The invention relates, generally, to systems and methods for determining effectiveness of marketing activity directed to business and consumers, and, more particularly, to systems and methods for collecting information on consumer responses to marketing vehicles produced by printing and electronic media industries.
Marketing companies continually seek consumer information that will enable them to better focus their marketing efforts to address particular consumer interests. One important source of consumer information is through redemption of special offers and discounts offered to consumers. These are typically sent to consumers through the mail. Although, with the increased use of the internet as a means of commerce, special offers and discounts are often sent electronically to consumers or displayed on a web site.
One common method to communicate special offers and discounts to consumers is through the use of coupons and flyers. Coupons are distributed in any number of different methods, including in-store flyers, on-product delivery, by insertion into magazines and newspapers for delivery to consumers, and by direct mailings.
Once a consumer accepts an offer by redeeming a coupon or submitting the offer to a retailer, the marketing companies use the acceptance as an opportunity to collect consumer information. For example, in addition to the interest in the particular product or service offers, consumer characteristics such as gender, age, marital status, household income, and product needs can sometimes also be obtained. Once this information is acquired, marketing companies tailor their marketing efforts for specific products to specific consumers, or provide price reductions to specific consumers. In addition, particular marketing campaigns can be directed to particular retailers having customers interested in particular products.
Most coupons currently include text communicating an advertising message and a uniform product code (UPC) bar code. The UPC bar code provides information about the manufacturer and brand of the product being discounted, the type of product being discounted, and the amount of discount being provided to the consumer by the coupon. The bar codes on the coupons are designed to be scanned at the time of purchase of the goods such that the point of sale terminal may verify that the coupon is valid and is being redeemed for a purchased product. The retailer then transmits the data to the marketing company or other information collecting entity. One such method is disclosed by U.S. Pat. No. 6,230,143, in which a two dimensional bar code is placed on coupons. The bar code includes consumer identity information so that, when the coupon is presented and the bar code is scanned, information is collected on the particular consumer's use of the coupon.
In addition to mailing information to consumers, electronic media is now employed by marketing companies to communicate special offers to consumers. As described above, advertising offers can be directed through electronic mail and displayed on a provider's web site. Many consumers learn of resources on the Internet or a proprietary on-line service through magazine articles and advertisements. These articles and advertisements include the necessary uniform resource locator (URL) or other network address to access the product web site. The web sites on the internet can be accessed by the consumer through their home or business computer. A web server operated by the retailer interacts with the consumer's computer to establish file transfers. The consumer enters the published URL or other mnemonic address to access the web site. The retailer then transmits consumer information to the marketing company or other information collecting entity.
While the foregoing marketing techniques and data collection methods are currently practiced, the information collection methods are limited to data collection by marketing companies through retailers or coupon redemption centers. The publishers of the print or electronic media do not have an active role in obtaining or processing the consumer information. It would be advantageous if the publishers and producers of print and electronic media could become directly involved in the collection and processing of consumer purchasing information. More efficient data processing and information analysis could be carried out by reducing the level of retailer involvement in data collection and processing.
In one embodiment, a method for tracking advertising effectiveness by a mailing originator includes pre-imaging a code onto an insert and applying recipient information onto a mailing host, associating the code with the recipient information, and creating a log file. The mailing host and the insert are delivered to the recipient and insert use information by the recipient is collected using the log file to identify the recipient, and a marketing database is created.
In another embodiment, a method for tracking consumer transactions using inserts having random codes thereon includes scanning the random code on an insert, applying recipient information onto a mailing host, associating the random code with the recipient information, and creating a file log. The insert is associated with the mailing host and the mailing host and the insert are delivered to a recipient. The random code is received and the log file is used to identify the recipient, and a marketing database is created.
In yet another embodiment, a method for tracking commercial activity, the method includes imaging an insert with dynamic information, associating the insert with a mailing host, applying recipient identification information to the mailing host, and creating a log file. The mailing host and the insert are delivered to the recipient and the dynamic information is collected and the log file is used to identify the recipient, and a marketing database is created.
Shown in
In block 14, recipient information is imaged onto a mailing host. The recipient information includes name and address of the recipient, and can also include additional information such as previous purchase activity, product preferences, personalized messages, and the like. As will be described below, the mailing host can be a wide variety of print media and electronic media.
The code imaged on or applied to the insert and the recipient information imaged on the mailing host are retained in the relational database. The relational database also contains information regarding the delivery of the mailing host to a recipient. The delivering information 16 is maintained in the relational database to record mailing particulars, such as method of delivery timing of delivery, and related information. As will subsequently be described, the information stored in relational database 10 can be produced and collected on a real-time basis during the imaging, collating, and, in certain instances, binding processes. Imaging of the insert and the mailing host can be carried out at the same time, or alternatively, the insert can be imaged at an earlier point in time prior to imaging the mailing host.
In addition to bar codes, other types of information can be imaged on the insert. For example, URL 24 and identification number 26 can be printed on the insert. To take advantage of an offer for a particular product or service, the recipient enters the URL 24 into their home or office computer. The website host then prompts the recipient to enter the identification number 26. Once the code is entered, the tracking system identifies the recipient using relational database 10.
Yet another example of insert code information In accordance with the invention includes a telephone number 28 and text message 30. To take advantage of the particular offer identified on the insert, the recipient calls telephone number 28 and is then prompted by a telecommunications center to enter text message code 30. Once the code is entered, the tracking system identifies the recipient using relational database 10.
In a still further example, the code can be transmitted by an RF tag or magnetic strip 31 that is applied to the insert. The RF tag or magnetic strip is scanned and the code information is transmitted to a detector, which then relays code information to tracking system. As in above methods, once the code is entered, the tracking system identifies the recipient using relational database 10.
An exemplary information table is illustrated in
At step 48, the code information is transmitted to the mailing host computer system 18. The mailing host computer system 18 associates the code with recipient information and creates a marketing database 50. Marketing database 50 contains valuable marketing information regarding transactions carried out by particular identified consumers that can be used for a wide variety of information. For example, the information and marketing database 50 can be used to evaluate the effectiveness of various types of advertising, particular product interest by a group of consumers, the effectiveness of various insert delivery methods, and the like. In addition, the particular way in which the information was received, such as through a clearing house, or an electronic tracking center, or the like, can be maintained in the marketing database.
The information in marketing database 50 can be distributed to different marketing companies, depending upon a variety of commercial arrangements. For example, the print and/or electronic media companies can contract with various marketing firms 52 and 54 to provide marketing information.
Those skilled in the art will recognized that a wide variety of collating and imaging techniques are available for carrying out the imaging process illustrated in
The inserts arranged in pockets 56 and 58 can be pre-imaged using a variety of printing techniques. For example, in
An alternative method for preparing inserts is illustrated in
Thus, it is apparent that there has been described a system and method for tracking commercial activity that is initiated by print and electronic media providers that fully provides the advantages set forth above. Those skilled in the art will recognize that numerous modifications and variations can be made without departing from the spirit of the invention. For example, business-to-business transactions can be collected in a relational database in addition to consumer transactions. Accordingly, all such variations and modifications are within the scope of the appended claims and equivalents thereof.
The present application is a continuation of U.S. patent application Ser. No. 12/180,050, filed Jul. 25, 2008.
Number | Date | Country | |
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Parent | 12180050 | Jul 2008 | US |
Child | 13428495 | US |