Method and system for modeling marketing data

Details Method and system for modeling marketing data Method and system for modeling marketing data

2011-01-18

2011-01-18

Rines, R. D (Department: 3623)

Data processing: financial, business practice, management, or co

Automated electrical financial or business practice or...

Discount or incentive

C705S007380, C705S002000, C705S002000

Reexamination Certificate

active

07873535

ABSTRACT:
A method for automatically processing marketing and sales information. The method includes receiving data relating to one or more products, including data pertaining to marketing performance of the products and the marketing input drivers that influence the marketing performance. The method also includes analyzing the received data to determine response curves for the products, the response curves representing an optimal fit between a weighted combination of the input drivers of the products and their respective performance data. The method further includes adjusting the response curves based on feedback from one or more analysts to predict the future behavior of the response curves, determining an allocation of marketing resources based on the adjusted response curves, and presenting to a user the received data, the determined response curves, the adjusted response curves, and/or the marketing resources allocation.

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Kaboudan. “Time Series Genetic Programming Software”. Publication date unknown. Retrieved from the Internet <URL: http://bulldog2.redlands.edu/fac/mak—kaboudan/Instructions.htm>.
Czarnitzki et al. Genetic Algorithms: A tool for optimization in econometrics—basic concept and an example for empirical applications (abstract only). ZEW Publikationen—Discussion Paper No. 02-41, Mannheim, 1999. Retrieved from the Internet <URL: http://www.zew.de/de/publikationen/publikation.php3?action=detail&nr=1521>.
Ramirez et al. “Choosing variables with a genetic algorithm for econometric models based on neural networks learning and adaptation”. Society for Computational Economics No. 246, 2004. Retrieved from the Internet <URL: http://ideas.repec.org/p/sce/scecf4/246.html>.
Teasley. “Marketing Mix Modeling”. Publication date unknown. Retrieved from the Internet <URL: http://www.teasley.net/mixmodel.pdf>.
Stacy. “Marketing Mix Model”. Publication date unknown. Retrieved from the Internet <URL:http://caabi.ba.ttu.edu/Paper/Stacy/MarketingMixWhitepaper.htm>.
Wierenga et al. “The Success of Marketing Management Support Systems”. Marketing Science 18(3):196-207, 1999.
Ambler et al. “Improving Marketing Productivity: Introducing the HAMRAT process”. Centre for Marketing Working Paper No. 02-901, May 2002.
Maughan. “Marketing Mix Simulator”. Cozmix, publication date unknown. Retrieved from the Internet <URL: http://stevemaughan.com/cozmix/MixModel2.swf>.
Canadian Examiner's Report for Application No. 2,566,930 dated May 5, 2010 (4 pages).

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