U.S. patent application number 13/280003 was filed with the patent office on 2012-05-03 for system and method for profiling customers for targeted marketing.
This patent application is currently assigned to Ignite Sales, Inc.. Invention is credited to Marjorie L. Aarant, Barbara J. Boe, Julia M. Hamrick.
Application Number | 20120109711 13/280003 |
Document ID | / |
Family ID | 22587281 |
Filed Date | 2012-05-03 |
United States Patent
Application |
20120109711 |
Kind Code |
A1 |
Boe; Barbara J. ; et
al. |
May 3, 2012 |
SYSTEM AND METHOD FOR PROFILING CUSTOMERS FOR TARGETED
MARKETING
Abstract
A targeted marketing system and method are provided that provide
a customer with customer questions, receive responses to the
customer questions from the customer, and store data associated
with the responses. The customer is provided with a feedback page
that graphically illustrates data associated with the customer's
standing in a selected peer group. The customer is provided with
options operable to adjust the customer's actual demographic to a
hypothetical demographic, and data associated with hypothetical
demographic changes from the customer is received and processed.
Hypothetical feedback information is then displayed that
graphically illustrates the hypothetical standing of the customer
within the selected peer group such that the customer can see the
effect of the hypothetical demographic changes.
Inventors: |
Boe; Barbara J.; (Dallas,
TX) ; Hamrick; Julia M.; (Dallas, TX) ;
Aarant; Marjorie L.; (Dallas, TX) |
Assignee: |
Ignite Sales, Inc.
Dallas
TX
|
Family ID: |
22587281 |
Appl. No.: |
13/280003 |
Filed: |
October 24, 2011 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
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09966845 |
Sep 28, 2001 |
RE42869 |
|
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13280003 |
|
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Current U.S.
Class: |
705/7.31 ;
705/7.32 |
Current CPC
Class: |
G06Q 30/0269 20130101;
G06Q 30/0202 20130101; G06Q 30/02 20130101; G06Q 30/0203 20130101;
G06Q 30/0204 20130101; G06Q 30/0217 20130101; G06Q 30/0641
20130101; G06Q 30/0245 20130101 |
Class at
Publication: |
705/7.31 ;
705/7.32 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02; G06Q 10/04 20120101 G06Q010/04 |
Claims
1. A method for profiling customers for targeted marketing,
comprising: receiving survey questions from a business data
processing system; receiving demographic data from a customer data
processing system; identifying at least a portion of the survey
questions based on the demographic data; providing the identified
survey questions to the customer data processing system; receiving
responses to the identified survey questions from the customer data
processing system; dynamically generating at least one targeted
marketing report based on the responses received from the customer
data processing system; and providing the targeted marketing report
to the business data processing system.
2. The method of claim 1, the targeted marketing reports
dynamically generated based on a set of decision rules.
3. The method of claim 2, the set of decision rules dynamically
generated based on the responses received from the customer data
processing system.
4. The method of claim 2, the set of decision rules received from
the business data processing system.
5. The method of claim 1, the targeted marketing reports comprising
a probability associated with at least one customer regarding the
likelihood that the customer will purchase a specific product or
service.
6. The method of claim 1, further comprising: generating targeted
advertisements based on the responses received from the customer
data processing system; and providing the targeted advertisements
to the customer data processing system.
7. A method for profiling customers for targeted marketing,
comprising: receiving survey questions from a business data
processing system; receiving demographic data from a customer data
processing system; identifying at least a portion of the survey
questions based on the demographic data; providing the identified
survey questions to the customer data processing system; receiving
responses to the identified survey questions from the customer data
processing system; identifying a specified product or service based
on the responses received from the customer data processing; and
providing information associated with the specified product or
service to the customer data processing system.
8. The method of claim 7, further comprising: receiving an apply
selection from the customer data processing system; and providing a
blank application for the specified product or service to the
customer data processing system, the blank application requesting
customer information.
9. The method of claim 8, further comprising receiving a completed
application for the specified product or service from the customer
data processing system, the completed application comprising the
customer information requested by the blank application.
10. The method of claim 9, further comprising providing a message
regarding the completed application to the business data processing
system when the completed application is received.
11. The method of claim 7, further comprising: receiving an apply
selection from the customer data processing system; and providing
an application for the specified product or service to the customer
data processing system, the application at least partially
pre-populated with customer information.
12. The method of claim 7, further comprising receiving information
associated with the specified product or service from the business
data processing system.
13. A method for generating a data set in a customer survey system,
comprising: receiving an identification number from a customer data
processing system; identifying a customer based on the
identification number; identifying a business based on the
identification number; retrieving data associated with the customer
and the business, the data stored in the customer survey system;
and generating a data set based on the retrieved data.
14. The method of claim 13, the data stored in the customer survey
system comprising preferences associated with the business.
15. The method of claim 14, the preferences comprising colors for
the data set.
16. The method of claim 14, the preferences comprising at least one
banner for the data set.
17. The method of claim 14, the preferences comprising at least one
logo for the data set.
18. The method of claim 14, the preferences comprising at least one
advertisement for the data set.
19. The method of claim 14, the preferences comprising survey
questions and possible answers to each survey question.
20. The method of claim 19, the preferences comprising an order for
presenting the survey questions.
21. The method of claim 14, the preferences comprising products and
services.
22. The method of claim 21, the preferences comprising at least one
application for one of the products or services.
23. The method of claim 13, the data stored in the customer survey
system comprising customer information associated with the
customer.
24. The method of claim 23, the customer information comprising
demographic data received from the customer.
25. The method of claim 23, the customer information comprising
psychographic data received from the customer.
26. The method of claim 13, the data stored in the customer survey
system comprising preferences associated with the business and
customer information associated with the customer, the preferences
comprising survey questions and possible answers to each survey
question, and the customer information comprising information
identifying survey questions to which the customer previously
provided a response.
27. A customer survey system comprising: a page generator operable
to receive an identification number from a customer data processing
system, to identify a customer based on the identification number,
to identify a business based on the identification number, to
retrieve data associated with the customer and the business, the
data stored in the customer survey system, and to generate a data
set based on the retrieved data; and a graphical report generator
operable to generate in real-time graphical reports based on data
received from the customer data processing system.
28. The system of claim 27, the data stored in the customer survey
system comprising preferences associated with the business and
customer information associated with the customer.
29. The system of claim 28, the preferences comprising colors, at
least one banner, and at least one logo for the data set.
30. The system of claim 28, the preferences comprising at least one
advertisement for the data set.
31. The system of claim 28, the preferences comprising survey
questions, possible answers to each survey question, and an order
for presenting the survey questions.
32. The system of claim 28, the preferences comprising products,
services, and at least one application for one of the products or
services.
33. The system of claim 28, the preferences comprising survey
questions and possible answers to each survey question, and the
customer information comprising demographic data received from the
customer and information identifying survey questions to which the
customer previously provided a response.
34. The system of claim 28, the preferences comprising survey
questions and possible answers to each survey question, and the
customer information comprising psychographic data received from
the customer and information identifying survey questions to which
the customer previously provided a response.
35. The system of claim 27, the graphical report generator further
operable to generate comparison data based on demographic data
received from the customer in relation to demographic data
associated with a selected peer group and to generate a graphical
summary of the comparison data.
36. The system of claim 27, the graphical report generator further
operable to generate hypothetical comparison data based on
hypothetical demographic data received from the customer in
relation to demographic data associated with a selected peer group
and to generate a graphical summary of the comparison data.
37. A customer survey system comprising: a page generator operable
to receive an identification number from a customer data processing
system, to identify a customer based on the identification number,
to identify a business based on the identification number, to
retrieve data associated with the customer and the business, the
data stored in the customer survey system, and to generate a data
set based on the retrieved data; and a business report generator
operable to generate reports for the business based on data
received from the customer data processing system.
38. The system of claim 37, the data stored in the customer survey
system comprising preferences associated with the business and
customer information associated with the customer.
39. The system of claim 38, the preferences comprising colors, at
least one banner, and at least one logo for the data set.
40. The system of claim 38, the preferences comprising at least one
advertisement for the data set.
41. The system of claim 38, the preferences comprising survey
questions, possible answers to each survey question, and an order
for presenting the survey questions.
42. The system of claim 38, the preferences comprising products,
services, and at least one application for one of the products or
services.
43. The system of claim 38, the preferences comprising survey
questions and possible answers to each survey question, and the
customer information comprising demographic data received from the
customer and information identifying survey questions to which the
customer previously provided a response.
44. The system of claim 38, the preferences comprising survey
questions and possible answers to each survey question, and the
customer information comprising psychographic data received from
the customer and information identifying survey questions to which
the customer previously provided a response.
45. The system of claim 37, the business report generator further
operable to receive demographic data from a plurality of customers,
to receive responses to survey questions from the customers, to
receive from a business data processing system a selection of a
particular product or service, and to generate a report associated
with the particular product or service, the report comprising a
plurality of customer identification numbers, a probability of
purchase for each customer identification number, and a link to an
associated probability profile for each probability of purchase,
and to provide the report to the business data processing
system.
46. The system of claim 45, the business report generator further
operable to receive from the business data processing system a
selection of a specified link for a specified probability of
purchase and to provide the probability profile associated with the
specified link to the business data processing system, the
probability profile comprising a profile description for the
specified probability of purchase.
47. A method for providing anonymous access to a survey system,
comprising: receiving a customer identification number from a
customer, the customer identification number operable to identify
the customer; validating the customer based on the customer
identification number; generating an encrypted number based on the
customer identification number; and providing the encrypted number
to the survey system to enable the customer to access the survey
system, the survey system unable to identify the customer based on
the encrypted number.
48. The method of claim 47, the customer identification number
comprising an account number.
49. The method of claim 47, the customer identification number
comprising a personal identification number.
50. The method of claim 47, further comprising: storing a mapping
table comprising a plurality of customer identification numbers and
a corresponding encrypted number for each customer identification
number; and generating an encrypted number based on the customer
identification number comprising retrieving from the mapping table
the encrypted number corresponding to the customer identification
number.
51. A method for targeted marketing, comprising: receiving
demographic data from a plurality of customers; receiving responses
to survey questions from the customers; receiving from a business
data processing system a selection of a particular product or
service; generating a report associated with the particular product
or service, the report comprising a plurality of customer
identification numbers, a probability of purchase for each customer
identification number, and a link to an associated probability
profile for each probability of purchase; and providing the report
to the business data processing system.
52. The method of claim 51, further comprising: receiving from the
business data processing system a selection of a specified link for
a specified probability of purchase; and providing the probability
profile associated with the specified link to the business data
processing system, the probability profile comprising a profile
description for the specified probability of purchase.
53. The method of claim 52, the profile description comprising
demographic data.
54. The method of claim 52, the profile description comprising
psychographic data.
55. The method of claim 52, the profile description comprising
demographic data and psychographic data.
56. A method for generating a report for targeted marketing,
comprising: receiving a selection of a specified product or
service; receiving a selection of at least one data type for use as
a basis for the report; retrieving input data based on the data
type; providing the input data to a statistical processing program;
receiving output data from the statistical processing program, the
output data based on the input data and comprising profile
attributes and associated profile probabilities; generating a list
of potential customers by matching stored customer identification
numbers to the profile attributes; and generating the report for
targeting marketing, the report comprising the list of potential
customers and, for each potential customer, the profile probability
associated with the profile attributes for the potential
customer.
57. The method of claim 56, further comprising: identifying
customer identification numbers corresponding to customers already
utilizing the specified product or service; and removing the
customer identification numbers corresponding to the customers
already utilizing the specified product or service from the list of
potential customers.
58. The method of claim 56, the data type comprising demographic
data.
59. The method of claim 56, the data type comprising demographic
and psychographic data.
Description
CROSS REFERENCE TO RELATED APPLICATIONS
[0001] This application is a divisional of U.S. application Ser.
No. 09/966,845 filed Sep. 28, 2001.
TECHNICAL FIELD OF THE INVENTION
[0002] This invention relates generally to the field of data
processing and more particularly to a system and method for
profiling customers for targeted marketing.
BACKGROUND OF THE INVENTION
[0003] Businesses have a need to market their products and services
to potential customers. Currently, some of them rely on
non-targeted advertising systems such as mass mailings to a general
geographic area. However, this approach lacks the ability to target
specific potential customers for specific products or services.
[0004] Alternatively, some businesses purchase previously compiled
statistical data. However, the data obtained by this method is
limited in that the research is typically based on small samples of
the population and is typically historical data. Thus, the data is
generalized and does not give the businesses any information
regarding the desires or needs of specific potential customers.
[0005] Still other businesses conduct surveys through telemarketing
or other types of research companies. Although telemarketing may be
used to sell products and services to willing customers, this
approach requires businesses to contact all potential customers
without any knowledge as to the likelihood that any particular one
will purchase a specific product or service.
[0006] Therefore, a need has arisen for a new system and method for
profiling customers for targeted marketing that overcomes the
disadvantages and deficiencies of prior art systems and
methods.
SUMMARY OF THE INVENTION
[0007] In accordance with the present invention, a system and
method for profiling customers for targeted marketing is provided
which substantially eliminates or reduces disadvantages and
problems associated with prior systems and methods for
marketing.
[0008] In accordance with one embodiment of the present invention,
a method of compiling customer data using an on-line interaction
between a customer and a survey system is provided that supplies
the customer with questions, receives responses, and stores data
associated with the responses. A relative situation display is then
provided to the customer that graphically illustrates data
associated with the customer's standing in a selected peer group.
Later, the customer is provided with the opportunity to adjust his
or her actual situation to a hypothetical situation. After
receiving and processing the data associated with these
adjustments, hypothetical situation information is displayed that
graphically illustrates the standing of the customer within the
selected hypothetical peer group such that the customer can see the
effect of the adjustments.
[0009] An important technical advantage of the present invention is
that a business may obtain information from customers that allows
the business to target its marketing efforts for specific products
and services to specific customers who are more likely than the
general population to purchase those products and services. One
important aspect of the present invention is that the customer is
encouraged to provide data to the customer survey system because
the customer is provided with interesting and useful information in
exchange for that data, such as relative and hypothetical situation
information and information relating to setting and achieving
goals.
BRIEF DESCRIPTION OF THE DRAWINGS
[0010] For a more complete understanding of the present invention,
the objects and advantages thereof, reference is now made to the
following descriptions taken in connection with the accompanying
drawings in which like reference numbers indicate like features and
wherein:
[0011] FIG. 1 is a block diagram of one embodiment of a targeted
marketing system constructed according to the teachings of the
present invention.
[0012] FIG. 2 is a block diagram that illustrates the routing and
exchange of various types of data within one embodiment of a survey
system constructed according to the teachings of the present
invention.
[0013] FIG. 3 is a flowchart showing one embodiment of a process
through which a potential or existing customer may access one
embodiment of a survey system constructed according to the
teachings of the present invention.
[0014] FIG. 4a is a diagram showing an embodiment of a survey
system constructed according to the teachings of the present
invention from the perspective of a potential or existing
customer.
[0015] FIG. 4b is a screen shot depicting one embodiment of a main
menu of a survey system constructed according to the teachings of
the present invention.
[0016] FIG. 4c is a screen shot depicting an exemplary planner
constructed according to the teachings of the present
invention.
[0017] FIG. 4d is a screen shot depicting an exemplary survey
question and possible answers constructed according to the
teachings of the present invention.
[0018] FIG. 4e is a screen shot depicting an exemplary feedback
page constructed according to the teachings of the present
invention.
[0019] FIG. 4f is a screen shot depicting an exemplary hypothetical
"what-if" page constructed according to the teachings of the
present invention.
[0020] FIGS. 5a-d are flowcharts showing the progress of a session
using an embodiment of the present invention.
[0021] FIG. 6a is a diagram showing the progress of a session using
an embodiment of the present invention from the perspective of a
business.
[0022] FIG. 6b is a screen shot showing an exemplary InterestMatch
report constructed according to the teachings of the present
invention.
[0023] FIG. 6c is a screen shot showing an exemplary TargetMatch
report constructed according to the teachings of the present
invention.
[0024] FIG. 6d is a screen shot depicting one embodiment of a
business menu of a survey system constructed according to the
teachings of the present invention.
DETAILED DESCRIPTION OF THE INVENTION
[0025] FIG. 1 is a block diagram of a targeted marketing system 10
which comprises a survey system 12, a business system 14 and a
customer system 16. Survey system 12, business system 14 and
customer system 16 are coupled to one another and communicate
through a network 18. Network 18 may comprise a plurality of
communication lines 20.
[0026] In general, the system of the present invention allows a
business to survey specific customers and to identify ones of such
customers that might want to purchase particular products or
services. This is accomplished by encouraging the customer to
complete a series of demographic questions. The customer wants to
do this because at the end of the process the customer receives
feedback showing where he stands relative to his peers. The
customer is also allowed to explore various "what-if" scenarios to
see how his relative position changes when various elements of his
demographic are altered. Accordingly, the customer receives
valuable evaluative information as a result of the process and the
business receives information that allows for highly-defined
targeted marketing efforts. All of this may be accomplished in the
convenient, non-intrusive environment of an on-line
interaction.
[0027] Business system 14 may be used by a business to communicate
to survey system 12 the business' preferences regarding a survey
for its existing or potential customers. These preferences may
include survey questions and answers, as well as color schemes,
logos, advertisements, and the like. Survey system 12 may then
prepare a customized survey for that business' existing or
potential customers.
[0028] When a customer accesses the survey, survey system may
request demographic information to characterize that customer. This
information may include income level, number of children, education
level, gender, age, or any other information. After the customer
has been characterized using the information supplied by the
customer, survey system 12 may present survey questions to the
customer. Once the survey, or a specified portion of it, is
completed by the customer, survey system 12 may then transmit
graphical feedback reports to customer system 16 to show the
customer how his or her responses compare to responses of other
customers with the same or similar demographics.
[0029] Survey system 12 may also process the data associated with
numerous demographics and survey responses in order to prepare
customized reports for the business. Business system 14 may then
retrieve from survey system 12 these customized reports, allowing
the business to target its marketing efforts to specific potential
customers who may be more likely to purchase specific products or
services than other potential customers.
[0030] Communication lines 20 may be any type of communication link
capable of supporting data transfer. In one embodiment, the
communication lines 20 may comprise, alone or in combination,
Integrated Services Digital Network (ISDN), Asymmetric Digital
Subscriber Line (ADSL), T1 or T3 communication lines, hardwire
lines, or telephone links. It will be understood that the
communication lines 20 may comprise other suitable types of data
communication links. Communication lines may also connect to a
plurality of intermediate servers between network 18 and survey
system 12, business system 14 and customer system 16.
[0031] In one embodiment, the network 18 may comprise dial access
via a telephone link. In this embodiment, survey system 12,
business system 14 and customer system 16 may be remote from each
other and located anywhere in the world. In one embodiment, systems
12, 14 and 16 may connect and communicate with each other via
modems and analog or digital communication lines. Moreover, the
network 18 may be any interconnection found on any computer network
such as a local area network (LAN), a wide area network (WAN), the
Internet, or any other communications and data exchange systems
created by connecting two or more computers.
[0032] As shown in FIG. 1, survey system 12 comprises matching
server 22 and matching database 24. Matching server 22 may comprise
a dedicated computer, with one or more processors, one or more
input devices, one or more output devices, and one or more
communication devices.
[0033] Business system 14 comprises business server 26 and business
database 28. Business server 26 comprises mapping table 30. Mapping
table 30 may be a relational data structure that provides a
correlation between an input and an output. Business system 14 may
further comprise one or more firewalls 32. In one embodiment,
firewall 32 may be located between network 18 and business server
26. Firewall 32 protects business system from both intentional and
unintentional damage which could pass through network 18. Firewall
32 may comprise hardware such as a computer with security measures,
e.g., a dial-back feature, or may comprise defensive coding
software. In general, firewall 32 receives data from network 18,
determines whether the data could be harmful and, if not, transmits
the data to business system 14. In an alternative embodiment, one
or more firewalls 32 may be placed between business server 26 and
business database 28, between network 18 and matching server 22,
between matching server 22 and matching database 24, or in any
other suitable location.
[0034] Customer system 16 may be a personal computer that comprises
a processor 34; one or more input devices, such as a keyboard 36 or
a mouse 38; one or more output devices, such as a printer or
display 40; and a communication device, such as a modem 42.
[0035] As will be described in more detail below, business system
14 communicates with survey system 12 through network 18. Business
system 14 provides to survey system 12 a variety of information to
customize the survey to be completed by a business' existing or
potential customers, such as questions and answers, color choices,
logos, advertisements, banners, services and products, product
information, application information, or the like.
[0036] After a business has provided the necessary information to
survey system 12, an existing or potential customer using customer
system 16 communicates with survey system 12 through network 18 and
provides information that may be used by survey system 12 to create
a demographic characterization of that customer. This information
may include income level, number of children, education level,
gender, age, or the like. The customer then provides to survey
system 12 responses to the series of survey questions previously
chosen by the business. Survey system 12 may then process the data
associated with numerous customers' demographics and survey
responses in order to present product and service information to
the customer while he or she is on-line and to prepare customized
reports for the business. Business system 14 may then retrieve from
survey system 12 through network 18 these customized reports,
allowing the business to target its marketing efforts to specific
potential customers who may be more likely to purchase specific
products or services than other potential customers. Business
system 14 may also retrieve from survey system 12 any applications
received from customers requesting specific products or
services.
[0037] FIG. 2 is a block diagram that illustrates the routing and
exchange of various types of data within survey system 12. In
general, survey system 12 prepares customized surveys based on data
received from business system 14, characterizes customers based on
demographic information, submits surveys to customers, stores
responses to surveys, presents feedback to customers, presents
product and service information to customers, receives applications
from customers, and prepares reports for business system 14 to use
for targeted marketing.
[0038] Survey system 12 may comprise a number of features designed
to benefit customers in order to encourage them to complete the
survey. For example, survey system 12 may provide to customer
system 16 graphical reports that compare the customer's responses
to the responses of other customers with the same demographics.
Survey system 12 may also comprise a feature that allows a user of
customer system 16 to retrieve information regarding a business'
products or services and to apply for those products or services.
The applications for the products or services may be stored by
survey system 12 in matching database 24 for later retrieval by
business system 14. Survey system 12 may also comprise a feature
that allows a customer to partially complete the survey by storing
data in matching database 24 regarding which survey question was
last answered by the customer and on what date. When that customer
later returns to complete more of the survey, survey system 12 may
then present the subsequent question without requiring the customer
to start again from the first question. In these situations in
which the customer only partially completes the survey, survey
system 12 may display a customized menu to show the user of
customer system 16 what percentage of the survey he or she has
completed and the date of the most recent visit. Survey system 12
may also comprise a feature that allows a customer to provide
information regarding certain financial goals, such as retirement
or education, and to graphically ascertain in real time what
adjustments need to be made to meet those goals.
[0039] As shown in FIG. 2, survey system 12 comprises communication
interface 44 and control unit 46. Communication interface 44 allows
survey system 12 to communicate through network 18 with business
system 14 and customer system 16. Control unit 46 comprises page
generator 48, graphical report generator 49, survey
creation/maintenance controller 50, and business report generator
51.
[0040] Page generator 48, graphical report generator 49, survey
creation/maintenance controller 50, and business report generator
51 may all access matching database 24. Matching database 24 may
comprise a plurality of tables containing useful data. These tables
may include, among others, business identification table 52,
customer identification table 54, customer navigation history table
56, customer response table 58, question and answer tables 60,
survey flow table 61, banners/logos/advertisements/colors table 62,
images table 64, product/service information table 65, application
table 66, authorized entry identification table 68 and stored
reports table 70. Customer response table 58 may comprise customer
demographics 72 created by survey system 12 from information
provided by customers, and application table 66 may comprise
completed application table 74 with application information
received from customers.
[0041] Page generator 48 may retrieve data from tables 52, 54, 56,
58, 60, 61, 62, 64, 65 and 66 in order to generate data sets which
may be sent through communication interface 44 and network 18 to
business system 14 or customer system 16. For example, page
generator 48 may receive an identification number from customer
system 16, as described in more detail below in connection with
FIG. 3. Page generator 48 may match this identification number with
data in business identification table 52 and customer
identification table 54 in order to allow page generator 48 to
retrieve the corresponding data from tables 56, 58, 60, 61, 62, 64,
65, and 66 that is associated with that particular business and
that particular customer. Using the retrieved data, page generator
48 may generate the data sets and display them at customer system
16. Page generator 48 may also generate data sets in a similar
manner for communication with business system 14. The data sets
generated by page generator 48 may be used either to communicate
information produced by survey system 12 to customers or businesses
or to prompt customers or businesses to communicate information to
survey system 12.
[0042] Thus, page generator 48 does not generate the same data sets
for all customers, but instead generates data sets that are
customized both for the business and for the customer. For example,
when a user of customer system 16 accesses survey system 12, page
generator 48 may determine which business is associated with that
customer. After establishing this, page generator 48 may retrieve
information regarding that business' preferences for presenting a
survey for that customer, such as colors, banners, logos,
advertisements, questions and answers, products, services and
applications. Thus, page generator 48 presents different data sets
depending on which business is involved. In addition, page
generator 48 may also retrieve information regarding the customer,
such as how the customer responded to demographic questions and
which survey questions the customer has already answered. Page
generator 48 may use this information in addition to the
business-related information to generate data sets within the
survey, such as by customizing the survey menu to show the
percentage completed by that customer and the previous date of
entry.
[0043] Page generator 48 may also determine which question to
present next to the customer based on the business identification
number and the customer's response to the previous question. The
business identification number is used by page generator 48 to
access the set of questions associated with that business in
matching database 24. Thus, each business may choose a different
set of questions that may be customized to include questions
related to any or all products and services the business offers
while omitting questions related to any products or services that
it does not offer. The customer's response to the previous question
may be used by page generator 48 to omit questions chosen by the
business for inclusion in the survey but made irrelevant by the
customer's previous response. For example, if a customer responds
to a question that he or she rents housing, page generator 48 could
skip subsequent questions relating to mortgage payments because
they would not apply to that customer.
[0044] Page generator 48 may also present advertisements for
products and services during the survey. These advertisements may
be chosen based on the customer's demographics, as well as the
subject matter of the associated survey questions. In addition, the
advertisements may be chosen based on the combination of the
customer's demographics and his or her responses to the previous
survey questions. Thus, the choice of advertisements may be updated
as the customer responds to survey questions and survey system 12
can better determine to which advertisements that particular
customer will respond favorably.
[0045] In order to determine which advertisement to display
initially, survey system 12 may compare the customer's demographics
to the attributes of each previously established "demographic"
profile. Survey system 12 may then select the "demographic" profile
with matching attributes. Survey system 12 may then select the
product or service with the highest probability of purchase for
that "demographic" profile. Finally, survey system 12 may select
from matching database 24 advertisements and/or links for those
products or services to display for the customer. As the customer
responds to the survey questions, survey system 12 may update the
choice of advertisement by repeating the above process for profiles
based on all data as opposed to profiles based on demographic data
only. Thus, with each response from a customer, survey system 12
may update the "all data" profile for that particular customer and
choose a new advertisement from matching database 24 with a more
reliable probability of purchase each time.
[0046] Graphical report generator 49 may use data processed by
survey system 12 to generate graphical reports for users of
customer system 16. These graphical reports show the customer how
his or her survey responses compare to the survey responses of
other customers with the same demographics. Thus, as with the data
sets generated by page generator 48, these graphical reports are
customized for each customer because the data presented will vary
based on the particular customer's demographics. Graphical report
generator 49 also comprises summary/what-if routine 76 which
generates graphical summaries of the comparison data previously
prepared by the graphical report generator 49. Summary/what-if
routine 76 also generates graphical summaries of comparison data
based on hypothetical adjustments made by a customer to his or her
demographics, such as number of children, income level, or the
like. The reports produced by graphical report generator 49 may be
generated in real time and may be stored in matching database 24 in
stored reports table 70.
[0047] Survey creation/maintenance controller 50 may retrieve data
from and store data in matching database 24. Thus, the data
retrieved by page generator 48 and graphical report generator 49
from tables 52, 54, 56, 58, 60, 61, 62, 64, 65 and 66 may be
created and edited by survey creation/maintenance controller 50.
According to one embodiment of the present invention, survey
creation/maintenance controller 50 may be manipulated by a user of
survey system 12 in order to establish customized surveys for
businesses. In an alternative embodiment, a business may manipulate
survey creation/maintenance controller 50 using business system 14
to create or edit its own survey.
[0048] Business report generator 51 may use data processed by
survey system 12 to generate reports for users of business system
14. As described in more detail below in connection with FIGS.
6a-d, business report generator 51 may generate a variety of
reports based on the data obtained through the demographics, survey
responses, and planner information collected from customer systems
16.
[0049] Survey system 12 may further comprise an anonymity feature
to ensure that the identity of a user of customer system 16 would
only be available to the business. For example, a customer may be
required to access business system 14 before being given access to
survey system 12. While the customer is accessing business system
14, business system 14 may request a customer identification
number, such as an account number or any other specially designated
personal identification number(s). Business system 14 may then
validate and encrypt the customer identification number using
mapping table 30, with the customer identification number as the
input and the encrypted number as the output. This encrypted number
may then be provided to survey system 12 to identify that
particular customer.
[0050] Therefore, unless a customer provides information while
applying for products or services, survey system 12 may never have
access to the original customer identification number, making it
impossible for survey system 12 to identify the actual customer by
name, address, or any other means. This anonymity feature will
encourage users of customer system 16 to provide the personal
information to survey system 12 that is beneficial for targeted
marketing. If the customer does apply for a product or service and
provides identifying information to survey system 12, this
information may be stored in completed application table 74 of
matching database 24 with security features designed to prevent
unauthorized access. In addition, this identifying information may
be immediately deleted from matching database 24 after it is
retrieved by business system 14. Finally, as another security
feature, the data entered by the customer may be encrypted before
being transmitted from customer system 16 to survey system 12. In
accordance with this feature, the data may be encoded using a
mathematical formula, for example, that makes the data unreadable
without the survey system's 12 key to decode it.
[0051] Survey system 12 further comprises a set of graphical
planners 80 with which users of customer system may set and see how
to attain financial goals for various situations, such as
retirement, education, vacation, or the like. These planners 80 are
beneficial because they provide the user of customer system 16 the
opportunity to easily see what adjustments, if any, the customer
needs to make in order to meet his or her financial goals. This
feature may be used as a reward for customers and may motivate them
to access survey system 12 and provide responses to a survey. In
addition, survey system 12 may store the data entered by a user of
customer system 16 when setting these financial goals. Survey
system 12 may then provide the data to the business via business
system 14 to allow the business to help the customer attain those
financial goals by marketing related products and services to that
customer.
[0052] FIG. 3 is a flowchart showing one embodiment of a process
through which a user of customer system 16 may access survey system
12. In this embodiment, a user of customer system 16 first accesses
business system 14 through network 18, as shown in step 100. The
method then proceeds to step 102 where business system 14 prompts
the customer to enter a customer identification number. This
customer identification number may comprise one or more identifying
numbers or words, such as an account number, a name, a birth date,
or the like. After the customer enters the identification number in
step 104, business system 14 verifies that the identification
number is valid, as shown in step 106. If the identification number
is invalid, business system 14 notifies the customer and allows the
customer to choose whether to enter a new number or contact the
business, as shown in step 108. If the customer chooses to contact
the business, business system 14 displays an e-mail page that
prompts the customer to enter the necessary information to notify
the business that the identification number is not being accepted,
as shown in step 110. Otherwise, the customer is prompted to enter
a new identification number in step 104.
[0053] Once the customer has entered a valid identification number,
the method proceeds to step 112 where business system 14 presents
an icon to allow the customer to access survey system 12. If the
customer selects the icon, as shown in step 114, business system 14
encrypts the customer's identification number using mapping table
30, as shown in step 116. The method then proceeds to step 118
where business system 14 passes the encrypted customer
identification number and the business' own identification
number(s) to customer system 16 through network 18. Business system
14 then transfers the customer to survey system 12 in step 122.
Finally, survey system 12 retrieves from customer system 16 the
encrypted customer identification number and the business
identification number(s) in step 124.
[0054] In an alternative embodiment, business system 14 may present
an icon to allow the customer to access survey system 12 before
business system 14 prompts the customer to enter a customer
identification number. If the customer then selects the icon,
business system 14 may prompt the customer to enter a customer
identification number. The method may then continue as before with
step 104 in FIG. 3.
[0055] FIG. 4a is a process flow diagram showing an embodiment of
the present invention from the perspective of a user of customer
system 16. Block 126 shows the customer beginning by accessing
business system 14. Through a process such as the one described in
connection with FIG. 3, the customer then accesses survey system in
block 128, where survey system 12 displays a welcome message. If
the customer has not accessed survey system 12 before, survey
system 12 presents a demographics question page to the customer, as
shown in block 130. This demographics question page prompts the
customer to enter demographic information about himself or herself.
This demographic information includes personal characteristics of
the customer, such as income level, number of children, education
level, age, gender, and the like. Survey system 12 may also present
the demographics question page to customers who have accessed the
survey system in the past if a certain period of time has passed,
such as six months or one year, so that their demographic
information can be updated. In addition, survey system 12 may
prompt the customer upon each visit to update demographic
information if any characteristics have changed since the previous
visit.
[0056] In block 132, survey system 12 presents to the customer a
main menu that allows the customer to choose which part of the
survey to answer and also allows the customer to access the
planners 80 to set financial goals. FIG. 4a shows two types of
choices a customer could make from the main menu. If the customer
wants to access the planners 80, he or she may choose the "goals"
option. Survey system 12 may then present a goals menu, as shown in
block 134. However, if the customer wants to access the survey, he
or she may choose any one of the survey options from the main menu,
such as the "spend" option. The customer may then be given the
corresponding survey questions that were previously chosen by the
business and stored in matching database 24, as shown in block 136.
Within the survey section, the customer may receive feedback pages
after answering each question or each few questions. Then survey
system 12 may present a "what-if" page, as shown in block 138,
after the customer has completed the survey section.
[0057] FIG. 4b is a screen shot depicting one embodiment of the
main menu 500 presented by survey system 12 in block 132. This
embodiment includes three survey options: borrow 502, spend 504,
and save & invest 506. It will be understood that either fewer
or more survey options may be included without departing from the
scope of this invention. Planners 80 are accessed through the
fourth option of goals 508. Main menu 500 may also be customized
for each user of customer system 16 by displaying beneath the
survey options 502, 504 and 506 a percentage-completed/date line
510 to inform the customer what percentage of that survey option he
or she has already completed, as well as the date of the most
recent visit.
[0058] Returning to FIG. 4a, if the customer chooses goals 508 in
block 132, survey system 12 then presents a goals menu in block
134, along with a default planner 80. The goals menu may be
presented in the form of a drop-down selection box that the user
may select to access the goals menu. This goals menu may include
any situation for which a customer might want to set goals. For
example, this menu may include choices such as credit card, down
payment, loan payoff, major purchase, retirement, tuition,
vacation, wedding, and the like. It will be understood that other
suitable choices relating to financial planning may be included in
this menu without departing from the scope of this invention. After
the customer chooses one of the options presented by the goals
menu, the associated planner 80 is presented.
[0059] FIG. 4c is a screen shot depicting an exemplary planner 80,
in particular a retirement planner 512. Retirement planner 512
comprises an input section 514, an output section 515, an
information button 519, an apply button 520, a goals menu 521, a
survey section selector 522, and a save goal button 523. Input
section 514 allows a customer to input the necessary information
relating to planning for retirement, such as current amount of
savings, current age, retirement age, rate of interest, rate of
inflation, monthly savings, monthly retirement income, and the
like. Output section 515 shows the retirement savings increasing
until the retirement age and, typically, decreasing afterwards. By
adjusting the figures in input section 514, a customer can
determine by simply looking at output section 515 what actions must
be taken in order to reach his or her retirement goals. Planners 80
may comprise Java applets that are sent to customer system 16
through network 18 and which allow planners 80 to make real-time
adjustments to output when the customer changes the input. In this
way, the customer avoids the delay caused by requiring customer
system 16 to send each change in input to survey system 12 through
network 18 and survey system 12 to send the corresponding output
back to customer system 16 through network 18. As an alternative to
Java applets, this may be accomplished with any other minimal
footprint application.
[0060] Thus, there is no need for the customer to submit one set of
changes to the input information at a time and wait for the
corresponding output. This makes possible features such as sliders
516 and arrows 517. Using sliders 516 and arrows 517, the customer
may make continuous adjustments back and forth while viewing
corresponding changes in the output section 515 in real time. For
example, as the customer moves the slider 516 associated with
retirement age to the right or left, the graph shown in the output
section 515 expands or contracts to show the corresponding increase
or decrease in savings before and after retirement. Arrows 517 may
be used in the same manner to adjust the input information and
thereby change the output section 515. Data cells 518 may also be
used to adjust the input information, but data cells 518 allow the
customer to input one specific number at a time, as opposed to the
continuous changes possible with sliders 516 and arrows 517.
[0061] Information button 519 allows the customer to access
information about products and/or services offered by the business
relating to the specific financial goal the customer has chosen.
Apply button 520 presents an application that allows the customer
to apply for those products and/or services. Survey system 12 may
automatically prepare and transmit an e-mail message to the
business to indicate that such an application has been received and
stored in completed application table of matching database 24 for
retrieval by business system 14. According to one embodiment,
information button 519 may comprise adjacent text to inform the
customer what type of information may be accessed by clicking on
information button 519, and apply button 520 may also comprise
adjacent text to inform the customer what type of product or
service is available through the associated application. Survey
system 12 may also store in matching database 24 the customer's
identification number, as well as data relating to whether the
customer chose information button 519 or apply button 520 and
whether the customer submitted an application. This data may be
used by business report generator 51 to generate reports for
business system 14, as described in more detail below in connection
with FIG. 6c.
[0062] As described above in connection with block 132 of FIG. 4a,
the goals menu 521 may be presented in the form of a drop-down
selection box. This goals menu 521 may include any situation for
which a customer might want to set goals. At any time while the
customer is using retirement planner 512 or any other planner 80 to
set financial goals, the customer may select another option from
the goals menu 521. Survey system 12 will then present the
appropriate planner 80. In addition, at any time while using the
retirement planner 512 or any other planner 80, the customer may
choose to switch to another survey section through the survey
section selector 522, which may also be presented in the form of a
drop-down selection box. For example, the customer may select
"spend" from the survey section selector 522, and survey system 12
will then present the appropriate question from the spend section
of the survey.
[0063] Save goal button 523 allows the customer to save the data
entered into input section 514 for later retrieval. Survey system
12 may then provide the data to the business via business system 14
to allow the business to target marketing efforts for products
and/or services related to the goals in which the customer showed
an interest.
[0064] If, instead of choosing goals 508 from the main menu 500, a
customer chooses one of the survey options, such as spend 504, the
customer is then given the corresponding survey questions that were
previously chosen by the business and stored in matching database
24, as shown in block 136 of FIG. 4a. The possible answers to each
question may also be chosen by the business and stored in matching
database 24, and they may be presented with both text and graphics.
For example, FIG. 4d is a screen shot depicting an exemplary
question 524 and possible textual and graphical answers 525 from a
spend 504 survey section. This screen also includes the survey
section selector 522 described above in connection with FIG. 4c to
allow the customer to switch to another survey section at any time.
Also shown in FIG. 4d are a back button 526 and a next button 528.
If the customer decides that he or she wants to move backward to
the previous screen, the customer may select the back button 526.
Alternatively, the customer may select the next button 528 after
choosing a response to a particular question. Selecting the next
button 528 allows the customer to go forward to the next screen,
which could be either another question or a feedback page.
[0065] FIG. 4e is a screen shot depicting an exemplary feedback
page. A feedback page allows a customer to see after each question
or after every few questions how his or her responses compare with
other customers sharing the same or similar demographics. This
feature may be used as another reward for customers to motivate
them to respond to the survey. The feedback page pictured in
[0066] FIG. 4e comprises one or more charts 530 and one or more
comparison statements 532. Chart 530 could be a pie chart, a bar
chart, a percentile chart, or the like. Chart 530 shows the
customer how all other customers with the same or similar
demographics have responded to the previous questions. Comparison
statement 532 is a statement informing the customer of how the
greatest portion of other customers with the same or similar
demographics responded. On the feedback page, the customer may
click on chart 530 or comparison statement 532 and survey system 12
will present a tally and percentages for each possible answer. Data
represented in chart 530 and comparison statement 532 may be
updated at regular intervals, such as once each hour or once each
day. Alternatively, the data may be updated with every response so
that each customer's responses are included in the data presented
to that customer in the feedback page. Thus, the information
presented in the feedback page may change at specified times to
reflect new data received from users of customer system 16.
[0067] The feedback page also includes the survey section selector
522 described above in connection with FIG. 4c to allow the
customer to switch to another survey section at any time. In
addition, each feedback page may also comprise information button
519 and apply button 520. Information button 519 allows the
customer to access information about products and/or services
offered by the business relating to the material presented in the
feedback page.
[0068] Apply button 520 allows the customer to apply for those
products and/or services. This feature is beneficial to both the
customer and the business. The customer has the convenience of
applying for a product or service by simply clicking the apply
button 520 and providing the appropriate information, while the
business has the marketing advantage provided by the availability
of this application to the customer in conjunction with the
material presented in the feedback page. For example, a customer
may learn from a feedback page that his or her peers generally have
three credit cards, while he or she has only one. As soon as this
information is presented, the customer has the option of clicking
on the apply button 520 and applying for another credit card. Thus,
this is one form of targeted marketing provided by the present
invention. If a customer applies for a product or service in this
manner, survey system 12 may also automatically prepare and
transmit an e-mail message to the business to indicate that an
application has been received and stored in matching database 24
for retrieval by business system 14.
[0069] According to one embodiment, information button 519 may
comprise adjacent text to inform the customer what type of
information may be accessed by clicking on information button 519,
and apply button 520 may also comprise adjacent text to inform the
customer what type of product or service is available through the
associated application. Survey system 12 may also store in matching
database 24 the customer's identification number, as well as data
relating to whether the customer chose information button 519 or
apply button 520 and whether the customer submitted an application.
This data may be used by business report generator 51 to generate
reports for business system 14, as described in more detail below
in connection with FIG. 6c.
[0070] The feedback page also comprises a next button 538 to allow
the customer to continue to the next screen and an exit button 540
to allow the customer to return to the main menu 500, as shown in
FIG. 4b and in block 132 of FIG. 4a. If the customer chooses the
next button 538, the customer will either continue to another
question, such as the one shown in FIG. 4d, or will continue to a
"what-if" page if the survey section has been completed.
[0071] After the customer has completed any one section of the
survey, such as borrow 502, spend 504, or save & invest 506,
survey system 12 presents a "what-if" page, as shown in block 138
of FIG. 4a. The "what-if" page displays the information previously
communicated to the customer in all the feedback pages, such as the
one shown in FIG. 4e, that are associated with that particular
survey section. Thus, previously displayed charts 530 and
comparison statements 532 are redisplayed for the customer to
review. The "what-if" page also displays information that relates
to topics not presented to the customer during the survey. These
topics may not have been presented during the survey because the
customer's response to a question made the topic irrelevant for
that customer. The "what-if" page also allows the customer to make
adjustments by changing his or her demographic parameters such as
income level, number of children, and the like. Then survey system
12 displays the comparison information for the customer's
hypothetical demographic. This allows the customer to see how his
or her situation compares with others who have a demographic the
customer wonders about or expects or hopes to have in the future.
On the "what-if" page, the customer may also click on any one of
the charts 530 or comparison statements 532 and survey system 12
will present a tally and percentages for each possible answer.
[0072] FIG. 4f is a screen shot depicting an exemplary "what-if"
page. The "what-if" page may comprise a demographic line 542 and a
feedback section 544. Demographic line 542 may be used by the
customer to access the comparison data associated with the
hypothetical demographic in which he or she is interested. This
comparison data may then be displayed in feedback section 544.
Initially, demographic line 542 may be preset to the customer's
actual demographics, and feedback section 544 may display the
associated comparison data. After making adjustments to the
parameters in demographic line 542, the customer may click on the
go button 546. Survey system 12 may then retrieve the appropriate
data from matching database 24 and display that data in feedback
section 544. The customer may continue to make adjustments and view
the comparison data as often as he or she wishes. Feedback section
544 may comprise multiple charts 530 and comparison statements 532
that may be accessed through scrolling. The "what-if" page also
includes the survey section selector 522 described above in
connection with FIG. 4c to allow the customer to switch to another
survey section at any time.
[0073] In addition, each "what-if" page may also comprise
information button 519 and apply button 520. Information button 519
allows the customer to access information about products and/or
services offered by the business. Apply button 520 allows the
customer to apply for those products and/or services. Information
button 519 may comprise adjacent text to inform the customer what
type of information may be accessed by clicking on information
button 519, and apply button 520 may also comprise adjacent text to
inform the customer what type of product or service is available
through the associated application. Survey system 12 may also store
in matching database 24 the customer's identification number, as
well as data relating to whether the customer chose information
button 519 or apply button 520 and whether the customer submitted
an application. This data may be used by business report generator
51 to generate reports for business system 14, as described in more
detail below in connection with FIG. 6c.
[0074] FIGS. 5a-d are flowcharts showing one embodiment of the
present invention. At step 140 of FIG. 5a, survey system 12
presents a welcome display to the user of customer system 16. Next
survey system 12 determines whether the customer has entered
demographic information previously or whether a certain amount of
time has passed since the customer entered demographic information,
as shown in step 142. If the customer is new or enough time has
passed since the customer entered demographic information, survey
system 12 then presents the demographics question page to the
customer in step 144. Alternatively, the customer may choose to
have the demographics question page presented if any
characteristics have changed since the previous visit. The
demographics question page prompts the customer to enter
information relating to the customer's income level, age, gender,
and the like. After the information has been entered by the
customer, survey system 12 stores the demographic information in
matching database 24, as shown in step 146. If the customer was not
required to enter demographic information or after the demographic
information has been stored, survey system 12 next presents to the
customer the main menu 500 in step 148.
[0075] The customer then selects an option from the main menu 500,
and survey system 12 responds in one of two ways based on which
icon the customer selects, as shown in step 150. The customer may
select an icon for either goals 508 or one of the survey options
502, 504 or 506.
[0076] As shown in FIGS. 5a and 5b, if the customer selects goals
508 in step 150, survey system 12 presents a default planner 80 by
sending an applet created using Java or any other suitable applet
technology to customer system 16, as shown in step 151. Survey
system 12 also presents a goals menu 521 in step 152 that allows
the customer to access a planner 80 other than the one originally
presented by choosing a new goal type. If the customer selects a
new goal type, survey system 12 searches matching database 24 to
determine whether or not the customer has previously saved input
information for that goal type, as shown in step 154. If the
customer has saved input information, survey system 12 retrieves
the saved data in step 156. This saved data will be automatically
entered into the appropriate fields of the input section 514 of the
planner 80. If the customer has not saved input information for
that goal type, default input information is entered into the input
section 514 of the planner 80. At this point, the customer may
enter new input information or change saved input information, as
shown in step 160, in order to adjust the output section 515, as
shown in step 162, until the results are satisfactory to the
customer. As the customer changes the input information, the
results in output section 515 are adjusted dynamically in real
time. The customer may change the input information to see in real
time the corresponding output as often as desired, as indicated in
steps 160 and 162. Once the customer has finished making
adjustments to the input information, the customer may choose an
option that will save the input information for future use, as
shown in step 164. If the customer chooses this option, survey
system 12 will save the data entered into input section 514 in
matching database 24 in step 166. Survey system 12 may then provide
the data to the business to allow the business to help the customer
attain those financial goals by marketing related products and
services to that customer.
[0077] While the customer is using the planner 80, he or she may
also select the information button 519, as shown in step 170, or
the apply button 520, as shown in step 176. If the customer selects
the information button 519, survey system 12 presents the related
information about the business' products and/or services, as shown
in step 172. On the other hand, if the customer selects the apply
button 520, survey system 12 presents the related application for
the business' products and/or services in step 178. After the
customer has entered the requested information, survey system 12
formats the data and transmits it to the completed application
table 74 of matching database 24 in step 180 for storage and later
retrieval by the business. Survey system 12 may automatically
prepare and transmit an e-mail message to the business to indicate
that such an application has been received. Survey system 12 may
also store in matching database 24 the customer's identification
number, as well as data relating to whether the customer chose
information button 519 or apply button 520 and whether the customer
submitted an application. This data may be used by business report
generator 51 to generate reports for business system 14.
[0078] While using the planner 80, the customer may also choose the
survey section selector 522, as shown in step 181. If the customer
chooses to switch to a survey section, survey system 12 will
present the appropriate question as shown at step 184 in FIG.
5c.
[0079] The customer may also decide to exit the planners 80 or to
select a new goal type, as shown in step 182. If the customer
decides to exit the planners 80, he or she will be returned to the
main menu 500, at step 148 in FIG. 5a. If the customer decides to
select a new goal type, survey system 12 returns to step 152 to
allow the customer to make the new selection.
[0080] Returning to the customer's choice of options in the main
menu 500, as shown in step 148 of FIG. 5a, the customer may select
an icon related to one of the survey options, 502, 504 or 506. In
this situation, survey system 12 presents a question from the
corresponding survey section to the customer in step 184, as shown
in FIG. 5c. While viewing the question, the customer may also
choose the survey section selector 522, as shown in step 185. If
the customer chooses to switch to another survey section, survey
system 12 will present the appropriate question as shown at step
184 in FIG. 5c. However, if the customer chooses a response to the
presented question in step 186, survey system 12 stores the
response in matching database 24, as shown in step 188. Survey
system 12 also stores data to indicate that the customer has
answered this particular question. Survey system 12 may use this
data to customize the main menu 500 with a
percentage-completed/date line 510 and to allow the customer to
return to the following question when returning to the survey after
completing only part of it. After storing the response and related
data, survey system 12 determines whether or not there is a
feedback page to be presented at this point in the survey in step
190. If not, survey system 12 determines which question to present
next based on the business identification number and the customer's
previous response, as shown in step 191. The method then proceeds
to step 184 where survey system 12 presents the next appropriate
question. However, if at step 190 it is determined that there is a
feedback page to be presented, survey system 12 presents the
appropriate feedback page with the comparison data compiled from
the responses of customers with the same or similar demographics as
the current customer, as shown in step 192. Survey system will also
present a tally and percentages for each possible answer if the
customer clicks on chart 530 or comparison statement 532.
[0081] While the customer is viewing the feedback page, he or she
may also select the information button 519, as shown in step 194,
or the apply button 520, as shown in step 200. If the customer
selects the information button 519, survey system 12 presents the
related information about the business' products and/or services,
as shown in step 196. On the other hand, if the customer selects
the apply button 520, survey system 12 presents the related
application for the business' products and/or services in step 202.
After the customer has entered the requested information, survey
system 12 formats the data and transmits it to the completed
application table 74 of matching database 24 in step 204 for
storage and later retrieval by the business. Survey system 12 may
automatically prepare and transmit an e-mail message to the
business to indicate that such an application has been received.
Survey system 12 may also store in matching database 24 the
customer's identification number, as well as data relating to
whether the customer chose information button 519 or apply button
520 and whether the customer submitted an application. This data
may be used by business report generator 51 to generate reports for
business system 14.
[0082] While viewing the feedback page, the customer may also
choose the survey section selector 522, as shown in step 205. If
the customer chooses to switch to another survey section, survey
system 12 will present the appropriate question as shown at step
184.
[0083] Also while viewing the feedback page, the customer may
select the exit button 540, as shown in step 206. If the exit
button 540 is selected, the customer is returned to the main menu
500 in step 148 of FIG. 5a. Otherwise, survey system 12 determines
whether the survey section has been completed, as shown in step
207. If the survey section has not been completed and the customer
selects the next button 538, survey system 12 presents the next
question in step 184.
[0084] However, if the survey section has been completed, survey
system 12 displays a "what-if" page in step 208 of FIG. 5d. The
"what-if" page displays the information previously communicated to
the customer in all the feedback pages that are associated with
that particular survey section. Thus, previously displayed charts
530 and comparison statements 532 are redisplayed for the customer
to review. In addition, charts 530 and comparison statements 532
are generated and displayed that relate to topics not presented to
the customer during the survey. For example, if during the survey
the customer responded to a question that he or she rents housing,
questions regarding mortgage payments would not have been presented
to that customer. However, the "what-if" page allows the customer
to see the charts 530 and comparison statements 532 that would have
been presented in the feedback pages associated with the
mortgage-related questions. Survey system 12 will also display a
tally and percentages for each possible answer if the customer
clicks on one of the charts 530 or comparison statements 532.
[0085] While viewing the "what-if" page, the customer may choose to
exit the page and return to the main menu 500 in step 209. In this
case, survey system 12 will return to step 148 in FIG. 5a. If the
customer does not choose to return to the main menu 500, survey
system 12 continues to display the "what-if" page with the
demographic of the customer or, if adjustments are made by the
customer as described below, with the hypothetical demographic.
[0086] While the customer is viewing the "what-if" page, he or she
may also select the information button 519, as shown in step 210,
or the apply button 520, as shown in step 212. If the customer
selects the information button 519, survey system 12 presents the
related information about the business' products and/or services,
as shown in step 211. On the other hand, if the customer selects
the apply button 520, survey system 12 presents the related
application for the business' products and/or services in step 213.
After the customer has entered the requested information, survey
system 12 formats the data and transmits it to the completed
application table 74 of matching database 24 in step 214 for
storage and later retrieval by the business. Survey system 12 may
automatically prepare and transmit an e-mail message to the
business to indicate that such an application has been received.
Survey system 12 may also store in matching database 24 the
customer's identification number, as well as data relating to
whether the customer chose information button 519 or apply button
520 and whether the customer submitted an application. This data
may be used by business report generator 51 to generate reports for
business system 14.
[0087] While viewing the "what-if" page, the customer may also
choose the survey section selector 522, as shown in step 215. If
the customer chooses to switch to another survey section, survey
system 12 will present the appropriate question as shown at step
184 of FIG. 5c.
[0088] The "what-if" page also allows the customer to make
adjustments by making changes to his or her income level, number of
children, education level, or the like, as shown in step 216. Then
survey system 12 displays the charts 530 and comparison statements
532 for the customer's hypothetical demographic, as shown in step
217. This allows the customer to see how his or her responses
compare with others who have a demographic the customer expects or
hopes to have in the future.
[0089] FIG. 6a is a diagram showing an embodiment of the present
invention from the perspective of a user of business system 14,
such as a business representative. Block 218 shows the business
representative beginning by accessing survey system 12. In block
220, survey system presents to the business representative a
business menu that allows the business representative to choose
from several different options. This embodiment includes five
options: demonstration, features, results, company, and contact
us.
[0090] FIG. 6a shows one path a business representative might take
through the various menus offered by survey system 12. Other
possible paths will be described below. If the business
representative selects the "results" option from the business menu,
he or she will be presented with a login screen, as shown in block
222. At the login screen, the business representative will be
prompted by survey system 12 to supply identifying information,
such as a business identification number, password, or the like.
Survey system 12 then compares this information with the data
stored in authorized entry identification table 68 of matching
database 24 to determine whether or not the user of business system
14 should be granted access to the information stored in and the
reports generated by survey system 12. If the business
representative enters invalid identifying, information, as shown in
block 224, survey system 12 provides an invalid menu that gives the
business representative the option of resubmitting new identifying
information or contacting the survey management company. If the
business representative chooses to contact the survey management
company, survey system 12 displays an e-mail page that prompts the
business representative to enter the necessary information to
notify the survey management company that the identifying
information is not being accepted. Otherwise, the business
representative is prompted to enter new identifying information in
block 222.
[0091] Once the identifying information has been validated, survey
system 12 provides an entry menu, as shown in block 226. At this
screen, the business representative may choose to access the
customized survey for his or her business, to access the reports
prepared by survey system 12, to retrieve the applications
submitted by users of customer system 16, or to perform
administrative functions such as granting or removing authorized
entry status to users of business system 14. If the business
representative chooses to access the reports, survey system 12
presents a report menu, as shown in block 228. This report menu may
comprise options such as customer response data, demographic
profiles, TargetMatch, and
[0092] InterestMatch. It will be understood that the report menu
may comprise other suitable options without departing from the
scope of this invention. Choosing InterestMatch allows the business
representative to access the reports that show how likely users of
customer system 16 are to respond to marketing efforts for a
particular product or service. For example, if the business
representative selects InterestMatch, survey system 12 presents an
InterestMatch menu, as shown in block 230. This InterestMatch menu
may list any or all of the business' products and services.
[0093] Next the business representative chooses an analysis report
for a specific product or service, such as Product B. As shown in
block 232, this will cause survey system to present yet another
menu, allowing the business representative to choose between such
options as "demographic data only" or "all data." These options
allow the business representative to choose what types of data to
use as a basis for the reports. Choosing "demographic data only"
will cause business report generator 51 to generate a report based
only on the customers' demographic data. Choosing "all data" will
cause business report generator 51 to generate a report based on
demographic data, psychographic data, and all other data.
Psychographic data includes behavioral characteristics of each
customer. This data is obtained from the customers' responses to
the survey questions relating to behavior or lifestyle. For
example, reports generated from demographic data only could be
based on each customer's income level. However, reports generated
from all data could also be based on each customer's response to a
question about how much money he or she would give away after
unexpectedly receiving a large amount of money. Thus, these reports
would be based not only on the factual demographic information
provided by the customer, but also on less tangible behavioral
factors that can be measured through his or her survey responses.
It will be understood that other suitable options may be presented
by survey system 12 on which to base reports without departing from
the scope of this invention.
[0094] Once the business representative decides on this option,
survey system 12 displays the analysis of the data associated with
the pre-selected product or service. This analysis may include
probabilities that were determined by using a commercially
available statistical processing program, such as one provided by
Statistical Product & Service Solutions. According to one
embodiment of the present invention, input data for the statistical
processing program may be retrieved by survey system 12 from
matching database 24 and may comprise the business identification
number, the specific product or service (dependent variable),
customer identification numbers, customer demographics
(attributes), and customer responses (attributes). The statistical
processing program may then segment the data and predict
probabilities of purchase. This may be accomplished by detecting
the influence of attributes on the dependent variable, modeling
continuous and non-continuous data and missing data, detecting
statistically significant differences among groups of customers,
merging non-significant groups of data, and creating decision
rules. The output data from the statistical processing program may
comprise profile numbers, profile rules, profile attributes, and
profile probabilities. At this point, survey system 12 may extract
the customer identification numbers from matching database 24 that
match the profile attributes in the profile rules. Survey system 12
may then remove the customer identification numbers of those
customers who indicated they already have the product or are using
the service. Business report generator 51 may then generate a
report for each profile showing the remaining customer
identification numbers, the profile number, the profile
probabilities, and the profile attributes. Returning to our example
using Product B, survey system 12 may then present the report for
Product B by listing the encrypted identification numbers of users
of customer system 16 along with the probabilities that the
customers with those identification numbers will purchase Product
B. This is shown in block 234.
[0095] FIG. 6b is a screen shot showing an exemplary report 554 for
a business representative generated by business report generator
51. This example includes a basis statement 556 that notifies the
business representative which data was used to prepare the report
554. The report 554 may also include a product/service identifier
558. Columns in the report 554 may include customer identification
number 560, probability of purchase 562, and link to probability
profile 564. FIG. 6b also shows a probability profile 566 that
might be displayed if a business representative selects a
particular link in the link-to-probability-profile column 564. The
information displayed in probability profile 566 would show the
business representative which attributes in the profile were shared
by users of customer system 16 that have the associated probability
of purchase. This probability profile 566 may comprise three
columns, such as profile number 567, probability 568, and profile
description 570. Profile number column 567 would identify the
corresponding probability profile, as shown in the
link-to-probability-profile column 564. Probability column 568
would repeat the probability of purchase as shown in the
probability-of-purchase column 562 of the report 554. Profile
description column 570 would show the profile attributes associated
with that set of customers. The profile may be a group of common
characteristics of the set of customers who share the same
probability of purchase. This profile may include demographic as
well as psychographic data.
[0096] Returning to FIG. 6a, the business representative could
select options other than InterestMatch from the report menu in
block 228. If the business representative selected customer
response data, business report generator 51 would present customer
demographic and survey response data. This data could be presented
in a spreadsheet, in a comma or tab delimited file, or by any other
suitable method or format. If the business representative selected
the "demographic profiles" option, business report generator 51
would present graphical depictions of the demographic data for
users of customer system 16.
[0097] If the business representative selected the TargetMatch
option from the report menu, business report generator 51 would
present information regarding users of customer system 16 who had
previously requested information on or applications for particular
products or services. This information could be presented either as
month-to-date or year-to-date tallies or as a list of encrypted
customer identification numbers.
[0098] FIG. 6c is a screen shot depicting one embodiment of a
TargetMatch report 600 prepared according to one embodiment of the
present invention. Every time a customer selects information button
519 or apply button 520, survey system 12 may store that customer's
identification number in matching database 24 along with the
corresponding selection made by the customer. Survey system 12 may
also store similar data each time a customer submits an
application. When a business representative selects TargetMatch as
an option from report menu, business report generator 51 may
generate in real time a TargetMatch report 600 from the data
previously stored in matching database 24. As shown in FIG. 6c,
TargetMatch report 600 may comprise both monthly and yearly tallies
for each customer selection, such as information tally, apply tally
and submit tally. These tallies may be further broken down into
separate tallies for each product or service which may be presented
when the business representative makes his or her selection. Thus,
as shown in TargetMatch report 600, during this year, ten customers
have selected the information button to view information regarding
credit cards, five customers have selected the apply button in
connection with credit cards, and two customers have actually
submitted an application for a credit card.
[0099] According to one embodiment of the present invention, the
business representative may click on any of the numbers listed in
TargetMatch report 600 for more information. Business report
generator 51 may then generate in real time a list of customer
identification numbers that identify to the business those
customers who requested the information or application or who
submitted an application. Thus, the business may use this as a tool
to target marketing efforts for a specific product or service to a
particular customer who has shown an interest by requesting
information or an application, but who did not submit an
application.
[0100] According to one embodiment of the present invention, a
business representative would have the option of choosing "results
tracking & measurement" from the menu presented in block 232 of
FIG. 6a. This would cause survey system 12 to present a chart
listing each customer's identification number along with the
probability of purchase for that customer as reported to the
business by survey system 12. The business representative would
then be asked to supply information regarding each customer, such
as whether or not targeted marketing was performed and whether or
not that customer purchased the associated product or service. This
information supplied by the business representative would then be
used by survey system 12 to refine the algorithms used to determine
probabilities of purchase, which would make future predictions of
probabilities more accurate.
[0101] FIG. 6d is a screen shot depicting one embodiment of the
business menu 620 presented by survey system 12 in block 220 of
FIG. 6a. From the business menu 620, the business representative
could choose the option of results 626, as described above. The
business representative could also select other options from the
business menu 620. If the business representative selected
demonstration 622, survey system 12 would present to the business
representative a series of demonstration screens to show the
business representative how survey system 12 functions. Selecting
features 624 would allow the business representative to view
information regarding the various features offered by survey system
12, while selecting company 628 would allow the business
representative to view information regarding the survey management
company. Finally, if the business representative selected the
"contact us" option 630, survey system 12 would present an e-mail
page that would prompt the business representative to enter the
necessary information to notify the survey management company that
the business representative would like more information or would
like to set up a survey system for potential and/or existing
customers.
[0102] The present invention benefits the business by allowing it
to survey specific customers and to identify ones of such customers
that might want to purchase particular products or services. This
is accomplished by encouraging the customer to complete a series of
profiling questions. The customer wants to do this because at the
end of the process the customer can compare his situation relative
to his peers. The customer is also allowed to explore various
"what-if" scenarios to see how his relative position changes when
various elements of his demographics are altered. Accordingly, the
customer receives valuable evaluative information as a result of
the process and the business receives information that allows for
highly-defined targeted marketing efforts. All of this may be
accomplished in the convenient, non-intrusive environment of an
on-line interaction.
[0103] Accordingly, an integrated system is provided that prepares
customized surveys, characterizes existing and potential customers,
submits surveys to customers, stores responses to surveys, allows
customers to retrieve product and service information, allows
customers to apply for specific products and services, and prepares
reports for businesses to use for targeted marketing. In addition,
this system provides graphical reports for customers that compare
their responses to the responses of others with the same or similar
demographics. This system also allows a customer to provide
information regarding financial goals and to graphically ascertain
what adjustments need to be made to meet those goals.
[0104] While the invention has been particularly shown and
described by the foregoing detailed description, it will be
understood by those skilled in the art that various other changes
in form and detail may be made without departing from the spirit
and scope of the invention.
* * * * *