SYSTEM AND METHOD OF MEASURING LIFT IN A MARKETING PROGRAM

• US 20130290096A1
• Filed: 03/15/2013
• Published: 10/31/2013
• Est. Priority Date: 03/15/2012
• Status: Abandoned Application

• Current Assignee: Catalina Marketing Corporation
• Original Assignee: Catalina Marketing Corporation
• Inventors: Lizotte, Omer D. III
• Application Number:
  US13/844,530
• Publication Number:
  US 20130290096A1
• Time in Patent Office: Days
• US Class Current: 705/14.45
• CPC Class Codes: G06Q 30/0246 Traffic

Abstract

This disclosure concerns methods of measuring lift in a marketing program that resides on a shopping device. The method includes identifying a test group as those shoppers who received a coupon for a unit on a shopping device based on at least one of a historical trait or a real time trait and identifying a control group as shoppers not using the shopping device that would have gotten the coupon for the unit based on at least one of a historical trait or a real time trait had they used the shopping device, wherein the control group and the test group shopped in the same timeframe in the same location of the same store and share the at least one historical trait or real time trait. The net incremental sales of units between the test and control groups is calculated.

Claims

1. A computer-implemented method for measuring lift in a marketing program that provides offers to shoppers to purchase items, the lift being an indication of the success of the marketing program in inducing the shoppers to purchase items being promoted, the method being implemented on a computer having one or more processors configured with one or more computer program modules, the method comprising:

obtaining, by the one or more processors, a first trait of a first shopper;

determining, by the one or more processors, an offer to provide to the first shopper based on the first trait;

providing, by the one or more processors, the offer to the first shopper;

obtaining, by the one or more processors, a second trait of a second shopper, wherein the second shopper is not provided with the offer;

obtaining, by the one more processors, a first indication that indicates whether the first shopper purchased the first item and a second indication that indicates whether the second shopper purchased the first item;

determining, by the one or more processors, a lift in the marketing program based on the first indication and the second indication.

2. The computer-implemented method of claim 1, wherein the offer comprises a coupon for the first item, and wherein the first indication indicates whether the first shopper purchased the first item using the coupon.

3. The computer-implemented method of claim 1, wherein the first shopper is added to a test group comprising a plurality of shoppers that share the first trait and were provided with the first offer and the second shopper is added to a control group comprising a plurality of shoppers that share the second trait and were not provided with the first offer.

5. The computer-implemented method of claim 3, wherein the test group is grouped based on a first time frame in which the plurality of shoppers that share the first trait shopped, and the control group is grouped based on a second time frame in which the plurality of shoppers that share the second trait shopped.

6. The computer-implemented method of claim 1, wherein obtaining a first trait of a first shopper comprises obtaining, by the one or more processors, a first real-time trait of the first shopper that indicates a current shopping activity of the first shopper.

7. The computer-implemented method of claim 5, wherein obtaining a first real-time trait of the first shopper comprises:

obtaining, by the one or more processors, a scan activity from a self-scanning device operated by the first shopper; and

wherein providing the offer to the first shopper comprises providing the offer to the self-scanning device.

8. The computer-implemented method of claim 6, wherein the second shopper does not use a self-scanning device during a particular shopping trip, the method further comprising:

receiving, by the one or more processors, a transaction list of items purchased by the second shopper during the particular shopping at a point of sale register, wherein the second trait is based on the transaction list.

9. The computer-implemented method of claim 7, wherein obtaining a second trait of a second shopper comprises obtaining, by the one or more processors, a second historical trait of the second shopper that indicates a previous shopping activity of the second shopper.

4. The computer-implemented method of 3, the method further comprising:

obtaining, by the one more processors, an indication for individual ones of the plurality of first shoppers that indicate whether the first item was purchased and an indication for individual ones of the plurality of second shoppers that indicate whether the first item was purchased; and

obtaining, by the one or more processors, a first sum of the number of first items purchased by the first plurality of shoppers and a second sum of the number of second items purchased by the second plurality of shoppers, wherein the lift is determined based on the first sum and the second sum.

10. A system configured to measure lift in a marketing program that provides offers to shoppers to purchase items, the lift being an indication of the success of the marketing program in inducing the shoppers to purchase items being promoted, the system comprising:

one or processors programmed with one or more computer program modules, the one or more processors configured to;

obtain a first trait of a first shopper;

determine an offer to provide to the first shopper based on the first trait;

provide the offer to the first shopper;

obtain a second trait of a second shopper, wherein the second shopper is not provided with the offer;

obtain a first indication that indicates whether the first shopper purchased the first item and a second indication that indicates whether the second shopper purchased the first item;

determine a lift in the marketing program based on the first indication and the second indication.

11. The system of claim 10, wherein the offer comprises a coupon for the first item, and wherein the first indication indicates whether the first shopper purchased the first item using the coupon.

12. The system of claim 10, wherein the first shopper is added to a test group comprising a plurality of shoppers that share the first trait and were provided with the first offer and the second shopper is added to a control group comprising a plurality of shoppers that share the second trait and were not provided with the first offer.

14. The system of claim 12, wherein the test group is grouped based on a first time frame in which the plurality of shoppers that share the first trait shopped, and the control group is grouped based on a second time frame in which the plurality of shoppers that share the second trait shopped.

15. The system of claim 10, wherein the one or more processors are configured to obtain a first real-time trait of the first shopper that indicates a current shopping activity of the first shopper.

16. The computer-implemented method of claim 15, wherein the one or more processors are configured obtain a scan activity from a self-scanning device operated by the first shopper and provide the offer to the self-scanning device.

17. The system of claim 16, wherein the second shopper does not use a self-scanning device during a particular shopping trip, the one or more processors configured to:

receive a transaction list of items purchased by the second shopper during the particular shopping at a point of sale register, wherein the second trait is based on the transaction list.

18. The system of claim 17, wherein the one or more processors is configured to obtain a second historical trait of the second shopper that indicates a previous shopping activity of the second shopper.

13. The system of 12, wherein the one or more processors are further configured to:

obtain an indication for individual ones of the plurality of first shoppers that indicate whether the first item was purchased and an indication for individual ones of the plurality of second shoppers that indicate whether the first item was purchased; and

obtain a first sum of the number of first items purchased by the first plurality of shoppers and a second sum of the number of second items purchased by the second plurality of shoppers, wherein the lift is determined based on the first sum and the second sum.