System and method for utilizing the content of an online conversation to select advertising content and/or other relevant information for display

• US 20060259473A1
• Filed: 05/13/2005
• Published: 11/16/2006
• Est. Priority Date: 05/13/2005
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Wang, Xianfang, Chen, Zheng, Najm, Tarek, Li, Li, Zhang, Benyu, Li, Ying, Zeng, Hua-Jun, Gao, Hongbin
• Granted Patent: US 7,653,627 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: Y10S 707/99937 Sorting

Abstract

Systems and methods for analyzing the content of online conversations using data mining technologies are provided. Methods and systems for utilizing the results of data mining technology implementation to retrieve relevant advertising content and/or other relevant information for display in association with the content of an online conversation are also provided.

Claims

1. A method for utilizing content of an online conversation to select advertising content for display, the method comprising:

receiving the content of the online conversation;

extracting one or more keywords from the content of the online conversation; and

selecting the advertising content for display based upon the one or more extracted keywords.

2. The method of claim 1, further comprising displaying the advertising content selected in association with the content of the online conversation.

3. The method of claim 1, further comprising receiving a user profile and/or information regarding user behavior, wherein selecting the advertising content for display comprises selecting the advertising content for display based upon at least one of the one or more extracted keywords, the user profile, the information regarding user behavior, an historic click-through rate, and a monetization value.

4. The method of claim 1, further comprising comparing the one or more extracted keywords to one or more advertising keywords, wherein selecting the advertising content for display comprises selecting the advertising content for display based upon the comparison of the one or more extracted keywords to the one or more advertising keywords.

5. The method of claim 1, further comprising scoring the one or more extracted keywords, wherein selecting the advertising content for display comprises selecting the advertising content for display based upon the one or more scored keywords.

6. The method of claim 5, further comprising identifying any user intention keywords among the one or more scored keywords.

7. The method of claim 6, wherein if any user intention keywords are identified, the method further comprises re-weighting the one or more scored keywords in accordance with the user intention keywords identified.

8. The method of claim 5, further comprising determining whether a topic change has occurred.

9. The method of claim 8, wherein if it is determined that a topic change has occurred, the method further comprises re-weighting the one or more scored keywords based upon historical data.

10. A computer programmed to perform the steps recited in claim 1.

12. The method of claim 1, further comprising displaying the relevant information selected in association with the content of the online conversation.

13. The method of claim 1, further comprising receiving a user profile and/or information regarding user behavior, wherein selecting the relevant information for display comprises selecting the relevant information for display based upon at least one of the one or more extracted keywords, the user profile, and the information regarding user behavior.

14. The method of claim 1, further comprising comparing the one or more extracted keywords to one or more information keywords, wherein selecting the relevant information for display comprises selecting the relevant information for display based upon the comparison of the one or more extracted keywords to the one or more information keywords.

15. The method of claim 1, further comprising scoring the one or more extracted keywords, wherein selecting the relevant information for display comprises selecting the relevant information for display based upon the one or more scored keywords.

16. The method of claim 15, further comprising identifying any user intention keywords among the one or more scored keywords.

17. The method of claim 16, wherein if any user intention keywords are identified, the method further comprises re-weighting the one or more scored keywords in accordance with the user intention keywords identified.

18. The method of claim 15, further comprising determining whether a topic change has occurred.

19. The method of claim 18, wherein if it is determined that a topic change has occurred, the method further comprises re-weighting the one or more scored keywords based upon historical data.

11. A method for utilizing content of an online conversation to select relevant information for display, the method comprising:

receiving the content of the online conversation;

extracting one or more keywords from the content of the online conversation; and

selecting the relevant information for display based upon the one or more extracted keywords.

20. One or more computer-readable media having computer-executable instructions for performing a method, the method comprising:

receiving content of an online conversation;

extracting one or more keywords from the content of the online conversation; and

retrieving at least one of advertising content and other relevant information for display based upon the one or more extracted keywords.