System, method, software and data structure for independent prediction of attitudinal and message responsiveness, and preferences for communication media, channel, timing, frequency, and sequences of communications, using an integrated data repository
The present invention provides a system, method, software and data structure for independently predicting attitudinal and message responsiveness, using a plurality of attitudinal or other identification classifications and a plurality of message content or version classifications, for a selected population of a plurality of entities, such as individuals or households, represented in a data repository. The plurality of predictive attitudinal (or identification) classifications and plurality of predictive message content (ore version) classifications have been determined using a plurality of predictive models developed from a sample population and applied to a reference population represented in the data repository, such as attitudinal, behavioral, or demographic models. For each predictive attitudinal (or identification) classification, at least one predominant predictive message content or version classification is independently determined. The exemplary embodiments also provide, for each predictive attitudinal classification, corresponding information concerning predominant communication media (or channel) types, predominant communication timing, predominant communication frequency, and predominant communication sequencing.
1. A predictive marketing message system, comprising:
one or more hardware computer processors; and
one or more storage devices configured to store software instructions executable by the one or more hardware computer processors to cause a classification system to:
receive, from a requesting computing system, a request for predictive marking information;
access information in entity files associated with entities;
identify a set of entities having similarities in the accessed information based on attitudinal and/or behavioral actions indicators of predetermined attitudinal and/or behavioral actions models, wherein the attitudinal and/or behavioral actions indicators include at least one of:
lifestyle information,
an interest,
demographic information,
behavioral/transactional/action information, or
socioeconomic information, or cultural information;
append the attitudinal and/or behavioral actions indicators to the entity files associated with the identified set of entities;
determine a message theme associated with the appended attitudinal and/or behavioral actions indicators, the message theme indicative of message content responsiveness, wherein the message theme includes at least one of:
brand loyalty,
impulse purchasing behavior,
incentive driven behavior,
patriotic behavior,
environmentally conscious behavior,
trend following behavior,
product research tendencies,
product preferences,
recreational shoppers,
quality brand preferences,
mainstream adopters of trends,
novelty seekers, or
price conscious behavior;
determine a message media channel associated with the appended attitudinal and/or behavioral actions indicators, the message media channel indicative of a preferred medium of communication, wherein the message media channel includes at least one of:
electronic mail,
internet,
digital display,
digital video,
an electronic notification,
direct mail,
telecommunication,
broadcast media,
video media,
optical media,
print media,
electronic media,
digital or satellite radio,
traditional terrestrial broadcasting,
newspaper,
digital newspapers,
television, or
public display media; and
automatically generate and transmit to the requesting computing system predictive marketing information indicating at least the message theme and the message media channel.
2. The predictive marketing message system of claim 1 , wherein the one or more hardware computer processors cause the classification system to further:
determine a behavioral classification associated with the appended attitudinal and/or behavioral actions indicators, wherein the behavioral classification includes a behavior for at least one of: a previous transaction, a previous purchase, or a previous activity.
3. The predictive marketing message system of claim 1 , wherein automatically generating the predictive marketing information is further based on a purchase channel preference that includes purchase or conversion through at least one of: a retail store with cutting edge products; a retail store with certain brands; a retail store with competitive prices; a catalog; an upscale retail store; a mid-level retail store; a link to a coupon; or discount offer.
4. The predictive marketing message system of claim 1 , wherein automatically generating the predictive marketing information further includes:
accessing a message timing associated with the appended attitudinal and/or behavioral actions indicators, wherein the message timing includes at least one of: a time of day, morning, afternoon, evening, week day, weekend, or triggered based on an occurrence of a particular event, wherein automatically generating the predictive marketing information is further based on the message timing.
5. The predictive marketing message system of claim 1 , wherein automatically generating the predictive marketing information further includes:
accessing a message frequency associated with the appended attitudinal and/or behavioral actions indicators, wherein the message frequency includes at least one of: hourly, daily, weekly, bi-weekly, monthly, semi-monthly, annually, or semi-annually, wherein automatically generating the predictive marketing information is further based on the message frequency.
6. The predictive marketing message system of claim 1 , wherein determining the message theme associated with the appended attitudinal and/or behavioral actions indicators includes:
scoring individual message themes of a plurality of message themes based on the appended attitudinal and/or behavioral actions indicators; and
selecting a message theme of a plurality of message themes based on the scores.
7. The predictive marketing message system of claim 1 , wherein accessing the message media channel associated with the appended attitudinal and/or behavioral actions indicators includes:
scoring individual message media channels of a plurality of message media channels based on the appended attitudinal and/or behavioral actions indicators; and
selecting a message media channel of a plurality of message media channels based on the scores.
8. The predictive marketing message system of claim 1 , wherein the accessed information in entity files associated with entities comprises survey data and/or behavioral actions data including transactions, online actions, offline actions.
9. The predictive marketing message system of claim 1 , wherein the one or more hardware computer processors include a remote processor.
10. The predictive marketing message system of claim 1 , wherein the entity files include files associated with at least one of: an individual, a household, a living unit, or a group of people.