the cookie that can be read and written in the 'visitor unique identification key acquisition unit 171' is a one-person cookie issued to the website domain or IP of the user 300, and the 'visitor unique identification key generation unit 110' A third party cookie may be issued to the domain of the real-time marketing system that includes the third party.
The visitor unique identification key generation unit 110 checks the HTTP Cookie header value to see if there is a history in which the three-party cookie has been issued in the past (S204). If there is a value, the unique key generation unit 110 returns the existing value without generating the unique key value (S207). If the value does not exist, a unique key value is generated using the random value (S205) and issued using the Set-Cookie item of the HTTP response header (S206).
The user unique identification key generated or re-confirmed by the visitor unique identification key generating unit 110 is stored again as a one-party cookie in response to the visitor's unique identification key obtaining unit 171 (S208).
FIG. 3 shows a sequence and function of the visitor behavior tracking and reaction command unit 120, in which a behavior of the visitor (client) 400 is transmitted to the server, a behavior is determined, and a reaction is made to the visitor again This is an example of script embedding method on website.
First, when the visitor 400 visits the user's web site, the embedded HTML is downloaded to the visitor tracking module 170, and the visitor tracking module 170 is automatically executed as the sequential execution script.
The visitor unique identification key acquisition unit 171 and the visitor behavior data transmission unit 172 attached to the visitor tracking module 170 are automatically executed as a sequential execution script or executed by an intentional request, The 'reaction execution unit 173' is executed upon request.
When the 'visitor behavior data transmission unit 172' attached to the 'visitor tracking module 170' is executed for the first time (S301), a session is created and the session expiration period is extended each time a visitor's action occurs before the session expires (S302 to S306), the confirmation (S306) of the visitor unique identification key included in the process (FIG. 2) may be performed before the 'visitor behavior data transmission unit 172' is executed.
In addition, the visitor behavior data transmission unit 172 is omitted, and the same function is performed to determine the behavior data of the visitor or the mobile user using the network packet sniffing method.
FIG. 4 is a diagram illustrating an example of a storage format of the real-time stream data store 140. Additional data such as the number of cumulative visits that can be obtained from the cookie value and the average visit interval are omitted from the table.
The visitor behavior information (FIG. 4-20), which is the main information, including the visitor's environment (FIG. 4-30) is acquired and the 'live stream data store 140' 4 (S308).
Information on the visitor's environment (FIG. 4-30) includes visitor characteristics such as the sex, age, and grade of the visitor through mapping, the number of cumulative visits (FIG. 4-35), the visit interval (FIGS. 4-31, ), User-defined values through other mapping, and the like.
The visitor behavior information (FIG. 4-20) includes the types of events such as landing (starting a session - reaching a web site), page view (loading), clicking, reaching a specific page, viewing a product, adding a shopping cart, 4-26), the visitor's referrer (FIG. 4-27), the current page URL (FIG. 4-28), the occurrence of the event Time (Fig. 4-21), generation order (Fig. 4-24), and the like can be used.
5 is a diagram illustrating an example of a user-defined trigger activation condition storage format.
As described above, the collected information is checked to activate the trigger by referring to the setting of the type described in FIG. 5 (S309). When the trigger is activated (S310), it is avoided to cause the reaction to be already duplicated S311) to cause a defined reaction (Figures 5-70) to occur.
When the trigger is activated, a callback command is transmitted to the 'reaction execution unit 173' in the form of FIG. 5-70 (S314). When the reaction execution unit 173 completes the reaction, The execution result is transmitted to the visitor behavior data transmission unit 172 again (S316), so that the reaction history can be stored, thereby avoiding the occurrence of the duplicate reaction in the step S311.
In steps S314 to S316, instead of calling back to the 'reaction performing unit 173' according to the kind of the defined reaction (FIG. 5-70), the 'third party API interworking unit 180' It is possible to use the function of the system 500 and receive the result.
6 is a diagram illustrating a process in which a user 300 generates a trigger to use the present system and registers a reaction when the trigger is activated, as the trigger activation condition setting unit 160. [
6 illustrates a method by which the user 300 can store the setting of the type described in FIG. 5 with the trigger data of the 'setup data store 150' trigger condition through the 'trigger activation condition setting unit 160' Proceed as follows.
After the user registers the trigger (S602), defines the condition-visitor's environment (Fig. 4-30) (S603) and visitor behavior information (Fig. 4-20) (S604) to activate the trigger, (Fig. 5-70) to be executed.
As described above, when the user 300 sets a trigger condition to be activated in the trigger activation condition setting unit 160 through the trigger activation condition setting unit 160, Contents are transmitted to the visitor behavior tracking and reaction instruction unit 120 by the visitor behavior transmission unit 172 and the visitor behavior tracking and reaction instruction unit 120 stores the transmitted behavior in the real time data stream storage unit 140 And if the condition of the information providing company 200 is included in the condition of the setting data storage 150, the user information obtaining unit 130 And transmits the command to the reaction performing unit 173 or the third-party API interoperability performing unit 180. The reaction executing unit 173 or the third-party API interfacing If the unit 180 is set The user can perform the targeted marketing activities to the visitor in real time using the reaction method stored in the data store 150 to execute a series of activities to the visitor.
When setting the trigger activation condition in the trigger activation condition setting unit 160, the trigger activation condition generated by the trigger activation condition setting unit 160 and stored in the setting data storage 150 is transmitted to the user 300 through the user terminal 310 (Machine learning) software or system to perform learning by referring to the data of the real-time stream data store 140 or the purchase data of the user's web site / online shopping mall, To the trigger activation condition setting unit 160 and set it.
7 is an operation example of the real-time marketing system 100 viewed from the viewpoint of the visitor 400. The operation of the 'reaction performing unit 173' allows the visitor web site to display a toast banner notification 81, , The SMS (82), the e-mail (83), etc. using the interworking unit (180).
The automated real-time marketing system 100 according to a series of behaviors in the web page of the site visitor of the present invention as described above can be applied to a potential customer including a visitor who does not have a membership or a first purchase history, It is possible to include more specific customer targeting by broad criteria including visit conditions (e.g., funnel, affected ads) and physical / psychological conditions (e.g., weather, temperature, geographic location, , A marketing function is automatically performed according to a trigger (a condition for executing a marketing action) consisting of a specific behavior (occurrence of an event) of a visitor in the website and a behavior pattern consisting of a series of behaviors, There is an effect that marketing can be done.
In addition, it is possible to achieve automated site purchase conversion promotion effect by linking or extending the marketing activity (sending e-mail, sending SMS, sending coupon, moving banner, moving to specific page) In order to realize this, cost reduction is required because there is no existing CRM system, weblog analysis system, recommendation / personalization system, and labor are consumed. - Save - Analyze - Extract - Execute step is branched by condition according to pre-set rule automatically and instantly responds automatically, so time is saved and visitor's information, purchase history, Which is relatively neglected by increasing the weight of the inflow / There is a very useful effect of increasing marketing performance for all potential customers.
While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is evident that many alternatives, modifications and variations will be apparent to those skilled in the art in light of the above teachings. will be. The invention is not limited by these variations and modifications, but is limited only by the claims appended hereto.
100: Real-time marketing system
110: visitor unique identification key generation unit
120: Visitor Behavior Tracking and Reaction Command Department
130: Visitor behavior other information acquisition part
140: Live Stream Data Storage
150: Configuration data store
160: Trigger activation condition setting unit
170: Visitor tracking module
171: Visitor unique identification key acquisition unit
172: visitor behavior data transmission unit
173:
180: Third party API interoperability unit
200: Information provider
210: Calendar API
220: Climate Information API
300: User
310: User terminal
400: Visitors
410: Visitor terminal
500: Third party marketing system
510: Mail Delivery System API
520: SMS System API

Claims (5)

  1. A visitor action tracking and reaction instruction unit 120, a real-time stream data store 140, a trigger activation condition setting unit 160, a configuration data store 150, A visitor tracking module 170 including an acquisition unit 130, a third party API interoperability performing unit 180 and a visitor unique identification key obtaining unit 171, a visitor behavior data transmitting unit 172, and a reaction performing unit 173, The real time marketing system 100 including the visitor terminal 410 of the visitor 400, the user terminal 310 of the user 300, the information provider 200 and the third party marketing system 500, In the connected environment,
    After the user 300 stores a series of conditions for activating the trigger through the trigger activation condition setting unit 160 in the setting data storage 150,
    When the visitor 400 causes an event, the behavior content is transmitted to the visitor behavior tracking and reaction command unit 120 by the visitor behavior data transmission unit 172,
    The visitor behavior tracking and reaction command unit 120 stores the received visitor behavior data in the real time data stream storage 140 and then compares the visitor behavior data with a series of conditions stored in the configuration data storage 150, If the condition of the information providing company 200 is included in the condition, the other information is compared through the other information acquisition unit 130 other than the visitor behavior. If the condition is satisfied, the trigger is activated and the reaction executing unit 173 or the third When a command is transmitted to the API interoperability performing unit 180,
    Wherein the reaction executing unit (173) or the third-party API interworking unit (180) performs a marketing activity targeted at a visitor in real time by a reaction method stored in the setting data store (150) An automated real-time marketing system based on my set of behaviors.
  2. The method according to claim 1,
    At least one of the visitor unique identification key obtaining unit 171 or the visitor behavior data transmitting unit 172 or the reaction performing unit 173 which is a specific function module in the visitor tracking module 170 is called an SDK / And determining behavior data of a visitor or a mobile application user based on a series of behaviors in a web page of a site visitor.
  3. The method according to claim 1 or 2,
    The visitor behavior data transmission unit 172 may be omitted and the visitor behavior tracking and reaction instruction unit 120 may transmit the behavior data of the visitor 400 or the mobile app visitor 400 using a method of network packet sniffing Based on a series of actions in a web page of a site visitor.
  4. The method according to claim 1 or 2,
    In the method in which the visitor behavior tracking and reaction instruction unit 120 issues an instruction, information that can identify the visitor tracked / extracted by the external marketing software without targeting the reaction performing unit 173, And the API is called by the API interoperability unit 180. The automated real time marketing system according to a series of behaviors in the web page of the site visitor.
  5. The method according to claim 1 or 2,
    The user 300 does not perform the 'trigger activation condition' generated by the trigger activation condition setting unit 160 and stored in the setting data storage 150 through the user terminal 310, ) Software or a system to learn by referring to the data of the real-time stream data store 140 or the purchase data of the user's website / online shopping mall, and then automatically transmits the trigger activation condition to the trigger activation condition setting unit 160 Based on a series of actions in a web page of a site visitor.
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