Systems and methods for predicting the efficacy of a marketing message
First Claim
1. A method for predicting the efficacy of a marketing campaign, the method comprising:
- identifying a promotional item;
selecting a target market group to market the promotional item;
creating at least one marketing message corresponding to the promotional item, wherein the marketing message meets an impression criteria associated with the target market group;
developing a communication plan to communicate the at least one marketing message to a subset of the target market group, wherein the communication plan comprises at least one survey with at least one question relating to the marketing message;
testing the communication plan with the subset of the target market group;
receiving results from the testing of the communication plan from the subset of the target market group; and
analyzing the results received from the testing, wherein analyzing the results comprises calculating at least one score for the marketing message, the at least one score derived at least in part from responses to the at least one survey.
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Abstract
Systems and methods for predicting the efficacy of a marketing message to generate word of mouth (WOM) are disclosed. A prediction server may generate and distribute surveys to a subset of a target market group. The prediction server may then analyze the survey responses and compare the responses to past responses for marketing messages in similar product or service categories. One or more scores relating to the message'"'"'s ability to generate WOM may then be computed. These scores may reflect purchase intent, message advocacy, and message amplification of the marketing message. The marketing message may then be refined based on the value of the one or more scores. The prediction server may also access in-market data in order to project volume build or equity build of a promotional item associated with the marketing message.
108 Citations
20 Claims
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1. A method for predicting the efficacy of a marketing campaign, the method comprising:
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identifying a promotional item; selecting a target market group to market the promotional item; creating at least one marketing message corresponding to the promotional item, wherein the marketing message meets an impression criteria associated with the target market group; developing a communication plan to communicate the at least one marketing message to a subset of the target market group, wherein the communication plan comprises at least one survey with at least one question relating to the marketing message; testing the communication plan with the subset of the target market group; receiving results from the testing of the communication plan from the subset of the target market group; and analyzing the results received from the testing, wherein analyzing the results comprises calculating at least one score for the marketing message, the at least one score derived at least in part from responses to the at least one survey. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A method for predicting the efficacy of a marketing campaign, the method comprising:
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receiving an indication of a target market group to market a promotional item; enrolling individuals within the target market group, wherein enrolling individuals comprises receiving data relating to the social networks of the individuals; generating a survey comprising at least one question relating to a marketing message associated with the promotional item; receiving survey responses from the enrolled individuals; and analyzing the received survey responses, wherein analyzing the received survey responses comprises calculating at least one score for at least one attribute of the marketing message, the at least one score derived at least in part from the received survey responses. - View Dependent Claims (17, 18, 19)
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20. A system for predicting the efficacy of a marketing campaign, the system comprising:
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memory to store at least one survey related to a marketing message; and a server coupled to the memory, the server configured to; receive an indication of a target market group to market a promotional item associated with the marketing message; generate the at least one survey, wherein the at least one survey comprises at least one question relating to the marketing message; receive responses to the at least one survey from individuals within the target market group; store the received responses in the memory; and calculate at least one score for at least one attribute of the marketing message, the score derived at least in part from the received survey responses.
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Specification