AU2005201055A1 - Customer Relationship Management System And Method - Google Patents

Description

10-MAR-2005 11:50 A J PFlRK 64 4 472 3358 P.05/42 (followedby a) (followed by I a) Regulation 3.2

AUSTRALIA

PATENTS ACT, 1990 COMPLETE SPECIFICATION FOR A STANDARD PATENT

ORIGINAL

Name of Applicant: Actual Inventor: Address for service in Australia: Invention Title: COMPUDIGM INTERNATIONAL LIMITED RYAN, Patrick Nicholas, a New Zealand citizen, of Level 16, Compudigm House, 49 Boulcott Street, Wellington, New Zealand A J PARK, Level 11, 60 Marcus Clarke Street, Canberra ACT 2601, Australia Customer Relationship Management System And Method The following staement is a full description of this invention, including the best mthod of peforming it known to us.

343107-1 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-M'FR--2005 11:50 14 3 PAlRK 64 4 472 3358 P.06/42 CuwWflLA130NUP IMAncmT SYftEM AmD MZTKO S The invention reates to a customer relation"shimnageme-nt sytem and method.

The low Cost of data storag hrdwnm ha led to the collectian of laWO volUMes of datai. Mweanal, for ample, pmenit ed caoct large volmes of data during the o c~~~o*ur of their businesa. To compete effectivel, it is necmry for a machat to be o ~~able to lAtr mud nuse lnkowmtlo bilden In the colectd &at The task of kliid'lg this hiddenal infwxmui haa provd vry difcult for merchant.

c-i 15 In the OM OfA prootonal campaign on an eduling oitowe database, it Is often vay difficult for a memelwt to eSotse the effet e of the promotional c=ampn In man cases, the merchant nmed to run several complicted queries on a cuatomaf database and so require vast tehnicl knowledg to thimulats the -pr~lt qwdo 8iinlRta UIzudertmuIEg3 t chang in behavior of differet cuaomrr demgrphics1 ma be a difficlt tasw; and withot snb ndwntmdlng an eafctive prwOtWa caMPaig Canot be 06yStcmaily fonnmulad.

OUR WARN OF MVOI= In brow tem in am for= the invetio comyrime a ousmer relationship mIaahmnza systeM compriing a mommy in which iv Juin~talnd an interacton database Of intMractio daita representng interact~ons between customcru and merchmn*t.a retvalW duvice arranged to renIve &rM the imerat=o databas, based gn a get of Criteri, atlemat one twrgt SMop aUbmelt, Of the cu~batMe to which Promotional fwns uili be dfrmWud md at loaeam ononoil group subset of Cu~tommr tO whic Promoiona Georts w9i act be directed; a fumn wm amwe nngd to rebjev from the fnnuun damabase data representing inteactions involving cumtomeru~ in fte tart group and/ar customers in the cqabo group; and a displa arranged to dWispla s repwatation of the wnhad inbaraciioi data.

COMB ID No: SBMI-01151971 Received by IP Australia: lime 10:14 Date 2005-03-10 iG-MPR-2005 11:50 A J PARK 64 4 472 3356 P.07/42 ff n broad trm1 in. another kom the invention comprish* a method of managing customer c&oausomprising the stop. of6rm~tsig in aL memory an Wtmcd dtaas ofittcwtondata represnting intor s betwe customers 6 end merchants; rehining, baned on a sat of criteutmat least one tagt group subset of the custmer to which promoliona efrts wil be directed, mnd a lent 0ow o ~controlgroup sheet of cuatow to which promotiona tforts wi not be directed; refravig from the Interaction datas data wpreanng hnetiocem bwvolvln custimers in the targt grop end/or customer, In the conol! group; EWdIqpbyII& a, rcprcucntaticn of the refrleiud hiteractio data.

~In sather frm In broed ni the invent=o comprise.i a customer relatonship Inmanagmuot compaWr prag=a which enables. aintining in a meatiy an o hx~fterwctlon datawbase of interacion dat& representing Interatio. between customers 0 15 and merchants; rotrining, based en a st of criteri t tast one target. group subset of the cum n to vwch pronodcca torts wil be dlxctd and at leart one cantrol group xubset of cuumurs to which prooiNal tfout wma matb dAte retrieing from the interacti database data. representing intractlana Involvin custome In the target gmop nd/or ustor. in the control group; mod displaying a rrsentation or d thcad hInracton dat.

2 COMS ID No: SBMI17971 Received by IP Australia: lime 10:14 Date 2005-03-10 10-MrR-2005 11:51 A J PARK 64 4 472 3358 P. 0B/42 ir BIMDNSCRWTZON OF TB POUEnS (N Prefenred forms of the customer relationahip management system and method will t now be described with reference to the accompanying figures in which: o Figure 1 .hows a block diagram of the system in which one form of the invention may be implemented; V)Figure 2 ahqwa the preferred system architecture of hardware on which the present invention may be implemented showing the promotion manager and promotion 0 o Pigure 3 is a flowchart showing operation of the promotion manager of Pigure 2; Figures 4 to 10 are screen shots showing use of the prefeirred promotion manager of Figure 2; Figure 11 is a campaign screen; Figuse 12 is a flow chart showing operation of the promotion analyser of Figure 2; Figure 13 is an example display produced by the promotion anaser of Figure 2; and Figures 14 to 16 show typical displays genemuted for a user identifying trends in customer demographic groups.

DETAU.D DSClPTIOW OF PRXPERED PRAS Figure 1 imustrates a block diagram of the preferred system 10 in which one form of the present invention may be implemented. The system inludes one or more clients for example 20A, 20, 20C, 201, 20E and 20F, which each may comprise a personal computer or workstation described below. Each client is intar&Ld to the Uystem 10 as shown in Figure 1. Each client 20 could be connected t hw yyutCim through a local area network or LAN, or could be connected through the Internet.

3 COMS ID No: SBMI-01157971 Received by IP Australia: lme 10:14 Date 2005-03-10 10-MAR-2005 11:51 A J PARK 64 4 472 3358 P.09/42 r Clients 20A and 20B, for example, are cnnected to a network 22, such as a local area network or LAN. The network 22 could be connected to a suitable network Sserer 24 and communicate with the rest of the system 10 as shown. Client 20C is C ahown connected directly to the system. Client 20D, 20E and 20F are shown onnected to the system 10 through the Internet 26. Client 20D is shown as C connected to the Intanet 26 with a dial-up connection and cients 20E and 20F are shown connected to a network 28 such as a local area network or LAN, with the network 28 connected to a suitable network server The preferred system 10 further comprises a data repository 40, for example a data o warehouse maintaned in a memory. It is envisaged that the data repository may IC altenativey comprise a ingle database, a collection of databases, or a data mart.

SThe preferred data repository 40 includes data from a variety of sources. The data repository may include, for example, interaction data 42 representing interactions between customers and merchants, as will be more particulay described below.

The data reposiory may also include data from other sources, for example census data 44, scan data 46 obtained from scanni n g barcodes on products, data from merchant customer databases 48, data from merchant loyalty programmes and/or promotion data 52 held by a merchant or other organiation. The preferred data repository 40 could be implemented on an AIX database platform in RDBMS (Sybase adaptive server), Sybase IQ and/or SQS.

One prfered form of the system 10 firther comprises an application server platform itefaced to the data repository 40 via a Gigabit network. The server platform preferably operates under Windows NT or any other suitable operating and application software. The server platfbrm 60 preferably includes a data memory 62, a request server 64 and a multi-media server 66. A user of the system, for example a merchant, could request the creation of a business object which could be a data visualisation in the form of a map or graph. The system 10 preferably includes a specific memory 68 known as a "SeeSton in which such business object creation requests are placed. The request server 64 is interaced to the SeStore 68 and passes the requests on to the multi-media server 66. The multi-media server 66 creates the requested business object and stores this business object in the SeeStore 68. The resulting busines objects am then displayed on a client workstation 20, as will be described below.

4 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MPR-205 11:51 AF J PARK 64 4 472 3358 P.10/42 A flrther preferd form system 10 includes a metadata intrpreter 70 and a memory S72 specific f tor ring metadata. The metadata store 72 and the metadata interpreter 70 enable the system to be mapped onto diverse business domains, while C still presenting a very simple interface to the end user. The combination enables business rules to be encoded in a way which is domain independent 0 Figure 2 shows the prefered ystem architecture of a client 20. The computer Ssystem 100 typically comprises a central processor 102, a main memory 104 for example RAM and an input/output controller 106. The computer system 100 also S 10 comprises peripherals such as a keyboard 108, a pointing device 110 for example a 0N mouse, track ball or touch pad, a display or screen device 112, a mass storage t memory 114, for example a hard disk, floppy disk or optical disc, and an output o device 116 for example a printer. The system 100 could also include a network interface car or controller 118 and/or a modem 120. The individual components of the system 100 could communicate through a system bus 122.

The preferred client system 100 further comprises a promotion manager 130 and a promotion analyser 140 stored in the mass storage memory 114. The functionality of the promotion manager 130 and promotion analyser 140 is further described below.

It is envisaged that the promotion manager 130 and promotion analser 140 could be installed on individual client machines 20, could be installed on the application server 60 or could be installed on a further server in the system In one form the invention is arranged to display data representing customer relationship involving one or more merchants. Typically, a merchant will operate in a commercial premises or store from which a customer purchases goods or service.

The merchant may, for example, operate a petrol station in one or more geographic locations. The merchant may alternativey operate a wagering or betting service, or operate a casino or other gaming facility in which a number of gaming machines and stations are positioned in one or more rooms at a common venue. The merchant may also operate a waehouse facility, manufacturing facility, car parking premises, telecommunications network or web site. The merchant may also offer a range of fiancial or insurance services The merchant does not necessarily need to operate from a commercial premises or store. For example, the merchant may operate from strategically placed machines COMS rD No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MRR2005 11:52 A J PARK 64 4 472 3358 P.11/42 ^t for example vending machine or amusement machines The merchant may also 0 operate a mail order catalogue service, operate a cell centre, direct market goods or services, or operate fom a webate or other eectronic medium. It will be appreciated that the nature of business of a merchat includes a wide range of activities.

0 As a customer interacts with a merchant, the interaction generates interaction data which is thpn migrated to the data repository 40. The interaction data could be lt stored in a number of records in a relational database. Each record may include a merchant dentifier used to identify a particular merchant, and where a merchant operates from more than one geographic location, the merchant identifier or some C other identifier included in the record may identify the geographic location in which the interaction occurs.

The record could also include a customer identifier. The merchant may, for example, issue an incentive-supported customer loyalty card which is then used by the customer during interactions with the merchant. The loyalty card prefrably has stored on it a customer identifier and may have stored other data, for example residential addess and family sie of the customer. Such data is stored in loyalty programme database 50 and could be migrated to the data repoitory Where the merchant operates retail premises, the merchant may have installed apparatus fMr reading the bar codes of products sold. Ahernatively, each product may be identified by a code assigned by the merchant which is recorded at the time of sale. Such data is stored in a scan database 46 and could be migrated to the data repository 40. In this way, the record may also include a suitable goods or services identifier, for example a product or service code to identify which goods or services were involved in the interaction.

The record may also include data such as the date and/or time at which the interaction between the customer and merchant took place and/or the cash value of the transaction.

The interaction data is migrated to the data repository 40, generally by way of daily updates or in real time. It is advantageous to cleanse, catalogue and validate the interaction data during migration of the data to the data repository, and this task could be performed by either the merchant or by a third party. Once stored in the 6 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 1-MM-20050 11:52 A J PFRK 64 4 472 3358 P.12/42 tn data repository 40, the data could be linked to other source of data for subsequent Sretrieval, for example the census data 44, scan data 46, data from the merchant customer database 48, data from a merchant loyalty programme 50 and/or Spromotion data 52 held by the merchant.

S

o The data repository 40 could be maintained by a merchant or alternatively could be maintained by a third party. Updates to the data repository could be carried out by the merchant directly, or alternativey the merchant could provide batched data to a third party for updating the data. Alternatively, a third party could be entrusted with S 10 the task of collecting the interaction data and migrating the data to the data Srepository.

o It is good commercial practice for a merchant to conduct campaigns to attract more c business from existig customers and also to attract new customers. Referring to Figure 3, a preferred form of the invention permits a user to define a campaign, indicated at 200. Details of the campaign are stored in memory, for example the SeeStore 68. As shown at 202, the user defines a promotional group as part of the campaign. This promotional group may be selected on characteristics such as age group, gender, and/or other criteria, as will be particularly described below.

It is envisaged that the promotional group could comprise all customers stored in memory having stored transactions with a particular merchant. Alternatively the promotional group could comprise a subset of the group of customers having stored transactions with a particular merchant. Where data involving more than one merchant is stored in memory, the promotional group could comprise customers having stored transactions with different merchants.

As a further alternative, it is envisaged that the promotional group could include customers not having stored transactions with a particular merchant, for example potential customers. The term "customers" as used in the specification includes potential customers.

Once the promotional group has been defined by the user, that promotional group is stored in memory. The system could tore, for example, the set of customer identifier uniquely identifing the set of customers.

7 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 i8-MF1R-2005 11:53 i 444235 .34 A J PARK 64 4 4?2 3358 P.i3/42 Once the prm~oJWna grou jWf been icdgfigd and inbred. the uan lctdl& a N~OW Of the prMCmonal IMoP to which promotinal effort. wMl be directed. This o m~~ubeet is celle the targt smup a indicated at 204. The custm idnfm of customer i the tw gmp we stand in mommy, The target group Could compiso the etirve promotional grop, or it could comprise a On1ce thM tflp 2170W is Idaitifle and stored, the yntem define a OnrlSua Clindlmts~d ut1206. The control gmop in ueW in amnlg the fedmsOfL o ~Cumpagn4 2s will be dahenbd below.

Tbe cntro! soup in a subst of cutxmers in the promotioal grup which anm not in the targt group. The controlamp is-prwabWr idniw@4 by aL act of clstmlet ldenUdwu and Is stand in mnay. It is envisaged tha the conrol grou wil be .prrlae the um em a te taret Vrop. Altamali*. the control Smop rngy be large Or smalle than the target grup. It is envisaged tha the target grop and/or con grop could be compiled boy rand=*l selctng cuatao from t The profmned IYUa perwlwt owe or wor target groups and ona or um octral 2S groups to be defined and staned for each prowodonai group, as indicated at 208 and 210, In turn, the preferred quwiz= permit. one or mor promotiona goup. to be defined and aimed for each ampalgo, as Inickated at 212. The usr may ala. aseet mare than Owe cam~paig as indicated at 214.

Onc* the targe group(s) arn tored, the Usr my retriev sucessive target groups from Momy. Using the customer identifier froma the target Vmop, the wntm c=n rwtrloy Attz infonnaiOn from =moy about och cutomer for example contat details, using the customer iddfle As priay kWy.

COMS ID No: SBMI-01 157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MW-200!B5 11:53 A J PARK 64 4 472 3358 P. 14/42 The preferred system may permit the user to select a particular target group and o then generate a mailing list automaticaly. It will be appreciated that a single campaign may target distinct promotional groups. These distinct promotional groups may have different demographics and personal characteristics and so Z promotions may be tailored depending on the characteuistics of the individual pmmotional'oups. For example, a group of elderly women may require a different is of promoaona initiairves to another group consisting primarily of young males.

In 0 The prefered system provides a simple wisard to assist a user in defining individual 0 promotional groups. This wiard will now be described with reference to Figures 4 to in a series of seven simple steps.

0 Figure 4 shows the window presented to the user when first selecting the wizard The preferred window comprises a query panel o300, a group summary panel 302, and a group percentage 304. Figure 4 illustrates the first query presented to the user in the query panel 300. The user is asked whether the user wishes to specify an age group or whether the age group is not important to the user. Preferably, the user is provided with a drop down Est baox permitting the user to select the appropriate age category.

The group summary panel 302 shows the user which characteristics have been selected to date to define the promotional group. The preferred characteristics ae age, sex or gender, spending habits, visit frequency and address mesh block or area.

It is envisaged that this list of characteristice may be reduced or may be added to by a uMser.

Panel 304 shows the percentage of the available customers the new promotional group represents. Initially, the new group represents all available customers.

Using the buttons on the navigational panel 306, the user may navigate between the different steps.

As shown in Figure 5, the age of the group is not important to the user and has not been selected. The information is indicated to the user in the group summary panel in Rigur 5. As shown.in Figure 5, the user may select a particular gender.

9 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MAR-2005 11:53 A J PARK 64 4 472 3358 P. iS/42 o Reerring to Figure 6, the user has specified that the promotional group must be Cl males sad so this criteria is shown in the group summary panel in Figure 6. The Sgroup percentage panel in Figure 6 has been updated to show that the current promotional group comprises half of the available customers. The query panel in SFigure 6 allows the user to specify the average amount of money spent per visit by the customer of interest. The categories could be, for example, less than $10, $50-200, $200-$1,000, $1,000-$10,000 and/or greater than $10,000.

S 10 Referring to Figure 7, the user has specified that the promotional group must spend o between $10 to $50 an average per visit at the casino. The group summary panel in Figure 7 is updated to reflect this information and the promotional group now 0 represents 29% of the available customers. The user may specify in the query panel the average number of times individual customers visit the casino. The categories could be, for eample, once a year, once every six months, once every three months, once a month, once every two days, once a week, twice a week, once a day and/or twice a day.

Referring to Figure 8, the group summay panel is updated with the visk frequency specified as once a month and the promotional group now represents 11% of the available customers. The query panel in Figure 8 displays a topographical map of the region. The preferred map is centred around the location of the casino with aeas defined as concentric circles centred on the casino, further divided into quadrants. The user may select one or more areas in the vicinity of the casino by clicking in the area of interest. This selects customers who reside in a particular area, or whose customer provenance is within the selected quadrant.

As shown in Figure 8, the particular area selected is shaded. It will be appreciated that the user may select more than one area, for example by holding down a control key and clicking in two or more areas. Alternatively, the user may click in one area and drag the cursor over more than one area while holding down the mouse button to select neighbouring sectors. The map may also be provided with scroll bars to permit the user to select areas not immediately visible in the query window. The system may also provide the user with buttons to adjust the scale of the map.

COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MA-2005 11'.54 A J PfIRK 64 4 472 3358 P.16/42 ln As shown in Figure 9, the user may enter a group description and store this o description with the promotional group. For example, there may be some characteritic behaviour which can be associated with the particular group and ct entering this characteristic behaviour may assist a user to recall the reasons behind selection of the individual characteristics.

As shown in Figure 10, the user may specify a descriptive name by which to index the group and this descriptive name is updated in the group summary panel.

in Referring to Figure 11, the system provides the user with a campaign screen to allow 0 users to define promotions and associate them with particular campaigns. The campaign screen may comprise, for example, a campaign panel 350. a promotion 0 panel 352 and a graph panel 354 showing graphical representations of individual promotion durations.

Campaign panel 350 may display, for example, a campaign identifier, description explanation and notes relating to the campaign, and other details, for example the beginning and end dates for the campaign. The campaigns are prefrably stored in memory and indexed by a campaign identifier.

The promotion panel 352 displays to the user the individual promotions forming part of a particular campaign The promotion panel in particular displays characteristics of the promotion. Individual promotions are preferably stored in memory, together with and indexed by a promotion identifier and preferably also by a campaign identifier.

The graph panel 354 could display to the user the durations of individual promotions, together with tat dates and end dates. The graph panel may include a legend identifying the individual promotions and may also include the promotion identifier (shown as a 5 digit promotion number) and the promotion name.

The campaign window preferably includes navigation buttons shown at the bottom of the screen permitting the user to navigate between promotions and to navigate between campaigns.

11 COMS ID No: SSMI-01157971 Received by IP Australia: Time 10:14 Date 200503-10 10-MAR-2005 11:54 A J PARK 10-FR-005 11:4 F 3 ARK64 4 472 3358 P.17/42 O01M a% COMMai has been idantifie and Is under wagy, it in hqImpott for the merchant to mnitor the fO&ctlavcng of the CAMpaign as a whole and of Indvidual o fl~POW otlo vn itlin the cOapign The system prOvids a promotion anslysor to 0 5*31St thMe uWs in tWe reard. Figure 12 Miuitaica the preferred method followed by S the promotion anlyser.

The prmion6 anlYwe bes by rmoving from mmmy the ownpaign to ho analymot indicated pacraly at 400. Prarabfr the cmpalga iddafer ts used as a pdmazy hey to rumnM an tdMd~ csmpatgo. OnIce the campaign a been mrtland from maccy, the Indviua prmotons amsocltsd with tha campaign are o ~alec rat~vd from maccry, indiated ait 402.

ci Target groups arnd confrol grops relevant to at particular Promotion are then o re~z~tievd from =M=sW a fniate at 404 and 406 rapctvly.

O)nc fth target end control gaupa have been retrieved fromt 1141111, Uthb taget gro9 cntral group arc diplayed, on a cliet diaPIaY davice ma indicted at 408 and 410 repacti*. Flgure 13 Mflnatm how, the qatm may display ropmnuln of the target and contrOL gOups. The Invuptian in -e pr~fTeA flm OUd be arMM~d to display aL conturad acpseuantaion of datax anurioe IoI a griphical spata repreawtlton of the wwmiues Of tID =mehat gunerted by the qstnm Contourd repesetatina are fluter dncdtued I= Our patent speolIcaton WO 00/77682 to CompUdgm Jnt~emsl4na Limite, Sled oc 14 June 20M en&Wle 'Duta vimualluaton qwste and mietlio which isl InompaU~te4 by refuraom.

Pltgs 13 ilistratue one ample of ai diWSplayg i~d by the systm wher die Merchant operat a casIno or allars pning venue. In thin example, a representatIo Of the mechant ini pamnted maid dhwspyd in acoordang with the invention. The raphicel represataLion compriWs a apaiifi rep re ato f an sam of the casin shwig the *uout of individua gamng rnachnesm d staion.

It Wil be apprecited tt whent at murobmt opRaes a raeai stre, the Wraphical Mreprentation could iCIId@ a &Vapical npatial rspruuentian of the store.

Where the merchat Oartm frm at number of retail store, the graphica rcprumntatlon coud Includ spatia rapneM aems of each store and couald also 12 COMS ID No: SBMI-01 157971 Received by IP Australia: 'ime 10: 14 Date 2005-03.10 1-MAR-20055 11:55 A J PAFRK 64 4 472 3358 P. 1/42 Sinclude alarge scale map of the ographical area in which the merchant's stores a Slocated.

SWhere the merchant operates a warehouse, the representations could show the layout of various goods stored by the merchant. Wher the merchant provides Sservices, for example financial services, the representations could include schematic representations of the different areas of services offered by the merchant.

SReferring to Figure 13, the system may display a graphical representation of the promotion or target group shown at 500 and may also display gaphically a c representation of the control group indicated at 502. Panels 500 and 502 show the layout of individual amning machines, one of which is indicated at 504.

Using customer identifier as primary keys, the system retrieves data on each customer from memory. This data could include, for example, dates and times of visits to the casino and details of individual transactions. This data is superimposed on the spatial presentation of the casino shown in panels 500 and 502. The preferred system represents these financial details as contours around or adjacent to individual saming machines The example provided in Figure 13, for example, contour the infomation based on net revenue. This net revenue could be obtained by the sum of the total money spent by individual customer at the casino during the period of interest The reenue for each machine is preferaby graphically represented adjacent or near to the representation of the indivudal machine. There are a finite number of machines in the casino, and the individual revenues generated from each machine represent a finite set of data values. These data values are graphically illustrated as data points in the representations 500 and 502.

The prefrred represtations are colour-coded and the value of revenue of each machine is ilutrated by representing the corresponding data points in the appropriate colour to represent the correct value of revenue of each machine.

The areas of the epresentations 500 and 502 around each data point are shown as contours. Th nature of the contours for each data point are preferably represented to gradually drop off or fall away from each data point. Each data point could be 13 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MM-2005 11:55 A J PARK 64 4 472 3358 P.19/42 Spresented by x and y co-ordinates indicating the relative position of each data point Sin the presentation. Each data point could also have a z value representing the Sbeight or magnitude of the data point. This z value could indicate, for example, the Srevenue or data value at a particular data point. Each data value is therefore centred on a data point 0 Net revenue is one of the key performance indicators (KPI) which may be represented.

Other indicators could be turnover, sales, gross profit, net profit, gross margin return on inventory investment (GMROII), net margin return on inventory investment S 10 (NMROI), and rtuneurn on t asset (RONA).

0 In A legend may be displayed to the user to assist in clarifying the information Spresented in panel 500 and 502.

The promotion analyser permits the user to examine a visualisation of interaction data involving customers. This data visualisatlon is a useful complement to other reporting tools such as the use of charts and graphs. The promotion analyser permits a user to make sense of and obtain useful data without requiring technical knowledge. Patterns in the data can be quickly identified and compared.

For example, by displaying representations of the target group in panel 500 and displaying representations of the control group in panel 502, the user can quickly and readily identify the effects a campaign has had on the behaviour of the customers.

It is envisaged that the system may display to the user snapshots at particular times and dates throughout a particular campaign. The system may alternatively or in addition display to the user animated sequences of customer behaviour over a period selected by the user.

The promotion analyser may also automatically correct for affects xternal to the promotion. For example, external factors such as school holidays, weather, and the economy in general, may effect the behaviour of individual customers, These factors will affect the customers in a promotional group, whether or not the customer is in a target group.

14 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MAR-2005 11:56 A J PARK 10-MR-225 1:56J PR<4 4 472 3358 P.20/42 The promoton snalyue my, for empla, subft thie weighted ofs of the coctol kgroup In at promzotion group fr-om the tsrgc group in tha promotion group, This C)removes the noise from th9 data sample, leavig only dama pamtrn directly Cl attributable to the proimotion or campaign.

S

Intoanelcmtna a us= uill wish to lden*& umw in interactions wit o ~~custamsrI of a paruWIr demographic eatgy. As describe above, the lnvwlicu enables A pootional grop of customers to be defined using a set of crlftedt ThU set o attua used to defne such a grop is uefad to as a prai~e. Such a profie could be mU females wndr 21 Who an cuitcmoru of a mchaulL Such a pro~e is anL o ~abafract &deiito am set of rMYIGlaS to which outos mW cor in order to o ~~qualit for grop membershi. Altiermtvcly the profie oould be .1mnply a AluM ci group -of custmmr, changing thnugh time.

0 ~15 71hd wt Of =Astm=r who are mmber Of agroup during a given 6=m period to laton a atosphotof the pith. such a snapshot could Include eM memibers ofa given pros itrci with a merchant on a particula day. Thm tnvntion pmcfeabl cHablo En nrbirmy mnnber Of MapehoU Of at proIl, to be eat4d and display to a vwa time series paiphs of XPI. associated with the anapohot.

Figur 14 iluctrate. a lpicul. displa preented to a user 1 which would allow a user to quickl Idectfy changig tood& within diferet cqstgpmr gnzu. The Invention is preinkl ravnged to ena" a umer to deSma arbirwy events wWh could be0 ovelaed on tha tim seies graphs, for exalmple promotions or externl evvins which sq Imnpact =c buzinw Iris.

flgur 14 shows two tilme serifs pp for a swt of snapshots for it prfofil fde 21 femalets who are cuflhrs of a partiular mrchant. The prof& criteria are Preferbl shown mn panel 6W0. no profie criteria have preerably been dined usIg thu Wad described abov with refereace to Fplgres 4 to 10. The invention could also d5ispa Woas regardin dhe p~rticulur profils In panel 602 and a profie deaiption in panel 604.

Penal 606 preferably shows a bar chart containng all the xG'! meaumd for the Curretly seleced snavshot epressed as a percetage f duese Ens for an1 CUSitMeri Over the sahot intervaL. Such VIA. could include, -a Shown in F4gure 14, COMS ID No: SBMI-O1157971 Received by IP Australia: Time (ltm) 10:14 Date 2005-03-10 1-MA-2005 11:56 A J PARK 64 4 472 3358 P.21/42 tumrnor, patron count, trip count, time played and occupancy. The same data could be shown numerically in panel 608.

Display panel 610 graphically displays two KPIs, tunover and trip count. It is cnvisaed that the user could select other napshots by using a pointing device to Ssetect the appropriate snapshot on the time series charts shown at 612, Shown at 614 is a prmotional evet instituted by a merchant, for example happy hour. It can be readily identied from the rprepentation shown in Figure 14 that the customer Sgroup n this articular profe shows inceased turnover and trip count during the S 10 course of the promotion.

Reerring to Figure 15, th invention could display in panel 620 a pre-deined query 0caled eavers and joiners, which would enable a mcrchant to identify those N customers who have left, joined or remained in a profile over a predefined time interval by performing the appropriate set operations on two snapshots of the profile.

Aternatively as shown in Figure 16, panel 630 could display the results of a further query enabling a user to identify members of a profile who have visited more or less than a certain threshold number of times, or who have spent more or les than a threshold amount during a time peiod, over an arbitrauy time period. Such members could be the subject of a further promotion.

In summary, the invention provides a customer relationship management system and method designed to assist a merchant to manage campaigns involving customers of that merchant. The invention provides a system and method of selecting customers to include in a campaign and a system and method for evaluating the effectiveness of that campaignz The invention also enables a user to track changes in customer habits over time.

The firea ng describes the invention including preferred fors thereof Araan and modifications as will be obvious to those sklled in the art are intended to be mcorporad within the scope heref, as defined by the accompanying claims.

16 COMS ID No: SBMI-01157971 Received by IP Australia: Time 10:14 Date 2005-03-10

Claims (8)

10-MW-2005 11,56 A J PARK i0-Nl~-00511:6 RJ PRF<64 4 472 3356 P. 22/42 o 1. ustome relonsiOp M8aagMmt system mprqni A memlocy in which is maintidned an lotnmo databae of Interacton data Ct S representing lntwascttons beacon cuStUmerS and merchants; a. retrel device mnungml to ntre from t intMacio database, based ~~on a set of eritumi* at least ae tarpt group subse of the customr toa Which promdmonal sn will dlrea and at leian contra poup wubset. Of c-usma to wich pmotjioa artU will not be dlrvctsd IC) 10 a pzmotlon analyr arrange to retrieve fro the interaction database data, 0 raprLOPOsating intROratS Ivinbg cuaOn Mn the t&Mjt oUp3 and/or custoMms 0 in the control pp mid In a~~O display arrnge to djisplY aL ropre8attn of t retrieved Ink uwa A customr rehationship msnpm at =te -caimSd in cladm 1 wherdln the rob'levul device 18 anaugS to ratdav the IITwmcaC& databas a promooal grop wheat of the custom sanrd In the inteucton dtabua eat to retrIeve from fthe promotional group the target group(s) and the control gro9). 3. A customer rela±ionahip Mmaga te Ats asdaiMed in clIm 1 or claim 2 wherein the promotion analpse 1% antnsed to retreve from dms Interation databae daoa repremtng Intarctlasa knvoving =at==r in the target poup and datM reprauLtng intraction invVxi cstoan In the control VPoup 4. A custom=r ralawsnhip managnuant we*as -caimed in clm 2 Or claimb 3 wherein th owin!. devic, is arrnged to randomoly selet the targt group and/or contro! grop fom the promotional gmmp. A Outste atisiona*l managemet syatem us claimed in Oa nd of claims 2 to 4 wherein the promoton analyser is arnned to rfriae from the InteractiDOn database data representing lntazuctloa involving cuatoimeru, in the promotional group during a Aret time period ad a second time period. 17 COMS ID No: DM -01157971 Received by IP Australia: lime (I1m) 10:14 Date 2005-03-10 10-MAR-2eO5 11:57 A j PPR< 10-%1~-205 j:573 PR<64 4 472 335e P.23/42 6. A ctawmf relationshp manpamnwt mystoa as aimeid in amy One of the p'eocding claim wherein thie disply is Aurther ntgs4 to displa it grahicl o ~repreumtatiof a at leat nemirahant and to supeilpome rwpreamtabOid Df the 0 ~data retieved from the iteractio database on the repmeenttIOVNs) of th= o 7. A custmer rclstianship manupmat sytm an claimed in claim 6 whereIn the merchant cycatc om one= or more, cauMatoci Praomiic, the grap1hical nepreevmntmn comprising a speaia reprefentalian of the premise of the macheaL tfl o B. A custoame relationsip managema ent= &Bt as lamed in Wy umt of the preceding clais whrIn the diplay is Auwe arrngd to dispa I. tVOppophicil map showiing fth orign of custoinern in merchant cnsalnc interactions. 9. A method of zuanaglog ciiztome rels~onahlpa compring the step' ct mointaining in a mnom an Intemation database of InterectIMl datat repreWWIMendagS interacdons beau. caim and mercoha; retrlcvhz& based a met of crtikza~t leant one Wpt goulp szust of the custom to whw pm daW fn v be direted "n s. lenst one conirol vrmp subset of customer to which piuotlonal sWts will not be direted; retrimin bun the inteaction atase data rePmECamntlu intercioit Involving "utomers- in thatargt grop and/or cuaozur in the control roup; and dislayig a repnuentadon of fth retieved inftmton data. A method -o caimed in clm 9 Anther coaiing the ste c( retkiving a slams!ona group subeet af the cmutmr stored in the bnteaction deims weand rotevgyh tho promotiona grop subsegos, the target group(s) and the oontrol group(s).

11. A method a 6laimed in clai 9cor claim 10 furthe comprising the step of rebwiving from the InTractio database data nepmscntg bineraction invohing cuitamera in the target group sMi data rspresntl2 ng muarctiona invoiag custom es in the control grop. COMS ID No: SOMI-Ol 157971 Received by IP Australia: Time 10:14 Date 2005-03-10 10-MPP-2005 11:57 A J PARK i0-ER-0~ 1:7 f 3 ~K64 4 472 3358 P.24/42

12. A method ma claimed in claim 10 or clim I Itzrther comprisig the step of rcbtieving data trugh random sceton of the target group and/or conl group o from the promotiona group.

13. A method as claimed in any one of daiwa 10 to 12 furthier compridsin the step of reieving from the intemticn. databas data representing Interactions orovn ulo~r In the promoioad group during afirnt time pwlod and a seacod Ic) 10 14. 'A method as claimed in samn of claims 9 to 13 Atr comprsing ft o aep of aIWyY"4 a u'hiCu1r i wpitinadl of at least one merchant arnd .upainon reprsunmtcns of the data retrievd fro the inwtercto databaon Ni t ruprebentatkm(u) of thm nmercant o 1 I&5 A method as clmed in claim 14 wherein the mwchbant opcskmo from one% or more coCmercial premiues, te grpical renumsejtabion comprising a apaia repeSentato of the proase oa the meirchant.

16. A method as claimed In may onc of claims 9 t 15 futher comiprising the stop of displaing a toc~ I map owuing the origin of cumtomers in merchant 26 17. A customer relalioushp manspoent computer progriam whic enablees: mahabiog in a memozy un intotaction dabbaiu of lattactin data repesntngintrmadocs baaef cuuflnr and mcrcanta; retrieviMg based an munot of ailteria, at ltast ame taret poup subset of the tutmOin tO Which pFomodaOnt efforts will be directed, mnd at least onecotl grotp subact Of cuatouze to which Promowonl orts wil not be dreted; retrieving frM the Interaction databse data representing latoraction inoing cutom in the target poup and/or cauwaiIn. the onto goup; mnd d!Rlain a ruMp"Nnta-tia of thfe refitted interaction data COMS ID No: SBMI-01 157971 Received by IP Australia: Time 10:14 Date 2005-03-10 i0-frFR-29G5 11:56 P 5 PflRK 64 4 472 3356 P.25/42 10-MAR-2005 li:58 A J PARK 64 4 472 335B P.25/42 8. A customr relatloahip =Mnaet computer praprim -s Caimed in claim 17 which fbrthe ealgem 'rlwng a promotoal snp subset of the customers o ~~~Stored in the interacion deab.. and retrieving from the pro*mda group subse 0 the teret group subset~s) and the conk.! grtap(is) 1. A com patu p w o awvmedi olal 7wo cdai1m whnbrer nvolving customers in Othe gru nddt represmt inteadngvhn custonmr in the control poop. c-i

20. A =omuter prop=m claimd in claim ISB or clm 19 which Atrhe osaalie. reujnjng data tbrous a raiindom secio of the tkpt group andfor o 1$ ~conto pmup from thie proatial group. 21, A coputer progacm m dhfrna in ary one of claim 18 to 20 which Atrhe enables retrieving from the lntsacion database dat represetng intractions invnlvkag mamers in toe promotdonal soup during a fret tme period and a second lme pawio. 22, A cuzputer prugp s -lft cidin my mne of claims 17 to 21 which ftartbar enabes diaplayizg AL graphical representation of at least one rarohant and *uporimpqt~ig ftpnscneflo of the data zub~eye4 from the lnchractin database on the Ipeuuntauon4.) Of the nchmwt

23. A computr prog as chimed In Claim 22 whawlin the merchant apefa from OW Or MOre anerdal premnisest, Mih gd ramntilon comprisin a aIpaaj trswtlon of thec premises of the iDCThonL,

24. A computer zpp as claimed in any cov of clims 17 to 23 which furtherm enAbles displWay* topogaphicgj map showing the cuign of wstcmn in wercant customer ntmacdog. A v puter program a. ciaimct in jy one of caims 17 to 24 embodied on a computer readable medium. COMS ID No: SBMI-01157971 Received by IP Australia: lime (H:ni) 10:14 Date 2005-03-10