Predicting marketing campaigns having more than one step
First Claim
1. A method of predicting outcomes of marketing campaigns comprising more than one campaign step, by a computer system, the method comprising:
- defining, by the computer system, a marketing campaign as including at least first and second campaign steps, the second campaign step configured to be performed after the first campaign step and only toward customers who responded to the first campaign step;
compiling first customer objects in a repository, the first customer objects corresponding to a first target group of customers registered in the computer system, at least one constraint taken into account when compiling the customer objects;
predicting, by the computer system and the first customer objects, a number of responses to be received if the first campaign step were performed toward a first target group of customers, each customer having a response probability;
compiling, by the computer system, second customer objects from the first customer objects, the second customer objects corresponding to a second target group selected from the first target group using respective response probabilities of individual customers in the first target group, the second target group being a subset of the first target group and substantially equal to the predicted number of responses;
predicting, by the computer system and the second customer objects, an outcome of performing the second campaign step toward the second target group; and
generating, by the computer system, a prediction for the marketing campaign using at least the predictions regarding the first and second campaign steps.
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Accused Products
Abstract
Methods and systems for assigning customers to steps in marketing campaigns. An assignment module assigns and reassigns the customers to the marketing activities. An evaluation module determines a predicted goal value of the marketing campaign for each assignment. The assignment module does not reassign a customer to a marketing activity that the customer has previously been assigned to. An execution module may execute campaign steps by performing marketing activities, and a response detection module may detect responses from the customers. The responses may be used in determining subsequent steps of the campaign. Creating sample target groups representative of the customers that are predicted to respond to a prior campaign step. The sample target group(s) may be used for predicting the outcome of subsequent campaign steps directed at the sample target group.
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Citations
18 Claims
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1. A method of predicting outcomes of marketing campaigns comprising more than one campaign step, by a computer system, the method comprising:
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defining, by the computer system, a marketing campaign as including at least first and second campaign steps, the second campaign step configured to be performed after the first campaign step and only toward customers who responded to the first campaign step; compiling first customer objects in a repository, the first customer objects corresponding to a first target group of customers registered in the computer system, at least one constraint taken into account when compiling the customer objects; predicting, by the computer system and the first customer objects, a number of responses to be received if the first campaign step were performed toward a first target group of customers, each customer having a response probability; compiling, by the computer system, second customer objects from the first customer objects, the second customer objects corresponding to a second target group selected from the first target group using respective response probabilities of individual customers in the first target group, the second target group being a subset of the first target group and substantially equal to the predicted number of responses; predicting, by the computer system and the second customer objects, an outcome of performing the second campaign step toward the second target group; and generating, by the computer system, a prediction for the marketing campaign using at least the predictions regarding the first and second campaign steps. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for predicting outcomes of marketing campaigns comprising more than one campaign step, the system comprising:
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a processor; program instructions tangibly embodied in a computer-readable medium and comprising a response prediction module that, when executed by the processor defines a marketing campaign as including at least first and second campaign steps, the second campaign step configured to be performed after the first campaign step and only toward customers who responded to the first campaign step, the second campaign step configured to be performed after the first campaign step and only toward customer who responded to the first campaign step; program instructions tangibly embodied in a computer-readable medium and comprising an assignment module that, when executed by the processor, compiles first customer objects in a repository, the first customer objects corresponding to a first target group of customers registered in the computer system, at least one constraint taken into account when compiling the customer objects; program instructions tangibly, embodied in a computer-readable medium and comprising a response prediction module that, when executed by the processor, predicts, using the first costumer objects, a number of responses to be received if the first campaign step were performed toward the first target group of customers, each customer having a response probability; program instructions tangibly embodied in a computer-readable medium and comprising an assignment module that, when executed by the processor, compiles second customer objects from the first customer objects, the second customer objects corresponding to a second target group selected from the first target group using respective response probabilities of individual customers in the first target group, the second target group being a subset of the first target group and substantially equal to the predicted number of responses; program instructions tangibly embodied in a computer-readable medium and comprising an evaluation module that, when executed by the processor, predicts, using the second customer objects, an outcome of performing a second campaign step toward the second target group; and program instructions tangibly embodied in a computer-readable medium and comprising an evaluation module that, when executed by the processor, generates a prediction for the marketing campaign using at least the predictions regarding the first and second campaign steps. - View Dependent Claims (12, 13, 14)
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15. Computer software, tangibly embodied in a non-transitory computer-readable medium, for predicting outcomes of marketing campaigns comprising more than one campaign step, the software comprising instructions, when executed by a processor, to perform operations comprising:
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define a marketing campaign as including at least first and second campaign steps, the second campaign step configured to be performed after the first campaign step and only toward customers who responded to the first campaign step; compile first customer objects in a repository, the first customer objects corresponding to a first target group of customers registered in the computer system, at least one constraint taken into account when compiling the customer objects; predict, using the first customer objects, a number of responses to be received if the first campaign step were performed toward a first target group of customers, each customer having a response probability; compile second customer objects from the first customer objects, the second customer objects corresponding to a second target group selected from the first target group using respective response probabilities of individual customers in the first target group, the second target group being a subset of the first target group and substantially equal to the predicted number of responses; predict the second customer objects, an outcome of performing the second campaign step toward the second target group; and generate a prediction for the marketing campaign using at least the predictions regarding the first and second campaign steps. - View Dependent Claims (16, 17, 18)
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Specification