Predicting marketing campaigns having more than one step
First Claim
1. A method of predicting outcomes of marketing campaigns comprising more than one campaign step, the method comprising:
- predicting a number of responses to be received if a first campaign step were performed toward a first target group of customers, each customer having a response probability;
selecting a second target group from the first target group using the response probabilities, the second target group being substantially equal to the predicted number of responses; and
predicting an outcome of performing a second campaign step toward the second target group.
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Abstract
Methods and systems for assigning customers to steps in marketing campaigns. An assignment module assigns and reassigns the customers to the marketing activities. An evaluation module determines a predicted goal value of the marketing campaign for each assignment. The assignment module does not reassign a customer to a marketing activity that the customer has previously been assigned to. An execution module may execute campaign steps by performing marketing activities, and a response detection module may detect responses from the customers. The responses may be used in determining subsequent steps of the campaign. Creating sample target groups representative of the customers that are predicted to respond to a prior campaign step. The sample target group(s) may be used for predicting the outcome of subsequent campaign steps directed at the sample target group.
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Citations
18 Claims
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1. A method of predicting outcomes of marketing campaigns comprising more than one campaign step, the method comprising:
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predicting a number of responses to be received if a first campaign step were performed toward a first target group of customers, each customer having a response probability;
selecting a second target group from the first target group using the response probabilities, the second target group being substantially equal to the predicted number of responses; and
predicting an outcome of performing a second campaign step toward the second target group. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for predicting outcomes of marketing campaigns comprising more than one campaign step, the system comprising:
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program instructions comprising a response prediction module that, when executed by a processor, predicts a number of responses to be received if a first campaign step were performed toward a first target group of customers, each customer having a response probability;
program instructions comprising an assignment module that, when executed by a processor, selects a second target group from the first target group using the response probabilities, the second target group being substantially equal to the predicted number of responses; and
program instructions comprising an evaluation module that, when executed by a processor, predicts an outcome of performing a second campaign step toward the second target group. - View Dependent Claims (12, 13, 14)
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15. Computer software, tangibly embodied in at least one of a computer-readable medium and a propagated carrier signal, for predicting outcomes of marketing campaigns comprising more than one campaign step, the software comprising instructions to perform operations comprising:
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predict a number of responses to be received if a first campaign step were performed toward a first target group of customers, each customer having a response probability;
select a second target group from the first target group using the response probabilities, the second target group being substantially equal to the predicted number of responses; and
predict an outcome of performing a second campaign step toward the second target group. - View Dependent Claims (16, 17, 18)
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Specification