Use of business heuristics and data to optimize online advertisement and marketing

• US 20080004955A1
• Filed: 06/28/2006
• Published: 01/03/2008
• Est. Priority Date: 06/28/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Surpatanu, Nicolae, Taneja, Rajat, Mathew, Ashvin J., O'Meara, Brendan A.
• Application Number:
  US11/458,420
• Publication Number:
  US 20080004955A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A computer-implemented method of conducting an online advertising and marketing campaign includes the step of selecting one of a plurality of business rules to use in targeting product or service offerings in the online advertising and marketing campaign. The selected business rule is then run against a business database to identify at least one target offering candidate. The at least one identified target offering candidate is then recommended to a user (e.g., by specifying the target offering, by recommending keywords for the target offering, etc.).

Claims

1. A computer-implemented method of conducting an online advertising and marketing campaign, the method comprising:

selecting one of a plurality of business rules to use in targeting product or service offerings in the online advertising and marketing campaign;

running the selected business rule against a business database to identify at least one target offering candidate; and

recommending the at least one identified target offering candidate to a user.

2. The computer-implemented method of claim 1, wherein running the selected business rule against the business database to identify the at least one target offering candidate further comprises running the selected business rule on data of an accounting application to identify the at least one target offering candidate.

3. The computer-implemented method of claim 1, wherein recommending the at least one identified target offering candidate to the user further comprises:

obtaining business data corresponding to the at least one identified target offering;

performing a statistical analysis on the business data to determine keywords from the business data; and

providing keyword suggestions based upon the keywords determined from the statistical analysis.

4. The computer-implemented method of claim 3, and after the step of performing the statistical analysis to determine keywords from the business data, further comprising:

performing a linguistic analysis on the keywords determined from the statistical analysis to identify at least one keyword or keyword phrase;

wherein the step of providing the keyword suggestions based upon the keywords determined from the statistical analysis comprises providing the at least one identified keyword or keyword phrase.

5. The computer-implemented method of claim 4, and further comprising performing a basket analysis on the business data, as a function of the at least one keyword or keyword phrase, to identify further keywords or keyword phrases.

6. The computer-implemented method of claim 1, wherein selecting the one of the plurality of business rules to use in targeting offerings in the online advertising and marketing campaign further comprises selecting the one of the plurality of business rules from a menu displaying the plurality of business rules.

7. The computer-implemented method of claim 6, wherein selecting the one of the plurality of business rules to use in targeting offerings in the online advertising and marketing campaign further comprises selecting a profit margin maximization rule.

8. The computer-implemented method of claim 7, wherein selecting the one of the plurality of business rules to use in targeting offerings in the online advertising and marketing campaign further comprises selecting an inventory management rule.

9. The computer-implemented method of claim 8, wherein selecting the inventory management rule further comprises selecting an inventory minimization rule.

10. The computer-implemented method of claim 8, wherein selecting the inventory management rule further comprises selecting an excessive inventory reduction rule.

11. The computer-implemented method of claim 8, wherein selecting the inventory management rule further comprises selecting an inventory seasonality/perishability rule.

12. The computer-implemented method of claim 7, wherein selecting the one of the plurality of business rules to use in targeting offerings in the online advertising and marketing campaign further comprises selecting a sales trend analyzing rule.

13. The computer-implemented method of claim 7, wherein selecting the one of the plurality of business rules to use in targeting offerings in the online advertising and marketing campaign further comprises selecting a past online advertising and marketing campaign analysis rule.

14. The computer-implemented method of claim 13, wherein selecting the past campaign analysis rule further comprises selecting a return-on-investment (ROI) analyzing rule which analyzes past advertising and marketing campaigns.

15. An online advertising or marketing campaign system for assisting a business in developing or managing online campaigns, the system comprising:

a business database containing business data corresponding to a plurality of products or services; and

a business rules engine configured to run a selected business rule against the business data to identify at least one target offering candidate and to provide information related to the at least one identified target offering candidate as an output.

16. The online advertising or marketing campaign system of claim 15, and further comprising:

a statistical analysis engine configured to perform statistical analysis on the business data to determine keywords for the at least one identified target offering candidate; and

a graphical user interface component which is configured to display keyword suggestions on a display device to a user based upon the keywords determined from the statistical analysis.

17. The online advertising or marketing campaign system of claim 16, and further comprising a linguistic analysis engine configured to perform linguistic analysis on the keywords determined by the statistical analysis engine to identify at least one keyword phrase, the graphical user interface component displaying the at least one keyword phrase as the keyword suggestions.

18. The online advertising or marketing campaign system of claim 17, and further comprising an advertising portal communication component configured to communicate with advertising portals of online advertising systems, the communication component configured to send the at least one identified keyword phrase to at least one advertising portal to purchase the at least one keyword phrase from corresponding online advertising systems.

19. A business accounting system with online advertising and marketing campaign management capabilities, the business accounting system comprising:

a business accounting database containing business data corresponding to a plurality of products or services; and

a business rules engine configured to run a selected business rule against the business data to identify at least one target offering candidate and to provide information related to the at least one identified target offering candidate as an output to a user.

20. The business accounting system of claim 19, and further comprising:

a statistical analysis engine configured to perform statistical analysis on the business data to determine keywords for the at least one identified target offering candidate; and

a graphical user interface component which is configured to display keyword suggestions on a display device to the user based upon the keywords determined from the statistical analysis.