System for creating customized web content based on user behavioral portraits

• US 9,633,367 B2
• Filed: 01/17/2014
• Issued: 04/25/2017
• Est. Priority Date: 02/01/2007
• Status: Active Grant

• Current Assignee: III Holdings 4, LLC (Intellectual Ventures LLC)
• Original Assignee: III Holdings 4, LLC (Intellectual Ventures LLC)
• Inventors: Minnis, William Charles, Nagaitis, Mark, Pokorney, Trevor, Cowin, Richard, Gugliemetti, Brian, Miers, Steven, Schank, Eric
• Primary Examiner(s): Civan, Ethan D
• Application Number:
  US14/158,433
• Publication Number:
  US 20140207580A1
• Time in Patent Office: 1,194 Days
• Field of Search: 705 261- 272
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0244 Optimization
• 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 30/0641 Shopping interfaces
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

A method is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.

Claims

1. A system, comprising:

a processor; and

a memory communicatively coupled to the processor, the memory having stored therein computer-executable instructions, comprising;

a customer portrait engine configured to;

receive clickstream data captured in connection with input associated with an account resulting in an interaction with a website;

develop a behavioral portrait of the account based on the clickstream data, wherein the behavioral portrait comprises a psychological profile of the account comprising respective scores for psychological attributes generated based on mapping respective actions in the clickstream data to the psychological attributes; and

transmit a report based on the behavioral portrait to a first device associated with a first entity determined to be engaged in a communication with a second device of a second entity associated with the account, wherein the report comprises a recommendation regarding how to communicate with the second entity based on the behavioral portrait.

2. The system of claim 1, wherein the behavioral portrait includes information about a preferred manner in which to present information associated with the account.

3. The system of claim 1, wherein the behavioral portrait includes information about a preferred decision making approach associated with the account.

4. The system of claim 1, wherein the behavioral portrait includes information about a motivation for making a purchase associated with the account.

5. The system of claim 1, wherein the customer portrait engine is further configured to:

modify web content for the website based on the behavioral portrait; and

send the modified web content to the second device determined to be associated with the account.

6. The system of claim 1, wherein the customer portrait engine is in communication with devices via a network, and is further configured to develop respective behavioral portraits of accounts, comprising the account, associated with the devices, comprising the second device.

7. The system of claim 1, wherein the customer portrait engine is further configured to provide the second device with web pages having embedded software embedded therein, and wherein the embedded software is configured to monitor activity on the second device, capture data relating to the activity resulting in captured data, and transmit the captured data to the customer portrait engine.

8. The system of claim 1, wherein the customer portrait engine is further configured to:

receive requests for web pages from the second device,

generate modified versions of the web pages, and

transmit the modified versions of the web pages to the second device, wherein the modified versions of the web pages are original versions of the web pages that have been modified in light of the behavioral portrait.

9. The system of claim 1, wherein the customer portrait engine is further configured to store the behavioral portrait in a portrait data store that stores existing behavioral portraits and further configured to generate new behavioral portraits based on additional clickstream data associated with other accounts other than the account.

10. The system of claim 9, wherein the customer portrait engine is further configured to determine whether the account already has a corresponding behavioral portrait stored in the portrait data store, and modify the existing behavioral portrait as new information about behavior associated with the account becomes available.

11. The system of claim 9, wherein the customer portrait engine repeatedly updates the behavioral portrait data store as new clickstream data associated with the account becomes available resulting an updated behavioral portrait, and serves up re-mashed content to the second device associated with the account based on the updated behavioral portrait.

12. The system of claim 1, wherein the customer portrait engine is further configured to receive and analyze user input from a server, build the behavioral portrait further based on the user input, generate a portrait enhanced web page, and provide the portrait enhanced web page to the second device associated with the account.

13. The system of claim 1, wherein the customer portrait engine is further configured to assemble and modify behavioral portraits based on behavioral data captured from a server, and wherein the system further comprises:

a page interpreter that interprets various objects present on a web page of the website;

a portrait enhanced page (PEP) generator which utilizes the behavioral portraits to generate PEPs; and

a PEP data store configured to store the PEPs.

14. The system of claim 1, wherein the customer portrait engine is configured to be injected into the website using JavaScript snippets placed in web page templates and further configured to capture the clickstream data.

15. The system of claim 14, wherein the JavaScript is configured to send the clickstream data to the customer portrait engine.

16. A method, comprising:

receiving, by a system including a processor, input associated with an account, wherein the input is associated with an interaction with at least one web page;

creating, by the system, a behavioral portrait of the account based on the input, wherein the behavioral portrait comprises a psychological profile of the account comprising respective scores for psychological attributes generated based on mapping respective actions in the clickstream data to the psychological attributes; and

transmitting, by the system, a report based on the behavioral portrait to a first device associated with a first entity engaged in a communication with a second device of a second entity associated with the account, wherein the report comprises a recommendation for how to communicate with the second entity via the second device based on the behavioral portrait.

17. The method of claim 16, wherein the behavioral portrait pertains to at least one of a preferred decision-making approach associated with the account, a motivation for making a purchase associated with the account, or a preferred manner in which to have information presented when determined to be a presentation in association with the account.

18. The method of claim 16, wherein the behavioral portrait is stored in a behavioral portrait data store.

19. The method of claim 16, wherein the input includes at least one of mouse clicks or data field entries.

20. The method of claim 16, wherein the recommendation comprises a sample engagement script.

21. The method of claim 16, wherein the recommendation comprises specific language for responding to a defined objection.

22. The method of claim 16, wherein the recommendation comprises identifies language that will create dissonance for the second entity.

23. The method of claim 16, wherein the recommendation comprises identifies a preferred approach of the second entity in making a decision.

24. The method of claim 16, wherein the recommendation comprises identifies a motivation of the second entity for completing a transaction.

25. The method of claim 16, wherein the creating the behavioral portrait is based solely on the input.

26. The method of claim 16, further comprising categorizing selectable items on the at least one web page into categories, and mapping the categories to the psychological attributes.

27. The method of claim 26, further comprising using a set of rules to assign a weight to a psychological attribute, of the psychological attributes, in the behavioral portrait in response to an order in which the selectable items were selected as represented by the input.

28. The method of claim 26, further comprising using a set of rules to assign a weight to a psychological attribute, of the psychological attributes, in the behavioral portrait in response to a selection as represented by the input of a selectable item in one of the categories.

29. A non-transitory computer readable storage device storing instructions that, in response to execution, cause a system comprising a processor to perform operations, comprising:

receiving clickstream data captured in association with input relating to an account resulting in an interaction with a website; and

developing a behavioral portrait of an identity associated with the account based on the clickstream data, wherein the behavioral portrait is a psychological profile associated with the identity comprising respective scores for psychological attributes generated based on mapping respective actions in the clickstream data to the psychological attributes; and

transmitting a customer passport based on the behavioral portrait to a first device associated with a first entity engaged in a communication with a second entity associated with the account via a second device, wherein the customer passport comprises at least one recommendation with an instruction of how to communicate with the second entity based on the behavioral portrait.

30. The non-transitory computer readable storage device of claim 29, wherein the recommendation comprises specific language for responding to a defined objection.