Systems and Methods to Segment Customers

• US 20120066065A1
• Filed: 09/13/2011
• Published: 03/15/2012
• Est. Priority Date: 09/14/2010
• Status: Abandoned Application

• Current Assignee: Visa International Service Association (Visa, Inc.)
• Original Assignee: Visa International Service Association (Visa, Inc.)
• Inventors: Switzer, Nancy
• Application Number:
  US13/231,837
• Publication Number:
  US 20120066065A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 20/10 specially adapted for electronic funds transfer [EFT] systems; specially adapted for home banking systems
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

In one aspect, a computing apparatus includes: a data warehouse configured to store transaction data, geo-demographic data, attitudinal data and lifestyle data of a plurality of customers; a profile generator coupled with the data warehouse to determine a profile for each respective customer of the plurality of customers, the profile including at least one profile parameter to cluster customers based on the transaction data, the geo-demographic data, the attitudinal data and the lifestyle data; and a segment detector coupled with the data warehouse to segment the plurality of customers in a space having at least one first dimension corresponding to the at least one profile parameter, a second dimension for a value score indicative of a level of profitability value of each respective customer, and a third dimension for a current status of each respective customer in connection with a goal.

Claims

1. A method, comprising:

calculating, by a computing apparatus, a value score for each respective customer of a plurality of customers, the value score indicative of a level of value of the respective customer;

determining, by the computing apparatus, a profile of the respective customer, the profile indicative of needs of the respective customer; and

segmenting, by the computing apparatus, the plurality of customers in a space having a first dimension for the value score, at least a second dimension for the profile, and a third dimension for a current status of the respective customer in connection with a goal.

2. The method of claim 1, wherein the space is a three dimensional space;

and the each respective customer is represented in the three dimensional space by a point identified by the value score, the profile and the current status.

3. The method of claim 2, wherein the customers are holders of accounts issued by a first issuer;

the current status is indicative of a share of spending by the respective customer on one or more accounts issued by the first issuer;

the level of value of the respective customer is from the point of view of the first issuer; and

the goal is to increase the share of spending.

4. The method of claim 3, wherein the current status is a ratio between spending paid by the first issuer on behalf of the respective customer and spending made by the respective customer.

5. The method of claim 4, further comprising:

processing, by a transaction handler, payment transactions for spending paid by a plurality of issuers on behalf of holders of accounts issued by respective issuers;

storing, by the transaction handler, transaction data recording payment transactions; and

identifying the spending made by the respective customer based on the transaction data, including the spending paid by the first issuer on behalf of the respective customer and spending paid by one or more second issuers on behalf of the respective customer.

6. The method of claim 3, further comprising:

targeting an offer to a segment of the plurality of customers to increase spending share for the first issuer, wherein the segment is identified via segmenting the plurality of customers in the three dimensional space.

7. The method of claim 6, wherein the offer includes an account feature associated with an account issued by the first issuer.

8. The method of claim 3, further comprising:

receiving, by the computing apparatus, the current status from a computing device of the first issuer.

9. The method of claim 1, wherein the profile includes a plurality of dimensions identified via a factor analysis.

10. The method of claim 1, wherein the profile is determined based on clustering the plurality of customers based on at least one of:

transaction data, geo-demographic data, attitudinal data, and lifestyle data.

11. The method of claim 2, wherein the value score is indicative of a profitability value of the customer.

12. The method of claim 2, wherein the value score is determined based on at least one of:

an amount of aggregated annual spending, a risk score, an indicator of current profitability, an indicator of potential profit, an indicator of account attrition probability, and a count of issuer relationships.

13. The method of claim 1, further comprising:

evaluating, by the computing apparatus, the current status of the respective customer in connection with the goal.

14. The method of claim 1, wherein the segmenting comprises performing a cluster analysis of the plurality of customers in the space, wherein the each respective customer is represented in the space by a point defined by the value score, the profile and the current status.

15. A computer-storage medium storing instructions configured to instruct a computing apparatus to:

calculate a value score for each respective customer of a plurality of customers, the value score indicative of a level of value of the respective customer;

determine a profile of the respective customer, the profile indicative of needs of the respective customer; and

segment the plurality of customers in a space having a first dimension for the value score, at least a second dimension for the profile, and a third dimension for a current status of the respective customer in connection with a goal.

16. A computing apparatus, comprising:

a data warehouse configured to store transaction data recording transactions of a plurality of customers processed by a transaction handler, the data warehouse configured to further store geo-demographic data, attitudinal data and lifestyle data of the plurality of customers;

a profile generator coupled with the data warehouse to determine a profile for each respective customer of the plurality of customers, the profile including at least one profile parameter to cluster customers based on the transaction data, the geo-demographic data, the attitudinal data and the lifestyle data; and

a segment detector coupled with the data warehouse to segment the plurality of customers in a space formed via at least one first dimension for the at least one profile parameter, a second dimension for a value score of the each respective customer, and a third dimension for a current status of the each respective customer in connection with a goal, wherein the value score is indicative of a level of value of the each respective customer.

17. The computing apparatus of claim 16, further comprising:

the transaction handler configured to process the transactions of the plurality of customers, each of the transactions being processed in response to a request from an acquirer processor for a payment to a merchant, the request identifying an account of a user, the acquirer processor to receive the payment on behalf of the merchant, an issuer processor to make the payment on behalf of a customer using the account.

18. The computing apparatus of claim 17, wherein the current status is a ratio of aggregated spending paid by a first issuer on behalf of the respective customer and aggregated spending of the respective customer, and the goal is to increase the ratio.

19. The computing apparatus of claim 17, further comprising:

a value calculator coupled with the data warehouse to calculate the value score based on at least one of;

an amount of aggregated annual spending, a risk score, an indicator of current profitability, an indicator of potential profit, an indicator of account attrition probability, and a count of issuer relationships.

20. The computing apparatus of claim 18, wherein the data warehouse is further configured to store an offer in connection with a segment identified by the segment detector;

and the computing apparatus further comprises;

a message broker coupled with the data warehouse to generate a message containing the offer for a first customer in the segment, in response to a transaction of the first customer being processed by the transaction handler.