WO2008040319A1 - Dispositif de traitement de données destiné à assister des transactions PUBLICITAIRES - Google Patents

Dispositif de traitement de données destiné à assister des transactions PUBLICITAIRES Download PDF

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Publication number
WO2008040319A1
WO2008040319A1 PCT/DE2007/001738 DE2007001738W WO2008040319A1 WO 2008040319 A1 WO2008040319 A1 WO 2008040319A1 DE 2007001738 W DE2007001738 W DE 2007001738W WO 2008040319 A1 WO2008040319 A1 WO 2008040319A1
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WO
WIPO (PCT)
Prior art keywords
module
advertising
data
media
user
Prior art date
Application number
PCT/DE2007/001738
Other languages
German (de)
English (en)
Inventor
Barbara Dreher
Original Assignee
Deutsche Telekom Ag
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Deutsche Telekom Ag filed Critical Deutsche Telekom Ag
Publication of WO2008040319A1 publication Critical patent/WO2008040319A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the invention relates to a data processing device for supporting advertising transactions with a distribution point module, which is set up for the administration of master data of at least one distribution point, and with a user module, which is set up by the program for managing user master data.
  • the data is pooled centrally and also a central
  • mapping The mapping of these data complexes resulting from the implementation of an advertising campaign to server capacity and complexity limits occurs during the usual data linking of the existing systems.
  • Claim 1 teaches a data processing device for supporting advertising transactions at distribution points, with a distribution point module, which is set up for managing master data of at least one distribution point, and with a user module, which is set up for managing user master data, characterized in that the distribution point module Furthermore, it is set up programmatically for the management of topography information of the at least one distribution point; a media module is included, which is program-technically set up for managing master data of advertising modules and advertising media assigned to the advertising modules, and which is also set up for the purpose of assigning rating information to advertising modules and advertising media assigned to the advertising modules; a planning module is included which is programmatically set up to select and book advertising modules and / or advertising media on the basis of user input, to generate a booking data record from a booking of advertising modules and / or advertising media, and also to display a graphical overview of assignments of an advertising medium over a period of time; denote the topography information contained in the distribution point advertising modules and the advertising modules assigned advertising media and media module
  • the distribution point module together with the master data of a distribution point, also allows the management of topography information, such as ground plans and wall views, with the present system, individual advertising modules and advertising media contained in the respective distribution point can be used for the evaluation or for the purpose of the evaluation Booking can be illustrated and accessed.
  • the media module In addition to the administration of master data of advertising modules and advertising media, by setting the media module to assign rating information to advertising modules and advertising media, it is possible, in particular in connection with the aforementioned topography information, to determine the exact position for each advertising module or advertising space located in a distribution point and from there derive relevant variables, such as frequency, visibility, lighting conditions or location size, and assign appropriate rating information to the respective advertising module or advertising medium.
  • the planning module allows for the selection and booking of advertising modules targeted search for advertising modules or advertising media stating media properties, such as location, rating information or prices, and generated as part of a booking transaction a booking record.
  • the scheduling module also allows the representation of a graphical layout, such as the selective selection and overview of the occupancy of media of a distribution point for a predetermined period of time, thus allowing to determine how the past or present utilization of media is, and thus provides a powerful Control instrument ready.
  • the media module and distribution point module are connected to one another in such a way that the topography information together with the master data of the advertising modules and advertising media designated in the topography information are seamlessly accessible together with their evaluation information
  • the data required for the particularly advantageous type of central planning, booking, Control and evaluation of advertising transactions required database brought together in an appropriate manner and made accessible to the various applications.
  • the seamless pooling of data access data reduces data complexity and server capacity requirements to a manageable level over traditional island solutions, which typically have high levels of data redundancy, data inconsistency or incompatibility.
  • FIG. 1 is a schematic block diagram of a data processing device according to the invention.
  • Fig. 1 shows a schematic block diagram of an embodiment of a data processing device according to the invention for supporting advertising transactions.
  • the data processing device 1 is a corresponding program-technically set up server with hard disk memory, Random Access Memory, one or more processors and interfaces for data exchange, wherein said components are communicatively connected by one or more buses.
  • a not-shown computer program product is loaded, which modules according to the nach- following description creates and thus set up the server according to the program.
  • This computer program may have been brought into the server 1 both by a machine-readable data carrier and by means of another computer data signal.
  • the server 1 has a distribution point module 2, a user module 3, a media module 4, a planning module 5, an HTTP server module 6 (hypertext transfer protocol), an import module 7, an authorization module 8 and a billing module 9. All these modules are linked together so that they can exchange data and instructions with each other.
  • distribution point module 2 and media module 4 are connected to one another in a special way by an interface for seamless data integration.
  • the planning module 5 can also access this connected data via a suitable connection.
  • the import module 7 is connected to an external data source 13 for reading in master data and / or topography information for distribution points
  • the billing module 9 is connected to an external data receiver 12 for exporting to this processed booking data records.
  • the server 1 is connected to the Internet 11.
  • the network 11 may also be implemented through an intranet, metropolitan area network (MAN) or local area network (LAN).
  • the personal computer 10 is also connected to the Internet 11 via a suitable connection.
  • the personal computer 10 has web client software that can access the web interface provided by the HTTP server module 6 via the Internet 11 so that the web server 6 and the web client 10 form a graphical interface through which the user can access the system.
  • the distribution point module 2 bundles functionality for managing master data of sales points involved in an advertising transaction, i. Advertising campaign, can participate. For each distribution point, the distribution point module stores a distribution point record containing a selection of the following fields: distribution point number, distribution point address, contact information, distribution point category, point of sale region, store number, topography information, and other parameters.
  • the topography information includes Grundrissdarstellu ⁇ gen and wall views of the respective distribution point, such as a photo or graphic, which can be uploaded via the web interface 6 in the server on the one hand.
  • the topography information for example by means of corresponding data lists, designates the areas and modules contained in the distribution point, whose position also results from the topography information. take is.
  • the seamlessly integrated area and module information accessible by the distribution point module is master data managed by the media module 4.
  • An advertising module represents the largest unit that can be booked in one transaction, whereby several modules can be booked at the same time.
  • An advertising module master data record indicates, for example, the data field category (eg table, shelf, stand, area, etc.), list of assigned advertising media, pricing scheme, rating (eg priority), booking data (time period, customer, assigned campaign, price) and one Image view on.
  • a corresponding data set "Area” has the following properties: area category (eg wall, shop window, floor), evaluation parameters, list of modules, as well as a floor plan or view image.
  • the advertising media assigned to an advertising module are managed by master records with the following fields in the system: category, dimensions, characteristics, pricing scheme, rating information (eg priority), assignment data (time period, customer, assigned campaign, price) as well as a sample image and / or image with the current occupancy.
  • An essential feature of the media module 4 is the offered functionality for assigning evaluation information to the advertising modules described above and the advertising media assigned to the advertising media.
  • the distribution point module offers the possibility to search for distribution points based on information of the sales point category (eg store, megastore, etc.), its region, its location, or its sales point number.
  • the search result is displayed in the form of a list on the web interface 6.
  • Each distribution point found with the most important data appears in a single line.
  • the detail view of a distribution point can be called, for example by a pop-up window.
  • Such a detail window shows all available data of the distribution point as well as actuators for displaying the floor plan and images of the distribution point. Areas can be created and also deleted again at the distribution point shown in order to record the advertising structure of the distribution point in terms of data.
  • An area associated with a distribution point can be clicked, whereupon another pop-up window opens with a graphical representation of the clicked area, on which the advertising modules and advertising media associated with the respective area are also displayed. It is possible to allocate or remove advertising modules from other areas. An advertising module or advertising medium can be clicked to display the current booking occupancy.
  • The- The connection is implemented in such a way that the corresponding media data is stored without redundancy and in the system while maintaining data integrity.
  • the media module 4 bundles functionality for managing master data of advertising modules and advertising media assigned to the advertising modules and enables the direct and detailed assignment of rating information to advertising modules and advertising media assigned to the advertising modules, specifically according to the respective individual case.
  • Media module 4 and distribution point module 2 are interconnected such that the topography information together with master data of the designated advertising modules and advertising media and their evaluation information are seamlessly accessible, as previously described. With the media module, authorized users can create new advertising media and assign them a time validity from or to which a medium is available.
  • the following further elements can also be managed by the media module via the advertising module master data elements described above: identifier and other descriptive texts, booking lead time, layout graphics, as well as time-release or blocking features, as well as a release feature as to whether an advertising module can be queried or posted.
  • an advertising media data record in addition to an advertising medium, a designation, an absolute or temporal release or blocking feature, as well as a validity date can be included.
  • Each advertising module and optionally the advertising media assigned to an advertising module have a time-dependent price.
  • the price consists of the components validity date, rental price, production price, installation price.
  • the media module provides a search facility according to the following criteria: advertising module or advertising media identifier, category, distribution point in which this type of advertising media exists, or the region in which this type of advertising media exists in distribution points.
  • the hits are displayed in a list with one line per hit. By clicking on an entry, the corresponding detail display opens in a new window.
  • the detail view displays all available media data for an advertising medium.
  • the planning module 5 allows the selection and booking of advertising modules and / or advertising media and makes the allocation of media to customers and booked periods.
  • a user can research media and reserve by booking request for booking.
  • An editor can then confirm or reject such a booking request, whereby in the confirmation case, the booking request in a Booking is converted and a corresponding booking data record is generated.
  • bookings or parts of bookings can be shortened or even extended.
  • Postings can be associated with campaigns, and media queries and assignments can be done on a daily basis.
  • the planning module 5 For the selection of available media by the user, the planning module 5 generates a media list in which a desired medium can be selected and in which further search criteria can be indicated, such as a period and / or a region and / or a desired distribution point and / or a priority value, so that the availability of the advertising medium can be determined on the basis of these inputs by the planning module.
  • the available media are output by the planning module with their most important data in a list.
  • Each list entry has a shopping cart control represented by the web interface 6, by activating which a relevant medium is added to the shopping cart of a user. When a medium is clicked by the user, a window opens with the detailed information on the relevant medium, which the media module 4 makes available for this purpose.
  • This shopping cart is implemented as a temporary storage valid for the duration of one user session for a set of selected advertising media. Furthermore, all selected media can be added to the shopping cart, creating a selection group represented by an entry in the shopping cart.
  • the scheduling module then allows a user associated with a customer or an editor on behalf of a customer to select from their shopping cart the relevant advertising media, whereupon the scheduling module checks to see if the selected media are fully available in the desired time period. If the user or the editor subsequently confirms his selection, the planning module specifically requests the selected media for the booking and removes them from the shopping cart. If an editor accepts a booking by means of the planning module, the respective booking request is converted into a booking and a booking data record is generated. All bookings from a session are assigned to an automatically generated order number.
  • a booking data record contains the following fields: Advertising medium, user / customer, booking period, price, status (eg requested, booked, canceled), campaign, date of booking, date and user name of the last editorial processing, note, order number, booking number, discount, Invoice number, a flag, whether invoice data was exported, as well as further notes.
  • a campaign record is created holds the following fields: customer, campaign name, list of assigned bookings, time period, and description.
  • the planning module 5 generates a graphical overview of occupancies of an advertising medium or an advertising module over a certain period of time. To do this, the user selects a particular advertising module or medium and / or region, location or distribution point or order number and period.
  • the graphical overview generated by the planning module 5 shows for each line a selected advertising medium of a distribution point and column by column the respective occupation per time unit.
  • the time unit is typically one week in an annual overview or one day in a monthly overview.
  • the color of a cell of the resulting table marks the occupancy by organizational units or third party customers of the company planning the advertising transaction.
  • the scheduling module 5 provides the ability to compile a set of all the booking records of a user.
  • a list of the bookings made with the planning module 5 is displayed, whereby by region, period, properties of the advertising medium, distribution point and order number can be searched.
  • the booking corner data of all selected postings can be changed, for example, change the posting period of an order.
  • the import module 7 reads out master data and / or topography information for distribution points from an external data source 13.
  • These master data may be, for example, master data of distribution points and the structure of advertising modules of distribution points from the offline data existing in other systems, for example in a Microsoft Access database.
  • the import module 7 creates a completely new overall distribution point and advertising media structure for the system. Compared to previous import runs of the import module 7 no longer existing advertising modules or advertising media (for example, due to the renovation of a distribution point) are marked in the system by the import module as deleted and can not be booked, although they are still available for retrospective evaluations. For this purpose, the import module 7 in particular communicates with the media module 4.
  • the implementation of a separate import module allows a realization largely independent of a concrete database implementation, so that an adaptation to a possibly changing system environment can be made easily.
  • User module 3 and scheduling module 5 are interconnected and arranged to allow a compilation of all the booking records of a particular user. In this way, each user can get an overview of the bookings made by him. Furthermore, a user can delete advertising media which have been requested by him and which have not yet been booked.
  • the user module 3 manages users and user master data.
  • a user master record has the following fields: username, password, address, contact information, group assignment, customer assignment, assignment to a distribution point, and status (e.g., registered, verified, unlocked, blocked).
  • a user is thus assigned a user group.
  • the authorization module 8 manages the access possibilities of such user groups to functions and data, so that the allocation of a user to a user group results in the usage rights of the respective user.
  • the user module 3 also provides a user overview on which a list of the registered users with their most important data, such as user name, name, location, telephone, e-mail, are displayed. Users can be searched here, for example by specifying a searched user name, name, location, etc. An entry in the generated hit list can be clicked to open a window with detailed information about the respective user. In this detail view the user properties can be changed.
  • the groups managed in the user module group users with the same user rights.
  • a group master record has the following fields: Name, Permission List. An editor can assign or revoke privileges to specific user groups.
  • the aforementioned customer master data sets contain the following fields: customer number, name, company, address, contact details, billing address, user assigned to this customer, one or more contact persons with address and contact details, as well as Discount in percent.
  • customer number By means of the user module, the editor can create, change or delete customer master data records.
  • the user module provides a customer overview with search function and detail view, which includes the possibility to view and change the data of a specific customer.
  • the authorization module 8 manages the access options of user groups to functions and data. This allows certain user groups to restrict the ability to read, write, read and write to a specific set of customers or to a specific set of distribution points. It is also possible to control the access to functions of the distribution point module, import module, media module, planning module with request functions and booking overview functions, the user module, the authorization module and the billing module.
  • the permissions module the following properties are assigned to a group: name, module, customers, points of sale, and permissions (modules, customers, points of sale, read / write, etc.)
  • the billing module 9 is set up to receive, reformat or otherwise process booking data records from the planning module 5, and then to export them to an external data receiver 12.
  • the billing module 9 makes the booking data available as an export file in CSV format (character separated values).
  • CSV format character separated values
  • Such a billing data record contains the information customer, distribution point, advertising medium, booking period and price, whereby the booking data records can be selected according to a specified period, a region, a distribution point or a specific customer.
  • a parameter module which allows the detection of distribution point parameters and other parameters relevant for the evaluation.
  • a parameter is characterized by a type and one or more values, with the following parameter types: country, state, branch type, distribution point region, road type, roadholding, geographical location, view of a passers-by on the distribution point, distance from relevant traffic, impact, traffic density , Pedestrian traffic, action type, as well as design. For each of these types any number of values can be freely assigned.
  • an embodiment may include a text module that generates text module templates for automatically and semi-automatically generated e-mail messages that the tool sends to users.
  • the text modules contain a predetermined, fixed text and wildcard for automatic insertion of user and booking data.
  • the text module allows the administration and maintenance of these text modules.
  • a picture file may be provided which contains a collection of pictures that can be referenced in the media occupancy. These can be structured according to customer, distribution point, or campaign. Pictures can be individually uploaded to the system via the picture file or via the user interface 6 and named accordingly.
  • a Campaign Management and Documentation module can store a collection of campaign documentation in the form of campaign descriptions and any number of related images, allowing the user to create, edit, and delete campaigns.
  • the present system provides data integration with which, in the described application, the integrated planning and evaluation of advertising transactions can be carried out on a homogeneous, central platform while avoiding data inconsistencies, redundancies and reducing technical complexity.

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Abstract

L'invention concerne un dispositif de traitement de données destiné à assister des transactions publicitaires, comprenant un module de point de vente et un module d'utilisateur. Selon l'invention, le module de point de vente est configuré pour gérer des informations topographiques. L'objet de l'invention contient un module de support pour gérer des modules publicitaires qui est configuré par programmation pour affecter des informations d'évaluation à des modules publicitaires, un module de planification pour sélectionner et comptabiliser des modules publicitaires en vue de générer un jeu de données de comptabilité et pour représenter une vue d'ensemble graphique des affectations d'un support publicitaire. Toujours selon l'invention, les informations topographiques désignent les modules publicitaires contenus dans le point de vente et le module de support et le module de point de vente sont reliés entre eux de telle sorte que les informations topographiques soient accessibles directement conjointement avec les données de référence des modules publicitaires désignés et leurs informations d'évaluation.
PCT/DE2007/001738 2006-09-29 2007-09-27 Dispositif de traitement de données destiné à assister des transactions PUBLICITAIRES WO2008040319A1 (fr)

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DE200610046492 DE102006046492A1 (de) 2006-09-29 2006-09-29 Datenverarbeitungsvorrichtung zur Unterstützung von Werbetransaktionen
DE102006046492.3 2006-09-29

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Cited By (1)

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CN108205764A (zh) * 2016-12-19 2018-06-26 腾讯科技（深圳）有限公司 一种数据处理方法及服务器、终端、系统

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WO2000054192A1 (fr) * 1999-03-11 2000-09-14 Cci Europe A/S (Aarhuus Stiftsbogtrykkerie, Aktieselskab) Systeme de vente et de gestion de publicite
WO2001063451A2 (fr) * 2000-02-22 2001-08-30 Classified Advertiser.Com, Inc. Systeme de commande/de placement d'annonces a distance
US20030046161A1 (en) * 2001-09-06 2003-03-06 Kamangar Salar Arta Methods and apparatus for ordering advertisements based on performance information and price information

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN108205764A (zh) * 2016-12-19 2018-06-26 腾讯科技（深圳）有限公司 一种数据处理方法及服务器、终端、系统
CN108205764B (zh) * 2016-12-19 2019-09-20 腾讯科技（深圳）有限公司 一种数据处理方法及服务器、终端、系统

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