Voice Response Unit Targeted Advertising via Anonymized Profiles
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Solution Overview
Problem
Current Internet advertising technologies struggle to deliver targeted advertisements effectively, as they rely on behavioral profiling that lacks data on individual spending habits and is limited to tracking purchases made on affiliated websites, failing to provide personalized ads during phone calls, especially when customers are on hold.
Innovation Solution
A method and system that utilize a voice response unit (VRU) to identify customers and retrieve anonymized profiles based on key lifestyle indicators, matching targeted offers and delivering them via various mediums while the customer is on hold or at their convenience.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If behavioral profiling is used to target advertisements based on website visits, then advertising relevance is improved, but the system fails to capture individual spending habits and purchasing power
Solution Approach 1:
The patent introduces financial institution data as an intermediary source to bridge the gap between website tracking and actual spending behavior. By partnering with banks and credit card companies, the system accesses transaction data that reveals real purchasing habits, income levels, and financial status, thereby resolving the limitation of relying solely on behavioral profiling from website visits.
Solution Approach 2:
The system integrates multiple data sources including website tracking, financial transaction records, and customer demographic information into a unified targeting framework. This multi-functional approach allows the system to simultaneously capture behavioral patterns and actual spending habits, creating a comprehensive customer profile that drives more accurate advertising.
2Reliability
If retailers track purchases on their own websites to retain customers, then customer retention is improved, but the tracking is limited to affiliated websites and cannot capture cross-retailer purchasing habits
Solution Approach 1:
Financial institutions serve as intermediaries that aggregate purchasing data across multiple retailers and categories. By accessing bank transaction records and credit card statements, the system can track a customer's spending behavior across different stores and websites, providing a comprehensive view of purchasing habits that extends beyond any single retailer's website.
Solution Approach 2:
The patent merges data from diverse sources including e-commerce transactions, brick-and-mortar purchase records, subscription services, and financial transaction data into a unified customer profile. This consolidation enables retailers to see the complete picture of customer behavior across all channels and platforms.
3Ease of manufacture
If generic advertisements are presented to customers during phone hold time, then operational simplicity is maintained, but advertising effectiveness is reduced due to lack of personalization
Solution Approach 1:
The system performs preliminary data aggregation and customer segmentation before the phone call occurs. By pre-processing financial data and behavioral information to create targeted advertising lists, the system enables personalized ads to be delivered automatically during hold time without adding complexity to the call handling process itself.
Solution Approach 2:
The automated voice response system combined with pre-computed customer profiles enables the system to self-serve by automatically selecting and delivering personalized advertisements based on stored customer data, eliminating the need for manual intervention while maintaining high personalization levels.
Data Source
AI summary
Systems and methods are described for delivering targeted content to a customer through a voice response unit (VRU). When the customer calls into the VRU, the customer is prompted to enter identification information. A unique customer identification code (UCIC) associated with the customer is used to look up an anonymized customer profile stored by a third party server. An advertisement identification code (ADIC) associated with the anonymized customer profile is used to identify targeted offers for the customer. The customer is then informed of the targeted offers verbally by the VRU. Optionally, the customer is presented with details of the offer verbally via the VRU. According to another aspect, the customer can select alternate media for delivery of the offer details (e.g., email, text message, etc.).