HK1073902B - Data processing system for integrated tracking and management of commerce related activities on a public access network - Google Patents

Description

Data processing system for integrated tracking and management of business related activities on public access network

The present application is a divisional application of an invention patent application having an application date of 14/4/1998 and an application number of "98805970.3" and entitled "data processing system for integrated tracking and managing business-related activities on a public access network".

Technical Field

The present invention relates generally to a data processing system for integrated management of commerce, such as transactions over a plurality of interconnected computers. More particularly, the present invention relates to a work assignment tracking and control system for promoting goods and services over a wide range public/private access network such as the internet.

Background

The interest in conducting business transactions between interconnected computers linked together in a network has been particularly intense over the last four years. The largest network that is currently known as the internet is most attractive. The internet is actually a network of smaller links that are tamperposed, all of which are essentially free to access the vast amount of information stored on individual websites hosted by numerous participants on the internet. The internet has changed in ways not previously available to people in many ways in which to communicate, collect, and share information. Of course, a larger percentage of our population will be satisfied with the mechanisms needed to access the internet and communicate with others over the internet.

Of particular interest is the World Wide Web (now often abbreviated as the "Web"). The world wide web brings together interconnected computers that form a significant subset of the Internet (Internet). Because of its graphical capabilities, the web is soon becoming the focus of all internet communications, enhanced with certain protocols using hyperlinks (or "links") to internet web sites and other addresses. This protocol employs a common software structure that is predicated using computer code (called hypertext markup language or HTML). Links are created in this programming language by linking words in text fields (or a graphical image on a web page) to an address on another web page through a set string of information at the smallest new web page address represented by the hypertext transfer protocol (HTTP).

The user (subscriber S) accesses these pages using an application called a browser, the two most common browsers being NetscapeNavigator of IncAnd Microsoft corporation's Explore. By clicking on highlighted text (or a particular graphical image), the user's connection to the current web page is transferred to the new web page address associated with the connection, the new web page being displayed inOn the screen. This powerful tool allows the user to "roam" on the web by clicking on an almost endless continuous connection, page by page, all following a common line defined by the textual or graphical components of the connection list.

For example, if the word unicom is highlighted on a web page, user selection of the word results in a new web page with some connection (strong or weak) to the highlighted concept. A similar link can be created using unicom's graphic image. In both cases, selection of the theme causes a new web page address to be inserted into the browser command line and executed.

One of the greatest promises of the internet, and in particular the world wide web, is that it can be used as a business vehicle. The enhanced communication capabilities, rich text and graphical environment make the web an ideal tool for supporting a wide variety of transactions, with many features concentrated in many stores, such as a mall or the like, and with the ability to shop extensively at the same time for many competitive stores. By jumping between competing merchants on the world wide web, consumers are able to obtain good prices with minimal difficulty, i.e., without having to contend for parking, board face store attendants, poor inventory, etc. With secure credit cards or similar items, web consumers have many of the capabilities that stores on both sides of their respective streets lack.

Despite these advantages, business on the world wide web has been slow. The problem is mainly the large amount of information (there are currently more than one million web sites on the world wide web) and the inability of various merchants to efficiently or adequately send out messages about their products and services, thus making the merchants' corresponding web sites contain critical information that is unknown to the general public. This problem is exacerbated by the exponential increase in the number of pages on existing web, all of which are looking for visitors, and in doing so, diminishing the audience.

In an attempt to change this problem, recent efforts have been directed to expanding the user's knowledge of various merchants on the world Wide Web using traditional advertising, which is appropriate for the world Wide Web constraints. For example, the use of glossy banner advertisements to promote products or services is now common in many public places. These headings combine graphics and text into a display that appears to encourage users to focus on the website where the heading is displayed when they visit it. By clicking on the title, the user may be delivered to the merchant's website associated with the title by magic over the world wide web. This website is the merchant's web page and provides the user with all the information needed to share the merchant's goods and services. If desired, upon arrival at the merchant's web site, the user may order one or more merchant products and pay using the encrypted credit card number. Importantly, the user is never always located at the merchant except for the banner ad, and the merchant does not always solicit a new sale without the user accessing the merchant's website through the banner ad. Thus, commerce created by banner advertisements or similar promotional-based links is becoming increasingly important in allowing merchants to trade over the Internet.

Despite this importance, systems that allow the use of electronic commerce based on professional assignment in situ are preferably obsolete. Currently, the use of headlines or the like at the world wide web at the traffic key-way is supported by a charging system that does not very strictly calculate the level of advertisement use by visiting users. In general, the cost of placing a title is related to the number of accesses, which is measured by CPM (cost per thousand accesses). The merchant is then charged a fee associated with this level of access. However, this fails to measure the true success rate of these accesses. More importantly, the access tracking is non-standardized and without validation. The lack of these key attributes delays the expanded use of revenue based marketing approaches by catalog providers, who are stranded in improving revenue through subscription or CPM-based approaches that continue to prove significantly discouraging to consumers. Merchants have raised doubts about conducting business over public networks.

With the above understanding, the present invention has been made.

Disclosure of Invention

It is an object of the present invention to provide a data processing system for tracking and managing selected transactions between a plurality of interconnected computer workstations via a public network.

It is a further object of this invention to provide a data processing system that tracks access to one or more links placed at selected locations on a network. Such links can be promoted either by design or by common icons or text used only for interconnection.

It is a further object of the present invention to provide a data processing system that further tracks transactions between merchants and linked customers via a selective promotion link over the world wide web.

It is a further object of this invention to provide a data processing system that establishes a central clearinghouse for online merchants to exchange professional assignment bids with website operators, receive media planning and other advertising services.

It is a further object of the present invention to provide a data processing system that monitors transaction and organization information in a manner that allows for a variety of different novel entrustment, listing, advertising and service arrangements.

It is a further object of the present invention to provide a comprehensive job assignment system that supports common labeling of selected products.

It is another object of the present invention to provide a unified job assignment scheduling system that allows for low cost access, selection and validation of multiple promotional relationships. Such a career assignment system may be based on constant rate access or percentage of annual income or otherwise.

The above and other objects of the present invention are achieved in a particular data processing system designed and configured for operation on one or more interconnected servers, the servers being interconnected to each other via a communications transmission line that allows a data link to be established between the two. An exemplary embodiment of the present invention includes a program that controls a logical command placed on a first server to provide a link to a second server through a clearinghouse server. The labeled reference to the link between the first and second servers provides the goods or services purchased on the second server. The second server includes a program that controls logic commands that direct the server to respond to queries by users interested in purchasing the goods or services, and to provide communications to the clearinghouse server in accordance with any transactions made by the users.

The clearinghouse server includes the required programmed logic to track and report the level of activity associated with these participants. On a periodic basis, billing statements are generated for participants to transactions that have been learned during a defined period.

According to particular aspects of the present invention, logic associated with the server utilizes selection tags for information, allowing for tracking of website visitors as well as tracking and recording of detailed reviewed specific transactions. The identifier includes selection encoding data, which may take the form of a "cookie" (cookie) "(or similar tracking device), that is inserted into the user's hard disk storage during access to the promotional link. In addition, the clearinghouse server provides a keying-in platform that allows merchants and website operators to efficiently reach their joint promotional and business terms, with internal monitoring of these external relationships for each.

The above features of the present invention will be more clearly demonstrated by reference to specific exemplary embodiments described herein in conjunction with the following drawings.

FIG. 1 is a schematic block diagram providing an overview of a system.

FIG. 2 is a hardware diagram illustrating the parts of the system and the interconnections.

FIG. 3 is a general logic flow diagram illustrating an overall system method.

Fig. 4 is a logic diagram illustrating merchant access to the present system.

Fig. 5 is a logic diagram for accessing the system by a directory provider or website manager.

FIG. 6 is a logic diagram illustrating clearinghouse server operations.

Fig. 7 is a logic diagram illustrating merchant server processing.

Detailed Description

In brief overview, and in general terms, the present invention involves the utilization of an isolated data processing system having a plurality of decentralized web sites individually programmed to operate in concert to monitor and track transactions between related entities and provide consideration to participants in accordance with a set of predetermined transaction criteria. The system is more readily understood by its use to support transactions over the internet, and it should be understood that the above description may be used in a wide variety of other fields as well. It is well known that the internet has a large number of web sites, each managed and configured to provide information to visitors browsing the world wide web. Some websites are considered "catalog providers" (or "website proprietors," i.e., those entities that control one or more websites) because they include one or more web pages that contain information of interest to the user during browsing. These website operators currently have at least two mechanisms to generate revenue. The first involves charging the visiting user a user fee, somewhat similar to a magazine subscriber. This revenue generation model is particularly irrelevant to the present invention.

A second method for catalog owners to increase revenue is to place banner advertisements on web pages that promote third party goods or services. These promotional title advertisements further include embedded code that creates a link to a corresponding third party, hereinafter referred to as a "Merchant". Users accessing the banner ads are transmitted to the merchant's web page via an embedded link and may be represented by the ability to form purchases and sales directly from the merchant. The present invention improves upon this process by allowing a portion of the successful sales made by the merchant to be billed to the catalog owner. Thus, the merchant only pays for the promotional efforts that actually result in meaningful revenue.

The merchant's server is a second web site of interest. At the merchant's server, the particular good is offered for purchase. This involves the use of secure transactions for ordering goods via credit card or other payment means, for delivery via any available delivery service (land or air). To implement the present invention, a program capable of tracking the number of times users have accessed, who participated in through a link using banner advertisements, is installed on a merchant's server. Alternatively, the user may be returned to the clearinghouse in order to complete the actual purchase transaction.

The last server in this triangular relationship is the clearinghouse server. This server is programmed to communicate with merchants and site managers, many of which wish to be online at the same time, to facilitate tracking and billing in connection with successful merchant-based transactions. Perhaps more importantly, this server software provides for bringing the merchant and the website proprietor together into a promotional arrangement. The coupling of the interested parties is done in a low-cost, almost seamless manner. It allows the merchant to control where their advertisements will appear. It provides for the website operator to enter contract terms. It handles all of these with minimal cost and intervention.

Referring to FIG. 1, in operation, a user box 10 begins processing by accessing a website operator box 20, such as one of the primary web pages of articles including current events, business news, sports, personal finance, and so forth. On this web page a banner advertisement (text link or icon) box 25 is displayed to the user to promote sales, for example to people who are always seeking, with an attractive discount price. This banner advertisement is first linked to the clearinghouse, block 30, in a seamless manner. This link is then directed to the merchant block 40. During the linking process, the user has an identifier query string added to the HTTP entry and possibly a "cookie" placed on their system. These act as markers that allow the tracking of the user and the determination of whether or when the user is involved in the purchase and how to assign the purchase order to the website operator, through the merchant and clearing house.

With the above brief overview in mind, attention is now directed to FIG. 2, which provides a hardware diagram of the workstation-server environment implied by the present invention. It can be seen that the type of hardware and software can be chosen to meet the data processing requirements of the system, but this is a matter of choice and is useful in the context of the present invention to understand both environments. Starting with subscriber 10, a typical subscriber accesses the network via a modem connection that allows a relatively slow transmission rate. The user 10 includes a workstation PC that configures an application program, called a browser, allowing address driven access to various web sites according to the user's instructions.

At block 20, a typical site operator is shown as a server accessed via various internet service providers, i.e., ISPs, that allow users to access the world wide web. The website operator's server may be a relatively complex computer with multiple lines that allow many users to access the stored web pages simultaneously to form a directory of the desired information. Importantly, the website operator includes a rich array of interesting topics that can draw basic traffic to the server during operation. In addition, website operators have allocated space among various web pages that can be provided as banner advertisements and the like. Finally, it is desirable for the website operator to further provide text-based or other promotional tools for use in advertising practice. Importantly, the text-based promotional tool employs a hyperlink protocol and thus works in the same manner as banner advertisements. These text links can actually become more popular with their small size and direct messaging.

At the heart of the operation is a clearinghouse server 30 linked for interconnection and communication with the network and, in particular, any merchants and website operators interested in the advertising programming format based on the rules of the present invention. The clearinghouse server is equipped with processing functions and memory sufficient to meet the needs of multiple users. In the preferred embodiment of the present invention, the server is provided with a UNIX operating system or a Windows NT based operating system. Database management software using Oracle7 and an Oracle web server also sets up a specific operating system environment.

Finally, in fig. 2, the merchant server 40 is also linked to the network via a high-speed transmission line. The merchant server is also advantageously configured as either a UNIX or NT operating system.

Referring now to FIG. 3, a high-level diagram illustrating the overall job assignment agreement mechanism and policy is presented in block diagram form. Specifically, the job assignment arrangement is hosted by the clearinghouse server 100, bringing the site operator 120 and the merchant 110 together into mutually accepted terms. Importantly, the entire process can be achieved with a small amount of involvement or synchronization between the units. Specifically, the website operator logs in for new ones at 130 or for existing ones at 140; software needed for promotion management on their website is downloaded at 170 and bids provided from merchants on banner advertisements are evaluated at 200.

Similarly, the merchant also logs in at blocks 150 and 160 and places the offer in open or closed format at 180. During this time, the merchant may also review the bids for the title entered by the website operator, which are then approved at 190, made at 210, and approved at 220.

Referring now to fig. 4, a logical structure of a merchant access clearing house server is shown in flow chart form. Access begins at block 300 with the merchant entering an HTTP address code at block 310 and their identifier ID and password at block 320. To ensure a higher security level, this identifier may be provided via a validation service known on the network, such as VerisignSafety is ensured in advance. These services provide registration protocols that enhance accurate communication over the network. Related to VerisignCan be obtained from their web sites as follows:

http:\www.verisign.com

returning to FIG. 4, the programming logic tests the entered ID at block 330 and if new, the logic branches to block 340 to give the merchant a new ID number and register the desired password. However, if the merchant has previously registered (corresponding to "no" at test 320), the logic program continues to test 350 and enters a particular password pswrd (a). The system then displays a master guide page, ip (x), which provides details regarding the promotional package associated with the merchant bid type at block 360. Typically, the IP display includes a section for Frequently Asked Questions (FAQ), information about the institution or entity that supports and/or operates the clearinghouse website, and a control panel that enables visitors to view various features provided by the clearinghouse website. In particular, the given selection comprises a series of stored data packets that include a set of well tested items related to placing a promotion, such as banner advertisements, text links or icons, the size and form of such promotions, commission payment items, and the like. In addition, the merchant may enter frequent terms describing their promotional needs.

This may be accomplished via test 360. In this illustration, the merchant selects a bid type, either "open" or "closed". Public bids are directed to a broad public, while closed bids depict an "equal" relationship. The automatic approval process, if selected, means that the merchant bid can be done directly by the website operator without subsequent evaluation by the merchant. If the closed bid form is selected, the logic branches to block 370 and the merchant selects a website partner from the listing. The contract terms are then entered via test 380 and blocks 390 through 410. The input forms generated include bid ID, amount of commitment, whether to auto-approve, classification of goods, title size, legal terms, any comments, and date on which the bid was effective.

However, if the merchant elects to publish at test 360, the logic continues to block 420 where the selection is provided with a series of prepackaged bid forms; once selected, the various items are modified via tests 430 and 440. The generated public offer is then stored at block 450 and registered at block 460, using the associated password for providing file access at block 470. The system provides multiple levels of access to merchants controlled by different passwords. This allows the listing individual to have access to banner graphics or other similar listing or promotional material. However, the merchant authority receives a more comprehensive password that enables entry and control of many features, such as graphical selections, bids, items, approvals, consignment structures, and the like.

In accordance with the above description, the primary items of the open bid are similar to the primary items provided in the closed bid. The key difference is that public bids can access all website operators, while closed bids are only offered to a select few.

Prepackaged promotional tools, settings, and other particulars create a powerful promotional tool. Merchants and web site operators will routinely default to a standardized arrangement that is simple to implement, highly flexible, and inexpensive. The selection process for standard packaging would be low cost and easy to implement. However, as the coverage width increases, options such as common markings will become part of several packages, increasing the overall impact of the promotion. In addition, merchants routinely download promotional graphics to clearinghouse servers, allowing website operators to review past bids for a category.

In a similar manner to the merchant and as shown in fig. 5, the website operator will log into the clearinghouse server at block 500 and enter their respective IDs at blocks 510 through 515. At test 520 the system checks for previous registrations and if not, the website operator will register at block 530, receive a download of system software at block 540, and become resident on the website.

Once in the system, the website operator is provided with a home boot page at block 550. At test 560, the owners decide whether to search for available bids residing on the clearinghouse server. Branch logic is thus taken to block 570 where the search criteria are entered and the results are displayed at block 580. Upon reviewing both the merchant's packaged bid and the selected bid, the website operator makes a selection, test 590.

Continuing with FIG. 5, a test 600 determines whether the selected bid is "auto-approved". The automatic approval is merely a marking of the bid as one that can be accepted without further input of a bid from the merchant. Once selected, block 610 identifies the contract terms, the system implements the link, and initiates banner advertisements or associated text on the website operator server. This can be done with a website modification of the appropriate software or pre-packaged download. In its simplest form, a website operator can cut or paste a particular code and manually insert it into the relevant web page.

If automatic approval has not been initiated, the accepted bid is returned to the merchant for acceptance or first modified (not shown) and presented as a counter proposal, block 630. Once passed, the website operator may return to the home page, test 640, or end the process, block 650.

In the above arrangement, once a merchant has accepted a bid, the website operator will receive the coding required to create the banner advertisement associated with the merchant. Assuming that the clearinghouse server name is markerthare.com, the HTML code given in table 1 below is an example of a set-up copy of installing advertisement titles on a website operator's website:

TABLE 1

<！-Begin Ad->

<p align＝CENTER>

<A HREF＝″//ad.marketshare.com/cgi-bin/stats？

site＝comtent.com&merchant＝anycompany.com&arg1＝rl&arg2＝r2″>

<IMGSRC＝″//ad.marketshare.com/ad/www.content.com/25″WIDTH＝468

HEIGHT＝60 BORDER＝0 OSMAP></A>

<BR><！-IMG SRC＝″/gif/25″WINDTH＝1 HEIGHT＝1 BORDER＝0->

<BR></CENTER>

<！-End Ad->

Turning now to fig. 6, processing logic associated with user access is shown in flow chart form. The process conceptually begins at start block 700 and proceeds to input block 710, where a web site location (HTTP) is input into a user browser that links the user to a web site of a web site operator via a network. At block 720, the website operator has a title (ID) on the display that the user visits.

If the user does not have access to the banner advertisement ("no" corresponding to test 730), the process logically terminates at block 740. However, if the user selects the banner advertisement, the website program enters the clearinghouse HTTP address on the user command line, block 750, and places the "query string," i.e., a string of code, on the HTTP that provides the source information. See, for example, row 4 of table 1. The user access is then directed to the clearinghouse server, where the clearinghouse server first stores several pieces of information, such as web site (ID), title (ID), and user (X), block 760. The clearinghouse server then immediately places an address on the user command line that directs the user control to the merchant (HTTP) of the merchant web page, block 780. In accordance therewith, information about the product described in the banner advertisement is now displayed to the user, including the process of purchasing the product, block 790.

At test 800, the user encounters an option to purchase a product. If the user decides not to purchase, the logic branches to block 810 and the server places a "cookie" on the user. This "cookie" enables tracking, testing 815 and block 817 of subsequent purchases. However, if the user decides to purchase ("yes" corresponding to test 800), information regarding the purchase and the user is returned to the clearinghouse server, block 820. Sales details, including all common promotions and commitment payments, are then calculated according to the stored agreement, block 850.

As discussed previously, after receiving information about the purchase on the clearinghouse server, a commitment decision is computed. Delegation will be a factor of several variables, including the original arrangement of work between the merchant and the website operator, and the user's quantification of access to the merchant's website, i.e., whether the user has been directed to the merchant by more than one banner advertisement before making a purchase. If so, then a sharing or prioritization scheme is required. Once these items have been realized, final billing of the merchant and website operator is achieved, including delegation of payment and recording of all transaction details. In this way, valuable records are created detailing the activity of the selected title from the revenue, allowing for accurate assessment of the promotion.

In fig. 7, a logic flow diagram describes operation of a merchant server. The conceptual logical flow begins at block 900 with the user entering the server via an HTTP command, block 910. A display screen of the merchant is presented at block 920. At test 930, the server determines whether the user has reached an unexpired "cookie" or similar device; an affirmative response branches to block 940 where the system stores the "billing" for the last professional assignment site on a "cookie" or similar device. The logic continues to test 950 where the purchase decision is tracked.

The purchase causes the particular system to record the transaction, block 970, and forward the transaction details to the clearinghouse server, block 980. If, however, a purchase is not made, the system records this on the user's "cookie" or type device, block 960. Processing is complete at block 990.

On the sample display screen, fields completed in the bid entry process are presented. As has been determined, the merchant uses this field to specify bid items to the website operator. Upon completion, the bid details are stored and placed in addressable memory for access by the website operator in accordance with FIG. 5 above.

With the system described above, a variety of supplemental capabilities can be provided. The database tool allows for the generation of reports on detailed transactions, aggregating data into information about the market. These reports have significant inherent value and represent a second source of potential revenue for clearing houses.

Specifically, the transaction data may be decorated with information about taxes expected on the purchase arrangement, record sales taxes, and the like. Furthermore, currency conversion rates must be employed to the extent that these can be selected and placed into items and then implemented during the processing of each transaction. Special promotions may be made including the use of an affinity rewards program (similar to a common advertising flyer program).

Common branding of products/services can also be effectively implemented in the above-described environment. Common marking is the marketing or sale of two products through a single promotion. The system control software on the clearinghouse server includes a "merge" algorithm that takes two or more images and merges them into an aesthetically acceptable representation. For example, a production title on the merchant's web site would include a "back" button to return to the originating web site operator.

As discussed above, clearinghouse websites include many different promotional areas, and are categorized as such with appropriate topics. Table 2 gives representative titles.

TABLE 2

Title Subclass of them

Automobile antique and famous works

Purchase guide

Classified advertisement

Proxy rights

In part

Computer purchasing guide

Classified advertisement

Hardware

Second hand

Software

Super shop

Household and garden appliance

Furniture

Although the present invention has been described in detail, it is to be understood that such detail is solely for that purpose and that variations can be made therein by those skilled in the art without departing from the spirit and scope of the invention except as it may be limited by the claims.

Claims (3)

1. A clearinghouse server for tracking and recording electronic transactions, characterized by:

the clearing house server providing a directory provider server with codes required for creating banner advertisements related to merchants;

after the user selects the banner advertisement, the directory provider server enters the HTTP address of the clearing house server on a user command line, and places an identifier query string on the HTTP providing source information, the user access being directed to the clearing house server;

the clearinghouse server storing a website ID for the directory provider server;

the clearing house server placing a merchant address on a user command line directing the user to a merchant web page; and

the clearinghouse server receives transaction details relating to a purchase on a merchant server.

2. The clearinghouse server according to claim 1, wherein: providing the code required to create the banner advertisement includes providing the code by at least one of downloading, and cutting and pasting the code display.

3. The clearinghouse server according to claim 1, wherein: the storing further comprises: the title ID and/or user information is stored.