U.S. patent application number 16/947917 was filed with the patent office on 2020-12-03 for system and method for distribution of targeted content between mobile communication devices.
This patent application is currently assigned to Andrew E. Levi. The applicant listed for this patent is Andrew E. Levi. Invention is credited to Bradley W. Bauer, Andrew E. Levi.
Application Number | 20200380564 16/947917 |
Document ID | / |
Family ID | 1000005034279 |
Filed Date | 2020-12-03 |
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United States Patent
Application |
20200380564 |
Kind Code |
A1 |
Levi; Andrew E. ; et
al. |
December 3, 2020 |
SYSTEM AND METHOD FOR DISTRIBUTION OF TARGETED CONTENT BETWEEN
MOBILE COMMUNICATION DEVICES
Abstract
Disclosed are a method and system for distribution of targeted
advertising between mobile communication devices. An endorsement
program is set up based on a profile of an advertiser having at
least one advertising media. A qualified subscriber is identified
for the advertiser based on a profile of a subscriber. One or more
advertisers and endorsement programs for the qualified subscriber
are selected. In addition, when a communication transmission is
received from a source communication device, at least one
advertising media is associated with the communication transmission
and the communication transmission is transmitted from a source
communication device to a destination communication device.
Inventors: |
Levi; Andrew E.; (Dallas,
TX) ; Bauer; Bradley W.; (Salt Lake City,
UT) |
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Applicant: |
Name |
City |
State |
Country |
Type |
Levi; Andrew E. |
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|
US |
|
|
Assignee: |
Levi; Andrew E.
Dallas
TX
|
Family ID: |
1000005034279 |
Appl. No.: |
16/947917 |
Filed: |
August 24, 2020 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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14573634 |
Dec 17, 2014 |
10755313 |
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16947917 |
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14291977 |
May 30, 2014 |
10354280 |
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14573634 |
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13908825 |
Jun 3, 2013 |
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14291977 |
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13423048 |
Mar 16, 2012 |
8457670 |
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13908825 |
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12592019 |
Nov 18, 2009 |
8155679 |
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13423048 |
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11318144 |
Dec 23, 2005 |
7664516 |
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12592019 |
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60639267 |
Dec 27, 2004 |
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Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 30/0269 20130101;
G06Q 30/0267 20130101; G06Q 30/0217 20130101; G06Q 30/0251
20130101; G01S 5/02 20130101; G06Q 30/0276 20130101; G06F 16/1834
20190101; H04N 21/25891 20130101; G06Q 30/0241 20130101; G06Q
30/0261 20130101; G06Q 30/0255 20130101; G01S 19/13 20130101; G06F
16/951 20190101; H04L 67/306 20130101; H04N 21/812 20130101; G06Q
30/0247 20130101; H04M 15/8083 20130101; H04M 2215/0192 20130101;
G06Q 30/0207 20130101; G06Q 30/0252 20130101; G01S 5/0027
20130101 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02; G06F 16/951 20060101 G06F016/951; G06F 16/182 20060101
G06F016/182; H04N 21/258 20060101 H04N021/258; H04N 21/81 20060101
H04N021/81; H04M 15/00 20060101 H04M015/00; G01S 5/00 20060101
G01S005/00; H04L 29/08 20060101 H04L029/08 |
Claims
1. A method for improving the functioning of a computer system, the
computer system including an intermediary server connected to a
promotional content server, a subscriber machine and a destination
machine, the method comprising the steps of: a. obtaining a first
data set including a first attribute set; b. obtaining a second
data set including a second attribute set; c. calculating an
optimized result set from the first data set and the second data
set; d. transmitting from the intermediary server to the subscriber
machine a first record in the optimized result set; e. after
transmitting the at least one record, receiving at the intermediary
server an argument identifying the first record; f. after receiving
the argument, transmitting from the intermediary server to the
subscriber machine a content set that can be sent from the
subscriber machine to the destination machine; g. the content set
including an encrypted pointer identifying the first record and a
storage location to at least one attribute of the first attribute
set; and, h. whereby the functioning of the computer system is
improved by reducing a time to completion and at least one of the
group of a memory usage and a bandwidth usage of a routine resident
on the computer system.
2. The method of claim 1 further comprising the step of: sending
the content set from the subscriber machine to the destination
machine.
3. The method of claim 1 further comprising the step of: providing
one of the group of a product selection, a server selection, a
delivery selection, a storage selection, a comparison selection and
an evaluation selection in the first attribute set.
4. The method of claim 1 further comprising the step of: receiving,
at the intermediary server, confirmation that the destination
machine has accessed the encrypted pointer.
5. A computer system for providing access to content from a first
data center to a source communication device, associated with a
subscriber, and providing the access to the content from the source
communication device to a destination communication device,
associated with a recipient, the first data center, the source
communication device and the destination communication device
connected by a network, the computer system comprising: a. a
server, programmed to act as an intermediary and to store and
execute instructions that cause the computer system to perform
operations for optimizing the operation of the computer system
comprising: b. receiving at the server, a first data set that
describes one or more attributes related to the one or more
subscribers; c. receiving at the server, a second data set that
describes one or more attributes for directing the content to the
subscriber; d. calculating an optimized result set from the first
data set and the second data set; e. after calculating an optimized
result set, sending, from the server to the subscriber
communication device, a first set of information, relating to the
content, selected on the basis of the optimized result set, the
first set of information including a component for inclusion in a
communication to the recipient communication device; f. providing
the content to the recipient communication device; and, g. whereby
utilization of the network is optimized.
6. The computer system of claim 5 wherein the operations further
comprise: receiving, at the server, an indication that the
recipient communication device has interacted with the
communication in a defined manner; and, providing the content to
the recipient communication device in response to receiving the
indication.
7. The computer system of claim 5 wherein the operations further
comprise: allocating one of the group of a product and a service to
the subscriber in exchange for communicating the component to the
recipient communication device.
8. The computer system of claim 7 wherein the step of allocating is
conditioned on the recipient communication device interacting with
the component in a defined manner.
9. The computer system of claim 8 wherein the step of allocating
includes delivery of a product related to the set of content.
10. The computer system of claim 9 wherein a product delivery
schedule is managed by the server.
11. The computer system of claim 5 wherein the second data set
includes a geographic location.
12. The computer system of claim 5 wherein the component includes a
link to the server.
13. The computer system of claim 5 wherein the component includes a
link to the first data source.
14. The computer system of claim 5 wherein the communication
includes a first set of information related to the content and the
component is a link to a second set of information related to the
content.
15. The computer system of claim 5 wherein the operations further
comprise: receiving, at the server, a selection, related to the
content, from the subscriber communication device; and, in response
to the selection, providing the first set of information to the
subscriber communication device.
16. The computer system of claim 15 wherein the operations further
comprise: receiving, at the server, from the subscriber
communication device, an identification of the recipient
communication device that a subscriber has identified for sharing
the first set of information; and, in response to receipt of the
first set of information, making the first set of information
available to the recipient communication device.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a divisional of U.S. patent application
Ser. No. 14/573,634, filed on Dec. 17, 2014, now U.S. Pat. No.
10,755,313, granted on Aug. 25, 2020, which is a
continuation-in-part of U.S. patent application Ser. No.
14/291,977, filed on May 30, 2014, now U.S. Pat. No. 10,354,280,
granted on Jul. 16, 2019, which is a continuation-in-part
application of U.S. patent application Ser. No. 13/908,825, filed
on Jun. 3, 2013 [now abandoned], which is a continuation
application of U.S. patent application Ser. No. 13/423,048, filed
on Mar. 16, 2012, now U.S. Pat. No. 8,457,670, granted on Jun. 4,
2013, which is a continuation of U.S. patent application Ser. No.
12/592,019, filed on Nov. 18, 2009, now U.S. Pat. No. 8,155,679,
granted on Apr. 10, 2012, which is a continuation-in-part of U.S.
patent application Ser. No. 11/318,144 filed on Dec. 23, 2005, now
U.S. Pat. No. 7,664,516, granted on Feb. 16, 2010, which claims
priority to U.S. Provisional Patent Application No. 60/639,267
filed on Dec. 27, 2004. Each patent application identified above is
incorporated here by reference in its entirety to provide
continuity of disclosure.
BACKGROUND OF THE INVENTION
[0002] As mobile technologies evolve into highly sophisticated
two-way communication systems including smart phones, instant
messaging devices, and personal digital assistants (PDA), the
adoption and usage of such technologies continue to increase at a
rapid rate. Advertisers are highly motivated to identify new
methods of creating brand awareness to users. One of these methods
is known as advertising impressions. Leveraging mobile technologies
as described above, advertising impressions provide brand awareness
by directly displaying company approved content, such as
advertisements.
[0003] In addition to advertisers, users may utilize these
technologies to select specific advertisers who may reach them. For
example, technologies like personal digital video recorders allow
users to skip undesirable advertisements. In addition,
technologies, such as a subscription of satellite radio, allow
users to listen to music without the disruption of commercials.
[0004] With the declining ability to offer advertisements through
traditional broadcast advertising medium, such as public radio and
television, a need exists for a method that offers more frequent
and effective direct advertising to peer-to-peer users.
BRIEF DESCRIPTION OF THE DRAWINGS
[0005] Aspects of the present disclosure are best understood from
the following detailed description when read with the accompanying
figures. It is emphasized that, in accordance with the standard
practice in the industry, various features are not drawn to scale.
In fact, the dimensions of the various features may be arbitrarily
increased or reduced for clarity of discussion.
[0006] FIG. 1 is a diagram of exemplary components for providing
advertising between peer-to-peer communication devices.
[0007] FIG. 2 is a flowchart of an embodiment of an advertiser
setup process.
[0008] FIG. 3 is a flowchart of an embodiment of a subscriber setup
process.
[0009] FIG. 4 is a flowchart of an embodiment of a communication
process.
[0010] FIG. 5 is a flowchart of an embodiment of a subscription
maintenance process.
[0011] FIG. 6 is a diagram showing communication between the
subscriber, intermediary, and the endorsement companies.
[0012] FIG. 7a describes the interactions between the subscriber,
intermediary and advertiser nodes during the enrollment
process.
[0013] FIG. 7b describes a communication and the recording of
historical data.
[0014] FIG. 7c describes the execution of a program with the
subscriber.
[0015] FIG. 8 describes interactions between the subscriber,
intermediary and advertiser nodes during the subscriber
de-enrollment process.
[0016] FIG. 9 describes the creation of a unique identifier for
each endorsement sent by the subscriber to a contact.
[0017] FIG. 10 is a schematic diagram of the computing
configuration and topology.
[0018] FIG. 11 is a configuration report of the database server
used for Test A and Test B.
[0019] FIG. 12 shows an exemplary email sent to recipients during
Test A.
[0020] FIG. 13 shows the measured processor utilization during the
first iteration of Test A.
[0021] FIG. 14 shows the measured memory utilization during the
first iteration of Test A.
[0022] FIG. 15 shows the measured bandwidth utilization during the
first iteration of Test A.
[0023] FIG. 16 shows the start time for the first iteration of Test
A.
[0024] FIG. 17 shows the end time for the first iteration of Test
A.
[0025] FIG. 18 shows the measured processor utilization during the
second iteration of Test A.
[0026] FIG. 19 shows the measured memory utilization during the
second iteration of Test A.
[0027] FIG. 20 shows the measured bandwidth utilization during the
second iteration of Test A.
[0028] FIG. 21 shows the start time for the second iteration of
Test A.
[0029] FIG. 22 shows the end time for the second iteration of Test
A.
[0030] FIG. 23 shows the measured processor utilization during the
third iteration of Test A.
[0031] FIG. 24 shows the measured memory utilization during the
third iteration of Test A.
[0032] FIG. 25 shows the measured bandwidth utilization during the
third iteration of Test A.
[0033] FIG. 26 shows the start time for the third iteration of Test
A.
[0034] FIG. 27 shows the end time for the third iteration of Test
A.
[0035] FIG. 28 depicts a screenshot of a thumbnail image of a
campaign used during Test B.
[0036] FIG. 29 shows the measured processor utilization during the
first campaign of Test B.
[0037] FIG. 30 shows the measured memory utilization during the
first campaign of Test B.
[0038] FIG. 31 shows the measured bandwidth utilization during the
first campaign of Test B.
[0039] FIG. 32 shows the start time for the first campaign of Test
B.
[0040] FIG. 33 shows the end time for the first campaign of Test
B.
[0041] FIG. 34 shows the measured processor utilization during the
second campaign of Test B.
[0042] FIG. 35 shows the measured memory utilization during the
second campaign of Test B.
[0043] FIG. 36 shows the measured bandwidth utilization during the
second campaign of Test B.
[0044] FIG. 37 shows the start time for the second campaign of Test
B.
[0045] FIG. 38 shows the end time for the second campaign of Test
B.
[0046] FIG. 39 shows the measured processor utilization during the
third campaign of Test B.
[0047] FIG. 40 shows the measured memory utilization during the
third campaign of Test B.
[0048] FIG. 41 shows the measured bandwidth utilization during the
third campaign of Test B.
[0049] FIG. 42 shows the start time for the third campaign of Test
B.
[0050] FIG. 43 shows the end time for the third campaign of Test
B.
[0051] FIGS. 44a-d is the HTML code for the email sent during Test
A.
[0052] FIG. 45 is the source code used to select a campaign profile
during Test B.
[0053] FIGS. 46a-b is the implementation source code used during
Test B.
[0054] FIGS. 47a-j is the implementation source code used during
Test A.
DETAILED DESCRIPTION OF THE INVENTION
[0055] It is to be understood that the following disclosure
provides many different embodiments, or examples, for implementing
different features of the disclosure. Specific examples of
components and arrangements are described below to simplify the
present disclosure. These are, of course, merely examples and are
not intended to be limiting. In addition, the present disclosure
may repeat reference numerals and/or letters in the various
examples. This repetition is for the purpose of simplicity and
clarity and does not in itself dictate a relationship between the
various embodiments and/or configurations discussed.
[0056] Aspects of the present disclosure provide effective
transmissions of advertisements preceding and following
transmissions of peer-to-peer communications, which occur directly
between peer-to-peer communication devices. Examples of
peer-to-peer communication devices include cellular phones,
personal digital assistants (PDA), personal computers, instant
messaging devices, and audio devices.
[0057] FIG. 1 is a diagram of exemplary components for providing
direct advertising between peer-to-peer communication devices. A
communication source, such as subscriber 1, subscribes to
endorsement program 13 of intermediary 9. In an illustrative
embodiment, endorsement program 13 of the intermediary 9 is
directed in whole or in part by advertisers 10. The endorsement
program 13 may be developed using an object-oriented programming
language, such as Java.TM. or C++, C#, or other programming
languages.
[0058] When a communication transmission (a cellular phone call, a
video conferencing session, an instant message, text message (SMS,
MMS or other), a personal computer communication, or a voice
communication) is initiated by the subscriber 1 to a communication
destination 8, an advertisement preceding and/or following the
communication is transmitted to a destination communications device
7 used by communication destination 8. The subscriber 1 may utilize
a source communication device 2, such as a cellular phone, a
personal computer, a personal digital assistant, or an instant
messaging device, to initiate the communication. Source
communication device 2 may be coupled to a network 6 and may
communicate with destination communication device 7 via the network
6 using a communications protocol. Examples of network 6 may be the
Internet, a private network, a cellular phone network, or other
service provider networks. Examples of the communication protocol
include Transmission Control Protocol/Internet Protocol (TCP/IP),
Global System for Mobile Communications (GSM), Code Division
Multiple Access (CDMA), and Wireless Application Protocol
(WAP).
[0059] Operating systems running on communication devices 2 and 7
coordinate and provide control of various components. Each
operating system may be a commercially available operating system
such as Microsoft.RTM. Windows.RTM. Mobile (Microsoft and Windows
are trademarks of Microsoft Corporation, Redmond, Wash.). An
object-oriented software system, such as the Java.TM. software
system may run in conjunction with the operating system and provide
calls to the operating system from Java.TM. programs or
applications executing on communication devices 2 and 7. (Java is a
product available from Sun Microsystems, Inc, of Santa Clara,
Calif.) It is understood that the present disclosure may be used
with other operating systems and applications written using other
programming languages.
[0060] When the communication transmission is received by
destination communication device 7, the advertisement may be
displayed, played, or confirmed. The source of the advertisement
may be announced to the recipient as being endorsed by the
advertisers 10, an independent entity, an Internet service
provider, a telecommunication service provider, or other types of
communication providers. It is understood that FIG. 1 is intended
as an example, and not as an architectural limitation for different
embodiments of the present disclosure.
[0061] FIG. 2 is a flowchart of an embodiment of an advertiser
setup process. Advertisers 10 may create and manage their own
endorsement programs or choose to participate in an intermediary's
separately managed endorsement program 13. An endorsement program
may include a protocol for choosing and receiving a product or
service, scheduling pick-up or delivery of a product or a service,
or scheduling a review or inspection of a product or service. An
endorsement program may also include any grouping of products or
services or the election of receiving delivery of a product or
service. Further, an endorsement program may include delivery of
multiple products or services, different products or services or a
different quality of products or services, based on participation
in the endorsement program by one or more subscribers or
recipients. Such an endorsement program can further include the
delivery of additional or supplementary products, or services based
on the choices made by the subscriber or recipient. In the event of
the advertisers choosing an intermediary's endorsement program 13,
advertisers 10 are required to complete a setup process, receive
approval of their profile by the intermediary from a technical and
procedural context, and upload their desired ads to be used in the
intermediary's endorsement program 13 before advertisements may be
offered.
[0062] In step 20, advertisers 10 connect to or browse the
intermediary's website 11. The intermediary's website 11 may reside
in a server 12 managed by the intermediary 9. In step 22,
advertisers 10 complete an advertiser profile on the intermediary's
website 11 identifying the advertisers' criteria. In step 24,
advertisers 10 setup a subscriber profile on the intermediary's
website 11 identifying necessary demographic criteria of a
desirable subscriber 1.
[0063] In step 26, advertisers 10 set up an endorsement program.
Endorsement program 13 can include promotions which enable
advertisers 10 to select or "endorse" desirable subscribers in
order to facilitate delivery of advertisements and advertising
content, selection and delivery of products or services, arrange
for delivery of products or services, or change the frequency or
speed of a delivery of products or services. Other functions such
as storage, product location, product and service evaluations and
comparisons between products and services, as well as advertising
for similar products and services can also be facilitated by
information provided in the endorsement program. The advertisers 10
may provide other choices to subscriber 1, related to their
products and/or services and elections to receive products and/or
services without departing the spirit and scope of the present
disclosure. The selection of subscribers may be based on a matching
of the subscribers' criteria against the advertisers' criteria.
[0064] In addition, endorsement program 13 enables advertisers 10
to identify what products or services the subscriber receives in
accordance with certain performance criteria. An example of
performance criteria includes the number of communication
transmissions the subscriber has made and the length of the
transmissions. Furthermore, the identification process may be
standardized based upon other categorical groupings. An example of
categorical groupings includes allowing the subscriber to be
endorsed by a different advertiser for each communication event
based on an election to receive products or services, a type of
product or service or a target schedule for product or service
delivery.
[0065] In step 28, advertisers 10 upload their advertisements,
which may be in a form of text, audio, video, static graphic, or
other advertising media, to the intermediary's website 11 to be
later associated with one or more subscriber's communications.
Advertisers 10 also have the ability to identify when and how to
apply each advertisement media type based upon a set of rules or
logic defined by either the advertisers 10 themselves or the
intermediary 9.
[0066] In step 30, the intermediary 9 confirms with advertisers 10
that the endorsement program is ready for use and that the setup is
complete. Advertisers 10 may then elect, through a secure login
process, to execute the endorsement program themselves in order to
test their advertisements and adjust the advertisements as
necessary. Otherwise, in step 32, advertisers 10 may activate one
or more advertisements for selection by the subscriber 1. Thus, the
process is complete.
[0067] FIG. 3 is a flowchart of an embodiment of a subscriber setup
process. To become a subscriber, in step 34, a source communication
device 2 owner or subscriber 1 must first connect to the
intermediary website 11. In step 36, subscriber 1 sets up a
subscriber profile and qualifies for the endorsement program.
[0068] Alternatively, the subscriber 1 may be automatically
enrolled in endorsement program 13 as a result of a relationship
with a service provider, such as a cell phone company contract, an
existing service provided by an Internet service provider or by
other communication service providers, or endorsers such as a
product retailer who distributes branded communications devices
that are limited to endorsing only their brand through approved
subscribers. The subscriber profile includes information regarding
the subscriber 1, for example, a name, an address, a device type, a
serial number of the device, a phone number of the device, an IP
Address of the device, basic demographic information of the
subscriber 1, and a carrier calling program. Other characteristics
of the service provider's program, such as available minutes and
the subscriber's usage history may also be collected.
[0069] Once the subscriber's profile is set up, in step 38, the
intermediary 9 analyzes the profile data and identifies advertisers
10 whose criteria match the subscriber's criteria. For example,
advertiser A offers static graphic media and video media and
advertiser B offers only audio media. Based on the media type
offered, the intermediary 9 qualifies those subscribers whose
communication devices have the capability to accept static
graphics, video, and/or audio. The intermediary 9 may also require
the subscriber 1 to qualify for an endorsement program over a trial
period of time in order to quantify and qualify the calling habits
of subscriber 1. For example, the intermediary 9 may examine the
usage history of subscribers and qualify only those subscribers who
are communicating with others most frequently.
[0070] In step 40, a determination is then made by the intermediary
9 as to whether the subscriber qualifies for the endorsement
program. In step 42, if the subscriber 1 does not qualify, the
subscriber 1 is notified that the setup process may not continue,
and the process terminates. Alternatively, subscriber 1 may be
redirected to another endorsement program or given information on
how to qualify in the future.
[0071] In step 44, if subscriber 1 qualifies, intermediary 9
presents all acceptable advertisers 10 and endorsement programs
available, including the criteria required to qualify for each
endorsement program to subscriber 1. In step 46, subscriber 1 or
intermediary 9 may select one or more advertisers 10 and/or
endorsement programs containing multiple advertisers or
advertisements for endorsement. Endorsement program 13 may include
other random or targeted advertisements that the subscriber fails
to select.
[0072] In step 47, a determination is made by intermediary 9 as to
whether subscriber 1 has the capability to accept the
advertisements for endorsement. In step 49, if the subscriber has
the capability to accept the advertisements, the advertisements are
downloaded to the subscriber 1. In step 48, if the subscriber 1
does not have the capability to accept the advertisements, an
intermediary's endorsement manger software 14 is downloaded to the
subscriber's source communication device 2 followed by the
advertiser's ads. The endorsement manager software 14 manages
advertisements, formats communication transmissions with the
advertisements, and records advertising impression history of the
advertisement transmissions periodically. In step 50, once the
endorsement manger software 14 and advertiser's advertisements are
downloaded, the endorsement manger software 14 communicates
securely with the intermediary's host system and activates itself
for use.
[0073] FIG. 4 is a flowchart of an embodiment of a communication
process. The communication process begins, in step 52, when a
communication transmission is initiated by a subscriber 1. A
communication transmission may include a cellular phone call, an
instant message, a page, or a video conferencing session, and may
be initiated using any source communication device 2. In step 54,
the endorsement manger software 14 formats the transmission by
inserting the appropriate advertiser's advertisement preceding
and/or following the transmission. During the communication
session, the endorsement manager software 14 records the impression
status based on whether the advertisement was displayed, played, or
confirmed on the destination communication device 7.
[0074] In step 58, once the transmission is formatted, the
endorsement manager software 14 sends the communication
transmission to the communication destination 8. In step 64, when
the communication transmission reaches the destination
communication device 7, the advertisement is displayed, played, or
confirmed in the destination communication device 7. In step 66, at
the end of the communication session, the recipient may click on
the advertisement to link, via the Internet, to the advertiser's or
another designated website for additional information or further
action. The link may direct the recipient to a portal that
facilitates acquisition of products and services and/or the
delivery or delivery scheduling of products or services. In
addition, advertisers 10 may transmit their own messages to the
recipient any time during or after the communication process.
[0075] Optionally, in step 60, when the communication transmission
is initially received by the destination communication device 7, a
determination is made by a recipient of the destination
communication device 7 as to whether to accept or deny the
transmission. In step 62, if a transmission is denied, the
transmission is selectively ignored, and is stored in a voice mail
or similar system for later retrieval. In step 64, if the
transmission is accepted or is retrieved from voice mail or other
storage system, the advertisement is displayed, played, or
confirmed in the destination communication device 7. The
advertisement may be played, displayed or confirmed followed by, at
the same time, or throughout the communication session. In step 66,
at the end of the communication session, the recipient may click on
the advertisement to link, via the Internet, to the advertiser's or
another designated website for additional information. The process
then terminates.
[0076] FIG. 5 is a flowchart of an embodiment of a subscription
maintenance process. Subscription maintenance includes collecting
regular advertising impression data from the endorsement manager
software of the subscribers, periodic processing of the impression
data against endorsement programs to facilitate acquisition,
distribution and delivery scheduling of products or services, or
changes to the subscriber's profiles, or endorsement program
eligibility.
[0077] The process begins, in step 67, when a communication
transmission is initiated by the subscriber 1. In step 68, the
endorsement manager software 14 collects historical data from the
subscriber, including successes and failures of advertising
impression events. Examples of advertising impression events
include the number of advertising impressions, the number of
advertising media types that have reached and been accepted by the
destination communication device, the number of advertising
impressions for a certain party, and the like. In step 70, the
endorsement manager software 14 transmits this historical data to
the intermediary's data warehouse for further processing. In step
72, the endorsement manager software automatically validates and
updates current versions of advertiser's advertisements, and the
endorsement manager software 14 updates itself, if necessary. The
intermediary 9 may also periodically update the advertisements as
the endorsement manager software 14 is busy communicating with the
intermediary's data warehouse to "check in".
[0078] In step 74, upon receipt of the historical data, the
intermediary website 11 processes the received historical data and
compares the data against the endorsement programs for which they
have qualified in step 40 in order to determine which products or
services will be acquired and/or delivered, in what amounts, to
which recipients and on what schedules. In step 76, if the
intermediary 9 detects that the terms of an endorsement program are
likely to change, the intermediary 9 sends a message to the
subscriber 1 informing the subscriber 1 of a possible change or a
need to update the subscriber profile. In step 78, the intermediary
9 generates reports to advertisers, service providers, and
subscribers for review via the intermediary's website 11. Based on
these reports, advertisers and subscribers may re-adjust their
profiles.
[0079] The system and method described above enables advertisers 10
to reach targeted audiences via mobile communications devices. The
recipient of a communication transmission accepts the communication
session initiated by a source communication device 2, because the
session is identified as being initiated by a trusted or known
entity. Upon acceptance, the advertising media is played or
displayed to the recipient. Additional products or services may be
provided to subscribers to encourage participation in the
endorsement programs.
[0080] Other scenarios include communication sessions in which the
subscriber 1 is a recipient of the communication session initiated
by a non-subscriber. In this case, the endorsement manager software
14 in the destination communication device 7 may insert the
advertising media into the communication session prior to enabling
the communication between the subscriber 1 and the non-subscriber.
The advertising media is played or displayed to the subscriber 1,
who is designated to receive the products or services according to
the endorsement program based on this communication session.
[0081] FIG. 6 is a diagram showing communication between the
subscriber, intermediary, and the advertisers. The set of
subscribers 600, 610 and 620 possess source devices 602, 612 and
622. Subscribers 600, 610 and 620 communicate in a similar manner
and will be described using subscriber 600 as an example.
[0082] Subscriber 600 creates application 604. Application 604
consists of a request for endorsement and a choice of products or
services for delivery 608, as well as subscriber specific data 606.
Subscriber specific data 606 is demographic data that relates to
the subscriber's education, employment, interests, hobbies,
affiliations or other data used to determine a target market for a
product or service.
[0083] An advertiser selected by the subscriber may provide an
endorsement or endorsement tag (i.e. "advertiser recommends
subscriber"). Alternatively, the subscriber may offer to endorse
the company (i.e. "subscriber recommends advertiser"). The
endorsement may include an embedded company logo, color or link to
an advertisement of a particular product or service. The
advertisement that the link points to is controlled by the
advertiser and may be redirected by the intermediary. In the
preferred embodiment, the intermediary serves as the hosting site
for product or advertising data. In other embodiments, the
intermediary and the hosting site may be located at different
machines
[0084] Subscriber 600 communicates with intermediary 640 through
source device 602, network 650 and the intermediary's server 642.
Subscriber 600 communicates with any of the set of advertisers 660
through source device 602, network 650 and set of servers 662.
[0085] Intermediary 640 communicates with network 650 through
intermediary's server 642. Additionally, list of advertisers 644,
set of subscriber applications 647 and endorsement manager software
648 for subscriber's devices reside on intermediary's server
642.
[0086] List of advertisers 644 includes endorsement programs 645
corresponding to specific advertisers. The list of advertisers 644
includes the nature of the products or services and an outline of
the acquisitions or deliveries that may be provided. Endorsement
opportunities 645 include a set of desired demographic data 646.
Desired demographics 646 relate to a target market that an
advertiser is trying to reach with its ad campaign and endorsement
programs.
[0087] Set of subscriber applications 647 are applications 604,
614, 624 that have been submitted to the intermediary via network
650 or otherwise entered into the intermediary's server 642.
[0088] Endorsement manager software 648 is downloaded to source
device 602, 612, 622 via network 650. As described earlier,
endorsement manager software 648 allows subscribers 600, 610, 612
to accept and forward endorsements and advertisements.
[0089] Set of advertisers 660 communicates with network 650 through
set of servers 662. Servers 662 contain set of advertisements 664.
Set of endorsement programs 666 are related to individual
advertisements from the set of advertisements 664. The endorsement
programs 666 contain a set of desired audience demographic data 668
which relate to a target market selected by an advertiser.
[0090] FIG. 7a describes the bi-directional endorsement process
between the subscriber and the advertiser via the intermediary
during the enrollment process. Subscriber 600, intermediary 640 and
advertiser 660 represent "nodes" or "tiers" in a computer network.
Each node or tier may represent a communication device and the
appropriate computer server and computer network connections to
allow communication and passing data between subscriber 600,
intermediary 640 and advertiser 660. The nodes may also represent
groups of machines in a network confirmation. The nodes do not
reflect (nor require) a specific carrier or service provider for
the source device.
[0091] At step 700, subscriber 600 contacts intermediary 640
through network 650 using source devices 602 and makes a
subscription request including a request for endorsement. At this
step, subscriber 600 selects one or more potential endorsers from
list of advertisers 644. Subscriber 600 submits application 604,
including the selected advertisers and subscriber demographic data,
to intermediary 640. At step 701, advertiser 660 contacts
intermediary 640. Advertiser 660 submits one or more sets of
desired demographic criteria to intermediary 640.
[0092] At step 702, intermediary 640 correlates the subscriber data
with the set of demographic data criteria of the advertiser. A
correlation value is assigned by intermediary 640.
[0093] In the preferred embodiment, the correlation value is
calculated as a match value or weighted percentage between the
demographic criteria 646 and the subscriber demographic data.
[0094] Other correlation routines can be used to provide additional
metrics to the subscriber and the advertiser related to the "match"
of the subscriber demographic data with the advertiser criteria.
For example, a multipoint questionnaire is provided to the
subscriber including various categories during the subscription
process. Questions include multiple choice questions. Answers to
the multiple choice questions and each of the categories are
assigned a weight. The combined weight is provided to the
advertiser and to the subscriber as a correlation value.
[0095] At step 702, advertiser 660 receives the subscriber specific
data from intermediary 640. Advertiser 660 then correlates
subscriber specific data 606 with desired audience demographic data
668 to derive a correlation value.
[0096] At step 704, a list of potential subscribers that meet a
desired correlation value for endorsement are forwarded to
advertiser 660.
[0097] At step 706, potential subscribers who score lower than the
required correlation value are recommended for rejection.
Intermediary 640 notifies subscriber 600 of a rejection at step
707. If the subscriber is rejected, the rejection is recorded by
the intermediary and the process stops.
[0098] At step 708, the advertiser decides whether to endorse a
particular subscriber, based on the results of the correlation. The
advertiser determines the endorsement program details. For example,
subscriber 600 that achieves a high correlation value may receive
different products or services than the subscriber who achieves a
low correlation value.
[0099] If a sufficient correlation value is achieved or the
subscriber provides an endorsement, the subscriber is deemed a
"qualified" subscriber. At step 710, the advertiser notifies
intermediary 640 of the endorsement program for which the
subscriber has been qualified. Intermediary 640 then notifies
subscriber 600, at step 712.
[0100] At step 714, subscriber 600 reviews the endorsement
programs. At step 716, subscriber 600 chooses at least one
endorsement program and an advertiser for endorsement and notifies
intermediary 640. At this point, bi-lateral endorsement is
complete.
[0101] At step 718, intermediary 640 interrogates source device 602
regarding its ability to perform the requirements of the
endorsement manager software. For example, source device 602 may
not be capable of sending an endorsement with an embedded link or
may not be capable of handling large graphics files.
[0102] At step 720, depending on device capabilities, intermediary
640 sends a compressed file containing the endorsement manager
software and the endorsement program selected by subscriber 600 to
source device 602. In the preferred embodiment, the endorsement
manager software manages the endorsement program and history
related to the endorsement. The endorsement manager software is
sent, along with a set of links to various advertisements,
endorsement tags and graphics files. The endorsement manager
software is then decompressed and installed on the source
device.
[0103] At step 722, the advertiser is notified of the endorsement
program or programs selected by subscriber 600. The selected
endorsement programs are implemented by the advertiser in step
724.
[0104] The bi-directional selection process allows the subscriber
to select advertisers that are appealing. The advertiser then
determines if the subscriber is qualified based on a correlation
between the subscriber's demographics and those desired by the
advertiser. The subscriber's contacts presumably share some, if not
all, of the subscriber's demographics and interests. Therefore, the
contacts provide a select market and value to the advertiser, while
requiring only a single demographic comparison. This allows an
advertiser to focus its endorsements on favorable target markets
without having to qualify each possible customer or examine
demographics of a large number of potentially bad prospects.
[0105] FIG. 7b describes communication and recording of historical
data. At step 790, subscriber 600 initiates a communication with
contact 760 in possession of a destination communication device. At
steps 792 and 794, the endorsement manager software inserts and
sends an endorsement and embedded link in the communication. The
destination device accepts the communication and embedded link and
sends a response to the source device in steps 796 and 798. The
source device records the historical data in step 797.
[0106] FIG. 7c describes the data flow required for implementation
of the endorsement program. At step 750, the intermediary receives
history data from the subscriber 600 reflecting a communication
with contact 760, such as a phone can where an imbedded link has
been sent in an endorsement message. At step 762, contact 760
follows the link embedded in the endorsement to the advertisement
data hosted by intermediary 640. Intermediary 640 monitors
historical data including the number of endorsements sent by
subscriber 600 and the number of recipients contacted by subscriber
600 that use the embedded link to view the advertisement from the
set of advertisements 664. Individual contacts are identified by a
unique identifier embedded in each endorsement sent by subscriber
600 to contact 760. At step 766, the unique identifier is decoded
by the intermediary site 640, allowing identification of the
contact 760 responding to the endorsement. At step 751, the
intermediary analyzes the endorsement program and analyzes the
subscriber history data and contact interaction history.
[0107] The endorsement and the embedded link may be altered in
response to various stimuli. For example, a random function may be
provided in the software to change the endorsement and/or embedded
link resulting in random changes. In another example, the
endorsement and/or embedded link may be changed to reflect a
different product of the advertiser at different times of day.
Additionally, when the embedded link is activated additional
information may be sent from the destination device, such that the
geographical location of the destination device is known.
Intermediary site 640 may redirect the embedded link to a new
advertisement based on geographical, time, data or previous
responses by the destination device. Intermediary site 640
determines the geographical location of the device by determining
which cellular tower is carrying the response from the destination
device or by information supplied by the destination device, such
as GPS coordinates. The endorsement and embedded link can also be
configured to respond to specialized applications or "apps"
resident on the source device to reflect changing conditions
dictated by the app. For example, an application maybe capable of
reflecting ringtone changes and/or music preference changes. In
these applications listening habits and cell phone configurations
for various lighting displays can supply information to trigger
predetermined variations in the endorsement or embedded link.
[0108] For example, if the embedded link were to a national
restaurant chain, intermediary site 640 may redirect it to an
advertisement for the nearest restaurant. Intermediary site 640 may
contain the hours of operation of the restaurants and direct the
link to an advertisement for the nearest open restaurant. If no
restaurants are open within a predetermined range, intermediary
site 640 may select an alternative advertisement. Intermediary site
640 may also store data regarding previous interaction from the
destination device and redirect the link accordingly. For example,
an endorsement program may be limited to one per device, such that
intermediary site 640 redirects the destination device to a
different link if an offer has been previously accepted.
Alternately, a source device may receive additional products or
products of better quality for frequently following the link
embedded within an endorsement.
[0109] Referring briefly to FIG. 9, in an alternate embodiment,
historical data regarding interaction of contact 760 with the
embedded link may be stored on the source device as previously
described. Alternatively, the endorsement sent to the contact from
the source device contains a hash of three separate codes.
Endorsement code 900 identifies the endorsement sent to the
contact. Source code 910 identifies the source device that sent the
endorsement. Contact code 920 identifies the contact that received
the message. The endorsement manager software residing on the
source device creates a unique identifier 930 for each endorsement
sent and includes the unique identifier 930 in the link embedded in
the endorsement. The unique identifier 930 is created by combining
several separate codes together in any one of many encryption
routines (known in the art as "hashing") to form a code that is
unique for each endorsement sent by a subscriber. Source code 910
and contact code 920 may be created based on device serial number,
phone number or other numbers unique to the device. Other codes,
including the date code 922 and geographic location 924 of the
source device may be combined as well to create unique identifier
930. Endorsement code 900 is included in the endorsement when it is
downloaded by the subscriber.
[0110] In other embodiments, the identity of the contacts, the
duration of the message and communication, the scheduling of
advertisements to view and the length of time that the contacts
browser is focused on the advertisement are recorded. Additional
information collected can include links navigated to, before and
after, viewing the advertisement can be recorded. In certain cases,
identification of contacts recognized by the recipient can be
logged. Identification of music files, licenses and picture files
may be collected. Call log information may be collected. Data
reflecting prior approval as a qualified subscriber, and use of the
system by the recipient may also be collected. Data reflecting
network information such as packet count and packet size may be
collected. Data reflecting location information via a GPS
transponder may be collected. The analysis may include grouping
data with other similar data from other subscribers to develop
product delivery trends, demographic profiles and transaction
history information. Analysis of customer location and dwell times
at various websites and "brick and mortar" stores may be analyzed
at step 751.
[0111] Continuing with FIG. 7c, at step 726, a report, showing an
analysis of the progress and status of the endorsement program, is
sent to the advertiser by intermediary 640. At step 728, the
advertiser may verify the report or modify the endorsement program.
At step 729, advertiser 660 may request additional information and
analysis from the intermediary. In-turn, the intermediary supplies
additional reports via step 726. At step 730, the appropriate
endorsement program is implemented. This may be a shipment of a
product or delivery of a service to a subscriber 600, or allocation
of other goods or services to subscriber 600. Of course, other
means of implementing the endorsement program, such as electronic
delivery of digital goods (e.g., .mp3 coded music files) or
services may also be employed.
[0112] Returning to FIG. 6, in an additional alternative
embodiment, a subscriber representative 630 may assume a proxy
arrangement for subscribers 600, 610 and 620. In a proxy
arrangement subscriber representative 630 acts on behalf of a group
of subscribers that share similar demographic features. A proxy
arrangement can be organized to facilitate use of the system by a
group of subscribers by pooling and offering endorsement programs
through all the subscribers source devices 602, 612, 622 that are
included in the proxy. In this instance, an endorsement program may
be changed to also include an endorsement by the subscriber
representative.
[0113] In another embodiment, an advertiser offers better goods or
services than those of another advertiser in exchange for preferred
treatment. This preferred treatment includes more frequent
insertion of one advertiser's advertisements or endorsement
programs over any others, particular days or time of day for
sending advertisements, particular geographic locations, and
advertisements sent to particular contacts of the subscriber. For
example, an advertiser may endorse subscribers who are fans of a
particular sport immediately before, during or after a particular
game. Also, an advertiser may endorse a subscriber who calls a
contact that has responded to a message in the past. A contact who
has responded in the past may be identified by a phone number, an
IP address or similar information that is transferred when the
contact responds to the endorsement.
[0114] FIG. 8 describes the de-enrollment process. At step 800,
intermediary 640 monitors various aspects of subscriber 600 and
source device 602. Among other things, intermediary 640 may monitor
source device usage, device activation, responses from contacts and
expiration of or changes to the current endorsement program. At
step 802, intermediary 640 warns subscriber 600 of a status change
that could result in a change to the endorsement program.
Subscriber 600 responds to the warning at step 804. At step 806,
the intermediary notifies advertiser 660 that subscriber 600 may no
longer qualify for the current endorsement program.
[0115] At step 808, advertiser 660 determines if subscriber 600 is
still a qualified subscriber. Alternatively, advertiser 660 may
decide to allow subscriber 600 time to cure any deficiencies in
qualified subscriber status while allowing subscriber 600 to remain
on the endorsement program.
[0116] At step 810, advertiser 660 sends a deactivation notice to
intermediary 640. At step 812, intermediary 640 then deactivates
subscriber 600 and removes source device 602 from the endorsement
program.
[0117] An embodiment of the present disclosure can take the form of
an entirely hardware embodiment, an entirely software embodiment,
or an embodiment containing both hardware and software elements.
For example, one of the previously described embodiments may be
implemented in software, which includes but is not limited to
firmware, resident software, microcode, etc. In addition, various
steps of the above processes may be performed in another order,
split into additional steps, or combined into a single step. Steps
may also be removed and or added to any of the above processes.
[0118] Furthermore, the present disclosure can take the form of a
computer program product accessible from a tangible computer-usable
or computer-readable medium providing program code for use by or in
connection with a computer or any instruction execution system. For
the purposes of this description, a tangible computer-usable or
computer-readable medium can be any apparatus that can contain,
store, communicate, propagate, or transport the endorsement program
for use by or in connection with the instruction execution system,
apparatus, or device. The medium can be an electronic, magnetic,
optical, electromagnetic, infrared, or semiconductor system (or
apparatus or device), or a propagation medium. Examples of a
computer-readable medium include a semiconductor or solid state
memory, magnetic tape, a removable computer diskette, a random
access memory (RAM), a read-only memory (ROM), a rigid magnetic
disk and an optical disk. Current examples of optical disks include
compact disk-read only memory (CD-ROM), compact disk-read/write
(CD-R/W) and digital video disc (DVD).
[0119] Although embodiments of the present disclosure have been
described in detail, those skilled in the art should understand
that they may make various changes, substitutions and alterations
herein without departing from the spirit and scope of the present
disclosure. Accordingly, all such changes, substitutions and
alterations are intended to be included within the scope of the
present disclosure as defined in the following claims. In the
claims, means-plus-function clauses are intended to cover the
structures described herein as performing the recited function and
not only structural equivalents, but also equivalent
structures.
Example 1
[0120] In the field of information technology, "efficiency" of a
computer network is one important measure of computer function. Two
measurements of computer efficiency often used are "algorithm
efficiency" and "data efficiency." Algorithm efficiency measures
the amount of computer resources used and the time, effect and cost
of the usage. Data efficiency measures the data storage, data
access and data filtering required for a process to lead to a
desired outcome. It is typical when measuring the function of a
computer system, and its efficiency to measure processor
utilization, memory utilization, bandwidth utilization and "time to
completion" of the job.
[0121] Accordingly, the efficiency of two computer systems were
tested when distributing targeted advertising, a prior art computer
system (Test A) and a computer system which incorporates one
embodiment of the invention (Test B). The network configuration for
each test remained constant. The two tests, when compared,
illustrate the differences in the processor utilization, memory
utilization, bandwidth utilization and time to completion.
[0122] The prior art computer system incorporates digital
advertising in the form of email "blasts" in which an advertiser
sends an email advertisement to each recipient on a large mailing
list. The goal of the digital advertising is to distribute
advertising emails to people who want to receive them because these
people, in theory, will be better potential customers. The process
must be repeated for each different advertiser and for each
different advertisement. The content in the email advertisement is
the same for each recipient. The advertisement typically includes a
graphics file related to the product or service that is advertised.
These graphics files can be quite large.
[0123] Test A tested the performance of a computer system executing
a prior art email blast type advertising campaign. Table 1
summarizes the results of Test A.
TABLE-US-00001 TABLE 1 Prior Art Test A Results Processor Memory
Bandwidth Time to Utilization Utilization Utilization Completion (%
of CPU) (Kbytes) (Bytes per second) (Seconds) 3.24 845,705 711,553
272
[0124] Test B tested the performance of the same computer system
implementing an advertising campaign, targeting an advertising
message to 27,671 potential recipients using the "bilateral
endorsement" disclosed herein. In order to "mirror" the Test A
protocol, one campaign (one advertisement) was run three times
implementing all of the endorsers whose attributes matched the
campaign criteria and averaged the results. Table 2 summarizes the
results of Test B.
TABLE-US-00002 TABLE 2 Invention Test B Results Processor Memory
Bandwidth Time to Utilization Utilization Utilization Completion (%
of CPU) (Kbytes) (Bytes per second) (Seconds) 23.06 5,419 157,441
51
[0125] The results of Test B shows that a preferred embodiment of
the disclosed method for distribution of targeted advertising
improves the functioning of the computer network itself by reducing
the number of advertising messages that need to be stored and sent
in order to achieve the goal by targeting the advertising messages
to qualified recipients or "endorsers."
[0126] Advertising messages are targeted to the endorsers by
"matching" an advertiser's criteria to an endorser's profile. Once
the endorsers choose an advertising message, they use social
networks such as Facebook to distribute the message to their
"friends."
[0127] Accordingly, a comparison of the results is shown in Table
3. The results show that by reducing the number of advertising
messages required to accomplish the goal, the preferred embodiment
of the disclosure reduces the memory utilization by over 15,000%,
bandwidth utilization by over 350%, and time to completion to
execute the advertising campaign by over 430% and so significantly
improves the functioning of the computer network itself
TABLE-US-00003 TABLE 3 Metric % Improvement Processor Utilization
-85.95% Memory Utilization 15,505.34% Bandwidth Utilization 351.95%
Time to Completion 436.16%
[0128] Referring to FIGS. 10-47, the system performance testing
protocol of both Test A and B is discussed.
[0129] The purpose of this system performance testing protocol is
to create a structure for quantifying the significant performance
improvement that the disclosed system and method brings to the
world of marketing and advertising in contrast to the prior art and
traditional blast marketing techniques. In the AB performance test,
both test cases are designed to capture the performance impact on
the primary computing resource, the processing/database server for
the exact same system parameters.
[0130] FIG. 10 shows a diagram of the computer system configuration
1000 used for both Test A and Test B. Processing database server
1001 is connected to Ethernet 1010. SMTP and web server 1005 used
for the tests is also connected to Ethernet 1010. Router 1007 is
connected to Ethernet 1010. The router is connected to internet
1009. Workstation 1011 is also connected to the internet.
[0131] FIG. 11 shows a detailed specification and configuration
report for the database server used for both Test A and Test B.
[0132] Both Test A and Test B were performed three times with
performance metrics averaged for the three tests for purposes of
comparison. Each test was performed on the same hardware using the
same database, server and the same network configuration. The
performance measuring tool used for all testing was Microsoft
Windows Performance Monitor version 6.1.7601. The performance
metrics measured and compared were the same for both Tests which
are: [0133] Processor Utilization [0134] Memory Utilization [0135]
Bandwidth Utilization [0136] Time to Completion
[0137] For purposes of these tests, the database server contains
27,671 unique
[0138] Endorser records with the following record attribute counts:
[0139] Postal Code--3,527 [0140] City--2,603 [0141] State--3,152
[0142] Gender--4,657 [0143] Age--27,544 [0144] Reach Count--12,045
[0145] Email Address--26,900 [0146] Phone Number--7,682 [0147]
Connected to Facebook--12,157 [0148] Connected to Twitter--3,168
[0149] Connected to LinkedIn--625
[0150] There are a total of 4,916,444 Facebook friends connected to
the Endorser population which would yield an average of 404
Facebook friends per Facebook connected Endorser.
[0151] There are a total of 11,357,899 Twitter followers connected
to the Endorser population which would yield an average of 3,585
Twitter followers per Twitter connected Endorser.
[0152] There are a total of 197,274 LinkedIn contacts connected to
the Endorser population that are connected to LinkedIn which would
yield an average of 315 LinkedIn contacts per LinkedIn connected
Endorser.
[0153] The total counts above for Facebook friends, Twitter
followers and LinkedIn contacts which are associated with the
Endorsers are actual counts which were harvested from the
respective social networking sites and stored in the database.
[0154] The goal of Test A is to capture the performance impact of a
traditional blast email campaign on a single processing/database
server and on the network sending an email message to every
Endorser for which the database has an email address (26,900 email
addresses for 27,671 Endorsers). Email addresses are retrieved
using a single server-based query from the database. Each email
message including the payload is formatted and then each conformed
email message is individually transmitted to a locally connected
SMTP server. The size of each email message was 5,534 bytes which
was a formatted HTML email message commonly sent in similar
traditional email marketing campaigns.
[0155] FIG. 12 shows an exemplary email sent to 26,900 recipients
(the entire Endorser community) during Test A. The test was
performed three (3) times. Metrics for CPU utilization, Memory
usage, and Bandwidth usage were recorded for each iteration as well
as execution time which are all shown below and are detailed in
FIGS. 13-27.
[0156] The HTML for the email is shown in FIGS. 44a-d and the
source code for Test A is shown in FIGS. 47a-j. Note that the HTML
that was sent in the emails does not contain linefeeds. The size of
the HTML with linefeeds removed is 5,534 bytes.
[0157] It is important to note that HTML emails are distributed
without graphic images whereby the images are retrieved from remote
servers when the user opens the email message. Typical email
marketing/advertising messages average 100 k when they are fully
populated with their images. The SMTP mail server was configured to
receive each message from the processing/database server but not to
relay them to the actual recipients. The performance of the SMTP
server was not captured as it was a peripheral process to the AB
Test and therefore not relevant.
[0158] FIG. 13 depicts the measured processor utilization during
the first iteration of Test A.
[0159] FIG. 14 depicts the measured memory utilization during the
first iteration of Test A.
[0160] FIG. 15 depicts the measured bandwidth utilization during
the first iteration of Test A.
[0161] FIGS. 16 and 17 show the start and stop times for the
duration of the first iteration of Test A.
[0162] FIGS. 18-22 show the measured processor, memory, and
bandwidth utilizations plus the start and stop times for the
duration of the second iteration of Test A.
[0163] FIGS. 23-27 show the measured processor, memory, and
bandwidth utilizations plus the start and stop times for the
duration of the third iteration of Test A.
[0164] Table 4 below contains the measured results for each of the
three iterations of Test A. The value for the Memory usage is
calculated by subtracting the Average value from the Maximum value
of the Available KBytes counter to remove the baseline memory usage
(FIGS. 14, 19, and 24). All other values are the Average values for
respective counters. Elapsed Time is calculated by subtracting End
time in seconds from Start time in seconds.
TABLE-US-00004 TABLE 4 Test 1 Test 2 Test 3 Average Processor 3.29
3.25 3.17 3.24 (% CPU Utilization) Memory 905,018 889,964 742,133
845,705 (Kbytes) Bandwidth 726,853 719,209 688,597 711,553
(Bytes/sec) Time 270 271 274 272 (Seconds)
[0165] Test B is an implementation of the disclosed system and
method for distribution of targeted advertising between mobile
communication devices. The same performance parameters were
measured during Test B, as were measured during Test A, on the
exact same single processing/database server for presentation of a
formatted campaign for a brand advertiser.
[0166] As shown in FIG. 28, for Test B, the initial payload is a
"thumbnail" image, a short description of the brand campaign, and a
link to the full screen interactive advertisement presented with a
button enabled to initiate the processing of sharing. A web portal,
which also offers companion client access via a mobile device
application, performs the steps described below.
[0167] As a first step, an Endorser creates a profile in the system
by supplying some basic credential information, demographic
information and/or interest selections. They may also connect their
profile to several methods of sharing such as Facebook, Twitter,
LinkedIn, email and/or their mobile device (text messaging).
[0168] As a second step, each advertiser creates a brand profile in
the system and creates one or more campaigns including the message
content, pictures, links to other sites, and optionally coupon
redemption characteristics. They then define the campaign profile
of their target Endorser by selecting demographic and optionally
interest attributes.
[0169] This campaign profile is assigned to a single campaign in
the database. Endorsers who match with the profile attributes below
will be presented this campaign. A sample campaign profile was
selected with the following attributes using the source code shown
in FIG. 45. [0170] Male [0171] Between the age of 35 and 54 [0172]
Interested in Sports [0173] Facebook reach of 400 or more
[0174] The Campaign Profile also describes the number of Endorsers
of the entire Endorser population which match to the Campaign
Profile ("Qualified Endorsers") and the reach (number of Facebook
friends or Twitter followers) of each Qualified Endorser. In the
sample database, there are 104 Endorsers of the total Endorser
population which match this campaign profile (Qualified Endorsers)
with an aggregate Facebook Reach of 121,224. Facebook Reach is a
count of all of the friends of all of the Qualified Endorsers which
become target recipients for the campaign. The query to match and
retrieve a result set of all of the Qualified Endorsers took 109 ms
to execute.
[0175] For step three, upon successful authentication by an
Endorser via the mobile app or web portal (the "Client" or
"Endorsement Manager"), the database server performs a matching
process whereby the Endorser's supplied demographic attributes and
interest selections are compared to active brand campaigns in the
system and the Endorser is presented with a list of only those
brand campaigns for which the bi-lateral matching process has
produced matched brand content, a Qualified Endorser. Matched
campaigns are displayed as a list in the Endorsement Manager
including a thumbnail, content description, a link to retrieve a
full screen interactive advertisement and links to share the
campaign with others.
[0176] Lastly, the Endorser makes a selection by clicking on a
campaign for which to share. Serialized links are sent to the
Endorser by the system which enables sharing of the selected
advertisement.
[0177] For Test B, steps one and two are assumed complete and step
three was implemented three separate times using the same Campaign
Profile and the source code shown in FIGS. 46a-b. The
implementation is designed to simulate a serialized load on the
processing/database server as if all of the Qualified Endorsers
accessed the system one after another (not all at once). Performing
the Test B implementation according to this method closely mirrors
the Test A implementation of processing all of the emails in one
batch at one time. This Test B implementation is a worst case
performance loading scenario as in reality some percentage of these
Endorsers would access the system in parallel, which would produce
additional performance efficiencies in the time to process.
[0178] Like with the blast email implementation and SMTP server in
Test A, the test did not forward the shared content past the web
server which is responsible for relaying the shared data from the
processing/database server as a JSON package to Facebook for
posting on the Endorser's wall. The test focused on the comparative
performance impact on the processing/database server under both
scenarios. There would be no further performance impact on the
processing/database server in delivering the shared content to
Facebook.
[0179] FIG. 29 depicts the measured processor utilization during
the first campaign of Test B.
[0180] FIG. 30 depicts the measured memory utilization during the
first campaign of Test B.
[0181] FIG. 31 depicts the measured bandwidth utilization during
the first campaign of Test B.
[0182] FIGS. 32 and 33 show the start and stop times for the
duration of the first campaign of Test B.
[0183] FIGS. 34-38 show the measured processor, memory, and
bandwidth utilizations plus the start and stop times for the
duration of the second campaign of Test B.
[0184] FIGS. 39-43 show the measured processor, memory, and
bandwidth utilizations plus the start and stop times for the
duration of the third campaign of Test B.
[0185] Table 5 contains the measured results for each of the three
iterations of Test B. The value for the Memory usage is calculated
by subtracting the Average value from the Maximum value of the
Available KBytes counter to remove the baseline memory usage (FIGS.
30, 35, and 40). All other values are the Average values for
respective counters. Elapsed Time is calculated by subtracting End
time in seconds from Start time in seconds.
TABLE-US-00005 TABLE 5 Test 1 Test 2 Test 3 Average Processor 22.47
23.60 23.10 23.06 (% CPU Utilization) Memory 5,305 6,503 4,450
5,419 (Kbytes) Bandwidth 152,794 161,089 158,441 157,441
(Bytes/sec) Time 51 50 51 51 (Seconds)
* * * * *