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 in which a CDP 10 and a CTI 20 are linked, a user terminal 30, when a specific button 36 on a landing page displayed on a screen 34 of the user terminal 30 is pressed, requests the CTI 20 to start a Web call, and also requests the CDP 10 for the user's 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 customers, nurturing them, and promoting sales on the Internet. This technique includes website optimization, online advertising, social media, email marketing, content marketing, SEO (search engine optimization), lead management, etc. Furthermore, one of the important goals of web marketing is to maximize conversions (CV). A CV refers to a potential customer completing 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, delivering online ads, and acquiring search traffic through SEO. Lead nurturing is the process of continuously providing information to collected leads to increase their willingness to purchase, and includes email marketing, providing personalized content, and delivering special offers. Lead qualification is the process of scoring each lead using web analytics tools and behavior tracking functions, and selecting the leads that should be handed over to the sales team. These processes ultimately work to increase the conversion rate.

[0004] In addition, web marketing can utilize data analysis and reporting functions to analyze the results of marketing activities in real time and help develop effective strategies. This makes it possible to measure the performance of campaigns and evaluate the 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 CTIs (computer telephony integration), enabling automation of marketing activities and consistency in customer responses.

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

[0006] In this way, 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] Regarding this type of web marketing, there is known technology that integrates customer behavior history on a website and web analysis data based on that, with customer behavior history over the phone and call tracking data based on that, enabling consistent measurement of true conversions throughout that entire process (see, for example, Patent Document 1). [Prior art documents] [Patent documents]

[0008] [Patent Document 1] JP 2020-187671 A Summary of the Invention [Problem to be solved by the invention]

[0009] In conventional call tracking, a certain number of phone numbers for user tracking are pooled, and users who visit a website are assigned a phone number that is available at that time. Therefore, if more users than the pooled number visit a website, it becomes impossible to assign a phone number for tracking. Furthermore, after a certain period of time, the same phone number is reassigned to another user, so users cannot be distinguished 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, the user may have to repeat the same explanation to the operator because it is not possible to verify that the user who accessed the website is the same user who contacts the call center. In this way, companies are losing out on customer experience when it comes to web marketing by separating the telephone system from the web system.

[0011] Therefore, an object of the present invention is to improve the accuracy of CV measurement by incorporating a telephone call 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 in which a CDP (customer data platform) and a CTI (computer telephony integration) are linked together. The CDP has a function of issuing an ID of a user who visits a landing page for the first time, a function of acquiring a user action history from a user terminal and storing the history in association with the user ID, a function of passing the stored user ID and the associated user action history to the user terminal in response to a request from the user terminal, a function of providing user profile information associated with the user ID to an operator terminal of the CTI, and a function of receiving transaction data from the CTI and storing the same in association with the user ID. The CTI has a function of providing a real-time Web call between a user and an operator through a Web browser of the user terminal, a function of receiving a user ID and the associated user action history from the user terminal and storing them, and a function of storing transaction data related to the Web call. In the Web marketing system, when a specific 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 associated user behavior history, obtains them from the CDP, and passes them to the CTI. Effect 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 description of the drawings]

[0014] [Figure 1] 1 is a schematic diagram of a Web marketing system according to an embodiment of the present invention. [Diagram 2] FIG. 13 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. [Diagram 3] This is a diagram explaining the flow of data acquisition and management from LP inflow to order receipt. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0015] Hereinafter, the embodiments of the present invention will be described in detail with reference to the drawings as appropriate. However, more detailed explanation than necessary may be omitted. For example, detailed explanation of already well-known matters or duplicate explanation of substantially the same configuration may be omitted. This is to avoid the following explanation becoming unnecessarily redundant and to facilitate understanding by those skilled in the art. Note that the inventor provides the accompanying drawings and the following explanation so that those skilled in the art can fully understand the present invention, and does 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 an 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 understand a complete picture of the customer. This enables companies to provide more personalized services and marketing to customers.

[0018] CDP10 collects data from various sources, including 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. This enables companies to target 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 allows you to deliver the right message to customers at the right 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 customer data from becoming siloed and provide a consistent customer experience. This is expected to improve customer satisfaction and loyalty, and further increase revenue. In this way, CDP10 is a core platform in the Web marketing system 100 that 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 introducing CTI20, operators can automatically obtain customer information when they receive a call from a customer, enabling them to respond quickly and accurately. The main functions of CTI20 include automatic call routing (ACD), interactive voice response (IVR), screen pop, call recording and playback, and integration of different communication channels.

[0023] The introduction of WebRTC (Web Real-Time Communication) into CTI20 has made even more advanced communications possible. 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 a web browser without using a telephone line or installing special plug-ins or software.

[0024] By directly connecting a WebRTC-embedded LP to a CTI20, companies can operate their telephone system on a web browser. Customers can call an operator directly from the website through 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, and provide a highly convenient communication environment for customers.

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

[0026] When a user accesses a landing page (LP) of a company through a web browser 32 of a user terminal 30, page data including HTML and CSS is sent from a 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 users to visit LP, such as search engine search pages, e-mail magazines, and advertisements on other websites and SNS. The user referred to here is an anonymous user who is not yet a customer of the company and has not registered as a user, that is, a potential customer (lead). The user terminal 30 may be any electronic device that can access any website on the Internet through a web browser 32, such as a PC, smartphone, or tablet terminal.

[0028] When a user visits the LP for the first time, a 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). Upon receiving 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 Web site, the time spent on each page, and referrer information indicating the source of the LP, from the user terminal 30 via the Web browser 32, and passes the user behavior history together with cookies to the CDP 10. The CDP 10 receives the cookies and user behavior history, links them to a global ID, and stores them in the customer database 12 (step 2). Thereafter, when the user accesses the same LP again, the cookies are sent from the Web browser 32 to the Web server (not shown), and the Web server (not shown) reads the sent cookies 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 contains an inquiry form, when the user enters information such as an email address, address, telephone number, inquiry details, etc. into the inquiry form displayed on the screen 34 of the user terminal 30 and taps (in the case of a smartphone or tablet terminal capable of touch screen operation) or clicks (in the case of a PC or the like that does not support touch screen operation) the send button, the input information is sent 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 appropriate during a web call with the user.

[0031] If the user wishes to make a verbal inquiry about a product or service introduced in 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) to be connected to the call center and speak directly with an operator via the Web browser 32.

[0032] Figure 2 shows an example of a Web call button in a LP displayed on a smartphone screen and the screen transition when the button is tapped. As shown in the left figure, a Web call 36 is embedded in the LP, and when the user taps the button, a call is made to the call center, and the screen transitions to the call center call screen as shown in the right figure.

[0033] Returning to Fig. 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 action 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 action history associated with the global ID from the customer database 12, and provides the read user action 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 that 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 an event occurs in which the Web call button 36 is pressed. As a result, as described above, the user terminal 30 operates to request the CTI 20 to start a Web call, and also to request the global ID and the user action history associated therewith from the CDP 10, and to obtain them from the CDP 10 and pass 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 together 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, a contact initiated by a request from the user terminal 30 is queued for the Web call service provided by the CTI server 22, an 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 a user, the operator can access the CDP 10 from the operator terminal 26 to obtain and appropriately refer to customer data that links the user's attribute data stored in the transaction database 24 of the CTI 20 with the user's profile information stored in the customer database 12 of the CDP 10. That is, before contacting the call center, the operator can respond to the customer appropriately while looking at the user's behavioral history, such as when and from which website the user came to the LP, and when and how many pages the user viewed on the website (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 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 obtained orally from the user, such as gender and age, to the CDP 10 from the operator terminal 26 (step 15). The CDP 10 stores the information input by the operator through the operator terminal 26 in the customer database 12, linking it to a global ID.

[0041] Figure 3 is a diagram explaining the flow of data acquisition and management from the time a user visits the LP to the time an order is placed. When a user visits the LP, information such as the date and time of visit, the LP, and the advertising medium from which the user visited is stored in the CDP 10. 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 pressed on is stored in the CTI 20. When the Web call with the operator ends, information such as the recorded data, call duration, call content, and the operator who responded is stored in the CTI 20. This information is passed to the CDP 10 and stored in the CDP 10, linked to the user's global ID. Furthermore, when an order is placed by a user, information such as the user's name, phone number, and order amount is stored in the CDP 10.

[0042] In this way, the Web marketing system 100 can aggregate information obtained from the time a user first visits the LP until becoming a customer in the CDP 10. This makes it possible to accurately measure the 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 afterwards, it is possible to enhance the customer experience and improve the accuracy of customer acquisition.

[0043] As described above, the embodiment has been described as an example of the technology of the present invention. For this purpose, the attached drawings and detailed description have been provided. Therefore, among the components described in the attached drawings and detailed description, not only components essential for solving the problem but also components that are not essential for solving the problem in order to illustrate the above technology may be included. Therefore, just because those non-essential components are described in the attached drawings or detailed description, it should not be immediately recognized that those non-essential components are essential. In addition, since the above-mentioned embodiment is intended to illustrate 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 (Predefined Button)

Claims

1. A web marketing system that integrates CDP (customer data platform) and CTI (computer telephone integration), CDP, A function to issue an ID to users who visit a landing page for the first time, A function to acquire user behavior history on a website from a user terminal and store the history in association with the user's ID; A function of transmitting the stored user ID and the user behavior history on the website associated therewith to the user terminal in response to a request from the user terminal; A function for providing user profile information linked to the user's ID to the CTI operator terminal; and It has the function of receiving transaction data from the CTI and storing it in association with the user's ID. CTI, A function for providing real-time web conversations between users and operators through a web browser on the user's terminal; A function for receiving and storing a user's ID and a user's behavior history on a website associated with the user's ID from the user's terminal; 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 for the user's ID and the user's action history on the website associated with the ID, and obtains them from the CDP and passes them to the CTI. A web marketing system comprising:

2. A web marketing method that links a CDP (customer data platform) and a CTI (computer telephone integration), The CDP issues an ID of a user who first visits the landing page; A step in which the CDP acquires a user's behavior history on a website from the user terminal and stores the history in association with the user's ID; A step in which a user terminal requests the CTI to start a Web call by pressing a predetermined button on a landing page displayed on a screen of the user terminal, and requests the CDP to send the user's ID and the user's behavior history on a Web site associated with the user's ID; A step in which the CDP transmits the stored user ID and the user behavior history on the website associated with the ID to the user terminal in response to a request from the user terminal; A step in which the user terminal acquires the user's ID and the user's behavior history on the website associated with the ID from the CDP and passes the acquired ID to the CTI; A step in which the CTI provides a real-time Web call between a user and an operator through a Web browser of a user terminal; A step in which the CTI receives a user ID and a user action history on a website associated with the user ID from the user terminal and stores them; A step in which 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 a user ID.

1. A web marketing method comprising:

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 telephone integration), CDP, A function to issue an ID to users who visit a landing page for the first time, A function to acquire user behavior history on a website from a user terminal and store the history in association with the user's ID; A function of transmitting the stored user ID and the user behavior history on the website associated therewith to the user terminal in response to a request from the user terminal; A function for providing user profile information linked to the user's ID to the CTI operator terminal; and It has the function of receiving transaction data from the CTI and storing it in association with the user's ID. CTI, A function for providing real-time web conversations between users and operators through a web browser on the user's terminal; A function for receiving and storing a user's ID and a user's behavior history on a website associated with the user's ID from the user's terminal; 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 is caused to function so as to request the CTI to start a web call, and also to request the CDP for the user's ID and the user's action history on the web site associated with the ID, obtain them from the CDP, and pass them to the CTI. A browser script comprising:

Images