DYNAMIC INCENTIVES

• US 20140278855A1
• Filed: 03/15/2013
• Published: 09/18/2014
• Est. Priority Date: 03/15/2013
• Status: Abandoned Application

• Current Assignee: List Technologies, Inc.
• Original Assignee: List Technologies, Inc.
• Inventors: CLARK, Marshall Taylor, METRIKIN, Daniel
• Application Number:
  US13/843,296
• Publication Number:
  US 20140278855A1
• Time in Patent Office: Days
• US Class Current: 705/14.13
• CPC Class Codes: G06Q 30/0211 Determining the effectiveness of discounts or incentives

Abstract

A system and method for providing dynamic incentives is described. An individual incentive may include a message portion, offer value portion, creative, and an audience segment. A mix of incentives is distributed and the mix is optimized based on delivery data and redemption data. Other applications include determining an audience segment and optimizing incentive design for other campaigns.

Claims

1. A method for targeting, pricing, construction, distribution, tracking, and optimization of incentives that are redeemable at a time subsequent to delivery, comprising:

generating incentive options for a marketing campaign of a particular product or service, the incentive options for an incentive unit including message options, offer value options, creative options, and audience segment options; and

distributing, via the digital communication channels, a mix of incentives during the marketing campaign, wherein an individual incentive has a unique combination of message option, offer value option, creative option, and audience segment and wherein an individual incentive is redeemable by an end user after delivery within a time period defined by the marketing campaign.

2. The method of claim 1, further comprising dynamically optimizing the mix of incentives during the marketing campaign based at least on delivery data indicative of when an incentive is delivered to a consumer for future redemption.

3. The method of claim 2, further comprising:

tracking delivery of each incentive;

tracking redemption of each incentive; and

optimizing the mix of dynamic incentives based on tracked delivery data and any available redemption data.

4. The method of claim 3, wherein the optimizing includes determining the performance of each incentive and adjusting the mix of incentives.

5. The method of claim 1, wherein the incentive comprises at least one of a printable coupon or a code for direct to card incentive.

6. The method of claim 1, wherein the range of offer values depends at least in part on the audience segment.

7. The method of claim 1 wherein an audience segment is based at least in part on demographic data and range of incentive values is scaled based at least in part on the demographic data.

8. The method of claim 1, wherein the range of incentive values is scaled based on individual user actions or behavior.

9. The method of claim 1, wherein the range of incentive values is scaled based on available inventory of the particular product or service.

10. The method of claim 1, wherein the range of incentive values is varied based at least in part on when an incentive is distributed.

11. The method of claim 1, wherein at least one of message options and creative options are based at least in part on the audience segment.

12. The method of claim 1, wherein performance of each unique combination of incentive value, creative format, text content, as well as its receiving audience, is tracked as a distinct digital entity.

13. A method for generating information for incentives that are redeemable at a time subsequent to delivery, comprising:

generating incentive options for a marketing campaign of a particular product or service, the incentive options including message options, offer value options, creative options, and audience segment options;

distributing, via the digital communication channels, a mix of incentives during the marketing campaign, wherein an individual incentive unit has a unique combination of message option, offer value option, creative option, and audience segment; and

determining performance of the incentives to determine a relationship between at least one parameter of the incentive options and receiving audiences.

14. The method of claim 13, where performance of each served incentive value is tracked against receiving audiences to determine relationships between incentive value and receiving audiences.

15. The method of claim 13, where performance of served creative format is tracked against receiving audiences to determine relationships between content format and receiving audiences.

16. The method of claim 13, where performance of served text content is tracked against receiving audiences to determine relationships between text content and receiving audiences.

17. A dynamic incentive system for incentives that are redeemable at a time subsequent to delivery, comprising:

a processor and a memory;

a user interface for a marketer to define a marketing campaign for an individual product or service, including at least creatives and message options;

a create module to create ad units having incentives, wherein the incentive is formed from message options, offer options, creative options, and audience segments;

a distribute module to distribute ad units, via the digital communication channels, containing the incentives for the individual product or service; and

an optimization module monitoring performance of the incentives during the marketing campaign and adjusting the mix of incentives for the individual product or service,

wherein an individual incentive is redeemable by an end user after delivery within a time period defined by the marketing campaign.

18. The dynamic incentive system of claim 17, wherein in a test mode the system distributed incentives to a general audience and determines audience segments from user ID information.

19. The system of claim 17, wherein the system optimizes performance of the incentives based on delivery data, where a delivery corresponds to a consumer receiving an incentive provided in an ad unit.

20. The system of claim 19, wherein the system further optimizes performance of incentives based at least in part on available redemption data.