System and method of targeted marketing
First Claim
1. A computer-implemented method for targeted marketing of goods and services to specific customers, said computer-implemented method comprising the steps of:
- creating an electronic customer database;
creating an offer of goods and services to be made to a specific customer in the customer database;
analyzing the offer to be made to a customer in terms of the likelihood of the customer to accept the offer;
calculating, using the computer a value of the offer to be made to the customer as an offer value by calculating a net present value of the offer for measuring a future executed transaction value in advance of the offer being release, wherein the calculation of the net present value comprises combining a customer value, an offers-specific value, and a cost-of-offer value; and
presenting a offer to the customer when the offer value resulting from the net present value calculation is at or above a specific offer value threshold;
whereby a likelihood that the customer responds positively to the offer is increased.
6 Assignments
0 Petitions
Accused Products
Abstract
A system and method of targeted marketing to consumers, including businesses and associates, based upon the financial characteristics of the consumer, type offer being made and the channel of communication for delivery of the offer. The consumer is characterized based upon financial, behavioral, and socioeconomic factors. The offer is characterized based upon the consumer and the potential for the consumer accepting the offer. The channel of communication for delivery of the offer is also characterized and combined with the consumer and consumer-offer characteristics to arrive at a net present value of the offer to be made. If the net present value is sufficient the offer is processed and presented to the consumer. If the net present value is not sufficient, the offer is revised to present a better value to the consumer (or discarded if the required offer value can not be created) thereby enhancing the chances that the consumer will accept the offer in question. In this way the system and method of the target marketing creates value in both releasing, and not releasing, specific offers.
482 Citations
19 Claims
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1. A computer-implemented method for targeted marketing of goods and services to specific customers, said computer-implemented method comprising the steps of:
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creating an electronic customer database;
creating an offer of goods and services to be made to a specific customer in the customer database;
analyzing the offer to be made to a customer in terms of the likelihood of the customer to accept the offer;
calculating, using the computer a value of the offer to be made to the customer as an offer value by calculating a net present value of the offer for measuring a future executed transaction value in advance of the offer being release, wherein the calculation of the net present value comprises combining a customer value, an offers-specific value, and a cost-of-offer value; and
presenting a offer to the customer when the offer value resulting from the net present value calculation is at or above a specific offer value threshold;
whereby a likelihood that the customer responds positively to the offer is increased. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A system for targeted marketing of goods and services to specific consumers comprising:
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goods and services offered by content providers;
channels of communications over which offers are made;
offer generation means connected to the channels of communications for providing offers of goods and services to the customer;
a customer database connected to the offer generation means; and
offer value calculation means connected to the customer database and offer generation means for calculating the value of the offer to the customer;
wherein the offer value calculation means comprises logic that combines a cost-of-offer score with an offer specific score and a customer value score to arrive at a net present value of the offer for measuring a future executed transaction value in advance being made; and
wherein the offer to the customer is made only when a resulting net present value is at or above a specific offer value threshold. - View Dependent Claims (17, 18, 19)
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Specification