Capturing marketing events and data models

• US 20060253467A1
• Filed: 05/03/2005
• Published: 11/09/2006
• Est. Priority Date: 05/03/2005
• Status: Active Grant

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Selby, David A., Ramsey, Mark S.
• Granted Patent: US 7,689,453 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 10/063 Operations research, analysis or management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0211 Determining the effectiveness of discounts or incentives
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

A database system and method applying data models to candidate(s) with respect to marketing event(s). The database system comprises a first database structure storing a first list of candidates, a second database structure storing a plurality of data models, a third database structure storing a second list identifying marketing events, and a database manager software application stored on a computer readable medium. The database manager software application comprises a retrieving tool and an application tool. The retrieving tool is for retrieving at least one data model from the data models in said second database structure. The application tool is for applying the at least one data model to the at least one candidate from the first list of candidates with respect to a first marketing event from the second list.

Claims

1. A database system, comprising:

a first database structure storing a first list of candidates;

a second database structure storing a plurality of data models;

a third database structure storing a second list identifying marketing events, wherein each marketing event from said second list comprises a marketing offer and an identified channel means for communicating said marketing offer; and

a database manager software application stored on a computer readable medium, wherein said database manager software application comprises a retrieving tool and an application tool, wherein said retrieving tool is for retrieving at least one data model from said data models, in said second database structure, and wherein said application tool is for applying said at least one data model to at least one candidate from said first list of candidates with respect to a first marketing event from said second list.

2. The database system of claim 1, wherein said database manager software application further comprises a computing tool for computing a response probability score for said at least one candidate with respect to said first marketing event, and wherein said response probability score is computed using said at least one data model.

3. The database system of claim 2, wherein said computing tool is for computing a value score for each marketing event from said second list.

4. The database system of claim 1, wherein said application tool is for applying a specified constraint to said first marketing event with respect to said at least one candidate.

5. The database system of claim 4, wherein said specified constraint comprises a timing conflict related to offering said first marketing event to said at least one candidate.

6. The database system of claim 4, wherein said wherein said specified constraint comprises a budget constraint related to offering said first marketing event to said at least one candidate.

7. The database system of claim 1, wherein said first list of candidates comprises existing customers of an entity that is offering said marketing events from said second list.

8. The database system of claim 1, wherein each marketing offer is selected from the group consisting of a product offer and a service offer.

9. The database system of claim 1, wherein each identified channel means is selected from the group consisting of a telephone call, an email, a text message, and standard mail.

10. A selection method, comprising:

providing a database system comprising a database manager software application stored on a computer readable medium, a first database structure storing a first list of candidates, a second database structure storing a plurality of data models, and a third database structure storing a second list identifying marketing events, wherein said database manager software application comprises a retrieving tool and an application tool, and wherein each marketing event from said second list comprises a marketing offer and an identified channel means for communicating said marketing offer;

retrieving by said retrieving tool, at least one data model from said data models in said second database structure; and

applying by said application tool, said at least one data model to at least one candidate from said first list of candidates with respect to a first marketing event from said second list.

11. The method of claim 10, wherein said database manager software application further comprises a computing tool, and wherein said method further comprises:

computing by said computing tool, a response probability score for said at least one candidate with respect to said first marketing event, wherein said response probability score is computed using said at least one data model.

12. The method of claim 11, further comprising computing by said computing tool, a value score for each marketing event from said second list.

13. The method of claim 10, further comprising applying by said application tool, a specified constraint to said first marketing event with respect to said at least one candidate.

14. The method of claim 13, wherein said specified constraint comprises a timing conflict related to offering said first marketing event to said at least one candidate.

15. The method of claim 13, wherein said specified constraint comprises a budget constraint related to offering said first marketing event to said at least one candidate.

16. The method of claim 10, wherein said first list of candidates comprises existing customers of an entity that is offering said marketing events from said second list.

17. The method of claim 10, wherein each marketing offer is selected from the group consisting of a product offer and a service offer.

18. The method of claim 10, wherein each identified channel means is selected from the group consisting of a telephone call, an email, a text message, and standard mail.

20. The process of claim 18, wherein said database manager software application further comprises a computing tool, and wherein said method further comprises:

computing by said computing tool, a response probability score for said at least one candidate with respect to said first marketing event, wherein said response probability score is computed using said at least one data model.

21. The process of claim 20, wherein said method further comprises computing by said computing tool, a value score for each marketing event from said second list.

19. A process for integrating computing infrastructure, comprising integrating computer-readable code into a computing system, wherein the code in combination with the computing system comprises a database system comprising a database manager software application stored on a computer readable medium, a first database structure storing a first list of candidates, a second database structure storing a plurality of data models, and a third database structure storing a second list identifying marketing events, wherein said database manager software application comprises a retrieving tool and an application tool, and wherein each marketing event from said second list comprises a marketing offer and an identified channel means for communicating said marketing offer, and wherein the code in combination with the computing system is adapted to implement a method for performing the steps of:

retrieving by said retrieving tool, at least one data model from said data models in said second database structure; and

applying by said application tool, said at least one data model to at least one candidate from said first list of candidates with respect to a first marketing event from said second list.

22. The process of claim 19, wherein said method further comprises applying by said application tool, a specified constraint to said first marketing event with respect to said at least one candidate.

23. The process of claim 22, wherein said specified constraint comprises a timing conflict related to offering said first marketing event to said at least one candidate.

24. The process of claim 22, wherein said specified constraint comprises a budget constraint related to offering said first marketing event to said at least one candidate.

25. The process of claim 19, wherein said first list of candidates comprises existing customers of an entity that is offering said marketing events from said second list.

26. The process of claim 19, wherein each marketing offer is selected from the group consisting of a product offer and a service offer.

27. The process of claim 19, wherein each identified channel means is selected from the group consisting of a telephone call, an email, a text message, and standard mail.

28. A computer program product, comprising a computer usable medium having a computer readable program code embodied therein, said computer readable program code comprising an algorithm adapted to implement a selection method within a database system, said database system comprising a database manager software application stored on a computer readable medium, a first database structure storing a first list of candidates, a second database structure storing a plurality of data models, and a third database structure storing a second list identifying marketing events, wherein said database manager software application comprises a retrieving tool and an application tool, and wherein each marketing event from said second list comprises a marketing offer and an identified channel means for communicating said marketing offer, said method comprising the steps of:

retrieving by said retrieving tool, at least one data model from said data models in said second database structure; and

applying by said application tool, said at least one data model to at least one candidate from said first list of candidates with respect to a first marketing event from said second list.

29. The computer program product of claim 28, wherein said database manager software application further comprises a computing tool, and wherein said method further comprises:

computing by said computing tool, a response probability score for said at least one candidate with respect to said first marketing event, wherein said response probability score is computed using said at least one data model.

30. The computer program product of claim 29, wherein said method further comprises computing by said computing tool, a value score for each marketing event from said second list.

31. The computer program product of claim 28 wherein said method further comprises applying by said application tool, a specified constraint to said first marketing event with respect to said at least one candidate.

32. The computer program product of claim 31, wherein said specified constraint comprises a timing conflict related to offering said first marketing event to said at least one candidate.

33. The computer program product of claim 31, wherein said specified constraint comprises a budget constraint related to offering said first marketing event to said at least one candidate.

34. The computer program product of claim 28, wherein said first list of candidates comprises existing customers of an entity that is offering said marketing events from said second list.

35. The computer program product of claim 28, wherein each marketing offer is selected from the group consisting of a product offer and a service offer.

36. The computer program product of claim 28, wherein each identified channel means is selected from the group consisting of a telephone call, an email, a text message, and standard mail.