INTELLIGENT MARKETING USING GROUP PRESENCE

• US 20180114231A1
• Filed: 10/21/2016
• Published: 04/26/2018
• Est. Priority Date: 10/21/2016
• Status: Active Grant

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: DELUCA, Lisa Seacat, MCDUFF, Steve
• Granted Patent: US 10,664,852 B2
• Time in Patent Office: Days
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0252 based on events or environment, e.g. weather or festivals
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal

Abstract

Methods, computer program products, and systems are presented. The methods include, for instance: automatically selecting an optimal marketing collateral for a location in a venue based on a group of a patron and a relationship of the group and notifying the patron with the optimal marketing collateral such that the patron may utilize the optimal marketing collateral.

Claims

1. A computer implemented method for intelligent marketing, comprising:

detecting, by one or more processor, a location event for a location within a venue as generated by a patron, wherein the patron carries a mobile device;

determining, by the one or more processor, that the patron is accompanying a group in the venue based on movements generated by the patron and the group, based on respective location monitoring devices employed in the venue, and a type of a relationship between the patron and the group based on dynamic data mining;

selecting, by the one or more processor, an optimal marketing collateral for the patron based on the group and the relationship from the determining; and

sending, by the one or more processor, the optimal marketing collateral from the selecting to the mobile device of the patron such that the patron may utilize the optimal marketing collateral at the location of the venue.

2. The computer implemented method of claim 1, the detecting comprising:

receiving data indicating a movement of the patron associated with the location, the movement corresponding to the location event selected from an entry to the location, an exit from the location, and a duration of stay in the location, wherein the location may include one or more zone associated with respective products and an outdoor area of the venue, wherein the location event is associated with at least one marketing collateral.

3. The computer implemented method of claim 1, the determining comprising:

ascertaining that the patron is in the group, responsive to discovering that the patron is in proximity of the group, and that the patron and the group share a travel pattern in the venue, based on similar location events as generated by the respective location monitoring devices on the patron and the group in the venue;

searching relationship data of the patron for members of the group, wherein the relationship data is based on dynamic data mining including one or more of;

contact directory data stored in the mobile device of the patron;

social network relationship data; and

other search results from the contact directory data of the patron; and

identifying the relationship of the group based on the relationship data of the patron.

4. The computer implemented method of claim 1, the determining comprising:

ascertaining that the group has no member based on that the patron does not share a travel pattern with other location monitoring devices in the venue; and

identifying the relationship of the group as a default.

5. The computer implemented method of claim 1, the selecting comprising:

electing the optimal marketing collateral for a product that is most likely to be purchased by the patron while being with the group of respective relationships to the patron, wherein a default relationship is associated with a default marketing collateral of the location, indicating that the patron is at the venue as an individual without a group, and the respective relationships are associated with a relationship marketing collateral for the location.

6. The computer implemented method of claim 1, the selecting further comprising:

retrieving at least one cognitive factor relevant to the patron as well as the location, wherein the at least one cognitive factor is selected from a purchase history of the patron with the group, weather, state of mind for the patron, state of mind for the group, date and time of the day, such that the patron is more likely to purchase a product promoted by the optimal marketing collateral in the location of the venue.

7. The computer implemented method of claim 1, wherein the optimal marketing collateral is selected from a notification to the mobile device of the patron including a promotion for a product that the patron is most likely to purchase in the presence of the group, an email message to the patron informing the promotion, and combinations thereof, wherein the promotion is selected from various promotions available from the location.

8. A computer program product comprising:

a non-transitory storage medium readable by one or more processor and storing instructions for execution by the one or more processor for performing a method for intelligent marketing, comprising;

detecting, by one or more processor, a location event for a location within a venue as generated by a patron, wherein the patron carries a mobile device;

determining, by the one or more processor, that the patron is accompanying a group in the venue based on movements generated by the patron and the group, based on respective location monitoring devices employed in the venue, and a type of a relationship between the patron and the group based on dynamic data mining;

selecting, by the one or more processor, an optimal marketing collateral for the patron based on the group and the relationship from the determining; and

sending, by the one or more processor, the optimal marketing collateral from the selecting to the mobile device of the patron such that the patron may utilize the optimal marketing collateral at the location of the venue.

9. The computer program product of claim 8, the detecting comprising:

receiving data indicating a movement of the patron associated with the location, the movement corresponding to the location event selected from an entry to the location, an exit from the location, and a duration of stay in the location, wherein the location may include one or more zone associated with respective products and an outdoor area of the venue, wherein the location event is associated with at least one marketing collateral.

11. The computer program product of claim 8, the determining comprising:

ascertaining that the group has no member based on that the patron does not share a travel pattern with other location monitoring devices in the venue; and

identifying the relationship of the group as a default.

12. The computer program product of claim 8, the selecting comprising:

electing the optimal marketing collateral for a product that is most likely to be purchased by the patron while being with the group of respective relationships to the patron, wherein a default relationship is associated with a default marketing collateral of the location, indicating that the patron is at the venue as an individual without a group, and the respective relationships are associated with a relationship marketing collateral for the location.

13. The computer program product of claim 8, the selecting further comprising:

retrieving at least one cognitive factor relevant to the patron as well as the location, wherein the at least one cognitive factor is selected from a purchase history of the patron with the group, weather, state of mind for the patron, state of mind for the group, date and time of the day, such that the patron is more likely to purchase a product promoted by the optimal marketing collateral in the location of the venue.

14. The computer program product of claim 8, wherein the optimal marketing collateral is selected from a notification to the mobile device of the patron including a promotion for a product that the patron is most likely to purchase in the presence of the group, an email message to the patron informing the promotion, and combinations thereof, wherein the promotion is selected from various promotions available from the location.

21. The computer program product of claim 8, the determining comprising:

ascertaining that the patron is in the group, responsive to discovering that the patron is in proximity of the group, and that the patron and the group share a travel pattern in the venue, based on similar location events as generated by the respective location monitoring devices on the patron and the group in the venue;

searching relationship data of the patron for members of the group, wherein the relationship data is based on dynamic data mining including one or more of;

contact directory data stored in the mobile device of the patron;

social network relationship data; and

other search results from the contact directory data of the patron; and

identifying the relationship of the group based on the relationship data of the patron.

10. (canceled)

15. A system comprising:

a memory;

one or more processor in communication with memory; and

program instructions executable by the one or more processor via the memory to perform a method for intelligent marketing, comprising;

detecting, by one or more processor, a location event for a location within a venue as generated by a patron, wherein the patron carries a mobile device;

determining, by the one or more processor, that the patron is accompanying a group in the venue based on movements generated by the patron and the group, based on respective location monitoring devices employed in the venue, and a type of a relationship between the patron and the group based on dynamic data mining;

selecting, by the one or more processor, an optimal marketing collateral for the patron based on the group and the relationship from the determining; and

sending, by the one or more processor, the optimal marketing collateral from the selecting to the mobile device of the patron such that the patron may utilize the optimal marketing collateral at the location of the venue.

16. The system of claim 15, the detecting comprising:

receiving data indicating a movement of the patron associated with the location, the movement corresponding to the location event selected from an entry to the location, an exit from the location, and a duration of stay in the location, wherein the location may include one or more zone associated with respective products and an outdoor area of the venue, wherein the location event is associated with at least one marketing collateral.

17. The system of claim 15, the determining comprising:

ascertaining that the patron is in the group, responsive to discovering that the patron is in proximity of the group, and that the patron and the group share a travel pattern in the venue, based on similar location events as generated by the respective location monitoring devices on the patron and the group in the venue;

searching relationship data of the patron for members of the group, wherein the relationship data is based on dynamic data mining including one or more of;

contact directory data stored in the mobile device of the patron;

social network relationship data; and

other search results from the contact directory data of the patron; and

identifying the relationship of the group based on the relationship data of the patron.

18. The system of claim 15, the determining comprising:

ascertaining that the group has no member based on that the patron does not share a travel pattern with other location monitoring devices in the venue; and

identifying the relationship of the group as a default.

19. The system of claim 15, the selecting comprising:

electing the optimal marketing collateral for a product that is most likely to be purchased by the patron while being with the group of respective relationships to the patron, wherein a default relationship is associated with a default marketing collateral of the location, indicating that the patron is at the venue as an individual without a group, and the respective relationships are associated with a relationship marketing collateral for the location.

20. The system of claim 15, wherein the optimal marketing collateral is selected from a notification to the mobile device of the patron including a promotion for a product that the patron is most likely to purchase in the presence of the group, an email message to the patron informing the promotion, and combinations thereof, wherein the promotion is selected from various promotions available from the location.