WO2019084345A1 - Mcart : démocratiser un marketing influenceur sur une blockchain - Google Patents

Mcart : démocratiser un marketing influenceur sur une blockchain

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Publication number
WO2019084345A1
WO2019084345A1 PCT/US2018/057616 US2018057616W WO2019084345A1 WO 2019084345 A1 WO2019084345 A1 WO 2019084345A1 US 2018057616 W US2018057616 W US 2018057616W WO 2019084345 A1 WO2019084345 A1 WO 2019084345A1
Authority
WO
WIPO (PCT)
Prior art keywords
consumer
smart contract
reward
computer readable
blockchain
Prior art date
Application number
PCT/US2018/057616
Other languages
English (en)
Inventor
Susan Akbarpour
Original Assignee
Mavatar Technologies, Inc.
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 Mavatar Technologies, Inc. filed Critical Mavatar Technologies, Inc.
Publication of WO2019084345A1 publication Critical patent/WO2019084345A1/fr

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Classifications

    • 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
    • G06Q20/00—Payment architectures, schemes or protocols
    • G06Q20/38—Payment protocols; Details thereof
    • G06Q20/387—Payment using discounts or coupons
    • 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
    • G06Q10/00—Administration; Management
    • G06Q10/10—Office automation; Time management
    • 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

  • This product information is typically made accessible to a consumer over the Internet through Web pages created by the merchant.
  • a problem with this approach is that consumers have to learn how to navigate through numerous different merchant sites and mobile applications, save items and coupons to multiple shopping carts and remember their login (e.g., authentication) information, and keep track of products they might want to purchase. Comparison of these products is another story. Consumers find products in different marketplaces, stores site and apps and if they want to compare price, look, and/or feel they must open a large number of windows on their browsers.
  • Another e-commerce related problem is that it is becoming more difficult for a consumer to locate products, services, and comparison shop over the Internet. This is due to the sheer volume of marketplaces, merchants, products, services and incentives available to the consumer.
  • the term "shopping basket” or “shopping cart” has become commonly known on the Internet to refer to a virtual shopping cart where the consumer stores the products and/or services he/she is interested in purchasing while browsing a merchant's Web site or a marketplace.
  • a problem with shopping carts is that they are specific to each merchant.
  • Another problem is that a majority of shopping carts do not allow a consumer to keep unpurchased products in their shopping cart from one shopping site to the next. It would be desirable, therefore, to have a capability within a personal shopping cart that would maintain unpurchased products in a cart persistently and across multiple merchants and marketplaces until the consumer decides to delete or purchase the product.
  • a method and system for a day-to-day utility is needed that provides a consumer with a uniform ordering and navigation tool through multiple merchants.
  • the method and system should enable the consumer to order products from multiple merchants.
  • the method and system should provide the consumer with a consistent look and feel regardless of the merchant from whom the consumer is ordering products.
  • the present invention solves these problems as well as others presented by the prior art.
  • the present disclosure provides methods for receiving, at a processor, smart contract creation data comprising reward distribution information; creating, based on the creation data, a smart contract; appending, using the processor, the smart contract to a blockchain; receiving, using the processor, a consumer purchase conformation; determining, based on the consumer purchase confirmation, an associated influencer; and executing, using the processor, the smart contract thereby distributing an amount of tokens to at least one of the associated influencer, the consumer, and an oracle, wherein the amount of tokens is based on the reward distribution information.
  • Another embodiment includes a system with at least one processor; and a computer readable storage medium having computer readable program code embodied therewith and executable by the at least one processor, the computer readable program code comprising: computer readable program code that receives smart contract creation data comprising reward distribution information; computer readable program code that creates, based on the creation data, a smart contract; computer readable program code that appends the smart contract to a blockchain; computer readable program code that receives a consumer purchase conformation; computer readable program code that determines, based on the consumer purchase confirmation, an associated influencer; and computer readable program code that executes, using the processor, the smart contract thereby distributing an amount of tokens to at least one of the associated influencer, the consumer, and an oracle, wherein the amount of tokens is based on the reward distribution information.
  • Yet another embodiment includes computer program having a computer readable storage medium having computer readable program code embodied therewith, the computer readable program code comprising: computer readable program code that receives smart contract creation data comprising reward distribution information; computer readable program code that creates, based on the creation data, a smart contract; computer readable program code that appends the smart contract to a blockchain; computer readable program code that receives a consumer purchase conformation; computer readable program code that determines, based on the consumer purchase confirmation, an associated influencer; and computer readable program code that executes, using the processor, the smart contract thereby distributing an amount of tokens to at least one of the associated influencer, the consumer, and an oracle, wherein the amount of tokens is based on the reward distribution information.
  • FIG. 1 depicts an illustrative example of a decentralized network for providing communications to and from devices according to an embodiment.
  • FIG. 2 depicts an illustrative example of a blockchain or decentralized secure transaction ledger according to an embodiment.
  • FIG. 3 depicts another illustrative example of a blockchain or decentralized secure transaction ledger according to an embodiment.
  • FIG. 4 depicts an illustrative diagram of an mCart Token lifecycle.
  • FIG. 5 depicts an illustrative example of a computer system according to an embodiment.
  • the user may be a user of an electronic device. In other embodiments, the user may be a user of a computing device.
  • Users described herein are generally either creators of content, managers of content, merchants, or consumers. For example, a user can be an administrator, a developer, a group of individuals, a content provider, a consumer, a merchant, a
  • a user who initially registers with the system described herein may be a general user, such as a consumer.
  • a user may further be elevated to content provider status upon applying for and receiving permission from an administrator, as described in greater detail herein.
  • An "electronic device” refers to a device that includes a processor and a tangible, computer-readable memory or storage device.
  • the memory may contain programming instructions that, when executed by the processing device, cause the device to perform one or more operations according to the programming instructions.
  • Examples of electronic devices include personal computers, supercomputers, gaming systems, televisions, mobile devices, medical devices, recording devices, and/or the like.
  • a “mobile device” refers to an electronic device that is generally portable in size and nature or is capable of being operated while in transport. Accordingly, a user may transport a mobile device with relative ease. Examples of mobile devices include pagers, cellular phones, feature phones, smartphones, personal digital assistants (PDAs), cameras, tablet computers, phone-tablet hybrid devices ("phablets”), laptop computers, netbooks, ultrabooks, global positioning satellite (GPS) navigation devices, in-dash automotive components, media players, watches, and the like.
  • PDAs personal digital assistants
  • phablets phone-tablet hybrid devices
  • laptop computers netbooks
  • ultrabooks ultrabooks
  • GPS global positioning satellite navigation devices
  • An "item”, a “product”, and “merchandise” each refer to goods and/or services that may be available for purchase.
  • an item, product, or merchandise may be an article of clothing, a fashion accessory, a household good, an electronic device, a car, a flight, a hotel reservation, an event ticket, property, and/or any other good or service.
  • Items, products, and merchandise are generally used interchangeably herein, and therefore a discussion of one or more of the terms is meant to include any or all of the terms.
  • Influencer marketing has proven an effective method to deliver consumers to merchants while also maintaining a high level of consumer trust.
  • the difficulty of using influencer-based marketing is tracking which specific sales to attribute to an influencer.
  • affiliate commissions are now one of the fastest-growing income sources for content publishers (i.e., influencers).
  • influencer/advertiser relationships One such example is the affiliate network malpractice of directing traffic to "favorite nation" publishers, such as coupons and rebate sites. This type of value distortion destroys the top of the marketing funnel, as content publishers, whose content drives transactions, lose rewards, and thus, lose the incentive to continue participating in the ecosystem.
  • an embodiment of a distributed peer-to-peer network 100 is shown.
  • a plurality of nodes 1, 2, 3, 4...N may be implemented by a plurality of information handling systems.
  • the nodes within the distributed peer-to-peer network may be referred to herein individually or collectively as Node 1 - Node N.
  • an information handling system includes any instrumentality or aggregate of instrumentalities operable to compute, classify, process, transmit, receive, retrieve, originate, switch, route, store, display, manifest, detect, record, reproduce, handle, or utilize any form of information, intelligence, or data for business, science, control, entertainment, or other purposes.
  • an information handling system can be a personal computer, a laptop computer, a smart phone, a tablet device, a smart package, or other electronic device, a network server, a network storage device, a switch router or other network communication device, or any other suitable device and may vary in size, shape, performance, functionality, and price.
  • an information handling system may include processing resources for executing machine-executable code, such as a central processing unit (CPU), a programmable logic array (PLA), an embedded device such as a System-on-a-Chip, or other control logic hardware.
  • An information handling system may also include one or more computer-readable media for storing machine-executable code, such as software or data. Additional components of an information handling system can include one or more storage devices that can store machine-executable code, one or more communications ports for communicating with external devices, and various input and output (I/O) devices, such as a keyboard, a mouse, and a video display.
  • I/O input and output
  • the peer-to-peer network 100 represents a computing environment for operating a decentralized framework that maintains a distributed data structure, which may be referred to herein as a secure distributed transaction ledger or a "blockchain.”
  • Typical blockchains may support various functions, such as distributing computational tasks from one or more systems to one or more other systems, supporting a cryptocurrency, messaging, and other functions.
  • the secure blockchain (i.e., distributed transaction ledger) is a public ledger maintained collectively by the nodes (e.g., Nodes 1 through 50) in the network 100.
  • the blockchain may also include blocks with data regarding recent transactions and/or messages.
  • each "block" in the blockchain contains data that links itself to the previous block in the blockchain sequence.
  • proof-of-work data may be utilized to ensure that the state of the blockchain is valid and is endorsed by the majority of the record keeping systems (e.g.,. Nodes).
  • new transactions may be added to the blockchain using a distributed consensus system that confirms pending transactions by including them in the blockchain through a process commonly referred to as "mining.”
  • mining enforces a chronological order in the blockchain and helps create and maintain integrity of the system. The additional time required to "mine” greatly reduces the risk of fraud because it makes it nearly impossible for someone to try to create a new cube or link to the chain that
  • data is received by one or more nodes in the peer-to-peer network 100 for inclusion into the blockchain.
  • This data is generally referred to as a
  • reaction and is made available generally to the nodes in the peer-to-peer network. That link is recorded by storing the unique identifier (i.e., the cryptographic checksum or hash value) of the most recent block in the chain. This arrangement creates a linked "chain” of blocks that can be easily traversed.
  • unique identifier i.e., the cryptographic checksum or hash value
  • a mining node finds a valid nonce value for its prototype block, it then broadcasts the block to the other nodes in the peer-to-peer network.
  • the block will be validated by the other nodes in the network, by, among other means, computing its cryptographic checksum.
  • the network nodes e.g., 1, 2, 3...N
  • the cryptographic checksum identifier of the newly accepted block will be included in the prototype block to maintain the integrity of the chain.
  • the nodes may always consider the longest chain to be the correct one.
  • some nodes may receive one version of the block before the other version.
  • a node may work on the first one block received, but save the other branch in case it becomes the longer blockchain (i.e., correct blockchain).
  • the decision of which branch to follow is made when the next proof-of-work is determined and one branch becomes longer than the rest. At that point, the nodes that were working on the other branch(s) will switch to the longer branch.
  • new broadcasts do not need to reach all nodes. As long as they reach many nodes or a majority of nodes, the new broadcasts will get into a block.
  • block broadcasts may also be tolerant of dropped messages. By way of non-limiting example, if a node does not receive a block, the node may request the block when the node receives the next block and realizes it has missed the previous block.
  • Ethereum is very similar to Bitcoin in that it uses a cryptographically verifiable blockchain that is extended by proof-of-work, with the longest chain identifying the consensus. It includes a number of improvements that address limitations in how the Bitcoin blockchain is extended, and improves the performance and storage requirements of the process.
  • the most significant feature of the Ethereum framework is the inclusion of a "trustful object messaging compute framework.” This framework includes the definition of the "Ethereum Virtual Machine” (EVM) and its associated "bytecode” instruction set.
  • EVM is an abstract stack machine of similar nature to the Java Virtual Machine (JVM) but not the same. Programs written for the EVM may be referred to as “contracts" or "code” and are recorded in the Ethereum blockchain.
  • program s/contracts is performed by block-chain "miners" whenever a transactional message addressed to the contract is recorded in the blockchain.
  • the amount of currency available for a contract's execution may be pre-specified before execution. If that amount is exceeded, execution of the contract is aborted, with no results recorded, and the full amount of the currency is transferred to the miner. This feature avoids problems with infinite loops in execution or excessive resource utilization because the miner always gets paid. Thus, the result of such execution is either exhaustion of the resources provided for execution, which results in no output, or the program completes and generates output. In the latter case, the result is returned to the "caller" or originator as another entry in the ledger.
  • one or more information handling systems such as a computer 101, mobile phone 102, tablet 103, or the like may be configured to connect to the distributed peer network 100 to receive a message or messages according to embodiments of the present invention.
  • the devices may be full nodes of the peer-to- peer network in which they perform mining processes.
  • the devices may be watching nodes that perform limited functions, embodiments of which are described herein.
  • FIG. 2 depicts an example embodiment of a blockchain 205 that is maintained by nodes in a peer-to-peer network (See FIG 1. at 100).
  • the blockchain 205 may be used to receive messages from or send messages to a device or devices using the blockchain.
  • a message in block 210 of the blockchain 205 may contain a header 212 as well as content 220.
  • the header 212 may comprise a block ID 214, a previous block ID 216 of the previous block, and a nonce value 218, which represents the "proof of work.”
  • the content 220 may comprise one or more messages 222 and may also include other or additional data 224.
  • the one or more messages 222 may comprise a unique identifier of the sender of the message (or owner, originator, or sender of the message). This information may be used for various purposes. For example, the identifier helps the receiving device identify who sent the message. In further embodiments, the device may receive messages from various third parties, but may only take direction from an authorized set of one or more entities. The identifier of the owner or sender also provides a way by which the device can address a response to the sender, if desired.
  • the identifier of the owner/sender may be used or linked to an account to pay for processing fees or other fees associated with using the blockchain as a communication channel, to perform computations, execute a smart contract, or other actions.
  • a separate account identifier (not shown) may be specified and used for payment purposes.
  • the message 222 may include instructions, such as configuration data, management data, and/or instruction-related data, for the device.
  • This data may be a link to the configuration data, management data, and/or instruction-related data, or may be the data itself.
  • the configuration data, management data, and/or instruction-related data may be a program, a container, or a link to data (which data may be a program, container, or raw data).
  • a link to a program (or container) may comprise a unique identifier or an address to a program (or bytecode) in the blockchain, may be a link to an application or container available outside the blockchain, or a combination thereof. Because this data is publicly in the ledger, the sender may obfuscate some or all of the message data by encrypting it.
  • the message 222 may include one or more ways for authenticating the message.
  • the message 222 may include a digitally signed message checksum as way to verify the message.
  • the sender of the message may digitally sign a checksum or hash of the message using his or her private key.
  • a receiving device can verify the integrity of the data by verifying the checksum or hash using the sender's public key. Those having skill in the art will recognize that other methods for verifying the data's integrity may also be employed herein.
  • embodiments of the present invention may include the device or devices sending a message.
  • the blockchain 205 may be used to send messages regarding the confirmation, configuration status, results information, or other data.
  • a message in block 250 of the blockchain 205 may contain a header 252 and content 260. Similar to header 212 discussed with respect to block 210, header 252 of block 250 comprises a block ID 254, a previous block ID 256 of the previous block, and a nonce value 258, which again represents the "proof of work.”
  • the contents 260 may comprises one or more messages 262 and may also comprise other data 264.
  • a message 262 may comprise a unique identifier of the recipient of the message, which may be the originator of the initial message 210 or another entity.
  • the message may include a unique identifier of the submitter of the message. This information may be used for one or more purposes. For example, the identifier helps identify who sent the message. Additionally, the identifier may be used or linked to an account to pay for or receive fees associated with using the blockchain as a communication channel, for performing calculations, or other actions. Alternatively, a separate account identifier may be specified and used.
  • the message 262 may include data or a link to the data and some or all of that data may be obfuscated by encryption.
  • the message 222 may include a digitally signed message checksum (e.g., hash value) as a way to verify the message.
  • the sender of the message may digitally sign a checksum or hash of the message using his or her private key.
  • a receiving device can verify the integrity of the data by verifying the checksum or hash using the sender's public key.
  • a blockchain 300 includes a plurality of blocks 302.
  • Each block 302 is a data structure that includes data representing transactions 304, such as smart contracts, payment receipts, or any other transaction. As described herein, as new transactions 304 are submitted to the blockchain 300 and validated, additional blocks 302 are generated and appended to the blockchain 300.
  • Each new block 302 also includes a hash 306 of the immediately preceding block 302.
  • block 2 includes a hash of block 1
  • block n includes a hash of block n-1, etc.
  • blockchain 300 may include or be associated with one or more of a priority assignment subsystem 310, a priority examination subsystem 312, and a prioritization and resolution subsystem 314 as described in more detail below.
  • blockchain 300 may include a priority assignment subsystem 310.
  • the priority assignment subsystem 310 is configured to assign priority levels to new transactions or smart contacts that are submitted for addition to blockchain 300.
  • the priority assignment subsystem 310 may be configured to receive a priority assignment for a new transaction or smart contract from a user, e.g., via a user interface.
  • a new transaction or smart contract may be submitted with a predetermined priority level.
  • priority assignment subsystem 310 may assign a priority to the new transaction or smart contract.
  • priority assignment subsystem 310 may assign any new transactions or smart contracts with a default priority level.
  • the default priority level may be set in advance, for example, in a prior transaction or smart contract that is already appended to the blockchain.
  • the default priority level may be set in a genesis, e.g., initial or first, block of the blockchain 100.
  • the default priority level may be the lowest priority level.
  • the default priority level may be determined by priority assignment subsystem 310 based on the type of transaction or smart contract, the business unit from which the transaction or smart contract has been received, or any other criteria.
  • a transaction or smart contract submitted by a primary business unit of the enterprise may have a default priority level that is higher than a transaction or smart contract submitted by a secondary business unit, e.g., sales, shipping and receiving, or other similar business units.
  • blockchain 300 may include a priority examination subsystem 312.
  • Priority examination subsystem 312 is configured to examine both new transactions and smart contracts submitted to the blockchain 300 and transactions and smart contracts that have already been appended to blockchain 300 to determine whether the terms overlap or conflict.
  • priority examination subsystem 312 may access the terms of transactions and smart contracts appended to blockchain 300 directly for comparison to the terms of a newly submitted transaction or smart contract.
  • the priority examination subsystem 312 may determine that there is an overlap or conflict when one or more terms are associated with the same entity, product, or other similar feature.
  • priority examination subsystem 312 may analyze the contents or terms of the transaction or smart contract, e.g., using a standard descriptive language, string matching, or other similar methods.
  • priority examination subsystem 312 may categorize the transactions or smart contracts into one or more categories, for example, based on which master smart contract is controlling or other pre-defined categories of the blockchain. In some embodiments, priority examination subsystem 312 may assess whether there is a conflict or overlap, for example, as described above. In a further embodiment, no examination of a transaction or smart contract already appended to the blockchain may need to be performed when the new transaction or smart contract has a higher priority than the already appended transaction or smart contract.
  • blockchain 300 may include a prioritization and resolution subsystem 314.
  • Prioritization and resolution subsystem 314 is configured to resolve terms of a new transaction or smart contract against those terms identified by priority examination sub system 312 for transactions or smart contracts previously appended to blockchain 300 based on the relative priority of the transactions or smart contracts as assigned by priority assignment subsystem 310. For example, prioritization and resolution subsystem 314 may determine whether the new transaction or smart contract has a lower priority than a previously appended transaction or smart contract. If the new transaction or smart contract has a lower priority, prioritization and resolution subsystem 314 may determine whether there is a conflict or overlap based on the results output by priority examination sub system 312.
  • prioritization and resolution subsystem 314 may allow any terms of the new transaction or smart contract that do not overlap or conflict may to be appended to blockchain 300.
  • prioritization and resolution subsystem 314 may not allow any of the terms of the new transaction or smart contract to be appended to blockchain 300 when there is an overlap or conflict.
  • a smart contract in some embodiments, enforces a relationship with cryptographic code.
  • smart contracts are programs that execute exactly as they are set up to by their creators. For example, a blockchain user can send $10 to a friend on a certain date using a smart contract. In this case, the user would create a contract, and push the data to that contract so that it could execute the desired command.
  • Some non-limiting examples of what can be done with a smart contract are: function as multi -signature accounts so that funds are spent only when a required percentage of people agree; manage
  • a marketing department at a large retailer cannot have their finance department track, analyze, and pay out tens of thousands of $10-$ 100 checks to smaller influencers despite being fully aware of the value of those tens of thousands of influencers due to scalability issues.
  • marketing departments have no alternative but to rely on an ineffective affiliate management infrastructure (e.g., a middleman) who employs opaque optimization techniques like last-click attribution models, which as stated herein has led to fraud and abuse by some affiliate networks.
  • some embodiments may push the attribution mechanics onto a blockchain, thereby democratizing the influencer marketing ecosystem and disintermediating the many layers of middlemen that not only fail to add real value to the consumer-retailer relationship, but also increase cost and distort the value chain (e.g., overly favoring one constituency of the ecosystem).
  • the retailer can work directly with millions of influencers, sharing value directly with the people who drive transactions without having to worry about the logistical nightmare of tracking and paying each influencer.
  • various embodiments may allow influencers to easily select products they want to promote, build content around their selections, and promote the sharable, smart, real-time, multi- supplier shopping list with their audience.
  • affiliate Marketing Industry promised this relevance and is set to grow to $6.8 billion over the next five years.
  • Forrester Research estimates a 10%> compound annual growth rate for affiliate marketing spending through 2020.
  • affiliate marketing is now responsible for 16%> of e-commerce sales, putting it on par with email marketing and ahead of social commerce and display advertising as a driver of e-commerce transactions.
  • Blockchain technology has become revolutionary by allowing individuals to own and transfer assets across an open financial network without the need for a trusted third party intermediary. With the advent of smart contracts in this these networks, users can advance beyond financial assets. Building on these characteristics of blockchain, smart contracts have the opportunity to address the lack of transparency and trust in the retail marketing value chain and the undue burden of managing and dispensing value in numerous small financial transactions. As such, smart contracts can unleash a significant amount of value generation for all parties to a transaction, including the consumers. Using these smart contracts, marketers and influencers will be able to transparently and verifiably collaborate while giving each participant the proper financial incentives to participate in the ecosystem.
  • various embodiments may include various individuals, such as one or more Marketers, one or more Influencers, one or more Consumers, and one or more Oracles.
  • the one or more marketers may benefit from positive return on investment opportunities by utilizing their existing marketing budget with much higher efficiency. In most situations, marketers are already investing money in different channels and are fully aware of the potential of influence marketing. Marketers are looking for a low-friction and verifiable mechanism to activate the influencer marketing potential.
  • the one or more influencers may easily drive sales and satisfy consumers at the same time.
  • the technical difficulty of setting up marketing campaigns, the hassle of dealing with stolen leads, and the slow process of getting rewarded for their content were major roadblocks to being a successful influencer.
  • all of these obstacles are addressed allowing influencers to fully participate in this marketplace.
  • consumers can now easily complete a purchase based on an influencer' s content.
  • oracles can aggregate products, guide consumers and promote/track influencers' mCarts. Oracles can also collect purchase receipts or other appropriate collateral (e.g., automatically from retailers or consumers) to verify a transaction occurring and help the ecosystem close the loop while taking a small piece of the rewards.
  • the incentives of all of the primary players align in a transparent marketplace built on top of mCart smart contracts using blockchain and layered within in a user-centric shopping portal, such as that described in U.S. Patent Application Publication No. 2017/0180352, which is incorporated herein by reference in its entirety.
  • the mCart smart contracts will facilitate a transparent and verifiable flow of information and financial rewards in a decentralized influencer marketing protocol.
  • a marketer/retailer 401 may purchase mCart tokens in an open market 405. The marketer 401 may then secure a smart contract 406 by which the marketer agrees to pay some percentage of the transaction using mCart tokens to one or more influencers 402, oracles 403, and/or consumers 404.
  • a marketer 401 may specify various factors, such as, for example, total marketing budget, reward-to-value ratio, contract expiration, reward distribution allocations (e.g., Influencer percentage, Consumer percentage, and Oracle percentage) and/or restrictions (e.g., who can participate).
  • factors such as, for example, total marketing budget, reward-to-value ratio, contract expiration, reward distribution allocations (e.g., Influencer percentage, Consumer percentage, and Oracle percentage) and/or restrictions (e.g., who can participate).
  • the contract can be submitted to the blockchain, as discussed herein, and a new block is created.
  • One or more influencers 402 can then view the details of the contract 407 and each influencer can determine which, if any, of the available offers on the blockchain they would like to promote.
  • Each influencer 402 can add the contract address for the offer to their existing mCarts or create one or more new mCarts for promoting the products from the marketer 401.
  • a consumer 404 when a consumer 404 engages with an mCart that has an offer associated with it, the consumer may be notified that a reward is associated with a purchase from the mCart and may be provided with information describing how they can redeem the reward (e.g., submitting proof of purchase to the appropriate oracle 403).
  • a consumer 404 may manually submit the proof of purchase to the oracle 403, or the purchase may be automatically detected by the oracle using a tracking module and/or through a partnership with particular merchants 401.
  • the oracle 403 verifies the authenticity of the purchase and validity of the offer contract 408 and commits the purchase value to the smart contract.
  • the smart contract may then execute a distribution of the reward funds to the appropriate parties (e.g., influencer 402, oracle 403, and/or consumer 404.
  • the contract creator may transfer additional mCart tokens 405 into the system, allowing them to fund more smart contracts (e.g., 406, 407, and 408), or pay additional rewards.
  • the contract creator may also take remaining balance of mCart tokens out of the system and place them back into their wallet.
  • the contract creator may change the expiration of the contract and/or cancel the contract (i.e., by changing the expiration to the current date).
  • the oracle 403 confirms a "real world" transaction has taken place including the influencer address, the consumer address, and the total value of transaction to the contract. At the expiration date of a contract, all remaining mCart tokens remaining in the balance of the contract may be transferred back to the creator's (e.g., marketer's) wallet.
  • the rewards may be distributed by the smart contract based on various factors, such as those shown in Table 1 :
  • the smart contract may execute distributions every time the contract is executed (i.e., satisfied).
  • the distributions may, in some embodiments, be determined by the following algorithms:
  • Influencer pay pv * rvr * ip (purchase value * reward-value ratio * influencer percent)
  • a marketer creates a contract with 10,000 mCart tokens as the reward budget and a reward-to-value($) ratio of 1.0, with a 68/30/2 percent distribution. If a consumer submits a proof of purchase for a $100 product purchase and an oracle confirms this purchase, the consumer would be rewarded with 30 mCart tokens after the contract executes. It should be understood that a similar process flow is possible for both the oracle and influencer.
  • the influencer address may represent more complex business relationships with multiple layers or even nested smart contracts.
  • influencer A has a business relationship with marketing platform B by which B helps A with distribution and market penetration. In return for this assistance, the marketing platform B receives a percentage of A's future earnings.
  • Such a relationship can easily be implemented as a smart contract between A and B on an Ethereum style blockchain.
  • the execution of the mCart protocol reward distribution phase and/or the address of smart contract can be used instead of a personal token wallet.
  • Protocol tokens can align financial incentives and offset costs associated with organizing multiple parties around a single technical standard.
  • mCart tokens may be used by ecosystem participants to pay for and earn rewards from the mCart protocol.
  • a protocol-specific token as opposed to a generic token (e.g., Ether), such as clearer transparency in marketing reward attribution and flow of funds, closely aligning the value of tokens with protocol adoption, improved shielding of the ecosystem from potentially volatile fluctuations in other crypto assets, and protocol independence from specific blockchain platforms (i.e., mCart protocol and tokens can be transferred to an independent blockchain, if necessary).
  • the token(s) may also have a self-policing effect by forming a community of influencers and oracles who are compensated using mCart tokens for their efforts. Similar to the Augur REP token, members of the community are incentivized to identify and remove low quality participants as a means to maintain the token value. This alignment of incentives through the shared economic benefit is yet another deterrent for fraudulent activity that is currently rampant in the affiliate marketing world.
  • ancillary services may be purchased by influencers and/or marketers through the use of mCart token. Some non-limiting examples of such services may include featuring or promoting shopping carts created by an influencer, providing data analytics, providing dynamic pricing by offering real-time promotions, customer relationship management (CRM) tools, and the like.
  • a consumer is watching a popular dating reality show and falls in love with a red gown worn by one of the contestants.
  • the consumer searches for the dress using keywords, such as, "red dress Crystal, bachelor 2018." Most likely, her search results will return some cost per impression (CPM) ads for completely irrelevant dresses.
  • CPM cost per impression
  • the consumer might then try to perform an image search and find a picture of the episode in a click-through rate (CTR) ad that directs the consumer to an website that claims to research and identify clothes worn by celebrities. However, she still cannot purchase the dress. The consumer is thus disappointed because she was unable to find what she was looking for.
  • CTR click-through rate
  • the television network that aired the show i.e., the original influencer
  • a show's in-house marketing team may create a sharable mCart that can be promoted through QR codes or direct links throughout the show as a "Shop this episode" experience.
  • the consumer can directly land on a site providing the item desired for purchase, the retailer carrying the dress obtains a sale, the television network is rewarded for creating the demand, and the consumer may even receive a rewarded for verifying the purchase.
  • FIG. 5 is a block diagram of an example data processing system 500 in which aspects of the illustrative embodiments are implemented.
  • Data processing system 500 is an example of a computer, such as a server or client, in which computer usable code or instructions implementing the process for illustrative embodiments of the present invention are located.
  • FIG. 5 may represent a server computing device.
  • data processing system 500 can employ a hub architecture including a north bridge and memory controller hub ( B/MCH) 501 and south bridge and input/output (I/O) controller hub (SB/ICH) 502.
  • B/MCH north bridge and memory controller hub
  • SB/ICH south bridge and input/output controller hub
  • Processing unit 503, main memory 504, and graphics processor 505 can be connected to the NB/MCH 501.
  • Graphics processor 505 can be connected to the NB/MCH 501 through, for example, an accelerated graphics port (AGP).
  • AGP accelerated graphics port
  • a network adapter 506 connects to the SB/ICH 502.
  • An audio adapter 507, keyboard and mouse adapter 508, modem 509, read only memory (ROM) 510, hard disk drive (HDD) 511, optical drive (e.g., CD or DVD) 512, universal serial bus (USB) ports and other communication ports 513, and PCI/PCIe devices 514 may connect to the SB/ICH 502 through bus system 516.
  • PCI/PCIe devices 514 may include Ethernet adapters, add-in cards, and PC cards for notebook computers.
  • ROM 510 may be, for example, a flash basic input/output system (BIOS).
  • the HDD 511 and optical drive 512 can use an integrated drive electronics (IDE) or serial advanced technology attachment (SATA) interface.
  • a super I/O (SIO) device 515 can be connected to the SB/ICH 502.
  • An operating system can run on processing unit 503.
  • the operating system can coordinate and provide control of various components within the data processing system 500.
  • the operating system can be a commercially available operating system.
  • An object-oriented programming system such as the JavaTM programming system, may run in conjunction with the operating system and provide calls to the operating system from the object-oriented programs or applications executing on the data processing system 500.
  • the data processing system 500 can be an IBM® eServerTM System p® running the Advanced Interactive Executive operating system or the Linux operating system.
  • the data processing system 500 can be a symmetric multiprocessor (SMP) system that can include a plurality of processors in the processing unit 503. Alternatively, a single processor system may be employed.
  • SMP symmetric multiprocessor
  • Instructions for the operating system, the object-oriented programming system, and applications or programs are located on storage devices, such as the HDD 511, and are loaded into the main memory 504 for execution by the processing unit 503.
  • the processes for embodiments described herein can be performed by the processing unit 503 using computer usable program code, which can be located in a memory such as, for example, main memory 504, ROM 510, or in one or more peripheral devices.
  • a bus system 516 can be comprised of one or more busses.
  • the bus system 516 can be implemented using any type of communication fabric or architecture that can provide for a transfer of data between different components or devices attached to the fabric or architecture.
  • a communication unit such as the modem 509 or the network adapter 506 can include one or more devices that can be used to transmit and receive data.
  • data processing system 500 can take the form of any of a number of different data processing systems, including but not limited to, client computing devices, server computing devices, tablet computers, laptop computers, telephone or other communication devices, personal digital assistants, and the like. Essentially, data processing system 500 can be any known or later developed data processing system without architectural limitation.

Abstract

La présente invention concerne des procédés, des systèmes et des produits programmes d'ordinateur pour recevoir, au niveau d'un processeur, des données de création de contrat intelligent comprenant des informations de distribution de récompense; créer, sur la base des données de création, un contrat intelligent ; annexer, à l'aide du processeur, le contrat intelligent à une blockchain ; recevoir, à l'aide du processeur, une conformation d'achat de consommateur ; déterminer, sur la base de la confirmation d'achat de consommateur, un influenceur associé ; et exécuter, à l'aide du processeur, le contrat intelligent distribuant ainsi une quantité de jetons à au moins l'un parmi l'influenceur associé, le consommateur, et un oracle, la quantité de jetons étant basée sur les informations de distribution de récompense, le contrat intelligent comprenant en outre au moins l'un parmi un budget de marketing total, un rapport récompense-valeur, une expiration de contrat, un oracle désigné et une liste de participants.
PCT/US2018/057616 2017-10-25 2018-10-25 Mcart : démocratiser un marketing influenceur sur une blockchain WO2019084345A1 (fr)

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