TWI748614B - Management platform and dynamic marketing management system for dynamically promoting marketing information to environmental display devices - Google Patents

Abstract

A management platform for dynamically pushing marketing information to environmental display devices, including a user database storing a plurality of application program accounts and their corresponding user data, receiving a response signal from a user device, and obtaining time based on the response signal Data and location data are identified in the user database, an account management unit of an application account, a marketing database storing a plurality of marketing information, an analysis unit and a display device management unit. The analysis unit reads user data based on the application account, and determines a recommended marketing information in the marketing database based on the user data, time data, and location data. The display device management unit receives the recommended marketing information, and sends a push request to an environmental display device where a proximity sensing device that triggers the user device to send a response signal is located, so that the environmental display device pushes the recommended marketing information.

Description

Management platform and dynamic marketing management system for dynamically promoting marketing information to environmental display devices

The present invention relates to a marketing system, in particular to a management platform and a dynamic marketing management system that detect and analyze the attributes of neighboring customers and dynamically push marketing information on an environmental display device.

Environmental display devices installed in public places, such as LED or liquid crystal display devices in station platforms, shopping mall walls, service counter waiting areas, and even outdoor TV walls, can be used to promote activities or broadcast marketing information. The information broadcasted by these environmental display devices is mostly provided by the venue responsible business or advertising planner, and is broadcast or rotated in a predetermined period of time.

However, since the consumers who appear in the public place may not be the customer group corresponding to the marketing information, the fixed broadcast or carousel method is often difficult to attract the attention of consumers and cannot effectively achieve the marketing effect.

Therefore, the purpose of the present invention is to provide a management platform that can dynamically push marketing information to an environmental display device according to a user's attributes or location, and a dynamic marketing management system with the management platform.

Therefore, the dynamic marketing management system of the present invention works together with a user device and an environment display device. The user device is installed with an application program. The system includes a proximity sensing device and the management platform.

The proximity sensing device is arranged at the environment display device, and is used to push a proximity signal to the user device entering a signal area, so that the application program of the user device is triggered by the proximity signal to send a response signal.

The management platform includes a user database, an account management unit, a marketing database, an analysis unit and a display device management unit.

The user database stores a plurality of application program accounts and their corresponding user data. The account management unit is connected to the user database, receives the response signal from the user device, obtains a time data and a location data according to the response signal, and identifies an application account in the user database. The marketing database stores multiple pieces of marketing information. The analysis unit is connected to the user database, the marketing database, and the account management unit, reads the user data based on the application account, and based on at least one of the user data, time data, and location data in the marketing data A recommended marketing information is determined from the library. The display device management unit is connected to the analysis unit and the environment display device, receives the recommended marketing information, and sends a push request to the environment display device where the proximity sensing device that triggers the user device to send the response signal is located, so that The environmental display device pushes the recommended marketing information.

The effect of the present invention is to find out the recommended marketing information suitable for the user by analyzing the attributes of the user and the location of the user, and make the environment display device play the recommended marketing information when the user approaches, thereby increasing the customer base hits Rate.

Before the present invention is described in detail, it should be noted that in the following description, similar elements are denoted by the same numbers.

1 and 2, an embodiment of the dynamic marketing management system 100 of the present invention is equipped with a user device 3 (such as a mobile phone, smart watch, tablet computer, etc.) installed with an application program, and most of them are located in different locations. The environment display device of the location jointly executes the dynamic marketing method. In this embodiment, the system 100 is applied to a bank as an example. It is used to provide marketing services to users who enter or pass through the bank and hold the user device 3, but it is not limited to this, and the present invention can also be used. Used in department stores, stores, restaurants or office buildings and other places.

In this embodiment, the application installed on the user device 3 refers to the bank-specific application, and the user device 3 is when the user has opened an account of the application and logged in, Run the application to cooperate with the dynamic marketing method. The bank is equipped with these environmental display devices. In Figure 1, three environmental display devices 2a~2c are schematically illustrated. The environmental display devices 2a-2c may be tablet computers at service counters, display screens of ATM cash machines, display screens in waiting areas, display devices on building exterior walls, halls or elevators, etc.

The dynamic marketing management system 100 includes a plurality of proximity aware devices 21a-21c respectively installed inside or outside the environmental display devices 2a-2c, and a management platform 1 installed at the back of the bank. In this embodiment, each of the proximity sensing devices 21a-21c is a Bluetooth beacon device, which continuously pushes proximity signals to the user device 3 in a signal area of, for example, 3 meters through a low-power Bluetooth (Also known as beacon signal). The proximity signal is transmitted in a specific data format, and the content includes an identifier that can represent its location and equipment. Taking this embodiment as an example, the identifier includes 12 codes, the first code is used to distinguish the proximity sensing device 21a-21c at a bank branch or a matching store, the 2-5 digits record the base code, and the 6-12 digits Is the device code.

The management platform 1 can be installed in the bank’s computer room, or centrally or decentrally installed in the cloud, and includes an account management unit 11, a user database 12, an analysis unit 13, a The marketing database 14 and a display device management unit 15 are also connected to the environmental display devices in a wired or wireless manner.

The user database 12 stores a plurality of accounts of the application program and user data corresponding to these accounts. The content of each user profile can be, but is not limited to, items including age, gender, transaction behavior, etc., and each item includes a plurality of attribute options. For example, the transaction behavior item includes multiple attribute options, such as presence/absence of foreign currency transactions, subscriptions for various types of funds, and so on.

The marketing database 14 stores plural pieces of marketing information, and each piece of marketing information may include, in addition to the marketing content, an equation quantified by a plurality of attribute-related parameters (such as age, gender, transaction behavior, time, location, etc.) , As the basis of subsequent pairing operations, but not limited to this. For example, for the marketing information of the elderly, the coefficient of the "age-65 years and older" parameter in the equation is particularly high; for the marketing information with preferential fund subscription fees, the coefficient of the "trading behavior-fund subscription" parameter in the equation The value is extremely high; for the marketing information of the exclusive activity of the ATM cash machine, the coefficient of the "location-ATM" parameter in the equation is extremely high.

Referring to Figure 2, the following is an example where the proximity sensing devices continuously emit proximity signals and the user device 3 enters the signal area of one of the proximity sensing devices (21a is used as an example below) to illustrate the dynamic marketing management system 100 with the A dynamic marketing method jointly executed by the user device 3 and the environment display device (2a is used as an example below). The method includes the following steps.

In step S01, the proximity sensing device 21a continuously emits a proximity signal in its signal area, and the content of the proximity signal includes the identifier of the proximity sensing device 21a.

Step S02, the user device 3 enters the signal area of the proximity sensing device 21a, the application of the user device 3 detects the proximity signal in the background, and is triggered by the proximity signal and responds—to the management Platform 1 sends out a response signal. The content of the response signal includes, for example, a device name of the user device 3, a transmission time, a signal strength (dB value), the application account, and the identifier of the proximity sensing device 21a that triggers the user device 3 .

In step S03, the account management unit 11 of the management platform receives the response signal from the user device 3, that is, recognizes the application account in the user database 12, and obtains a time data and a location data according to the response signal . The time data specifically includes the sending time of the response signal. In this embodiment, the location information includes, for example, one of the distance categories of close, far, and out of range, as well as the location of the base and the device (for example, the No. 3 service counter of branch A) determined based on the identifier of the proximity sensing device 21a, But not limited to this. Specifically, the account management unit 11 estimates the distance category between the user device 3 and the proximity sensing device 21a according to the signal strength of the response signal; when the signal strength is strong, it is judged to be close, otherwise, it is far away. If the signal intensity is close to zero, it is judged to be out of range.

In step S04, the analysis unit 13 receives the time data, the location data, and the application account from the account management unit 11, and reads each item of the user data in the user database 12 according to the application account. Attribute options, such as 41-45 years old, male, foreign currency transaction records, and fund purchase records. The analysis unit 13 obtains a preset value of customer preference expressed by, for example, an equation using a preset big data statistical algorithm or a look-up table method according to the attribute options. The aforementioned algorithm or table lookup and the recording method of the customer's preference preset value are not limited to a specific technology, and any existing technology can be adopted.

In step S05, the analysis unit 13 performs operations on the marketing database 14 with the marketing information one by one according to the preset value of the customer preference to obtain a suitability, and then determines the one with the highest suitability according to the suitability. Or the top few marketing information of suitability can be used as recommended marketing information for broadcasting or taking turns.

In step S06, the analysis unit 13 calculates a priority push score based on the location data and/or the time data and the suitability, and then transmits the priority push score together with the recommended marketing information to the display device management unit 15. In this way, even if the management platform 1 processes the response signals from multiple user devices 3 at the same time, and multiple user devices 3 are triggered by the same proximity sensing device 21a, the environmental display screen 2a can only When a piece of marketing information is played, the analysis unit 13 can also calculate a priority promotion score as a basis for playing the marketing information. Specifically, for example, the analysis unit 13 converts the weights according to the distance categories (close, far, and out of range), and calculates the priority push score with the fitness. Among them, the distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range. Therefore, for example, when a user A is very close to the proximity sensing device 21a (e.g., sitting in front of the display screen of a service counter), another user B is far away from the same proximity sensing device 21a (e.g., sitting in a waiting area, the distance The display screen of the service counter is about three meters), even if the suitability for the recommended marketing information of user A is only 70 points based on the attributes, the suitability for the recommended marketing information of user B is as high as 90 After the distance weighting calculation, the priority push score for the user A will still be higher.

In step S07, the display device management unit 15 receives the recommended marketing information (along with its priority push score), and determines the environment in which the proximity sensing device 21a is located according to the identifier of the proximity sensing device 21a in the response signal The display device 2a issues a push request. In addition, when the display device management unit 15 sends multiple push requests for the same environment display device 2a within a predetermined time interval (for example, 10 seconds), it will follow the priority push requests corresponding to the push requests. Broadcast scores, re-determine the one with the highest score as the recommended marketing information, and reissue a push request.

In step S08, the environment display device 2a receives the push request and pushes the recommended marketing information. In this embodiment, all the marketing content of the marketing information is stored in the marketing database 14, and the push request includes the marketing content of the marketing information. In another embodiment, all the marketing content of the marketing information is pre-stored in the environment display device 2a, and the push request may be a play instruction specifying the marketing content of one of the marketing information.

In this way, continuing the above example, when the user A sits in front of the display screen of the service counter, the display screen will play the marketing information related to the user A's attributes. When the user A leaves and the user B approaches the service counter, the display will change to display the marketing information related to the user B's attributes. When the user A walks to the ATM cash machine again, the screen of the ATM cash machine will start to play the marketing information related to the user A.

Taking the system 100 applied to a special restaurant of a bank, for example, the environment display device 2a can be a display screen at the entrance of a restaurant, and the proximity sensing device 21a is installed. The management platform 1 of the invention calculates, for example, the exclusive restaurant discounts for card friends can be played on the display screen at the entrance of the restaurant. Furthermore, for example, the marketing database 14 stores a discount plan for card friends during lunchtime on weekdays, and the analysis unit 13 adds the time data to calculate the priority promotion score when performing step S06, so that the marketing information is in the noon time on weekdays. The priority push scores have been greatly improved. In this way, when a card friend passes by the restaurant during lunch time on weekdays, the display screen has a higher probability of broadcasting the marketing information.

In summary, the dynamic marketing management system 100 of the present invention can analyze the attributes of the user and the distance between the user and the display device by using the proximity signal of the proximity sensing device and the response signal of the user device 3 to find out Recommended marketing information suitable for the user, and the environment display device is played when the user is close, so the probability of marketing data hitting the customer group is greatly increased, and the purpose of the invention can indeed be achieved.

However, the above are only examples of the present invention, and should not be used to limit the scope of implementation of the present invention, all simple equivalent changes and modifications made in accordance with the scope of the patent application of the present invention and the content of the patent specification still belong to This invention patent covers the scope.

100: Dynamic Marketing Management System 1: Management platform 11: Account Management Unit 12: User database 13: Analysis unit 14: Marketing database 15: Display device management unit 2a~2c: Environmental display device 21a~21c: Proximity sensing equipment 3: User device S01~S08: steps

Other features and effects of the present invention will be clearly presented in the embodiments with reference to the drawings, in which: Figure 1 is a block diagram of an embodiment of the dynamic marketing management system of the present invention; and 2 is a flowchart illustrating the dynamic marketing method executed by the dynamic marketing management system in conjunction with a user device and an environment display device.

100: Dynamic Marketing Management System

1: Management platform

11: Account Management Unit

12: User database

13: Analysis unit

14: Marketing database

15: Display device management unit

2a~2c: Environmental display device

21a~21c: Proximity sensing equipment

3: User device

Claims (8)

A management platform for dynamically pushing and broadcasting marketing information to an environmental display device, which works together with a user device, an environmental display device, and a proximity sensing device installed at the environmental display device. The user device is installed with an application program. The proximity sensing device pushes a proximity signal to the user device entering a signal area, so that the application of the user device is triggered by the proximity signal to send a response signal; the management platform includes: a user database, storage There are a plurality of application accounts and their corresponding user data. Each user data includes a plurality of items, and each item includes a plurality of attribute options; an account management unit is connected to the user database to receive the data from the user device The response signal, and obtain a time data and a location data according to the response signal, and identify an application account in the user database; the marketing database stores a plurality of marketing information, and each marketing information is in plural Quantification of parameters related to each attribute; an analysis unit, connected with the user database, the marketing database, and the account management unit, reads the user data according to the application account, and selects the attributes of the user data Calculate a customer preference preset value, and calculate a suitability based on the customer preference preset value and the marketing information one by one, and then determine a recommended marketing information in the marketing database according to the suitability. The analysis unit calculates the fitness based on at least one of the location data and the time data Generate a priority promotion score, and then send the priority promotion score together with the recommended marketing information to the display device management unit; and a display device management unit connected to the analysis unit and the environmental display device to receive the recommended marketing information And send a push request to the environment display device where the proximity sensing device that triggers the user device to send the response signal is located, so that the environment display device pushes the recommended marketing information, and the display device management unit has a predetermined In the time interval, when there are multiple push requests for the environmental display device, the one with the highest score is determined according to the priority push scores corresponding to the push requests as the recommended marketing information, and a push is sent again Broadcast request. The management platform for dynamically pushing marketing information to an environmental display device as described in claim 1, wherein the proximity sensing device is a Bluetooth beacon device, and the proximity signal pushed by it includes an identifier representing its location and device ; The content of the response signal sent by the user device includes the identifier of the proximity sensing device that pushes the proximity signal. The management platform for dynamically pushing marketing information to environmental display devices as described in claim 1, wherein the response signal received by the account management unit further includes a signal strength, and the account management unit estimates the user device based on the signal strength A distance category from the proximity sensing device is used as the location data. As described in claim 3, the management platform for dynamically pushing marketing information on environmental display devices, wherein the account management unit estimates that the distance category is one of close, far, and out of range; the analysis unit is based on These distance categories are converted into weights, and the priority score is calculated with the fitness degree. The distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range. A dynamic marketing management system works with a user device and an environment display device. The user device is installed with an application program. The system includes: a proximity sensing device arranged at the environment display device for accessing an The user device in the signal area pushes a proximity signal, so that the application of the user device is triggered by the proximity signal to send a response signal; and a management platform, including a user database, storing a plurality of applications Account and its corresponding user data, each user data includes a plurality of items, each item includes a plurality of attribute options, an account management unit, connected to the user database, receives the response signal from the user device, and Obtain a time data and a location data according to the response signal, and identify an application account in the user database. The marketing database stores a plurality of marketing information, and each marketing information is based on multiple attributes related parameters For quantification, an analysis unit is connected to the user database, the marketing database and the account management unit, reads the user data according to the application account, and calculates a customer preference based on the attribute options of the user data The default value, and the default value according to the customer's preference Perform calculations with the marketing information one by one to find a suitability, and then determine a recommended marketing information in the marketing database according to the suitability, and the analysis unit will also depend on at least one of the location data and the time data, Calculate a priority push score with the suitability, and then send the priority push score together with the recommended marketing information to the display device management unit, and a display device management unit, connected to the analysis unit and the environment display device, Receive the recommended marketing information and send a push request to the environmental display device where the proximity sensing device that triggered the user device to send the response signal is located, so that the environmental display device pushes the recommended marketing information, and the display device In a predetermined time interval, when there are multiple push requests for the environmental display device, the management unit determines the one with the highest score as the recommended marketing information according to the priority push scores corresponding to the push requests, And reissue a push request. The dynamic marketing management system according to claim 5, wherein the proximity sensing device is a Bluetooth beacon device, and the proximity signal pushed by it includes an identifier representing its location and the device; The content of the response signal includes the identifier of the proximity sensing device that pushed the proximity signal. The dynamic marketing management system according to claim 5, wherein the response signal received by the account management unit further includes a signal strength, and the account management unit estimates a distance between the user device and the proximity sensing device based on the signal strength The category is used as the location data. The dynamic marketing management system according to claim 7, wherein the account management unit estimates that the distance category is one of close, far, and out of range; the analysis unit converts weights according to the distance categories, and calculates the fitness Out of this priority push score, the distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range.

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