Method for selecting relevant campaign messages for transmission to recipients

• US 7,742,944 B2
• Filed: 03/10/2003
• Issued: 06/22/2010
• Est. Priority Date: 03/10/2003
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Harbick, Andrew, Compton, John Benjamin, Prater, Alexander, Round, Matt, Dicker, Russell
• Primary Examiner(s): Champagne; Donald L
• Application Number:
  US10/387,225
• Publication Number:
  US 20040204989A1
• Time in Patent Office: 2,661 Days
• Field of Search: 707/3, 345/751, 705/14, 705/14.46, 705/14.52, 705/14.66
• US Class Current: 705/14.46
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0211 Determining the effectiveness of discounts or incentives
• CPC Class Codes: G06Q 30/0235 constrained by time limit or expiration date
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure

Abstract

The present invention is directed to automating the sending of campaign messages in computing environments. Campaign scores are determined for messaging campaigns and eligible recipients are assigned to campaigns with a higher score. More specifically, eligible recipients are assigned to a particular messaging campaign if the campaign is the “best” campaign for each eligible recipient based on the campaign score. Additionally, a portion of the eligible recipients are reserved as a control group for each campaign. After campaign messages have been sent out to assigned recipients, the behavior of the recipients who received campaign messages and the behavior of the control group members are differentiated to update the campaign'"'"'s score. Continually updating campaign scores makes it possible to continually update which campaign is best for a particular recipient.

Claims

1. A computer-implemented method for automatically sending a campaign message to a recipient at a recipient computer, comprising:

determining, by a sender server, that the recipient is eligible to receive a campaign message corresponding to an active campaign;

obtaining a campaign score for the active campaign based on a measured performance of the active campaign over time, wherein the measured performance is derived from consideration of both a revenue received by the active campaign on a per campaign message basis and a number of purchases per campaign message, wherein each campaign message of the active campaign has been sent to a plurality of recipients;

determining that said campaign score for the active campaign is the highest among campaign scores for active campaigns from which the recipient is eligible to receive campaign messages; and

automatically selecting and sending, by the sender server, a campaign message corresponding to the active campaign to the recipient computer.

2. The method of claim 1, wherein the campaign score is further calculated based on a standard deviation of the measured performance.

3. The method of claim 1, wherein obtaining a campaign score for an active campaign further comprises:

identifying a test group of eligible recipients who will receive messages corresponding to a testing campaign;

identifying a control group of eligible recipients who will not receive the messages corresponding to the testing campaign;

sending the messages corresponding to the testing campaign to the test group;

comparing behavior of the test group who has received the messages corresponding to the testing campaign to behavior of the control group who has not received the messages corresponding to the testing campaign; and

updating the campaign score based on the comparison.

4. The method of claim 3, wherein behavior of the test group comprises data representing purchasing patterns of each recipient following receipt of the messages corresponding to the testing campaign, the data comprising tracking information resulting from each recipient'"'"'s activity on a web site identified by the messages corresponding to the testing campaign, the activity including purchasing products available via the identified web site.

5. The method of claim 1, wherein said campaign messages are selected from a group consisting of electronic mail messages, short message service messages, WAP messages, instant messenger messages, and audio messages.

6. A computer-implemented method implemented by a sender server communicatively coupled to a recipient computer over a computer network for automatically sending a campaign message to a recipient at the recipient computer, the method comprising:

determining with the sender server that said recipient is eligible to receive campaign messages corresponding to an active campaign, wherein determining whether said recipient is eligible comprises checking whether a characteristic of said recipient is within desired limits associated with the active campaign;

obtaining a campaign score for the active campaign, wherein the campaign score is calculated based on a standard deviation of a campaign metric value, the campaign metric value being derived from consideration of both a revenue received by the active campaign on a per campaign message basis and a number of purchases per campaign message, wherein each campaign message of the active campaign has been sent to a plurality of recipients;

determining that said campaign score for the active campaign is the highest among campaign scores for active campaigns from which the recipient is eligible to receive campaign messages; and

automatically selecting and sending, by the sender server, a campaign message corresponding to said active campaign to said recipient computer.

7. The method of claim 6, wherein obtaining a campaign score for an active campaign comprises:

setting said campaign score for the active campaign to an average score; and

updating said campaign score based on subsequent performance of said active campaign.

8. The method of claim 6, wherein obtaining a campaign score for an active campaign comprises:

setting said campaign score for the active campaign to the campaign score of at least one other campaign of similar type; and

updating said campaign score based on subsequent performance of said active campaign.

9. The method of claim 6, wherein obtaining a campaign score for an active campaign comprises:

combining campaign scores for a plurality of campaigns; and

updating said campaign score based on subsequent performance of said plurality of campaigns.

10. The method of claim 6, wherein obtaining a campaign score for an active campaign comprises:

identifying a test group of eligible recipients who will receive messages corresponding to a testing campaign;

identifying a control group of eligible recipients who will not receive the messages corresponding to the testing campaign;

sending the messages corresponding to the testing campaign to said test group;

comparing behavior of said test group who has received the messages corresponding to the testing campaign to behavior of the control group who has not received the messages corresponding to the testing campaign; and

updating said campaign score based on said comparison.

11. The method of claim 6, wherein no more than a predetermined number of campaign messages are selected to be sent to said recipient.

12. The method of claim 6, wherein no more than a predetermined number of campaign messages are selected to be sent to said recipient in a period of time.

13. The method of claim 6, wherein the campaign message selected to be sent is sent only during a predetermined time period.

14. The method of claim 6, wherein said campaign messages are selected from a group consisting of electronic mail messages, short message service messages, WAP messages, instant messenger messages, and audio messages.

15. The computer-implemented method of claim 6, wherein the value of the active campaign includes a revenue resulting from the active campaign.

27. The method of claim 6, wherein the recipient'"'"'s characteristic is a demographic characteristic of the recipient.

28. The method of claim 6, wherein the recipient'"'"'s characteristic is a marketing characteristic associated with the recipient.

29. The method of claim 6, wherein said recipient'"'"'s eligibility is determined by checking whether a plurality of recipient'"'"'s characteristics are within desired limits associated with the active campaign.

30. The method of claim 10, wherein behavior of said test group comprises data representing purchasing patterns of each recipient following receipt of the messages corresponding to the testing campaign, the data comprising tracking information resulting from each recipient'"'"'s activity on a web site identified by the messages corresponding to the testing campaign, the activity including purchasing products available via the identified web site.

16. A computer-readable storage medium having computer-executable instructions which, when executed on a computer processor of a sender server cause the sender server to:

determine that a recipient is eligible to receive campaign messages corresponding to an active campaign, wherein determining whether said recipient is eligible comprises checking by the sender server whether a characteristic of said recipient is within desired limits associated with the active campaign;

obtain a campaign score for the active campaign, wherein obtaining a campaign score includes assigning by the sender server the campaign score based on a measured performance of the active campaign over time, the measured performance being derived from consideration of both a revenue received by the active campaign on a per campaign message basis and a number of purchases per campaign message, wherein each campaign message of the active campaign has been sent to a plurality of recipients;

determine that said campaign score for the active campaign is the highest among campaign scores for active campaigns from which the recipient is eligible to receive campaign messages; and

automatically select and send a campaign message related to said active campaign to a computer associated with said recipient.

24. The computer-readable medium of claim 16, wherein the recipient'"'"'s characteristic is a demographic characteristic of the recipient.

25. The computer-readable medium of claim 16, wherein the recipient'"'"'s characteristic is a marketing characteristic associated with the recipient.

26. The computer-readable medium of claim 16, wherein said recipient'"'"'s eligibility is determined by checking whether a plurality of recipient'"'"'s characteristics are within desired limits associated with the active campaign.

31. The computer-readable storage medium of claim 16, wherein the measured performance of the active campaign over time includes a calculation of a revenue generated by the campaign on a per campaign message basis.

17. A computer system for automatically selecting a campaign message to send to a recipient, the system comprising:

a database for storing campaign messages; and

a sender server in communication with said database, wherein the sender server is configured to;

determine that a recipient is eligible to receive campaign messages corresponding to an active campaign, wherein determining whether said recipient is eligible comprises checking whether a characteristic of said recipient is within desired limits associated with the active campaign;

obtain a campaign score for the active campaign, wherein the campaign score is calculated based on a standard deviation of a campaign metric value, the campaign metric value being derived from consideration of both a revenue received by the active campaign on a per campaign message basis and a number of purchases per campaign message, wherein each campaign message of the active campaign has been sent to a plurality of recipients;

determine that said campaign score for the active campaign is the highest among campaign scores for active campaigns from which the recipient is eligible to receive campaign messages; and

automatically select and send a campaign message corresponding to said active campaign to a computer associated with said recipient.

18. The system of claim 17, further comprising a registration server in communication with said sender server for registering said active campaign so that campaign messages from said active campaign may be selected for sending by said sender server.

19. The system of claim 17, further comprising an inbox manager server in communication with said sender server for regulating how often said recipient may receive campaign messages sent by said sender server.

20. The system of claim 17, further comprising a metrics server in communication with said sender server for measuring subsequent performance of said active campaign.

21. The system of claim 17, wherein the recipient'"'"'s characteristic is a demographic characteristic of the recipient.

22. The system of claim 17, wherein the recipient'"'"'s characteristic is a marketing characteristic associated with the recipient.

23. The system of claim 17, wherein said recipient'"'"'s eligibility is determined by checking whether a plurality of recipient'"'"'s characteristics are within desired limits associated with the active campaign.