CROSS-RETAIL MARKETING BASED ON ANALYTICS OF MULTICHANNEL CLICKSTREAM DATA
First Claim
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.
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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.
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Citations
20 Claims
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1. A method for cross-retail marketing, the method comprising:
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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. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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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:
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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. - View Dependent Claims (14, 15, 16, 17)
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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:
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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. - View Dependent Claims (19, 20)
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Specification