Opportunity segmentation

• US 20090222323A1
• Filed: 10/20/2008
• Published: 09/03/2009
• Est. Priority Date: 02/29/2008
• Status: Abandoned Application

• Current Assignee: Visa USA, Inc. (Visa, Inc.)
• Original Assignee: Visa USA, Inc. (Visa, Inc.)
• Inventors: Dornberger, Laurie Ann, Kelly, Laura Ann Figgie
• Application Number:
  US12/288,490
• Publication Number:
  US 20090222323A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes
• CPC Class Codes: G06Q 40/06 Asset management; Financial planning or analysis

Abstract

A method to identify financial opportunity within a set of data, and maximize financial gains from the data set while minimizing marketing costs the method is presented. The method obtains the set of data, the set of data including a value component and an opportunity component, calculates a number of opportunity transactions. The method then creates a value matrix for value components and opportunity components of the set of data to define at least two audiences and identifies at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences. The method also performs marketing to the at least one of the at least two audiences that has the larger opportunity component.

Claims

1. A method to identify financial opportunity within a set of data, and maximize financial gains from the data set while minimizing marketing costs, comprising:

obtaining the set of data, the set of data including a value component and an opportunity component;

calculating a number of opportunity transactions;

creating a value matrix for the value components and the opportunity components of the set of data to define at least two audiences;

identifying at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences;

migrating the at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences to a higher value opportunity;

tracking the value components and the opportunity components of all audiences; and

marketing to the at least one of the at least two audiences that has the larger opportunity component.

2. The method according to claim 1, wherein the calculation of the number of opportunity transactions includes adding a number of checks written by an individual with a number of PIN transactions and a number of ATM withdrawals.

3. The method according to claim 1, wherein the value component of the set is calculated from a number of financial signature transactions completed by an individual.

4. The method according to claim 1, wherein the opportunity component of the set is calculated from transactions that have a possibility of migration from a lower financial gain to a higher financial gain.

5. The method according to claim 1, wherein the set of data is derived from financial transaction card users.

6. The method according to claim 1, wherein the calculation of the number of opportunity transactions includes adding a number of checks written by an individual with a number of PIN transactions and a number of ATM withdrawals minus a number of checks written that cannot be migrated.

7. The method according to claim 1, wherein the identifying at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences is performed through dividing the data into a matrix defined by an average number of offline transactions per month and an average number of opportunity transactions per month.

8. The method according to claim 7, further comprising:

validating the audiences of the defined matrix.

9. The method according to claim 8, wherein the validating of the audiences uses a mean variable distribution of the data.

10. A computer-readable medium encoded with data and instructions, when executed by a computer configured to identify financial opportunity within a set of data, and maximize financial gains from the data set while minimizing marketing costs, the instructions causing the computer to:

obtain the set of data, the set of data including a value component and an opportunity component;

calculate a number of opportunity transactions;

create a value matrix for the value components and the opportunity components of the set of data to define at least two audiences;

identify at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences;

migrate the at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences to a higher value opportunity;

track the value components and the opportunity components of all audiences; and

market to the at least one of the at least two audiences that has the larger opportunity component.

11. The computer-readable medium according to claim 10, wherein the calculation of the number of opportunity transactions includes adding a number of checks written by an individual with a number of PIN transactions and a number of ATM withdrawals.

12. The computer-readable medium according to claim 10, wherein the value component of the set is calculated from a number of financial signature transactions completed by an individual.

13. The computer-readable medium according to claim 10, wherein the opportunity component of the set is calculated from transactions that have a possibility of migration from a lower financial gain to a higher financial gain.

14. The computer-readable medium according to claim 10, wherein the set of data is derived from financial transaction card users.

15. The computer-readable medium according to claim 10, wherein the calculation of the number of opportunity transactions includes adding a number of checks written by an individual with a number of PIN transactions and a number of ATM withdrawals minus a number of checks written that cannot be migrated.

16. The computer-readable medium according to claim 10, wherein the identifying at least one audience of the at least two audiences that has a larger opportunity component than a smaller opportunity component of another of the at least two audiences is performed through dividing the data into a matrix defined by an average number of offline transactions per month and an average number of opportunity transactions per month.

17. The computer-readable medium according to claim 16, further comprising:

validating the audiences of the defined matrix.

18. The computer-readable medium according to claim 17, wherein the validating of the audiences uses a mean variable distribution of the data.