Systems and methods for providing and commercially exploiting online persona validation

• US 20110106610A1
• Filed: 10/06/2010
• Published: 05/05/2011
• Est. Priority Date: 10/06/2009
• Status: Abandoned Application

• Current Assignee: Deloitte Development LLC
• Original Assignee: Deloitte Development LLC
• Inventors: Prasad, Arun Kumar, Landis, Kenneth M., Steinmann, Jennifer, Hribar, Caroline Buchanan
• Application Number:
  US12/924,885
• Publication Number:
  US 20110106610A1
• Time in Patent Office: Days
• US Class Current: 705/14.39
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Systems and methods for providing and commercially exploiting online persona validation are presented. In exemplary embodiments of the present invention, an online persona validation framework suitable for mass adoption is presented. In addition, systems and methods to leverage such framework to create and exploit transactional opportunities, such as, for example, targeted marketing, trend spotting and tracking, and granular data mining, are also presented. In exemplary embodiments of the present invention, tiered (i.e., comprising various levels of financial, demographic, lifestyle and other information), opt-in identity validation systems and various methods that authenticate an individual in e-commerce, social networks, job searches and the like, can be implemented. In addition, such exemplary systems and methods can identify precise, granular, and hence, valuable, demographics for advertisers. In comparison to conventional Internet based services, exemplary systems according to the present invention can provide multi-use Internet-wide trusted persona validation, micro-segment targeted ads and offers, and real time, location based, channel integrated ads and offers. The present invention accordingly comprises the various steps and the relation of one or more of such steps with respect to each of the others, and the system embodies features of construction, combinations of elements and arrangement of parts that are adapted to effect and implement such steps.

Claims

1. A computerized method of providing online persona validation, comprising:

collecting attribute data and preferences from a user;

validating the attribute data collected from the user;

customizing the user'"'"'s browsing experience and capturing data regarding the user'"'"'s online activity; and

generating micro-targeted advertising to the user based upon the validated data and the captured user'"'"'s on-line activity data.

2. The method of claim 1, wherein the personal attribute data comprises name, age and address.

3. The method of claim 2, wherein the personal attribute data further comprises at least one of gender, martial status and income.

4. The method of claim 1, wherein the personal attribute data further comprises at least one of gender, martial status, income, criminal record, credit data, education level and complete employment history.

5. The method of claim 1, wherein the data collected form the user is validated through at least one of user-provided documents, interfaces with public records and interfaces with third-party data sources.

6. The method of claim 1, wherein the user browsing experience is customized and the user traffic data are captured via a plug-in to the user'"'"'s Internet browser.

7. The method of claim 1, wherein the captured on-line user data comprises at least one of preferences, online shopping history, time spent at each URL, click throughs to links, and other online behavior.

8. The method of claim 1, wherein the personal attribute data is stored in a primary attribute table for the user.

9. The method of claim 1, wherein the captured user data is stored in a plurality of segmented attribute tables for the user.

10. The method of claim 9, wherein each of the segmented attribute tables is arranged so as to facilitate processing of the segmented attribute table by a targeted advertising process.

11. The method of claim 1, wherein the micro-targeted advertising is generated by an advertisement generation process.

12. The method of claim 1, further comprising capturing a user'"'"'s off-line behavior, and generating micro-targeted advertising to the user based upon the validated data and the captured on-line and off-line user traffic data.

13. The method of claim 12, wherein said user'"'"'s off-line behavior comprises at least one of purchases using credit cards, geolocational data, temporal-geolocational data and use of offer or coupon.

14. The method of claim 13, wherein said geolocational data is provided by a cellphone, smartphone or other mobile device.

15. The method of claim 13, wherein said geolocational data comprises one of co-ordinates obtained from GPS signals and co-ordinates obtained from triangulation of cellular telephone signals.

16. The method of any of claims 12-15, wherein the micro-targeted advertising is geo-targeted.

17. The method of any of claims 12-15, wherein the micro-targeted advertising is delivered to each of the user'"'"'s computer, mobile device and cellular telephone.

18. The method of claim 17, wherein the micro-targeted advertising is delivered to a user via a presentation agent that resides on a user'"'"'s computer, mobile device and cellular telephone.

19. The method of claim 1, wherein the micro-targeted advertising is generated by an advertising network partner.

20. The method of any of claims 12-15, wherein the micro-targeted advertising comprises offers which the user can use either on or off-line.

21. The method of claim 20, further comprising tracking the user'"'"'s redemption of said offers and providing campaign analytics regarding the offer.

22. The method of claim 21, further comprising refining or modifying the advertisement or offer in response to said analytics.

23. The method of claim 21, wherein said analytics comprise at least one of response rate, mean response time, statistics regarding responses of all users, and geolocation at time of response.

24. The method of claim 1, wherein the user can see the information being collected about himself, and can edit his preferences and interests to modify his profile.

25. The method of claim 1, wherein the user can turn off the capturing of user on-line data and interact on-line in a private mode.

26. A computerized system for online persona validation, comprising:

a customer facing component, comprising;

a user accessible website;

at least one physical location; and

an online advertising and direct marketing presentation module,

a system back-end component, comprising;

a validation engine;

a system database; and

a direct marketing engine, and

a partner interface, said partner interface arranged to communicate data between;

the system validation engine and at least one data and validation partner;

the system database and at least one advertising and marketing partner; and

the at least one advertising and marketing partner and the online advertising and direct marketing presentation module.

27. The system of claim 26, wherein the customer facing component further comprises at least one key site endorser, communicably connected to the online advertising and direct marketing presentation module.

28. The system of claim 26, wherein the system website transfers user identity and persona attributes to the validation engine, and wherein the validation engine communicates with said at least one data and validation partner via the partner interface.

29. The system of claim 26, wherein the system database transfers user persona attributes to said at least one advertising and marketing partner, and wherein said at least one advertising and marketing partner generates at least one of micro-segmented online advertising and direct marketing for the user.

30. The system of claim 26, wherein in the system database the user persona attributes are stored in a primary attribute table and a plurality of micro-segmented attribute tables.

31. The system of claim 30, wherein each of said micro-segmented attribute tables is arranged to reside in near memory and to facilitate rapid data processing by an advertising generation module.

32. The system of claim 26, further comprising a system presentation agent interface, which communicates with a system presentation agent resident on the user'"'"'s computer.

33. The system of claim 32, wherein the system presentation agent interface collects data regarding the user'"'"'s on-line activity.

34. The system of claim 33, wherein said data regarding said user'"'"'s on-line activity comprises at least one of preferences, online shopping history, time spent at each URL, click-throughs to links, and other online behavior.

35. The system of claim 26, further comprising a mobile activity interface, which acquires geolocational data regarding a user.

36. A computerized system for online persona validation and targeted marketing, comprising:

a presentation services layer, arranged to interface with a user;

an integration services layer, arranged to provide data migration and interface with external data sources and advertising networks;

a foundation services layer, arranged to provide business rules, security and data processing services to multiple system components; and

a data services layer, arranged to store all system data.

37. The system of claim 36, wherein the data services layer comprises a data warehouse and at least one operational data marts, wherein the data warehouse stores detailed data regarding users, and each operational data mart stores a small slice of said detailed data.

38. The system of claim 37, wherein each of said operational data marts are arranged so as enable quick access to specific attributes of a user'"'"'s profile so that at least one of advertising networks and the system can take action based on said user profile and real-time input.

39. The system of claim 38, wherein said real-time input includes at least one of time of day, location, and user'"'"'s browsing activity.