U.S. patent application number 10/078642 was filed with the patent office on 2002-12-26 for customer relationship management system and method.
Invention is credited to Ryan, Patrick Nicholas.
Application Number | 20020198775 10/078642 |
Document ID | / |
Family ID | 19927463 |
Filed Date | 2002-12-26 |
United States Patent
Application |
20020198775 |
Kind Code |
A1 |
Ryan, Patrick Nicholas |
December 26, 2002 |
Customer relationship management system and method
Abstract
The invention provides in one form a relationship management
system comprising a memory in which is maintained an interaction
database of interaction data representing interactions customers
and merchants, retrieval means arranged to retrieve, based on a set
of criteria a promotional group subset of the customers stored in
the interaction database a promotion atnalyser arranged to retrieve
from the interaction database data representing interactions
involving customers in the promotional group; and display means
arranged to display a representation of the retrieved interaction
data.
Inventors: |
Ryan, Patrick Nicholas;
(Wellington, NZ) |
Correspondence
Address: |
David E. Bruhn
DORSEY & WHITNEY LLP
Suite 1500
50 South Sixth Street
Minneapolis
MN
55402-1498
US
|
Family ID: |
19927463 |
Appl. No.: |
10/078642 |
Filed: |
February 19, 2002 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10078642 |
Feb 19, 2002 |
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PCT/NZ00/00164 |
Aug 21, 2000 |
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Current U.S.
Class: |
705/14.1 |
Current CPC
Class: |
G06Q 30/0207 20130101;
G06Q 30/0251 20130101; G06Q 30/02 20130101; G06Q 30/0242
20130101 |
Class at
Publication: |
705/14 |
International
Class: |
G06F 017/60 |
Foreign Application Data
Date |
Code |
Application Number |
Aug 20, 1999 |
NZ |
337370 |
Claims
1. A customer relationship management system comprising: a memory
in which is maintained an interaction database of interaction data
representing interactions between customers and merchants;
retrieval means arranged to retrieve, based on a set of criteria, a
promotional group subset of the customers stored in the interaction
database; a promotion analyser arranged to retrieve from the
interaction database data representing interactions involving
customers in the promotional group; and display means arranged to
display a representation of the retrieved interaction data.
2. A customer relationship management system as claimed in claim 1
wherein the promotional group subset of the customers comprises at
least one target group of customers to which promotional efforts
will be directed; and at least one control group of customers to
which promotional efforts will not be directed, the target group
and the control group comprising mutually exclusive sets.
3. A customer relationship management system as claimed in claim 2
wherein the promotion uialyser is arranged to retrieve from the
interaction database data representing interactions involving
customers in the target group and data representing interactions
involving customers in the control group.
4. A customer relationship management system as claimed in claim 2
or claim 3 wherein the retrieval means is arranged to randomly
select the target group and/or control group frzm the promotional
group.
5. A customer relationship management system as claimed in claim 1
wherein the promotion iinalyser is arranged to retrieve from the
interaction database data representing interactions involving
customers in the promotional group during a first time period and a
second time period.
6. A customer relationship management system as claimed in any one
of the preceding claims wherein the display means is further
arranged to display a graphical representation of at least one
merchant and to superimpose representations of the data retrieved
from the interaction database on the representation of the
merchant.
7. A customer relationship management system as claimed in claim 6
wherein the merchant operates from one or more commercial premises,
the graphical representation comprising a spatial representation of
the premises of the merchant.
8. A customer relationship management system as claimed in any one
of the preceding clairas wherein the display means is further
arranged to display a topological malt showing the origin of
customers in merchant customer interactions.
9. A method of managing customer relationships comprising the steps
of: maintaining in a memory an interaction database of interaction
data representing interactions between customers and merchants;
retrieving, based on a set of criteria, a promotional group subset
of the customers stored in the interaction database; retreving from
the interaction database data representing interactions involving
customers in the promotional group; and displaying a representation
of the retrieved interaction data.
10. A method as claimed in claim 9 wherein the promotional group
subset of the customers comprises at least one target group of
customers to which promotional efforts will be directed; and at
least one control group of customers to which promotional efforts
will not be directed, the target group and the control group
comprising mutually exclusive sets.
11. A method as claimed in claim 10 further comprising the step of
retrieving from the interaLction database data representing
interactions involving customers in the target group and data
representing interactions involving customers in the control
group.
12. A method as claimed in claim 10 or claim 11 further comprising
the step of retrieving data through random selection of the target
group and/or control group from the promotional group.
13. A method as claimed in claim 9 further comprising the step of
retrieving from the interaction database data representing
interactions involving customers in the promotional group during a
first time period and a second time period.
14. A method as claimed in any one of claims 9 to 13 further
comprising the steps of displaying a graphical representation of at
least one merchant and superimposing representations of the data
retrieved from the interaction database on the representation(s) of
the merchant.
15. A method as claimed in claim 14 wherein the merchant operates
from one or more commercial premises, the graphical representation
comprising a spatial representation of the premises of the
merchant.
16. A method as claimed in any one of claims 9 to 15 further
comprising the step of displaying a topological map showing the
origin of customers in merchant customer interactions.
17. A customer relationship management computer program comprising:
an interaction database of interaction data representing
interactions between customers and merchants maintained in a
memory; retrieval means arranged to retrieve, based on a set of
criteria, a promotional group subset oi the customers stored in the
interaction database; promotion analyser arranged to retrieve from
the interaction database data representing interactions involving
customers in the promotional group; and display means arranged to
display a representation of the retrieved interaction data.
18. A computer program as claimed in claim 17 wherein the
promotional group subset of the customers comprises at least one
target group of customers to which promotional efforts will be
directed; and at least one control group of customers to which
promotional efforts will not be directed, the target group and the
control group comprising mutually exclusive sets.
19. A computer program as claimed in claim 18 wherein the promotion
analyser is arranged to retrieve from the interaction database data
representing interactions involving customers in the target group
and data representing interactions involving customers in the
control group.
20. A computer program as claimed in claim 18 or claim 19 wherein
the retrieval means is arranged to randomly select the target group
and/or control group from the promotional group.
21. A computer program as claimed in claim 17 wherein the promotion
analyser is arranged to retrieve from the interaction database data
representing interactions involving customers in the promotional
group during a first time period and a second time period.
22. A computer program as claimed in any one of claims 17 to 21
wherein the display means is further arranged to display a
graphical representation of at least one merchant and to
superimpose representations of the data retrieved from the
interaction database on the representations of the merchant.
23. A computer program as claimed in claim 22 wherein the merchant
operates from one or more commercial premises, the graphical
representation comprising a spatial representation of the premises
of the merchant.
24. A computer program as claimed in any one of claims 17 to 23
wherein the display means is further arranged to display a
topological map showing the origin of customers in merchant
customer interactions.
25. A computer program as claimed in any one of claims 17 to 24
embodied on a computer readable medium.
Description
FIELD OF INVENTION
[0001] The invention relates to a customer relationship management
system and method.
BACKGROUND TO INVENTION
[0002] The low cost of data storage hardware has led to the
collection of large volumes of data. Merchants, for example,
generate and collect large volumes of data during the course of
their business. To compete effectively, it is necessary for a
merchant to be able to identify and use information hidden in the
collected data. The task of identifying this .hidden information
has proved very difficult for merchants.
[0003] In the case bf a promotional campaign on an existing
customer database, it is often very difficult for a merchant to
estimate the effectiveness of the promotional campaign. In many
cases, the merchant needs to run several complicated queries on a
customer database and so requires vast technical knowledge to
formulate the appropriate queries.
[0004] Similarly, understanding the changes in behaviour of
different customer demographics c-an be a difficult task, and
without such understanding an effective promotional campaign cannot
be systematically formulated.
SUMMARY OF INVENTION
[0005] In broad terms in one form the invention comprises a
customer relationship management system comprising a memory in
which is maintained an interaction database of interaction data
representing interactions between customers and merchants;
retrieval means arranged to retrieve, based on a set of criteria, a
promotional group subset of the customers stored in the interaction
database; promotion anelyser arranged to retrieve from the
interaction database data representing interactions involving
customers in the promotional group; and display means arranged to
display a representation of the retrieved interaction data.
[0006] In broad terms in another form the invention comprises a
method of managing customer relationships comprising the steps of
maintaining in a memory an interaction database of interaction data
representing interactions between customers and merchants;
retrieving, based on a set of criteria, a promotional group subset
of the customers stored in the interaction database; retrieving
from the interaction database data representing interactions
involving customers in the promotional group; and displaying a
representation of the retrieved interaction data. In another form
in broad terms the invention comprises a customer relationship
management computer program comprising an interaction database of
interaction data representing interactions between customers and
merchants maintained in a memory retrieval means arranged to
retrieve, based on a set of criteria, a promotional group subset of
the customers stored in the interaction database; promotion
analyser arranged to retrieve from the interaction database data
representing interactions involving customers in the promotional
group; and display means arranges to display a representation of
the retrieved interaction data.
BRIEF DESCRIPTION OF THE FIGURES
[0007] Preferred forms of the customer relationship management
system and method will now be described with reference to the
accompanying figures in which:
[0008] FIG. 1 shows a block diagram of the system in which one form
of the invention may be implemented; FIG. 2 shows the preferred
system architecture of hardware on which the present invention may
be implemented showing the promotion manager and promotion
analyser;
[0009] FIG. 3 is a flowchart showing operation of the promotion
manager of FIG. 2;
[0010] FIGS. 4 to 10 are screen shots showing use of the preferred
promotion manager of FIG. 2;
[0011] FIG. 11 is a campaign screen;
[0012] FIG. 12 is a flow chart showing operation of the promotion
analyser of FIG. 2;
[0013] FIG. 13 is an example display produced by the promotion
analyser of FIG. 2; and
[0014] FIGS. 14 to 16 show typical displays generated for a user
identifying trends in customer demographic groups.
DETAILED DESCRIPTION OF PREFERRED FORMS
[0015] FIG. 1 illustrates a block diagram of the preferred system
10 in which one form of the present invention may be implemented.
The system includes one or more clients 20 for example 20A, 20B,
20C, 20D, 20E and 20F, which each may comprise a personal computer
or workstation described below. Each client is interfaced to the
system 10 as shown in FIG. 1. Each client 20 could be connected to
the system 10 through a local area network or LAN, or could be
connected through the Internet.
[0016] Clients 20A and 20B, for example, are connected to a network
22, such as a local area network or LAN. The network 22 could be
connected to a suitable network server 24 and communicate with the
rest of the system 10 as shown. Client 20C is shown connected
directly to the system. Clients 20D, 20E and 20F are shown
connected to the system 10 through the Internet 26. Client 20D is
shown as connected to the Internet 26 with a dial-up connection and
clients 20E and 20F are shown connected to a network 28 such as a
local area network or LAN, with the network 28 connected to a
suitable network server 30.
[0017] The preferred system 10 further comprises a data repository
40, for example a data warehouse maintained in a memory. It is
envisaged that the data repository may alternatively ccomprise a
single database, a collection of databases, or a data mart. The
preferred data repository 40 includes data from a variety of
sources. The data repository may include, for example, interaction
data 42 representing interactions between customers and merchants,
as will be more particularly described below. The data repository
may also include data from other sources, for example census data
44, scan data 46 obtained from scanning barcodes on products, data
from merchant customer databases 48, data from merchant loyalty
programmes 50 and/or promotion data 52 held by a merchant or other
organisation. The preferred data repository 40 could be implemented
on an AIX database platform in RDBMS (Sybase adaptivTe server),
Sybase IQ and/or SQS.
[0018] One preferred form of the system 10 further comprises an
application server platform 60 interfaced to the data repository 40
via a Gigabit network. The server platform 60 preferably operates
under Windows NT or any other suitable operating and application
software. The server platform 60 preferably includes a data memory
62, a request server 64 and a multi-media server 66. A user of the
system, for example a merchant, could request the creation of a
business object which could be a data visualisation in the form of
a map or graph. The system 10 preferably includes a specific memory
68 known as a "SeeStore" in which such business object creation
requests are placed. The request server 64 is interfaced to the
SeeStore 68 and passes the recuests on to the multi-media server
66. The multi-media server 66 creates the requested business object
and stores this business object in the SeeStore 68. The resulting
business objects are then displayed on a client workstation 20, as
will be described below.
[0019] A further preferred form system 10 includes a metadata
interpreter 70 and a memory 72 specific for storing metadata. The
metadata store 72 and the metadata interpreter 70 enable the system
to be mapped onto diverse business domains, while still presenting
a very simple interface to the end user. The combination enables
business rules i-o be encoded in a way which is domain independent.
FIG. 2 show.s the preferred system architecture of a client 20. The
computer system 100 typically comprises a central processor 102, a
main memory 104 for example RAM aLnd an input/output controller
106. The computer system 100 also comprises peripherals such as a
keyboard 108, a pointing device 110 for example a mouse, track bal
or touch pad, a display or screen device 112, a mass storage memory
114, for example a hard disk, floppy disk or optical disc, and an
output device 116 for example a printer. The system 100 could also
include a network interface card cr controller 118 and/or a modem
120. The individual components of the system 100 could communicate
through a system bus 122.
[0020] The preferred client system 100 further comprises a
promotion manager 130 and a promotion analyser 140 stored in the
mass storage memory 114. The functionality of the promotion nanager
130 and promotion analyser 140 is further described below. It is
envisaged that the promotion manager 130 and promotion analyser 140
could be installed on individual client machines 20, could be
installed on the application server 60 or could be installed on a
further server in the system 10.
[0021] In one form i he invention is arranged to display data
representing customer relationships involving one or more
merchants. Typically, a merchant will operate in a commercial
premises or store from which a customer purchases goods or
services. The merchant may, for example, operate a petrol station
in one or more geographic locations. The merchant may alternatively
operate a wagering or betting service, or operate a casino or other
gaming facility in which a number of gaming machines and stations
are positioned in one or more rooms at a common venue. The merchant
may also operate a warehouse facility, manufacturing facility, car
parking premises, telecommunications network or web site. The
merchant may also offer a range of financial or insurance
services.
[0022] The merchant does not necessarily need to operate from a
commercial premises or store. For example, the merchant may operate
from strategically placed machines for example venading machines or
amusement machines. The merchant may also operate a mail order
catalogue service, operate a cell centre, direct market goods or
services, or operate from a website or other electronic medium. It
will be appreciated that the nature of business of a merchant
includes a wide range of activities. As a customer interacts with a
merchant, the interaction generates interaction data which is thven
migrated to the data repository 40. The interaction data could be
stored in a number of records in a relational database. Each record
may include a merchant identifier used to identify a particular
merchant, and where a merchant operates from more than one
geographic location, the merchant identifier or some other
identifier included in the record may identify the geographic
location in which the interaction occurs.
[0023] The record could also include a customer identifier. The
merchant may, for example, issue an inceintive-supported customer
loyalty card which is then used by the customer during interactions
with the merchant. The loyalty card preferably has stored on it a
customer identifier and may have stored other data, for example
residential address and family size of the customer. Such data is
stored in loyalty program database 50 and could be migrated to the
data repository 40.
[0024] Where the merchant operates retail premises, the merchant
may have installed apparatus for reading the bar codes of products
sold. Alternatively, each product may be identified by a code
assigned by the merchant which is recorded at the time of sale.
Such cata is stored in a scan database 46 and could be migrated to
the data repository 40. In this way, the record may also include a
suitable goods or services identifier, for example a product or
service code to identify which goods or services were involved in
the interaction.
[0025] The record may also include data such as the date and/or
time at which the interaction between the customer and merchant
took place and/or the cash value of the transaction.
[0026] The interaction data is migrated to the data repository 40,
generally by way of daily updates or in real time. It is
advantageous to cleanse, catalogue and validate the interaction
data during migration of the data to the data repository, and this
task could be performed by either the merchant or by a third party.
Once stored in the data repository 40, the data could be linked to
other sources of data for subsequent retrieval, for example the
census data 44, scan data 46, data from the merchant customer
database 48, data from a merchant loyalty programme 50 and/or
promotion data 52 held by the merchant.
[0027] The data repository 40 could be maintained by a merchant or
alternatively could be maintained by a third party. Updates to the
data repository could be carried out by the merchant directly, or
alternatively the merchant could provide batched data to a third
party for updating the data. Alternatively, a third party could be
entrusted with the task of collecting the interaction data and
migrating the data to the data repository.
[0028] It is good commercial practice for a merchant to conduct
campaigns to attract more business from existing customers and also
to attract new customers. Referring to FIG. 3, a preferred form of
the invention permits a user to define a campaign, indicated at
2000. Details of the campaign are stored in memory, for example the
See Store 68. As shown at 202, the user defines a promotional group
as part of the campaign. This promotional group may be selected on
characteristics such as age group, gender, and/or other criteria,
as will be particularly described below.
[0029] It is envisaged that the promotional group could comprise
all customers stored in memory having stored transactions with a
particular merchant. Alternatively the promotional group could
comprise a subset of the group of customers having stored
transactions mith a particular merchant. Where data involving more
than one merchant is sio~d in memory, the promotional group could
comprise customers having stored transactions with different
merchants.
[0030] As a further alternative, it is envisaged that the
promotional group could include customers not having stored
transactions with a particular merchant, for example potential
customers. The term "customers" as used in the specification
includes potential customrers.
[0031] Once the promotional group has been defined by the user,
that promotional group is stored in memory. The system could store,
for example, the set of customer identifiers unicuely identifying
the set of customers.
[0032] Once the promotional group has been identified and stored,
the user identifies a subset of the promotional group to which
promotional efforts will be directed. This subset is called the
target group as indicated at 204. The customer identifiers of
customers in the target group are stored in memory.
[0033] The target grou p could comprise the entire promotional
group, or it could comprise a subset of the promotional group. In
one preferred form the user may be permitted to select the size of
the target group, for example. The members of the target group
could be selected at random, or could be selected by the user from
a list displayed to the user.
[0034] Once the target group is identified and stored, the system
may define a control group, as indicated at 206. The use of a
control group is an optional but highly preferred featu-re of the
invention. The control group is useful in assessing the
effectiveness of a campaign, as will be described below.
[0035] The control group is a subset of customers in the
promotional group which are not in the target group. The control
group is preferably identified by a set of customer identifiers and
is stored in memory. It is envisaged that the control group will be
approximately iShe same size as the target group. Alternatively,
the control group may be larger or smaller than the target group.
It is envisaged that the target group and/or control group could be
compiled by randomly selecting customers from the promotional
group.
[0036] The preferred system permits one or more target groups and
one or more control groups to be defmed and stored for each
promotional group, as indicated at 208 and 210. In turn, the
preferred system permits one or more promotional groups to be
defined and stored for each campaign, as indicated at 212. The user
may also select more than one campaign, as indicated at 214.
[0037] Once the targel group(s) are stored, the user may retrieve
successive target groups from memory. Using the customer
identifiers from the target group, the system can retrieve further
information from memory about each customer, for example contact
details, using the customer identifier as a primary key.
[0038] The preferred system may permit the user to select a
particular target group and then generate a mailing list
automatically. It will be appreciated that a single campaign may
target distinct promotional groups. These distinct promotional
groups may have different demographics and personal characteristics
and so promotions may be tailored depending on the characteristics
of the individual promotional groups. For example, a group of
elderly women may require a different series of promotional
initiatives to another group consisting primarily of young
males.
[0039] The preferred system provides a simple wizard to assist a
user in defining individual promotional groups. This wizard will
now be described with reference to FIGS. 4 to 10 in a series of
seven simple steps.
[0040] FIG. 4 shows the window presented to the user when first
selecting the wizard. The preferred window comprises a query panel
300, a group summary panel 302, and a group percentage 304. FIG. 4
illustrates the first query presented to the user in the query
panel 300. The user is asked whether the user wishes to specify an
age group or whether the age group is not important to the user.
Preferably, the user is provided with a drop down list box
permitting the user to select the appropriate age category.
[0041] The group summary panel 302 shows the user which
characteristics have been selected to date to define the
promotional group. The preferred characteristics are age, sex or
gender, spending habits, visit frequency and address mesh block or
area. It is envisaged that this list of characteristics may be
reduced or may be added to by a user.
[0042] Panel 304 shows the percentage of the available customers
the new promotional group represents. Initially, the new group
represents all available customers. Using the buttons on the
navigational panel 306, the user may navigate between the different
steps.
[0043] As shown in FIG. 5, the age of the group is not important to
the user and has not been selected. The information is indicated to
the user in the group summary panel in FIG. 5. As shown in FIG. 5,
the user may select a particular gender.
[0044] Referring to FIG. 6, the user has specified that the
promotional group must be males and so this criteria is shown in
the group summary panel in FIG. 6. The group percentage panel in
FIG. 6 has been updated to show that the current promotional group
comprises half of the available customers. The query panel in FIG.
6 allows the user to specify the average amount of money spent per
visit by the customer of interest. The categories could be, for
example, less than $10, $10, $50, $50-$200, $200-$1,000,
$1,000-$10,000 and/or greater than $10,000.
[0045] Referring to FIG. 7, the user has specified that the
promotional group must spend between $10 to $50 on average per
visit at the casino. The group summary panel in FIG. 7 is updated
to reflect this information and the promotional group now
represents 29% of the available customers. The user may specify in
the query panel the average numnber of times individual customers
visit the casino. The categories could be, for example, once a
year, once every six months, once every three months, once a month,
once every two days, once a week, twice a week, once a day and/or
twice a day.
[0046] Referring to FIG. 8, the group summary panel is updated with
the visit frequency specified as once a month and the promotional
group now represents 11% of the available customers. The query
panel in FIG. 8 displays a topographical map of the region. The
preferred map is centred around the location of the casino with
areas defined as concentric circles centred on the casino, further
divided into quadrants. Th( user may select one or more areas in
the vicinity of the casino by clicking in the area of interest.
This selects customers who reside in a particular area, or whose
rustomer provenance is within the selected quadrant.
[0047] As shown in FIG. 8, the particular area selected is shaded.
It will be appreciated that the user may select more than one area,
for example by holding down a control key and clickinl in two or
more areas. Alternatively, the user may click in one area and drag
the cursor over more than one area while holding down the mouse
button to select neighbouring sectors. The map may also be provided
with scroll bars to permit the user, to select areas not
immediately visible in the query window. The system may also
provide the user with buttons to adjust the scale of the map.
[0048] As shown in FIG. 9, the user may enter a group description
and store this description with the promotional group. For example,
there may be some characteristic behaviour which can be associated
with the particular group and entering this characteristic
behaviour may assist a user to recall the reasons behind selection
of the :ndividual characteristics.
[0049] As shown in FIG. 10, the user may specify a descriptive name
by which to index the group and this descriptive name is updated in
the group summary panel.
[0050] Referring to Figire 11, the system provides the user with a
campaign screen to allow users to define promotions and associate
them with particular campaigns. The campaign screen may comprise,
for example, a campaign panel 350, a promotion panel 352 and a
graph panel 354 showing graphical representations of individual
promotion durations.
[0051] Campaign panel 350 may display, for example, a campaign
identifier, description Sexplanation and notes relating to the
campaign, and other details, for example the beginning and end
dates for the campaign. The campaigns are preferably stored in
memory and indexed by a campaign identifier.
[0052] The promotion panel 352 displays to the user the individual
promotions forming part of a particular campaign. The promotion
panel in particular displays characteristics of the promotion.
Individual promotions are preferably stored in memory, together
with and indeced by a promotion identifier and preferably also by a
campaign identifier.
[0053] The graph panel 354 could display to the user the durations
of individual promotions, together with start dates and end dates.
The graph panel may include a legend identiing the individual
promotions and may also include the promotion identifier (shown as
a 5 digit promotion number) and the promotion name.
[0054] The campaign wvindow preferably includes navigation buttons
shown at the bottom of the screen permitting the user to navigate
between promotions and to navigate between campaigns.
[0055] Once a campaign has been identified and is under way, it is
important for the merchant to mionitor the effectiveness of the
campaign as a whole and of individual promotions within the
campaign. The system provides a promotion analyser to assist the
user in this regard. FIG. 12 illustrates the preferred method
followed by the promotion analyser.
[0056] The promotion analyser begins by retrieving from memory the
campaign to be analysed, indicated generally at 400. Preferably the
campaign identifier is used as a primary key to retrieve an
individual campaign. Once the campaign has been retrieved from
mnemory, the individual promotions associated with that campaign
are also retrieved firom memory, indicated at 402.
[0057] Target groups and control groups relevant to a particular
promotion are then retrieved from memory, as indicated at 404 and
406 respectively.
[0058] Once the target and control groups have been retrieved from
memory, representations of the target group and control group are
displayed on a client display device as indicated at 408 and 410
respectively. FIG. 13 illustrates how the system mmay display
representations of the target and control groups. The invention in
one preferred form could be arranged to display a contoured
representation of data superimposed on a graphical spatial
representation of the premises of th( merchant generated by the
system. Contoured representations are further descri:ed in our
patent specification PCT/NZ00/00099 to Compudigm International
Limited, filed on Jun. 14, 2000 entitled "Data visualisation system
and method" which is incorporated by reference.
[0059] FIG. 13 illustrates on example of a display generated by the
system where the merchant operates a casino or similar gaming
venue. In this example, a representation of the merchant is
generated and displayed in accordance with the invention. The
graphical representation comprises a spatial representation of an
area of the casino showing the layout of individual gaming machines
and stations. It will be appreciated that where a merchant operates
from a retail store, the graphical representation could include a
graphical spatial representation of the store. Where the merchant
operates from a number of retail stores, the graphical
representation could include spatial representations of each store
and could also include a large scale map of the geographical area
in which the merchant's stores are located.
[0060] Where the merchant operates a warehouse, the representations
could show the layout of various goods stored by the merchant.
Where the merchant provides services, for example financial
services, the representations could include schematic
representations of the different areas of services offered by the
merchant. Referring to FIG. 13, the system may display a graphical
representation of the promotion or target group shown at 500 and
may also display graphically a representation of the control group
indicated at 502. Panels 500 and 502 show the layout of individual
gaming machines, one of which is indicated at 504.
[0061] Using customer identifiers as primary keys, the system
retrieves data on each customer from memory. This data could
include, for example, dates and times of visits to the casino and
details of individual transactions. This data is superimposed on
the spatial representation of the casino shown in panels 500 and
502. The preferred system represents these financial details as
contours around or adjacent to individual gaming machines. The
example provided in FIG. 13, for example, contours the irLformation
based on net revenue. This net revenue could be obtained by the sum
of the total money spent by individual customers at the casino
during the period of interest.
[0062] The revenue for each machine is preferably graphically
represented adjacent or near to the representation of the indivudal
machine. There are a finite number of machines in the casino, and
the individual revenues generated from each machine represent a fin
te set of data values. These data values are graphically
illustrated as data points in Ihe representations 500 and 502.
[0063] The preferred representations are colour-coded and the value
of revenue of each machine is illustrated by representing the
corresponding data points in the appropriate colour to represent
the correct value of revenue of each machine. The areas of the
representations 500 and 502 around each data point are shown as
contours. The nature of the contours for each data point are
preferably represented to gradually drop off or fall away from each
data point. Each data point could be presented by x and y
co-ordinates indicating the relative position of each data point in
the presentation. Each data point could also have a z value
representing the height or magnitude of the data point. This z
value could indicate, for example, the revenue or data value at a
particular data point. Each data value is therefore centred on a
data point.
[0064] Net revenue is one of the key performance indicators (KPI)
which may be represented. Other indicators could be turnover,
sales, gross profit, net profit, gross margin return on inventory
investment (GMROII), net margin return on inventory investment
(NMROII), and return on net asset (RONA).
[0065] A legend may be displayed to the user to assist in
clarifying the information presented in panels 500 and 502.
[0066] The promotion analyser permits the user to examine a
visualisation of interaction data involving customers. This data
visualisation is a useful complement to other reporting tools such
as the use of charts and graphs. The promotion analyser permits a
user to make sense of and obtain useful data without requiring
technical knowledge. Pasterns in the data can be quickly identified
and compared. For example, by displaying representations of the
target group in panel 500 and displaying representations of the
control group in panel 502, the user can quickly and readily
identify the effects a campaign has had on the behaviour of the
customers.
[0067] It is envisaged that the system may display to the user
snapshots at particular times and dates throughout a particular
campaign. The system may alternatively or in addition display to
the user animated sequences of customer behaviour over a period
selected by the user.
[0068] The promotion analyser may also automatically correct for
effects external to the promotion. For example, external factors
such as school holidays, weather, and the economy in general, may
effect the behaviour of individual customers. These factors will
affect the customers in a promotional group, whether or not the
customer is in a target group.
[0069] The promotion analyser may, for example, subtract the
weighted effect of the control group in a promotion group from the
target group in that promotion group. This removes the rLoise from
the data sample, leaving only data patterns directly attributable
to 1he promotion or campaign.
[0070] In some circumstances, a user will wish to identify trends
in interactions with customers of a particular demographic
category. As described above, the invention enables a promotional
group of customers to be defined using a set of criteria. The set
of criteria used to define such a group is referred to as a
profile. Such a profile could be all females under 21 who are
customers of a merchant. Such a profile is an abstract definition
of a set of behaviours to which customers may conform in order to
quaify for group membership. Alternatively, the profile could be
simply a fixed group of customers, changing through time.
[0071] The set of customers who are members of a group during a
given time period is known as a snapshot of the profile. Such a
snapshot could include all members of a given profile interacting
with a merchant on a particular day. The invention preferably
epables an arbitrary number of snapshots of a profile to be
created, and display to a user time series graphs of KPIs
associated with the snapshots. FIG. 14 illustrates a typical
display presented to a user, which would allow a user to quickly
identify changing trends within different customer groupings. The
invention is preferably arranged to enable a user to define
arbitory events which could be overlayed on the time series graphs,
for example promotions or external events which may impact on
business KPIs.
[0072] FIG. 14 shows two time series graphs for a set of snapshots
for a profile of under 21 females who are customers of a particular
merchant. The profile criteria are preferably shown in panel 600.
The profile criteria have preferably been defined using the Wizard
described above with reference to FIGS. 4 to 10. The invention
could also display notes regarding the particular profile in panel
602 and a profile description in panel 604.
[0073] Panel 606 preferably shows a bar chart containing all the
KPIs measured for the currently selected snapshot expressed as a
percentage of these KPIs for all customers over the snapshot
interval. Such KPIs could include, as shown in FIG. 14, turnover,
patron count, trip count, time played and occupancy. The same data
could be shown numerically in panel 608.
[0074] Display panel 6i 10 graphically displays two KPIs, turnover
and trip count. It is envisaged that the user could select other
snapshots by using a pointing device to select the appropriate
snapshot on the time series charts shown at 612. Shown at 614 is a
promotional event instituted by a merchant, for example happy hour.
It can be readily identified from the representation shown in FIG.
14 that the customer group in this particular profile shows
increased turnover and trip count during the course of the
promotion.
[0075] Referring to FIG. 15, the invention could display in panel
620 a pre-defined query called leavers and joiners, which would
enable a merchant to identify those customers who have left, joined
or remained in a profile over a predefined time interval by
performing the appropriate set operations on two snapshots of the
profile. i Alternatively, as shown in FIG. 16, panel 630 could
display the results of a further query enabling a user to identify
members of a profile who have visited more or less than a certain
threshold number of times, or who have spent more or less than a
threshold amount during a time period, over an arbitrary time
period. Such members could be the subject of a further
promotion.
[0076] In summary, the invention provides a customer relationship
management system and method designed to assist a merchant to
manage campaigns involving customers of that merchant. The
invention provides a system and method of selecting customers to
include in a campaign and a system and method for evaluating the
effectiveness of that campaign. The invention also enables a user
to track changes in customer habits over time.
[0077] The foregoing describes the invention including preferred
forms thereof. Alterations and modifications as will be obvious to
those skilled in the art are intended to be incorporated within the
scope hereof, as defined by the accompanying claims.
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