Patent Application
20110131202
This invention relates to the field of data analysis. In particular, the invention relates to exploration of item consumption by customers.
Companies today are aggregating huge amounts of data about their customers but are not always able to fully take advantage of this data for commercial purposes. This problem usually articulates into two challenges. First, customer data is dispersed in various systems, using different data formats, coding schemes, and so forth, thereby requiring integration. Second, tools are needed to explore and analyze this data, making sense of it in order to give it value and enable its use.
A flexible system is required to make aggregated customer data accessible directly to marketers and customer relationship management (CRM) analysts in an interactive way.
According to a first aspect of the present invention there is provided a method for exploration of item consumption by customers, comprising: profiling each customer with self attributes and related attributes in the form of consumed items; profiling each item with self attributes, first order related attributes in the form of customers of the profiled item, and second order related attributes in the form of items consumed by the customers of the profiled item; indexing the customer profiles and item profiles in a faceted search engine for exploration by a user; wherein said profiling and indexing steps are implemented in either: a) computer hardware configured to perform said profiling and indexing steps; or b) computer software embodied in a non-transitory, tangible, computer-readable storage medium.
According to a second aspect of the present invention there is provided a computer program product for exploration of item consumption by customers, the computer program product comprising: a computer readable medium; computer program instructions operative to: profile each customer with self attributes and related attributes in the form of consumed items; profile each item with self attributes, first order related attributes in the form of customers of the profiled item, and second order related attributes in the form of items consumed by the customers of the profiled item; index the customer profiles and item profiles in a faceted search engine for exploration by a user; wherein said program instructions are stored on said computer readable medium.
According to a third aspect of the present invention there is provided a system for exploration of item consumption by customers, comprising: a processor; a profiling component for: profiling each customer with self attributes and related attributes in the form of consumed items; profiling each item with self attributes, first order related attributes in the form of customers of the profiled item, and second order related attributes in the form of items consumed by the customers of the profiled item; a faceted search engine including an indexing component for indexing the customer profiles and item profiles in a faceted search engine for exploration by a user; wherein any of said profiling component, faceted search engine and indexing component are implemented in either of computer hardware or computer software and embodied in a non-transitory, tangible, computer-readable storage medium.
According to a fourth aspect of the present invention there is provided a user interface for exploration of item consumption by customers, comprising: a display of aggregated customer profiles and item profiles, wherein a customer profile includes self attributes and related attributes in the form of consumed items, and an item profile includes self attributes, first order related attributes in the form of customers of the profiled item, and second order related attributes in the form of items consumed by the customers of the profiled item; a selection component for selecting one or more attributes of the customer and/or items displayed; a refining component for displaying a segment in the form of a compound logic condition of the attributes of the customer and/or items.
The subject matter regarded as the invention is particularly pointed out and distinctly claimed in the concluding portion of the specification. The invention, both as to organization and method of operation, together with objects, features, and advantages thereof, may best be understood by reference to the following detailed description when read with the accompanying drawings in which:
It will be appreciated that for simplicity and clarity of illustration, elements shown in the figures have not necessarily been drawn to scale. For example, the dimensions of some of the elements may be exaggerated relative to other elements for clarity. Further, where considered appropriate, reference numbers may be repeated among the figures to indicate corresponding or analogous features.
In the following detailed description, numerous specific details are set forth in order to provide a thorough understanding of the invention. However, it will be understood by those skilled in the art that the present invention may be practiced without these specific details. In other instances, well-known methods, procedures, and components have not been described in detail so as not to obscure the present invention.
A method and system are described for exploration of item consumption by customers in a marketing application based on a two-phase model.
In the first phase:
An analysis framework is provided based on a historical transaction load. This framework allows companies to understand better their customers and products. This enables the companies, for example, to create optimized marketing or advertisement campaigns. This information is accessible through a marketing and targeting graphical user interface (GUI).
Using the framework, companies can better understand and target their customers, improving the up-sale and cross-sale of the company's line of products. The framework's flexibility enables it to model almost any kind of customers and products, services or content and the different types of relationships that can exists between them.
The framework processes three types of information:
Referring to
The framework 100 exports the profiles 140 to a faceted search engine 160 so the information can be explored. The faceted search engine 160 includes an indexing component 161.
A user interface 170 is provided in the form of a marketing and targeting tool. The user interface 170 includes a display 173 and a user searching component 171 for a user to select segments and a refining component 172 for displaying a selected segment with calculated derived attributes. The user interface 170 includes a recommendation component 180 and a history component 181 to provide online recommendation services with on-the-fly recommendation, popularity, and similarity services, and history of previous data.
Referring to
The memory elements may include system memory 202 in the form of read only memory (ROM) 204 and random access memory (RAM) 205. A basic input/output system (BIOS) 206 may be stored in ROM 204. System software 207 may be stored in RAM 205 including operating system software 208. Software applications 210 may also be stored in RAM 205.
The system 200 may also include a primary storage means 211 such as a magnetic hard disk drive and secondary storage means 212 such as a magnetic disc drive and an optical disc drive. The drives and their associated computer-readable media provide non-volatile storage of computer-executable instructions, data structures, program modules and other data for the system 200. Software applications may be stored on the primary and secondary storage means 211, 212 as well as the system memory 202.
The computing system 200 may operate in a networked environment using logical connections to one or more remote computers via a network adapter 216.
Input/output devices 213 can be coupled to the system either directly or through intervening I/O controllers. A user may enter commands and information into the system 200 through input devices such as a keyboard, pointing device, or other input devices (for example, microphone, joy stick, game pad, satellite dish, scanner, or the like). Output devices may include speakers, printers, etc. A display device 214 is also connected to system bus 203 via an interface, such as video adapter 215.
Referring to
The data model of the framework uses the basic concepts of customers and items. A specific customer instance 310 has a unique identifier (ID) 311 that uniquely identifies this particular customer (i.e., social security number, driver license, or subscriber ID). Similarly, a specific item instance 320 has a unique ID 321 that uniquely identifies this particular item. A third concept, which is the relationship instance 330 between the two (i.e., a specific purchase association), has an ordered pair 331 of the customer instance ID and the item instance ID participating in the relation.
Customers correspond to the actual end-users, while items can be anything that needs to be tracked and analyzed through the framework, including products purchased, services or content accessed, or advertisements displayed.
There may be several different types of relationships between customers and items: for example, it is possible to differentiate between browsed data and downloaded data or between viewed advertisements and clicked advertisements. It is also possible to use relationships to represent a customer using or leaving a fidelity plan. Thus, a relationship instance specifies a link between a customer and an item; for example, this customer has accessed this item.
Each of these instance concepts 310, 320, 330 may have a variable number of attributes that are numeric, categorical, or free text. These attributes can be restricted to certain domains, such as a positive value for a certain numeric attribute. For example, a customer's attributes may contain a numeric age attribute and a Boolean gender attribute. A relationship's attributes corresponding to the download of a music file may contain a categorical attribute format and a numeric attribute release date.
All customer instances 310 share the same schema 313 in the sense that they all have the same set of attributes 314 along with the attribute type and constraints. An item instance 320 has a special field 322 indicating the type of the item (for example, music, game, or ring-back tone). Item instances 320 belonging to the same type share a single schema 323 of attributes 324. Similarly, relationship instances 330 associated with the same item type 332 share a single schema 333 of attributes 334.
By definition, a segment 340 of customers or a segment of a certain item type (for example, a music segment or a movie segment) is a compound logical condition.
The segment 340 is a compound logical condition of customer or instance types 342 and attributes 343. AND, OR, NOT relationships between attributes can be used to compose any Boolean condition.
For example, the condition [Customer AND gender==‘M’ AND location==‘Taipei’] represents the segment of male customers living in Taipei. [Movie AND genre=‘Action’] represents the segment of action movies. [Music AND genre=‘Jazz’] represents the jazz music segment.
Given a segment 340, the framework is capable of identifying the particular instances 310, 320, 330 that belong to the segment 340 and computing their characteristics. For example, the framework can determine that [Customer AND gender==‘M’ AND location=‘Taipei’] consumes 60% house music and 40% pop. [Music AND genre=‘Jazz’] is consumed mostly by middle-aged men.
End-users do not need to interact with the system through the formal definition of segments 340. Instead, the framework's marketing and targeting tool allows them to explore dynamically the various segments represented graphically.
Given customers, items, and the relationships linking them, the framework computes profiles 350, 360A, 360B as shown in
The profile of a customer 350 is composed of two parts:
The profile of an item 360A, 360B is composed of three parts:
The profile of a set of particular customers or items is the aggregation of the profiles 350, 360A, 360B of the individual members of the set. The profile of a set of customers characterizes the item consumption of the users that belong to the set. Identically, the profile of a set of items characterizes the users that consume those items.
The profile of a segment is the profile of the particular instances that belong to the segment.
The framework has the ability to collect information about customers, items, and the relationships between them, analyze the data, and distil it into profiles of customers and items.
The framework supports three types of profiles: profiles of individual instances (customers and items), profiles of sets of individual instances, and profiles of segments. For example, the profile of customer ‘John Doe’ contains both demographic attributes (self attributes) such as age and gender, as well as Doe's preferences such as ‘likes jazz music’ (expressed in fact as, Doe consumes 80% Jazz music).
The profile of the segment ‘male customers who lives in Taipei’ contains histograms with the ages of these customers and other self attributes and preferences computed by analyzing the products that have been consumed by customers belonging to this segment. So for example, the profile of the segment may indicate that ‘male customers who lives in Taipei’ prefer Sports News since 90% of the News they access belongs to this category.
Profiles of particular customers are computed by summarizing the information about the items that are linked to the user, that is computing the related attributes of the customer. Profiles of particular items are computed by summarizing the information about the customers that are linked to this item that is computing the related attributes of this item.
Profiles of segments are computed dynamically when a segment is explored by summing up the characteristics of the instances that belong to this segment. This is achieved by indexing into a faceted search engines that profiles of customers and segments together with their related attributes expressed as facets. A segment is expressed as a Boolean condition and submitted to the index as a query. The profiles that satisfy the query and thus belong to the segment are retrieved by the search engine and the facets of the profiles are computed thus providing the consumption information.
Referring to
The user profile 400 includes a panel 410 of a header 411 and self attributes 414-417. The panel 410 has a header 411 of “Customer” 411 which is highlighted as the user profile 400 is displayed for this customer. The panel header 411 includes the indications of “Self” 412 and “Hide” 413. “Self” 412 indicates that self attributes 414-417 are displayed. “Hide” 413 can be selected to hide the panel 410.
The self attributes 414-417 illustrated in this example are number of children 414, age category 415, city of residence 416, and gender 417. As this is a particular customer's profile, there is one value in each self attribute 414-417.
The user profile 400 also includes panels 420, 430 for item types. The panels 420, 430 each have panel headers 421, 431 and attributes 424-427, 434-435.
The panel header 421 of the panel 420 has an item type of “Music” and an indication of “Related” 422 to indicate the attributes 424-427 values displayed are aggregated related attribute values. An option of “Hide” 423 is provided which can be selected to hide the panel 420.
The attributes 424-427 display statistics for the items of type music which have a given relationship to the user whose user profile 400 is displayed. For example, in this illustrated embodiment the relationship is items consumed by the user.
The attributes 424-427 of this example are: category 424 including Eurovision, Israeli; language 425 including Hebrew, English; performer 426 including Boaz Mauda, Izhar Cohen, Milk & Honey; and performer type 427 including male, group.
Similarly, the panel header 431 of the panel 430 has an item type of “Games” and an indication of “Related” 432 to indicate that displayed attributes 434-435 are aggregated related attribute values. An option of “Hide” 433 is provided which can be selected to hide the panel 430.
The attributes 434-435 display statistics for the items of type games which have a given relationship to the user whose user profile 400 is displayed. The attributes 434-435 of this example are: category 434 including arcade; and model 435 including Nokia, Motorola (Nokia and Motorola are trade marks of Nokia Corporation and Motorola, Inc. respectively).
The derived aggregated related attributes 424-427 for music show that in this example 3 songs with language Hebrew and 2 songs with Language English have been consumed. The attributes 414-417, 424-427, 434-435 are represented as navigational facets in a faceted search engine.
This display 440 shows the facets' values for the whole population for the customers and the items. For example, for the customers, it can be seen that 3 customers leave in Haifa, 1 in Jerusalem and 1 in Tel-Aviv. For the games, there are 3 arcade games, 2 puzzles and 3 kids' games.
User selection of a facet (for example, by clicking on it with a user input device) in the form of one of the categories of attribute 414-417, 424-427, 434-435 will sum up the derived aggregated attributes of the customer or item profiles.
Referring to
It can be seen that the panels 420, 430 for music and games are now “Related” 422, 432. Customers living in Haifa have consumed 6 songs with language Hebrew and 6 games with category Kids.
The attribute values shown in this example, are consumption values of the item. Therefore, 6 Hebrew songs have been consumed even through the total population display 440 showed that there were only 4 Hebrew songs. One song can be consumed more than once.
At any point, a user can select another attribute (for example, by clicking on it) in order to update the definition of the segment currently being analyzed.
The display 450 includes options of “Segment Recommend” 452, and “Segment Purchase History” 453. For a displayed segment, a further display of recommendations or history may be shown.
The display 450 also shows the actual users 461-463 that belong to this segment (City=Haifa). Further options for each of the users 461-463 can be selected such as the “Profile” 464, “Recommend” 465, and “Similar” 466.
Referring to
It can be seen that the music panel 420 is now indicated as “Self” 422 and the customer panel 410 and games panel 430 are indicated as “Related” 412, 432. Hebrew songs have been consumed 6 times by customers living in Haifa and 3 times by customers of Arcade games.
As in
The complexity of a segment's definition may vary. It can be very simple, such as [Customer AND gender==‘M’], or it can be more complex, imposing constraints on the self and related attributes of the schema; for example, male teenagers whose music consumption is more than 70% rock music.
Similarly, an item segment may define songs that are consumed by teenagers living in a particular region.
Given a segment definition, the framework system identifies the particular instances that belong to the segment. The instances are ranked according to their similarity to the given condition. For example, given the expression [Customer AND gender==‘M’ AND location==‘Taipei’], it is expected that male customer ‘John Doe’ living in Taipei is ranked higher than customer ‘John Smith,’ who lives in Keelung. The retrieved instances are shown in
With this functionality, a particular user or a particular item can be used as an example to retrieve the most similar users and items. This capability of finding similar customers and items can be accessed directly by users of the framework through the marketing and targeting tool. It can also be embedded into an existing application through the framework's API, thereby providing functionalities such as “People that have the same taste as you” and “Similar products”. In the user interface, it is executed by selecting a customer or an item and selecting the “Similar” button 466 shown in
Retrieving the instances that belong to a particular segment entails the aggregation of the attributes of those instances. Thus, when searching for a segment, the user of the framework is not only presented with the particular instances that belong to this segment but also with the statistics characterizing those instances.
For example, when examining a segment of male teenagers, the aggregated attributes of the instances may teach us the distribution of the music genre consumed by those customers or the type of advertisements they click.
The marketing and targeting tool, an example embodiment of which is illustrated in
In the provided user interface, the framework enables guided navigation or multifaceted search of customers and items. Users can choose and filter according to the attributes most important to them when dynamically defining and exploring segments. The resulting list of customers or items matching their criterion remains in the search results and the facets are updated to show only valid choices of what is left. At each step, the statistics that characterize those segments are updated.
Using this multifaceted search, CRM analysts, product managers, marketers, or campaign managers can easily navigate the information gathered by the framework to identify interesting segments, understand what characterizes them, and use those segments for marketing or advertisement campaigns.
The framework enables navigation through the historical transaction logs of an individual, a set of individuals, or a segment. Given a particular customer, the system retrieves the items linked to this customer over a certain time period. In a similar way, given a certain item, for example, a service, the system pulls out the list of customers who are linked this item over a certain period of time. This capability may be applied to an individual instance, a set of instances, or a segment. The ranking of the individual items/customers may take into account the popularity of the items/activity level or the customers.
The goal of the described method and system is to allow dynamic exploration of cross-domain item consumption in a marketing application: that is to allow end-users to ask queries on the relationships between particular user segments and items consumed by those segments.
By ‘dynamic’ exploration, it is meant that the queries are not known upfront but are processed as they are formulated by the end-user. By ‘cross-domain’, it is meant that the queries can relate on two different types of items (for example, “What type of movies are consumed by consumers of Jazz music?”).
Example of possible queries are as follows:
A system for exploration of item consumption by customers may be provided as a service over a network.
Similarity of users or items profiles can be computed by submitting a profile as a query to the search index in which the profiles has been indexed. As a result, “similar” profiles are returned by the search engine. This mechanism is used in order to provide recommendations:
Referring to
Customer and item profiles are searched 505 using faceted search and a displayed 506. A facet is selected 507 to refine to a segment. Related attributes are aggregated 508 and displayed.
A recommendation service provides 509 a service that obtains recommendations for users. A history service provides 510 details of historical transactions. A control module refreshes 511 data in the system. These steps are described in more detail below.
Extract, transform and load (ETL): The role of the ETL process is to extract data from the various services that are integrated into the framework. Typically, this includes data warehouses, product catalogs, and services databases. In addition, the ETL phase can include text analysis to extract representative keywords from pages browsed by the end-users, automated categorization of content, and other data integration and cleansing services. This phase is very dependant on the user requirements and the relevant products that can be used to extract data from the source systems, clean and analyze it. Conventional tools for extracting data from source systems, cleaning it and analyzing it can be used. The result of the ETL phase is a set of self-describing files containing the customer and items data, and the relationships between them.
Upload: The framework supports two modes for loading data: (a) incremental, in which previous data is preserved and only new data is loaded; and (b) complete, in which all the data is loaded from scratch. Data is loaded into a datastore which is a relational database.
Profiling: An analysis module analyzes the datastore and builds the profiles of customers and items.
Indexing: The indexing process indexes the customer and item profiles so they can be explored in the marketing and targeting tool.
The problem solved by the described method and system comes from the fact the events that connect customers and items (customer X bought item Y etc.) are much more numerous than the customer and item profiles. Thus, they are expensive to analyze.
As described, the described solution is based on a two phase model. In the first phase customer and item profiles are summarized by computing the related attributes. In the second phase, the customer and item profiles are loaded into a faceted search engine. The facets mechanism allows the exploration of the various segments, summing up the statistics and the computation of recommendations.
In business intelligence OLAP tools are usually used to provide this type of functionality. The advantage of this technique over OLAP is that it can be used to answer questions about similarity of items and customers based both on their characteristics (including free-text) and their consumption. This cannot be done in OLAP as the characteristics of a particular item or customer are not materialized. This capability to compute similarity allows the computation of recommendations as described.
Another advantage of the two phase model stems from the fact the events are summarized into the profiles. Thus, this can be done in an incremental way (i.e., considering only the “new” events in a given period of time). Additionally, since the analysis is done on the profiles, a faceted search engine can be used to display and explore this profile information.
The invention can take the form of an entirely hardware embodiment, or an embodiment containing both hardware and software elements. In a preferred embodiment, the invention is implemented in software, which includes but is not limited to firmware, resident software, microcode, etc.
The invention can take the form of a computer program product accessible from a computer-usable or computer-readable medium providing program code for use by or in connection with a computer or any instruction execution system. For the purposes of this description, a computer usable or computer readable medium can be any apparatus that can contain, store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus or device.
The medium can be an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system (or apparatus or device) or a propagation medium. Examples of a computer-readable medium include a semiconductor or solid state memory, magnetic tape, a removable computer diskette, a random access memory (RAM), a read only memory (ROM), a rigid magnetic disk and an optical disk. Current examples of optical disks include compact disk read only memory (CD-ROM), compact disk read/write (CD-R/W), and DVD.
Improvements and modifications can be made to the foregoing without departing from the scope of the present invention.
