ADAPTIVE MARKETING USING INSIGHT DRIVEN CUSTOMER INTERACTION

摘要

A computer-implemented method for insight-driven, adaptive marketing, including extracting customer data using an extraction module of a computer system for a plurality of customers from at least one database of customer data using a Customer Analytic Record (CAR) application, wherein the CAR application uses the capabilities of a database management system and a structured query language (SQL, defining a targeted marketing campaign by a marketing campaign defining module, the targeted marketing campaign including a selected targeted marketing offer, a selected targeted interaction channel, and a targeted set of customers most likely to accept the targeted marketing offer via the targeted interaction channel, wherein the targeted set of customers is determined by selecting, through the CAR application, a random selection of the plurality of customers, segmenting a sample set of the customers within the random selection into a plurality of customer segments, wherein the customer segments are created based on similar characteristics among multiple customers, describing each of the customer segments with lift values indicating a likelihood of positive response by a selected customer segment to a selected marketing offer via the targeted interaction channel, selecting, based on the lift values, a prospect set from the customer segments for potential inclusion in a selected marketing campaign, assessing with a predictive model a likelihood of acceptance of each customer in the selected prospect set of the selected marketing offer via the targeted interaction channel, scoring each customer in the selected prospect set with a customer score indicating the likelihood of acceptance, and selecting the targeted set of customers based on the scoring, and executing, by a processor, the targeted marketing campaign by offering the targeted marketing offer to the targeted set of customers via the targeted interaction channel, gathering, using a campaign tracking module, campaign results data from the executed targeted marketing, the campaign results data including a count of customers accepting the targeted marketing offer via the targeted interaction channel, and a length of time between the making of the targeted marketing offer and the accepting of the targeted marketing offer, training, the predictive model with the campaign results data, wherein the training is based on how the customers respond to various types of the marketing offers and to various types of the interaction channels used in the targeted marketing campaign, and updating, via a series of SQL update statements, the customer data shared in the database based on the campaign results data.