Description:FIELD OF THE INVENTION
This invention relates to digital marketing analytics. More specifically, it concerns a system and method for categorising and ranking digital marketing tools according to their level of influence on consumer purchasing decisions and their effectiveness, thereby enabling organisations to prioritise marketing resources and strategies.
BACKGROUND OF THE INVENTION
Organizations face a significant dilemma in determining which digital marketing tools have the most substantial influence on customers' purchasing decisions. With a vast array of available tools, including social media platforms, influencer marketing, search engine optimization, and email campaigns, businesses struggle to identify and prioritize the most effective strategies for driving consumer behavior. our model aims to analyses and evaluate the impact of various digital marketing tools on customer purchase decisions, providing insights that can guide organizations in making data-driven decisions regarding their digital marketing strategies.
US20200160365: Offline consumer behavior and interactions are observed using beacons positioned at venues where consumers spend time and interact with each other. The beacons communicate with mobile computing devices that are carried by the observed consumers. The observed consumer behavior provides actionable insights into how consumers influence each other. For example, the people that a particular consumer spends time with form a “circle of influence” associated with that consumer. If the consumer makes a purchase, members of the circle of influence are observed to understand the degree to which they were influenced by the purchase, if at all. Metrics that quantify a consumer's influence over other consumers allow marketers to more effectively target both the influencing and influenced consumers. Also, if relatively little information is known about a particular consumer, that consumer's digital marketing profile can be supplemented using information known about the consumers with whom he/she often spends time.
US5974396A: A method and system for gathering and analyzing customer and purchasing information permits a retailer or retail chain to process transactional information involving large numbers of consumers and consumer products. Product information is gathered that uniquely identifies a specific product by type and manufacturer and grouped into generic product clusters. Consumers are similarly grouped into consumer clusters based on common consumer demographics and other characteristics. Consumer retail transactions are analyzed in terms of product and/or consumer clusters to determine relationships between the consumers and the products. Product, consumer, and transactional data are maintained in a relational database. Targeting of specific consumers with marketing and other promotional literature is based on consumer buying habits, needs, demographics, etc. A retailer queries the database using selected criteria, accumulates data from the database in response to that query, and makes prudent business and marketing decisions based on that response. Queried information from the database may be communicated to a printing subsystem for printing promotional literature directed to particular customers based on cluster information stored in the database.
Businesses use a wide array of digital marketing tools such as social media platforms, influencer marketing, search engine marketing, email campaigns, content management systems, and affiliate networks. However, they often lack a structured, data-driven approach to evaluate which tools exert the greatest influence on customer purchase decisions. Current solutions execute and monitor campaigns but do not classify or rank these tools by their actual impact on consumer behaviour. This invention solves that problem by providing a framework to categorise digital marketing tools into high, moderate, and low influence groups, enabling organisations to make informed, efficient decisions about their digital marketing strategies.
SUMMARY OF THE INVENTION
This summary is provided to introduce a selection of concepts, in a simplified format, that are further described in the detailed description of the invention.
This summary is neither intended to identify key or essential inventive concepts of the invention and nor is it intended for determining the scope of the invention.
The invention provides a system and method for categorising digital marketing tools based on their influence and effectiveness on consumer purchasing behaviour. The system receives data from multiple marketing platforms and consumer interactions, processes the data through analytic and scoring modules, and classifies tools into high, moderate, and low influence categories.
The system includes data acquisition, preprocessing, analytic scoring, classification, and reporting modules. A rules engine or machine learning model evaluates each tool’s impact on confirmed purchase decisions, purchase decisions in dilemma, or no purchase scenarios.
The classification results are presented to the user through a dashboard or report, showing which marketing tools most strongly influence confirmed purchases, which moderately influence or create hesitation, and which have minimal impact. By doing so, organisations can prioritise high-impact tools, adjust moderate-impact tools, and reconsider low-impact tools, optimising marketing spend and increasing return on investment.
The invention is adaptable to changing digital marketing trends, such as ad-blocking and personalised content requirements, and can incorporate new tools and data sources as they emerge, maintaining contemporary relevance and effectiveness.
To further clarify advantages and features of the present invention, a more particular description of the invention will be rendered by reference to specific embodiments thereof, which is illustrated in the appended drawings. It is appreciated that these drawings depict only typical embodiments of the invention and are therefore not to be considered limiting of its scope. The invention will be described and explained with additional specificity and detail with the accompanying drawings.
The concept addresses the issue by providing a methodical and information-based solution to realizing the effect of various digital marketing tools on consumer behaviour. By dividing tools into high, moderate, and low influence categories, companies are able to concentrate their efforts on platforms with the most impact on driving purchases, enhancing general marketing effectiveness.
BRIEF DESCRIPTION OF THE DRAWINGS
The illustrated embodiments of the subject matter will be understood by reference to the drawings, wherein like parts are designated by like numerals throughout. The following description is intended only by way of example, and simply illustrates certain selected embodiments of devices, systems, and methods that are consistent with the subject matter as claimed herein, wherein:
FIGURE 1: HIGH INFLUENCED DIGITAL MARKETING TOOLS ON CUSTOMER CONFIRMED PURCHASE DECISION
FIGURE 2: MODERATE INFLUENCED DIGITAL MARKETING TOOLS ON CUSTOMER PURCHASE DECISION IN DILEMMA
FIGURE 3: LOW INFLUENCED DIGITAL MARKETING TOOLS ON CUSTOMER NO CHANCE TO TAKE THE PURCHASE DECISION
FIGURE 4: SYSTEM AND METHOD FOR CATEGORIZING DIGITAL MARKETING TOOLS BASED ON CONSUMER PURCHASE INFLUENCE AND EFFECTIVENESS
The figures depict embodiments of the present subject matter for the purposes of illustration only. A person skilled in the art will easily recognize from the following description that alternative embodiments of the structures and methods illustrated herein may be employed without departing from the principles of the disclosure described herein.
DETAILED DESCRIPTION OF THE INVENTION
The detailed description of various exemplary embodiments of the disclosure is described herein with reference to the accompanying drawings. It should be noted that the embodiments are described herein in such details as to clearly communicate the disclosure. However, the amount of details provided herein is not intended to limit the anticipated variations of embodiments; on the contrary, the intention is to cover all modifications, equivalents, and alternatives falling within the scope of the present disclosure as defined by the appended claims.
It is also to be understood that various arrangements may be devised that, although not explicitly described or shown herein, embody the principles of the present disclosure. Moreover, all statements herein reciting principles, aspects, and embodiments of the present disclosure, as well as specific examples, are intended to encompass equivalents thereof.
The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of example embodiments. As used herein, the singular forms “a",” “an” and “the” are intended to include the plural forms as well, unless the context clearly indicates otherwise. It will be further understood that the terms “comprises,” “comprising,” “includes” and/or “including,” when used herein, specify the presence of stated features, integers, steps, operations, elements and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components and/or groups thereof.
It should also be noted that in some alternative implementations, the functions/acts noted may occur out of the order noted in the figures. For example, two figures shown in succession may, in fact, be executed concurrently or may sometimes be executed in the reverse order, depending upon the functionality/acts involved.
In addition, the descriptions of "first", "second", “third”, and the like in the present invention are used for the purpose of description only, and are not to be construed as indicating or implying their relative importance or implicitly indicating the number of technical features indicated. Thus, features defining "first" and "second" may include at least one of the features, either explicitly or implicitly.
Unless otherwise defined, all terms (including technical and scientific terms) used herein have the same meaning as commonly understood by one of ordinary skill in the art to which example embodiments belong. It will be further understood that terms, e.g., those defined in commonly used dictionaries, should be interpreted as having a meaning that is consistent with their meaning in the context of the relevant art and will not be interpreted in an idealized or overly formal sense unless expressly so defined herein.
The concept addresses the issue by providing a methodical and information-based solution to realizing the effect of various digital marketing tools on consumer behaviour. By dividing tools into high, moderate, and low influence categories, companies are able to concentrate their efforts on platforms with the most impact on driving purchases, enhancing general marketing effectiveness.
This report resolves the issue of digital marketing overwhelm, where businesses are frequently bogged down with trying to select the right tools and strategies. It spells out which tools to give priority to base on their established effectiveness so businesses are not wasting time and budget using ineffective strategies. In addition, the material draws attention to important issues such as ad-blocking and personalization, providing actionable recommendations to adjust marketing strategies in a manner that is aligned with today's consumer expectations.
The digital marketing software which tools strongly impact the customer to buy the product and utilized to execute advertisement campaigns on social media platforms such as Facebook and Instagram. Facebook Ads Manager enables business organizations to create, manage, and analyze their advertisement campaigns. CRM software such as HubSpot and Salesforce assist business firms in managing interactions with potential customers and existing customers. These software store customer data, monitor interactions, and automate sales and marketing. Influencer marketing tools link businesses with influencers to market products or services. This software enable companies to discover influencers in their industry, make deals, monitor campaign performance, and calculate ROI (Return on Investment) Video marketing tools such as YouTube and Vimeo enable companies to share video content in order to connect with their audiences. These sites offer hosting facilities and the possibility to put videos on websites or social media. The largest video-sharing site in the world, YouTube enables companies to post videos, place ads, and create a channel for content marketing. A professional video-sharing site employed for the purpose of hosting good quality videos. Product recommendation engine tool employs algorithms to recommend products to customers based on their past behaviors or interests. Primarily influenced the customer to make the purchasing decision of the product or service using these online marketing tools. With this tools customer is to influenced and to take the purchase decision conformed.
Email marketing tool is moderately affecting the customer not to buy the product or service because customer is in confusion or dilemma. the Email marketing such as Constant Contact assist brands remain top-of-mind with consumers by sending consistent, applicable content. Although email marketing can impact purchases, particularly through personalized offers, its effect is moderate if without combining it with personalization, segmentation, and strong calls to action. search engine marketing (SEM) tools are having sub tools are there Bing ads, google ads While Bing Ads can make things more visible and reputable, Google Ads has more of an effect for most shoppers. Google Ads succeed in generating traffic and establishing brand authority, yet when it comes to direct influence on shopper perception, moderate. Content management systems (CMS) with sub tools include word press, Wix is available, word press Although WordPress itself does not have a direct impact on consumer perception, it allows for the basis for user-friendly websites and content management. Although affiliate marketing may prove to be effective in establishing brand credibility and generating traffic, free usage of affiliate platforms has minimal tracking and management capabilities. Affiliate marketing still somewhat affects the perception of consumers by means of third-party recommendations but is less effective compared to influencer marketing or sponsored advertisements. These are the methods moderate influenced towards the customer so that they are in dilemma to buy the product.
Digital marketing platforms that significantly less affect customer perception and buying behavior tend to have a supporting or operational function very low impacted the customer. Basic web hosting sites are GoDaddy Web Hosting Web hosting platforms make sure websites stay online and work appropriately. Yet, GoDaddy and the like hosting websites such as Bluehost have little direct effect on how consumers think about a brand. Bluehost Similar to GoDaddy, Bluehost provides the barebones web hosting but only impacts purchasing decisions if it creates severe website problems. The minimum affiliate marketing features available are ShareASale (free version) The free affiliate marketing networks allow basic capabilities, but they do not have the depth of features necessary for more advanced campaigns that can significantly low impact consumer attitudes. Banner ad tools have sub tools such as Banner Snack Basic banner ad tools are employed to design basic ads, but they tend to be overlooked by consumers, particularly if they fail to personalize or be relevant. Their influence on consumer perception is weak, particularly with the increase in ad-blocking technology as well as the lowering influence of classic display ads. Survey instruments are similar to Google Forms Basic survey instruments such as Google Forms enable companies to get customer opinions but carry little weight in consumers' opinions unless the findings are applied to enhance the product or consumer experience. Google Forms does not directly involve consumers so as to shape their buying behaviors. SurveyMonkey (standard version) Survey tools in their standard version primarily assist businesses in collecting opinions but have minimal direct influence on buying behavior. content discovery sites are low influence the customers so there is no opportunity to buy the product or service.
The originality of this content is in the through categorization of digital marketing tools according to their different levels of influencing purchasing decisions by consumers. It classifies tools into having high, moderate, or low influence, presenting a detailed picture of how different platforms are involved in influencing consumer action. This categorization enables companies to strategically set priorities for tools based on their impact on purchasing decisions. Further, the analysis touches upon the contemporary issues within digital marketing, including the proliferation of ad-blocking technology and the growing emphasis on personalised experiences making it contemporary and useful guide for forms seeking to make the most out of their marketing.
The system consists of an input interface for collecting data from various digital marketing tools including but not limited to social media marketing, video marketing, product recommendation engines, influencer marketing, customer relationship management platforms, email marketing, search engine marketing, content management systems, affiliate marketing, banner advertising, survey tools, and basic web hosting.
A data preprocessing module cleans, normalises, and structures the incoming data to ensure comparability across different sources and tools. This includes aligning time periods, removing duplicates, and mapping metrics to a common schema.
A metrics extraction module identifies key performance indicators such as impressions, clicks, conversions, purchase confirmations, and customer engagement for each tool.
A scoring engine assigns influence scores to each tool based on predefined rules or a machine learning model trained on historical purchase data. Scores reflect the degree to which each tool contributes to confirmed purchases, purchases in dilemma, or no purchase.
A classification module groups tools into high, moderate, or low influence categories. High influence tools are those strongly associated with confirmed customer purchase decisions (for example, social media marketing, video marketing, product recommendation engines, influencer marketing, and customer relationship management). Moderate influence tools are associated with purchase decisions in dilemma (for example, email marketing, search engine marketing, content management systems, affiliate marketing, social media management). Low influence tools have minimal direct effect on purchase behaviour (for example, banner advertising, basic affiliate tools, content discovery platforms, survey tools, basic web hosting).
The system’s output module presents classification results on a dashboard, visualising high, moderate, and low influence tools with associated metrics and trends. Reports can be exported or integrated with external business intelligence systems.
An optional recommendation engine suggests strategic actions, such as increasing investment in high-impact tools, refining messaging in moderate-impact tools, or phasing out low-impact tools.
Security measures ensure that all collected consumer data are anonymised and handled in compliance with privacy regulations.
The system can be deployed on cloud infrastructure, on-premise servers, or as a hybrid solution, and accessed through a web-based or mobile interface by marketing managers.
By continuously ingesting new data, the scoring engine updates influence classifications in real time, enabling organisations to respond quickly to changing market conditions and consumer behaviours.
The system reduces guesswork in digital marketing strategy, improves budget allocation, and increases overall marketing effectiveness.
The method can be applied across industries and geographic regions, with configurable parameters to reflect different consumer segments and marketing channels.
This framework transforms disparate marketing metrics into actionable insight, offering organisations a clear, evidence-based roadmap for optimising digital marketing campaigns.
BEST METHOD OF WORKING
The preferred embodiment deploys the system as a cloud-based analytics platform. Data feeds from multiple digital marketing tools are integrated via APIs into the input interface. The data is preprocessed and analysed by the scoring engine, which uses a machine learning model trained on historical campaign and purchase data. The classification module groups tools into high, moderate, and low influence categories, and results are displayed on a real-time dashboard accessible by authorised users. This configuration enables continuous, automated evaluation of marketing tools and supports evidence-based decision-making without manual intervention.
ADVANTAGES OF THE INVENTION
1. Categorization of Tools by Influence: By classifying digital marketing tools based on their direct impact on customer behaviour, the solution enables businesses to give priority to platforms that are more likely to affect purchasing decisions. Compared to previous general recommendations, this fragmented approach is more feasible to implement.
2. Data-Driven Decision Making: Businesses can minimize expenditure on tools with lower impact by dividing tools into three categories: high, moderate, and low influence. This allows them to make well-informed judgments about where to spend marketing resources.
3. Addressing Modern Challenges: In contrast to earlier approaches that might have ignored new issues like ad-blocking and the requirement for tailored content, this method specifically takes these things into consideration and provides workable solutions to address them.
4. Enhanced Marketing Efficiency: By giving high-impact tools priority, the solution helps firms maximize their marketing efforts, minimize wasteful spending on ineffective platforms, and increase return on investment.
5. Clear Focus on Consumer Perception: It focuses on how various technologies directly affect consumer perceptions, which is an important aspect in determining sales growth and long-term brand loyalty. Compared to traditional techniques, which frequently solely focus on tool features or technical factors, this focus on consumer perception is more thorough.
, Claims:1. A system for categorising digital marketing tools based on consumer purchase influence and effectiveness comprising:
an input module configured to receive data from multiple digital marketing tools;
a preprocessing module configured to clean and normalise the received data;
a metrics extraction module configured to identify key performance indicators of consumer engagement and purchase behaviour;
a scoring engine configured to assign influence scores to each digital marketing tool based on its impact on consumer purchase decisions;
a classification module configured to group digital marketing tools into high, moderate and low influence categories; and
an output interface configured to present the categorisation results to a user.
2. The system as claimed in claim 1, wherein the input module aggregates data from social media marketing, video marketing, product recommendation engines, influencer marketing, customer relationship management, email marketing, search engine marketing, content management systems, affiliate marketing, banner advertising, survey tools, and web hosting platforms.
3. The system as claimed in claim 1, wherein the scoring engine uses a machine learning model trained on historical purchase data to determine influence scores.
4. The system as claimed in claim 1, wherein the classification module updates groupings of digital marketing tools in real time as new data are received.
5. The system as claimed in claim 1, wherein the output interface provides a dashboard visualising high, moderate and low influence tools and associated metrics.
6. A method for categorising digital marketing tools based on consumer purchase influence and effectiveness comprising:
receiving data from multiple digital marketing tools;
preprocessing the received data to clean and normalise it;
extracting key performance indicators of consumer engagement and purchase behaviour;
assigning influence scores to each digital marketing tool based on its impact on consumer purchase decisions;
classifying the digital marketing tools into high, moderate and low influence categories; and
presenting the categorisation results to a user through an output interface.
7. The method as claimed in claim 6, wherein data are aggregated from social media marketing, video marketing, product recommendation engines, influencer marketing, customer relationship management, email marketing, search engine marketing, content management systems, affiliate marketing, banner advertising, survey tools, and web hosting platforms.
8. The method as claimed in claim 6, wherein influence scores are determined using a machine learning model trained on historical campaign and purchase data.
9. The method as claimed in claim 6, wherein the classification of digital marketing tools is updated in real time as new data are received.
10. The method as claimed in claim 6, wherein the categorisation results are displayed on a dashboard visualising high, moderate and low influence tools and their associated metrics.