Method and system for conducting online marketing research in a controlled manner

• US 7,769,623 B2
• Filed: 12/17/2002
• Issued: 08/03/2010
• Est. Priority Date: 12/17/2002
• Status: Expired due to Fees

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Jain, Vivek, Agrawal, Aseem, Mittal, Parul A, Modani, Natwar, Kothari, Ravi
• Primary Examiner(s): Patel; Ramesh B
• Assistant Examiner(s): ROBERTSON, DAVID
• Application Number:
  US10/321,017
• Publication Number:
  US 20040117239A1
• Time in Patent Office: 2,786 Days
• Field of Search: None
• US Class Current: 705/7.32
• 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 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0219 based on funds or budget

Abstract

The invention describes a method and system for conducting online marketing research keeping in consideration the specified budget for the experiment. The invention describes a methodology for effective data collection and optimised utilization of budget through the use of efficient sampling and grouping of users.

Claims

1. A computer-implemented method, implemented on a computer system, for conducting controlled online marketing research with a budget, said method comprising:

inputting user selection criteria, into said computer system, for entry of a user into an online experiment;

visiting, by said user, an online site, where said online experiment is conducted;

determining that said user selection criteria, for entry of said user, match user selection criteria for existing experimental or control groups stored in said computer system, wherein said user selection criteria comprise;

a particular criterion, other than a number of users, a budget, and an experimental time period, for matching said user to any of said existing experimental or control groups associated with said particular criterion,

a number of users for each existing experimental and control group;

a budget for said online experiment, based on probabilistic costs of future user actions implemented by prediction tools; and

an experimental time period for said online experiment;

determining that said user satisfies said user selection criteria for entry into said online experiment, matching said user to a previous participant of said online experiment, assigning said user to one of said existing experimental and control groups, other than that to which said previous participant belongs, entering said user into said online experiment, and conducting said online experiment;

outputting, by said computer system, an analysis of a change in a marketing variable with respect to a response variable given by said user measured during the experimental time period for said online experiment,

wherein said marketing variable comprises any of a price of product, a discount, an advertisement, a bundling of products, and a product design or packaging.

2. The method of claim 1, wherein said determining that said user selection criteria, for entry of said user, match user selection criteria further comprises comparing said user to a previous entry in existing experimental or control groups by a distance threshold, which determines a proximity between two users.

3. The method of claim 1, wherein said marketing variable comprises any of a price of a product, a discount, an advertisement, a bundling of products, and a product design or packaging.

4. The method of claim 1, wherein said response variable comprises any of a product purchase, brand switching, click through rate, and a coupon acceptance rate.

5. A computer system for conducting controlled online marketing research with a budget, said computer system comprising:

a memory that stores;

user selection criteria for entry of a user into an online experiment, wherein said user selection criteria comprise;

a particular criterion, other than a number of users, a budget, and an experimental time, for entering said user into said online experiment, said online experiment having experimental and control groups;

a number of users for each existing experimental and control group;

a budget; and

an experimental time period for said online experiment; and

a computer processor configured to;

monitor online user activities of a user visiting an online site, where said online experiment is conducted;

determine that said user satisfies said user selection criteria for entry into said online experiment, match said user to a previous participant of said online experiment, assign said user to one of said existing experimental and control groups, other than that to which said previous participant belongs, enter said user into said online experiment, and conduct said online experiment;

specify a particular criterion, among said selection criteria, to compare said user to any of said existing experimental or control groups; and

output an analysis of a change in a marketing variable with respect to a response variable given by said user measured during the experimental time period for said online experiment,

wherein said marketing variable comprises any of a price of product, a discount, an advertisement, a bundling of products, and a product design or packaging.

6. The computer system of claim 5, wherein said response variable comprises any of a product purchase, brand switching, click through rate, and a coupon acceptance rate.

7. A computer program storage device readable by computer, tangibly embodying a program of instructions executable by said computer system to perform a computer-implemented method for conducting controlled online marketing research with a budget, said method comprising:

inputting user selection criteria, into said computer system, for entry of a user into an online experiment;

visiting, by said user, an online site, where said online experiment is conducted;

determining that said user selection criteria, for entry of said user, match user selection criteria for existing experimental or control groups stored in said computer system, wherein said user selection criteria comprise;

a particular criterion, other than a number of users, a budget, and an experimental time period, for matching said user to any of said existing experimental or control groups associated with said particular criterion,

a number of users for each existing experimental and control group;

a budget for said online experiment, based on probabilistic costs of future user actions implemented by prediction tools; and

an experimental time period for said online experiment;

determining that said user satisfies said user selection criteria for entry into said online experiment, matching said user to a previous participant of said online experiment, assigning said user to one of said existing experimental and control groups, other than that to which said previous participant belongs, entering said user into said online experiment, and conducting said online experiment;

outputting, by said computer system, an analysis of a change in a marketing variable with respect to a response variable given by said user measured during the experimental time period for said online experiment,

wherein said marketing variable comprises any of a price of product, a discount, an advertisement, a bundling of products, and a product design or packaging.

8. The computer program storage device of claim 7, wherein said response variable comprises any of a product purchase, brand switching, click through rate, and a coupon acceptance rate.