Anonymous Location Data Consumer Segmentation
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Solution Overview
Problem
Marketers face challenges in generating effective market segmentation data for consumers who are reluctant to provide personal information, as existing methods rely on address-based data that may lead to privacy concerns and lack tailored advertising based on demographic characteristics.
Innovation Solution
Utilizing anonymous geographic location data from mobile devices, such as GPS information, to identify home and work locations without revealing personal information, and associating these locations with market segmentation systems like PRIZM to generate consumer characteristics-based marketing data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If marketers collect personal information from consumers through surveys and promotions, then they can generate market segmentation data for targeted advertising, but consumers become reluctant to provide personal information due to privacy concerns
Solution Approach 1:
The patent extracts and uses only the necessary geographic location information from consumer data while deliberately excluding personal identifying information. The system processes location data to determine consumer segments without capturing or storing names, addresses, or other personal identifiers, thus obtaining market segmentation data while avoiding privacy infringement.
Solution Approach 2:
The patent introduces geographic location data as an intermediary between the consumer and the marketer. Instead of directly collecting personal information, the system uses location data from mobile devices as a mediator to infer demographic characteristics and consumer segments, thereby achieving market segmentation without direct personal information collection.
2Ease of operation
If marketers use address-based data for market segmentation, then they can identify consumer demographics, but they cannot tailor advertising effectively without personal information and consumers face privacy risks
Solution Approach 1:
The patent applies local quality by using geographic location as a localized proxy for demographic information. Instead of requiring comprehensive personal information, the system uses local geographic data to infer specific demographic characteristics relevant to advertising targeting, achieving effective segmentation with minimal data collection.
Solution Approach 2:
The patent changes the data parameter from personal information to geographic location information. By transforming the basis of market segmentation from direct personal attributes to indirect location-based inferences, the system maintains advertising targeting effectiveness while fundamentally altering the data collection approach to protect consumer privacy.
3Quantity of substance
If marketers require consumers to input personal information for shopping card programs, then they can collect address information for marketing, but consumers may not provide information due to privacy concerns
Solution Approach 1:
The patent enables self-service by allowing consumers to participate in marketing programs without actively providing personal information. The system automatically collects anonymous location data from mobile devices during normal usage, and consumers can opt into shopping card programs without filling out forms or providing personal details, thus obtaining consumer data participation while eliminating privacy concerns.
Data Source
AI summary
Methods and apparatus are disclosed to determine a consumer classification segment. A disclosed example method involves generating, with a processor, a list of consumer classification segments based on geographic indicators associated with a mobile device, associating, with the processor, the mobile device with a first consumer classification segment of the list of consumer classification segments if the geographic indicators were retrieved while a first application was executed, and associating, with the processor, the mobile device with a second consumer classification segment of the list of consumer classification segments if the geographic indicators were retrieved while a second application was executed.