System and method for targeted marketing of goods and/or services to specific customers

• US 7,246,083 B2
• Filed: 03/27/2003
• Issued: 07/17/2007
• Est. Priority Date: 09/16/1999
• Status: Expired due to Fees

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Bullock, Mark, Haydock, Michael, Schiller, Mindy, Kugel, Wayne, Pednault, Edwin Peter Dawson, Soderquist, Nancy, Crowder, Harlan, Bibelnieks, Eric
• Primary Examiner(s): Janvier, Jean D.
• Application Number:
  US10/401,935
• Publication Number:
  US 20030208402A1
• Time in Patent Office: 1,573 Days
• Field of Search: 705/14
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method, and system for targeted marketing of goods or services to specific customers is disclosed. Customers are analyzed based upon historical criteria; a promotional plan (a group of promotion events implemented or to be implemented over a particular time period) is analyzed to determine the effect of each promotion event on the other promotion events in the promotional plan; and, based on this analysis, the optimal promotion stream (a specific subset of the promotional plan to be sent to customers or a group of similar customers) is determined so as to maximize the ROI of the promotional plan as a whole.

Claims

1. In a computer environment, a method for targeted marketing of goods or services of an entity to specific customers via a promotion stream, having a plurality of promotions, comprising the steps of:

accessing customer data pertaining to a plurality of customers;

identifying a promotional plan, comprising a plurality of promotional events, spanning a predetermined time period;

analyzing, using a processor in said computer environment, each promotional event or promotion in the promotional plan and the customer data to determine a risk/return score for said promotional plan with respect to each of said customers;

analyzing, using said processor, the effect of cannibalization on the promotional plan; and

optimizing said promotion stream based on the analyses of the promotional plan and the cannibalization effect.

2. The method as set forth in claim 1, wherein said promotional plan comprises a plurality of promotions to be implemented over said predetermined time period.

3. The method as set forth in claim 2, wherein said step of analyzing the effect of cannibalization on the promotional plan comprises comparing each promotion of the promotional plan and developing a cannibalization matrix which assigns a cannibalization value to the effect of each of said promotions on all of the other promotions comprising the promotional plan.

4. The method as set forth in claim 3, wherein said cannibalization matrix comprises a plurality of level matrices dimensional.

5. The method as set forth in claim 4, wherein said cannibalization matrix includes a component-level matrix which defines the effect of the timing of each of said promotions in the promotional plan on the other promotions in said promotional plan.

6. The method as set forth in claim 4, wherein said cannibalization matrix includes a component-level matrix which defines the effect of type of the goods or services being promoted by each of said promotions in the promotional plan on the other promotions in said promotional plan.

7. The method as set forth in claim 4, wherein said cannibalization matrix includes a component-level matrix which defines the effect of the type of promotion being used for each of said promotions in the promotional plan on the other promotions in said promotional plan.

8. The method as set forth in claim 3, wherein said optimizing step includes the step of applying said cannibalization values to determine said promotion stream.

9. The method as set forth in claim 8 wherein said customer data comprises budgetary information pertaining to the entity, said method further comprising the steps of:

classifying said customers into asset classes based on common financial characteristics; and

assigning promotional budgets for each of said asset classes based on said budgetary information.

10. The method as set forth in claim 9 wherein said customer data further includes information regarding the purchase patterns and demographics of said plurality of customers, further comprising the step of classifying said asset classes into micro classes based on said purchase patterns and/or demographics so that customers having approximately identical purchase patterns and/or demographics are classified together in the same micro class.

11. The method as set forth in claim 3, further comprising the steps of:

predicting the expected revenue for each of said customers with respect to each of said promotions and generating a predicted revenue value for each customer/promotion combination;

calculating a promotional revenue score for each of said predicted revenue values; and

scaling said promotional revenue scores into monetary values.

20. The method of claim 1 comprising the further step of providing a report to an owner of the entity, the report including a list of results of the analysis of the effect of cannibalization on the promotional plan.

12. In a computer environment, a system for targeted marketing of goods or services of an entity to specific customers via a promotion stream, having a plurality of promotions, comprising:

means for accessing customer data pertaining to a plurality of customers;

means for identifying a promotional plan, comprising a plurality of promotional events, spanning a predetermined time period;

processing means for analyzing each promotional event or promotion in the promotional plan and the customer data to determine a risk/return score for said promotional plan with respect to each of said customers and for analyzing the effect of cannibalization on the promotional plan; and

means for optimizing said promotion stream based on the analyses of the promotional plan and the cannibalization effect.

13. The system as set forth in claim 12, wherein said promotional plan comprises a plurality of promotions to be implemented over said predetermined time period.

14. The system as set forth in claim 13, wherein said means for analyzing the effect of cannibalization on the promotional plan comprises means for comparing each promotion of the promotional plan and developing a cannibalization matrix which assigns a cannibalization value to the effect of each of said promotions on all of the other promotions comprising the promotional plan.

15. The system as set forth in claim 14, wherein said cannibalization matrix comprises a plurality of component level matrices.

16. In a computer environment, a computer program product for targeted marketing of goods or services of an entity to specific customers via a promotion stream, the computer program product having a plurality of promotions, comprising a computer-readable storage medium having computer-readable program code embodied in the medium, the computer-readable program code comprising:

computer-readable program code that accesses customer data pertaining to a plurality of customers;

computer-readable program code that identifies a promotional plan, comprising a plurality of promotional events, spanning a predetermined time period;

computer-readable program code that analyzes, using a processor in said computer environment, each promotional event or promotion in the promotional plan and the customer data to determine a risk/return score for said promotional plan with respect to each of said customers;

computer-readable program code that analyzes, using said processor, the effect of cannibalization on the promotional plan; and

computer-readable program code that optimizes said promotion stream based on the analyses of the promotional plan and the cannibalization effect.

17. The computer program product as set forth in claim 16, wherein said promotional plan comprises a plurality of promotions to be implemented over said predetermined time period.

18. The computer program product as set forth in claim 17, wherein the computer-readable program code that analyzes the effect of cannibalization on the promotional plan comprises computer-readable program code that compares each promotion of the promotional plan and develops a cannibalization matrix which assigns a cannibalization value to the effect of each of said promotions on all of the other promotions comprising the promotional plan.

19. The computer program product as set forth in claim 18, wherein said cannibalization matrix comprises a plurality of component level matrices.