Patent Publication Number: US-2015081419-A1

Title: Method and system for implementing dynamic link tracking

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     The present application claims the benefit of priority to U.S. Provisional Application Ser. No. 61/880,038, filed on Sep. 19, 2013, which is hereby incorporated by reference in its entirety. 
     The present application is related to U.S. patent application Ser. No. ______, Attorney Docket No. ORA140352-US-NP, entitled “Method and System for Tracking Consumer Digital Body Language”, filed on even date herewith, and is hereby incorporated by reference in its entireties. 
    
    
     COPYRIGHT NOTICE 
     A portion of the disclosure of this patent document contains material which is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent file or records, but otherwise reserves all copyright rights whatsoever. 
     BACKGROUND 
     The present application relates to software development and more specifically to systems and methods for implementing enterprise software applications. 
     The popularity of social media websites and portals, such as Facebook, Twitter, and others in recent years has provided marketers and advertisers with new avenues and opportunities for marketing their products and services. Social media sites provide a platform for individual consumers and marketers to communicate and interact, e.g., through Facebook pages or Twitter handles. Marketers can post messages or advertisements on these social media systems as a way to advertise outside traditional marketing channels. Consumers, in turn, can respond by clicking on embedded links, replying to the messages, share posts based on the messages, or performing other site-specific functions. Further, marketers can embed an organization-specific or marketing campaign-specific URLs (Webpage address) within the messages, driving users and Web traffic to a separate Web site. 
     When a marketer is implementing a campaign or promotion, it is important to be able to obtain data to assess the success of the campaign or promotion. For example, the marketers may wish to know how many users and/or what kinds of users clicked on a URL associated with a social media post in a given month. If the same URL was published in multiple social media posts (e.g., the same URL was published in a Twitter post, and also in a separate post on a Facebook page), the marketer may wish to know from which source the URL visits originate from. Number of URL clicks that resulted in an order/sale may also be desired. 
     Tracking may be done through the use of tracking URLs, which may comprise various tracking parameters appended to a base URL. The additional parameters may be read by a tracking service for analysis. However, tracking URLs are often difficult for most marketing personnel, who do not have technical expertise, to write, and different types of tracking services for collecting and analyzing the data from the tracking URLs often each have their own specific tracking URL formats. 
     Therefore, there is a need for an improved approach to implement dynamically-created links for tracking consumer behaviors and trends. 
     SUMMARY 
     The present application presents an improved approach for dynamically generating tracking links. In some embodiments, the present invention allows for the defining of tracking link templates allowing a user to specify parameters usable by a tracking service. One or more post parameters and one or more custom parameters may be defined. SRM posts may then be created by a user through an SRM interface, and a tracking URL be automatically created by reading in the post parameters and one or more user-inputted custom parameters. 
     Further details of aspects, objects, and advantages of the invention are described below in the detailed description, drawings, and claims. Both the foregoing general description and the following detailed description are exemplary and explanatory, and are not intended to be limiting as to the scope of the invention. 
    
    
     
       BRIEF DESCRIPTION OF THE FIGURES 
       The present invention is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings and in which like reference numerals refer to similar elements and in which: 
         FIG. 1  illustrates an architecture of implementing dynamic link tracking in accordance with some embodiments. 
         FIG. 2A  illustrates an SRM post in accordance with some embodiments. 
         FIGS. 2B-2C  illustrate a base URL and a tracking URL in accordance with some embodiments. 
         FIG. 2D  illustrates a tracking service that may be used with some embodiments. 
         FIG. 2E  illustrates an example analysis by a tracking service that may be used with some embodiments. 
         FIG. 3A  illustrates a wrapped tracking URL in accordance with some embodiments. 
         FIG. 3B  illustrates an appended tracking URL in accordance with some embodiments. 
         FIGS. 4A-4B  illustrate a user interface for creating a tracking URL template in accordance with some embodiments. 
         FIG. 5  illustrates a flowchart of a process for creating a tracking URL template in accordance with some embodiments. 
         FIG. 6  illustrates a user interface for creating a new SRM post with a dynamically created tracking URL in accordance with some embodiments. 
         FIG. 7  illustrates a flowchart of a process for creating a new SRM post with a dynamically created tracking URL in accordance with some embodiments. 
         FIG. 8  illustrates a user interface for viewing an SRM post history in accordance with some embodiments. 
         FIGS. 9A-9C  illustrate dynamic variables in accordance with some embodiments. 
         FIG. 10  illustrates a flowchart of a process for using dynamic variables in accordance with some embodiments. 
         FIG. 11  illustrates a computerized system on which an embodiment of the invention can be implemented. 
     
    
    
     DETAILED DESCRIPTION 
     Embodiments of the invention provide an improved approach for dynamically generating tracking links for SRM posts in order to assess campaign effectiveness and consumer behavior. Various embodiments are described hereinafter with reference to the figures. It should be noted that the figures are not drawn to scale and that the elements of similar structures or functions are represented by like reference numerals throughout the figures. It should also be noted that the figures are only intended to facilitate the description of the embodiments. They are not intended as an exhaustive description of the invention or as a limitation on the scope of the invention. In addition, an illustrated embodiment need not have all the aspects or advantages shown. An aspect or an advantage described in conjunction with a particular embodiment is not necessarily limited to that embodiment and can be practiced in any other embodiments even if not so illustrated. Also, reference throughout this specification to “some embodiments” or “other embodiments” means that a particular feature, structure, material, or characteristic described in connection with the embodiments is included in at least one embodiment. Thus, the appearances of the phrase “in some embodiment” or “in other embodiments” in various places throughout this specification are not necessarily referring to the same embodiment or embodiments. In addition, for the purposes of illustration and explanation, the present disclosure is described in various embodiments in the context of SRM applications. It is noted, however, that the invention is not limited in its scope to SRM applications, and indeed, may be applied to other types of applications as well. 
       FIG. 1  shows an architecture of a system  100  according to some embodiments. The users operate the system at user station  101  to access and utilize applications on an application server  102 , such as an SRM application  104  and a dynamic links application  105 . Applications on the application server  102  may access data on database  103 , which may include marketing post data  106  and tracking link template data  107 . As described in more detail below, the users at user station  101  may use the dynamic links application  105  to create and/or modify tracking link templates for generating dynamic tracking links. These templates may be stored in tracking link template data  107 , and may correspond to tracking URL formats used by one or more tracking services. 
     The users may also use SRM application  104  to create and/or manage posts and messages on various social media sites or platforms. Marketing post data  106  may include content that the user may wish to include in the social media posts and messages, such as graphics, videos, and/or standardized text and post templates. Posts created by the user are then published to one or more social media platforms  108 , such as Facebook, Twitter, etc., where they may be viewed by one or more consumers  109 , which may correspond to any users of a social media site. In addition, in some embodiments post may also be published as emails (e.g., sent to addresses on a mailing list) or to non-social media websites. 
     In some posts and messages, the user may wish to include a URL to drive consumers to a different website, such as a website to order a product or enter a code for a promotion. In order to track consumer behavior (e.g., how many consumers clicked the URL), the URL may include various parameters and tags for tracking purposes. These parameters may be defined by the tracking link templates stored at  107 . Some parameters for the tracking link may be retrieved automatically when the user creates a post (e.g., which social media site the post is published to, post ID, post timestamp, etc.), while other parameters may be specifically specified by the user (e.g., name of campaign that the post is associated with). 
     In system  100 , user station  101  comprises any type of computing station that may be used to operate or interface with a server  102 . Examples of such user stations  101  include for example, workstations, personal computers, laptop computers, or remote computing terminals. User station  101  may also comprise any type of portable tablet device, including for example, tablet computers, portable readers, etc., or mobile device that can suitably access an application on application server  102 , such as smartphones and programmable mobile handsets. User station  101  usually includes a display device, such as a display monitor or screen, for displaying scheduling data and interface elements to users. User station  101  may also comprise one or more input devices for the user to provide operational control over the activities of system  100 , such as a mouse, touch screen, keypad, or keyboard. The users may correspond to any individual, organization, or other entity that uses system  100  to remotely access applications on application server  102 , such as a dynamic link tracking application or SRM application on application server  102 . 
     The database  103  may correspond to any type of computer readable mediums or storage devices. The computer readable storage devices comprise any combination of hardware and software that allows for ready access to the data within the database. For example, the computer readable storage device could be implemented as computer memory or disk drives operatively managed by an operating system. 
       FIG. 2A  illustrates an example post that may be created by a user and published to a social media site by a hypothetical marketer (TravelAgency). In the illustrated example, as indicated at  202 , the post is created by a user associated with or representing TravelAgency. The content  204  of the post may comprise text describing a product, campaign, or promotion. In some embodiments, the content may also include pictures, videos, and/or other media. 
     A URL  206  may also be included in the post. In some embodiments, the URL  206  may be a shortened URL. A shortened URL may be used in cases where displaying a full tracking URL is undesirable (e.g., for aesthetic reasons, or to adhere to post character limits for a particular social media site), and maps to a full tracking URL. When a consumer or social media user (hereinafter, collectively “consumers”) clicks on the URL, they will be taken to a page corresponding with a destination URL, while tracking information associated with the tracking URL may be read by one or more tracking services for analysis. 
       FIGS. 2B and 2C  illustrate an example destination URL and tracking URL in accordance with some embodiments. The destination URL  206 - 1  illustrated in  FIG. 2B  corresponds to a URL for a page that the consumer reaches by clicking on a link in a social media message or post. For example, the destination URL  206 - 1  may point to a landing page containing details for a promotion that is currently being run by the marketer. 
     As illustrated in  FIG. 2C , a tracking URL may contain a destination URL  206 - 1  appended with a query string  206 - 2  containing one or more tracking parameters. For example, the query string  206 - 2  of the tracking URL may contain parameters that specify the stream or medium that the post containing the URL was published on (e.g., Facebook), the source of the post (e.g., TravelAgency), and the marketing campaign that the post is associated with (e.g., Orlando Deals). A tracking system or program may be used to parse the tracking URL, reading in the tracking parameters of the tracking URL from query string  206 - 2 , and redirecting the user to the address specified by the destination URL  206 - 1 . 
       FIG. 2D  illustrates an example screen of a parsing service that parses tracking URLs in accordance with some embodiments. As illustrated in the figure at  212 , the tracking service determines the domain (travelagency.com) and path (/promotions/visit-orland.html) that make up the destination URL  206 - 1 , and identifies the query string  206 - 2  at  214 . The query string  206 - 2  may then be parsed at  216  to determine the values for the separate parameters that comprise the query string  206 - 2  (e.g., medium, source, and campaign). 
     The data received by the tracking service may be used to analyze the results of a campaign or promotion. For example,  FIG. 2E  illustrates an example of an analysis of a campaign using tracking URLs. The tracking service is able to determine how many users clicked a particular URL, as well as determine the number of sales/orders/bookings that were achieved through the URL and the revenue received through the URL. In some embodiments, the data may be further divided by tracking parameters. For example, the tracking service may be able to determine how many clicks to a particular destination URL were received from a particular Twitter post, and compare it to the number of clicks from a particular Facebook post, allowing a user to analyze which types of posts are experiencing the most success. 
     Different types of tracking services may be used to track user behavior, such as Google Analytics or Adobe Site Catalyst. However, the tracking tags for each of these different tracking services may be in different formats, or constructed in different ways. For example, some tracking services may use tracking URLs in a wrapped format, while others use tracking URLs in an appended format. 
       FIG. 3A  illustrates an example URL in a wrapped format. In a wrapped URL, a base URL  302 , instead of pointing to a landing page, points to a URL associated with the tracking service (e.g., Eloqua). The query string  304  appended to the base URL  302  may contain tracking parameters such as post ID, social media platform published on, post source, campaign/promotion, etc. The destination URL  306  is also specified as part of the parameters of query string  304 . When parsing the wrapped URL, the tracking service will extract the destination URL  306  from query string  304 , and redirect the consumer to the landing page corresponding to the destination URL. 
     On the other hand,  FIG. 3B  illustrates an example tracking URL in an appended format. In the appended format, the base URL  302  is the destination URL corresponding to the landing page. One or more tracking parameters are appended to the end of the base URL  302  as query string  304 . 
       FIGS. 4A and 4B  illustrate a user interface for creating a template for dynamic tracking links in accordance with some embodiments. Tracking URL templates may be used by users when creating SRM posts. A user may select a template that corresponds to a desired tracking service, and the template will be able to automatically read the parameters and format them for use by the particular tracking service. 
       FIG. 4A  illustrates an example interface for creating a template for dynamically creating tracking URLs. At  402 , the user may specific a specific base URL. This is used in creating wrapped URLs, wherein the base URL corresponds to the tracking service used. A plurality of fields  404  may be used to specify the tag names for post parameters. For example, different tracking services may both have a tag for “Stream” (i.e., social network site published to), but it may be spelled or formatted in different ways. Thus, by specifying tag names for post parameters, a user can create templates compatible with different tracking services. 
     Post parameters are typically parameters associated with a post that are not specific to tracking. For example, every published SRM post will typically have a stream and network that it is published on, regardless of whether or not tracking is being used. In some embodiments, all published SRM posts will have an associated post ID, publishing author, time stamp, user text, and URL destination link. 
     In addition to post parameters, a tracking URL may also contain custom parameters. Custom parameters are typically parameters included specifically for tracking purposes, and may provide a user with additional ways to use and analyze the tracking data. For example, custom parameters may include campaign details (name, term, type/category, etc.), post objective, landing page type, etc. 
       FIG. 4B  illustrates an interface for a user to create additional custom parameters. For example, in the illustrated embodiment, existing custom parameters (“campaign term” and “campaign content”) are displayed at  406 . A user may specify a new “Campaign Name” parameter. The parameter may have a display name  408  (for use in user interfaces) and a code  410  (the actual parameter name appended to the tracking URL). In some embodiments, certain custom parameters may be limited to certain values. For example, in some embodiments a campaign name parameter for a post may only be selected from a list of existing campaigns. For example, list  412  shows available values for the “campaign name” parameter. When creating/modifying custom parameters, a user may remove or modify the list of available values  412  for the parameter, and add additional values to the list using an interface at  414 . In some embodiments, the user may also specify that values for a particular custom parameter are limited to a particular format, such as a text string or a number. 
       FIG. 5  illustrates a flow chart for setting up a dynamic link tracking template in accordance with some embodiments. First, at  502 , the user initializes the creation of a new tracking link template or modification of an existing tracking link template. In some embodiments, the user also selects for a new template whether the tracking URL will be a wrapped URL or an appended URL. Whether the tracking URL will be a wrapped URL or an appended URL will typically depend on the tracking service that the template will be associated with. 
     At  504 , post parameters are specified. Post parameters may include mandatory parameters that will be included with every tracking URL, such as stream, post ID, destination URL, etc. These parameters are typically extracted automatically when a user creates a new post, and do not require the user to specifically specify them outside of creating the actual content for the post. In some embodiments, certain post parameters, such as time stamp, may be optional. 
     At  506 , the user may optionally define one or more custom parameters. Custom parameters are typically optional and are generally specified by a user when creating the post. These may include a campaign name that the post is associated with, campaign term, landing page type, user text/memo, etc. In some embodiments, the user may also specify available values for a custom parameter. For example, the user may specify a “campaign season” parameter that may only have the values of Spring, Summer, Fall, or Winter. 
     Once the user has finished specifying post parameters and desired custom parameters, the template may be saved at  508  and become available to be used for dynamically creating tracking URLs for SRM posts. 
       FIG. 6  illustrates an example interface for creating an SRM post using a tracking URL template in accordance with some embodiments. One or more interface elements at  602  allow the user to select the stream to publish to. Different streams may correspond to different social media sites (Facebook, Twitter, LinkedIn, etc.). In some embodiments, streams may also correspond to different pages or accounts in the same social network (e.g., a user may be able to publish posts to multiple Facebook pages). A steam may also correspond to an email or mailing list, or to a site that is not a social media site. In some embodiments, multiple streams may be selected (e.g., the same post will be published to multiple sites and/or pages). For example, in the embodiment illustrated in  FIG. 6 , two different streams have been selected. 
     The user may at  604  create the content for the post. In some embodiments, the user enters in text using a text field. There may also be options to allow a user to upload or attach pictures, videos, or other media. 
     In some embodiments, when creating SRM posts containing tracking URLs, a tracking URL template is automatically associated with the SRM posts to be created. For example, a marketer may use a particular tracking service, and thus specify a default tracking URL template to be used with that tracking service. When a user initiates creation of a new SRM post, that tracking URL template may be automatically selected. 
     In some embodiments, SRM posts are associated with a marketing campaign, wherein the marketing campaign is associated with a particular tracking URL template. Thus, the particular tracking URL template associated with the particular marketing campaign may be loaded automatically for SRM posts for the marketing campaign. In other embodiments, the user may specify a desired tracking URL template to be used. 
     At  606 , the user may specify the custom parameters to be included in the tracking URL, based upon the custom parameters that have been defined for the tracking URL template, such as Campaign Name, Term, Contact, etc. In some embodiments, drop-down menus or other interface controls may be used that allow selection of a custom parameter value from one or more designated values. The designated values may correspond to the custom parameter values specified during creation of the tracking URL template (e.g., as illustrated in  FIG. 4B ). For example, in the illustrated embodiment, a user has specified that campaign that the post is associated with is “September 50% off” and “coupon link” content. 
     In some embodiments, a preview of the post to be published may be displayed at  608 , allowing the user to see how the post will look and to make any necessary changes before the post is actually published. In some embodiments, if more than one stream was selected at  602 , a preview of the post for each selected stream may be displayed, or for each different social media site corresponding to the selected streams. 
     When the user publishes the post (e.g., by clicking on the “Publish Post” button), the post will be published to the selected streams. In addition, a tracking URL will be automatically generated based upon the selected tracking template. For example, post parameters (e.g., stream, post ID, etc.) are automatically extracted from the post and matched to the tag names specified in the tracking URL template. In addition, the custom parameters inputted by the user are formatted in accordance with the tracking URL template to be included as part of the tracking URL. The generated tracking URL can then be published with the post on the selected streams. Thus, the use of tracking URL templates allows for creation of tracking URLs for SRM posts, without requiring the user to write the tracking URL themselves or to be familiar with the format of tracking URLs or the tracking service. 
       FIG. 7  illustrates a flow chart of a process for creating an SRM post containing a tracking URL in accordance with some embodiments. At  702 , a stream for publishing is specified (e.g., a social media site, a particular profile/page on a social media site). In some embodiments, multiple streams may be specified, wherein the post will be published to each of the selected streams. At  704 , content for the post is received. The content may include text, and may also include pictures, videos, or other media. The user may also specify a particular tracking URL template to use for the tracking URL. In some embodiments, a particular tracking URL template may already be associated with a stream, such that selecting a stream at  702  also results in an associated tracking URL template being selected. 
     At  706 , custom parameter values for the tracking URL may be specified. The tracking URL template may specify one or more custom parameters that may be included in a tracking URL. In some embodiments, a list of custom parameters available for the selected tracking URL template is displayed to the user, who then selects and specifies values for the parameters that they wish to include in the tracking URL. In some embodiments, the tracking URL template may also specify which values can be selected for one or more custom parameters (e.g., a “campaign season” parameter may be limited to the values of Spring, Summer, Fall, or Winter). 
     At  708 , the tracking URL is created. The tracking URL is formed using post parameters, which may be extracted automatically, and the user-specified custom parameter values. The parameters may be mapped to tag names specified during creation of the tracking URL template, so that the tracking URL will match the format of the tracking service used. 
     In some embodiments, the tracking URL may be mapped to a shortened URL. This may be necessary to adhere to character limits specified by some social media site, or may be done for aesthetic reasons, to create a cleaner-looking post for consumers to view. When a consumer clicks on a shortened URL, the corresponding full tracking URL is found through the URL mappings. At  710 , the post content and tracking or shortened URL are posted to the selected stream(s). 
       FIG. 8  illustrates an example interface for monitoring SRM post histories in accordance with some embodiments. A table or grid  802  listing a history of previously created posts is displayed. Various columns, such as stream type, tracking URL, shortened URL, post item, etc. may be used to allow a user to better be able to view and sort the post history. In some embodiments, table  802  may contain columns corresponding to one or more parameters associated with the posts, allowing for the posts to be sorted by particular parameters. In some embodiments, when the user clicks on a post entry in table  802 , more detailed information regarding the post may be displayed at  804 . 
     In some embodiments, as illustrated in  FIGS. 9A-9C , dynamic variables may be used to allow users of the SRM to localize corporate approved content by the utilization of custom variable(s) within various social media content. For example, a single message may be published to a plurality of outlets (e.g., pages for different franchises, stations, retailers, agents, branch locations, etc.) that contains localized information for the outlets, allowing for the different outlets to take advantage of common content and not have to individually create the content themselves. In some embodiments, a page associated with a particular outlet may contain embedded tab modules corresponding to unique, branded content (e.g., tabs corresponding to different franchises, stations, branch locations, etc.). In some embodiments, dynamic variables may also be used as part of conversation suite responses, wherein an SRM user may review and take action on messages from different social media outlets (e.g., responding to a message). 
       FIG. 9A  illustrates an example message  902  containing a dynamic variable  904 . Message  902  may be published to a plurality of different streams. For example, the marketer may be a national radio station having a plurality of local stations, wherein each stream may correspond to a different local station. When message  902  is published, dynamic variable  904  (station_id) is replaced by a station_id value corresponding to the stream published to. In addition, message  902  may be associated with a URL  906 . URL  906  may also contain a dynamic variable, to be replaced with a different page address depending upon the stream published to. 
       FIG. 9B  illustrates an example interface for defining dynamic variables in accordance with some embodiments. The interface allows a user to define a “label”, a “variable name” and a default value to be used if the stream being published to does not have its own dynamic variable value. This feature set would allow clients across a horizontal market to have an efficient way to localize corporate approved social media content across a large number of social properties or a large number of globally distributed users. 
       FIG. 9C  illustrates a message containing a dynamic variable being used to create an SRM post containing localized content. In some embodiments, a stream may be associated with dynamic variable values, such that when a post containing dynamic variables is published to the stream, the dynamic variable values associated with the stream are used to fill in the dynamic variables. For example,  FIG. 9C  illustrates a post being published on a stream associated with a Minneapolis station. The stream is associated with a data value (e.g., Minneapolis Station Name) for the station_id dynamic variable. Thus, when the message is published, the data value is displayed is the message at the location of the dynamic variable at  922 . 
       FIG. 10  illustrates a flowchart of a process for using dynamic variables in accordance with some embodiments. At  1002 , streams for publishing an SRM post are specified. At  1004 , the user creates an SRM post that contains one or more dynamic variables. The dynamic variables may comprise placeholders that are to be replaced with stream-specific values when published. For example, each stream may correspond to a different branch location of the marketer. The SRM post may include dynamic variables such as branch name or branch address, which are to be replaced with the actual stream-specific branch name and address values when published to the streams. This allows for a user to write a single post that can be published to a plurality of different streams with stream-specific information, instead of having to write individual posts for each stream. 
     At  1006 , the post is published to the plurality of streams. During publishing, the values for each stream (e.g., branch name, location) are used to replace the dynamic variable in the SRM post, such that each post published to a stream contains the stream-specific values in place of the dynamic variable placeholders. In some embodiments, if a particular stream does not have its own stream-specific values, a default value may be used. 
     Therefore, what has been described is an approach for implementing a system, method, and computer program product for creating and using dynamic link templates for creating dynamic links to track and analysis consumer behavior and interactions with social media messages. 
     System Architecture Overview 
       FIG. 11  is a block diagram of an illustrative computing system  1400  suitable for implementing an embodiment of the present invention. Computer system  1400  includes a bus  1406  or other communication mechanism for communicating information, which interconnects subsystems and devices, such as processor  1407 , system memory  1408  (e.g., RAM), static storage device  1409  (e.g., ROM), disk drive  1410  (e.g., magnetic or optical), communication interface  1414  (e.g., modem or Ethernet card), display  1411  (e.g., CRT or LCD), input device  1412  (e.g., keyboard), and cursor control. 
     According to one embodiment of the invention, computer system  1400  performs specific operations by processor  1407  executing one or more sequences of one or more instructions contained in system memory  1408 . Such instructions may be read into system memory  1408  from another computer readable/usable medium, such as static storage device  1409  or disk drive  1410 . In alternative embodiments, hard-wired circuitry may be used in place of or in combination with software instructions to implement the invention. Thus, embodiments of the invention are not limited to any specific combination of hardware circuitry and/or software. In one embodiment, the term “logic” shall mean any combination of software or hardware that is used to implement all or part of the invention. 
     The term “computer readable medium” or “computer usable medium” as used herein refers to any medium that participates in providing instructions to processor  1407  for execution. Such a medium may take many forms, including but not limited to, non-volatile media and volatile media. Non-volatile media includes, for example, optical or magnetic disks, such as disk drive  1410 . Volatile media includes dynamic memory, such as system memory  1408 . 
     Common forms of computer readable media includes, for example, floppy disk, flexible disk, hard disk, magnetic tape, any other magnetic medium, CD-ROM, any other optical medium, punch cards, paper tape, any other physical medium with patterns of holes, RAM, PROM, EPROM, FLASH-EPROM, any other memory chip or cartridge, or any other medium from which a computer can read. 
     In an embodiment of the invention, execution of the sequences of instructions to practice the invention is performed by a single computer system  1400 . According to other embodiments of the invention, two or more computer systems  1400  coupled by communication link  1415  (e.g., LAN, PTSN, or wireless network) may perform the sequence of instructions required to practice the invention in coordination with one another. 
     Computer system  1400  may transmit and receive messages, data, and instructions, including program, i.e., application code, through communication link  1415  and communication interface  1414 . Received program code may be executed by processor  1407  as it is received, and/or stored in disk drive  1410 , or other non-volatile storage for later execution. Data may be stored in a database  1432  on a storage medium  1431  which is accessed through data interface  1433 . 
     In the foregoing specification, the invention has been described with reference to specific embodiments thereof. It will, however, be evident that various modifications and changes may be made thereto without departing from the broader spirit and scope of the invention. For example, the above-described process flows are described with reference to a particular ordering of process actions. However, the ordering of many of the described process actions may be changed without affecting the scope or operation of the invention. The specification and drawings are, accordingly, to be regarded in an illustrative rather than restrictive sense.