Method for optimizing a marketing campaign

• US 20060047563A1
• Filed: 09/02/2004
• Published: 03/02/2006
• Est. Priority Date: 09/02/2004
• Status: Abandoned Application

• Current Assignee: Exmplar Optimization Online
• Original Assignee: Exmplar Optimization Online
• Inventors: Wardell, Keith
• Application Number:
  US10/933,082
• Publication Number:
  US 20060047563A1
• Time in Patent Office: Days
• US Class Current: 705/10
• 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 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0271 Personalized advertisement

Abstract

A method for optimizing a marketing campaign is provided. Initially, an analysis of a client'"'"'s transaction data is performed. Campaign objectives are selected based upon the findings of this analysis. Rules are selected for each campaign based upon the rules'"'"' ability to achieve the selected objectives. Based on the rules, personalized communications are delivered to achieve the client'"'"'s objectives.

Claims

1. A method for optimizing a business/marketing campaign, the method comprising the steps of:

providing, for a plurality of subscribers, transaction data relating to transactions performed via a plurality of sales channels during a predetermined time period;

analyzing transaction data of a first subscriber using a plurality of business analytics/metrics to calculate findings;

identifying, for said first subscriber, a plurality of campaign objectives as a function of said findings;

providing a plurality of campaign rules based on the transaction data of said plurality of subscribers;

selecting, from said plurality of campaign rules, campaign rules as a function of said campaign objectives; and

delivering, to at least one of said first subscriber'"'"'s customers, a personalized communication as a function of said selected campaign rules and said at least one of said first subscriber'"'"'s customers individual transaction history information.

2. The method of claim 1, wherein said sales channels including internet sites, retail stores, call centers, and catalog orders.

3. The method of claim 1, wherein said transaction data includes data relating to customers'"'"' purchases, said customer purchase data including at least one of (i) a type of item purchased;

and (ii) the amount spent.

4. The method of claim 1, wherein said analytics are based upon of one of recency of order, order frequency, average order value, value contribution, relationship stage, and product purchasing patterns at the category, sub-category and SKU level.

5. The method of claim 1, wherein said findings include marketing findings selected from the group consisting of:

Percent of one time buyers, Percent of three or more time buyers, Average order value (AOV) at 25%, AOV at 90%, AOV ratio, Percent of buyers at 0-6 months, Percent of buyers at 13+ months, Sales to order ratio low frequency/low AOV, Sales to order ratio high frequency/high AOV, Sales to order ratio low frequency/0-6 months, Sales to order ratio high frequency/0-6 months, Sales to order ratio low frequency/13+ months, and Sales to order ratio high frequency/13+ months.

6. The method of claim 1, wherein said findings include merchandising findings selected from the group consisting of:

Category Sales Highest Deviation, Category Sales Lowest Deviation, Category Sales High/Low Ratio, Category Affinity Highest Percent, Category Affinity Lowest Percent, Category Affinity Average Percent, Sub-Category Low/Low-High/High Top 10 Overlap, Sub-Category Sales Ratio 1 to 20, Product Affinity Top 15 Average, Product Affinity 101-115 Average, and Product Affinity Ratio.

7. The method of claim 1, wherein said campaign objectives include 1) marketing objectives expressed in terms of one of average order value, frequency, recency, AOV by frequency, and recency by frequency;

and

     2) merchandising objectives expressed in terms of one of category, sub-category, SKU, category affinity, or SKU affinity.

8. The method of claim 1, wherein each campaign rule includes a rule type component that defines a statistical treatment of said transaction data, and said rule type is selected from one of Category, Multi-Category, Category Affinity, Product Affinity, Reactivation, Replenishment, Sales Add-On, Event Driven, Educational, Liquidation, Click Stream, or Multi-Channel rule types.

9. The method of claim 1, wherein each rule includes a customer definition component that defines customers purchases, and said customer definition is selected from one of Most Recent Purchase, Highest Total Amount, Highest Total Units, Highest Price, Date of Most Recent Purchase, Number of Purchases, or Average Order Value.

10. The method of claim 1 wherein each campaign rule includes a product definition component that defines selection of products to be offered to customers, and said product definition is selected from one of Overall Best Sellers, Category Best Sellers, Seasonal Items, New Products, Price Point, Brand, Overstocks, and High Margin.

11. A marketing optimization system, comprising:

a database containing transaction data for a plurality of subscribers, said transaction data relating to transactions made through a plurality of sales channels;

an analysis module for applying, to transaction data of a first subscriber, a plurality of analyses to calculate findings characterizing said data;

an objectives module for generating a plurality of objectives relating to the findings of said analyses;

a rules library containing rules based on said transaction data of said plurality of subscribers;

a rules module for selecting, from said rules library, a final campaign rule as a function of the generated objectives,

a delivery module for generating, for at least one of said first subscriber'"'"'s customers, a personalized communication based on said final campaign rule and said at least one of said first subscriber'"'"'s customers individual transaction information.

12. The system according to claim 11, wherein said communication is an email message that includes products, content and offers.

13. The system according to claim 12, wherein said transaction data of said plurality of said subscribers includes at least two years of at least one of clickstream/browsing data, purchase/sales data, zip codes, or addresses left behind by customers at a respective subscriber'"'"'s website.

14. The system according to claim 11, wherein said analyses includes a marketing analysis of said first subscriber'"'"'s transaction data as a function of one of recency of order, order frequency, or average order value.

15. The system according to claim 11, wherein said analyses includes a merchandizing analysis of said first subscriber'"'"'s transaction data as a function of one of value contribution, relationship stage, and product purchasing patterns at the category, sub-category and SKU level.

16. The system of claim 11, wherein each of said campaign rules includes components selected from (i) one of a first group of components that defines a statistical treatment of said transaction data;

(ii) one of a second group of component that defines customers purchases; and

(iii) one of a third group of component that defines selection of products to be offered to customers.

17. The system of claim 16, wherein based on selection of the first, second, and third components, a first final campaign rule is determined.

18. The system of claim 17, wherein where:

(i) the first component selected is category affinity, (ii) the second component selected is highest total units, and (iii) the third component selected is new products, then said first final campaign rule is;

a category affinity based upon an analysis calculating cross category potential, so that a buyer'"'"'s category is selected based upon a category from which the buyer has purchased the most units, and so that the buyer receives two new products each from the category the buyer purchased and two highest affinity categories.

19. The system of claim 13, wherein after said email is sent out, said delivery module provides for tracking and reporting of the first subscriber'"'"'s transaction data, browsing data, and campaign results.

20. The system of claim 19, wherein the data tracked and reported includes the numbers of emails sent, the numbers of email bounces, and a breakdown of email types.