Abstract:
A system and method are provided for assessing an effectiveness of Internet marketing campaigns, and for providing data gathered thereby to subscribers. The assessment data can be gathered in concert with, for example, private sector partners. Different marketing methods are tested, compared, and evaluated for effectiveness in reaching customers. Equations are provided for calculating such values as probability of conversion of a sale and of a success of a marketing campaign, based upon such factors as user anxiety and external motivation. The data can be used to improve a marketing campaign, and also to inform a subscriber base of techniques found to be effective in Internet sales.

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application claims priority to provisional application Ser. No. 60/883,230, filed on Jan. 3, 2007. 
    
    
     BACKGROUND OF THE INVENTION 
     Field of the Invention 
     The present invention relates to systems and methods for assessing the effectiveness of an Internet marketing campaign, and to a method of offering data gathered thereby to subscribers. 
     SUMMARY OF THE INVENTION 
     The system and method of the present invention are directed to assessing an effectiveness of Internet marketing campaigns, and to providing data gathered thereby to subscribers. 
     The assessment data can be gathered in concert with, for example, private sector partners. Different marketing methods are tested, compared, and evaluated for effectiveness in reaching customers. Equations are provided for calculating such values as probability of conversion of a sale and of a success of a marketing campaign, based upon such factors as user anxiety and external motivation. 
     The data can be used to improve a marketing campaign, and also to inform a subscriber base of techniques found to be effective in Internet sales. 
     The features that characterize the invention, both as to organization and method of operation, together with further objects and advantages thereof, will be better understood from the following description used in conjunction with the accompanying drawing. It is to be expressly understood that the drawing is for the purpose of illustration and description and is not intended as a definition of the limits of the invention. These and other objects attained, and advantages offered, by the present invention will become more fully apparent as the description that now follows is read in conjunction with the accompanying drawing. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a schematic flowchart for the steps in an exemplary product development cycle. 
         FIG. 2  is a schematic diagram of the growth engine architecture for back-end management. 
         FIG. 3  is a schematic diagram of the growth engine architecture for front-end marketing creative testing. 
         FIG. 4  outlines a growth engine decision algorithm. 
         FIG. 5  is a screen shot for the marketing creative manager module. 
         FIG. 6  is a screen shot for an orders manager. 
         FIG. 7  illustrates a traffic splitter management screen shot. 
         FIGS. 8A and 8B  illustrate results of a test with three different embodiments of a campaign, with  FIG. 8A  showing the funnel analysis and  FIG. 8B  showing conversion rate. 
     
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     A description of the preferred embodiments of the present invention will now be presented with reference to  FIGS. 1-8B . 
     In  FIG. 1  are outlined exemplary steps in a product development cycle  100  from concept to final product, which can include market analysis  101 , comprising market research  102 , competitive analysis  103 , and drafting an offer page  104 . Quantitative analysis  105  can include calculating operational metrics  106  and win/loss ratios for target consumers  107 . Product strategy  108  can include naming  109 , pricing  110 , and production strategy  111  (buy, build, or partner?). A program strategy  112  is formulated, including a launch plan  113  and a support plan  114 . Finally, the launch phase  115  includes copywriting  116 , offer page(s)  117 , sub-path creation  118 , A/B testing  119 , and creation of a final version  120 . 
       FIG. 2  is a schematic diagram of the growth engine architecture  121  for back-end management  10 . On the client&#39;s “live site”  11  an offer  12  can be made and an order can be processed  13 . The back-end management side includes a management dashboard  14 , which links to order processing and management  15 , by means of an application programming interface (API)  16 . Offer creative management  17  is connected to content publishing  18 . The management dashboard  14  also links to a traffic splitter  19  and statistics tracking  20 , which includes funnel reporting  21 . The back-end management allows marketers to test multiple marketing creatives, order processes, and lead generation mechanisms and bypass typical technology constraints that are faced by large online e-commerce merchants and publishers. Entire websites can be mirrored, and then content, customers, and orders can be managed, and reports can be generated, giving the marketer flexibility and visibility. 
       FIG. 3  is a schematic diagram of the growth engine architecture for front-end marketing creative testing  22 . Here the traffic splitter  19  drives to a series of offers  23   a - 23   d , each of which has order processing  24  elements. This testing engine  22  allows marketers to divert portions of web traffic to a new website that can have multiple iterations of content, messaging, design, pricing, and response mechanisms so that testing can be done in real time. 
       FIG. 4  outlines a growth engine decision algorithm  25  that uses a conversion index formula for C to determine what to display to users to achieve the highest probability of completing a registration or order process. The data are used to inform the marketing creatives  26  aspect of the process. The conversion index formula C is:
 
 C=c   1   M+c   2   V+c   3 ( i−f )− c   4 ( a )
 
where C is the probability that a user will convert to a sale or lead through a given sales or marketing funnel; M is the external motivation of a consumer; V is the clarity and strength of a value proposition; i is the incentive to continue through an order process; f is the friction element that may prevent someone from continuing through an order process; a is the anxiety of a user; and c 1 , c 2 , c 3 , and c 4  are coefficients.
 
       FIG. 5  is a screen shot for the marketing creative manager module, listing a plurality of versions of a marketing campaign that are to be tested.  FIG. 6  is a screen shot for an orders manager.  FIG. 7  illustrates a traffic splitter management screen shot.  FIGS. 8A and 8B  illustrate results of a test with three different embodiments of a campaign, graphing funnel analysis and conversion rate for each embodiment. 
     The present invention includes the formulation of equations that can be used to predicting success in a campaign. For example, a probability that a viral campaign will succeed can be formulated as;
 
 V   r =5 C ( F, P, S , . . . )+ M−f  
 
where V r  is a viral ratio; C is contagion; M is the underlying message; f is the friction (mechanism); F is a fun factor; P is a pride factor; and S is a sentimentality factor.
 
     A probability that a business will succeed can be formulated as:
 
 S= 2 v+o+t−r  
 
where S is the probability of success; v is the strength and clarity of a value proposition, which equals the natural appeal minus the competitive threat; o is the opportunity for an increase in conversion; t is the amount of untapped cost-effective traffic; and r is a variable.
 
     A product marketing methodology can be formulated as:
 
 O   pr   &gt;O   prn   &gt;O   chn  
 
where O pr  is product optimization; O prn  is presentation optimization; and O chn  is channel optimization.
 
     A probability that a direct mail campaign will succeed can be formulated as:
 
 D=A+V+M+R  
 
where D is a probability of conversion; A is the consumer&#39;s attention; V is the force of the value proposition; M is the motivation to take action; and R is the effectiveness of the response funnel.
 
     A micro testing index (M) calculation can be performed as:
 
 M= 3 i+P   m   +C   hn +2( A/R )
 
where A/R is the testing return on investment, where A is the ability to test, and R represents the resources required to run the test; M is the probability that the test will yield profits; i is the strength of the idea being tested; P m  is the level of optimization of the presentation of the product; and C hn  is the ability to drive cost-effective product.
 
     An opportunity assessment can be formulated as:
 
 S= 2 v+o+t−r  
 
where v is a force equal to the natural appeal minus the competitive threat; o is the presentation opportunity assessment; and t is the channel opportunity assessment. The natural appeal is initially measured through a reverse search study. For partnerships, one can examine two key components: value proposition and existing channels.
 
     A conversion index calculation can be formulated as:
 
 C= 4 m+ 3 v+l −( f+ 2 a )
 
where C is the probability of conversion; m is the motivation of the user; v is the clarity of the value proposition; i is the incentive to continue; f is the friction; and a is the user anxiety.
 
     Sub-path test elements can be delineated as follows: incentive (bonuses, discounts, and contests), friction (field number, field complexity, field layout, and button design), and anxiety relief (credibility indicators: testimonials, third-party certification, explanatory copy, and contact information). 
     Click-through rate (CTR) can be calculated as:
 
CTR=int+ sn +inc
 
where int is the interest (curiosity, suspense), sn is the specific need (to complete a process), and inc is the incentive to click.
 
     Testing priority can be formulated as:
 
 Q=[ 2( ip )/( it )]− r  
 
where Q is the testing sequence, ip is the potential impact, it is the time to impact, and r represents development resources.
 
     In an exemplary marketing test, it was attempted to optimize a landing page. A first objective was to determine whether a small number of specific changes to an offer page would improve overall conversion for a company selling hypnosis products. Multiple variables were tested using the system and method of the present invention using a single factorial “A/B split testing” test design. 
     The optimized page included improved credibility factors, including a photograph, credentials, and signatures. Greater visibility was given to testimonials, and money-back guarantee was included. An overall improvement rate of 40.7% was observed. Additional improvement (39.0%) was made by removing the photograph from the landing page. Thus it can be seen that the system and method of the present invention can provide data valuable in improving sales for Internet marketing. 
     In a method of doing business using the present invention, a subscription can be offered to companies, which provides data gleaned from marketing experiments such as outlined above. Subscribers are also offered the opportunity to participate in web clinics on marketing techniques. Further, research partners can be joined with to conduct tests for their particular products/services. 
     In the foregoing description, certain terms have been used for brevity, clarity, and understanding, but no unnecessary limitations are to be implied therefrom beyond the requirements of the prior art, because such words are used for description purposes herein and are intended to be broadly construed. Moreover, the embodiments of the apparatus illustrated and described herein are by way of example, and the scope of the invention is not limited to the exact details of construction. 
     Having now described the invention, the construction, the operation and use of preferred embodiments thereof, and the advantageous new and useful results obtained thereby, the new and useful constructions, and reasonable mechanical equivalents thereof obvious to those skilled in the art, are set forth in the appended claims.