MOBILE DEVICE MARKETING AND ADVERTISING PLATFORMS, METHODS, AND SYSTEMS

• US 20090138339A1
• Filed: 01/30/2009
• Published: 05/28/2009
• 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: Avramidis, George, Tsakalos, Konstantinos, Moukas, Alexandros, Dendris, Nikolaos, Giannakis, Konstantinos, Kontarinis, Dimitrios, Kaskavelis, Christos, Nassiakou, Maria
• Granted Patent: US 8,239,242 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• 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 targeted mobile marketing campaign platform, the platform comprising:

a planning module comprising;

a definition module for setting budget and objectives; and

a design module for designing the campaign utilizing a plurality of templates;

an execution module comprising;

design tools for designing an executable campaign from the campaign design made from the templates;

operating tools for causing the executable campaign to execute over multiple mobile services; and

a personalization engine configured to collect and filter profile information, the executable campaign targeting an audience based upon the profile information.

2. The targeted mobile marketing campaign platform of claim 1 wherein the profile information comprises a demographic criterion.

3. The targeted mobile marketing campaign platform of claim 2 wherein the demographic criterion is selected from the group consisting of:

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

4. The targeted mobile marketing campaign platform of claim 1 wherein the personalization engine comprises a rules module, the rules module defining a targeted audience based on the mobile device profile data of the database, the broadcast module broadcasting advertisements to the targeted audience.

9. The mobile marketing campaign platform of claim 4 wherein the targeted audience is selected by the rules engine based upon a demographic criterion in the mobile device profile data.

11. The mobile marketing campaign of claim 4 wherein the targeted audience is selected by the rules engine based upon a behavioral pattern in the mobile device profile data.

5. The targeted mobile marketing campaign platform of claim 5 wherein the targeted audience is selected by the rules engine based upon a demographic criterion in the mobile device profile data.

6. The targeted mobile marketing campaign platform of claim 5 wherein the targeted audience is selected by the rules engine based upon a behavioral pattern in the mobile device profile data.

7. The targeted mobile marketing campaign platform of claim 6 wherein the behavioral pattern is selected from the group consisting of:

previous purchases, frequently visited sites, advertisement inquiries, and mobile device usage.

10. The mobile marketing campaign platform of claim 5 wherein the demographic criterion is selected from the group consisting of:

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

12. The mobile marketing campaign platform of claim 7 wherein the behavioral pattern is selected from the group consisting of:

previous purchases, frequently visited sites, advertisement inquiries, and mobile device usage.

8. A mobile marketing campaign platform, the platform comprising:

a broadcast module configured to transmit advertisements to a plurality of mobile device users;

a database comprising mobile device profile data; and

a personalization engine, the personalization engine comprising a rules module, the rules module defining a targeted audience based on the mobile device profile data of the database, the broadcast module broadcasting advertisements to the targeted audience.

13. A mobile marketing campaign system, the 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 planning module;

an execution module, and a mobile community manager module;

the planning module comprising,

a definition module for setting budget and objectives; and

a design module for designing the campaign utilizing a plurality of templates;

the execution module comprising

design tools for designing an executable campaign from the campaign design made from the templates;

operating tools for causing the executable campaign to execute over a mobile service; and

a personalization engine configured to collect and filter profile information, the executable campaign targeting an audience based upon the profile information.

14. The mobile marketing campaign system of claim 13 wherein the personalization engine comprises a rules module, the rules module defining a targeted audience based on the mobile device profile data of the database, the broadcast module broadcasting advertisements to the targeted audience.

15. The mobile marketing campaign system of claim 13 wherein the personalization engine comprises

a user interface, the user interface comprising tools for adding attribute based rules and scenarios to the executable campaign;

and

a plurality of application programming interfaces, the plurality of application programming interfaces configured to interact with rendering engines and WAP sites, wherein

the personalization engine is configured to transform user data to user profile and behavioural information.

16. The mobile marketing campaign system of claim 13 wherein the personalization engine implements a half-life method to score user access to content.

17. The mobile marketing campaign system of claim 13 wherein the personalization engine is organized using realms.

18. The mobile marketing campaign system of claim 13 wherein the personalization engine runs on a processor and determines distances of targeted attributes relative to attributes in user profiles to define targeted users.

19. The mobile marketing campaign system of claim 18 wherein the distances are weighted normalised Euclidean distances.