Method for performing targeted marketing over a large computer network

• US 6,377,936 B1
• Filed: 01/27/2000
• Issued: 04/23/2002
• Est. Priority Date: 10/24/1997
• Status: Expired due to Term

• Current Assignee: AT&T Corporation (AT&T, Inc.)
• Original Assignee: AT&T Corporation (AT&T, Inc.)
• Inventors: Jain, Ajay, Henrick, Robert F.
• Primary Examiner(s): GRAVINI, STEPHEN MICHAEL
• Application Number:
  US09/492,170
• Time in Patent Office: 817 Days
• Field of Search: 705/1, 705/14, 705/26, 705/29, 705/34, 709/218, 709/235, 709/206
• US Class Current: 705/14.69
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method for enabling targeted marketing of users on the Internet maintains the privacy of the users. The present invention takes advantage of the unique customer knowledge of an Internet Service Provider (ISP) with respect to both the customers identity and their likes and dislikes, while preserving the privacy of those customers. Data mining is performed on customers, including the sites that they visit. For example, customers with children are identified by visits to the Disney site. The availability of this list is then used to attract businesses with interest in this customer base. An offer, perhaps with enticements such as coupons or contests, is prepared on a Web site. The ISP then makes the customer aware of that offer via an E-mail with short text describing that offer and a Hypertext link to that page. The customer is informed that they may take advantage of the offer and as a convenience and service to the customer and the advertiser, the ISP will provide their identity to the advertiser. Only when the customer selects the embedded URL is their identity disclosed. The ISP will then identify the customer to the advertiser by associating the customer'"'"'s temporary IP address with their true identity as a service to the advertiser. Billing will be determined by both the total number of E-mails delivered and the number of responses generated.

Claims

1. A method for performing targeted marketing over a computer network, comprising:

a) compiling customer list information that includes user identity information for a plurality of network users having a common interest;

b) sending an E-mail to the plurality of network users by using said customer list information, the E-mail describing an advertisement by a particular advertiser, wherein the E-mail includes a hypertext link with an embedded URL to a web site of the particular advertiser; and

c) disclosing, only when a particular network user selects the embedded URL, the network user'"'"'s identity from said customer list information to the particular advertiser.

2. The method according to claim 1, further comprising performing data mining on another plurality of network users, including obtaining information regarding which sites said another plurality of network users visit to supplement the customer list information.

3. The method according to claim 1, further comprising creating a web site tailored to the common interest of the plurality of network users.

4. The method according to claim 1, further comprising capturing a message delivery time stamp for each E-mail message delivered to each of the plurality of network users.

5. The method according to claim 1, wherein disclosing the network user'"'"'s identity from said customer list information to the particular advertiser comprises associating a temporary IP address for the particular network user with an actual identity of the particular network user.

6. The method according to claim 5, further comprising identifying a user with a temporary IP address through an Active User Registry (AUR) and associating said user'"'"'s identity from said customer list information with said temporary IP address.

7. The method according to claim 1, further comprising making a table entry of all the recipients of the E-mail.

8. The method according to claim 1, further comprising generating a report and sending the report to the particular advertiser on an agreed time interval for a contracted duration on those users who have accessed the web site along with all requested information relating to E-mail messages delivered and a number of responses generated.

9. The method according to claim 1, further comprising embedding, in the E-mail, a consent agreement to allow the user'"'"'s identity to be passed to the particular advertiser.

10. The method according to claim 1, wherein the E-mail in step b) includes one or more of the following:

video, graphics, multimedia, audio, files, and text.

11. The method according to claim 1, further comprising certifying delivery of the E-mail across all carriers.

12. The method according to claim 1, further comprising billing the particular advertiser based on the E-mails delivered and the responses generated.

13. An apparatus for performing targeted marketing over a computer network, comprising:

a) a server coupled to the computer network, said server compiling customer list information that includes user identification information for a plurality of network users having a common interest; and

b) a mail server coupled to the server sending an E-mail to the plurality of network users by using the compiled customer list information, the E-mail describing an advertisement by a particular advertiser, wherein the E-mail includes a hypertext link with an embedded URL to a web site of the particular advertiser, wherein the server discloses, only when a particular network user selects the embedded URL, the network user'"'"'s identity from the customer list information to the particular advertiser.

14. The apparatus according to claim 13, wherein the server performs data mining on another plurality of network users, including obtaining information regarding which sites said another plurality of network users visit to supplement the customer list information.

15. The apparatus according to claim 13, further comprising a web site on the server tailored to the common interest of the plurality of network users.

16. The apparatus according to claim 13, wherein the mail server wherein the mail server captures a message delivery time stamp for each E-mail delivered to each of the plurality of network users.

17. The apparatus according to claim 13, wherein the server discloses the network user'"'"'s identity from the customer list information to the particular advertiser by associating a temporary IP address for the particular network user with an actual identity of the particular network user.

18. The apparatus according to claim 17, wherein the server identifies a user with a temporary IP address through an Active User Registry (AUR).

19. The apparatus according to claim 13, wherein the server includes storage for all information received from those users who access the web site.

20. The apparatus according to claim 13, wherein the server generates a report and sends the report electronically to the particular advertiser on an agreed time interval for a contracted duration on those users who have accessed the web site along with all requested information relating to E-mail messages delivered and a number of responses generated.

21. The apparatus according to claim 13, wherein the mail server embeds, with the E-mail, a consent agreement to allow the user'"'"'s identity to be passed to the particular advertiser.

22. The apparatus according to claim 13, wherein the mail server certifies delivery of the E-mail across all carriers.

23. The apparatus according to claim 13, further comprising a billing processor that prepares a bill for the particular advertiser based on the E-mails delivered and the responses generated.