METHOD OF MANAGING ADVERTISERS AND SYSTEM FOR EXECUTING THE METHOD

• US 20080046323A1
• Filed: 08/14/2007
• Published: 02/21/2008
• Est. Priority Date: 08/16/2006
• Status: Active Grant

• Current Assignee: Naver Corporation
• Original Assignee: NHN Business Platform Corp. (Naver Corporation)
• Inventors: KIM, Hyo Jeong, Jang, In Won
• Granted Patent: US 7,987,114 B2
• 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 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method of managing an advertiser and a system for executing the method are provided. The method of managing the advertiser selectively includes: calculating a master index based on contribution performance data and activity performance data of the advertiser; and assigning a grade of the advertiser depending on the master index.

Claims

1. A computer-implemented method for managing an online advertiser associated with a search engine provider, the method comprising:

calculating a master index based on contribution performance data and activity performance data of the advertiser; and

assigning a grade to the advertiser according to the master index.

2. The method of claim 1, wherein the step of calculating the master index comprises:

generating a contribution performance index based on the contribution performance data associated with an advertisement of the advertiser; and

calculating the master index based on the contribution performance index.

3. The method of claim 2, wherein the contribution performance data includes an advertisement purchase amount and a purchase period, and

wherein the step of generating the contribution performance index comprises:

quantifying the advertisement purchase amount and the purchase period by providing each of the advertisement purchase amount and the purchase period with a different weight; and

generating the contribution performance index based on the advertisement purchase amount and the purchase period.

4. The method of claim 3, wherein the advertisement purchase amount includes a Cost Per Mill (CPM) sales amount of a CPM advertisement and a Cost Per Click (CPC) sales amount of a CPC advertisement, and

wherein the purchase period includes total execution days of the CPM advertisement.

5. The method of claim 4, wherein the step of quantifying comprises:

generating a CPM sales amount index by assigning a first weight to the CPM sales amount;

generating a total execution days index by assigning a second weight to the total execution days; and

generating a CPC sales amount index by assigning a third weight to the CPC sales amount.

6. The method of claim 5, wherein the contribution performance index includes the CPM sales amount index, the total execution days index, and the CPC sales amount index, and

wherein the step of calculating the master index based on the contribution performance index includes obtaining the master index by adding the CPM sales amount index, the total execution days index, and the CPC sales amount index.

7. The method of claim 1, wherein the step of calculating the master index comprises:

generating an activity performance index based on the activity performance data associated with an advertisement of the advertiser; and

calculating the master index based on the activity performance index.

8. The method of claim 7, wherein the step of generating the activity performance index comprises:

generating a site login index according to a number of times the advertiser has visited a given website; and

generating a participation index in a service satisfaction index survey according to a number of times the advertiser has participated in the service satisfaction index survey.

9. The method of claim 8, wherein the number of site logins includes the number of times the advertiser visited a website related to the advertisement, and

the number of times of participation includes a number of times of the advertiser participated in the service satisfaction index survey provided via online or an outcall, or both.

10. The method of claim 9, wherein the outcall is performed depending on the grade assigned to the advertiser, and

wherein the step of generating the participation index in the service satisfaction index survey comprises:

determining the grade of the advertiser;

selecting the advertiser as a candidate for the outcall based on the grade;

checking the number of times of participation associated with the advertiser participating in the outcall; and

generating the participation index in the service satisfaction index survey based on the number of times of participation.

11. The method of claim 8, wherein the activity performance index includes the site login index and the participation index in the service satisfaction index survey, and

wherein the step of calculating the master index based on the activity performance index includes obtaining the master index by using an addition of the site login index and the participation index in the service satisfaction index survey.

12. The method of claim 1, wherein the step of assigning the grade to the advertiser comprises:

checking the master index of the advertiser;

selecting a grade corresponding to the master index from a plurality of grades according to the master index of the advertiser; and

assigning the selected grade to the advertiser.

13. The method of claim 12, wherein the step of assigning the grade to the advertiser further comprises:

selecting a grade corresponding to the master index of the advertiser at a later time; and

reassigning the grade selected at the later time to the advertiser.

14. The method of claim 1, further comprising:

providing an additional service to the advertiser if the advertiser is assigned a given grade.

15. The method of claim 14, wherein the additional service includes at least one selected from the group consisting of a compensation service, a preferential service, and an event service, and

wherein the step of providing the additional service provides at least one selected from the group consisting of the compensation service, the preferential service, and the event service depending on the grade of the advertiser.

16. The method of claim 14, wherein the step of providing the additional service comprises:

identifying the advertiser by using at least one selected from the group consisting of an e-mail account uniquely provided for the advertiser by a system related to the additional service, and a corporation unification function provided by a point of sales system; and

providing the additional service depending on the grade of the identified advertiser.

17. A computer-readable recording medium storing a program for implementing a method of managing an advertiser, the method comprising:

calculating a master index based on contribution performance data and activity performance data of the advertiser; and

assigning a grade of the advertiser depending on the master index.

18. A system for managing an advertiser selectively, the system comprising:

a master index component operable to calculate a master index based on contribution performance data and activity performance data of the advertiser; and

a grade assignment component operable to assign a grade of the advertiser depending on the master index.

19. The system of claim 18, wherein the master index component comprises:

a contribution performance index generation component operable to generate a contribution performance index based on the contribution performance data with respect to an advertisement of the advertiser; and

a master index calculation component operable to generate the master index based on the contribution performance index.

20. The system of claim 18, wherein the master index component comprises:

an activity performance index generation component operable to generate an activity performance index based on the activity performance data with respect to an advertisement of the advertiser; and

a master index calculation component operable to calculate the master index based on the activity performance index.

21. The system of claim 18, wherein the grade assignment component comprises:

a master index check component operable to check the master index of the advertiser;

a grade check component operable to check a grade corresponding to the master index from among a plurality of grades established according to a range of the master index; and

an advertiser grade assignment component operable to assign the grade as the grade of the advertiser.

22. The system of claim 21, wherein the grade assignment component further comprises:

a grade reassignment component operable to select a grade corresponding to the master index of the advertiser at a later time and reassign the grade selected at the later time to the advertiser.