Abstract:
An automated method for managing, delivering and tracking dynamic content. The method includes processing customer data related to one or more customers. Textual and graphical dynamic content are managed and selected content is specified for delivery to a targeted subset of customers as a function of targeting business rules defined to be applied to the customer data. The selected content is specified for delivery to the targeted subset of customers via one or more appropriate customer touchpoints. A portion or location within the customer touchpoint is identified as a dynamic destination area for receipt of the selected content. The selected content is qualified for delivery to the targeted subset of customers via the dynamic destination area of the customer touchpoint through the execution of the targeting business rules applied to customer data. The selected content is delivered to the subset of customers via the defined one or more appropriate customer touchpoints. The qualification, delivery and responses to the delivered content, are tracked for each customer, across each touchpoint. Refining and updating the targeting rules for qualifying content delivery to encompass the past qualification, delivery and responses of prior content is also performed.

Description:
CROSS REFERENCE TO RELATED APPLICATIONS  
       [0001]     This application claims a domestic priority benefit to provisional application U.S. Ser. No. 60/833,957 filed Jul. 28, 2006, which is hereby incorporated by reference in its entirety herein. 
     
    
     BACKGROUND  
       [0002]     1. Field of the Invention  
         [0003]     This invention relates generally to a system and method of providing customer touch point management (“CTM”) and, more particularly, to a system and method of providing a marketing campaign and message planning, analysis deliver, testing and simulation tool for marketing and product managers.  
         [0004]     2. Background Discussion  
         [0005]     Typically, large businesses with a large customer population (for example, the financial services, banking, health care, retail, utilities, telecommunications and insurance industries) are challenged with the content and volume and one-to-one personalization of information that they convey to their prospects and customers—whether it be through a physical document (i.e., paper), electronic document, or an online (e.g., Internet, network, web-based), telephone or face-to-face interaction. These points of contact between a customer and a business or its product are known as customer touch points. As the number of customer touch points a business attempts to manage increases, and as the volume of information conveyed through these touch points increases, so does the challenge of managing them. Businesses are recognizing that customer interactions are made more effective by providing relevant, personalized information to their customers during interactions rather than standard, boiler-plate content, which adds to the management challenge. Moreover, to improve businesses&#39; customer relationships, there is a need to better manage these customer touch points. Such management is also known as Customer Touchpoint Management (“CTM”).  
         [0006]     Key challenges in enabling CTM include providing content owners (typically marketing departments) is the ability to effectively manage the authoring, approval, delivery, measurement and optimization of message content, and the ability to manage this content in one place even though it may be delivered across multiple channels.  
         [0007]     To effectively implement an advanced messaging strategy, personnel are typically required to interact with multiple systems, tools and departments to get even the simplest messages implemented, let alone refreshed regularly.  
         [0008]     In addition, currently there are not clearly-defined procedures for managing and approving the content. For example, businesses may manage and control hundreds of messages using such tools as a word processor or a spreadsheet (e.g., MS Word® or MS Excel®, MS Words and MS Excel® are registered trademarks of Microsoft Corporation, Redmond Wash.). Approving the message content is typically an ad hoc process that is difficult to enforce. Furthermore, the ability to preview message content is often tied to an information technology (IT) testing cycle. It is difficult to track changes, identify version content or even track which customers received what message content. With such ad hoc methods it can take lead times of months to implement a new message in a marketing campaign. Companies can be discouraged by many of the above obstacles from even trying to implement the marketing campaigns and strategies needed to drive their businesses.  
       SUMMARY OF THE INVENTION  
       [0009]     The summary provided below is presented merely to provide the reader with a brief summary of certain forms the invention might take and that this summary is not intended to limit the scope of the invention. Indeed, the invention may encompass a variety of embodiments that may not be set forth below.  
         [0010]     The present invention is directed toward a system and method for customer touchpoint management that bridges the gaps between customer data and content systems and content delivery systems.  
         [0011]     Accordingly, one embodiment of the present invention is directed to an automated method for managing, delivering and tracking dynamic content. The method includes processing customer data related to one or more customers. Textual and graphical dynamic content are managed and selected content is specified for delivery to a targeted subset of customers as a function of targeting business rules defined to be applied to the customer data. The selected content is specified for delivery to the targeted subset of customers via one or more appropriate customer touchpoints. A portion or location within the customer touchpoint is identified as a dynamic destination area for receipt of the selected content. The selected content is qualified for delivery to the targeted subset of customers via the dynamic destination area of the customer touchpoint through the execution of the targeting business rules applied to customer data. The selected content is delivered to the subset of customers via the defined one or more appropriate customer touchpoints. The qualification, delivery and responses to the delivered content, are tracked for each customer, across each touchpoint. Refining and updating the targeting rules for qualifying content delivery to encompass the past qualification, delivery and responses of prior content is also performed.  
         [0012]     Another embodiment of the present invention is directed to authoring, updating, previewing, testing and approving the selected dynamic content. The updated dynamic content is delivered to the targeted subset of customers via one or more appropriate customer touchpoints.  
         [0013]     Another embodiment of the present invention is directed to the method as described above and the processed customer data comprises customer parameters that uniquely identify each customer (i.e. customer ID, name, account numbers etc.) and/or identify characteristics and past behaviors of the customer useful for classifying the customer into one or more customer segments useful for targeted marketing (i.e. customer age, sex, income level, specific investment holdings, past responses to marketing offers etc.).  
         [0014]     Another embodiment of the present invention is directed to the method described above wherein the profile data includes customer age, customer income, and customer asset information.  
         [0015]     Another embodiment of the present invention is directed to the method described above wherein the step of identifying the one or more customer touchpoints to be used to deliver the content is based on the appropriateness of the touchpoint as determined by a user of the automated process/system.  
         [0016]     Another embodiment of the present invention is directed to the method described above wherein the customer touchpoints include: 
        direct mailings, including compliance documents such as statements and confirmation documents     physical inserts delivered within a direct mailing or compliance document     electronically delivered versions of these compliance documents     ad hoc letters     email communications     web pages delivered to authenticated users     inbound and outbound customers service conversations     interactive voice response (IVR) system interactions     kiosk or ATM-based system interactions     point-of-sale (POS) terminal interactions     SMS or mobile device based communications     Instant messaging based communications        
 
         [0029]     Another embodiment of the present invention is directed to the method described above and also includes: 
        identifying a portion of the touchpoint medium as a static area.        
 
         [0031]     Another embodiment of the present invention is directed to the method described above and also includes: 
        accessing graphic data;     selecting a portion of the graphic data based on the customer data; and     embedding the selected graphic data into the dynamic area of the touchpoint medium.        
 
         [0035]     Another embodiment of the present invention is directed to the method described above and also includes: 
        updating the updating the selected graphic data; and     providing the updated selected graphic data to the one or more customers via the touchpoint medium.        
 
         [0038]     Another embodiment of the present invention is directed to the method described above and also includes: 
        establishing a date-based effectivity window;     associating the date-based effectivity window with the selected content data; and     providing the selected content to targeted customers via the one or more customer touchpoints based on the date-based effectivity window.        
 
         [0042]     Another embodiment of the present invention is directed to the method described above and also includes: 
        establishing a set of customer-based preference parameters;     providing a mechanism for updating and managing the customer-based preference parameters     allowing targeting business rules to be defined for the qualification of selected dynamic content to be predicated on these customer-based preference parameters and     providing the selected content to targeted customers via the one or more customer touchpoints based on these customer-based preference parameters.        
 
         [0047]     Another embodiment of the present invention is directed to a method of for generating a script that includes: 
        placing a telephone call from a calling station to a called station;     accessing customer data related to a customer associated with the called station;     accessing script data;     accessing content data;     associating selected content data with the customer data;     identifying a portion of the script data as a dynamic portion,     embedding the selected content data into the dynamic portion of the script data; and     providing the selected content data to the customer as a part of the script data.        
 
         [0056]     Another embodiment of the present invention is directed to a method of previewing the delivery of selected dynamic content including: 
        allowing the content author to select dynamic content to preview in a selected customer touchpoint     automatically, and in near real time, delivering the selected dynamic content to the delivery system for the selected customer touchpoint, along with test customer data for one customer     automatically, and in near real time, receiving back from the delivery system for the selected customer touchpoint, a viewable output file in which the selected content is delivered in a format as the end customer would see it        
 
         [0060]     Another embodiment of the present invention is directed to a method of testing the qualification and delivery of selected dynamic content comprising: 
        allowing a tester to upload multiple test files of customer data     allowing the tester to select dynamic content to test in a selected customer touchpoint, with a selected customer test data file     automatically, and in near, real time, delivering the selected dynamic content to the delivery system for the selected customer touchpoint, along with the selected customer test data file     automatically, and in near real time, receiving back from the delivery system for the selected customer touchpoint, 1) a viewable output file in which all selected dynamic content is delivered to the appropriate customers as determined by the application of the targeting business rules for each piece of content, and the selected content is delivered in a format as the end customer would see it, and 2) an output data file detailing which customers in the selected test data file qualified for and were delivered each piece of selected dynamic content        
 
         [0065]     Another embodiment of the present invention is directed to a method of simulating the qualification and delivery of selected dynamic content comprising: 
        allowing a tester to manage historical files of production customer data     allowing the test to select dynamic content to simulated in a selected customer touchpoint, with a selected set of production customer data     automatically delivering the selected dynamic content to the delivery system for the selected customer touchpoint, along with the selected production customer data     automatically receiving back from the delivery system for the selected customer touchpoint an output data file detailing which customers in the selected production customer data would have qualified for and would have been delivered each piece of selected dynamic content        
 
         [0070]     Another embodiment of the present invention is directed to a method of tracking the qualification, delivery and responses received to the delivery of selected dynamic content comprising: 
        providing a mechanism for the execution of qualifying business rules to generate an output data file detailing which customers in production qualified or did not qualify for each piece of dynamic content     providing a mechanism for customer touchpoint delivery systems to generate an output data file detailing which customers in production were delivered or not delivered each piece of dynamic content     providing a mechanism for software systems to generate an output data file detailing which customers responded to a piece of delivered dynamic content     providing a mechanism for reporting on which customers qualified for, were delivered, and/or responded to selected dynamic content, across one or more selected customer touchpoints, within a defined date range       
 
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0075]     Embodiments of the present invention are described with reference to the following detailed description and upon reference to the drawings in which:  
         [0076]      FIG. 1  illustrates a perspective view of a customer and a plurality of touchpoints;  
         [0077]      FIG. 2  illustrates a perspective view of providing data to a plurality of customers;  
         [0078]      FIG. 3  illustrates one embodiment of providing data using a plurality of touchpoints;  
         [0079]      FIG. 4  illustrates an embodiment of the present invention that utilizes a document composition engine;  
         [0080]      FIG. 5  illustrates an embodiment of the present invention that utilizes web content management;  
         [0081]      FIGS. 6-9  illustrate an example of web pages according to an embodiment of the present invention;  
         [0082]      FIGS. 10 and 11  illustrate input graphical user interfaces (GUIs) according to an embodiment of the present invention; and  
         [0083]      FIG. 12  illustrates a process according to an embodiment of the present invention. 
     
    
     DETAILED DESCRIPTION  
       [0084]     The present invention relates to planning and managing customer messages by establishing a plan (including timeline) for integrated messaging campaigns and by managing message delivery across multiple customer touch points. Touchpoints are a channel, point of contact or way to communicate with a user, such as a customer, potential customer, client, or individuals or organizations one would like to disseminate information to. Examples of touchpoints are print media, websites, email, mailing of mail pieces, telephone conversations information displayed at a kiosk, advertising such as billboards outside overhead displays, compliance documents and any other channel for providing information to a target audience.  
         [0085]     Message delivery may be controlled by authoring message content once and defining targeting criteria. Messages tracking functions are provided that may track which messages were communicated to which customers, which customers responded to which messages, and test content by creating scenarios with prior customer data.  
         [0086]     Messages may be improved and reinforced by testing message and campaign effectiveness before they are active, by modelling message distribution and delivery costs, by reporting on which messages were more successful, and by targeting new messages based on past customer activity, responses or behaviours.  
         [0087]      FIG. 1  illustrates a perspective view of a customer and a plurality of touchpoints. As shown in  FIG. 1 , system  100  shows that customer  102  may be exposed to information via a letter  104 , a website  106 , compliance documents  108 , email  110 , a kiosk, or ATM (automatic teller machine)  110 , a customer service representative calling  114  or direct mail  116 . The manner in which a customer, or user, or target audience is exposed to information is a touchpoint.  
         [0088]      FIG. 2  illustrates a perspective view of a system  200  used to provide data to a plurality of customers or members of a target audience. For example, a content provider may include entities such as marketing personnel  204 , information technology (IT) web and IT print personnel  206 , translation personnel  208 , and legal personnel  210 , which all contribute, or have editing responsibility to determine the content of information provided to audience members  102 ( a ) . . . ( n ) where “n” is virtually any number of people who come into contact with the provided information.  
         [0089]     The information generated, edited and/or revised by content provider parties  204 ,  206 ,  208  and  210  is accumulated at station  220  and then disseminated via one or more touchpoints, shown collectively as  203 . The touchpoints  202  include an insert  204 , a web page  206 , a commercially generated mailpiece  216 , a letter  217 , a telephone call  214  and/or a broadcast  218 . The target audience (generally  102 ) is identified by the touchpoint used to reach a particular segment  102 ( a ) . . . ( n ).  
         [0090]      FIG. 3  illustrates one embodiment of providing data using a plurality of touchpoints. As shown in  FIG. 3 , system  300  includes customer data and content module  380 , business and IT users  370 , message point module  360 , data module  350 , message delivery and tracking connectors  320  and customer touchpoints  311 . Each of these is described in more detail below.  
         [0091]     Customer data and content module  380  stores and provides customer data such as customer name, address income level, net worth, asset allocation, transactional history e.g. number and frequency of investments or trades etc. The customer data and content module includes a content management system module  319 , transactional data module  321 , customer data warehouse module  333  and CRM module  335 .  
         [0092]     Content management system module  319  is used to manage and manipulate the content data. Transactional data module  321  is used to store transactional data related to a user or customer or member of a target audience. This transactional data may include, for example, the frequency and number of financial transactions executed by a particular user. The value of the various transactions, amount of gain or loss and other transactional data may also be stored in transactional data module  321 . Customer data warehouse module  333  stores various data related to a customer. CRM module  335  is used for customer relationship management (“CRM”), and typically stores a history of customer interactions and behaviours, along with efforts to segment an organization&#39;s customer base into logically separate groups based on their history of interactions and behaviours. The data from customer data and content module  380  is provided to messagepoint module  360  via communication channel  382 , which is typically a bi-directional communication bus or other transmission medium.  
         [0093]     Business and IT users  370  are typically business management personnel and/or IT personnel that interface with the customer data and edit, revise, measure, approve, test and track the dynamic message content. The revisions or approvals of the messages are provided to the messagepoint module  360  via bi-directional communication channel or bus  362 .  
         [0094]     Messagepoint module  360  is a processing module with sufficient memory capacity and processing speed to manipulate the received data and output data to other modules as described herein. For example, messagepoint module  360  receives data from customer data and content module  380 . The received data is used to generate message and qualification data that is provided to customer touchpoints  303 . The messagepoint module  360  utilizes customer data and profile data as well as message and campaign data  351  and tracking data  353 , accessed from messagepoint data module  350  to generate the message data and qualification data. The messagepoint module  360  is also in bidirectional communication with business and IT personnel  370  and incorporates input from them to generate the message data that is provided to message delivery and tracking connectors, shown collectively as  320 , which provide the message data to selected touchpoints  303 . The determination of the selected touchpoints  303  is made by messagepoint module  360 .  
         [0095]     Data module  350  is in bidirectional communication with messagepoint module  360  via bidirectional communication channel  354 . The messagepoint data module  350  includes message and campaign data module  351 , which stores data related to a particular advertising campaign, and tracking data module  353 , which stores tracking data relating to feedback from customers or other information relating to who received the message data, who responded to the message data and what the response was.  
         [0096]     Message delivery and tracking connectors  320  provide an interface between messagepoint module  360  and touchpoints  303 . The message delivery and tracking connectors  320  include document composition engine module  324 , web page delivery module  326 , email delivery module  328 , and customer service representatives  330 .  
         [0097]     Document composition engine module  324  is typically a processing system or tool that takes one or more files as inputs and generates as outputs one or more formats of composed output, such as AFP print streams for printing via high volume printers, or PDF outputs for archiving or electronic delivery. Each of these composed output formats ultimately to be delivered to customers either electronically or via mail may include dynamic message content authored by messagepoint module  360  and delivered to the document composition engine by an appropriate document composition connector. Depending on the specific functional differences from one document composition engine to the next, each document composition connector will be specific to the document composition engine it has been designed to connect to.  
         [0098]     Web page delivery module  326  is typically a processing module that generates and delivers web page data that includes the message data generated by messagepoint module  360 . Similarly email delivery module  328  generates and delivers an email including the message data.  
         [0099]     Customer service personnel  330  can contact a member of the target audience via telephone. A script can be generated by messagepoint module  360  that is customized or tailored to a particular member of the target audience. The customer service personnel  330  can use the script during the telephone conversation and convey the message data.  
         [0100]     Customer touchpoints  303  include print documents  304 , electronic documents  310 , web page  306 , broadcast emails  315  and telephone conversation  314 . The touchpoints  303  are in communication with message delivery and tracking connector module  320 . For example, message data is conveyed from document composition engine module  324  to print documents touchpoint  304  as shown by transmission path  322 ( a ). Message data is also conveyed from document composition engine module  324  to electronic documents touchpoint  310  as shown by transmission path  322 ( b ).  
         [0101]     Message data may be conveyed from web page delivery module  326  to web page touchpoint  306  as shown by transmission path  336 ( a ). The web page touchpoint  306  then displays the message data to members of the target audience, i.e., audience members viewing the webpage. Response data may be transmitted from web page touchpoint  306  to web page delivery module  326  via transmission path  336 ( b ). The response data may be input received from members of the target audience who have viewed the message data and provided a comment, request for additional information or other feedback.  
         [0102]     Message data is also conveyed from email delivery module  328  to broadcast email touchpoint  315  as shown by transmission path  338 ( a ). Email response data may be transmitted from broadcast email touchpoint  315  to message delivery and tracking connector module  320 , and specifically to customer service personnel  330  via transmission path  338 ( b ). The response data may be input received from members of the target audience who have received the broadcast email and provided a comment, request for additional information or other feedback.  
         [0103]     Message data is also conveyed from customer service representatives  330  to telephone customer touchpoint  314  as shown by transmission path  340 ( a ). Response data is received from telephone customer touchpoint  314  via transmission path  340 ( b ). This response data is typically in the form of a telephone conversation since the touchpoint  314  is a telephone.  
         [0104]      FIG. 4  illustrates an embodiment  400  of the present invention that utilizes a document composition engine. As shown in  FIG. 4 , system  400  shows a pre-processing module  402 , composition module  420  and web module  410 .  
         [0105]     Pre-processing module  402  is typically triggered by a data extraction and normalization process  444  which may be comprised of interfacing with one or more source customer data systems, extracting, cleansing, normalizing and/or processing this data into a format acceptable for downstream processing. Statement driver file module  446  provides the resultant normalized data file(s)  448  from data normalization module  444  to messagepoint engine module  460  via channel  454 .  
         [0106]     Statement driver file module  446  provides the resultant normalized data from data normalization module  444  to customer data module  448 . The customer data is provided to messagepoint engine module  460  via channel  454 .  
         [0107]     Approved data is provided from web environment module  410 , as shown by channel  484 . The approved data is comprised of dynamic message content and targeting business rules data that has been approved for transmission to members of the target audience. Qualification tracking is transmitted from pre-processing module  402  to web module  410  via channel  486 . The qualification tracking shows that business users can view statistics and measure the performance of their messages and campaigns across all touchpoints and channels. This feature integrates with existing CRM infrastructures to optimize advanced customer analytics. Tracking of messages delivered includes message variables and parameters for both customer service and legal compliance. This allows the exact dynamic message content to be reconstituted and tracked to prove that a) specific intended customers were indeed delivered certain messages, and b) exactly what the content of the delivered messages was.  
         [0108]     The messagepoint engine module  460  also receives message data from messagepoint data module  456  via channel  458 . The messagepoint engine module  460  generates message data and provides the message data to message qualification module  450  via channel  464  and message content module  452  via channel  462 .  
         [0109]     The message data is the transmitted to composition module  420  via channel  465 .  
         [0110]     Composition module  420  receives composition files from pr-processing module  402  and stores the files in one of a plurality of storage units. These storage units include message qualification memory  426 , message content memory  428  and customer data memory  430 . These memory, or storage units,  426 ,  428  and  430  provide data to document composition engine module  424 .  
         [0111]     The document composition engine module  424  utilizes the provided information and identifies one or more appropriate touchpoints to transmit the message data. For example,  FIG. 4  shows message delivery touchpoint  405 , document output touchpoint  404  and electronic document output  406 .  
         [0112]     Delivery tracking information is provided from customer touchpoints  404 ,  405  and  406  to web module  410  via channel  482 . The tracking information is based on feedback from customers at the touchpoints  404 ,  405  and  406 .  
         [0113]     The feedback data is received by web module  410 . The web module  410  also receives content authoring and approval data via channel  470 . Messagepoint web interface  472  is typically a GUI that is in bidirectional communication with messagepoint services module  476 . Messagepoint services module  476  also communicates with messagepoint database module  480  via bidirectional communication channel  478 . The messagepoint services module  476  generates message data, which has been approved and provides the message data to pre-processing module  402 . Messagepoint database  480  stores data that is used to generate the message data. Response tracking data  490  is also provided to the web module  410 . The response tracking data is also used to generate and/or edit the message data.  
         [0114]      FIG. 5  illustrates an embodiment of the present invention that utilizes web content management. System  500  includes a pre-processing module  502 , web production module  520  and web application module  510 .  
         [0115]     Pre-processing module  502  includes data extraction module  543  which extracts a subset of customer data for the purposes of formatting a web page with information relevant to the authenticated web site visitor. Extracted data is provided to customer data module  548 . The customer data is provided to messagepoint engine module  560  via channel  554 .  
         [0116]     Approved data is provided from web application module  510 , as shown by channel  584 . The approved data is data that has been approved for transmission to members of the target audience. Qualification tracking is transmitted from pre-processing module  502  to web application module  510  via channel  586 . The qualification tracking shows that that in response to a customer web site visit, that one or more pieces of dynamic message content were qualified for delivery to the authenticated web site visitor.  
         [0117]     The messagepoint engine module  560  also receives message data from messagepoint data module  556  via channel  558 . The messagepoint engine module  560  generates message data and provides the message data to message qualification module  550  via channel  564  and message content module  552  via channel  562 .  
         [0118]     The content data is the transmitted to web production module  520  via channel  565 .  
         [0119]     Web production module  520  receives content files from pre-processing module  502 , via channel  565  and stores the content files in one of a plurality of storage units. These storage units include message qualification memory  526 , message content memory  528  and customer data memory  530 . These memory, or storage units,  526 ,  528  and  530  provide data to web content management module  525 .  
         [0120]     The web content management module  525  utilizes the provided information and identifies one or more appropriate touchpoints to transmit the message data. For example,  FIG. 5  shows message delivery touchpoint  505  and web message touchpoint  507 .  
         [0121]     Authentication data, generated by the web content management module  525  is provided to the pre-processing module  502  via channel  585 .  
         [0122]     Additionally, delivery tracking information is provided from customer touchpoints  505  and  507  to web application module  510  via channel  582 . The tracking information is based on feedback from customers at the touchpoints  505  and  507 .  
         [0123]     The feedback data, or delivery tracking data is received by web application module  510 . The web application module  510  also receives content authoring and approval data via channel  570 . Messagepoint web interface  572  is typically a GUI that is in bi-directional communication with messagepoint services module  576 . Messagepoint services module  576  also communicates with messagepoint database module  580  via bi-directional communication channel  578 . The messagepoint services module  576  generates message data, which has been approved and provides the message data to pre-processing module  502 . Messagepoint database  580  stores data that is used to generate the message data. Response tracking data  590  is also provided to the web application module  510 . The response tracking data is also used to generate and/or edit the message data.  
         [0124]      FIG. 6  shows an example of a customer touchpoint  600  according to an embodiment of the present invention. As shown in  FIG. 6 , the customer touchpoint is a printed document that may be included in a customer&#39;s monthly financial statement. The touchpoint  600  has first text portion  640 , second text portion  650 , first graphic data portion  642  and second graphic data portion  652 .  
         [0125]     First text portion  640  displays message data tailored to the particular customer. The determination of the content of the text displayed in first text area  640  is based on customer profile data and approved content, as described herein.  
         [0126]     Second text portion  650  also displays authorized content or message data that is a function of the customer profile and other criteria.  
         [0127]     First graphic portion  642  and second graphic portion  652  are populated with graphic data that have been determined and selected based on profile data of the particular customer. For example, the text in first text portion  640  is directed to a long-term saving strategy for a working individual. The graphic depicted in first graphic portion  642  shows a relatively young woman. Thus the text and graphic data have been selected to specifically target a particular customer or group of customers that fit into a particular profile. The profile may be for example single females between 25 and 35 years of age with an average annual income of between $30,000 and $50,000.  
         [0128]     Similarly, second txt portion  650  may also display other text that is directed to the same demographic population. Furthermore, second graphic portion  652  shows a selected graphic based on the profile of the customer. Indeed, the graphic of a woman climbing a ladder is directed to a customer with a large percentage of their working years ahead of them, as opposed to a customer near retirement age.  
         [0129]      FIG. 7  shows another example of a page of material  700 . This material  700  may be displayed on a web page touchpoint and/or a printed statement touchpoint for a customer&#39;s account. The material  700  includes value of investment portion  720 , allocation portion  722 , investment details portion  724 , account information  740  and dynamic portion  730 .  
         [0130]     Value portion  720 , allocation portion  722  and detail portion  724  provide balance, allocation and other account information directed to the assets in the account. These portions may be referred to as static portions since the content is not based on message data that is updated. Account information portion  740  provides information about the date the account was opened and the owner of the account. Dynamic portion  730  is a portion of the touchpoint that displays selected data based on the customer profile data. This dynamic portion  730  is different based on the message data generated for the particular customer.  
         [0131]      FIG. 8  shows another example of touchpoint materials  800 . Touchpoint materials  800  may be, for example, a first page of an investment report. This report may be mailed to the customer, emailed to the customer or made available to the customer via a web site. Static portion  805  shows that customer&#39;s name and address. Static portion  810  shows the account number, owner name and date account was opened. Portion  822  shows the asset balance and changes in the asset balance since the previous reporting period. Dynamic portion  820  is embedded in the touchpoint materials  800  in a preselected location and the content of the message data displayed in the dynamic portion  820  is based on the user profile data and message data generated as described herein.  
         [0132]      FIG. 9  shows another example of touchpoint materials  900 . Touchpoint materials  900  may be, for example, portions of an investment report. This report may be mailed to the customer, emailed to the customer or made available to the customer via a web site. Static portion  905  shows that customer&#39;s name and address. Static portion  910  shows the account number, owner name and date account was opened. Portion  922  shows the value of the customer&#39;s assets, performance, asset balance and changes in the asset balance since the previous reporting period. Dynamic portion  920  includes text that is embedded in the touchpoint materials  900  in a preselected location and the content of the message data displayed in the dynamic portion  920  is based on the user profile data and message data generated as described herein.  
         [0133]      FIG. 10  shows an example of a GUI that may be used to generate message content for a particular customer. As shown by screen shot  1000 , “message” tab  1020  is shaded, indicating that the “message” menu is open. Portion  1002  shows that a drop-down menu identifies all touchpoints, the type of touchpoint, e.g., “monthly statement” and furthermore, the portions of the monthly statement e.g., “consolidated statement”, “set a goal”, “take a next step”, “welcome”, “welcome back” and “you&#39;re on track”. Other outdents such as “article”, are also shown.  
         [0134]     Menu tabs  1004 ( a ) . . . ( n ) (where “n” is any suitable number) are also shown. “Content” tab is shaded and shows that content options are available to the programmer, or user who is generating message data for a target audience member. Portion  1008  shows a text box that can be used to enter desired text that will be displayed to selected touchpoints of selected target audience members.  
         [0135]      FIG. 11  illustrate input graphical user interfaces (GUI)  1100  according to an embodiment of the present invention. The GUI  1100  may be used to generate message content and design a display arrangement for a particular customer. As shown by screen shot  1100 , “message” tab  1120  is shaded, indicating that the “message” menu is open. Portion  1102  shows that a drop-down menu identifies all touchpoints, the type of touchpoint, e.g., “monthly statement” and furthermore “Intro Paragraph”, the portions of the monthly statement e.g., “consolidated statement”, “set a goal”, “take a next step”, “welcome”, “welcome back” and “you&#39;re on track”. Other outdents such as “article”, are also shown.  
         [0136]     Menu tabs  1104 ( a ) . . . ( n ) (where “n” is any suitable number) are also shown. “Delivery” tab is shaded and shows that delivery options  1138  are available to the programmer, or user who is generating message data for a target audience member. Portion  1140  shows a selection box that can be used to set a heading in the “Intro Paragraph”. The selection “Set a Goal” is shaded, so referring back to  FIG. 10 , a programmer or user may input text for that portion of the statement. This text will be displayed to selected touchpoints of selected target audience members.  
         [0137]     Portion  1124  includes regions  1126 ,  1128  and  1130 , which represent areas of a statement that will be displayed to a customer via a touchpoint. Region  1126  shows an area that will be displayed on page 1, while regions  1128  and  1130  show areas that will be displayed on page 2.  
         [0138]      FIG. 12  illustrates a process  1200  according to an embodiment of the present invention. Content and trigger  1212  is shown in month 1,  1202 . At this stage new products can be introduced or promoted on a statement or other touchpoint, as shown by  1214 .  
         [0139]     Month 2,  1204  shows that activity is occurring. Call to action arrow  1213  leads to a determination of whether there has been a response from a customer, as shown in step  1216 . Line  1218  shows that a purchase has been made based on the new product promotion of step  1214 . A “thank you” message is then provided to the customer, as shown by  1220 .  
         [0140]     Alternatively, if no response is received, line  1222  shows that a follow-up message can be generated. Steps  1224 , 1226  and  1228  show that the message generated is based on the age of the particular customer or member of the target audience.  
         [0141]     Line  1230  shows a second call to action based on the follow-up and step  1232  determines whether or not there is a response. This occurs at the start of the month 3 time period  1206 .  
         [0142]     Line  1234  shows that a purchase has been made based on the follow-up message of step  1224 , 1226  or  1228 . A “thank you” message is then provided to the customer, as shown by  1236 .  
         [0143]     Alternatively, if no response is received, line  1238  shows that a new campaign can be generated  1240 .  
         [0144]     Another embodiment of the present invention is a Messaging and Campaign Simulator that allows business users to manage virtual production runs to test and measure the performance of planned messages and campaigns. Allows business and operations a predictive process to assess cost drivers such as insert order quantities and page counts.  
         [0145]     Customer Correspondence Management—Allows business users to manage templates and author ad hoc correspondence such as letters and process through a workflow for approval into production through existing document generation systems.  
         [0146]     Customer Preference Management—Allows the capturing of customer profiles and preferences for customized communications and content driven by customers themselves rather than predictive or arbitrary algorithms.  
         [0147]     Customer Service Portal—Provides front line customer staff with access to messages and other message attributes to further reinforce the message and track “calls to action”. Tracked message information and content is available via messagepoint front end or via integration to existing customer service systems and infrastructure.  
         [0148]     Another embodiment of the present invention is directed to a method of using a computer system to provide at least one tool for personalized communications to a large customer population.  
         [0149]     Yet another embodiment of the present invention is directed to a method of using a computer system to provide tools to business and marketing users for managing, tracking and measuring dynamic customer-targeted messaging campaigns across both print and electronic channels.  
         [0150]     Yet another embodiment of the present invention is directed to a modular software system for enterprises for managing, tracking and measuring dynamic customer-targeted messaging campaigns across both print and electronic channels, with modules integrating core  
         [0151]     Another embodiment of the invention delivers support to front line staff and customer service by providing messaging information on customers they speak to, by providing scripts to further reinforce the messages, by delivering the capability to capture customer responses, and by integrating with archive systems to view customer documents.  
         [0152]     In one embodiment, the invention provides the first enterprise system for Customer Touchpoint Management (CTM) for marketing and product managers to manage, track and measure one to one communications with their customers. The invention may be implemented in industries such as, for example, financial services, banking, health care, retail, utilities, telecommunications, e-commerce transactions, Internet or online auctions, Internet or online purchases, Internet or online sales, Internet or online gaming, and insurance. Features of the invention may include, for example: 
        an agnostic enterprise CTM solution, compatible with multiple document composition technologies;     scalable, high volume processing capability to deliver complex, customer messaging to a variety of message delivery formats and channels;     message authoring by the business and marketing people; and     full functionality in a distributed environment.        
 
         [0157]     The system may be implemented on enterprise servers, web-based servers, and personal computers, laptop computes, hand held devices (e.g., PDAs) or any processing module with adequate processing functionality and memory capacity:  
         [0158]     In one embodiment, the invention is implemented in software and is referred to herein as messagepoint™ (Messagepoint™ is a registered trademark of PRINOVA Software Inc. a corporation of Toronto Canada). Table 1 illustrates the positioning of messagepoint™ in relation to source systems (customer relationship management, data/transaction systems, electronic content management, web content management) and delivery channels (web, document composition, email, customer service/front line staff).  
         [0159]     In terms of process flow and architecture, the system and method as embodied in messagepoint™ provides: 
        Browser based features to manage and measure messaging campaigns including inserts;     Easy previewing of messages in the context of the customer touch point;     Campaign development and activity-based messaging;     Upstream integration with CRM, customer data systems and other content sources;     Downstream integration with traditional message delivery channels such as document composition engines, web and email delivery and customer service systems;     Message tracking and ROI (Return on Investment) performance integration;     Reporting tools to expedite statistical analysis;     Simulation sandbox to conduct what-if impact analysis and campaign testing; and     Customer service/call center integration including links to document archiving.        
 
         [0169]     Table 1 is a table that sets out example module functionality. The modular nature of the invention provides at least the following components:  
                                   Module   Business Driver                   Message   Distributed process to manage content, triggers       Management &amp;   and locations for messages for one or more       Workflow   communication applications and one or more users.       Message   Allows business users to easily view statistics       Reporting &amp;   and measure the performance of their messages       Analytics   and campaigns.       Campaign &amp;   Allows business users to link messages together       Activity-based   and/or trigger qualified messages based on the       messaging   workflow (result) of a previous message.       Messaging and   Allows business users to manage virtual       Campaign   production runs to test and measure the       Simulator   performance of planned messages and           campaigns. Allows business and operations a           predictive process to assess cost drivers such           as insert order quantities and page counts.       Physical   Allows business users to manage content,       Insert   triggers and locations for physical inserts as       Management   well as inline messages.       Customer   Allows customer service/front line customer       Service Portal   interface with access to messages and other           message attributes to further reinforce the           message and track “calls to action”       Customer   Allows business users to author ad hoc       Correspondence   correspondence such as letters and process       Management   through a workflow for approval into production.       Customer   Allows the capturing of customer profiles and       Preference   preferences for customized communications and       Management   content driven by customers themselves rather           than predictive or arbitrary algorithms.       Message   The connectors represent the delivery channel       Delivery   options to deliver message content to one or       Connectors   more recipients. The connectors deliver relevant,           active messages in appropriate priority           order to production message delivery systems           and return delivery and/or response data back to           messagepoint ™ for tracking purposes. As each           delivery connector may present the content in a           manner appropriate to the medium, each           connector will implement its own preview, test           and message delivery simulation processes.                  
 
         [0170]     Table 1 also shows the deployment of messagepoint™ on an engine functional platform, including modes of deployment, supported operating systems and databases.  
         [0171]     The web and engine platforms may be deployed on server hardware hosted by the provider of messagepoint™, or on hardware hosted by the customers themselves.  
         [0172]     Each delivery channel for targeted communications represents another “connector” module and integration services. Connector modules facilitate initial integration between the invention and other third party systems. This can be accomplished by direct partnerships with third party vendors and interfacing with their proprietary systems. Alternatively, connector modules can be limited to third party vendors&#39; published API (application programming interface) sets.  
         [0173]     An additional benefit of this integration is the professional services revenue stream associated with an initial configuration for a customer. By establishing a Connector-based architecture, services costs can be reduced.  
         [0174]     Examples of delivery channels include, but are not limited to:  
         [0175]     a. Paper based channels 
        i. Welcome kits     ii. Direct mail     iii. Inline messages on statements, invoices, trade confirms or other compliance documents the enterprise may send regularly     iv. Envelope inserts     v. Ad hoc mailings        
 
         [0181]     b. Electronic 
        i. Electronic document presentment     ii. Web pages (Web content management)     iii. Email marketing        
 
         [0185]     c. Interpersonal 
        i. Broker/Advisor interactions     ii. Customer Service        
 
         [0188]     The modular approach of this invention ensures that as real world user needs are identified, they can be integrated into the existing system. Moreover, the present system allows for modular integration of support for any third party technologies.  
         [0189]     Furthermore, the present system provides for a repository of record for message content and tracking data.  
         [0190]     A person skilled in the art would appreciate that numerous modifications of the present invention are possible in light of the above description. While the invention may be susceptible to various modifications and alternative forms, specific embodiments have been shown by way of example in the drawings and have been described in detail herein. However, it should be understood that the invention is not intended to be limited to the particular forms disclosed. Rather, the invention is to cover all modifications, equivalents, and alternatives falling within the spirit and scope of the invention.