Note: Descriptions are shown in the official language in which they were submitted.
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IVIethod And System For Analyzing Trial and Repeat Business
BACK(iIZUUND OF 1'HF INVENTION
Field of the Inventian
The present invention relates generally to the use of a computer system, and
more
particularly to the use of a computer system in monitoring information
regarding new product
introductions to the market.
Discussion of the Back r~ aund
Marketing research is used by advertisers, manufacturers, retailers, and
consumer
advacac}r groups as well as other people, groups, and organizations to provide
information an
cansumer psychulogy and trends. In particular, manufacturers are concerned
with
information regarding their own products as well as competitors' products.
Information
derived from marketing research is used to increase sales and to deliver to
consumers
products that are mare likely to be well received by the public.
()ne form of marketing research involves analyzing data regarding cansumer
products
including the intraductian of a new consumer products to the market. The
pertinent data
collected for this type of analysis includes behavioral data reflecting the
sales perfarmance of
the praduct and attitudinal data reflecting the consumer's awareness,
acceptance, and
satisfactian regarding the new product. Presently, detailed behavioral data
regarding the
introduction of a new cansumer product to the market takes nearly a year to
filter back to
marketers. The filtering delay is primarily a function of the time it takes
fur manufacturers to
receive sales data fram third party researchers. This delay is primarily the
result of small
household panels and the time it takes a new pruduct to penetrate the panel to
have adequate
sample sizes far analysis. Sample sizes for certain cansumer segments will
never be
adequate.
Furthermore, in order' to abtain attitudinal data, mass mailings. e-mails, and
telephone
calls to random cansumers have been required. These consumers are invited to
participate in
surveys, answer questiannaires, and to participate in live interviews with
market surveyars.
Thus. such marketing research is conducted in a random or quasi-random manner.
As a
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result, many consumers invited to participate in marketing research may have
little or nu
knowledge of the subject matter of the marketing research. As a result, many
of the
consumers who participate in marketing research are nut helpful because they
do not use or
purchase products that are the subject of the research. Additionally, many
consumers are
annoyed by invitations, often in the form of "junk mail," because the subject
matter of the
marketing research is unrelated to the consumers' purchasing behavior and
habits.
SUMMARY OF THE INVENTION
Accordingly, an object of the present invention is to provide a novel method
and
system fur obtaining immediate behavioral data on nev~~ product performance in
the market.
Another object of the present invention is to provide a novel method and
system fur
obtaining immediate attitudinal data on consumer awareness, acceptance, and
satisfaction of
new pi°oducts.
Yet another object of the present invention is to provide a novel method and
system
For identifying potential future sales volume regarding new products for
various segments of
the consumer community.
Still yet another abject of the present invention is to provide a novel method
and
system for targeting consumers identified as failing to try a newly introduced
product.
These and other objects are achieved by providing a novel method, system, and
computer program product fur obtaining real-time behavioral and attitudinal
data on product
performance in the market. The method, on which the system and computer
program product
are based, includes the steps of: accessing a database of consumer information
in order to
identify based upon predetermined criteria a plurality of consumers to
monitor, wherein each
identified consumer is uniquely identified within the database; storing in a
data structure
behavioral measuring data corresponding to a frequency in which a product is
purchased by
each identified consumer; pcriudically receiving data extracts including data
of the identified
consumers collected during a predefined monitoring period; updating the
behavioral
measuring data stored in the data structure based on the data extracts; and
generating
messages directed to selected consumers during the predefined monitoring
period requesting
attitudinal measuring data regarding the product.
According to another aspect of the invention. the method. un which the system
and
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computer program product are based, includes the steps of: storing in a data
structure
behavioral treasuring data corresponding to a frequency in which a product is
purchased by
consumers; periodically receiving data extracts including data collected
during a predefined
monitoring period; updating the behavioral measuring data stored in the data
structure based
on the data extracts; identifying triers and non-triers of the product based
on the behavioral
measuring data Stored in the data structure upon determining that a purchase
rate of the
product is below a predetermined level; and automatically generating a
promotion to be
delivered to each non-trier incenting the non-trier to purchase the product.
As used herein,
the word "promotion" means any offer, incentive, advet~tisement, commercial,
coupon, and/or
communication for promoting one or more goods and/or services.
In the manner described above, the present invention overcomes problems
associated
with monitoring new product introductions utilizing conventional marketing
techniques. The
present invention enables manufacturers to analyze their products as well as
their
competitors. Thus, the present invention will enable manufacturers to modify
marketing
plans and product characteristics while a product is being introduced to
consumers in order to
increase new product success rates.
BRIEF DESCRIPTION OF THE DRAWINGS
A more complete appreciation of the invention and many of the attendant
advantages
thereof will be readily obtained as the same becomes better understood by
reference to the
following detailed description when considered in connection with the
accompanying
drawings, wherein:
Figure 1 is a computerized system for storing purchase histories of consumers
and
monitoring new product introductions in accordance with an embodiment of the
present
invention;
Figure ~ is a purchase history table for associating customer identifiers
(CIDs~ with
purchase histories of consumers;
F figure 3 is a target segment table fur storing behavioral measuring data
reflecting a
frequency in which a product is purchased;
Figure ~l is a chain selling table for identifying chains selling a product;
Figure 5 is a flwv chart describing how the behavioral data for each targt>t
segment is
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pruccased and reported;
Figures CA and 6B are flow charts describing the process for identifying which
consumers to survey in order to obtain attitudinal measuring data;
Figure 7 is a flow chart for explaining how behavioral measuring data and
attitudinal
measuring data are collected during a new product launch or restage;
Figure 8 is a flow chart for explaining how to perform targeted marketing on
non-
triers based on behavioral measuring data collected during a new product
launch; and
Figure 9 a schematic illustration of a computer system programmed to perform
one or
more of the special purpose functions of the present invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
Referring now to the drawings, wherein like reference numerals designate
identical or
corresponding parts throughout the several views, and more particularly to
Fig. 1 which
shovrs a computerized system for delivering targeted advertisements to
customers. The
system of Figure 1 includes a host computer 101, a global purchase database
103, one or
more retail stores 105, a purchase data computer 107, a local purchase
database 109, a store
controller I 11, a store database 113, and one or mare points of sale 115,
each including a
printer 117, a terminal I 19, and a scanner 1? 1.
The host computer 101 is any suitable workstation, server, or other device,
such as the
computer system 901 of Figure 9, for communicating with the purchase data
computer 107
and for storing information in and retrieving information from the global
purchase database
103. The host computer 1 O1 communicates with the purchase data computer 107
and the
global purchase database 103 using any suitable protocol and may be
implemented using the
computer system 901 of I° figure 9, fur example.
The global purchase database 103 is a file that includes records containing
information fur monitoring new product introductions, in accordance with the
present
invention. This information includes information of each purchase made by a
customer in the
retail store 105. Such information may include, but is nut limited to the
stuck keeping unit
(Sll.Lr), brand, size, weight, price, date and time of purchase, anti customer
identifier (CID) of
the customer making the purchase, for example. In one embodiment, portions of
this
information are obtained from bar codes on purchase items, which are scanned
b~ the scanner
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1 ~ 1 during a transaction. These bar codes may contain UPC, JAN, and EAN
information.
Records in the global purchase database 103 contain fields together with a set
of operations
For searching, sorting, recombining, and other database functions. The global
purchase
database 103 may be implemented as two or more databases, if desired. One or
more of U.S.
Pat. Nos. 5,83?,457; 5,649,114; 5,430,644; and 5,592,560 describe techniques
for collecting
consumer purchase history information and for storing such information in
databases such as
the global purchase database 103 and the store database 1 l 3, Fur example.
U.S. Pat. Nus.
5,83',457; 5,649,144; 5,430,644; and 5,59?,560 are incorporated herein by
reference.
Additionally, techniques for collecting consumer purchase information and for
storing such
information in databases, such as the global purchase database 103 and the
store database
I 13, are described in other patents owned by Catalina Marketing andlor
Catalina Marketing
International. Each patent owned by Catalina Marketing and/or Catalina
Marketing
International is incorporated herein by reference.
T'he retail store' 105 is generically referred to as a retail location and is
a place whore
goods are kept fur retail sale to customers. A retail store is typically
associated with a chain
(e.g. Ralph's). As noted above, many retail stores 105 may be connected to the
host computer
101.
The purchase data computer 107 may be implemented using the computer system
901
of Figure t), for example, or any other suitable PC, work station, server, or
device for
communicating with the host computer 1 O l , for storing and retrieving
information in the local
purchase database 109, for monitoring data transmitted between the terminal
119 and the
store controller 111 (i.e., transaction data), and fur controlling the printer
117.
The records in the local purchase database 109 contain fields fur associating
bar codes
w ith products in the retail store 105 (e.g., by using UPC, JAN, andlur EAN
codes), and
associating consumer identifiers with purchase history information of
custc~mt~rs. 'hhe local
purchase database 109 also includes operations Fur searching, sorting,
recombining, and other
database functions. The local purchase database 109 may be implemented as two
ur more
databases; if desired. Periodically (e.g., daily), sales transaction
information (i.e., data
extracts) stored in the local purchase database 109 is retrieved by the
purchase data computer
107 and sent to the bust computer 101, which uses the information to update
the purchase
history information stored in the global purchase database 103.
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l he store controller I I 1 is any computer or device for communicating with
the
terminal I 1 ) and for using information stored in the store database 1 13 to
carry out
transactions at the point of sale (P(~S) I I 5. A description of a store
controller 1 11 is found in
U,S. Patent Na. 5, I 73,851, for example.
The store database 1 13 is a file that includes records containing information
for
carrying out transactions at the point of sale 115 by scanning bar codes
printed an purchased
items. The records in the store database 1 13 contain fields for associating
bar codes with
products and their corresponding prices. 'I~he store database 1 13 also
includes operations for
searching, sorting, recombining, and other database functions, and may be
implemented as
two or more databases, if desired.
The retail store 105 includes one or more points of sale 1 15. Each point of
sale 1 15
preferably includes a corresponding printer 117, a terminal 119, and a scanner
121. The
printer 117 receives printing instructions from the purchase data computer
107. The terminal
1 19 may be implemented as a standard cash register and may include a screen,
credit card
reader, and numeric key pad, for example. The terminal 119 communicates with
the store
controller 1 I 1 and the scanner 1? 1. The scanner 1? 1 may be implemented as
any
conventional scanning device for reading product information such as an item
code (e.g.,
UI'C, EAN, or JAN) from bar codes or other indicia on the product. In
accordance with the
present invention, new UPC codes must be entered into a L~PC dictionary
associated with the
store database 113. Information read by the scanner 121 is transmitted to the
store controller
I 11 via the terminal 119. The store controller 111, uses the scanned
information and the
information stored in the store database 113 to determine information of the
transaction
including SKLt, product price, quantity, and product description, far example.
if there are multiple points of sale 1 l5 within the retail store 105, then
each terminal
I I t) is preferably arranged on a loop with the store controller 1 11. 7--he
purchase data
computer 107 is located in front of the store controller 111 on the luop so
that information
transmitted from the terminals to the sture controller is monitored by the
purchase data
computer 1 U7.
It is to be understood that the system in Figure 1 is for exemplary purposes
only, as
many variations of the specific hardware and software used to implement the
present
invention will be readily apparent to one having ordinary skill in the art.
For example, the
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functionality of the purchase data computer 107 and the store controller I 1 I
may be
combined in a single device. These implementations and other implementations
of retail
computer systems are described in greater detail in one or more of LJ.S. Pat.
Nos. x,723,212;
1,910,672: 5,173,851; 5,612,868; and 6,026,370, each of which is incorporated
horein by
reference. TCu implement these variations as well as other variations, a
single: computer (e.g.,
the computer system 901 of Figure 9) may be programmed to perform the special
purpose
functions of two or more of any of the devices shown in Figure 1. On the other
hand, two or
more programmed computers may be substituted for any one of the devices shown
in Figure
I . Principles and advantages of distributed processing, such as redundancy
and replication,
may also be implemented as desired to increase the robustness and performance
of the
system, fur example.
The present invention stores information relating to various customers who
shop at
the retail stores 1 OS including the purchase histories of those customers.
This information is
stored in one or more memories such as a hard disk, optical disk, magneto-
optical disk,
and/or R.A1~1, for example. One or more databases, such as the global purchase
database 103
and the store database 113, may store the information used to implement the
present
invention. The databases are organized using data structures (e.g., records,
tables, arrays,
fields, graphs, trees, and/or lists) contained in one or more memories, such
as the memories
listed above or any of the storage devices listed below in the discussion of
Figure 9, for
example.
Figures 2, 3, and ~1 depict data structures used fur implementing a system for
monitoring new product introductions in accordance with an embodiment of the
present
invention. The data structures are depicted in a relational format, using
tables, whereby
information stored in one column (i.e., Held) of a table is mapped or linked
to information
stored in the same row (i.e., record) across the other columns) of the table.
Those data
structures are also used by the bust computer 101 and/or the purchase data
computer 107 to
provide targeted promotions to consumers in accordance with the present
invention. The data
structures slauwn in Figures 2, 3, and ~ are stored in the global purchase
database 103, the
local purchase database 109, andlur any other suitable storage devices) or
medium(s).
Figure 2 is a purchase history table 201 that includes a held 203 fur storing
consumer
identifiers (C'IUs) and a lueld 205 fur storing purchase histories ofthe
consumers in the field
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X03. A CID is any identifier that is scanned, read, or otherwise entered into
a computer
system at checkout to identify a customer. Eaeh customer may have multiple
CIDs.
Preferably, the C'ID is represented as a bar code so that it can be quickly
scanned at checkout
by tlm scanner 1 17, although any other type of machine readable or nun-
machine readable
implementations for storing ar displaying identifications may be used,
including magnetic
strips, mercury chips, and smart cards. Examples of possible consumer IDs are
credit card
numbers, debit card numbers, social security card numbers, driver's license
numbers,
checking account numbers, street addresses, names, e-mail addresses, telephone
numbers,
frequent customer card numbers, shopper card identifications (SCIDs), or
shopper loyalty
card numbers issued by the retail store 105, although any other suitable form
of identification
may be used. Preferably, the field 205 is divided into several subf7elds fur
separately storing
purchase data such as the SKU, location of the purchase, a description of the
items purchased,
the price of each item purchased, date and time of the transaction, and any
other desired
information of consumers' transactions.
Figure 3 is a target segment table 301 that includes a field 303 for storing
CIDs and a
field 305 fur storing target segment codes. According to an embodiment of the
present
invention, a static group of consistent shopping households are identified far
monitoring. For
example, (i) households that have made two trips in eight weeks far each of
the last six (C)
eight week periods (i.e., over a d8 week period) would be identified as a
household that
would be monitored regardless of the dollars spent during thane visits ar (ii)
households that
have made one trip in four weeks for the last 12 four week periods (i.e., over
a 5? week
period) would be identified as a household that would be monitored dependent
an the dollars
spent during those visits. The identified households are segmented and
assigned target
segment curies. According to an embodiment of the present invention, the
segments would
include competing category brands with loyalty/cansumptian breaks for key
brands, erass-
category brands, and new category buyers. 'the greater the number of defined
segments, the
greater the level of granularity (i.e., the level of definition) of the
households being
monitored.
The segments can be made of any combination of buyers including but not
limited to
the following types of buyers. Light buyers, defined generally as the lowest
volume category
user, typically but nut limited to the bottom 50°0 of consumers. Medium
buyers. defined
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generally as middle volume category users, typically the middle 25°fo
of consumers. Heavy
buyers, defined generally as the highest volume category user, typically the
top 25% of
consumers. Non-category buyers, generally defined as buyers that have not made
a purchase
within the category in the last 5? weeks. Loyal buyers, generally defined as
consumers who
give the majority of their category purchases to a single brand, typically 71
% or more.
Occasional buyers, generally defined as consumers who switch between brands
within a
category (i.o., consumers not loyal to any ono brand). Competitive buyers,
generally defined
as consumers who give the majority of their category purchases to a competing
brand,
typically 71 °%o or more. Never-buy-brand buyers, generally defined as
consumers who have
not bought a particular brand over a predetermined period (e.g., a 52 week
period).
Moreover, the following segment definitions are applicable. Category segment,
generally defined as a group of UPC's fur products that are generally
substitutable for one
another which defines a particular consumer purchase behavior. Cross Category
segment,
generally defined as a group of UPCs for products that may be alike or used in
conjunction
with another category which defines a particular consumer purchase behavior.
Lifestyle
segment, generally defined as a group of UPCs that defines the purchase
behavior of a
demographic population (e.g., seniors, babies). Custom definitions segment,
generally
defined as any group of UPCs which defines a particular consumer purchase
behavior.
In addition to the above identified segments, according to another embodiment
of the
present invention, segments can also be defined by causal information such as
price.
Accordingly, consumers can be tracked based on the price they paid fur the
monitored
product. For e:~ample, one segment of buyers may receive a temporary price
reduction for a
product, while other segments do not. Thus, by monitoring trial and repeat
rates based upon
the price paid fur the trial and repeat occasions, the causal effect of price
among other things
can be determined.
All of the above segments are stored in a target segment lookup table
containing the
dcyscriptions of the target segment and the corresponding target segment code.
Buyers
generally will qualify fur more than one segment. l~hus, a segment hierarchy
is defined such
that a household is associated with only one target segment in the target
segment table 3U 1.
'I~he target segment table 3U1 includes a chain identifier field 3U7.
Initially, the chain
identifier field 3U7 will contain no values. l his field will be populated as
the chain
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associated with each CID appears in weekly extracts downloaded from retail
stores 1 DS ~i.e.,
the actual week). The target segment table 301 also includes a trier field
309, a first repeater
held 31 1, a second repeater field 313, a third repeater field 315, and a
fourth repeater field
317, etc. Initially, these fields will contain no values. 'These fields will
be populated with the
calender week number identifying the week that a CID appeared in a weekly file
transmitted
from the purchase data computer 107 (i.e, the weeks will be aligned). For
example, if CID
#1'_'3 appears fur the first time in calender weele number 1, then "I" will
appear in that CID's
tries field. l~he other fields at that time would remain blank. If that CID
appeared again in a
subsequent week's extract, the calender week number for that extract week
would be used to
populate the first repeater field 311. If the same CID appeared for a third
time, the second
repeater field 313 would be populated for that CID.
The target segment table 301 also includes a week field 319 and an aligned
week field
3? 1. Initially, the aligned week field 3~ I contains no value. l~his field
will be populated with
a cumber reflecting the number of weeks that a consumer waited to try a
product after an
initial launch of the product by the product's manufacturer, taking into
consideration the
length of time that that consumer's associated chain has taken to offer the
product after the
initial launch. Fur example, if a consumer tries a product the first week that
the consumer's
associated chain offers that product, then a "1" will appear in the aligned
week field
associated with that consumer's CID. A "1" will appear in the aligned week
field even if the
product has been offered in other chains for a longer period than it has been
offered at that
consumer's associated chain. Accordingly, behavioral measuring data collected
for a
plurality of chains can be aligned. Thus, the confounding effect of
distribution gains in the
early part of a product launch can be eliminated.
Figure ~ is a table 401 fur identifying all of the chains selling the new
product. Table
101 includes a field 103 for identifying each chain and chain-in-week field
SOS for indicating
which week each chain began selling the neu~ product. The field ~1D5 is based
un the current
i~rek of tracking the new product.
Figure 5 is a flow chart describing how the behavioral data for each target
segment is
prucesst?d and reported. In step 501, the host computer 1 D1 joins the target
segment table 301
and the chain selling table 101 in order to set the field SOS for each CID in
the target segment
table ,01.
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In step 503, the bust computer parses duplicate CIDs from the weekly extracts
downloaded From retail stores 105.
In step 505, the host computer 101 populates the trier field 309, the first
repeater field
3 I 1, the second repeater field 313, the third repeater field 315, and the
fourth repeater field
317 for each CID based on that week's extt°act. In step 507, th a host
computer 101 counts the
number of triers, first repeaters, second repeaters, third repeaters, and
fourth repeaters. In
step 509, the percentage of triers, first repeaters, second repeaters, third
repeaters, and fourth
repeaters is determined by the host computer as a function of the total number
of Criers of the
new product in the analyzed segment. In step 51 l, the host computer 101
generates reports
showing ( 1 ) the total number of CIDs in each target segments universe, (2)
the total number
of CIDs fur each target segment that purchased the product (i.e., made a brand
trip) for the
week the report is covering, and (3) the percentages of CIDs that made a brand
trip that week
(i.e., (?)/( 1 )). The reports are typically generated either daily or weekly.
According to an
embodiment of the present invention, two separate reports are generated at the
I 3 week and
~'6 week markers comparing the target segment universe and the category buyer
universe. In
step 5 I 3, a purchase cycle is determined. The purchase cycle can Hither be
determined
manually by an operator or automatically by the host computer 101 based on the
average
purchase cycle for each CID in the competitive buyers segment.
The weekly extracts can also be used for volumetric sales forecasting for each
of the
targeted segments. Future sales volume can be forecasted based on the number
of buyers
reflected in the target segment table 301 taking into consideration past sales
trends of new
products and collected attitudinal measuring data.
Figures 6A and 6B are flow charts describing the process for identifying which
consumers to survey in order to obtain attitudinal measuring data regarding
newly introduced
products. According to an embodiment of the present invention. there are four
types of
buyers to target for surveying. The four types are nun-triers, Criers. tries-
rejecters, and
repeaters. In step 601, the host computer 101 creates a table in order to
count the number of
consumers (CIDs) that i=zt into each of these four categories (e.g., 1,50U
consumers from each
category tnay be the desired pool). In step 603, the host computer 101 places
the CIDs which
have been counted into a weekly file. In step 605, the bust cumputcr 1 O1
filters the weekly
lilt in urdvr to ensure that nu consumer gets surveyed twice.
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In step 607, the host computer 101 creates a file identifying non-triers for
each
segment. In order to pc.~pulate that file, the target segment table 301 is
accessed and any CID
wherein the associated trier field 309 is null and the associated chain-in-
week field X05 is not
null is added to the file of non-triers. In step 609, the host computer I O1
randomly selects for
surveying CIDs from the file of non-Criers. According to an embodiment of the
invention, in
order to be a non-trier, ( I .5 x purchase cycle or some other designated
number of weeks)
weeks must have passed before a consumer is deemed to be a non-trier.
Additionally, for the
competitive buyers segment, the CIDs may be required to be buying a competing
brand in
order to be considered a non-Crier. For all other target segments this is not
a requirement.
In step 611, the host computer 101 creates a file identifying triers for each
segment.
In order to populate that file, the target segment table 301 is accessed and
any CID wherein
the associated tries field 309 is not null, and the associated first repeater
field 311 is null is
added to the file of triers. In step 613, the host computer 1 O 1 randomly
selects for surveying
CIDs from the file of triers.
With reference to Figure 6B, in step 615, the host computer 101 creates a file
identifying tries-rejecters for each segment. In order to populate that file,
the target segment
table 301 is accessed and any CID wherein the tries field 309 is populated,
the first repeater
f7eld 31 1 is null and a predetermined time related to the purchase cycle has
past is added to
the file of tries-rejecters. Additionally, for the competitive segment, it
must be determined
that CIDs are still buying a competitive brand in order to be deemed a tries-
rejecter. In step
617, the host computer 101 randomly selects far surveying C IDs from the file
of trier-
rejecters.
In stop 619, the host computer 1 O l creates a file For each type of
identified repeater
(first, second, third, fourth, etc.) for each segment. In order to populate
the first repeater file,
the target segment table 301 is accessed and any C.'1D wherein a value in the
associated first
repeater field 3 I 1 is populated is added to the first repeater file. The
same process is repeated
for the second, third, and fourth repeater files. In stop 6'' 1, the host
computer 1 O l randomly
selects for surveying CIDs from the file of each repeater file. The processing
described to
implement the steps described in Figures S and 6 are performed by the host
computer 101 or
alternatively by om or more different computers with access to the data.
The surveys provide a mechanism to obtain immediate attitudinal feedback on
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consumer awareness, acceptance, and satisfaction regarding the newly
introduced product.
Marketers will quickly obtain valuable information regarding the different
surveyed
categories. Marketers will be able to obtain (re early-Criers) attitudinal
measuring data
through this type of targeted surveying reflecting ( 1 ) the source of early
triers awareness of
the product, (~) the degree of ad awareness of early triers, (3) the ease in
which early triers
found the store, (~) the reasons why the product was purchased, (5) how the
product
performed. and (G) the future shopping intent of early triers. With regard to
early non-triers,
marketers will able to obtain attitudinal measuring data reflecting (1)
whether the early non-
triers ever considered the new product, (2) reasons for the non-triers current
loyalty to a
competing product, (3) why the product was not purchased, and (4) whether or
not the early
nun-trier has any interest in future purchases of the new product. With regard
to trier-
rejecters, marketers will able to obtain attitudinal measuring data reflecting
( 1 ) why the trier-
rejecter initially purchased the product, (?) unmet expectations of the trier-
rejecter, and (3)
reasons why the Crier-rejecter did nut purchase the product again. V~ith
regard to repeaters,
marketers v°ill able to obtain attitudinal measuring data reflecting
(1) why the repeater
initially purchased the product and (?) why the repeater purchased the product
repeatedly.
Profiles of all households surveyed can be obtained through surveying.
Figure 7 is a flowchart for explaining how behavioral measuring data and
attitudinal
measuring data are collected by host computer 101 or other computers during a
nem~ product
launch. In step 701, a host computer accesses a database of consumer
information in order to
identify based upon predetermined criteria a plurality of consumers to
monitor, wherein each
identified consumer is uniquely identified within the database. In step 703,
the host computer
stores in a data structure behavioral measuring data corresponding to a
frequency in which a
product is purchased by each identified consumer. In step 70~, the bust
computer
periodically receives data extracts including data collected from the
identified consumers
during a predefined monitoring period. The predefined monitoring period is
generally
determined by the manufacturer of the product and typically lasts long enough
to obtain
information regarding repeat buyers. In step 707, the bust computer updates
the behavioral
measuring data stored in the data structure based on the data extracts.
Lastly, in step 709, the
host computer generates messages directed to selected consumers during the
predefined
monitoring period requesting attitudinal measuring data regarding the product.
The messages
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can be in the form of direct mail addressed to the consumer, an electronic
message
transmitted via the Internet, or any other suitable form for communicating the
message to the
consumer. L~pun receiving attitudinal measuring data from the surveyed
consumers, the
received attitudinal measuring data is processed by associating the data with
each consumer
and subsequently compiling the data for each category of consumers (i.e.,
triers, non-triers,
crier-rejecters, and repeat Criers).
Figure 8 is a flowchart for explaining how to perform targeted marketing on
non-
triers, Criers. or Crier-rejectors based on behavioral measuring data
collected during a new
product launch, In step 801, a host computer stores in a data structure
behavioral measuring
data corresponding to a frequency in which a product is purchased. In step
803, the host
computer periodically receives data extracts including data collected during a
predefined
monitoring period. In stop 805, the host computer updates the behavioral
measuring data
stored in the data structure based on the data extracts. I;astly, in step 807,
targeted marketing
is performed based on the updated behavioral measuring data. According to an
embodiment
of the invention, consumers identified as non-triers, Criers, or Crier-
rejectors of the product
could be targeted fur promotion. For example, during the next visit to their
associated store
and at the point of sale, a promotion would be generated fur each identified
(i) non-Crier (ii)
trier having a predetermined trial rate level, or (iii) repeater having a
predetermined repeat
rate level. Alternatively, a promotion could be mailed to each identified nun-
Crier. The
present invention is not limited to these two types of promotions. Other types
of promotions
can be instituted which intent the consumer to purchase the subject product.
All or a portion of the invention may be conveniently implemented using
conventional general purpose computers or microprocessors programmed according
to the
teachings of the present invention, as will be apparent to those skilled in
the computer art.
Appropriate software can be readily prepared by programmers of ordinary skill
based on the
teachings of the present disclosure, as will be apparent to those skilled in
the software art.
Figure 9 illustrates a computer system 901 upon which an embodiment according
to
the present invention may be implemented. Computer svstetn 901 includes a bus
90s or other
communication mechanism for communicating information, and a processor 905
coupled
with bus 903 for processing the information. Computer system 901 also includes
a main
tnemurv 907. such as a random access memory (RAM) or utter dynamic storage
device (e.g.,
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dynamic RAM (DRAM), static RAM (SRAM), synchronous DRAM (SDR.AM), flash
RAM), coupled to bus 903 for storing information and instructions to be
executed by
processor 905. In addition, main memory 907 may be used for storing temporary
variables or
other intermediate information during execution of instructions to be executed
by processor
905. Computer system 901 further includes a read only memory (ROM) 909 or
other static
storage device (e.g., programmable ROM (PROM), erasable PROM (EPROM), and
electrically erasable PROM (EEPRUM)) coupled to bus 903 for storing static
information
and instructions for processor 905. A storage device 91 I , such as a magnetic
disk or optical
disc, is provided and coupled to bus 903 for storing information and
instructions.
The computer system 901 may also include special purpose logic devices (e.g.,
application specific integrated circuits (ASICs)) or configurable logic
devices (e.g., generic
array of logic (GAL) or reprogrammable field programmable gate arrays
(FPGAs)). Other
removable media devices (e.g., a compact disc, a tape, and a removable magneto-
optical
media) or fixed, high density media drives, may be added to the computer
system 901 using
an appropriate device bus (e.g., a small computer system interface (SCSI) bus,
an enhanced
integrated device electronics (IDE) bus, or an ultra-direct memory access
(DMA) bus). The
computer system 901 may additionally include a compact disc reader, a compact
disc reader-
writer unit, or a compact disc juke box, each of which may be connected to the
same device
bus or another device bus.
Computer system 901 may be coupled via bus 903 to a display 913, such as a
cathode
i°ay tube (C'R1~), For displaying information to a computer user. The
display 913 may be
controlled by a display or graphics card. The computer system includes input
devices, such
as a keyboard 915 and a cursor control 917, for communicating information and
command
selections to processor 905. The cursor control 917, for example, is a mouse,
a trackball, or
cursur direction keys for communicating direction information and command
selections to
processor 905 and for controlling cursor movement on the display 913. In
additiun, a printer
may provide printed listings of the data structures shown in higures '', 3 and
~ or any other
data stored and/or generated by the computer system 901.
The computer system 901 performs a portion or all of the processing steps of
the
iw°ention in response to processor 905 executing one or more se~luences
of une or more
instructions contained in a memory, such as the main memory 907. Such
instructions may be
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read into the main memory 907 from another computer-readable medium, such as
storage
device 91 1. One or more processors in a multi-processing arrangement may also
be
employed to execute the sequences of instructions contained in main memory
907. In
alternative embodiments, hard-wired circuitry may be used in place of or in
combination with
software instructions. Thus, embodiments are not limited to any specific
cc.~mbinatian of
hardware circuitry and suftware.
As stated above, the system 901 includes at least one computer readable medium
or
memory programmed according to the teachings of the invention and for
containing data
structures, tables, records, or other data described herein. Stored on any one
ar on a
combination of computer readable media, the present invention includes
software for
controlling the computer system 901, for driving a device or devices far
implementing the
invention, and far enabling the computer system 901 to interact with a human
user, e.g., a
consumer. Such software may include, but is not limited to, device drivers,
operating
systems, development tools, and applications software. Such computer readable
media
Further includes the computer program product of the present invention far
performing all or
a portion (if processing is distributed) of the processing performed in
implementing the
invention.
The computer code devices of the present invention may be any intezpreted ar
executable code mechanism, including but not limited to scripts, interpreters,
dynamic link
libraries, Java classes, and complete executable programs. Moreover, parts of
the processing
of the present invention may be distributed far better performance,
reliability, andlor cost.
The term "computer readable medium" as used herein refers to any medium that
participates in providing instructions to processor 905 for execution. A
computer readable
medium may take many farms, including but not limited to, non-volatile media,
volatile
media, and transmissiun media. Non-volatile media includes, far example,
optical, magnetic
disks, and magneto-optical disks. such as storage device 91 I. Volatile media
includes
dynamic memory, such as main memory 907. Transmission media includes coaxial
cables,
copper wire and fiber optics, including the wires that comprise bus 903.
Transmission media
also may also take the form of acoustic or light waves, such as those
generated during radio
v°ave and infrared data communications.
C'onnnan forms of computer readable media include, far example, hard disks,
floppy
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disks, tape, magneto-optical disks, PRONIs (EPROM, EEPROM, Flash EPROM), DRAM,
SRAM, SDRAM, or any other magnetic medium, compact disks (e.g., CD-ROM), or
any
other optical medium, punch cards, paper tape, or other physical medium with
patterns of
holes, a carrier wave (described below), or any other medium from which a
computer can
read.
Various forms of computer readable media may be involved in carrying out one
or
more sequences of one or mare instructions to processor 905 fur execution. For
example, the
instructions may initially be carried on a magnetic disk of a remote computer.
~hhe remote
computer can load the instructions for implementing alI or a portion of the
present invention
remotely into a dynamic memory and send the instructions aver a telephone line
using a
modem. A modem local to computer system 901 may receive the data on the
telephone line
and use an infrared transmitter to convert the data to an infrared signal. An
infrared detector
coupled to bus 903 can receive the data carried in the infrared signal and
place the data on bus
903. Bus 903 carries the data to main memory 907, from which processor 905
retrieves and
executes the instructions. The instructions received by main memary 907 may
optianally be
stored on storage device 911 either before or after execution by processor
905.
Computer system 901 also includes a communication interface 919 coupled to bus
t~D3. Communication interface 919 provides a two-way data communication
coupling to a
network link 921 that is connected to a local network (e.g., LAN 8?3). Fur
example,
communication interface 919 may be a netw>ark interface card to attach to any
packet
switched local area network (LAN). As another example, communication interface
919 may
be an asymmetrical digital subscriber line (ADSL) card, an integrated services
digital
network (ISDN) card, or a modem to provide a data communication connection to
a
corresponding typo of telephone line. Wireless links may also be implemented.
In any such
implementation. communication interface 919 sends and receives electrical,
electromagnetic
ur optical signals that carry digital data streams representing various types
of infarmation.
Network link 921 typically provides data communication through one or more
networks to other data devices. Fur example, network link 9~ 1 may provide a
connection
through LAN 9''3 to a host computer 9'_'S or to data equipment operated by a
service
prcwider, which provides data communication services through an 1P (lnternet
Protocol)
network 9'7 (e.g., the Internet (i15) or any other suitable network using any
known protocol
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~e,g., IPX). LAN 9~'3 and IP network 9~7 both use electrical, electromagnetic
or optical
signals that carry digital data streams. The signals through the various
networks and the
signals on network link 9? 1 and through communication interface 919, which
carry the
digital data to and from computer system 901, are exemplary forms of carrier
waves
transporting the information. Computer system 901 can transmit notifications
and receive
data, including program code, through the network(s), network link 921 and
communication
interface 919.
Obviously, numerous modifications and variations of the present invention are
possible in light of the above teachings. Por example, the present invention
is not limited to
analyzing new product launches, but is equally applicable to analyzing
behavioral and
attitudinal data of consumers regarding products which have sales histories.
It is therefore to
be understuod that within the scope of the appended claims, the invention may
be practiced
otherwise than as specifically described herein.
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