This application relate to and have the right to enjoy title be submit in 25 days September in 2003 of " System and Method forSegmenting and Targeting Audience Members (system and method that is used for segmentation and definite target audience member) " the 10/669th, the temporary patent application of submitting in No. 791 U.S. Patent applications and on August 1st, 2003 number is 60/491,521 rights and interests, the copy of these two pieces of applications is incorporated in this, for whole reference.
Embodiment
An embodiment of the system 10 that is used to carry out the inventive method embodiment has been shown among Fig. 1.Described system 10 comprises first server 120 of holding extractor program 122.First server 120 may be operably coupled to one or more offline databases 110 and one or more exterior content server 160.Described offline database 110 and exterior content server 160 also may be operably coupled to one or more webservers 170.The described webserver 170 can provide Website page to spectators member's computing machine 180 according to usual manner.The webserver 170 also may be operably coupled to the target that resides on the second server 150 and determines engine program 152.First and second servers 120 and 150 can may be operably coupled to the 3rd server 130, and it comprises the database 132 (being called data warehouse) that is used to store spectators member's profile data.In some embodiments of the invention, same server can serve as first, second and/or the 3rd server 120,150 and 130.Control desk 140 can may be operably coupled to the 3rd server 130.
Give reference in detail now to the step of carrying out according to first embodiment of the invention, Fig. 2 illustrated its example.With reference to figure 2, the first method embodiment of the present invention can comprise three Main Stage: data aggregation and profile generate; Spectators' segmentation and analysis; And dock with external system.During data aggregation and profile generation, off-line data source 110 is searched so that collection relates to individual's profile data of (being called spectators member).These profile datas are stored in the data warehouse 132.During spectators' segmentation and analyzing, use spectators member's profile data that spectators member is classified as plurality of segments.For example, profile data can show that the particular viewer member subscribes to the golf magazine, and thus golf is had some interest.This spectators member may be included into equally in the interested spectators member's segmentation of golf (that is group).With stage that external system is docked during, target determines that engine 152 can use the inclusion of this spectators member in the fragment to come the target external content is guided to these spectators members in this segmentation.Continue the example presented above, the spectators member in " golf " segmentation can have the content that relates to golf that sends to them thus.
With reference to figure 2, data aggregation and profile generate can relate to offline database 110, extractor program 122 and data warehouse 132 continuously.The initial profile information relevant with the individual viewer member can be collected from available database by extraction apparatus 122, such as registered database 112 and subscription database 114.Registration and subscription database 112 and 114 can comprise spectators member's profile data that conduct is collected to the spectators member's of the service registration of any kind or subscription result, and described service for example includes but not limited to internet, magazine, newspaper, news in brief, CATV (cable television), phone or wireless service.These registrations and subscription database can comprise profile information miscellaneous, such as name, sex, age, date of birth, family and work address, telephone number, credit card and debit card information, marital status, income level, child's number and age, employ history, hobby, recent purchase situation, education degree, interest, preference or the like.
Extraction apparatus 122 is the programs that are used to resolve and discern from the spectators member's profile data in one group of data.Extraction apparatus 122 can use Java, Perl, C++, and C#, SQL or any other similar programming language are constructed.Extraction apparatus 122 can reside on server 120 or a plurality of server.Extraction apparatus 122 can be arranged by one group of extracting rule, and described rule is used to determine to can be used to create the source and the form of the profile data of spectators member's profile, and the classification of profile data to be collected.Extracting rule can comprise a series of text rule (using the coupling effectiveness such as string matching or regular expression), and described text rule is used for the data conversion with a kind of form is more standardized form, removes unwanted data simultaneously.Extracting rule for example can comprise the statement such as " if character string comprises ' A ', exporting result ' B ' so ".
Extraction apparatus 122 may be operably coupled to the database 132 that is called data warehouse 132.Data warehouse 132 can be arranged on the second server 130, and can be used to store profile and the segmentation similarity data that relate to spectators member.Extraction apparatus 122 can upgrade profile and the segmentation similarity data in the data warehouse 132 routinely.When can from offline database 110, obtaining new or during amended profile data, extraction apparatus 122 can be revised spectators member's profile data.Extraction apparatus 122 can also directly receive the profile data of determining engine 152 from spectators member's computing machine 180 and/or target, and it shows accessed Website page, the Webpage search that carries out and the Email that is received by spectators member.
Fig. 3 is the exemplary process diagram that generates the step of spectators member's profile according to first embodiment of the invention being used to of carrying out.Step shown in Fig. 3 shows a kind of like this mode, and wherein extraction apparatus 122 acquisitions show the profile data of the online Website page of spectators member's visit.In step 210, extraction apparatus search offline database is such as registration and subscription database, so that configure the profile data that relates to the individual viewer member.The search of offline database can start by the instruction that receives from control desk 140.For example, can provide the profile data that all spectators members that subscribe to the New York Times are collected in instruction.This command request extraction apparatus 122 can use the subscription database of the New York Times.
Extracting rule is determined the profile data that is collected.In step 212, the profile data that extracts from offline resources can be stored in the data warehouse.When needs are determined with the particular viewer member is associated profile data, in step 214, extraction apparatus can be distributed to this profile data to unique identifier.Described unique identifier can be string number, letter, alphanumeric or other character that can be used to discern spectators member.
In step 216, described unique identifier can be used to discern the content by this spectators member's visit.Can so use unique identifier, that is: it is contained among the territory cookie that is associated with each Website page of this spectators member's visit.Each of these territories cookie can be stored on the computing machine that is associated with this spectators member, and when being associated with unique identifier, can be used to discern each the special Website page by this spectators member's visit.In step 218, extraction apparatus can determine to be stored in the territory cookie on this spectators member's computing machine.Because these territories cookie comprises the unique identifier that is used to discern this particular viewer member, so extraction apparatus can use these cookie to revise a particular viewer member profile data, so that reflect the spectators member who has visited the Website page that is associated with these cookie.By combined with the profile data that result as spectators member's access websites page upgrades the profile data that from offline database, obtains, can collect the full-profile data set that is used for a spectators member, it reflects spectators member's off-line and online behavior and characteristic.
The online history of following the tracks of spectators member requires described system can discern spectators member uniquely.This tracking can be by combined realization of Website page in the network that each spectators member's unique identifier and spectators member have been visited.
Fig. 4 for example understand with each territory cookie that a plurality of related web site pages are associated in the method for unique identifier is provided.By one of related web site page territory being appointed as initial (primary) territory, website, each the territory cookie that is associated with Website page that spectators member is visited can be modified so that comprise this unique identifier.Set up initial domain cookie with unique identifier for this territory, initial website.Usually, network has the territory that is used for this purpose already.If no, one of territory in the network can be designated as initial domain.
With reference to figure 4, in step 340, spectators member's browser 300 starts described process by the 310 request Website pages of the website www.domainl.com in network.In response to the Website page request to www.domainl.com 310, in step 342, the page is returned to browser 300 with image tag, and described image tag can relate to the target at te.domainl.com place and determine engine 152.In step 344, image request is sent to target from browser 300 determine engine 152.If unique identifier is not included in the described request, so in step 346, a reboot is sent to browser 300 so that send to existing quilt with reference to determining engine 152 as the target of te.primarydomain.com.In step 344, reboot comprises with reference to original object determines engine reference, te.domainl.com.For example, can described reboot be http://te.primarydomain.com/blank.GIF? te.domainl.com.In step 348, browser 300 can send to te.primarydomain.com to this reboot request.In response to this request, in step 350, the primarydomain.com.cookie that comprises spectators member's unique identifier is assigned to browser 300.In step 352, second reboot is formed by browser 300 to te.domainl.com, its can comprise with initial domain cookie in the identical unique identifier that is provided with.For example this reboot can be http://te.domainl.com/blank.GIF? tid=7dha6wlk9927sha.In step 354, described reboot request together is returned with the domainl.com cookie that has with the identical unique identifier of primarydomain.com.cookie with the image of initial request.
After finishing process illustrated in fig. 4, another website in spectators member's accesses network, such as www.domain2.com, can be in the request of te.domain2.com generation to image.If target is determined engine 152 and is not detected the domain2.com cookie of the unique identifier with the image request of following that target determines that engine 152 can be the primarydomain.com of request reboot to a cookie so.In response to this request to primarydomain.com, described primarydomain.com cookie is read, and reboot is sent back to the browser 300 that comprises unique identifier, and wherein said unique identifier is included among the initial domain.com cookie.Unique identifier among the primarydomain.comcookie and previous be provided with identical.Then, can send to browser 300 and domain2.com cookie to the image of being asked, it can have the unique identifier identical with primarydomain.com cookie.When spectators member visits new Website page first, determine the viewpoint of engine from target, as long as new website relates to other website in the network, so just carry out providing the process of unique identifier to territory cookie.
In a preferred embodiment, described target determines that engine 152 can be a separate network server of going up the MySQL database on operation and the use share service device at apache (Apache).It should be understood that target determines that engine 152 can use standby software and be used for apache and the server that separates of database is realized.Target determines that engine 152 can guide the setting of the additional cookie that comprises one or more segment identifiers.So these cookie can be used by other server, such as Advertisement Server, e-mail server, stream medium server and/or web content server, so that object content is sent to the particular viewer member based on the one or more segmentations among the cookie.
Continuation is with reference to figure 2, and spectators' segmentation and analysis phase can be undertaken by data warehouse 132.Data warehouse 132 can be dispensed to one or more segmentations to special spectators member based on the public profiles characteristic.Spectators member's segmentation can be defined as one group of spectators member that system user (such as the advertiser) wishes to send to it identical content.For example, turn back to above-mentioned example, spectators member's segmentation can be defined as system user and select so that receive all spectators members of special golf advertising.The selection that receives the spectators member of this advertisement can realize based on the one or more spectators member's characteristics in the profile data.
Fig. 5 illustrated the method that spectators member is associated with segmentation.In step 220, the qualified profile data property value that is included in the spectators member in the segmentation can be by a set of segmentation rule definition.Can select chopping rule by operator's console 140.Can use the profile data property value of any number and/or scope to control the segmentation qualification.In step 222, data warehouse 132 can the searching profile data so that determine to have the spectators member of spectators' segmentation qualification.This search can be answered the request of system user and be carried out, and if expectation, on routine basis, carry out, such as carrying out every day.According to this mode, it is up-to-date that the member in spectators' segmentation can keep.In step 224, data warehouse 132 can memory segment similarity data to show the spectators member who comprises in the particular section.It should be understood that described segmentation similarity data can show that spectators member is in the more than one segmentation.Described segmentation similarity data are defined by one group of rule based on behavior in the viewer profile and characteristic.In case identify the one group of rule that is used for definition segment similarity data, just segment identifiers distributed to this special rules group.Then, this segment identifiers was determined by target that spectators' unique identifier of engine 152 distribution was sent to target and determines engine 152 together with previous.In step 226, when notification target determined that engine 152 spectators members have asked the Website page in the network, described target determined that engine stores to be segmented into the cookie of target (segment-targeting) on spectators member's computing machine.Describedly comprise the segment identifiers that is used to discern the segmentation that comprises described spectators member to be segmented into targeting cookie.Storage has been described in further detail to be segmented into the method for targeting cookie on spectators member's computing machine below in conjunction with Fig. 6.
Spectators member's profile data can also be analyzed so that structural segmentation by the artificially.Continuation has (host) target and determines that one or more servers of engine 152 and data warehouse 132 can may be operably coupled to control desk 140 with reference to figure 2.Control desk 140 can be used to indicate the offline database that is used for utilizing at first profile information padding data warehouse, so that the rule of collecting profile information is set, and create and watch the report that shows spectators member's profile data, spectators member's segmentation similarity data and spectators member's the Internet activity.
Fig. 6 illustrated the method for coming to transmit object content based on segmentation similarity data to spectators member.With reference to figure 6, in step 230, spectators member asks the Website page in the network of related web site.In step 232, target determines that engine is notified a Website page request.In response to the request of described spectators member to Website page, in step 234, target determines whether the definite territory cookie that is associated with the Website page of being asked of engine comprises spectators member's unique identifier.If do not identify unique identifier, target determines that engine will provide as above in conjunction with the described unique identifier of Fig. 4 to territory, website cookie so.In case territory, website cookie is provided with unique identifier, so in step 236, target determines that engine can determine whether to be associated with spectators member in the data warehouse already to be segmented into targeting cookie.Can comprise the segment identifiers that is used to show segmentation under the spectators member to be segmented into targeting cookie.If segmentation similarity data are stored in spectators member's the data warehouse,, utilize suitable segment identifiers, be created and be stored in spectators member's computing machine to be segmented into targeting cookie so in step 238.In step 240, can be sent to spectators member to content based on the segment identifiers that is stored in spectators member's computing machine to be segmented in the targeting cookie.
If do not identify to be segmented into targeting cookie in step 236, target determines that engine can inquire about the data warehouse of any segmentation similarity data that are associated with spectators member so.If be not spectators member's memory segment similarity data, so can being stored in spectators member's computing machine acquiescence to be segmented into targeting cookie.Can automatically stopping afterwards in some cycle regular time (such as one day) of acquiescence to be segmented into targeting cookie.
In case being stored on spectators member's computing machine to be segmented into targeting cookie, target determines that engine just can utilize spectators member's new segmentation similarity data to be updated periodically it.Renewal can automatically be carried out in fixed intervals, and/or carries out in response to the modification to spectators member's profile data.
Can offer spectators member to content miscellaneous as the result who is stored on spectators member's computing machine to be segmented into targeting cookie.Continuation is with reference to figure 2, and content can include, but are not limited to Website page advertisement, pop-up advertisement, Email or the like.
System 10 of the present invention is suitable for segmentation and definite target audience member transmits content so that cross over a plurality of digital medias to spectators member.Described digital media can be different types of, and can be including, but not limited to website network, cable television system, not based on the Internet of webpage, such as the wireless communication system of portable phone or RF network and/or wherein be used to connect any digital media that the device of spectators member and digital content can unique addressing.What it is contemplated that is that described digital media can comprise other user's technology that does not also have exploitation.
With reference to figure 7, wherein identical reference marker is represented components identical, the figure shows to be used to cross over a plurality of digital medias transmit system architecture from content to spectators member according to one embodiment of the invention.Described system comprises digital cable TV net 400.Digital cable TV net 400 can comprise the domestic TV with unique addressable CATV set-top-box 480, and described set-top box is as the means that are used to connect spectators member and digital content.Digital cable TV net 400 can also comprise the CATV (cable television) stem end (head-end) 450 that is used for transmitting to set-top box 480 the segmented objects content.As those skilled in the art were conspicuous, stem end 450 can comprise the device such as satellite earth antenna that is used to receive from the digital signal of program arrangement processor 460.Program arrangement processor 460 arranges to wait to send to spectators member's content, and suitable digital signal is offered stem end 450.Program arrangement processor 460 can be communicated by letter with CNN database 430, and described CNN database for example can be stored the subscription data that relates to spectators member.Described data can comprise the unique identifier of the spectators member in the cable television network 400.Program arrangement processor 460 can be connected with system 10 of the present invention via cable television network/interconnected bridge 440.As mentioned above, system 10 can comprise spectators member's profile.
The CNN website that is provided by the webserver 470 can also be provided digital cable TV net 400, and can be visited via the internet by spectators member.Described spectators member can access websites 470 serve with request, and described service is all orders film in this way, sends the repairing order and change the CATV (cable television) service level.Spectators member can visit website 470 by the cable television network identifier that spectators member is provided.
Embodiments of the invention shown in Fig. 7 can that is: be crossed over a plurality of digital medias and transmit content to spectators member as the operation of getting off.Spectators member can be provided by the website that is provided by the webserver 170.The webserver 170 can receive from spectators member to requests for content, and provide Website page to spectators member's computing machine 180 according to usual manner.Website 170 can be had by the owner of cable television network 400 and website 470 or be attached to him.Spectators member relates to other website of website 170 in can accesses network.In case of necessity, give spectators member the unique spectators member's identifier allocation that relates to the website network, and collection and storage profile data, this is basically as in conjunction with Fig. 3 and 4 described.Spectators member can be associated with spectators' segmentation of a set of segmentation rule definition, and described chopping rule is basically as described in conjunction with Fig. 5.
Spectators member can access websites 470 so that request from the service of CNN, provides the unique identifier of the spectators member in the cable television network 400 simultaneously.Program arrangement processor 460 can read spectators member's webpage network identifier, and spectators member's cable television network identifier therewith identifier be associated.Then, program arrangement processor 460 can visit system 10 via bridge 440, and uses the webpage network identifier to visit the segmentation similarity data that relate to the particular viewer member.Based on spectators' segmentation similarity data, program arrangement processor 460 is the spectators' segmentation definition program arrangement rule in the cable television network 400.Then suitable digital signal is sent to CATV (cable television) stem end 450, and described stem end 450 transmits spectators member's object content via set-top box 480 and spectators member's domestic TV.The preference of spectators member in the network 400 and behavior can also be used to the member's profile in the update system 10.According to this mode, spectators member's preference and behavioral data can be synchronized and are public profile through a plurality of media, and can be customized based on the characteristic of profile via the content that those media send spectators member to.
It will be apparent to one skilled in the art that under situation about not departing from the scope of the present invention with spirit, can modify and change the present invention.