Personalized Marketing Based on Sequence Mining

Patent metadata

Field	Value
Publication number	US-2016148271-A1
Application number	US-201414548684-A
Country	US
Kind code	A1
Filing date	Nov 20, 2014
Priority date	Nov 20, 2014
Publication date	May 26, 2016
Grant date	—

Abstract

Techniques to personalize a sequence of marketing actions and/or marketing channels used to contact individuals are described herein. Marketing data may be analyzed to select a sequence of marketing actions to employ for targeted marketing to an individual user. The analysis involves a comparison of sequence data obtained from collected marketing data that describes sequencing for the marketing offers provided to consumers to one or more potential sequences for the individual user. The potential sequences may be ranked based on similarities in characteristics of consumers associated with sequences that achieved a designated objective and the individual user's marketing sequence. Characteristics used for the ranking may further include demographic details and behavioral information regarding the consumers and individual user. One or more top ranking sequences are identified and employed to determine one or more marketing actions to perform next to provide targeted marketing offers to the individual user.

First claim

What is claimed is:

1 . In a digital marketing environment for management of digital marketing campaigns to provide online marketing offers to consumers, a method to individualize marketing actions taken with respect to different consumers comprising:
collecting marketing data indicative of interactions of the consumers with online marketing offers provided to the consumers; selecting a sequence of marketing actions for targeted marketing to an individual user by comparing sequence data obtained from the collected marketing data that describes sequencing for the marketing offers provided to the consumers to one or more potential sequences for the individual user; and performing one or more marketing actions in accordance with the selected sequence effective to provide targeted marketing offers to the individual user.

2 . A method as described in claim 1 , wherein the marketing offers comprise offers from digital marketers that are provided via webpages accessed by users in connection with resources available from one or more service providers.

3 . A method as described in claim 1 , wherein the marketing offers are provided via multiple channels and the sequence data indicates the order in which the multiple channels are used for targeted marketing.

4 . A method as described in claim 1 , wherein the comparison comprises an assessment of similarity between sequences within the collected marketing data that satisfied an objective defined for the targeted marketing to the individual user and the one or more potential sequences for the individual user.

5 . A method as described in claim 4 , wherein the assessment of similarity is further based upon matching of characteristics of the individual user to characteristics of consumers associated with the sequences that satisfied the objective defined for the targeted marketing to the individual user.

6 . A method as described in claim 5 , wherein the characteristics that are matched include behaviors associated the individual user and the consumers.

7 . A method as described in claim 5 , wherein the characteristics that are matched include demographic data regarding the individual user and the consumers.

8 . A method as described in claim 1 , wherein selecting the sequence further comprises:
calculating scores for the one or more potential sequences based on the comparison; ranking the one or more potential sequences one to another according to the scores; and selecting the sequence from among the one or more potential sequences according to the ranking.

9 . A method as described in claim 1 , wherein the one or more potential sequences each include a partial sequence of actions already engaged in with respect to the individual user.

10 . A method as described in claim 1 , wherein the method is performed by a marketing service made accessible to digital marketers over a network via a service provider.

11 . One or more computer-readable storage media comprising instructions that, when executed by a computing device, implement a marketing service configured to perform operations to individualize marketing actions taken with respect to different consumers comprising:
ascertaining a partial sequence of actions engaged in with respect to an individual user from marketing data indicative of interactions of the consumers with marketing offers provided to the consumers; parsing the collected marketing data to identify sequences of marketing actions performed in relation to the consumers that resulted in satisfaction of an objective for targeted marketing to the individual user as potential sequences for the targeted marketing; applying a prediction model configured to:
rank the potential sequences one to another based at least upon similarities between the individual user and consumers associated with the sequences that resulted in satisfaction of the objective; and
ascertain marketing actions to perform to complete the partial sequence from the potential sequences as ranked; and
communicating targeted marketing offers to the individual user by performing one or more marketing actions that are ascertained to complete the partial sequence.

12 . One or more computer-readable storage media of claim 11 , wherein similarities between the individual user and consumers are determined by comparing demographic and behavioral characteristics of the individual user with the consumers.

13 . One or more computer-readable storage media of claim 11 , wherein the objective for targeted marketing to the individual user comprises purchasing of a product associated with the marketing offers.

14 . One or more computer-readable storage media of claim 11 , wherein communicating the targeted marketing offers comprises using two or more different marketing channels to contact the individual user.

15 . One or more computer-readable storage media of claim 11 , wherein the marketing service is further configured to perform operations to collect the marketing data indicative of consumer interaction with the marketing offers, the marketing data related to user demographics, user's behaviors, and characteristics of web content and other resources accessed by users in connection with the marketing offers.

16 . In a digital marketing environment for management of digital marketing campaigns to provide online marketing offers to consumers, a computing system comprising:
a processing system; one or more computer-readable media storing instructions that, when executed by the processing system, implement a marketing service configured to individualize marketing actions taken with respect to different consumers including:
a data collector configured to collect marketing data indicative of consumer interaction with marketing offers, the marketing data including at least sequencing data, demographic data, and behavior data corresponding to the marketing offers;
a prediction model configured to identify one or more marketing actions to complete a partial sequence of actions engaged in with respect to an individual user and satisfy an objective defined for targeted marketing to the individual user, the one or more marketing actions identified by ranking potential sequences of marketing actions indicated by the sequencing data according to values computed using the demographic data and the behavior data that reflect similarities in characteristics between consumers associated with the potential sequences and the individual user.

17 . The computing device of claim 16 , wherein the digital marketing environment is configured to provide a suite of digital marketing tools.

18 . The computing device of claim 16 , wherein the potential sequences of marketing actions each include the partial sequence of actions engaged in with respect to the individual user.

19 . The computing device of claim 16 , wherein the prediction model is further configured to output a control message indicative of the one or more marketing actions identified to complete the partial sequence, the control message effective to cause performance of one or more marketing actions to provide targeted marketing offers to the individual user.

20 . The computing device of claim 16 , wherein the marketing service further includes a marketing module operable to communicate offers to consumers via a plurality of marketing channels.

Assignees

• Adobe Systems Inc

Inventors

• Sinha Ritwik
• Bohra Tapan
• Mehta Sanket Vaibhav
• Krishnan Adit

Classifications

• G06Q30/0269 Primary

  based on user profile or attribute · CPC title