Targeted online marketing
First Claim
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1. A computer-implemented method of advantageously using web marketing space by determining a marketing element that is shown in web marketing spots to a user, said method comprising:
- inputting, to a computer, user information, said user information comprising current session attributes,wherein said current session attributes comprise any of shopping cart contents, web marketing spots visited in a current session, products viewed in said current session, and responses to marketing elements shown in said current session;
inputting, to said computer, web marketing spot information, said web marketing spot information comprising locations of each of a plurality of web marketing spots on a containing page of said web marketing space;
inputting, to said computer, marketing element information, said marketing element information comprising marketing elements including any of an advertisement, a discount, a cross-sell recommendation, an up-sell recommendation, and a coupon,wherein each one of said plurality of web marketing spots contains one marketing element;
inputting, to said computer, a merchant'"'"'s marketing objective information, said merchant'"'"'s marketing objective information comprising a merchant'"'"'s marketing objective including one of profit from a purchase, gain in market share, an increase in product awareness, and time taken to compute a solution;
computing, by said computer, for each possible location of each of said marketing elements in said plurality of web marketing spots, a merchant gain, according to said merchant'"'"'s marketing objective, from showing said each possible location of each of said marketing elements to said user in said current user session, said computing being based on probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective; and
outputting, by said computer, an advantageous marketing element for each of said plurality of web marketing spots in said current user session, which maximizes said merchant gain, based on said probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective.
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Abstract
Selecting one or more marketing messages for optimal display at marketing locations in a marketing environment is performed on the basis of information relating to a user to whom the messages are to be displayed, the marketing messages, and the marketing locations. Dynamic selection and display of marketing messages in this manner can be advantageously performed for online environments for which relevant information is readily accessed and used as a basis for selection and display of marketing messages.
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Citations
17 Claims
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1. A computer-implemented method of advantageously using web marketing space by determining a marketing element that is shown in web marketing spots to a user, said method comprising:
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inputting, to a computer, user information, said user information comprising current session attributes, wherein said current session attributes comprise any of shopping cart contents, web marketing spots visited in a current session, products viewed in said current session, and responses to marketing elements shown in said current session; inputting, to said computer, web marketing spot information, said web marketing spot information comprising locations of each of a plurality of web marketing spots on a containing page of said web marketing space; inputting, to said computer, marketing element information, said marketing element information comprising marketing elements including any of an advertisement, a discount, a cross-sell recommendation, an up-sell recommendation, and a coupon, wherein each one of said plurality of web marketing spots contains one marketing element; inputting, to said computer, a merchant'"'"'s marketing objective information, said merchant'"'"'s marketing objective information comprising a merchant'"'"'s marketing objective including one of profit from a purchase, gain in market share, an increase in product awareness, and time taken to compute a solution; computing, by said computer, for each possible location of each of said marketing elements in said plurality of web marketing spots, a merchant gain, according to said merchant'"'"'s marketing objective, from showing said each possible location of each of said marketing elements to said user in said current user session, said computing being based on probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective; and outputting, by said computer, an advantageous marketing element for each of said plurality of web marketing spots in said current user session, which maximizes said merchant gain, based on said probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective. - View Dependent Claims (2, 3, 4, 5, 6)
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7. A computer system that advantageously uses web marketing space by determining a marketing element that is shown in web marketing spots to a user, the system comprising:
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a memory that stores; user information, said user information comprising current session attributes, wherein said current user attributes comprise any of shopping contents, web marketing spots visited in a current session, products viewed in said current session, and responses to marketing elements shown in said current session; web marketing spot information, said web marketing spot information locations of each of a plurality of web marketing spots on a containing page of said marketing space; marketing element information, said marketing element information comprising marketing elements including any of an advertisement, a discount, a cross-sell recommendation, an up-sell recommendation, and a coupon, wherein each one of said plurality of web marketing spots contains one marketing element; and a merchant'"'"'s marketing objective information, said merchant'"'"'s marketing objective information comprising a merchant'"'"'s marketing objective including one of profit from a purchase, gain in market share, an increase in product awareness, and time taken to compute a solution; and a processor configured to; compute, for each possible location of each of said marketing elements in said plurality of web marketing spots, a merchant gain, according to said merchant'"'"'s marketing objective, from showing said each possible location of each of said marketing elements to said user in said current user session, said computing being based on probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective; and output an advantageous marketing element for each of said plurality of web marketing spots in said current user session, which maximizes said merchant gain, based on said probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective. - View Dependent Claims (8, 9, 10, 11, 12)
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13. A computer program storage medium readable by a computer, tangibly embodying a program of instructions executable by said computer to perform a method of advantageously using web marketing space by determining a marketing element that is shown in web marketing spots to a user, said method comprising:
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inputting user information, said user information comprising current session attributes, wherein said current session attributes comprise any of shopping cart contents, web marketing spots visited in a current session, products viewed in said current session, and responses to marketing elements shown in said current session; inputting web marketing spot information, said web marketing spot information comprising locations of each of a plurality of web marketing spots on a containing page of said web marketing space; inputting marketing element information, said marketing element information comprising marketing elements including any of an advertisement, a discount, a cross-sell recommendation, an up-sell recommendation, and a coupon, wherein each one of said plurality of web marketing spots contains one marketing element; inputting a merchant'"'"'s marketing objective information, said merchant'"'"'s marketing objective information comprising a merchant'"'"'s marketing objective including one of profit from a purchase, gain in market share, an increase in product awareness, and time taken to compute a solution; computing, for each possible location of each of said marketing elements in said plurality of web marketing spots, a merchant gain, according to said merchant'"'"'s marketing objective, from showing said each possible location of each of said marketing elements to said user in said current user session, said computing being based on probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective; and outputting an advantageous marketing element for each of said plurality of web marketing spots in said current user session, which maximizes said merchant gain, based on said probabilities derived from said current session attributes of said user and said merchant'"'"'s marketing objective. - View Dependent Claims (14, 15, 16, 17)
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Specification