Methods and Apparatuses for Prioritizing Featured Listings

• US 20070174124A1
• Filed: 03/19/2007
• Published: 07/26/2007
• Est. Priority Date: 02/25/2005
• Status: Abandoned Application

• Current Assignee: YellowPages.com LLC (Mudrick Capital Management LP)
• Original Assignee: UTBK, Inc.
• Inventors: HIRSON, Ron, FABER, Scott, HO, Kelvin, ALTBERG, Ebbe, VAN DER LINDEN, Sean, MANCA, Paul, ZAGOFSKY, Jennifer
• Application Number:
  US11/688,245
• Publication Number:
  US 20070174124A1
• Time in Patent Office: Days
• US Class Current: 705/14.460
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0274 Split fees
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

Methods and apparatuses for presenting selected listings as featured listings sorted based on value scores. One embodiment includes: selecting a first subset of listings from a set of listings according to one or more predetermined criteria; computing value scores of the first subset of listings based on an indicator of advertisement earning potential and an indicator of transaction earning potential, at least one listing from the first subset of listings offering an advertisement fee for preferential placement, at least one listing from the first subset of listings offering a commission fee for revenue generated from a service provided over a communication connection established via listing presentation; and presenting the first subset of listings in an order according to the value scores of the first subset of listings.

Claims

1. A system, comprising:

a memory storing a set of listings; and

a processor coupled to the memory, the processor to select a first subset of listings from a set of listings according to one or more predetermined criteria, to determine value scores of the first subset of listings based on an indicator of advertisement earning potential and an indicator of transaction earning potential, and to provide the first subset of listings for presentation in an order according to the value scores of the first subset of listings;

wherein at least one listing from the first subset of listings offers an advertisement fee for preferential placement; and

wherein at least one listing from the first subset of listings offers a commission fee for revenue generated from a service provided over a communication connection established via listing presentation.

2. The system of claim 1, further comprising:

a connection server coupled to the processor;

wherein, responsive to a request for a telephone connection between a customer and a seller of a first listing of the first subset, the connection server to

place a first Voice over Internet Protocol (VoIP) call, using a reference embedded in the first listing, to a telecommunication carrier which bridges the first VoIP call to a public switched telephone network (PSTN) to the seller;

place a second Voice over Internet Protocol (VoIP) call to a telecommunication carrier which bridges the second VoIP call to a public switched telephone network (PSTN) to the customer; and

connect the first and second VoIP calls.

3. The system of claim 2, wherein a first virtual softphone terminates the first VoIP call for bridging onto a public switched telephone network (PSTN);

a second virtual softphone terminates the second VoIP call for bridging onto a public switched telephone network (PSTN); and

the connection server directs the first and second softphones to establish a direct media connection, which does not go through the connection server, to connect the customer and the seller.

4. A method, comprising:

selecting a first subset of listings from a set of listings according to one or more predetermined criteria;

computing value scores of the first subset of listings based on an indicator of advertisement earning potential and an indicator of transaction earning potential, at least one listing from the first subset of listings offering an advertisement fee for preferential placement, at least one listing from the first subset of listings offering a commission fee for revenue generated from a service provided over a communication connection established via listing presentation; and

presenting the first subset of listings in an order according to the value scores of the first subset of listings.

5. The method of claim 4, further comprising:

selecting a second subset of listings from the set of listings;

presenting the second subset of listings in a section of non-featured listings;

wherein the first subset of listings are presented as in a section of featured listings with a more preferential placement than the second subset of listings.

6. The method of claim 4, wherein the one or more predetermined criteria includes at least one of availability for real time communications with a customer, and rating determined based on feedback from prior customers.

7. The method of claim 4, wherein the value scores are further based on a conversion rate for advertisement earnings, a conversion rate for transaction earnings, and an average amount of customer spending.

8. The method of claim 7, wherein the conversion rate for advertisement earnings and the conversion rate for transaction earnings are normalized according to prior positions ranked for presentations according to the one or more predetermined criteria.

9. The method of claim 8, wherein the conversion rate for advertisement earnings and the conversion rate for transaction earnings are computed based on a characteristic of a media channel used to present the first subset of listings.

10. The method of claim 8, wherein the conversion rate for advertisement earnings and the conversion rate for transaction earnings are computed based on a characteristic of a customer to which the first subset of listings are presented.

11. The method of claim 8, wherein when a count of presentations of a listing under the one or more predetermined criteria is between a first threshold and a second threshold, the conversion rate for advertisement earnings is a function of the count of presentations, a conversion rate of the listing and a median of conversion rate of a number of listings.

12. The method of claim 8, wherein when a count of presentations of a listing presented under the one or more predetermined criteria is between a first threshold and a second threshold, the conversion rate for transaction earnings is a function of the count of presentations, a conversion rate of the listing and a median of conversion rate of a number of listings.

13. The method of claim 4, wherein the advertisement fee is offered as a maximum bid price;

and the method further comprises;

determining a value score of a competitor listing; and

determining the advertisement fee based on the value score of the competitor listing, an indicator of transaction earning potential of a listing which offers the maximum bid price;

wherein the advertisement fee is no higher than the maximum bid price.

14. The method of claim 4, wherein at least one of the first subset of listings does not offer an advertisement fee separate from a commission fee for revenue generated from a service provided over a communication connection established via listing presentation.

15. The method of claim 14, wherein at least one of the first subset of listings offers an advertisement fee separate from a commission fee for revenue generated from a service provided over a communication connection established via listing presentation.

16. The method of claim 4, wherein at least one of the first subset of listings offers an advertisement fee as a percentage of revenue generated from one or more transactions with a new customer for a service provided over a communication connection established via listing presentation.

17. The method of claim 4, further comprising:

allocating a predetermined percentage of revenue, generated from a service provided over a communication connection established via presentation of a first listing of the first subset, towards a budget for featuring the first listing.

18. The method of claim 4, further comprising:

presenting a list of bid prices required for a specific listing to be ranked at a number of positions according to value scores.

19. The method of claim 18, further comprising:

presenting customer information based on costs related to obtaining a specific customer of the specific listing; and

receiving a budget limit for advertising to an individual customer.

20. A machine readable media embodying instructions, the instructions causing a machine to perform a method, the method comprising:

selecting a first subset of listings from a set of listings according to one or more predetermined criteria;

computing value scores of the first subset of listings based on an indicator of advertisement earning potential and an indicator of transaction earning potential, at least one listing from the first subset of listings offering an advertisement fee for preferential placement, at least one listing from the first subset of listings offering a commission fee for revenue generated from a service provided over a communication connection established via listing presentation; and

presenting the first subset of listings in an order according to the value scores of the first subset of listings.