Determining Brand Affiliations

• US 20090012839A1
• Filed: 07/03/2007
• Published: 01/08/2009
• Est. Priority Date: 07/03/2007
• Status: Abandoned Application

• Current Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Original Assignee: American Express Travel Related Services Company, Inc. (American Express Company)
• Inventors: Philip, Suby P., Kalia, Prashant, Yelle, Danny M., Fusillo, Iwao
• Application Number:
  US11/772,947
• Publication Number:
  US 20090012839A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation

Abstract

To determine brand affiliation, a consumer criterion may be identified. A filtered group of one or more consumers may be created in which each consumer in the filtered group is subject to the consumer criterion. A percentage of consumers in the filtered group of consumers having at least one transaction with a brand of interest may then be determined. A percentage of consumers in a control group of consumers having at least one transaction with the brand of interest may also be determined. A ratio comparing the percentage of consumers in the filtered group to the percentage of consumers in the control group may then be calculated. Based on the calculated ratio, the brand affiliation between the consumer criterion and the brand of interest is determined. This affiliation can be leveraged to target marketing materials for one of the brands to consumers of the second brand.

Claims

1. A method of determining brand affiliation, comprising:

(a) determining a consumer criterion;

(b) creating a filtered group of consumers wherein each consumer in the filtered group of consumers is subject to the consumer criterion;

(c) determining a percentage of consumers in the filtered group of consumers having at least one transaction with a brand of interest;

(d) determining a percentage of consumers in a control group of consumers having at least one transaction with the brand of interest;

(e) calculating a ratio of (i) the percentage of consumers in the filtered group of consumers having at least one transaction with the brand of interest compared to (ii) the percentage of consumers in the control group having at least one transaction with the brand of interest;

(f) determining the brand affiliation between the consumer criterion and the brand of interest based on the calculated ratio;

(g) outputting the brand affiliation; and

(h) executing a marketing campaign based on the output brand affiliation.

2. The method of claim 1, wherein:

step (c) comprises determining a percentage of consumers in the filtered group of consumers having a given level of at least one of spend, transactions, and spend ratio with the brand of interest;

step (d) comprises determining a percentage of consumers in the control group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest; and

step (e) comprises calculating a ratio of (i) the percentage of consumers in the filtered group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest compared to (ii) the percentage of consumers in the control group having the given level of at least one of spend, transactions, and spend ratio with the brand of interest.

3. The method of claim 2, wherein step (f) comprises determining levels of strength of affiliation between the consumer criterion and the brand of interest based on the calculated ratio between i and ii.

4. The method of claim 1, wherein the consumer criterion is a record of charge with a brand that is different from the brand of interest.

5. The method of claim 4, wherein the filtered group of consumers includes consumers of a transactional account company having the record of charge with the brand that is different from the brand of interest.

6. The method of claim 1, wherein the filtered group of consumers is a subset of the control group.

7. The method of claim 6, wherein the control group of consumers includes all consumers of a transactional account company.

8. The method of claim 1, wherein the consumer criterion is a minimum share of wallet of a consumer for a brand that is different from the brand of interest.

9. The method of claim 1, wherein step (h) comprises:

(i) receiving a search term input by a user; and

(ii) utilizing the output brand affiliation when returning search results to the user.

10. The method of claim 1, further comprising:

(i) repeating steps (b) through (f) with at least one of a different consumer criterion or a different brand of interest; and

(j) creating a matrix of affiliations between each of the consumer criteria and the brands of interest.

11. A system for determining brand affiliation, comprising:

a processor; and

a memory in communication with the processor, the memory for storing a plurality of processing instructions for directing the processor to;

determine a consumer criterion;

create a filtered group of consumers wherein each consumer in the filtered group of consumers is subject to the consumer criterion;

determine a percentage of consumers in the filtered group of consumers having at least one transaction with a brand of interest;

determine a percentage of consumers in a control group of consumers having at least one transaction with the brand of interest;

calculate a ratio of (i) the percentage of consumers in the filtered group of consumers having at least one transaction with the brand of interest compared to (ii) the percentage of consumers in the control group having at least one transaction with the brand of interest;

determine the brand affiliation between the consumer criterion and the brand of interest based on the calculated ratio;

output the brand affiliation; and

execute a marketing campaign based on the output brand affiliation.

12. The system of claim 11, wherein:

the instructions for directing the processor to determine a percentage of consumers in the filtered group of consumers comprise instructions for directing the processor to determine a percentage of consumers in the filtered group of consumers having a given level of at least one of spend, transactions, and spend ratio with the brand of interest;

the instructions for directing the processor to determine a percentage of consumers in the control group of consumers comprise instructions for directing the processor to determine a percentage of consumers in the control group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest; and

the instructions for directing the processor to calculate comprise instructions for directing the processor to calculate a ratio of (i) the percentage of consumers in the filtered group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest compared to (ii) the percentage of consumers in the control group having the given level of at least one of spend, transactions, and spend ratio with the brand of interest.

13. The system of claim 12, wherein the instructions for directing the processor to determine the brand affiliation comprise instructions for directing the processor to determine levels of strength of affiliation between the consumer criterion and the brand of interest based on the calculated ratio between i and ii.

14. The system of claim 11, wherein the consumer criterion is a record of charge with a brand that is different from the brand of interest.

15. The system of claim 14, wherein the filtered group of consumers includes consumers of a transactional account company having the record of charge with the brand that is different from the brand of interest.

17. The system of claim 11, further comprising instructions for directing the processor to:

determine an additional brand affiliation based on at least one of a different consumer criterion or a different brand of interest; and

create a matrix of affiliations between each of the consumer criteria and the brands of interest.

18. The system of claim 11, wherein the consumer criterion is a minimum share of wallet of a consumer for a brand that is different from the brand of interest.

19. A computer program product comprising a computer usable medium having control logic stored therein for causing a computer to determine brand affiliation, said control logic comprising:

first computer readable program code means for causing the computer to determine a consumer criterion;

second computer readable program code means for causing the computer to create a filtered group of consumers wherein each consumer in the filtered group of consumers is subject to the consumer criterion;

third computer readable program code means for causing the computer to determine a percentage of consumers in the filtered group of consumers having at least one transaction with a brand of interest;

fourth computer readable program code means for causing the computer to determine a percentage of consumers in a control group of consumers having at least one transaction with the brand of interest;

fifth computer readable program code means for causing the computer to calculate a ratio of (i) the percentage of consumers in the filtered group of consumers having at least one transaction with the brand of interest compared to (ii) the percentage of consumers in the control group having at least one transaction with the brand of interest;

sixth computer readable program code means for causing the computer to determine the brand affiliation between the consumer criterion and the brand of interest based on the calculated ratio;

seventh computer readable program code means for causing the computer to output the brand affiliation; and

eighth computer readable program code means for causing the computer to execute a marketing campaign based on the output brand affiliation.

20. The computer program product of claim 19, wherein the consumer criterion is a record of charge with a brand that is different from the brand of interest, and the filtered group of consumers includes consumers of a transactional account company having the record of charge with the brand that is different from the brand of interest.

21. The computer program product of claim 19, further comprising:

ninth computer readable program code means for causing the computer to determine a brand affiliation based on at least one of a different consumer criterion or a different brand of interest; and

tenth computer readable program code means for causing the computer to create a matrix of affiliations between each of the consumer criteria and the brands of interest.

22. The computer program product of claim 19, wherein the consumer criterion is a minimum share of wallet of a consumer for a brand that is different from the brand of interest.

23. The computer program product of claim 19, wherein:

the second computer readable program code means comprises seventh computer readable program code means for causing the computer to determine a percentage of consumers in the filtered group of consumers having a given level of at least one of spend, transactions, and spend ratio with the brand of interest;

the third computer readable program code means comprises eighth computer readable program code means for causing the computer to determine a percentage of consumers in the control group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest; and

the fourth computer readable program code means comprises ninth computer readable program code means for causing the computer to calculate a ratio of (i) the percentage of consumers in the filtered group of consumers having the given level of at least one of spend, transactions, and spend ratio with the brand of interest compared to (ii) the percentage of consumers in the control group having the given level of at least one of spend, transactions, and spend ratio with the brand of interest.