Methods, Systems and Apparatuses for Analyzing and Comparing Return on Investment Performance of Marketing Channels in Integrated Marketing Campaigns
First Claim
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1. A method, comprising:
- collecting by a specially programmed computer system over a time period, cost data for a marketing campaign for an offering of a vendor, the marketing campaign including at least two providers being from at least one marketing venue in at least one marketing channel, the at least two providers making marketing communications for the offering in the marketing campaign;
collecting by the specially programmed computer system from a revenue data system in near real time, over the time period, revenue data for the offering generated by the marketing campaign;
obtaining, by the specially programmed computer system, a profit margin on at least a vendor level of granularity;
grouping, by the specially programmed computer system, of the cost data and the revenue data into categories for at least one desired level of granularity and separating any revenue data that cannot be grouped as ungrouped revenue data;
pulling, in near real time from a web analytics system, web site usage data about the impact of the marketing communications on a website relating to the offering;
correlating, by the specially programmed computer system, the web site usage data with the ungrouped revenue data to group the ungrouped revenue data into the categories for the at least one desired level of granularity;
determining, by the specially programmed computer system, from the grouped cost data and grouped revenue data and the profit margin, returns on investment (“
ROI'"'"'s”
) at the at least one desired level of granularity; and
displaying, on a display in communication with by the specially programmed computer system, the determined ROI'"'"'s on at the at least one desired level of granularity.
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Abstract
Methods, systems and apparatuses are disclosed for collecting cost data regarding advertisements of an offering through two or more marketing channels over a time period and, in near real time, revenue data generated by the marketing campaign. The cost data and the revenue data are grouped into a desired level of granularity. The returns on investment for the desired level of granularity are calculated and displayed. Other embodiments are also disclosed and claimed.
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Citations
21 Claims
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1. A method, comprising:
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collecting by a specially programmed computer system over a time period, cost data for a marketing campaign for an offering of a vendor, the marketing campaign including at least two providers being from at least one marketing venue in at least one marketing channel, the at least two providers making marketing communications for the offering in the marketing campaign; collecting by the specially programmed computer system from a revenue data system in near real time, over the time period, revenue data for the offering generated by the marketing campaign; obtaining, by the specially programmed computer system, a profit margin on at least a vendor level of granularity; grouping, by the specially programmed computer system, of the cost data and the revenue data into categories for at least one desired level of granularity and separating any revenue data that cannot be grouped as ungrouped revenue data; pulling, in near real time from a web analytics system, web site usage data about the impact of the marketing communications on a website relating to the offering; correlating, by the specially programmed computer system, the web site usage data with the ungrouped revenue data to group the ungrouped revenue data into the categories for the at least one desired level of granularity; determining, by the specially programmed computer system, from the grouped cost data and grouped revenue data and the profit margin, returns on investment (“
ROI'"'"'s”
) at the at least one desired level of granularity; anddisplaying, on a display in communication with by the specially programmed computer system, the determined ROI'"'"'s on at the at least one desired level of granularity. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. An apparatus, comprising:
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a return on investment (“
ROI”
) marketing performance measurement reporting system coupled to a cost system, the ROI marketing performance measurement reporting system configured to collect from the cost system cost data for a marketing campaign, the marketing campaign including a plurality of marketing communications for an offering through two or more providers from at least one marketing venue in at least one marketing channel,wherein the ROI marketing performance measurement reporting system also coupled to a revenue system and further configured to collect in near real time from the revenue system revenue data generated from the marketing campaign, the revenue data, including a profit margin; a web analytics system configured to obtain web site usage data related to a web site for the offering, wherein the web analytics system is coupled to the ROI marketing performance measurement reporting system, the ROI marketing performance measurement reporting system configured to pull the web site usage data from the web analytics system; wherein the ROI marketing performance measurement reporting system is further configured to group the cost data and the revenue data into categories at a desired level of granularity; wherein the ROI marketing performance measurement reporting system further configured to determine ROI'"'"'s for the categories on the desired level of granularity from the grouped cost data, the grouped revenue data and the profit margin; and
, further comprising,a display in communication with the ROI marketing performance measurement reporting system for displaying at least one of the determined ROI'"'"'s. - View Dependent Claims (16, 17, 18)
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19. An article of manufacture comprising a medium, storing instructions that, if executed, enables a processor-based system to:
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collect, over a time period, cost data for a marketing campaign including marketing communications for an offering through two or more marketing providers from a cost system coupled to the processor-based system; collect, in near real time, revenue data generated by the marketing campaign, the revenue data collected from a revenue data system coupled to the processor-based system; collect, over the time period in near real time, website usage data about the impact of the marketing communications on a website relating to the offering; group the cost data and the revenue data on at a desired level of granularity; obtain a profit margin for a line of offerings including the offering; determine a return on investment (“
ROI”
) on the desired level of granularity using the grouped cost data, the grouped revenue data system and the profit margin; anddisplay the calculated return on investment. - View Dependent Claims (20)
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21. A system, comprising:
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a ROI marketing performance measurement reporting system; a cost data system coupled to the ROI marketing performance measurement reporting system and configured to collect cost data for a marketing campaign, the marketing campaign including a plurality of marketing communications for an offering through two or more providers over a time period, the cost data system being further configured to send the cost data to the ROI marketing performance measurement reporting system; a revenue system for collecting revenue data generated from the marketing campaign, the revenue system coupled to the ROI marketing performance measurement reporting system, the ROI marketing performance measurement reporting system being configured to pull the revenue data from the revenue system in near real time; a web site for the offering; a web analytics system configured to obtain web site usage data related to the web site for the offering, wherein the web analytics system is coupled to the ROI marketing performance measurement reporting system, the ROI marketing performance measurement reporting system configured to pull the web site usage data from the web analytics system; wherein the ROI marketing performance measurement reporting system is further to group the cost data and the revenue data into categories at a desired level of granularity; wherein the ROI marketing performance measurement reporting system is further configured to determine the ROI'"'"'s for the categories on the desired level of granularity from the grouped cost data, the grouped revenue data and the profit margin; and a display in communication with the ROI marketing performance measurement reporting system for displaying at least one of the determined ROI'"'"'s.
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Specification