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Adaptive marketing using insight driven customer interaction

  • US 7,996,253 B2
  • Filed: 03/05/2010
  • Issued: 08/09/2011
  • Est. Priority Date: 11/22/2002
  • Status: Active Grant
First Claim
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1. A method for performing marketing activities, comprising:

  • providing a system comprising a memory to store instructions, a processor having a plurality of software modules, and a database embodied on non-transitory computer-readable medium to store customer data for a plurality of customers,wherein the software modules access the instructions stored in the memory and the customer data stored in the database, andwherein the plurality of software modules comprise a customer data extracting software module and a marketing campaign defining module; and

    executing the instructions by the processor to perform the steps of;

    extracting the customer data from the database by the customer data extracting software module;

    defining a targeted marketing campaign by the marketing campaign defining module, the targeted marketing campaign comprising a selected targeted marketing offer, a selected targeted interaction channel, and a targeted set of customers most likely to accept the targeted marketing offer via the targeted interaction channel, wherein the targeted set of customers is determined by;

    segmenting a sample set of the customers into a plurality of customer segments;

    describing each of the plurality of customer segments with lift values indicating a likelihood of positive response by a selected customer segment to a selected marketing offer via the targeted interaction channel;

    selecting, based on the lift values, a prospect set from the customer segments for potential inclusion in a selected marketing campaign;

    assessing with a predictive model a likelihood of acceptance of each customer in the selected prospect set of the selected marketing offer via the targeted interaction channel;

    scoring each customer in the selected prospect set with a customer score indicating the likelihood of acceptance;

    selecting the targeted set of customers based on the scoring; and

    executing the targeted marketing campaign by offering the targeted marketing offer to the targeted set of the customers via the targeted interaction channel;

    gathering campaign results data from the targeted marketing campaign by a campaign tracking module, the campaign results data including a count of customers accepting the targeted marketing offer via the targeted interaction channel, and a length of time between making of the targeted marketing offer and the accepting of the targeted marketing offer;

    training the predictive model with the campaign results data, wherein the training is based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in the targeted marketing campaign; and

    updating the customer data stored in the database based on the campaign results data.

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