GENERATING CUSTOMIZED MARKETING MESSAGES FOR A CUSTOMER USING DYNAMIC CUSTOMER BEHAVIOR DATA

• US 20080249859A1
• Filed: 06/29/2007
• Published: 10/09/2008
• Est. Priority Date: 04/03/2007
• Status: Active Grant

• Current Assignee: Globalfoundries US Incorporated (GlobalFoundries, Inc.)
• Original Assignee: International Business Machines Corporation
• Inventors: Kraemer, James R., Angell, Robert Lee
• Granted Patent: US 8,812,355 B2
• 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 30/0239 Online discounts or incentives
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A computer implemented method, apparatus, and computer usable program code for customizing digital media marketing messages using customer behavior data. In one embodiment, patterns of events in customer event data are identified to form customer behavior data. The customer event data comprises metadata describing a customer associated with a retail facility. The customer behavior data is processed to form dynamic data. A customized marketing message is generated for the customer using the dynamic data.

Claims

1. A computer implemented method for customizing digital media marketing messages using customer behavior data, the computer implemented method comprising:

identifying patterns of events in customer event data to form customer behavior data, wherein the customer event data comprises metadata describing a customer associated with a retail facility;

processing the customer behavior data to form dynamic data; and

generating a customized marketing message for the customer using the dynamic data.

2. The computer implemented method of claim 1 further comprising:

receiving video data from a set of cameras associated with the retail facility to form received video data; and

analyzing the received video data to form the customer event data, wherein analyzing the video data comprises generating the metadata describing the customer associated with the retail facility.

3. The computer implemented method of claim 1 wherein the metadata describing the customer associated with the retail facility is metadata describing actions taken by the customer.

4. The computer implemented method of claim 1 wherein the metadata describing the customer associated with the retail facility is metadata describing an appearance of the customer.

5. The computer implemented method of claim 1 further comprising:

receiving detection data from a set of detectors located inside the retail facility to form received detection data;

analyzing the received detection data to form internal data; and

processing the internal data with the customer behavior data to form the dynamic data.

6. The computer implemented method of claim 1 wherein analyzing the video data further comprising:

receiving detection data from a set of detectors located outside the retail facility to form received detection data;

analyzing the received detection data to form external data; and

processing the external data with the customer behavior data to form the dynamic data.

7. The computer implemented method of claim 2 wherein analyzing the received video data further comprising:

analyzing the received video data with detection data gathered by a set of detectors associated with the retail facility, wherein the set of detectors comprises at least one of a microphone, a pressure sensor, a device for detecting odors, a motion detector, and a thermal sensor.

8. The computer implemented method of claim 1 further comprising:

processing the customer event data using at least one of a statistical method, a data mining method, a causal model, a mathematical model, a marketing model, a behavioral model, a psychological model, a sociological model, or a simulation model.

9. The computer implemented method of claim 1 further comprising:

responsive to a determination that the dynamic data indicates a shopping preference of the customer, identifying items offered for sale by the retail facility associated with the shopping preference to form identified items; and

generating a marketing message that includes an offer for a set of items in the identified items to form the customized marketing message.

10. The computer implemented method of claim 9 wherein a shopping preference is at least one of a preference for low cost items, a preference for high quality items, a preference for healthy items, a preference for luxury items, a preference for sale or discount items, a preference for gourmet items, and a preference for designer brand items.

11. The computer implemented method of claim 1 further comprising:

processing the customer behavior data with a customer profile for the customer associated with the retail facility to form the dynamic data.

12. The computer implemented method of claim 1 further comprising:

analyzing the dynamic data using a set of data models to identify a set of personalized marketing message criteria;

selecting a set of modular marketing messages using the set of personalized marketing message criteria; and

dynamically generating the customized marketing message using the set of modular marketing messages as the customer is present at the retail facility.

13. The computer implemented method of claim 1 further comprising:

transmitting the customized marketing message to a display device associated with the customer for display to the customer in real-time as the customer is present at the retail facility.

14. A computer program product comprising:

a computer usable medium including computer usable program code for customizing digital media marketing messages using customer behavior data, said computer program product comprising;

computer usable program code for identifying patterns of events in customer event data to form customer behavior data, wherein the customer event data comprises metadata describing a customer associated with a retail facility;

computer usable program code for processing the customer behavior data to form dynamic data; and

computer usable program code for generating a customized marketing message for the customer using the dynamic data.

15. The computer program product of claim 14 further comprising:

computer usable program code for receiving video data from a set of cameras associated with the retail facility; and

computer usable program code for analyzing the video data to form the customer event data, wherein analyzing the video data comprises generating the metadata describing the customer associated with a retail facility.

16. The computer program product of claim 14 wherein the metadata describing the customer associated with the retail facility comprises metadata describing actions taken by the customer.

17. The computer program product of claim 14 wherein the metadata describing the customer associated with the retail facility comprises metadata describing the customer associated with the retail facility is metadata describing an appearance of the customer.

18. The computer program product of claim 14 further comprising:

computer usable program code for receiving detection data from a set of detectors located inside the retail facility;

computer usable program code for analyzing the detection data to form internal data; and

computer usable program code for processing the internal data with the customer behavior data to form the dynamic data.

19. The computer program product of claim 14 further comprising:

computer usable program code for receiving detection data from a set of detectors located outside the retail facility;

computer usable program code for analyzing the detection data to form external data; and

computer usable program code for processing the external data with the customer behavior data to form the dynamic data.

20. The computer program product of claim 14 further comprising:

computer usable program code for identifying items offered for sale by the retail facility associated with the shopping preference to form identified items in response to a determination that the dynamic data indicates a shopping preference of the customer; and

computer usable program code for generating a marketing message that comprises an offer for a set of items in the identified items to form the customized marketing message.

21. The computer program product of claim 20 wherein a shopping preference is at least one of a preference for low cost items, a preference for high quality items, a preference for healthy items, a preference for luxury items, a preference for sale or discount items, a preference for gourmet items, and a preference for designer brand items.

22. The computer program product of claim 14 further comprising:

computer usable program code for processing the customer behavior data with a customer profile for a customer associated with a retail facility to form the dynamic data.

23. An apparatus customizing digital media marketing messages using customer behavior data, the apparatus comprising:

a bus system;

a communications system coupled to the bus system;

a memory connected to the bus system, wherein the memory comprises computer usable program code; and

a processing unit coupled to the bus system, wherein the processing unit executes the computer usable program code to identify patterns of events in customer event data to form customer behavior data, wherein the customer event data comprises metadata describing a customer associated with a retail facility;

process the customer behavior data to form dynamic data; and

generate a customized marketing message for the customer using the dynamic data.

24. The apparatus of claim 23 wherein the processor unit further executes the computer usable program code to receive video data from a set of cameras associated with the retail facility;

and analyze the video data to form the customer event data, wherein analyzing the video data comprises generating the metadata describing the customer associated with a retail facility.

25. The apparatus of claim 23 wherein the metadata describing the customer associated with the retail facility is metadata describing actions taken by the customer.

26. The apparatus of claim 23 wherein the metadata describing the customer associated with the retail facility is metadata describing an appearance of the customer.

27. The apparatus of claim 23 wherein the processor unit further executes the computer usable program code to identify items offered for sale by the retail facility associated with a shopping preference of the customer to form identified items in response a determination that the dynamic data indicates the shopping preference;

and

generating a marketing message that includes an offer for a set of items in the identified items to form the customized marketing message, wherein the set of items are items associated with the shopping preference.

28. The apparatus of claim 27 wherein a shopping preference is at least one of a preference for low cost items, a preference for high quality items, a preference for healthy items, a preference for luxury items, a preference for sale or discount items, a preference for gourmet items, and a preference for designer brand items.

29. The apparatus of claim 23 wherein the processor unit further executes the computer usable program code to receive detection data from a set of detectors located inside the retail facility;

analyze the detection data to form external data; and

process the external data with the customer behavior data to form the dynamic data.

30. The apparatus of claim 23 wherein the processor unit further executes the computer usable program code to receive detection data from a set of detectors located outside the retail facility;

analyze the detection data to form external data; and

process the external data with the customer behavior data to form the dynamic data.

31. A system for customizing digital media marketing messages using customer behavior data, the system comprising:

an analysis server, wherein the analysis server identifies patterns of events in customer event data in real-time to form the customer behavior data and process the customer behavior data to form dynamic data, wherein the customer event data comprises metadata describing the customer and events associated with the customer, and wherein the dynamic data is utilized to generate a customized marketing message for the customer.

32. The system of claim 31 wherein the analysis server analyzes the dynamic data using a set of data models to identify a set of personalized marketing message criteria and further comprising:

a derived marketing messages component, wherein the derived marketing messages component selects a set of modular marketing messages using the personalized marketing message criteria; and

a dynamic marketing message assembly, wherein the dynamic marketing message assembly dynamically generates the customized marketing message using the set of modular marketing messages while the customer is present at the retail facility.

33. The system of claim 31 further comprising:

a smart detection engine, wherein the smart detection engine receives detection data from a set of detectors associated with the retail facility; and

analyzes the detection data to form the customer event data, wherein analyzing the detection data comprises generating the metadata describing the customer and the events associated with the customer.

34. The system of claim 31 further comprising:

a set of digital video cameras for gathering detection data for a customer associated with the retail facility.

35. The system of claim 31 further comprising:

a set of display devices associated with the retail facility, and wherein the set of display devices display customized marketing messages to customers.