Dynamic selection of complementary inbound marketing offers

• US 7,693,740 B2
• Filed: 05/03/2005
• Issued: 04/06/2010
• Est. Priority Date: 05/03/2005
• Status: Active Grant

• Current Assignee: Twitter Inc (X Holdings Corp.)
• Original Assignee: International Business Machines Corporation
• Inventors: Selby, David A., Ramsey, Mark S.
• Primary Examiner(s): Bayat; Bradley B
• Assistant Examiner(s): Singh; Gurkanwaljit
• Application Number:
  US11/120,593
• Publication Number:
  US 20060253468A1
• Time in Patent Office: 1,799 Days
• Field of Search: None
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• 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 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A database system and method comparing marketing events to marketing offers for offering to a candidate. The database system comprises a first database structure storing a first list of candidates, a second database structure storing a second list identifying marketing offers, a third database structure storing a third list identifying optimized marketing events for a first candidate from the first list, and a database manager software application stored on a computer readable medium. The database manager software application compares each of the optimized marketing events from the third list to each of the marketing offers from said second list in response to an inbound communication from the first candidate. The database manager software application extracts a first group of marketing offers from the second list. Each marketing offer from the first group comprises a same classification as any of the optimized marketing events from the third list.

Claims

1. A database system comprising a computer processor coupled to a computer-readable memory unit, said memory unit comprising a database manager software application, a first database structure storing a first list of candidates, a second database structure storing a second list identifying marketing offers, and a third database structure storing a third list identifying optimized marketing events for a first candidate from said first list, wherein each marketing event from said third list comprises a marketing offer and an identified channel means for communicating said marketing offer, wherein said database manager software application comprises a comparison tool, a computing tool, and an optimization tool, said memory unit comprising instructions that when executed by the computer processor implements a method comprising:

assigning, by said optimization tool, first classifications to said optimized marketing events for said first candidate, wherein said first classifications distinguish each marketing event of said optimized marketing events from each other marketing event of said optimized marketing events;

assigning, by said optimization tool, second classifications to said marketing offers from said second list, wherein said second classifications distinguish each marketing offer of said marketing offers from said second list from each other marketing offer of said marketing offers from said second list;

deriving, by said database manager software application based on said first classifications and said second classifications, similarity scores specifying similarity levels between said optimized marketing events and said marketing offers;

generating a similarity score matrix table comprising a row of identifiers for said optimized marketing events, a column of identifiers for said marketing offers, and a matrix comprising said similarity scores specifying said similarity levels between said identifiers for said optimized marketing events and said identifiers for said marketing offers;

receiving, by said database manager software application, an inbound communication from said first candidate;

comparing by said comparison tool using said similarity score matrix table, each of said optimized marketing events to each of said marketing offers in response to said inbound communication from said first candidate, said processor executing said comparison tool to perform said comparing;

selecting, by said comparison tool based on said matrix comprising said similarity scores, a first group of marketing offers from said second list; and

extracting by said computer processor, said first group of marketing offers from said second list, wherein each marketing offer from said first group comprises a same classification as an associated marketing event of said optimized marketing events from said third list, and wherein said computer processor executes said optimization tool to perform said extracting.

2. The database system of claim 1, wherein said optimization tool is for optimizing and sorting, said marketing offers from said first group for said first candidate in response to said inbound communication from said first candidate.

3. The database system of claim 2, wherein said marketing offers from said first group are sorted and optimized essentially simultaneously.

4. The database system of claim 2, wherein said optimization tool is for generating a priority list comprising said sorted marketing offers from said first group, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said first group to said first candidate upon receiving said inbound communication.

5. The database system of claim 2, wherein said optimization tool is for generating a priority list comprising a second group of marketing offers from said sorted marketing offers from said first group that fall within a specified set of constraints, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said second group of marketing offers to said first candidate upon receiving said inbound communication.

6. The database system of claim 5, wherein said specified set of constraints comprise timing conflicts related to offering all of said marketing offers from said first group.

7. The database system of claim 5, wherein said specified set of constraints comprise budget constraints related to offering all of said marketing offers from said first group.

8. The database system of claim 1, wherein said first list of candidates comprises existing customers of an entity that is offering said first group of marketing offers.

9. The database system of claim 1, wherein each marketing offer from said first group is selected from the group consisting of a product offer and a service offer.

10. The database system of claim 1, wherein said optimization tool is for removing from said third list any of said optimized marketing events comprising any of said same classifications as said marketing offers from said first group.

11. A selection method, comprising:

providing a database system comprising a computer processor coupled to a computer-readable memory unit, wherein said computer readable memory unit comprises a database manager software application, a first database structure storing a first list of candidates, a second database structure storing a second list identifying marketing offers, and a third database structure storing a third list identifying optimized marketing events for a first candidate from said first list, wherein each marketing event from said third list comprises a marketing offer and an identified channel means for communicating said marketing offer, and wherein said database manager software application comprises a comparison tool, a computing tool, and an optimization tool;

assigning, by said optimization tool, first classifications to said optimized marketing events for said first candidate, wherein said first classifications distinguish each marketing event of said optimized marketing events from each other marketing event of said optimized marketing events;

assigning, by said optimization tool, second classifications to said marketing offers from said second list, wherein said second classifications distinguish each marketing offer of said marketing offers from said second list from each other marketing offer of said marketing offers from said second list;

deriving, by said database manager software application based on said first classifications and said second classifications, similarity scores specifying similarity levels between said optimized marketing events and said marketing offers;

generating a similarity score matrix table comprising a row of identifiers for said optimized marketing events, a column of identifiers for said marketing offers, and a matrix comprising said similarity scores specifying said similarity levels between said identifiers for said optimized marketing events and said identifiers for said marketing offers;

receiving, by said database manager software application, an inbound communication from said first candidate;

comparing by said comparison tool using said similarity score matrix table, each of said optimized marketing events to each of said marketing offers in response to said inbound communication from said first candidate, said processor executing said comparison tool to perform said comparing;

selecting, by said comparison tool based on said similarity scores, a first group of marketing offers from said second list; and

extracting by said computer processor, a first group of marketing offers from said second list, wherein each marketing offer from said first group comprises a same classification as an associated marketing event of said optimized marketing events from said third list, and wherein said processor executes said optimization tool to perform said extracting.

12. The method of claim 11, further comprising:

optimizing by said optimization tool, said marketing offers from said first group for said first candidate in response to said inbound communication from said first candidate; and

sorting by said optimization tool, said marketing offers from said first group for said first candidate in response to said inbound communication from said first candidate.

13. The method of claim 12, wherein said marketing offers from said first group are sorted and optimized essentially simultaneously.

14. The method of claim 12, further comprising generating by the optimization tool, a priority list comprising said sorted marketing offers from said first group, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said first group to said first candidate upon receiving said inbound communication.

15. The method of claim 12, further comprising generating by the optimization tool, a priority list comprising a second group of marketing offers from said sorted marketing offers from said first group that fall within a specified set of constraints, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said second group of marketing offers to said first candidate upon receiving said inbound communication.

16. The method of claim 15, wherein said specified set of constraints comprise timing conflicts related to offering all of said marketing offers from said first group.

17. The method of claim 15, wherein said specified set of constraints comprise budget constraints related to offering all of said marketing offers from said first group.

18. The method of claim 11, wherein said first list of candidates comprises existing customers of an entity that is offering said first group of marketing offers.

19. The method of claim 11, wherein each marketing offer from said first group is selected from the group consisting of a product offer and a service offer.

20. The method of claim 11, removing from said third list by said optimization tool, any of said optimized marketing events comprising any of said any of said same classifications as said marketing offers from said first group.

29. The method of claim 11, wherein said marketing events from said third list comprise associated value scores, and wherein said method further comprises:

calculating, by said computing tool, a response probability score for each of said optimized marketing events, wherein each said probability score is used to determine a probability that said first candidate will accept each of said optimized marketing events within a specified time frame;

calculating, by said computing tool, a ranking score for each of said optimized marketing events, wherein said calculating each said ranking score comprises multiplying each said response probability score with an associated value score of said associated value scores;

sorting, by said optimization tool, each said ranking score;

generating, by said optimization tool in response to said sorting, a ranking list comprising said optimized marketing events; and

storing, by said computing system, said final ranking list.

30. The method of claim 11, further comprising:

removing, by said optimization tool from said third list, a first marketing event of said optimized marketing events; and

reallocating, by said optimization tool, monetary funds associated with said first marketing event to a second market event of said optimized marketing events.

31. The method of claim 29, further comprising:

calculating, by said computing tool, said value scores associated with said optimized marketing events from said third list, wherein said value scores are associated with an expected profit gain associated with each said marketing offer from said marketing events, and wherein each said value score is calculated based on an annual return of credit repayments vs infrastructure costs balanced against a risk of a candidate defaulting on said credit repayments;

applying, by said optimization tool, timing constraint data to each said ranking score;

removing, by said optimization tool in response to results of said applying said timing constraint data, a first marketing event from said ranking list;

applying, by said optimization tool, monetary constraint data to a set of value scores of said value scores, wherein said set of value sores are associated with first remaining marketing events on said ranking list after performing said removing said first marketing event;

removing, by said optimization tool in response to results of said applying said monetary constraint data a second marketing event from said ranking list; and

generating, by said computer processor in response to said removing said firstmarketing event and said removing said second marketing event, a final ranking list comprising second remaining marketing events of said marketing events after said performing said removing said first marketing event and performing said removing said second marketing event.

21. A computer-executable program product comprising computer executable instructions tangibly embodied on a computer readable medium that when executed by said computer perform the method steps comprising an algorithm adapted to implement a selection method within a database system comprising a computer processor, said database system comprising a database manager software application, a first database structure storing a first list of candidates, a second database structure storing a second list identifying marketing offers, and a third database structure storing a third list identifying optimized marketing events for a first candidate from said first list, wherein each marketing event from said third list comprises a marketing offer and an identified channel means for communicating said marketing offer, wherein said database manager software application comprises a comparison tool, a computing tool, and an optimization tool, and wherein said database manager software application is stored on said computer readable medium, said method comprising the steps of:

assigning, by said optimization tool, first classifications to said optimized marketing events for said first candidate, wherein said first classifications distinguish each marketing event of said optimized marketing events from each other marketing event of said optimized marketing events;

assigning, by said optimization tool, second classifications to said marketing offers from said second list, wherein said second classifications distinguish each marketing offer of said marketing offers from said second list from each other marketing offer of said marketing offers from said second list;

deriving, by said database manager software application based on said first classifications and said second classifications, similarity scores specifying similarity levels between said optimized marketing events and said marketing offers;

generating a similarity score matrix table comprising a row of identifiers for said optimized marketing events, a column of identifiers for said marketing offers, and a matrix comprising said similarity scores specifying said similarity levels between said identifiers for said optimized marketing events and said identifiers for said marketing offers;

receiving, by said database manager software application, an inbound communication from said first candidate;

comparing by said comparison tool using said similarity score matrix table, each of said optimized marketing events to each of said marketing offers in response to said inbound communication from said first candidate, said processor executing said comparison tool to perform said comparing;

selecting, by said comparison tool based on said similarity scores, a first group of marketing offers from said second list; and

extracting by said computer processor, a first group of marketing offers from said second list, wherein each marketing offer from said first group comprises a same classification as an associated marketing event of said optimized marketing events from said third list, wherein said same classification is comprised by said first classifications and said second classifications, and wherein said computer processor executes said optimization tool to perform said extracting.

22. The computer program product of claim 21, wherein said method further comprises:

optimizing by said optimization tool, said marketing offers from said first group for said first candidate in response to said inbound communication from said first candidate; and

sorting by said optimization tool, said marketing offers from said first group for said first candidate in response to said inbound communication from said first candidate.

23. The computer program product of claim 22, wherein said marketing offers from said first group are sorted and optimized essentially simultaneously.

24. The computer program product of claim 22, wherein said method further comprises generating by the optimization tool, a priority list comprising said sorted marketing offers from said first group, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said first group to said first candidate upon receiving said inbound communication.

25. The computer program product of claim 22, wherein said method further comprises generating by the optimization tool, a priority list comprising a second group of marketing offers from said sorted marketing offers from said first group that fall within a specified set of constraints, and wherein said priority list prioritizes an order in which to offer each of said marketing offers from said second group of marketing offers to said first candidate upon receiving said inbound communication.

26. The computer program product of claim 25, wherein said specified set of constraints comprise timing conflicts related to offering all of said marketing events from said first list.

27. The computer program product of claim 25, wherein said specified set of constraints comprise budget constraints related to offering all of said marketing offers from said first group.

28. The computer program product of claim 21, wherein said method further comprises removing from said third list by said optimization tool, any of said optimized marketing events comprising any of said any of said same classifications as said marketing offers from said first group.