Local Event Marketing Kit       

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Local Event Marketing Kit - overview


LOCAL EVENT MARKETING KIT AND CONTEXTUAL CUSTOMER ENGAGEMENT

Key Personnel: Chandra Narayanaswami, Scott McFaddin, Kim Hendrix, Ajay Deshpande, Chris Milite, Chris LoGiudice, Gregory Keys. 

 “Local Event Marketing Kit” work, which was done with data provided by a leading grocer (2014-2016), uses advanced machine learning techniques to compute the influence of local events on customers, products, and stores based on past purchase history and catalog of local events (community, sporting, ethnic, weather) and then create targeted marketing campaigns and demand forecasts. The work enables large national retailers to connect with consumers in a much more local, timely, personal and meaningful way than was possible earlier. This is the earliest work, to the best of our knowledge, that combines external and internal data sets for these problems. Local and weather events that caused similar effects on sales were clustered to automatically group future events into previously examined event types. This work was publicly showcased in 2016 at the National Retail Federation annual Big Show that brings several thousand retailers together. Portions of this work were in instantiated in by IBM product teams in IBM Demand Insights  and IBM Metro Pulse. IBM Metropulse peforms demand forecasting, assortment mix planning and new store location planning at a hyperlocal level by combining internal data likes sales, pricing, promotions, etc., with external data such as demographics, events, weather, and competitor actions.

Local Event Marketing Kit

Another novel idea and technology “retail customer engagement zones” (2014-2016) where a competitor’s zone of influence is computed as a time varying function per product based on factors such as customer’s observed locations and travel patterns, and purchase history, local events and weather, competitor’s relative pricing and marketing incentives, and social media signals.

Listed below are some pending US Patent Applications Related to the above projects.

1    20160140589    Retail Customer Engagement Zones
2   20160132958   Hybrid Fulfillment for Shopping Carts
3   20150294395   Logistics Management System for Determining Pickup Routes for Retail Stores
4   20150294369   Customer Purchasing Preference Profiles Based on Coupon Choices
5   20150294352   Spatiotemporal Marketing Associated with Events Based on Intended User Ingress and Egress Modes and Paths
6   20150294345   Presentation of Purchasing Incentives
7   20150286972   Pop-Up Store Logistics Management System
8   20150134413   Forecasting for Retail Customers
9   20150127942   Hybrid Fulfillment for Shopping Carts
10   20150120514   Logistics Management System for Determining Pickup Routes for Retail Stores
11   20150120505   In-Store Omnichannel Inventory Exposure
12   20150120422   Presentation of Purchasing Incentives
13   20150120421   Customer Purchasing Preference Profiles Based on Coupon Choices
14   20150120412   Active Improvement of Coupons Based Upon Customer Assisted Resolution of Information Gaps
15   20150120407   Spatiotemporal Marketing Associated with Events Based on Intended User Ingress and Egress Modes and Paths
16   20150120364   Pop-Up Store Logistics Management System
17   20150100398   Method for Dynamic Coupon Pricing