CN1290373A - 对准目标的推销系统和方法 - Google Patents
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Abstract
这里公开了一种根据消费者的财政特性、所作出的提议类型和用于传送提议的通信渠道而对准消费者、包括企业和同行来推销的系统和方法。消费者根据财政、行为和社会经济因素被表征。提议根据消费者和消费者接受提议的潜势被表征。用于传送提议的通信渠道也被表征,并与消费者和消费者-提议特性相接合,以得到所要作出的提议的净现值。如果净现值足够大,则处理提议并展示给消费者。如果净现值不够大,则修订提议,以便向消费者展示一个更好的值(或者,如果不能生成所需的提议值,则舍弃),从而增大消费者接受所述提议的机会。这样,所述对准目标推销的系统和方法在发出和不发出特定提议上都生成价值。
Description
发明领域
本发明总体上涉及对消费者的货品和服务推销。更具体地,本发明提供了一种用于根据消费者简档、传送提议以及要提供的货品的渠道来对准目标地向特定消费者推销的系统和方法。
发明背景
在我们中的谁没有收到过不想要的关于我们绝对不会感兴趣的货品和服务的“邮寄广告”呢?消费者收到的邮寄广告的平均量是每年40磅。除了印刷油墨中的重金属对环境上的不良影响之外,这还是许多消费者希望避免的一种长期的烦扰。邮寄广告推销和电话推销也是影响消费者并引诱他们在产品或服务上花钱的越来越低效的方式。目前,在这种盲目提议上的回报率是大约1%。如果合适的消费者能够接触到合适的提议,则这种邮寄的回报率会惊人地提高,被不加选择地发送给消费者的邮寄广告量也会明显地减少。这样可以同时实现经济和环境上的利益。
叠加在消费者的愿望和需求之上的是商人向消费者提供货品和服务的需求。一个销售豪华汽车的商人并不希望一个不具备支付豪华汽车的能力的消费者作为客户。如果汽车要贷款销售,如果消费者由于不好的信贷历史而被拒绝银行贷款,则汽车商会受到损失。因此,为了使得这种邮寄的回报最大,对于货品和服务的供应者非常重要的是,将合适的提议提供给合适的消费者。
对准目标的推销是本发明的主题。例如,颁给Deaton等的美国专利No.5,592,560公开了一种用于执行零售顾客的对准目标的推销的系统和方法。本发明主要是一个依赖于一个将顾客与过去购买记录进行匹配的数据库的销售点系统。顾客匹配可以采取支票上的MICR编码的形式或其他一些顾客标识号(例如,支票兑现卡号)的形式。顾客数据库包含购买量和日期,并且其还暗示可以包括商标名称、体积(volume)和成本信息。该发明具体地提出一种系统和方法,以返回销售点处购买他们过去不经常购买的物品的鼓励来对准顾客。
虽然开发顾客数据库并根据购买来对准顾客的概念已经出现,但该发明代表明显不与单个商店或连锁商店之外的多个销售点联网的单个销售点系统和方法。此外,对于顾客的忠实性没有回报,没有在销售点发送或邮寄的特别的鼓励系统;并且,没有明显的学习周期或基本的数据库分析来预先积极地识别出个体消费者的倾向,并以特定的内容套装方案回报来对准他们,以增强忠实性。另外,该发明由销售点零售商控制,而不是由可以评价消费者的消费习惯的全体的中立方控制。
颁给Deaton等的美国专利No.5,621,812公开了一种用于执行零售顾客的对准目标的推销的系统和方法。这个’812专利的公开文本与’560中公开的大致相同。’812的鼓励是“只面向满足所述预定购物历史标准的顾客类别,…随满足预定未来购物标准的顾客而定。”
该发明处理的仍然是明显不与单个商店或连锁商店之外的多个销售点联网的单个销售点系统和方法。此外,’812的数据库对顾客交易的跟踪仅限于所花钱数和交易日期。
颁给Atcheson等的美国专利No.5,583,763公开了一种用于确定顾客的可能的未透露的偏好的系统和方法。例如,该发明假设如果两个人在音乐上具有相似的品位,则一个人的音乐偏好很可能也是另一个所想要的。该发明公开了一个系统,该系统以其他顾客的偏好匹配和衡量第一个顾客所透露的偏好,以识别第一个顾客的未透露的偏好。该发明未公开基于顾客忠实性的任何形式的特定回报或鼓励,并且,该发明由销售点零售商控制,并面向音乐和娱乐业。
颁给Stein等的美国专利No.5,459,306公开了一种用于提供对准个体顾客的赠券的系统和方法,其中赠券包含奖励材料和推荐。该发明公开了保持与顾客相关的消费历史,并明确地对准特定顾客。一个目的是预测消费者的可能购买。所公开的顾客数据库包括生日、地址、子女和过去消费的产品。奖励材料可以包括折扣券和公告。所公开的网络限于单个行业,更重要地,其回报系统由销售点零售商控制。
颁给De Lapa等的美国专利No.5,353,218公开了一种用于为所选定的消费者产生和兑现折扣券的系统和方法。该发明还公开了根据消费者先前兑现的赠券来选择所选定消费者的未来赠券。该发明公开了一种形式的个体营销-根据消费者的独特特征将特定消息发送给一特定消费者。购物习惯是这些独特特征中的一个。该发明公开了以诸如收入和人口统计等消费者标识信息来匹配消费者购买。该发明还公开了被自愿提供的消费者标识信息。虽然该发明的目的是引导消费者在参加该系统的零售商处购物,并增大从该零售商处的总购买量,但该发明还公开了向非消费者提供比提供给老主顾更高的赠券值。这个过程必然不会鼓励现有顾客的忠实性。该发明还公开了一个由一特定零售机构组织和控制的、试图增大经常光顾该特定商店的顾客群的系统。而没有公开跨越产品边界的合作推销。
颁给Schultz等的美国专利No.5,056,019公开了一种用于通过自动追踪消费者购买来提供厂商购买回报的系统和方法。这使得厂商能追踪那些购买鼓励的实现和兑现。该发明的一个目的是在不使用邮件的情况下将消费者的购买自动归入一个购买回报。该发明的另一个目的是对特定购买行为的回报和增大顾客品牌忠实性。该发明没有公开在兑现其回报之外积极地对准消费者的方法。此外,该发明涉及条形码的自动扫描。
颁给Dinerstein的美国专利No.4,872,113公开了一种用于使产品购买与个体消费者数据相关的系统和方法。该发明通过自动扫描如UPC码来追踪购买,并通过唯一代码来识别个体消费者。产品信息与个体消费者数据相关,以便向厂商提供推销报告,从而通过收集和结合信息来增进厂商的市场知识并减少对零售商的成本。该发明没有公开通过回报他们的个体活动来提高个体消费者忠实性的鼓励或回报系统。此外,该发明在很大程度上倚赖于支票兑现过程,以便使消费者信息与产品信息相关。
总的来说,这些参考文件主要是在很大程度上倚赖于条形码扫描的销售点方法,并且许多都需要支票支付。它们是由销售点零售商控制的,而不是由中立的非销售商或数据库提供者/操作者控制,并且没有提供对于来自大量商人的交易的处理。
为特定推销更有效地对准消费者所需要的是为各种商品确定消费者的消费简档的方式。此外,使消费者能够从各种商人和服务提供者接收到货品和服务广告而不考虑以前的购买是在哪里进行的系统将更有效地适合于使消费者接收到在所需货品和服务上的最好交易这个需要。最后,为了使消费者对提议的响应最大,应该展示适应个体消费者的、并在与消费者建立的通信渠道上展示的最佳提议。
发明概述
因此,本发明的一个目的是提高对直接邮寄广告的响应率。
本发明的另一个目的是通过查询由希望提议货物和服务的商人和服务提供者保存的数据库来实现对特定消费者的消费习惯的较佳描述。
本发明的又一个目的是生成一个用于评估属于特定消费者的“分数”的系统,所述分数评定特定消费者响应来自商人的货品和服务提议的可能性。
本发明的又一个目的是获得对具有全然不同的社会经济背景的消费者的行为消费模式的较佳描述。
本发明的又一个目的是对于消费者真实想要的项目向消费者提供一个较佳值。
本发明的又一个目的是使得内容提供者根据消费者的购买简档为消费者生成更好的提议。
本发明的又一个目的是减少现在发生的无目的的大量推销量。
本发明的又一个目的是简化对消费者作出的提议。
本发明的又一个目的是确定对所选定货品和服务的购买如何相互共同变化以便进行有用的对准目标推销。
本发明的又一个目的是促进内容提供者之间的合作。
本发明的又一个目的是通过研究数据库以提出草案提议来生成不同商品门类之间的关系(交叉类别理解)。
本发明的又一个目的是运用多元技术来评价消费者的购买趋势,并将这些理解运用到商品的提议上去。
本发明的又一个目的是只有当消费者的分数达到与要提议的特定货品相联系的一特定级别时才发送提议。
本发明的又一个目的是评定提议的质量和性能,并向提议所述货品的商人提供反馈。
本发明的又一个目的是提供回报以确保顾客对特定产品和服务的忠实性。
本发明的又一个目的是对于从产品和服务提供者的网络中的任何提供者进行的任何购买使用“回报货币”。
本发明的又一个目的是提供以美元命名的回报货币,以使得消费者能立即理解从本发明收到的利益。
本发明的又一个目的是加速消费者在产品和服务提供者的网络上的购买速度。
本发明的又一个目的是将发票和报单的使用从仅仅对钱的请求改变到对消费者提议的传送。
本发明的又一个目的是向消费者发送消息以提醒他们特定货品或服务与其他特定货品或服务的联系。
本发明的又一个目的是分析消费者的债务以便提议用于再融资的降低的利率。
本发明的又一个目的是根据一个等级的最佳产品划分产品市场,并只将该等级中的最佳产品提议给消费者。
本发明的又一个目的是通过提供者的货物提议来提高顾客的保持力。
本发明的又一个目的是提供辛迪加/亲和团体来联合对相关货品和服务的消费者的提议。
本发明的又一个目的是限制由消费者接收到的“邮寄广告”。
本发明的又一个目的是等待到消费者的通信渠道自然地进行,而不是在没有消费者请求这种信息的情况下简单地发送对商品的提议。
本发明的又一个目的是将主动提供的销售从消费者过程中去除。
本发明的又一个目的是根据消费者实际花费开发消费者的简档。
本发明的又一个目的是生成设计给可变价格产品和服务的回报货币的可变定价,以诱导有利的买主行为,包括高交易速度、保持力和默认管理,从而为这些市场生成独特的流动属性。
本发明的又一个目的是开发采用消费者简档中的大多数信息的通用信贷应用。
本发明的又一个目的是提供基于风险的产品递送(即,在递送货品和服务上不拒绝任何人,但只根据消费者在风险联营中所处的位置向消费者递送货品和服务)。定义
在该说明书中,下列术语具有下列含义:
内容提供者-具有可散布给潜在顾客的货品或服务提议的商人或服务提供者。
回报货币-给予消费者的值,具有折扣和/或对有利行为的回报的性质(例如,有利保持行为),可用于在本发明上购买货品和服务。
通信渠道-消费者以输出方式进行通信或消费者以输入方式接收信息的方法。公用事业票据是输入给消费者的一个通信渠道。因特网是输入或输出通信渠道。指向终端用户的电话通信代表一个通信渠道。
忠实性-消费者在契约上和实际上保持与个体内容提供者的联系的特性,而不管竞争的市场压力、替换产品或服务引入、或由于对分心的事物缺乏兴趣而引起的磨损。
忠实性网络-那些通过本发明提议服务的商人和服务提供者。
金融卡-可用于货品和服务的购买和交易中的卡状金融设备,例如借方卡、信用卡、储值卡。
发明说明
本发明是一种根据购买者的先前购买及经济和人口统计特性将鼓励对准目标以加强购买者的忠实性的方法。该方法涉及一个在多个参与“内容提供者”和个体消费者之间进行通信的中间代理。中间代理去除了传统提供者及其鼓励程序的偏狭,并根据消费者已经显示的对所有所观察产品和服务的购买行为、以及消费者的经济和人口统计特性来选择对准个体消费者的高级产品提议。这个联合网络系统使更明智的提议和鼓励能够更快地到达合适的消费者。该方法使用一种形式的回报货币,对于在随时间和市场变化的兑换率进行的辛迪加购买有效。
本发明通过用以美元命名的“回报货币”回报消费者来培养消费者的忠实性,以增强消费者对回报价值的认同。例如,消费者每花$100.00就可得到$5.00的回报货币,在消费者认为适当时进行消费。但是,消费者不是只被允许在一个商人处花用该货币,而是可以通过本发明在属于系统内的“内容提供者”的任何多个商人处花用该货币。
可以预期,信用卡、借方卡或储值卡可以由金融机构发行给消费者。消费者然后能够在作为系统的内容提供者的多个商人处使用信用卡。这使得对于消费者来说购买变得更容易,因为与现在由消费者使用几个卡来从几个不同的商人处获得回报相对,这只使用了一单个卡。
通过合并消费者对货品的购买,不仅对消费者有利,而且消费者对于许多不同的购买对金融卡或基于忠实性的关系中的内容提供者的使用使得关于消费者的消费习惯的更多大量的信息被收集。从一个基于忠实性的推销网络的内容提供者购买货品和服务导致关于消费者的更多数据驻留在本发明的数据库中。用这种方式,可以生成消费者的消费习惯的更精确的简档。此外,消费者被鼓励使用忠实性网络的金融卡,因为有一个根据这种购买给予消费者货币的回报系统。
本发明的另一个优点是“颠倒”对准的概念。在这种情况下,本发明根据特定消费者的简档不将不合适的提议发送给消费者。因此,本发明减少了与传送提议的任何渠道相联系的“噪声”,只发送那些确定有可能使消费者实际上感兴趣的提议。
本发明的数据库具有多个功能,这将在后面更加详细地说明。总体上说,数据库执行与用信用卡购买货品和服务相联系的通常功能。另外,数据库收集关于任何给定消费者的消费习惯的信息,例如,所购买的东西以及使用金融卡或本发明的基于忠实性关系推销网络来购买商品的频率(只引用一个例子,并不意味着所有的都包含这一点),这些都记录下来供以后进行分析。
关于消费者的其他信息也被收集和存储在数据库中以供分析。例如,作为内容提供者的贷款机构具有一个较大的顾客数据库。检查这个数据库,以存储是本发明的卡用户的消费者的记录。然而,这种贷款机构数据库还具有在人口统计上将关于特定收入的消费者的信息分类的记录。这种信息也由本发明的数据库检索,用于生成对消费者的提议,这将在下面进行解释。来自商人和其他方的其他数据库也被选择为本发明的一部分,用来生成综合数据库。
内容提供者、即向消费者提供货品和服务的组织是用于向消费者提供价值的系统的一个组成部分。内容提供者根据这种服务所提议给的消费者群体来提议具有可变值的货品和服务。例如,作为内容提供者的贷款机构可能向具有好的信用等级的高净值消费者提供个人贷款。这样一个内容提供者仍然会向其他人提议贷款,但这种贷款可能会带有更高的利率,以反映没有高信用等级或高净值的消费者群体的信用可靠性。无论提议了什么套装方案,都会对其进行描述并可用于本发明以推销给消费者。
本发明还开发和打包对消费者的提议,并与内容提供者交互地工作,以开发要推销给消费者的提议。例如,根据对消费者的购买趋势的多元分析,本发明将生成提议套装方案。例如,一个购买豪华汽车的人还可能是更倾向于豪华航行或住在四星度假胜地的人,而购买运动实用型汽车的人可能对钓鱼和露营设备更感兴趣。作为这种类型的分析的结果,本发明通过与内容提供者的交互,确保将特定项目或服务在合适的时间展示给合适的消费者。
一旦提议或系列提议在本发明的目录中,则系统只向合适的消费者提供购买机会的通知。简言之,将没有大量的提议邮件发送给消费者。邮件只展示给那些具有实际想要所述货品和服务的最高概率的消费者。此外,与消费者的通信将通过具有将消费者的注意吸引到所作出的提议上的最高概率的通信渠道进行。例如,如果消费者用消费者的信用卡购买货品和服务,则定制产生一个报单以伴随或包含进消费者的每月报单中。需要指出的是,不会向消费者邮寄一个关于所述提议的单件的“邮寄广告”。消费者只通过由消费者通常使用的通信渠道来接收提议。在对一给定消费者购买一给定产品的倾向的计分中,要加权通信渠道本身的功效。
渠道选择的另一个例子是因特网。如果消费者具有一个因特网帐户,并已经授权本发明的系统发送这种与提议有关的邮件,则系统还可以生成告知消费者所述提议的e-mail。
该系统还包括一个回报管理模块,执行分类、存储、记录成功回报、以及编辑与回报的管理有关的其他统计信息的功能。这涉及跟踪消费者消费并将货币回报制成表以供个体消费者购买货品和服务。
本发明的这些和其他目的从下面的详细说明中将变得更加清楚。
附图简要说明
图1,本发明的概念性框架
图2,内容提供者产品和服务的例子
图3,消费者计分
图4,系统数据流示图
图4A,系统硬件概要
图5,提议生成/通信过程概观
图6,一般导出变量的计算
图7,提议专用变量的计算
图8,顾客值计分
图9,提议专用计分
图10,产品/渠道估价
图11,渠道成本估价
图12,NPV计算概要
图13,没有采用本发明的例子
图14,采用本发明的例子。
最佳实施例的详细说明
参看图1,说明本发明的整体概念性框架。本发明是内容提供者的综合网络,内容提供者实质上是向消费者提议其货品和服务的商人或服务提供者。因此,贷款机构101、保险提供者103、储蓄投资顾问105、商品提供者107、旅游/娱乐提供者109、汽车货品和服务提供者111和电信/公用事业113仅仅是会向消费者提议其货品和服务的潜在的内容提供者的一小部分。
这些各种各样的内容提供者及其货品和服务被以一种使得这些货品和服务的推销最优化的方式审查和打包115。提议开发和打包是本发明将在后面说明的一个功能。
通过采用可以提议给消费者的各种各样的货品和服务,本发明对准了特定消费者,并将要提议给这些消费者的产品最优化117。一旦给消费者的套装方案被最优化并且特定消费者被对准,则本发明选择通信方式和递送给消费者的方法119。
当消费者决定利用所作出的特定回报和提议时,消费者将这个期望传送给系统,系统然后确保对于货品和服务的定购,并记录由各种消费者所接受的提议的记录。这个回报管理功能121确保将关于消费者消费的当前信息记录下来,并成为整个系统的综合数据库123的一部分。
诸如低信用风险、特定消费者或消费者群体的富裕程度、消费者是否是小企业、消费者是否是安全驾驶员或经常性的旅行者、消费者是否是信用卡的主要用户、消费者是否重复地从一特定商人或服务提供者进行购买、以及消费者是否拥有他或她自己的家之类的因素只是为了确定对消费者作出的合适提议所考虑的一小部分因素。这些因素125与综合数据库123一起用来生成发送给消费者的提议。
作为在图1中所述服务提供者和消费者的相互作用的一个例子,考虑消费者是一个低信用风险并且富裕的、拥有小企业的安全驾驶员的消费者的情况。将这个信息存储在综合数据库123中。保险公司103能够提议非常具有竞争力的利率给是安全驾驶员的消费者。根据数据库中的安全驾驶员消费者最近购买了一辆汽车这个信息,本发明可以从保险提供者103接收到低成本保险的提议,将这些提议与来自汽车提供者111的配件和服务的其他汽车提议结合起来,生成一个对准套装方案117,并在给消费者开具信用卡帐单的正常过程期间将该特定提议发送给消费者。因此,用于传送消息119的选择的渠道是由消费者平常查看的一个渠道,而不是强加给消费者的通信的渠道。
参看图2,显示了由内容提供者提议的关于类型/服务的进一步的信息。例如,贷款机构201可以提议信用卡、无担保信贷限额、汽车贷款、抵押、游艇和娱乐车贷款、家庭股票贷款、教育贷款、小企业贷款以及消费者可能使用的其他任何类型的贷款。
保险公司203将提议各种各样的保险产品,但只根据消费者的实际需要提议这些产品。
储蓄和投资公司205还可以根据消费者的消费历史来提议需求。例如,如果一个消费者以前购买过共有基金,则这个消费者在将来购买共有基金的可能性就更高。如果消费者为高收入阶层,则或许401K或退休套装方案会是消费者所感兴趣的。
所有类型的商品将从特定商人207提议给本发明。将再次根据消费者购买这些货品和服务的能力提议衣服、用具、家具、汽车、个人护理物品等的典型提议。
旅游和娱乐也是服务或内容提供者之一。因此,餐饮、航空公司、乘船游览、度假胜地、旅店以及其他所有娱乐和旅游形式被有选择地提议给消费者并由系统管理。还可以根据消费者的消费习惯对包括新车销售、服务和其他与汽车有关的项目的汽车内容提供者进行打包。
消费者对于电信(即,电话公司)、电力公司、公用煤气公司、水以及燃料输送的基本需求也是与本发明相联系的内容提供者。由于这些服务的发票定期地(即,每月地)送到消费者处,所以它们提供了一个向消费者传送各种类型的提议的潜在的传送通道。
参看图3,描述了数据库和消费者信息的为达到一个市场分数的相互作用。一个特定目的是能够建立一个相当于概率数的消费者额定值,其中概率数表明消费者会响应由一特定商业渠道展示给消费者的一特定提议的可能性有多大。这个对通信渠道的提议的消费者计分会产生关于如何最有效地将货品和服务提议展示给消费者的信息。
(以前在图1和2中提到的)各种内容提供者301向综合数据库311提供关于消费者的过去表现的信息。将亲和群体数据、例如特定群体中的成员资格信息也提供给综合数据库。将地理-人口统计数据、即关于消费者是否适合消费者所居住的地理区域的一特定人口统计群体的信息也与来自第三方的各种列表以及由成员本身展示的社会-经济数据的任何简档309一起提供给综合数据库。
因此,综合数据库311包括各种各样的消费者的人口统计、信用、交易信息、生活方式偏好以及提议响应历史。
根据这个信息,给予消费者一个分数,图3中显示了这个分数的例子。例如,再参看图3,消费者C具有与响应邮件保险提议相联系的高分数。相反,消费者D具有与响应邮件保险提议相联系的非常低的分数。因此,在单个提议邮件中,本发明将使得汽车保险提议被发送给消费者C而不发送给消费者A、B和D。
同样,所讨论的消费者可以是蜂窝式服务的高级用户,并具有一个因特网地址。在这个例子中,消费者D将收到与在因特网上提供一个关于蜂窝式使用的提议相联系的最高分数。相反,客户B可能具有一个因特网地址,但不是常用蜂窝式用户。因此,这个消费者具有一个低得多的分数。
在豪华汽车出租和通过邮寄提供这种提议的地区,消费者B有可能具有高收入和好的信用,更有可能响应关于豪华汽车出租的邮件,而可能具有低收入和不良信用历史的消费者A则会收到低得多的分数。这可以从其他例子中看出。货品或服务的提议以及作出提议的渠道产生一个潜在的成功分数,该成功分数然后可以由系统用来得到最佳提议以及该提议被送到一特定消费者所经过的通信渠道。
参看图4,描述了系统数据流图。这个系统41的远程用户可以通过开关43访问本发明。远程用户对系统拨号,并提供口令和/或将短语信息传送给一个网络服务器45。网络服务器45用于限定一个远程用户使其具有访问系统的资格。网络服务器是系统的第一道安全防御。
远程用户系统可以是运行奔腾型处理器的具有16兆字节或更大RAM的兼容IBM PC。用作系统的一种形式的门卫的网络服务器45是IBM PC或兼容机,至少具有奔腾处理器和16兆字节的RAM。
一旦成功地限定了远程用户,即进行一个识别,允许远程用户访问系统,网络服务器然后允许远程用户41访问主段防火墙47。主段的所有计算机都位于主段防火墙47后面。这个防火墙只允许与系统有关的通信,还使得作为应用程序的Java程序被下载给远程用户,该远程用户也被称为客户工作站。主段防火墙47是这个系统的三个安全组成部分中的一个。它防止对系统的访问,除非客户工作站使用的是用于系统访问的Java程序。
一旦允许客户工作站通过主段防火墙47访问系统,则调用该系统的话路管理器49。话路管理器49从远程用户接收口令/通行短语和用户ID,以确认该远程用户被允许访问该系统。如果确认成功,则系统管理器生成一个“子话路对象”,该“子话路对象”在远程用户访问系统期间将用户的安全授权保持为有效。如果用户希望访问系统的另一个部分,则通过交换来自先前证明的子话路和要被访问的系统对象的安全标签来访问子话路对象以验证授权。
这个系统还包括安全服务51。如上所述,网络服务器是对付外部用户的第一道防线。如果用户未被授权,则网络服务器不允许进一步的通信。如果用户被登记,则可以访问主段防火墙47并下载Java程序。没有Java程序用户就不能获得对系统的访问。主段防火墙47只允许采用适当的Java程序进行的通信。其他通信被滤除,在系统中不被允许。
安全服务(第三安全组成部分)与话路管理器进行交互,以分配与用户对系统的访问相联系的安全标签。安全标签沿话路被运送,并与系统内的其他对象进行交换,以使得用户不必继续再输入口令和通行短语和用户ID信息。另外,只有在合适的安全标签被附加到用户话路的情况下才能访问系统的其他对象。
系统还包括一个工作量管理器53。工作量管理器经常查看系统的所有服务器,以确保在任何一个服务器中都没有数据备份。在作出请求之后服务器生成一个子对象。这样,任何一个顾客请求的等待时间都不超过在其他服务器上所达到的时间。简言之,工作量管理器检查每个服务器上的工作量,并将来自用户的请求传送给最不忙的服务器。
系统还包括一系列应用服务器65。应用服务器段可以包括顾客/履行服务器67和一系列风险管理服务器69。通常,应用服务器通过一系列预定存储的过程从数据库73存取信息(即,不是动态生成的SQL查询)。这还使得外人获得对不允许外人访问的信息的访问能力成为最小。因此,因为只能对数据库进行固定的查询,并且数据库中的数据通常不会被外部用户所改变,因此该方法增强了安全性和数据完整性。
顾客/履行服务器67允许外部用户访问用户数据库记录,以检查定单、信用签发以及与顾客有关的其他事务的状态。因为来自众多顾客的预期工作量将导致对响应查询的短等待时间的要求,所以系统可以包括许多顾客服务器。
在应用服务器65中还有一系列风险管理服务器69。风险管理服务器69与关于个体顾客和该顾客接受所作出的一个提议的倾向的数据库73进行交互。例如,风险管理服务器可以确定,一号顾客具有低金融风险。因此,可以通过顾客履行服务器67向该顾客展示更高价值的提议。相反,如果风险管理服务器确定一特定消费者具有较高级别的金融风险,则系统将只允许通过顾客/履行服务器67向该消费者作出具有较低风险和较低价值的提议。
系统还包括一个系统管理服务器71,系统管理服务器71对数据库具有较高级别的访问特权,允许对数据库进行管理并监视由工作量管理器53管理的全部工作量。系统管理器还具有维护系统用户帐户、设定系统参数和启动任何批处理的附加功能。应用服务器65还向系统事件服务57提供各种各样的信息。事件服务包括记录和报告程序和系统差错的差错记录服务器61。将服务的所有功能和与其相联系的任何差错记录进事件服务器。
交易管理器63保存系统上的所有交易的往来帐户并将这些交易分类。交易管理器跟踪任何公开交易,并在压价(rollback)的情况下清除系统中的数据。将来自交易管理器的信息也提供给差错记录服务器61,以便可以正确地报告81与交易数相比的差错数。另外,差错记录服务器还包括通信能力,以便将严重问题自动通知给维护人员。
事件服务器59用于记录应用级事件,例如进入和退出以及其他功能。
系统还包括一个命名/贸易服务。在系统启动期间用命名/贸易服务生成被命名的对象并登记。它们代表顶层服务器,其任务与数据库服务器的类似。被命名的对象可以打开一个或多个与数据库的连接,并从这些连接之间的其他对象接收对服务的处理请求。将关于名称服务的信息提供给话路管理器49,以便可以适当地发送对服务的请求。
总之,参看图4A,系统硬件包括用户201,用户201与系统路由器203进行通信,并与网络服务器205进行初始交互,以限定用户对系统的访问。假设该访问被允许,则用户201与段防火墙207进行交互,以获得对系统的访问。话路管理器209则允许对系统的各个服务进行访问,包括存储在由数据库服务器221管理的数据库223中的顾客帐户。安全功能由安全服务器211进行管理。系统管理和运行由系统管理服务器213进行监视和控制。应用服务器217允许顾客访问顾客的帐户,并发出和监视定单,同时,与消费者定单相联系的风险由风险管理服务器215进行管理。整个系统状态以及差错和运行报告都由事件服务器219完成。
如上所述,本发明的一个关键方面就是通过向顾客提议顾客所感兴趣的商品的最佳值来使得对商品提议的响应最优化。这个概念不仅仅是市场“宣传”。本发明的一个关键方面是计算什么将代表对顾客的最佳值。在本发明中,这个计算被称为“净现值”计算或“NPV”。NPV是通过分析要对其作出提议的顾客和提议本身来达到的。参看图5,在总体上显示了提议分析和优化过程。本发明执行许多顾客分析任务,这将在后面更加详细地说明。一般地,评价对顾客的消费习惯和其他财政经济因素方面的统计信息,以评定一特定顾客。另外,产生92要展示给该顾客的提议,并输入到顾客分析过程,以得到一个提议专用分数94。然后将这个提议专用分数提供给NPV计算引擎98。
还根据向顾客作出提议所经过的通信渠道对产生的92依赖于产品和市场信息的提议进行评价。因此,还计算出提议/渠道专用分数96。提议/渠道专用分数也被提供给NPV计算引擎98。
最后,生成一个与所展示的提议无关的顾客评价分数100,该顾客评价分数100仅仅涉及经济责任和与顾客购买行为有关的其他商业因素。这个顾客评价分数100也被提供给NPV引擎98。然后根据要对其作出提议的顾客为整个提议计算净现值。如上所述,由于本发明的目的是向顾客提供提议的最高值,并且使顾客对这些提议的响应最大,所以希望将NPV阈值设置在一个相当高的级别,以使得顾客会响应这些提议。因此,在为所述提议生成NPV98之后,本发明接着确定NPV是否在一个足够高到可以提议给顾客的阈值102上。如果超过了NPV阈值,则将提议发送给顾客104,并将提议的统计信息/特性提供回顾客分析引擎90,以便监视顾客响应。如果未达到NPV阈值,则产生92一个新的提议,然后重复NPV计分。用这种方式,只有基于被提议的商品/服务和对这些提议的潜在顾客响应的最高值提议才被通过其他通信渠道发送给顾客。
参看图6,描述概括的顾客分析。本发明的数据库存储关于顾客交易历史的信息。这个数据库包括以顾客的金融卡或通过忠实性销售网络购买的所有不同的货品和服务以及可以收集的关于顾客购买的其他数据。另外,还存取个体顾客简档。这个顾客简档112包括顾客的财政信息、顾客的信用历史、财政状态、债务和关于该顾客的任何其他信息。这个顾客简档112还用于个体顾客分析。另外,关于顾客所属的人口统计群体的人口统计和统计数据114也用于计算。这个人口统计/统计数据114描述顾客所属的所概括的人口统计群体的消费习惯。这也是一特定顾客可能根据顾客人口统计群体所作出的潜在购买的一个指标,即使顾客可能近期或根本没作出这样的购买。这三个因素、即顾客交易历史110、顾客简档112以及顾客的人口统计/统计数据114被输入本发明,以获得关于顾客的一系列一般导出变量116。这个变量考虑购买的数量和频率、具体购买的东西以及其经常程度。
这个总体的顾客分析和数据库实际上是动态的。通过采用神经网络分析,随着接收到更多的新近顾客交易和历史,数据库的内容和结构被经常地更新。尽管顾客相关数据库的这个动态性质产生对有影响的顾客属性的动态理解,但顾客数据库将有效地保持其数据结构的全部历史结构,从而可以执行对数据结构发展本身的分析。最后,在将导出的理解链接到正在进行的数据结构发展中,顾客数据库将支持动态的顾客专用产品目录管理,以便识别有影响的顾客属性,并包含在数据库中,并且可以保持该特定顾客的相关产品目录。
参看图7,描述相对于特定提议的顾客分析。又将与一特定顾客对货品和服务的专门购买有关的顾客交易信息120与描述所述特定顾客的经济和信用历史的专门顾客简档122一起使用。在后续的计算中,将这些与关于顾客所属的人口统计群体的人口统计数据124一起使用。然而,在这个例子中,将关于提议的信息128提供给数学模型,以得到一系列涉及消费者购买所述特定提议的可能性的提议专用变量。
参看图8,描述顾客值计分。这个计分非常具体地涉及顾客交易历史130。顾客交易历史考虑特定顾客对货品和服务的具体购买。根据数量、购买频率以及其他因素、例如顾客简档(例如,顾客人口统计数据、财富、风险、兴趣以及其他指标)来计算顾客值计分132。
参看图9,描述与一特定顾客有关的提议-专用计分。如上所述,根据顾客和特定的人口统计群体计算一般导出变量134。另外,根据顾客特性和人口统计信息计算提议专用变量136,还计算所述提议。将这两组导出变量输入系统,生成一个线性分数138,分数138仅与所述变量的加权和有关。
还计算出非线性分数140,其由神经网络的输出产生。例如,作出许多不同的各种交易和花费许多钱的一特定顾客会比一个高收入但具有较低速购买习惯的顾客具有更高的非线性分数。
最后,将一般导出变量和提议专用变量提供给与消费者购买有关的试探商业规则142。例如,刚刚在汽车上花去$50,000的个体消费者可能不会立即在另一个项目上花费另一个$10,000,一般在再次购买大票项目之前会等待一段时间。然后将线性分数138、非线性分数140和试探商业规则分数142进行合并,以便为所述消费者生成一个提议专用分数144。
参看图10,显示了作为NPV分数的输入的提议/通信渠道。将包括对各种货品和服务的市场需求的市场信息150与专用于一给定产品的产品信息152进行合并。将这两个因素进行合并以生成一个与对所提议产品的市场需求有关的产品估价154。例如,lala灯可以由一特定商人提议。然而,对lala灯的需求在19世纪60年代达到顶峰。因此,与产品信息相合并的市场信息可能会导致相当低的产品估价。相反,在当前需求非常大的所提议产品将具有较高的产品估价。
另外,将关于要作出的提议的信息156与关于将信息提议给消费者所通过的渠道的信息158进行合并,其中,要作出的提议可以简单至要提议的单个项目或要提议的项目组合。将这三个因素、即产品估价154、提议信息156和渠道信息158进行合并,以确定将提议展示给顾客的成本。
参看图11,显示了提议的成本。如上所述,将产品估价、提议信息和渠道信息合并,并就使顾客作出所述购买的鼓励160进行计算。例如,可以提议具有固定比例的折扣形式的鼓励。虽然这对于消费者是有吸引力的,但它显然减少了消费者在所述提议上花费的金额。渠道成本162也被进行评价。例如,当有很多顾客接收相同的提议时,通过因特网将提议提供到消费者的e-mail上是比较便宜的。相反,向顾客提供邮件则比较昂贵。
除了鼓励成本和渠道成本之外,还考虑契约成本164。如果商人仅仅提议货品和服务,则契约成本最小或没有。然而,如果发起本发明的组织必须以降低的成本购买货品和服务,则存在与对所述货品或服务的购买提议的管理相联系的成本。然而,由于提议值和契约成本之间的差异会导致对发起组织的一特定级别上的收入,所以也考虑契约收入166。因此,这四个因素加上外部市场和计量经济信息一起进入关于提议成本的计算。最后,在计算提议成本中还考虑金融市场数据168。这些诸如货币成本、利率趋势和其他因素的金融信息是所必须考虑的作出一个提议的成本。例如,如果顾客将所提议的抵押保持一年,则本发明的管理者可以被支付一年。在这种情况下,系统需要知道一年利率来计算NPV。所有这些涉及鼓励、渠道成本、契约成本、契约收入和金融市场数据的信息全部都被提供给NPV计算引擎。
参看图12,显示了NPV计算概要。与顾客的购买习惯严格相关的顾客值分数172与考虑顾客消费、顾客金融和人口统计群体数据的提议专用分数174合并起来,并与涉及向消费者作出提议的成本176的信息一起合并。将这三个系列的因素和变量提供给NPV计算引擎178,以得到NPV分数。
参看图13,显示了本发明用于一特定需求的一个例子。虽然事前殡葬服务购买不是一个被经常提及的主题,但当前的在生育高峰期出生的一代越来越要求这一购买,他们提前很多年就进行计划,希望能减轻亲人的负担。在图10中显示了一个典型的情况,消费者1001希望从承办人1003处购买事前殡葬服务。这产生承办人1003可以从棺材制造商1007获得的棺材价格担保。
消费者1001从国家信托银行购买信托契约(或从人寿保险公司购买事前殡葬保险契约)1011或通过银行1009投资一笔钱以确保在消费者去世时可以支付棺材和殡葬服务。
参看图14,显示了采用本发明的事前殡葬服务模型。在这种情况下,本发明1113既接收承办人1103的引导,也向承办人1103提供引导,这些引导涉及那些对事前殡葬服务以及与顾客的老龄问题有关的潜在的其他服务和货品感兴趣的人。例如,在人口统计上,正考虑事前殡葬服务购买的人可能较年长,他所打算的不仅是他/她的最后的死亡,还有与年老有关的其他事务。通过向本发明数据库提供消费者的兴趣,本发明检索其产品和服务目录,并根据消费者所表现的兴趣和消费者信用和消费简档来生成对该消费者的提议。在这种情况下,当消费者信用卡状态被传送到因特网或者消费者在因特网上注册(如果消费者已经预先被授权使用系统)时,将向消费者展示旅游、疗养院、受助生活和其他相关文献以及由内容提供者1115提供的打折提议。另外,本发明根据事前殡葬服务的购买向消费者提供回报货币1123。因此,消费者接收对准目标的可以使用回报货币的提议邮件。
同样,购买疗养院服务的消费者可以使系统通知承办人向这个人提供一个折扣提议。本发明的一个基本方面是任何这样的提议只通过与消费者的现有通信渠道、例如银行结单、因特网、其他发票等向消费者作出。以任何方式导致给消费者的冷不防的电话推销或“邮件广告”并不是本发明的意图。
这里已经描述了一个根据个体消费者特性、所展示的定制提议以及传送/通信提议的方式来对准目标地向消费者推销的系统和方法。本领域普通技术人员应该认识到,在不偏离本发明的精神的情况下,实现本发明的其他方法和等效替换都是可能的。
Claims (48)
1.一种用于对准特定顾客推销货品和服务的方法,包括:
生成一个顾客数据库;
生成一个要对顾客数据库中的一特定顾客作出的货品和服务提议;
根据顾客接受提议的可能性来分析要对顾客作出的提议;
计算要对顾客作出的提议的一个值;以及
如果该提议值处于或高于一特定提议值阈值,则对顾客作出提议。
2.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个顾客数据库还包括生成一个用于多个顾客交易历史的数据库。
3.如权利要求2所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个顾客数据库还包括生成一个多个顾客简档的数据库。
4.如权利要求3所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个顾客数据库还包括生成一个用于多个顾客群体的人口统计和统计数据的数据库。
5.如权利要求2所述的用于对准特定顾客推销货品和服务的方法,其中,顾客交易历史包括关于特定顾客的消费习惯的信息。
6.如权利要求5所述的用于对准特定顾客推销货品和服务的方法,其中,特定顾客的消费习惯包括购买频率、单次购买的金额、以及所购买货品和服务的类型。
7.如权利要求3所述的用于对准特定顾客推销货品和服务的方法,其中,顾客简档至少包括关于特定顾客的财政、经济和行为信息。
8.如权利要求7所述的用于对准特定顾客推销货品和服务的方法,其中,关于特定顾客的财政和经济信息包括年收入、信用等级、债务量、可用信用量、以前的交易行为、家族地位和家庭行为经济指标。
9.如权利要求4所述的用于对准特定顾客推销货品和服务的方法,其中,人口统计数据库包括关于特定顾客所属的人口统计群体的一般信息。
10.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个货品和服务提议还包括从内容提供者要求该内容提供者希望提议给消费者的货品和服务。
11.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,分析要对顾客作出的提议还包括生成一个与对要提议的货品和服务的市场需求有关的产品估价。
12.如权利要求11所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个产品估价包括评价对要提议的货品和服务类型的一般需求、评价对要提议的特定货品和服务的特定需求、根据一般和特定需求生成一个估价值。
13.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,分析要对顾客作出的提议还包括评价作出提议所通过的渠道。
14.如权利要求13所述的用于对准特定顾客推销货品和服务的方法,其中,评价作出提议所通过的渠道包括根据当所提议的货品和服务通过特定通信渠道展示给顾客时顾客定购货品和服务的可能性将一个品质因数分配给该通信渠道。
15.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,分析要对顾客作出的提议还包括评价通过通信渠道传送提议的成本。
16.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,分析要对顾客作出的提议还包括评价货品和服务成本、提议给顾客以购买所提议货品和服务的鼓励、以及从顾客对所提议货品和服务的购买中产生的收入。
17.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,生成一个顾客数据库还包括根据顾客的购买习惯生成一个顾客值分数。
18.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,计算要对顾客作出的提议的值包括计算用于在提议发出之前测量未来执行交易值的提议的净现值。
19.如权利要求15所述的用于对准特定顾客推销货品和服务的方法,其中,计算净现值包括合并顾客值、提议专用值和提议成本值,以得到提议的净现值。
20.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,建立提议值阈值包括建立一个净现值,在低于所述净现值时不向顾客作出提议。
21.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,还包括根据已经购买了第一货品和服务的顾客购买相关货品和服务的可能性向顾客提议相关货品和服务。
22.如权利要求1所述的用于对准特定顾客推销货品和服务的方法,其中,生成顾客数据库还包括以关于对顾客作出的货品和服务提议的信息更新顾客数据库。
23.一种用于对准特定顾客推销货品和服务的系统,包括:
由内容提供者提议的货品和服务;
作出提议所通过的通信渠道;
与通信渠道相连的提议产生装置,用于向顾客提供货品和服务提议;
与提议产生装置相连的顾客数据库;以及
与顾客数据库和提议产生装置相连的提议值计算装置,用于计算给顾客的提议的值。
24.如权利要求23所述的用于对准特定顾客推销货品和服务的系统,其中,顾客数据库还包括:
顾客交易历史数据库;
顾客简档数据库;
人口统计和统计数据数据库;以及
修订存储在顾客数据库中的数据结构、以反映顾客购买经历的装置。
25.如权利要求23所述的用于对准特定顾客推销货品和服务的系统,其中,通信渠道从包括发票邮寄、报单邮寄、因特网、电子邮件和电话的组中选取。
26.如权利要求23所述的用于对准特定顾客推销货品和服务的系统,其中,提议值计算装置包括将提议成本分数与提议专用分数和顾客值进行合并以得到所作出的提议的净现值的逻辑。
27.如权利要求26所述的用于对准特定顾客推销货品和服务的系统,其中,提议成本分数包括:
作出提议所通过的通信渠道的成本;
提议契约成本;
对顾客购买提议的鼓励;以及
从顾客购买所作出的提议产生的预期契约收入。
28.如权利要求27所述的用于对准特定顾客推销货品和服务的系统,其中,提议成本分数还包括:
关于作出提议所通过的通信渠道的信息;
关于所作出的特定提议的信息;
关于对所作出的提议的一般需求的市场信息;以及
关于对所作出的提议的特定需求的产品信息。
29.一种用于对准顾客推销的系统,包括:
顾客履行服务器,用于向顾客提供提议;
与顾客履行服务器相连的风险推销管理服务器,用于评价顾客接受所作出的提议的概率;以及
与风险推销管理和顾客履行服务器相连的数据库存储器,用于存储与顾客和可用提议有关的信息。
30.如权利要求29所述的用于对准顾客推销的系统,其中,可用提议是来自内容提供者的用于货品和服务的提议。
31.如权利要求29所述的用于对准顾客推销的系统,其中,风险推销管理服务器评价顾客;
通过特定通信渠道展示提议的成本;以及
在向顾客展示提议之前的提议值。
32.如权利要求31所述的用于对准顾客推销的系统,其中,风险推销管理服务器根据对顾客、通过特定通信渠道展示提议的成本以及所作出提议值的评价来计算给顾客的提议的净现值。
33.如权利要求32所述的用于对准顾客推销的系统,其中,如果净现值低于一预定阈值,则风险推销管理不会将提议展示给顾客。
34.如权利要求31所述的用于对准顾客推销的系统,其中,评价顾客还包括:
查看顾客的交易历史,以至少确定顾客交易的速度、倾向和值;
顾客的经济简档,以确定顾客接受和支付所作出的提议的能力;以及
关于顾客所属的人口统计群体以及该人口统计群体的购买实践的人口统计和统计信息。
35.如权利要求31所述的用于对准顾客推销的系统,其中,通过特定通信渠道展示提议的成本包括:
就产品的一般市场需求评价一特定产品或服务所位于的一般市场;
评价要提议给顾客的产品或服务的特定市场需求;
根据一般和特定市场需求得到产品估价。
36.如权利要求35所述的用于对准顾客推销的系统,其中,通过特定通信渠道展示提议的成本还包括:
将提议信息和渠道信息与产品估价合并在一起,以确定和提议专用计分。
37.如权利要求31所述的用于对准顾客推销的系统,还包括,生成一个提议成本计分,包括:
对提议给顾客以接受提议的鼓励的评价;
将提议传送给顾客的成本;
用于获得提议给顾客的货品和服务的契约成本;以及
从顾客接受提议产生的契约收入。
38.如权利要求31所述的用于对准顾客推销的系统,其中,风险推销管理服务器根据顾客的交易历史计算顾客值分数。
39.如权利要求34所述的用于对准顾客推销的系统,其中,风险推销管理服务器根据所作出的提议、顾客评价以及特定顾客接受所作出的特定提议的可能性来计算提议专用分数。
40.如权利要求32所述的用于对准顾客推销的系统,其中,顾客履行服务器:
如果提议的净现值高于预定阈值,从风险推销管理服务器接收提议;
通过所选定的通信渠道向顾客展示提议;以及
以展示给顾客的提议更新顾客简档数据库。
41.一种用于对准顾客推销的方法,包括:
生成一个要展示给顾客的货品和服务提议;
选择向顾客作出提议所通过的通信渠道;
部分地根据提议在通过所选定的通信渠道展示时被接受的可能性来评价提议。
42.如权利要求41所述的用于对准顾客推销的方法,还包括为向顾客作出的提议生成一个净现值。
43.如权利要求42所述的用于对准顾客推销的方法,其中,从与特定提议有关的分数、展示提议所通过的通信渠道以及顾客值分数来计算净现值。
44.如权利要求43所述的用于对准顾客推销的方法,其中,根据顾客交易历史来计算顾客值分数。
45.如权利要求43所述的用于对准顾客推销的方法,其中,根据顾客交易历史、顾客简档、关于顾客所属的人口统计群体的人口统计和统计信息、关于所作出的特定货品和服务提议的产品估价、通信渠道信息以及提议信息来计算提议专用分数。
46.如权利要求43所述的用于对准顾客推销的方法,其中,根据提议给顾客以接受提议的鼓励、采用所选定通信渠道将提议传送给顾客的成本、契约成本以及从顾客接受所作出的提议产生的预期收入来计算通信渠道分数。
47.如权利要求17所述的用于对准顾客推销的方法,其中,生成一个顾客值分数还包括从顾客引出未来顾客消费习惯。
48.如权利要求17所述的用于对准顾客推销的方法,其中,生成顾客值分数包括通过分析表明未来和计划购买习惯的顾客属性来导出未来消费习惯信息。
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WO1999022328A1 (en) | 1999-05-06 |
US6925441B1 (en) | 2005-08-02 |
AU747318B2 (en) | 2002-05-16 |
HUP0102194A2 (hu) | 2001-10-28 |
EA200000469A1 (ru) | 2002-02-28 |
EA003965B1 (ru) | 2003-12-25 |
HUP0102194A3 (en) | 2003-05-28 |
AU1199999A (en) | 1999-05-17 |
WO1999022328A8 (en) | 1999-06-24 |
NZ504813A (en) | 2003-10-31 |
TR200002070T2 (tr) | 2001-01-22 |
CA2312235A1 (en) | 1999-05-06 |
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