Apparatus and method for creating a marketing initiative

• US 7,240,020 B2
• Filed: 08/01/2005
• Issued: 07/03/2007
• Est. Priority Date: 08/30/1999
• Status: Expired due to Term

• Current Assignee: Sabre GLBL Inc. (Sabre Corp.)
• Original Assignee: Sabre Incorporated (Sabre Corp.)
• Inventors: Poage, James B., Hobt, David Alan, Walentine, Christian, Nilson, Victor Alan
• Primary Examiner(s): TARAE, CATHERINE MICHELLE
• Application Number:
  US11/194,757
• Publication Number:
  US 20060031113A1
• Time in Patent Office: 701 Days
• Field of Search: 705/10, 705/14
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

An apparatus and method for creating or presenting marketing initiatives in a sales manager system. A user inputs offer parameters for a new initiative. The offer parameters includes an initiative time period and an initiative description. After the parameters have been entered, customer selection criteria is associated with those parameters. The effectiveness of the new initiative is determined using stored statistics associated with past initiatives, after which, the new initiative is complete and is stored in a database.

Claims

1. A method for creating a marketing initiative comprising the steps, performed by a processor, of:

providing a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

inputting offer parameters for a new initiative, including an initiative time period and an initiative description;

associating customer selection criteria with the offer parameters;

comparing the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

determining a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics reflecting hit rates associated with past initiatives that are similar to the new initiative; and

providing a result indicating the effectiveness of the new initiative.

2. The method of claim 1, further comprising the step of:

storing the new initiative in a database based on the result.

3. The method of claim 1, wherein said inputting step comprises inputting an initiative time period that includes an effective date and an expiration date.

4. The method of claim 2, wherein said database is at least one of a decision support subsystem (DSS) database and a runtime offer database.

5. The method of claim 2, further comprising:

determining an impact of the new initiative on other initiatives stored in the database.

6. The method of claim 4, further comprising the steps of:

determining whether the new initiative is to be put into effect immediately;

storing the new initiative in the runtime offer database based on the determination that the new initiative is to be put into effect immediately; and

storing the new initiative in the DSS database based on the determination that the new initiative is not to be put into effect immediately.

7. The method of claim 6, further comprising the step of:

applying data from the DSS database to the runtime offer database periodically in a time-initiated load cycle.

8. The method of claim 4, further comprising:

receiving, at a runtime offers subsystem, a sales request from a marketing host;

extracting key values from said sales request, said key values including customer selection criteria;

creating key structures using said key values;

compressing said key structures into a series of key-paths; and

searching said runtime offer database using the key-paths to determine an initiative that is most relevant to the sales request.

9. The method of claim 8, further comprising:

sending the most relevant initiative to the marketing host;

presenting the most relevant initiative to a customer; and

tracking initiatives that are presented to customers to assist in market analysis.

10. A sales manager system including a sales manager workstation for creating a marketing initiative comprising:

a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

a sales manager workstation controller including means for entering offer parameters for a new initiative and means for associating customer selection criteria with the offer parameters; and

a trend analysis unit using stored statistics reflecting hit rates based on characteristics of other past initiatives, said trend analysis unit comprising means for comparing the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative and means for determining a likelihood that the new initiative will be effective using stored statistics reflecting hit rates associated with past initiatives that are similar to the new initiative prior to use of the new initiative, where the hit rates indicate the number of times an initiative was selected as being relevant to a customer request, and wherein

a result is provided indicating the effectiveness of the new initiative.

11. The sales manager system of claim 10, wherein the new initiative is stored in a database based on the result.

12. The sales manager system of claim 11, wherein the database is at least one of decision support subsystem (DSS) database and a runtime offer database.

13. The sales manager system of claim 11, further comprising:

an impact analysis unit for determining an impact of the new initiative on other initiatives stored in the database.

14. The sales manager system of claim 12, further comprising:

means for determining whether the new initiative needs to be put into effect immediately;

means for storing the new initiative in the runtime offer database based on the determination that the new initiative is to be put into effect immediately; and

means for storing the new initiative in the DSS database based on the determination that the new initiative is not to be put into effect immediately.

15. The sales manager system of claim 14, wherein data from the DSS database is applied to the runtime offer database periodically in a time-initiated load cycle.

16. The sales manager system of claim 12, further comprising a runtime offers subsystem, said runtime offers subsystem including:

a runtime offer compiler connected to the DSS database, said runtime offer compiler including means for extracting new and updated initiatives from the DSS database and means for transferring said new and updated initiatives to the runtime offer database, wherein said runtime offer database is part of the runtime offers subsystem; and

a runtime offer evaluator connected to the runtime offer database, said runtime offer evaluator including means for extracting key values from a sales request received from a marketing host, means for creating key structures using said key values, means for compressing said key structures into a series of key-paths, and means for searching said runtime offer database using the key-paths to determine an initiative that is most relevant to the sales request.

17. The sales manager of claim 16, wherein said runtime offer evaluator further comprises:

means for sending the most relevant initiative to the marketing host; and

means for tracking initiatives that are presented to customers to assist in market analysis.

18. A sales manager system comprising:

a sales manager workstation for creating a marketing initiative, said sales manager workstation including;

a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

a sales manager workstation controller including means for entering offer parameters for a new initiative and means for associating customer selection criteria with the offer parameters; and

a trend analysis unit using stored statistics reflecting hit rates based on characteristics of other past initiatives to compare the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative and to determine a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics reflecting hit rates associated with past initiatives that are similar to the new initiative; and

an impact analysis unit for determining an impact of the new initiative on other initiatives stored in a database;

a decision support subsystem (DSS) database connected to the sales manager for storing the new initiative;

a runtime offers subsystem connected to the DSS database for using information from a customer request to determine a most targeted initiative; and

a marketing host connected to the runtime offers subsystem, said marketing host including means for sending customer requests to the runtime offers subsystem.

19. The sales manager system of claim 18, wherein said runtime offers subsystem comprises:

a runtime offer compiler connected to the DSS database, said runtime offer compiler including means for extracting new and updated initiatives from the DSS database and means for transferring said new and updated initiatives to the runtime offer database, wherein said runtime offer database is part of the runtime offers subsystem; and

a runtime offer evaluator connected to the runtime offer database, said runtime offer evaluator including means for extracting key values from a sales request received from a marketing host, means for creating key structures using said key values, means for compressing said key structures into a series of key-paths, and means for searching said runtime offer database using the key-paths to determine an initiative that is most relevant to the sales request.

20. The sales manager of claim 19, wherein said runtime offer evaluator further comprises:

means for sending the most relevant initiative to the marketing host; and

means for tracking initiatives that are presented to customers to assist in market analysis.

21. A method for creating a marketing initiative comprising the steps, performed by a processor, of:

providing a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

inputting a set of offer parameters for new initiatives, wherein each initiative includes an initiative time period and an initiative description;

associating customer selection criteria with each new initiative;

comparing the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

determining a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics reflecting hit rates associated with past initiatives that are similar to the new initiative; and

providing a result indicating the effectiveness of each new initiative.

22. The method of claim 21, further comprising:

selectively storing in a database new initiatives from the set of new initiatives based on the result associated with each new initiative in the set.

23. The method of claim 22, further comprising:

determining an impact of each new initiative on other new initiatives in the set of new initiatives and other initiatives stored in the database.

24. A data processing system for creating a marketing initiative, comprising:

a memory having program instructions;

a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service; and

a processor responsive to the program instructions to input offer parameters for a new initiative, including an initiative time period and an initiative description, associate customer selection criteria with the offer parameters, compare the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative, determine a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics reflecting hit rates associated with past initiatives that are similar to the new initiative, and provide a result indicating the effectiveness of the new initiative.

25. A method for creating a marketing initiative comprising the steps, performed by a processor, of:

(a) providing a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

(b) receiving offer parameters from a user for a new initiative;

(c) comparing the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

(d) determining a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics associated with other past initiatives that are similar to the new initiative;

(e) providing a result indicating the effectiveness of the new initiative to the user;

(f) receiving an indication from the user that the user is satisfied with the new initiative; and

(g) storing the new initiative in a database for subsequent use.

26. The method of claim 25, wherein if said step (f) receives an indication that the user is not satisfied with the new initiative, steps (b)–

(e) are repeated.

27. The method of claim 25 further comprising:

determining an impact of the new initiative on other initiatives stored in the database.

28. The method of claim 25 further comprising:

comparing contract obligations associated with the user with the initiative to determine whether the initiative violates any of the user'"'"'s contract obligations.

29. The method of claim 25, wherein said step (c) comprises:

extracting key values from the new initiative;

structuring the key values into key-paths; and

comparing the key-paths of the initiative with key-paths of past initiatives.

30. The method of claim 25, further comprising:

receiving a sales request from a customer;

searching the database to determine an initiative that is most relevant to the sales request; and

presenting the most relevant initiative to the customer.

31. The method of claim 30 further comprising:

tracking initiatives that are presented to customers to assist in market analysis.

32. The method of claim 30 further comprising:

extracting key values from the sales request, said key values including customer selection criteria; and

structuring the key structures into a series of key-paths, and

wherein said searching step searches the database using the key-paths.

33. A system for creating a marketing initiative comprising:

a memory having program instructions;

a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service; and

a processor responsive to the program instructions such that said processor at least;

(a) receives offer parameters from a user for a new initiative;

(b) compares the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

(c) determines a likelihood that the new initiative will be effective prior to use of the new initiative using stored statistics associated with other past initiatives that are similar to the new initiative;

(d) provides a result indicating the effectiveness of the new initiative to the user;

(e) receives an indication from the user that the user is satisfied with the new initiative; and

(f) stores the new initiative in a database for subsequent use.

34. The system of claim 33, wherein if said processor further receives an indication that the user is not satisfied with the new initiative and repeats processes (a)–

(d).

35. The system of claim 33, wherein said processor further:

determines an impact of the new initiative on other initiatives stored in the database.

36. The system of claim 33, wherein said processor further:

compares contract obligations associated with the user with the initiative to determine whether the initiative violates any of the user'"'"'s contract obligations.

37. The system of claim 33, wherein said processor:

extracts key values from the new initiative;

structures the key values into key-paths; and

compares the key-paths of the initiative with key-paths of past initiatives.

38. The system of claim 33, wherein said processor:

receives a sales request from a customer; and

searches the database to determine an initiative that is most relevant to the sales request and presents the most relevant initiative to the customer.

39. The system of claim 38, wherein said processor:

tracks initiatives that are presented to customers to assist in market analysis.

40. The system of claim 38, wherein said processor:

extracts key values from the sales request, said key values including customer selection criteria; and

structures the key structures into a series of key-paths; and

searches the database using the key-paths.

41. A method for creating a marketing initiative comprising the steps, performed by a processor, of:

(a) receiving offer parameters from a user for a new initiative;

(b) determining a likelihood that the new initiative will be effective using stored statistics associated with other past initiatives, wherein said determining comprises;

extracting key values from the new initiative;

structuring the key values into key-paths; and

comparing the key-paths of the initiative with key-paths of past initiatives;

(c) providing a result indicating the effectiveness of the new initiative to the user;

(d) receiving an indication from the user that the user is satisfied with the new initiative; and

(e) storing the new initiative in a database for subsequent use.

42. The method of claim 41 wherein the key-paths are trigger values that define characteristics of the initiative.

43. A system for creating a marketing initiative comprising:

a memory having program instructions; and

a processor responsive to the program instructions such that said processor;

(a) receives offer parameters from a user for a new initiative;

(b) determines a likelihood that the new initiative will be effective using stored statistics associated with other past initiatives, wherein said processor at least;

extracts key values from the new initiative;

structures the key values into key-paths; and

compares the key-paths of the initiative with key-paths of past initiatives;

(c) provides a result indicating the effectiveness of the new initiative to the user;

(d) receives an indication from the user that the user is satisfied with the new initiative; and

(e) stores the new initiative in a database for subsequent use.

44. The system of claim 43 wherein the key-paths are trigger values that define characteristics of the initiative.

45. A method for creating a marketing initiative comprising the steps, performed by a processor, of:

(a) providing a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service;

(b) receiving offer parameters from a user for a new initiative;

(c) comparing the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

(d) determining a likelihood that the new initiative will be effective using stored statistics associated with other past initiatives that are similar to the new initiative;

(e) providing a result indicating the effectiveness of the new initiative to the user;

(f) receiving an indication from the user that the user is satisfied with the new initiative;

(g) comparing contract obligations associated with the user with the initiative to determine whether the initiative violates any of the user'"'"'s contract obligations; and

(h) storing the new initiative in a database for subsequent use.

46. A system for creating a marketing initiative comprising:

a memory having program instructions;

a database comprising hit rate information associated with past marketing initiatives, wherein the hit rate information indicates the number of times an initiative was selected as being relevant to a customer request, wherein a customer request is a user input into a system by the customer requesting information regarding either sales or availability information relating to a product and/or service; and

a processor responsive to the program instructions such that said processor at least;

(a) receives offer parameters from a user for a new initiative;

(c) compares the offer parameters of the new initiative with offer parameters of past initiatives stored in the database to determine past initiatives that are similar to the new initiative;

(d) determines a likelihood that the new initiative will be effective using stored statistics associated with other past initiatives that are similar to the new initiative;

(e) provides a result indicating the effectiveness of the new initiative to the user;

(f) receives an indication from the user that the user is satisfied with the new initiative;

(g) compares contract obligations associated with the user with the initiative to determine whether the initiative violates any of the user'"'"'s contract obligations; and

(h) stores the new initiative in a database for subsequent use.