Generating and utilizing a conversational index for marketing campaigns

US10657559B2 · kind B2 · utility

Assignee

• Adobe Inc. · US

Inventors

• Moumita Sinha · Sherghati, IN
• Meghanath Macha Yadagiri · Tumakuru, IN
• Kokil Jaidka · Bengaluru, IN
• Niyati Himanshu Chhaya · Chilpur, IN

Key dates

• Filing date: May 25, 2016
• Grant date: May 19, 2020
• Expiry date: Jun 15, 2037

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0269
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Methods and systems for providing targeted marketing include using consumer-centric indices to identify users who are most conversant with marketing communications. In particular, one or more embodiments generate a model that indicates a probability of user interactions based on dynamic data. The dynamic data indicates a time to action for each user interaction with a marketing communication within an observation window. The model fits the dynamic data to a distribution and determines the parameters of the distribution. Using the parameters of the distribution, one or more embodiments calculate interest scores for users who have received marketing communications. One or more embodiments select a set of users as a target audience based on the interest scores and provide marketing communications to target audience.