Systems and methods for selectively modifying web content
Systems and methods for selectively modifying web content are provided. An exemplary method includes providing a web content management application via a web site, the web content management application coupled to a web server associated with the web site, the web content management application adapted to maintain a global marketing framework indicative of a marketing campaign; generating a web marketing campaign from at least a portion of the global marketing framework; gathering marketing data from at least one of the web server associated with the web marketing campaign and consumer devices accessing the web marketing campaign, the marketing data including information indicative of interests of consumers; storing the marketing data in a database; analyzing the marketing data; and based upon the analysis of the marketing data, selectively and dynamically modifying the web content of the web marketing campaign to substantially correspond to the interests of the consumers.
1 . A method for selectively modifying web content, comprising:
providing a web content management application via a web site, the web content management application coupled to a web server associated with the web site, the web content management application adapted to maintain a global marketing framework indicative of a marketing campaign;
generating a web marketing campaign from at least a portion of the global marketing framework, wherein data included in the web content is generated by the web content management application according to a predetermined format of rendering engines, rather than from data formats utilized by standard web applications, the rendering engines configured to render dynamic links that ensure that the web site does not include broken links to associated internal pages, the rendering engines further configured by:
intercepting the data abstracted to the predetermined format before rendering;
utilizing the predetermined format as part of a core development implementation; and
passing the data back to a requester after processing through the rendering engines;
adding tag libraries in Java so as to render web application functionalities without requiring deployment of a web application, the tag libraries being available to the rendering engines;
gathering, via the web server, marketing data from at least one of the web server associated with the web marketing campaign and consumer devices accessing the web marketing campaign, the marketing data including information indicative of interests of consumers, the gathering including determining configurations of mobile consumer devices by analyzing International Mobile Equipment Identifier (IMEI) information and mobile device operating system versions;
storing the marketing data in a database;
analyzing the marketing data; and
based on the analysis of information received from the consumers accessing the web marketing campaign via a consumer portal, selectively and dynamically modifying the web content of the web marketing campaign based on the information received from the consumers, the selectively and dynamically modifying includes providing device-specific versions of the web marketing campaign to the mobile consumer devices based on the analyzed IMEI information and mobile device operating system versions.
2 . The method according to claim 1 , wherein the selectively and dynamically modifying the web content of the web marketing campaign further comprises selectively and dynamically modifying an appearance of the web marketing campaign based upon the marketing data gathered for a particular country.
3 . The method according to claim 1 , wherein the selectively and dynamically modifying the web content of the web marketing campaign further comprises selectively and dynamically modifying an appearance of the web marketing campaign utilizing a specific color scheme, based upon the marketing data gathered for a particular country.
4 . The method according to claim 1 , wherein the selectively and dynamically modifying the web content of the web marketing campaign is performed by a dynamic broker module.
5 . The method according to claim 1 , wherein the marketing data includes at least one of a consumer name, a consumer identification, an address, a postal code, a telephone number, a credit card number, a social networking profile, an Internet protocol address, a media access control (MAC) address, visitation duration, visitation frequency, and combinations thereof.
6 . The method according to claim 1 , wherein the marketing data is gathered from at least one of a cookie, a web form associated with the web marketing campaign, a query string embedded in a uniform resource locator (URL) associated with the web marketing campaign, window.name information associated with a web browser session, hyper text transfer protocol authentication information, and combinations thereof.
7 . The method according to claim 1 , further comprising:
associating the consumers together according to at least one common interest to create one or more consumer groups; and
providing the one or more consumer groups to at least one marketing content author such that the web marketing campaign delivered to the one or more consumer groups is tailored to the interests of the consumers.
8 . The method according to claim 1 , further comprising:
integrating the web content management application with a third party application by way of a data exchange adapter.
9 . The method according to claim 8 , wherein the consumer devices are provided to the third party application via the data exchange adapter.
10 . The method according to claim 1 , further comprising:
selecting an appropriate version of the marketing campaign to deliver to a consumer device by evaluating mobile device information indicative of the mobile consumer device and selecting a version of the web marketing campaign that corresponds to the mobile consumer device.
11 . The method according to claim 8 , wherein the data exchange adapter is adapted to utilize simple object access protocol.
12 . The method according to claim 1 , wherein the generating further includes:
determining a configuration of a mobile consumer device requesting the web marketing campaign; and
providing a compatible version of the web marketing campaign to the mobile consumer device.
13 . A system for selectively modifying web content, comprising:
a web server associated with a web site;
the web site having a web content management application associated therewith, the web content management application coupled to a web server associated with the web site, the web content management application including computer-readable instructions comprising:
a content manager module adapted to:
maintain a global marketing framework indicative of a marketing campaign;
generate a web marketing campaign from at least a portion of the global marketing framework, wherein data included in the web content is generated by the web content management application according to a predetermined format of rendering engines, rather than from data formats utilized by standard web applications, the rendering engines configured to render dynamic links that ensure that the web site does not include broken links to associated internal pages, the rendering engines further configured by intercepting the data abstracted to the predetermined format before rendering, utilizing the predetermined format as part of a core development implementation, and passing the data back to a requester after processing through the rendering engines; and
add tag libraries in Java so as to render web application functionalities without requiring deployment of a web application, the tag libraries being available to the rendering engines;
a visitor intelligence module adapted to:
gather, via the web server, visitor information and marketing data from at least one of the web server associated with the web marketing campaign and consumer devices accessing the web marketing campaign, the visitor information including International Mobile Equipment Identifier (IMEI) information, operating system versions determined from mobile consumer devices by analyzing the IMEI information and information indicative of interests of consumers; and
associate consumer interactions with persistent device identifiers derived from the IMEI information;
a content porter module for storing the visitor information and the marketing data in a database, the storing including indexing by the IMEI information to create device-specific profiles in a database;
a business connector module adapted to interface the web content management application with a third party application through an XSLT transformer for converting data formats and a mapping logic module that indexes data format exchange information between SOAP interfaces and enterprise applications; and
a dynamic broker module adapted to:
analyze the stored visitor information and the nmarketing data, the analyzing including segmenting consumers into cohorts based on similarities in the IMEI information and the mobile device operating system versions;
based on the analysis of the information received from the consumers accessing the web marketing campaign via a consumer portal, selectively and dynamically modify presentation logic and the web content of the web marketing campaign based on the information received from the consumers; and
provide device-specific versions of the web marketing campaign to the mobile consumer devices based on the analyzed IMEI information and the mobile device operating system versions.
14 . The system according to claim 13 , wherein the dynamic broker module is further adapted to selectively and dynamically modify an appearance of the web marketing campaign based upon the marketing data gathered for a particular country.
15 . The system according to claim 13 , wherein the dynamic broker module is further adapted to selectively and dynamically modify an appearance of the web marketing campaign utilizing a specific color scheme, based upon the marketing data gathered for a particular country.
16 . The system according to claim 13 , wherein the marketing data includes at least one of a consumer name, a consumer identification, an address, a postal code, a telephone number, a credit card number, a social networking profile, an Internet protocol address, a media access control (MAC) address, visitation duration, visitation frequency, and combinations thereof.
17 . The system according to claim 13 , wherein the visitor intelligence module is adapted to gather the marketing data from at least one of a cookie, a web form associated with a presentation server hosting the web marketing campaign, a query string embedded in a uniform resource locator (URL) associated with the presentation server hosting the web marketing campaign, window.name information associated with a web browser session, hyper text transfer protocol authentication information, and combinations thereof.
18 . The system according to claim 13 , further comprising a business connector module adapted to interface the web content management application with the third party application by way of a data exchange adapter.
19 . The system according to claim 18 , wherein the data exchange adapter is adapted to utilize simple object access protocol.
20 . The system according to claim 18 , wherein the business connector module is further adapted to interface the web content management application with the third party application by way of an enterprise application integration broker.