KR-102962658-B1 - METHOD AND SYSTEM FOR EXECUTING NUDGE MARKETING USING CUSTOMER DECAY FUNCTION

KR102962658B1KR 102962658 B1KR102962658 B1KR 102962658B1KR-102962658-B1

Abstract

The present invention relates to a method and system for implementing an efficient marketing strategy for customers, and specifically, to a method and system for calculating a customer value decay curve using a customer value decay function and finding a range of customers capable of nudge marketing from it to maximize marketing effects.

Inventors

박세운
곽도연
엠마베리크비스트
윤선범

Assignees

씨제이올리브네트웍스 주식회사

Dates

Publication Date: 20260508
Application Date: 20230807

Claims (11)

Regarding the implementation method of nudge marketing utilizing the customer value decay function, (a) Step of collecting customer data; (b) a step of preprocessing the collected customer data; (c) A step of classifying individual customers or customer groups based on preprocessed customer data; (d) a step of determining the subjects of analysis from classified individual customers or customer groups; (e) A step of calculating a customer value reduction function for the above analysis target; (f) a step of extracting the range of customers targeted for nudge marketing by referring to the above customer value reduction function; and (g) A step of executing a marketing strategy targeting customers included within the extracted customer range; Includes, The above step (c) is characterized by extracting multiple valid factors from the preprocessed customer data and classifying customers into an arbitrary number of groups based on the similarity between these valid factors. The above step (g) is, A step of generating one or more actionable marketing strategies for customers included in the above customer range; and A step of executing the marketing strategy generated above on customers included in the above customer range; Includes, The step of generating the above marketing strategy is characterized by generating a marketing strategy including an execution time and a nudge type by referring to the conditions considered during the process of determining the customer scope. Nudge marketing implementation method using the customer value decay function.
In paragraph 1, The subject of the above analysis is, Characterized as a specific customer extracted from the above customer data, or a specific customer group among a plurality of customer groups classified from the above customer data. Nudge marketing implementation method using the customer value decay function.
In paragraph 2, The customer value reduction function in step (e) above is, Characterized by being a decreasing function of the purchase probability of the above-mentioned subject of analysis, Nudge marketing implementation method using the customer value decay function.
In paragraph 2, The customer value reduction function in step (e) above is, Characterized by being a decreasing function of the purchase amount ratio of the above-mentioned analysis subject, Nudge marketing implementation method using the customer value decay function.
In Article 2, The above step (f) is, The method includes a step of calculating the churn probability of the above-mentioned subject of analysis—wherein the churn probability is a value representing the probability that the above-mentioned subject of analysis will churn out of purchasing activity—but The churn probability of the above analysis subject is characterized by being the value obtained by subtracting the value at any point in time from 1 on the normalized customer value reduction function. Nudge marketing implementation method using the customer value decay function.
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In paragraph 1, The above step (g) is, A step of generating two or more marketing strategies targeting customers included in the above customer scope; and The method includes the step of executing a marketing strategy selected from the plurality of marketing strategies for customers included in the above customer range; The step of selecting the above marketing strategy is, Selected by referring to the conditions considered during the process of determining the customer scope Characterized by, Nudge marketing implementation method using the customer value decay function.
In a computing device for executing nudge marketing, the computing device includes a central processing unit and memory, and The above central processing unit is characterized by executing instructions for executing a nudge marketing execution method utilizing a customer value reduction function stored in the memory, wherein The nudge marketing implementation method utilizing the above customer value decay function is, (a) Step of collecting customer data; (b) a step of preprocessing the collected customer data; (c) A step of classifying individual customers or customer groups based on preprocessed customer data; (d) a step of determining the subjects of analysis from classified individual customers or customer groups; (e) A step of calculating a customer value reduction function for the above analysis target; (f) a step of extracting the range of customers targeted for nudge marketing by referring to the above customer value reduction function; and (g) A step of executing a marketing strategy targeting customers included within the extracted customer range; Includes, The above step (c) is characterized by extracting multiple valid factors from the preprocessed customer data and classifying customers into an arbitrary number of groups based on the similarity between these valid factors. The above step (g) is, A step of generating one or more actionable marketing strategies for customers included in the above customer range; and A step of executing the marketing strategy generated above on customers included in the above customer range; Includes, The step of generating the above marketing strategy is characterized by generating a marketing strategy including the timing of execution and the nudge type by referring to the conditions considered during the process of determining the customer scope. Arithmetic unit.
In Paragraph 9, The customer value reduction function in step (e) above is characterized as being the purchase probability reduction function of the subject of analysis. Arithmetic unit.
In Paragraph 9, The customer value reduction function in step (e) above is characterized as being a reduction function of the purchase amount ratio of the subject of analysis, Arithmetic unit.

Description

Method and System for Executing Nudge Marketing Using Customer Decay Function The present invention relates to a method and system for implementing an efficient marketing strategy for customers, and specifically, to a method and system for calculating a customer value decay curve using a customer value decay function and finding a range of customers capable of nudge marketing from it to maximize marketing effects. Customer Lifetime Value (CLV) refers to the present value of the profit streams expected to be purchased by a consumer over a certain period, and is a metric used by sellers to maximize profitability from a long-term perspective. There are various models for predicting CLV (linear regression models, RFM models, Decision-Tree-based boosting algorithms, and deep learning algorithms, etc.), but all of the conventional models have problems such as significant deviations due to data imbalance and very poor prediction performance for the majority of individual retail purchase patterns that occur intermittently. The present invention was proposed based on these problems, and is designed to provide a methodology that can capture the point at which nudge marketing is possible using a customer value reduction function while maintaining the accuracy of data analysis results based on customer groups. Figure 1 is illustrated to conceptually show a nudge marketing implementation method utilizing a customer value reduction function according to the present invention. Figure 2 illustrates an example of a customer value reduction function. FIG. 3 illustrates each step of the nudge marketing implementation method according to the present invention in sequence. Figures 4 and 5 are tables to help understand the actual process of determining the target customer range for nudge marketing. Figure 6 illustrates another implementation example of the customer scope determination step. Figure 7 lists data that can be referenced when determining the customer scope. Figure 8 illustrates the implementation of a marketing strategy for nudge marketing for a specific customer. Figure 9 illustrates the execution of a single marketing strategy selected from multiple previously generated marketing strategies for a specific customer. Figure 10 illustrates another embodiment for determining the customer range. Detailed information regarding the purpose, technical configuration, and resulting effects of the present invention will be more clearly understood through the following detailed description based on the drawings attached to the specification of the present invention. An embodiment according to the present invention will be described in detail with reference to the attached drawings. The embodiments disclosed herein should not be interpreted or used to limit the scope of the invention. It is obvious to those skilled in the art that the description including the embodiments herein has various applications. Accordingly, any embodiments described in the detailed description of the invention are illustrative for better explaining the invention and are not intended to limit the scope of the invention to the embodiments. The functional blocks shown in the drawings and described below are merely examples of possible implementations. In other implementations, other functional blocks may be used without departing from the spirit and scope of the detailed description. Additionally, while one or more functional blocks of the present invention are shown as individual blocks, one or more of the functional blocks of the present invention may be a combination of various hardware and software configurations that perform the same function. Furthermore, the expression that it includes certain components is an “open-ended” expression that merely refers to the existence of such components and should not be understood as excluding additional components. Furthermore, when it is stated that one component is “connected” or “joined” to another component, it should be understood that while it may be directly connected or joined to that other component, there may also be other components present in between. FIG. 1 is a diagram for schematically understanding the process of implementing marketing according to the present invention, more precisely, the process of implementing nudge marketing. As can be seen in the drawing, the present invention is characterized by a service server (200) collecting customer data that can be collected from a plurality of consumers, and the service server (200) calculating a customer value decay function for a specific customer or a specific customer group from this, and capturing a nudge marketing point, that is, a nudge marketing point, from this customer value decay function to execute effective nudge marketing for the customer or customer group. One of the main features of the nudge marketing implementation method and system according to the present invention is to calculate a customer value reduction function, which means