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WO2001027765A1 - Base de donnees de garde pour actions commerciales en ligne - Google Patents

Base de donnees de garde pour actions commerciales en ligne Download PDF

Info

Publication number
WO2001027765A1
WO2001027765A1 PCT/US1999/022952 US9922952W WO0127765A1 WO 2001027765 A1 WO2001027765 A1 WO 2001027765A1 US 9922952 W US9922952 W US 9922952W WO 0127765 A1 WO0127765 A1 WO 0127765A1
Authority
WO
WIPO (PCT)
Prior art keywords
commercial
database
recipients
advertiser
advertisers
Prior art date
Application number
PCT/US1999/022952
Other languages
English (en)
Inventor
Tom Blakely
Rick Mcewan
Michael Briola
Original Assignee
Ecommercial.Com, 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 Ecommercial.Com, Inc. filed Critical Ecommercial.Com, Inc.
Priority to PCT/US1999/022952 priority Critical patent/WO2001027765A1/fr
Priority to AU64114/99A priority patent/AU6411499A/en
Publication of WO2001027765A1 publication Critical patent/WO2001027765A1/fr

Links

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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the field of the invention is electronic direct marketing..
  • One particularly advantageous method involves widely distributing an electronic commercial (e-commercial) to a set of recipients listed in a database.
  • the database may be proprietary to the advertiser, or it may be purchased, leased, rented, or otherwise provided by an outside source.
  • a commercial for sporting goods may include branding graphics of a soft drink, or perhaps information regarding a vacation destination.
  • Methods and systems of marketing electronic commercials are provided in which a distributor acts as custodian for a prospect database, and multiple advertisers can access the database to provide distribution lists for distributing electronic commercials. Responses of the recipients to the commercials are tracked, and the information gleaned from the tracking is used to update the database.
  • the distributor contracts with the various advertisers, assists in matching up advertisers for appropriate co-sponsoring of the commercials, and tracks the responses.
  • At least some of the commercials may advantageously provide click-through links to websites of the advertisers, and even more preferably may contain software code to close a sale or other transaction between a recipient and at least one of the advertisers.
  • At least some of the commercials are preferably distributed as executable files, and more preferably as attachments to e-mail.
  • FIG. 1 is a schematic of a system and method according to the inventive subject matter being employed to deliver a commercial to a set of recipients, and track responses of the recipients to the commercial.
  • Fig. 2 is a schematic of the system and method of Figure 1 being employed to deliver and track a subsequent commercial.
  • Fig. 3 is a schematic of a co-sponsored e-commercial.
  • a distributor 10 contracts with advertisers 21, 22 to co-sponsor an e- commercial 31.
  • the distributor 10 also targets a set of recipients 41 using information (data) obtained from a database 50, and distributes the e-commercial 31 to the recipients 41.
  • Responses of the recipients 41 to the e-commercial 31 are tracked using tracking system 60, and at least some of the tracking information is used to update the database 50.
  • the distributor 10 contracts with advertisers 23, 24 to co-sponsor another e-commercial 32.
  • the distributor 10 again targets a set of recipients 42, but this time the database 50A supplying the information is modified from the previously used database 50.
  • Other aspects may be similar to Figure 1.
  • the distributor 10 distributes the e-commercial 32 to the targeted recipients 42, and responses of the recipients 42 to the e-commercial 32 are tracked using tracking system 60. At least some of the tracking information is used to update the database 50A.
  • the distributor 10 is preferably a high volume electronic mailing company, sending out perhaps hundreds of thousands or even millions of messages per month.
  • An exemplary such company is ecommercial.com, Inc. based in Southern California, USA.
  • the distributor 10 may or may not host its own servers.
  • the link 32 employed by the distributor 10 to distribute messages preferably comprises the Internet, but can be any suitable link, including local area networks, wide area networks, public networks, private networks, and so on. Because of the high traffic involved, the distributor may advantageously employ outbound trafficking technologies such as those described in concurrently filed application serial nos. , corresponding to attorney dockets 604.12, 604.18, 604.19, and 604.20, respectively, each of which is incorporated herein by reference.
  • co-sponsor is used herein to mean that at least two different advertisers have included information identifying themselves or one or more of their brands in a given commercial.
  • the identifying information may be a name such as Coca-ColaTM or Home DepotTM, a design such as the NikeTM swoosh, or any other trademark or trade name.
  • Particularly contemplated identifying information includes graphical images relating to the advertiser's name, products or services, known in the field as branding graphics.
  • Figure 3 depicts an example of a co-sponsored e-commercial.
  • a commercial 100 generally includes a video window 110 and video control 112, a branding graphic 120, an image 130 of a product being marketed, hyperlink 140 click-throughs to websites of the advertisers, and various support bars 150, 160.
  • the images used to trigger the hyperlinks 140 are recognizable by the public as representing different advertisers.
  • At least some of the commercials may advantageously contain a button 170 and underlying software code (not shown) to close a sale or other transaction between a recipient and at least one of the advertisers.
  • co-sponsor does not include situations where a collection of commercials are transmitted together, with little or no other tie-in among the commercials, products, or services being offered. For example, sending out a collection of coupons from different advertisers, wherein the only relationship among the advertisers represented is that they happened to be included together in an electronic "coupon book", is really just a collection of different commercials. The collection does not provide sufficient tie-in among the advertisers to comprise co-sponsorship.
  • commercial is used herein in a very broad sense to mean any message intending to motivate a recipient to take an action favorable to an advertiser.
  • Commercials may be simple textual banner ads, but more preferably include rich-media graphics such as animation, a photograph or other image, or an audio tract.
  • Still more preferred commercials include video and branding graphics.
  • Especially preferred commercials will be those that communicate a value proposition communicated in 30 seconds or less.
  • the most preferred commercials include an audio tract, a video tract, branding graphics, and hyperlinks, all delivered in a single executable file.
  • Still other preferred embodiments include "slide-show” commercials as described in concurrently filed application serial no. corresponding to attorney docket 604.09, which is incorporated herein by reference.
  • the term "advertisers” is used herein in the broadest possible sense, including any entity trying to impact the behavior of people. In many instances the desired impact will include motivating the recipient to purchase goods or services. In other instances the desired impact may be to cause the recipient to vote in a given manner in an election, or a poll. In still other instances the desired impact may be of a very general nature, perhaps increasing societal awareness of alcoholism.
  • the set of recipients 41 targeted to receive the e-commercial 31 may be of any size, up to several hundred thousand recipients or more. Generally, there is greater value in providing larger numbers of impressions, either by targeting a relatively large number of recipients, or by increasing the frequency of the distributions. It is contemplated, however, to narrowly select the recipients, and even to send out commercials on an individual basis. Methods and systems directed to narrowly selecting and targeting prospects are described in concurrently filed application serial no. , corresponding to attorney docket 604.14, which is incorporated herein by reference.
  • Tracking of responses to e-commercials can range all the way from merely recognizing that the commercial was delivered to the recipients, to recording a recipient's click-throughs to web sites, the dates and times that a recipient played a video clip or viewed a particular slide of a slide show, and the name and e-mail address of any contacts to which the commercial was forwarded.
  • the tracking system 60 may or may not be capable of matching up responses with individual recipients. Suitable methods and systems directed to tracking are described in concurrently filed application serial no. , corresponding to attorney docket 604.07, which is incorporated herein by reference.
  • Updating of database 50 is preferably controlled by the distributor 10, although not necessarily carried out by the distributor 10.
  • the database 10 may physically reside on a LAN or server belonging to one of the advertisers, or another entity altogether, and it may be the advertiser or other entity that actually carries out the update.
  • the term "by” is to be interpreted in what is considered to be its usual broad meaning, which includes "by or on behalf of.
  • the type of information being updated preferably includes addition, correction, and deletion of address and names, responses of targeted recipients to particular content or style of advertising, and so forth.
  • Database 50 will therefore generally grow larger over time, even though some records may be deleted, and for this reason database 50A is depicted as including all of database 50.
  • the distributor 10 may copy or move that portion to the advertiser, and thereby potentially lose control over that portion.
  • advertisers 21, 22 of Figure 1 and the advertisers 23, 24 of Figure 2 may or may not overlap in some manner. Thus, it is contemplated that some advertisers may co-sponsor commercials with certain advertisers, but not with others. In exemplary permutations, advertisers 22 and 23 may be the same entity, or advertisers 21, 22, 23, 24 may all be different entities.

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  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

La présente invention concerne des procédés et systèmes de promotion commerciale par voie électronique par lesquels, d'une part un distributeur (10) intervient comme gardien par rapport à une base de données de clients potentiels (50), et d'autre part plusieurs annonceurs peuvent avoir accès à la base de données pour fournir une liste de distribution destinée à la distribution d'annonces commerciales par voie électronique. Les réponses des destinataires (41) aux annonces publicitaires sont suivies grâce à l'utilisation d'un logiciel de suivi (60) et les informations glanées au moyen du suivi servent à mettre à jour la base de données. Sous divers aspects de réalisations préférées, le distributeur établit un contrat avec divers annonceurs, aide les annonceurs à trouver un cofinancement de leurs annonces, et fait le suivi des réponses. Certaines au moins des annonces publicitaires peuvent bénéficier d'un lien direct à l'écran avec les sites web des annonceurs, et même de préférence, peuvent contenir du code logiciel permettant de conclure une vente ou toute autre transaction entre un destinataire et l'un au moins des annonceurs. Certaines au moins des annonces publicitaires sont distribuées de préférence sous forme de fichiers exécutables, et de façon plus préférentielle sous forme d'annexes à du courrier électronique.
PCT/US1999/022952 1999-10-12 1999-10-12 Base de donnees de garde pour actions commerciales en ligne WO2001027765A1 (fr)

Priority Applications (2)

Application Number Priority Date Filing Date Title
PCT/US1999/022952 WO2001027765A1 (fr) 1999-10-12 1999-10-12 Base de donnees de garde pour actions commerciales en ligne
AU64114/99A AU6411499A (en) 1999-10-12 1999-10-12 Custodial database for on-line marketing and purchasing

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/US1999/022952 WO2001027765A1 (fr) 1999-10-12 1999-10-12 Base de donnees de garde pour actions commerciales en ligne

Publications (1)

Publication Number Publication Date
WO2001027765A1 true WO2001027765A1 (fr) 2001-04-19

Family

ID=22273732

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/US1999/022952 WO2001027765A1 (fr) 1999-10-12 1999-10-12 Base de donnees de garde pour actions commerciales en ligne

Country Status (2)

Country Link
AU (1) AU6411499A (fr)
WO (1) WO2001027765A1 (fr)

Cited By (14)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US8200635B2 (en) 2009-03-27 2012-06-12 Bank Of America Corporation Labeling electronic data in an electronic discovery enterprise system
US8224924B2 (en) 2009-03-27 2012-07-17 Bank Of America Corporation Active email collector
US8250037B2 (en) 2009-03-27 2012-08-21 Bank Of America Corporation Shared drive data collection tool for an electronic discovery system
US8364681B2 (en) 2009-03-27 2013-01-29 Bank Of America Corporation Electronic discovery system
US8417716B2 (en) 2009-03-27 2013-04-09 Bank Of America Corporation Profile scanner
WO2013109475A1 (fr) * 2012-01-17 2013-07-25 Alibaba Group Holding Limited Méthode et système de création d'une liste grise pour la transmission de messages publicitaires
US8504489B2 (en) 2009-03-27 2013-08-06 Bank Of America Corporation Predictive coding of documents in an electronic discovery system
US8549327B2 (en) 2008-10-27 2013-10-01 Bank Of America Corporation Background service process for local collection of data in an electronic discovery system
US8572376B2 (en) 2009-03-27 2013-10-29 Bank Of America Corporation Decryption of electronic communication in an electronic discovery enterprise system
US8572227B2 (en) 2009-03-27 2013-10-29 Bank Of America Corporation Methods and apparatuses for communicating preservation notices and surveys
US8806358B2 (en) 2009-03-27 2014-08-12 Bank Of America Corporation Positive identification and bulk addition of custodians to a case within an electronic discovery system
US9053454B2 (en) 2009-11-30 2015-06-09 Bank Of America Corporation Automated straight-through processing in an electronic discovery system
US9330374B2 (en) 2009-03-27 2016-05-03 Bank Of America Corporation Source-to-processing file conversion in an electronic discovery enterprise system
US9721227B2 (en) 2009-03-27 2017-08-01 Bank Of America Corporation Custodian management system

Citations (4)

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Publication number Priority date Publication date Assignee Title
US5706434A (en) * 1995-07-06 1998-01-06 Electric Classifieds, Inc. Integrated request-response system and method generating responses to request objects formatted according to various communication protocols
US5754939A (en) * 1994-11-29 1998-05-19 Herz; Frederick S. M. System for generation of user profiles for a system for customized electronic identification of desirable objects
US5794210A (en) * 1995-12-11 1998-08-11 Cybergold, Inc. Attention brokerage
US5819271A (en) * 1996-06-04 1998-10-06 Multex Systems, Inc. Corporate information communication and delivery system and method including entitlable hypertext links

Patent Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5754939A (en) * 1994-11-29 1998-05-19 Herz; Frederick S. M. System for generation of user profiles for a system for customized electronic identification of desirable objects
US5706434A (en) * 1995-07-06 1998-01-06 Electric Classifieds, Inc. Integrated request-response system and method generating responses to request objects formatted according to various communication protocols
US5794210A (en) * 1995-12-11 1998-08-11 Cybergold, Inc. Attention brokerage
US5819271A (en) * 1996-06-04 1998-10-06 Multex Systems, Inc. Corporate information communication and delivery system and method including entitlable hypertext links

Cited By (23)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US8549327B2 (en) 2008-10-27 2013-10-01 Bank Of America Corporation Background service process for local collection of data in an electronic discovery system
US8688648B2 (en) 2009-03-27 2014-04-01 Bank Of America Corporation Electronic communication data validation in an electronic discovery enterprise system
US8806358B2 (en) 2009-03-27 2014-08-12 Bank Of America Corporation Positive identification and bulk addition of custodians to a case within an electronic discovery system
US8364681B2 (en) 2009-03-27 2013-01-29 Bank Of America Corporation Electronic discovery system
US9721227B2 (en) 2009-03-27 2017-08-01 Bank Of America Corporation Custodian management system
US9934487B2 (en) 2009-03-27 2018-04-03 Bank Of America Corporation Custodian management system
US8504489B2 (en) 2009-03-27 2013-08-06 Bank Of America Corporation Predictive coding of documents in an electronic discovery system
US8224924B2 (en) 2009-03-27 2012-07-17 Bank Of America Corporation Active email collector
US8572376B2 (en) 2009-03-27 2013-10-29 Bank Of America Corporation Decryption of electronic communication in an electronic discovery enterprise system
US8250037B2 (en) 2009-03-27 2012-08-21 Bank Of America Corporation Shared drive data collection tool for an electronic discovery system
US8572227B2 (en) 2009-03-27 2013-10-29 Bank Of America Corporation Methods and apparatuses for communicating preservation notices and surveys
US8417716B2 (en) 2009-03-27 2013-04-09 Bank Of America Corporation Profile scanner
US8805832B2 (en) 2009-03-27 2014-08-12 Bank Of America Corporation Search term management in an electronic discovery system
US8868561B2 (en) 2009-03-27 2014-10-21 Bank Of America Corporation Electronic discovery system
US8903826B2 (en) 2009-03-27 2014-12-02 Bank Of America Corporation Electronic discovery system
US8200635B2 (en) 2009-03-27 2012-06-12 Bank Of America Corporation Labeling electronic data in an electronic discovery enterprise system
US9171310B2 (en) 2009-03-27 2015-10-27 Bank Of America Corporation Search term hit counts in an electronic discovery system
US9330374B2 (en) 2009-03-27 2016-05-03 Bank Of America Corporation Source-to-processing file conversion in an electronic discovery enterprise system
US9542410B2 (en) 2009-03-27 2017-01-10 Bank Of America Corporation Source-to-processing file conversion in an electronic discovery enterprise system
US9547660B2 (en) 2009-03-27 2017-01-17 Bank Of America Corporation Source-to-processing file conversion in an electronic discovery enterprise system
US9053454B2 (en) 2009-11-30 2015-06-09 Bank Of America Corporation Automated straight-through processing in an electronic discovery system
US9590934B2 (en) 2012-01-17 2017-03-07 Alibaba Group Holding Limited Method and system of creating a graylist for message transmission
WO2013109475A1 (fr) * 2012-01-17 2013-07-25 Alibaba Group Holding Limited Méthode et système de création d'une liste grise pour la transmission de messages publicitaires

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