Abstract:
A method tracking commercial activity including receiving a tangible insert from an advertising party bearing a unique code, storing recipient information including name and mailing address for a recipient in a computer memory, applying the mailing address for the recipient to a mailing host, determining and storing the unique code in association with at least some recipient information corresponding to the mailing address that was applied to the mailing host, physically inserting the insert with the unique code into the mailing host, delivering the mailing host for further delivery to the recipient, receiving insert use information generated by use of the insert subsequent to delivery to the recipient, storing a log file including the insert use information and the recipient information in the computer memory, and transmitting the log file to at least one third party, wherein the third party is separate from the advertising party providing the insert.

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
       [0001]    The present application is a continuation of U.S. patent application Ser. No. 12/180,050, filed Jul. 25, 2008. 
     
    
     TECHNICAL FIELD 
       [0002]    The invention relates, generally, to systems and methods for determining effectiveness of marketing activity directed to business and consumers, and, more particularly, to systems and methods for collecting information on consumer responses to marketing vehicles produced by printing and electronic media industries. 
       BACKGROUND 
       [0003]    Marketing companies continually seek consumer information that will enable them to better focus their marketing efforts to address particular consumer interests. One important source of consumer information is through redemption of special offers and discounts offered to consumers. These are typically sent to consumers through the mail. Although, with the increased use of the internet as a means of commerce, special offers and discounts are often sent electronically to consumers or displayed on a web site. 
         [0004]    One common method to communicate special offers and discounts to consumers is through the use of coupons and flyers. Coupons are distributed in any number of different methods, including in-store flyers, on-product delivery, by insertion into magazines and newspapers for delivery to consumers, and by direct mailings. 
         [0005]    Once a consumer accepts an offer by redeeming a coupon or submitting the offer to a retailer, the marketing companies use the acceptance as an opportunity to collect consumer information. For example, in addition to the interest in the particular product or service offers, consumer characteristics such as gender, age, marital status, household income, and product needs can sometimes also be obtained. Once this information is acquired, marketing companies tailor their marketing efforts for specific products to specific consumers, or provide price reductions to specific consumers. In addition, particular marketing campaigns can be directed to particular retailers having customers interested in particular products. 
         [0006]    Most coupons currently include text communicating an advertising message and a uniform product code (UPC) bar code. The UPC bar code provides information about the manufacturer and brand of the product being discounted, the type of product being discounted, and the amount of discount being provided to the consumer by the coupon. The bar codes on the coupons are designed to be scanned at the time of purchase of the goods such that the point of sale terminal may verify that the coupon is valid and is being redeemed for a purchased product. The retailer then transmits the data to the marketing company or other information collecting entity. One such method is disclosed by U.S. Pat. No. 6,230,143, in which a two dimensional bar code is placed on coupons. The bar code includes consumer identity information so that, when the coupon is presented and the bar code is scanned, information is collected on the particular consumer&#39;s use of the coupon. 
         [0007]    In addition to mailing information to consumers, electronic media is now employed by marketing companies to communicate special offers to consumers. As described above, advertising offers can be directed through electronic mail and displayed on a provider&#39;s web site. Many consumers learn of resources on the Internet or a proprietary on-line service through magazine articles and advertisements. These articles and advertisements include the necessary uniform resource locator (URL) or other network address to access the product web site. The web sites on the internet can be accessed by the consumer through their home or business computer. A web server operated by the retailer interacts with the consumer&#39;s computer to establish file transfers. The consumer enters the published URL or other mnemonic address to access the web site. The retailer then transmits consumer information to the marketing company or other information collecting entity. 
         [0008]    While the foregoing marketing techniques and data collection methods are currently practiced, the information collection methods are limited to data collection by marketing companies through retailers or coupon redemption centers. The publishers of the print or electronic media do not have an active role in obtaining or processing the consumer information. It would be advantageous if the publishers and producers of print and electronic media could become directly involved in the collection and processing of consumer purchasing information. More efficient data processing and information analysis could be carried out by reducing the level of retailer involvement in data collection and processing. 
       SUMMARY 
       [0009]    In one embodiment, a method for tracking advertising effectiveness by a mailing originator includes pre-imaging a code onto an insert and applying recipient information onto a mailing host, associating the code with the recipient information, and creating a log file. The mailing host and the insert are delivered to the recipient and insert use information by the recipient is collected using the log file to identify the recipient, and a marketing database is created. 
         [0010]    In another embodiment, a method for tracking consumer transactions using inserts having random codes thereon includes scanning the random code on an insert, applying recipient information onto a mailing host, associating the random code with the recipient information, and creating a file log. The insert is associated with the mailing host and the mailing host and the insert are delivered to a recipient. The random code is received and the log file is used to identify the recipient, and a marketing database is created. 
         [0011]    In yet another embodiment, a method for tracking commercial activity, the method includes imaging an insert with dynamic information, associating the insert with a mailing host, applying recipient identification information to the mailing host, and creating a log file. The mailing host and the insert are delivered to the recipient and the dynamic information is collected and the log file is used to identify the recipient, and a marketing database is created. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0012]      FIG. 1  is a block diagram of a system and method for imaging information and building a relational database in accordance with an aspect of the invention; 
           [0013]      FIG. 2  is a schematic diagram illustrating various kinds of information that is imaged on inserts in accordance with an aspect of the invention; 
           [0014]      FIG. 3  is a schematic drawing of articles of commerce including a code image thereon in accordance with an aspect of the invention; 
           [0015]      FIG. 4  is a tablature view arranged in accordance with an aspect of the invention for the relational database illustrated in  FIG. 1 ; 
           [0016]      FIG. 5  is a block diagram illustrating a system and method for collecting and processing consumer information in accordance with an aspect of the invention; 
           [0017]      FIG. 6  illustrates a system for collating an imaging document and creating a file log in accordance with an aspect of the invention; and 
           [0018]      FIGS. 7 and 8  illustrate alternative methods for imaging codes and other dynamic information on inserts in accordance with an aspect of the invention. 
       
    
    
     DETAILED DESCRIPTION 
       [0019]    Shown in  FIG. 1  is a block diagram of several components of a tracking system and method for imaging information and building a relational database  10 . Relational database  10  includes information imaged on a mailing host and an insert placed into the mailing host. In block  12 , dynamic information or a code is imaged onto an insert. The code can be a random number or a sequence number. In addition, the code can include numeric keys that indicate various kinds of information including product codes, geographic marketing information, and the like. In an alternative embodiment, the code can be embodied in a magnetically-readable media applied to the insert. 
         [0020]    In block  14 , recipient information is imaged onto a mailing host. The recipient information includes name and address of the recipient, and can also include additional information such as previous purchase activity, product preferences, personalized messages, and the like. As will be described below, the mailing host can be a wide variety of print media and electronic media. 
         [0021]    The code imaged on or applied to the insert and the recipient information imaged on the mailing host are retained in the relational database. The relational database also contains information regarding the delivery of the mailing host to a recipient. The delivering information  16  is maintained in the relational database to record mailing particulars, such as method of delivery timing of delivery, and related information. As will subsequently be described, the information stored in relational database  10  can be produced and collected on a real-time basis during the imaging, collating, and, in certain instances, binding processes. Imaging of the insert and the mailing host can be carried out at the same time, or alternatively, the insert can be imaged at an earlier point in time prior to imaging the mailing host. 
         [0022]      FIG. 2  is a schematic diagram illustrating some of the various formats for code information that is imaged on or applied to the insert. For example, the insert can include bar codes, such as bar code  20 . Bar code  20  can include an extensive array of information that will enable tracking of the insert usage by the recipient. For example, the bar code can include different fields that identify a particular manufacturer and a particular product. Further, in accordance with the invention, a numeric field  22  includes a specific tracking code that is used by the tracking system to match the insert with a particular recipient. 
         [0023]    In addition to bar codes, other types of information can be imaged on the insert. For example, URL  24  and identification number  26  can be printed on the insert. To take advantage of an offer for a particular product or service, the recipient enters the URL  24  into their home or office computer. The website host then prompts the recipient to enter the identification number  26 . Once the code is entered, the tracking system identifies the recipient using relational database  10 . 
         [0024]    Yet another example of insert code information In accordance with the invention includes a telephone number  28  and text message  30 . To take advantage of the particular offer identified on the insert, the recipient calls telephone number  28  and is then prompted by a telecommunications center to enter text message code  30 . Once the code is entered, the tracking system identifies the recipient using relational database  10 . 
         [0025]    In a still further example, the code can be transmitted by an RF tag or magnetic strip  31  that is applied to the insert. The RF tag or magnetic strip is scanned and the code information is transmitted to a detector, which then relays code information to tracking system. As in above methods, once the code is entered, the tracking system identifies the recipient using relational database  10 . 
         [0026]      FIG. 3  schematically illustrates various types of mailing hosts. Each mailing host includes an insert bearing code  32  and recipient information  34 . In addition to conventional coupons in the form of paper or plastic cards, code  32  can be imaged on a product  36  delivered to the recipient in a package or attached to a publication for example. Further, the mailing host can be a product  36 , a magazine  38 , a catalogue  40 , or an envelope  42 . Those skilled in the art will recognize that other types of mailing hosts are possible, such as cartons, boxes, shipping container, and the like. 
         [0027]    An exemplary information table is illustrated in  FIG. 4  showing various types of information that can be included in relational database  10 . As illustrated in  FIG. 3 , relational database  10  includes the type of mailing, such as a magazine, loose leaf flyer, newspaper, catalogue, and the like. Relational database  10  further includes the particular dynamic information or code imaged on the insert. A wide variety of information can be contained in the insert code, including product identification information, particular pricing information, and the like. In accordance with the invention, an identifying code is included on the insert. This information can be imaged in a variety of formats, including bar codes, alpha numeric codes, text, and the like. Relational database  10  also includes recipient information, such as name, address, and other information on individual recipient. Further, relational database  10  can include descriptions of product type and other marketing information useful for characterizing the behavior of the recipient upon utilizing the insert code information. 
         [0028]      FIG. 5  illustrates a system and method for collecting insert use information by the recipient. In step  44 , the recipient takes one of the actions described above that will provide the system operator with code  32  that was delivered to the recipient with the insert. At step  46 , code  32  is entered into the system by one of a variety of methods. As previously described and illustrated in  FIG. 2 , in accordance with the invention a variety of code formats can be used. The particular method of inserting code  32  will depend upon the particular type of code that is included on the insert. For example, the code can be read from the insert, scanned from the insert, typed into a computer file, sensed by a remote sensing device, and the like. 
         [0029]    At step  48 , the code information is transmitted to the mailing host computer system  18 . The mailing host computer system  18  associates the code with recipient information and creates a marketing database  50 . Marketing database  50  contains valuable marketing information regarding transactions carried out by particular identified consumers that can be used for a wide variety of information. For example, the information and marketing database  50  can be used to evaluate the effectiveness of various types of advertising, particular product interest by a group of consumers, the effectiveness of various insert delivery methods, and the like. In addition, the particular way in which the information was received, such as through a clearing house, or an electronic tracking center, or the like, can be maintained in the marketing database. 
         [0030]    The information in marketing database  50  can be distributed to different marketing companies, depending upon a variety of commercial arrangements. For example, the print and/or electronic media companies can contract with various marketing firms  52  and  54  to provide marketing information. 
         [0031]      FIG. 6  schematically illustrates a processing method for collating inserts and additional sheets into groups of sheets for packaging or binding. For example, as illustrated in  FIG. 6 , insert sheets are arranged in pockets  56  and  58  in a collation line  60 . Additional inserts can be arranged in pocket  62  and other sheets can be arranged in pocket  64  or  66  and  68 . Further, cover sheets are arranged in pocket  70  and collation line  60  selectively pulls sheets from the various pockets or bins for collation into a document. In an embodiment where inserts are pre-imaged, codes  32  are scanned by scanners  72  and  74  associated with pockets  56  and  58 , respectively. The cover sheets in pocket  70  are imaged with recipient information at imaging station  76 . Imaging system  78  images recipient information onto a cover sheet and transmits the recipient information along with code  32  to a file log  80 . File log  80  is then transmitted to relational database  10 . (Shown in  FIG. 1 ). 
         [0032]    Those skilled in the art will recognized that a wide variety of collating and imaging techniques are available for carrying out the imaging process illustrated in  FIG. 6 . Accordingly, the particular arrangement illustrated in  FIG. 6  is merely exemplary of one of the number of different collating and imaging methods. 
         [0033]    The inserts arranged in pockets  56  and  58  can be pre-imaged using a variety of printing techniques. For example, in  FIG. 7 , a continuous web  82  is dispensed from a role  84  and conveyed through a printing press  86 . At printing press  86  various information and art work is printed onto web  82  that is cured at curing station  88 . Web  82  then is conveyed through tension rollers  90  and code  32  is imaged onto web  82  by imaging system  92 . The inserts are finished by a sheeter  94 , such that stacks of inserts can be delivered for use in collating system  60 . 
         [0034]    An alternative method for preparing inserts is illustrated in  FIG. 8 . The alternative method includes the same processing steps as illustrated in  FIG. 7  with the exception that sheeter  94  is replaced by a take up role system  96 . Using the system illustrated in  FIG. 8 , inserts can be stored in rolled web and transferred to other processing systems that operate from a feed roll to further process the inserts prior to delivery to collation line  60 . 
         [0035]    Thus, it is apparent that there has been described a system and method for tracking commercial activity that is initiated by print and electronic media providers that fully provides the advantages set forth above. Those skilled in the art will recognize that numerous modifications and variations can be made without departing from the spirit of the invention. For example, business-to-business transactions can be collected in a relational database in addition to consumer transactions. Accordingly, all such variations and modifications are within the scope of the appended claims and equivalents thereof.