Visual Marketing Scenario Analysis System
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Solution Overview
Problem
Current software tools lack a coherent and integrated solution for planning and comparing alternative marketing strategies based on dynamic parameters such as customer groups, competitor offerings, and environmental concerns, making it difficult to manage customer churn and revenue/profitability dimensions effectively.
Innovation Solution
A system and method that processes marketing data to calculate and forecast market characteristics for various scenarios, displaying them in a graphical format to show correlations between selected market characteristics, allowing for easier comprehension and selection of an adequate marketing strategy.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If complex marketing analysis tasks are performed involving multiple dynamic parameters, then the accuracy and comprehensiveness of marketing strategy evaluation is improved, but the effort and resources required increase significantly
Solution Approach 1:
The patent segments the complex marketing analysis into distinct visual components represented by graphical objects (circles, squares, triangles) in a coordinate system. Each graphical object represents a specific marketing scenario with encoded parameters, allowing analysts to break down complex evaluations into visually manageable segments that can be quickly compared and assessed.
Solution Approach 2:
The patent creates visual copies of marketing scenario data through graphical objects that represent different marketing strategies. Instead of working with raw numerical data in spreadsheets, the system generates graphical representations (circles for customer base, squares for churn, triangles for profitability) that serve as visual copies, enabling faster comprehension and comparison without losing analytical precision.
2Productivity
If marketing parameters are specified in spreadsheet-like interfaces, then data entry and manipulation are performed, but the process becomes tedious and less intuitive
Solution Approach 1:
The patent replaces the mechanical spreadsheet interface with a visual graphical system. Instead of manually entering and manipulating data in grid-based spreadsheets, users interact with graphical objects in a coordinate system where positions, sizes, and shapes visually represent marketing parameters. This substitution transforms tedious data entry into intuitive visual manipulation.
Solution Approach 2:
The patent uses different graphical shapes (circles, squares, triangles) and their positions in the coordinate system to represent different marketing parameters and scenarios. This visual encoding system allows users to quickly distinguish between different parameters (customer base, churn, profitability) without needing to read numerical values, making the interface more intuitive and easier to operate.
3Loss of information
If historical and forecasted marketing data are analyzed, then insights into market characteristics are gained, but the correlation between multiple market characteristics becomes difficult to visualize
Solution Approach 1:
The patent transforms one-dimensional numerical data into two-dimensional visual representations in a coordinate system. Graphical objects are positioned along axes that represent different market characteristics (e.g., customer base size, churn rate, profitability), allowing correlations between multiple parameters to be visualized simultaneously in space. This dimensional transformation makes it easy to detect relationships and patterns that would be difficult to see in tabular data.
Solution Approach 2:
The patent creates a unified visual framework where all marketing scenarios are represented by graphical objects of the same type (circles, squares, triangles) following consistent encoding rules. This equipotential approach ensures that all scenarios are treated equally and can be compared on the same visual plane, making it easier to detect correlations and relationships without bias toward any particular data format or representation.
Data Source
AI summary
A technique for determining and presenting marketing scenarios based on market characteristics are described herein. The technique includes receiving data regarding market environment and an expected change in the market environment. A number of market characteristics are calculated based on the collected data for a number of alternative marketing scenarios for addressing the change. A number of graphical objects corresponding to the marketing scenarios are displayed in a coordinate system to show correlation between a number of selected market characteristics. A number of additional components are assigned to the graphical objects to indicate additional characteristics of the presented marketing scenarios.