SYSTEMS, METHODS, AND APPARATUS FOR ANALYZING THE INFLUENCE OF MARKETING ASSETS

• US 20090265221A1
• Filed: 04/15/2009
• Published: 10/22/2009
• Est. Priority Date: 04/18/2008
• Status: Active Grant

• Current Assignee: Eloqua Corporation
• Original Assignee: Eloqua Corporation
• Inventors: Woods, Steven, Corey, Andrea
• Granted Patent: US 8,417,560 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 40/12 Accounting

Abstract

In various embodiments, the influence of marketing assets upon an individual are analyzed. In particular, a record of the individual'"'"'s interactions with a first marketing asset of a first marketing campaign may be stored in a database. Thereafter, the database may be queried to determine whether the individual interacted with the first marketing asset in accordance with defined criteria. If so, the individual may be associated with the first marketing campaign.

Claims

1. A method for analyzing the influence of marketing assets, the method comprising:

storing, in a database, a record of an individual'"'"'s interactions with a first marketing asset of a first marketing campaign;

querying the database to determine whether the individual interacted with the first marketing asset in accordance with defined criteria; and

if the individual interacted with the first marketing asset in accordance with the defined criteria, associating, in computer memory, the individual with the first marketing campaign.

2. The method of claim 1, wherein the first marketing asset is selected from the group consisting of an e-mail, a print-mail, a calling campaign, a web form, a landing page on a website, an online event, a survey, and a tradeshow.

3. The method of claim 1 further comprising storing, in the database, a record of the individual'"'"'s interactions with a plurality of additional marketing assets.

4. The method of claim 3 further comprising assigning, in the computer memory, at least one score to the individual based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

5. The method of claim 4 further comprising ranking the individual based upon the individual'"'"'s assigned score, and storing the individual'"'"'s rank in the computer memory.

6. The method of claim 5 further comprising assigning, in the computer memory, a score to each of a plurality of additional persons based upon each person'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

7. The method of claim 6 further comprising ranking each person based upon the person'"'"'s assigned score, and storing the persons'"'"' ranks in computer memory.

8. The method of claim 7 further comprising presenting, for the first marketing campaign, a graphical representation of the ranks of each individual and person associated with the first marketing campaign.

9. The method of claim 5, wherein a plurality of scores are assigned to the individual over time and a plurality of ranks for the individual are stored in the computer memory over time, each rank associated with a particular time frame.

10. The method of claim 9 further comprising i) identifying a change in the individual'"'"'s rank from a first time frame to a second time frame and ii) determining whether the change in the individual'"'"'s rank occurred within a set time period from a beginning of the first marketing campaign.

11. The method of claim 4, wherein the score represents the individual'"'"'s level of interest in a product.

12. The method of claim 4 further comprising identifying the individual to a sales group if the individual'"'"'s score exceeds a threshold.

13. The method of claim 3 further comprising querying the database to determine, based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets, a stage at which the individual is at in a buying cycle.

14. The method of claim 1, wherein the individual is associated, in the computer memory, with a plurality of marketing campaigns, and further comprising attributing, in the computer memory, revenue from a sale across the plurality of campaigns.

15. The method of claim 14, wherein the revenue is attributed across the plurality of campaigns in accordance with user input.

16. A system that analyzes the influence of marketing assets, the system comprising:

a database that stores a record of an individual'"'"'s interactions with a first marketing asset of a first marketing campaign;

a determination module that queries the database to determine whether the individual interacted with the first marketing asset in accordance with defined criteria; and

an association module that associates, in computer memory if the individual interacted with the first marketing asset in accordance with the defined criteria, the individual with the first marketing campaign.

17. The system of claim 16, wherein the first marketing asset is selected from the group consisting of an e-mail, a print-mail, a calling campaign, a web form, a landing page on a website, an online event, a survey, and a tradeshow.

18. The system of claim 16, wherein the database further stores a record of the individual'"'"'s interactions with a plurality of additional marketing assets.

19. The system of claim 18 further comprising a scoring module that assigns, in the computer memory, at least one score to the individual based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

20. The system of claim 19 further comprising a ranking module that ranks the individual based upon the individual'"'"'s assigned score, and that stores the individual'"'"'s rank in the computer memory.

21. The system of claim 20, wherein the scoring module further assigns, in the computer memory, a score to each of a plurality of additional persons based upon each person'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

22. The system of claim 21, wherein the ranking module further ranks each person based upon the person'"'"'s assigned score, and stores the persons'"'"' ranks in computer memory.

23. The system of claim 22 further comprising a presentation module that presents, for the first marketing campaign, a graphical representation of the ranks of each individual and person associated with the first marketing campaign.

24. The system of claim 20, wherein the scoring module assigns a plurality of scores to the individual over time and the ranking module stores a plurality of ranks for the individual in the computer memory over time, each rank being associated with a particular time frame.

25. The system of claim 24 further comprising an analysis module that i) identifies a change in the individual'"'"'s rank from a first time frame to a second time frame and ii) determines whether the change in the individual'"'"'s rank occurred within a set time period from a beginning of the first marketing campaign.

26. The system of claim 19, wherein the score represents the individual'"'"'s level of interest in a product.

27. The system of claim 19, wherein the scoring module identifies the individual to a sales group if the individual'"'"'s score exceeds a threshold.

28. The system of claim 18 further comprising a scoring module that queries the database to determine, based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets, a stage at which the individual is at in a buying cycle.

29. The system of claim 16, wherein the association module associates, in the computer memory, the individual with a plurality of marketing campaigns, and further comprising a financial analysis module that attributes, in the computer memory, revenue from a sale across the plurality of campaigns.

30. The system of claim 29, wherein the financial analysis module attributes the revenue across the plurality of campaigns in accordance with user input.

31. An article of manufacture storing computer-readable instructions thereon for analyzing the influence of marketing assets on an individual, the article of manufacture comprising:

instructions that track the individual'"'"'s interactions with a first marketing asset of a first marketing campaign and that transmit a record of the interactions to a database for storage thereat;

instructions that query the database to determine whether the individual interacted with the first marketing asset in accordance with defined criteria; and

instructions that associate, in computer memory if the individual interacted with the first marketing asset in accordance with the defined criteria, the individual with the first marketing campaign.

32. The article of manufacture of claim 31, wherein the first marketing asset is selected from the group consisting of an e-mail, a print-mail, a calling campaign, a web form, a landing page on a website, an online event, a survey, and a tradeshow.

33. The article of manufacture of claim 31 further comprising instructions that track the individual'"'"'s interactions with a plurality of additional marketing assets and that transmit a record thereof to a database for storage thereat.

34. The article of manufacture of claim 33 further comprising instructions that assign, in computer memory, at least one score to the individual based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

35. The article of manufacture of claim 34 further comprising instructions that rank the individual based upon the individual'"'"'s assigned score, and that store the individual'"'"'s rank in the computer memory.

36. The article of manufacture of claim 35 further comprising instructions that assign, in computer memory, a score to each of a plurality of additional persons based upon each person'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets.

37. The article of manufacture of claim 36 further comprising instructions that rank each person based upon the person'"'"'s assigned score, and that store the persons'"'"' ranks in computer memory.

38. The article of manufacture of claim 37 further comprising instructions that present, for the first marketing campaign, a graphical representation of the ranks of each individual and person associated with the first marketing campaign.

39. The article of manufacture of claim 35, wherein the instructions that assign comprise instructions that assign a plurality of scores to the individual over time and wherein the instructions that rank comprise instructions that store a plurality of ranks for the individual in the computer memory over time, each rank being associated with a particular time frame.

40. The article of manufacture of claim 39 further comprising i) instructions that identify a change in the individual'"'"'s rank from a first time frame to a second time frame and ii) instructions that determine whether the change in the individual'"'"'s rank occurred within a set time period from a beginning of the first marketing campaign.

41. The article of manufacture of claim 34, wherein the score represents the individual'"'"'s level of interest in a product.

42. The article of manufacture of claim 34 further comprising instructions that identify the individual to a sales group if the individual'"'"'s score exceeds a threshold.

43. The article of manufacture of claim 33 further comprising instructions that query the database to determine, based upon the individual'"'"'s interactions with the first marketing asset and the plurality of additional marketing assets, a stage at which the individual is at in a buying cycle.

44. The article of manufacture of claim 31, wherein the individual is associated, in the computer memory, with a plurality of marketing campaigns, and further comprising instructions that attribute, in the computer memory, revenue from a sale across the plurality of campaigns.

45. The article of manufacture of claim 44, wherein the revenue is attributed across the plurality of campaigns in accordance with user input.