WO2018217074A1

WO2018217074A1 - Crm platform for integral design of advertising campaigns

Info

Publication number: WO2018217074A1
Application number: PCT/MX2017/000072
Authority: WO
Inventors: Juan Sebastián ESTRADA HERNÁNDEZ
Original assignee: Estrada Hernandez Juan Sebastian
Priority date: 2017-05-23
Filing date: 2017-07-04
Publication date: 2018-11-29
Also published as: MX2017006713A

Abstract

The present invention relates to the industry that manufactures material for advertising campaigns, specifically to a novel way to advise customers so that they can achieve their expectations though a well-designed campaign. Said platform is characterised in that it comprises: a) a portal for creating campaigns; b) a portal for managing campaigns; c) a multi-reader; d) a trigger detector; and e) a specific space in the cloud, which serves as an interface with the campaign management portal, combined with an app installed in the multi-reader, which in turn can also be the detector of triggers that exist in the read object.

Description

CRM PLATFORM FOR INTEGRAL CAMPAIGN DESIGN OF

ADVERTISING

FIELD OF THE INVENTION

The present invention is related to the manufacturing industry of materials for advertising campaigns, more specifically it has to do with a new way of advising the client so that he achieves his expectations through a well-designed campaign.

BACKGROUND OF THE INVENTION

There is a concept that has been used for some time, and is called with the initials CRM, acronym that comes from the English term Customer Relationship Management, and can have several meanings: Administration based on the relationship with customers. CRM is a management model of the entire organization, based on customer satisfaction (or market orientation according to other authors).

In the state of the art there are applications to read barcodes, others to read detonators for Augmented Reality and others to detect original images.

QR Code Reader: A QR Code reader generates an action by reading printed patterns, such actions are They perform by default and can be from displaying a video, an audio file, or sending the user to a web page. Within this development, each time a code is read, different information is obtained that the client previously requests about the user who is activating the campaign, such as, location, number of readings to the same campaign, identification if participated in previous campaigns, etc.

Barcode Reader: A barcode reader normally detects a specific product code, one of its main functions is for inventory control in sales processes. Our development can give more possibilities to a code since it can be used to trigger an activity by turning it into a multimedia detonator object.

Audio Detector: An audio detector generally searches for defined patterns or tones in an audio by identifying matching segments to give a result. With similar tones or patterns, there may be a margin of error in those results. Our development uses a more detailed recognition pattern to perform these detections, you can even add hidden codes in the audio so that it becomes infalsifiable in case you want to add extra security to a campaign or communication with customers or end users.

Image detector: In the market there are image similarity detectors to obtain a specific result. Our development in addition to using these images to be able to detonate an action, it has the ability to detect hidden patterns in images that although visually identical, have hidden information that allows you to add features to have a unique impression that even if reproduced using the same characteristics of the original print, is not considered as a authentic image

Augmented Reality Viewer: At the time of reading a specific image or pattern, the user can see an animation, video or an image in 30 which appears on the screen of the device, achieving greater interactivity between the user and the user. element of the bell that you want to show.

CRM: The CRMs that exist in the market are mainly used to generate marketing campaigns and monitor sales, from here the segment to which the campaign is directed is defined and the frequency with which it will be carried out. The characteristic of our CRM section campaign that obtains the information in real time and has the flexibility to make adjustments and corrections without waiting for a deadline or that the campaign has ended.

Analytics: Each campaign has a defined scope or objective, which is why the analysis tools are of the utmost importance when launching any type of campaign in the market, as it will help us measure the impact achieved and know if our objective is He complied properly. The information that can be collected with our product is configured for the user who owns the campaign and goes from the universe to which the campaign is directed, the number of total interactions, the unique devices that had access to the same campaign, geographical location of the readers, number of interactions through telephone calls made, emails, SMS sent, among other features. The set of all these tools integrated in our development will allow us to better understand our users or end customers to whom the campaign is directed, thus achieving a more profitable campaign. IP calls: There are several programs to make IP calls or via WEB, these use a part of the traditional telephony to connect the calls, however, the most important part is that they connect the web calls to a PSTN switch or vice versa, managing to have a contact with the end customer much more personal and in a more effective way to be able to give him more information just when he has the most present campaign and showed interest in it, achieving a better rate of effectiveness. Within the application, it can be done in a much simpler and automatic way, thus facilitating the use for the target clients of the campaigns, achieving more profitability in communication.

Despite the existence of these tools for some time now, their integration for specific functions is very varied.

In Hari patent application 20120296735; Rahul; et al. , an invention is disclosed that provides techniques that include providing a unified metric for use in measurement and Performance evaluation of the advertising campaign. An advertising campaign can include many aspects, such as portions associated with particular channels and service providers. Different metrics can be used to measure the performance of certain channels, such as impressions, conversions, etc. Techniques that translate the performance of a global campaign, as well as the performance of particular aspects, are provided in terms that use a single unified metric measure. Unified metric measures can be used to easily compare bells and channels, either from the same advertiser or from competitors' campaigns.

For its part in the patent application 20100121679 of McAfee and Randolph Preston, an improved system and method for representative assignment and pricing of printing segments of online advertising prints for advertising campaigns is disclosed. An inventory of online ad impressions can be grouped into print segments according to the attributes of the advertising impressions and advertising campaigns can be received for impressions that point to specific attributes. A representative number of advertising impressions of the printing segments can be determined to be assigned to the advertising campaigns by maximizing the prices of the printing segments for each of the values of the advertising campaigns. The representative number of advertising impressions of the printing segments can be assigned to the advertising campaigns and the price of each of the advertising campaigns can be issued for the advertising impressions assigned.

In the published patent application US 20160260121 of Wood and Leslie., Methods and apparatus for assigning advertising elements to selected campaign variables are disclosed. An example method includes selecting one of a first campaign variable and a second campaign variable based on a first penalty associated with the first campaign variable and a second penalty associated with the second campaign variable, the first penalty representative of the no assignment of a first advertising Element to the first campaign variable, the second penalty representative of the non-assignment of a second advertising element to the second campaign variable; Select an objective advertising element based on the effectiveness scores associated with the first and second campaign variables; and assign the target advertising element to the selected variable of the first and second campaign variables.

However, none of these inventions results in the one obtained with the application of the invention described herein.

OBJECTIVES OF THE INVENTION

One of the objectives of the present invention is to achieve a tool that can generate printed campaigns with independent personality. Another objective is that this tool allows the definition of many characteristics to achieve unique campaigns meeting the established goals by establishing the number of scopes that we want to achieve as well as the type of specific market we want to attack.

Yet another objective is to ensure that this tool includes elements compatible with most of the phones available in the current market worldwide.

Another objective is to provide the tool with a multi-reader that can read and detect both QR codes, bar codes, images or audios, as triggers of Augmented Reality, without the need to change applications or APP, thus facilitating the ability to perform several campaigns through the same platform thus achieving a saving of time and resources.

Still another objective is to provide the tool with an analysis engine that presents results in real time, this engine is the core of the development since by this means immediate decisions can be made based on the actions that the user has been performing, which It means that changes can be made in an "on the go" campaign without waiting for it to end in order to take corrective actions, improving the figures obtained by the same campaign achieving savings, comparing it with a campaign launched in a traditional way that does not It can be modified in real time. BRIEF DESCRIPTION OF THE INVENTION Innovation in the generation of a platform that is distinguished by its versatility and flexibility at the time of generating a campaign and interacting with the various forms that may be a part of communication with the end customer, converting physical content to a high-impact digital content, achieving the attention of users in a novel and much more effective way, in addition to considerably simplifying the creation of these bells due to the ease of use of the platform. The main problem that arose during the development of our platform, was to create a reader that was versatile, that is, it could work to read the QR codes. Detonators of Augmented Reality, reading of Bar Codes, Verify codes, among others, since the reading patterns of each of these are different and there is a variety of colors and shapes on the market, which for a traditional reader makes them inaccessible, which does not happen with our reader.

As mentioned, currently in the market there is no product that has all the capabilities that our application has, so, if there is a need to develop a campaign that has a return of information in real time and with the characteristics that we can offer us, you have to use several tools that in many cases they are not compatible with each other and develop a system that can combine everything in a single campaign manager, which becomes an investment of time and greater personal and economic resources.

The main advantage that we have with our product is that it has an integral or all-in-one development, that is, with this product the needs of the market to be able to have a single product that can generate a customized campaign are covered, defining the characteristics that other products cannot offer, such as establishing who is addressed in detail, having an integrated multicompany reader and having all the metrics in real time, which allows making decisions that can modify the campaign in real time to improve or achieve the objectives set.

Since this versatile reader was developed to be able to handle several campaigns simultaneously and having the information completely differentiated, it greatly facilitates the scope of our campaigns and generates savings for the client requesting the campaign, since with a fraction of the cost that it represents to develop a personalized campaign engine with the characteristics for each one. Similarly, the application generates as many actions as desired, from displaying 3D videos, making web calls, requesting a contact through a call center, among many other options. Our platform consists of a) a bell creation portal, b) a campaign management portal, c) a multi-reader, ch) a detonator detector and d) a specific space in the cloud, which serves as an interface with the campaign management portal.

The campaign creation portal allows defining the characteristics of the campaign, indicating its duration, name, number of active clients. As for the graphic environment, the colors must be defined and if the customization of the app will have an image. At this moment the detonators are defined, which when detected, will show some element.

The campaign management portal manages the content of the different campaigns. If required, this portal will have the ability to carry out the change of detonators or action to be displayed. This portal is also enabled with the ability to review campaign statistics, such as universe data, unique devices, total interactions, QR readings, among others.

The multi-reader has been enabled with the ability to read different codes to trigger an action, within compatibility, it is enabled to make QR code readings, bar code reading, image reading, verify image reading and detection audio verify.

When this multi-reader detects a detonator sites will be displayed web, videos or augmented reality (AR +), including 3D animations or interactive elements for the user.

BRIEF DESCRIPTION OF THE FIGURES

To support and better illustrate the invention, the following figures are added so that they form an integral part of the present, but which have illustrative functions but not limitation.

The architecture architecture diagram is illustrated in Figure 1.

Figure 2 illustrates the flow chart of the application software, for the use of the platform.

Figure 3 illustrates the administration panel, with the different steps in its operation.

DETAILED DESCRIPTION OF THE INVENTION

Innovation is the generation of a platform that is distinguished by its versatility and flexibility when generating a campaign and interacting with the various forms that may be a part of the communication with the end customer, converting physical content to digital content. of high impact, getting attention in a novel way and with much greater effectiveness, the attention of users, in addition to greatly simplifying the creation of these bells by the ease of use of the platform. The team of this platform has the ability to be a reader not only of a single type of code, if one that supports several types, such as QR codes or images to transform them into AR + (Augmented Reality) It also has the ability to detonate any type of action which can be modified in real time from the CRM depending on the needs of the client or the results that are being obtained during the same campaign, thus being able to optimize the resources used in this communication.

The platform includes an integrated CRM which facilitates the creation of bells, modification of the duration of validity, creation of new features or modifying the message delivered to the end user.

It is a real-time interaction analysis tool that allows you to know exactly the response that is being obtained by each client. And it has the advantage of having all the tools in one (single integral platform without having to acquire or create several utilities of the market. The innovation in the generation of a platform that is distinguished by its versatility and flexibility at the time of generating a bell and interacting with the various forms that may be a part of the communication with the final customer, converting the physical content to a digital content of high impact, managing to capture the attention of users in a novel and much more effective way, as well as considerably simplifying the creation of these campaigns due to the ease of use of the platform.

In figure 1 we have two portals, one that is the "Campaign Creations Portal" 1 and another that is the 'Bell Administration Portal' 2. These portals have a different software that allows the first portal 1 to define the characteristics of the campaign, indicating its duration, name, number of active clients. As for the graphic environment, the colors must be defined and if the customization of the app will have an image. At this moment the detonators are defined, which when detected, will show some element.

The bell administration portal 2 comprises a software that allows managing the contents of the different bells. If required, this portal will have the ability to carry out the change of detonators or action to be displayed. This portal is also enabled with the ability to review bell statistics, such as universe data, unique devices, total interactions, QR readings, among others. Multi-reader 3 has been enabled with software that has

e The ability to read different codes to trigger an action, within compatibility, is enabled to make QR code readings, bar code reading, image reading, verify image reading and verify audio detection.

When this multi-reader detects a detonator 4, with the application it has, websites, or videos or augmented reality and / or 3D animations or interactive elements for the user will be displayed. There is also an application to trigger an action 5, which sends information to the Campaign Administration Portal 2. Information that may consist of Number of readings, location of the device, among others. Figure 2 shows the steps carried out by the application in reader 6. First read the code, whatever it is and consult database 7 to customize the App and display the multimedia elements of that bell. It also saves the statistical information of the device and user who had access to the information 8.

Having the information of the campaign, the application is capable of detecting audio patterns 9 to trigger an action, but it can also detect images with hidden patterns 10, for greater communication security. This performs the detonation of a specific action. On the other hand, the application can detect normal images 1 1, in case the printing of the campaign has been carried out prior to the augmented reality bell. Since the app is training the Smartphone instrument, it also detects 12, normal QR, Magic QR codes and also detects simpler codes such as barcodes. All this triggers any default action.

Platform 13, in the campaign management portal, saves statistical information of the device and user who had access to the information.

From the app you can detonate a 14 VolP call without using the minutes of the device, it only consumes the internet of the device. Then you can start an action 15 to show augmented reality by detecting a detonator of the campaign. It is also possible to start a visit to a website 16 to direct the user to obtain more information about the campaign. Another detonation option is to start the playback of a video 17, it can go full screen or at a certain rate, even project directly on the detonator.

Figure 3 illustrates the administration panel, with the different steps of its operation. In step 1 a, the client registers as a user of the platform, selecting the type of account he will use, whether it is cost or free. This will give you the number of available campaigns to create. In step 2b, a campaign is created, defining QR, number of users, start and end of the campaign, number of scans and the status of that campaign. On the other hand, in the smartphone 18 the iook and feel that the App will have during the duration of the campaign is established. This can be updated throughout the campaign and is displayed in real time. This application defines the detonators 19 that will be active during the campaign. The types of detonators are QR codes, bar codes, images with hidden security patterns, audio with hidden patterns or simple images and what it shows inside the APP. That is videos, menu, a website or a customer-defined layout. New detonators can be updated and created throughout the campaign and displayed in the APP in real time.

This definition 19, in one of the preferred modalities, is also included in the application resident in the Smartphone which also has the function of multi-reading.

Platform 20 loads the database with user information so that the campaign appears to the end customer fully customized. Also, as feature 21, the application has access to campaign statistics in real time for its analysis or modification of communication with the end customer. The final step 22, is that once all the details of the bell are configured, the changes are updated in real time in the APP regardless of the Smartphone platform. The APP sends usage statistics to the CRM platform to know the impact of the bell in real time, and thus measure its effectiveness.

The invention has been described sufficiently that a person with average knowledge in the field can reproduce and obtain the results mentioned in the present invention. However, any skilled person in the field of the art that is in charge of the present invention may be able to make modifications not described in the present application, but if for the application of these modifications in a given structure or in the manufacturing process thereof , the matter claimed in the following claims is required, said structures should be included within the scope of the invention.

Claims

CLAIMS Having described the invention, the content of the following claims is considered as a novelty and is claimed as property.

one . CRM platform for comprehensive design of advertising campaigns, characterized by a) a campaign creation portal; b) a campaign management portal, c) a multi-reader, ch) a detonator detector and d) a specific space in the cloud, which serves as an interface with the campaign management portal, in combination with an APP resident in the multi-reader, which in turn can also be the detector of detonators existing in the object.

2. CRM platform for integral design of advertising campaigns, as claimed in the previous claim, further characterized in that the APP is capable of reading any normal QR code, MagicQR and also detects simpler codes such as bar codes; images with hidden security patterns, audio with hidden patterns or simple images and what it shows inside the APP, that is videos, menus, a website or a customer-defined layout; It allows updating and creating new detonators throughout the campaign and they are displayed in the APP in real time.

3. CRM platform for comprehensive design of advertising campaigns, as claimed in the previous claim, further characterized in that the APP First reads the code, whatever it is and consults the database to customize the App and display the multimedia elements of that campaign; it also saves the statistical information of the device and user who had access to the information; detects audio patterns to trigger an action, but can also detect images with hidden patterns, for greater communication security; detonates a VolP call without using the device minutes, only consumes the internet of the device, initiates an action to show augmented reality by detecting a detonator of the campaign, initiates a visit to a website to direct the user to obtain more information about the Bell; Start playing a video, you can go to full screen or a certain proportion, even project directly on the detonator.

4. CRM platform for comprehensive design of advertising campaigns, as claimed in the previous claim, further characterized in that the multimedia elements of the campaign are virtual objects corresponding to physical objects of a campaign with physical elements such as images on posters, video-grams, audiograms and texts with effects.