WO2002007060A1 - Traitement de donnees relatives au consommateur - Google Patents

Traitement de donnees relatives au consommateur Download PDF

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Publication number
WO2002007060A1
WO2002007060A1 PCT/US2001/041359 US0141359W WO0207060A1 WO 2002007060 A1 WO2002007060 A1 WO 2002007060A1 US 0141359 W US0141359 W US 0141359W WO 0207060 A1 WO0207060 A1 WO 0207060A1
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WIPO (PCT)
Prior art keywords
consumer
data
personal information
tools
profile
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Application number
PCT/US2001/041359
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English (en)
Inventor
Timothy Gendreau
Original Assignee
Mindport Limited Bvi
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Mindport Limited Bvi filed Critical Mindport Limited Bvi
Priority to AU2001276050A priority Critical patent/AU2001276050A1/en
Publication of WO2002007060A1 publication Critical patent/WO2002007060A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to data handling and processing, and more particularly, to data handling and processing for consumer-centric transactions.
  • CRM customer- relationship management
  • the CRM data may include detailed profiles of existing customer activity with a given company while offering only limited data about how that customer interacts with other vendors. Moreover, the CRM data may offer limited information about infrequent or new customers. Further, many CRM data are unverified and taken out of context, and therefore, may not reflect the true/actual preferences or purchasing power of a customer. Thus, while the value of effective CRM in the form of customer retention and acquisition is substantial, the difficulty and cost of developing accurate detailed consumer profiles may provide challenges to improving CRM.
  • a method for data handling and processing includes providing tools on the consumer side that enable consumers to selectively collect, use, and control consumers' personal information.
  • the tools enable consumers to track, review, audit, assess value, assign distribution traits, and/or assign distribution methods to personal information of the consumers as it relates to household, and people in the household, about their consumption habits.
  • the tools may be configured to reside on the consumer's computer. In an alternative embodiment, the tools may be accessed from a network site under the control of the consumer.
  • the method may also include enabling the vendors to utilize the personal information provided by the consumers to improve customer acquisition and retention.
  • the method may further include capturing and managing personal information of a consumer, providing the consumer control over access of data included in the personal information, and selectively providing the personal information to vendors and businesses.
  • a data handling and processing system includes a profile data manager, a plurality of data capture applications, a set of tools, and a data transmitter.
  • the profile data manager captures and manages personal information of a consumer.
  • the plurality of data capture applications provides the consumer control over access of data included in the personal information.
  • the set of tools selectively provides the personal information to vendors and businesses.
  • the data transmitter communicates the consumer's personal information, such as buying interest, to the vendors and businesses .
  • a computer readable medium containing executable instructions which, when executed in a processing system, causes the system to perform data handling and processing is described.
  • the executable instructions cause the processing system to capture and manage personal information of a consumer, provide the consumer control over access of data included in the personal information, and selectively provide the personal information to vendors and businesses.
  • the computer readable medium includes a CD-ROM disk.
  • Figure 1 is a block diagram of a data handling and processing system in accordance with an embodiment of the present invention.
  • Figure 2A is a more detailed block diagram of the data handling and processing system of FIG. 1.
  • Figure 2B is a more detailed block diagram of external interface tools according to an embodiment of the present invention.
  • Figure 2C is a more detailed block diagram of a profile data manager according to an embodiment of the present invention.
  • Figure 2D is a more detailed block diagram of data extraction tools according to an embodiment of the present invention.
  • Figure 3 illustrates a method for data handling and processing in accordance with an embodiment of the present invention .
  • Embodiments of the present invention address the rising level of consumer concern about privacy and control of their personal information. Moreover, the present embodiments address the consumers' need in business transactions for personalization, tailored access, and reward for their purchasing behavior. Further, the present embodiments provide vendors with enhanced solutions to the increasing need for the consumer insights required to improve customer-relationship management . In effect, the present embodiments produce a new paradigm in which a consumer is in control of the business transaction rather than the vendor. Thus, the present embodiments enable consumers and vendors to form strong and deep consumer-centric relationships in which consumers create, maintain, and control the use of their personal information profiles.
  • Vendors may utilize these profiles to improve customer acquisition and retention by creating more fulfilling business transaction experiences and personalized offers for their customers.
  • More fulfilling business transaction experiences may include experiences which enable consumers to find and experience goods and services that are particularly tailored to the consumers' needs. Consequently for purposes of illustration and not for purposes of limitation, the exemplary embodiments of the invention are described in a manner consistent with such use, though clearly the invention is not so limited.
  • the above-stated objectives may be implemented in a data handling and processing system 100.
  • This system 100 is illustrated in FIG. 1 as a block diagram in accordance with an embodiment of the present invention.
  • the data handling and processing system 100 includes a system manager 102, a system connection agent 104, and a system enterprise 106.
  • the system manager 102 may include a consumer software package that integrates individual consumer electronic commerce (e-commerce) tools.
  • the system manager 102 may also include other tools that provide consumer commerce non-electronically.
  • the tools may provide profile development and management, privacy protection, and consumer requests for proposals (RFPs) that enable consumers to communicate their personal information, including buying interest.
  • RFIDs consumer requests for proposals
  • tools are provided on the consumer side to enable consumers to selectively collect, use, and control consumers' personal information.
  • the tools also enable consumers to track, review, audit, assess value, assign distribution traits, and/or assign distribution methods to personal information of the consumers as it relates to household, and people in the household, about their consumption habits.
  • the personal information may relate to habits of viewing, content consumption, buying practices, business/leisure travel, procurement of goods and services, characteristics specific to methods of payment, behavior around payment, medical history, reconciliation of real and perceived value, and other related information.
  • the tools further enable the vendors to utilize the personal information selectively provided by the consumers to improve customer acquisition and retention.
  • the system connection agent 104 may include an online hosted application service and web site.
  • the agent 104 hosts applications to facilitate the secure transmission of profiles, RFPs, and offers between consumers and vendors .
  • the agent 104 provides consumers with an on-line source for product information, upgrades, and technical support of the modules within the system manager 102.
  • the system enterprise 106 may include a software suite that provides retailers and service providers a consumer-centric, customer-relationship management (CRM) solution.
  • CRM customer-relationship management
  • the system enterprise software manages and monitors the flow of interactions with consumers.
  • the system enterprise software may enhance and utilize the vendor's CRM tools for data mining, campaign management, personalization, and behavioral tracking.
  • FIG. 2A provides a more detailed block diagram of the data handling and processing system 100 of FIG. 1.
  • the system manager 102 includes a profile data manager 200, data extraction tools 202, a consumer request-for-proposal (RFP) module 204, and a privacy protection module 206.
  • the system manager 102 also includes a profile developer/manager 208 and external interface tools 209.
  • FIG. 2A also illustrates the data handling and processing method.
  • the external interface tools 209 include a personal digital assistant (PDA) 220, a mobile phone 222, an mp3 audio player 224, a cable set-top box 226, and other related tools.
  • PDA personal digital assistant
  • the PDA 220 and the mobile phone 222 may contain personal information which may be selectively communicated to the destination using the Internet or other network.
  • a customer at vendor location may use the PDA 220 or the mobile phone 222 to send selected personal information to a vendor server to receive preferential treatment.
  • the system manager 102 may also reside in the cable set-top box 226 so that a consumer viewing habit may be selectively transmitted to a cable company or to other vendors through the cable network.
  • the profile data manager 200 captures and manages private consumer data on behalf of the consumer.
  • the manager 200 (shown in detail in FIG. 2C) may incorporate at least two consumer personal information databases 230 and a set of data maintenance applications.
  • the first database may incorporate at least two consumer personal information databases 230 and a set of data maintenance applications.
  • the consumer preference and profile data includes demographic data, financial data, such as credit history, membership status in loyalty programs, color and size preferences, medical record, product types of interest, product types not of interest, privacy markers, and other related data.
  • the second database 234 may include utilization information such as data about shopping activities, purchases, web searching activities, TV viewing habits, and other similar data. Both databases 232, 234 may be accessed through the profile data manager 200 that ensures maintenance of the consumer's privacy.
  • the profile data manager 200 includes data entry/validation program 236 that enables consumers to enter, edit, and manage profile contents.
  • the manager 200 may also include a data security scheme 238 and a set of applets 240.
  • the data security scheme 238 enables consumers to control access to profile and usage-log data.
  • the set of applets 240 permits Web-based applications to access, add, or alter profile information, in accordance with the security scheme 238.
  • the manager 200 may further include an update facility 242 and an automatic construction application 244.
  • the update facility 242 bootstraps new program functionality into a profile toolkit.
  • the automatic construction application 244 performs an intelligent search of the Web to construct profile records during initial installation process.
  • the data extraction tools 202 include a set of tools that make consumer data available to vendors and businesses. This set of tools substantially supports the sharing of consumer information in a manner that enables vendors to react to consumer information as individuals. Further, the data extraction tools 202 may read data from both Internet and offline sources, and may use the data to update the consumer profile database.
  • these data extraction tools 202 may be able to read tagged data fields 250 as well as extract data from formatted records 252.
  • the tools 202 may include the ability to issue access requests and the capability to construct these requests 254 from a combination of template request formats and existing profile data. In another embodiment, this feature permits periodic or event-based indicators to drive automatic update request .
  • the data extraction tools 202 include general data stream extraction program 256, including both fixed and tagged-format extraction capability.
  • the tools 202 also include a web scraping module 258, data gathering request generator 260, general scheduler 262, and Java applets 264.
  • the web scraping module 258 can extract information from visited web sites for population of historical data. In one embodiment, this module may be able to automatically capture purchase data from known commerce sites, or automatically capture essential information about searches performed on known search engines.
  • the data gathering request generator 260 may initiate data capture requests.
  • the general scheduler 262 supports dispatching of periodic and event-triggered processes. Java applets 264 interface with a trusted source for externally generated data capture.
  • the consumer RFP module 204 enables communication of consumer's buying interest to vendors.
  • the module 204 enables customer-centric commerce by allowing consumers to create an RFP for goods and services that enables the consumer to leverage their profile database.
  • the RFP enables the consumer to receive tailored offers from multiple vendors.
  • the privacy protection module 206 allows the consumer control over the access of data contained in the profile.
  • the module may be used to set privacy boundaries.
  • the module 206 includes a set of applications that help consumers populate and certify their profiles. These applications may assist in initial profile population, as well as automatic data updates. For example, the applications may be used by the consumer to download information from airline loyalty programs, banks, and other relationship-based sites, which may be used to populate the profile.
  • a special "certifier” module 207 may be included that can be used by the consumer to request generation of a "certificate” . This may permit third-party verification of a given piece of information as being valid at the time the certificate was created. For example, a "certificate” may be generated that verifies that the consumer had purchased $1,000 worth of product from BigSite.com. This might inspire NewSite.com to offer a "preferred customer discount" to the consumer. In an alternative, a consumer may publish the membership status in a specific airline loyalty group in order to be extended similar privileges by another airline.
  • the consumers may use third party intermediaries or trusted agents, such as the system connection agent 104, to make recommendations to address their latent demand and to work out best deals for the consumers.
  • the intermediaries may be used to send out RFPs for products or service. Vendors, in turn, may provide offers, and consumers may choose the product or service that best suits the consumers' needs.
  • the intermediaries may aggregate consumer demand to command market power with respect to vendors.
  • the system connection agent 104 provides a platform to offer additional value- added functionality and services .
  • Possible additional service may include secure storage of consumer profile data, enablement of non-PC based consumers, and enhanced RFP handling such as helping customers identify new vendors.
  • the agent 104 may provide vendors additional analysis of consumer data.
  • the system connection agent 104 may also create portable consumer objects to be exchanged with vendors.
  • the agent 104 creates requests for services or products to be exported to vendors, and manages automated agents for gathering time-sensitive data on behalf of consumers.
  • the agent 104 further creates notification packets to inform information providers of relevant consumer information.
  • the system enterprise 106 includes tools installed by vendors that interact directly with the profiles in the system connection agent 104. Functions of the system enterprise 106 are configured to provide enhancements to existing CRM tools of the vendors. However, as mentioned above, data gathered with these vendor tools provide only limited information about customer interaction with vendors. Moreover, the CRM data may offer limited information about infrequent or new customers. Further, many CRM data are unverified, and taken out of context, and therefore, may not reflect the true or actual preferences of a customer.
  • the system enterprise 106 includes CRM tools that enable enhanced data mining 210, campaign management 212, personalization 214, and behavioral tracking 216.
  • the system enterprise 106 enhances data mining 210 by providing consumer-initiated data that reflect current preferences of a customer. This allows the vendor to better target customers using relevant profile data (enhancement to campaign management 212) , as well as broader profile content (enhancement to personalization 214) . Further, system enterprise 106 provides enhanced behavioral tracking 216 by using consumer-controlled historical data, which adds explanation to consumer behavior.
  • FIG. 3 A process for data handling and processing is shown in FIG. 3 in accordance with an embodiment of the present invention.
  • the process includes capturing and managing personal information of a consumer, at 300.
  • Capturing and managing personal information may include incorporating consumer preference and profile data, and utilizing the personal information to profile consumer's buying habits.
  • the buying habits may include data about shopping activities or purchases and web-searching activities.
  • the consumer control over access of data included in the personal information is provided at 302. This may include assisting in initial profile application and automatic updates of the personal information, such as downloading information from loyalty programs or other relationship-based sites to populate the personal information.
  • the consumer may request generation of a certificate to verify that the consumer purchased a specific item of interest. The generation of this certificate may prod other vendors to offer a preferred customer discount to the consumer based on the certificate.
  • the personal information may then be selectively provided to the vendors and businesses at 304. Moreover, the consumer's buying interest may also be communicated to the vendors and businesses, at 306.
  • the communication of the consumer's buying interest may include creating a request-for-proposal (RFP) for goods and services to leverage consumer-generated personal information. This may enable the consumer to receive tailored offer from multiple vendors .
  • RFP request-for-proposal
  • the vendors are enabled to utilize the personal information provided by the consumers to improve customer acquisition and retention.
  • the vendors are supplied with CRM tools that enable enhanced data mining, campaign management, personalization, and behavioral tracking.
  • the personal information provided directly by the consumer allows the vendor to better target customers using relevant profile data, as well as broader profile content.
  • the information also provides enhanced behavioral tracking by using consumer-controlled historical data.
  • a data handling and processing of the present invention provides advantages over other consumer-to- business (C2B) , as well as business-to-consumer (B2C) , applications.
  • C2B consumer-to- business
  • B2C business-to-consumer
  • the system 100 and method 300-308 of the present invention enable vendors to form stronger and deeper relationships with their customers through increased personalization and greater degrees of information sharing and use than currently available.
  • the present embodiments act as an extension and enhancement of vendor's existing CRM tools for data mining, campaign management, personalization, and behavioral tracking.
  • the creation and distribution of consumer profiles may become more efficient. This enables one complete and updated consumer profile database to replace many partial and outdated records kept by vendors, telemarketers, and credit agencies.
  • the consumer value comes from consumer's ability to control and leverage the personal information, which may result in improved personalization of on-line experience.
  • the vendor value comes from using consumer-supplied information to increase customer conversion and retention. This information enables the vendor to present personalized offers to pre-qualified customers, while respecting the customers' privacy.
  • Mindport system provides Mindport manager, Mindport connection, and Mindport enterprise.
  • Mindport system is enabled by providing consumers with free tools, such as software downloadable from a Web site or from distribution CD-ROMs. These tools provide automatic profile construction assist utilities and regional profile generators that are pre-loaded with distributing vendor profiles .
  • Mindport concept creates a cycle of adoption of its C2B software by both on-line vendors and consumers. Success of the Mindport product requires both consumer adoption and vendor sales. These two conditions are mutually dependent as the value to consumers is contingent on, and grows with, vendor adoption and, in turn, the value to vendors grows with the number of consumers that have adopted Mindport Manager.
  • the adoption process may be jumpstarted by recruiting an initial set of partners to embrace the C2B paradigm and distribute Mindport Manager as a co-branded product to its customers.
  • the Mindport Manager product is presented to these firms as a loyalty reward or value-added promotional offering to their existing customers, and as an added source of distinctiveness to their fundamental value proposition.
  • Mindport may custom build initial profiles pre- populated with information relevant to the specific vendor.
  • Mindport works with initial distributing partners to find ways to customize and enhance the intrinsic value of the Manager product's privacy functions in order to increase initial consumer value .
  • Distributing partners may be expected to offer Mindport Manager to their customers at no cost.
  • the Mindport product is available for download on the web. But alternate distribution mechanisms, for example, CD-ROM distribution or delivery through cable set-top box, may be considered.
  • Types of vendors particularly suited as distributing partners are: Internet service providers (ISPs), retail banks, on-line brokerages, and credit card issuers. These target segments were selected on the basis of four key characteristics: 1) relatively high customer lifetime value; 2) high average customer income; 3) high degree of current Internet usage; and 4) existing software distribution channel to their consumer base.
  • ISPs Internet service providers
  • retail banks on-line brokerages
  • credit card issuers credit card issuers
  • distributing vendors may be chosen based on their willingness to distribute the Mindport Manager product, their customers' willingness to receive Internet-related software, the size of their consumer base and its attractiveness to other potential Mindport vendors .
  • Embodiments of the present invention are suited for use by three key Internet-consumer psychographic groups: simplifiers, connectors, and routiners. These groups are identified by their concern in regard to privacy issues, their expressed desires for increased vendor content personalization, and their on-line surfing and transactional behavior.
  • Simplifiers who represent approximately 29% of the online population, use the Internet as a convenience tool. They consolidate accounts, engage in online banking and shop at their favorite sites. Simplifiers are easily discouraged by processes that complicate, but are likely to seek personalization as long as it requires relatively small amount of time to implement. Simplifiers avoid unsolicited mail, but may be inclined to buy on impulse if the purchase is made particularly easily and constitutes a quick solution to a need. Simplifiers may also be attracted to the time savings of the more personalized interactions online that Mindport provides. This group is the most attractive segment as they are responsible for nearly 34% of all online transactions and constitute approximately 37% of online users with annual household income above $75,000.
  • Connectors are generally inexperienced web users who are not aware of all of the Internet ' s potential functionality. They use the Internet to keep in touch with friends and to visit sites of vendors to which they are loyal. Connectors are generally responsive to relationship building efforts, especially by established brick and mortar brands which they know and trust . > They constitute about 36% of the online population and almost 27% of users with annual household income above $75,000. But they rarely shop on-line as they are wary of security issues. This segment is likely to be very attracted to Mindport Manager both for its functionality and as a result of its adoption model . Not only does Mindport Manager address their security concerns by putting them in control, but Mindport Manager is distributed by a vendor they trust as a mechanism for furthering that relationship.
  • Routiners who represent approximately 15 percent of the online population, explicitly seek personalization of their online interactions. Their loyalty to the sites that accommodate their need for personalization is manifested by the fact that they visit significantly smaller number of sites per month than the average user though they use the Internet every day. The Routiners are content-seekers who are willing to pay for timely and insightful information. This segment may be most likely to adopt the Mindport product from an online source for its potential to easily and efficiently personalize their online experience throughout the Internet. They represent about 12 percent of users with annual household income above $75,000.
  • the target customer base for Mindport Enterprise contains many potential customers, including priority target companies within the target industry segments. Furthermore, as CRM applications become more widely adopted, the number of target industries will greatly expand, likely including the airline, automotive, and health industries among others .
  • Retail banks can gain a competitive advantage by providing their customers with the present invention. Retail bank customers typically have multiple accounts and the competition between banks for customers has been fierce. The top retail banks may likely be the best segments within the banking industry because these banks have the information technology (IT) infrastructure necessary to implement Mindport Enterprise and are actively developing their Internet strategies .
  • IT information technology
  • the e-tail segment with many potential customers is a ripe target segment.
  • Top e-tailers such as Amazon, have openly stated that their Internet strategy is to leverage their size to spend more than their competition on data- capturing and personalization software and thereby give their customers the most tailored experience on the web.
  • Mindport Enterprise offers challengers the ability to leverage a consumer's data from multiple vendors and negate the scale advantages of the very top e-tailers .
  • Embodiments of the present invention have addressed the rising level of consumer concern about privacy and control of their personal information.
  • the embodiments have also addressed the consumers' need for personalization, tailored access, and reward for their purchasing behavior.
  • the present embodiments have been shown to further provide vendors with a new solution to the increasing need for the consumer insights required to improve customer-relationship management. Accordingly, the present embodiments have been shown to enable consumers and vendors to form strong and deep consumer-centric relationships in which consumers create, maintain, and control the use of their personal information profiles. Vendors may utilize these profiles to improve customer acquisition and retention by creating more fulfilling business transaction experiences and personalized offers for their customers.
  • system manager 102 and the system enterprise 106 in the data handling and processing system 100 may be practiced separately. That is, the present embodiments may provide the consumer with personal information gathering tools of the system manager 102 and allow the consumer to decide whether to supply that information to the vendors or to other groups for purposes other than business transaction. Accordingly, the present embodiments may provide the vendors with consumer information in the system enterprise 106.

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Abstract

L'invention concerne une technique de traitement de données, qui consiste à fournir des outils du côté consommateur pour permettre à des consommateurs de rassembler, d'utiliser et de gérer de manière sélective des informations personnelles. Plus spécialement, les outils permettent à des consommateurs d'effectuer des recherche comportementales (216), des analyses, des contrôles et des évaluations. Ils permettent également d'attribuer des traits de distribution et/ou d'assigner des procédés de distribution à des informations personnelles relatives aux consommateurs et concernant un ménage, les personnes dans ce ménage et leurs habitudes de consommation. La technique peut également consister à capturer et à gérer des informations personnelles d'un consommateur (200), à fournir au consommateur la commande de l'accès aux données comprises dans les informations personnelles (206), et à fournir de manière sélective lesdites informations aux vendeurs et aux entreprises. La technique consiste ensuite à permettre aux vendeurs d'utiliser les informations personnelles fournies par les consommateurs pour acquérir et retenir le consommateur de manière plus avantageuse.
PCT/US2001/041359 2000-07-14 2001-07-13 Traitement de donnees relatives au consommateur WO2002007060A1 (fr)

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US60/218,285 2000-07-14

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Cited By (1)

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US10831917B2 (en) 2018-10-29 2020-11-10 At&T Intellectual Property I, L.P. Database system consensus-based access control

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US5924080A (en) * 1996-05-28 1999-07-13 Incredicard Llc Computerized discount redemption system
US6108639A (en) * 1996-09-04 2000-08-22 Priceline.Com Incorporated Conditional purchase offer (CPO) management system for collectibles
US6021181A (en) * 1997-02-24 2000-02-01 Wildfire Communications, Inc. Electronic voice mail message handling system
US6275824B1 (en) * 1998-10-02 2001-08-14 Ncr Corporation System and method for managing data privacy in a database management system
US6061306A (en) * 1999-07-20 2000-05-09 James Buchheim Portable digital player compatible with a cassette player
US6289382B1 (en) * 1999-08-31 2001-09-11 Andersen Consulting, Llp System, method and article of manufacture for a globally addressable interface in a communication services patterns environment

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US10831917B2 (en) 2018-10-29 2020-11-10 At&T Intellectual Property I, L.P. Database system consensus-based access control
US11520917B2 (en) 2018-10-29 2022-12-06 At&T Intellectual Property I, L.P. Database system consensus-based access control

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