Generation and Management of a Promotional Campaign
Aspects of the disclosure include generation and management of promotional campaigns that can provide a satisfactory performance for a specific amount of resources allocated to the campaigns. In one aspect, at least one of the promotional campaigns can be distributed via media channels that pertain to an organization that administers the promotional campaigns and/or media channels associated with a third-party partner (e.g., a syndication or reseller partner) of such an organization. In another aspect, a promotional campaign can be developed for a predetermined resource allocation, where the promotional campaign can include satisfactory offers that can reach a satisfactory audience at an adequate time via an adequate distribution channel. In order to attain an adequate level of transactions, the promotional campaign can be dynamically restructured based on performance of the campaign across distribution channels available for the predetermined resource allocation.
1 . A method for promotional campaigns, comprising:
accessing promotional intelligence by a computing system having at least one processor functionally coupled to at least one memory device;
generating, by the computing system, a plurality of promotional products based on the promotional intelligence;
generating, by the computing system, a distribution allocation of the plurality of products across a plurality of distribution channels based on an amount of resources for a promotional campaign;
distributing, by the computing system, the plurality of products according to the distribution allocation;
measuring, by the computing system, performance of at least one product of the plurality of promotional products; and
generating, by the computing system, an updated distribution allocation of the plurality of products across the plurality of distribution channels based on the measured performance.
2 . The method of claim 1 , further comprising distributing, by the computing system, the updated distribution allocation of the plurality of products across the plurality of distribution channels.
3 . The method of claim 1 , wherein the accessing comprises receiving one or more of catalog information indicative contemporaneous and historical promotional campaigns and related offers for a group of organizations spanning a predetermined period;
promotional content associated with one or more of contemporaneous offers or historical offers; knowledge indicative of practices for issuance of offers according to one or more of season, product category, service category, or organization category; or satisfactory content for promotional content of an offer or satisfactory type of the offer.
4 . The method of claim 1 , wherein generating the plurality of promotional products based on the promotional intelligence comprises configuring at least one of promotional content or an offer.
5 . The method of claim 1 , wherein generating the distribution allocation of the plurality of products across the plurality of distribution channels based on the amount of resources for the promotional campaign comprises assigning a group of products for in a distribution channel based on a portion of the amount of resources,
wherein the distribution channel is a media channel that pertains to an administrator organization that administers the promotional campaign or media channel associated with a third-party partner of the organization.
6 . The method of claim 1 , wherein measuring the performance of at least one product of the plurality of promotional products comprises accessing information indicative of audience activity in response to the at least one product.
7 . The method of claim 6 , wherein measuring the performance of at least one product of the plurality of promotional products further comprises generating one or more metrics indicative of the audience activity,
wherein the audience activity comprises one or more of acquisition of an offer associated with the promotional product; redistribution of the promotional product; redemption of the offer; initiation of a call session with an organization associated with the at least one promotional product; or completion of a survey or other market research instrument.
8 . A system for promotional campaigns, comprising:
at least one memory device having instructions encoded thereon; and
at least one processor functionally coupled to the at least one memory device and configured, by the instructions,
to access promotional intelligence;
to generate a plurality of promotional products based on the promotional intelligence;
to generate a distribution allocation of the plurality of products across a plurality of distribution channels based on an amount of resources for a promotional campaign;
distribute the plurality of products according to the distribution allocation;
to measure performance of at least one product of the plurality of promotional products; and
to generate an updated distribution allocation of the plurality of products across the plurality of distribution channels based on the measured performance.
9 . The system of claim 8 , wherein the at least one processor is further configured to distribute the updated distribution allocation of the plurality of products across the plurality of distribution channels.
10 . The system of claim 8 , wherein the at least one processor is further configured to receive one or more of catalog information indicative contemporaneous and historical promotional campaigns and related offers for a group of organizations spanning a predetermined period; promotional content associated with one or more of contemporaneous offers or historical offers; knowledge indicative of practices for issuance of offers according to one or more of season, product category, service category, or organization category; or satisfactory content for promotional content of an offer or satisfactory type of the offer.
11 . The system of claim 8 , wherein the at least one processor is further configured to configure at least one of promotional content or an offer.
12 . The system of claim 8 , wherein the at least one processor is further configured to generate the distribution allocation of the plurality of products across the plurality of distribution channels based on the amount of resources for the promotional campaign comprises assigning a group of products for in a distribution channel based on a portion of the amount of resources,
wherein the distribution channel is a media channel that pertains to an administrator organization that administers the promotional campaign or media channel associated with a third-party partner of the organization.
13 . The system of claim 8 , wherein the at least one processor is further configured to access information indicative of audience activity in response to the at least one product.
14 . The system of claim 13 , wherein the at least one processor is further configured to generate one or more metrics indicative of the audience activity,
wherein the audience activity comprises one or more of acquisition of an offer associated with the promotional product; redistribution of the promotional product; redemption of the offer; initiation of a call session with an organization associated with the at least one promotional product; or completion of a survey or other market research instrument.
15 . At least one non-transitory storage medium having instructions for promotional campaigns encoded thereon that, in response to execution, cause at least one computing system having at least one processor functionally coupled to at least one memory device to perform operations comprising:
accessing promotional intelligence;
generating a plurality of promotional products based on the promotional intelligence;
generating a distribution allocation of the plurality of products across a plurality of distribution channels based on an amount of resources for a promotional campaign;
distributing the plurality of products according to the distribution allocation;
measuring performance of at least one product of the plurality of promotional products; and
generating an updated distribution allocation of the plurality of products across the plurality of distribution channels based on the measured performance.
16 . The at least one non-transitory storage medium of claim 15 , wherein the operations further comprise distributing the updated distribution allocation of the plurality of products across the plurality of distribution channels.
17 . The at least one non-transitory storage medium of claim 15 , wherein the accessing comprises receiving one or more of catalog information indicative contemporaneous and historical promotional campaigns and related offers for a group of organizations spanning a predetermined period; promotional content associated with one or more of contemporaneous offers or historical offers; knowledge indicative of practices for issuance of offers according to one or more of season, product category, service category, or organization category; or satisfactory content for promotional content of an offer or satisfactory type of the offer.
18 . The at least one non-transitory storage medium of claim 15 , wherein generating the plurality of promotional products based on the promotional intelligence comprises configuring at least one of promotional content or an offer.
19 . The at least one non-transitory storage medium of claim 15 , wherein generating the distribution allocation of the plurality of products across the plurality of distribution channels based on the amount of resources for the promotional campaign comprises assigning a group of products for in a distribution channel based on a portion of the amount of resources,
wherein the distribution channel is a media channel that pertains to an administrator organization that administers the promotional campaign or media channel associated with a third-party partner of the organization.
20 . The at least one non-transitory storage medium of claim 15 , wherein measuring the performance of at least one product of the plurality of promotional products comprises accessing information indicative of audience activity in response to the at least one product.
21 . The at least one non-transitory storage medium of claim 20 , wherein measuring the performance of at least one product of the plurality of promotional products further comprises generating one or more metrics indicative of the audience activity,
wherein the audience activity comprises one or more of acquisition of an offer associated with the promotional product; redistribution of the promotional product; redemption of the offer; initiation of a call session with an organization associated with the at least one promotional product; or completion of a survey or other market research instrument.