U.S. patent application number 12/816149 was filed with the patent office on 2011-01-20 for system and method for managing content delivery and measuring engagement.
Invention is credited to Dow K. Hardy, Mark E. Herrmann, Francis Josef Lichtenberger, Nathan Short, John E. Taylor, JR., Scott N. Weller.
Application Number | 20110014972 12/816149 |
Document ID | / |
Family ID | 44508401 |
Filed Date | 2011-01-20 |
United States Patent
Application |
20110014972 |
Kind Code |
A1 |
Herrmann; Mark E. ; et
al. |
January 20, 2011 |
SYSTEM AND METHOD FOR MANAGING CONTENT DELIVERY AND MEASURING
ENGAGEMENT
Abstract
A system, method and apparatus are provided to combine a casino
or lottery player club with a system that provides a unified
platform and middleware for the production, delivery, management
and measurement of consumer engagement across multiple delivery
mechanisms, networks, applications, platforms and marketing
channels. The gambling establishment is thereby able to gather
valuable player engagement data, build player profiles, and
determine how to most effectively cost effectively reach, entertain
and influence the behavior of their most valuable consumers.
Inventors: |
Herrmann; Mark E.;
(Wellesley, MA) ; Taylor, JR.; John E.; (Vero
Beach, FL) ; Weller; Scott N.; (Windham, NH) ;
Hardy; Dow K.; (Marlborough, MA) ; Lichtenberger;
Francis Josef; (Winchester, MA) ; Short; Nathan;
(West Kingston, RI) |
Correspondence
Address: |
LANDO & ANASTASI, LLP
ONE MAIN STREET, SUITE 1100
CAMBRIDGE
MA
02142
US
|
Family ID: |
44508401 |
Appl. No.: |
12/816149 |
Filed: |
June 15, 2010 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
12345289 |
Dec 29, 2008 |
|
|
|
12816149 |
|
|
|
|
12238849 |
Sep 26, 2008 |
|
|
|
12345289 |
|
|
|
|
61016801 |
Dec 26, 2007 |
|
|
|
61187124 |
Jun 15, 2009 |
|
|
|
Current U.S.
Class: |
463/25 ; 463/29;
463/42 |
Current CPC
Class: |
G06Q 30/0224 20130101;
G07F 17/3237 20130101; G07F 17/32 20130101 |
Class at
Publication: |
463/25 ; 463/42;
463/29 |
International
Class: |
A63F 9/24 20060101
A63F009/24 |
Claims
1. A computer implemented method for managing interactive user
engagement, the method comprising the acts of: registering, over a
computer network, a user for a user account; associating, by a
computer system, an external account with the user account;
determining, by the computer system, eligibility of the user to
receive content; identifying, by the computer system, at least one
delivery channel, wherein the delivery channel conveys a
communication configured to provide the content in a perceptible
form to the user; delivering the content to the user over the at
least one delivery channel; and tracking, by the computer system,
content associated activity.
2. The method according to claim 1, wherein the external account
comprises a third party service, and further requires user
identification to access the third party service.
3. The method according to claim 1, wherein the act of associating,
by the computer system, the external account with the user account
includes an act of generating the external account on behalf of the
user.
4. The method according to claim 3, wherein the external account
comprises a user reward account.
5. The method according to claim 1, further comprising an act of
establishing a user profile associated with a user account.
6. The method according to claim 1, further comprising an act of
permitting a user to define preference information associated with
the at least one delivery channel.
7. The method according to claim 1, further comprising an act of
establishing preference information associated with the at least
one delivery channel.
8. The method according to claim 7, further comprising an act of
recording preference information associated with the at least one
delivery channel with a user profile.
9. The method according to claim 1, wherein the act of registering,
over a computer network, the user for the user account includes an
act of providing for generation of an external account for the
user.
10. The method according to claim 9, wherein the act of providing
for generation of an external account for the user includes
transmitting user information to an external account generation
system.
11. The method according to claim 10, wherein the external account
generation system includes at least one of a casino management
system and a lottery management system.
12. The method according to claim 1, further comprising an act of
requesting the user to identify external accounts during
registration.
13. The method according to claim 5, further comprising an act of
scoring the user based at least in part of information associated
with the user account.
14. The method according to claim 1, further comprising an act of
updating the user account with information associated with the
user.
15. The method according to claim 5, further comprising an act of
updating the user profile with information associated with the
user, wherein the information associated with the user includes at
least one of demographic information, user activity occurring at a
gambling location, user activity occurring at an affiliated
location, user activity occurring at a redemption location, user
online activity, and user offline activity.
16. The method according to claim 1, wherein the act of
identifying, by the computer system, the at least one delivery
channel includes an act of determining a preferred delivery
channel.
17. The method according to claim 16, wherein the preferred
delivery channel is assigned by the computer system.
18. The method according to claim 16, wherein the preferred
delivery channel is defined according to the content delivered.
19. The method according to claim 16, wherein the preferred
delivery channel is determined dynamically.
20. The method according to claim 16, wherein the preferred
delivery channel is determined dynamically based at least in part
on at least one of a calculation of return, a prediction of return,
the user profile, and user profile and user behavior.
21. The method according to claim 1, wherein the act of
identifying, by the computer system, the at least one delivery
channel includes determining at least one of a jurisdictional
limitation, a user preference, a scoring based on user associated
information, a selection based on content associated information, a
probability of engagement, and a prediction of engagement.
22. The method according to claim 1, further comprising an act of
associating a delivery channel with the user.
23. The method according to claim 22, further comprising an act of
creating a unique identifier for the delivery channel.
24. The method according to claim 1, further comprising an act of
classifying the delivery channel.
25. The method according to claim 20, further comprising an act of
creating a channel profile.
26. The method according to claim 24, wherein the act of
classifying the delivery channel includes an act of storing
historical activity information associated with delivered
content.
27. The method according to claim 26, wherein the historical
activity information includes information on success of delivery of
the content, timing of access to the content, and timing of
redemption of the content.
28. The method according to claim 1, further comprising an act of
classifying the content.
29. The method according to claim 1, further comprising an act of
associating the content with the at least one delivery channel.
30. The method according to claim 29, wherein the act of
associating the content with the at least one delivery channel
includes an act of identifying a delivery channel used with the
content.
31. The method according to claim 1, wherein the act of delivering
the content to the user over the at least one delivery channel
includes an act of packing the content for delivery.
32. The method according to claim 31, wherein the act of packing
the content for delivery includes an act of scaling the
content.
33. The method according to claim 1, wherein the act of tracking,
by the computer system, content associated activity includes
tracking metrics associated with successful delivery of the
content.
34. The method according to claim 33, wherein the act of tracking,
by the computer system, content associated activity includes
tracking a success as access to the content by the user.
35. The method according to claim 33, wherein the act of tracking,
by the computer system, content associated activity includes
tracking a success as redemption of the content by the user.
36. The method according to claim 33, wherein the act of tracking,
by the computer system, content associated activity includes
accepting information from external accounts.
37. The method according to claim 1, further comprising an act of
generating an optimal engagement path for a user.
38. The method according to claim 20, wherein the calculation of
return includes a determination of cost of delivery, probability of
redemption, and value of redemption.
39. The method according to claim 20, wherein the prediction of
return includes a prediction of cost of delivery, of redemption,
and value of redemption.
40. A method for determining an optimal engagement path for content
delivery to at least one user, the method comprising: establishing
at least one delivery channel for communicating with the at least
one user; delivery content to the at least one user over the at
least one delivery channel; tracking successful delivery to the at
least one user over the at least one delivery channel; and
determining an optimal delivery path for any content.
41. A system for managing interactive user engagement, the system
comprising: a registration component configured to register a user
for a user account; an association component configured to
associated an external account with the user account; an
eligibility component configured to determine eligibility of the
user to receive content; a selection component configured to
identify at least one delivery channel, wherein the delivery
channel conveys a communication configured to provide the content
in a perceptible form to the user; a transmission component
configured to deliver the content to the user over the at least one
delivery channel; and a tracking component configured to track
content associated activity.
42. A system for determining an optimal engagement path for content
delivery to at least one user, the system comprising: a
registration component configured to establish at least one
delivery channel for communicating with the at least one user; a
transmission component configured to deliver content to the at
least one user over the at least one delivery channel; a tracking
component for identifying successful delivery to the at least one
user over the at least one delivery channel; and an optimization
component configured to determine an optimal delivery path for any
content.
Description
RELATED APPLICATIONS
[0001] This application is a continuation-in-part of, and claims
priority under 35 U.S.C. .sctn.120 to U.S. patent application Ser.
No. 12/345,289, entitled "SYSTEM AND METHOD FOR COLLECTING AND
USING PLAYER INFORMATION," filed on Dec. 29, 2008, which claims
priority under 35 U.S.C. 119(e) to U.S. Provisional Application
Ser. No. 61/016,801, entitled "SYSTEM AND METHOD FOR COLLECTING AND
USING PLAYER INFORMATION," by Mark Herrmann et al., filed Dec. 26,
2007, each of which applications are incorporated herein by
reference in their entirety. This application is also a
continuation-in-part of, and claims priority under 35 U.S.C.
.sctn.120 to U.S. patent application Ser. No. 12/238,849 entitled
"METHOD AND APPARATUS FOR PROVIDING PLAYER INCENTIVES," filed on
Sep. 6, 2008, which application is incorporated by reference herein
in its entirety. This application claims priority under 35 U.S.C.
.sctn.119(e) to U.S. Patent Application Ser. No. 61/187,124,
entitled "SYSTEM AND METHOD FOR MANAGING CONTENT DELIVERY AND
MEASURING ENGAGEMENT," by Mark Herrmann et al., filed on Jun. 15,
2009, which application is incorporated herein by reference in its
entirety.
FIELD OF INVENTION
[0002] The field of the invention relates generally to gaming,
collecting and using information relating to player engagement
through multiple marketing channels to unify marketing efforts and
make them more impactful, profitable and efficient.
BACKGROUND
[0003] It can be appreciated that gambling establishments (e.g.,
casino, lottery other lawful gambling establishments) have a desire
to keep their players engaged and interested in their brand. Player
loyalty clubs, "member's only" clubs, or similar programs are a
common method used by gambling establishments to attempt to achieve
this goal. These clubs typically provide one or more benefits to
players, such as discounts, advanced notification of news and
events, mailing lists, and other benefits.
[0004] It has become a common practice for these establishments to
expose certain aspects of their club experience through an
interactive medium, such as a website. Interactive content made
available to patrons through an interactive medium tends to vary
from display of a patron's player club points to tools that enable
patrons the ability to book hotel rooms online. Even though the
content and tools provide some utility to members of the club, it
remains a constant challenge for gaming establishment to provide
content that continually attracts and engages members so that they
interact on a frequency that is valuable to the gaming
establishment. Gaming establishments often find they must invest a
significant amount of time and money into promoting return
visitation to interactive content. It can be appreciated that
content and tools that attract without the need for a significant
investment in continually marketing the content and tools is highly
valuable to the gaming establishment. Through the ever evolving
advancements in modern technology, such as mobile telephones,
laptop computers, wireless internet connections, and interactive
television, reaching and engaging players has become increasingly
more challenging for marketing organizations. The average consumer
receives hundreds if not thousands of marketing messages daily,
through various marketing channels. It can be appreciated that
cutting through that clutter and being noticed by a consumer has
become more costly and requires a much higher level of
sophistication.
[0005] Not only has modern technology allowed for an explosion in
communication and engagement options for the player, but has
equally increased the number of marketing tools and options
available to marketing professionals. Direct mail, billboards,
radio and television have been the traditional channels used in a
gaming establishment's marketing arsenal. Email marketing, web
advertising, Twitter, Facebook, SMS, mobile technology, SEO,
"Micro-sites" are examples of new methods that may be used by some
gambling establishments to reach and engage a player. This has
raised the level of intellectual knowledge and education that
someone in the role of marketing requires to produce results
necessary for the success of a casino or lottery organization.
[0006] Technology has not only advanced the number of available
external marketing channels, but also through the introduction of
network-based casino management systems, has created new internal
channels for delivering content and messages to a player while they
are at the gaming establishment.
[0007] With the emergence of these new external and internal
channels, it has become increasingly more challenging for any
marketing organization to effectively manage messaging and content
across these channels as well as measure the performance of their
marketing initiatives. The knowledge required to manage a unified
marketing campaign among one or many of these channels becomes more
and more costly as newer channels emerge. To get the best return on
investment, each channel requires a significant amount of human
attention and intellectual capital. To continually operate within
all of the channels requires a significant amount of operational
support and monetary investment.
[0008] Any effort to produce the level of sophistication and
resource necessary to effectively manage a casino or lottery
marketing initiative for their player club must include a
capability to determine the most effective delivery mechanisms to
reach their consumers, measure engagement across the most effective
delivery channels and track subsequent and connected actions taken
by the consumer once they have engaged. With this capability, a
gaming establishment can then determine the content, applications,
channels, networks and tools that most effectively drive revenue
and deliver the best return on investment.
SUMMARY
[0009] Improved systems, methods and apparatus are required to
provide marketing professionals within the casino, lottery and
gaming industries a unified platform and middleware for the
production, delivery, management and measurement of consumer
engagement across multiple delivery mechanisms, networks,
applications, platforms and marketing channels.
[0010] According to one aspect, systems and methods are provided
for managing interactive player engagement with content. Various
aspects of the systems and methods manage the content to be
delivered, the mechanism through which the content is delivered,
determination of eligibility to receive the content, and can also
provide for user, system and/or operator configurable preferences
for any of the content, the delivery mechanism, and the adaptation
of the content and/or delivery based on performance information.
Additional aspects of systems and methods for managing interactive
player engagement with content include systems and methods for
tracking and/or reporting on activity associated with delivered
content, whether the information source is internal or external and
also provides for retrieval through interface elements. In one
example, content is delivered in association with unique
identifying information, that enables tracking of access to the
content and tracking of any activity associated with the accessed
content.
[0011] According to one aspect a method for managing interactive
user engagement is provided. The method comprises the acts of
registering, over a computer network, a user for a user account,
associating, by a computer system, an external account with the
user account, determining, by the computer system, eligibility of
the user to receive content, identifying, by the computer system,
at least one delivery channel, wherein the delivery channel conveys
a communication configured to provide the content in a perceptible
form to the user, delivering the content to the user over the at
least one delivery channel, and tracking, by the computer system,
content associated activity.
[0012] According to one embodiment, user accounts are viewed from
the perspective of an online incentive system. The online incentive
system provides offers and opportunities that incent user behavior.
In one example, the online incentive system provides offers and
opportunities to a user population to incent the users to visit a
gambling location. External systems and accounts are viewed from
the same perspective. In other words, the user accounts that
provide access to the incentive system, the management accounts for
the incentive system, the computer systems and processes that
support the incentive system are all internal while the gambling
location's user accounts are external to the incentive system. One
should appreciate, in light of the present disclosure, that
interaction between the incentive system and external systems
facilitates the process of incenting behavior of the user
population. However, in practice it has often been difficult to
achieve cooperation between such entities. Further, other external
accounts exist and can include information on the users of the user
population that can be employed to refine any incentive approach.
External accounts are discussed in greater detail herein, and can
include cell phone service accounts, online e-mail accounts, to
provide a few examples.
[0013] In one embodiment, the external account comprises a third
party service, and further requires user identification to access
the third party service. In another embodiment, the act of
associating, by the computer system, the external account with the
user account includes an act of generating the external account on
behalf of the user. In another embodiment, the external account
includes at least one of casino or lottery player club accounts,
FACEBOOK accounts, TWITTER accounts, MYSPACE accounts, email
accounts, SMS accounts (cell phone number), loyalty accounts,
frequent flyer accounts, and frequent traveler accounts. In yet
another embodiment, the external account comprises a user reward
account.
[0014] In one embodiment, the act of registering, over a computer
network, the user for the user account includes an act of
associating information with the user account. In another
embodiment, the information includes at least one of demographic
and preference information. In another embodiment, the demographic
and the preference information includes at least one of first name,
last name, date of birth, zip code, phone number, gender, marital
status, number of children, income, favorite drink, preferred
games, favorite gaming establishments, most frequented gaming
establishments, average spend per gaming visit, bet limits,
inclusion on gaming restriction list. In another embodiment, the
method comprises an act of establishing a user profile associated
with a user account. In yet another embodiment, the user profile
includes demographic and preference information.
[0015] In one embodiment, the method further comprises an act of
permitting a user to define preference information associated with
the at least one delivery channel. In another embodiment, the
method further comprises an act of establishing preference
information associated with the at least one delivery channel. In
yet another embodiment, the method further comprises an act of
recording preference information associated with the at least one
delivery channel with a user profile. In one embodiment, the act of
registering, over a computer network, the user for the user account
includes an act of providing for generation of an external account
for the user. In another embodiment, the act of providing for
generation of an external account for the user includes
transmitting user information to an external account generation
system. In another embodiment, the external account generation
system includes at least one of a casino management system and a
lottery management system.
[0016] In another embodiment, the method further comprises an act
of identifying external accounts associated with the user. In
another embodiment, the method further comprises an act
transmitting a request to external account providers to determine
existence of an external account. In another embodiment, the method
further comprises an act of mining data for a user's computer
system. In yet another embodiment, the method further comprises an
act of identifying an external account based, at least in part, the
data captured from the user's computer system.
[0017] In another embodiment, the method further comprises an act
of requesting the user to identify external accounts during
registration. In another embodiment, the method further comprises
an act of registering a user for an external account, and wherein
the act of the registering, over a computer network, the user for
the user account occurs in response to the act of registering the
user for an external account. In another embodiment, the method
further comprises an act of scoring the user based at least in part
of information associated with the user account. In another
embodiment, the method further comprises an act of updating the
user account with information associated with the user. In yet
another embodiment, the method further comprises an act of updating
the user profile with information associated with the user. In
another embodiment, the information associated with the user
includes at least one of demographic information, user activity
occurring at a gambling location, user activity occurring at an
affiliated location, user activity occurring at a redemption
location, user online activity, and user offline activity. In
another embodiment, the act of identifying, by the computer system,
the at least one delivery channel includes an act of determining a
preferred delivery channel. In another embodiment, the preferred
delivery channel is assigned by the computer system.
[0018] In one embodiment, the preferred delivery channel is defined
in a user profile. In another embodiment, the preferred delivery
channel is defined according to the content delivered. In another
embodiment, the preferred delivery channel is determined
dynamically.
[0019] In another embodiment, the preferred delivery channel is
determined dynamically based at least in part on a calculation of
return. In another embodiment, the preferred delivery channel is
determined dynamically based at least in part on a prediction of
return. In another embodiment, the preferred delivery channel is
determined dynamically based at least in part on the user profile.
In another embodiment, the preferred delivery channel is determined
based at least in part on user profile and user behavior.
[0020] In one embodiment, the act of identifying, by the computer
system, the at least one delivery channel includes determining at
least one of a jurisdictional limitation, a user preference, a
scoring based on user associated information, a selection based on
content associated information, a probability of engagement, and a
prediction of engagement. In another embodiment, the method further
comprises an act of associating a delivery channel with the
user.
[0021] In another embodiment, the method further comprises an act
of associating a delivery channel with the user account. In another
embodiment, the delivery channel includes at least one of an email
service provider, an email address, a phone carrier, a home phone
number, a business phone number, an automated calling and
telemarketing system ("robo-dialing"), a cell phone carrier, a cell
phone number, an electronic billboard, online advertising, online
advertising networks, a blog, a blog network, a FACEBOOK page, a
FACEBOOK account, a MYSPACE page, a MYSPACE account, a TWITTER
page, a TWITTER account, a billboard, a classified ad, a classified
advertising network, an online classified advertising network, an
advertising network, an advertising agency, a brochure, a postcard,
a website, a webpage, and a personal webpage that requires login by
the user.
[0022] In one embodiment the method further comprises an act of
creating a unique identifier for the delivery channel. In another
embodiment, the unique identifier is unique with respect to other
delivery channels. In another embodiment, the unique identifier is
unique with respect to the delivery channel and the user. In
another embodiment, the method further comprises an act of
classifying the delivery channel. In another embodiment, the method
further comprises an act of creating a channel profile. In another
embodiment, the act of classifying the delivery channel includes
storing characteristics of the delivery channel. In another
embodiment, the characteristics of the delivery channel includes a
device profile for a device used by the user to perceive the
communication. In another embodiment, the device profile identifies
characteristics associated with at least one device, wherein the
characteristics include at least one of display size, permissible
content, media delivery type, optimal format for content delivery,
messaging size constraints, and content format constraint.
[0023] In another embodiment, the act of classifying the delivery
channel includes an act of storing characteristics associated with
a delivery device. In another embodiment, the delivery device
includes at least one of a cell phone, a mobile device, a laptop,
and a desktop computer. In another embodiment, the method further
comprises an act of establishing filtering rules for the delivery
channel. In another embodiment, the filtering rules prohibit
delivery of the content over the delivery channel. In another
embodiment, the act of classifying the delivery channel includes an
act of storing historical activity information associated with
delivered content. In another embodiment, the historical activity
information includes information on success of delivery of the
content, timing of access to the content, and timing of redemption
of the content.
[0024] In one embodiment, the method further comprises an act of
identifying a preferred delivery channel based, at least in part,
on historical activity information. In one embodiment, the method
further comprises an act of classifying the content. In another
embodiment, the method further comprises an act of associating the
content with the at least one delivery channel. In another
embodiment, the method further comprises an act of associating an
identifier with the content. In another embodiment, the identifier
uniquely identifies the content with respect to other content. In
another embodiment, the content includes at least one of adobe PDF
application, web application, javaScript application, AJAX
application, HTML Application, WAP Application, MMS Application,
SMS Application, iPhone Application, BREW Application, J2ME
Application, J2EE Application, Java Application, PHP Application,
python application, C/C++ Application, C# Application, Visual Basic
Application, Microsoft .NET Application, Google Gears Application,
Facebook Application, Compiled Application, Downloadable
Application, a text message, a HTML Message, an email, a SMS
message, an offer, a voucher, a coupon, a barcode, an image,
questionnaire application, quiz application, personal rewards
points display application, personal jackpot counters and displays,
generic jackpot counters and displays, personal and general
sweepstakes status displays, personal contest leader boards,
generic contest leader boards, personal (targeted) and general
calendar, personal (targeted) advertising displays, personal
rewards calculator that indicates when rewards are achieved next,
video display application, video streaming application, live video
streaming application, video conferencing application, generic
rewards calculator, personal diary, personal room reservation
information, room reservation application, personal event
reservation and ticket information, event reservations and ticket
purchase application, travel reservation and ticket purchase
information, and travel reservations and ticket purchase
application.
[0025] In another embodiment, the act of associating the content
with the at least one delivery channel includes an act of
identifying a delivery channel used with the content. In another
embodiment, the act of identifying the delivery channel occurs in
response to information received from at least one of the user, the
operator, the content provider, and a dynamic determination of an
optimal delivery channel. In another embodiment, the act of
identifying the delivery channels includes identification of a
plurality of delivery channels.
[0026] In another embodiment, the method further comprises an act
of generating a content profile. In another embodiment, the content
profile includes delivery triggers associated with the content. In
another embodiment, the act of delivering the content to the user
over the at least one delivery channel occurs in response to a
determination that the criteria for the delivery trigger has been
satisfied. In another embodiment, the act of delivering the content
to the user over the at least one delivery channel includes an act
of packing the content for delivery. In another embodiment, the act
of packing the content for delivery includes an act of scaling the
content. In another embodiment, the act of scaling the content
includes an act of altering the content to correspond to channel
characteristics. In another embodiment, the act of determining, by
the computer system, eligibility of the user to receive the content
includes a determination that the user meets predetermined
criteria. In another embodiment, the predetermined criteria include
a user selection to opt-in to receiving the content. In another
embodiment, the predetermined criteria includes a minimum score
associated with the user. In another embodiment, the predetermined
criteria includes a minimum value associated with the user.
[0027] In another embodiment, the method further comprises an act
of scaling the content based, at least in part, on the value
associated with the user. In another embodiment, the predetermined
criteria include limitations on the content. In another embodiment,
the limitations include a jurisdictional limit. In another
embodiment, the limitations include a user defined limit. In
another embodiment, the predetermined criteria includes at least
one of access to previously delivered content and redemption of
previously delivered content. In another embodiment, the
predetermined criteria includes an eligibility matrix. In another
embodiment, the act of tracking, by the computer system, content
associated activity includes tracking metrics associated with
successful delivery of the content. In another embodiment, the act
of tracking, by the computer system, content associated activity
includes tracking a success as access to the content by the user.
In another embodiment, the act of tracking, by the computer system,
content associated activity includes tracking a success as
redemption of the content by the user. In another embodiment, the
act of tracking, by the computer system, content associated
activity includes recording a status associated with the at least
one delivery channel. In another embodiment, the act of tracking,
by the computer system, content associated activity includes
tracking redemption of the content. In another embodiment, the act
of tracking, by the computer system, content associated activity
includes tracking access to the content. In another embodiment, the
act of tracking, by the computer system, content associated
activity includes tracking timing of any access and any redemption
of the content. In another embodiment, the act of tracking, by the
computer system, content associated activity includes accepting
information from external accounts.
[0028] In another embodiment, the method further comprises an act
of updating a user profile based on the content associated
activity. In another embodiment, the method further comprises an
act of generating an optimal engagement path for a user. In another
embodiment, the calculation of return includes a determination of
cost of delivery, probability of redemption, and value of
redemption. In another embodiment, the prediction of return
includes a prediction of cost of delivery, of redemption, and value
of redemption. In another embodiment, the method further comprises
the acts of establishing a user record, wherein the user record is
capable of uniquely identifying a user, delivering content to a
user population based on demographic information associated with
the player population, uniquely identifying user from within the
user population, and wherein the act of registering the user
includes an act of associating an identified user with the user
record.
[0029] According to another aspect a method for determining an
optimal engagement path for content delivery to at least one user
is provided. The method comprises establishing at least one
delivery channel for communicating with the at least one user,
delivery content to the at least one user over the at least one
delivery channel, tracking successful delivery to the at least one
user over the at least one delivery channel, and determining an
optimal delivery path for any content.
[0030] According to one aspect of the present invention, a
non-transient computer-readable medium having computer-readable
signals stored thereon that define instructions that, as a result
of being executed by a processor, instruct the processor to perform
a method for managing interactive user engagement is provided. The
method comprises the acts of registering, over a computer network,
a user for a user account, associating, by a computer system, an
external account with the user account, determining, by the
computer system, eligibility of the user to receive content,
identifying, by the computer system, at least one delivery channel,
wherein the delivery channel conveys a communication configured to
provide the content in a perceptible form to the user, delivering
the content to the user over the at least one delivery channel, and
tracking, by the computer system, content associated activity. In
one embodiment, the external account comprises a third party
service, and further requires user identification to access the
third party service. In another embodiment, the act of associating,
by the computer system, the external account with the user account
includes an act of generating the external account on behalf of the
user. In another embodiment, the external account includes at least
one of casino or lottery player club accounts, FACEBOOK accounts,
TWITTER accounts, MYSPACE accounts, email accounts, SMS accounts
(cell phone number), loyalty accounts, frequent flyer accounts, and
frequent traveler accounts. In yet another embodiment, the external
account comprises a user reward account.
[0031] In one embodiment, the act of registering, over a computer
network, the user for the user account includes an act of
associating information with the user account. In another
embodiment, the information includes at least one of demographic
and preference information. In another embodiment, the demographic
and the preference information includes at least one of first name,
last name, date of birth, zip code, phone number, gender, marital
status, number of children, income, favorite drink, preferred
games, favorite gaming establishments, most frequented gaming
establishments, average spend per gaming visit, bet limits,
inclusion on gaming restriction list. In another embodiment, the
method comprises an act of establishing a user profile associated
with a user account. In yet another embodiment, the user profile
includes demographic and preference information.
[0032] In one embodiment, the method further comprises an act of
permitting a user to define preference information associated with
the at least one delivery channel. In another embodiment, the
method further comprises an act of establishing preference
information associated with the at least one delivery channel. In
yet another embodiment, the method further comprises an act of
recording preference information associated with the at least one
delivery channel with a user profile. In one embodiment, the act of
registering, over a computer network, the user for the user account
includes an act of providing for generation of an external account
for the user. In another embodiment, the act of providing for
generation of an external account for the user includes
transmitting user information to an external account generation
system. In another embodiment, the external account generation
system includes at least one of a casino management system and a
lottery management system.
[0033] In another embodiment, the method further comprises an act
of identifying external accounts associated with the user. In
another embodiment, the method further comprises an act
transmitting a request to external account providers to determine
existence of an external account. In another embodiment, the method
further comprises an act of mining data for a user's computer
system. In yet another embodiment, the method further comprises an
act of identifying an external account based, at least in part, the
data captured from the user's computer system.
[0034] In another embodiment, the method further comprises an act
of requesting the user to identify external accounts during
registration. In another embodiment, the method further comprises
an act of registering a user for an external account, and wherein
the act of the registering, over a computer network, the user for
the user account occurs in response to the act of registering the
user for an external account. In another embodiment, the method
further comprises an act of scoring the user based at least in part
of information associated with the user account. In another
embodiment, the method further comprises an act of updating the
user account with information associated with the user. In yet
another embodiment, the method further comprises an act of updating
the user profile with information associated with the user. In
another embodiment, the information associated with the user
includes at least one of demographic information, user activity
occurring at a gambling location, user activity occurring at an
affiliated location, user activity occurring at a redemption
location, user online activity, and user offline activity. In
another embodiment, the act of identifying, by the computer system,
the at least one delivery channel includes an act of determining a
preferred delivery channel. In another embodiment, the preferred
delivery channel is assigned by the computer system.
[0035] In one embodiment, the preferred delivery channel is defined
in a user profile. In another embodiment, the preferred delivery
channel is defined according to the content delivered. In another
embodiment, the preferred delivery channel is determined
dynamically. In another embodiment, the preferred delivery channel
is determined dynamically based at least in part on a calculation
of return. In another embodiment, the preferred delivery channel is
determined dynamically based at least in part on a prediction of
return. In another embodiment, the preferred delivery channel is
determined dynamically based at least in part on the user profile.
In another embodiment, the preferred delivery channel is determined
based at least in part on user profile and user behavior.
[0036] In one embodiment, the act of identifying, by the computer
system, the at least one delivery channel includes determining at
least one of a jurisdictional limitation, a user preference, a
scoring based on user associated information, a selection based on
content associated information, a probability of engagement, and a
prediction of engagement. In another embodiment, the method further
comprises an act of associating a delivery channel with the
user.
[0037] In another embodiment, the method further comprises an act
of associating a delivery channel with the user account. In another
embodiment, the delivery channel includes at least one of an email
service provider, an email address, a phone carrier, a home phone
number, a business phone number, an automated calling and
telemarketing system ("robo-dialing"), a cell phone carrier, a cell
phone number, an electronic billboard, online advertising, online
advertising networks, a blog, a blog network, a FACEBOOK page, a
FACEBOOK account, a MYSPACE page, a MYSPACE account, a TWITTER
page, a TWITTER account, a billboard, a classified ad, a classified
advertising network, an online classified advertising network, an
advertising network, an advertising agency, a brochure, a postcard,
a website, a webpage, and a personal webpage that requires login by
the user.
[0038] In one embodiment the method further comprises an act of
creating a unique identifier for the delivery channel. In another
embodiment, the unique identifier is unique with respect to other
delivery channels. In another embodiment, the unique identifier is
unique with respect to the delivery channel and the user. In
another embodiment, the method further comprises an act of
classifying the delivery channel. In another embodiment, the method
further comprises an act of creating a channel profile. In another
embodiment, the act of classifying the delivery channel includes
storing characteristics of the delivery channel. In another
embodiment, the characteristics of the delivery channel include a
device profile for a device used by the user to perceive the
communication. In another embodiment, the device profile identifies
characteristics associated with at least one device, wherein the
characteristics include at least one of display size, permissible
content, media delivery type, optimal format for content delivery,
messaging size constraints, and content format constraint.
[0039] In another embodiment, the act of classifying the delivery
channel includes an act of storing characteristics associated with
a delivery device. In another embodiment, the delivery device
includes at least one of a cell phone, a mobile device, a laptop,
and a desktop computer. In another embodiment, the method further
comprises an act of establishing filtering rules for the delivery
channel. In another embodiment, the filtering rules prohibit
delivery of the content over the delivery channel. In another
embodiment, the act of classifying the delivery channel includes an
act of storing historical activity information associated with
delivered content. In another embodiment, the historical activity
information includes information on success of delivery of the
content, timing of access to the content, and timing of redemption
of the content.
[0040] In one embodiment, the method further comprises an act of
identifying a preferred delivery channel based, at least in part,
on historical activity information. In one embodiment, the method
further comprises an act of classifying the content. In another
embodiment, the method further comprises an act of associating the
content with the at least one delivery channel. In another
embodiment, the method further comprises an act of associating an
identifier with the content. In another embodiment, the identifier
uniquely identifies the content with respect to other content. In
another embodiment, the content includes at least one of adobe PDF
application, web application, javaScript application, AJAX
application, HTML Application, WAP Application, MMS Application,
SMS Application, iPhone Application, BREW Application, J2ME
Application, J2EE Application, Java Application, PHP Application,
python application, C/C++ Application, C# Application, Visual Basic
Application, Microsoft .NET Application, Google Gears Application,
Facebook Application, Compiled Application, Downloadable
Application, a text message, a HTML Message, an email, a SMS
message, an offer, a voucher, a coupon, a barcode, an image,
questionnaire application, quiz application, personal rewards
points display application, personal jackpot counters and displays,
generic jackpot counters and displays, personal and general
sweepstakes status displays, personal contest leader boards,
generic contest leader boards, personal (targeted) and general
calendar, personal (targeted) advertising displays, personal
rewards calculator that indicates when rewards are achieved next,
video display application, video streaming application, live video
streaming application, video conferencing application, generic
rewards calculator, personal diary, personal room reservation
information, room reservation application, personal event
reservation and ticket information, event reservations and ticket
purchase application, travel reservation and ticket purchase
information, and travel reservations and ticket purchase
application.
[0041] In another embodiment, the act of associating the content
with the at least one delivery channel includes an act of
identifying a delivery channel used with the content. In another
embodiment, the act of identifying the delivery channel occurs in
response to information received from at least one of the user, the
operator, the content provider, and a dynamic determination of an
optimal delivery channel. In another embodiment, the act of
identifying the delivery channels includes identification of a
plurality of delivery channels.
[0042] In another embodiment, the method further comprises an act
of generating a content profile. In another embodiment, the content
profile includes delivery triggers associated with the content. In
another embodiment, the act of delivering the content to the user
over the at least one delivery channel occurs in response to a
determination that the criteria for the delivery trigger has been
satisfied. In another embodiment, the act of delivering the content
to the user over the at least one delivery channel includes an act
of packing the content for delivery. In another embodiment, the act
of packing the content for delivery includes an act of scaling the
content. In another embodiment, the act of scaling the content
includes an act of altering the content to correspond to channel
characteristics. In another embodiment, the act of determining, by
the computer system, eligibility of the user to receive the content
includes a determination that the user meets predetermined
criteria. In another embodiment, the predetermined criteria include
a user selection to opt-in to receiving the content. In another
embodiment, the predetermined criteria include a minimum score
associated with the user. In another embodiment, the predetermined
criteria include a minimum value associated with the user.
[0043] In another embodiment, the method further comprises an act
of scaling the content based, at least in part, on the value
associated with the user. In another embodiment, the predetermined
criteria include limitations on the content. In another embodiment,
the limitations include a jurisdictional limit. In another
embodiment, the limitations include a user defined limit. In
another embodiment, the predetermined criteria include at least one
of access to previously delivered content and redemption of
previously delivered content. In another embodiment, the
predetermined criteria include an eligibility matrix. In another
embodiment, the act of tracking, by the computer system, content
associated activity includes tracking metrics associated with
successful delivery of the content. In another embodiment, the act
of tracking, by the computer system, content associated activity
includes tracking a success as access to the content by the user.
In another embodiment, the act of tracking, by the computer system,
content associated activity includes tracking a success as
redemption of the content by the user. In another embodiment, the
act of tracking, by the computer system, content associated
activity includes recording a status associated with the at least
one delivery channel. In another embodiment, the act of tracking,
by the computer system, content associated activity includes
tracking redemption of the content. In another embodiment, the act
of tracking, by the computer system, content associated activity
includes tracking access to the content. In another embodiment, the
act of tracking, by the computer system, content associated
activity includes tracking timing of any access and any redemption
of the content. In another embodiment, the act of tracking, by the
computer system, content associated activity includes accepting
information from external accounts.
[0044] In another embodiment, the method further comprises an act
of updating a user profile based on the content associated
activity. In another embodiment, the method further comprises an
act of generating an optimal engagement path for a user. In another
embodiment, the calculation of return includes a determination of
cost of delivery, probability of redemption, and value of
redemption. In another embodiment, the prediction of return
includes a prediction of cost of delivery, of redemption, and value
of redemption. In another embodiment, the method further comprises
the acts of establishing a user record, wherein the user record is
capable of uniquely identifying a user, delivering content to a
user population based on demographic information associated with
the player population, uniquely identifying user from within the
user population, and wherein the act of registering the user
includes an act of associating an identified user with the user
record.
[0045] According to another aspect, a computer-readable medium
having computer-readable signals stored thereon that define
instructions that, as a result of being executed by a processor,
instruct the processor to perform a method for determining an
optimal engagement path for content delivery to at least one user
is provided. The method comprises establishing at least one
delivery channel for communicating with the at least one user,
delivery content to the at least one user over the at least one
delivery channel, tracking successful delivery to the at least one
user over the at least one delivery channel, and determining an
optimal delivery path for any content.
[0046] According to another aspect a system for managing
interactive user engagement is provided. The system comprises a
registration component configured to register a user for a user
account, an association component configured to associated an
external account with the user account, an eligibility component
configured to determine eligibility of the user to receive content,
a selection component configured to identify at least one delivery
channel, wherein the delivery channel conveys a communication
configured to provide the content in a perceptible form to the
user, a transmission component configured to deliver the content to
the user over the at least one delivery channel, and a tracking
component configured to track content associated activity.
[0047] According to another aspect a system for determining an
optimal engagement path for content delivery to at least one user
is provided. The system comprises a registration component
configured to establish at least one delivery channel for
communicating with the at least one user, a transmission component
configured to deliver content to the at least one user over the at
least one delivery channel, a tracking component for identifying
successful delivery to the at least one user over the at least one
delivery channel, and an optimization component configured to
determine an optimal delivery path for any content.
BRIEF DESCRIPTION OF THE DRAWINGS
[0048] Various aspects of at least one embodiment are discussed
herein with reference to the accompanying figures, which are not
intended to be drawn to scale. The figures are included to provide
illustration and a further understanding of the various aspects and
embodiments, and are incorporated in and constitute a part of this
specification, but are not intended as a definition of the limits
of the invention. Where technical features in the figures, detailed
description or any claim are followed by references signs, the
reference signs have been included for the sole purpose of
increasing the intelligibility of the figures, detailed
description, and/or claims. Accordingly, neither the reference
signs nor their absence are intended to have any limiting effect on
the scope of any claim elements. In the figures, each identical or
nearly identical component that is illustrated in various figures
is represented by a like numeral. For purposes of clarity, not
every component may be labeled in every figure. In the figures:
[0049] FIG. 1 is a illustration of an example of system elements
and logic flow for management, delivery, display, engagement,
tracking and feedback for content provided to users, according to
aspects of the invention;
[0050] FIG. 2 is a block diagram of an example system coupling an
online system and external account system, according to aspects of
the invention;
[0051] FIG. 3 is a block diagram of an example system coupling an
online system and external account system, according to aspects of
the invention;
[0052] FIG. 4 is a block diagram of an example system for
associating a user account stored on an online system with an
external account stored on an external system, according to aspects
of the invention;
[0053] FIG. 5 is a an example process for associating external
accounts with an online system content system, according to aspects
of the invention;
[0054] FIG. 6 is an example process associated with determining
eligibility for content driven by measurable activities linked to
player identity, according to aspects of the invention;
[0055] FIG. 7 is an illustration of an example process for
generating an engagement score, according to aspects of the
invention;
[0056] FIG. 8 is an illustration of an example process for
calculating return on investment for an engagement path, according
to aspects of the invention;
[0057] FIG. 9 is a block diagram of an example system for managing
interactive user engagement, according to aspects of the
invention;
[0058] FIG. 10 is a block diagram of an example system for managing
interactive user engagement, according to aspects of the invention;
and
[0059] FIG. 11 is a block diagram of an example system for managing
interactive user engagement, according to aspects of the
invention.
DETAILED DESCRIPTION
[0060] According to one aspect of this invention, a player club
(lottery or casino), profile analysis, behavioral targeting and
tracked player engagement is combined with one or more systems,
methods and apparatus to provide marketing professionals within the
casino, lottery and gaming industries a unified platform and
middleware for the production, delivery, management and measurement
of consumer engagement across multiple interactive delivery
mechanisms, networks, applications, platforms and marketing
channels. These systems, methods and apparatus provide operators
with a unique, unified and efficient approach to interactive
content delivery, content management and content engagement
tracking across all of their potential interactive consumer
engagement channels.
System for Managing and Delivering Content and Tracking
Engagement
[0061] In one aspect of this invention, an online system exists
that provides a facility for the registration and management of
online user accounts, the management of user profiles, the
association of online user accounts with external accounts (such as
player ids and accounts management by a casino management system or
a lottery vip club), the identification and management of delivery
channels, the storage and management of content, the loading and
frequent updating of online and external account data, the
processing of online and external account data, the management of
user content eligibility, the selection of content for delivery,
the scaling and pre-rendering of content for delivery, the user
specified, rules-based and scripted delivery of content,
measurement of content receipt, the tracking of engagement with
content, and the tracking of subsequent and related actions taken
by the user.
[0062] For example, an online player web portal is provided as a
content delivery channel by a casino player club or a lottery VIP
club. Through this channel, consumers are provided the ability to
register for a user account and interact online with content made
eligible to them and delivered by the system. The online player web
portal allows the user, once they have registered, to create a
profile and to add and modify profile attributes, such as favorite
drink, favorite games, preferred sports, and profile photo. The
system provides the ability for the user, the casino or the lottery
to link accounts associated with the registered player, such as
player accounts that exist in a player management or player
tracking system. The system also provides the capability for the
user to indicate other accounts by which they want to link to the
online web portal, such as but not limited to cell phone accounts,
credit card accounts, and frequent flyer accounts, travel accounts
and a multitude of other potential accounts linked to the user.
Once external accounts are associated with the system, data can be
transferred and analyzed by the online system, or by the external
system, to create a much more seamless user experience from the
interactive channel to on property engagement. Data gathered and
processed from an external system can be used to determine other
player preferences, frequency of travel, purchasing habits, and
brand affinities. Content can also be made eligible to the user and
delivered to the user through the online system, such as but not
limited to coupons, offers, a personal calendar, advertising, web
applications, win loss statements, gaming history and personalized
messages from the gaming establishment or lottery targeted to the
player.
[0063] An example process 500 for associating external accounts
with an online system for delivering content and tracking content
activity is illustrated in FIG. 5. Process 500 begins with
registering a user for an account on an on-line system at 502.
According to one embodiment, the online system is configured to
request information from a user regarding any existing external
accounts. In some embodiments, the online system can request
information from an external source in response to demographic
information input into the system. For example, a cell phone number
entered into the online system can trigger an inquiry to a cell
phone provider to identify and associate external account
information with the online account. In another example, during
registration the user is prompted to enter external account
credentials, for example, a user name and password associated with
the cell phone account. The information is stored with the user
information so the external associate can be used by the online
system.
[0064] In one example, content is provided for delivery to users.
The online system can store the content and provide for delivery
and/or viewing of the content. However, process 500 includes a step
of determining eligibility to receive and/or view the content at
506. The step of determining eligibility can also include
determining if any exclusions apply to the content. For example,
users may establish exclusionary criteria that would prevent the
content from being displayed. In another example, jurisdictional
limitations can prevent display of content and any offers
associated with them.
[0065] Once eligibility has been determined, process 500 continues
with an identification of a delivery channel at 508 to employ to
deliver the content. In one example, identification of the delivery
channel can be established by user profile. In another example, the
identification of the delivery channel can proceed
automatically.
[0066] In one embodiment, the system can calculate a return on
investment for the delivery channel and content. Shown for example
in FIG. 8 is a visual depiction of a plurality of delivery channels
for content and each potential path for delivering content to a
user is identified, and based on, for example tracked information
the path with the highest return on investment can be identified.
In particular, at 801 an SMS offer is transmitted to a user. The
user redeems the offer at a website 802. The offer can indicate
that upon on the next visit to a gambling location at which s/he
swipes their frequent player card 803, a credit will be awarded.
Having provided an incentive for the user to visit the gambling
location and having provided an offer worth some money, the user
may spend, for example money, loyalty points, redemption awards,
etc. at the gambling location. The amount of money spent can be
tracked at 804. The total spent leads directly to the calculation
of the path's ROI. Nodes 810-850 represent suboptimal delivery
channels in this example. Nodes 810-850 can take on almost any type
of communication vehicle and/or setting and each can be analyzed
and compared to determine, in some examples, predictive information
tied to ROI, and in other examples historical analysis of ROI, and
in yet others a combination of both.
[0067] Returning to FIG. 5, once the appropriate delivery channel
has been selected, the content is delivered using the channel at
510. Tracking content activity at 512 permits the process to refine
for example selection of the delivery channel. Tracked activity can
include receipt of the content, access to the content, and
subsequent and/or related actions, as discussed in greater detail
herein.
[0068] An example system for delivering content, displaying
content, engaging player(s), tracking player(s), and for providing
feedback is shown in FIG. 1. The example system can be configured
to execute example process 500.
[0069] Shown in FIG. 1 are various computer implemented components
of a content delivery mechanism, where select content is delivered
to a patron based, at least in part, on the patron's profile and
selection of a delivery channel for the content. A content
component retains potential content 102 in a storage medium. In one
implementation the content component comprises hardware and
software elements for the organization and maintenance of a
plurality of content for delivery to a plurality of patrons. The
content can be uniquely identified for each item of content that
can be delivered. The unique content identifier can be unique for
the patron. As discussed in greater detail below the content that
can be presented to a patron varies widely. Content can include for
example gaming offers 102A, hotel discounts 102B, mini applications
102D. Further the content component can be configured to determine
a redemption value associated with any potential content 102. In
one embodiment the content component includes a redemption
calculator. In some implementations, the redemption calculator can
be a separate component that comprises hardware and software
elements. In other implementations, the redemption calculator can
be an element of the content component. The content component
itself can be hosted on a computer server, can be a computer server
with the hardware for executing content management logic, and in
some embodiments can be part of a distrusted computing system. In
another embodiment, a redemption calculator 102C can also be
content to be delivered to a patron as, for example, an executable
program.
[0070] An eligibility component can be configured to control
delivery of potential content 102 to a patron. The eligibility
component can determine whether criteria is met by a particular
patron, and based on the criteria select potential content for
subsequent presentation of the content to the patron at 104 by a
delivery component. The eligibility component can evaluate a patron
profile to determine what content can be delivered to a patron,
converting potential content into presented content by
communicating the content from the content component to a delivery
component 104. The eligibility component can be integrated with a
tracking system that stores information on a patron. The
information stored on the patron can include a patron profile 106.
The patron profile can be stored as for example a database,
although other computer storage mechanisms can be employed. In one
embodiment, a tracking component stores patron profiles in a
database. The patron profile can include various forms of
information on the patron as discussed in greater detail below. In
one example, the patron profile includes demographic information
for the patron. In another example the patron profile can include
preference information for the patron, and in others delivery
channel information and delivery channel preference
information.
[0071] The delivery component can be configured to deliver select
content to a patron through a variety of communication/delivery
channels. Delivery channels can include interactive TV 108A, cell
phone 108B, smart phone 108C, computer systems 108D, or physical
locations where content can be received for example, during a
casino visit 108E. The delivery and/or the participation in the
patron in content associated activity can be tracked and scored.
The scoring 110 can be part of a tracking operation performed by a
tracking system that stores the tracked information as well as any
scoring derived in a patron profile.
[0072] The tracking system can also be configured to accumulate
information on delivered content, actual redemption, viewing of
content, and/or other content associated actions discussed in
greater detail below. The tracking system can provide for scoring
of the player, the content, and/or the delivery mechanism based on
the tracked information including any content associated activity.
According to one embodiment, the content delivery mechanism shown
in FIG. 1 improves patron profiles based, at least in part, on the
measuring and scoring engagement by the patron.
[0073] The user engagement with the delivered content is then
tracked and processed by the system. Through external associated
accounts and systems, subsequent engagement and actions with
related systems is also tracked. Engagement data from the content
delivered by the system and engagement with external associated
systems can then be processed and analyzed to determine the best
users, content and channels for delivering content for achieving
core business objectives.
[0074] In one aspect of this invention, the system is operated
independently and accessed through public or private networks. For
example, the system can operate in a data center and be connected
to the public internet or connect to a private or virtual private
network or `VPN`. In one aspect of this invention, the system is
operated as a component of another system and accessed through
public or private networks. For example, the system may operate as
a component of a casino management or lottery VIP player or
tracking system. The system in this example can be accessed through
the public internet, via the same network the casino management or
lottery VIP player or tracking system operates, or via a private or
virtual private network or `VPN`.
[0075] In one aspect of this invention, a user interface or `GUI`
is provided to enable the operator of the online system the ability
to manage all aspects of the online system.
Registration, Storage and Management of Accounts
[0076] In one aspect of this invention, user accounts are created
and stored in a database. The creation of these accounts can be
through actions taken at a point of sale (player club desk, casino
or lottery retailer) or actions taken by a player using one or many
internet based or interactive registration forms. Shown in FIG. 2
is an example of user account association with an external account.
User account association can include cogeneration of user accounts
in conjunction with creation of external accounts. For example,
when registration for the account 204 occurs through actions taken
at a casino player club desk, an interface or process 206 exists
between the player club desk, the casino management system
(external account systems 202) and the online system to recognize
and initiate the creation of the user account in the online system
250. When creation of the account occurs through this interface,
the id of the player, as recognized by the casino management
system, is communicated to the online system and then tied to the
online account as shown by example in FIG. 2.
[0077] In one embodiment, the POS interface 206 is configured to
receive an identifier for the player from data server 208 in the
external account system 202. The data server 208 can be configured
to generate the identifier for a new player or retrieve an
identifier from a database 210. In one embodiment, the identifier
is the player's account number 212 with the external account system
202. User account association can occurs when one or the other of
the user account and the external account are preexisting. Further
user accounts can be associated with multiple external accounts.
The POS interface 206 receives the player identifier, whether new
or existing, and communicates it to the online system 250. The
online system can be configured to accept the identifier for
example using a data server 251. The data server in response to
receiving the identifier can query a database 252 for any existing
information associated with the identifier. For settings in which
the user account does not yet exist, a user account 254 is
generated based on the received information, and the external
account information is associated. For situations in which the user
account is pre-existing, the existing account is associated with
the external account.
[0078] In some examples, the external account and the user account
can both be pre-existing and the system configured to recognize
that an associated should be made. The online system 250 is further
configured to include a content server 256 and an eligibility
server 258 that interact with a web server 260. A user 266 can
interact with the online system 250, through a browser program 262
displayed on a host computer 264 to communicate with the web server
260. The web server can be configured to display content from the
content server 256 in response to a determination that the user 266
is eligible to view the content by the eligibility server 258.
Computer implemented processes for identifying and managing content
are discussed in greater detail below. In addition, computer
implemented processes for determining eligibility of a user are
also discussed in greater detail below.
[0079] In one example, the user 266 can be the same person as the
player 204, accessing the online system from a host computer after
the point of sale activity that triggered the user account
association with the external account has been completed. In
another example, when the creation of the user account is through
actions taken by the player 366 using internet based registration
forms displayed on a browser 362 executed on a host computer system
364 from data obtained from web server 360, an interface or process
306 exists between the online system 350, the casino management
system and the player club (example external account systems 302),
to a) determine the existence of an account within the casino
management system for the user that is initiating the registration
b) if an account does not exist, the creation of a new player club
account in the casino management system c) communicating the id of
that player account, as identified by the casino management system,
to the online system, shown by example in FIG. 3.
[0080] Online system 350 is further configured interact with the
external account system 302 through an interface 306. Online system
350 is further configured to process information received from the
external account system 302 to associate external accounts with the
user account on the online system 350. Online system 350 accesses a
user account database 352 through a data server 351. In one
embodiment, the database 352 is accessed to determine an account
number 354 for the consumer/player 366. The consumer/player's
account information can be communicated as part of the POS
interface process 306 to determine the existence of an account with
the external system. In some examples, multiple communications can
be used to verify an account match. In some settings, other
information can be transmitted to determine if an account exists
for a player on an external account system 302. For example,
consumer/player demographic information can be communicated in
addition to or instead of an account number.
[0081] External account system 302 receives a request from the
online system 350 via interface 306. Data server 308 accepts
requests from interface 306, and can execute queries on a database
310 hosted on the external account system to determine if an
account exists for the consumer/player 366. In response to a match,
the external account system can respond with an account number
312.
[0082] Data server 351 can respond to information communicated by
interface 306, by storing association information. In one
embodiment, the association information can be stored as part of
the consumer/player's account 354. In another embodiment, a player
profile can be associated with an account, and the external account
association information can be retained as part of the player
profile. Player profiles can be employed by, for example,
eligibility server 358, to determine what content stored on content
server 356 should be presented to the consumer/player 366. The
functions and processes for determining eligibility, managing and
identifying content, identifying delivery channels, delivering the
content, and tracking activity associated with the content,
discussed in greater detail throughout the disclosure, can be
executed on, for example, online system 350.
[0083] In one aspect of this invention, registration for the
account occurs through actions taken at a lottery point of
sale.
[0084] For example, an interface or process exists between the
lottery point of sale and the online system to recognize and
initiate the creation of the user account in the online system.
When creation of the account occurs through this interface, the id
of the player as recognized by the online system, as well as other
attributes associated with the creation of the account, are
communicated to the point of sale. The point of sale can then use
the unique id for the account, as well as other account attributes
and data, to communicate with the online system for account status,
profile data and other information and actions related to the
account.
[0085] In one aspect of this invention, the account created by the
online system represents a lottery VIP club account. For example,
the online system can be used to manage aspects of lottery player
and VIP clubs, from account registration, login and management, to
database marketing, to point-of-sale management and tracking.
[0086] In one aspect of this invention, various security and access
credentials, unique and specific to the online user account, are
collected from the user and stored on disk or in a database and
associated with the user account.
[0087] For example, one, many or a combination of passwords, pins
or pass phrases are collected from the user to only allow those who
possess those credentials the ability to access the online user
account. In one alternative, passwords pins and/or passphrases can
be automatically generated. In another alternative, credentials can
be stored, for example using smart card technology. These
credentials can also be used to encrypt sensitive data related to
the user account so that only those who possess those credentials
have the ability to read that sensitive data. Those skilled in the
art can appreciate the need to collect these credentials to provide
the highest level of security expected by consumers and IT
professionals. It can also be appreciated that by collecting one,
many or a combination of passwords, pins and pass phrases that are
unique to the online user account, the system provides a level of
user access security on top of the user access security mechanisms
employed by account management system current used by casino,
lottery and gaming operators.
[0088] In one aspect of this invention, various personal,
demographic and preference data is collected and stored on disk or
in a database and associated with the user account.
[0089] For example, personal, demographic and preference data may
be but not limited to first name, last name, date of birth,
address, zip code, sex, income and favorite drink.
[0090] In other aspects of this invention, the personal,
demographic and preference data recorded by the system can be an
first name, last name, date of birth, address, zip code, sex,
income and favorite drink, as well as but not limited to one, many
or a combination of:
[0091] a) First name
[0092] b) Last name
[0093] c) Date of birth
[0094] d) Zip code
[0095] e) Phone number
[0096] f) Gender
[0097] g) Marital status
[0098] h) Number of children
[0099] i) Income
[0100] j) Favorite drink
[0101] k) Preferred games
[0102] l) Favorite gaming establishments
[0103] m) Most frequented gaming establishments
[0104] n) Average spend per gaming visit
[0105] o) Bet limits
[0106] p) Inclusion on gaming restriction list
[0107] In one aspect of this invention, the system may collect
information related to user preferences for preferred content
delivery channels.
[0108] For examples, during the registration process, a user may
indicate that they prefer email as the channel of choice. The user
may also indicate that they prefer SMS messages for coupons and
enter in their cell phone number for delivery.
[0109] In one aspect of this invention, the system may collect
information related to user preferences for preferred content
delivery.
[0110] For example, a user may "opt-in" to receive email alerts for
progressive jackpots values. The user may define criteria, such as
max jackpot value, in which the system will then use as criteria
when determining eligibility for delivery of that email alert to
the user.
[0111] In one aspect of this invention, a method or process, such
as collecting an electronic "signature", may be presented to allow
the user the ability to assert that the information they are
providing is truthful, factual and correct, to their knowledge.
[0112] For example, once the registration for the online user
account is complete, the last step presents the user with a
checkbox that states "by checking this box I assert that the
information I have provided is truthful, factual and correct" and a
submit button. If the user checks the checkbox and clicks the
submit button, the system records in memory, on disk or in the
database that the user has checked the checkbox and associates that
state with the user account. This state then can be used to gate
access to portions of the system that require that state to be
checked. It can be appreciated that this is just one example and
that other methods can be used to provide the user the ability to
assert that the information they provided is truthful, factual and
correct. In one aspect of this invention, user accounts are stored
and managed by an external third-party, with the online system
managing a replica of that external account.
[0113] For example, a third party system can manage a user account
on behalf of the gaming establishment, lottery or lottery point of
sale. An interface exists between the online system and the third
party system that allows for the replication of account data
between the two systems. The online and external system share
unique identifiers to link the account and the account replica.
Other data attributes, such as `create time`, `last update time`
are by the online and external system to keep the replica of the
account data up-to-date.
[0114] In one aspect of this invention, user accounts are stored
and managed by an external third-party, with the online system only
storing a unique reference to the account managed by the third
party system. In one example, system 350 of FIG. 3 is configured to
retrieve the unique reference from database 352 rather than the
account number itself, and retrieve relevant information from the
third party system.
[0115] For example, a third party system can manage a user account
on behalf of the gaming establishment, lottery or lottery point of
sale. An interface exists between the online system and the third
party system to construct account operations on behalf of the
online system. The online system only stores, in memory, on disk or
in a database, a unique reference identifier to the data stored in
the external system. During all interface communication, the unique
identifier is used to reference particular user accounts, which
each user account having its own unique identifier.
Associating Accounts with Online and External Accounts (Casino
Management System and Lottery VIP Club and Third-Party
Accounts)
[0116] In one aspect of this invention, user accounts 454 are
created and stored in a database 452 of an online system 450 shown
in FIG. 4. Once the process of creating these accounts is complete
(e.g. as described above), additional external accounts, such as
(but not limited to) casino or lottery player club accounts,
Facebook accounts, Twitter accounts, email accounts, SMS accounts
(cell phone number), loyalty accounts, frequent flyer accounts,
frequent traveler accounts, etc., may be associated with the online
user account and the id of the player, as recognized by the casino
management system from information associated with the external
account system(s) 402.
[0117] For example, user identifiers linking to these accounts,
such as username, password, email address, phone number can be
indicated by a player either through actions taken on property at
the gaming establishment or actions taken with the online system.
When a user indicates external account identifiers, such as
username, password, unique id, access code, or account key, through
actions taken on property at the gaming establishment, an interface
exists by which the casino management system, or a subsequent
application running on the gaming establishment's network, enables
the user to enter in the account credentials. This application then
transmits this data to the online system to then be associated with
the online user account. The association can be made through the
user or system indicating the online user account credentials, the
id of the player as recognized by the casino management system, or
both, shown by example in FIG. 4. When a user indicates external
account identifiers through actions taken on the online system,
those external account identifiers, for example external account
number 406 stored in database 404 of external account system 402,
are associated with the online user account and the id of the
player, as recognized by the casino management system and
subsequently stored in online system's database.
[0118] In one aspect of this invention, the online system provides
a common interface that enables any external entity, system,
network, device or application the ability to either receive data
from the online system, or send data to the online system. In the
case where the data is transferred between the online system and an
external system, unique attributes of the user account, such as a
unique id for example, are used to determine which account the data
is associated.
[0119] For example, a member of a lottery VIP club is made eligible
for delivery of an online sweepstakes application. The member of
the lottery VIP club uses the sweepstakes application to register
entries into a drawing for tickets for a Major League baseball
game. The lottery, as part of its relationship with the Major
League, transmits data to the Major League to communicate data
related to the users who have participated in the drawing for the
Major League baseball tickets. Conversely, if the Major League
conducted a promotion and was able to qualify on their participants
as having an interest in the lottery, that data can be transfer to
the lottery, through the use of the online system, to create an
account or additionally populate or update an existing account's
profile with additional and useful attributes
Managing Exclusions, Imposing Jurisdictional Regulations
[0120] In one aspect of this invention, exclusion lists are loaded
and managed by the online system. The system uses data collected
from the user as well as data loaded, processed and updated from
external associated accounts to match account registrations with
individuals listed on one or many exclusion lists.
[0121] For example, a lottery may have a "Voluntary Exclusion List"
that is created as people engage with a problem gambling hotline.
This list is in place to prevent those with gambling problems from
continuing to engage with lottery products. The online system
provides an interface by which the lottery can import and update
the "Voluntary Exclusion List" with the online system. The list is
stored by the online system in memory, on disk or in a
database.
[0122] In one aspect of this invention, the online system uses
different attributes collected during the online registration
process to match the new registration with individual records in
the exclusion list managed by the online system.
[0123] For example, a casino may have a list of players that are
barred from interacting with the casino (cheaters, problem
gamblers, employees, etc). The online system takes attributes
collected during the registration process, such as but not limited
to first name, last name, address, zip code, phone number, social
security number, credit card number, license number, email address,
date of birth and national id and matches those attributes with
attributes of records on the exclusion list managed by the online
system. If a valid match is confirmed, the registration with the
online system is not allowed.
[0124] In one aspect of this invention, data loaded, processed and
updated from external associated accounts is used to match the new
registration with individual records in the exclusion list managed
by the online casino.
[0125] For example, data from an account in a casino management
system is loaded, processed and updated by the online system and
stored in memory, on disk or in a database. Attributes of the data
is then used to match the external associated account with
individual records in the exclusion list managed by the online
system.
[0126] In one aspect of this invention, registrations that match
records in the exclusion list can trigger an `account review`
state, which notifies the operator of the match. The operator then
has the ability to allow or deny the registration, based on the
data collected by the system during the registration process and
the exclusion list managed by the online system.
[0127] In one aspect of this invention, import, loading, update and
management of the exclusion list is done through a real-time
interface between the online system, jurisdictional regulators, the
casino, the lottery or gaming establishment.
[0128] For example, a SOAP based interface may exist between the
online system and a system sitting in the office of a state
regulator or the agency that manages the state's problem gambling
hotline. When an individual is added to the exclusion list as
managed by the system sitting in the office of the state regulator
or the agency that manages the state's problem gambling hotline,
that new record is transferred via the interface to the online
system. The online system recognizes that real-time transfer and
stores the new record in the exclusion list in memory, on disk or
in a database.
User Managed Profile
[0129] In one aspect of this invention, the online system
associates a data profile with the user account, using a unique
identifier. The online system then provides a user interface or
`GUI` to enable the user the ability to add, edit and manage data
attributes associated with the profile and user account.
[0130] For example, the user can add a profile photo by interacting
with the user interface and uploading a photo from their pc, pda,
cell phone, or electronic device.
[0131] In another example, the user can add generic profile data
that can later be loaded for use by external associated
accounts.
[0132] For example, the system would allow a casino player the
ability to set their on-property preferred preferences, such as
preferred drink when playing, favorite restaurants, shows,
preferred slot club hosts, preferred sports teams, etc. This data
can then be loaded by the external casino management system or
transferred to the casino management system by the online system
and be used to greatly enhance the on-property experience and make
it as comfortable as possible. Tailoring the experience to the
player and making them as comfortable as possible is critical in
retaining customers and attracting new players.
[0133] As another example, player of a casino or lottery can
pre-define gaming day "limits'. They can set limits per any quantum
or delta, such as but not limited to per visit, per session on a
game device, per minute, per hour, per day, per week, per month or
per year.
Registration, Storage and Management of Delivery Channels
[0134] In one aspect of the invention, delivery channels are stored
by the online system on disk or in a database and are associated
with a combination of identifiers. These identifiers allow for the
delivery channels to be classified and subsequently retrieved by
the online system when needed.
[0135] For example, a unique identifier is associated with the
delivery channel to distinguish the delivery channel uniquely from
other delivery channels stored by the system. Other identifiers,
such as but not limited to delivery channel type, creation time,
updated time, description, category, tags, keywords, size, url,
domain name, email list address, forum name, administrator,
administrator contact, and format is also stored to allow for the
delivery channel to be identified. The online system may also
associate the unique delivery channel identifier with one or many
unique content identifiers to indicate which content the delivery
channel supports or allows.
[0136] In one aspect of this invention, delivery channels
constitute any medium by which data can be presented to a
player.
[0137] For example, an email service provider, an email address,
cell phone carrier, cell phone number, and electronic billboards
are delivery channels. In other aspects of this invention, the
delivery channels identified by the system can be an email service
provider, an email address, cell phone carrier, cell phone number,
electronic billboard, as well as but not limited to one, many or a
combination of: [0138] a. An email service provider [0139] b. An
email address [0140] c. A phone carrier [0141] d. A home phone
number [0142] e. A business phone number [0143] f. An automated
calling and telemarketing system ("robo-dialing") [0144] g. A cell
phone carrier [0145] h. A cell phone number [0146] i. An electronic
billboard [0147] j. Online advertising [0148] k. Online advertising
networks [0149] l. A blog [0150] m. A blog network [0151] n. A
Facebook page [0152] o. A Facebook account [0153] p. A MySpace page
[0154] q. A MySpace account [0155] r. A Twitter page [0156] s. A
Twitter account [0157] t. A billboard [0158] u. A classified ad
[0159] v. A classified advertising network [0160] w. An online
classified advertising network [0161] x. An advertising network
[0162] y. An advertising agency [0163] z. A brochure [0164] aa. A
postcard [0165] bb. A website [0166] cc. A webpage [0167] dd. A
personal webpage that requires login by the user [0168] ee. An
electronic device [0169] ff. A wireless device [0170] gg. A
wireless device running in a private network [0171] hh. A usb based
device [0172] ii. A mobile phone [0173] jj. A `PDA` device [0174]
kk. A web browser [0175] ll. A web browser `toolbar` [0176] mm. A
point-of-sale device [0177] nn. A point-of-sale display [0178] oo.
A web application [0179] pp. A `Flash` application [0180] qq. In
game advertising [0181] rr. `LED` display [0182] ss. Electronic
billboard [0183] tt. Electronic display [0184] uu. Integrated
electronic display [0185] vv. Interactive electronic touch screen
display [0186] ww. Television [0187] xx. Interactive Television
[0188] In one aspect of this invention, operators may be associated
with delivery channels, linked by unique identifiers and stored on
disk, in memory, or in a database.
[0189] For example, Lottery A may be associated with Email, SMS,
Twitter and Facebook while Casino B may be associated with Email,
Twitter and MySpace.
Registration, Storage and Management of Content
[0190] In one aspect of the invention, content is stored by the
online system on disk or in a database and is associated with one
or a combination of identifiers. These identifiers allow the
content to be classified and subsequently retrieved by the system
when needed.
[0191] For example, a unique identifier is associated with the
content to distinguish the content uniquely from other content
stored by the system. Other identifiers, such as but not limited to
content type, creation time, updated time, description, category,
tags, keywords, url, size, and format is also stored to allow for
the content to be identified. The online system may also associate
the unique content identifier with one or many acceptable delivery
channel identifiers to indicate which channels for which the
content format is compatible and deliverable. Different channels
can also be associated with an order of preference. The content can
be checked against the 1.sup.st preferred delivery channel to
determine if delivery is appropriate, and if not the next delivery
channel can be checked and so on. Players can establish
designations for each channel, in one example in a player profile,
that provide for alternative delivery mechanisms as well as
delivery through multiple channels
[0192] In another aspect of this invention, the content identified
by the system is, but not limited to, static content.
[0193] For example, static content can be commonly described as
text, html pages, graphics in common formats (jpg, gif, png, pic,
bmp, raster, vector, etc), web pages, etc.
[0194] In another aspect of this invention, the content identified
by the system is, but not limited to dynamic content.
[0195] For example, content may be user-specific personalized
messages that included data about the user, such as a birthday
message that include the user's first name and age. This data may
be pre-generated as part of a human-initiated process, or generated
in real time by a set of software routines using data stored in
memory, on disk or in a database.
[0196] In one aspect of this invention, a "template" language
exists to describe how particular user-specific data can be
included in content that exists in memory, on disk or in a
database.
[0197] For example, it can be appreciated by those who are skilled
in the art that there are many different ways to define replacement
nomenclature for user-specific data. Character-based "tags" may be
used to identify where in a document, for instance, a replacement
may take place. Characters that can be used to delimit the starting
and ending elements of standard replacement "tags" can be, but are
not limited to, braces, brackets, semicolons, namespaces and other
character-based identifiers. An example where braces are used to
define where user-specific data is replaced for "first_name" can be
"[replace:first_name]".
[0198] In one aspect of this invention, the content can be an
application that runs on a personal computer, mobile application,
script or "web-based" software application.
[0199] For example, content may be but not limited to an Adobe
Flash application. In other aspects of this invention, the content
identified by the system can be an Adobe Flash application, as well
as but not limited to one, many or a combination of: [0200] a.
Adobe PDF application [0201] b. Web application [0202] c.
JavaScript application [0203] d. "AJAX" application [0204] e. HTML
Application [0205] f. WAP Application [0206] g. MMS Application
[0207] h. SMS Application [0208] i. iPhone Application [0209] j.
BREW Application [0210] k. J2ME Application [0211] l. J2EE
Application [0212] m. Java Application [0213] n. PHP Application
[0214] o. Python Application [0215] p. C/C++ Application [0216] q.
C# Application [0217] r. Visual Basic Application [0218] s.
Microsoft .NET Application [0219] t. Google Gears Application
[0220] u. Facebook Application [0221] v. Compiled Application
[0222] w. Downloadable Application
[0223] In one aspect of this invention, the content identified by
the system is, but not limited to, an offer, voucher, or coupon. In
other aspects of this invention, the content identified by the
system can be an offer, voucher or coupon, as well as but not
limited to one, many or a combination of: [0224] a. A text message
[0225] b. A HTML Message [0226] c. An email [0227] d. A SMS message
[0228] e. An offer [0229] f. A voucher [0230] g. A coupon [0231] h.
A barcode [0232] i. An image [0233] j. Questionnaire application
[0234] k. Quiz application [0235] l. Personal Rewards Points
display application [0236] m. Personal Jackpot counters and
displays (games played by the player) [0237] n. Generic Jackpot
counters and displays (all games) [0238] o. Personal and general
sweepstakes status displays [0239] p. Personal contest leader
boards (contests engaged by the player) [0240] q. Generic contest
leader boards (all contests) [0241] r. Personal (targeted) and
general calendar [0242] s. Personal (targeted) advertising displays
[0243] t. Personal rewards calculator that indicates when rewards
are achieved next [0244] u. Video display application [0245] v.
Video streaming application [0246] w. Live video streaming
application [0247] x. Video conferencing application [0248] y.
Generic rewards calculator [0249] z. Personal diary [0250] aa.
Personal room reservation information (status, price, etc) [0251]
bb. Room reservation application [0252] cc. Personal event
reservation and ticket information (status, price, etc) [0253] dd.
Event reservations and ticket purchase application [0254] ee.
Travel reservation and ticket purchase information (status, price,
etc) [0255] ff. Travel reservations and ticket purchase
application
[0256] In one aspect of this invention, the content identified by
the system may not reside on the online system but reside on a
system external to the online system. When content identified by
the system resides on an external system, identifiers and
instructions are stored on the online system that indicate how to
identify, access, load and deliver that content.
[0257] For example, content such as a game application, may reside
on an external system's website. In this instance, the url, html
embed tag code and instructions for loading, launching and running
the game application are stored by the online system in memory, on
disk or in a database.
Loading and Update of Account Data
[0258] In one aspect of this invention, user accounts are created
and stored in a database. Once the process of creating these
accounts is complete (e.g. as described above), additional external
accounts can be associated with the online user account and the id
of the player, as recognized by the casino management system.
According to one embodiment, once the process of associating these
additional external accounts is complete, data from these accounts
can be loaded, processed and stored on the online system.
[0259] For example, a casino or lottery player club account can be
associated with the user account and stored by the online system in
memory, on disk or in a database. In another embodiment, once the
account has been associated with the online system, the account
credentials can then be used to load information from the external
account.
[0260] In one aspect of this invention, the account credentials are
used the load data through an interface established between the
online system and the system that manages the external account.
[0261] For example, a SOAP based interface can be used to request
account data by the online system from a casino management system.
When the casino management system receives a request for data
related to the external account, the data is then transferred from
the casino management system to the online system, stored in
memory, on disk, or in a database and is associated with the online
user account and the id of the player, as recognized by the casino
management system. Account data transferred from the casino
management system to the online system can be, but is not limited
to, last gaming day, date of birth, status, points, assigned
offers, assigned coupons, personal calendar, favorite games, games
most played, player classification, player tier, first name, last
name, gender and address. Any transfer of data though an interface
between the online system and the casino management system may
include industry standard and well accepted security measures to
insure that the transfer of the data is secure.
[0262] In one aspect of this invention, various different types of
interfaces are provided to transfer, load, and process data.
[0263] For example, an "FTP" (File Transfer Protocol) module is
provided as an interface for the transfer, loading and processing
of data. Protocols, systems, modules, applications and processes
also provided as an interface can be, but are not limited to:
[0264] a. A flat text file
[0265] b. An "FTP" (File Transfer Protocol) module
[0266] c. INI
[0267] d. XML
[0268] e. SOAP
[0269] f. TCP/IP
[0270] g. HTTP
[0271] h. HTTPS
[0272] i. A database
[0273] j. MYSQL DB
[0274] k. POSTGRESQL DB
[0275] l. ORACLE DB
[0276] m. DBASE
[0277] n. Progress DB
[0278] o. Access DB
[0279] p. A Relational Database
[0280] q. A hard disk drive
[0281] r. Electronic memory
[0282] s. Flash memory device
[0283] t. USB memory device
[0284] u. External memory device
[0285] v. CD-ROM disk
[0286] w. Floppy disk
[0287] x. Tape based magnetic medium
[0288] In one aspect of this invention, data loaded and processed
from these external accounts through an interface, can be
periodically checked, loaded or updated to keep the data stored in
the online system up to date with the data stored in the external
account's management system.
[0289] For example, an interface request can be made by the online
system to an external system, such as a casino management system,
to request updated data on a particular user id. Because the online
system links online user accounts to the id used by the casino
management system to identify the player in the casino management
system, any requested data can be identified, fetched and then
transferred to the online system.
[0290] In one aspect of this invention, data loaded, processed and
updated from these external accounts is done using a queuing
system.
[0291] For example, the online system may identify, through some
process (such as user interaction, a schedule, or the change in
other user account identifiers and attributes) that external
account data needs to be updated. The online system will then
"queue" a request for that data in a list. Based on a pre-defined
schedule or when the system can determine there are adequate and
available resources, the "queue" of requests is processed from
first to last and the system initiates the necessary requests to
the external account management system to update the external
account data.
[0292] In one aspect of this invention, data loaded, processed and
updated from these external accounts is done in real time.
[0293] For example, the online system may identify, through some
process (such as user interaction with the system) that external
account data needs to be updated. The online system will then
initiate a request for that data by initiating the necessary
requests to the external account management system to update the
external account data. In another example, data loaded, processed
or updated in real time can be used to prevent players from
exceeding gaming "limits" set by the player or by the online
system. As an external account system (casino management system or
lottery point of sale) is monitoring play by a player on a gaming
device, it can transfer the amount of credit purchased or bet by
the player within a particular delta, such as minute, hour, day,
week, month, as each transaction takes place. The online system
then has the ability to do one, multiple or a combination of, but
not limited to, the following actions: [0294] a. Deliver message
content to the device display informing the player that they have
exceeded their pre-set limit. [0295] b. Deliver application content
to the device to require the player to agree, but pressing
performing a sequence of device inputs, that they are exceeding
their pre-set limit on each subsequent bet [0296] c. Shut of or
"hold" any external or associated account connected to cashless
wagering (such as player card, debit card, credit card or ATM
card). [0297] d. Deliver message content to the device to display
that the casino is being notified that they have exceeded their
pre-set limit. [0298] e. Notify the operator that the player has
exceeded their limit [0299] f. Notify any pre-set "contacts";
people indicated by the player who should be contacted in the event
their pre-set limit has exceeded. [0300] g. Inform the external
system to limit and block additional play
[0301] In one aspect of this invention, data loaded, processed and
updated from these external accounts is initiated by the external
account management system.
[0302] For example, through some process as determined by the
external account management system, data is transferred to the
online system through an interface. This data can be transferred in
"batch", meaning multiple records at a time, or in real time
per-user-account.
[0303] In one aspect of this invention, how data will be loaded,
processed and updated from these external accounts is stored in
memory, on disk or in a database.
[0304] For example, casino management system "A" may only allow
data to be loaded, processed and updated by it initiating a
connection to the online system's FTP component and it transferring
that data in a "batch" format. In another example, casino
management system "B" may prefer data to be transferred in real
time, using a SOAP protocol, with requests for data being initiated
by the online system.
[0305] In one aspect of this invention, data associated with the
user account on the online system may be valuable to the system
that manages the external account, requiring that the online system
update the external account management system on a periodic
basis.
[0306] For example, the online system may associate gaming-day
"limits" with the online user account. For the sake of this
example, these "limits" are numerical values that describe the
absolute maximum amount of money the user wishes to be allowed to
gamble within any particular 24 hour period. The gaming-day
"limits" may be indicated by the user or by the system based on
other data associated with the user account, such as inclusion on a
problem gambling list, user debt data, or jurisdictionally imposed
rules and regulations. Based on a schedule or other process, the
online system uses an interface to establish a connection with, for
example, a casino management system. Based on the id stored in the
online system and recognized by the casino management system as
linking the player to a player account record, the online system
submits the updated data associated with the online user account.
For the sake of this example, the gaming-day "limits" are
transferred from the online system to the casino management system,
stored and associated with the player account records, as indicated
by the id stored in the online system and recognized by the casino
management system as linking the player to the player account
record.
Processing of Account Data
[0307] In one aspect of this invention, user accounts are created
and stored in a database. External accounts can be associated with
the online user account and the id of the player, as recognized by
the casino management system. Data from these external accounts can
be loaded, processed and stored on the online system. Once stored
on the online system, either in memory, on disk or in a database,
the online system can then process the data based on the format and
amount of data stored on the external account.
[0308] For example, the external account can be a player account in
a casino management system. Once the player account is associated
with the online account, the system can then process particular
attributes of the external account, such as but not limited to last
gaming day, number of visits to the property, amount spent per
visit, all games played, all gaming days, etc. The system can
process the account by either using the account credentials
indicated by the user to log into the account through an interface
that would normally be available to players, through an API
(Application Programming Interface) provided by the casino
management system, or through a different interface, such as a XML,
SOAP, or TCP/IP interface. The data extracted and processed can
then be stored on the online system, either in memory, on disk or
in a database and subsequently used to indicate and record user
preference, such as likes, dislikes, gaming affinities, value as a
player, as well as frequency of gaming.
[0309] In another example, the external account can be a Facebook
account. Once the Facebook account is associated with the online
account, the system can then process particular attributes of the
external account, such as but not limited to friends the account is
associated to, groups the account belongs to, text in the posts
related to account status updates, etc. The system can process the
account by either using the account credentials indicated by the
user to log into the account, or through an API (Application
Programming Interface) provided by the external account management
system. The data extracted and processed can then be stored on the
online system, either in memory, on disk or in a database and
subsequently used to indicate and record user preferences, such as
likes, dislikes, brand affinities, travel destinations, most
discussed topics, as well as demographic information.
Loading, Updating, Processing and Management of External Data
[0310] In one aspect of this invention, data external to the online
system can be loaded, processed, stored and managed by the online
system. This data can then be used by this system in various
aspects described by this invention, such as content management,
eligibility and delivery.
[0311] For example, progressive jackpots are used in both the
casino and lottery industry. The online system can load, process
and manage progressive jackpot data that is provided through a
common interface. Once the data has been processed, thresholds for
progressive jackpot values can be set by users and stored as
attributes of their user profiles. The system can recognize that a
threshold specified by a user and stored as an attribute of their
profile, has been reached. The system can then make that user
eligible to receive an email notifying them of this event and then
delivery that email.
[0312] In one aspect of this invention, data associated with a
particular delivery channel is loaded and stored in the online
system.
[0313] For example, advertising schedules related to radio
advertising can be stored and managed by the system.
[0314] In one aspect of this invention, data associated with
particular real-time delivery channels, networks, systems and
devices, is loaded and stored in the system.
[0315] For example, modern technology allows for various network
attributes and consumer-level devices, such as home PCs, USB
devices, PDAs, ip addresses and cell phones, to determine the
user's geo-location. This data can be loaded, processed and updated
by the system and stored in memory, on disk or in a database. Once
managed by the system, geo-location can be used in various aspects
of the system, such as content eligibility, content delivery, as
well as gating user access to the system.
[0316] In one aspect of this invention, geo-location can be used to
gate user access to the system.
[0317] For example, once geo-location is loaded, stored and managed
by the system, that data can be used to determine whether or not
the user is allowed to register for or access a user account.
Content Eligibility
[0318] In one aspect of this invention, all users who have the
capacity to receive or view content that is stored in the system,
must be recorded as being `eligible` to receive or view that
content. User eligibility can be stored by the system in memory, on
disk or in a database.
[0319] For example, if a user is to receive an offer or coupon
through a particular delivery channel, they must be marked as
eligible to receive that particular offer or coupon.
[0320] Shown in FIG. 6 is a logic flow associated with determining
eligibility for content driven by measurable activities linked to
player identity. At 602, measureable activities (e.g. on property
play, web participation, content viewed/clicked etc, redemption of
points, behavior, visits frequency purchases, etc.) are tracked by
a content delivery system. The measurable activities are uniquely
associated with a particular player identify at 604. The
association can be determined from, for example, web profiles,
player club account, Facebook profile, phone number, credit card
number, address, amongst other information. The system provides for
content delivery at 606 to the identified players and may further
provide for customization of content on the basis of content
display at 608. For example, scaling can be performed to tailor
delivered content to the delivery channel being employed. In one
aspect of this invention, eligibility to receive or view content is
defined by characteristics of the user's profile. For example,
current latitude and longitude are two possible attributes of the
user's profile. Based on these two attributes, the system can
determine eligibility based on the current geo-location of the
user. The system can also use these two attributes to determine the
user's current position in relation to a point of sale. For
instance, if the user is within 10 miles of a lottery point of
sale, the system can make the user eligible for an SMS-based coupon
for `1 free $2 scratch ticket`.
[0321] In one aspect of this invention, eligibility to receive or
view content is defined by characteristics of the user's profile
scored through predictive analytics, regression tests, behavioral
analysis, and/or preferences indicated by the user.
[0322] For example, a user registering with the online system may
not have an external associated account. In this case, predictive
analytics is used to determine the best coupon to present to the
user to incentivize redemption at the point of sale.
[0323] In one aspect of this invention, eligibility to receive or
view content is defined by characteristics of the user's profile,
data loaded, processed and updated from one or many external
associated accounts, or both.
[0324] For example, a casino management system may associate a
gaming `tier` to a player record that indicates the value of that
player to the casino. Once a user account is created in the online
system, the player account in the casino management system is
registered as an associated external account and the account data
associated with the external account has been loaded and processed
by the online system, the gaming `tier` can be used to indicate
eligibility for a particular user or set of users to receive and
view content stored by the system. Other examples of user profile
characteristics that can be used to determine eligibility to
receive or view content are: [0325] a. Player Tier [0326] b. Player
demographics [0327] c. Distance from a particular geo-location
[0328] d. Gaming affinities [0329] e. Previous interaction online
or at property
[0330] In one aspect of this invention, eligibility to receive or
view content is defined by jurisdictionally imposed gaming rules
and regulations.
[0331] For example, a gaming jurisdiction may have regulations
related to the type of marketing materials particular individuals
can received. Some jurisdictions may impose rules that say
marketing materials related to gaming cannot be sent to individuals
that have previously be registered on a problem gambling exclusion
list.
[0332] In another example, a gaming jurisdiction may have
regulations that individuals can only receive a particular amount
of free slot play during a given month. The system will then record
the amount of free slot play delivered, receive and redeemed by the
player and then use that information to manage the eligibility for
the delivery of future free slot play coupons to the player.
[0333] In one aspect of this invention, eligibility to receive or
view content is defined by a set of rules.
[0334] For example, some content may require the user to opt-in for
the receipt of that content. A rule can dictate that all users that
have not opted-in to receive a particular set of content are not
eligible to receive that content. A user may have opted-in to
receive progressive jackpot alerts via email when the jackpot
reaches a particular threshold, as defined by the user during or
after account registration and associated with their user account
in the system.
[0335] In one aspect of this invention, eligibility to receive or
view content is defined by the receipt or view of previously
delivered content.
[0336] For example, if previously delivered content, such as a
coupon or offer, has been viewed, printed and redeemed within
pre-defined period of time, a user may be made eligible for a
subsequent set of coupons or offers.
[0337] In one aspect of this invention, eligibility to receive or
view content is defined by a fixed schedule.
[0338] For example, a general calendar of events at a gaming
establishment may have Double Points Tuesday every Tuesday between
July 1.sup.st and September 1.sup.st. Thus, users are made eligible
to receive or view content advertising "Double Points Tuesday"
during and around that period of time, as defined by a
schedule.
[0339] In one aspect of this invention, eligibility is defined by a
matrix, sequence and schedule that can associate user actions,
external events and interactions to eligibility for one, many or a
combination of content elements.
[0340] For example, the operator can define that for `tier 1`
players, if they view and then redeem a `$20 in free slot play
coupon` within 24 hours of receiving the coupon, then they are made
eligible for a `free buffet coupon`. If the `free buffet coupon` is
redeemed within a 1 week period and the player subsequently spends
more than $100 on the proper during the visit in which that coupon
is redeemed, then the player is made eligible for a `$50 free slot
play coupon`.
[0341] In one aspect of this invention, eligibility is fixed and
hard-coded by the operator of the online system, based on a unique
identifier that can identify the user account or by a unique
identifier that can identify a related external account.
[0342] For example, the operator of a casino can set eligibility
based on the username set by the player during registration with
the online system or based on the id used by the casino management
system to uniquely identify player.
[0343] In one aspect of this invention, eligibility is based on
previous interaction online or at the gaming establishment.
[0344] For example, previous interactions with a particular gaming
machine that has a progressive jackpot can make the user eligible
to receive jackpot email and SMS alerts for that particular gaming
title. Previous interactions online or at the gaming establishment
may be defined as, but not limited to: [0345] a. Groups that player
belongs to online [0346] b. Websites frequented [0347] c. Social
networks [0348] d. Games played in the past online [0349] e. Games
played at the property [0350] f. Events attended [0351] g.
Travel
[0352] In one aspect of this invention, a user interface or `GUI`
is provided to enable the operator of the online system the ability
to manage delivery eligibility.
Selection of Content Type for Delivery
[0353] In one aspect of this invention, content is selected by the
system for delivery to particular users within the system based on
a list of available content, events and a list of eligible
recipients, stored in memory, on disk or in a database.
[0354] For example, the system may query the database for a list of
eligible recipients for a coupon or offer to be delivered by the
system.
[0355] In one aspect of this invention, content is selected by the
system for delivery to particular users within the system based on
an event external to the system.
[0356] For example, the system is monitoring progressive jackpots
on the gaming property and the jackpot has exceeded $10,000. The
system may query the database for a list of eligible recipients for
a progressive jackpot alerts. Based on users who have "opted-in" to
receive alerts when the jackpot exceeds $10,000, the system then
selects the appropriate content related to the progressive jackpot
alert for that game, makes the appropriate users eligible to
receive that content and then prepares it for delivery to these
users.
[0357] As another example, the system is monitoring the value of a
"Mega Millions" or "Powerball" lottery jackpot and the jackpot has
exceeded $10,000,000. Based on users who have "opted-in" to receive
alerts when the jackpot exceeds $10,000,000, the system then
selects the appropriate content related to the progressive jackpot
alert for that game, makes the appropriate users eligible to
receive that content and then prepares it for delivery to these
users. In one aspect of this invention, content is selected by the
system for delivery to a particular user within the system based on
an event related to the user's profile.
[0358] For example, the date of birth associated with a user record
can indicate that today is the user's birthday. The system then
selects the `birthday` coupon for delivery to the user.
Scaling and Pre-Rendering Content for Delivery
[0359] In one aspect of this invention, content is scaled and
pre-rendered to prepare that content for delivery in one, many or a
combination of delivery channels.
[0360] For example, an image may contain text but in raster form.
The text is extracted from the image and rendered as a
character-based text file to be compatible for delivery to an SMS
device.
[0361] In one aspect of this invention, content is scaled and
pre-rendered to prepare that content for delivery, based on channel
attributes.
[0362] For example, a delivery channel is stored in the system and
an image is being prepared for delivery in that channel. Attributes
related to acceptable image width and height are stored and
associated to that delivery channel as an attribute of the delivery
channel. The image is larger than the acceptable width and height
stored as an attribute of the channel, so the system then scales
that image accordingly.
[0363] In one aspect of this invention, 3d content can be scaled
and pre-rendered in 2d to support channels and devices that do not
support 3d content.
[0364] In another aspect this invention, content is scaled and
pre-rendered to prepare that content for delivery, based on a
destination device, network or application.
[0365] For example, a cell phone may only accept a specific SMS
character limit. So, the system scales a coupon's messaging to fit
within that character display limit. Other examples of devices,
networks or application for which content can be scaled and
pre-rendered, but not limited to the following devices, networks or
applications: [0366] a. Cellphone [0367] b. PDA [0368] c. Webpage
[0369] d. Flash application [0370] e. Email client [0371] f. SMS
device [0372] g. Online Competition [0373] h. Multiplayer Online
World [0374] i. Slot-top electronic display [0375] j. Slot machine
display with touch screen display
Delivery of Content
[0376] In one aspect of this invention, content is delivered
through a channel and or to an eligible user once that content has
been selected, scaled and pre-rendered for delivery.
[0377] For example, a player visits a casino's website and logs in
to their user account using the account credentials they indicated
during account registration with the system. For the sake of this
example, they are logging into a delivery channel identified by the
system as the `personal player page`. Also in this example, account
credentials can be indicators such as email address and password to
gate access to the `personal player page` and determine which user
for which the page will be rendered. Once the account indicators
have and authenticated, the system then checks for content that he
user is eligible to receive through the `personal player page`
channel. For the sake of this example, the player is eligible for a
personalized `general manager's letter`, offers, a personalized
calendar, jackpot meters and a graphical display of the number of
loyalty points they have associated with their account. The system
then prepares the content the user is eligible for, does any
required scaling and pre-rendering of the content for delivery to
the player and then delivers the content to the `personal player
page` channel by rendering the page.
[0378] As an additional example, if according to the system the
player is eligible to receive an offer and coupon for $20 in free
slot play through the `personal player page` channel, the content
for an offer and coupon is fetched from the system, scaled and
pre-rendered for delivery and then delivered to the player through
the rendering of the personal web page.
[0379] In one aspect of this invention, a user interface or `GUI`
is provided to the operator for management of content delivery.
Effective Channel Selection for Delivery
[0380] In one aspect of this invention, delivery of content through
a one, many or a combination of delivery channels can be determined
by the system based on a variety of events, factors and/or
attributes.
[0381] In one embodiment, channel selection can be based on
personal preference, either dictated by the user or based on
preference derived from the loading and processing external
associated accounts.
[0382] For example, a during online account registration a user may
indicate that they prefer to receive offers and event information
from a casino exclusively through their email and SMS accounts. In
one embodiment, the system and/or external systems can determine an
appropriate channel based, at least in part, on external
information. For example, geo-location systems can indicate that a
player's location is changing, suggesting the player is accessing
content from a mobile location. Delivery to the player's cell phone
can be made the primary delivery mechanism for this circumstance.
Selected delivery channel can be adjusted based, at least in part,
on location determination. In one example, eligible content can
include content for casino's and/or lottery locations in Las Vegas
and Atlantic City. Geo-location information indicates that the
player is in Las Vegas, therefore, the content delivered can be
filtered to exclude content associated with Atlantic City.
[0383] In one aspect of this invention, the system may track
engagement with previously delivered content and determine that
channel selection can be based on the success of previous
engagement with that delivered content.
[0384] For example, the system can track that coupons delivered
through email have a far greater percentage and frequency of
redemption than coupons delivered through Facebook. This
measurement is then stored in memory, on disk or in a database and
associated with the user account that was delivered the
content.
[0385] In one aspect of this invention, channel selection may be
based on user profile elements.
[0386] For example, the user profile is associated to an account in
a casino management system. Based on the loading, processing and
updating of this external account data, as described above, the
system can identify when a player is playing a particular game in a
gaming establishment. The system can select the gaming machine they
are playing at as the delivery channel for an application that will
render `200 credits in online BonusPlay coupon` with instructions
on how they may print that coupon.
[0387] In one aspect of this invention, channel selection may be
based off of external associated accounts.
[0388] For example, a user may have an account with a credit card
that offers travel rewards. Once this account has been identified
by the online system as being associated to the user, offers and
coupons for the gaming establish may be delivered through channels
provided by the credit card management system, such as email blasts
sent on a monthly basis to an email address associated with the
credit card.
[0389] In one aspect of this invention, channel selection may be
hard-coded by the operator.
[0390] For example, the operator may select that they want all `$20
free slot play` coupons to be exclusively delivered via email.
[0391] In one aspect of this invention, channel selection may be
based on a schedule.
[0392] For example, the operator may select that they want all `$20
free slot play` coupons to be delivered via email on Tuesdays and
Thursdays and via SMS all other days.
[0393] In one aspect of this invention, channel selection may be
based on a set of rules related to one, many or a combination of
delivery channels and the content to be delivered in that
channel.
[0394] For example, Google does not allow the delivery and display
of advertising related to the gaming aspect of a casino or lottery,
but will allow advertisements for hotel rooms, events and resorts.
The system can recognize this and not deliver advertising related
to the gaming aspects of a casino or lottery through channels
related to or operated by Google.
[0395] In one aspect of this invention, channel selection may be
based on jurisdictionally imposed rules and regulations.
[0396] For example, a specific gaming jurisdiction may impose a
rule that only allows gaming establishments the ability to deliver
free slot play through post cards and personal web pages, but not
through email, SMS, Twitter, Facebook, etc. The system can
recognize this and only deliver free slot play through channels
related to post cards and personal web pages.
[0397] In one aspect of this invention, channel selection is based
on a script that dictates a sequence of channels and content to be
delivered in those channels.
[0398] For example, the operator may want to script a set of offers
to be delivered to a player over time, but may not want all of the
offers to be delivered through the same delivery channel. Thus,
they can create a script that is interpreted by the system to
dictate the channels to be used by the system for delivery of
offers over time. For example, offer `A` is delivered through email
on Monday and then offer `B` is delivered through SMS on Thursday
of the same week.
[0399] In one aspect of this invention, a user interface or `GUI`
is provided to the operator for management of channel
selection.
Measuring Deliverability and Receipt of Content Delivered
[0400] In one aspect of this invention, the online system measures
the deliverability of the content delivered, the delivery channel
and the receipt of that content.
[0401] For example, the system delivers a `$20 in free slot play`
HTML email message to a particular channel, such as a user's email
address. If the receiving email server does not exist or if the
server exists and it responds to the online system that it was
unable to deliver the email due to a non-existent email address,
the system stores this information. The email address as a channel
for content delivery is marked as invalid by storing a state in
memory, on disk or in a database and associating that state to the
user account record and the delivery channel. This state can then
be used when the system is determining effective delivery channels
for content.
[0402] In another example, the content being delivered may have a
higher deliver rate within one, many or a combination of channels
than other content being delivered.
[0403] For example, a text email message may be measured by the
system has having a higher rate of opens and views by users than
HTML email messages. The system stores this as a state in memory,
on disk or in a database and associates that state to the content
being delivered, the user and/or the channel used for delivery.
Tracking Engagement with Delivered Content
[0404] In one aspect of this invention, unique identifiers are used
to associate the online account with external associated accounts,
such as player accounts that exit in a casino management system.
These unique identifiers are used to then track engagement with
content delivered to a user of the online system.
[0405] In one example, an html email is delivered to a user of the
online system. Common interfaces and methods are used, such as
`tracking pixel`, to determine that the email is opened. The `url`
to a webpage is included in the email. Tracking `urls` can be used
to determine that the `url` included in the email was clicked by
the user. The system can measure the amount of time between when
the email was `opened` and when the tracking `url` was clicked.
This time can be stored in memory, on disk or in a database and
associated to the user and the content, delivery channel for later
analysis and use. Tracking pixels and tracking urls can be used to
measure engagement, as well other methods. These methods can
include tracking pixels and tracking urls, but also can include, as
but not be limited to:
[0406] a. Urls
[0407] b. Urls clicked
[0408] c. Web pages visited
[0409] d. Tracking pixels
[0410] e. Tracking urls
[0411] f. Javascript embedded in web pages
[0412] g. Flash applications embedded in web pages
[0413] h. Scan of player card id by a device or system
[0414] i. Scan of coupon connected to online user or player card
id
[0415] j. Use of credit card associated with online account at a
gaming establishment
[0416] k. Scan of player card at gaming device
[0417] l. Data collected by third-partying applications, networks
and devices
Tracking of Subsequent and Related Actions
[0418] In one aspect of this invention, the system tracks
engagement through and across one, many or a combination of
content, delivery channels and calculates the best and most
successful combination and sequence.
[0419] For example, the system may track the engagement and
subsequent actions taken by the player, starting with a particular
coupon delivered to users through text emails versus coupon
delivered to users through Twitter or Facebook. The system then
stores the results of that tracking in memory, on disk or in a
database for use in determining effective channel delivery, or
other analysis and use.
[0420] In one aspect of this invention, the online system uses data
loaded, processed from external associated accounts to track
subsequent and related actions.
[0421] For example, there is a significant amount of rich data that
can be derived from point-of-sale systems and transactions related
to the online user and/or external associated accounts.
[0422] The system can determine retail purchase habits by linking
the redemption of a sweepstakes coupon at specific retailer. If a
credit card used in the same transaction or visit, that can also be
stored by the online system to extract further data about purchase
history, affinities and habits.
[0423] In one aspect of this invention, the online system in
integrated with third party networks, applications and devices to
enable the online system to track subsequent and related actions
taken by a user.
[0424] For example, it is common for systems such produced and
managed by TravelClick, Ticketmaster, Expedia, Bally, IGT,
Aristocrat, WMS, Konami, GTECH, Scientific Games, or systems such
as lottery `on-line`, scratch ticket, retail point of sale (POS),
coupon redemption, promotional management, player tracking and
hotel/travel booking engines to offer interfaces to extract and
measure user engagement with their systems. Data related to this
engagement can be loaded, processed and associated to user accounts
in the online system, based on unique identifiers stored in the
online system and the external systems. In addition, content
delivered through Twitter vs. content delivered through email may
be tracked as follows:
[0425] Message Sent Via Twitter: [0426] Player engaged, clicked on
url [0427] Logs into website, identifies as player [0428] Interacts
with coupon [0429] Prints coupon [0430] Player visits casino within
2 weeks [0431] Redeems coupon [0432] Plays game, spends $20
[0433] Message Sent Via Email [0434] Email viewed [0435] Player
visits casino within 24 hrs [0436] Swipes card, redeems offer
[0437] Plays game, spend $100
[0438] Per this example, the system records the various attributes
and data points related to the engagement with the content and
subsequent and connection events and actions. Attributes such as
action, events, sequence of actions, time of events and the time
deltas between events are tracked. These attributes are then stored
in memory, on disk or in a database and associated with the content
delivered, the channel used for delivery and the user. These can be
used to measure and indicate the most effective content, delivery
channel and path/sequence of events.
[0439] Illustrated in FIG. 7 is one example calculation of an
engagement score based on tracked information associated with
content delivery and redemption. At 702 a frequency is determined
for a particular offer based on tracked data. At 704 data
associated with the number of times the content/offer was viewed is
calculated, the frequency for acceptances and/or printing
calculated at 706, the frequency for redemption (e.g. swiped card,
scanned coupon to redeem) calculated at 708, and any money spent as
the result of those actions tracked at 710. The various frequencies
can be reduced to a probability factored with an amount of money
that was spent as a result of the redemption to determine an
engagement score. The engagement score can then be used to tailor
how the system presents content, selects delivery channels, among
other options.
[0440] In one aspect of this invention, the online system has
external devices, applications and process to manage the redemption
of coupons and offers delivered by the system. These external
devices, applications and processes are connected to the online
system through a public or private data network. For example, the
online system can have an external device that attaches to a
computer which is also attached to the public internet. The device
also has a software application that runs on a server and
interfaces with the device through a web browser. An interface
exists between the device, the computer, the browser and the public
internet. This device has an integrated bar code scanner and when
coupons delivered by the online system are scanned by this device,
the online system is signaled through the interface for the
redemption of the coupon. This allows the system to achieve
complete end-to-end tracking without the need for data from an
external or connected account.
[0441] In one aspect of this invention, the online system has a
software application or device that runs on or interfaces with a
casino management system, networked gaming system, `on-line`
lottery system, retail point-of-sale, gaming machine, hand-held
device, cell phone or pda. This software application or device then
can manage different aspects of data transfer, content delivery
recognition, coupon redemption and data collection for the online
system.
[0442] For example, a slot machine running on the floor of the
casino is managed by a networked gaming system. The online system
has an external application that is built and configured to operate
on the networked gaming system. The application can the track play
on the slot machine and report that tracked play to the online
system, using a unique identifier to indicate the user playing at
the slot machine.
[0443] For another example, the online system has an external
application that is build and configured to operate on an iPhone.
The application can then solicit data from the user and transfer to
the online system. The application can also operate as a
device-specific element for the management of content being
delivered to the user, through the iPhone.
[0444] In one aspect of this invention, the system can analyze
attributes of engagement to determine efficiencies. For example,
based on analysis of attribute data, it can be reported that
coupons that can be redeemed directly at specific gaming devices
result in a higher spend per visit. So, the gaming establishment
may decide to focus more of their marketing efforts on coupons that
are redeemable at specific gaming devices.
[0445] Various embodiments of system and methods for managing
interactive user engagement include the elements recited below,
individually, in combination, and in any combination of the
individual elements. [0446] Player identification [0447] Uniquely
identify player [0448] Creation of player account [0449] Created
with an online system--trigger search for player at player at
External Accounts (include CMS systems, player's club accounts,
Facebook, . . . lists) [0450] Questionnaire--relationships with
external establishments [0451] Initial creation-- [0452] Rely on
player provided info [0453] Scan computer system for cookies,
browse history, target additional search outside of info provided
[0454] Dynamically aggregate web usage/profile and trigger
subsequent External Account checks [0455] Co-generation of External
Account [0456] Trigger based on internal account creation [0457]
Creation of CMS account and internal account responsive to external
account (e.g., an Internet-based account) [0458] Player Account
includes Player Profile [0459] Player Account/Player profile can be
scored [0460] Scoring details [0461] Dynamically update player
profile based on demographic information (browse activity, dob,
game preference, etc.), activity on/off property, online/offline
behavior, preferences indicated by the player [0462] Player
Account/Profile can be configured to control Content and Channel
Delivery [0463] In particular--Gaming Limitation pre-generated by
player [0464] Jurisdictional Limitation Associated with Player
Profile [0465] Absolute limit on gambling activity for above [0466]
Stop loss at 50$/day hour etc. [0467] Day/Weekend target $1000 max
loss [0468] Identify propensities based on comparison to reference
data collected from other players [0469] Collection of Demographic
Information from Our Account and From External Account Sources
[0470] Questionnaires, Query external account sources, provide
interface between Our account and external sources [0471] Entry of
external account credentials (user name sign-on etc) [0472] Cookie
retrieval to target additional external sources [0473] Identify
player population [0474] Use in association with not completely
identified player(s) [0475] Generate unique player record that can
become uniquely tied to player [0476] Update Player Records [0477]
Periodically poll/pull/push request data [0478] Queue updates
[0479] Batch processing [0480] Establish triggers configured to
push data changes [0481] Identify deltas update accordingly [0482]
Push Data change information to External Accounts [0483] Establish
triggers to pass updated information to External Sources [0484]
Bi-Directional Information Flow [0485] Channel Management [0486]
Associated delivery channels with player, player account, player
profile [0487] Delivery Channel includes cell phone, email, web
page, Facebook . . . etc.--any perceptible medium for delivering
information [0488] Create unique channel identifier [0489] Classify
delivery channel [0490] Establish Channel Profile/Classify Delivery
Channel [0491] Record characteristics of delivery mechanism [0492]
Text address--Text only delivery [0493] Multimedia
delivery--capable of receiving media files [0494] Device profiles
[0495] Optimize content delivery characteristics for cell phone;
laptop; computer; mobile device; physical Display characteristics
[0496] Filtering Rules [0497] Prohibit content for Channel, etc.
[0498] Preferred Channel/Effective Channel Selection-- [0499]
Channel defined by user [0500] Channel defined by Operator [0501]
Channel defined by Content Provider [0502] Channel dynamically
assigned based on profile analysis [0503] Channel dynamically
assigned based on behavior analysis [0504] ROI calculation [0505]
Predective ROI calculation [0506] Effective Channel Selection
[0507] Dynamically assigned based on profile and behavior [0508]
Authentication mechanisms [0509] Historical Information on Channel
Engagement [0510] Track actual conversion/success of delivery
[0511] Track timing of conversion/success [0512] Using both
determine Delivery Channel(s) [0513] Content Management [0514]
Associate content with Delivery Channel [0515] Determine
eligibility to receive Content [0516] Associate Content with
Identifiers/Content Profile [0517] Use Identifiers to Classify
[0518] User Identifiers to retrieve content [0519] Content Delivery
Mechanism [0520] Selected by user, operator, provider, dynamically
determined [0521] Set preferred channel [0522] Set required channel
[0523] Set plurality of channels [0524] Establish Delivery Triggers
[0525] Notification alerts [0526] Packaging Content/Delivery
Content [0527] Alter/Refine Content based on Delivery Channel
Identified [0528] Scaling content to delivery channel profile
[0529] Scale to device profile [0530] Translate Content to Delivery
Channel/Channel Profile [0531] Eligibility [0532] Eligibility
Threshold [0533] Can be as little as: player from (town) [0534] For
example, statistics tell us player's from Town gamble a lot [0535]
Opt-in [0536] Player Scoring tie in, Player tiering, [0537]
Eligibility for particular content can be scaled based on player
value, and/or specific player characteristics (e.g. relationship
with specific external account) [0538] Scaling can occur on any
demographic [0539] Eligibility may also be governed by defined
limits [0540] Player established limits in profile [0541]
Jurisdictional limits generically [0542] Multi level Eligibility
[0543] First tier content [0544] Second tier content only
accessible after First tier access and/or completion [0545]
Eligibility based on behavioral tracking, analysis, prediction
[0546] Define Eligibility Matrix [0547] Tracking of Engagement
[0548] Track and defined metrics for deliverability [0549] Success
rate of delivery channel [0550] Adaptive selection of delivery
channel based on tracked data [0551] Success rates [0552] State
based tracking [0553] Active, Inactive, Dead, live, etc. [0554]
Success rate of content [0555] Matching content to player
appropriately [0556] Player accesses content--success [0557]
Activity performed associated with content--success [0558]
Redemption tracking [0559] Access tracking [0560] Timing
information [0561] Associated Actions tracking [0562] Robots for
scraping pages [0563] Update Player Profile/Channel Profile based
on tracked engagement information [0564] Path-based engagement,
evaluating sequences of engagement paths based on parameters (e.g.,
ROI) to determine effective engagement paths that can be applied to
current player or other players (e.g., ones having similar
profiles)
[0565] Various embodiments according to the present invention may
be implemented on one or more computer systems. These computer
systems may be, for example, general-purpose computers such as
those based on Intel Atom, Core, or PENTIUM-type processor, IBM
PowerPC, AMD Athlon or Opteron, Sun UltraSPARC, or any other type
of processor. It should be appreciated that one or more of any type
computer system may be used to manage interactive user engagement,
manage and deliver content, track engagement, calculate player
value, dynamically determine a delivery channel, communication
content, and customize content based on selected communication
channel according to various embodiments of the invention. Further,
the system may be located on a single computer or may be
distributed among a plurality of computers attached by a
communications network.
[0566] A general-purpose computer system according to one
embodiment of the invention is configured to perform any of the
described operations and/or algorithms, including but not limited
to providing for management of content, display of a user interface
to enter external and/or online account information, register for
external and/or online accounts, manage user preference
information, manage user identity information, identify content
uniquely, indentify content delivery channels uniquely,
automatically select an optimal delivery channel, calculate return
on investment for a delivery path, among other options. It should
be appreciated, however, that the system may perform other
operations and/or algorithms, including operations for
registration, storage and management of accounts, associating
accounts with online and external accounts, managing exclusions,
imposing jurisdictional regulations on player activity, providing
user profiles, permitting users to manage their profiles, register,
store and manage delivery channels and content, determining
eligibility to receive and/or view content, scaling content for a
delivery channel, measuring deliverability, tracking engagement
with delivered content, and tracking subsequent and related
actions, etc. The operations and/or algorithms described herein can
also be encoded as software executing on hardware that define a
processing component, that can define portions of a specially
configured general purpose computer, reside on an individual
general purpose computer, and/or reside on multiple general purpose
computers.
[0567] FIG. 9 shows a block diagram of a general-purpose computer
system 900 in which various aspects of the present invention can be
practiced. For example, various aspects of the invention can be
implemented as specialized software executing in one or more
computer systems including general-purpose computer systems 1104,
1106, and 1108 communicating over network 1102 shown in FIG. 11.
Computer system 900 may include a processor 906 connected to one or
more memory devices 910, such as a disk drive, memory, or other
device for storing data. Memory 910 is typically used for storing
programs and data during operation of the computer system 900.
Components of computer system 900 can be coupled by an
interconnection mechanism 908, which may include one or more busses
(e.g., between components that are integrated within a same
machine) and/or a network (e.g., between components that reside on
separate discrete machines). The interconnection mechanism enables
communications (e.g., data, instructions) to be exchanged between
system components of system 900.
[0568] Computer system 900 may also include one or more
input/output (I/O) devices 904, for example, a keyboard, mouse,
trackball, microphone, touch screen, a printing device, display
screen, speaker, etc. Storage 912, typically includes a computer
readable and writeable nonvolatile recording medium in which
signals are stored that define a program to be executed by the
processor or information stored on or in the medium to be processed
by the program.
[0569] The medium may, for example, be a disk 1002 or flash memory
as shown in FIG. 10. Typically, in operation, the processor causes
data to be read from the nonvolatile recording medium into another
memory 1004 that allows for faster access to the information by the
processor than does the medium. This memory is typically a
volatile, random access memory such as a dynamic random access
memory (DRAM) or static memory (SRAM).
[0570] Referring again to FIG. 9, the memory can be located in
storage 912 as shown, or in memory system 910. The processor 906
generally manipulates the data within the memory 910, and then
copies the data to the medium associated with storage 912 after
processing is completed. A variety of mechanisms are known for
managing data movement between the medium and integrated circuit
memory element and the invention is not limited thereto. The
invention is not limited to a particular memory system or storage
system.
[0571] The computer system may include specially-programmed,
special-purpose hardware, for example, an application-specific
integrated circuit (ASIC). Aspects of the invention can be
implemented in software, hardware or firmware, or any combination
thereof. Although computer system 900 is shown by way of example as
one type of computer system upon which various aspects of the
invention can be practiced, it should be appreciated that aspects
of the invention are not limited to being implemented on the
computer system as shown in FIG. 9. Various aspects of the
invention can be practiced on one or more computers having a
different architectures or components than that shown in FIG.
9.
[0572] It should be appreciated that the invention is not limited
to executing on any particular system or group of systems. Also, it
should be appreciated that the invention is not limited to any
particular distributed architecture, network, or communication
protocol.
[0573] Various embodiments of the invention can be programmed using
an object-oriented programming language, such as Java, C++, Ada, or
C# (C-Sharp). Other object-oriented programming languages may also
be used. Alternatively, functional, scripting, and/or logical
programming languages can be used. Various aspects of the invention
can be implemented in a non-programmed environment (e.g., documents
created in HTML, XML or other format that, when viewed in a window
of a browser program, render aspects of a graphical-user interface
(GUI) or perform other functions). The system libraries of the
programming languages are incorporated herein by reference. Various
aspects of the invention can be implemented as programmed or
non-programmed elements, or any combination thereof.
[0574] Various aspects of this invention can be implemented by one
or more systems similar to system 900. For instance, the system can
be a distributed system (e.g., client server, multi-tier system)
comprising multiple general-purpose computer systems. In one
example, the system includes software processes executing on a
system associated with registering a user for an online and/or
external account, interface processes for tying the online and
external systems together, co-generation of user account accounts
on an online and external account system. These systems may permit
the end users to access content in data locally or may permit
remote access to content in data, the end users, for example, can
employ a web browser to access content for which they are eligible,
access a web page to redeem content, among other operations.
[0575] There can be other computer systems that perform functions
such as receiving and associating user account information with
external account information, managing content, managing content
delivery channels, and tracking content associated activity, among
other functions. These systems can be distributed among a
communication system such as the Internet. One such distributed
network, as discussed below with respect to FIG. 11, can be used to
implement various aspects of the invention.
[0576] FIG. 11 shows an architecture diagram of an example
distributed system 1100 suitable for implementing various aspects
of the invention. It should be appreciated that FIG. 11 is used for
illustration purposes only, and that other architectures can be
used to facilitate one or more aspects of the invention.
[0577] System 1100 may include one or more general-purpose computer
systems distributed among a network 1102 such as, for example, the
Internet. Such systems may cooperate to perform functions related
to managing interactive user engagement. In an example of one such
system, one or more users operate one or more client computer
systems 1104, 1106, and 1108 through which the user can access
content, register accounts, enter external account information and
potentially redeem offers. It should be understood that the one or
more client computer systems 1104, 1106, and 1108 may also be used
to access, for example, external account registration systems,
content, user profile management, etc. In one example, users
interface with the system via an Internet-based interface.
[0578] In another example, a system 1104 includes a browser program
such as the Microsoft Internet Explorer application program,
Mozilla's FireFox, or Google's Chrome browser through which one or
more websites can be accessed. Further, there can be one or more
application programs that are executed on system 1104 that perform
functions associated with interactive user engagement. For example,
system 1104 may include one or more local databases for storing,
caching and/or retrieving patron profiles, potential offers,
tracked content activity, redemption activity, etc.
[0579] Network 1102 may also include, as part of the system for
managing interactive user engagement, one or more server systems,
which can be implemented on general-purpose computers that
cooperate to perform various functions including receiving user
account information, retrieving database information on player
account information, executing interface processes between external
accounts and the online system and other functions. System 1100 may
execute any number of software programs or processes and the
invention is not limited to any particular type or number of
processes. Such processes can perform the various workflows
associated with the system for managing interactive user
engagement. It should be appreciated that various embodiments
described in any portion of the above description can be performed
alone or in combination with other embodiments described
herein.
[0580] Having thus described several aspects and embodiments of
this invention, it is to be appreciated that various alterations,
modifications and improvements will readily occur to those skilled
in the art. Such alterations, modifications, and improvements are
intended to be part of this disclosure, and are intended to be
within the spirit and scope of the invention. Accordingly, the
foregoing description is by way of example only.
[0581] Use of ordinal terms such as "first", "second", " third",
"a", "b" "c" etc., in the claims to modify or otherwise identify a
claim element does not by itself connote any priority, precedence,
or order of one claim element over another or the temporal order in
which acts of a method are performed, but are used merely as labels
to distinguish one claim element having a certain name from another
element having a same name (but for use of the ordinal term) to
distinguish the claim elements.
* * * * *