CUSTOMER VALUE OPPORTUNITY SYSTEM

A customer value opportunity system for determining one or more winning candidate bids, including a processor and a storage device to implement an offer receipt module to receive, via a network interface, offer information from an offerer that includes an offerer manufacturer or an offerer retailer, the offer information including a request for a demand shaping tactic, a type of product, a demand opportunity group, and a desired demand response for which the demand shaping tactic is requested, and create an offer based on the offer information and store the offer in an offer database, wherein the offer is viewable, via a network interface, to prospective bidders including other manufacturers and other retailers, a customer potential scoring module to determine a customer potential score for the offer based on the demand opportunity group and the demand shaping tactic of the offer, wherein the customer potential score is an indicator of a potential return on investment from customers in the demand opportunity group of the offer, and wherein the customer potential scoring module determines a different customer potential score for different demand shaping tactics, including marketing materials, advertising, promotions, discounts, and coupons, a bid receipt module to receive, via a network interface, and store in a bid database a plurality of bids from other manufacturers and other retailers for a plurality of different offers including the offer, each of the plurality of bids including a minimum customer potential score and an amount to be paid to the offerer for use of the demand shaping tactic, a bid matching module to determine one or more matching bids of the plurality of bids in the bid database that matches the offer based on the demand shaping tactic, the type of product, the demand opportunity group, and the desired demand response of the offer, and a bid determination module executed by a computer system to determine that the one or more matching bids is a winning candidate bid based upon a determination that the customer potential score of the offer exceeds the minimum customer potential score in the one or more matching bids, determine a customer lifetime value of the winning candidate bid, wherein the customer lifetime value is a present value of further cash flows related to a customer relationship, and accept the winning candidate bid upon a determination that an ad yield of the winning candidate bid is higher than a negative effect of the winni