Adaptive marketing using insight driven customer interaction

• US 7,707,059 B2
• Filed: 11/22/2002
• Issued: 04/27/2010
• Est. Priority Date: 11/22/2002
• Status: Active Grant

• Current Assignee: Accenture Global Services Limited (Accenture PLC)
• Original Assignee: Accenture Global Services GmbH (Accenture PLC)
• Inventors: Reed, Kenneth L., Ansusinha, Theodore, Hariharan, Hari S.
• Primary Examiner(s): Sterrett; Jonathan G
• Assistant Examiner(s): Choi; Peter
• Application Number:
  US10/302,395
• Publication Number:
  US 20040103017A1
• Time in Patent Office: 2,713 Days
• Field of Search: 705/10
• US Class Current: 705/7.31
• 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 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system and method for adaptive marketing using insight driven customer interaction. The invention uses a closed-loop process for developing insight that may be used to refine further customer interactions. Results of a first customer interaction such as a marketing campaign are stored in a database. The results may be used to retrain predictive models and gain new insights regarding how customers are responding to marketing campaigns. The insights may be used to refine the offers delivered to customers or to extend additional offers in an effort to increase the likelihood that customers will redeem the offers. After each marketing campaign, the results are stored in the database. New and/or modified offers are created based on insights provided by the results of past campaigns. This process may be repeated such that subsequent campaigns are based on insights generated by the predictive models. The insight enables businesses to better target customers with better offers. These offers can be delivered through ensuing marketing campaigns or, through any form of interaction that the business has with the targeted customers.

Claims

1. A computer-implemented method for performing insight-driven, adaptive marketing activities, comprising:

providing a system comprising at least one memory to store instructions, at least one processor having a plurality of software modules, and at least one database embodied on computer-readable medium to store customer data for a plurality of customers,

wherein the plurality of software modules comprise a customer data extracting software module, a training software module, a customer selection module, a campaign tracking module, a data individualizing module, and an insight module; and

wherein the software modules access the customer data stored in the at least one database and the instructions stored in the at least one memory; and

executing the instructions by the at least one processor to perform;

extracting the customer data from the at least one database by the customer data extracting software module, the customer data including data fields comprising identification fields for household information and individual information, behavior fields, demographic fields, contact history fields, analytic model score fields, and ownership fields, the analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields;

training an analytic model with the training software module to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model predicting behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model producing a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer via a selected interaction channel;

wherein training comprises;

choosing a sample set of the customers from the customer data;

segmenting the sample set of the customers;

describing the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

scoring all customers based on segments;

defining a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

building an analytical model; and

scoring a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

selecting a targeted set of the customers from the at least one database by the customer selection module, the selecting based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

executing the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

gathering campaign results data from the targeted marketing campaign by the campaign tracking module, the gathering including

collecting results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel, identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

updating the customer data in the at least one database based on the campaign results data, the updating further comprising individualizing, by the data individualizing module, the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields;

obtaining insight from the campaign results data with the insight module by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign; and

repeating the extracting, training, selecting, executing, gathering, updating, and obtaining the insight for at least one additional targeted marketing campaign to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction channel in a closed-loop process to obtain additional insight,

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection, and

wherein the analytic model is re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

2. The computer-implemented method of claim 1, wherein the training comprises:

segmenting the customer data for the plurality of customers;

defining the targeted marketing campaign; and

building the analytical model.

3. The computer-implemented method of claim 2, wherein the segmenting the customer data is performed using a two-dimensional matrix.

4. The computer-implemented method of claim 3, wherein the segmenting the customer data comprises using variables that indicate a customer'"'"'s behavior.

5. The computer-implemented method of claim 4, wherein the segmenting the customer data comprises excluding variables that indicate demographic data.

6. The computer-implemented method of claim 5, wherein the segmenting the customer data comprises identifying at least one segment of the customers.

7. The computer-implemented method of claim 6, wherein the segmenting the customer data comprises profiling the segments with all variables including demographic data variables.

8. The computer-implemented method of claim 3, wherein the segmenting the customer data comprises using variables that indicate a customer value.

9. The computer-implemented method of claim 8, wherein the segmenting the customer data comprises using a customer lifetime value as a driving variable.

10. The computer-implemented method of claim 8, wherein the segmenting the customer data comprises identifying at least one segment of customers.

11. The computer-implemented method of claim 3, wherein the segmenting the customer data comprises overlaying value segments and behavior segments.

12. The computer-implemented method of claim 11, wherein the segmenting the customer data comprises profiling the value segments and behavior segments overlayed.

13. The computer-implemented method of claim 1, wherein the training for the at least one additional targeted marketing campaign comprises using the campaign results data gathered from the targeted marketing campaign.

14. The computer-implemented method of claim 1, wherein the extracting the customer data comprises:

selecting data from at least one database view that comprises at least a portion of data from the database and at least one transform that has been developed from the data from the database.

15. The computer-implemented method of claim 1, wherein the extracting the customer data comprises:

selecting data from at least one database view that comprises at least a portion of the data from the database and at least one transform that has been developed from data from the database, wherein a database object includes the at least one database view.

16. The computer-implemented method of claim 15, wherein the database object creates a standard virtual flat file record.

17. The computer-implemented method of claim 16, wherein the database object is enabled using a database management system and a structured query language.

18. The computer-implemented method of claim 16, wherein the standard virtual flat file record contains data to assist with insight driven customer interaction.

19. The computer-implemented method of claim 16, wherein the standard virtual flat file record for each of the plurality of customers comprises data regions for identification, product ownership, behavior, demographics, model scores, and contacts.

20. The computer-implemented method of claim 19, wherein each of the data regions is a database view.

21. The computer-implemented method of claim 19, wherein the data regions comprise a predetermined grouping that is a complete input stream needed to perform a plurality of various customer analytical modeling wherein no additional data is required.

22. The computer-implemented method of claim 1, further comprising creating at least one additional variable.

23. The computer-implemented method of claim 1, wherein extracting the customer data includes performing data extracts, transformations, combinations or aggregations against a data warehouse.

24. The computer-implemented method of claim 1, wherein the extracting comprises performing a plurality of queries against the at least one database.

25. A system, comprising:

at least one processor; and

at least one memory storing instructions operable with the at least one processor for executing one or more iterations of insight-driven, adaptive marketing activities in a closed loop process, the instructions structured throughout a plurality of modules, said modules comprising;

a customer data extracting module configured to extract customer data for a plurality of customers from at least one database, the customer data including data fields comprising identification fields for household information and individual information, behavior fields, demographic fields, contact history fields, analytic model score fields, and ownership fields, the analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields;

a training module configured to train an analytic model to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model configured to predict behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model configured to produce a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer and a selected interaction channel;

a choosing module configured to choose a sample set of the customers from the customer data;

a segmenting module configured to segment the sample set of the customers;

a segment description module configured to describe the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

a segment scoring module configured to score all customers based on the segments;

a defining module configured to define a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

a building module configured to build an analytical model;

a prospect set scoring module configured to score a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

a customer selecting module configured to select a targeted set of customers from the at least one database for use in the targeted marketing campaign based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

an execution module configured to execute the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

a gathering module configured to gather campaign results data from the targeted marketing campaign and to collect

results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel,

identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and

time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

an updating module configured to update the customer data in the at least one database based on the campaign results data, the updating module further comprising a data individualizing module configured to individualize the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields;

an insight module configured to obtain insight from the campaign results data for at least one additional targeted marketing campaign by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign, wherein the insight is obtained to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction channel in a closed-loop process to obtain additional insight;

an analysis module configured to analyze the insight obtained from each targeted marketing campaign to refine and simplify subsequent customer data extraction, analytic model training, and customer selection, wherein the analytic model is configured to be re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

26. The system of claim 25, wherein the segmenting module is configured to use a two-dimensional matrix.

27. The system of claim 26, wherein the segmenting module is configured to use variables that indicate a customer'"'"'s behavior.

28. The system of claim 27, further comprising:

an excluding module configured to exclude variables that indicate demographic data.

29. The system of claim 28, further comprising:

an identifying module configured to identify at least one segment of customers.

30. The system of claim 29, further comprising:

a profiling module configured to profile the at least one segment with all variables including demographic data variables.

31. The system of claim 26, wherein the segmenting module is configured to use variables that indicate a customer value.

32. The system of claim 31, wherein the segmenting module is configured to use a customer lifetime value as a driving variable.

33. The system of claim 31, further comprising:

an identifying module configured to identify at least one segment of the customers.

34. The system of claim 26, further comprising:

an overlaying module configured to overlay value segments and behavior segments.

35. The system of claim 34, further comprising:

an overlay profiling module configured to overlay the value segments and behavior segments overlayed.

36. The system of claim 25, wherein the training module is configured to use the campaign results data gathered from the targeted marketing campaign.

37. The system of claim 25, further comprising:

a data selecting module configured to select data from at least one database view that comprises at least a portion of data from the database and at least one transform that has been developed from the data from the database.

38. The system of claim 25, further comprising:

a data selecting module configured to select data from at least one database view that comprises at least a portion of data from the database and at least one transform that has been developed from the data from the database, wherein a database object includes the at least one database view.

39. The system of claim 38, wherein the database object is configured to create a standard virtual flat file record.

40. The system of claim 39, wherein the database object is enabled using a database management system and a structured query language.

41. The system of claim 40, wherein the standard virtual flat file record contains data to assist with insight driven customer interaction.

42. The system of claim 40, wherein the standard virtual flat file record for each of the plurality of customers comprises data regions for identification, product ownership, behavior, demographics, model scores, and contacts.

43. The system of claim 42, wherein each of the data regions is a database view.

44. The system of claim 42, wherein the data regions comprise a predetermined grouping that is a complete input stream needed to perform a plurality of various customer analytical modeling wherein no additional data is required.

45. The system of claim 25, further comprising:

a creating module configured to create at least one additional variable.

46. The system of claim 25, wherein the customer data extracting module is configured to perform data extracts, transformations, combinations or aggregations against a data warehouse.

47. The system of claim 25, further comprising:

a performing module configured to perform a plurality of queries against the at least one database.

48. A computer program embodied on a computer readable medium for performing insight-driven, adaptive marketing activities, wherein the computer program instructs at least one processor to perform a method comprising:

accessing instructions for a plurality of software modules and accessing customer data for a plurality of customers;

wherein the instructions are stored in at least one memory;

wherein the customer data is stored in at least one database and includes data fields comprising identification fields for household information and individual information, behavior fields, demographic fields, contact history fields, analytic model score fields, and ownership fields, the analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields; and

wherein the plurality of software modules comprise a customer data extracting software module, a training software module, a customer selection module, a campaign tracking module, a data individualizing module, and an insight module; and

executing, by the at least one processor, the instructions to perform;

extracting the customer data from the at least one database by the customer data extracting software module;

training an analytic model with the training software module to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model predicting behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model producing a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer via a selected interaction channel;

wherein training comprises;

choosing a sample set of the customers from the customer data;

segmenting the sample set of the customers;

describing the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

scoring all customers based on segments;

defining a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

building an analytical model; and

scoring a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

selecting a targeted set of the customers from the at least one database by the customer selection module, the selecting based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

executing the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

gathering campaign results data from the targeted marketing campaign by the campaign tracking module, the gathering including

collecting results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel, identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

updating the customer data in the at least one database based on the campaign results data, the updating further comprising individualizing, by the data individualizing module, the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields;

obtaining insight from the campaign results data with the insight module by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign; and

repeating extracting, training, selecting, executing, gathering, updating, and obtaining the insight for at least one additional targeted marketing campaign to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction channel in a closed-loop process to obtain additional insight,

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection, and

wherein the analytic model is re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

49. A computer-implemented method for performing insight-driven, adaptive marketing activities, comprising:

providing a system comprising at least one memory to store instructions, at least one processor having a plurality of software modules, and at least one database embodied on computer-readable medium to store customer data for a plurality of customers,

wherein the plurality of software modules comprise a customer data extracting software module, a training software module, a customer selection module, a campaign tracking module, a data individualizing module, and an insight module; and

wherein the software modules access the instructions stored in the at least one memory and the customer data stored in the at least one database; and

executing the instructions by the at least one processor to perform;

extracting the customer data from the at least one database by the customer data extracting software module;

training an analytic model with the training software module to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model predicting behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model producing a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer via a selected interaction channel;

wherein training comprises;

choosing a sample set of the customers from the customer data;

segmenting the sample set of the customers;

describing the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

scoring all customers based on segments;

defining a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

building an analytical model; and

scoring a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

selecting a targeted set of the customers from the at least one database by the customer selection module, the selecting based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

executing the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

gathering campaign results data from the targeted marketing campaign by the campaign tracking module, the gathering including

collecting results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel, identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

updating the customer data in the at least one database based on the campaign results data;

obtaining insight from the campaign results data with the insight module by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign; and

applying the insight to develop at least one additional targeted marketing campaign to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction channel.

50. The computer-implemented method of claim 49, wherein the customer data includes:

data fields comprising identification fields for household information and individual information;

behavior fields;

demographic fields;

contact history fields;

analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields; and

ownership fields.

51. The computer-implemented method of claim 49, wherein the updating the customer data further comprises individualizing, by the data individualizing module, the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields.

52. The computer-implemented method of claim 49, wherein the analytic model is re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

53. The computer-implemented method of claim 49, further comprising, in a closed-loop process, obtaining additional insight from results data from the at least one additional targeted marketing campaign,

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.

54. The computer-implemented method of claim 49, further comprising,

repeating the extracting, training, selecting, executing, gathering, updating, and obtaining the insight for the at least one additional targeted marketing campaign in a closed-loop process to obtain additional insight,

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.

55. A system, comprising:

at least one processor; and

at least one memory storing instructions operable with the at least one processor for executing one or more iterations of insight-driven, adaptive marketing activities in a closed loop process, the instructions structured throughout a plurality of modules, said modules comprising;

a customer data extracting module configured to extract customer data for a plurality of customers from at least one database;

a training module configured to train an analytic model to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model configured to predict behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model configured to produce a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer and a selected interaction channel;

a choosing module configured to choose a sample set of the customers from the customer data;

a segmenting module configured to segment the sample set of the customers;

a segment description module configured to describe the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

a segment scoring module configured to score all customers based on the segments;

a defining module configured to define a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

a building module configured to build an analytical model;

a prospect set scoring module configured to score a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

a customer selecting module configured to select a targeted set of customers from the at least one database for use in the targeted marketing campaign based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

an execution module configured to execute the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

a gathering module configured to gather campaign results data from the targeted marketing campaign and to collect

results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel,

identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and

time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

an updating module configured to update the customer data in the at least one database based on the campaign results data;

an insight module configured to obtain insight from the campaign results data for at least one additional targeted marketing campaign by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign, wherein the insight is obtained to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction.

56. The system of claim 55, wherein the customer data includes data fields comprising identification fields for household information and individual information, behavior fields, demographic fields, contact history fields, analytic model score fields, and ownership fields, the analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields.

57. The system of claim 55, wherein the updating module further comprises a data individualizing module configured to individualize the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields.

58. The system of claim 55, further comprising an analysis module configured to analyze the insight obtained from each targeted marketing campaign to refine and simplify subsequent customer data extraction, analytic model training, and customer selection,

wherein the analytic model is configured to be re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

59. The system of claim 55,

wherein additional insight is obtained in a closed-loop process from results data from the at least one additional targeted marketing campaign;

and

further comprising an analysis module configured to analyze the insight obtained from each targeted marketing campaign to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.

60. The system of claim 55,

wherein additional insight is obtained in a closed-loop process by repeating the extracting, training, selecting, executing, gathering, updating, and obtaining the insight for the at least one additional targeted marketing campaign, and

further comprising an analysis module configured to analyze the insight obtained from each targeted marketing campaign to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.

61. A computer program embodied on a computer readable medium for performing insight-driven, adaptive marketing activities, wherein the computer program instructs at least one processor to perform a method comprising:

accessing instructions for a plurality of software modules and accessing customer data for a plurality of customers;

wherein the instructions are stored in at least one memory;

wherein the customer data is stored in at least one database; and

wherein the plurality of software modules comprise a customer data extracting software module, a training software module, a customer selection module, a campaign tracking module, a data individualizing module, and an insight module; and

executing, by the at least one processor, the instructions to perform;

extracting the customer data from the at least one database by the customer data extracting software module;

training an analytic model with the training software module to predict customer behavior and produce predicted customer behavior data from analysis of the extracted customer data;

the analytic model predicting behavior of each of the customers, the behavior comprising response by the customers to a plurality of marketing offers via a plurality of interaction channels used to communicate the plurality of marketing offers; and

the analytic model producing a plurality of scores, each of the scores comprising an indicator of a likelihood of response by a selected customer to a selected marketing offer via a selected interaction channel;

wherein training comprises;

choosing a sample set of the customers from the customer data;

segmenting the sample set of the customers;

describing the segments with lift values, each of the lift values comprising an indicator of a likelihood of response by a selected customer segment to the selected marketing offer;

scoring all customers based on segments;

defining a targeted marketing campaign comprising a targeted marketing offer and a targeted interaction channel;

building an analytical model; and

scoring a prospect set with the analytical model, wherein the prospect set comprises all customers in a targeted segment;

selecting a targeted set of the customers from the at least one database by the customer selection module, the selecting based on a determination, from the scores, of customers most likely to respond to the targeted marketing offer via the targeted interaction channel;

executing the targeted marketing campaign with the targeted set of the customers, the targeted marketing offer, and the targeted interaction channel to deliver the targeted marketing offer to the targeted set of customers via the targeted interaction channel;

gathering campaign results data from the targeted marketing campaign by the campaign tracking module, the gathering including

collecting results data of a count of the customers accepting the targeted marketing offer via the targeted interaction channel, identification information for the customers accepting the targeted marketing offer via the targeted interaction channel, and time statistics related to acceptance of the targeted marketing offer via the targeted interaction channel, wherein the time statistics comprise a length of time between the targeted marketing offer and the acceptance of the targeted marketing offer;

updating the customer data in the at least one database based on the campaign results data;

obtaining insight from the campaign results data with the insight module by comparing the predicted customer behavior data to actual customer behavior data produced in response to the targeted marketing campaign; and

applying the insight to develop at least one additional targeted marketing campaign to deliver an additional targeted marketing offer to an additional targeted set of customers via an additional targeted interaction channel.

62. The computer program of claim 61, wherein the customer data is stored in at least one database and includes data fields comprising identification fields for household information and individual information, behavior fields, demographic fields, contact history fields, analytic model score fields, and ownership fields, the analytic model score fields including a household identifier and an individual identifier to identify individuals in a household for cross-referencing the customers to households and for cross-referencing the individuals to the customer data in other data fields.

63. The computer program of claim 61, wherein the updating further comprises individualizing, by the data individualizing module, the campaign results data for the customers associated with the campaign results for associating the campaign results data with the individuals for cross-referencing the individuals to the updated customer data in the data fields.

64. The computer program of claim 61, wherein the analytic model is re-trained based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in each targeted marketing campaign.

65. The computer program of claim 61,

wherein additional insight is obtained in a closed-loop process from results data from the at least one additional targeted marketing campaign;

and

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.

66. The computer program of claim 61,

wherein additional insight is obtained in a closed-loop process by repeating the extracting, training, selecting, executing, gathering, updating, and obtaining the insight for the at least one additional targeted marketing campaign, and

wherein insight obtained from each targeted marketing campaign is used to refine and simplify subsequent customer data extraction, analytic model training, and customer selection.