CROSS-RETAIL MARKETING BASED ON ANALYTICS OF MULTICHANNEL CLICKSTREAM DATA

• US 20150088598A1
• Filed: 09/24/2013
• Published: 03/26/2015
• Est. Priority Date: 09/24/2013
• Status: Abandoned Application

• Current Assignee: GlobalFoundries, Inc.
• Original Assignee: International Business Machines Corporation
• Inventors: Bostick, James E., Ganci, John M. Jr., Trim, Craig M., Acharyya, Ajoy, BEHURIA, AJAY KUMAR, Sinha, Tanambam D.
• Application Number:
  US14/034,649
• Publication Number:
  US 20150088598A1
• Time in Patent Office: Days
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 30/00 Commerce

Abstract

A method and associated system of cross-retail marketing based on analysis of multichannel clickstream data that comprises a client application capturing, aggregating, and analyzing multiple clickstreams of a user. These clickstreams may be captured from multiple unrelated or competing sales or distribution channels and from multiple electronic platforms. The analysis may use methods of artificial intelligence, text analytics, semantic analytics, or other analytical methods to infer characteristics of the user, of the user'"'"'s online commercial behavior and other commercial activities, and of products or services that the user may be interested in purchasing. The output of this analysis is forwarded to other channels or platforms visited by the user in order to allow those other channels or platforms to perform targeted commercial marketing functions related to the user'"'"'s prior activities. In preferred embodiments, this method may be require an active consent or other authorization from the user.

Claims

1. A method for cross-retail marketing, the method comprising:

a processor of a computer system collecting clickstream data generated by a plurality of commercial activities of a user, wherein the commercial activities take place in a plurality of sales channels;

the processor aggregating, organizing, and analyzing the collected clickstream data in order to infer a characteristic of the user or a characteristic of a product associated with an activity of the plurality of commercial activities;

the processor responding to a further activity of the user, wherein the user performs the activity in an additional sales channel, by forwarding the inferred characteristic to a marketing tool associated with the additional sales channel, and wherein the additional sales channel is distinct from any sales channel of the plurality of sales channels.

2. The method of claim 1, wherein the clickstream data comprises information selected from the group comprising a record of:

a Web site visited by the user;

a Web page viewed by the user;

a duration of time that the user spends on a Web page or Web site;

an order in which the user visits a series of Web sites and Web pages;

a newsgroup or other online forum in which the user participated;

a banner advertisement through which the user clicked;

a bid placed by the user in an online auction;

a comment posted online by the user about a product or service; and

a product or service purchased by the user in an online transaction.

3. The method of claim 1, wherein all or part of the clickstream data is derived from a source selected from the group comprising:

an online history of the user'"'"'s browsing, research, shopping, purchase, or purchase-feedback activities;

GPS-derived or other data that identifies a location of the user;

a bookmark or Favorite selection of the user;

a cookie or other tracking record;

a blog or other online forum;

a Web page'"'"'s source code;

an online shopping cart activity;

the user'"'"'s record of reading of or posting online reviews and other online comments;

a record of the user'"'"'s online social contacts; and

a hobby or other interest of the user.

4. The method of claim 1, wherein a sales channel of the plurality of sales channels is implemented on one or more platforms chosen from the group comprising:

a nonportable, portable, or mobile electronic computing device;

an electronic console;

an electronic telecommunications mechanism;

an other consumer-electronics device;

a brick-and-mortar retail outlet;

an other type of passive electronic shopping device; and

an other type of interactive electronic shopping device.

5. The method of claim 1, wherein the additional sales channel is unrelated by a common ownership, a common management, or an other commercial relationship or to any sales channel of the plurality of sales channels.

6. The method of claim 1, wherein the analyzing comprises methods selected from the group comprising methods of text analytics, methods of semantic analytics, and methods associated with the field of artificial intelligence.

7. The method of claim 1, wherein the analyzing comprises processing the clickstream data by performing the tasks of:

filtering out an element of irrelevant data from the clickstream data, wherein the element is deemed irrelevant because the element is not required by other tasks comprised by the analyzing;

interpreting the textual structure of collected data to infer a user objective;

parsing freeform data of the clickstream data into a first structured format;

selecting multiple occurrences of a user activity that satisfies a particular condition, wherein the multiple occurrences are identified by the clickstream data;

identifying meaningful keywords comprised by the clickstream data as a function of the filtering, interpreting, parsing, and selecting;

assigning one or more assigned weights to one or more of the identified meaningful keywords;

assigning a score to a scored data element of the collected clickstream data as a function of an assigned weight of the one or more assigned weights;

predicting a requirement by the user for a first product as a function of the score;

predicting a requirement by the user for a second product by considering other information about retailers and products; and

formatting the predicted user'"'"'s product requirements and other product requirements into a second structured format.

8. The method of claim 1, wherein the collecting must be authorized by an active or opt-in consent of the user, but does not require a consent of an entity associated with a sales channel of the plurality of sales channels.

9. The method of claim 1, wherein the inferred characteristic of the user is selected from the group comprising:

a context of the user'"'"'s activity;

a demographic characteristic of the user;

a characteristic of a demographic group to which the user belongs;

a pattern of the user'"'"'s prior buying, shopping, research, or product-usage behavior;

a product preference or a service preference of the user;

a level of technical or nontechnical skill of the user;

a shopping preference of the user;

a likelihood of the user to be influenced by a particular online resource;

a physical attribute of the user;

a personality trait of the user relevant to a commercial activity;

an identification of an other member of the user'"'"'s social circle; and

a pattern of the user'"'"'s adherence or nonadherence to a norm of consumer activity.

10. The method of claim 9, wherein the inferred characteristic enables the additional sales channel to perform a function selected from the group comprising:

determining a characteristic of the first product that the user wishes to purchase;

identifying a likelihood that the user would purchase the second product as a function of the user'"'"'s interest in the first product;

identifying a step that the user has taken toward purchasing a first product;

identifying a detail of an interaction between the user and a merchant not associated with the additional sales channel;

identifying an other online shopper who is associated with the user;

identifying a purchase history of the user; and

identifying a purchase history of the other online shopper.

11. The method of claim 10, wherein the first product and the second product are competing products.

12. The method of claim 1, further comprising providing at least one support service for at least one of creating, integrating, hosting, maintaining, and deploying computer-readable program code in the computer system, wherein the computer-readable program code in combination with the computer system is configured to implement the collecting, aggregating, organizing, analyzing, and responding.

13. A computer program product, comprising a computer-readable hardware storage device having a computer-readable program code stored therein, said program code configured to be executed by a processor of a computer system to implement a method for cross-retail marketing, the method comprising:

the processor collecting clickstream data generated by a plurality of commercial activities of a user, wherein the commercial activities take place in a plurality of sales channels;

the processor aggregating, organizing, and analyzing the collected clickstream data in order to infer a characteristic of the user or a characteristic of a product associated with an activity of the plurality of commercial activities;

the processor responding to a further activity of the user, wherein the user performs the activity in an additional sales channel, by forwarding the inferred characteristic to a marketing tool associated with the additional sales channel, and wherein the additional sales channel is distinct from any sales channel of the plurality of sales channels.

14. The method of claim 13, wherein the collecting must be authorized by an active or opt-in consent of the user, but does not require a consent of an entity associated with a sales channel of the plurality of sales channels.

15. The method of claim 13, wherein the analyzing comprises processing the clickstream data by performing the tasks of:

filtering out an element of irrelevant data from the clickstream data, wherein the element is deemed irrelevant because the element is not required by other tasks comprised by the analyzing;

interpreting the textual structure of collected data to infer a user objective;

parsing freeform data of the clickstream data into a first structured format;

selecting multiple occurrences of a user activity that satisfies a particular condition, wherein the multiple occurrences are identified by the clickstream data;

identifying meaningful keywords comprised by the clickstream data as a function of the filtering, interpreting, parsing, and selecting;

assigning one or more assigned weights to one or more of the identified meaningful keywords;

assigning a score to a scored data element of the collected clickstream data as a function of an assigned weight of the one or more assigned weights;

predicting a requirement by the user for a first product as a function of the score;

predicting a requirement by the user for a second product by considering other information about retailers and products; and

formatting the predicted user'"'"'s product requirements and other product requirements into a second structured format.

16. The method of claim 15, wherein the inferred characteristic of the user is selected from the group comprising:

a context of the user'"'"'s activity;

a demographic characteristic of the user;

a characteristic of a demographic group to which the user belongs;

a pattern of the user'"'"'s prior buying, shopping, research, or product-usage behavior;

a product preference or a service preference of the user;

a level of technical or nontechnical skill of the user;

a shopping preference of the user;

a likelihood of the user to be influenced by a particular online resource;

a physical attribute of the user;

a personality trait of the user relevant to a commercial activity;

an identification of an other member of the user'"'"'s social circle; and

a pattern of the user'"'"'s adherence or nonadherence to a norm of consumer activity; and

wherein the inferred characteristic enables the additional sales channel to perform a function selected from the group comprising;

determining a characteristic of the first product that the user wishes to purchase;

identifying a likelihood that the user would purchase the second product as a function of the user'"'"'s interest in the first product;

identifying a step that the user has taken toward purchasing a first product;

identifying a detail of an interaction between the user and a merchant not associated with the additional sales channel;

identifying an other online shopper who is associated with the user;

identifying a purchase history of the user; and

identifying a purchase history of the other online shopper.

17. The method of claim 15, wherein the first product and the second product are competing products, and wherein the additional sales channel is unrelated by a common ownership, a common management, or an other commercial relationship or to any sales channel of the plurality of sales channels.

18. A computer system comprising a processor, a memory coupled to said processor, and a computer-readable hardware storage device coupled to said processor, said storage device containing program code configured to be run by said processor via the memory to implement a method for cross-retail marketing, the method comprising:

the processor collecting clickstream data generated by a plurality of commercial activities of a user, wherein the commercial activities take place in a plurality of sales channels;

the processor aggregating, organizing, and analyzing the collected clickstream data in order to infer a characteristic of the user or a characteristic of a product associated with an activity of the plurality of commercial activities;

the processor responding to a further activity of the user, wherein the user performs the activity in an additional sales channel, by forwarding the inferred characteristic to a marketing tool associated with the additional sales channel, and wherein the additional sales channel is distinct from any sales channel of the plurality of sales channels.

19. The method of claim 18, wherein the collecting must be authorized by an active or opt-in consent of the user, but does not require a consent of an entity associated with a sales channel of the plurality of sales channels.

20. The method of claim 18,

wherein the inferred characteristic of the user is selected from the group comprising:

a context of the user'"'"'s activity;

a demographic characteristic of the user;

a characteristic of a demographic group to which the user belongs;

a pattern of the user'"'"'s prior buying, shopping, research, or product-usage behavior;

a product preference or a service preference of the user;

a level of technical or nontechnical skill of the user;

a shopping preference of the user;

a likelihood of the user to be influenced by a particular online resource;

a physical attribute of the user;

a personality trait of the user relevant to a commercial activity;

an identification of an other member of the user'"'"'s social circle; and

a pattern of the user'"'"'s adherence or nonadherence to a norm of consumer activity; and

wherein the inferred characteristic enables the additional sales channel to perform a function selected from the group comprising;

determining a characteristic of the first product that the user wishes to purchase;

identifying a likelihood that the user would purchase the second product as a function of the user'"'"'s interest in the first product;

identifying a step that the user has taken toward purchasing a first product;

identifying a detail of an interaction between the user and a merchant not associated with the additional sales channel;

identifying an other online shopper who is associated with the user;

identifying a purchase history of the user; and

identifying a purchase history of the other online shopper;

wherein the first product and the second product are competing products;

and wherein the additional sales channel is unrelated by a common ownership, a common management, or an other commercial relationship or to any sales channel of the plurality of sales channels.