Adaptive marketing using insight driven customer interaction
First Claim
22-1. The method of claim 1, further comprising calculating at least one additional variable.
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Abstract
A system and method for adaptive marketing using insight driven customer interaction. The invention uses a closed-loop process for developing insight that may be used to refine further customer interactions. Results of a first customer interaction such as a marketing campaign are stored in a database. The results may be used to retrain predictive models and gain new insights regarding how customers are responding to marketing campaigns. The insights may be used to refine the offers delivered to customers or to extend additional offers in an effort to increase the likelihood that customers will redeem the offers. After each marketing campaign, the results are stored in the database. New and/or modified offers are created based on insights provided by the results of past campaigns. This process may be repeated such that subsequent campaigns are based on insights generated by the predictive models. The insight enables businesses to better target customers with better offers. These offers can be delivered through ensuing marketing campaigns or, through any form of interaction that the business has with the targeted customers.
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Citations
68 Claims
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22-1. The method of claim 1, further comprising calculating at least one additional variable.
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25. A method for insight driven interaction between an enterprise and a consumer, the method comprising:
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extracting customer data for at least one of a plurality of customers from at least one database;
training a predictive analytic model to predict customer behavior;
selecting the at least one of a plurality of customers from the at least one database for use in delivering differentiated customer treatment during a first customer interaction;
gathering results from the first customer interaction;
updating the at least one database based on the results of the first customer interaction; and
repeating the steps of extracting, training, selecting, gathering and updating for at least one additional customer interaction. - View Dependent Claims (26, 27, 28, 29, 30, 31, 32, 33, 34)
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35. A system for insight-driven, adaptive marketing, comprising:
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a customer data extracting module that extracts customer data for a plurality of customers from at least one database;
a training module that trains an analytic model to predict customer behavior;
a customer selecting module that selects a first customer set of customers from the at least one database for use in a first marketing campaign;
a gathering module that gathers campaign results from the first marketing campaign; and
an updating module that updates the at least one database based on the campaign results. - View Dependent Claims (2, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58)
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55-2. The system of claim 56, wherein the data regions comprise a predetermined grouping that is a complete input stream needed to perform a plurality of various customer analytical modeling wherein no additional data is required.
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59. A system for insight driven interaction between an enterprise and a consumer comprising:
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an extracting module that extracts customer data for at least one of a plurality of customers from at least one database;
a training module that trains a predictive analytic model to predict customer behavior;
a selecting module that selects the at least one of a plurality of customers from the at least one database for use in delivering differentiated customer treatment during a first customer interaction;
a gathering module that gathers results from the first customer interaction; and
an updating module that updates the at least one database based on the results of the first customer interaction.
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- 60. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises making an offer as an element of a marketing campaign.
Specification