METHOD AND SYSTEM OF OPTIMIZING THE RESPONSE AND PROFITABILITY OF A MARKETING PROGRAM

摘要

A method and system (100) for capturing customer information and/or behavioral data that may include, for example, the day/time/date of the visit, the location on the site, channel or other electronic media property, demographic information including physical location, ad format data, as well as partner coding information. The method and system (100) passes such information, to an analyzer (400) which determines which advertising unit to a display device, and what follow­up sales process will be used. The system and method also includes capturing the customer action information (204), and continuously analyzing such information against pre­determined rule-sets to determine whether a decision should be made to remove such advertising unit from the advertising marketing mix.