Web marketing system, web marketing method, and browser script

Abstract

Improve the accuracy of conversion measurement in web marketing systems. [Solution] In a web marketing system 100 that links a CDP 10 and a CTI 20, when a user terminal 30 presses a predetermined button 36 on a landing page displayed on a screen 34 of the user terminal 30, it requests the CTI 20 to start a web call, and also requests the CDP 10 for the user ID issued by the CDP 10 and the associated user behavior history stored in the CDP 10, and obtains these from the CDP 10 and passes them to the CTI 20.

Description

[Technical Field]

[0001] The present invention relates to a system and method for web marketing, and to a browser script executed on a user terminal used in a web marketing system. [Background technology]

[0002] Web marketing is a comprehensive marketing technique aimed at acquiring, nurturing, and promoting customers online. This technique includes website optimization, online advertising, social media, email marketing, content marketing, SEO (search engine optimization), and lead management. One of the important goals of web marketing is to maximize conversions (CVs). A CV is when a potential customer completes a specific action, such as purchasing a product, submitting an inquiry form, or signing up for a newsletter.

[0003] Web marketing has three major phases: lead generation, lead nurturing, and lead qualification. Lead generation is the process of identifying leads and collecting contact information, and includes creating landing pages, running online ads, and acquiring search traffic through SEO. Lead nurturing is the process of continuously providing information to collected leads to increase their purchasing intent, and involves email marketing, providing personalized content, and sending special offers. Lead qualification is the process of scoring each lead using web analytics tools and behavior tracking functions and selecting those that should be handed over to the sales team. These processes ultimately work to increase conversion rates.

[0004] Furthermore, web marketing utilizes data analysis and reporting functions to analyze the results of marketing activities in real time and help develop effective strategies. This allows you to measure campaign performance and evaluate return on investment (ROI). Web marketing is also often integrated with other business systems, such as CRM (customer relationship management) systems, CDPs (customer data platforms), and CTI (computer telephony integration), to automate marketing activities and ensure consistent customer service.

[0005] Web marketing also improves customer engagement through personalization, providing content and offers based on customer behavioral history and profile information. Furthermore, integrating online advertising and campaign management allows for integration with various ad distribution platforms, enabling centralized management of advertising campaigns. This allows for efficient target audience setting, budget management, and ad performance tracking.

[0006] As such, web marketing is a comprehensive methodology that supports a series of marketing processes by managing conversions from customer acquisition to nurturing and sales, and can significantly improve the effectiveness and efficiency of a company's marketing activities. This is expected to improve customer satisfaction, increase the lead-to-sales conversion rate, and optimize overall marketing ROI.

[0007] With regard to such web marketing, there is known technology that integrates customer behavior history on a website and web analysis data based on that history with customer behavior history over the phone and call tracking data based on that history, enabling consistent measurement of true conversions throughout the entire process (see, for example, Patent Document 1). [Prior art documents] [Patent documents]

[0008] [Patent Document 1] Japanese Patent Publication No. 2020-187671 Summary of the Invention [Problem to be solved by the invention]

[0009] In conventional call tracking, a certain number of phone numbers are pooled for user tracking, and users who visit a website are assigned any available phone number at that time. Therefore, if more users visit the website than the pooled number, it becomes impossible to assign a tracking phone number. Furthermore, after a certain period of time, the same phone number is reassigned to another user, making it impossible to distinguish users by phone number. This makes it difficult to improve the accuracy of CV measurement.

[0010] Furthermore, with conventional call tracking, even if a user has previously communicated their concerns through a company's website, it is not possible to verify that the user who accessed the website is the same as the user who contacted the call center, so the user may have to explain the same thing to the operator again. In this way, when it comes to web marketing, separating the telephone system from the web system causes companies to lose the customer experience.

[0011] Therefore, an object of the present invention is to improve the accuracy of CV measurement by incorporating a telephone function into a Web marketing system. [Means for solving the problem]

[0012] A web marketing system according to one aspect of the present invention is a web marketing system that integrates a CDP (customer data platform) and a CTI (computer-telephony integration). The CDP has the following functions: issuing an ID for a user who visits a landing page for the first time; acquiring a user behavior history from the user terminal and storing the history in association with the user ID; passing the stored user ID and associated user behavior history to the user terminal in response to a request from the user terminal; providing user profile information associated with the user ID to a CTI operator terminal; and receiving transaction data from the CTI and storing the data in association with the user ID. The CTI has the following functions: providing real-time web calls between a user and an operator via a web browser on the user terminal; receiving a user ID and associated user behavior history from the user terminal and storing them; and storing transaction data related to the web calls. In the web marketing system, when a user terminal presses a predetermined button on a landing page displayed on the screen of the user terminal, the user terminal requests the CTI to start a web call, and also requests the CDP for the user's ID and associated user behavior history, which are then obtained from the CDP and passed to the CTI. [Effects of the Invention]

[0013] According to the present invention, a telephone function is incorporated into the Web marketing system, thereby improving the accuracy of conversion measurement. [Brief explanation of the drawings]

[0014] [Figure 1] 1 is a schematic diagram of a Web marketing system according to an embodiment of the present invention. [Figure 2] FIG. 10 is a diagram showing an example of a Web call button in an LP displayed on a smartphone screen and the screen transition that occurs when the button is tapped. [Figure 3] This is a diagram explaining the flow of data acquisition and management from LP inflow to order placement. DETAILED DESCRIPTION OF THE INVENTION

[0015] Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings as appropriate. However, more detailed description than necessary may be omitted. For example, detailed description of well-known matters or redundant description of substantially identical configurations may be omitted. This is to avoid unnecessary redundancy in the following description and to facilitate understanding by those skilled in the art. Note that the inventors provide the accompanying drawings and the following description to enable those skilled in the art to fully understand the present invention, and do not intend for them to limit the subject matter described in the claims.

[0016] <System Configuration> 1 is a schematic diagram of a Web marketing system according to one embodiment of the present invention. The Web marketing system 100 according to this embodiment is a system in which a CDP 10 and a CTI 20 are linked together.

[0017] CDP10 is a platform for centrally collecting, integrating, and managing customer data. CDP10 is used to integrate customer data obtained from multiple channels and gain a complete picture of the customer. This enables companies to provide more personalized services and marketing to their customers.

[0018] CDP10 collects data from a variety of sources, primarily user behavior data on websites, purchase history, CRM data, email campaign response data, and social media interactions. This data is integrated in real time and managed as a single, unified customer profile. The unique feature of CDP10 is that it manages this data in a single database, making it easily accessible to marketing and sales teams.

[0019] In addition to collecting customer data, CDP10 also provides functions such as data cleansing, standardization, and segmentation, enabling companies to target customers with high precision and communicate effectively throughout the entire customer lifecycle. CDP10 also works with existing marketing automation systems and advertising platforms to support integrated campaign management.

[0020] CDP10 enables predictive analysis and personalized campaigns based on customer behavior patterns and purchase history. It also automates customer segmentation and enables the delivery of the optimal message at the optimal time. In this way, CDP10 is an important tool for strengthening a company's marketing strategy and deepening customer relationships.

[0021] By introducing CDP10, companies can prevent siloing of customer data and provide a consistent customer experience. This is expected to improve customer satisfaction and loyalty, and increase revenue. In this way, CDP10 is a core platform in the Web Marketing System 100, which promotes a customer-centric business model.

[0022] CTI20 is a technology that integrates telephone systems and computer systems to streamline customer support in corporate call centers and customer support. By implementing CTI20, operators can automatically obtain customer information when they receive a call, enabling them to respond quickly and accurately. Key features of CTI20 include automatic call routing (ACD), interactive voice response (IVR), screen pop, call recording and playback, and the integration of different communication channels.

[0023] The introduction of WebRTC (Web Real-Time Communication) into CTI20 enables even more advanced communications. WebRTC is an open-source technology that enables real-time voice and video calls and data sharing between web browsers and mobile applications. This allows users to make calls and video conferences directly in their web browsers without using telephone lines or installing special plug-ins or software.

[0024] By directly connecting a WebRTC-embedded LP to a CTI20, companies can operate their telephone systems on a web browser. Customers can call an operator directly from the website using a web browser, and everything from calls to data sharing and video calls can be done through a single interface. This is expected to reduce equipment costs and improve operational efficiency, while providing a highly convenient communication environment for customers.

[0025] <Functions and Operation> Next, we will explain in detail the various functions and operations of the Web marketing system 100, using an example of its use in the lead generation phase. For convenience, the overview diagram of the Web marketing system 100 in Figure 1 shows the events that occur in each stage of lead generation, along with their occurrence numbers.

[0026] When a user accesses a landing page (LP) of a company through the web browser 32 of the user terminal 30, page data including HTML and CSS is sent from the web server (not shown) to the user terminal 30, and the web browser 32 processes the page data and displays the LP on the screen 34 of the user terminal 30 (step 1).

[0027] There are various ways for traffic to reach LP, such as search engine search pages, email newsletters, and advertisements on other websites and social networking sites. The term "user" here refers to an anonymous user who is not yet a company customer and has not yet registered as a user, i.e., a potential customer (lead). User terminal 30 can be any electronic device, such as a PC, smartphone, or tablet, that can access any website on the Internet via a web browser 32.

[0028] When a user visits the LP for the first time, the not shown web server generates a cookie and passes it to the web browser 32 of the user terminal 30, which saves it. The not shown web server also passes the generated cookie to the CDP 10 and requests the CDP 10 to issue an ID (global ID) for the user (step 2). In response to the request from the not shown web server, the CDP 10 issues a global ID and generates new profile information for the user. Specifically, the CDP 10 associates the cookie passed from the not shown web server with the global ID and stores it in the customer database 12 (step 2).

[0029] The web server (not shown) acquires user behavior history, including the user's navigation history within the website, the time spent on each page, and referrer information indicating the source of the landing page, from the user terminal 30 via the web browser 32, and passes the user behavior history along with cookies to the CDP 10. The CDP 10 receives the cookies and user behavior history, associates them with a global ID, and stores them in the customer database 12 (step 2). Thereafter, when the user accesses the same landing page again, the cookie is sent from the web browser 32 to the web server (not shown), which reads the sent cookie and checks the user's status. The CDP 10 also adds and stores the user behavior history sent from the user terminal 30 via the web browser 32 in the customer database 12 (step 2).

[0030] If the LP includes an inquiry form, the user enters information such as an email address, address, telephone number, and inquiry details into the inquiry form displayed on the screen 34 of the user terminal 30, and taps (in the case of a smartphone or tablet device that supports touch screen operation) or clicks (in the case of a PC or other device that does not support touch screen operation) the send button, which sends the input information to the CDP 10. The CDP 10 associates the information sent from the user terminal 30 via the web browser 32 with a global ID and stores it in the customer database 12. As will be described later, the operator of the CTI 20 can refer to this information as needed during a web call with the user.

[0031] If a user wishes to make a verbal inquiry about a product or service introduced on the LP, the user can tap or click the Web call button 36 in the LP displayed on the screen 34 of the user terminal 30 (step 3), which will connect to the call center and allow the user to speak directly with an operator via the Web browser 32.

[0032] Figure 2 shows an example of a Web call button in a landing page displayed on a smartphone screen and the screen transition that occurs when the button is tapped. As shown in the left figure, a Web call 36 is embedded in the landing page, and by tapping it, the user places a call to the call center, transitioning to the call center call screen as shown in the right figure.

[0033] Returning to Figure 1, when a button press event occurs in which the Web call button 36 in the LP is tapped or clicked, the user terminal 30 requests the global ID and the associated user behavior history stored in the customer database 12 from the CDP 10 via the Web browser 32. The CDP 10 identifies the global ID based on the cookie sent from the user terminal 30 via the Web browser 32, reads the user behavior history associated with the global ID from the customer database 12, and provides the read user behavior history together with the global ID to the user terminal 30 via the Web browser 32 (step 4).

[0034] The web browser 32 of the user terminal 30 provides the global ID and user behavior history acquired from the CDP 10 to the WebRTC API 42 as user attribute data (step 5). The API 42 accesses the CTI server 22 of the CTI 20 to initiate a contact and passes the user attribute data to the CTI server 22 (step 6). A contact is an interaction between a user and an operator. When a contact is initiated, a new interaction between the user and the operator is established. Then, when the user joins the contact, a real-time web call is initiated (step 7).

[0035] More specifically, JavaScript (registered trademark) 40, which defines the operation of the user terminal 30 in steps 4 and 5 above, is included in the HTML of the LP sent from the web server (not shown) to the user terminal 30. The web browser 32 of the user terminal 30 executes JavaScript 40 when the web call button 36 is pressed. As a result, as described above, the user terminal 30 requests the CTI 20 to start a web call, and requests the CDP 10 for the global ID and the user behavior history associated with it, obtains them from the CDP 10, and passes them to the CTI 20.

[0036] The CTI server 22 stores the user attribute data received from the user terminal 30 in the transaction database 24 along with information such as the date and time the Web call occurred and the page on which it occurred (step 8).Then, the CTI 20 accesses the CDP 10 and, using the global ID as a key, links the user attribute data stored in the transaction database 24 with the user profile information stored in the customer database 12 of the CDP 10 (step 9).

[0037] Meanwhile, the contact initiated by a request from the user terminal 30 is queued for the Web call service provided by the CTI server 22, and the operator receives the call (step 10), and a voice conversation using the Web call function begins between the user and the operator (step 11).

[0038] During a web call with the user, the operator can access CDP 10 from operator terminal 26 to obtain and refer to customer data that links the user's attribute data stored in transaction database 24 of CTI 20 with the user's profile information stored in customer database 12 of CDP 10 as needed. That is, before contacting the call center, the operator can respond to the customer appropriately by looking at the user's behavioral history, such as when and from which website the user flowed to the LP, and when, what pages the user viewed on the website, and for how long (step 12).

[0039] When the voice call with the user ends, the CTI server 22 stores transaction data related to the Web call, such as the call data, call duration, call content, and the operator who handled the call, in the transaction database 24 (step 13). Then, the CTI 20 accesses the CDP 10 and, using the global ID as a key, links the transaction data, such as the call data stored in the transaction database 24, with the user profile information stored in the customer database 12 of the CDP 10 (step 14). For example, the CDP 10 receives the transaction data from the CTI 20, associates it with the user's ID, and stores it in the customer database 12.

[0040] Furthermore, if necessary, the operator inputs notes on responses made during the web call, such as the content of the inquiry, and attribute information such as gender and age obtained orally from the user, into the CDP 10 from the operator terminal 26 (step 15). The CDP 10 associates the information input by the operator through the operator terminal 26 with a global ID and stores it in the customer database 12.

[0041] Figure 3 is a diagram explaining the flow of data acquisition and management from landing page inflow to order placement. When a user inflows to a landing page, information such as the date and time of visit, the landing page, and the advertising medium from which the inflow occurred is saved in CDP10. When the user then contacts the call center, information such as the date and time the web call occurred, the page it occurred on, and the button it was clicked on is saved in CTI20. When the web call with the operator ends, information such as the recorded data, call duration, call content, and the operator who handled the call is saved in CTI20. This information is passed to CDP10 and stored in CDP10, linked to the user's global ID. Furthermore, when an order is placed from a user, information such as the user's name, phone number, and order amount is saved in CDP10.

[0042] In this way, the Web marketing system 100 can aggregate information obtained from the time a user first visits the LP until they become a customer in the CDP 10. This makes it possible to accurately measure effectiveness by understanding what actions a customer who converted by telephone (Web call) took on the website immediately before the Web call. In addition, by understanding the Web actions of customers who converted by telephone immediately before the Web call and reflecting the contents of the call in marketing activities immediately afterward, it is possible to enhance the customer experience and improve the accuracy of customer acquisition.

[0043] As described above, the embodiments have been described as examples of the technology of the present invention. For this purpose, the accompanying drawings and detailed description have been provided. Therefore, the components described in the accompanying drawings and detailed description may include not only components essential for solving the problem, but also components that are not essential for solving the problem in order to exemplify the above technology. Therefore, the fact that these non-essential components are described in the accompanying drawings or detailed description should not be interpreted as immediately indicating that these non-essential components are essential. Furthermore, because the above-described embodiments are intended to exemplify the technology of the present invention, various modifications, substitutions, additions, omissions, etc. may be made within the scope of the claims or their equivalents. [Explanation of symbols]

[0044] 100 Lead Marketing System 10 CDP 20 CTI 26 Operator terminal 30 User terminals 32 Web Browser 34 screens 36 Web call button (predetermined button)

Claims

1. A web marketing system that links a CDP (Customer Data Platform) and a CTI (Computer Telephony Integration), CDP, A function to issue an ID to users who visit the landing page for the first time, A function to acquire user behavior history from the user's device and save it in association with the user's ID. A function of passing the stored user ID and associated user behavior history to the user terminal in response to a request from the user terminal; A function to provide user profile information linked to the user's ID to the CTI operator terminal; and It has the function of receiving transaction data from CTI and storing it in association with the user's ID. CTI, A function to provide real-time web conversations between users and operators through a web browser on the user's terminal; A function to receive and store user IDs and associated user behavior history from user devices; and The device has a function of storing transaction data related to web calls, When a predetermined button on a landing page displayed on the screen of the user terminal is pressed, the user terminal requests the CTI to start a web call, and also requests the CDP for the user's ID and the associated user behavior history, which are then acquired from the CDP and passed to the CTI. A web marketing system characterized by the above.

2. A web marketing method that links a CDP (Customer Data Platform) and a CTI (Computer Telephony Integration), The CDP issues an ID to a user who first visits the landing page; A step in which the CDP acquires a user behavior history from the user terminal and stores the history in association with the user's ID; A step in which the user terminal requests the CTI to start a web call by pressing a predetermined button on a landing page displayed on the screen of the user terminal, and also requests the CDP to provide the user's ID and the user behavior history associated therewith; a step in which the CDP passes the stored user ID and the associated user behavior history to the user terminal in response to a request from the user terminal; A step in which the user terminal acquires the user ID and the user behavior history associated therewith from the CDP and passes them to the CTI; The CTI provides a real-time web call between a user and an operator through a web browser of the user terminal; A step in which the CTI receives a user ID and a user behavior history associated with the user ID from the user terminal and stores them; The CDP provides user profile information associated with the user's ID to an operator terminal of the CTI; A step in which the CTI stores transaction data related to the Web call; The CDP receives transaction data from the CTI and stores the data in association with the user's ID. A web marketing method characterized by:

3. A browser script executed on a user terminal used in a web marketing system that links a CDP (Customer Data Platform) and a CTI (Computer Telephony Integration), CDP, A function to issue an ID to users who visit the landing page for the first time, A function to acquire user behavior history from the user's device and save it in association with the user's ID. A function of passing the stored user ID and associated user behavior history to the user terminal in response to a request from the user terminal; A function to provide user profile information linked to the user's ID to the CTI operator terminal; and It has the function of receiving transaction data from CTI and storing it in association with the user's ID. CTI, A function to provide real-time web conversations between users and operators through a web browser on the user's terminal; A function to receive and store user IDs and associated user behavior history from user devices; and The device has a function of storing transaction data related to web calls, When a predetermined button on a landing page displayed on the screen of the user terminal is pressed, the user terminal requests the CTI to start a web call, and requests the CDP to provide the user's ID and associated user behavior history, obtains the ID from the CDP, and passes it to the CTI. A browser script characterized by:

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