Enhancing virally-marketed facilities

• US 7,974,868 B2
• Filed: 11/30/2004
• Issued: 07/05/2011
• Est. Priority Date: 03/10/2004
• Status: Active Grant

• Current Assignee: Ifwe Inc.
• Original Assignee: Tagged Incorporated
• Inventors: Tseng, Greg, Schleier-Smith, Johann
• Primary Examiner(s): BOYCE, ANDRE D
• Application Number:
  US11/000,707
• Publication Number:
  US 20050216338A1
• Time in Patent Office: 2,408 Days
• Field of Search: 705/10
• US Class Current: 705/7.31
• CPC Class Codes: G06Q 10/0639 Performance analysis of employees; Performance analysis of enterprise or organisation operations
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0211 Determining the effectiveness of discounts or incentives

Abstract

A method and apparatus for enhancing a virally marketed facility is described and illustrated. In one embodiment, the invention is a method of operating a virally marketed facility. The method includes measuring virality of the facility based on a conversion rate and a propagation rate. The method also includes determining potential options for increasing virality. The method further includes executing potential options for increasing virality. In an alternate embodiment, the invention is a method of operating a virally marketed facility. The method includes measuring virality of the facility. Also, the method includes determining potential options for increasing virality. Further, the method includes concurrently executing potential options for increasing virality.

Claims

1. A memory having stored thereon a set of instructions which when executed causes a processor to perform a method for automatic website adjustment based on website performance determined by tracking at least one performance metric indicating a rate of viral growth that is modeled by a virality function, the method, comprising:

collecting performance data related for determining performance of a current implementation of the website, the data comprising measurement of the at least one performance metric indicating the rate of viral growth which indicates website usage;

identifying an option for improvement of the website using the performance data;

analyzing the option for improvement by implementing the option as a test variation;

adjusting the website based on the option for improvement;

determining expected usage trajectory of the website by measuring the viral growth of the website;

wherein, the virality function is modeled as having a discrete time scale;

wherein, the discrete time scale is a week;

computing overlapping models to remove fluctuations within the week.

2. The memory of claim 1, wherein, the method further comprises:

generating a plurality of concurrent test variations of the website by implementing a plurality of options for improvement alongside a control version of the website using the current implementation;

selecting different groups of users to evaluate the plurality of concurrent test variations and the control version of the website;

simultaneously exposing the different groups of users to each of the plurality of concurrent test variations of the website; and

identifying a best version of the plurality of concurrent test versions through determining an effect on the performance of the website.

3. The memory of claim 2, wherein, the different groups of users are randomly selected.

4. The memory of claim 2, wherein, the method further comprises, determining an effect on the rate of viral growth of the plurality of concurrent test variations of the website to identify the best version.

5. The memory of claim 1, wherein, the method further comprises, data mining the performance data to determine usage of various portions of the website, wherein, the various portions of the website relate to content or functionality.

6. The memory of claim 1, wherein, the method further comprises, data mining the performance data to analyze user feedback about the website.

7. The memory of claim 1, wherein, the method further comprises, data mining the performance data to obtain an indication of how users are coming to the website.

8. The memory of claim 1, wherein, the method further comprises, data mining the performance data to identify the option for improvement of the website.

9. The memory of claim 1, wherein, the method further comprises, measuring, one or more of, a conversion rate and a propagation rate to measure the viral growth of the website.

10. The memory of claim 1, wherein, the viral growth of the website is determined from performing convolution of previous growth of the website and a time-derivative of the virality function.

11. The memory of claim 1, wherein, the method further comprises, numerically determining the rate of the viral growth using the virality function.

12. The memory of claim 1, wherein the determining the performance of the website comprises, tracking usage of a plurality of portions of the website.

13. The memory of claim 1, wherein the determining the performance of the website comprises, evaluating public discussion of the website.

14. The memory of claim 1, wherein the determining the performance of the website comprises, monitoring commentators and/or chat rooms.

15. The memory of claim 1, wherein the at least one performance metric comprises, measuring a number of subscribers.

16. The memory of claim 1, wherein the at least one performance metric comprises, a number of subscription renewal or subscription cancellation.

17. The memory of claim 1, wherein, the at least one performance metric comprises, usage of existing users.

18. The memory of claim 1, wherein, the at least one performance metric comprises, number of invitations sent to new users.

19. The memory of claim 1, wherein, the at least one performance metric comprises, size of revenue stream.

20. The memory of claim 1, wherein, the option for improvement of the website comprises, adding content or functionality to the website.

21. The memory of claim 1, wherein, the option for improvement of the website comprises, shifting a portion of the website between a standard and a premium status.

22. The memory of claim 1, wherein, the option for improvement of the website comprises, increasing marketing outreach.

23. The memory of claim 1, wherein, the option for improvement of the website comprises, modifying site structure and accessibility.

24. A system to perform automatic website adjustment based on website performance determined by tracking a performance metric indicating a rate of viral growth that is modeled by a virality function, the system comprising:

means for, collecting performance data for determining performance of a current implementation of the website, the data comprising measurement of the performance metric indicating the rate of viral growth, the rate of viral growth taking upon an exponential form;

wherein, the rate corresponds to an exponent in the virality function that models the viral growth;

the virality function is modeled as having a discrete time scale;

means for, computing overlapping models to remove fluctuations within the discrete time scale;

means for, identifying an option for improvement of the website using the performance data;

means for, analyzing the option for improvement by implementing the option as a test variation;

means for, adjusting the website based on the option for improvement,

means for, determining expected usage trajectory of the website by measuring the viral growth of the website.

25. The system of claim 24, further comprising, means for, measuring, one or more of, a conversion rate and a propagation rate to measure the viral growth of the website.

26. The system of claim 24, further comprising, means for, data mining the performance data to determine usage of various portions of the website, wherein, the various portions of the website relate to content or functionality.

27. The system of claim 24, wherein, the performance data further comprises, data related to, an indication of whether a user is coming to the website through, one or more of, a referral, an advertisement, and a search engine.

28. The system of claim 24, further comprising, means for:

generating a plurality of concurrent test variations of the website by implementing a plurality of options for improvement alongside a control version of the website using the current implementation.

29. The system of claim 28, further comprising, means for:

selecting different groups of users to evaluate the plurality of concurrent test variations and the control version of the website.

30. The system of claim 29, further comprising, means for:

simultaneously exposing the different groups of users to each of the plurality of concurrent test variations of the website.

31. The system of claim 30, further comprising, means for:

identifying a best version of the plurality of concurrent test versions through determining an effect on the performance of the website.