Method and system of determining differential promotion allocations

• US 20020169654A1
• Filed: 05/08/2001
• Published: 11/14/2002
• Est. Priority Date: 05/08/2001
• Status: Abandoned Application

• Current Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Original Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Inventors: Santos, Cipriano A., Beyer, Dirk M., Crowder, Harlan, Shahoumian, Troy, Singh, Vineet, Iqbal, Bilal
• Application Number:
  US09/851,514
• Publication Number:
  US 20020169654A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions

Abstract

The offerings of promotions to prospective customers are differentially allocated on the basis of customer segmentation, which is a mapping of the customers to a smaller number of segments that reflect commonalities of purchasing attributes. An optimization engine includes inputs of customer segment information, promotion information, market information, management information, and supply chain information. The various forms of information are utilized to provide promotion strategies on a promotion-by-promotion basis and a segment-by-segment basis. Preferably, the market information includes “null promotion data” for the individual customer segments. The null promotion data relates to conversion probabilities, revenues and costs for those occasions on which there are no promotions offered to the customers.

Claims

1. A computerized method of determining differential promotion allocation among prospective customers comprising the steps of:

entering management information that is specific to business management objectives and constraints, including entering budget information; and

defining a campaign plan for allocating presentations of a plurality of said promotions among said customers, including using automated processing to form said campaign plan on the basis of customer segments and said management information, said customer segments being based upon customer commonalities with respect to at least one customer attribute, said campaign plan being defined to include at least one restricted promotion for which each customer segment is assigned a specific percentage and at least one specific percentage is less than an entirety of said customer segment, each said specific percentage representing that portion of said customers from said customer segment that is to be presented with said restricted promotion.

2. The method of claim 1 wherein said step of defining said campaign plan includes:

automatically identifying an inconsistency in achieving two of said business management objectives;

automatically determining a guideline for resolving a trade-off between said two business management objectives; and

utilizing said guideline in configuring said campaign plan.

3. The method of claim 1 wherein said step of defining said campaign plan includes:

automatically detecting contradictions between said constraints and other aspects of said entered management information;

automatically identifying resolutions to said contradictions; and

implementing said resolutions in said campaign plan.

4. The method of claim 3 wherein said step of automatically detecting said contradictions includes generating a report which identifies said contradictions and said resolutions.

5. The method of claim 1 wherein said step of entering said management information includes entering data indicative of budget constraints (1) for individual said customer segments and (2) for said overall campaign plan.

6. The method of claim 1 wherein said campaign plan is specific to application via the global communications network referred to as the Internet.

7. The method of claim 1 wherein said campaign plan is specific to application via a telecommunications network.

8. The method of claim 1 further comprising a step of entering market data on which said campaign plan is further based, including entering conversion data that is indicative of the responsiveness of each said customer segment to said promotions.

9. The method of claim 8 wherein said step of entering said market data includes providing null promotion data for individual said customer segments, said null promotion data being indicative of probabilities of achieving said business management objectives during an absence of said promotions.

10. The method of claim 1 further comprising a step of entering supply chain data on which said campaign plan is further based, said supply chain data being indicative of availability of resources that are subject matter of said promotions.

11. A system for forming a promotion campaign plan comprising:

stored customer segment information indicative of mapping a plurality of customers to a smaller number of customer segments, said mapping being based on attributes that are perceived as being relevant to customer activity when presented with promotions;

stored promotion information regarding a plurality of promotions;

stored market information regarding marketing considerations relevant to said promotions;

stored management information regarding business objectives and business constraints relevant to said promotions; and

an optimization engine configured to design a promotion campaign as an algorithmic response to each of said stored customer segment information, said stored promotion information, said stored market information and said stored management information, wherein said promotion campaign indicates promotion strategies on a promotion-by-promotion and segment-by-segment basis, said optimization engine being enabled to detect and automatically address inconsistencies and contradictions in achieving said business objectives and business constraints.

12. The system of claim 11 wherein said stored management information includes budget constraints for each said customer segment, said optimization engine being configured to be responsive to said budget constraints such that said promotion campaign includes designations of portions of specific said customer segments that are to be presented with particular said promotions.

13. The system of claim 11 wherein said optimization engine is cooperative with a feasibility engine that is configured to recognize and address said contradictions in said stored management information, said feasibility engine being enabled to determine resolutions to said contradictions that involve said business constraints.

14. The system of claim 11 further including stored supply data regarding availability of either or both of goods and services being offered to said customers.

15. The system of claim 14 wherein said stored supply data indicates on-hand inventory and currently ordered inventory.

16. The system of claim 11 wherein said optimization engine is cooperative with an efficiency frontier engine that is configured to recognize said inconsistencies and to determine trade-offs among said business objectives, said efficiency frontier engine being responsive to a hierarchy of said business objectives.

18. The method of claim 17 further comprising entering supply data for use in said computing step, said supply data being indicative of goods or services that are offered to said website visitors.

19. The method of claim 18 wherein said computing step includes automatically detecting and addressing inconsistencies among said objectives.

20. The method of claim 17 wherein said computing step includes designating percentages for each said group and each said promotion, where each percentage represents the portion of said website visitors within a particular said group that will be presented with a particular said promotion, with at least some of said percentages being less than one hundred percent.

17. A method of determining differential promotion allocation among website visitors comprising the automated programming steps of:

entering market data that includes visitor conversion information and null promotion information, said conversion information being specific to visitor groups that are based on common attributes among said visitors, said conversion information identifying group-by-group characteristics relating to desired website visitor activities, said null promotion information identifying factors specific to said groups and said desired website visitor activities when there is an absence of promotions that are designed to promote said website visitor activities;

entering management data that includes business objectives and business constraints, said business objectives including information regarding target numbers of conversions and target revenue and profit levels, said business constraints including group-by-group budget constraints; and

computing a campaign plan that is specific to each said group and each said promotion, said campaign plan being based upon said market and management data.