Method and system for real time targeted advertising in a retail environment

• US 9,424,590 B2
• Filed: 01/10/2014
• Issued: 08/23/2016
• Est. Priority Date: 01/10/2014
• Status: Active Grant

• Current Assignee: Mastercard International Incorporated (MasterCard Incorporated)
• Original Assignee: Mastercard International Incorporated (MasterCard Incorporated)
• Inventors: Gerard, Jean-Pierre
• Primary Examiner(s): Abrahamson, Amanda
• Assistant Examiner(s): Anderson, Scott C
• Application Number:
  US14/151,978
• Publication Number:
  US 20150199716A1
• Time in Patent Office: 956 Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0281 Customer communication at a business location, e.g. providing product or service information, consulting
• CPC Class Codes: H04W 4/80 Services using short range communication, e.g. near-field communication [NFC], radio-frequency identification [RFID] or low energy communication

Abstract

A method and a system for real time targeted advertising using purchase transaction data and payment card holder activity and location information in a retail environment. The system includes a radio frequency identification (RFID) reader situated in a retail environment. The RFID reader communicates with an RFID tag that is situated on a payment card of a payment card holder to track the payment card holder as the payment card holder walks around in the retail environment. The system also includes a processor configured to select a predictive behavioral model based on payment activities attributable to the payment card holder and payment card holder activity and location in a retail environment, associate the predictive behavioral model with merchant advertising information, and convey the associated information to a merchant to enable the merchant to make a targeted offer to the payment card holder.

Claims

1. A system comprising:

a radio frequency identification (RFID) reader situated in a retail environment, wherein said RFID reader communicates with an RFID tag that is situated on a payment card of a payment card holder, to (i) determine that said payment card holder has entered said retail environment, (ii) track said payment card holder as said payment card holder walks around in said retail environment, and (iii) determine activity and locations of said payment card holder in said retail environment;

a database configured to store a first set of information concerning said payment card holder, including purchasing and payment activities attributable to said payment card holder;

a database configured to store a second set of information comprising said payment card holder activity and location in said retail environment;

a database configured to store a third set of information comprising merchant advertising information;

a processor configured to;

receive from said RFID reader information that indicates (i) that said payment card holder has entered said retail environment, (ii) a route of said payment card holder as said payment card holder walks around in said retail environment, and (iii) activity and locations of said payment card holder in said retail environment;

update said database configured to store said second set of information comprising said payment card holder activity and location in said retail environment;

select a predictive behavioral model based at least in part on said first set of information and said second set of information;

associate said predictive behavioral model with said third set of information, thus yielding associated information; and

convey at least a portion of said associated information to a merchant to enable said merchant to make a targeted offer to said payment card holder.

2. The system of claim 1, wherein said processor is configured to algorithmically analyze said first set of information and said second set of information to select said predictive behavioral model.

3. The system of claim 1, wherein said processor is configured to algorithmically associate said predictive behavioral model with said third set of information to generate said targeted offer.

4. The system of claim 1,

wherein said predictive behavioral model provides a behavioral propensity score that is used for conveying to said merchant activities and characteristics attributable to said payment card holder based on said predictive behavioral model, and

wherein said behavioral propensity score is indicative of a propensity to exhibit a certain behavior.

5. The system of claim 1, wherein said processor is configured to:

track and measure an impact of said targeted offer based at least in part on purchasing and payment activities attributable to said payment card holder, after said targeted offer has been made.

6. The system of claim 1, wherein said processor is configured to:

analyze said first set of information and said second set of information to determine behavioral information of said payment card holder; and

extract information related to an intent of said payment card holder from said behavioral information.

7. The system of claim 6, wherein said predictive behavioral model is based upon said behavioral information and said intent.

8. The system of claim 1, wherein said first set of information comprises additional information selected from the group consisting of demographic information and geographic information.

9. The system of claim 1, wherein said second set of information comprises information on a path of said payment card holder in said retail environment, information on an amount of time spent by said payment card holder in a particular area of said retail environment, and information on stores of said retail environment visited by said payment card holder.

10. The system of claim 1, wherein said third set of information comprises a commercial for a product or service, information about said product or service, a suggested activity that incorporates said product or service, a recommendation of another product or service that can be used in conjunction with said product or service, and a coupon or rebate for said product or service.

11. The system of claim 1, wherein said processor is configured to:

convey at least a portion of said associated information to said merchant to enable said merchant to make said targeted offer to said payment card holder on a real time basis.