Prospect selection for direct mail
A collateral generation system generates and sends physical direct mail to one or more users on behalf of an entity with which the users have interacted. The collateral generation system can send physical direct mail to prospects, who may not have a prior relationship with the entity. In general, prospects would not normally be sent mailings because the entity lacks some primary information about the entity, such as an address or sufficient identifying information to obtain an address of the entity. The collateral generation system identifies prospects based on activity online and obtains mailing addresses of the prospects from an identification service while retaining user anonymity of those prospects. The collateral generation system generates collateral, which may be personalized for a defined block group of prospects (e.g., individuals or organizations), and the collateral is sent as physical mail to the prospects on behalf of the entity.
1. A method for generating and sending direct mail to prospects, the method comprising:
maintaining, at a collateral generation system, a set of known users of a first entity, each known user of the set of known users comprising a mailing address provided by the known user to the first entity;
receiving, at the collateral generation system, online user activity information associated with a plurality of prospects, each prospect associated with the first entity and having a mailing address unknown to the first entity;
determining, based on the online user activity information and a set of rules associated with the first entity, that the plurality of prospects are eligible to receive a mailing;
associating each prospect in the plurality of prospects with one of a plurality of prospect blocks, each prospect block comprising greater than a threshold number of the plurality of prospects;
transmitting, to an identification service, information about each prospect of a first prospect block of the plurality of prospect blocks, the identification service configured to determine a mailing address for each prospect of the first prospect block based on the information about the prospect;
receiving, from the identification service, an anonymized list of mailing addresses associated with the first prospect block, each mailing address of the anonymized list of mailing addresses associated with the first prospect block and unassociated with individual prospects of the first prospect block;
storing user information of a user in a user information store comprising,
a first portion of the user information store storing: (1) user activity information of the user, and (2) an anonymized identifier determined based on a hashed mailing address of the user; and
a second portion of the user information store representing a secure database implementing higher degree of security compared to the first portion of the user information store, wherein the second portion of the user information store is accessed relatively infrequently compared to the first portion of the user information store, the second portion of user information store storing personally identifiable information of the user including a mailing address of the user obfuscated using a hash function, wherein the personally identifiable information is accessed using the anonymized identifier of the user;
performing address filtering to reduce the anonymized list of mailing addresses by:
hashing each mailing address of the anonymized list of mailing addresses to obtain hash values;
comparing the hash value of each mailing address of the anonymized list of mailing addresses with hashed mailing addresses of known users stored in the user information store; and
modifying the anonymized list of mailing addresses by removing, from the anonymized list of mailing addresses, a first subset of hashed mailing addresses of known users stored in the user information store; and
accessing mailing addresses of users corresponding to the modified anonymized list of mailing addresses from the secure database for providing physical collateral to users.
2. The method of claim 1 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
scoring each prospect of the plurality of prospects according to a weighting function associated with a collateral objective based on the online user activity information; and
associating each prospect of the plurality of prospects with the collateral objective over one or more other collateral objectives based on the score and a campaign hierarchy of collateral objectives.
3. The method of claim 1 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
removing, from the plurality of prospects, one or more prospects based on at least one of: a user attribute of the prospect, a recent mailing associated with the prospect, or a location of the prospect.
4. The method of claim 1 , wherein each prospect is a user associated with the first entity for which the first entity has insufficient information about the user to determine a mailing address for the user.
5. The method of claim 1 , further comprising:
receiving, from the first entity, transaction information describing a plurality of transactions associated with the first entity;
associating each transaction of the plurality of transactions with a user ID based on the associated transaction information; and
generating a list of conversions by matching one or more prospects of the plurality of prospects with one or more user IDs associated with a transaction of the plurality of transactions.
6. A non-transitory computer readable storage medium comprising instructions which, when executed by a processor, cause the processor to perform the steps of:
maintaining, at a collateral generation system, a set of known users of a first entity, each known user of the set of known users comprising a mailing address provided by the known user to the first entity;
receiving, at the collateral generation system, online user activity information associated with a plurality of prospects, each prospect associated with the first entity and having a mailing address unknown to the first entity;
determining, based on the online user activity information and a set of rules associated with the first entity, that the plurality of prospects are eligible to receive a mailing;
associating each prospect in the plurality of prospects with one of a plurality of prospect blocks, each prospect block comprising greater than a threshold number of the plurality of prospects;
transmitting, to an identification service, information about each prospect of a first prospect block of the plurality of prospect blocks, the identification service configured to determine a mailing address for each prospect of the first prospect block based on the information about the prospect;
receiving, from the identification service, an anonymized list of mailing addresses associated with the first prospect block, each mailing address of the anonymized list of mailing addresses associated with the first prospect block and unassociated with individual prospects of the first prospect block;
storing user information of a user in a user information store comprising,
a first portion of the user information store storing: (1) user activity information of the user, and (2) an anonymized identifier determined based on a hashed mailing address of the user; and
a second portion of the user information store representing a secure database implementing higher degree of security compared to the first portion of the user information store, wherein the second portion of the user information store is accessed relatively infrequently compared to the first portion of the user information store, the second portion of user information store storing personally identifiable information of the user including a mailing address of the user obfuscated using a hash function, wherein the personally identifiable information is accessed using the anonymized identifier of the user;
performing address filtering to reduce the anonymized list of mailing addresses by:
hashing each mailing address of the anonymized list of mailing addresses using the hash function to obtain hash values;
comparing the hash value of each mailing address of the anonymized list of mailing addresses with hashed mailing addresses of known users stored in the user information store; and
modifying the anonymized list of mailing addresses by removing, from the anonymized list of mailing addresses, a first subset of hashed mailing addresses of known users stored in the user information store; and
accessing mailing addresses of users corresponding to the modified anonymized list of mailing addresses from the secure database for providing physical collateral to users.
7. The non-transitory computer readable storage medium of claim 6 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
scoring each prospect of the plurality of prospects according to a weighting function associated with a collateral objective based on the online user activity information; and
associating each prospect of the plurality of prospects with the collateral objective over one or more other collateral objectives based on the score and a campaign hierarchy of collateral objectives.
8. The non-transitory computer readable storage medium of claim 6 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
removing, from the plurality of prospects, one or more prospects based on at least one of: a user attribute of the prospect, a recent mailing associated with the prospect, or a location of the prospect.
9. The non-transitory computer readable storage medium of claim 6 , wherein each prospect is a user associated with the first entity for which the first entity has insufficient information about the user to determine a mailing address for the user.
10. The non-transitory computer readable storage medium of claim 6 , wherein the steps further comprise:
receiving, from the first entity, transaction information describing a plurality of transactions associated with the first entity;
associating each transaction of the plurality of transactions with a user ID based on the associated transaction information; and
generating a list of conversions by matching one or more prospects of the plurality of prospects with one or more user IDs associated with a transaction of the plurality of transactions.
11. A computer system comprising:
a processor; and
a non-transitory computer readable storage medium comprising instructions which, when executed by the processor, cause the processor to perform the steps of:
maintaining, at a collateral generation system, a set of known users of a first entity, each known user of the set of known users comprising a mailing address provided by the known user to the first entity;
receiving, at the collateral generation system, online user activity information associated with a plurality of prospects, each prospect associated with the first entity and having a mailing address unknown to the first entity;
determining, based on the online user activity information and a set of rules associated with the first entity, that the plurality of prospects are eligible to receive a mailing;
associating each prospect in the plurality of prospects with one of a plurality of prospect blocks, each prospect block comprising greater than a threshold number of the plurality of prospects;
transmitting, to an identification service, information about each prospect of a first prospect block of the plurality of prospect blocks, the identification service configured to determine a mailing address for each prospect of the first prospect block based on the information about the prospect;
receiving, from the identification service, an anonymized list of mailing addresses associated with the first prospect block, each mailing address of the anonymized list of mailing addresses associated with the first prospect block and unassociated with individual prospects of the first prospect block;
storing user information of a user in a user information store comprising,
a first portion of the user information store storing: (1) user activity information of the user, and (2) an anonymized identifier determined based on a hashed mailing address of the user; and
a second portion of the user information store representing a secure database implementing higher degree of security compared to the first portion of the user information store, wherein the second portion of the user information store is accessed relatively infrequently compared to the first portion of the user information store, the second portion of user information store storing personally identifiable information of the user including a mailing address of the user obfuscated using a hash function, wherein the personally identifiable information is accessed using the anonymized identifier of the user;
performing address filtering to reduce the anonymized list of mailing addresses by:
hashing each mailing address of the anonymized list of mailing addresses based on a hash function to obtain hash values;
comparing the hash value of each mailing address of the anonymized list of mailing addresses with hashed mailing addresses of known users stored in the user information store; and
modifying the anonymized list of mailing addresses by removing, from the anonymized list of mailing addresses, a first subset of mailing addresses of known users stored in the user information store; and
accessing mailing addresses of users corresponding to the modified anonymized list of mailing addresses from the secure database for providing physical collateral to users.
12. The computer system of claim 11 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
scoring each prospect of the plurality of prospects according to a weighting function associated with a collateral objective based on the online user activity information; and
associating each prospect of the plurality of prospects with the collateral objective over one or more other collateral objectives based on the score and a campaign hierarchy of collateral objectives.
13. The computer system of claim 11 , wherein determining, based on the online user activity information and the set of rules associated with the first entity, that the plurality of prospects are eligible to receive the mailing comprises:
removing, from the plurality of prospects, one or more prospects based on at least one of: a user attribute of the prospect, a recent mailing associated with the prospect, or a location of the prospect.
14. The computer system of claim 11 , wherein each prospect is a user associated with the first entity for which the first entity has insufficient information about the user to determine a mailing address for the user.
15. The computer system of claim 11 , wherein the steps further comprise:
receiving, from the first entity, transaction information describing a plurality of transactions associated with the first entity;
associating each transaction of the plurality of transactions with a user ID based on the associated transaction information; and
generating a list of conversions by matching one or more prospects of the plurality of prospects with one or more user IDs associated with a transaction of the plurality of transactions.