Behavioral Segmentation for Targeted Content Delivery
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Solution Overview
Problem
Conventional marketing systems have limited ability to target advertising content effectively to specific segments of networked communications devices, resulting in suboptimal conversion rates.
Innovation Solution
A system that collects and analyzes user interaction data from various marketing systems to identify behavioral patterns, groups devices based on these patterns, and assigns targeted content for sequential delivery, optimizing content delivery across multiple media platforms.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If conventional marketing systems deliver advertising content to the general public or broad portions of population, then the reach and coverage of advertising is improved, but the conversion rate and targeting precision deteriorates
Solution Approach 1:
The patent segments the general population into distinct population segments based on aggregated behavior patterns collected from multiple marketing systems. The system divides users into segments such as 'deal seekers,' 'brand loyalists,' and other behavior-based groups, allowing advertising content to be targeted precisely to each segment rather than delivered uniformly to the general public. This segmentation enables simultaneous broad reach through multiple segments while maintaining high targeting precision within each segment.
2Device complexity
If marketing systems use simple rules-based content delivery, then the system complexity is reduced, but the ability to effectively target specific audience segments deteriorates
Solution Approach 1:
The patent merges data from multiple marketing systems including advertising campaign servers, data management platforms, email service providers, marketing automation platforms, customer relationship management systems, web analytics providers, and social network systems. By combining these diverse data sources, the system creates a comprehensive view of user behavior patterns without requiring complex individual systems. The aggregation of behavior patterns across systems enables effective audience segmentation and targeted content delivery while maintaining manageable system complexity through unified data processing.
3Measurement precision
If marketing systems collect and analyze extensive user interaction data from multiple sources, then the targeting accuracy is improved, but the data processing complexity and time requirements worsen
Solution Approach 1:
The patent implements preliminary action by continuously collecting and aggregating behavior patterns from multiple marketing systems in advance, before advertising campaigns are launched. The system pre-segments the population into behavior-based groups and pre-determines optimal content sequencing for each segment. This preliminary data processing and segmentation preparation eliminates the need for time-consuming analysis during campaign execution, enabling rapid deployment of targeted advertising while maintaining high targeting accuracy based on extensively analyzed user interaction data.
Data Source
AI summary
A method for identifying segments of a population of user devices communicating on a communications network. The segments correspond to user devices of the population exhibiting comparable behavioral patterns detectable by the communications network. A plurality of marketing systems are accessible on the communications network, and each of the plurality of marketing systems include respective use data corresponding to respective ones of the population for the marketing system. The method includes retrieving by a processor the respective use data for the population, from the plurality of marketing systems, determining by the processor if the respective use data exceeds a threshold for particular behavioral pattern of interest, for the respective use data, determining by the processor a unique identifier for each user device of the use data, grouping by the processor in a database, the respective use data in relation to the unique identifier, for each user device of the use data that exceeds the threshold, and mapping by the processor in the database, the behavioral pattern of the respective use data for each user device of the use data that exceeds the threshold. Behavioral patterns are determined for the respective segment, and related to the user devices of the segment. Content for delivery to the segment is sequenced, and placeholder in the sequence is stored in relation to each user device of the segment, to ensure that each next sequential content is delivered to the respective user device.