G - Physics – 06 – Q
Patent
G - Physics
06
Q
G06Q 30/00 (2006.01)
Patent
CA 2435619
The profitability and effectiveness of a marketing program is increased by segmenting the customer population according to a combination of different segmentation strategies (102). A number of independent segmentation strategies are performed on the customers, each strategy resulting in its own set of scores (108). The sets of scores are then combined to form a composite score for each customer which is used to generate a ranked list of the customer population. Furthermore, different composite scores can be determined using different possible methods and these differents scores can, themselves, be combined to generate an overall score and ranking for each customer (118). The target recipients for particular marketing materials are selected based on these rankings.
L'invention concerne la rentabilité et l'efficacité d'un programme de marketing qui sont accrues par segmentation de la population des clients, selon un mélange de différentes stratégies de segmentation. On réalise un certain nombre de stratégies de segmentation indépendantes auprès de clients, chaque stratégie aboutissant sur sa propre série de scores. Ces séries de scores sont ensuite combinées de manière à former un score composite pour chaque client, utilisé pour produire une liste ordonnée de la population des clients. En outre, on peut déterminer différents scores composites au moyen de divers procédés possibles, et on peut combiner ces différents scores pour engendrer un score global et un classement pour chaque client. On sélectionne les destinataires ciblés pour des matières de marketing spécifiques en fonction de ces classements.
Intimate Brands Inc.
Robic
LandOfFree
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