Computer-implemented system and method for web activity assessment

• US 8,630,891 B2
• Filed: 11/05/2009
• Issued: 01/14/2014
• Est. Priority Date: 03/29/2002
• Status: Active Grant

• Current Assignee: SAS Institute Incorporated
• Original Assignee: SAS Institute Incorporated
• Inventors: Brocklebank, John C.
• Primary Examiner(s): PATS, JUSTIN
• Application Number:
  US12/613,200
• Publication Number:
  US 20100257025A1
• Time in Patent Office: 1,531 Days
• Field of Search: 705/7.29, 705/7.31
• US Class Current: 705/7.31
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• CPC Class Codes: G06Q 10/06393 Score-carding, benchmarking or key performance indicator [KPI] analysis
• CPC Class Codes: G06Q 10/067 Enterprise or organisation modelling
• 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 30/0202 Market predictions or forecasting for commercial activities
• 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

Abstract

A computer-implemented system and method for evaluating customer activity. Data about the customer activity is received and is used to generate actual data values associated with preselected business metrics. One or more business metric score cards may be generated to assess how the business metrics are performing as well as what business metrics can be changed to better meet business goals.

Claims

1. A computer-implemented method of evaluating a target business metric, comprising:

receiving a selection of a target business metric;

receiving a selection of a plurality of input business metrics correlated with the target business metric, wherein the plurality of input business metrics have corresponding observed values;

using the observed values of the input business metrics to generate a predicted value for the target business metric;

receiving one or more predetermined goal values corresponding to a predetermined goal change in the target business metric;

for each of a plurality of predetermined goal changes in the target business metric, solving, using a goal seeking module in a computer-implemented system, for an amount of change for each input business metric of the plurality of input business metrics, wherein the amount of change for each input business metric corresponds to the respective predetermined goal change in the target business metric, and wherein solving for the amount of change for a respective one of each input business metric includes solving for a value of the respective one of each input business metric that generates the respective predetermined goal change in the target business metric when all other input business metrics remain constant, wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generating a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target business metric, and the solved value for each input business metric;

determining for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the plurality of the input business metrics; and

comparing the resource needs for the at least two of the plurality of the input business metrics, wherein resources are proportioned based on said comparing.

2. The method of claim 1, wherein each of the predetermined goal changes in the target business metric is a percentage increase to the predicted value for the target business metric.

3. The method of claim 1, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an input business metric.

4. The method of claim 1, wherein the observed values are associated with a date and are accessed from a database.

5. The method of claim 4, wherein the graphical report further includes a calendar, wherein the observed values are retrieved from a database according to a date of interest selected using the calendar.

6. The method of claim 1, wherein the input business metrics include a number of visiting customers, a proportion of visiting customers who made purchases, a proportion of visiting customers who are returning customers, and an amount of time a visiting customer is present.

7. A computer-implemented method of evaluating an advertising campaign event, comprising:

receiving a selection of a target consumer behavior;

receiving a selection of a consumer segment to be exposed to the advertising campaign event;

using observed exposure values of the consumer segment for a date of interest and a plurality of dates prior to the date of interest to generate a predicted value for the target consumer behavior on the date of interest;

receiving, one or more predetermined goal values corresponding to a predetermined goal change in the target consumer behavior;

for each of a plurality of predetermined goal changes in the target consumer behavior, solving, using a goal seeking module in a computer-implemented system, for an amount of change for each exposure value used to generate the predicted value for the target consumer behavior, wherein the amount of change for each exposure value corresponds to the respective predetermined goal change in the target consumer behavior, and wherein solving for the amount of change for a respective one of each exposure value includes solving for a value of the respective one of each exposure value that generates the respective predetermined goal change in the target consumer behavior when all other exposure values remain constant wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generating, a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target consumer behavior, and the solved value for each exposure value;

determining for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the exposure values; and

comparing the resource needs for the at least two of the exposure values, wherein resources are proportioned based on said comparing.

8. The method of claim 7, wherein each of the predetermined goal changes in the target consumer behavior is a percentage increase to the predicted value for the target consumer behavior.

9. The method of claim 7, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an exposure value.

10. A computer-implemented system for evaluating a target business metric, comprising:

one or more processors;

computer software containing instructions configured to cause the one or more processors to perform operations including;

receiving a selection of a target business metric;

receiving a selection of a plurality of input business metrics correlated with the target business metric, wherein the plurality of input business metrics have corresponding observed values;

using the observed values of the input business metrics to generate a predicted value for the target business metric;

receiving one or more predetermined goal values corresponding to a predetermined goal change in the target business metric;

for each of a plurality of predetermined goal changes in the target business metric, solving, using a goal seeking module in the computer-implemented system, for an amount of change for each input business metric of the plurality of input business metrics, wherein the amount of change for each input business metric corresponds to the respective predetermined goal change in the target business metric, and wherein solving for the amount of change for a respective one of each input business metric includes solving for a value of the respective one of each input business metric that generates the respective predetermined goal change in the target business metric when all other input business metrics remain constant, wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generating a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target business metric, and the solved value for each input business metric;

determining for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the plurality of the input business metrics; and

comparing the resource needs for the at least two of the plurality of the input business metrics, wherein resources are proportioned based on said comparing.

11. The system of claim 10, wherein each of the predetermined goal changes in the target business metric is a percentage increase to the predicted value for the target business metric.

12. The system of claim 10, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an input business metric.

13. The system of claim 10, wherein the observed values are associated with a date and are accessed from a database.

14. The system of claim 13, wherein the graphical report further includes a calendar, wherein the observed values are retrieved from a database according to a date of interest selected using the calendar.

15. The system of claim 10, wherein the input business metrics include a number of visiting customers, a proportion of visiting customers who made purchases, a proportion of visiting customers who are returning customers, and an amount of time a visiting customer is present.

16. A computer-implemented system for evaluating an advertising campaign event, comprising:

one or more processors;

computer software containing instructions configured to cause the one or more processors to perform operations including;

receiving a selection of a target consumer behavior;

receiving a selection of a consumer segment to be exposed to the advertising campaign event;

using observed exposure values of the consumer segment for a date of interest and a plurality of dates prior to the date of interest to generate a predicted value for the target consumer behavior on the date of interest;

receiving, one or more predetermined goal values corresponding to a predetermined goal change in the target consumer behavior;

for each of a plurality of predetermined goal changes in the target consumer behavior, solving, using a goal seeking module in the computer-implemented system, for an amount of change for each exposure value used to generate the predicted value for the target consumer behavior, wherein the amount of change for each exposure value corresponds to the respective predetermined goal change in the target consumer behavior, and wherein solving for the amount of change for a respective one of each exposure value includes solving for a value of the respective one of each exposure value that generates the respective predetermined goal change in the target consumer behavior when all other exposure values remain constant, wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generating, a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target consumer behavior, and the solved value for each exposure value;

determining for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the exposure values; and

comparing the resource needs for the at least two of the exposure values, wherein resources are proportioned based on said comparing.

17. The system of claim 16, wherein each of the predetermined goal changes in the target consumer behavior is a percentage increase to the predicted value for the target consumer behavior.

18. The system of claim 16, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an exposure value.

19. A non-transitory computer readable medium having a set of instructions, which when executed by at least one computer, the at least one computer is operable to:

receive a selection of a target business metric;

receiving a selection of a plurality of input business metrics correlated with the target business metric, wherein the plurality of input business metrics have corresponding observed values;

use the observed values of the input business metrics to generate a predicted value for the target business metric;

receive one or more predetermined goal values corresponding to a predetermined goal change in the target business metric;

for each of a plurality of predetermined goal changes in the target business metric, solving, use a goal seeking module in a computer-implemented system, for an amount of change for each input business metric of the plurality of input business metrics, wherein the amount of change for each input business metric corresponds to the respective predetermined goal change in the target business metric, and wherein solving for the amount of change for a respective one of each input business metric includes solving for a value of the respective one of each input business metric that generates the respective predetermined goal change in the target business metric when all other input business metrics remain constant, wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generate a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target business metric, and the solved value for each input business metric;

determine for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the plurality of the input business metrics; and

compare the resource needs for the at least two of the plurality of the input business metrics, wherein resources are proportioned based on said comparing.

20. The computer readable medium of claim 19, wherein each of the predetermined goal changes in the target business metric is a percentage increase to the predicted value for the target business metric.

21. The computer readable medium of claim 19, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an input business metric.

22. The computer readable medium of claim 19, wherein the observed values are associated with a date and are accessed from a database.

23. The computer readable medium of claim 22, wherein the graphical report further includes a calendar, wherein the observed values are retrieved from a database according to a date of interest selected using the calendar.

24. The computer readable medium of claim 19, wherein the input business metrics include a number of visiting customers, a proportion of visiting customers who made purchases, a proportion of visiting customers who are returning customers, and an amount of time a visiting customer is present.

25. A non-transitory computer readable medium having a set of instructions, which when executed by at least one computer, the at least one computer is operable to:

receive a selection of a target consumer behavior;

receive a selection of a consumer segment to be exposed to the advertising campaign event;

use observed exposure values of the consumer segment for a date of interest and a plurality of dates prior to the date of interest to generate a predicted value for the target consumer behavior on the date of interest;

receive, one or more predetermined goal values corresponding to a predetermined goal change in the target consumer behavior;

for each of a plurality of predetermined goal changes in the target consumer behavior, solve, using a goal seeking module in a computer-implemented system, for an amount of change for each exposure value used to generate the predicted value for the target consumer behavior, wherein the amount of change for each exposure value corresponds to the respective predetermined goal change in the target consumer behavior, and wherein solving for the amount of change for a respective one of each exposure value includes solving for a value of the respective one of each exposure value that generates the respective predetermined goal change in the target consumer behavior when all other exposure values remain constant, wherein the solved value is calculated using a system of nonlinear equations of a nonlinear econometric model;

generate, a graphical report displaying, for each of the plurality of predetermined goal changes, a value corresponding to the respective predetermined goal change as applied to the target consumer behavior, and the solved value for each exposure value;

determine for at least one of the plurality of predetermined goal changes, a resource need for a plurality of the solved values for at least two of the exposure values; and

compare the resource needs for the at least two of the exposure values, wherein resources are proportioned based on said comparing.

26. The computer readable medium of claim 25, wherein each of the predetermined goal changes in the target consumer behavior is a percentage increase to the predicted value for the target consumer behavior.

27. The computer readable medium of claim 25, wherein a column of the graphical report corresponds to one of the plurality of predetermined goal changes and its respective solved values, and a row of the table corresponds to an exposure value.