Apparatus, system and method for a brand affinity engine using positive and negative mentions

• US 20090307053A1
• Filed: 07/29/2008
• Published: 12/10/2009
• Est. Priority Date: 06/06/2008
• Status: Abandoned Application

• Current Assignee: Veritone Media
• Original Assignee: Veritone Media
• Inventors: Steelburg, Chad, Steelberg, Ryan
• Application Number:
  US12/220,915
• Publication Number:
  US 20090307053A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration

Abstract

An apparatus, system and method of implementing a computerized brand affinity engine. The apparatus, system and method include at least a plurality of computerized access points having accessible thereto a plurality of sites mentioning at least one sponsor, a categorized, hierarchical database of keywords, wherein at least the keywords falling in at least one category of the hierarchy correspond to a sponsor category of the at least one sponsor, and a tracker, wherein the tracker tracks positive ones of the mentions of the at least one sponsor on ones of the plurality of sites and negative ones of the mentions of the at least one sponsor on ones of the plurality of sites, in accordance with positive and negative keywords of the categorized, hierarchical database in the sponsor category, and wherein the tracker issues an rating with regard to the at least one sponsor in accordance with the positive ones and the negative ones of the mentions. An assessment of optimal sponsors for particular markets and/or in particular geographies that additionally increases sponsorship opportunities in particular markets and/or in particular geographies is thereby provided.

Claims

1. A computer-implemented brand affinity engine, comprising:

a plurality of computerized access points having accessible thereto a plurality of sites mentioning at least one sponsor;

a categorized, hierarchical database of keywords, wherein at least the keywords falling in at least one category of the hierarchy correspond to a sponsor category of the at least one sponsor; and

a tracker, wherein said tracker tracks positive ones of the mentions of the at least one sponsor on ones of the plurality of sites and negative ones of the mentions of the at least one sponsor on ones of the plurality of sites, in accordance with positive and negative keywords of the categorized, hierarchical database in the sponsor category, and wherein said tracker issues a rating with regard to the at least one sponsor in accordance with the positive ones and the negative ones of the mentions.

2. The computer-implemented brand affinity engine of claim 1, wherein said tracker tracks, based on geography, the positive ones of the mentions and the negative ones of the mentions and wherein the rating includes a geographical based rating.

3. The computer-implemented brand affinity engine of claim 2, wherein said rating comprises a geographic heat map.

4. The computer-implemented brand affinity engine of claim 1, wherein said rating includes at least one product based rating.

5. The computer-implemented brand affinity engine of claim 4, wherein the rating includes a strength of the sponsor.

6. The computer-implemented brand affinity engine of claim 1, wherein at least one of the mentions has associated therewith a strength of reference rating.

7. The computer-implemented brand affinity engine of claim 1, wherein each of the positive mentions are assigned the rating from 1 to 10.

8. The computer-implemented brand affinity engine of claim 1, wherein each of the negative mentions are assigned the rating from −

1 to −

10.

9. The computer-implemented brand affinity engine of claim 1, wherein each of the positive mentions are assigned the rating from 1 to 10, and wherein said rating is summed to an accumulated positive rating.

10. The computer-implemented brand affinity engine of claim 1, wherein each of the negative mentions are assigned the rating from −

1 to −

10, and wherein said rating is summed to an accumulated negative rating.

11. The computer-implemented brand affinity engine of claim 1, wherein said tracking occurs over a finite time period.

12. The computer-implemented brand affinity engine of claim 11, wherein said time period is a day.

13. The computer-implemented brand affinity engine of claim 11, wherein said time period is a week.

14. The computer-implemented brand affinity engine of claim 1, further comprising a predictor that uses said rating and known events to predict a subsequent one of the rating with regard to the at least one sponsor in accordance with the positive ones and the negative ones of the mentions.

15. The computer-implemented brand affinity engine of claim 14, wherein the predictor further predicts a length of the rating.

16. The computer-implemented brand affinity engine of claim 15, wherein the length of the rating comprises bounce.

17. The computer-implemented brand affinity engine of claim 14, wherein the predictor further predicts a location of the rating.

18. The computer-implemented brand affinity engine of claim 1, further comprising a search advertising model.

19. The computer-implemented brand affinity engine of claim 1, further comprising a display advertising model.

20. An engine for monitoring brand affinity, said engine comprising:

a plurality of sites mentioning at least one sponsor;

a categorized, hierarchical database of keywords, wherein at least the keywords falling in at least one category of the hierarchy correspond to a sponsor category of the at least one sponsor; and

a tracker, wherein said tracker tracks positive ones of the mentions of the at least one sponsor on ones of the plurality of sites and negative ones of the mentions of the at least one sponsor on ones of the plurality of sites, in accordance with positive and negative keywords of the categorized, hierarchical database in the sponsor category, and wherein said tracker issues a rating with regard to the at least one sponsor in accordance with the positive ones and the negative ones of the mentions.