Unified Data Model for Cross-Channel Marketing Analysis
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Solution Overview
Problem
In network communication systems, data from segregated groups is often not shared optimally or in a compatible format, leading to inefficient resource allocation and suboptimal data analysis across multiple channels and organizations, resulting in 'losing the forest for the trees' due to lack of data consolidation and collaboration.
Innovation Solution
An online platform is developed to create a unified data model across multiple channels, allowing real-time or near real-time data collection and analysis, enabling collaborative efforts among users and organizations, and facilitating the tracking and optimization of marketing campaigns through a network-based system that consolidates and compares different data sets using a protocol of common measurements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If data is segregated into separate groups or silos, then each group can manage its own data independently, but data sharing and analysis efficiency deteriorate due to incompatible formats and lack of collaboration
Solution Approach 1:
The patent merges previously segregated data silos into a unified data model that allows multiple data sources to be integrated and analyzed together. The system combines data from different channels (online advertising, offline advertising, sales data) into a single coherent framework, enabling comprehensive analysis while maintaining the independence of each data source.
Solution Approach 2:
The unified data model serves multiple functions simultaneously: it stores data from various sources, standardizes different data formats, enables collaborative analysis, and provides a common platform for multiple users and organizations. This universal structure resolves the incompatibility issue between different data silos.
2Ease of manufacture
If marketing campaigns are segmented by advertisement channels, then each channel can be optimized independently, but overall campaign optimization deteriorates due to loss of holistic view
Solution Approach 1:
The system implements a nested structure where individual campaign data from different channels is embedded within a unified campaign model. Each channel's data maintains its specific characteristics while being nested within the broader campaign context, allowing both detailed channel optimization and holistic campaign analysis.
3Quantity of substance
If data is collected from multiple segregated sources, then data collection coverage is comprehensive, but resource allocation efficiency deteriorates due to misallocation across silos
Solution Approach 1:
The unified data model implements feedback mechanisms where analysis results from the integrated data are fed back to inform resource allocation decisions across all channels. This feedback loop enables optimal resource distribution by showing the actual impact of allocations across the entire system rather than within isolated silos.
Data Source
AI summary
A computer based system manages the collection, analysis and presentation of data. The system in one arrangement includes an online platform for collecting and unifying data across multiple channels. The platform also provides a vehicle for a plurality of users/groups to collectively analyze the data. The present system in one illustrative embodiment thus provides a data clearinghouse for gathering information from a plurality of channels, facilitating the sharing of this information, and facilitating the cooperative analysis of this information.