Defining marketing strategies through derived E-commerce patterns

• US 9,047,615 B2
• Filed: 04/30/2012
• Issued: 06/02/2015
• Est. Priority Date: 10/19/2010
• Status: Expired due to Fees

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Jacob Sushil, George T., Kannan, Kalapriya
• Primary Examiner(s): Miller, Alan S
• Application Number:
  US13/459,678
• Publication Number:
  US 20120215590A1
• Time in Patent Office: 1,128 Days
• Field of Search: 705 711- 742, 705 144- 1449
• US Class Current: 1/1
• 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

Abstract

A mechanism, in a data processing system, is provided for defining marketing strategies. The mechanism dynamically obtains information related to customer interactions associated with a plurality of customers, analyzes the information to identify patterns, selects patterns to define a marketing strategy for a marketer, and defines a marketing strategy based on the selected patterns.

Claims

1. A method, in a marketing system computing device, for defining marketing strategies, the method comprising:

dynamically obtaining, by an information gathering agent of the marketing system computing device, information related to customer interactions associated with a given customer from a client-side agent running on a client computing device associated with the given customer via a network;

analyzing, by a pattern analysis component of the marketing system computer device, the information related to customer interactions to identify patterns in the information related to the customer interactions based on a set of predefined rules;

grouping, by a categorization and mapping component of the marketing system computing device, the identified patterns into a plurality of groups of patterns;

creating, by the categorization and mapping component of the marketing system computing device, a ranked list of the plurality of groups of patterns based on the set of predefined rules;

selecting, by a marketing strategy selection component of the marketing system computing device, patterns from the ranked list of the plurality of groups of patterns for defining a marketing strategy for a marketer;

identifying a marketing strategy of a merchant associated with a segment of products using the ranked list of the plurality of groups of patterns; and

presenting to the client computing device associated with the given customer the marketing strategy via the network.

2. The method of claim 1, wherein obtaining information related to customer interactions further comprises:

performing data mining operations to collect customer interaction information from a plurality of sources.

3. The method of claim 2, wherein the data mining operations comprise Web crawling or scuttering.

4. The method of claim 2, wherein the customer interactions comprise at least one of a product review, a review comment, a post, a comment, or interconnected documents.

5. The method of claim 1, further comprising:

identifying a most effective channel to present the marketing strategy to reach the given customer.

6. The method of claim 1, further comprising:

receiving a query from a merchant associated with a segment of products;

dynamically selecting a set of influencing parameters based on a ranked list of patterns in response to the query; and

presenting to the merchant the set of influencing parameters associated with the segment of products, thereby allowing the merchant to define marketing strategies in relation to the segment of products.

7. The method of claim 1, wherein the client-side agent comprises a browser plug-in or a terminate and stay resident program.

8. The method of claim 1, further comprising:

creating mappings of related patterns.