Variant Content Management via Hierarchical Inheritance
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Solution Overview
Problem
Large businesses face difficulties in providing personalized content to a large customer base due to the limitations of traditional content management systems, which struggle with dynamically changing significant sections of content based on customer data, leading to labor-intensive and inefficient targeting mechanisms.
Innovation Solution
A system and method for composing touchpoints using a database of variants with a hierarchy, where a variation selector iteratively removes data elements to select the appropriate variant, allowing for message inheritance, customization, and suppression across a hierarchy, and distributing content to various customer devices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional content management techniques are used to generalize content for broad customer base, then economies of scale are achieved, but one-to-one personalization capability is lost
Solution Approach 1:
The patent segments content into modular components called 'content blocks' that can be independently selected and assembled. This allows the system to deliver generalized content efficiently while simultaneously enabling personalized content assembly by selecting different blocks based on customer data, thus resolving the contradiction between economies of scale and personalization capability.
Solution Approach 2:
The patent implements a dynamic content selection mechanism where content blocks are automatically selected and assembled based on real-time customer data matching. This dynamic assembly process enables the system to adapt content delivery from generalized to personalized based on customer profiles, maintaining both efficiency and personalization capability.
2Loss of energy
If content is generalized to reach broad customer base, then distribution cost is reduced, but content relevance to individual customers decreases
Solution Approach 1:
The patent pre-segments content into reusable blocks and pre-establishes selection rules based on customer demographics and behaviors. This preliminary preparation allows efficient distribution of standardized content blocks while enabling rapid customization through automated rule-based selection, thus maintaining both low distribution costs and high content relevance.
3Ease of operation
If traditional targeting mechanisms are used, then implementation simplicity is maintained, but labor intensity increases when scaling to large customer populations
Solution Approach 1:
The patent creates reusable templates and content blocks that can be copied and assembled automatically. This copying mechanism allows the system to maintain simple operational interfaces while dramatically improving productivity, as content blocks can be automatically selected and assembled for large customer populations without proportional increases in manual labor.
4Adaptability or versatility
If significant sections of content are changed based on customer data, then personalization effectiveness is improved, but technical difficulty and labor intensity increase
Solution Approach 1:
The patent segments content into standardized blocks with defined interfaces and selection criteria. This segmentation reduces system complexity by providing a structured framework for content variation, allowing significant content changes based on customer data while maintaining manageable technical complexity through consistent block-based architecture.
Data Source
AI summary
A machine implemented method and system for managing variation and customization of content or touchpoints for customer communications management. The touchpoint has a plurality of message zones able to receive messages from variants. Variants are selected from a database by a variant selector operating on a document composition server. The variants are selected based on selector data. The messages of the selected variant are placed into the message zones of the touchpoint and rendered for distribution to customer devices. When a variant at a higher level in the hierarchy is edited by the content creator, the system automatically updates dependent variants.