Method and System for Determining a Next Best Offer
A method and system for determining a next best offer utilizes a data layer, two consumer data hubs, and a decision engine. The data layer includes numerous sources of consumer data, such as transaction data, past campaign response data, demographic data, predictive or propensity data, and real-time data such as website clickstreams. Separate consumer data hubs are used for data records that include personally identifiable information (PII) and those that do not. By using separate data hubs in this manner, online anonymous data may be used for targeting marketing, but this data may be maintained separately from PII data in order to ensure that the privacy of the consumer is protected.
1 . A system for determining a next best offer, comprising:
a. a data layer comprising a plurality of data sources concerning a plurality of consumers;
b. a known consumer data hub in communication with the data layer, wherein the known consumer data hub comprises a plurality of known records each pertaining to one of the plurality of consumers wherein each record comprises a consumer link;
c. an anonymous consumer data hub in communication with the data layer, wherein the anonymous data hub comprises a plurality of anonymous records each pertaining to one of the plurality of consumers wherein each record comprises an anonymous link; and
d. a decision engine in communication with each of the known consumer data hub and the anonymous consumer data hub.
2 . The system for determining a next best offer of claim 1 , wherein the decision engine is operable to deliver a next best offer through a marketing channel to a consumer device.
3 . The system for determining a next best offer of claim 1 , wherein the anonymous consumer data hub excludes personally identifiable information (PII) in the anonymous records.
4 . The system for determining a next best offer of claim 1 , wherein the data layer comprises transaction data.
5 . The system for determining a next best offer of claim 1 , wherein the data layer comprises past campaign response data.
6 . The system for determining a next best offer of claim 1 , wherein the data layer comprises demographic data.
7 . The system for determining a next best offer of claim 1 , wherein the data layer comprises marketing services provider (MSP) proprietary data.
8 . The system for determining a next best offer of claim 7 , wherein the MSP proprietary data comprises at least one of predictive or propensity data.
9 . The system for determining a next best offer of claim 1 , wherein the data layer comprises real-time data.
10 . The system for determining a next best offer of claim 9 , wherein the real-time data comprises website clickstream data.
11 . The system for determining a next best offer of claim 1 , further comprising an MSP routine to read an MSP cookie from an MSP cookie store at a consumer device.
12 . The system for determining a next best offer of claim 1 , wherein the MSP routine is further configured to determine an anonymous link from the MSP cookie.
13 . A computer-implemented method for determining a next best offer, comprising the steps of:
a. receiving at a decision engine at a marketing services provider (MSP) a request to construct a next best offer comprising a marketing message;
b. determining whether the request comprises personally identifiable information (PII);
c. accessing a known consumer data hub from the decision engine if PII is used in the next best offer request, or accessing an anonymous consumer data hub from the decision engine if PII is not used in the next best offer request; and
d. delivering the marketing message to a marketing channel in communication with a consumer device.
14 . The method for determining a next best offer of claim 13 , further comprising the step of constructing the known consumer data hub and the anonymous consumer data hub utilizing a data layer comprising a plurality of data sources.
15 . The method for determining a next best offer of claim 14 , wherein the step of accessing a known consumer data hub comprises the step of searching a plurality of known consumer records each comprising a consumer link.
16 . The method for determining a next best offer of claim 15 , wherein the step of accessing an anonymous consumer data hub comprises the step of searching a plurality of anonymous consumer records each comprising an anonymous link.