TOUCHPOINT CUSTOMIZATION SYSTEM

• US 20100268731A1
• Filed: 04/16/2010
• Published: 10/21/2010
• Est. Priority Date: 04/16/2009
• Status: Abandoned Application

• Current Assignee: Accenture Global Services Limited (Accenture PLC)
• Original Assignee: Accenture Global Services GmbH (Accenture PLC)
• Inventors: ROYTMAN, Anatoly, Symons, Matthew
• Application Number:
  US12/762,012
• Publication Number:
  US 20100268731A1
• Time in Patent Office: Days
• US Class Current: 707/769
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

A system for touchpoint content action customization at a current touchpoint to achieve a business objective includes a user touchpoint data capture unit and a content action optimization engine. The content action optimization engine is configured to select a plurality of candidate content actions for the current touchpoint based on content action metadata, to determine an observed percentage of success for an observed user behavior for each of the plurality of candidate content actions based on the user group to which the user belongs, and to determine a customized content action of the plurality of candidate content actions to implement at the current touchpoint to achieve the business objective that has the highest observed percentage of success.

Claims

1. A system for touchpoint content action customization at a current touchpoint to achieve a business objective, comprising:

a user touchpoint data capture unit configured to receive user data, said user data including user attributes for a user visiting the current touchpoint, and to determine a user group to which the user belongs based on the user attributes of the user; and

a content action optimization engine configured to select a plurality of candidate content actions from a content action repository for the business objective and for the current touchpoint based on content action metadata, wherein said content action metadata describes the business objective for which the content action is used and the touchpoint for which the content action is used, to determine an observed percentage of success for an observed user behavior for each of the plurality of candidate content actions based on the user group to which the user belongs, and determine a customized content action of the plurality of candidate content actions to implement at the current touchpoint to achieve the business objective that has the highest observed percentage of success.

2. The system of claim 1, wherein the content action optimization engine is configured to implement the customized content action at the current touchpoint.

3. The system of claim 2, wherein the content action optimization engine is configured to record a user behavior in response to implementing the customized content action at the current touchpoint.

4. The system of claim 3, wherein the content action optimization engine is configured to compare the business objective to the recorded user behavior to determine if the business objective has been achieved.

5. The system of claim 4, wherein the content action optimization engine is configured to determined that the business objective has been achieved when the business objective is equivalent to the recorded user behavior.

6. The system of claim 5, wherein the content action optimization engine is configured to determine another customized content action for a next touchpoint if the business objective is not equivalent to the recorded user behavior.

7. The system of claim 1, wherein the content action comprises at least one of a tactic, a strategy, a seminar, a button, a product presentation or demonstration, a product catalog, product pricing, information about a product, a social media piece, and a set of frequently asked questions.

8. The system of claim 1, wherein the content action metadata for each content action further identifies each content action, describes each content action, and describes how each content action is used.

9. The system of claim 1, wherein the content action metadata for each content action further identifies constraints for each content action'"'"'s use.

10. A method for touchpoint content action customization at a current touchpoint to achieve a business objective, said method comprising:

receiving user data including user attributes for a user visiting the current touchpoint;

determining a user group to which the user belongs based on the user attributes of the user;

selecting, using a processor, a plurality of candidate content actions from a content action repository for the business objective and for the current touchpoint based on content action metadata, wherein said content action metadata describes the business objective for which the content action is used and the touchpoint for which the content action is used;

determining an observed percentage of success for an observed user behavior for each of the plurality of candidate content actions based on the user group to which the user belongs; and

determining a customized content action of the plurality of candidate content actions to implement at the current touchpoint to achieve the business objective that has the highest observed percentage of success.

11. The method of claim 10, further comprising:

implementing the customized content action at the current touchpoint.

12. The method of claim 11, further comprising:

recording the behavior of the user in response to implementing the customized content action at the current touchpoint.

13. The method of claim 12, further comprising:

comparing the business objective to the recorded user behavior; and

if the business objective is not equivalent to the recorded user behavior, repeating the selecting, determining an observed percentage of success, and determining a customized content action steps.

14. The method of claim 10, wherein the content action comprises at least one of a tactic, a strategy, a seminar, a button, a product presentation or demonstration, a product catalog, product pricing, information about a product, a social media piece, and a set of frequently asked questions.

15. The method of claim 10, wherein the content action metadata for each content action further identifies constraints for each content action'"'"'s use.

16. A computer readable medium having stored thereon a computer executable program for touchpoint content action customization at a current touchpoint to achieve a business objective, the computer executable program when executed causes a computer system to:

receive user data including user attributes for a user visiting the current touchpoint;

determine a user group to which the user belongs based on the user attributes for the user;

select a plurality of candidate content actions from a content action repository for the business objective and for the current touchpoint based on content action metadata, wherein said content action metadata describes the business objective for which the content action is used and the touchpoint for which the content action is used;

determine an observed percentage of success for an observed user behavior for each of the plurality of candidate content actions based on the user group to which the user belongs; and

determine a customized content action of the plurality of candidate content actions to implement at the current touchpoint to achieve the business objective that has the highest observed percentage of success.

17. The computer readable medium of claim 16, further comprising:

implementing the customized content action at the current touchpoint.

18. The computer readable medium of claim 17, further comprising:

recording a user behavior in response to implementing the customized content action at the current touchpoint.

19. The computer readable medium of claim 18, further comprising:

comparing the business objective to the recorded user behavior; and

if the business objective is not equivalent to the recorded user behavior, repeating the selecting, determining an observed percentage of success and determining a customized content action steps.

20. The computer readable medium of claim 16, wherein the content action comprises at least one of a tactic, a strategy, a seminar, a button, a product presentation or demonstration, a product catalog, product pricing, information about a product, a social media piece, and a set of frequently asked questions.