SYSTEMS AND METHODS TO GENERATE OFFERS BASED ON TRANSACTION DATA

• US 20140365301A1
• Filed: 06/10/2014
• Published: 12/11/2014
• Est. Priority Date: 06/11/2013
• Status: Active Application

• Current Assignee: Visa International Service Association (Visa, Inc.)
• Original Assignee: Visa International Service Association (Visa, Inc.)
• Inventors: Rappoport, Douglas Joseph, Tangalos, William, Marangu, Wesley Kimathi, Scheidelman, Edward
• Application Number:
  US14/301,202
• Publication Number:
  US 20140365301A1
• Time in Patent Office: Days
• US Class Current: 705/14.51
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions

Abstract

A computing apparatus includes an offer engine configured to generate offers on behalf of merchants based on transaction data and a reduced set of parameters, such as budget, timing, and logo. The offers may be generated to include offer terms, identification of targeted customers to whom the offers will be provided, identification of media channels through which the offers will be distributed, and other aspects that generated based on the transaction data in accordance with the reduced set of parameters.

Claims

1. A computer-implemented method, comprising:

receiving, in a computing apparatus, a set of merchant parameters from a merchant;

identifying, by the computing apparatus, a first set of users and a second set of users based on categorizing the merchant and competitors of a merchant, where users in the first set transact with the merchant and users in the second set transact with the competitors;

identifying, by the computing apparatus, a set of offer terms for an offer campaign proposed for the merchant, based on an analysis of transaction patterns of the first set of user and the second set of users;

after the merchant approves the offer campaign, communicating, by the computing apparatus, an offer of the offer campaign to a third set of users identified for the offer campaign via one or more offer communication channels identified for the offer campaign; and

providing, by the computing apparatus, a benefit of the offer to respective users in the third set, in response to payment transactions of the respective users in the third set satisfying the offer terms.

2. The method of claim 1, further comprising;

identifying the third set of users for the offer campaign.

3. The method of claim 2, wherein the third set of users are identified based on transaction data of the third set of users.

4. The method of claim 2, wherein the third set of users are identified based on the analysis of the transaction patterns of the first set of user and the second set of users.

5. The method of claim 1, wherein the categorizing of the merchant and competitors of a merchant includes clustering merchants in a merchant category into a plurality of merchant micro-categories, including a first merchant micro-category in which the merchant is a member.

6. The method of claim 5, wherein the clustering of merchants are based on customer micro-segments of merchants.

7. The method of claim 6, further comprising:

identifying customer micro-segments based on a cluster analysis of merchant category codes of payment transactions, transaction amounts of payment transactions, merchant locations of payment transactions, and times and dates of payment transactions.

8. A non-transitory computer-storage medium storing instructions configured to instruct a computing apparatus to at least:

classify, by the computing apparatus, a set of users into a plurality of consumer micro-segments, based at least in part on transaction data of the users;

classify, by the computing apparatus, a set of merchants of a merchant category into a plurality of merchant micro-categories, based at least in part on consumer micro-segments of merchants;

identify, by the computing apparatus, differences between a distribution of consumer micro-segments of a first merchant and a distribution of consumer micro-segments of a first merchant micro-category that includes the first merchant; and

apply, by the computing apparatus, marketing hypotheses on the differences to generate a proposed offer on behalf of the first merchant.

9. The medium of claim 8, wherein the set of users are classified into the plurality of consumer micro-segments based on parameters of payment transactions of the users, the parameters including merchant category code, transaction amount, merchant location, transaction time and date.

10. The medium of claim 8, wherein the distribution of consumer micro-segments of the first merchant identifies strengths of the consumer micro-segments of the first merchant.

11. The medium of claim 10, wherein a strength of each respective consumer micro-segment of the first merchant is based on a ratio between customers of the first merchant in the respective consumer micro-segment and total customers of the first merchant.

12. The medium of claim 8, wherein the set of merchants is classified based further on a distribution of ticket sizes.

13. The medium of claim 8, wherein the proposed offer includes users identified to be targeted for receiving the offer, the users identified based on affinity to consumer micro-segments of the first merchant.

14. A computing apparatus, comprising:

at least one microprocessor; and

a memory storing instructions configured to instruct the at least one microprocessor to;

classify a set of users into a plurality of consumer micro-segments, based at least in part on transaction data of the users;

determine degrees of affinity of a user to the consumer micro-segments respectively;

determine values of the consumer micro-segments to a merchant;

combine the degrees of affinity to the consumer micro-segments with the values of the consumer micro-segments to the merchant; and

determine whether or not to provide an offer the merchant to the user based on a result of combining the degrees of affinity to the consumer micro-segments with the values of the consumer micro-segments to the merchant.

15. The computing apparatus of claim 14, wherein the set of users are classified into the plurality of consumer micro-segments based on merchant category of merchants receiving payment transactions from the users, transaction amounts of the payment transactions, and locations of the payment transactions.

16. The computing apparatus of claim 14, wherein the degrees of affinity to the consumer micro-segments are combined with the values of the consumer micro-segments to the merchant via summing the values weighted with the degrees of affinity.

17. The computing apparatus of claim 14, wherein the instructions are configured to further instruct the at least one microprocessor to:

apply acquisition hypotheses to the result of combining the degrees of affinity to the consumer micro-segments with the values of the consumer micro-segments to the merchant to generate an acquisition value score of the user to the merchant;

wherein whether or not to provide the offer of the merchant to the user is based at least in part on the acquisition value score of the user to the merchant.

18. The computing apparatus of claim 17, wherein the acquisition value score of the user to the merchant is indicative of offer targeting effectiveness for customer acquisition for the merchant.

19. The computing apparatus of claim 17, wherein the instructions are configured to further instruct the at least one microprocessor to:

apply loyalty hypotheses to the result of combining the degrees of affinity to the consumer micro-segments with the values of the consumer micro-segments to the merchant to generate an loyalty value score of the user to the merchant;

wherein whether or not to provide the offer of the merchant to the user is based further on the loyalty value score of the user to the merchant.

20. The computing apparatus of claim 19, wherein the loyalty value score of the user to the merchant is indicative of offer targeting effectiveness for enhancing customer loyalty for the merchant.