Method and system for purchase-based segmentation
A method and system for purchased-based segmentation of potential customers employs the use of actual, observed purchases instead of presumptions and correlations to improve the accuracy of segmentation and involves collecting empirical data for a client on actual purchasing behavior of a group of customers and applying statistical modeling techniques to the empirical purchasing behavior data to identify segments or clusters of the customers that exhibit similar purchasing propensity characteristics. Thereafter, the segments or clusters are further differentiated from one another according to other factors having a tendency to directly affect actual purchasing behavior of the customers within the segments or clusters, and potential customers are then identified according to a correlation with the segments or clusters for customized marketing.
1. A method for purchased-based segmentation of customers, comprising:
collecting empirical data by a service provider for a client on actual purchasing behavior of a group of customers;
said empirical data consisting of actual observed customer and purchase information associated with purchase behavior of the client's customers directly by the provider as a byproduct of use of payment devices and benefit credentials issued by the client to its customers forming part of the group of customers and consisting further of purchase information associated with purchase behavior of third parties' customers acquired indirectly by the provider from other sources collected as a byproduct of use of payment devices and benefit credentials issued by the third party to its customers forming part of the group of customers;
applying statistical modeling techniques to the empirical purchasing behavior data to identify segments or clusters for an overall category of the client's and the third parties' customers and for separate categories for the client's customers and the third parties' customers;
differentiating the segments or clusters according to other factors having a tendency to directly affect actual purchasing behavior of customers within the segments or clusters, said other factors consisting of geodemographic factors consisting at least in part of aggregate demographic geographical locations of home addresses of the customers and psychographic/lifestyle factors consisting at least in part of attributes relating to interests, attitudes and opinions of the customers;
identifying characteristics indicative of purchasing behavior for the segment or cluster for the overall category, comparing a relative presence of the client's customers and the third parties' customers in the segment or cluster for the overall category and generating information about the purchasing behavior of the client's customers and the third parties' customers based at least in part on the identified characteristics of the segment or cluster for the overall category;
identifying characteristics indicative of purchasing behavior for overlapping and non-overlapping ones of the separate segments or clusters and generating information about purchasing behavior of the client's customers and the third parties' customers based at least in part on a comparison of the identified characteristics of the overlapping and non-overlapping ones of the separate segments or clusters; and
identifying potential customers for customized marketing according to a correlation with the segments or clusters and the information generated about the purchasing behavior of the client's customers and the third parties' customers.
2. The method of claim 1 , wherein collecting the empirical data further comprises collecting the empirical data as a byproduct of use of payment devices provided to the customers selected from a group consisting at least in part of credit cards, debit cards, stored value cards, and radio frequency identification devices.
3. The method of claim 1 , wherein collecting the empirical data further comprises collecting the empirical data as a byproduct of use of benefit credentials selected from a group consisting at least in part of warranty cards, rebate forms, barcode scans, and proof of purchase data.
4. The method of claim 1 , wherein identifying potential customers for customized marketing further comprises identifying customers within the segments or clusters who are customers of the client for customized marketing by the client according to a correlation with the segments or clusters.
5. The method of claim 1 , wherein identifying potential customers for customized marketing further comprises identifying customers within the segments or clusters who are customers of a third party for customized marketing by the client according to a correlation with the segments or clusters.
6. The method of claim 1 , wherein identifying potential customers for customized marketing further comprises identifying potential customers for customized marketing according to a correlation with the segments or clusters via indexing.
7. A system for purchased-based segmentation of customers, comprising:
means for collecting empirical data by a service provider for a client on actual purchasing behavior of a group of customers;
said empirical data consisting of actual observed customer and purchase information associated with purchase behavior of the client's customers directly by the provider as a byproduct of use of payment devices and benefit credentials issued by the client to its customers forming part of the group of customers and consisting further of purchase information associated with purchase behavior of third parties' customers acquired indirectly by the provider from other sources collected as a byproduct of use of payment devices and benefit credentials issued by the third party to its customers forming cart of the group of customers;
means for applying statistical modeling techniques to the empirical purchasing behavior data to identify segments or clusters for an overall category of the client's and the third parties' customers and for separate categories for the client's customers and the third parties' customers;
means for differentiating the segments or clusters according to other factors having a tendency to directly affect actual purchasing behavior of customers within the segments or clusters, said other factors consisting of geodemographic factors consisting at least in part of aggregate demographic geographical locations of home addresses of the customers and psychographic/lifestyle factors consisting at least in part of attributes relating to interests, attitudes and opinions of the customers;
means for identifying characteristics indicative of purchasing behavior for the segment or cluster for the overall category, comparing a relative presence of the client's customers and the third parties' customers in the segment or cluster for the overall category and generating information about the purchasing behavior of the client's customers and the third parties' customers based at least in part on the identified characteristics of the segment or cluster for the overall category;
means for identifying characteristics indicative of purchasing behavior for overlapping and non-overlapping ones of the separate segments or clusters and generating information about purchasing behavior of the client's customers and the third parties' customers based at least in part on a comparison of the identified characteristics of the overlapping and non-overlapping ones of the separate segments or clusters; and
means for identifying potential customers for customized marketing according to a correlation with the segments or clusters and the information generated about the purchasing behavior of the client's customers and the third parties' customers.