Dynamic marketing system and method
Provided herein are systems and methods for providing access to marketing data via a reduced-complexity marketer GUI for dynamically defining market segments for use in marketing campaigns.
1. A method of reduced-complexity access to marketing data, the method being implemented by a market-segmentation computer communicatively coupled to a database server and a marketer terminal, the database server hosting a marketing database populated with a first population including a plurality of person records and a plurality of entity records, each of the plurality of person records comprising data corresponding to a plurality of person-related market-segmentation criteria, each of the plurality of entity records comprising data corresponding to a plurality of entity-related market-segmentation criteria, the method comprising:
providing, by the market-segmentation computer to a reduced-complexity marketer GUI displayed at the marketer terminal, a searchable list of the person-related and entity-related pluralities of market-segmentation criteria;
obtaining, by the market-segmentation computer from the marketer terminal via said reduced-complexity marketer GUI, a market-segment definition comprising at least one search key corresponding to a selected criterion from among the person-related and entity-related pluralities of market-segmentation criteria;
performing steps i-iii, by the market-segmentation computer in communication with the database server, to obtain a first market-segment snapshot:
i) identifying, in a current population of the marketing database, a first set of records corresponding to said market-segment definition;
ii) automatically determining a plurality of query criteria, including dynamically mapping at least one semantic relationship between the plurality of person-related market-segmentation criteria and the plurality of entity-related market-segmentation criteria, to identify additional records in said current population of the marketing database, said additional records being associated with members of said first set of records according to said at least one semantic relationship; and
iii) identifying a second set of records according to said automatically-determined plurality of query criteria, the first and second sets of records comprising a current market-segment snapshot corresponding to said market-segment definition and said current population of the marketing database;
providing, by the market-segmentation computer to the marketer terminal for display in said reduced-complexity marketer GUI, a summary including metadata corresponding to said first market-segment snapshot; and
storing, by the market-segmentation computer in communication with the database server, a reusable dynamic-market-segment definition corresponding to said market-segment definition.
2. The method of claim 1 , further comprising:
updating, by the market-segmentation computer in communication with the database server, the marketing database with a second population including a second plurality of person records and a second plurality of entity records;
obtaining, by the market-segmentation computer from the database-management computer, said reusable dynamic-market-segment definition;
performing steps i-iii, by the market-segmentation computer in communication with the database server, to obtain a second market-segment snapshot according to said stored market-segment definition and a current population of the marketing database, said second market-segment snapshot differing from said first market-segment snapshot.
3. The method of claim 2 , further comprising the market-segmentation computer causing a marketing message to be communicated to individuals associated with a majority of records of said second market-segment snapshot.
4. The method of claim 3 , further comprising:
automatically determining, by the market-segmentation computer on an ongoing basis, a plurality of response metrics associated with said marketing message; and
after a pre-determined period of time:
automatically selecting, by the market-segmentation computer according to said plurality of response metrics, at least one non-responsive record of said majority of records; and
automatically causing, by the market-segmentation computer, a second marketing message to be communicated to individuals associated with said selected at least one non-responsive record.
5. The method of claim 2 , further comprising:
automatically selecting, by the market-segmentation computer, first and second subsets of records from said second market-segment snapshot;
causing, by the market-segmentation computer, a first marketing message to be communicated to individual persons associated with a majority of records of said first subset of records of said second market-segment snapshot; and
causing, by the market-segmentation computer, a second marketing message to be communicated to individual persons associated with a majority of records of said second subset of records of said second market-segment snapshot.
6. The method of claim 5 , further comprising:
automatically determining, by the market-segmentation computer, a first and a second plurality of response metrics associated with said first and second marketing messages; and
updating, by the market-segmentation computer in communication with the database server, the marketing database according to said first and second pluralities of response metrics.
7. The method of claim 6 , further comprising providing, by the market-segmentation computer to the marketer terminal for display in said reduced-complexity marketer GUI, a reporting display graphically depicting a comparison of said first plurality of response metrics, associated with said first marketing message, and said second plurality of response metrics, associated with said second marketing message.
8. The method of claim 1 , further comprising:
updating, by the market-segmentation computer in communication with the database server, the marketing database with a second population including a particular record, which updating automatically triggers sending a conditional message, including:
determining, by the market-segmentation computer in communication with the database server, that said particular record corresponds to said stored dynamic-market-segment definition;
identifying, by the market-segmentation computer, an ongoing marketing campaign associated with said stored dynamic-market-segment definition; and
causing, by the market-segmentation computer, a first marketing message associated with said ongoing marketing campaign to be communicated to an individual associated with said particular record.
9. The method of claim 8 , further comprising:
determining, by the market-segmentation computer in communication with the database server, the occurrence of a triggering event associated with said ongoing marketing campaign and said particular record; and
in response to the determined occurrence, automatically causing, by the market-segmentation computer, a second marketing message associated with said ongoing marketing campaign to be communicated to an individual associated with said particular record.
10. The method of claim 9 , wherein said triggering event comprises a lapse of time since said updating the marketing database with said second population including said particular record.
11. The method of claim 1 , further comprising updating the marketing database, by the market-segmentation computer in communication with the database server, with a new attribute stored in association with at least a selected one of a new person-record type and a new entity-record type.
12. The method of claim 1 , further comprising:
selecting, by the market-segmentation computer, a plurality of records of said first market-segment snapshot for display;
identifying, by the market-segmentation computer, at least one person record among said selected plurality of records;
determining, by the market-segmentation computer, that said at least one person record satisfies a restricted-identification criterion;
anonymizing, by the market-segmentation computer, identifying data corresponding to said at least one person record;
providing, by the market-segmentation computer to the marketer terminal for display in said reduced-complexity marketer GUI, a market segment display listing data corresponding to said selected plurality of records, including said anonymized identifying data.
13. The method of claim 12 , further comprising causing, by the market-segmentation computer, a personalized marketing message to be communicated to said identified at least one person, having provided only anonymized identifying data for display in said reduced-complexity marketer GUI.
14. The method of claim 1 , further comprising:
identifying in said first population at least two records having at least partially matching data;
determining a duplication score for said at least two records;
determining that said duplication score exceeds a predetermined threshold; and
consolidating said at least two records into a consolidated record.
15. A non-transient computer-readable storage medium including instructions that, when executed by a processor, configure the processor to perform a method of reduced-complexity access to marketing data, the method being implemented by a market-segmentation computer communicatively coupled to a database server and a marketer terminal, the database server hosting a marketing database populated with a first population including a plurality of person records and a plurality of entity records, each of the plurality of person records comprising data corresponding to a plurality of person-related market-segmentation criteria, each of the plurality of entity records comprising data corresponding to a plurality of entity-related market-segmentation criteria, the method comprising:
providing, by the market-segmentation computer to a reduced-complexity marketer GUI displayed at the marketer terminal, a searchable list of the person-related and entity-related pluralities of market-segmentation criteria;
obtaining, by the market-segmentation computer from the marketer terminal via said reduced-complexity marketer GUI, a market-segment definition comprising at least one search key corresponding to a selected criterion from among the person-related and entity-related pluralities of market-segmentation criteria;
performing steps i-iii, by the market-segmentation computer in communication with the database server, to obtain a first market-segment snapshot:
i) identifying, in a current population of the marketing database, a first set of records corresponding to said market-segment definition;
ii) automatically determining a plurality of query criteria, including dynamically mapping at least one semantic relationship between the plurality of person-related market-segmentation criteria and the plurality of entity-related market-segmentation criteria, to identify additional records in said current population of the marketing database, said additional records being associated with members of said first set of records according to said at least one semantic relationship; and
iii) identifying a second set of records according to said automatically-determined plurality of query criteria, the first and second sets of records comprising a current market-segment snapshot corresponding to said market-segment definition and said current population of the marketing database;
providing, by the market-segmentation computer to the marketer terminal for display in said reduced-complexity marketer GUI, a summary including metadata corresponding to said first market-segment snapshot; and
storing, by the market-segmentation computer in communication with the database server, a reusable dynamic-market-segment definition corresponding to said market-segment definition.
16. A computing apparatus comprising a processor and a storage medium including instructions that, when executed by the processor, configure the apparatus to perform a method of reduced-complexity access to marketing data, the method being implemented by a market-segmentation computer communicatively coupled to a database server and a marketer terminal, the database server hosting a marketing database populated with a first population including a plurality of person records and a plurality of entity records, each of the plurality of person records comprising data corresponding to a plurality of person-related market-segmentation criteria, each of the plurality of entity records comprising data corresponding to a plurality of entity-related market-segmentation criteria, the method comprising:
providing, by the market-segmentation computer to a reduced-complexity marketer GUI displayed at the marketer terminal, a searchable list of the person-related and entity-related pluralities of market-segmentation criteria;
obtaining, by the market-segmentation computer from the marketer terminal via said reduced-complexity marketer GUI, a market-segment definition comprising at least one search key corresponding to a selected criterion from among the person-related and entity-related pluralities of market-segmentation criteria;
performing steps i-iii, by the market-segmentation computer in communication with the database server, to obtain a first market-segment snapshot:
i) identifying, in a current population of the marketing database, a first set of records corresponding to said market-segment definition;
ii) automatically determining a plurality of query criteria, including dynamically mapping at least one semantic relationship between the plurality of person-related market-segmentation criteria and the plurality of entity-related market-segmentation criteria, to identify additional records in said current population of the marketing database, said additional records being associated with members of said first set of records according to said at least one semantic relationship; and
iii) identifying a second set of records according to said automatically-determined plurality of query criteria, the first and second sets of records comprising a current market-segment snapshot corresponding to said market-segment definition and said current population of the marketing database;
providing, by the market-segmentation computer to the marketer terminal for display in said reduced-complexity marketer GUI, a summary including metadata corresponding to said first market-segment snapshot; and
storing, by the market-segmentation computer in communication with the database server, a reusable dynamic-market-segment definition corresponding to said market-segment definition.