Prospect Selection for Direct Mail via Activity Data
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Traditional direct mail systems are slow, inflexible, and lack the ability to send personalized mailings to both known customers and prospects, with limited accuracy in tracking outcomes.
Innovation Solution
A collateral generation system that generates and sends personalized physical direct mail to both known users and prospects by utilizing user activity data, anonymous mailing addresses, and integrated services to create and deliver targeted collateral items, including QR codes and RFID tags, facilitating interaction and tracking.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional direct mail systems are used to send generic mail to known customers, then the process is simple and cost-effective, but the system is slow (up to 24 weeks), inflexible, and cannot target prospects
Solution Approach 1:
The system segments the mailing process into distinct modules: prospect identification, activity data analysis, collateral generation, and targeted mailing. This allows simultaneous processing of multiple prospects and enables the system to handle both known customers and prospects through separate but integrated workflows.
Solution Approach 2:
The patent introduces an intermediary system that bridges online activity data and physical mail delivery. This intermediary processes user activity information, identifies prospects, generates personalized collateral, and coordinates mailing, thereby enabling rapid response to prospect behavior while maintaining system flexibility.
2Adaptability or versatility
If traditional direct mail systems send generic content to all recipients, then the process is simple and fast, but the content cannot be personalized for different recipients or subsets
Solution Approach 1:
The system applies local quality by customizing collateral content for each recipient based on their specific activity data, demographics, and preferences. Each prospect receives tailored content reflecting their online behavior, while the underlying system maintains standardized processes through automated template selection and data integration.
Solution Approach 2:
The patent utilizes parameter changes by dynamically adjusting collateral content parameters (images, text, offers, timing) based on prospect activity data. The system modifies these parameters automatically through algorithms that analyze user behavior patterns, enabling personalization without manual intervention for each recipient.
3Measurement precision
If traditional direct mail systems are used, then the process is straightforward, but there is no direct way to determine mailing outcomes or track response rates accurately
Solution Approach 1:
The system implements feedback loops by tracking prospect responses to mailed collateral and using this information to refine future mailing decisions. Response data feeds back into the prospect identification and collateral generation processes, enabling continuous improvement of targeting accuracy and ROI measurement.
Solution Approach 2:
The patent combines multiple tracking mechanisms (digital footprints, response codes, analytics integration) into a composite tracking system. This composite approach integrates data from various sources to provide comprehensive outcome measurement, accurately attributing conversions to specific mailing campaigns while maintaining system manageability.
4Adaptability or versatility
If traditional direct mail systems send mail to known customers only, then the process is simple and reliable, but the system cannot identify or mail to prospects who have not provided their information
Solution Approach 1:
The system performs preliminary action by identifying and pre-processing prospect information before physical mailing occurs. User activity data is collected and analyzed in advance, prospects are scored and ranked, and collateral is pre-generated, enabling reliable targeting of unknown prospects while maintaining data accuracy through verification processes.
Data Source
AI summary
A collateral generation system generates and sends physical direct mail to one or more users on behalf of an entity with which the users have interacted. The collateral generation system can send physical direct mail to prospects, who may not have a prior relationship with the entity. In general, prospects would not normally be sent mailings because the entity lacks some primary information about the entity, such as an address or sufficient identifying information to obtain an address of the entity. The collateral generation system identifies prospects based on activity online and obtains mailing addresses of the prospects from an identification service while retaining user anonymity of those prospects. The collateral generation system generates collateral, which may be personalized for a defined block group of prospects (e.g., individuals or organizations), and the collateral is sent as physical mail to the prospects on behalf of the entity.