Adaptive marketing using insight driven customer interaction

• US 20040103017A1
• Filed: 11/22/2002
• Published: 05/27/2004
• Est. Priority Date: 11/22/2002
• Status: Active Grant

• Current Assignee: Accenture Global Services Limited (Accenture PLC)
• Original Assignee: Accenture Global Services GmbH (Accenture PLC)
• Inventors: Reed, Kenneth L., Ansusinha, Theodore, Hariharan, Hari S.
• Granted Patent: US 7,707,059 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0204 Market segmentation
• 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
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system and method for adaptive marketing using insight driven customer interaction. The invention uses a closed-loop process for developing insight that may be used to refine further customer interactions. Results of a first customer interaction such as a marketing campaign are stored in a database. The results may be used to retrain predictive models and gain new insights regarding how customers are responding to marketing campaigns. The insights may be used to refine the offers delivered to customers or to extend additional offers in an effort to increase the likelihood that customers will redeem the offers. After each marketing campaign, the results are stored in the database. New and/or modified offers are created based on insights provided by the results of past campaigns. This process may be repeated such that subsequent campaigns are based on insights generated by the predictive models. The insight enables businesses to better target customers with better offers. These offers can be delivered through ensuing marketing campaigns or, through any form of interaction that the business has with the targeted customers.

Claims

22-1. The method of claim 1, further comprising calculating at least one additional variable.

25. A method for insight driven interaction between an enterprise and a consumer, the method comprising:

extracting customer data for at least one of a plurality of customers from at least one database;

training a predictive analytic model to predict customer behavior;

selecting the at least one of a plurality of customers from the at least one database for use in delivering differentiated customer treatment during a first customer interaction;

gathering results from the first customer interaction;

updating the at least one database based on the results of the first customer interaction; and

repeating the steps of extracting, training, selecting, gathering and updating for at least one additional customer interaction.

26. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises making an offer as an element of a marketing campaign.

27. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises delivering an offer as an element of a sales interaction.

28. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises delivering of an offer as an element of a service interaction.

29. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise using at least one of the Internet, electronic mail, facsimile, and chat.

30. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise using a wireless device

31. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise through a field sales/service representative.

32. The method of claim 25, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise through a contact center.

33. The method of claim 25, wherein the step of using the insight comprises:

segmenting the customer data for the plurality of customers;

defining a customer offer; and

building an analytical model.

34. The method of claim 25, wherein the step of using the insight comprises:

choosing a sample set of customers from the customer data;

segmenting the sample set of customers;

scoring all the customers with segments;

defining a customer offer;

building an analytical model; and

scoring a prospect set with the model, wherein the prospect set is all customers in a targeted segment.

35. A system for insight-driven, adaptive marketing, comprising:

a customer data extracting module that extracts customer data for a plurality of customers from at least one database;

a training module that trains an analytic model to predict customer behavior;

a customer selecting module that selects a first customer set of customers from the at least one database for use in a first marketing campaign;

a gathering module that gathers campaign results from the first marketing campaign; and

an updating module that updates the at least one database based on the campaign results.

2. The method of claim 1, wherein the step of training comprises:

choosing a sample set of customers from the customer data;

segmenting the sample set of customers;

scoring all customers based on segments;

defining the first marketing campaign;

building an analytical model; and

scoring a prospect set with the analytical model, wherein the prospect set are all customers in a targeted segment.

36. The system of claim 35, further comprising:

a choosing module that chooses a sample set of customers from the customer data;

a segmenting module that segments the sample set of customers;

a segment scoring module that scores all customers based on the segments;

a defining module that defines the first marketing campaign;

a building module that builds an analytical model; and

a prospect set scoring module that scores a prospect set with the analytical model, wherein the prospect set are all customers in a targeted segment.

37. The system of claim 35, further comprising:

a segmenting module that segments the customer data for the plurality of customers;

a defining module that defines the first marketing campaign; and

a building module that builds an analytical model.

38. The system of claim 37, wherein the segmenting module uses a two-dimensional matrix.

39. The system of claim 38, wherein the segmenting module uses variables that indicate a customer'"'"'s behavior.

40. The system of claim 39, further comprising:

an excluding module that excludes variables that indicate demographic data.

41. The system of claim 40, further comprising:

an identifying module that identifies at least one segment of customers.

42. The system of claim 41, further comprising:

a profiling module that profiles the segments with all variables including demographic data variables.

43. The system of claim 38, wherein the segmenting module uses variables that indicate a customer value.

44. The system of claim 43, wherein the segmenting module uses a customer lifetime value as a driving variable.

45. The system of claim 43, further comprising:

an identifying module that identifies at least one segment of customers.

46. The system of claim 38, further comprising:

an overlaying module that overlays value segments and behavior segments.

47. The system of claim 46, further comprising:

an overlay profiling module that overlays the value segments and behavior segments overlayed.

48. The system of claim 35, wherein the training module uses the campaign results gathered from the first marketing campaign.

49. The system of claim 35, further comprising:

a data selecting module that selects data from at least one database view that comprises at least a portion of the database data and at least one transform that have been developed from database data.

50. The system of claim 35, further comprising:

a data selecting module that selects data from at least one database view that comprises at least a portion of the database data and at least one transform that have been developed from database data, wherein the at least one database view are provided by a database object.

51. The system of claim 50, wherein the database object creates a standard virtual flat record.

52. The system of claim 51, wherein the database object is enabled using capabilities of a database management system and a structured query language.

53. The system of claim 52, wherein the standard virtual flat record contains data to assist with insight driven customer interaction.

54. The system of claim 52, wherein the standard virtual flat record for each of the plurality of customers comprises data regions for identification, product ownership, behavior, demographics, model scores, and contacts.

55. The system of claim 54, wherein each of the regions is a database view.

56. The system of claim 35, further comprising:

a calculating module that calculates at least one additional variable.

57. The system of claim 35, wherein the data extracts, transformations, combinations and aggregations are performed against a data warehouse.

58. The system of claim 35, further comprising:

a performing module that performs a plurality of queries against the at least one database.

55-2. The system of claim 56, wherein the data regions comprise a predetermined grouping that is a complete input stream needed to perform a plurality of various customer analytical modeling wherein no additional data is required.

59. A system for insight driven interaction between an enterprise and a consumer comprising:

an extracting module that extracts customer data for at least one of a plurality of customers from at least one database;

a training module that trains a predictive analytic model to predict customer behavior;

a selecting module that selects the at least one of a plurality of customers from the at least one database for use in delivering differentiated customer treatment during a first customer interaction;

a gathering module that gathers results from the first customer interaction; and

an updating module that updates the at least one database based on the results of the first customer interaction.

60. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises making an offer as an element of a marketing campaign.

61. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises delivering an offer as an element of a sales interaction.

62. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises delivering of an offer as an element of a service interaction.

63. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise using at least one of the Internet, electronic mail, facsimile, and chat.

64. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise using a wireless device

65. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise through a field sales/service representative.

66. The system of claim 60, wherein at least one of the first customer interaction and the at least one additional customer interaction comprises a contact between the consumer and the enterprise through a contact center.

67. The system of claim 60, further comprising:

segmenting the customer data for the plurality of customers;

defining a customer offer; and

building an analytical model.

68. The system of claim 60, further comprising:

a choosing module that chooses a sample set of customers from the customer data;

a segmenting module that segments the sample set of customers;

a customer scoring module that scores all the customers within the segments;

a defining module that defines a customer offer;

a building module that builds an analytical model; and

a prospect set scoring module that scores a prospect set with the model, wherein the prospect set is all customers in the targeted segments.