Network management based on marketing message fatigue
Inventors
Pisupati, Chandra Sekhar • Ramarao, Karempudi V. • Kalyanasundaram, Preethika Sathyamangalam • Njie, JR., Samba Reyes
Assignees
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Publication Number
US-11488204-B2
Publication Date
2022-11-01
Expiration Date
Abstract
A marketing campaign management system that includes a campaign platform that categorizes intended recipient profiles corresponding to intended recipients of marketing campaign messages based on their levels of fatigue. Recipient profiles categorized as “saturated” are then sub-segmented to determine their relative levels of fatigue or saturation. The intended recipient profiles that are most fatigued are removed from a recipients list such that they will not be sent any campaigns until after a rest state has been completed. A transitional safe state ensures that the intended recipient profiles inserted back into the list are not immediately removed once again.
Core Innovation
For each of a plurality of intended recipient profiles included in a list of intended recipients, the system determines a frequency value comprising a number of times the intended recipient corresponding to the intended recipient profile has opened received campaign messages during a pre-defined preceding period of time, and determines a recency value comprising an elapsed time since the intended recipient corresponding to the intended recipient profile has opened a campaign message from the received campaign messages. Based on the frequency value and the recency value, the system determines a fatigue status for the intended recipient profile, wherein the fatigue status comprises one of saturated, undersaturated, or unsaturated.
The system determines fatigue status using conditional rules including: if the intended recipient has not been sent any campaign messages during the pre-defined preceding period of time, set the fatigue status to undersaturated; if the recency value indicates that the intended recipient has not opened any received campaign messages during the pre-defined preceding period of time, set the fatigue status to saturated; and also determining whether there is a decreased level of engagement based on a percentage response rate over the pre-defined preceding period of time and at least one prior pre-defined period of time, setting the fatigue status to saturated when engagement is decreased and setting the fatigue status to unsaturated when engagement is not decreased.
After determining the fatigue status, the system removes at least one of the intended recipient profiles from the list of intended recipients based on a determined saturated fatigue status, transmits a new campaign message to the intended recipient corresponding to each intended recipient profile remaining on the list of intended recipients, and maintains each removed intended recipient profile off the list of intended recipients for a first pre-determined period of time. In response to determining that the first pre-determined amount of time has elapsed, the system adds the removed intended recipient profile to the list of intended recipients and may transition through a rest state and a safe state with continued state attribute management and monitoring.
For each of the plurality of intended recipient profiles having a saturated fatigue status, the system maintains removal and performs re-inclusion with additional state transitions, and when the profile is returned it can have frequency and recency values updated and an updated fatigue status determined. The system further supports removing only at least one saturated intended recipient profile based on fatigue scoring, ranking, and breakpoint-based partitioning to form sub-segments, where profiles in a top-ranked sub-segment are removed.
Claims Coverage
The provided excerpt includes two independent claims. Across the independent claims, the coverage centers on determining frequency and recency per intended recipient profile, deriving a fatigue status (saturated/undersaturated/unsaturated) from those values using specified conditional rules and engagement-rate comparison, and removing saturated profiles from a recipients list for a time period and then re-adding them, with optional state-machine refinements and ranking/segmentation refinements appearing in dependent claims.
Determining frequency and recency per intended recipient profile
for each of a plurality of intended recipient profiles included in a list of intended recipients, determine a frequency value and determine a recency value, wherein the frequency value comprises a number of times the intended recipient has opened received campaign messages during a pre-defined preceding period of time, and wherein the recency value comprises an elapsed time since the intended recipient has opened a campaign message from the received campaign messages
Fatigue status determination from frequency and recency with engagement conditions
determine a fatigue status for the intended recipient profile based on the frequency value and recency value, wherein the fatigue status comprises one of saturated, undersaturated, or unsaturated, wherein determining the fatigue status further comprises conditional rules for no sends during the pre-defined preceding period, no opens during the pre-defined preceding period, and determining whether there is a decreased level of engagement based on a percentage response rate over the pre-defined preceding period of time and at least one prior pre-defined period of time
Removing saturated profiles and transmitting to remaining profiles
remove at least one of the intended recipient profiles from the list of intended recipients based on a determined saturated fatigue status, and transmit a new campaign message to the intended recipient corresponding to each of the plurality of intended recipient profiles remaining on the list of intended recipients
Maintaining removed profiles off-list for a first pre-determined period and re-adding after expiration
for each of the intended recipient profiles having a saturated fatigue status, maintain the removed intended recipient profile off the list of intended recipients for a first pre-determined period of time, and in response to determining that the first pre-determined amount of time has elapsed, add the removed intended recipient profile to the list of intended recipients
State transition with safe state monitoring and exclusion from frequency/recency computation
transition a removed intended recipient profile from a safe state to a normal state in response to expiration of a second pre-determined amount of time, and while in the safe state monitor the recipient’s responses to subsequent campaign messages while excluding the profile from being used to determine frequency and recency values
Fatigue scoring ranking and breakpoint-based segmentation for removal selection
determine saturated fatigue status for each profile in a subset, calculate fatigue scores, rank the subset from highest to lowest score, segment the ranked subset at breakpoint(s) to form sub-segments where the top-ranked sub-segment contains profiles with the highest fatigue score, and remove at least one intended recipient profile from the list of intended recipients based on the top-ranked sub-segment
The independent claims cover computing frequency and recency for each intended recipient profile, deriving a fatigue status (saturated/undersaturated/unsaturated) using conditional rules and engagement-rate comparisons, removing profiles having saturated fatigue from the recipients list, transmitting campaigns only to remaining profiles, and maintaining removed profiles off-list for a first pre-determined period before adding them back. Dependent claims shown in the excerpt further cover safe-state transitions with monitored responses and excluding profiles from frequency/recency computation, and selecting which saturated profiles to remove using fatigue scoring, ranking, and breakpoint-based sub-segmentation.
Stated Advantages
Reducing online campaign traffic based on user saturation.
Documented Applications
Reducing online campaign traffic based on user saturation by managing transmissions to intended recipient profiles using frequency, recency, and fatigue status.
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