A targeted marketing system and method are provided that provide a customer with customer questions, receive responses to the customer questions from the customer, and store data associated with the responses. The customer is provided with a feedback page that graphically illustrates data associated with the customer's standing in a selected peer group. The customer is provided with options operable to adjust the customer's actual demographic to a hypothetical demographic, and data associated with hypothetical demographic changes from the customer is received and processed. hypothetical feedback information is then displayed that graphically illustrates the hypothetical standing of the customer within the selected peer group such that the customer can see the effect of the hypothetical demographic changes.
|
1. A method of compiling customer data using an online interaction between a customer and a survey system, comprising:
providing, by a computer, the customer with customer questions;
receiving, by the computer, responses to the customer questions from the customer;
storing, by the computer, data associated with the responses in the survey system;
providing, by the computer, the customer with a feedback page, graphically illustrating data associated with corresponding to the customer's standing in a selected peer group associated with the customer;
providing, by the computer, the customer with options operable to adjust the customer's actual demographic to a hypothetical demographic;
receiving and processing, by the computer, data associated with hypothetical demographic changes from the customer; and
displaying, by the computer, hypothetical feedback information, graphically illustrating the hypothetical standing of the customer within the selected peer group such that the customer can see the effect of the hypothetical demographic changes.
2. The method of
3. The method of
4. The method of
5. The method of
6. The method of
7. The method of
8. The method of
9. The method of
10. A method of compiling customer data using an online interaction between a customer and a survey system, comprising:
providing the customer with customer questions;
receiving responses to the customer questions from the customer;
storing data associated with the responses in the survey system;
providing the customer with a feedback page, graphically illustrating data associated with the customer's standing in a selected peer group;
providing the customer with options operable to adjust the customer's actual demographic to a hypothetical demographic;
receiving and processing data associated with hypothetical demographic, changes from the customer;
displaying hypothetical feedback information, graphically illustrating the hypothetical standing of the customer within the selected peer group such that the customer can see the effect of the hypothetical demographic changes; The method of claim 1, further comprising:
receiving, by the computer, a business identification number and a customer identification number;
matching, by the computer, the business identification number with data in at least one table;
matching, by the computer, the customer identification number with data in at least one table; and
generating, by the computer, data sets for display based on the data in the at least one table.
11. The method of
12. The method of
13. The method of
14. The method of
0. 15. A customer survey system, comprising:
a business interface operable to interact with a data processing system associated with a business;
a customer interface operable to interact with a data processing system associated with a customer; and
a survey system operable to supply the customer data processing system with customer questions, receive and store responses, provide a feedback page, provide what-if options, receive hypothetical demographic changes, and display hypothetical feedback information.
0. 16. The system of
0. 17. The system of
0. 18. The system of
0. 19. The system of
0. 20. A customer survey system, comprising:
a business interface operable to interact with a data processing system associated with a business;
a customer interface operable to interact with a data processing system associated with a customer;
a survey system operable to supply the customer data processing system with customer questions, receive and store responses, provide a feedback page, provide what-if options, receive hypothetical demographic changes, display hypothetical feedback information, receive a business identification number and a customer identification number, match the business identification number with data in at least one table, match the customer identification number with data in at least one table, and generate data sets for display based on the data in the at least one table.
0. 21. The system of
0. 22. The system of
0. 23. A customer survey system, comprising:
a business interface operable to interact with a data processing system associated with a business;
a customer interface operable to interact with a data processing system associated with a customer; and
a survey system operable to supply the business data processing system with targeted marketing reports, the targeted marketing reports dynamically generated based on a set of decision rules, the set of decision rules dynamically generated based on data received from the customers.
0. 24. The system of
0. 25. The system of
26. The method of
receiving, by the computer, goal input data from the customer, the goal input data related to a goal associated with the goal planners; and
storing, by the computer, the goal input data for the customer.
0. 27. The system of
0. 28. The system of
|
|||||||||||||||||||||||||||
This invention relates generally to the field of data processing and more particularly to a system and method for profiling customers for targeted marketing.
Businesses have a need to market their products and services to potential customers. Currently, some of them rely on non-targeted advertising systems such as mass mailings to a general geographic area. However, this approach lacks the ability to target specific potential customers for specific products or services.
Alternatively, some businesses purchase previously compiled statistical data. However, the data obtained by this method is limited in that the research is typically based on small samples of the population and is typically historical data. Thus, the data is generalized and does not give the businesses any information regarding the desires or needs of specific potential customers.
Still other businesses conduct surveys through telemarketing or other types of research companies. Although telemarketing may be used to sell products and services to willing customers, this approach requires businesses to contact all potential customers without any knowledge as to the likelihood that any particular one will purchase a specific product or service.
Therefore, a need has arisen for a new system and method for profiling customers for targeted marketing that overcomes the disadvantages and deficiencies of prior art systems and methods.
In accordance with the present invention, a system and method for profiling customers for targeted marketing is provided which substantially eliminates or reduces disadvantages and problems associated with prior systems and methods for marketing.
In accordance with one embodiment of the present invention, a method of compiling customer data using an on-line interaction between a customer and a survey system is provided that supplies the customer with questions, receives responses, and stores data associated with the responses. A relative situation display is then provided to the customer that graphically illustrates data associated with the customer's standing in a selected peer group. Later, the customer is provided with the opportunity to adjust his or her actual situation to a hypothetical situation. After receiving and processing the data associated with these adjustments, hypothetical situation information is displayed that graphically illustrates the standing of the customer within the selected hypothetical peer group such that the customer can see the effect of the adjustments.
An important technical advantage of the present invention is that a business may obtain information from customers that allows the business to target its marketing efforts for specific products and services to specific customers who are more likely than the general population to purchase those products and services. One important aspect of the present invention is that the customer is encouraged to provide data to the customer survey system because the customer is provided with interesting and useful information in exchange for that data, such as relative and hypothetical situation information and information relating to setting and achieving goals.
For a more complete understanding of the present invention, the objects and advantages thereof, reference is now made to the following descriptions taken in connection with the accompanying drawings in which like reference numbers indicate like features and wherein:
In general, the system of the present invention allows a business to survey specific customers and to identify ones of such customers that might want to purchase particular products or services. This is accomplished by encouraging the customer to complete a series of demographic questions. The customer wants to do this because at the end of the process the customer receives feedback showing where he stands relative to his peers. The customer is also allowed to explore various “what-if” scenarios to see how his relative position changes when various elements of his demographic are altered. Accordingly, the customer receives valuable evaluative information as a result of the process and the business receives information that allows for highly-defined targeted marketing efforts. All of this may be accomplished in the convenient, non-intrusive environment of an on-line interaction.
Business system 14 may be used by a business to communicate to survey system 12 the business' preferences regarding a survey for its existing or potential customers. These preferences may include survey questions and answers, as well as color schemes, logos, advertisements, and the like. Survey system 12 may then prepare a customized survey for that business' existing or potential customers.
When a customer accesses the survey, survey system 12 may request demographic information to characterize that customer. This information may include income level, number of children, education level, gender, age, or any other information. After the customer has been characterized using the information supplied by the customer, survey system 12 may present survey questions to the customer. Once the survey, or a specified portion of it, is completed by the customer, survey system 12 may then transmit graphical feedback reports to customer system 16 to show the customer how his or her responses compare to responses of other customers with the same or similar demographics.
Survey system 12 may also process the data associated with numerous demographics and survey responses in order to prepare customized reports for the business. Business system 14 may then retrieve from survey system 12 these customized reports, allowing the business to target its marketing efforts to specific potential customers who may be more likely to purchase specific products or services than other potential customers.
Communication lines 20 may be any type of communication link capable of supporting data transfer. In one embodiment, the communication lines 20 may comprise, alone or in combination, Integrated Services Digital Network (ISDN), Asymmetric Digital Subscriber Line (ADSL), T1 or T3 communication lines, hardwire lines, or telephone links It will be understood that the communication lines 20 may comprise other suitable types of data communication links. Communication lines 20 may also connect to a plurality of intermediate servers between network 18 and survey system 12, business system 14 and customer system 16.
In one embodiment, the network 18 may comprise dial access via a telephone link. In this embodiment, survey system 12, business system 14 and customer system 16 may be remote from each other and located anywhere in the world. In one embodiment, systems 12, 14 and 16 may connect and communicate with each other via modems and analog or digital communication lines. Moreover, the network 18 may be any interconnection found on any computer network such as a local area network (LAN), a wide area network (WAN), the Internet, or any other communications and data exchange systems created by connecting two or more computers.
As shown in
Business system 14 comprises business server 26 and business database 28. Business server 26 comprises mapping table 30. Mapping table 30 may be a relational data structure that provides a correlation between an input and an output. Business system 14 may further comprise one or more firewalls 32. In one embodiment, firewall 32 may be located between network 18 and business server 26. Firewall 32 protects business system 14 from both intentional and unintentional damage which could pass through network 18. Firewall 32 may comprise hardware such as a computer with security measures, e.g., a dial-back feature, or may comprise defensive coding software. In general, firewall 32 receives data from network 18, determines whether the data could be harmful and, if not, transmits the data to business system 14. In an alternative embodiment, one or more firewalls 32 may be placed between business server 26 and business database 28, between network 18 and matching server 22, between matching server 22 and matching database 24, or in any other suitable location.
Customer system 16 may be a personal computer that comprises a processor 34; one or more input devices, such as a keyboard 36 or a mouse 38; one or more output devices, such as a printer or display 40; and a communication device, such as a modem 42.
As will be described in more detail below, business system 14 communicates with survey system 12 through network 18. Business system 14 provides to survey system 12 a variety of information to customize the survey to be completed by a business' existing or potential customers, such as questions and answers, color choices, logos, advertisements, banners, services and products, product information, application information, or the like.
After a business has provided the necessary information to survey system 12, an existing or potential customer using customer system 16 communicates with survey system 12 through network 18 and provides information that may be used by survey system 12 to create a demographic characterization of that customer. This information may include income level, number of children, education level, gender, age, or the like. The customer then provides to survey system 12 responses to the series of survey questions previously chosen by the business. Survey system 12 may then process the data associated with numerous customers' demographics and survey responses in order to present product and service information to the customer while he or she is on-line and to prepare customized reports for the business. Business system 14 may then retrieve from survey system 12 through network 18 these customized reports, allowing the business to target its marketing efforts to specific potential customers who may be more likely to purchase specific products or services than other potential customers. Business system 14 may also retrieve from survey system 12 any applications received from customers requesting specific products or services.
Survey system 12 may comprise a number of features designed to benefit customers in order to encourage them to complete the survey. For example, survey system 12 may provide to customer system 16 graphical reports that compare the customer's responses to the responses of other customers with the same demographics. Survey system 12 may also comprise a feature that allows a user of customer system 16 to retrieve information regarding a business' products or services and to apply for those products or services. The applications for the products or services may be stored by survey system 12 in matching database 24 for later retrieval by business system 14. Survey system 12 may also comprise a feature that allows a customer to partially complete the survey by storing data in matching database 24 regarding which survey question was last answered by the customer and on what date. When that customer later returns to complete more of the survey, survey system 12 may then present the subsequent question without requiring the customer to start again from the first question. In these situations in which the customer only partially completes the survey, survey system 12 may display a customized menu to show the user of customer system 16 what percentage of the survey he or she has completed and the date of the most recent visit. Survey system 12 may also comprise a feature that allows a customer to provide information regarding certain financial goals, such as retirement or education, and to graphically ascertain in real time what adjustments need to be made to meet those goals.
As shown in
Page generator 48, graphical report generator 49, survey creation/maintenance controller 50, and business report generator 51 may all access matching database 24. Matching database 24 may comprise a plurality of tables containing useful data. These tables may include, among others, business identification table 52, customer identification table 54, customer navigation history table 56, customer response table 58, question and answer tables 60, survey flow table 61, banners/logos/advertisements/colors table 62, images table 64, product/service information table 65, application table 66, authorized entry identification table 68 and stored reports table 70. Customer response table 58 may comprise customer demographics 72 created by survey system 12 from information provided by customers, and application table 66 may comprise completed application table 74 with application information received from customers.
Page generator 48 may retrieve data from tables 52, 54, 56, 58, 60, 61, 62, 64, 65 and 66 in order to generate data sets which may be sent through communication interface 44 and network 18 to business system 14 or customer system 16. For example, page generator 48 may receive an identification number from customer system 16, as described in more detail below in connection with
Thus, page generator 48 does not generate the same data sets for all customers, but instead generates data sets that are customized both for the business and for the customer. For example, when a user of customer system 16 accesses survey system 12, page generator 48 may determine which business is associated with that customer. After establishing this, page generator 48 may retrieve information regarding that business' preferences for presenting a survey for that customer, such as colors, banners, logos, advertisements, questions and answers, products, services and applications. Thus, page generator 48 presents different data sets depending on which business is involved. In addition, page generator 48 may also retrieve information regarding the customer, such as how the customer responded to demographic questions and which survey questions the customer has already answered. Page generator 48 may use this information in addition to the business-related information to generate data sets within the survey, such as by customizing the survey menu to show the percentage completed by that customer and the previous date of entry.
Page generator 48 may also determine which question to present next to the customer based on the business identification number and the customer's response to the previous question. The business identification number is used by page generator 48 to access the set of questions associated with that business in matching database 24. Thus, each business may choose a different set of questions that may be customized to include questions related to any or all products and services the business offers while omitting questions related to any products or services that it does not offer. The customer's response to the previous question may be used by page generator 48 to omit questions chosen by the business for inclusion in the survey but made irrelevant by the customer's previous response. For example, if a customer responds to a question that he or she rents housing, page generator 48 could skip subsequent questions relating to mortgage payments because they would not apply to that customer.
Page generator 48 may also present advertisements for products and services during the survey. These advertisements may be chosen based on the customer's demographics, as well as the subject matter of the associated survey questions. In addition, the advertisements may be chosen based on the combination of the customer's demographics and his or her responses to the previous survey questions. Thus, the choice of advertisements may be updated as the customer responds to survey questions and survey system 12 can better determine to which advertisements that particular customer will respond favorably.
In order to determine which advertisement to display initially, survey system 12 may compare the customer's demographics to the attributes of each previously established “demographic” profile. Survey system 12 may then select the “demographic” profile with matching attributes. Survey system 12 may then select the product or service with the highest probability of purchase for that “demographic” profile. Finally, survey system 12 may select from matching database 24 advertisements and/or links for those products or services to display for the customer. As the customer responds to the survey questions, survey system 12 may update the choice of advertisement by repeating the above process for profiles based on all data as opposed to profiles based on demographic data only. Thus, with each response from a customer, survey system 12 may update the s “all data” profile for that particular customer and choose a new advertisement from matching database 24 with a more reliable probability of purchase each time.
Graphical report generator 49 may use data processed by survey system 12 to generate graphical reports for users of customer system 16. These graphical reports show the customer how his or her survey responses compare to the survey responses of other customers with the same demographics. Thus, as with the data sets generated by page generator 48, these graphical reports are customized for each customer because the data presented will vary based on the particular customer's demographics. Graphical report generator 49 also comprises summary/what-if routine 76 which generates graphical summaries of the comparison data previously prepared by the graphical report generator 49. Summary/what-if routine 76 also generates graphical summaries of comparison data based on hypothetical adjustments made by a customer to his or her demographics, such as number of children, income level, or the like. The reports produced by graphical report generator 49 may be generated in real time and may be stored in matching database 24 in stored reports table 70.
Survey creation/maintenance controller 50 may retrieve data from and store data in matching database 24. Thus, the data retrieved by page generator 48 and graphical report generator 49 from tables 52, 54, 56, 58, 60, 61, 62, 64, 65 and 66 may be created and edited by survey creation/maintenance controller 50. According to one embodiment of the present invention, survey creation/maintenance controller 50 may be manipulated by a user of survey system 12 in order to establish customized surveys for businesses. In an alternative embodiment, a business may manipulate survey creation/maintenance controller 50 using business system 14 to create or edit its own survey.
Business report generator 51 may use data processed by survey system 12 to generate reports for users of business system 14. As described in more detail below in connection with
Survey system 12 may further comprise an anonymity feature to ensure that the identity of a user of customer system 16 would only be available to the business. For example, a customer may be required to access business system 14 before being given access to survey system 12. While the customer is accessing business system 14, business system 14 may request a customer identification number, such as an account number or any other specially designated personal identification number(s). Business system 14 may then validate and encrypt the customer identification number using mapping table 30, with the customer identification number as the input and the encrypted number as the output. This encrypted number may then be provided to survey system 12 to identify that particular customer.
Therefore, unless a customer provides information while applying for products or services, survey system 12 may never have access to the original customer identification number, making it impossible for survey system 12 to identify the actual customer by name, address, or any other means. This anonymity feature will encourage users of customer system 16 to provide the personal information to survey system 12 that is beneficial for targeted marketing. If the customer does apply for a product or service and provides identifying information to survey system 12, this information may be stored in completed application table 74 of matching database 24 with security features designed to prevent unauthorized access. In addition, this identifying information may be immediately deleted from matching database 24 after it is retrieved by business system 14. Finally, as another security feature, the data entered by the customer may be encrypted before being transmitted from customer system 16 to survey system 12. In accordance with this feature, the data may be encoded using a mathematical formula, for example, that makes the data unreadable without the survey system's 12 key to decode it.
Survey system 12 further comprises a set of graphical planners 80 with which users of customer system 16 may set and see how to attain financial goals for various situations, such as retirement, education, vacation, or the like. These planners 80 are beneficial because they provide the user of customer system 16 the opportunity to easily see what adjustments, if any, the customer needs to make in order to meet his or her financial goals. This feature may be used as a reward for customers and may motivate them to access survey system 12 and provide responses to a survey. In addition, survey system 12 may store the data entered by a user of customer system 16 when setting these financial goals. Survey system 12 may then provide the data to the business via business system 14 to allow the business to help the customer attain those financial goals by marketing related products and services to that customer.
Once the customer has entered a valid identification number, the method proceeds to step 112 where business system 14 presents an icon to allow the customer to access survey system 12. If the customer selects the icon, as shown in step 114, business system 14 encrypts the customer's identification number using mapping table 30, as shown in step 116. The method then proceeds to step 118 where business system 14 passes the encrypted customer identification number and the business' own identification number (s) to customer system 16 through network 18. Business system 14 then transfers the customer to survey system 12 in step 122. Finally, survey system 12 retrieves from customer system 16 the encrypted customer identification number and the business identification number(s) in step 124.
In an alternative embodiment, business system 14 may present an icon to allow the customer to access survey system 12 before business system 14 prompts the customer to enter a customer. identification number. If the customer then selects the icon, business system 14 may prompt the customer to enter a customer identification number. The method may then continue as before with step 104 in
In block 132, survey system 12 presents to the customer a main menu that allows the customer to choose which part of the survey to answer and also allows the customer to access the planners 80 to set financial goals.
Returning to
Thus, there is no need for the customer to submit one set of changes to the input information at a time and wait for the corresponding output. This makes possible features such as sliders 516 and arrows 517. Using sliders 516 and arrows 517, the customer may make continuous adjustments back and forth while viewing corresponding changes in the output section 515 in real time. For example, as the customer moves the slider 516 associated with retirement age to the right or left, the graph shown in the output section 515 expands or contracts to show the corresponding increase or decrease in savings before and after retirement. Arrows 517 may be used in the same manner to adjust the input information and thereby change the output section 515. Data cells 518 may also be used to adjust the input information, but data cells 518 allow the customer to input one specific number at a time, as opposed to the continuous changes possible with sliders 516 and arrows 517.
Information button 519 allows the customer to access information about products and/or services offered by the business relating to the specific financial goal the customer has chosen. Apply button 520 presents an application that allows the customer to apply for those products and/or services. Survey system 12 may automatically prepare and transmit an e-mail message to the business to indicate that such an application has been received and stored in completed application table 74 of matching database 24 for retrieval by business system 14. According to one embodiment, information button 519 may comprise adjacent text to inform the customer what type of information may be accessed by clicking on information button 519, and apply button 520 may also comprise adjacent text to inform the customer what type of product or service is available through the associated application. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14, as described in more detail below in connection with
As described above in connection with block 132 of
Survey system 12 will then present the appropriate planner 80. In addition, at any time while using the retirement planner 512 or any other planner 80, the customer may choose to switch to another survey section through the survey section selector 522, which may also be presented in the form of a drop-down selection box. For example, the customer may select “spend” from the survey section selector 522, and survey system 12 will then present the appropriate question from the spend section of the survey.
Save goal button 523 allows the customer to save the data entered into input section 514 for later retrieval. Survey system 12 may then provide the data to the business via business system 14 to allow the business to target marketing efforts for products and/or services related to the goals in which the customer showed an interest.
If, instead of choosing goals 508 from the main menu 500, a customer chooses one of the survey options, such as spend 504, the customer is then given the corresponding survey questions that were previously chosen by the business and stored in matching database 24, as shown in block 136 of
The feedback page also includes the survey section selector 522 described above in connection with
Apply button 520 allows the customer to apply for those products and/or services. This feature is beneficial to both the customer and the business. The customer has the convenience of applying for a product or service by simply clicking the apply button 520 and providing the appropriate information, while the business has the marketing advantage provided by the availability of this application to the customer in conjunction with the material presented in the feedback page. For example, a customer may learn from a feedback page that his or her peers generally have three credit cards, while he or she has only one. As soon as this information is presented, the customer has the option of clicking on the apply button 520 and applying for another credit card. Thus, this is one form of targeted marketing provided by the present invention. If a customer applies for a product or service in this manner, survey system 12 may also automatically prepare and transmit an e-mail message to the business to indicate that an application has been received and stored in matching database 24 for retrieval by business system 14.
According to one embodiment, information button 519 may comprise adjacent text to inform the customer what type of information may be accessed by clicking on information button 519, and apply button 520 may also comprise adjacent text to inform the customer what type of product or service is available through the associated application. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14, as described in more detail below in connection with
The feedback page also comprises a next button 538 to allow the customer to continue to the next screen and an exit button 540 to allow the customer to return to the main menu 500, as shown in
After the customer has completed any one section of the survey, such as borrow 502, spend 504, or save & invest 506, survey system 12 presents a “what-if” page, as shown in block 138 of
In addition, each “what-if” page may also comprise information button 519 and apply button 520. Information button 519 allows the customer to access information about products and/or services offered by the business. Apply button 520 allows the customer to apply for those products and/or services. Information button 519 may comprise adjacent text to inform the customer what type of information may be accessed by clicking on information button 519, and apply button 520 may also comprise adjacent text to inform the customer what type of product or service is available through the associated application. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14, as described in more detail below in connection with
The customer then selects an option from the main menu 500, and survey system 12 responds in one of two ways based on which icon the customer selects, as shown in step 150. The customer may select an icon for either goals 508 or one of the survey options 502, 504 or 506.
As shown in
While the customer is using the planner 80, he or she may also select the information button 519, as shown in step 170, or the apply button 520, as shown in step 176. If the customer selects the information button 519, survey system 12 presents the related information about the business' products and/or services, as shown in step 172. On the other hand, if the customer selects the apply button 520, survey system 12 presents the related application for the business' products and/or services in step 178. After the customer has entered the requested information, survey system 12 formats the data and transmits it to the completed application table 74 of matching database 24 in step 180 for storage and later retrieval by the business. Survey system 12 may automatically prepare and transmit an e-mail message to the business to indicate that such an application has been received. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14.
While using the planner 80, the customer may also choose the survey section selector 522, as shown in step 181. If the customer chooses to switch to a survey section, survey system 12 will present the appropriate question as shown at step 184 in
The customer may also decide to exit the planners 80 or to select a new goal type, as shown in step 182. If the customer decides to exit the planners 80, he or she will be returned to the main menu 500, at step 148 in
Returning to the customer's choice of options in the main menu 500, as shown in step 148 of
While the customer is viewing the feedback page, he or she may also select the information button 519, as shown in step 194, or the apply button 520, as shown in step 200. If the customer selects the information button 519, survey system 12 presents the related information about the business' products and/or services, as shown in step 196. On the other hand, if the customer selects the apply button 520, survey system 12 presents the related application for the business' products and/or services in step 202. After the customer has entered the requested information, survey system 12 formats the data and transmits it to the completed application table 74 of matching database 24 in step 204 for storage and later retrieval by the business. Survey system 12 may automatically prepare and transmit an e-mail message to the business to indicate that such an application has been received. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14.
While viewing the feedback page, the customer may also choose the survey section selector 522, as shown in step 205. If the customer chooses to switch to another survey section, survey system 12 will present the appropriate question as shown at step 184.
Also while viewing the feedback page, the customer may select the exit button 540, as shown in step 206. If the exit button 540 is selected, the customer is returned to the main menu 500 in step 148 of
However, if the survey section has been completed, survey system 12 displays a “what-if” page in step 208 of
While viewing the “what-if” page, the customer may choose to exit the page and return to the main menu 500 in step 209. In this case, survey system 12 will return to step 148 in
While the customer is viewing the “what-if” page, he or she may also select the information button 519, as shown in step 210, or the apply button 520, as shown in step 212. If the customer selects the information button 519, survey system 12 presents the related information about the business' products and/or services, as shown in step 211. On the other hand, if the customer selects the apply button 520, survey system 12 presents the related application for the business' products and/or services in step 213. After the customer has entered the requested information, survey system 12 formats the data and transmits it to the completed application table 74 of matching database 24 in step 214 for storage and later retrieval by the business. Survey system 12 may automatically prepare and transmit an e-mail message to the business to indicate that such an application has been received. Survey system 12 may also store in matching database 24 the customer's identification number, as well as data relating to whether the customer chose information button 519 or apply button 520 and whether the customer submitted an application. This data may be used by business report generator 51 to generate reports for business system 14.
While viewing the “what-if” page, the customer may also choose the survey section selector 522, as shown in step 215. If the customer chooses to switch to another survey section, survey system 12 will present the appropriate question as shown at step 184 of
The “what-if” page also allows the customer to make adjustments by making changes to his or her income level, number of children, education level, or the like, as shown in step 216. Then survey system 12 displays the charts 530 and comparison statements 532 for the customer's hypothetical demographic, as shown in step 217. This allows the customer to see how his or her responses compare with others who have a demographic the customer expects or hopes to have in the future.
Once the identifying information has been validated, survey system 12 provides an entry menu, as shown in block 226. At this screen, the business representative may choose to access the customized survey for his or her business, to access the reports prepared by survey system 12, to retrieve the applications submitted by users of customer system 16, or to perform administrative functions such as granting or removing authorized entry status to users of business system 14. If the business representative chooses to access the reports, survey system 12 presents a report menu, as shown in block 228. This report menu may comprise options such as customer response data, demographic profiles, TargetMatch, and InterestMatch. It will be understood that the report menu may comprise other suitable options without departing from the scope of this invention. Choosing InterestMatch allows the business representative to access the reports that show how likely users of customer system 16 are to respond to marketing efforts for a particular product or service. For example, if the business representative selects InterestMatch, survey system 12 presents an InterestMatch menu, as shown in block 230. This InterestMatch menu may list any or all of the business' products and services.
Next the business representative chooses an analysis report for a specific product or service, such as Product B. As shown in block 232, this will cause survey system 12 to present yet another menu, allowing the business representative to choose between such options as “demographic data only” or “all data.” These options allow the business representative to choose what types of data to use as a basis for the reports. Choosing “demographic data only” will cause business report generator 51 to generate a report based only on the customers' demographic data. Choosing “all data” will cause business report generator 51 to generate a report based on demographic data, psychographic data, and all other data. Psychographic data includes behavioral characteristics of each customer. This data is obtained from the customers' responses to the survey questions relating to behavior or lifestyle. For example, reports generated from demographic data only could be based on each customer's income level. However, reports generated from all data could also be based on each customer's response to a question about how much money he or she would give away after unexpectedly receiving a large amount of money. Thus, these reports would be based not only on the factual demographic information provided by the customer, but also on less tangible behavioral factors that can be measured through his or her survey responses. It will be understood that other suitable options may be presented by survey system 12 on which to base reports without departing from the scope of this invention.
Once the business representative decides on this option, survey system 12 displays the analysis of the data associated with the pre-selected product or service. This analysis may include probabilities that were determined by using a commercially available statistical processing program, such as one provided by Statistical Product & Service Solutions. According to one embodiment of the present invention, input data for the statistical processing program may be retrieved by survey system 12 from matching database 24 and may comprise the business identification number, the specific product or service (dependent variable), customer identification numbers, customer demographics (attributes), and customer responses (attributes). The statistical processing program may then segment the data and predict probabilities of purchase. This may be accomplished by detecting the influence of attributes on the dependent variable, modeling continuous and non-continuous data and missing data, detecting statistically significant differences among groups of customers, merging non-significant groups of data, and creating decision rules. The output data from the statistical processing program may comprise profile numbers, profile rules, profile attributes, and profile probabilities. At this point, survey system 12 may extract the customer identification numbers from matching database 24 that match the profile attributes in the profile rules. Survey system 12 may then remove the customer identification numbers of those customers who indicated they already have the product or are using the service. Business report generator 51 may then generate a report for each profile showing the remaining customer identification numbers, the profile number, the profile probabilities, and the profile attributes. Returning to our example using Product B, survey system 12 may then present the report for Product B by listing the encrypted identification numbers of users of customer system 16 along with the probabilities that the customers with those identification numbers will purchase Product B. This is shown in block 234.
Returning to
If the business representative selected the TargetMatch option from the report menu, business report generator 51 would present information regarding users of customer system 16 who had previously requested information on or applications for particular products or services. This information could be presented either as month-to-date or year-to-date tallies or as a list of encrypted customer identification numbers.
According to one embodiment of the present invention, a business representative would have the option of choosing “results tracking & measurement” from the menu presented in block 232 of
The present invention benefits the business by allowing it to survey specific customers and to identify ones of such customers that might want to purchase particular products or services. This is accomplished by encouraging the customer to complete a series of profiling questions. The customer wants to do this because at the end of the process the customer can compare his situation relative to his peers. The customer is also allowed to explore various “what-if” scenarios to see how his relative position changes when various elements of his demographics are altered. Accordingly, the customer receives valuable evaluative information as a result of the process and the business receives information that allows for highly-defined targeted marketing efforts. All of this may be accomplished in the convenient, non-intrusive environment of an on-line interaction.
Accordingly, an integrated system is provided that prepares customized surveys, characterizes existing and potential customers, submits surveys to customers, stores responses to surveys, allows customers to retrieve product and service information, allows customers to apply for specific products and services, and prepares reports for businesses to use for targeted marketing. In addition, this system provides graphical reports for customers that compare their responses to the responses of others with the same or similar demographics. This system also allows a customer to provide information regarding financial goals and to graphically ascertain what adjustments need to be made to meet those goals.
While the invention has been particularly shown and described by the foregoing detailed description, it will be understood by those skilled in the art that various other changes in form and detail may be made without departing from the spirit and scope of the invention.
Boe, Barbara J., Hamrick, Julia M., Aarant, Marjorie L.
| Patent | Priority | Assignee | Title |
| 10410287, | Oct 21 2010 | CONSENSUS POINT, INC | Prediction market and combinatorial prediction market volume forecasts |
| 10825033, | Dec 28 2012 | CONSENSUS POINT, INC. | Systems and methods for using a graphical user interface to predict market success |
| 10929858, | Mar 14 2014 | Walmart Apollo, LLC | Systems and methods for managing customer data |
| 11151588, | Oct 21 2010 | CONSENSUS POINT, INC | Future trends forecasting system |
| 11775991, | Oct 21 2010 | CONSENSUS POINT, INC | Future trends forecasting system |
| 9525687, | Dec 28 2012 | Walmart Apollo, LLC | Template for customer attributes |
| Patent | Priority | Assignee | Title |
| 5041972, | Apr 15 1988 | MARITZ INC | Method of measuring and evaluating consumer response for the development of consumer products |
| 5537586, | Apr 30 1992 | Thomson Reuters Global Resources | Enhanced apparatus and methods for retrieving and selecting profiled textural information records from a database of defined category structures |
| 5890152, | Sep 09 1996 | QUITO ENTERPRISES, LLC; QUITO ENTERPRISES, INC | Personal feedback browser for obtaining media files |
| 5956691, | Jan 07 1997 | ADVICENT SOLUTIONS, LP | Dynamic policy illustration system |
| 5974398, | Apr 11 1997 | TWITTER, INC | Method and apparatus enabling valuation of user access of advertising carried by interactive information and entertainment services |
| 5983214, | Apr 04 1996 | HUDSON BAY MASTER FUND LTD | System and method employing individual user content-based data and user collaborative feedback data to evaluate the content of an information entity in a large information communication network |
| 5999918, | Apr 02 1997 | MPOWER COM, INC | Interactive color confidence indicators for statistical data |
| 6012043, | Sep 09 1996 | Nationwide Mutual Insurance Co.; Nationwide Mutual Insurance Company | Computerized system and method used in financial planning |
| 6012044, | Dec 10 1997 | FINANCIAL ENGINES, INC | User interface for a financial advisory system |
| 6021397, | Dec 02 1997 | FINANCIAL ENGINES, INC | Financial advisory system |
| 6189008, | Apr 03 1998 | JOLLY SEVEN, SERIES 70 OF ALLIED SECURITY TRUST I | Dynamic digital asset management |
| 6286005, | Mar 11 1998 | NIELSEN COMPANY US , LLC , THE | Method and apparatus for analyzing data and advertising optimization |
| 6349290, | Jun 30 1998 | CITIBANK, N A | Automated system and method for customized and personalized presentation of products and services of a financial institution |
| 6430542, | Aug 26 1998 | AMERIPRISE FINANCIAL, INC | Computer-implemented program for financial planning and advice system |
| 6505202, | Aug 04 1998 | MARCHITECT INC | Apparatus and methods for finding information that satisfies a profile and producing output therefrom |
| 6925441, | Oct 27 1997 | Experian Information Solutions, Inc | System and method of targeted marketing |
| EP139313, |
| Executed on | Assignor | Assignee | Conveyance | Frame | Reel | Doc |
| Sep 28 2001 | Ignite Sales, Inc. | (assignment on the face of the patent) | / |
| Date | Maintenance Fee Events |
| Dec 31 2012 | REM: Maintenance Fee Reminder Mailed. |
| May 22 2013 | EXPX: Patent Reinstated After Maintenance Fee Payment Confirmed. |
| Dec 09 2014 | M2553: Payment of Maintenance Fee, 12th Yr, Small Entity. |
| Dec 09 2014 | M2558: Surcharge, Petition to Accept Pymt After Exp, Unintentional. |
| Jul 08 2015 | PMFP: Petition Related to Maintenance Fees Filed. |
| May 05 2016 | PMFG: Petition Related to Maintenance Fees Granted. |
| Date | Maintenance Schedule |
| Oct 25 2014 | 4 years fee payment window open |
| Apr 25 2015 | 6 months grace period start (w surcharge) |
| Oct 25 2015 | patent expiry (for year 4) |
| Oct 25 2017 | 2 years to revive unintentionally abandoned end. (for year 4) |
| Oct 25 2018 | 8 years fee payment window open |
| Apr 25 2019 | 6 months grace period start (w surcharge) |
| Oct 25 2019 | patent expiry (for year 8) |
| Oct 25 2021 | 2 years to revive unintentionally abandoned end. (for year 8) |
| Oct 25 2022 | 12 years fee payment window open |
| Apr 25 2023 | 6 months grace period start (w surcharge) |
| Oct 25 2023 | patent expiry (for year 12) |
| Oct 25 2025 | 2 years to revive unintentionally abandoned end. (for year 12) |