Method and system of determining differential promotion allocations
First Claim
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.
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Accused Products
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.
212 Citations
20 Claims
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1. A computerized method of determining differential promotion allocation among prospective customers comprising the steps of:
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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. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for forming a promotion campaign plan comprising:
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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. - View Dependent Claims (12, 13, 14, 15, 16, 18, 19, 20)
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17. A method of determining differential promotion allocation among website visitors comprising the automated programming steps of:
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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.
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Specification