Individualized Marketing to Improve Capacity Utilization
First Claim
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1. A method for executing marketing campaigns, the method executed by a computer system and comprising:
- receiving, via a computer interface, information for a marketing campaign associated with a supplier of items characterized by fixed capacity and deferred consumption, the information for the marketing campaign including a promotion for an item of the supplier and execution criteria for executing the marketing campaign to present the promotion via a computer network site;
receiving, via the computer interface, forecast data for the supplier, the forecast data computed based on future availability of one or more items provided by the supplier; and
automatically modifying the execution criteria of the marketing campaign based on the forecast data.
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Abstract
Suppliers of goods and/or services subject to shifts in capacity utilization design and implement marketing campaigns around utilization forecasts, targeting marketing expenditures on periods of excess capacity rather than periods without excess capacity, and in some embodiments also to alter variables such as pricing, consumer targeting, or even the intensity of the campaign itself on a dynamic basis in response to changing market conditions.
131 Citations
20 Claims
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1. A method for executing marketing campaigns, the method executed by a computer system and comprising:
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receiving, via a computer interface, information for a marketing campaign associated with a supplier of items characterized by fixed capacity and deferred consumption, the information for the marketing campaign including a promotion for an item of the supplier and execution criteria for executing the marketing campaign to present the promotion via a computer network site; receiving, via the computer interface, forecast data for the supplier, the forecast data computed based on future availability of one or more items provided by the supplier; and automatically modifying the execution criteria of the marketing campaign based on the forecast data. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A system for executing marketing campaigns, the system comprising:
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a processor; and a computer-readable storage medium storing computer-executable instructions that when executed by the processor are configured to; receive information for a marketing campaign associated with a supplier of items characterized by fixed capacity and deferred consumption, the information for the marketing campaign including a promotion for an item of the supplier and execution criteria for executing the marketing campaign to present the promotion via a computer network site; receiving forecast data for the supplier, the forecast data computed based on future availability of one or more items provided by the supplier; and automatically modify the execution criteria of the marketing campaign based on the forecast data. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16)
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17. A computer program product having a computer-readable storage medium having computer-executable instructions for executing marketing campaigns, the computer-executable instructions when executed by a processor configured to:
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receive information for a marketing campaign associated with a supplier of items characterized by fixed capacity and deferred consumption, the information for the marketing campaign including a promotion for an item of the supplier and execution criteria for executing the marketing campaign to present the promotion via a computer network site; receiving forecast data for the supplier, the forecast data computed based on future availability of one or more items provided by the supplier; and automatically modify the execution criteria of the marketing campaign based on the forecast data. - View Dependent Claims (18, 19, 20)
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Specification