Automatic classification of consumers into micro-segments

• US 8,630,902 B2
• Filed: 03/02/2011
• Issued: 01/14/2014
• Est. Priority Date: 03/02/2011
• Status: Active Grant

• Current Assignee: Adobe Inc.
• Original Assignee: Adobe Systems Incorporated (Adobe Inc.)
• Inventors: Baum, Geoff, Chang, Walter
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): Anderson, Scott C
• Application Number:
  US13/039,177
• Publication Number:
  US 20120226559A1
• Time in Patent Office: 1,049 Days
• Field of Search: 705/14.66, 705/7.33, 705/14.52, 705/14.49, 705/14.51
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A campaign is received, at a micro-segmentation system, from an offer provider. The micro-segmentation system is a third-party system. The campaign indicates a set of target attributes and one or more offers corresponding to the set of target attributes. A set of user attributes pertaining to each of the plurality of users is received at the micro-segmentation system. The set of attributes is defined by an attribute knowledge structure. Permission is received at the micro-segmentation system from each of the plurality of users to receive an offer from the micro-segmentation system. Data associated with the micro-segment classification is provided from the micro-segmentation system without user information to the offer provider.

Claims

1. A computer program product comprising a computer readable storage device having a computer readable program, stored thereon that, when executed on a computer cause the computer to:

receive, at a micro-segmentation system, a campaign from an offer provider, the micro-segmentation system being a third-party system separate from the offer provider and users to which offers are provided by the offer provider, the campaign indicating a set of target attributes and one or more offers corresponding to the set of target attributes;

receive, at the micro-segmentation system, a set of user attributes pertaining to each of a plurality of users, the set of attributes being defined by an attribute knowledge structure;

receive, at the micro-segmentation system, permission from each of the plurality of users to receive an offer from the micro-segmentation system;

process, at the micro-segmentation system, a micro-segment definition, the campaign, and the set of target attributes to determine a micro-segment classification from the plurality of users that each have a match between the set of user attributes and the set of target attributes by computing selectivity scores that reflect a weighted combination of demographic attributes indicative of user characteristics and semantic attributes indicative of interest classifications extracted through natural language processing of offer descriptions for each of the plurality of users against multiple different micro-segments defined by the micro-segmentation system and assigning users to the micro-segment classification based at least in part upon the selectivity scores that are computed;

provide, from the micro-segmentation system, data associated with the micro-segment classification without user information to the offer provider;

receive, at the micro-segmentation system, the offer based on the data associated with the micro-segment from the offer provider; and

provide, from the micro-segmentation system, the offer based on the data associated with the micro-segment classification to users in the micro-segment classification.

2. The computer program product of claim 1, wherein the computer readable program when executed on the computer is further caused to calculate a score based upon a quantity of the user attributes equaling a quantity of the target attributes.

3. The computer program product of claim 2, wherein the computer readable program when executed on the computer is further caused to determine the match by comparing the score to a predetermined score threshold.

4. The computer program product of claim 1, wherein the computer readable program when executed on the computer is further configured to generate recommendations for products, services, and content for a particular user based upon the micro-segment classification.

5. The computer program product of claim 1, wherein the offer provider is a merchant.

6. The computer program product of claim 1, wherein the offer provider is an advertiser.

7. The computer program product of claim 1, wherein the offer provider is a marketer.

8. A method comprising:

receiving, at a micro-segmentation system, a campaign from an offer provider, the micro-segmentation system being a third-party system separate from the offer provider and users to which offers are provided by the offer provider, the campaign indicating a set of target attributes and one or more offers corresponding to the set of target attributes;

receiving, at the micro-segmentation system, a set of user attributes pertaining to each of a plurality of users, the set of attributes being defined by an attribute knowledge structure;

receiving, at the micro-segmentation system, permission from each of the plurality of users to receive an offer from the micro-segmentation system;

processing, with a processor in the micro-segmentation system, a micro-segment definition, the campaign, and the set of target attributes to determine a micro-segment classification from the plurality of users that each have a match between the set of user attributes and the set of target attributes based at least in part upon selectivity scores that are computed for each of the plurality of users against multiple different micro-segments as a weighted combination of demographic attributes indicative of user characteristics and semantic attributes for interest classifications detected through behavioral and natural language processing of offer descriptions and micro-segment tags;

providing, from the micro-segmentation system, data associated with the micro-segment classification without user information to the offer provider;

receiving, at the micro-segmentation system, the offer based on the data associated with the micro-segment from the offer provider; and

providing, from the micro-segmentation system, the offer based on the data associated with the micro-segment classification to users in the micro-segment classification.

9. The method of claim 8, further comprising calculating a score based upon a quantity of the user attributes equaling a quantity of the target attributes.

10. The method of claim 9, further comprising determining the match by comparing the score to a predetermined score threshold.

11. The method of claim 8, further comprising generating a recommendation for at least one of a product, service, or content for a user based upon the micro-segment classification.

12. The method of claim 8, wherein the offer provider is a merchant.

13. The method of claim 8, wherein the offer provider is an advertiser.

14. The method of claim 8, wherein the offer provider is a marketer.

15. A system comprising:

a micro-segmentation reception module configured to receive (i) a campaign from an offer provider, (ii) a set of user attributes pertaining to each of the plurality of users defined by an attribute knowledge structure, (iii) permission from each of a plurality of users to receive an offer, and (iv) the offer based on data associated with a micro-segment classification from the offer provider, the campaign indicating a set of target attributes and one or more offers corresponding to the set of target attributes;

a micro-segmentation processor configured to process a micro-segment definition, the campaign, and the set of target attributes to determine the micro-segment classification from the plurality of users that each have a match between the set of user attributes and the set of target attributes, the micro-segmentation processor configured to perform semantic processing including natural language processing of offer descriptions to produce semantic attributes indicative of interests used to score the plurality of users against multiple different micro-segments defined by the micro-segmentation system; and

a micro-segmentation transmission module configured to send data associated with the micro-segment classification without user information to the offer provider and the offer based on the data associated with the micro-segment classification to users in the micro-segment classification.

16. The system of claim 15, wherein the micro-segmentation processor is configured to calculate a score based upon a quantity of the user attributes equaling a quantity of the target attributes.

17. The system of claim 16, wherein the micro-segmentation processor determines the match by comparing the score to a predetermined score threshold.

18. The system of claim 15, wherein the micro-segmentation processor is configured to generate a recommendation for at least one of a product, service, or content for a user based upon the micro-segment classification.

19. The system of claim 15, wherein the offer provider is a merchant.

20. The system of claim 15, wherein the offer provider is an advertiser.