MARKETING METHOD AND SYSTEM USING DOMAIN KNOWLEDGE

• US 20080059310A1
• Filed: 09/04/2007
• Published: 03/06/2008
• Est. Priority Date: 09/05/2006
• Status: Active Grant

• Current Assignee: Thomas Publishing Company
• Original Assignee: Thomas Publishing Company
• Inventors: GENNARO, John, LETTOW, Ken
• Granted Patent: US 8,788,321 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method of evaluating advertising is disclosed based on analysis of user behavior in a market focused directory. Users actions are logged over a given time period. Implicit measures are derived from the log files and read into one or more databases. The implicit measures are aggregated across a plurality of user sessions and a report of the user behavior with respect to a single URL or a comparison between URLs is created.

Claims

1. A method of evaluating advertising comprising:

providing a market focused directory of a plurality of URLs categorized under a plurality of headings;

logging, over a specified time period, one or more users'"'"' actions in using the market focused directory into one or more log files;

processing the log files to derive implicit measures from the users'"'"' actions;

reading the implicit measures into one or more databases;

aggregating the implicit measures regarding a single URL across a plurality of user sessions; and

creating a report of the user behavior.

2. The method of claim 1 further comprising;

aggregating the implicit measures regarding one or more additional URLs; and

creating reports of user behavior for each of the one or more URLs.

3. The method of claim 1 further comprising:

aggregating the implicit measures regarding a plurality of URLs as a group;

comparing the aggregated implicit measures pertaining to one or more single URLs with the aggregated implicit measures pertaining to the group of URLs; and

creating a report of the compared aggregated implicit measures.

4. The method of claim 1 further comprising:

aggregating the implicit measures regarding a plurality of URLs as a group;

comparing the aggregated implicit measures pertaining to one or more single URLs having a common characteristic with the aggregated implicit measures pertaining to the group of URLs; and

creating a report of the compared aggregated implicit measures.

5. The method of claim 1 further comprising:

obtaining the user'"'"'s Internet Protocol address;

cross-referencing the Internet Protocol address against a database to obtain geolocation information with respect to the user.

6. The method of claim 1 further comprising outputting the report to an output device.

7. The method of claim 1 further comprising outputting the report to a storage device.

8. The method of claim 1 wherein the implicit measures are durations.

9. The method of claim 1 wherein the implicit measures are exit percentages.

10. The method of claim 1 wherein the implicit measures are click counts.

11. The method of claim 1 further comprising averaging the implicit measure.

12. The method of claim 1 wherein the market focused directory comprises a taxonomy.

13. The method of claim 1 further comprising:

logging, over a second specified time period, one or more users'"'"' actions in using the market focused directory into one or more additional log files;

processing the additional log files to derive additional implicit measures from the users'"'"' actions;

reading the additional implicit measures into one or more databases;

aggregating the additional implicit measures regarding a single URL across a plurality of user sessions;

comparing the aggregated implicit measures to the aggregated additional implicit measures for the same URLs; and

creating a report of the comparison.

14. The method of claim 1 further comprising:

reassigning one or more URL'"'"'s to one or more different headings within the market focused directory.

15. The method of claim 5 further comprising:

providing one or more log files containing financial information; and

processing the financial log files to obtain information suitable to correlate with implicit measures;

combining the processed financial information with the geolocation information; and

calculating a return on investment for one or more headings based on the combined geolocation and financial information.

16. The method of claim 1 further comprising:

providing one or more databases having computed legacy implicit measures; and

comparing legacy implicit measures to present implicit measures.

17. The method of claim 1 further comprising:

providing one or more databases having computed legacy implicit measures; and

comparing legacy implicit measures from a first time period to legacy implicit measures from a second time period.

18. The method of claim 1 further comprising:

analyzing the aggregated implicit measures to determine user behavior related to use of the URL.

19. A machine readable storage medium containing an executable code configured to perform the method of claim 1.

20. A system comprising:

one or more processors;

one or more memory components functionally coupled to the one or more processors; and

a machine-readable medium having machine-readable program code therein for directing operation of the system;

wherein machine-readable program code is configured to cause the computer to carry out the method of claim 1.