SYSTEM AND METHOD FOR ANALYZING MARKETING EFFORTS

• US 20110191140A1
• Filed: 04/14/2011
• Published: 08/04/2011
• Est. Priority Date: 06/10/2003
• Status: Active Grant

• Current Assignee: Citicorp Credit Services Incorporated (Citigroup Incorporated)
• Original Assignee: Citicorp Credit Services Incorporated (Citigroup Incorporated)
• Inventors: NEWMAN, Alan B., Menai, Noor A.
• Granted Patent: US 10,192,225 B2
• Time in Patent Office: Days
• US Class Current: 705/7.31
• CPC Class Codes: G06F 16/2358 Change logging, detection, and notification replication G06F16/27
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0245 Surveys

Abstract

The present invention relates to a method and system for evaluating the cause and effect of advertising and marketing programs using card transaction data. In one embodiment, access is provided to voluminous card-holder transaction data detailing accurate-to-the-penny transaction amounts, twenty-four hour active customers, and a multi-year transaction history per customer. Furthermore, such data is captured in real-time, and due to the sample size, can provide granular, statistically significant information at a local level for client and merchant coverage.

Claims

1. A system for providing market insights comprising:

a transaction database configured to store card transaction data;

a customer information database configured to store information identifying card holders; and

wherein the transaction database is coupled to and interacts with the customer information database to associate the identification information with the card transaction data;

an analytical module coupled to and interacting with the transaction information database and the customer information database and configured to analyze merchant performance, industry performance, and customer demographic information;

a reporting module configured to provide a report based on the analysis of the analytical module, wherein the report comprises marketing-related information;

a panel card component configured to generate a questionnaire for completion by a plurality of customers who are requested to visit a website to complete the questionnaire, wherein the panel card component is coupled to the transaction database and the customer information database; and

a value shopper component configured to provide a targeted sales program to a customer based upon the report and a response to the questionnaire.

2. The system according to claim 1, wherein the report comprises information selected from the group consisting of how much a customer spends at a merchant, why a customer spends at a merchant, does a customer buy complementary goods at the same merchant, does a customer make a purchase at a nearby merchant, how do promotions affect purchase behavior, how frequently do customers shop at the merchant, and what affects the frequency of purchase at a merchant.

3. The system according to claim 1, wherein the report comprises information selected from the group consisting of how do merchants compare within a certain geographic region, is performance affected by advertising or convenience, and is performance relative to local promotions or events.

4. The system according to claim 1, wherein the report comprises information about how to increase market share.

5. The system according to claim 1, wherein the report comprises information about how sensitive is the market to changes in the environment.

6. The system according to claim 1, wherein the report comprises information selected from the group consisting of how loyal is a customer to a merchant, is a customer loyal to particular merchants, what affects customer loyalty, what is the impact of a rewards program, and what is valued by a customer.

7. The system according to claim 1, wherein the report comprises information selected from the group consisting of which channels are preferred by customers, which demographics affect which channels, what is the success of particular channels, and do customers use the same channel for all purchases from a merchant.

8. The system according to claim 1, wherein the analytical module is configured to analyze information directed to merchant performance compared to another merchant, revenue of a merchant based on geography, economic indicators, trends of customer buying preferences, identifying buyer segments, and identifying competitors.

9. The system according to claim 1, wherein the report comprises information identifying the effect of a marketing campaign, market share based on a geographic segment, demographics of a merchant'"'"'s customers, or shopping habits of a merchant'"'"'s customers.

10. A computer-implemented method for providing market insights comprising:

receiving, by a server, card transaction data from purchases made with a transaction card at a point-of-sale;

receiving, by a server, information identifying card holders of transaction cards;

assigning, by a server, identifying information to the card transaction data;

analyzing, by a server, the identifying information and the card transaction data to assess merchant performance, industry performance, and customer demographic information;

generating, by a server, a marketing-related report based on the assessment of merchant performance, industry performance, and customer demographic information;

generating, by a server, a questionnaire based on the received card transaction data;

sending, by a server, a request to each of a plurality of customers to complete the transaction questionnaire on a website;

receiving, by a server, at least a response to the questionnaire; and

providing, by a server, a targeted sales program based on the assessment of merchant performance, industry performance, and customer demographic information, and based on at least one response to the questionnaire.

11. The method according to claim 10, wherein the report comprises information selected from the group consisting of how much a customer spends at a merchant, why a customer spends at a merchant, does a customer buy complementary goods at the same merchant, does a customer make a purchase at a nearby merchant, how do promotions affect purchase behavior, how frequently do customers shop at the merchant, and what affects the frequency of purchase at a merchant.

12. The method according to claim 10, wherein the report comprises information selected from the group consisting of how do merchants compare within a certain geographic region, is performance affected by advertising or convenience, and is performance relative to local promotions or events.

13. The method according to claim 10, wherein the report comprises information about how to increase market share.

14. The method according to claim 10, wherein the report comprises information about how sensitive is the market to changes in the environment.

15. The method according to claim 10, wherein the report comprises information selected from the group consisting of how loyal is a customer to a merchant, is a customer loyal to particular merchants, what affects customer loyalty, what is the impact of a rewards program, and what is valued by a customer.

16. The method according to claim 10, wherein the report comprises information selected from the group consisting of which channels are preferred by customers, which demographics affect which channels, what is the success of particular channels, and do customers use the same channel for all purchases from a merchant.

17. The method according to claim 10, wherein the analytical module is configured to analyze information directed to merchant performance compared to another merchant, revenue of a merchant based on geography, economic indicators, trends of customer buying preferences, identifying buyer segments, and identifying competitors.

18. The method according to claim 10, wherein the report comprises information identifying the effect of a marketing campaign, market share based on a geographic segment, demographics of a merchant'"'"'s customers, or shopping habits of a merchant'"'"'s customers.

19. The method according to claim 10, wherein the transaction card is selected from the group consisting of a credit card, a debit card, a smart card, an optical card, and a magnetic-stripe card.