Mobile device marketing and advertising platforms, methods, and systems

• US 8,239,242 B2
• Filed: 01/30/2009
• Issued: 08/07/2012
• Est. Priority Date: 07/09/2007
• Status: Active Grant

• Current Assignee: Red Rock, Series 58 of Allied Security Trust I (Allied Security Trust)
• Original Assignee: Velti PLC
• Inventors: Tsakalos, Konstantinos, Giannakis, Konstantinos, Dendris, Nikolaos, Avramidis, George, Moukas, Alexandros, Kaskavelis, Christos, Kontarinis, Dimitrios, Nassiakou, Maria
• Primary Examiner(s): LOFTIS, JOHNNA RONEE
• Application Number:
  US12/363,561
• Publication Number:
  US 20090138339A1
• Time in Patent Office: 1,285 Days
• Field of Search: 705/7.29
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/0631 Resource planning, allocation, distributing or scheduling for enterprises or organisations
• CPC Class Codes: G06Q 20/108 Remote banking, e.g. home banking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0212 Chance discounts or incentives
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

A mobile marketing campaign platform and method including: a planning module including: a definition module for setting budget and objectives; and a design module for designing the campaign utilizing a plurality of templates; an execution module including: design tools for designing an executable campaign from the campaign design made from the templates; and operating tools for causing the executable campaign to execute over multiple mobile services; and a reporting module including: tracking means for tracking at least one of a campaign activity, the campaign performance objectives; and the brand performance objectives.

Claims

1. A computer-implemented system comprising:

a computer having a memory, the computer configured to execute a plurality of modules and store data used by the plurality of modules in the memory, wherein the plurality of modules comprises a mobile services manager module, a definition module; and

an execution module;

an interactive wizard comprising a graphical user interface having input fields suitable for creating and configuring an advertising campaign targeted to a target group of mobile devices, wherein the advertising campaign comprises a plurality of activities, each activity having a measurable performance metric;

the mobile service manager module, comprising an application server that includes a set of subroutines that exchange messages using a plurality of different mobile communication channels between the computer and the mobile devices;

the execution module configured to execute the advertising campaign over the plurality of different mobile communication channels;

the definition module configured to set a budget and one or more objectives for the interactive campaign, wherein each objective is associated with at least one of the measurable performance metrics; and

a personalization engine configured to collect and filter profile information, the advertising campaign targeting the target group based upon the profile information, wherein the computer is configured to track each performance metric over the plurality of different mobile communication channels and collect ratings data gathered from the plurality of different mobile communication channels.

2. The system of claim 1, wherein the profile information comprises a demographic criterion selected from the group consisting of:

age, gender, ethnicity, nationality, income, profession, religion, geographic location, education, and home ownership.

3. The system of claim 1 wherein the personalization engine comprises a rules module, the rules module defining the target group based on the profile information, and a broadcast module configured to broadcast advertisements to the targeted audience.

4. The system of claim 1 wherein a the target group is based upon a score generated by the personalization engine, the personalization engine configured to obtain the score from data maintained by a WAP site, a SMS center, or a MMS center such that the data remains stored remotely from the computer.

5. The system of claim 4 further comprising a rules engine wherein the target group is selected by the rules engine based upon a behavioral pattern in the profile information.

6. The system of claim 1 further comprising

a state machine for executing each activity of the advertising campaign,

wherein the mobile service manager provides an infrastructure for each of the modules.

7. The system of claim 1 wherein the personalization engine is configured to implement a half-life method to score user access to content.

8. The system of claim 1 wherein the personalization engine is organized using realms, wherein at least one realm is configured to distinguish items based on types, wherein the items are selected from the group consisting of SMS usage, voice usage, and WAP usage.

9. The system of claim 1 wherein the personalization engine determines distances of targeted attributes relative to attributes in user profiles to define targeted users.

10. The system of claim 9 wherein the distances are weighted normalised Euclidean distances.

11. The system of claim 9 wherein a banner that matches a context of a page being displayed is presented when there is no matching between the targeted attributes and the attributes in user profiles.

12. The system of claim 1 further comprising a reporting module having a tracking module for tracking at least one of a campaign activity, a campaign performance objective and a brand performance objective.

13. The system of claim 1 wherein the system comprises a reporting module that displays performance indicators relating to the advertising campaign activity.

14. The system of claim 1 wherein at least one activity comprises a template selected from the group consisting of invite-to-win activity, lucky store activity, and text to win treasure hunt activity.

15. The system of claim 1 wherein the interactive wizard provides a field for a shortcode address such that the shortcode address serves as a basis for mobile device interaction between the advertising campaign activity and a mobile device user.

16. The system of claim 1 wherein the system comprises a mobile customer relationship management module configured to form mobile communities.

17. The system of claim 16 wherein the customer relationship management software module comprises a dashboard interface comprising a broadcast panel and a communities panel.

18. The system of claim 17 wherein the broadcast panel is configured to transmit a data set to members of a user community.

19. The system of claim 1 wherein the mobile service manager provides an infrastructure for each of the modules, wherein the plurality of different mobile communication channels comprise a wireless application protocol site, a SMS message, a MMS message, and a mobile advertising banner.