Methods and Apparatus for Individualized Content Delivery

• US 20100057560A1
• Filed: 09/04/2008
• Published: 03/04/2010
• Est. Priority Date: 09/04/2008
• Status: Abandoned Application

• Current Assignee: AT&T Intellectual Property I LP (AT&T, Inc.)
• Original Assignee: AT&T Labs Incorporated (AT&T, Inc.)
• Inventors: Watson, James W., Bansal, Pradeep, Goodall, Colin R., Skudlark, Ann, Skarra, Andrea, Jacobson, Guy J., Volinsky, Christopher, Creswell, Carroll W.
• Application Number:
  US12/204,440
• Publication Number:
  US 20100057560A1
• Time in Patent Office: Days
• US Class Current: 705/14.490
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Systems and techniques for predicting customer response to content and selecting content for delivery to particular customers in accordance with the predictions. As information is delivered to and received from a plurality of customers over multiple communication channels, data streams representing communications between providers and customers are analyzed and selected data extracted therefrom. Linkages are created between data collected from the different channels and data are anonymized. The data are analyzed to create a customer response predictor for each customer that models customer behavior and predicts customer response to advertisements. As content, such as advertisements, are to be delivered to a destination, information from a predictor created using data collected from a customer associated with the destination is used to select appropriate content.

Claims

1. A system for selecting and delivering content to a customer, comprising;

a plurality of interfaces each receiving data streams reflecting data transfer between one or more service providers and a customer;

an analyzer for examining each data stream to identify desired data and extract desired data therefrom;

a linkage and anonymization module for associating data from different data streams associated with the same customer and replacing customer identifying data with an anonymous identifier;

a storage facility for storing selected data extracted from the data streams;

a customer behavior predictor for a customer constructed by analyzing data extracted from the data streams associated with an identifier for predicting responsiveness with respect to content for a customer from whom data associated with that identifier was taken; and

a content manager for examining information associated with content that may be delivered to customers, and using information supplied by the customer behavior predictor to select appropriate content.

2. The system of claim 1, further comprising a facility for storing static customer data and using the static customer data in creating the customer behavior predictor.

3. The system of claim 2, further comprising a predictor and model creation module operative to receive customer data from the data streams and customer profile data to create and refine the customer behavior predictor.

4. The system of claim 3, wherein the content manager receives advertisement information from external entities, selects appropriate advertisements based on information received from the customer behavior predictor, and routes the selected advertisements to the customer associated with the predictor.

5. The system of claim 4, wherein construction of the customer behavior predictor includes examining and evaluating specific customer response to advertisements.

6. The system of claim 5, wherein examining and evaluating specific customer response to advertisements includes identifying occurrences of customer behavior that an advertisement presented to a customer seeks to elicit.

7. The system of claim 3, wherein the customer behavior predictor is associated with an anonymous identifier and wherein the content manager is further operative to direct content to a routing destination based on information correlating the routing destination with the anonymous identifier.

8. The system of claim 1, wherein the linkage and anonymization module is operative to analyze usage information to improve linkage accuracy.

9. The system of claim 1, wherein data relating to one or more of customer television, wireless, broadband, and wireline activities are used to predict and model customer responsiveness to content.

10. The system of claim 1, wherein data relating to conditions affecting the customer is collected and evaluated in order to predict and model customer responsiveness to content.

11. The system of claim 7, wherein data relating to direct observation of customer reaction to content is used to predict and model customer responsiveness to content.

12. The system of claim 7, wherein observations of behavior are made for customers other than a customer under consideration but who are determined to be statistically related to the customer under consideration, and wherein the observations of behavior for the customers statistically related to the customer under consideration are used to predict behavior for the customer under consideration.

13. The system of claim 12, wherein observations of behavior of customers are expressed in terms of factors and wherein factors operating at broader and narrower scales are used to predict behavior for a customer under consideration.

14. The system of claim 1, further comprising an interface for receiving data relating to conditions affecting the customer and wherein the content manager takes such data into account in selecting content for delivery to the customer.

15. The system of claim 5, wherein data relating to customer response to advertisements is aggregated and stored and wherein the aggregated data is analyzed to determine the effectiveness of targeted content delivery in improving customer response.

16. A method of customized content selection and delivery, comprising the steps of:

receiving a plurality of data streams each reflecting transfer of information between a service provider and a customer;

examining each data stream to extract desired data therefrom;

linking data from different data streams so as to associate data from different data streams associated with the same customer;

anonymizing data so as to replace data identifying a customer with an anonymous identifier;

storing the linked and anonymized data;

using the linked and anonymized data to create a customer behavior predictor providing data reflecting the responsiveness of a customer from whom the data was collected with respect to content proposed for delivery to that customer; and

using information relating to content that may be delivered to the customer, and information from the customer behavior predictor, to select content appropriate to the customer.

17. The method of claim 16, further comprising a step of receiving static customer data and using the static customer data in creating the customer behavior predictor.

18. The method of claim 17, further comprising steps of observing behavior for customers other than a customer under consideration but who are determined to be statistically related to the customer under consideration and using the observations of the statistically related customers to predict behavior for the customer under consideration.

19. The method of claim 16, wherein using information relating to content that may be delivered to the customer includes receiving advertisement information from external entities, and wherein selecting content appropriate to the customer includes selecting appropriate advertisements based on information received from the customer behavior predictor and routing the selected advertisements to the customer associated with the predictor.

20. The method of claim 16, wherein the customer behavior predictor is associated with an anonymous identifier and wherein content selected for the customer is directed to a routing destination based on information correlating the routing destination with the anonymous identifier.