COMPUTERIZED HUB FOR INTERACTION OF SERVICE PURCHASERS AND SERVICE PROVIDERS FOR REAL-TIME GENERATION AND ADJUSTMENT OF SERVICES
20220044277 · 2022-02-10
Inventors
Cpc classification
G06Q10/06393
PHYSICS
G06Q10/06311
PHYSICS
G06Q30/0201
PHYSICS
International classification
G06Q10/06
PHYSICS
Abstract
A computerized hub connects companies seeking marketing services and marketing companies that provide marketing services. The systems and methods first provide hub-based tools to allow the company to develop a high-level marketing plan in accordance with the company's type of business, industry, geographic location, and marketing budget. Tool are also provided to facilitate budgeting, selecting, planning, launching, and reporting. In embodiments, the hub will have APIs to allow customers to provide a link to the customer's scheduling and accounting software to help develop the marketing plan and to monitor the effectiveness of the plan. The hub provides also provides interfaces for receiving performance data from marketing companies so their services may be offered to marketing service purchasers. Once a marketing company is selected, it is provided with additional interfaces which specify the campaigns and tasks for which the marketing company is responsible to implement. The computerized also provides real-time marketing results based upon real-time sales and marketing data, and generates updated marketing campaigns based upon triggers applied to the real-time sales and marketing data.
Claims
1. A hub computer platform for facilitating interaction between marketing service purchaser computer systems of marketing service purchasers and marketing service provider computer systems or marketing service providers, comprising: one or more data storage devices configured to store budget data, marketing plan data, launching data, and reporting data for at least one marketing service purchaser and performance history and task data for a plurality of marketing service providers; one or more computer processors in communication with the one or more data storage devices; a communications device in communication with the one or more computer processors and the one or more data storage devices, and in communication with at least one marketing service purchaser computer system and one or more marketing service provider computer systems; and a memory, coupled to the one or more computer processors, storing program instructions which, when executed by the one or more computer processors, cause the one or more computer processors to: generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to receive background data concerning the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to obtain budget data concerning the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces based upon the obtained budget data configured to obtain selection of specific budget terms to be applied to a marketing campaign for the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to obtain planning data concerning types and quantities of marketing campaigns to be implemented based upon the obtained budget data and the selected budget terms; generate, for transmission by the communications device to the at least one marketing service purchaser computer system and the one or more marketing service provider computer systems, based on the budget data, the selected budget items, and the planning data, a calendar of marketing campaigns to be implemented by one or more service providers for the service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces for launching, by the at least one marketing service purchaser, the marketing campaigns identified in the calendar of marketing campaigns, wherein the one or more interfaces includes an interface with tasks for assignment to the one or more marketing service providers; responsive to assignment of the tasks to the one or more marketing service providers by the marketing service purchaser, generate, for transmission by the communications device to the one or more marketing service provider computer systems, one or more interfaces specifying the tasks to each of the one or more marketing service providers; responsive to the launching of the marketing campaigns, receiving sales data from the marketing service purchaser computer system which reports the sales generated after the launching of the marketing campaigns; responsive to receipt of the sales data relating to the sales generated after launching of the marketing campaigns, determining, based upon the sales data, if an adjustment of the marketing campaigns is required; responsive to determination that the adjustment is required, adjusting the calendar of marketing campaigns to add additional marketing campaigns and launching the additional marketing campaigns; and repeating the reporting, adjusting, and launching steps based upon the reported sales data.
2. The hub computer platform of claim 1, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces depicting the performance history and the task data for the one or more marketing service providers; wherein the performance history data comprises one or more of cost per lead data, cost per sale data, performance percentage on spend data, flat rate marketing management data, and whether accepting customers data from each of the one or more marketing service providers.
3. The hub computer platform of claim 1, wherein the one or more interfaces for launching the marketing campaigns comprises at least one interface, transmitted by the communications device to the at least one service purchaser computer system, depicting a flow chart identifying all launch activities including the marketing campaigns and the tasks for the marketing campaigns.
4. The hub computer platform of claim 1, wherein the one or more interfaces for launching the marketing campaigns comprises at least one interface, transmitted by the communications device to the at least one service purchaser computer system, depicting for selection a customized list of the one or more marketing services providers available for hire via the hub computer platform, and, for each of the one or more marketing services providers, cost per lead data, cost per sale data, performance on spend data, and flat rate marketing management data, wherein the one or more marketing services providers comprises one or both of marketing services companies and marketing service freelance providers and wherein the customized list of marketing services providers is based upon the performance history data and the task data for the one or more marketing service providers; and wherein the hub computer platform is configured to receive, from the at least one service purchaser computer system, data indicative of a selection of at least one of the one or more marketing services providers from the customized list of marketing services providers.
5. The hub computer platform of claim 4, wherein, responsive to receipt by the hub computer platform of the data indicative of the selection of the at least one of the one or more marketing services providers, the memory further stores instructions that, when executed, cause the one or more computer processors to: generate, for transmission to the marketing services provider computer system of the selected marketing services provider, a solicitation requesting the marketing services providers to perform one or more tasks for which the marketing service provider has been selected.
6. The hub computer platform of claim 5, wherein, responsive to acceptance by the selected marketing services provider of the one or both of the marketing campaigns and the tasks for which the marketing services provider has been selected, the memory further stores instructions that, when executed, cause the one or more computer processors to: generate, for the selected marketing services provider, an interface including selectable campaigns for which the selected provider is responsible; responsive to receipt of a selected campaign, generate, for the selected campaign, an interface identifying the tasks to be performed by the selected service provider.
7. The hub computer platform of claim 1, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: generate, for transmission to the marketing services purchaser computer system and the marketing services provider computer system of a selected marketing services provider, a communications interface for communication between the marketing services purchaser and the marketing services provider wherein the identity of the marketing services purchaser is anonymous.
8. The hub computer platform of claim 1, wherein the one or more interfaces configured to obtain background data concerning the service purchaser comprise a series of interfaces configured to obtain (1) a business type applicable to the service purchaser, and (ii) an industry type applicable to the service purchaser; and (3) a geographic region applicable to the service purchaser; wherein a business type comprises one of a seasonal business type, a weather driven business type, a retail store business type, a professional business type, and a consistent business type.
9. The hub computer platform of claim 8, wherein the one or more interfaces configured to obtain planning data include interfaces configured to depict a plurality of ad types that may be selected for use in the marketing campaign, wherein the plurality of ad types are based upon the industry type applicable to the marketing service purchaser.
10. The hub computer platform of claim 1, wherein the one or more interfaces configured to obtain planning data include interfaces configured to obtain employee data and service data concerning (1) a number and type of revenue generating employees of the service purchaser; (2) types and costs of services performed by each type of revenue generating employees of the service purchaser; wherein the calendar of marketing campaigns to be implemented by the service provider for the service purchaser is further based upon the employee and service data.
11. The hub computer platform of claim 10, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: calculate a number of sales of each type of service required to satisfy budget requirements for the service purchaser based upon the background data, the budget data, the selected budget items, the planning data, the employee data, and the service data; wherein the calendar of marketing campaigns is generated further based upon the calculated number of sales of each type of service.
12. The hub computer platform of claim 10, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: calculate a number of and type of service leads required to satisfy budget requirements for the service purchaser based upon the background data, the budget data, the selected budget items, the planning data, the employee data, and the service data; wherein the calendar of marketing campaigns is generated further based upon the calculated number of service leads of sales of each type of service; wherein the type of service leads is based upon an industry type applicable to the service purchaser.
13. The hub computer platform of claim 18, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: calculate, based upon the sales data, marketing performance data including cost per lead data, a cost per sale data, and return of investment data for each of the selected ad types implemented by the marketing campaign; and generate, for transmission to the marketing services purchaser computer system, an interface depicting the cost per lead data, the cost per sale data, and the return of investment data for each of the selected ad types implemented by the marketing campaign.
14. The hub computer platform of claim 13, wherein the one or more interfaces configured to obtain planning data include interfaces configured to obtain trigger condition data for determining whether an adjustment of the marketing campaigns is required; wherein the determination of whether an adjustment of the marketing campaigns is required is based upon a comparison of the sales data to the trigger condition data; wherein the trigger condition data comprises one or more percentages below a target sales level; wherein, when the sales data indicates that the sales were one of the one or more percentages below the target sales level, an adjustment of the marketing campaigns is required; wherein the trigger data further comprises data indicative of a type of campaign to be implemented when the trigger condition occurs for each of the one or more percentages below the target sales level.
15. A system for facilitating interaction between marketing service purchaser computer systems and marketing service provider computer systems, comprising: one or more marketing service purchaser computer systems; one or more marketing service provider computer systems; and a hub computer platform for facilitating interaction between marketing service purchaser computer systems and marketing service provider computer systems, comprising: one or more data storage devices configured to store budget data, marketing plan data, launching data, and reporting data for at least one marketing service purchaser and performance history and task data for at least one marketing service provider; one or more computer processors in communication with the one or more data storage devices; a communications device in communication with the one or more computer processors and the one or more data storage devices, and in communication with at least one marketing service purchaser computer system and at least one marketing service provider computer system; and a memory, coupled to the one or more computer processors, storing program instructions which, when executed by the one or more computer processors, cause the one or more computer processors to: generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to receive background data concerning the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to obtain budget data concerning the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces based upon the obtained budget data configured to obtain selection of specific budget terms to be applied to a marketing campaign for the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to obtain planning data concerning types and quantities of marketing campaigns to be implemented based upon the obtained budget data and the selected budget terms; generate, for transmission by the communications device to the at least one marketing service purchaser computer system and the one or more marketing service provider computer systems, based on the budget data, the selected budget items, and the planning data, a calendar of marketing campaigns to be implemented by one or more service providers for the service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces for launching, by the at least one marketing service purchaser, the marketing campaigns identified in the calendar of marketing campaigns, wherein the one or more interfaces includes an interface with tasks for assignment to the one or more marketing service providers; responsive to assignment of the tasks to the one or more marketing service providers by the marketing service purchaser, generate, for transmission by the communications device to the one or more marketing service provider computer systems, one or more interfaces specifying the tasks to each of the one or more marketing service providers; responsive to the launching of the marketing campaigns, receiving sales data from the marketing service purchaser computer system which reports the sales generated after the launching of the marketing campaigns; responsive to receipt of the sales data relating to the sales generated after launching of the marketing campaigns, determining, based upon the sales data, if an adjustment of the marketing campaigns is required; responsive to determination that the adjustment is required, adjusting the calendar of marketing campaigns to add additional marketing campaigns and launching the additional marketing campaigns; and repeating the reporting, adjusting, and launching steps based upon the reported sales data.
16. The system of claim 15, further comprising a sales data API accessible by the at least one marketing service purchaser computer system and configured for enabling the at least one marketing service purchaser computer system to provide the sales data to the hub computer platform.
17. The system of claim 15, wherein the one or more interfaces configured to obtain planning data include interfaces configured to obtain trigger condition data for determining whether an adjustment of the marketing campaigns is required; wherein the determination of whether an adjustment of the marketing campaigns is required is based upon a comparison of sales data to the trigger condition data.
18. A hub computer platform for facilitating interaction between marketing service purchaser computer systems of marketing service purchasers and marketing service provider computer systems or marketing service providers, comprising: one or more data storage devices configured to store budget data, marketing plan data, launching data, and reporting data for at least one marketing service purchaser and performance history and task data for a plurality of marketing service providers; one or more computer processors in communication with the one or more data storage devices; a communications device in communication with the one or more computer processors and the one or more data storage devices, and in communication with at least one marketing service purchaser computer system and one or more marketing service provider computer systems; and a memory, coupled to the one or more computer processors, storing program instructions which, when executed by the one or more computer processors, cause the one or more computer processors to: generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to receive background data concerning the marketing service purchaser; provide, for transmission by the communications device to the at least one marketing service purchaser computer system, a budget data API configured for enabling the at least one marketing service purchaser computer system to automatically provide the budget data to the hub computer platform; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces based upon the provided budget data configured to obtain selection of specific budget terms to be applied to a marketing campaign for the marketing service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces configured to obtain planning data concerning types and quantities of marketing campaigns to be implemented based upon the obtained budget data and the selected budget terms; generate, for transmission by the communications device to the at least one marketing service purchaser computer system and the one or more marketing service provider computer systems, based on the budget data, the selected budget items, and the planning data, a calendar of marketing campaigns to be implemented by one or more service providers for the service purchaser; generate, for transmission by the communications device to the at least one marketing service purchaser computer system, one or more interfaces for launching, by the at least one marketing service purchaser, the marketing campaigns identified in the calendar of marketing campaigns, wherein the one or more interfaces includes an interface with tasks for assignment to the one or more marketing service providers; responsive to assignment of the tasks to the one or more marketing service providers by the marketing service purchaser, generate, for transmission by the communications device to the one or more marketing service provider computer systems, one or more interfaces specifying the tasks to each of the one or more marketing service providers; provide, for transmission by the communications device to the at least one marketing service purchaser computer system, a sales data API configured for enabling the at least one marketing service purchaser computer system to automatically report, to the hub computer platform, the sales generated after the launching of the marketing campaigns; responsive to receipt of the sales data relating to the sales generated after launching of the marketing campaigns, determining, based upon the sales data, if an adjustment of the marketing campaigns is required; responsive to determination that the adjustment is required, adjusting the calendar of marketing campaigns to add additional marketing campaigns and launching the additional marketing campaigns; and repeating the reporting, adjusting, and launching steps based upon the reported sales data.
19. The hub computer platform of claim 18, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: automatically generate, upon completion of a service for a customer, for transmission to a customer computer system, a referral request for referring the marketing services purchaser, wherein the referral request includes information relating to a potential reward for one or more referrals and a forwardable electronic message including the referral; generate, for transmission to the marketing services purchaser computer system, a user interface for receiving and storing referral information relating to a customer; determining, based upon the received and stored referral information relating to a customer, whether the customer qualifies for a reward.
20. The hub computer platform of claim 18, wherein the memory further stores instructions that, when executed, cause the one or more computer processors to: access at least one third party computer system comprising a marketing channel on which the marketing services purchaser has existing advertising; compare, based upon the access of the at least one third party computer system, the existing advertising on the marketing channel to a checklist of desired marketing on the marketing channel; wherein generation of the interfaces including the tasks for assignment to the one or more marketing service providers is based upon the comparison of the existing advertising to the checklist of desired marketing.
Description
BRIEF DESCRIPTION OF THE DRAWINGS
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DETAILED DESCRIPTION
[0058] To provide an overall understanding of the invention, certain illustrative embodiments will now be described, including systems and methods for implementing a centralized hub computer platform. However, it will be understood by one of ordinary skill in the art that the systems and methods described herein may be adapted and modified as is appropriate for the application being addressed and that the systems and methods described herein may be employed in other suitable applications, and that such other additions and modifications will not depart from the scope thereof.
[0059] In the embodiment illustrated in
[0060] The application servers 212 are responsible for interacting with the Purchasing Company Computer System 210, and Provider Company Computer Systems such as Marketing Company Computer Systems 250, 260, and 270 and Freelancer Computer Systems 220, 230, and 240. For example, the application servers 212 store and execute software for generating web pages for communication to the Purchasing Company Computer System 210, Marketing Company Computer Systems 250, 260, and 270, and Freelancer Computer Systems 220, 230, and 240. These web pages serve as user interfaces for the Purchasing Company Computer System 230, Marketing Company Computer Systems 250, 260, and 270, and Freelancer Computer Systems 220, 230, and 240 to interact with the hub computer system 204. In embodiments, alternatively, or in addition, one or more of the application servers 212 may be configured to communicate with thin or thick clients operating on the Purchasing Company Computer System 210, Marketing Company Computer Systems 250, 260, and 270, and Freelancer Computer Systems 220. Load balancing proxy servers 214 may operate to distribute the load among application servers 212. Although not shown, the system may further include freelancer and advertising agency computer systems for freelancers and advertising agencies working for marketing companies or DIY companies (and associated marketing company computer systems and DIY computer systems) which have hired freelancers and advertising agencies, and business entities and consultants providing business services to companies seeking business services, and the business entity systems (and associated business consultant computer systems). While
[0061] The Purchasing Company database 216 stores information about marketing campaigns and tasks developed on the hub computer system 204. For each purchasing company, the database 216 includes for example and without limitation, the following data: industry data, geographical data, budgeting data, responsibility and contact data, marketing requirements data, historical marketing performance data, marketing campaign data, ad schedule data, performance trigger data, and performance summary data. Additionally, a Provider Company database 218 includes information related to providers of marketing services such as marketing companies and freelance marketing service providers, and may include for each provider company, for example and without limitation, the following data: company or freelance provider name, company or freelance provider rating, company or freelance provider reviews, company or freelance provider skills, company or freelance provider cost per lead, company or freelance provider cost per sale, company or freelance provider performance percentage on spend, company or freelance provider flat rate marketing management, and whether the company or freelance provider is accepting customers. In embodiments, a single database may be used for storing data from both the Purchaser Company database 216 and the Provider Company database 218. A logical database may be stored in one or more physical data storage devices which may be co-located or located at different facilities.
[0062] The processing unit 220 is configured for generating a marketing campaign for a Purchaser Company that is to be carried out by a Provider Company. The processing unit 220 may comprise multiple separate processors, such as a content processor, which retrieves content from client sources such as client budgeting and marketing databases, over the communications network (depicted as the lines connecting the different computer systems in
[0063] The hub terminal 222 may provide various user interfaces to hub company employees to interact with the processing system 220. The interfaces include, without limitation, interfaces to communicate with a Purchaser Company to guide the company in the development of a Marketing Campaign. For example, hub employees may be able to retrieve interfaces with information on budgeting and marketing entities when assisting purchaser companies with developing marketing campaigns. The hub terminals 222 can be any computing devices suitable for carrying out the processes described above, including personal computers, laptop computers, personal digital computers, smart phones, servers, and other computing devices.
[0064] The Purchasing Company Computer System 210, and Provider Company Computer Systems such as Marketing Company Computer Systems 250, 260, and 270 and Freelancer Computer Systems 220, 230, and 240 can be any computing devices suitable for carrying out the processes described above, including personal computers, laptop computers, personal digital computers, smart phones, servers, and other computing devices. In an embodiment, the Purchasing Company Computer System 210 and the Marketing Company Computer Systems 250, 260, and 270 may comprise enterprise computer systems that include accounting and/or marketing subsystems. The Purchasing Company Computer Systems 210 and the Marketing Company Computer Systems 250, 260, and 270 may have application programming interfaces (APIs) that are configured to permit the Hub Computer System to access financial and sales data, and scheduling data, relevant to the generation, monitoring, and updating of Marketing Campaigns developed using the Hub Computer System.
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[0066] The hub computer system 204 may be configured in a distributed architecture, wherein databases and processors are housed in separate units or locations. The hub computer system 204 may also be implemented as a server located either on site. Some such units perform primary processing functions and contain at a minimum a general controller or a processor 302 and a system memory 308. In such an embodiment, each of these units is attached via the network interface unit 304 to a communications hub or port (not shown) that serves as a primary communication link with other servers, client or user computers and other related devices. The communications hub or port may have minimal processing capability itself, serving primarily as a communications router. A variety of communications protocols may be part of the system, including, but not limited to: Ethernet, SAP, SAS™, ATP, BLUETOOTH™, GSM and TCP/IP.
[0067] The CPU 302 comprises a processor, such as one or more microprocessors and one or more supplementary co-processors such as math co-processors for offloading workload from the CPU 302. The CPU 302 is in communication with the network interface unit 304 and the input/output controller 306, through which the CPU 302 communicates with other devices such as other servers, user terminals, or devices. The network interface unit 304 and/or the input/output controller 206 may include multiple communication channels for simultaneous communication with, for example, other processors, servers or client terminals. Devices in communication with each other need not be continually transmitting to each other. On the contrary, such devices need only transmit to each other as necessary, may actually refrain from exchanging data most of the time, and may require several steps to be performed to establish a communication link between the devices.
[0068] The CPU 302 is also in communication with the data storage device 314. The data storage device 314 may comprise an appropriate combination of magnetic, optical and/or semiconductor memory, and may include, for example, RAM, ROM, flash drive, an optical disc such as a compact disc and/or a hard disk or drive. The CPU 302 and the data storage device 314 each may be, for example, located entirely within a single computer or other computing device; or connected to each other by a communication medium, such as a USB port, serial port cable, a coaxial cable, an Ethernet type cable, a telephone line, a radio frequency transceiver or other similar wireless or wired medium or combination of the foregoing. For example, the CPU 302 may be connected to the data storage device 314 via the network interface unit 304.
[0069] The CPU 302 may be configured to perform one or more particular processing functions. For example, the hub computer system 304 may be configured as a user interface processor. The user interface processor may be configured to generate a series of user interfaces for obtaining marketing-related data from entities seeking to purchase marketing services. The user interface processor may generate interfaces using text, images, or other formats delivered through HTML, SVG, Java applets, Adobe FLASH, Adobe SHOCKWAVE, Microsoft SILVERLIGHT, or other web formats or applications. In embodiments, the hub computer system 304 or another similar computing device may be configured as a predictive model processor.
[0070] The data storage device 314 may store, for example, (i) an operating system 316 for the hub computer system 204; (ii) one or more applications 318 (e.g., computer program code and/or a computer program product) adapted to direct the CPU 302 in accordance with the present invention, and particularly in accordance with the processes described in detail with regard to the CPU 302; and/or (iii) database(s) 320 adapted to store information that may be utilized to store information required by the program.
[0071] The operating system 316 and/or applications 318 may be stored, for example, in a compressed, uncompiled and/or an encrypted format, and may include computer program code. The instructions of the program may be read into a main memory of the processor from a computer-readable medium other than the data storage device 314, such as from the ROM 312 or from the RAM 310. While execution of sequences of instructions in the program causes the CPU 302 to perform the process steps described herein, hard-wired circuitry may be used in place of, or in combination with, software instructions for implementation of the processes of the present invention. Thus, embodiments of the present invention are not limited to any specific combination of hardware and software.
[0072] Suitable computer program code may be provided for generating the interfaces required by the hub computer system to interface the functionality required by the purchasing companies, the marketing companies, and the freelancers. The program also may include program elements such as an operating system, a database management system and “device drivers” that allow the processor to interface with computer peripheral devices (e.g., a video display, a keyboard, a computer mouse, etc.) via the input/output controller 306.
[0073] The term “computer-readable medium” as used herein refers to any non-transitory medium that provides or participates in providing instructions to the processor of the computing device (or any other processor of a device described herein) for execution. Such a medium may take many forms, including but not limited to, non-volatile media and volatile media. Non-volatile media include, for example, optical, magnetic, or opto-magnetic disks, or integrated circuit memory, such as flash memory. Volatile media include dynamic random access memory (DRAM), which typically constitutes the main memory. Common forms of computer-readable media include, for example, a floppy disk, a flexible disk, hard disk, magnetic tape, any other magnetic medium, a CD-ROM, DVD, any other optical medium, punch cards, paper tape, any other physical medium with patterns of holes, a RAM, a PROM, an EPROM or EEPROM (electronically erasable programmable read-only memory), a FLASH-EEPROM, any other memory chip or cartridge, or any other non-transitory medium from which a computer can read.
[0074] Various forms of computer readable media may be involved in carrying one or more sequences of one or more instructions to the CPU 302 (or any other processor of a device described herein) for execution. For example, the instructions may initially be borne on a magnetic disk of a remote computer (not shown). The remote computer can load the instructions into its dynamic memory and send the instructions over an Ethernet connection, cable line, or even telephone line using a modem. A communications device local to a computing device (e.g., a server) can receive the data on the respective communications line and place the data on a system bus for the processor. The system bus carries the data to main memory, from which the processor retrieves and executes the instructions. The instructions received by main memory may optionally be stored in memory either before or after execution by the processor. In addition, instructions may be received via a communication port as electrical, electromagnetic or optical signals, which are exemplary forms of wireless communications or data streams that carry various types of information.
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[0076] Generally, at step 402, the hub computer system may be configured to generate user interfaces for obtaining general budgeting information for the company seeking marketing services. In embodiments, the hub computer system may be configured to query the company for budgeting information by
The budget and growth input into the interface can be performed for the company, department category or all-inclusive for any number of months.
[0084] The hub computer system may then include programming to generate a budget for the company. In an embodiment, that programming may include dividing the total budget by the number of months, and then the total sales by month as a percentage of total to create a bench mark straight line budget for each month.
[0085] At step 404, the hub computer system may be configured to generate user interfaces for selecting a budget to be spent for marketing services by the company. The system may be configured to add or subtract the dollars to each month based on if the month is above or below baseline. If the volume is below the budget increases the reciprocal of that months percentage. In addition, the hub computer system may include functionality to adjust each months budget, such as to increase the budget during known slow months. Exemplary tables or spreadsheets 414, 416 that may be generated based upon the budgeting information are depicted in
[0086] As shown In
The system is configured to take 100 percent of the total and divide it by the monthly percentage for each month.
[0090] At step 406, the hub computer system may be configured to generate user interfaces for planning the advertising to be purchased with the marketing budget selected at step 404. The planning includes interface 418 for deciding where to advertise (See
[0091] In embodiments, the planning step may include user interfaces for setting performance triggers that activate marketing campaign increases or decreases depending on the sales and schedule. The triggers may be used to automate the marketing buys. The system is configured to update the marketing spends based on real-time dollar results to goals set on a daily level and trend budget setting before action is taken. User interfaces may be provided to set different marketing campaigns to be implemented based on sales and schedule targets, activity, and goals being achieved or not achieved.
[0092] Planning may further include generation of interfaces 430 including a performance summary (
[0093] At step 408, the hub computer system may be configured to generate user interfaces for “launching” of the marketing campaigns developed using the planning user interfaces. Once a marketing strategy is agreed by and signed off by the responsible person in the planning step, during the launch step the creative elements for the marketing campaign are developed for all the different media/campaign types. In an embodiment, the sign off by the responsible persons may be completed two months prior to launch, with details regarding the campaign stored in a file waiting for launch. Once launch is started, each responsible party (identified in the planning step) is responsible for launching all of their responsibilities based on time triggers that are adjustable by company and vendor requirements.
[0094] During the launch step, the system may generate a flow chart 438 of all activities for the launch, as in
[0095] In an embodiment, the hub computer system is configured to generate a comprehensive marketing campaign or to otherwise suggest tasks that should be performed to achieve the company's performance goals. The campaign could include a set of marketing tasks (e.g., seed positive reviews, respond to negative reviews, advertisements, etc.) and outlets on which the tasks should be performed (e.g., Google®, Clipper, Postcard, etc.). The generated marketing tasks may be based upon the marketing budget, the sales goals for the company, the expected performance of the marketing tasks based upon historical marketing information, and any other information provided to the hub computer system or any other information to which the hub computer system has access. The hub computer system is programmed with “formulas” or “recipes” that are used to implement the marketing campaign, which formulas specify the tasks (i.e., ingredients) to be performed to achieve the sales goals for the company. The formulas may be based upon historical marketing task performance data for the company or for other similar companies, which may be used to predict the particular results that can be expected based upon the implementation of particular marketing tasks and campaigns. In an embodiment, the hub computer system may include predictive models, which are trained using historical marketing information, geographic data, budget data, sales goals, performance data, and any other information provided to the hub computer system or any other information to which the hub computer system has access. After the predictive model is trained, it may be used to process geographic data, budget data, sales goals, performance data, and other data to generate a formula or recipe of marketing tasks needed to be performed to achieve a sales goal for a company.
[0096] By way of example, the system may be programmed with a specific predictive application, namely, a forecast model, which operates on metric value prediction, estimating numeric value for new data based on learnings from historical data, and which model receives multiple input parameters including those parameters described herein above. This particular model may be used, in contrast to other such models such as a classification model, clustering model, and/or outlier/anomaly model. In an embodiment, thresholds are set for specific values (e.g. dollar values or number of items sold) of the marketing budget and proposed sales goal amounts, in correlation with external data sets reflecting performance expectations of the specific marketing task items, and further based upon historical marketing information. The system utilizes the predictive model as part of a feedback loop in order to control the implementation and/or activation or termination of specific actions, according to a programmed risk tolerance/risk aversion table based on specific parameter values (if you want to add anything associated with specific parameter values here, go ahead . . . “such as X, Y, and/or Z”).
[0097] As used herein, the phrase “predictive model” refers to any of a class of algorithms that are used to understand relative factors contributing to an outcome, estimate unknown outcomes, discover trends, and/or make other estimations based on a data set of factors collected across prior experience such as results from prior marketing tasks and campaigns. A predictive model might also refer to, but is not limited to, methods such as ordinary least squares regression, logistic regression, decision trees, neural networks, generalized linear models, and/or Bayesian models.
[0098] For each individual task, interfaces may be generated depicting available marketing companies capable of performing the task. Interfaces 444 may also show freelancers (
[0099] During the launch step, the system is also configured to provide interfaces 448 for communicating with a selected marketing company or freelancer, such as shown in
[0100] During the launch step, the system may also be configured to generate user interfaces 452 that depict the progress of campaigns and individual tasks within each campaign.
[0101] At step 410, the hub computer system may be configured to generate user interfaces for “reporting” relating to the effectiveness of marketing campaigns developed using the planning user interfaces and implemented by the launch user interfaces. For example, the system may be configured to generate a performance summary spreadsheet 454 (
[0102] In the embodiment in which a performance summary spreadsheet is generated by the system, the sales data must be provided to the system so that the spreadsheet may be generated. The hub system may be configured to generate user interfaces that provide the user company the option to automatically or manually provide the sales data. When the user selects the automatic option, the user may be presented with an API to configure the automatic provision of sales data from the company's sales data system to the hub. When the user selects the manual option, the hub system may be configured to prompt the user for the sales data periodically. In embodiments, the hub system may receive data feeds from the company's accounting (sales) software, scheduling software, and a weather feed, which data together may be used by the hub system to fill a schedule board with leads and sales based in real time data 458.
[0103] As noted, the hub system may be configured to receive a data feed from a company's schedule software. A company may use scheduling software to provide for labor load management, which is one of the keys to a profitable business. For example, a service industry may use scheduling software to try to optimize its labor usage at 100%. While 100% labor usage is difficult to attain because of travel time and service demand changes, it is a goal to optimize the labor usage.
[0104] The hub system may use the scheduling software data, and the information about available labor during different times, to optimize the advertising and marketing. For example, a company may typically have a stable labor force, but may have busy seasons and slow seasons. A marketing plan that accounts for these busy and slow seasons may be used to optimize labor usage. For example, during slow periods, marketing may be increased based on demand of the hourly schedule, with a 3 day view. On the other hand, if the company is a company whose workload is weather driven and a heat wave is coming in three days, the company could avoid surplus business above the level of its labor force capabilities by not advertising before the heat wave, because it is anticipated that work will naturally come in to the business during the heat wave. By way of further example, a roofing company may not advertise within 3 days of an expected rain storm, because work will naturally come in and excess work above the labor capabilities is undesirable. During these times demand-based companies do not need additional marketing and their brand and customer base keeps them at capacity with all the overtime the workers can handle. For shoulder times and slow times the company can use the hub computer platform to create and launch marketing campaigns with specials and incentives to get customers to take action and buy now. The companies scheduling software API will communicate with the platform and constantly show the labor capacity of the schedule for the week and beyond. The use of the scheduling data allows the hub computer platform and users to constantly adjust marketing to high value targets across all marketing channels, vendors, and platforms as constantly needed.
[0105] In a further embodiment, the hub computer platform may include a weather module that is linked to an Internet-based weather application. The weather module may be configured to receive a feed of weather data from a network based (e.g. Internet-based) weather application including one or more of temperature data, wind data, and precipitation data, or the weather module may be configured to monitor weather data displayed or otherwise provided by the Internet-based weather application. The weather data may typically include current local weather data as well as projected (e.g. two, five, seven or ten day) weather forecasts for a user selected region.
[0106] The hub computer platform may use weather data received or monitored by the weather module to activate one or more software triggers adapted to launch or delay the launch of marketing campaigns. The hub computer platform may provide graphical interfaces for setting weather-based triggers using data from the weather module. For example, as noted, a roofing company may not want to advertise within 3 days of an expected rain storm, because work will naturally be generated due to the storm and excess work above the labor capabilities is undesirable. The hub computer platform may provide a user with graphical interfaces that allow the user to set a weather-based trigger for delaying the launch of marketing campaigns based upon parameters of weather data. For example, if the company is a roofing company, the company may use the interfaces for setting a weather-based trigger to cause a timing delay in a scheduled launch of one or more marketing campaigns if, for example, precipitation over a certain threshold amount is expected over a select time interval, such as one-half inch of rain (or other quantitative physical data parameter) each day for 3 consecutive days (or user/device selectable period) projected within a given geographic region. Alternatively, the program interfaces may allow setting of weather-based triggers based upon time-based averages for select time intervals, such as an average of one-half inch of rain over three consecutive days. In another alternative, the interfaces may allow the user to set weather-based triggers based upon a combination of different weather parameters, such as a trigger to delay the launch of a campaign based upon a three day average of a quarter inch of rain in combination with three days in which sustained wind gusts are predicted to be over 40 mph. In embodiments, probabilistic or predictive analyses may also be applied to the received weather data to determine whether a weather-based trigger condition is likely to occur.
[0107] By way of further example, weather-based triggers may be used to cause to expedite the launch, extension, or shortening of marketing campaigns, rather than simply the delay of campaigns. For example, a company in a retail industry, that is located in a town center (rather than in a mall), may have a marketing campaign planned for a three-day weekend. However, the company is aware that if it rains during the three-day weekend, sales will normally be lower due to the adverse weather. The company may set a weather-based trigger to prioritize or re-schedule launch of the campaign earlier than initial scheduled, to take advantage of anticipated clear weather conditions ahead of the estimated rainy-three day weekend. Alternatively, the company may set a weather-based trigger to maintain the current start date for the campaign, but extend the campaign for three days after the rainy three-day weekend when the weather is clear. In contrast, a mall retailer may recognize that mall sales increase during hot and rainy three-day weekends because people are more likely to frequent malls to take advantage of air conditioning and rain cover (as compared to a main street retailer), and may set triggers to reduce the length of campaigns (or to modify parameters of the campaign to, for example, lower a discount available during the campaign) when such conditions are predicted. Marketing campaigns may even be permanently eliminated due to weather conditions, such as when a week-long weather event like a hurricane is expected. Any combination of weather parameters may be used to set weather-based triggers that launch, delay, extend, or otherwise modify marketing campaigns.
[0108] In order to implement the launch, delay of launch, extension, or elimination of a marketing campaign, the hub computer platform is configured to identify relevant campaigns that may be affected by the occurrence of a weather-based trigger. In embodiments, this search is automated, with the hub computer platform configured to automatically perform a search of its database for pending marketing activities and campaigns generated for the user/company that set the weather-based trigger. Typically, such campaigns should be noted on a calendar of campaigns generated by the hub computer platform, and the hub computer platform is configured to search the calendar. However, the hub computer platform may also be configured to search its database of marketing activities relating to a company to identify marketing campaigns that are not on the calendar, such as last minute campaigns that are in progress that have not been completed and placed on the calendar. The system may also implement artificial intelligence (AI) algorithms or other automated processing based on marketing content using weather-related words (e.g. hot, cold, cool, mild, rain, snow, sun, flood, drought, etc.) and weather-associated words (e.g. hike, swim, walk, ride, enclosed, indoor, outdoor, etc.) and context related information to assess whether select marketing campaigns are to be subject to weather monitoring and time-based trigger actions. After the relevant campaigns have been identified, parameters of the campaign may be modified based upon the instructions configured by the user for the applicable weather-based trigger. For example, in an embodiment a timing clock associated with the launch of a campaign may be modified based upon determination of the occurrence of the weather-based trigger. The hub computer platform may also be configured to identify potentially relevant marketing campaigns that occur close-in-time before and after the weather-based trigger, to determine whether modification of such campaigns is required.
[0109] In further embodiments, the hub computer platform may be configured to generate an alert in relation to weather-based trigger conditions. For example, the alert may correspond to the identification of the potential occurrence of a weather-based trigger condition previously set up by the user, and may provide information to the user of the weather-based trigger and/or the marketing campaign modification that is being implemented by the hub computer system based upon the weather data. In other embodiments, the hub computing platform may also be configured to transmit, with the alert, user-selectable buttons to either (1) confirm the marketing campaign modification, (2) adjust the marketing campaign modification, or (3) ignore the weather event and allow the marketing campaign to be launched without modification. As noted, the hub computing system is configured for the user to identify responsible parties for different components of the marketing campaigns. In an embodiment, the alert is transmitted to the person responsible for the timing of marketing campaigns, and may generally be transmitted by email or text message. Implementation of the instructions for the weather-based trigger is thus based upon a decision provided by the user responsive to the selections provided by the alert.
[0110] Thus, implementation of the weather module in the hub computing platform permits the system to leverage third-party weather data provided by Internet-based weather applications. The weather data and weather parameters may be fed to the weather module via an Internet feed, and the hub computing platform provides graphical interfaces that permit the user to configure weather-based triggers to modify campaigns based on particular weather parameters, thresholds, and averages. The integration of the weather-based data and weather-based triggers into the hub computing platform provides for automatic timing adjustment of campaigns, and may provide for automatic adjustment of campaign parameters such as length of campaign and discounts available for a campaign, based upon the Internet-based weather data received by the weather module.
[0111] As noted, in embodiments the hub system is configured to receive data 460 directly from the company's accounting software. A connection API (
[0112] Performance of marketing companies and freelancers is also tracked by the hub system. The performance information may be provided in user interfaces to companies seeking marketing services. In an embodiment, the better a marketing company or freelancers numbers and performance are, the higher they are on a list of available companies or freelancers for performing marketing services, unless a filter is used to perform a specific search.
[0113] The marketing hub computer platform is a collaborative build. It may start with top level list and details for the company side. The process is the same for a company looking for Marketing firms. In the same way Marketing firms would use the system to find freelancers or other producers to get the projects done. The more the system is used the more valuable it becomes. The more users hire and building history and projects, the more selection companies will have to select from. In an embodiment, the business model is free to front end users and the hub is paid a percentage of buy for paid services. A software hub allows companies to use the platform for all of their marketing and tracks real time results. The software will have API's for scheduling and accounting to make sure goals are always met to the best of their ability. Marketing companies performance is always tracked with Key Performance financial numbers. This allows companies seeking marketing services to select marketers with less risk and greater results. Real time connections allows companies a daily weekly and monthly view of marketing and sales goals and automates the implementation of additional marketing spends or different campaigns as needed. Combining all marketing companies in one hub simplifies trying to find the right marketing firm or individual to a company's before the company needs them, then the hub implements all the marketing process. In an embodiment, the hub does not any marketing.
[0114] In the planning step, the system may be configured to generate interfaces for setting triggers for different campaigns or different media types to be implemented. The hub system is configured to compare the triggers to the performance summary in real time to assess which types of campaigns should be implemented to react to particular types of sales and performance data, as specified by the triggers selected by the company. Thus, the spends by the marketing provider can be based upon real time dollar results and goals set on a daily level, and trend budget setting before actions are taken, based upon the triggers. Triggers can be set for different marketing activities to be implemented based on sales and schedule targets, and whether certain activity and goals have been achieved or not achieved.
[0115]
[0116] As noted in the Background, companies often do not have the expertise to know what kind of marketing they require or to generate marketing campaigns for their business. The flowchart of
[0117] Steps 502 and 504 generally correspond to the budgeting step 410 of
In relation to these business types, the hub computer platform may be configured to generate queries to elicit information from the company. Exemplary queries include: [0123] Is your business seasonal? If so, what are your high and low seasons? [0124] Is your business weather driven? If so, is their months this is affecting business high and low times? [0125] List your months by busiest to slowest.
The hub computer platform may also be configured to generate an interface which includes an industry list 900 for consideration by the user company, such as the list shown in
[0126] In embodiments, the hub computer platform system may generate user interfaces for obtaining budgeting information. As described in relation to
[0131] The hub computer system may also generate an interface for obtaining marketing location by month information. The interface may include a sliding scale to override each month.
[0132] The hub computer system may include programming to generate a budget for the company. In an embodiment, that programming may first include dividing to total budget by the number of months. In an embodiment, the hub computer system may then be configured to use the business type by industry and the location for sales by month input as a percentage of total to create a bench mark straight line for each month. In addition, the hub may be configured to add or subtract the dollars to each month based on if the month is above or below baseline. If the volume is below the budget increases the reciprocal of that months percentage.
[0133] In an embodiment, the budget is made by the month. The hub system may be configured to select the percentage of business by month based on the selection of industry and location region. These numbers may be requested and given by local distributors of products the business is selling by department. Dividing the yearly budget by 12 provides a flat line monthly budget.
[0134] In further embodiments, the user interface may include instructions for providing budgeting information directly from accounting software of the purchasing company computer system. In addition, the hub computer platform may store data indicative of benchmarks for sales volume by industry, which data may also be used to generate the sales goals and marketing budget for the company.
[0135] At step 504, the system may be configured to generate a user interface depicting a Monthly Marketing Budget Spreadsheet Based Upon the received Industry and Budgeting Information. An exemplary user interface 414 generated at step 504 is depicted in
[0136] Steps 506 to 520 generally correspond to the selecting (420) and planning (430) steps of
[0137] At step 508, the system may be configured to generate user interfaces for Obtaining Marketing Requirements for the Year (Interfaces Dependent on Industry). An exemplary user interface 558 generated at step 508 is depicted in
[0138] At step 510, the system may be configured to generate a user interface depicting a Table of Historical Marketing Performance of Diff Ad Types. Exemplary user interfaces 536, 538 generated at step 510 are depicted in
[0139] Interface 538 of
[0140] At step 514, the system may be configured to generate a user interface depicting a Spreadsheet with Campaign Depicting How Marketing Requirements Are Met with Ad Types based upon historical Marketing Performance.
[0141] At step 516, the system may be configured to generate a user interface depicting a Generate Schedule of Ads based Upon Gross Monthly Sales, Campaign Performance, and Budget. Exemplary user Interfaces 542, 544, 546, 548 generated at step 516 are depicted in
[0142] As shown in
[0143]
[0144] At step 518, the system may be configured to generate user interfaces for Obtaining Performance Triggers. Exemplary user interfaces generated at step 518 are depicted in
[0145] At step 520, the hub computer system is configured to automatically generate a calendar (
[0146] In embodiments, the calendar 556 of
[0147] As discussed in relation to
[0148] In another embodiment, a combination of sales goals and profit goals may be used to generate the types and amount of marketing performed for the entity for the spreadsheet. In this embodiment, initial graphical interfaces of step 502 in
[0149] Steps 524-532 generally correspond to the launching step 440 of
[0150] At step 524, the system may generate a flow chart 438 of all activities for the launch, as shown in
[0151] At step 526, the system may generate an interface with different campaigns from which the responsible party may select, such as the interface 440 shown in
[0152] As will be understood, the data in
[0153] In embodiments, the hub computer system provides a production center, which includes user interfaces of the listings and reviews for marketing companies and freelancers, as well as user interfaces for providing a task-based approach to the fulfillment of marketing campaigns. The Production Center is where companies go to review and hire marketing companies, and where freelancers can be hired for tasks.
[0154] The Production Center of the hub computer system is where marketing companies go to get their work done, with consistency of both work and procedure/protocol, and not limited to a location from which to engage freelancers. Local companies would go to the Marketplace to review and hire Marketing Companies to do the marketing. The production center is designed for the marketing companies' production of pre-specified individual detailed process and procedure for each task and freelancer skills to implement. Keeping business process & procedures consistent from individual small project up to and including a full list of tasks to complete a project. The self-contained control board is the hub for all activity.
[0155] The features of the hub production center includes: [0156] 1. Lists of marketing projects by category [0157] 2. Lists of marketing projects by sub category [0158] 3. List of price range by approved freelancer [0159] 4. Lists of relevant projects skills with tasks and full blueprint [0160] 5. Each task and blue print has predetermined process for project [0161] 6. Each process has predetermined procedure to follow for each task of the Blue Print [0162] 7. Each process has predetermined procedure to follow for each task with timing, occurrence and more [0163] 8. List of freelancers with time to start and complete, price and rating [0164] 9. Pre-determined process for each step with instructions in content, charts or video's. [0165] 10. Platform collaboration constantly improving products, instructions and blue prints. Think of a Wiki for marketing procedures and blue prints [0166] 11. Communications control board for all communications [0167] 12. Control Board lists categories of set up tasks to do and implementation [0168] 13. Control Board lists Project, To do, Needs review, Done [0169] 14. Control Board provides above work flow in real time. Acceptance, Start, percentage of completion, expected end time, reviews, approval [0170] 15. All communications are on control board text, and video [0171] 16. Freelancers are given user names and never identified [0172] 17. The marketing company can have multiple users [0173] 18. The marketing company can have multiple projects [0174] 19. Payments are made through the control board platform [0175] 20. Marketing company shares and blueprints and gets royalties [0176] 21. The freelancer's reviews have filter by location, language, reviews, price, value of work completed, Individual or part of a larger firm, availability, education, and samples.
[0177] The production center provides for advantages to freelancers, allowing them to review information before accepting an assignment. Prior to freelancer acceptance, the freelancer can review the company: [0178] Company reviews [0179] Success rating [0180] Payment volume [0181] Completion success [0182] Type of company [0183] Age of business [0184] Amount of work they will provide [0185] Type of work they do [0186] Fluency of Language [0187] Location of business
[0188] Each of the above features and capabilities may be implemented within the computerized system and platform described herein to provide and generate displays, images, interactive features, analyses, and program results for each of the above enumerated items. By way of example, such items include a single display listing of marketing projects by category, with market companies identified alongside relevant categorical markings and company designation information; SEO display page and results, including selection criteria; Lists of relevant projects skills with tasks and or full blueprint, each task and blue print having a predetermined process for project.
[0189] In an exemplary embodiment, large and small blue print displays may be created, with large blue prints having many tasks and each task having multiple instructions configured in a work flow model (in contrast to, e.g. other models such as a mind map). Each process has predetermined procedure to follow for each task of the Blue Print. Moreover, each process has a predetermined procedure to follow for each task with timing requirements, occurrence requirements, and the like.
[0190] Further the system, operates to display a list of freelancers with time to start and complete, price and ratings information displayed/displayable on the screen, and pre-determined processes for each step with instructions in content, charts or videos. Further still, platform collaboration is enabled for constantly improving products, instructions and blue prints, with the system providing a display area for adding marketing procedures and blue prints as headings. A Communications control board for all communications enables the image to now be tied into the heading. In an embodiment, the Control Board lists categories of set up tasks to be performed and implementation. In an embodiment, the Control Board lists Projects, To do Actions, Needs Review Alerts, and Done Status to facilitate interactive operation. The Control Board provides the above work flow in real time, including but not limited to Acceptance, Start, Percentage of Completion, Expected End Time, Reviews, and Approval. In an embodiment, all communications are on control board text, and video. In operation, Freelancers are provided user names and anonymized such that actual names/addresses are not identified. In an embodiment, the marketing company can have multiple users. In an embodiment, the marketing company can have multiple projects. In an embodiment, payments are made through the control board platform with prepaid credits or dollars. Credits may be used due to international business considerations. In an embodiment, the system enables a marketing company which shares process and procedures for tasks and blueprints to calculate and obtain royalties with each sale of use. Three tier royalty may be implemented based on the volume sold and inventory of blue prints. The system enables the freelancer's reviews for filtering by location, language, reviews, price, value of work completed, by individual or part of a larger firm, availability, education, and samples.
[0191] The task-based approach of the hub computer system differs significantly from existing processes used to perform marketing campaigns. For example, one existing system uses custom details of an assignment to identify freelancers. Another system identifies freelancers based upon their skill. Yet another system selects freelancers based upon the work description of a project. These approaches are inefficient for selecting freelancers and marketing companies, and involve time consuming interview processes. The approaches often lead to hiring based upon style, with frequent employment turnover and inconsistent work among multiple freelancers. In addition, these approaches do not scale with consistency.
[0192] In contrast, the task-based approach implemented by the hub computer platform is configured for the marketing companies' production of pre-specified individual detailed process and procedure for each task and freelancer skills to implement. The approach provides for keeping business process and procedures consistent from individual small projects up to and including a full list of tasks to complete a project. A self-contained control board generated by the hub provides the center for all market launch activity. The hub computer platform includes functionality to generate lists of marketing projects by category, lists of marketing projects by sub category, a list of price range by approved freelancer, and lists of relevant projects skills with tasks and full blueprint. In addition, the hub computer platform is configured to associate a blue print and procedure for each task—each task and blue print has a predetermined process for a project, each process has a predetermined procedure to follow for each task of the Blue Print, and each process has a predetermined procedure to follow for each task with timing, occurrence, and more.
[0193] The hub computer platform is configured to provide the production center with numerous other features and functionality. In embodiments the hub computer platform is configured to provide additional functionality features including: [0194] Generating a list of freelancers with time to start and complete, price and rating; [0195] Generating pre-determined processes for each step with instructions in content, charts or videos; [0196] Collaboration functionality for improving products, instructions, and blue prints; [0197] A communications Control Board for all communications between responsible parties of the company, marketing companies, business consultants, freelancers, and other involved parties, including audio, video, and text; [0198] A Control Board that lists categories of set up tasks to do and implementation; [0199] A Control Board that lists Project, To do, Needs review, and Done; [0200] A Control Board that provides above work flow in real time. Acceptance, Start, percentage of completion, expected end time, reviews, approval; [0201] Naming functionality for providing Freelancers user names so they are not identified; [0202] Assignment of users for the marketing company to access the hub computer platform, including multiple users; [0203] Generating multiple projects for each marketing company; [0204] Payment functionality through the Control Board platform for payment of marketing companies, freelancers, and business consultants, with prepaid credits or currency; [0205] Functionality to set up royalties for the sharing of marketing plans, process and procedures for tasks, and blueprints; and [0206] Functionality for filtering freelancer reviews by location, language, reviews, price, value of work completed, Individual or part of a larger firm, availability, education, and samples. [0207] Functionality for freelancers to review the company seeking marketing services or a marketing company seeking details, before accepting a project or task, based upon information such as Company Reviews, Success rating, Payment volume, Completion success, Type of company, Age of business, Amount of work they will provide, Type of work they do, Fluency of Language and Location of business.
The foregoing functionality is typically generated by the hub computing platform and made available to users via graphical user interfaces, to facilitate the coordinated planning and launching of marketing or business campaigns by the company seeking marketing services, the company providing marketing services, freelancers, and business consultants.
[0208] At step 532, the system is also configured to provide interfaces 448 for communicating with a selected marketing company or freelancer.
[0209]
[0210] The hub computer system may be configured to implement a formal referral system. In embodiments, in addition to facilitating planning and implementation of marketing programs by companies seeking marketing services and marketing companies/freelancers, the hub computer system may be configured to track referrals by customers. The hub computer may be configured to automatically generate emails, for customers who have completed business with the company and have indicated satisfaction with the products and/or services they received, which include a referral to a distribution list that the customer may edit. Shareable referrals for Facebook® and Twitter® may also be generated. Business generated as a result of the referral may be tracked by the referral tracking system, such as by a marketing pixel or by an ID # at the choice of the customer.
[0211] Customers may be incentivized to participate in the referral system by the implementation of a rewards system tracked by the hub computer system. For example, an HVAC company can provide a reward of a free heater tune up for every two customers referred to the HVAC company by a customer. Other rewards can be tied to local business partnerships, such as providing the customer with a gift certificate for a movie and dinner package for two, for a set level of referrals. Because the system has data relating to the cost of obtaining business, the value of the rewards can be based on that data. The rewards can scale as needed.
[0212]
[0213] After the basic data from the entity is received, the process comprises steps for generate user interfaces for planning the marketing/business services to be purchased or arranged. At Step 714, the hub computer platform may be configured to generate interfaces for the entity to set up collaboration and responsibilities of entity/company personnel. At Step 717, the hub computer platform may be configured to generate interfaces to determine whether the entity is seeking a marketing company or a business consultant. Responsive to whether the entity is seeking marketing or business services, at Step 720 the hub computer platform is configured to generate an interface that presents a marketplace of different providers of the marketing or business services. The interface includes performance filters for filtering candidates, as well as reviews and scores for different providers. At Step 723, the entity may select one of the marketing or business companies for engagement from the interface. In response, the hub computer platform may then generate interfaces for obtaining financial growth and total sales goals for the entity seeking services.
[0214] Based upon the information provided by the entity, at Step 726 the hub computer platform generates a weekly & monthly budget to reach financial goals. The budget may be provided to the entity in an interface including a table or spreadsheet.
[0215] The hub computer platform may then be configured to perform a number of steps to determine the types of advertising to be used for the entity. At Step 729, the hub computer platform may be configured to research demographics of area market segment based on relevant consumer expenditure of high value targets based on analysis of target, industry and relevant data by zip code, carrier route & block group. At Step 732, the hub computer platform is configured to select, based upon its research, high value marketing targets. At Step 735, the hub computer platform is configured to research the marketplace for best types of marketing to reach target based on marketplace numbers. At Step 738, the hub computer platform may be configured to identify the highest performing third party companies' and campaigns from the marketplace numbers, based on filters applied to the interface that shows the companies in the marketplace.
[0216] At Step 741, entity/company managers and consultants may access data on the hub computer platform, to develop a marketing strategy to reach goals using existing or new third party marketplace performance numbers across all marketing platforms. At Step 744, the entity/company may access the interface that depicts the marketplace of available marketing or business companies, to select for hire a third party marketing company as needed based on desired filters and or requirements, if a marketing company was not previously selected.
[0217] At Step 747, the hub computer platform may be configured to generate, or allow company managers and consultants to generate, an automated marketing calendar based on marketing data, budget, and strategy. The hub computer platform may be configured to generate a graphic interface depicting the calendar. At Step 750, the hub computer platform is configured to generate interfaces to allow the entity to set-up contacts for third party collaboration and responsibility of all marketing tasks. At Step 753, the Third party marketing works with company managers and or consultants and creates assets for all marketing campaigns. The hub computer platform is configured to provide for collaboration between the stakeholders and relevant parties for each asset and marketing campaign. In an embodiment of Step 756, the third party marketing entity hosts all creative assets on a collaboration section of the hub computer platform, and the hub computer platform is configured to require final approvals from all needed relevant parties.
[0218] At Step 759, the hub computer platform is configured for automated and/or manual deployment of the developed creative assets based on responsibility to advertising agencies (Google, Bing, Clipper, direct mail, web-based channels, etc.) based on the marketing calendar.
[0219] After the marketing campaigns and creative assets are deployed, sales and profits and other accounting and marketing metrics may be monitored. Thus at Step 762, the hub computer platform through API's of the company and known accounting or marketing software receives daily monitoring, reporting, and adjustment notifications for pre-set marketing and agency actions of increasing or decreasing geographic area, spend, message, or campaign types based on daily percentage of booked workload, appointments, weather, or lead rate for the day and three-day view. At Step 765, the hub computer platform may generate interfaces to enable a user to generate weekly performance notifications and online summary reporting for the company to monitor financial targets, to determine if they are being reached. At Step 768, the hub computer platform may be configured to generate interfaces to set automated alarms and trend notifications based on financial over/under differences between sales or profit goals and performance numbers.
[0220] In embodiments, the hub computer platform may also be configured to continually monitor the differences between sales or profit goals and performance numbers, and to implement pre-set marketing actions based upon the performance. For example, at Step 771, the hub computer platform may be configured to make a weekly determination as to whether to implement pre-set marketing actions with increasing or decreasing area, spend, message, or campaign types based on over/under differences. The determinations may be made based upon set trigger points. In embodiments, the hub computer platform is configured to repeat the reporting and monitoring steps. At Step 774, the hub computer platform may be configured to repeat the weekly performance summary reporting to monitor whether financial targets are being reached. At Step 777, the hub computer platform may be configured to repeat step 771 to monitor, send notifications, and determine whether predetermined actions should be implemented. At Step 780, the hub computer platform is configured to repeat the monitoring, notification, and implementation of predetermined actions.
[0221] At Step 783 of the flowchart 700, the hub computer platform may be configured to generate interfaces with reports that includes charts and information presented based upon filter selections. At Step 786, the hub computer platform may be configured to schedule and/or facilitate a monthly collaboration of management for the discussion of sales and net profit goals, and the consideration of whether additional marketing actions are needed to achieve sales and profit goals.
[0222] In embodiments, there may be conditions on use of the hub computer platform. For example, one condition could require that all communications for requests for services or provision of services are made through the platform, rather than through outside channels such as email. Such a condition will provide for a centralized location for all communications, rather than requiring entities to search their personal accounts for communications. Another condition may require that all hiring of marketing companies and freelancers be performed through the platform. This condition may again provide for improved communication and processing of marketing needs, as it centralizes all tasks and coordination of tasks. In addition, requiring hiring to be performed through the hub may increase the quality of services available, as the marketing companies, consultants, and freelancers are aware that their performance is rated on the hub. Ideally, all processes, communications, and interactions, are performed through the hub computer platform.
[0223] Centralization may also facilitate monetization of the hub computer platform. As will be understood, the creation of the hub computer platform will involve significant expenses for both hardware to house the hub computer platform and software to implement the processes and interactions of the hub computer platform. In embodiments, an entity responsible for creating and maintaining the hub computer platform may charge a fee for use of the platform by entities seeking marketing services and/or the entities providing marketing services. Any type of fee arrangement may be implemented, including but not limited to a flat fee, a percentage fee, a fee on sales generated, or a fee based upon revenue generated through placement of ads such as through the Google® Adsense program and similar programs. In embodiments, the hub computer platform may be configured to facilitate payments to marketing service providers, business consultants, and freelancers by the company seeking marketing or business services. Fees owed the hub computer platform can be assessed from the fee paid by the company seeking marketing or business services, or fees may be assessed at any other time during the marketing or business campaign development and implementation process.
[0224]
[0225] As additional companies use the hub computer platform for marketing services, the number of customers in the database will increase. The representation of the customers on a heat map provides a strong visual cue to companies considering using the hub computer platform for marketing on the reach and success of the hub computer platform. In this way, existing customers may be leveraged to encourage new customers to use the hub computer platform for marketing. The heat map may be especially useful in relation to the encouragement of companies that provide services to particular locales.
[0226] In an embodiment, the hub computer system may also include an inspection station. The Inspection station may be configured to store, generate, and apply checklists to review existing marketing, in a manner similar to how a checklist may be used in the HVAC industry to review HVAC systems. An inspection manual or automation may check each type of system, platform, or product. The assessment based upon the check list may result in a pass, an attention needed, or a fail status. Each line item on the checklist has an associated formula defining a task that can be performed by a marketing company or a freelancer in the marketplace to correct or improve the item. The bottom of each checklist may have a “Summary of work needing to be done” that is based upon the assessment made using the checklist, which may include a cost for a repair of an attention needed or fail status item on the checklist, and a recommended marketing service provider for the repair. The relevant formula (which may be defined in the performance summary spreadsheet or other spreadsheet that summarizes budget information, performance goals, and real-time performance) identifies the tasks needed to be performed to address the attention needed or fail status. The marketing services purchaser has the option to perform the tasks itself, or to have the tasks generated for assignment to a marketing services provider. In an embodiment, the inspection station of the hub computer platform may identify a recommended marketing company or freelancer for each task. After the tasks have been performed, the inspection station checklist may be reassessed to determine a status for the task. In embodiments, the inspection station could generate an order to complete the item that has failed or needs work, which may include a delivery date by which the work must be performed. In embodiments, the inspection station may be a separate module or a part of the hub computer platform.
[0227]
[0228] As noted, the inspection station includes checklists for reviewing the state of existing platforms, products, or marketing channels by the company that is seeking marketing services. The review of the state of existing marketing channels may be used to determine the additional marketing tasks that are required to achieve the sales goals of the company seeking marketing services, such as in relation to step 406 of
[0229] For example, the inspection station may include a checklist 1300 for reviewing the current state of information provided on the Google® maps interface, as shown in
[0230] Thus, the hub computer platform is configured to access at least one third party computer system comprising a marketing channel on which the marketing services purchaser has existing advertising. The hub computer platform is then configured to compare, based upon the access of the at least one third party computer system, the existing advertising on the marketing channel to a checklist of desired marketing on the marketing channel, comprising a checklist in the inspection station. After accessing the marketing channel and comparing the checklist to the marketing on the channel, the hub computer system is configured to identify the items in the checklist that need attention. The items in the checklist that need attention are tasks that need to be performed. When the hub computer platform generates interfaces including the tasks for assignment to the one or more marketing service providers, the tasks are based upon the results of the checklist, namely the tasks that were identified as needing attention. This entire process may be automated and computerized by the hub computer platform, and/or the inspection station module of the hub computer platform, so that a company needing marketing services need not perform this checklist assessment themselves.
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[0237] The inspection station may also be applied during or after completion of tasks, to assess whether the tasks have been completed. In this application, the inspection station may include checklists for reviewing status of completion of marketing tasks that were performed by either a marketing services provider company or a freelance marketing services provider, which were assigned by the company seeking marketing services. For example, if one of the tasks generate by the hub computer system is to update information on the Google maps interface, the system may be configured to pull data from the Google maps interface for the company and compare it to a checklist of the tasks that were supposed to be completed on the Google maps interface. The inspection station may be used in this manner in relation to any marketing tasks.
[0238] Steps of the methods performed herein may be performed in the order described in embodiments, or in other order, or with additional steps or with omission of one or more steps.
[0239] The methods described herein may be executed by one or more computer processors in communication with one or more data storage devices, display devices, user input devices, communication devices and other hardware devices. Such hardware devices may be co-located or location at more than physical location. In embodiments, cloud-based computing techniques, in which processing, communication and/or data storage are performed by use of third-party processing, communication and/or data storage resources of third parties, may be employed for one or more steps in the processes described herein.
[0240] Variations, modifications, and other implementations of what is described may be employed without departing from the spirit and scope of the disclosure. More specifically, any of the method and system features described above or incorporated by reference may be combined with any other suitable method, system, or device feature disclosed herein or incorporated by reference, and is within the scope of the contemplated systems and methods described herein. The systems and methods may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. The foregoing embodiments are therefore to be considered in all respects illustrative, rather than limiting of the systems and methods described herein.