Segmenting and analyzing market data
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United States of America Patent
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Issued Date -
Jan 13, 2005
app pub date -
Jul 1, 2004
filing date -
Jul 1, 2003
priority date (Note) -
Abandoned
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Abstract
A method of optimizing direct marketing campaigns to a pool of potential donors, comprising defining a plurality of segments, wherein each potential donor is a member of no more than one respective segment, defining and associating a respective package with each segment wherein each package is indicative of the material to be sent to members of the respective segment, activating or fixing in time a first segmentation comprised of one or more of the segments, sending the respective package to members of the respective segments, thereafter associating responses with respective segments in a computer database, calculating a response rate and an average gift amount for each respective segment, and creating a new, optimized segmentation based on the responses obtained from the first segmentation. Another method includes means for ranking segments in a hierarchical fashion and optimizing projected return on investment based on an optimized segment hierarchy.
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