Defining Marketing Strategies Through Derived E-Commerce Patterns

• US 20120215590A1
• Filed: 04/30/2012
• Published: 08/23/2012
• Est. Priority Date: 10/19/2010
• Status: Active Grant

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Jacob Sushil, George T., Kannan, Kalapriya
• Granted Patent: US 9,047,615 B2
• Time in Patent Office: Days
• US Class Current: 705/7.34
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities

Abstract

A mechanism, in a data processing system, is provided for defining marketing strategies. The mechanism dynamically obtains information related to customer interactions associated with a plurality of customers, analyzes the information to identify patterns, selects patterns to define a marketing strategy for a marketer, and defines a marketing strategy based on the selected patterns.

Claims

1. A method, in a data processing system, for defining marketing strategies, the method comprising:

dynamically obtaining, by the data processing system, information related to customer interactions associated with a plurality of customers;

analyzing, by the data processing system, the information to identify patterns;

selecting, by the data processing system, patterns to define a marketing strategy for a marketer; and

defining, by the data processing system, a marketing strategy based on the selected patterns.

2. The method of claim 1, wherein obtaining information related to customer interactions comprises:

performing data mining operations to collect customer interaction information from a plurality of sources.

3. The method of claim 2, wherein the data mining operations comprise Web crawling or scuttering.

4. The method of claim 2, wherein the customer interactions comprise at least one of a product review, a review comment, a post, a comment, or interconnected documents and other digital conversations.

5. The method of claim 1, wherein analyzing the information to identify patterns comprises:

identifying patterns based on a set of predefined rules.

6. The method of claim 5, wherein analyzing the information to identify patterns further comprises:

categorizing customer interactions based on the identified patterns.

7. The method of claim 1, wherein analyzing the information to identify patterns comprises:

creating a ranked list of patterns based on a set of predefined rules.

8. The method of claim 1, wherein analyzing the information to identify patterns comprises:

identifying a set of influencing parameters, wherein the set of influencing parameters is used by the merchant to define marketing strategies for a set of customers.

9. The method of claim 1, wherein defining a marketing strategy based on the selected patterns comprises:

receiving a query from a merchant associated with a segment of products;

dynamically selecting a set of influencing parameters based on a ranked list of patterns in response to the query; and

presenting to the merchant the set of influencing patterns associated with the segment of products, thereby allowing the merchant to define marketing strategies in relation to the segment of products.

10. The method of claim 1, wherein defining a marketing strategy based on the selected patterns comprises:

dynamically identifying at least one of keywords or channels associated with a segment of products;

identifying marketing strategies of a merchant associated with a segment of products based on a current location of a customer and a most effective channel to reach the customer for the segment of products; and

presenting to a client associated with a customer a set of marketing strategies defined by the merchant for the segment of products as a ranked list.

11-20. -20. (canceled)