IPC분류정보
국가/구분 |
United States(US) Patent
등록
|
국제특허분류(IPC7판) |
|
출원번호 |
US-0900589
(2007-09-12)
|
등록번호 |
US-8140376
(2012-03-20)
|
발명자
/ 주소 |
- Koonce, Ryan Michael
- Calboun, Jr., James Newton
- Bell, David Allen
- Bray, Sage
|
출원인 / 주소 |
|
대리인 / 주소 |
Morgan, Lewis & Bockius, LLP
|
인용정보 |
피인용 횟수 :
12 인용 특허 :
2 |
초록
▼
A system and method for improving the performance of a viral marketing program develops a plurality of trials of a viral marketing program having a business objective with each trial having a plurality of attributes at least one of which differs from an attribute of the other of the plurality of tri
A system and method for improving the performance of a viral marketing program develops a plurality of trials of a viral marketing program having a business objective with each trial having a plurality of attributes at least one of which differs from an attribute of the other of the plurality of trials, exposes a first plurality of users to a first trial and a second plurality of users to a second trial, collects data indicative of the users response to the trial to which they were exposed that is reflective of the likelihood of the trial obtaining the business objective, compares the data to identify a trial more likely to achieve the business objective than a non-identified trial and continues to utilize the identified trial in the viral marketing program while ceasing use of a non-identified trial.
대표청구항
▼
1. A computer implemented method of improving the performance of a viral marketing program comprising: developing a plurality of trials of a viral marketing program wherein each of the plurality of trials has a plurality of attributes at least one of which differs from an attribute of the other of t
1. A computer implemented method of improving the performance of a viral marketing program comprising: developing a plurality of trials of a viral marketing program wherein each of the plurality of trials has a plurality of attributes at least one of which differs from an attribute of the other of the plurality of trials and wherein the viral marketing program has a business objective;exposing a first plurality of users to a first trial of the plurality of trials and a second plurality of users to a second trial of the plurality of trials wherein the first trial comprises: sending, via a computer network, a first invitation to the first plurality of users;exposing, via the computer network, the first plurality of users to a first landing page that presents a first offer and a first action that must be completed to receive the first offer; andexposing, via the computer network, the first plurality of users who complete the first action to (a) a first invite page that presents a first plurality of invitation process facilitation tools and (b) a first status page; andwherein the second trial comprises: sending, via the computer network, a second invitation to the second plurality of users;exposing, via the computer network, the second plurality of users to a second landing page that presents a second offer and a second action that must be completed to receive the second offer; andexposing, via the computer network, the second plurality of users who complete the second action to (c) a second invite page that presents a second plurality of invitation process facilitation tools and (d) a second status page; andcollecting, via the computer network, first data indicative of the first plurality of users' responses to exposure to the first trial which collected first data provides the likelihood of the first trial obtaining the business objective and second data indicative of the second plurality of users' responses to exposure to the second trial which collected second data provides the likelihood of the second trial obtaining the business objective;comparing, utilizing a processor, the collected data using a metric to identify a trial of the plurality of trials of the viral marketing program that is more likely to obtain the business objective than a non-identified trial; andcontinuing to utilize the identified trial in the viral marketing program while ceasing use of a non-identified trial. 2. The method of claim 1 wherein the business objective is at least one of a) maximizing the number of participants in a program, b) maximizing the number, amount or both the number and amount of desired consumer actions for the program, or c) minimizing the outlay required for business objectives a, b or both a and b. 3. The method of claim 1 wherein the attribute which differs from an attribute of the other of the plurality of trials is an attribute associated with at least one of a motivator, a desired action, an invitation process, a web process or a communication process. 4. The method of claim 1 further comprising exposing a third plurality of users to a third trial of the plurality of trials and collecting third data which collected third data provides the likelihood of the third trial obtaining the business objective. 5. The method of claim 1 wherein the attribute which differs from an attribute of the other of the plurality of trials is an attribute of an invitation e-mail. 6. The method of claim 1 wherein the first and second invitations each contain a clickable link directing a web browser of a user to a web page and the collecting includes tracking a user's interaction with the web page. 7. A system for improving viral marketing programs comprising: a server configured to act as a host web-server for communications with web clients and being configured to generate a plurality of web pages, the server including a memory and a processor;a computer network coupled to the server;a plurality of clients coupled via the computer network to the server via which a plurality of users may access web pages generated by the server, each client in the plurality of clients running a web browser;wherein the processor runs software configured to develop a plurality of trials of a viral marketing program wherein each of the plurality of trials has a plurality of attributes at least one of which differs from an attribute of the other of the plurality of trials and wherein the viral marketing program has a business objective;wherein the server is configured to expose a first plurality of users to a first trial of the plurality of trials and to expose a second plurality of users to a second trial of the plurality of trials; wherein the first trial comprises: sending, via a computer network, a first invitation to the first plurality of users;exposing, via the computer network, the first plurality of users to a first landing page that presents a first offer and a first action that must be completed to receive the first offer; andexposing, via the computer network, the first plurality of users who complete the first action to (a) a first invite page that presents a first plurality of invitation process facilitation tools and (b) a first status page; andwherein the second trial comprises: sending, via the computer network, a second invitation to the second plurality of users;exposing, via the computer network, the second plurality of users to a second landing page that presents a second offer and a second action that must be completed to receive the second offer; andexposing, via the computer network, the second plurality of users who complete the second action to (c) a second invite page that presents a second plurality of invitation process facilitation tools and (d) a second status page; andwherein the server is configured to collect first data indicative of the first plurality of users' responses to exposure to the first trial which collected first data provides the likelihood of the first trial obtaining the business objective and second data indicative of the second plurality of users' responses to exposure to the second trial which collected second data provides the likelihood of the second trial obtaining the business objective and to store the first and second data in the memory; andwherein the processor is configured to access the memory to retrieve the collected first and second data and compare the collected data using a metric to identify a trial of the plurality of trials of the viral marketing program that is more likely to obtain the business objective than a non-identified trial. 8. The system of claim 7 wherein the server is configured to act as an e-mail server and to generate a plurality of invitation e-mails, the clients run e-mail client software and the first invitation is a first invitation e-mail of the plurality of invitation e-mails and the second invitation is a second invitation e-mail of the plurality of invitation e-mails. 9. The system of claim 7 wherein the processor is configured to access the collected data from the memory and generate first and second metrics that provide the likelihood of the first and second trials obtaining the business objective. 10. The system of claim 7 wherein the server is configured to terminate a trial in the plurality of trials that is less likely to obtain the business objective based on the comparison of the collected data. 11. The computer implemented method of claim 1 wherein the first action or the second action is an act of registration. 12. The system of claim 7 wherein the first action or the second action is an act of registration. 13. The computer implemented method of claim 1 wherein the metric is an invitation metric. 14. The system of claim 7 wherein the metric is an invitation metric. 15. The computer implemented method of claim 1 wherein the metric is an incentive metric. 16. The system of claim 7 wherein the metric is an incentive metric. 17. The computer implemented method of claim 1 wherein the metric is a page views metric. 18. The system of claim 7 wherein the metric is a page views metric. 19. The computer implemented method of claim 1 wherein the metric is a page conversion rate or an offspring count metric. 20. The system of claim 7 wherein the metric is a page conversion rate or an offspring count metric.
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