The present invention generally relates to product services and, more particularly, to a method, apparatus and system for the analysis and optimization of product services.
Before a campaign is started, it may be desirable for a customer to request a system analysis of a product or service to be advertised on one or more out of home mediums, such as retail digital media networks, outdoor signage networks, or another type of venue's digital or signage media network. Currently there are no effective systems or methods for comprehensive analysis of product services.
Embodiments of the present invention address the deficiencies of the prior art by providing a method and system for providing analysis and optimization of product services.
In various embodiments of the present invention, historical, systemic or endemic marketing, merchandising, sales, and operational data about intended products or services to be advertised & promoted in the campaign are provided to a system. The system combines this with other campaign independent data and performs analysis that results in a recommendation (or set of recommendations) on what is needed to effectively execute the campaign.
In one embodiment of the present invention, a method in a content distribution system includes collecting information regarding at least a definition of a media content campaign and a performance of the media content campaign in the content distribution system and compiling the collected information for analysis, where the analysis determines the effectiveness of the media content campaign.
In an alternate embodiment of the present invention, an apparatus in a content distribution system includes a memory for storing information regarding at least a definition of a media content campaign and performance information of the media content campaign in the content distribution system, and a processor for collecting the information regarding at least a definition of a media content campaign and a performance of the media content campaign and compiling the collected information for analysis. In such an embodiment, the processor can be further configured to analyze the compiled information to determine an effectiveness of the media content campaign and further provide a recommendation (or set of recommendations) on what is needed to effectively execute the campaign.
In an alternate embodiment of the present invention, a system, includes at least one source of media content, at least one means for receiving a media content campaign definition, and a content distribution system including at least an apparatus. The apparatus can include a memory for storing information regarding at least a definition of the media content campaign and performance information of the media content campaign in the content distribution system and a processor for collecting said information regarding at least a definition of a media content campaign and a performance of the media content campaign and compiling the collected information for analysis. In such an embodiment, the processor can be further configured to analyze the compiled information to determine an effectiveness of the media content campaign and further provide a recommendation (or set of recommendations) on what is needed to effectively execute the campaign.
The teachings of the present invention can be readily understood by considering the following detailed description in conjunction with the accompanying drawings, in which:
It should be understood that the drawings are for purposes of illustrating the concepts of the invention and are not necessarily the only possible configuration for illustrating the invention. To facilitate understanding, identical reference numerals have been used, where possible, to designate identical elements that are common to the figures.
The present invention advantageously provides a method, apparatus and system for providing analysis and optimization of product services. Although the present invention will be described primarily within the context of a retail advertising network environment, the specific embodiments of the present invention should not be treated as limiting the scope of the invention. It will be appreciated by those skilled in the art and informed by the teachings of the present invention that the concepts of the present invention can be advantageously applied in substantially any product services environment.
The functions of the various elements shown in the figures can be provided through the use of dedicated hardware as well as hardware capable of executing software in association with appropriate software. When provided by a processor, the functions can be provided by a single dedicated processor, by a single shared processor, or by a plurality of individual processors, some of which can be shared. Moreover, explicit use of the term “processor” or “controller” should not be construed to refer exclusively to hardware capable of executing software, and can implicitly include, without limitation, digital signal processor (“DSP”) hardware, read-only memory (“ROM”) for storing software, random access memory (“RAM”), and non-volatile storage. Moreover, all statements herein reciting principles, aspects, and embodiments of the invention, as well as specific examples thereof, are intended to encompass both structural and functional equivalents thereof. Additionally, it is intended that such equivalents include both currently known equivalents as well as equivalents developed in the future (i.e., any elements developed that perform the same function, regardless of structure).
Thus, for example, it will be appreciated by those skilled in the art that the block diagrams presented herein represent conceptual views of illustrative system components and/or circuitry embodying the principles of the invention. Similarly, it will be appreciated that any flow charts, flow diagrams, state transition diagrams, pseudocode, and the like represent various processes which may be substantially represented in computer readable media and so executed by a computer or processor, whether or not such computer or processor is explicitly shown.
In one embodiment of the present invention, the content distribution system 100 of
In one embodiment of the present invention, software for controlling the various elements of the in-store advertising network 200 and the content distribution system 100 can include a 32-bit operating system using a windowing environment (e.g., MS-Windows™ or X-Windows operating system) and high-performance computing hardware. The advertising network 200 can utilize a distributed architecture and provides centralized content management and distribution control via, in one embodiment, satellite (or other method, e.g., a wide-area network (WAN), the Internet, a series of microwave links, or a similar mechanism) and in-store modules.
As depicted in
A recording company 204 can be a record label, music publisher, licensing/publishing entity (e.g., BMI or ASCAP), individual artist, or other such source of music-related content. The recording company 204 provides audiovisual content such as music clips (short segments of recorded music), music video clips, and the like. The movie studio 206 can be a movie studio, a film production company, a publicist, or other source related to the film industry. The movie studio 106 can provide movie clips, pre-recorded interviews with actors and actresses, movie reviews, “behind-the-scenes” presentations, and similar content.
The other content provider 208 can be any other provider of video, audio or audiovisual content that can be distributed and displayed via, for example, the content distribution system 100 of
In one embodiment of the present invention, content is procured via the network management center 210 (NMC) using, for example, traditional recorded media (tapes, CD's, videos, and the like). Content provided to the NMC 210 is compiled into a form suitable for distribution to, for example, the local distribution system 100, which distributes and displays the content at a local site.
The NMC 210 can digitize the received content and provide it to a Network Operations Center (NOC) 220 in the form of digitized data files 222. It will be noted that data files 222, although referred to in terms of digitized content, can also be streaming audio, streaming video, or other such information. The content compiled and received by the NMC 210 can include commercials, bumpers, graphics, audio and the like. All files are preferably named so that they are uniquely identifiable. More specifically, the NMC 210 creates distribution packs that are targeted to specific sites, such as store locations, and delivered to one or more stores on a scheduled or on-demand basis. The distribution packs, if used, contain content that is intended to either replace or enhance existing content already present on-site (unless the site's system is being initialized for the first time, in which case the packages delivered can form the basis of the site's initial content). Alternatively, the files may be compressed and transferred separately, or a streaming compression program of some type employed.
The NOC 220 communicates digitized data files 222 to, in this example, the content distribution system 100 at a commercial sales outlet 230 via a communications network 225. The communications network 225 can be implemented in any one of several technologies. For example, in one embodiment of the present invention, a satellite link can be used to distribute digitized data files 222 to the content distribution system 100 of the commercial sales outlet 230. This enables content to easily be distributed by broadcasting (or multicasting) the content to various locations. Alternatively, the Internet can be used to both distribute audiovisual content to and allow feedback from commercial sales outlet 230. Other ways of implementing communications network 225, such as using leased lines, a microwave network, or other such mechanisms can also be used in accordance with alternate embodiments of the present invention.
In one embodiment of the present invention, the server 110 of the content distribution system 100 is capable of receiving content (e.g., distribution packs) and, accordingly, distribute them in-store to the various receivers such as the set-top boxes 120 and displays 130 and the speaker systems 135. That is, at the content distribution system 100, content is received and configured for communication. The communication can be performed by one or more servers configured to act together or in concert. The content can include content configured for various different locations or products throughout the sales outlet 230 (e.g., store). For example, respective set-top boxes 120 and displays 130 and various speaker systems 135 can be located at specific locations throughout the sales outlet 230 and respectively configured to display content and broadcast audio pertaining to products located within a predetermined distance from the location of each respective set-top box and display.
The server 110 of the content distribution system 100 receives content and creates various different content channels of audio, video and/or audio/video to be communicated to the various receivers throughout the store. The content channels can be individual channels of modulated audio, video and/or audio/video onto a radio frequency distribution or transmitted as data flows within a unicast or multicast internet protocol (IP) network. These streams can originate from one or more servers under the same logical set of control software.
The various embodiments of the present invention provide a method, apparatus and system for collecting data from various locations throughout, for example the content distribution system 100 of
That is, in one embodiment of the present invention, a campaign is defined as the act of an advertiser deciding upon the scope of a given advertising effort. A campaign can include specifying product(s) and/or service(s) that are to be part of the effort, setting sales goals, and identifying specific target demographics (age group, gender, language, socio-economic class, geographic location, date range, time of day, etc.). The campaign can optionally define multiple media files as alternate ads towards accomplishing the goals of the campaign.
Using the campaign definition, orders are created in an inventory and sales management system. In one embodiment of the present invention, the order process books available inventory (available spots in programs in which ads can be inserted). This reserves the spot and creates a ‘placement’ for each ad. At this point, if the campaign did not already have appropriate media available, then new media must be created.
The media is then scheduled for distribution, which includes the set of functions that delivers the advertising to the target audience. This includes several discrete operations. Media scheduling is the process of translating placements into specific playback instructions (playlists) targeted by the rules specified in the campaign definition. Media packaging is the process of bundling media for delivery over a transport service. Media Transport is the delivery mechanism that moves the media packages from the central Network Operations Center to the location of playback. The Media Playout system renders the actual media to the targeted consumer. This series of operations together is the act of delivering the media to the target.
In accordance with various embodiments of the present invention, data is collected from various locations throughout, for example the content distribution system 100 of
Optionally, if the campaign definition had defined alternate ads as part of the campaign, then suggestions for altering the media playout and targeting based on the effectiveness analysis can also be provided in accordance with embodiments of the present invention. For example, if a first ad is accomplishing higher sales lift then a second ad, the playing of the first add can be recommend in more locations at more times. This set of recommendations can be provided constantly based on available information in accordance with the present invention.
In accordance with various embodiments of the present invention, campaign reports can be provided, for example, periodically or on demand. The campaign reports summarize the current effectiveness of the delivery system, campaign sales lift, and such. These reports can be made available via a web interface or as files. A “proof of performance report” is also identified. This report is an affidavit that acts as proof that a purchased advertising placement was in fact played in the locations and at the times for which they were paid.
At step 304, information regarding order creation is collected or determined. As previously recited, order creation can include booking available spots in programs in which media content, such as ads, can be inserted. This reserves the spot and creates a ‘placement’ for each media content. The method then proceeds to step 306.
At step 306, information regarding content distribution is collected or determined. As previously recited, content distribution can include media scheduling, media packaging and media transport. For example, media scheduling can include the process of translating placements into specific playback instructions (playlists) targeted by the rules specified in the campaign definition. Media packaging can include the process of bundling media for delivery over a transport service. Media Transport can include the delivery mechanism that moves the media packages from, for example the Network Operations Center 220 of
At step 308, information regarding content (media) playout is collected or determined. Media playout can include presenting the actual media content to, for example, a targeted consumer or audience. For example, it is typical in media content playout environments for a playout log to be maintained to keep a record of what media content was actually played on playout systems. The method then proceeds to step 310.
At step 310, information regarding point of sale data is collected or determined. That is, data regarding product sales or services during the time of the defined campaign is collected and or determined. That is, actual point of sale (POS) data can be collected from, for example, a retailer, for products defined in the campaign. The method can then optionally proceed to step 311 or can proceed directly to step 312.
At optional step 311, additional user input information can be collected. For example, in various embodiments of the present invention, a user can be enabled to input information including, for example, in store interviews and surveys to be collected for use in the product services analysis and optimization of the present invention. The method then proceeds to step 312.
At step 312, the collected or determined information described in the previous method steps is compiled such that the campaign information can be used to determine campaign effectiveness. For example, in one embodiment of the present invention, a campaign effectiveness control unit (CECU) 140 includes a memory for storing information regarding at least a definition of a media content campaign and performance information of the media content campaign as described above and a processor for collecting the information regarding at least a definition of a media content campaign and a performance of the media content campaign and compiling the collected information for analysis. In an alternate embodiment of the present invention, the collected or determined information is used by the CECU 140, which includes a processor (e.g., an analysis engine), for enabling determining campaign effectiveness (as further described below), which can be used for determining improvements that can be made to a media campaign, such as an advertising campaign (as further described below). The method 300 can then be exited.
For example, in one embodiment of the present invention, the server 110 of the content distribution system 100 of
Although the CECU 140 of
In alternate embodiments of the present invention, a CECU of the present invention can be included in the network management center 210 or the Network Operations Center (NOC) 220 of the in-store advertising network 200 of
A formulation process (in
Alternatively, a customer can directly place an order (or set of orders) for the system without an initial analysis for optimizing the start of the campaign. The customer may have internal knowledge of the products or services that permit an adequate initial estimate of the best campaign characteristics to be made.
Once the order or orders are created, the system begins to execute the orders. Execution requires the media for the campaign to be created (in
While the media associated with the campaign is being presented to the specified consumer, the system collects information specific to the campaign execution (in
Concurrent with the distribution of the media, the system collects either continuously or on a periodic basis historical, systemic, or endemic campaign independent information from appropriate owners or holders of useful information, such as the product or service supplier, the retailer or venue owner, research firms, or the network operator (in
The campaign improvement or additional campaign recommendations (in
Based on the analysis the system generates a performance report available for interested parties, which includes the customer, the product or service supplier, network operator, or the retailer or venue owner. The performance report specifies how effective the system's operation was to meeting the campaign requirements defined in the orders; therefore, did the campaign execution comply with the orders.
The recommendations created by the analysis process can indicate the existing campaign would benefit from changes to one or more of the campaign characteristics listed above. A formulation process (in
When the optimization instructions only require rework of the order, then the system, with or without the explicit approval of the customer, product or service supplier, network operator, or venue owner, can modify the order (in
When the optimization instructions require more than a simple rework of the order, for example, a new set of media based on new creative requirements are required, then the existing orders can be terminated and abandoned and new orders based on the optimization instructions can be generated (in
Of course, the customer or the network operator at any time can consider the campaign sufficiently executed, typically based on the order, product availability, elapsed time and the performance reports, and not reissue or approve updated orders or new orders for the campaign. Consequently, for the given campaign, the overall optimization process can be stopped.
Alternately, the recommendations created by the analysis process can indicate an additional or an alternate campaign that would be beneficial to execute with the campaign characteristics listed above in the Order Execution section. Optimization instructions for these recommendations can be generated and can address the complete set of campaign characteristics, similar to the instructions for the initial orders. These recommendations and instructions can be focused on alternate or additional campaigns for the same products and services, or can also be focused on completely different products or services or an alternate bundling of products and/or services. In addition, these alternate or additional recommendations can include advertising or promoting on other electronic or non-electronic mediums.
In essence, these new optimization instructions can generate initial orders for these other campaigns, similar to the customer's initial orders that started this process. Once the optimization instructions have been created, the operations performed can be similar to the ones performed for the initial orders after their optimization instructions were created.
Periodically, the analysis process can discover changes that would improve performance across campaigns, or for many or most campaigns. Typically, these changes require modifications to the network or its operation that cannot be performed on a single campaign basis, but requires new configurations, equipment, or services that must be in place before any campaign can utilize the changes. The changes, such as additional venues to utilize as playout locations, additional of presentations points of presence (where signage or displays and speakers are located at a venue), presentation points of presence that are no longer effective or utilized, or configurations of the playout systems that would better present the media, can be recommended to the network operator (in
For example, the following depicts an example of a specific campaign optimization scope and functions and data to be applied in accordance with one embodiment of the present invention.
Campaign Optimization Scope
Functions within Campaign Optimization
Data
Function to Solution
Media played number of exposures within period Sales impact within a range of time after exposure
Roadmap
Create functionality/solutions in the following order with the defined basic capabilities.
Data out to Retailer allows the retailer to make decisions on:
How does this fit?
Having described various embodiments for a method, apparatus and system for providing analysis and optimization of product services (which are intended to be illustrative and not limiting), it is noted that modifications and variations can be made by persons skilled in the art in light of the above teachings. It is therefore to be understood that changes may be made in the particular embodiments of the invention disclosed which are within the scope and spirit of the invention. While the forgoing is directed to various embodiments of the present invention, other and further embodiments of the invention may be devised without departing from the basic scope thereof.
Filing Document | Filing Date | Country | Kind | 371c Date |
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PCT/US08/09421 | 8/6/2008 | WO | 00 | 1/22/2010 |
Number | Date | Country | |
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60963591 | Aug 2007 | US |