公开(公告)号：US20140143042A1

公开(公告)日：2014-05-22

申请号：US13682370

申请日：2012-11-20

Applicant: BANK OF AMERICA CORPORATION

Inventor： Aditya Bhasin ,  Paul W. Kunkel ,  Marc Jarmosevich ,  Michael F. Petkus ,  Jason K. Springer ,  Randy N. Elden

IPC: G06Q30/02

CPC classification number: G06Q30/0242

Abstract: Consumer behavior may be modeled to measure the effectiveness of consumer marketing campaigns and to calculate the effect of other factors driving consumer behavior in the same markets. A dependent variable, such as product sales, product uses, or customer indications of interest in a product or business, may be associated with a marketing campaign potentially affecting the dependent variable. Data corresponding to the dependent variable for a plurality of markets over a period of time prior to a marketing campaign may be received and analyzed. A market matching process may be performed using the dependent variable data before the start of the marketing campaign, and a difference may be calculated between sets of matching markets for the dependent variable during the marketing campaign. An econometric modeling process may be performed on the calculated difference between the sets of matching markets, to measure the effectiveness of the marketing campaign and calculate the effect of other driving factors.

Abstract translation: 消费者行为可能被模型化，以衡量消费者营销活动的有效性，并计算其他因素驱动消费者行为在同一市场的影响。 产品销售，产品使用或客户对产品或业务感兴趣的因素可能与可能影响因变量的营销活动相关联。 可以接收和分析在营销活动之前的一段时间内与多个市场的因变量相对应的数据。 可以在营销活动开始之前使用因变量数据来执行市场匹配过程，并且可以在营销活动期间在因变量的匹配市场的集合之间计算差异。 可以对所计算的匹配市场集合之间的差异执行计量经济学建模过程，以测量营销活动的有效性并计算其他驱动因素的影响。