TARGETED MARKETING SYSTEM AND METHOD

• US 20080199042A1
• Filed: 02/19/2008
• Published: 08/21/2008
• Est. Priority Date: 08/24/2000
• Status: Active Grant

• Current Assignee: FaceCake Marketing Technologies, Inc.
• Original Assignee: FaceCake Marketing Technologies, Inc.
• Inventors: Smith, Linda M.
• Granted Patent: US 10,755,286 B2
• Time in Patent Office: Days
• US Class Current: 382/100
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives

Abstract

A computer-implemented method for targeting marketing content to an online user, includes the steps of collecting data describing the user or the user'"'"'s ownership item in a user profile, comparing the user profile with a target profile and presenting the user with content based on the comparison. The user profile includes a photographic likeness of the user or the user'"'"'s ownership item, as well as information derived from the photographic likeness. Certain content may be dynamically created for the user based on the user profile and that content may include the photographic likeness, which may be altered to incorporate a portion of the content into the photographic likeness. In this manner, personalized advertisements for cosmetics, jewelry, clothing, cosmetic procedures, home improvement products, and other products or services may be created. The user profile also includes data describing the user'"'"'s browsing habits and responses to context-specific survey questions. In one embodiment, metrics are assigned to the user profile data, and a data index identifying the user'"'"'s preferences and purchasing habits is calculated for the user based on the assigned metrics. Each metric may also have an associated confidence factor, which causes the metric value to decay over time.

Claims

1. A computer-implemented method for targeting marketing content to a user, comprising:

collecting data elements in a user profile, the data elements include a photographic likeness of the user'"'"'s ownership item;

processing the photographic likeness of the user'"'"'s ownership item, the processing includes identifying characteristics of the user'"'"'s ownership item;

adding the identified characteristics to the user profile;

comparing the user profile to a target profile associated with each content to select content that matches the user profile;

altering the photographic likeness of the user'"'"'s ownership item to incorporate the selected content; and

presenting the user with the altered photographic likeness of the user'"'"'s ownership item.

2. The method of claim 1 wherein collecting data elements includes collecting initial survey responses, context-specific survey responses, or random survey responses.

3. The method of claim 1 wherein collecting data elements includes tracking the user'"'"'s browsing habits or purchasing patterns.

4. The method of claim 1 wherein collecting data elements includes collecting product and service trial responses.

5. The method of claim 1 wherein collecting data elements includes collecting the user'"'"'s interaction with the user'"'"'s photographic likeness.

6. The method of claim 1 wherein the photographic likeness of the user'"'"'s ownership item is a computer graphics file that is collected via email.

7. The method of claim 1 wherein the photographic likeness of the user'"'"'s ownership item is a digital image of a photograph of the ownership item that is received by a Web site operator.

8. The method of claim 1 wherein the photographic likeness of the user'"'"'s ownership item is built by a photographic-likeness-building software or built by another software using information collected from the user.

9. The method of claim 1 wherein the photographic likeness of the user'"'"'s ownership item is generated by a mobile device.

10. The method of claim 1 wherein processing the photographic likeness of the user'"'"'s ownership item includes converting the photographic likeness of the user'"'"'s ownership item to a standard image.

11. The method of claim 1 further comprising:

assigning metrics to the data elements in the user profile; and

generating data indices by applying the assigned metrics to market segmentation variables, wherein the data indices identify the user'"'"'s preferences or purchasing habits with respect to the market segmentation variables.

12. The method of claim 11 wherein the metrics represent either incremental or decremental changes in the market segmentation variables.

13. The method of claim 1 further comprising assigning confidence factors to the data elements, wherein the confidence factors decay over time.

14. The method of claim 1 further comprising:

identifying a deficient data element in the user profile;

identifying content having an associated market segmentation variable that relates to the deficient data element; and

generating a context-sensitive question that relates to the content, wherein an answer to the context-sensitive question supplies the deficient data element.

15. The method of claim 1 wherein the user'"'"'s ownership item comprises an automobile, a room, a home exterior, a home interior, a landscape, a pet, a family or family members.

38. The method of claim 1 wherein the altered photographic likeness of the user'"'"'s ownership item includes using background imagery to enhance marketing content.

39. The method of claim 1 wherein the altered photographic likeness of the user'"'"'s ownership item includes application of makeup comprising eyebrow pencil, foundation, and concealers.

40. The method of claim 1 wherein the altered photographic likeness of the user'"'"'s ownership item includes new hairstyles comprising different hair color, cut and style.

41. The method of claim 1 wherein the altered photographic likeness of the user'"'"'s ownership item includes the effects of cosmetic applications comprising a cosmetic moisturizer, hair styling product, and a self tanner.

16. A system for targeting marketing content to a user, comprising:

a user profile that includes at least one data element, a particular one of the at least one data element is a photographic likeness of the user'"'"'s ownership item;

a likeness-processing component to process the photographic likeness of the user'"'"'s ownership item including identifying characteristics of the user'"'"'s ownership item;

a comparison component to compare the user profile to a target profile associated with each content to select content that matches the user profile;

an altering component to alter the photographic likeness of the user'"'"'s ownership item to incorporate the selected content; and

a user interface to present the user with the altered photographic likeness of the user'"'"'s ownership item.

17. The system of claim 16 wherein another one of the at least one data element is:

initial survey responses, context-specific survey responses, random survey responses, browsing habits, or purchasing patterns.

18. The system of claim 16 wherein the photographic likeness of the user'"'"'s ownership item is a computer graphics file.

19. The system of claim 16 wherein the photographic likeness of the user'"'"'s ownership item is a digital image of a photograph of the ownership item received by a Web site operator.

20. The system of claim 16 wherein the photographic likeness of the user'"'"'s ownership item is built by a photographic-likeness-building software or built by another software using information collected from the user.

21. The system of claim 16 wherein the photographic likeness of the user'"'"'s ownership item is generated by a mobile device.

22. The system of claim 16 further comprising a profile processing component to convert the photographic likeness of the user'"'"'s ownership item to a standard image.

23. The system of claim 22 further comprising

at least one metric, each of the at least one metric assigned to a corresponding one of the at least one data element;

and

at least one data index, each of the at least one index generated by applying the at least one metric to a corresponding at least one market segmentation variable, wherein the at least one data index identifies the user'"'"'s preferences or purchasing habits with respect to the at least one market segmentation variable.

24. The system of claim 16 further comprising at least one confidence factor, each of the at least one confidence factor assigned to a corresponding one of the at least one data element, wherein the at least one confidence factor decays over time.

25. The system of claim 16 wherein the user'"'"'s ownership item comprises an automobile, a room, a home exterior, a home interior, landscape, pets, a family or family members.

42. The system of claim 16 wherein the altered photographic likeness of the user'"'"'s ownership item includes using background imagery to enhance marketing content.

43. The system of claim 16 wherein the altered photographic likeness of the user'"'"'s ownership item includes application of makeup comprising eyebrow pencil, foundation, and concealers.

44. The system of claim 16 wherein the altered photographic likeness of the user'"'"'s ownership item includes new hairstyles comprising different hair color, cut and style.

45. The system of claim 16 wherein the altered photographic likeness of the user'"'"'s ownership item includes the effects of cosmetic applications comprising a cosmetic moisturizer, hair styling product, and a self tanner.

26. A computer-implemented method for targeting marketing content to a user, comprising:

collecting data elements in a user profile, the data elements include a photographic likeness of the user;

processing the photographic likeness of the user, the processing includes identifying features of the user found in the photographic likeness;

adding the identified features to the user profile;

comparing the user profile to a target profile associated with each content to select content that matches the user profile;

altering the photographic likeness of the user to simulate application of the selected content to the photographic likeness of the user; and

presenting the user with the altered photographic likeness of the user.

27. The method of claim 26 wherein collecting data elements includes tracking the user'"'"'s browsing habits, purchasing patterns, or content selected for application to the photographic likeness of the user.

28. The method of claim 26 wherein the photographic likeness of the user is built by a photographic-likeness-building software or built by another software using information collected from the user.

29. The method of claim 26 wherein the photographic likeness of the user is generated by a mobile device.

30. The method of claim 26 wherein the photographic likeness of the user is altered to simulate the application of a cosmetic procedure.

31. The method of claim 30 wherein the cosmetic procedure comprises removal of age spots, facelift, injection of fillers, or teeth whitening.

32. The method of claim 26 wherein identifying features of the user include identifying the user'"'"'s hairline, and wherein the photographic likeness of the user is altered to simulate hair growth resulting from application of a hair restoration product.

33. The method of claim 26 wherein the photographic likeness of the user is altered to simulate weight change resulting from use of a weight changing product.

34. The method of claim 26 wherein the photographic likeness of the user is altered to simulate a holographic image.

35. The method of claim 26 wherein the photographic likeness of the user is altered to simulate the user talking.

36. A computer-readable medium having computer-executable instructions for performing a method comprising:

collecting data elements in a user profile, the data elements include a photographic likeness of a user'"'"'s ownership item;

processing the photographic likeness of the user'"'"'s ownership item, the processing includes identifying characteristics of the user'"'"'s ownership item;

adding the identified characteristics to the user profile;

comparing the user profile to a target profile associated with each content to select content that matches the user profile;

altering the photographic likeness of the user'"'"'s ownership item to incorporate the selected content; and

presenting the user with the altered photographic likeness of the user'"'"'s ownership item.

37. A computer-readable medium having computer-executable instructions for performing a method comprising:

collecting data elements in a user profile, the data elements include a photographic likeness of a user;

processing the photographic likeness of the user, the processing includes identifying features of the user found in the photographic likeness;

adding the identified features to the user profile;

comparing the user profile to a target profile associated with each content to select content that matches the user profile;

altering the photographic likeness of the user to simulate application of the selected content to the photographic likeness of the user; and

presenting the user with the altered photographic likeness of the user.