SYSTEM AND METHOD FOR MANAGEMENT OF MARKETING ALLOCATIONS USING A RETURN ON INVESTMENT METRIC

摘要

A system and method for automatically assigning marketing allocations, including advertisements and coupons, for a business to marketing channels. An investment engine and recommendation engine uses input data to assign marketing allocations to marketing channels. Consumer activity is generated that produces corresponding output data. The investment engine calculates a return-on-investment (ROI) metric, and the recommendation engine generates a report related to the input and output data. The input data, marketing allocations or channels are adjusted to optimize the ROI metric and recommend marketing campaign strategies. The system also automatically determines which keywords the business should assign their marketing allocations to when a consumer utilizes similar keywords on a search engine. Targeted keywords are determined by applying budget weights to keywords related to the business and monitoring output data, such as a click through rate of the marketing allocations. Keywords with higher click through rates receive higher budget weights.

主权项

1. A system for automatically assigning marketing allocations for a business to at least one marketing channel, the system comprising:
a non-transitory, computer-readable storage medium having stored there on input data configured to be analyzed by an investment engine; a processor configured to receive the input data and access the non-transitory, computer-readable storage medium to execute the investment engine to carry out the steps of:
i) assigning the marketing allocations to the at least one marketing channel based on the input data to generate consumer activity;ii) receiving output data related to the consumer activity with respect to the business;iii) calculating a return-on-investment (ROI) metric for the business related to the input data and the output data;iv) comparing the ROI metric to a predetermined threshold value;v) adjusting at least one of the input data, the marketing allocations, and the at least one marketing channel to raise the ROI metric toward the predetermined threshold value; and vi) repeating steps i) through v) until the ROI metric is above the predetermined threshold value.