KR20180071653A - Apparatus and Method for content negotiation between multiple marketing channels - Google Patents

Abstract

A content negotiation apparatus among multiple marketing channels and a method thereof are disclosed. The content negotiation apparatus among multiple marketing channels includes: a campaign builder for automatically generating campaigns of all combinations from a preset channel x target x deployment template; and a campaign manager for uploading the campaign, generated by the campaign builder, or correcting the campaign under operation through a marketing API and a channel-specific advertisement API. Accordingly, the present invention can optimize marketing costs to maximize sales.

Description

[0001] Apparatus and method for content negotiation between multiple marketing channels [

Embodiments of the present invention may include a module for converting a standard interface to an API provided by an actual marketing channel and a module for negotiating a content among a plurality of marketing channels including a module (image conversion, text format change, etc.) And methods.

The characteristics of SPA brand are summarized as small quantity production of various kinds, high turnover rate, fast production cycle, low price. In the case of a brand or a retailer that needs to respond to trends like this quickly, there was a limit to the sophisticated target marketing because of short product replacement cycle compared to a large number of products.

In terms of target marketing, the Digital Ad market in the US is about 60 trillion won. The largest share of the industry is Retail Industry (22%), Automotive Industry (12.5%), Financial Service (12.3% Respectively. Retail Industry About 50% of total enforcement costs (13 trillion won) are concentrated in Mobile Ad, and are expected to grow to 20 trillion won by 2019, with 10 ~ 15% steep growth every year.

In order to solve the problems of the prior art as described above, the present invention develops a marketing automation solution that automates the operation of a large number of marketing campaigns, and thereby enables online brands to optimize marketing costs and thereby maximize sales Method.

Other objects of the invention will be apparent to those skilled in the art from the following examples.

In order to accomplish the above object, according to a preferred embodiment of the present invention, there is provided a campaign manager for automatically creating campaigns of all combinations from a preset channel, a target, and a placement template. And a Campaign Manager that uploads a campaign created by the Campaign Builder to a channel or modifies an active campaign through a Marketing API and a channel-specific advertisement API.

Using the present invention, online marketers can run thousands of targeted campaigns without technical knowledge and easily produce results.

It should be understood that the effects of the present invention are not limited to the above effects and include all effects that can be deduced from the detailed description of the present invention or the configuration of the invention described in the claims.

1 to 5 are views for explaining the present invention.

While the invention is susceptible to various modifications and alternative forms, specific embodiments thereof are shown by way of example in the drawings and will herein be described in detail. It should be understood, however, that the invention is not intended to be limited to the particular embodiments, but includes all modifications, equivalents, and alternatives falling within the spirit and scope of the invention. Like reference numerals are used for like elements in describing each drawing.

The terms "first "," second ", and the like can be used to describe various components, but the components should not be limited by the terms. The terms are used only for the purpose of distinguishing one component from another. For example, without departing from the scope of the present invention, the first component may be referred to as a second component, and similarly, the second component may also be referred to as a first component. The term "and / or" includes any combination of a plurality of related listed items or any of a plurality of related listed items.

It is to be understood that when an element is referred to as being "connected" or "connected" to another element, it may be directly connected or connected to the other element, . On the other hand, when an element is referred to as being "directly connected" or "directly connected" to another element, it should be understood that there are no other elements in between.

The terminology used in this application is used only to describe a specific embodiment and is not intended to limit the invention. The singular expressions include plural expressions unless the context clearly dictates otherwise. In the present application, the terms "comprises" or "having" and the like are used to specify that there is a feature, a number, a step, an operation, an element, a component or a combination thereof described in the specification, But do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, or combinations thereof.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art to which this invention belongs. Terms such as those defined in commonly used dictionaries are to be interpreted as having a meaning consistent with the contextual meaning of the related art and are to be interpreted as either ideal or overly formal in the sense of the present application Do not.

Hereinafter, embodiments according to the present invention will be described in detail with reference to the accompanying drawings.

The present invention relates to a content negotiation apparatus and method for a plurality of marketing channels including a module for converting a standard interface to an API provided in an actual marketing channel and a module for mediating a content format different between marketing channels (image conversion, text format change, .

More specifically, it is difficult to carry out sophisticated targeted marketing for individual products because the product-replacement cycle is short compared to the vast number of products. In the case of online brands and retailers, the ability to accurately communicate the attractiveness of individual products to their target customers can maximize their cost effectiveness because of the nature of digital marketing. Marketers lacking technical competence will be able to deliver thousands of campaigns within a limited time (one to two weeks) There were many technical barriers to operating and analyzing the results. FIG. 1 shows an example of a conventional marketing campaign. At this time, over 400 different campaigns are running in different targeting combinations.

On the other hand, unlike the traditional marketing campaign, which focuses on effectively delivering a single consistent message to an unspecified number of people through a mass media channel, digital marketing maximizes the effect of diversifying messages and segmenting targets. In this process, since the message-target combination tends to increase in a combinatorial manner as the campaign is segmented, there is a limit to a marketer operating it by hand and analyzing the result. FIG. 2 shows an example of the performance change depending on the target.

For example, in order to run a campaign on Facebook, you need to determine the target, the budget, the space where the advertisement is displayed, and the advertisement contents (picture, message) Column, mobile) × 2 pictures (A / B test) × 2 messages × 2 If you consider only 2 buttons, you need to run and analyze 240 campaigns. This is as shown in Fig. 3 shows an example of three images, three titles and five groups of interest.

In order to verify marketing effectiveness, if multiple marketing channels are operated, not only the reports for each channel, but also the results provided by separate web analytics service (Google Analytics) or app analytic service for performance analysis, do.

In addition, in the existing method, the analysis work that exceeds the range provided by a single analysis service (mainly Google Analytics) must go through a data analyzer, so communication cost between the marketer and the data analyzer increases, It took a long time to get reflected in the next campaign, and it was not delivered correctly.

In the present invention, a marketing automation solution capable of automatically generating and operating a large amount of marketing campaigns and dynamically allocating a budget among thousands of product-target combinations according to consumer responses is provided. This allows companies to quickly identify products they are interested in and optimize marketing costs and maximize revenue by focusing resources on product-targeted combinations that work. This is as shown in Fig.

In detail, the present invention has the following configuration.

1. Automate template-based mass campaign creation

- It performs the function of generating a large number of campaigns matching the condition from the combination of preset channel × target × arrangement (advertisement exposure space). Therefore, the marketer only has to care about writing messages for the product.

2. Real-time marketing performance analysis

- Performs the function of determining the campaign effect by product / channel / target from multiple analysis service and data warehouse. It should be divided into individual funnels as well as overall funnel, and it should be able to compare and analyze by product / channel / target.

3. Dynamic budget reallocation function

- Performs a function (dynamic resource reallocation) to re-allocate budgets among campaigns dynamically by resetting weights by product / channel / target based on real-time performance.

4. Content A / B test

- Performs simple A / B tests of various combinations and visualizes the results. Non-technical personnel such as marketers should be able to quickly repeat the experiment and see the results.

The components of the system of the present invention are as follows.

Campaign Builder is a campaign creator module that automatically generates all combinations of campaigns from pre-configured channels x targets x deployment templates.

This allows marketers to add and modify templates to change channels or targets, and perform A / B testing quickly by simply selecting a specific message or combination.

At this time, create a campaign by outer-joining the template components (Python + Pandas - Admin / Management UI development (Node.js + React)).

Campaign Manager refers to the Campaign Manager module that uploads campaigns created in Campaign Builder to the channel or modifies active campaigns through the Facebook Marketing API and the channel-specific Advertising API.

At this time, if the budding / budget allocator is notified of the budget reallocation, it is reflected in the pendant channel. At this time, a queue for communication from the Bidding / Budget Allocator is established (AWS Lambda / SQS).

In addition, we define and implement the Common Ads API that abstracts the advertisement API per channel (REST API + JSON). At this time, the module for each channel is implemented according to the Common Ads API specification, and the implementation details are in accordance with the advertisement API specification for each channel.

Campaign Analyzer is a campaign analysis module that retrieves data from distributed data repositories such as Google Analytics, Redshift (data warehouse) and S3 (log) and measures the marketing performance of individual campaigns.

Here, we summarize and summarize data in real time so that non-technical personnel can easily analyze the marketing effect, but Data API is provided so that the data analyzer can directly use it for advanced analysis.

In addition, we build a data analysis stack based on Apache Spark + Zeppelin, and load data distributed in Google Analytics, Redshift, S3 and so on into Spark cluster through DataFrame API. Implement the DataFrame Wrapper to read the Google Analytics API in DataFrame format (also implement DataFrame Wrapper for other analysis services).

Then, the efficiency of funnel per product / channel / target is analyzed and stored in Redshift. Define and implement Data API (REST API + JSON) so that it can be accessed from modules such as Bidding / Budget Allocator and Reporter.

On the other hand, the data analyzer can access advanced Zepplin to perform advanced analysis in an interactive environment or to write programs that operate in a batch environment using the Data API.

Bidding / Budget Allocator is a budget manager that periodically communicates with the Campaign Analyzer to set the funnel efficiency by product / channel / target and to adjust the weight. At this time, the beading method and the budget are reset for each combination according to the weight.

Reporter is a module that loads summary data from the Campaign Analyzer and reports the results in a sheet or chart format.

At this time, the change of the purchase conversion rate according to the combination of each product / channel / target can be quickly checked and compared with each other, and the marketer or the analyst can interactively browse the data (Reporting UI (Node.js + React) Chart module development (Node.js + D3))

In summary, in the case of the prior art, in order to run 1,000 campaigns empirically, a marketer or a data analyzer required 8H for the campaign creation, 1H / Id for management, and 4H for the result analysis. It took about 17 hours to operate a week, and the number of products that can be covered by the campaign was limited to 10.

However, when the present invention is used, the development solution can complete the work within 10 minutes when generating the campaign set from the template, and the management work and the analysis work such as the budget reallocation are performed automatically, No input is required. This not only saves physical time, but it allows marketers to focus on core tasks such as composing the message they want to deliver, and shortens the experiment-measurement-improvement cycle to respond quickly to market conditions (consumer feedback). This is summarized in Table 1 below.

division Conventional technology Invention Remarks Input force Marketers, Data Analyzers Marketers No Data Analyzer Required Injection time 17H / W
(Generation 8H, operation 5H, analysis 4H) <1H / 1 W
(Generation <1H) Input work Content creation, creation, operation, analysis of results Create, create content Focus only on core tasks Allowed products <10 <100

In addition, embodiments of the present invention may be implemented in the form of program instructions that can be executed through various computer means and recorded on a computer readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, 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 media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Examples of program instructions, such as magneto-optical and ROM, RAM, flash memory and the like, can be executed by a computer using an interpreter or the like, as well as machine code, Includes a high-level language code. The hardware devices described above may be configured to operate as one or more software modules to perform operations of one embodiment of the present invention, and vice versa.

As described above, the present invention has been described with reference to particular embodiments, such as specific elements, and limited embodiments and drawings. However, it should be understood that the present invention is not limited to the above- Various modifications and variations may be made thereto by those skilled in the art to which the present invention pertains. Accordingly, the spirit of the present invention should not be construed as being limited to the embodiments described, and all of the equivalents or equivalents of the claims, as well as the following claims, belong to the scope of the present invention .

Claims (1)

Campaign Builder automatically creates campaigns of all combinations from pre-configured channels x targets x deployment templates; And
And a Campaign Manager for uploading a campaign created by the Campaign Builder to the channel or modifying an active campaign through the Marketing API and the channel-specific advertisement API.

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