Appeal 2007-0610
Application 09/766,357
1. A computer implemented method for customizing direct marketing
materials, comprising:
developing models to predict customer purchases;
scoring customers for each predictive model;
determining specific layout areas;
determining where a particular product can be placed in the
layout areas; and
using an optimizing model to customize the layout areas for
customers, wherein the optimization model used to customize the
layout areas is at least one of a transportation model, a network model,
or a generalized model.
A. Issue
The Examiner contends that Kent teaches all the claimed limitations
but for the use of a transportation model, a network model, or a generalized
network model. Answer 4. Kent is directed to a method of customizing
mass-distributed publications. The Examiner relies on Cornuejols to show
the use of a transportation model, a network model, or a generalized network
model. Answer 4. Cornuejols is directed to coursework on the subject of
network optimization. The Examiner contends that the claimed subject
matter is a combination of Kent’s customization of mass-distributed
publications and Cornuejols’ network optimization, which combination
would have been obvious to one of ordinary skill in the art “to
advantageously provide a quick and intuitive approach to customizing a
layout.” Answer 4.
Appellant argues that “Kent and Cornuejols do not teach or suggest all
of the features asserted to be present by the Examiner … [and] do not
provide any teaching, suggestion, or incentive to combine or modify the
4
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