Marketing system

• US 20030004787A1
• Filed: 05/30/2002
• Published: 01/02/2003
• Est. Priority Date: 05/30/2001
• Status: Abandoned Application

• Current Assignee: The Procter & Gamble Company
• Original Assignee: The Procter & Gamble Company
• Inventors: Marquardt, Deborah Smith, Cole, William Sampson, Tripp, Cynthia Pope
• Application Number:
  US10/159,403
• Publication Number:
  US 20030004787A1
• 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 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration

Abstract

A method for generating a list of individuals to whom marketing efforts are to be directed comprises identifying a set of individuals (e.g., from a source database such as a data file or database storing market research data). One or more of the set of individuals are then located in a consumer database (e.g., national consumer database) to obtain data from the consumer database relating to the set of individuals. The obtained data is then analyzed to generate a model profile of the list of individuals, where the model profile identifies attributes of individuals who are likely to respond positively to the marketing efforts. For instance, the attributes may identify individuals of a particular income level, age range, or lifestyle element. The list of individuals is then generated from the consumer database using the model profile. The list of individuals may also be located in a media consumption database to identify a target group of individuals, where the target group of individuals is a subset of the individuals identified in the media consumption database. Once this target group is identified, media consumption data associated with the target group of individuals may be obtained from the media consumption database. A media plan identifying preferable advertisement slots (e.g., temporal or spatial) within the specified media may then be generated from the obtained media consumption data.

Claims

1. A method for generating a list of individuals to whom marketing effort is to be directed, the method comprising:

(i) identifying a set of individuals from a market research database, wherein the market research database comprises response data obtained from individuals included in said market research database;

(ii) locating one or more individuals of the set of individuals in a consumer database to obtain data from the consumer database relating to said one or more individuals;

(iii) analyzing the obtained data from step (ii) to generate a model profile of the set of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing effort; and

(iv) generating the list of individuals from the consumer database using the model profile.

2. The method of claim 1, further comprising the step of (v) analyzing the data from the market research database to identify a subset of individuals from the market research database who are acceptor marketing candidates, and wherein said step (iii) comprises analyzing said obtained data from step (ii) to generate a model profile of the subset of individuals identified as acceptor marketing candidates in step (v).

3. The method of claim 2 wherein the data obtained in step (ii) from the consumer database does not include any names or street addresses of consumers.

4. The method of claim 2, wherein the data obtained in step (ii) includes at least one of demographics, hobbies, interests, spending habits, consumption habits, and attitudinal data.

5. The method of claim 4, wherein the model profile identifies at least one of demographics, geographic information, hobbies, interests, spending habits, consumption habits, and attitudinal data.

6. The method as recited in claim 1, wherein analyzing the obtained data to generate a model profile comprises:

analyzing the obtained data and data from the market research database relating to the set of individuals.

7. The method as recited in claim 2, wherein analyzing the obtained data comprises performing statistical analysis.

8. The method as recited in claim 2, wherein the attributes correspond to individuals who have a high purchase intent rating.

9. The method as recited in claim 2, wherein the attributes correspond to individuals who have high potential as consumers to a particular brand or product.

10. The method as recited in claim 2, wherein the consumer database is a national consumer database including a plurality of postal mail or email addresses, or both.

11. The method as recited in claim 2, wherein the list of individuals generated from the consumer database includes a generated set of names, addresses, or other personally identifiable information for the individuals included in the list of individuals.

12. The method as recited in claim 2, wherein the data obtained from step (ii) of locating one or more of the set of individuals in the consumer database does not identify one or more of the set of individuals by personal identifiable information.

13. The method as recited in claim 2, wherein the data obtained from locating one or more of the set of individuals in the consumer database does not include personal identifiable information for one or more of the set of individuals.

14. The method as recited in claim 11, wherein the data pertaining personally identifiable information obtained from step (ii) of locating one or more of the set of individuals in the consumer database is masked, encrypted, or removed, whereby further use of said personal identifiable information is inhibited.

15. The method as recited in claim 2, wherein generating the list of individuals from the consumer database using the model profile comprises:

applying the model profile to the consumer database such that individuals who approximately satisfy the attributes in the model profile are identified; and

creating the list of individuals from the consumer database, the list of individuals including individuals identified by applying the model profile to the consumer database and including a plurality of associated addresses.

16. The method as recited in claim 2, wherein the consumer database is larger than the market research database from which the set of individuals is identified.

17. The method as recited in claim 2, wherein the consumer database identifies a greater number of individuals than set of individuals identified from the market research database.

18. The method as recited in claim 2, wherein the attributes include at least one of age range, income level, and lifestyle element.

19. A list of individuals generated by the method of claim 2.

20. A method for generating a set of data for use in identifying individuals to whom marketing effort is to be directed, the method comprising:

(i) identifying a set of individuals from a market research database, wherein the market research database includes collected market research data relating to the set of individuals.

(ii) locating one or more individuals of the set of individuals in a consumer database to obtain data from the consumer database relating to the located individuals of the set of individuals;

(iii) removing identifying information from the obtained data, the identifying information including information that identifies one or more of the set of individuals; and

(iv) providing the obtained data in machine-readable or human-readable form, or both, to enable the obtained data to be analyzed.

21. A method for generating a list of individuals to whom marketing effort is to be directed, the method comprising:

(i) obtaining data for individuals from a consumer database that includes attributes for said individuals, the attributes being associated with individuals identified in a market research database;

(ii) analyzing the obtained data to generate a model profile of the list of individuals, the model profile being defined by attributes of individuals who are likely to respond positively to the marketing effort;

(iii) applying the model profile to the consumer database such that individuals who correspond to at least some of the attributes in the model profile are identified; and

(iv) generating the list of individuals from the consumer database, the list of individuals identifying the individuals who correspond to at least some of the attributes in the model profile and including contact information for each of the individuals.

22. A list of individuals generated by the method of claim 21.

24. The method as recited in claim 23, further comprising:

(v) obtaining media consumption data associated with the target group of individuals from the media consumption database; and

(vi) creating a media advertising plan from the obtained media consumption data, the media advertisement plan indicating a preferred placement of one or more advertisements within the media.

25. The method as recited in claim 24, further comprising:

identifying a media consumption pattern of the target group of individuals from the obtained media consumption data; and

generating the media advertising plan from the identified media consumption pattern.

26. The method as recited in claim 23, wherein the media consumption database identifies media consumption patterns of the individuals identified in the media consumption database.

27. The method as recited in claim 23, wherein the media is television and the media consumption database includes television consumption data of the individuals identified in the media consumption database.

28. The method as recited in claim 28, wherein the television consumption data identifies at least one of type of program, program, program time, and time range of one or more television programs viewed by the individuals identified in the media consumption database.

29. The method as recited in claim 27, wherein the media advertising plan identifies at least one of type of program, specific program and time during which advertising time is to be purchased.

30. The method as recited in claim 23, wherein the media is radio and the media consumption database includes radio consumption data of the individuals identified in the media consumption database.

31. The method as recited in claim 30, wherein the radio consumption data identifies at least one of type of program, program, program time, and time range listened to by the individuals identified in the media consumption database.

32. The method as recited in claim 30, wherein the media advertising plan identifies at least one of type of program, program and time during which advertising time is to be purchased.

33. The method as recited in claim 23, wherein the media is a print media and the media consumption database includes print consumption data of the individuals identified in the media consumption database.

34. The method as recited in claim 33, wherein the print consumption data identifies at least one of type of magazine, magazine name, name of newspaper, and name of publication read by the individuals identified in the media consumption database.

35. The method as recited in claim 33, wherein the media advertising plan identifies at least one of type of magazine, specific magazine, and newspaper in which advertising space is to be purchased.

36. The method as recited in claim 23, wherein the media is the Internet.

38. The method as recited in claim 37, further comprising:

(vi) obtaining media consumption data associated with the target group of individuals from the media consumption database; and

(vii) creating a media advertising plan from the obtained media consumption data.

39. The method as recited in claim 38, further comprising:

identifying a media consumption pattern of the target group of individuals from the obtained media consumption data; and

generating the media advertising plan from the identified media consumption pattern.

23. A method for generating a target group of individuals to whom marketing effort is to be directed for a particular media, the method comprising:

(i) locating one or more individuals of a set of individuals, said set of individuals having been identified from a market research database, in a consumer database to obtain data for said one or more individuals from the consumer database relating to the set of individuals;

(ii) analyzing the obtained data to generate a model profile of the list of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing effort;

(iii) generating the list of individuals from the consumer database using the model profile; and

(iv) locating individuals from the list generated from the consumer database using the model profile in a media consumption database to identify a target group of individuals, the target group of individuals being a subset of the individuals identified in the media consumption database.

37. A method for generating a target group of individuals to whom marketing effort is to be directed for a particular media, the method comprising:

(i) receiving data from a consumer database that includes attributes for said individuals, the attributes being associated with individuals identified in a market research database;

(ii) analyzing the obtained data to generate a model profile of the list of individuals, the model profile being defined by attributes of individuals who are likely to respond positively to the marketing effort;

(iii) applying the model profile to the consumer database such that individuals who approximately satisfy the attributes in the model profile are identified;

(iv) generating the list of individuals from the consumer database using the model profile, the list of individuals including a plurality of associated addresses; and

(v) locating individuals from the list generated from the consumer database using the model profile in a media consumption database to obtain a target group of individuals, the target group of individuals being a subset of the individuals identified in the media consumption database.

40. A computer-readable medium storing thereon instructions for generating a list of individuals to whom marketing efforts are to be directed, the computer-readable medium comprising:

(i) instructions for identifying or receiving, or a combination thereof, a set of individuals from a market research database;

(ii) instructions for locating one or more individuals of the set of individuals in a consumer database to obtain data from the consumer database relating to the set of individuals;

(iii) instructions for analyzing the obtained data of step (ii) to generate a model profile of the list of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing efforts; and

(iv) instructions for generating the list of individuals from the consumer database using the model profile.

41. An apparatus for generating a list of individuals to whom marketing efforts are to be directed, comprising:

(a) a processor; and

(b) a memory, at least one of the processor and the memory being adapted for performing the following steps;

(i) identifying or receiving, or a combination thereof, a set of individuals from a market research database;

(ii) locating one or more individuals of the set of individuals in a consumer database to obtain data from the consumer database relating to the set of individuals;

(iii) analyzing the obtained data in (ii) to generate a model profile of the list of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing efforts; and

(iv) generating the list of individuals from the consumer database using the model profile.

42. An apparatus for generating a list of individuals to whom marketing efforts are to be directed, comprising:

(i) means for identifying or receiving, or a combination thereof, a set of individuals who are acceptor marketing candidates from a market research database;

(ii) means for locating one or more of the set of individuals in a consumer database to obtain data from the consumer database relating to the set of individuals;

(iii) means for analyzing the obtained data in (ii) to generate a model profile of the list of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing efforts; and

(iv) means for generating the list of individuals from the consumer database using the model profile.

43. A method for identifying a geographic region in which marketing effort is to be directed, the method comprising:

(i) identifying a set of individuals who are likely to respond positively to said marketing efforts from a market research database;

(ii) locating one or more of the set of individuals in a consumer database to obtain data from the consumer database relating to the set of individuals, said database including geographic information about the individuals;

(iii) analyzing the obtained data of (ii) to generate a model profile of individuals, the model profile identifying attributes of individuals who are likely to respond positively to the marketing efforts;

(iv) identifying one or more geographic regions to direct marketing efforts toward based upon proportion of acceptor marketing candidates in said regions meeting the model profile.

44. A method as in claim 43, further comprising the step of:

(v) generating a list of individuals from the consumer database using the model profile before or after, or both, said step of analyzing the obtained data.

46. The method of claim 45, further comprising the step of:

(v) generating a list of individuals from the consumer database before or after, or both, said step of applying the model profile, the list of individuals identifying the individuals who correspond to at least some of the attributes in the model profile and including contact information for individuals in said list.

45. A method for identifying a geographic region in which marketing efforts are to be directed, the method comprising:

(i) receiving data for a set of individuals that includes attributes obtained from a consumer database, the attributes being associated with individuals identified in a market research database;

(ii) analyzing the obtained data to generate a model profile of the set of individuals, the model profile being defined by attributes of individuals who are likely to respond positively to the marketing efforts;

(iii) applying the model profile to a consumer database such that individuals who correspond to at least some of the attributes in the model profile are identified, said database including geographic information of the individuals; and

(iv) identifying one or more geographic regions to direct marketing efforts toward based upon proportion of individuals in said regions meeting the model profile.