System and method for increasing the effectiveness of customer contact strategies

In a computer environment, a system for targeted marketing of goods and/or services of an entity to specific customers via a promotion stream, comprising:

• means for creating a database on a machine-readable medium, said database comprising customer data pertaining to a plurality of customers;
• means for identifying a promotional plan spanning a predetermined time period;
• processing means for analyzing the promotional plan and the customer data to determine a risk/return score for said promotional plan with respect to each of said customers, and for analyzing the effect of cannibalization on the promotional plan;
• and
• means for optimizing said promotion stream based on the analyses of the promotional plan and the cannibalization effect.

In a computer environment, a computer program product for targeted marketing of goods and/or services of an entity to specific customers via a promotion stream, the computer program product comprising a computer-readable storage medium having computer-readable program code embodied in the medium, the computer-readable program code comprising:

• computer-readable program code that creates a database on a machine-readable medium, said database comprising customer data pertaining to a plurality of customers;
• computer-readable program code that identifies a promotional plan spanning a predetermined time period;
• computer-readable program code that analyzes, using a processor in said computer environment, the promotional plan and the customer data to determine a risk/return score for said promotional plan with respect to each of said customers;
• computer-readable program code that analyzes, using said processor, the effect of cannibalization on the promotional plan;
• and
• computer-readable program code that optimizes said promotion stream based on the analyses of the promotional plan and the cannibalization effect.