EP3602462A1

EP3602462A1 - Method for generating personalised and optimised content of a message included in a campaign addressed to a plurality of individuals

Info

Publication number: EP3602462A1
Application number: EP18722669.1A
Authority: EP
Inventors: Julien Guitard
Original assignee: Lucky Cart
Current assignee: Lucky Cart
Priority date: 2017-03-31
Filing date: 2018-03-30
Publication date: 2020-02-05
Also published as: WO2018178600A1; FR3064788A1

Abstract

The invention concerns a method (300) for generating content of a personalised message (110) addressed to an individual (130) who is a customer of a company (140), the personalised message (110) being included in a promotional campaign, characterised in that it comprises: a) a step (310) of identifying the individual (130); b) a step (320) of recording, in a customer history, purchases made by the identified individual; c) a step (330) of associating a profile with the individual (130) based on the analysis of the customer history; d) a step (340) of generating the content of the personalised message (110) for the individual (130), the content comprising a promotional offer (120) adapted depending on the profile of the individual (130) established during step c), the promotional offer being defined by a promotional format and comprising an amount determined with respect to a budget constraint; e) a step (325) of recording, in the customer history, the interactions of the individual (130) with the promotional offer (120) included in the message (110).

Description

Method for generating personalized and optimized content of a message included in a campaign addressed to a plurality of individuals

TECHNICAL FIELD OF THE INVENTION

The field of the invention is that of computing.

More specifically, the invention relates to a method for generating personalized and optimized content of a message included in a campaign addressed to a plurality of individuals, as well as the evaluation of the impact of this personalized content on the user. 'individual.

The invention finds particular applications in the field of sales, and is more specifically within the framework of the realization of a promotional campaign, generally limited duration, for individuals clients of a company.

STATE OF THE ART

It is known from the prior art message personalization techniques of a promotional campaign addressed to one or more individuals customers of a company, wherein the message includes a promotion which is generally of a single type, such as a coupon or a percentage discount on a future purchase.

The major drawback of these techniques is that it is difficult to carry out a large-scale promotional campaign for a population of individuals, including highly personalized promotional messages for each individual in the population. It should be emphasized that promotional personalization is different from advertising personalization where an advertisement is selected and then displayed for example on an advertising insert of a website according to the history of the individual, in particular according to his history of advertising. consultation of internet pages.

Generally, the techniques used to personalize the messages are limited to creating population segments of a minimum size of the order of a few dozen individuals, depending on a history of purchase to the company, or even the product history accessed by the individual on the online sales site, and to customize messages based on the segments created. Another disadvantage is that the real impact of promotions on users' purchase acts is difficult to quantify because it is not easy to establish a causality between the promotion used by a customer and the expense made by the latter. Indeed, it is particularly difficult to quantify separately the impact of promotions on the consumption and natural consumption of an individual.

In addition, since the existing techniques do not make it possible to measure the impact of each message, it is not possible to optimize the promotional campaign according to a budget for example, in particular to optimize the performance of the promotional campaign. It should be emphasized that this in itself is an operational research problem that is complex to solve. By way of example, sending the promotion that generates the greatest promotional impact to each individual does not guarantee that the promotional campaign meets the general objectives of the company that leads it, in particular to control the budget allocated to the promotional campaign. Indeed, spreading a similar promotion to all consumers, not to mention the satisfaction of the consumer, exposes the organizer of the promotional campaign to cases of over-investment where consumers receive promotions more expensive than necessary, or under-investment cases where consumers receive insufficiently high promotions, not triggering a buying action. In fact, the costs of promotions used by customers are generally not in line with the budget. Thus, the promotion costs used are less than the budget, in which case the promotional campaign did not have the expected impact on the users, the promotion costs are higher than the budget, in which case the promotional campaign took place. a lot of success with customers.

None of the current solutions makes it possible to simultaneously meet all the required requirements, namely to propose a technique that makes it possible to customize in a very targeted way the promotional offers of the messages included in a promotional campaign, to measure the impact of the promotional campaign and optimize the return on investment of the promotional campaign based on this measure. STATEMENT OF THE INVENTION

The present invention aims to remedy all or part of the disadvantages of the state of the art mentioned above.

For this purpose, the present invention is directed to a method for producing a content of a personalized message addressed to an individual client of a company, the message being included in a promotional campaign with which a list of mathematical constraints is associated, the list including a budget constraint, the method comprising:

a) a step of identifying the individual on a computer server associated with said company;

b) a step of recording in a customer history of the purchases made by the identified individual, or even variables of navigation on a website of the company;

c) a step of associating a profile with the individual, or of updating a profile previously associated with the individual, based on the analysis of the client's history;

d) a step of developing the content of the personalized message for the individual, the content comprising at least one promotional offer adapted according to the profile of the individual established in step c), the promotional offer being defined by a promotional format comprising an amount determined in relation to an intermediate budget dedicated to the promotional offers addressed to a set of individuals in a time interval of the promotional campaign, the intermediate budget being a function of the budget constraint;

e) a step of recording in the customer's history of the individual's interactions with the promotional offer included in the message.

It should be emphasized that the promotional campaign in which each personalized message developed by the method that is the subject of the present invention fits is a large-scale campaign, intended for a very large number of individuals who are customers or potential customers of the organizing company. the campaign, whose number is of the order of a few thousand or a few millions of individuals.

The personalization of the content of the message is carried out according to a customer profile defined from its purchases and its interactions with the promotional offer (s) previously addressed to the individual customer. The content is also defined in relation to an intermediate budget defined on a time interval of the promotional campaign or even in relation to constraints such as a minimum performance in terms of incremental turnover over the time interval. It should be emphasized that the interim budget is an investment over a given period. This intermediate budget, determined in accordance with the budget constraint, is particularly devoted to promotional offers, current and / or future, addressed to a set of target individuals of the promotional campaign during the time interval. The budget constraint can be defined in particular by a predefined budget over a given time or by a budget defined as a percentage of average sales. The budget constraint can also be a constraint on a minimum performance level that can be set according to the expectations of the company in the form of an additional revenue goal generated or return on investment that is equal incremental number divided by the cost of the campaign.

It should be noted that the list of mathematical constraints includes mathematical constraints such as operational research resulting from a transcription of the constraints or business objectives of the company organizing the promotional campaign.

Moreover, the identification of the individual can be performed via a client identifier in an online sales context, the identifier can be for example an email address or the name associated with the customer account, or by through a loyalty card in a context of in-store sales. The identification can also be performed automatically by detecting for example the presence of a customer's laptop within or near a physical store. In all these cases, the client identifier stored in the computer server is irreversibly encrypted to avoid a trivial re-identification of the individual.

By navigation variables is meant all the variables related to navigation by the individual on the company's website. These variables can include pages viewed, time spent on each page, etc.

The profile associated with the individual is generally an update of the profile previously associated with the individual. In the case where the individual is unknown, the associated profile is a typical profile.

Thus, the offer can be customized and adapted at the time of the development of the message to be addressed to the individual by analyzing all the promotional offers addressed during the time interval, that is to say in evaluating in particular the cost promotions used, as well as the amount of unused promotional offers. This adjustment may also be made based on a percentage of sales or turnover not to be exceeded.

It should be noted that the association of a new profile or the updating of an existing profile is done automatically from the analysis of the customer history associated with the individual.

As the promotional offer is defined specifically for each individual, taking into account the cost associated with the promotional offers proposed during the campaign, it is possible to optimize the return on investment of the amounts invested during the promotional campaign.

In other words, the message personalized by the method that is the subject of the present invention comprises a content that is optimized according to the profile defined for the individual, thanks to a list of mathematical constraints according to the promotional campaign defined by the company, such as a budget, a turnover to be achieved over a period, etc. The personalization of the optimized content is improved over time by evaluating the impact of messages sent successively to the individual.

It should be noted that the promotional campaign may have a fixed or indefinite duration.

In modes of implementation of the invention, the promotional offer is in the format of a coupon or a game offering, in case of success, a gain in relation to the profile of the individual . In other words, the promotional format of the offer is a coupon or a game offering, if successful, a gain in relation to the profile of the individual.

Thus, the personalization of the promotional offer is through the choice between offering a coupon or offer a game, and through the amount of reduction or gain associated with the game. It should be emphasized the reduction or gain may include one or more prizes to be won, such as an additional product, a product of affinity or a sample. When the offer includes a game, the type of game is also determined according to the profile of the individual to whom the message is addressed. The probability, type and amount of gambling gains are also determined by the individual's profile. Generally speaking, the term "game" refers to any type of promotion with which a gain or a reduction is associated. In embodiments of the invention, the game comprises a probability of gain, which may be equal to one, in the case of a certain discount.

Thus, the personalization of the promotional offer is also done by determining the value of the probability of winning associated with the game addressed to the individual. It should be emphasized that when the probability of winning a game is equal to one, the corresponding game is equivalent to a coupon. In other words, the coupon can be considered a game with a maximum probability of winning. It should be emphasized that the coupon can be considered as having a certain discount.

In modes of implementation of the invention, the message has a countdown indicating the end of the validity of the promotional offer.

In modes of implementation of the invention, the profile associated with the individual includes the definition of a promotional character and / or a buyer character.

Thus, the promotional offer is based on one or more characters associated with the individual such as sensitivity to promotion, sensitivity to urgency, sensitivity to risk, etc. Two types of characters are frequently used: the promotional character and the buyer character. The promotional nature is representative of the attractiveness of the individual to the different promotions previously addressed to the individual both in terms of the associated amount, and in terms of promotional format. The buyer character is in turn dependent on the amount and pace of purchases made by the individual. The pace of purchase can be defined in relation to the merchant, for example a fidelity vis-à-vis the sign of the merchant, compared to one or more mark (s), or even compared to one or more product (s) ) in particular.

In embodiments of the invention, at least one of the characters comprises at least one sub-character and a confidence index associated with said sub-character.

In modes of implementation of the invention, the promotional character includes a first sub-character representative of the appetite of the individual at risk and a second sub-character representative of the appetence of the individual to the emergency.

In modes of implementation of the invention, the promotional nature of the individual is determined from his history of participation in previous games over a previously defined period, said history including, for each participation in a game:

a value of attractiveness to the game calculated from the probability of winning said game; and

a value of attraction to the gain calculated from the amount of the gain of said game;

in order to calculate from the average of the attractiveness values of the history, a risk indicator for classifying the individual in one of the player categories comprising at least:

- a low level player category, corresponding to a player whose risk indicator is low;

- a category of player said of high level, corresponding to a player whose risk indicator is strong;

- a category of player said medium level, corresponding to a player whose risk indicator is average, or corresponding to a player who has never played before.

In modes of implementation of the invention, the buyer character of the individual is determined from his purchase history to the company over a pre-defined period, said purchase history comprising for each purchase:

- the amount of the purchase; and

- the date of purchase;

so as to calculate from the average amount of purchases and the rate of purchase, a purchase indicator for classifying the individual in one of the buyer categories comprising at least:

- a category of buyer said active, corresponding to a non-zero purchase indicator or greater than a threshold value;

- a category of buyer said inactive, corresponding to a purchase indicator zero or less than said threshold value; and

- a buyer category says new.

In embodiments of the invention, the method comprises a fourth category of buyer defined by:

a category of buyer said to be performing, corresponding to a purchasing indicator greater than a second threshold value. In embodiments of the invention, a buyer category includes a subcategory function of a distribution sign, a brand or a product.

In embodiments of the invention, the method further comprises a step of constituting at least one group of individuals and at least one control group, the group (s) of individuals and the control group comprising a homogeneous proportion of each category of buyer.

Thus, it is possible to compare the reactions of individuals in a group to the control group. It is also possible to test several types of personalization by distributing them between groups and by measuring the reaction of the individuals in each group to determine the most appropriate or most effective content type (s).

In embodiments of the invention, the method further comprises a step of measuring the performance of the promotional campaign by performing a comparative analysis between the control group and at least one group of individuals.

In modes of implementation of the invention, the profile of the individual includes defining a level of investment of the company according to the player character and / or buyer character.

The investment level is determined automatically during the process or manually by an operator of the company. The investment level is used to determine the value of the gain allocated by the company based on the probability of winning.

In embodiments of the invention, the content development step comprises a substep of determining the gain and the probability of gain of the game adapted for said individual according to the profile of the individual.

In embodiments of the invention, the method also comprises a step of updating the intermediate budget with respect to the overall budget of the promotional campaign as well as a step of evaluating the performance of the promotional campaign, for example expressed in incremental turnover, compared to the target set by the company.

Thus, the intermediate budget being updated, preferably at regular intervals equal for example to one hour, a day, a week or a month, it is possible to control the average cost of promotional offers, or even the performance of the promotional campaign. The invention also proposes an arbitration solution when the two criteria, in particular control of the budget and the incremental turnover, are incompatible: for example when one has to choose between an under-consumption of the budget and a turnover. important or the opposite.

In modes of implementation of the invention, the message is broadcast on a plurality of broadcast channels selected from the list comprising at least {electronic message; printing on a ticket; online advertising; posting on a remote sales computer site; interactive terminal display}.

In embodiments of the invention, the method further comprises a step of monitoring the promotional campaign.

The invention also relates to a computer program product implementing a method according to any one of the preceding embodiments.

Finally, the invention also relates to a computer system implementing said computer program product.

BRIEF DESCRIPTION OF THE FIGURES

Other advantages, aims and particular characteristics of the present invention will emerge from the following nonlimiting description of at least one particular embodiment of the methods and devices that are the subject of the present invention, with reference to the appended drawings, in which:

- Figure 1 is a schematic view of the implementation of the invention;

FIG. 2 represents an example of a promotional offer developed by the invention;

FIG. 3 is a block diagram of the method implemented by the invention;

- Figure 4 illustrates an example of promotional offers proposed to a population of individuals taking into account their respective profiles in this case characterized by two dimensions, and optimizing the business objectives of the company organizing the promotional campaign. DETAILED DESCRIPTION OF EMBODIMENTS OF THE INVENTION

This description is given in a nonlimiting manner, each feature of an embodiment being able to be combined with any other feature of any other embodiment in an advantageous manner.

As of now, we note that the figures are not to scale.

Example of a particular embodiment of the invention

FIG. 1 represents a computer system 100 developing a personalized promotional offer 120 included in a personalized electronic message 110 for an individual 130 of a population 150. The electronic message 110 is part of a promotional campaign established by a customer. 140. The promotional campaign is intended for a population of 150 individuals or potential clients of the company.

The company 140 comprises in the present nonlimiting example of the invention, a store 141 and / or a computer site 142 of distance selling, in which the individual 130 performs a purchase action, the purchase action being for example the selection of products on the computer site 142 in a shopping cart which is then validated by the payment by means of a credit card. The computer site 142 may in particular be accessible via an internet-type computer network. Company 140 may also include a customer relationship management tool 143, also known as customer relationship management (CRM).

The computer system 100 comprises a computer server 160 connected to a database 165 in which the information relating to the individuals of the population 150 is stored. Each individual 130 of the population 150 is associated with a client account in which each action is recorded. purchase in a customer history. The computer site 142 of distance selling is connected to the computer server 160 which manages all the information related to the client accounts, it should be noted that the computer server 1 60 is associated with the company 140. The computer server 160 can be common to several companies without customer information being exchanged or combined between companies.

During the promotional campaign having a definite or indefinite duration, the company 140 addresses to a part of its customers or potential customers a personalized message 1 10 including a promotional offer 120 specifically established for each of the individuals of the population 150, via the computer system 100. The message 1 10 may for example be broadcast via an electronic messaging system or an online advertisement on a website.

The company 140 generally develops this promotional campaign by associating a budget constraint defined in this example with a global budget and a return on investment. The overall budget covers the discounts distributed in promotional offers during the campaign.

In variants of implementation of the invention, the budget constraint determined by the company 140 is a constraint on a turnover to be achieved or a turnover not to be exceeded, or a market share to acquire, or even a certain share of stores to cover. It should be emphasized that the budget constraint can be in the form of an amount or in the form of a percentage.

Figure 2 shows an example of three promotional offers 120 contained in the personalized message 1 10 addressed to the individual 130.

Each promotional offer 120 is presented, in the present nonlimiting example of the invention, in the format of a game 210 having a gain 220 and a gain probability 230. The probability of gain 230 can be translated by an X value included between zero and one, respectively corresponding to no chance of winning the gain 220 and that the gain 220 is won every time, it should be emphasized that the value X is advantageously strictly greater than zero to leave a possibility, even very low, to win the gain 220. The probability of gain 230 can be written equivalent to "a chance on Y" where Y is between one and a value tending to infinity, Y being equal to the opposite of X, that is 1 / X.

The gain 220 may be a given value, dependent or not on a minimum purchase amount, or a percentage discount on the next purchase.

The first game 210 proposes in case of success to win a high 220, commonly called jackpot, with a probability of gain 230i low, for example with a Y value of the order of a few thousand. The second game 210 ₂ proposes for him to win a gain 220 ₂ average with a probability of gain 230 ₂ average, for example with a Y value of the order of one hundred. While the third game 210 ₃ proposes to win a gain 220 ₃ low with a probability of gain 230 ₃ high, for example with a Y value of the order of ten. In the present case, the personalized message 1 10 includes a choice dividing for the individual 130 between three promotional offers 120 having either a low risk of losing, a medium risk, or a high risk. Depending on his risk appetite, the individual 130 will thus choose the promotional offer 120 that suits him. Computer system 100 by recording the choice made by the individual 130 can adapt the customized message 1 10 depending on the profile of ^the individual 130.

In alternative embodiments of the invention, the promotional format of the promotional offer is a voucher comprising a discount or offering a prize such as an additional product, a product affinity or a sample.

The personalized message 1 10 also includes a countdown 240 indicating the end of the validity of the promotional offers 120. This countdown can indicate a value in days, hours, minutes and / or seconds. The countdown 240 is usually customized according to the urgency sensitivity of the individuals in the population 150, targets of the campaign.

The text 250 included in the message 1 10 is also customized according to the profile of the individual 130.

Whatever the customization of the message 1 10, the implementation of the invention comprises a constrained optimization calculation which ensures that the choice towards which the individual 130 is oriented is compatible with the budget constraint, the performance objectives. or other business purpose of the company 140. If necessary this optimization leads to exclude, at least momentarily, the individual 130 of the promotional campaign either by emptying the message 1 10 of its content, or by transforming the message 1 10 in an advertising message without associated promotional offer.

In addition, as described later, a follow-up of the impact of the promotional campaign to drive this optimization process is performed.

The personalization of a new promotional offer proposed to the individual 130 is carried out via a method 300 of developing a content for the electronic message 1 10. The method 300 is represented in FIG. the form of a synoptic diagram.

It should be noted that the process steps 300 are generally performed repeatedly in order ^to successively improve the knowledge of individuals in the population 150 and constrained optimization mentioned above above, and therefore to propose more and more specific customizations and more efficient to each individual of the population 150,

The method 300 includes a first step 310 of identifying the individual 130 on the computer server 180 associated with the company 140. The identification can be performed either by the presentation of the loyalty card at a counter of the store 141, thirsty through a customer account created on the computer site 142 of distance selling.

The identification of the individual 130 can also be performed automatically by detecting for example the presence of a laptop of the individual 130 near or within the store 141.

A record of the purchases made by the individual 130 is executed during a step 320 of the method 300. The purchases are made either in the store or on the computer site 142. The purchases are thus recorded in a customer history associated with the individual 130. for every purchase, customer history includes the amount of purchase, date of ^purchase, or purchased items.

If the individual 130 does not complete his purchase on the computer site 142, the current basket comprising the objects selected by the individual 130 on the computer site 142, can nevertheless be recorded in the client history during this second step.

A record of the participation of the individual 130 in one of the games 210 offered by the promotional offer 120 is made during the step 325 of the method 300. The recording includes in particular the characteristics of the game 210 selected by the 130, that is to say the gain 220 and the probability of gain 230 associated with the game 210.

The record also includes a value of attractiveness to the game and a value of attraction to the prize. These attraction values make it possible in particular to quantify the choice of the game 210 made by the individual 130 among the three games 210 offered by the promotional offer 120.

The attraction of the game is calculated from the comparison of the probability of winning 230 of the 210 game which participated the individual 130, and the lowest probability of winning three games 210 proposed by ^the promotional offer 120. For example if the individual 130 has chosen a game 210 having a probability of winning 230 equal to one chance out of two, while the lowest probability of winning the games 210 offered by the promotional offer 120 is equal to one chance in a hundred, he is considered that the 130 individual took only one-fiftieth of the possible risk. In this case, the value of the attraction of the game is for example equal to a fiftieth.

The attractiveness of the gain is similarly calculated by comparing the value of the gain 220 of the game 210 in which the individual 130 participated, compared to the maximum value of the gain 220 of the three games 210 offered by the promotional offer 120. For example, if the individual 130 has chosen a game 210 having a win 220 of one hundred euros while the maximum of the winnings 220 of the games 210 of the promotional offer 120 is equal to three thousand euros, the value of the Attractiveness of the gain can be equal to the ratio of the gain chosen on the maximum gain, that is to say here one hundred over three miles.

From the analysis of the client history of the individual 130, the method 300 comprises a step 330 of associating a profile with the individual 130.

The profile associated with the individual 130 includes the definition of a purchaser and on establishment ^of a promotional nature.

The buyer character of the individual 130 is determined, during a substep 331 of step 330, from the purchases recorded in the customer history associated with the individual 130.

From the average amount of purchases recorded in the customer's personal history 130, a purchase indicator for classifying the individual 130 in a buyer category is calculated. This purchase indicator may be restricted to purchases made over a predetermined period, for example, one year or six months. The purchasing indicator may also be restricted to one or more product (s) or product class or brand (s).

The individual 130 is thus classified in one of the following categories of buyers:

- buyer said new, when the 130 individual had no purchase recorded in its history. This is particularly the case at the time of the creation of the customer account of the individual 130;

- buyer said inactive, when the purchase indicator calculated for the individual 130 is zero or less than a predetermined threshold value. The individual 130 is classified as an "inactive buyer" when, for example, he has not performed any purchase act for a year;

said active buyer, when the purchase indicator calculated for the individual 130 is greater than the threshold value. The individual 130 is classified as "buyer when, for example, he has made purchases in the last six months.

Among the active buyer category, an additional distinction may be made when the purchasing indicator is also greater than a second threshold value. The individual 130 is then classified in a fourth category of buyer said very active.

When this additional distinction is made, the active buyer categories ^and very active buyer may be entitled respectively buyer category underperforming and successful purchaser class. For example, the individual 130 who has made purchases in the last six months but with a slowing pace of purchase is classified as an underperforming buyer, while his buying rhythm is still sustained at the moment. evaluation of the call indicator, ^the individual 130 is then ranked in the performance category buyer.

The buyer's character of an individual may also include more specific sub-characters depending on a particular brand, product category or product, with the analysis of the purchase history taking place then on that brand, on that particular product category or on that product.

The player character of the individual 130 is determined, during a substep 332 of step 330, from the interactions with the promotional offers, recorded in the customer history associated with the individual 130. player includes a sub-representative nature of ^the appetite of the individual 130 at risk, also called risk indicator, which is based on the average of the set of values of attractiveness values lure ^of gain. In order to calculate this average, the values of game attractiveness and of gain are nevertheless weighted by the relative differences between the game 210 chosen by the individual 130 and the other promotional offers 120 included in the personalized message 1 10. The difference can be calculated on the associated risk and / or the amount of the gain.

The risk indicator makes it possible to classify the individual 130 in one of the following categories of players:

said low level player, when the risk indicator of the individual 130 is small, preferably less than a first threshold value equal to 0.2; said high level player, when the risk indicator of the individual 130 is strong, preferentially greater than a second threshold value equal to 0.8;

said player of average level, when the risk indicator of the individual 130 is average, preferably between the first and the second threshold value.

A confidence index, between 0 and 1, is associated with the risk indicator, and makes it possible to evaluate the relevance of the value of the risk indicator. Generally, the confidence index is low when the player is not or little known.

In variants of implementation of the invention, the distribution of individuals is based on their classification according to the risk indicator, the groups then being defined according to a percentage of individual and not according to a threshold value on the value of the risk indicator. The distribution between the three groups can be homogeneous, for example 33% for each group, or heterogeneous, for example 20% - 50% - 30%. It should be emphasized that the number of groups can be any.

In the case where the individual 130 has never participated in a game, the risk indicator is equal to a value classifying the individual 130 in the middle level player category. In this case, the promotional offers addressed to an unknown individual are generally cleavant in order to quickly define a satisfactory profile for the individual. Such offers are for example to offer at the same time game options with a probability of gain of 1/1, 1/10 and 1/1000. When the profile of the individual 130 is emerging, the promotional offers are then defined in order to further personalize the profile of the individual 130.

The confidence index helps to personalize the options offered to the individual 130. If the confidence index, associated with the risk indicator of the individual 130, is low, then the personalized message addressed to the individual 130 includes very different and divisive game options, in order to better understand the individual's preferences.

Conversely, when the confidence index is high, the personalized message 1 10 includes game options corresponding to the palatability of the individual 130, thus giving a chance for greater participation in one of the games on offer. It should be emphasized that the number and the definition of the different categories of buyer and the different categories of player are given by way of example and are not limiting of the invention. In a more general case where personalization is important, in particular to have more targeted messages for each individual, the number of different categories can be of the order of a few tens, a few hundred or even a few thousand. The larger the number of categories, the more the promotional offer can be customized.

The promotional character of the individual 130 may also include a sub-character representative of the individual's palatability 130 to the urgency of a promotional offer, calculated according to the remaining time displayed by the countdown 240. confidence index may also be associated with this sub-character, also known indicator of ^emergency.

An investment level is determined for the individual 130 during a substep 333 of step 330, and associated with the profile of the individual 130. The value of the investment level is, for example, equal to 2 %, 5% or 10% and depends, for example, on the sum of the values of the purchases recorded in the customer's history or on the recent rate of expenditure of the individual 130. It should be noted that, for the high-performing buyer category, the investment level is 0% because high-performing buyers are not usually the main target of the promotional campaign.

The value of the investment level for each individual in the population is defined by sub-segmenting the new, inactive, and underperforming buyer categories, according to the expenditures of each individual in the population 150. Thus, for each of these For example, for example, the investment level is equal to 10% for the third of the individuals who spend the most, 2% for the third of the least spent individuals and 5% for the remaining third. This distribution makes it possible to target individuals who are likely to spend significantly.

From the profile established for the individual 130 with its promotional nature, character purchaser and the level ^of investment allocated, ie content of a new message for the individual 130 is developed in a step 340 process 300. the content, generally start from ^a model of customized content for the individual 130 comprises a new offer promotional tailored to the profile of the individual 130 and other promotional offers addressed during the promotional campaign. All promotional offers within a current time interval can be constrained by a previously determined expenditure budget.

The new promotional offer may include one or the combination of promotions of one of the following types:

- A rebate coupon ;

- a game of chance;

- a batch ;

- a service ;

- etc.

It should be emphasized that when the individual 130 is new, that is to say when he has created his customer account without ever having made a purchase act, the personalized content model for the individual 130 is a standard content template corresponding to a new buyer and an average player. The associated level of investment is generally important in this case in an attempt to convert the individual 130 into a customer and retain it.

In the standard content model, all palatability subfeatures are set to 0.5 and the confidence indices are zero.

The new message is addressed to the individual 130 during a step 345 by one of the following communication channels:

- e-mail ;

printing on a ticket, for example on a receipt;

- displaying an online advertisement on a website;

- display on an interactive terminal;

- posting on the computer site 142 of distance selling.

It should be emphasized that the display can be performed on the screen of a personal computer or that of a smart mobile phone, commonly known as the "smartphone".

In order to be able to follow the impact of the promotional campaign and to pilot the optimization calculation ensuring that the choice of the individual 130 is compatible with the budget constraint, the performance objectives or any other business objective of the company. at least one group of individuals is constituted during a step 350 of the method 300. Each group of individuals comprises an identical proportion of individuals from each category of buyers among the population 150, or even of each category of players. This segmentation makes it possible to test different promotional customizations, such as the distribution of investments between categories.

A control group is also constituted during this step 350.

The control group includes individuals from the population 150 who are not targeted by the promotional campaign. The comparison of groups of individuals with the control group makes it possible to analyze the performance of the promotional campaign.

The expenses of the promotional campaign are monitored during a step 360 of the method 300. An evaluation of the rate of expenditure is carried out and makes it possible, in particular, to make adjustments to the expenses to be made at a given moment in order to respect the constraints of the 140 company in terms of return on investment, budget and duration of the promotional campaign.

During this step 360, a function, called generosity, updates an intermediate budget to be spent in the current time interval, for example equal to one hour or one day. This function converges to the budget limit in the allotted time. An optimization of the expenditures in relation to the overall budget and the return on investment can be made during this step.

The performance of the promotional campaign is measured during a step 370 of the method 300 by performing a comparative analysis of the groups of individuals determined in step 350 relative to the control group. By comparing the purchases made by the different groups, it is possible to calculate an additional turnover and thus the return on investment of the promotional campaign. The additional turnover corresponds to the turnover generated by the promotional campaign.

The advancement and performance of the promotional campaign can be monitored by the company 140 through the display of visual indicators or statistics.

Figure 4 illustrates an example of promotional offers 410 proposed during the promotional campaign. The promotional offers 410 are divided between individuals 420 of the population 150 according to the investment level 430 on the abscissa and the risk indicator 440 on the ordinate. For individuals 420i with a low risk indicator 440, that is, for non-player 420i individuals, the promotional offer 410i offered to individuals 420i includes a coupon having a payout value equal to the level of investment. In other words, the probability of winning Promotional Offer 410i is equal to one.

The higher the risk indicator, that is, the more the individual 420 is a player, the more the promotional offer 410 offered to said player 420 comprises a game having a low probability of winning and the gain of the proposed game by promotional offer 410 is important.

Claims

Process (300) for generating a content of a personalized message (1 10) addressed to an individual (130) customer of a company (140), the personalized message (1 10) being included in a promotional campaign to which is associated a list of mathematical constraints, the list including a budget constraint,

characterized in that the method (300) comprises:

a) an identification step (310) of the individual (130) on a computer server associated with said company;

b) a step (320) of recording in a customer history of the purchases made by the identified individual, or even navigation variables on a website of the company;

c) a step (330) of associating a profile with the individual (130), or updating a profile previously associated with the individual (130), based on the analysis of the customer history;

d) a step (340) for developing the content of the personalized message (1 10) for the individual (130), the content comprising at least one promotional offer (120) adapted according to the profile of the individual (130) established in step c), the promotional offer being defined by a promotional format and comprising an amount determined in relation to an intermediate budget dedicated to the promotional offers addressed to a set of individuals in a time interval of the promotional campaign , the intermediate budget being a function of the budget constraint;

e) a step (325) of recording in the customer's customer interaction history (130) with the promotional offer (120) included in the message (1 10),

Method according to claim 1, characterized in that the promotional offer (120) is in the format of a coupon and / or at least one game (210) offering, in case of success, a win (220) in relation to the profile of the individual (130).

Method according to claim 2, characterized in that the set (210) comprises a gain probability (230).

4. Method according to any one of claims 1 to 3, characterized in that the message has a countdown indicating the end of validity of the promotional offer.

5. Method according to any one of claims 1 to 4, characterized in that the profile associated with the individual (130) comprises the definition of a promotional character and / or a buyer character,

6. Method according to claim 5, characterized in that at least one of the characters comprises at least one sub-character and a confidence index associated with said sub-character.

7, Method according to any one of claims 5 to 6, characterized in that the promotional character comprises a first sub-character representative of the appetence of the individual risk and a second sub-character representative of the appetence of the individual in the emergency room.

8, Process according to claims 5 to 7, characterized in that the promotional character of the individual (130) is determined from its history of participation in the previous games over a period previously defined, said history comprising, for each participation in a game :

a value of attraction to the gain calculated from the amount of the gain of said game; in order to calculate from the average of the attractiveness values of the history, a risk indicator for classifying the individual (130) in one of the player categories comprising at least:

9, Method according to any one of claims 5 to 8, characterized in that the buyer character of the individual (130) is determined from its purchase history to the company (140) over a period defined in advance, said purchase history including for each purchase: - the amount of the purchase; and

- the date of purchase;

to calculate from the average purchase amount and purchase rate, a purchase indicator for ranking the individual (130) into one of the buyer categories comprising at least:

- a buyer category says new.

Method according to claim 9, characterized in that a buyer category comprises a sub-category according to a distribution sign, a mark or a product,

Method according to any one of claims 9 to 10, characterized in that the method comprises a fourth category of buyer defined by:

a category of buyer said to be performing, corresponding to a purchasing indicator greater than a second threshold value.

Method according to any one of claims 9 to 11, characterized in that it further comprises a step of constituting at least one group of individuals and at least one control group, the (s) group (s) of individuals and the control group comprising a homogeneous proportion of each category of buyer.

Method according to claim 12, characterized in that the message is included in a fixed-term promotional campaign, and in that the method further comprises a step of measuring the performance of the promotional campaign by performing a comparative analysis between the control group and at least one group of individuals.

Method according to one of Claims 1 to 13, characterized in that the profile of the individual (130) comprises the definition of a level of investment of the company (140) according to the promotional character and / or buyer character.

Method according to one of claims 3 to 14, characterized in that the content development step comprises a sub-step of determining the gain ei of the game winning probability adapted for said individual according to the profile of the individual (130).

16. Method according to any one of claims 1 to 15, characterized in that the method also comprises a step of updating the interim budget with respect to the overall budget of the promotional campaign.

17. Method according to any one of claims 1 to 16, characterized in that it also comprises a step of evaluating the performance of the promotional campaign.

18. A method according to any one of claims 1 to 17, characterized in that the message is broadcast on a plurality of broadcast channels selected from the list comprising at least {electronic message; printing on a ticket; online advertising; posting on a remote sales computer site; interactive terminal display}.

19. Method according to any one of claims 1 to 18, characterized in that it further comprises a step of monitoring the promotional campaign.