OFFER SELECTION OPTIMIZATION FOR PERSONA SEGMENTS
Systems and methods are disclosed for selecting offers based on segmentation of users targeted for the offers. To personalize the offer selection for a user while avoiding the processing burden of selecting offers tailored at an individual user level, an offer selection optimizer system divides targeted users into persona segments based on the behavior of the targeted users with enterprises or offers. The system selects an offer based on initial weights applied to respective parameters of candidate offers, where the candidate offers may be scored using a weighting function. The weights may vary depending on the persona segment for which the offer is scored. The system may modify the initial weights to generate exploration weights, which are used to select exploration offers. Users' activities with the generated offers are tracked to update the initial weights. The system can generate subsequent offers using the updated weights.
1 . A method comprising:
identifying a pool of targeted users for a given offer characterized by a plurality of offer parameters;
segmenting the pool of targeted users into a plurality of persona segments, each persona segment characterized by a plurality of activity parameters;
determining a plurality of initial weights to apply to the respective plurality of offer parameters based on a given persona segment of the plurality of persona segments;
generating a plurality of exploration weights based on the plurality of initial weights;
generating a plurality of exploration offers based on the plurality of exploration weights;
transmitting the plurality of exploration offers to a first subset of the given persona segment;
transmitting the given offer to a second subset of the given persona segment;
tracking a first plurality of activities of the first subset associated with the plurality of exploration offers;
tracking a second plurality of activities of the second subset associated with the given offer;
generating a plurality of updated weights by updating the plurality of initial weights based on the first plurality of activities and the second plurality of activities; and
generating a subsequent offer for the given persona segment based on the plurality of updated weights.
2 . The method of claim 1 , further comprising:
identifying a pool of content items, the given offer applicable for a subset of the pool of content items;
segmenting the pool of content items into a plurality of content item segments; and
segmenting, based on the plurality of content item segments, targeted users of the given persona segment into a plurality of sub-segments of targeted users, and
wherein the generated subsequent offer is for a sub-segment of the plurality of sub-segments of targeted users.
3 . The method of claim 2 , wherein the first subset and the second subset are segmented into the same content item segment.
4 . The method of claim 2 , further comprising generating the given offer by, for each targeted user of the first subset, and for each candidate offer of a plurality of candidate offers:
determining, based on a content item segment of the plurality of content item segments, a preferred content item of the candidate offer, the preferred content item associated with a qualification affinity score and a discounting affinity score; and
calculating an offer score for the candidate offer based on a linear combination of the qualification affinity score, the discounting affinity score, and the plurality of initial weights.
5 . The method of claim 1 , further comprising:
accessing a plurality of candidate offers from a database of historical offers, wherein each candidate offer is applicable for a plurality of content items, each content item of the plurality of content items associated with an item qualification affinity score and an item discounting affinity score;
determining, for each candidate offer of the plurality of candidate offers, an offer score by:
determining a representative qualification affinity score based on a plurality of item qualification affinity scores each greater than or equal to a threshold qualification affinity score;
determining a representative discounting affinity score based on a plurality of item discounting affinity scores each greater than or equal to a threshold discounting affinity score; and
calculating the offer score based on a linear combination of the representative qualification affinity score, the representative discounting affinity score, and the plurality of initial weights; and
generating the given offer based on a candidate offer having the highest offer score of the plurality of offer scores of the plurality of candidate offers.
6 . The method of claim 1 , further comprising generating the first subset and the second subset by:
comparing the size of the given persona segment against a threshold size;
in response to determining that the size of the given persona segment is greater than or equal to the threshold size, splitting the given persona segment into the first subset and the second subset using simple random sampling; and
in response to determining that the size of the given persona segment is less than the threshold size, splitting the given persona segment into the first subset and the second subset using stratified random sampling based on an activity parameter characterizing the given persona segment.
7 . The method of claim 1 , wherein the plurality of offer parameters include one or more of a qualification affinity, discounting affinity, average realized discount rate, or an average gross spending.
8 . The method of claim 1 , wherein generating the plurality of exploration offers comprises:
determining a rank of candidate offers associated with the given persona segment;
modifying the rank of the candidate offers associated with the given persona segment; and
selecting the plurality of exploration offers from a subset of the candidate offers above a predetermined ranking in the modified rank.
9 . The method of claim 1 , wherein the plurality of initial weights are predetermined based on the given persona segment.
10 . The method of claim 1 , wherein the first plurality of activities are characterized by one or more of a frequency of visits to a location where the given offer may be redeemed, an amount spent at the location, a number of times the given offer is redeemed, or a visit to the location after the given offer has expired.
11 . A system comprising:
a persona selector configured to:
identify a pool of targeted users for a given offer characterized by a plurality of offer parameters; and
segment the pool of targeted users into a plurality of persona segments, each persona segment characterized by a plurality of activity parameters;
an offer selector configured to:
determine a plurality of initial weights to apply to the respective plurality of offer parameters based on a given persona segment of the plurality of persona segments;
generate a plurality of exploration weights based on the plurality of initial weights;
generate a plurality of exploration offers based on the plurality of exploration weights;
transmit the plurality of exploration offers to a first subset of the given persona segment; and
transmit the given offer to a second subset of the given persona segment; and
a feedback module configured to:
track a first plurality of activities of the first subset associated with the plurality of exploration offers; and
track a second plurality of activities of the second subset associated with the given offer, and
wherein the offer selector is further configured to:
generate a plurality of updated weights by updating the plurality of initial weights based on the first plurality of activities and the second plurality of activities; and
generate a subsequent offer for the given persona segment based on the plurality of updated weights.
12 . The system of claim 11 , further comprising an item categorizer configured to:
identify a pool of content items, the given offer applicable for a subset of the pool of content items;
segment the pool of content items into a plurality of content item segments; and
segment, based on the plurality of content item segments, targeted users of the given persona segment into a plurality of sub-segments of targeted users, and
wherein the generated subsequent offer is for a sub-segment of the plurality of sub-segments of targeted users.
13 . The system of claim 12 , wherein the offer selector is further configured to generate the given offer by, for each targeted user of the first subset, and for each candidate offer of a plurality of candidate offers:
determining, based on a content item segment of the plurality of content item segments, a preferred content item of the candidate offer, the preferred content item associated with a qualification affinity score and a discounting affinity score; and
calculating an offer score for the candidate offer based on a linear combination of the qualification affinity score, the discounting affinity score, and the plurality of initial weights.
14 . The system of claim 11 , wherein the offer selector is further configured to:
access a plurality of candidate offers from a database of historical offers, wherein each candidate offer is applicable for a plurality of content items, each content item of the plurality of content items associated with an item qualification affinity score and an item discounting affinity score;
determine, for each candidate offer of the plurality of candidate offers, an offer score by:
determining a representative qualification affinity score based on a plurality of item qualification affinity scores each greater than or equal to a threshold qualification affinity score;
determining a representative discounting affinity score based on a plurality of item discounting affinity scores each greater than or equal to a threshold discounting affinity score; and
calculating the offer score based on a linear combination of the representative qualification affinity score, the representative discounting affinity score, and the plurality of initial weights; and
generate the given offer based on a candidate offer having the highest offer score of the plurality of offer scores of the plurality of candidate offers.
15 . The system of claim 11 , wherein the offer selector is configured to generate the plurality of exploration offers by:
determining a rank of candidate offers associated with the given persona segment;
modifying the rank of the candidate offers associated with the given persona segment; and
selecting the plurality of exploration offers from a subset of the candidate offers above a predetermined ranking in the modified rank.
16 . A non-transitory computer readable storage medium storing executable instructions that, when executed by one or more processors, cause the one or more processors to perform operations, the instructions comprising instructions to:
identify a pool of targeted users for a given offer characterized by a plurality of offer parameters;
segment the pool of targeted users into a plurality of persona segments, each persona segment characterized by a plurality of activity parameters;
determine a plurality of initial weights to apply to the respective plurality of offer parameters based on a given persona segment of the plurality of persona segments;
generate a plurality of exploration weights based on the plurality of initial weights;
generate a plurality of exploration offers based on the plurality of exploration weights;
transmit the plurality of exploration offers to a first subset of the given persona segment;
transmit the given offer to a second subset of the given persona segment;
track a first plurality of activities of the first subset associated with the plurality of exploration offers;
track a second plurality of activities of the second subset associated with the given offer;
generate a plurality of updated weights by updating the plurality of initial weights based on the first plurality of activities and the second plurality of activities; and
generate a subsequent offer for the given persona segment based on the plurality of updated weights.
17 . The non-transitory computer readable storage medium of claim 16 , wherein the instructions further comprise instructions to:
identify a pool of content items, the given offer applicable for a subset of the pool of content items;
segment the pool of content items into a plurality of content item segments; and
segment, based on the plurality of content item segments, targeted users of the given persona segment into a plurality of sub-segments of targeted users, and
wherein the generated subsequent offer is for a sub-segment of the plurality of sub-segments of targeted users.
18 . The non-transitory computer readable storage medium of claim 17 , wherein the instructions further comprise instructions to generate the given offer by, for each targeted user of the first subset, and for each candidate offer of a plurality of candidate offers:
determining, based on a content item segment of the plurality of content item segments, a preferred content item of the candidate offer, the preferred content item associated with a qualification affinity score and a discounting affinity score; and
calculating an offer score for the candidate offer based on a linear combination of the qualification affinity score, the discounting affinity score, and the plurality of initial weights.
19 . The non-transitory computer readable storage medium of 16 , wherein the instructions further comprise instructions to:
access a plurality of candidate offers from a database of historical offers, wherein each candidate offer is applicable for a plurality of content items, each content item of the plurality of content items associated with an item qualification affinity score and an item discounting affinity score;
determine, for each candidate offer of the plurality of candidate offers, an offer score by:
determining a representative qualification affinity score based on a plurality of item qualification affinity scores each greater than or equal to a threshold qualification affinity score;
determining a representative discounting affinity score based on a plurality of item discounting affinity scores each greater than or equal to a threshold discounting affinity score; and
calculating the offer score based on a linear combination of the representative qualification affinity score, the representative discounting affinity score, and the plurality of initial weights; and
generate the given offer based on a candidate offer having the highest offer score of the plurality of offer scores of the plurality of candidate offers.
20 . The non-transitory computer readable storage medium of claim 16 , wherein the instructions to generate the plurality of exploration offers comprise instructions to:
determine a rank of candidate offers associated with the given persona segment;
modify the rank of the candidate offers associated with the given persona segment; and
select the plurality of exploration offers from a subset of the candidate offers above a predetermined ranking in the modified rank.