Systems, methods, and media for executing and optimizing online marketing initiatives

• US 10,580,015 B2
• Filed: 02/25/2011
• Issued: 03/03/2020
• Est. Priority Date: 02/25/2011
• Status: Active Grant

• Current Assignee: SDL Netherlands BV (RWS Holdings Plc)
• Original Assignee: SDL Netherlands BV (RWS Holdings Plc)
• Inventors: Erasmus, Davina, Mollebjerg, Lars, Faber, Robert Peter
• Primary Examiner(s): Elchanti, Tarek
• Application Number:
  US13/035,852
• Publication Number:
  US 20120221407A1
• Time in Patent Office: 3,294 Days
• Field of Search: 705 14, 705 1443, 705 1441, 705 263, 705 1455, 709224, 709206, 725 60, 701533
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

Systems, methods, and media for executing and optimizing the performance of online marketing initiatives are provided herein. Methods may include the steps of receiving input corresponding to one or more marketing initiatives, each of the one or more online marketing initiatives including at least one entry asset, generating one or more online marketing initiatives from the received input, providing the one or more online marketing initiatives to one or more presentation servers for publishing the one or more marketing initiative to one or more platforms, receiving tracking data for at least one of the one or more marketing initiatives, comparing the tracking data to one or more performance metrics to determine the performance of the at least one marketing initiative, and storing at least one of the tracking data and the performance metric in a database coupled to at least one of the web server and the one or more presentation servers.

Claims

1. A method for executing and optimizing performance of interactive online marketing initiatives, comprising:

building assets for use by end users to create interactive online marketing initiatives;

generating a user interface that includes a graphical representation of interactive online marketing initiatives, entry assets, goal assets, and flow paths;

receiving, from the user interface, input including a user selection of an entry asset, a goal asset, and a flow path between the entry asset and the goal asset, the input corresponding to an interactive online marketing initiative;

generating the online marketing initiative based on the user selected entry asset, goal asset, and flow path;

generating, in the user interface, a graphical representation of the online marketing initiative including the user selected entry asset, goal asset, and flow path;

publishing the online marketing initiative via one or more presentation servers to one or more platforms during a lifespan of the online marketing initiative for interaction with visitors to the one or more platforms;

periodically modifying the online marketing initiative until an end of the lifespan of the online marketing initiative, the modifying comprising repeatedly;

continuously gathering, from the one or more presentation servers, tracking data for the interactive online marketing initiative during the lifespan of the online marketing initiative, the tracking data including uniform resource indicator pairs indicating visitor interactions with an entry asset and successful visitor interactions with a goal asset, the entry asset being an internal referrer uniform resource indicator, which corresponds to another page from which a visitor arrives at the goal asset;

comparing the tracking data to one or more performance metrics for visitor interactions with both the entry asset and goal asset to identify successful and unsuccessful assets from performance of the online marketing initiative;

displaying results of the comparison to an end user on the user interface;

receiving, from the user interface, changes to assets based on the performance of the online marketing initiative, the changes including a change to at least one of the entry asset, the goal asset, and the flow path;

generating, in the user interface, a graphical representation of the changes to the at least one of the entry asset, the goal asset, and the flow path; and

generating, during the lifespan of the online marketing initiative, a modified interactive online marketing initiative using the received changes to the assets;

wherein generating the modified online marketing initiative causes the generation of a plurality of dependent publications that include the changes to the online marketing initiative; and

wherein the plurality of dependent publications is simultaneously prepared and published.

2. The method according to claim 1, wherein the entry asset includes any of a banner, a web page, a hyperlink, an interactive image, an interactive video, and combinations thereof.

3. The method according to claim 1, wherein the goal asset includes any of a landing web page, a web form, a click through, an advertisement, a promotion, a coupon, and combinations thereof.

4. The method according to claim 3, wherein the one or more performance metrics of the online marketing initiative includes a percentage of visitors who viewed the entry asset and did not view or interact with the goal asset in a same visit.

5. The method according to claim 1, wherein the one or more platforms includes an RSS and news feeds, a web content aggregator, a web engine, one or more web pages, social networking medias, a search engine, an online ad engine, a banner engine, online news groups, forums, standard web applications, mobile web applications, and combinations thereof.

6. The method according to claim 1, further comprising receiving input corresponding to the online marketing initiative from a global marketing framework.

7. The method according to claim 1, further comprising evaluating the tracking data to:

determine information corresponding to visitor interactions with at least one of the goal asset and the entry asset associated with the online marketing initiative; and

obtain demographic information corresponding to each visitor.

8. The method according to claim 1, wherein the one or more performance metrics includes an aggregate number of visitors who viewed the entry asset and subsequently successfully completed viewing or interacting with goal asset in a same visit.

9. The method according to claim 1, further comprising:

generating, via a web server, one or more visual representations corresponding to at least a portion of the tracking data relative to the one or more performance metrics for the online marketing initiative; and

providing the one or more visual representations via the web server to one or more client devices.

10. The method according to claim 1, further comprising generating a visual representation of the one or more performance metrics for the online marketing initiative and providing the visual representation to a client device via a web server.

11. A system for executing and optimizing performance of online marketing initiatives, comprising:

a memory for storing executable instructions for evaluating performance of online marketing initiatives;

a processor configured to execute the instructions stored in the memory to;

generate a user interface that includes a graphical representation of online marketing initiatives, entry assets, goal assets, and flow paths;

receive, via a web server, input corresponding to one or more online marketing initiatives, for each of the one or more online marketing initiatives the received input including an entry asset, a goal asset, and a flow path between the entry asset and the goal asset;

generate, at the web server, one or more online marketing initiatives from the entry asset, goal asset, and flow path of the received input;

provide the one or more online marketing initiatives to one or more presentation servers for publishing the one or more online marketing initiatives to one or more platforms during a lifespan of the one or more marketing initiatives for interaction with visitors to the one or more platforms;

periodically modify the each online marketing initiative until an end of the lifespan of the online marketing initiative, the modifying comprising repeatedly;

receive, from the one or more presentation servers, tracking data for the online marketing initiative during the lifespan of the online marketing initiative, the tracking data including uniform resource indicator pairs indicating visitor interactions with an entry asset and successful visitor interactions with a goal asset, the entry asset being an internal referrer uniform resource indicator, which corresponds to another page from which a visitor arrives at the goal asset;

compare the tracking data to a performance metric for visitor interactions with both the entry asset and the goal asset to identify successful and unsuccessful assets from performance of the online; and

display results of the comparison to an end user on the user interface;

receive, from the user interface, changes to an asset based on the performance of the online marketing initiative, the changes including a change to at least one of the entry asset, the goal asset, and the flow path;

generate, in the user interface, a graphical representation of the changes to the at least one of the entry asset, the goal asset, and the flow path; and

generate, during the lifespan of the online marketing initiative, a modified online marketing initiative using the received changes to the at least one of the entry asset, the goal asset and the flow path; and

store the tracking data in a database;

wherein the generation of the modified online marketing initiative causes the generation of a plurality of dependent publications that include the changes to the online marketing initiative; and

wherein the plurality of dependent publications of the one or more online marketing initiatives is simultaneously prepared and published when the one or more online marketing initiatives are updated.

12. The system according to claim 11, wherein the one or more online marketing initiatives each further include at least one entry asset that includes any of a banner, a web page, a hyperlink, an interactive image, an interactive video, and combinations thereof.

13. The system according to claim 11, wherein the one or more online marketing initiatives each further include at least one goal asset that includes any of a landing web page, an advertisement, a promotion, a coupon, and combinations thereof.

14. The system according to claim 11, wherein the one or more platforms includes an RSS and news feeds, a web content aggregator, a web engine, one or more web pages, social networking medias, a search engine, an online ad engine, a banner engine, online news groups, forums, standard web applications, mobile web applications, and combinations thereof.

15. The system according to claim 11, wherein the processor is further adapted to execute the instructions stored in the memory to receive input corresponding to the one or more online marketing initiatives from a global marketing framework.

16. The system according to claim 11, wherein the processor is further adapted to execute the instructions stored in memory to evaluate the tracking data to:

determine information corresponding to visitor interactions with an entry asset associated with at least one of the one or more online marketing initiatives; and

obtain demographic information corresponding to each visitor.

17. The system according to claim 11, wherein the performance metric includes an aggregate number of visitors who access the goal asset via the entry asset of the online marketing initiative.

18. The system according to claim 11, wherein the periodically modifying further comprises generate one or more visual representations corresponding to at least a portion of the tracking data relative to the performance metric for the online marketing initiative and provide the one or more visual representations via the web server.

19. The system according to claim 11, wherein the online marketing initiative causes corresponding modifications in additional online marketing initiatives associated with the online marketing initiative.

20. A non-transitory executable storage medium having a computer program embodied thereon, the computer program executable by a processor in a computing system to perform a method for executing and optimizing performance of online marketing initiatives, the method comprising:

receiving, via a web server, input corresponding to an online marketing initiative that includes an entry asset, a goal asset, and a flow path between the entry asset and the goal asset, the input corresponding to an online marketing initiative;

generating, via the web server, the online marketing initiative from the received input;

providing the online marketing initiative to one or more presentation servers for publishing the online marketing initiative to one or more platforms during a lifespan of the online marketing initiative;

receiving, from the one or more presentation servers, tracking data for the online marketing initiative during the lifespan of the online marketing initiative, the tracking data including uniform resource indicator pairs indicating visitor interactions with the entry asset and visitor interactions with the goal asset, the entry asset being an internal referrer uniform resource indicator, which corresponds to another page from which a visitor arrives at the goal asset;

comparing the tracking data to one or more performance metrics for visitor interactions with both the entry asset and goal asset to determine successful and unsuccessful assets from performance of the online marketing initiative;

displaying results of the comparison on a user interface;

receiving, from the user interface, changes to assets based on the performance of the online marketing initiative, the changes including a change to at least one of the entry asset, the Goal asset, and the flow path;

generating, in the user interface, a graphical representation of the chances to the at least one of the entry asset, the goal asset, and the flow path; and

generating a modified online marketing initiative including the received changes to the online marketing initiative as determined from the comparison;

wherein generating the modified online marketing initiative causes the generation of a plurality of dependent publications that include the changes to the online marketing initiative; and

wherein the plurality of dependent publications is simultaneously and immediately prepared and published.