# US 2021/0241325 A1 · Systems and methods for dynamic messaging campaign

> Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt

- Number: US 2021/0241325 A1
- Document ID: US20210241325A1
- Status: Published application
- Kind: A1
- Application number: 16/780,410
- Filed: 2020-02-03
- Published: 2021-08-05
- Earliest claimed: 2020-02-03
- Assignees: Shopify Inc.
- Applicants: Shopify Inc.
- Inventors: Kevin CLARK; Brooke FITZGERALD; David CORNU; Jacinthe RICARD; Mathieu LEDUC-HAMEL
- Web page: https://patentgrep.com/patent/US20210241325A1

## CPC

- G06Q 30/0277: {Online advertisement}
- G06Q 10/107: Computer-aided management of electronic mailing [e-mailing]
- G06Q 30/0256: {User search}
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

Methods and systems for generating a messaging campaign are described. A first phase of the campaign is conducted using a first set of parameters for delivering a first message to a first group of intended recipients via a first distribution channel. Based on analysis of online activity associated with one or more members of the first group, a second set of parameters is determined for a second phase of the messaging campaign. The second set of parameters define a change to the first set of parameters.

## Claims

### Claim 1

A system comprising:
a processor in communication with a storage, the processor configured to execute instructions in the storage to cause the system to:
conduct a messaging campaign over at least a first phase and a second phase, the first and second phases being separated temporally based on a schedule associated with the messaging campaign, wherein the processor is configured to execute the instructions for conducting the messaging campaign to cause the system to:
conduct the first phase of the messaging campaign, the first phase including a first set of parameters for delivering a first message to at least a first group of intended recipients, the first set of parameters defining at least the first group and a respective first distribution channel;
responsive to conducting the first phase of the messaging campaign, determine, based on analysis of online activity associated with one or more members of the first group, the online activity occurring in temporal alignment with the first phase of the campaign and being associated with a store, a second set of parameters for the second phase of the messaging campaign, the second set of parameters defining a change to the first set of parameters for delivering a second message to the one or more members; and
prior to conducting the second phase of the messaging campaign, generate a recommendation to conduct the second phase of the messaging campaign for the one or more members using the second set of parameters.

### Claim 2 (depends on 1)

The system of claim 1, wherein the analysis of the online activity comprises analysis of at least one of: online activity associated with a first store associated with the messaging campaign, or online activity associated with a second store not associated with the messaging campaign.

### Claim 3 (depends on 1)

The system of claim 1, wherein the online activity is associated with a purchase of a first offering associated with the messaging campaign.

### Claim 4 (depends on 3)

The system of claim 3, wherein the processor is configured to execute instructions to cause the system to:
determine the second set of parameters to suppress promotion of the first offering to the one or more members in the second phase of the messaging campaign.

### Claim 5 (depends on 3)

The system of claim 3, wherein the processor is configured to execute instructions to cause the system to:
determine the second set of parameters to promote a second offering, that is related to the first offering, to the one or more members in the second phase of the messaging campaign.

### Claim 6 (depends on 1)

The system of claim 1, wherein the one or more members define a subgroup of the first group, and wherein the processor is configured to execute instructions to cause the system to:
conduct the second phase of the messaging campaign according to the second set of parameters for the subgroup; and
continue conducting the first phase of the messaging campaign according to the first set of parameters for a remainder of the first group.

### Claim 7 (depends on 1)

The system of claim 1, wherein the one or more members define a subgroup of the first group, and wherein the processor is configured to execute instructions to cause the system to:
conduct the second phase of the messaging campaign for the subgroup, according to the second set of parameters; and
conduct the second phase of the messaging campaign for a remainder of the first group according to a third set of parameters.

### Claim 8 (depends on 1)

The system of claim 1, wherein the second set of parameters is defined for conducting the messaging campaign to a second group of intended recipients, and wherein the processor is configured to execute instructions to cause the system to reassign the one or more members to the second group.

### Claim 9 (depends on 1)

The system of claim 1, wherein the online activity comprises at least one of:
a page view event;
a purchase transaction event;
an offering search event; or
a product review event.

### Claim 10 (depends on 1)

The system of claim 1, wherein the change defined by the second set of parameters comprises at least one of:
a change in distribution channel;
a change in message content;
a change in message timing;
a change in number of messages; or
a change in incentive.

### Claim 11 (depends on 1)

The system of claim 1, wherein the processor is configured to execute instructions to cause the system to:
associate the online activity with a second distribution channel; and
determine the second set of parameters to deliver the second message using the second distribution channel.

### Claim 12 (depends on 1)

The system of claim 1, wherein the processor is configured to execute instructions to cause the system to:
automatically implement the recommendation to conduct the second phase of the messaging campaign for the one or more members using the second set of parameters.

### Claim 13

A computer-implemented method comprising:
conducting, by a computing platform, a messaging campaign over at least a first phase and a second phase, the first and second phases being separated temporally based on a schedule associated with the messaging campaign, wherein conducting the messaging campaign comprises:
conducting the first phase of the messaging campaign, the first phase including a first set of parameters for delivering a first message to at least a first group of intended recipients, the first set of parameters defining at least the first group and a respective first distribution channel;
responsive to conducting the first phase of the messaging campaign, determining, based on analysis of online activity associated with one or more members of the first group, the online activity occurring in temporal alignment with the first phase of the campaign and being associated with a store, a second set of parameters for the second phase of the messaging campaign, the second set of parameters defining a change to the first set of parameters for delivering a second message to the one or more members; and
prior to conducting the second phase of the messaging campaign, generating a recommendation to conduct the second phase of the messaging campaign for the one or more members using the second set of parameters.

### Claim 14 (depends on 13)

The computer-implemented method of claim 13, wherein the analysis of the online activity comprises analysis of at least one of: online activity associated with a first store associated with the messaging campaign, or online activity associated with a second store not associated with the messaging campaign.

### Claim 15 (depends on 13)

The computer-implemented method of claim 13, wherein the online activity is associated with a purchase of a first offering associated with the messaging campaign, and the second set of parameters is determined to suppress promotion of the first offering to the one or more members in the second phase of the messaging campaign.

### Claim 16 (depends on 13)

The computer-implemented method of claim 13, wherein the online activity is associated with a purchase of a first offering associated with the messaging campaign, and the second set of parameters is determined to promote a second offering, that is related to the first offering, to the one or more members in the second phase of the messaging campaign.

### Claim 17 (depends on 13)

The computer-implemented method of claim 13, wherein the online activity comprises at least one of:
a page view event;
a purchase transaction event;
an offering search event; or
a product review event.

### Claim 18 (depends on 13)

The computer-implemented method of claim 13, further comprising:
associating the online activity with a second distribution channel; and
determining the second set of parameters to deliver the second message using the second distribution channel.

### Claim 19 (depends on 13)

The computer-implemented method of claim 13, further comprising:
automatically implementing the recommendation to conduct the second phase of the messaging campaign for the one or more members using the second set of parameters.

### Claim 20

A non-transitory computer readable medium having computer-executable instructions stored thereon, wherein the instructions, when executed by a processor of a system, causes the system to:
conduct a messaging campaign over at least a first phase and a second phase, the first and second phases being separated temporally based on a schedule associated with the messaging campaign, wherein the instructions for conducting the messaging campaign cause the system to:
conduct the first phase of the messaging campaign, the first phase including a first set of parameters for delivering a first message to at least a first group of intended recipients, the first set of parameters defining at least the first group and a respective first distribution channel;
responsive to conducting the first phase of the messaging campaign, determine, based on analysis of online activity associated with one or more members of the first group, the online activity occurring in temporal alignment with the first phase of the campaign and being associated with a store, a second set of parameters for the second phase of the messaging campaign, the second set of parameters defining a change to the first set of parameters for delivering a second message to the one or more members; and
prior to conducting the second phase of the messaging campaign, generate a recommendation to conduct the second phase of the messaging campaign for the one or more members using the second set of parameters.