System, method and computer program product for effective content management in a pull environment

• US 20030144898A1
• Filed: 01/31/2002
• Published: 07/31/2003
• Est. Priority Date: 01/31/2002
• Status: Abandoned Application

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Selby, David A., Bibelnieks, Eric, Thomas, Vincent
• Application Number:
  US10/062,035
• Publication Number:
  US 20030144898A1
• Time in Patent Office: Days
• US Class Current: 705/10
• 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
• CPC Class Codes: G06Q 30/0204 Market segmentation

Abstract

A dynamic content management method, system, and computer program product by which interactive content is analyzed and scrutinized on a “real time” basis as users interact with the content presentation is disclosed. This is accomplished by, among other things, utilizing a rules engine or other known selection processor to facilitate dynamic decision making, whereby the selection processor “qualifies” the user for membership in a particular content-testing campaign; content (e.g., an offer or particular web design elements) to be presented to the user is selected and delivered; and the selection of the content, the failure to select the content, and the possible outcome of selecting the content is recorded in an operational database for that user so that it may be used to modify the content presented to that user in the future.

Claims

1. A method for testing user reaction to multiple variants of interactive content in a pull environment, comprising the steps of:

identifying a population of content users;

defining rules that subdivide said population into plural subdivisions equal in number to the number of multiple variants of interactive content and assigning to each subdivision one of said multiple variants;

as each content user enters said pull environment, identifying, in real time, the subdivision to which they are assigned;

presenting interactive content to each content user entering said pull environment, in real time, based on the subdivision to which they are assigned;

monitoring, in real time, the reactions of said content users to the presented interactive content and storing data corresponding to said monitoring;

analyzing, in real time, said stored data and identifying statistical trends in said stored data; and

selecting, based on said statistical trends, at least one of said multiple variants of interactive content for continued use with all members of said population.

2. A method as set forth in claim 1, wherein said pull environment comprises a website and wherein said interactive content comprises website content, and wherein said population of users comprise users of said website.

3. A method as set forth in claim 2, wherein said rules subdivide said population into plural subdivisions based upon characteristics of said users.

4. A method as set forth in claim 3, wherein said characteristics comprise at least one characteristic related to demographics, prior activity on said website, or interests.

5. A method as set forth on claim 4, wherein said multiple variants comprise a plurality of web links, each web link directing a user activating said link to a different web page.

6. A method as set forth in claim 5, wherein said subdivision-assignment identifying step comprises the accessing of stored user data corresponding to a content-user entering said pull environment and matching user characteristics stored in said stored user data with characteristics identifying said subdivisions.

7. A method as set forth in claim 6, wherein said content users are required to follow a log-in procedure to access said website, and wherein stored user data comprises user login data.

8. A method as set forth in claim 6, wherein said stored data comprises prior purchase history of said content users.

9. A method as set forth in claim 6, wherein said monitoring of the reactions of said content users comprises tracking and storing the click-stream data corresponding to said content user.

10. A method as set forth in claim 9, wherein said statistical trends identify which of said multiple variants is most often selected by said population.

11. A method as set forth in claim 1 wherein said pull environment comprises a call center and wherein said interactive content comprises scripted materials presented to users of said call center, and wherein said population of users comprises users of said call center.

12. A method as set forth in claim 1 wherein said pull environment comprises an automatic teller machine (ATM) and wherein said interactive content comprises textual or audio content presented to users of said ATM, and wherein said population of users comprises users of said ATM.

13. A method as set forth in claim 1 wherein said pull environment comprises an intelligent vending machine and wherein said interactive content comprises textual or audio information displayed to users of said intelligent vending machine, and wherein said population of users comprises users of said intelligent vending machine.

14. A system for testing user reaction to multiple variants of interactive content in a pull environment, comprising:

means for identifying a population of content users;

means for defining rules that subdivide said population into plural subdivisions equal in number to the number of multiple variants of interactive content and assigning to each subdivision one of said multiple variants;

means for identifying, in real time, the subdivision to which each content user is assigned as they enter said pull environment;

means for presenting interactive content to each content user entering said pull environment, in real time, based on the subdivision to which they are assigned;

means for monitoring, in real time, the reactions of said content users to the presented interactive content and storing data corresponding to said monitoring;

means for analyzing said stored data and identifying statistical trends in said stored data; and

means for selecting, based on said statistical trends, at least one of said multiple variants of interactive content for continued use with all members of said population.

15. A system as set forth in claim 14, wherein said pull environment comprises a website and wherein said interactive content comprises website content, and wherein said population of users comprise users of said website.

16. A system as set forth in claim 15, wherein said rules subdivide said population into plural subdivisions based upon characteristics of said users.

17. A system as set forth in claim 16, wherein said characteristics comprise at least one characteristic related to demographics, prior activity on said website, or interests.

18. A system as set forth on claim 17, wherein said multiple variants comprise a plurality of web links, each web link directing a user activating said link to a different web page.

19. A system as set forth in claim 18, wherein said subdivision-assignment identifying means includes means for accessing stored user data corresponding to a content-user entering said pull environment and matching user characteristics stored in said stored user data with characteristics identifying said subdivisions.

20. A system as set forth in claim 19, wherein said content users are required to follow a log-in procedure to access said website, and wherein stored user data comprises user login data.

21. A system as set forth in claim 19, wherein said stored data comprises prior purchase history of said content users.

22. A system as set forth in claim 19, wherein said means for monitoring the reactions of said content users includes means for tracking and storing the click-stream data corresponding to said content user.

23. A system as set forth in claim 22, wherein said statistical trends identify which of said multiple variants is most often selected by said population.

24. A system as set forth in claim 14, wherein said pull environment comprises a call center and wherein said interactive content comprises scripted materials presented to users of said call center, and wherein said population of users comprises users of said call center.

25. A system as set forth in claim 14, wherein said pull environment comprises an automatic teller machine (ATM) and wherein said interactive content comprises textual or audio content presented to users of said ATM, and wherein said population of users comprises users of said ATM.

26. A system as set forth in claim 14, wherein said pull environment comprises an intelligent vending machine and wherein said interactive content comprises textual or audio information displayed to users of said intelligent vending machine, and wherein said population of users comprises users of said intelligent vending machine.

27. A computer program product for testing user reaction to multiple variants of interactive content in a pull environment, the computer program product comprising a computer-readable storage medium having computer-readable program code embodied in the medium, the computer-readable program code comprising:

computer-readable program code that identifies a population of content users;

computer-readable program code that defines rules that subdivide said population into plural subdivisions equal in number to the number of multiple variants of interactive content and assigns to each subdivision one of said multiple variants;

computer-readable program code that, as each content user enters said pull environment, identifies, in real time, the subdivision to which they are assigned;

computer-readable program code that presents interactive content to each content user entering said pull environment, in real time, based on the subdivision to which they are assigned;

computer-readable program code that monitors, in real time, the reactions of said content users to the presented interactive content and stores data corresponding to said monitoring;

computer-readable program code that analyzes said stored data and identifies statistical trends in said stored data; and

computer-readable program code that selects, based on said statistical trends, at least one of said multiple variants of interactive content for continued use with all members of said population.

28. A computer program product as set forth in claim 27, wherein said pull environment comprises a website and wherein said interactive content comprises website content, and wherein said population of users comprise users of said website.

29. A computer program product as set forth in claim 28, wherein said rules subdivide said population into plural subdivisions based upon characteristics of said users.

30. A computer program product as set forth in claim 29, wherein said characteristics comprise at least one characteristic related to demographics, prior activity on said website, or interests.

31. A computer program product as set forth on claim 30, wherein said multiple variants comprise a plurality of web links, each web link directing a user activating said link to a different web page.

32. A computer program product as set forth in claim 31, wherein said computer-readable program code that identifies subdivision assignments includes computer-readable program code that accesses stored user data corresponding to a content-user entering said pull environment and matches user characteristics stored in said stored user data with characteristics identifying said subdivisions.

33. A computer program product as set forth in claim 32, wherein said content users are required to follow a log-in procedure to access said website, and wherein stored user data comprises user login data.

34. A computer program product as set forth in claim 32, wherein said stored data comprises prior purchase history of said content users.

35. A computer program product as set forth in claim 32, wherein said monitoring of the reactions of said content users comprises tracking and storing the click-stream data corresponding to said content user.

36. A computer program product as set forth in claim 35, wherein said statistical trends identify which of said multiple variants is most often selected by said population.

37. A computer program product as set forth in claim 27 wherein said pull environment comprises a call center and wherein said interactive content comprises scripted materials presented to users of said call center, and wherein said population of users comprises users of said call center.

38. A computer program product as set forth in claim 27 wherein said pull environment comprises an automatic teller machine (ATM) and wherein said interactive content comprises textual or audio content presented to users of said ATM, and wherein said population of users comprises users of said ATM.

39. A computer program product as set forth in claim 27 wherein said pull environment comprises an intelligent vending machine and wherein said interactive content comprises textual or audio information displayed to users of said intelligent vending machine, and wherein said population of users comprises users of said intelligent vending machine.