Systems, Methods, and Media for Executing and Optimizing Online Marketing Initiatives

• US 20120221407A1
• Filed: 02/25/2011
• Published: 08/30/2012
• Est. Priority Date: 02/25/2011
• Status: Active Grant

• Current Assignee: SDL Netherlands BV (RWS Holdings Plc)
• Original Assignee: SDL Netherlands BV (RWS Holdings Plc)
• Inventors: Erasmus, Davina, Møllebjerg, Lars, Faber, Robert Peter
• Granted Patent: US 10,580,015 B2
• Time in Patent Office: Days
• US Class Current: 705/14.43
• 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

Abstract

Systems, methods, and media for executing and optimizing the performance of online marketing initiatives are provided herein. Methods may include the steps of receiving input corresponding to one or more marketing initiatives, each of the one or more online marketing initiatives including at least one entry asset, generating one or more online marketing initiatives from the received input, providing the one or more online marketing initiatives to one or more presentation servers for publishing the one or more marketing initiative to one or more platforms, receiving tracking data for at least one of the one or more marketing initiatives, comparing the tracking data to one or more performance metrics to determine the performance of the at least one marketing initiative, and storing at least one of the tracking data and the performance metric in a database coupled to at least one of the web server and the one or more presentation servers.

Claims

1. A method for executing and optimizing the performance of online marketing initiatives, comprising:

receiving, via a web server, input corresponding to one or more marketing initiatives, each of the one or more online marketing initiatives including at least one asset;

generating, via the web server, one or more online marketing initiatives from the received input;

providing the one or more online marketing initiatives to one or more presentation servers for publishing the one or more marketing initiative to one or more platforms;

receiving, from the one or more presentation servers, tracking data for at least one of the one or more marketing initiatives;

comparing the tracking data to one or more performance metrics to determine the performance of the at least one marketing initiative; and

storing at least one of the tracking data and the performance metric in a database coupled to at least one of the web server and the one or more presentation servers.

2. The method according to claim 1, wherein the one or more online marketing initiatives each further include at least one entry asset that includes any of a banner, a web page, a hyperlink, an interactive image, an interactive video, and combinations thereof.

3. The method according to claim 1, wherein the one or more online marketing initiatives each further include at least one goal asset that includes any of a landing web page, a web form, a click through, an advertisement, a promotion, a coupon, and combinations thereof.

4. The method according to claim 3, wherein tracking data includes visitor interactions with at least one of the at least one asset and the at least one goal asset.

5. The method according to claim 1, wherein the one or more platforms includes an RSS and news feeds, a web content aggregator, a web engine, one or more web pages, social networking medias, a search engine, an online ad engine, a banner engine, online news groups, forums, standard web applications, mobile web applications, and combinations thereof.

6. The method according to claim 1, further comprising receiving input corresponding to one or more online marketing initiatives from a global marketing framework.

7. The method according to claim 1, further comprising evaluating the tracking data to:

determine information corresponding visitor interactions with the at least one asset associated with at least one of the one or more marketing initiatives; and

obtain demographic information corresponding to each visitor.

8. The method according to claim 7, wherein the performance metric includes an aggregate number of visitors who access the at least one goal asset via the at least one asset for each of the one or more marketing initiatives.

9. The method according to claim 1, further comprising:

generating, via the web server, one or more visual representations corresponding to at least a portion of the tracking data relative to the performance metric for the at least one marketing initiative; and

providing the visual representations via the web server to one or more client devices.

10. The method according to claim 1, further comprising generating a visual representation of the performance metric for the at least one marketing initiative and providing the visual representation to a client device via the web server.

11. The method according to claim 9, further comprising selectively modifying the at least one marketing initiative based upon the performance metric by modifying the at least one asset of the at least one marketing initiative.

12. The method according to claim 11, wherein selectively modifying the at least one marketing initiative causes corresponding modifications in additional marketing initiatives associated with the at least one marketing initiative.

13. The method according to claim 1, further comprising selecting at least one of the one or more online marketing initiatives for which tracking data is to be received before the step of receiving

14. A system for executing and optimizing the performance of online marketing initiatives, comprising:

a memory for storing executable instructions for evaluating the performance of online marketing initiatives;

a processor configured to execute the instructions stored in the memory to;

receive, via a web server, input corresponding to one or more marketing initiatives, each of the one or more online marketing initiatives including at least one asset;

generate, at the web server, one or more online marketing initiatives from the received input;

provide the one or more online marketing initiatives to one or more presentation servers for publishing the one or more marketing initiative to one or more platforms;

receive, from the one or more presentation servers, tracking data for at least one of the one or more marketing initiatives;

compare the tracking data to the at least one goal asset to determine a performance metric for the at least one marketing initiative; and

store the tracking data in a database.

15. The system according to claim 14, wherein the one or more online marketing initiatives each further include at least one entry asset that includes any of a banner, a web page, a hyperlink, an interactive image, an interactive video, and combinations thereof.

16. The system according to claim 14, wherein the one or more online marketing initiatives each further include at least one goal asset that includes any of a landing web page, an advertisement, a promotion, a coupon, and combinations thereof.

17. The system according to claim 16, wherein tracking data includes visitor interactions with at least one of the at least one asset and the at least one goal asset.

18. The system according to claim 14, wherein the one or more platforms includes an RSS and news feeds, a web content aggregator, a web engine, one or more web pages, social networking medias, a search engine, an online ad engine, a banner engine, online news groups, forums, standard web applications, mobile web applications, and combinations thereof.

19. The system according to claim 14, wherein the processor is further adapted to execute the instructions to receive input corresponding to one or more online marketing initiatives from a global marketing framework.

20. The system according to claim 14, wherein the processor is further adapted to execute the instructions to evaluate the tracking data to:

determine information corresponding visitor interactions with the at least one asset associated with at least one of the one or more marketing initiatives; and

obtain demographic information corresponding to each visitor.

21. The system according to claim 20, wherein the performance metric includes an aggregate number of visitors who access the at least one goal asset via the at least one asset for each of the one or more marketing initiatives.

22. The system according to claim 14, wherein the processor is further adapted to generate one or more visual representations corresponding to at least a portion of the tracking data relative to the performance metric for the at least one marketing initiative and providing the visual representations via the web server.

23. The system according to claim 22, further comprising selectively modifying the at least one marketing initiative based upon the performance metric.

24. The system according to claim 23, wherein selectively the at least one marketing initiative causes corresponding modifications in additional marketing initiatives associated with the at least one marketing initiative.

25. The system according to claim 14, further comprising selecting at least one of the one or more online marketing initiatives for which tracking data is to be received before the step of receiving, from the one or more presentation servers, tracking data for at least one of the one or more marketing initiatives.

26. A non-transitory executable storage medium having a computer program embodied thereon, the computer program executable by a processor in a computing system to perform a method for executing and optimizing the performance of online marketing initiatives, the method comprising:

receiving, via a web server, input corresponding to one or more marketing initiatives, each of the one or more online marketing initiatives including at least one asset;

generating, via the web server, one or more online marketing initiatives from the received input;

providing the one or more online marketing initiatives to one or more presentation servers for publishing the one or more marketing initiative to one or more platforms;

receiving, from the one or more presentation servers, tracking data for at least one of the one or more marketing initiatives;

comparing the tracking data to one or more performance metrics to determine the performance of the at least one marketing initiative; and

storing at least one of the tracking data and the performance metric in a database coupled to at least one of the web server and the one or more presentation servers.

27. A method for evaluating the performance of online marketing initiatives, comprising:

receiving, from one or more presentation servers, tracking data for one or more online marketing initiatives, each of the one or more online marketing initiatives including at least one asset;

comparing the tracking data to one or more performance metrics to determine the performance of the at least one marketing initiative; and

storing at least one of the tracking data and the one or more performance metrics in a database.

28. The method according to claim 27, further comprising generating a visual representation of each performance metric and arranging the visual representations together.

29. The method according to claim 27, wherein the at least one asset and the at least one goal asset each include a unique uniform resource indicator.

30. The method according to claim 29, wherein tracking data for each of the at least one asset and the at least one goal asset may be gathered utilizing the unique uniform resource indicator.

31. The method according to claim 27, wherein the at least one online marketing initiative includes a plurality of assets, the at least one online marketing in initiative having a unique uniform resource indicator and each of the plurality of assets have a unique uniform resource indicator.

32. The method according to claim 27, further comprising receiving selections of one or more unique uniform resource indicators corresponding to one or more assets of one or more marketing initiatives before the step of receiving tracking data such that the tracking data received corresponds to the selected unique uniform resource indicators.