System and method for identifying optimal marketing offers

• US 7,606,727 B1
• Filed: 06/16/2003
• Issued: 10/20/2009
• Est. Priority Date: 06/16/2003
• Status: Active Grant

• Current Assignee: JP Morgan Chase Bank, N.A. (JP Morgan Chase & Co)
• Original Assignee: JP Morgan Chase Bank, N.A. (JP Morgan Chase & Co)
• Inventors: Wang, Hui, Ma, Lizhi, Lau, Tak Wing (Edward), Pederson, Shane P.
• Primary Examiner(s): CHEUNG, MARY DA ZHI WANG
• Assistant Examiner(s): Fertig; Brian
• Application Number:
  US10/461,499
• Time in Patent Office: 2,318 Days
• Field of Search: 705/10, 705/36, 705/7, 705/14, 708131-132, 708/134, 434/107, 434/109, 434/433
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

The present invention provides for a system and method for identifying optimal marketing offers in a mass marketing campaign. An optimal offer for a particular prospect at a particular time in the multi-wave campaign is determined. In accordance with one embodiment of the present invention, offer information is initially collected for each of the various offers tagged for potential inclusion into a. Each offer is analyzed to determine its eligibility for inclusion in a marketing campaign to a particular household or individual prospect within a household. A systematic evaluation of eligibility applies a plurality of predetermined criteria to each offer on a household level, a prospect level and an offer level. In this manner, offers failing such criteria may be easily removed from inclusion in the campaign. A net present value (NPV) and a net response rate may be calculated for each eligible offer to identify one or more optimal marketing offers.

Claims

1. A computer-implemented method for identifying optimal marketing offers using a computer processor, the method comprising:

collecting and analyzing information associated with a plurality of potential marketing offers;

identifying, with the computer processor, a plurality of marketing offers, from the plurality of potential marketing offers, that are eligible for inclusion in a marketing campaign, based on a plurality of predetermined criteria and the collected information, where the plurality of potential marketing offers are evaluated for eligibility on a household level, a prospect level and an offer level;

calculating a measure of profitability and response rate for each of the identified eligible marketing offers, the measure of response rate for each of the eligible marketing offers comprising a net response rate (NRR) calculated based on an associated time-degradation factor; and

identifying at least one optimal marketing offer from the eligible marketing offers based at least in part on the measure of profitability and response rate for each of the eligible marketing offers.

2. The method according to claim 1, where the information associated with the plurality of potential marketing offers comprises at least one of the following factors associated with each of the plurality of potential marketing offers:

a net present value;

a net response rate;

business partnership;

price points;

number of months before expected profitability;

expected loss rate percentage; and

third-year return on outstanding.

3. The method according to claim 1, where the measure of profitability for each of the eligible marketing offers comprises a net present value (NPV) calculated based on an associated time-degradation factor.

4. The method according to claim 3, further comprising identifying an associated time degradation factor for each of the eligible marketing offers.

5. The method according to claim 1, further comprising identifying an associated time degradation factor for each of the eligible marketing offers.

6. The method according to claim 1, further comprising ranking the plurality of eligible marketing offers based at least in part on the measure of profitability or response rate for each of the eligible marketing offers.

7. The method according to claim 1, further comprising communicating marketing offers based on the at least one optimal marketing offer.

8. The method according to claim 1, further comprising

updating the information associated with the plurality of potential marketing offers;

updating the plurality of predetermined criteria; and

re-identifying optimal marketing offers based on the updated information and criteria.

9. A computer readable medium having code for causing a processor to identify optimal marketing offers, the computer readable medium comprising:

code adapted to collect and analyze information associated with a plurality of potential marketing offers;

code adapted to identify a plurality of marketing offers, from the plurality of potential marketing offers, that are eligible for inclusion in a marketing campaign, based on a plurality of predetermined criteria and the collected information, where the plurality of potential marketing offers are evaluated for eligibility on a household level, a prospect level and an offer level;

code adapted to calculate a measure of profitability and response rate for each of the identified eligible marketing offers, where the measure of response rate for each of the eligible marketing offers comprises a net response rate (NRR) calculated based on an associated time degradation factor; and

code adapted to identify at least one optimal marketing offer from the eligible marketing offers based at least in part on the measure of profitability and response rate for each of the eligible marketing offers.

10. The computer readable medium according to claim 9, where the information associated with the plurality of potential marketing offers comprises at least one of the following factors associated with each of the plurality of potential marketing offers:

a net present value;

a net response rate;

business partnership;

price points;

number of months before expected profitability;

expected loss rate percentage; and

third-year return on outstanding.

11. The computer readable medium according to claim 9, where the measure of profitability for each of the eligible marketing offers comprises a net present value (NPV) calculated based on an associated time-degradation factor.

12. The computer readable medium according to claim 11, further comprising code adapted to identify an associated time-degradation factor for each of the eligible marketing offers.

13. The computer readable medium according to claim 9, further comprising code adapted to identify an associated time-degradation factor for each of the eligible marketing offers.

14. The computer readable medium according to claim 9, further comprising code adapted to rank the plurality of eligible marketing offers based at least in part on the measure of profitability or response rate for each of the eligible marketing offers.

15. The computer readable medium according to claim 9, further comprising code adapted to communicate marketing offers based on the at least one optimal marketing offer.

16. The computer readable medium according to claim 9, further comprising

code adapted to update the information associated with the plurality of potential marketing offers;

code adapted to update the plurality of predetermined criteria; and

code adapted to re-identify optimal marketing offers based on the updated information and criteria.

17. A system for identifying optimal marketing offers, the system comprising:

a processor;

a computer readable medium storing;

a data analysis module configured to collect and analyze information associated with a plurality of potential marketing offers;

an identification module configured to identify a plurality of marketing offers, from the plurality of potential marketing offers, that are eligible for inclusion in a marketing campaign, based on a plurality of predetermined criteria and the collected information, where the plurality of potential marketing offers are evaluated for eligibility on a household level, a prospect level and an offer level;

a calculation module configured to calculate a measure of profitability and response rate for each of the identified eligible marketing offers, where the measure of response rate for each of the eligible marketing offers comprises a net response rate (NRR) calculated based on an associated time-degradation factor; and

an optimization module configured to identify at least one optimal marketing offer from the eligible marketing offers based at least in part on the measure of profitability and response rate for each of the eligible marketing offers.

18. The system according to claim 17, where the information associated with the plurality of potential marketing offers comprises at least one of the following factors associated with each of the plurality of potential marketing offers:

a net present value;

a net response rate;

business partnership;

price points;

number of months before expected profitability;

expected loss rate percentage; and

third-year return on outstanding.

19. The system according to claim 17, where the measure of profitability for each of the eligible marketing offers comprises a net present value (NPV) calculated based on an associated time-degradation factor.

20. The system according to claim 19, further comprising an identification module configured to identify an associated time-degradation factor for each of the eligible marketing offers.

21. The system according to claim 17, further comprising an identification module configured to identify an associated time-degradation factor for each of the eligible marketing offers.

22. The system according to claim 17, further comprising a ranking module configured to rank the plurality of eligible marketing offers based at least in part on the measure of profitability or response rate for each of the eligible marketing offers.

23. The system according to claim 17, further comprising a marketing module configured to communicate marketing offers based on the at least one optimal marketing offer.

24. The system according to claim 17, further comprising

a first updating module configured to update the information associated with the plurality of potential marketing offers;

a second updating module configured to update the plurality of predetermined criteria; and

an optimization module configured to re-identify optimal marketing offers based on the updated information and criteria.

25. A system for identifying optimal marketing offers, the system comprising:

means for collecting and analyzing information associated with a plurality of potential marketing offers;

means for identifying a plurality of marketing offers, from the plurality of potential marketing offers, that are eligible for inclusion in a marketing campaign, based on a plurality of predetermined criteria and the collected information, where the plurality of potential marketing offers are evaluated for eligibility on a household level, a prospect level and an offer level;

means for calculating a measure of profitability and response rate for each of the identified eligible marketing offers, where the measure of response rate for each of the eligible marketing offers comprises a net response rate (NRR) calculated based on an associated time-degradation factor; and

means for identifying at least one optimal marketing offer from the eligible marketing offers based at least in part on the measure of profitability and response rate for each of the eligible marketing offers.

26. The system according to claim 25, where the information associated with the plurality of potential marketing offers comprises at least one of the following factors associated with each of the plurality of potential marketing offers:

a net present value;

a net response rate;

business partnership;

price points;

number of months before expected profitability;

expected loss rate percentage; and

third-year return on outstanding.

27. The system according to claim 25, where the measure of profitability for each of the eligible marketing offers comprises a net present value (NPV) calculated based on an associated time-degradation factor.

28. The system according to claim 27, further comprising means for identifying an associated time-degradation factor for each of the eligible marketing offers.

29. The system according to claim 25, further comprising means for identifying an associated time-degradation factor for each of the eligible marketing offers.

30. The system according to claim 25, further comprising means for ranking the plurality of eligible marketing offers based at least in part on the measure of profitability or response rate for each of the eligible marketing offers.

31. The system according to claim 25, further comprising means for communicating marketing offers based on the at least one optimal marketing offer.

32. The system according to claim 25, further comprising

means for updating the information associated with the plurality of potential marketing offers;

means for updating the plurality of predetermined criteria; and

means for re-identifying optimal marketing offers based on the updated information and criteria.