Using product and social network data to improve online advertising

• US 8,843,406 B2
• Filed: 12/27/2007
• Issued: 09/23/2014
• Est. Priority Date: 12/27/2007
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Aven, Brandy Lee, Burgess, David Anthony, Haynes, Jonathan Frank, Merino, James Raymond, Moore, Paul Cameron
• Primary Examiner(s): Apple, Kirsten
• Application Number:
  US11/965,509
• Publication Number:
  US 20090171748A1
• Time in Patent Office: 2,462 Days
• Field of Search: 705/14, 705/35
• US Class Current: 705/35
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

Methods and apparatus for improving word-of-mouth online advertising are provided. Construct a social network including multiple users based on the users'"'"' social network data and optionally further based on the users'"'"' demographical and/or other personal information. Categorize the users in the social network with respect to a type of product in terms of their propensity to adopt the type of product and to influence others in the social network in adopting the type of product. Determine appropriate content object(s) for each category of users, and send the content object(s) to each category of users via different channels at the appropriate time during the product'"'"'s lifecycle.

Claims

1. A computer-implemented method of online advertising, comprising:

receiving a request for an interface from a user;

electronically determining by a computing device at least one category to which the user belongs with respect to a social network to which the user belongs and with respect to a particular type of product, wherein each category indicates a position of the user in the social network with respect to a product lifecycle, wherein determining is performed, at least in part, based upon activities of the user in connection with the particular type of product, wherein the activities of the user in connection with the particular type of product indicate a time in the product lifecycle at which the user adopts the particular type of product;

electronically determining by the computing device at least one content object to be displayed on the interface based on the at least one category to which the user belongs; and

delivering the at least one content object to the user via the interface.

2. The computer-implemented method, as recited in claim 1, further comprising:

categorizing the user into one of a plurality of categories with respect to the social network and with respect to the particular type of product, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

3. The computer-implemented method, as recited in claim 2, wherein categorizing the user into one of the plurality of categories comprises:

comparing the activities of the user in connection with the particular type of product with activities of other users belonging to the social network in connection with the particular type of product.

4. The computer-implemented method, as recited in claim 1, further comprising:

categorizing a plurality of users belonging to the social network into a plurality of categories respectively with respect to the particular type of product, wherein the user is one of the plurality of users, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

5. The computer-implemented method, as recited in claim 4, wherein categorizing the plurality of users is based on historical product data associated with the particular type of product, social network data of each of the plurality of users, and the indication of the time in the product lifecycle at which the user adopts the particular type of product.

6. The computer-implemented method, as recited in claim 4, wherein categorizing the plurality of users is based on a score system, such that each of the plurality of users has a score with respect to the particular type of product that is determined based on the user'"'"'s historical activity data relating to the particular type of product, the user'"'"'s historical activity data relating to the type of product including the time in the product lifecycle at which the user adopts the particular type of product.

7. The computer-implemented method, as recited in claim 4, further comprising:

constructing the social network using social network data from each of the plurality of users.

8. The computer-implemented method, as recited in claim 7, wherein constructing the social network further uses at least one selected from the group consisting of demographic data, behavior data, and user intent data from each of the plurality of users.

9. The computer-implemented method, as recited in claim 4, wherein the plurality of categories are selected from the group consisting of innovators, early adopters, influencers, brand advocators, majority, early majority, late majority, late adopters, and laggards.

10. The computer-implemented method, as recited in claim 4, further comprising:

determining at least one content object for each of the plurality of categories of users with respect to the particular type of product.

11. The computer-implemented method as recited in claim 1, wherein the at least one content object includes an advertisement or information pertaining to a product of the particular type of product.

12. The computer-implemented method as recited in claim 1, further comprising:

determining a time to deliver the at least one content object in relation to the product lifecycle based upon the at least one category;

wherein delivering the at least one content object to the user is performed in relation to the product lifecycle according to the determined time to deliver.

13. The computer-implemented method as recited in claim 1, wherein the at least one category includes early adopter, wherein the at least one content object is delivered early in the product lifecycle or before a product is introduced.

14. The computer-implemented method as recited in claim 1, wherein the at least one category includes laggard, wherein the at least one content object is delivered late in the product lifecycle.

15. The computer-implemented method as recited in claim 1, further comprising:

tailoring content of the at least one content object in accordance with the at least one category.

16. The computer-implemented method, as recited in claim 1, further comprising:

categorizing the user into one of a plurality of categories with respect to the particular type of product based, at least in part, upon communication patterns of the user with respect to other users in the social network.

17. A system for online advertising, comprising at least one computing device configured to:

determine at least one category to which a user belongs with respect to a social network to which the user belongs and with respect to a particular type of product, wherein each category indicates a position of the user in the social network with respect to a product lifecycle, wherein determining is performed, at least in part, based upon activities of the user in connection with the particular type of product, wherein the activities of the user in connection with the particular type of product indicate a time in the product lifecycle at which the user adopts the particular type of product;

determine at least one content object to be delivered to the user based on the at least one category to which the user belongs; and

deliver the at least one content object to the user.

18. The system, as recited in claim 17, wherein the at least one computer device is further configured to:

categorize the user into one of a plurality of categories with respect to the social network and with respect to the particular type of product, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

19. The system, as recited in claim 17, wherein the at least one computer device is further configured to:

categorize a plurality of users belonging to the social network into a plurality of categories respectively with respect to the type of product and the product lifecycle, wherein the user is one of the plurality of users, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

20. The system, as recited in claim 19, wherein categorizing the plurality of users is based on historical product data associated with the particular type of product, user event data, and social network data of each of the plurality of users.

21. The system, as recited in claim 19, wherein categorizing the plurality of users is based on a score system, such that each of the plurality of users has a score with respect to the particular type of product that is determined based on the user'"'"'s historical activity data relating to the particular type of product.

22. A computer program product for online advertising comprising a computer-readable medium having a plurality of computer program instructions stored therein, which are operable to cause at least one computing device to:

determine at least one category to which a user belongs in relation to other users in a social network to which the user belongs and with respect to a particular type of product, wherein each category indicates a position of the user in the social network with respect to a product lifecycle, wherein determining is performed, at least in part, based upon activities of the user in connection with the particular type of product, wherein the activities of the user in connection with the particular type of product indicate a time in the product lifecycle at which the user adopts the particular type of product;

determine at least one content object to be delivered to the user based on the at least one category to which the user belongs; and

deliver the at least one content object to the user.

23. The computer program product, as recited in claim 22, wherein the plurality of computer program instructions are further operable to cause the at least one computing device to:

categorize the user into one of a plurality of categories with respect to the social network and with respect to the particular type of product, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

24. The computer program product, as recited in claim 22, wherein the plurality of computer program instructions are further operable to cause the at least one computing device to:

categorize a plurality of users belonging to the social network into a plurality of categories respectively with respect to the particular type of product and the lifecycle of the product, wherein the user is one of the plurality of users, wherein each of the plurality of categories corresponds to a different one of a plurality of periods in the product lifecycle.

25. The computer program product, as recited in claim 24, wherein categorizing the plurality of users is based on historical product data associated with the particular type of product, user event data, and social network data of each of the plurality of users.

26. The computer program product, as recited in claim 24, wherein the plurality of users are categorized based on a score system, such that each of the plurality of users has a score with respect to the particular type of product that is determined based on the user'"'"'s historical activity data relating to the particular type of product.