Systems and methods for predicting the efficacy of a marketing message

• US 20080046317A1
• Filed: 08/21/2006
• Published: 02/21/2008
• Est. Priority Date: 08/21/2006
• Status: Abandoned Application

• Current Assignee: The Procter & Gamble Company
• Original Assignee: The Procter & Gamble Company
• Inventors: Christianson, Alfred, Lenon, Magracia Bernardino, Levin, Steven M.
• Application Number:
  US11/508,031
• Publication Number:
  US 20080046317A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods for predicting the efficacy of a marketing message to generate word of mouth (WOM) are disclosed. A prediction server may generate and distribute surveys to a subset of a target market group. The prediction server may then analyze the survey responses and compare the responses to past responses for marketing messages in similar product or service categories. One or more scores relating to the message'"'"'s ability to generate WOM may then be computed. These scores may reflect purchase intent, message advocacy, and message amplification of the marketing message. The marketing message may then be refined based on the value of the one or more scores. The prediction server may also access in-market data in order to project volume build or equity build of a promotional item associated with the marketing message.

Claims

1. A method for predicting the efficacy of a marketing campaign, the method comprising:

identifying a promotional item;

selecting a target market group to market the promotional item;

creating at least one marketing message corresponding to the promotional item, wherein the marketing message meets an impression criteria associated with the target market group;

developing a communication plan to communicate the at least one marketing message to a subset of the target market group, wherein the communication plan comprises at least one survey with at least one question relating to the marketing message;

testing the communication plan with the subset of the target market group;

receiving results from the testing of the communication plan from the subset of the target market group; and

analyzing the results received from the testing, wherein analyzing the results comprises calculating at least one score for the marketing message, the at least one score derived at least in part from responses to the at least one survey.

2. The method of claim 1 wherein testing the communication plan comprises delivering the at least one survey to the subset of the target market group.

3. The method of claim 2 wherein delivering the at least one survey to the subset of the target market group comprises delivering at least one electronic message to the subset of the target market group, the electronic message selected from the group consisting of an email message, a text message, an Instant Message (IM), a Short Messaging Service (SMS) message, and a Multimedia Messaging Service (MMS) message.

4. The method of claim 2 delivering the at least one survey to the subset of the target market group comprises hosting the at least one survey as a webpage.

5. The method of claim 1 wherein receiving results from the testing comprises receiving survey responses to the at least one question.

6. The method of claim 5 wherein the survey responses are received over a network.

7. The method of claim 6 wherein the network comprises the Internet.

8. The method of claim 1 further comprising accessing in-market data comprising volume build information relating to other marketing messages in the same industry as the promotional item.

9. The method of claim 8 further comprising projecting the promotional item volume build due to the marketing message.

10. The method of claim 9 wherein projecting the promotional item volume build due to the marketing message comprises fitting the volume build to a linear or non-linear regression model.

11. The method of claim 1 further comprising creating an amplification tool for the promotional item, the amplification tool comprising advertising for the promotional item.

12. The method of claim 11 wherein the amplification tool is selected from the group consisting of stickers, samples of the promotional item, postcards, flyers, clothing, and jewelry.

13. The method of claim 11 further comprising delivering the amplification tool to the subset of the target market group.

14. The method of claim 1 wherein the at least one score is indicative of the marketing message'"'"'s ability to generate word of mouth.

15. The method of claim 1 further comprising refining the at least one marketing message based at least in part on the value of the at least one score.

16. A method for predicting the efficacy of a marketing campaign, the method comprising:

receiving an indication of a target market group to market a promotional item;

enrolling individuals within the target market group, wherein enrolling individuals comprises receiving data relating to the social networks of the individuals;

generating a survey comprising at least one question relating to a marketing message associated with the promotional item;

receiving survey responses from the enrolled individuals; and

analyzing the received survey responses, wherein analyzing the received survey responses comprises calculating at least one score for at least one attribute of the marketing message, the at least one score derived at least in part from the received survey responses.

17. The method of claim 16 wherein the at least one attribute is selected from the group consisting of purchase intent, message advocacy, and message amplification.

18. The method of claim 16 wherein calculating the at least one score comprises calculating the number of received survey responses.

19. The method of claim 16 wherein calculating the at least one score comprises assigning weights to answer choices of the at least one question.

20. A system for predicting the efficacy of a marketing campaign, the system comprising:

memory to store at least one survey related to a marketing message; and

a server coupled to the memory, the server configured to;

receive an indication of a target market group to market a promotional item associated with the marketing message;

generate the at least one survey, wherein the at least one survey comprises at least one question relating to the marketing message;

receive responses to the at least one survey from individuals within the target market group;

store the received responses in the memory; and

calculate at least one score for at least one attribute of the marketing message, the score derived at least in part from the received survey responses.