Customer-side market segmentation

• US 7,353,184 B2
• Filed: 03/07/2002
• Issued: 04/01/2008
• Est. Priority Date: 03/07/2002
• Status: Active Grant

• Current Assignee: Micro Focus LLC (Open Text Corporation)
• Original Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Inventors: Kirshenbaum, Evan R., Suermondt, Henri Jacques
• Primary Examiner(s): Fischer; Andrew J.
• Assistant Examiner(s): AGWUMEZIE, CHARLES C
• Application Number:
  US10/091,424
• Publication Number:
  US 20030171975A1
• Time in Patent Office: 2,217 Days
• Field of Search: 705/52, 705/53, 705/77, 705/78, 705/79, 705/26, 705/27, 705/65, 705/66, 705/67, 705/13, 705/10, 707/10, 709/203, 709/218, 709/219, 709/222
• US Class Current: 705/7.33
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions

Abstract

A system and method for customer-side market segmentation and categorization. This segmentation is done without disclosing sensitive private customer information to the business. A customer downloads a categorization module to a portable device (PDA, wireless cellular phone, etc.) or personal computer. A business defines a decision procedure corresponding to a set of defined customer categories. The business sends their rule set to the customer'"'"'s device, which uses the rules and a set of stored customer-specific historical and demographic information to determine into which of the business-specific customer categories the customer falls. The categorization module may use any of a variety of methods, such as decision trees, neural networks, Bayesian belief networks, k-nearest neighbor, genetic algorithms, or rule sets. The customer category is sent to the business without other personal data for the business to prepare appropriate promotional material or initiate specific actions.

Claims

1. A system for customer-side market segmentation while preventing disclosure of sensitive customer information, comprising:

a non-merchant-controlled device that generates a category code based on a business-specific decision procedure and stores customer information, wherein the customer information is kept private from merchants based on specified criteria;

a first merchant-controlled device that provides the business-specific decision procedure to the non-merchant-controlled device;

a second merchant-controlled device that receives the category code from the non-merchant-controlled device; and

a customer-controlled device that obtains the criteria used to keep information private.

2. The system as recited in claim 1, wherein the business-specific decision procedure is provided to the non-merchant-controlled device over a public, global communication network and the category code is also sent over the public, global communication network from the non-merchant-controlled device.

3. The system as recited in claim 1, wherein the first and second merchant-controlled devices are integrated as one physical unit as a promotional device.

4. The system as recited in claim 1, wherein the non-merchant-controlled device is integrated with the customer-controlled device.

5. The system as recited in claim 1, wherein the non-merchant-controlled device is a third-party-controlled device.

6. The system as recited in claim 5, wherein customer identification is masked to prevent identification of the customer by a merchant.

7. The system as recited in claim 5, wherein the first merchant-controlled device selects the third-party-controlled device from a plurality of third-party devices based on customer preferences.

8. The system as recited in claim 1, wherein the first merchant-controlled device provides identification information to the non-merchant-controlled device, and wherein the non-merchant-controlled device utilizes configurable safeguards combined with the provided identification information to prevent undesirable release of customer information.

9. The system as recited in claim 8, wherein the identification information uses an identity token.

10. The system as recited in claim 8, wherein the identification information uses a digital certificate.

11. The system as recited in claim 1, wherein the first merchant-controlled device further comprises a proximity detector for detecting the presence of a non-merchant-controlled device.

12. The system as recited in claim 1, wherein the non-merchant-controlled device queries the customer for additional information responsive to receipt of the business-specific decision procedure.

13. The system as recited in claim 12, wherein the non-merchant-controlled device comprises a portable device and a personal computer (PC), the PC permitting entering of additional information requested by the query, wherein the additional information entered into the PC is transferred to the portable device at the request of the customer, and wherein the portable device is used for interaction with the promotional device.

14. The system as recited in claim 1, wherein the non-merchant-controlled device also performs sensitivity analysis on the business-specific decision procedure, thereby determining whether sensitive information is to be revealed to a merchant based on the categorization.

15. The system as recited in claim 1, wherein the business-specific decision procedure masks rules and resulting categories to prevent reverse-engineering of the decision procedure.

16. The system as recited in claim 1, further comprising a device that provides promotional material to a customer.

17. The system as recited in claim 16, wherein the device that provides promotional material comprises a printing device.

18. The system as recited in claim 1, wherein the non-merchant-controlled device is a customer-controlled personal digital assistant (PDA).

19. The system as recited in claim 18, wherein the non-merchant-controlled device queries the customer for additional information responsive to receipt of a business-specific decision procedure, and wherein the PDA includes an interface for entering additional information requested by the query.

20. A method for customer-side market segmentation, said method comprising steps of:

receiving a business-specific decision procedure by a non-merchant-controlled device;

obtaining criteria used for keeping the customer information private;

executing a categorizer on the non-merchant-controlled device, the categorizer using the received business-specific decision procedure and a set of stored customer-specific information, the executing resulting in an identified customer category code; and

providing the identified customer category code,

wherein the category code is generated by the categorizer.

21. The method of claim 20, further comprising:

providing promotional material to the customer by a business, wherein the business provides the business-specific decision procedure received by the non-merchant-controlled device, and wherein the promotional material is customized based on the identified customer category.

22. The method of claim 21, wherein the promotional material is selected from a group consisting of discount coupons, advertisements, product information, business information;

competitor comparisons, product comparisons, special offers and feedback requests.

23. The method of claim 21, wherein promotional information is printed at a business location and provided to a customer shopping at the business location.

24. The method as recited in claim 21, wherein the non-merchant-controlled device is a customer-controlled device.

25. The method of claim 24, wherein promotional information is displayed on the customer-controlled device.

26. The method of claim 20, farther comprising steps of:

querying the customer for additional information by the non-merchant-controlled device, responsive to receiving a business-specific decision procedure;

and inputting additional information by the customer, wherein the additional information is added to the stored customer-specific information for use by the categorizer.

27. The method of claim 20, farther comprising steps of:

capturing additional information related to the customer, wherein the additional information comprises at least one item selected from the group consisting of customer behavior, outside factors, and customer mode;

and expanding the stored customer-specific information with the additional information, wherein the additional information is used by the categorizer to provide an updated customer category.

28. The method as recited in claim 20, wherein the non-merchant-controlled device is a third-party controlled device.

29. The method of claim 28, further comprising:

providing promotional material to the customer by a business, wherein the business provides the business-specific decision procedure received by the third-party-controlled device, and wherein the promotional material is customized based on the identified customer category.

30. The method as recited in claim 20, further comprising steps of:

performing sensitivity analysis on the decision procedure to safeguard sensitive information, by the customer.

31. A computer readable medium containing computer executable instructions for categorizing a customer, said instructions comprising:

a first code section that receives a business-specific rule set from a business;

a second code section that inputs customer-specific information and stores said information in memory;

a third code section categorizing that categorizes a customer, wherein the third code section uses the business-specific rule set received by the receiving first code section and customer-specific information stored in memory, said categorization resulting in a customer category code; and

a fourth code section sending that sends the customer category code to the business, wherein the sending guards the customer-specific information stored in memory from being sent to the business˜

wherein the third code section generates the category_code.

32. A computer readable medium containing computer executable instructions for use in a promotional device utilizing customer categories, said instructions comprising:

a first code section that detects a customer-controlled categorization device;

a second code section that sends a business-specific rule set to the customer-controlled categorization device; and

a third code section that receives a customer category from the customer-controlled categorization device, wherein the customer category was generated using the business-specific rule set and customer-specific information stored in memory in the customer-controlled categorization device; and

a fourth code section that generates a category_code.

33. The computer readable medium as recited in claim 32, further comprising a fourth code section that determines a preferred action based on the customer category received.

34. A computer-readable medium storing computer-executable instructions for providing customer information, said instructions comprising:

obtaining and storing customer information;

receiving business-specific decision procedures from different businesses;

receiving a particular business-specific decision procedure from a requesting business; and

processing the customer information based on said particular business-specific decision procedure, subject to specified customer privacy criteria, in order to obtain processed customer information; and

sending the processed customer information to the requesting business; and

generating a customer category_code.