METHOD AND SYSTEM FOR MEASURING AN IMPACT OF VARIOUS CATEGORIES OF MEDIA OWNERS ON A CORPORATE BRAND

• US 20090157668A1
• Filed: 12/11/2008
• Published: 06/18/2009
• Est. Priority Date: 12/12/2007
• Status: Abandoned Application

• Current Assignee: Salesforce.com, Inc.
• Original Assignee: Salesforce.com, Inc.
• Inventors: NEWTON, Christopher Daniel, RAMSEY, Christopher Bennett, LEBRUN, Marcel Albert
• Application Number:
  US12/333,277
• Publication Number:
  US 20090157668A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method and system for determining influence of various categories of content sources on a selected brand is disclosed. The method defines a brand profile using terms and URLs associated with the selected brand and queries popular search engines using the terms and URLs as search terms. The results are classified according to their category of content sources and a brand ownership score is calculated from the classified results and from other weights associated to the ranks of the results, to the category of content sources and to the search engines. The category of content sources having ownership of the selected brand is then identified from the brand ownership score.

Claims

1. A method for determining a brand ownership of a brand, the method comprising:

(a) generating a brand profile having one or more entries associated with the brand;

(b) querying one or more search engines with the one or more entries;

(c) retrieving a predetermined number of search results from each of said one or more search engines queried;

(d) classifying the search results by assigning each result to a category of content sources; and

(e) determining a brand ownership score of the selected brand based on said classified results.

2. The method of claim 1, wherein the step (a) comprises:

i) generating a list of terms associated with said brand;

ii) generating a list of content sources associated with said brand; and

iii) storing the list of terms and the list of content sources in a database.

3. The method of claim 1, wherein the step (e) further comprises representing the brand ownership score as an array of values, each value corresponding to an impact of a respective category of content sources on the brand.

4. The method of claim 3, wherein the impact of the respective category of content sources is determined by:

i) assigning a weight to the respective category of content sources;

ii) calculating a number of search results classified under the respective category of content sources; and

iii) determining the impact based on the assigned weight, a number of search results classified under the respective category of content sources, a total number of search engines queried, and a total number of entries in the brand profile.

5. The method of claim 3, wherein the impact of the respective category of content sources is determined by:

i) assigning a weight to the respective category of content sources;

ii) assigning a rank weight to each search result, classified under the respective category of content sources, the rank weight corresponding to a rank of the result; and

iii) determining the impact based on the assigned weight, the assigned rank weights, a total number of search engines queried, and a total number of entries in the brand profile.

6. The method of claim 3, wherein the impact of the respective category of content sources is determined by:

i) assigning a weight to the respective category of content sources;

ii) assigning a rank weight to each search result, classified under the respective category of content sources, the rank weight corresponding to a rank of the result;

iii) assigning a weight to each of said one or more search engines; and

iv) determining the impact based on the assigned weight, the assigned rank weights, a total number of search engines queried, a total number of entries in the brand profile, and the assigned weights of the one or more search engines.

7. The method of claim 4, further comprising identifying the category of content sources having ownership of the selected brand as the category of content sources having a highest value of the impact in the array of values.

8. The method of claim 1 wherein the category of content source is selected from the group consisting of:

mainstream media content category, spam content category, social media content category, third-party content category and brand content category.

21. A computer readable medium, comprising a computer code instructions stored thereon, which, when executed by a computer, perform the steps of the method of claim 1.

9. A method of determining a brand ownership of a brand, the method comprising:

(a) providing a brand profile for the brand, wherein the brand profile has one or more entries representing terms and content sources associated with the brand;

(b) querying one or more search engines with the one or more entries;

(c) for each of said one or more search engines queried, retrieving a predetermined number of search results, and classifying each search result under a category of content sources selected from the group consisting of;

mainstream media content category, spam content category, social media content category, third-party content category and brand content category; and

(d) determining an impact value of each category of content sources on the selected brand based on a number of results classified under each respective category of content sources.

10. The method of claim 9, further comprising the step of identifying one category of content sources having a highest impact value on the ownership of the brand.

11. The method of claim 9, wherein the step (d) comprises:

i) assigning a weight to each category of content sources; and

ii) calculating the impact value based on the assigned weight, the number of search results classified under the respective category of content sources, a total number of search engines queried, and a total number of entries in the brand profile.

12. The method of claim 9, wherein the step (d) comprises:

i) assigning a weight to the respective category of content sources;

ii) assigning a rank weight to each search result classified under the respective category of content sources, the rank weight corresponding to the rank of the search result; and

iii) calculating the impact value based on the assigned weight, the assigned rank weights, a total number of search engines queried, and a total number of entries in the brand profile.

13. The method of claim 9, wherein the step (d) comprises:

i) assigning a weight to the respective category of content sources;

ii) assigning a rank weight to each search result classified under the respective category of content sources, the rank weight corresponding to the rank of the search result;

iii) assigning a weight to each of said one or more search engines; and

iv) calculating the impact value based on the assigned weight, the assigned rank weights, a total number of search engines queried, a total number of entries in the brand profile, and the assigned weights of the one or more search engines.

14. A computer system for determining a brand ownership, comprising:

a database, stored in a computer readable medium, for storing a profile of a brand, the database having one or more entries associated with the brand;

a computer, having a processor and a computer readable storage medium storing computer readable instructions for execution by the processor, to form the following modules;

a search engine interface for launching searches to one or more search engines using the one or more entries as search terms and retrieving search results returned by the one or more search engines;

a classification engine for classifying the search results retrieved by the search engine interface into a category of content sources; and

a brand ownership score calculation engine for determining a brand ownership score and identifying a category of content sources as having ownership of the brand based on the brand ownership score.

15. The system of claim 14, wherein each search result is classified under a category of content sources selected from the group consisting of:

mainstream media content category, spam content category, social media content category, third-party content category and brand content category;

16. The system of claim 14, wherein the one or more entries of the database comprises a list of one or more terms associated with the brand, and a list of one or more content sources associated with the brand.

17. The system of claim 14, wherein the brand ownership score is an array of impact values, each impact value corresponding to a measure of impact of a respective category of content sources.

18. The system of claim 17, wherein each impact value of the respective category of content sources is calculated based on a weight associated to the respective category of content sources, and on a number of search results classified under the respective category of content sources.

19. The system of claim 17, wherein each impact value of the respective category of content sources is calculated based on a weight associated to the respective category of content sources, on a number of search results classified under the respective category of content sources, and on respective rank weights assigned to each of said search results.

20. The system of claim 17, wherein each impact value of the respective category of content sources is calculated based on a weight associated to said respective category of content sources, on a number of search results classified under the respective category of content sources, on respective rank weights assigned to each of said search results, and on respective weights assigned to said one or more search engines.