Appeal 2007-0610
Application 09/766,357
The invention is directed to a method (claim 1), computer program
product (claim 10), and system (claim 19) for customizing direct marketing
materials. According to the Specification (p. 1, ll. 15-17), “[d]irect marketers
are constantly seeking improved methods for effectively targeting their
advertisements to potential customers.” The invention seeks to make that
improvement by “developing models to predict customer purchases and then
scoring potential customers for each predictive model” (p. 3, ll. 5-8). This
involves developing “a model to predict whether or not a consumer will
purchase a particular product” through the use of data mining (p. 11, ll. 4-8).
An optimization model, used to optimize mass customization, is used to
create a layout for potential customers. The recommended optimization
models are a transportation model, a network model, or a generalized
network model; models which can be solved through a computer program
such as the IBM Optimization Subroutine Library. Specification, p. 12, ll.
27-28. The actual layout may be a “grid” layout system, frequently used in
graphic design. Specification, p. 13, ll. 20-21, Fig. 5. The invention includes
steps for determining specific layouts (claims 2 and 3) and passing the
optimization model to a print manager for printing only if the expected profit
exceeds the cost of producing the customized layout (claim 4).
The claims are rejected as follows:
• Claims 1, 8-10, 17-19, 26, and 27 are rejected under 35 U.S.C. §103(a) as
being unpatentable over Kent (US Patent Publication No. 2002/0040374
A1) in view of Cornuejols (Gerard Cornuejols and Michael Trick,
Quantitative Methods for the Management Sciences: 45-760, Course Notes,
Graduate School of Industrial Administration, Carnegie Mellon University,
Pittsburgh, Pa., Fall 1998).
2
Page: Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Next
Last modified: September 9, 2013