Patent Application
20130218673
The present invention relates generally to business communication and marketing. More particular the present invention relates to a system and method for offer targeting.
A financial company typically mails statements to its credit card members or banking customers on a monthly basis. The financial company may also frequently mail credit cards or banking cards to the customers for re-issues or replacements. In addition, the company may occasionally send letters to current or potential customers for various purposes. Millions of mail pieces are produced and delivered every month for these purposes. Though a costly process, mailing of the statements, cards and letters creates a valuable opportunity for the company and its partners to promote products and services to the customers. These mail pieces are usually guaranteed to reach a large number of families or individuals and are much more likely to receive attention than other types of mass mailings. Companies have long been taking advantage of this communication channel by including advertisements and solicitations in the outgoing statements or letters. These advertisements or solicitations or the like (hereinafter collectively referred to as “offers”) may take the form of a message, an insert, a billhead, a convenience check, an inner envelope or an outer envelope, for example. An offer typically describes a specific promotional program (e.g., one related to a financial or insurance product) that is offered by a business entity and is usually targeted at a specific group of customers.
It is a demanding task to manage offers and to incorporate them into outgoing mail pieces. For any given month, a large financial company may typically target hundreds of offers at millions of customers based on complex business rules. These offers need to be properly created together with associated rules, matched to appropriate accounts, produced on a variety of paper stocks, and inserted into outgoing mail pieces. This same or similar process is typically repeated several times (“cycles”) each month. The large volumes of mail pieces require considerable investment of resources, the successful return of which depends heavily on the accuracy, efficiency and consistency in the offer management process.
A number of solutions exist for targeting various offers at a large number of accounts or portfolios. However, they typically fail to provide an algorithm that can consistently match the actual number of offer insertions with the requested volume for each offer. As a result, “over-targeting” and “under-targeting” of offers can occur, wherein high-priority offers are targeted to too many customers while low-priority offers reach very few customers. One example of such problem is illustrated in
Other problems and drawbacks also exist.
In view of the foregoing, it would be desirable to provide a solution for offer targeting which overcomes the above-described deficiencies and shortcomings.
One embodiment of the present invention comprises a method for offer targeting. The method may comprise providing a plurality of offers and a plurality of groups, wherein each of the plurality of groups comprises one or more accounts. The method may also comprise maintaining an offer counter for each of the plurality of groups. The method may further comprise assigning the plurality of offers, in a predetermined order, to the plurality of groups by repeating the following steps: (1) assigning an offer to one or more groups, wherein the one or more groups are selected from groups that are pre-qualified for the offer based on a plurality of business rules, and the selection of the one or more groups is based at least in part on the offer counters of the one or more groups; (2) incrementing offer counters associated with the one or more groups; and (3) sorting the plurality of groups based on the incremented offer counters.
Another embodiment of the present invention comprises a system for offer targeting. The system may comprise means for providing a plurality of offers and a plurality of groups, wherein each of the plurality of groups comprises one or more accounts. The system may also comprise means for maintaining an offer counter for each of the plurality of groups. The system may further comprise means for assigning the plurality of offers, in a predetermined order, to the plurality of groups by repeating the following steps: (1) assigning an offer to one or more groups, wherein the one or more groups are selected from groups that are pre-qualified for the offer based on a plurality of business rules, and the selection of the one or more groups is based at least in part on the offer counters of the one or more groups; (2) incrementing offer counters associated with the one or more groups; and (3) sorting the plurality of groups based on the incremented offer counters. A further embodiment of the present invention comprises a computer readable medium having code for causing at least one processor to perform offer targeting. The computer readable medium may comprise code adapted to provide a plurality of offers and a plurality of groups, wherein each of the plurality of groups comprises one or more accounts. The computer readable medium may also comprise code adapted to maintain an offer counter for each of the plurality of groups. The computer readable medium may further comprise code adapted to assign the plurality of offers, in a predetermined order, to the plurality of groups by repeating the following steps: (1) assigning an offer to one or more groups, wherein the one or more groups are selected from groups that are pre-qualified for the offer based on a plurality of business rules, and the selection of the one or more groups is based at least in part on the offer counters of the one or more groups; (2) incrementing offer counters associated with the one or more groups; and (3) sorting the plurality of groups based on the incremented offer counters.
A still further embodiment of the present invention comprises a method for offer targeting. The method may comprise providing a plurality of offers and a plurality of groups, wherein each of the plurality of groups comprises one or more accounts, each of the plurality of offers is to be assigned to at least a predetermined number of accounts, and at least part of the plurality of offers are associated with one or more financial products or insurance products. The method may also comprise maintaining an offer counter for each of the plurality of groups. The method may further comprise assigning the plurality of offers, in a predetermined order associated with prioritization rankings of the plurality of offers, to the plurality of groups by repeating the following steps: (1) assigning an offer to one or more groups, wherein the one or more groups are selected from groups that are pre-qualified for the offer based on a plurality of business rules, and the selection of the one or more groups is based at least in part on the offer counters of the one or more groups, such that a first group with a higher offer counter value has a lower priority in receiving a subsequently assigned offer than a second group with a lower offer counter value; (2) incrementing offer counters associated with the one or more groups; (3) sorting the plurality of groups based on the incremented offer counters; and (4) modifying the number of available accounts within at least one of the one or more groups based on a predetermined lift percentage, wherein the predetermined lift percentage is associated with the offer counter value of the at least one of the one or more groups. The offer targeting may be performed one or more times for a predetermined time period and the offer counter for each of the plurality of groups is maintained for the predetermined time period.
The purpose and advantages of the present invention will be apparent to those of skill in the art from the following detailed description in conjunction with the appended drawings in which like reference characters are used to indicate like elements, and in which:
Reference will now be made in detail to embodiments of the invention, examples of which are illustrated in the accompanying drawings.
Referring to
In step 100, a number of offers and their related business rules may be provided for a marketing campaign. The offer items may include information of financial products and services, insurance products and related programs, for example. The offers are typically designed to target various customer populations based on the related business rules. The offers and rules may be on a partner level, a portfolio level, an individual account level or a combination thereof. For example, customer accounts that are associated with a particular business partner may be grouped accordingly. A portfolio typically includes one or more partner groups that share an association with a common business program. For illustration purposes, a plurality of accounts that belong to either a partner group or a portfolio will be hereinafter referred to collectively as a “group.” A group may be identified with an account organization code (AOC) and an individual account may be identified with an account reference number (ARN). Offers may be targeted at an entire group without concerning characteristics of individual accounts within the group, for example. Or offers may be targeted at individual accounts regardless of which groups they belong to. For illustration purposes, only group-level offer targeting will be described. However, it should be appreciated that the exemplary system and method may be applied to account-level offer targeting as well.
In step 102, an available offer with the highest priority may be identified. For a predetermined time period (e.g., a statement month), all the offers may be prioritized based on offer categories, contractual obligations and/or market evaluations. The offers may be processed in the order of their priority rankings. Each time, an offer with the highest priority ranking among the remaining pool of offers may be selected for processing.
Then in step 104, it may be determined whether the requested targeting volume has been reached for the selected offer. In a typical marketing campaign, there is usually a request for an offer to be targeted at a certain number of accounts in a statement month, for example. Accordingly, a record may be maintained to keep track of how many accounts each offer has already targeted in the statement month. If it is determined that the selected offer has already been targeted at enough accounts as requested by the marketing personnel, the selected offer may be discontinued (i.e., marked as unavailable), in step 106, for the rest of the statement month. The process may then jump forward to step 114.
If, however, the selected offer has not yet hit the requested targeting volume, the offer may be assigned to one or more qualified groups in step 108. According to embodiments of the invention, all the groups that qualify for any particular offer may be identified based on the offer rules and organized into a group associated with that offer. Thus, the selected offer may be assigned to one or more qualified groups selected from one such group associated with the selected offer. Selection of the one or more qualified groups may be based on their offer counter rankings within the group. According to embodiments of the invention, an offer counter may be maintained for each group to keep track of the number of offers it has received in a predetermined time period such as a statement month. Whenever an offer is assigned to a group, the offer counter for this group may be incremented. Selection of qualified groups for the selected offer may follow the rule that a group with a lower offer counter has a higher priority in receiving offers than another group with a higher offer counter.
In step 109, those groups that receive the selected offer may have their offer counters incremented.
In step 110, all the groups may be re-prioritized based on their offer counters. Since some of the groups now have their offer counter incremented in the preceding step, all the groups may be re-sorted to have their offer counter rankings updated.
In step 112, lift percentages may be applied to discount the number of available accounts in the groups. A lift percentage is a statistical factor, with a typical value between zero and one, which is used to account for a variance between the number of offers that an account is assigned and the number of offers that are actually inserted in the account statement. There is typically an upper limit for the number of offers each account may receive. For a statement channel, this is due to a postage weight limit. Some assigned offers will be excluded when such weight limit is imposed. Therefore, it may be desirable, in the offer assignment stage, to treat a group with a higher offer counter as having fewer available accounts than another group with a lower offer counter. For this purpose, the lift percentages may be derived in advance from analysis of past offer targeting performance. In applying a lift percentage to a group, the total number of accounts in the group may be multiplied by the lift percentage and the resulting number represents the number of accounts that remain available for offer targeting. In other words, this number reflects an estimate of how many accounts within the group eventually end up being inserted in statements or letters after weight management is applied. According to one embodiment, the lift percentage may be dynamically adjusted during the offer targeting process.
In step 114, it may be determined whether there are any more offers that have not been assigned. If so, the process may loop back to step 102 to identify the highest priority offer in the remaining offers and go through the offer assignment and re-prioritization process again. If there are no unassigned offers left, the offer rules may then be recorded in step 116. The specific associations between the offers and the customer populations may be built into an offer rule set for delivery to subsequent offer management process.
The exemplary method for offer targeting as described above may be implemented with a computer-based system. The system may comprise a user interface, one or more processors, and storage devices. The offers and related rules may be provided through the user interface or via data links to various databases. The one or more processors may execute the offer targeting algorithm and record the generated rules in the storage devices. Alternatively, the exemplary method for offer targeting may be implemented in a functional module as part of an offer management system. The functional module may receive the offers and rules from upstream processes of the offer management system, run an offer targeting routine and pass on the generated rules to downstream processes.
Further, it should be appreciated that the method for offer targeting is not limited to communication through a statement channel. It is applicable or adaptable to other communication channels (e.g., E-mails, plastics, letters, telemarketing scripts and the like) through which individualized or customized offers are delivered.
While the foregoing description includes many details and specificities, it is to be understood that these have been included for purposes of explanation only, and are not to be interpreted as limitations of the present invention. It will be apparent to those skilled in the art that other modifications to the embodiments described above can be made without departing from the spirit and scope of the invention. For example, the above-described method for offer targeting may be achieved through linear programming, nonlinear programming, goal programming, integer programming, constraint programming, and stochastic programming. Accordingly, such modifications are considered within the scope of the invention as intended to be encompassed by the following claims and their legal equivalents.
| Number | Date | Country | |
|---|---|---|---|
| Parent | 10869904 | Jun 2004 | US |
| Child | 13847559 | US |
