International Business Machines Corporation

Edwin Peter Pednault

Naoki Abe

Brian F White

Barry Kumin Rosen

Fateh Ali Tipu

Edna Grossman

Chidanand Vinayak Apte

Hsueh-ju Wang

A method of marketing optimization with respect to brand lifetime management formulates a problem of brand equity maximization utilizing Markov Decision Process (MDP) thereby casting brand equity management as a long term regard optimization problem in MDP, The marketing mix is optimized by formulating the mix as actions in MDP and, utilizing historical marketing and transaction data, aspects of the MDP are estimated.

System and method for marketing mix optimization for brand equity management

A computer implemented method of underwriting profitability analysis delivers the analytic process to a wide cross section of insurance decision makers. The underwriting profitability analysis system leverages an existing investment in databases and improves underwriting business processes. Data mining techniques are applied to historical policy and claims to extract rules that describe policy holders with homogeneous claim frequency and severity characteristics. These rule sets are used to classify policy holders into distinct risk groups, each with its own set of characteristics, including pure premium. Breaking up a book of business into segments allows identification of sub-populations of policy holders that distinctly deviate from the expected normal pure premium. This identification allow the insurance business analysts to interactively adjust eligibility criteria and examine altered characteristics of the covered segments until satisfactory. The system is implemented on a client server using network centric language technology.

Data mining based underwriting profitability analysis

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Cortlandt Manor, NY, United States of America

Edwin Peter Pednault