U.S. patent application number 10/095766 was filed with the patent office on 2002-11-07 for system and method for performing object association at a tradeshow using a location tracking system.
This patent application is currently assigned to Sentinel Wireless, LLC. Invention is credited to Dempsey, Michael K..
Application Number | 20020165731 10/095766 |
Document ID | / |
Family ID | 23048643 |
Filed Date | 2002-11-07 |
United States Patent
Application |
20020165731 |
Kind Code |
A1 |
Dempsey, Michael K. |
November 7, 2002 |
System and method for performing object association at a tradeshow
using a location tracking system
Abstract
The illustrative embodiment of the present invention provides a
method of recording and using object associations determined by a
location system at a tradeshow. Object locations are determined
based on signals generated from object identifiers attached to the
tradeshow attendees and forwarded to an electronic device
interfaced with a network. The origin of the signal is calculated
by a location determining module based on a number of factors such
as the known position of the receivers receiving the signal, the
historical recorded position of the attendee, the characteristics
of the receivers receiving the signal (i.e. the range), the
strength of the received signal, the type of signal, and whether or
not the signal was repeated. Once the location of the attendee has
been determined, the location determining module consults a
database to determine associations between the located attendee and
other persons, objects, exhibits or specified locations based on
proximity to the located attendee. Once an association is
determined, it is stored and the duration of the association is
subsequently recorded. The data from the identified associations
may then be leveraged in a number of ways as input data for a
variety of applications, such as software which generates sales
leads and targeted advertising to tradeshow attendees based on
their current location.
Inventors: |
Dempsey, Michael K.;
(Westford, MA) |
Correspondence
Address: |
LAHIVE & COCKFIELD
28 STATE STREET
BOSTON
MA
02109
US
|
Assignee: |
Sentinel Wireless, LLC
Andover
MA
|
Family ID: |
23048643 |
Appl. No.: |
10/095766 |
Filed: |
March 11, 2002 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
60274544 |
Mar 9, 2001 |
|
|
|
Current U.S.
Class: |
705/1.1 |
Current CPC
Class: |
H04W 24/00 20130101;
H04W 4/02 20130101; G06Q 20/382 20130101; G01S 5/02 20130101; H04B
7/15 20130101; G01S 5/0252 20130101; H04W 88/06 20130101; G01S
5/0081 20130101; G01S 5/16 20130101; H04W 4/029 20180201; H04W 8/26
20130101; H04W 8/18 20130101; H04W 64/00 20130101; Y10S 707/99943
20130101 |
Class at
Publication: |
705/1 |
International
Class: |
G06F 017/60; G06F
015/16 |
Claims
We claim:
1. A location system including a network with at least one network
connected element and electronic device interfaced thereto, said
network connected element including at least one signaling
component capable of transmitting signals, and at least one
receiving component capable of receiving signals, comprising: a
plurality of object identifiers, each said object identifier being
a device attached to a person, each said object identifier having
at least one signaling component, said signaling component
generating a signal with a unique identifier, said signal received
by said network connected element and incorporated into a second
signal transmitted from said network connected element to said
electronic device; a database holding object associations
interfaced with said network, each of said object associations
being the interaction of a person to which said object identifier
is attached with at least one of a person, object, advertising
exhibit, and location, said interaction occurring when said person
is within a defined distance at least one of a person, advertising
exhibit, and location; a location determining module interfaced
with said network, said location determining module using said
unique identifier and programmatically calculating the location of
said object identifier and the person which the object identifier
is attached using said unique identifier, said calculated location
being used to determine an association between said person and at
least one of a person, advertising exhibit, and location, the
determined association being stored in said database.
2. The system of claim 1 wherein said object identifier includes a
receiving component, said receiving component receiving signals
transmitted from said network connected element.
3. The system of claim 1, comprising further: a fixed location
identifier not interfaced with said network and located at said
advertising exhibit, said fixed location identifier including at
least one receiving component receiving transmissions from said
object identifier, said receiving component having a different
receiving range than the receiving component for said network
connected element, and at least one signaling component
transmitting a signal to said network connected element, said
network connected element incorporating the signal from the fixed
location identifier into a signal sent to said electronic device,
said location determining module using the receiving range of the
receiving component of said fixed location identifier, the
receiving range of the receiving component of said network
connected element, and the known location of said fixed location
identifier in the calculation of said object identifier
location.
4. The system of claim 1 wherein the duration of said determined
association is stored in said database.
5. The system of claim 4 wherein separate occurrences of said
determined associations are stored in said database.
6. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to generate sales leads based on
the average time said persons spend interacting with said
advertising exhibit.
7. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to generate sales leads based on
multiple visits of said persons to said advertising exhibit.
8. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to cumulatively total the number
and duration of associations between a plurality of located persons
and one of another person, object, advertising exhibit and
location.
9. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
notifying a previously designated person upon the determination of
a specified association.
10. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to verify attendance of at least
one person at an educational course offering.
11. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to cumulatively compare current
associations with recorded historical associations from previous
events.
12. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to dynamically alter the sales
terms of an item, said altered terms displayed to said located
person.
13. The system of claim 5 wherein said object identifier is
embedded in a name badge of a person.
14. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to enter said located person in
a contest.
15. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to transmit information to a
located person in response to a request based on their current
location.
16. The system of claim 5, comprising further: an application
interfaced with said network, said application programmatically
using said determined associations to generate a marketing message
to one of said persons upon said located person associating with at
least one of a pre-determined person, pre-determined advertising
exhibit, and pre-determined location.
17. The system of claim 16 wherein said marketing message is an
interactive message allowing a response from said located
person.
18. The system of claim 1, comprising further; a display showing
the locations of at least one of a located person, object, exhibit
and location.
19. The system of claim 18 wherein said display is located in at
least one of a kiosk and a handheld device.
20. The system of claim 18 wherein said located person alters the
signal of said object identifier and the location of said located
person is omitted from said display.
21. The system of claim 1, wherein said object identifier includes
a receiving component and said location determining module is
located on said object identifier.
22. The system of claim 1, wherein said object identifier includes
a receiving component and is interfaced with said network.
23. In a location system, said location system including a network
with an electronic device and a network connected element
interfaced thereto, said network connected element including at
least one signaling component capable of transmitting signals, and
at least one receiving component capable of receiving signals, a
method, comprising the steps of: providing an object identifier
attached to a person, said object identifier being a device having
at least one transceiver, said transceiver generating a signal with
a unique identifier, said signal received by said network connected
element; transmitting a second signal from said network connected
element to said electronic device, said second signal incorporating
said signal from said object identifier; calculating
programmatically the location of said object identifier and said
person to which it is attached using said unique identifier and the
location of said network connected element; and recording
associations in a database interfaced with said network, said
associations being the interaction of said person with at least one
of another person, object, exhibit and a location, said interaction
occurring when the calculated location of said person is within a
defined distance of at least one of another person, object, exhibit
and a location
24. The method of claim 23 wherein said association is with a
salesperson.
25. The method of claim 24, comprising the further steps of:
programmatically generating sales leads based on determined
associations between a located person and said salesperson.
26. The method of claim 24, comprising the further steps of:
analyzing programmatically the compliance with training procedures
of said salesperson.
27. The method of claim 23, comprising the further steps of:
storing pre-defined associations involving a specified person in a
location accessible over the network; matching a determined
association involving a specified person with one of said
pre-defined associations; and generating an event based on said
matching of associations.
28. The method of claim 27 wherein said event is a warning message
sent to said salesperson that a business competitor is attending a
sales exhibit.
29. The method of claim 27 wherein said event is the recording of
the time of a business competitor associating with a sales
exhibit.
30. The method of claim 27 wherein said event is an audible alarm
at a designated location.
31. The method of claim 23 wherein the signal generated by said
object identifier is at least one of an ultrasound (US), signal an
infrared (IR) signal and a radio frequency (RF) signal.
32. The method of claim 23 wherein the signal generated by said
object identifier is at least two of an ultrasound (US), signal an
infrared (IR) signal and a radio frequency (RF) signal.
33. The method of claim 23, comprising the steps of: transmitting
an IR signal from said object identifier; transmitting an RF signal
from said object identifier; periodically alternating the
transmitting of said IR signal and said RF signal; calculating the
location of the object to which said object identifier is attached
based upon the received signal characteristics of said IR signal
and said RF signal.
34. The method of claim 23 wherein said network is a wireless
network.
35. The method of claim 23 wherein said network is the
Internet.
36. The method of claim 23 comprising the further steps of:
providing a fixed location identifier not interfaced with said
network, said fixed location identifier including at least one
receiving component, said receiving component having a different
receiving range than the receiver for said network connected
element, and at least one signaling component; receiving said
signal from said object identifier with said fixed location
identifier; transmitting an additional signal from said fixed
location identifier to said network connected element, said
additional signal incorporating said signal from said object
identifier; and calculating programmatically the location of said
object identifier and the corresponding object which it is attached
using the receiving range of the receiver of said fixed location
identifier and the receiving range of the receiver of said network
connected element in the calculation.
37. The method of claim 23, wherein said object identifier includes
at least one receiving component, comprising the further step of:
configuring the generation of signals sent by said object
identifier by sending instructions from said electronic device to
said object identifier over said network.
38. In a location system, said location system including a network
with an electronic device and a network connected element
interfaced thereto, said network connected element including at
least one signaling component capable of transmitting signals, and
at least one receiving component capable of receiving signals, a
medium holding computer-executable steps for a method, said method
comprising the steps of: providing an object identifier attached to
a person, said object identifier being a device having at least one
transceiver, said transceiver generating a signal with a unique
identifier, said signal received by said network connected element;
transmitting a second signal from said network connected element to
said electronic device, said second signal incorporating said
signal from said object identifier; calculating programmatically
the location of said object identifier and said person to which it
is attached using said unique identifier and the location of said
network connected element; and recording associations in a database
interfaced with said network, said associations being the
interaction of said person with at least one of another person,
object, exhibit and a location, said interaction occurring when the
calculated location of said person is within a defined distance of
at least one of another person, object, exhibit and a location.
39. The medium of claim 38 wherein said method comprises the
further steps of: storing pre-defined associations involving a
specified person in a location accessible over the network;
matching a determined association involving a specified person with
one of said pre-defined associations; and generating an event based
on said matching of associations.
Description
REFERENCE TO RELATED APPLICATIONS
[0001] The present invention claims priority to a U.S. Provisional
Patent Application, Serial No. 60/274,544, filed Mar. 9, 2001,
entitled Location System and the contents of that application are
incorporated by reference herein.
FIELD OF THE INVENTION
[0002] The illustrative embodiment of the present invention relates
generally to a location tracking system and more particularly to
performing object association at a tradeshow or exposition using a
location tracking system.
BACKGROUND
[0003] Tradeshows and expositions usually involve multiple
companies and products. They represent both advertising and selling
opportunities. People interested in a company are exposed to a
company's products. Since the tradeshow or exhibition are usually
held in a convention center, the attendees represent a near-captive
audience that is ideal for advertisers. Products may be
demonstrated and new types of advertisements may be debuted to see
how effectively they capture the audience's attention. Speeches by
company officers and officials are sometimes given and the level of
attendence and interest in the speech may be an important guage of
the public's interest in the company. If a company has a booth at
the tradeshow/exposition, the booth may be staffed with salespeople
who have an opportunity to either sell or explain a company's
products. If a sale isn't consummated with a customer who expresses
interest in a product at the booth, the salesperson may be able to
follow up with the customer later to finish the sales process.
[0004] Unfortunately, there are a number of problems that hamper
the effectiveness of using tradeshows and expositions for sales and
advertising purposes. The shows are often quite crowded with the
number of people expressing interest at a company booth far
exceeding the ability of a limited number of salespeople available
to handle the inquiries. When people express a passing interest in
a product but are not willing to purchase it immediately, it is
often difficult to acquire the contact information necessary for a
follow up sales opportunity, either because other potential
customers are waiting or because the attendee expressing interest
does not want to provide the information. When a large number of
people attend a speech given by a company officer or official,
there is often no mechanism available to find out who attended. If
a competitor is attending a booth or a speech, they are often able
to do so in anonymity. Similarly, it is often difficult to tell how
well advertisements are working without resorting to subjective
observations from company employees or random feedback from
attendees.
[0005] Conventional methods of generating sales leads from
tradeshows rely heavily on information provided by attendees at the
time of registration. While the registration information allows for
follow-up contact with individuals who attended the show, it does
not provide a means of tracking the attendees movements at the
shows. Where the tradeshow is a large one with different types of
vendors, it is impossible to assess which company the attendee was
most interested in based on the registration information.
Accordingly, a follow up sales contact based solely on registration
information is often quite inefficient. Unfortunately, conventional
methods of tracking participants at tradeshows do not provide an
automatic mechanism for tracking the movements of attendees.
BRIEF SUMMARY OF THE INVENTION
[0006] The illustrative embodiment of the present invention
provides a method of determining and tracking movements of
tradeshow attendees using a location system. The interactions of
the tradeshow attendees with other objects and locations is also
tracked using the location system. Object identifiers equipped with
a transmitting component are attached to attendees and broadcast a
transmission signal which includes a unique identifier. The
transmission signal broadcast by the object identifiers is received
by a network connected element. The signal from the object
identifier is forwarded over a network by the network connected
element to an electronic device. A location determining module
analyzes a variety of factors including the unique identifier, the
location of all of the the network connected elements receiving the
signal, the receiver characteristics of the receivers of the
network connected elements, and the historical location of the
attendee in order to determine the current location of the
attendee. Those skilled in the art will recognize the fact that
different combinations of factors may be utilized to determine
location without departing from the scope of the present invention.
Once the location of the object has been determined, the location
determining module consults a database to determine associations
between the located attendee and other objects or locations such as
exhibits, booths and other attendees. The associations are based on
the other objects or locations proximity to the located object.
Once an association is determined, it is stored and the duration of
the association is subsequently recorded. This information may then
be utilized in real-time while the tradeshow is ongoing or at a
later date or time.
[0007] In one embodiment of the present invention, a location
system includes a network with at least one network connected
element and is interfaced with an electronic device. The network
connected element has at least one transceiver giving it the
ability to transmit and receive signals. An object identifier
assigned to a person transmits a signal bearing a unique identifier
which is received by the network connected element. The network
connected element appends a header to the signal and forwards it
over the network to the electronic device. The system also includes
a database which is interfaced with the network and which is used
to store object associations. The object associations record the
interaction of attendees with other people, objects and locations
that are located within a defined distance of the attendees. A
location determining module is also interfaced with the network and
uses the unique identifier sent to the electronic device and the
location of the network connected element receiving the signal to
calculate the location of the person assigned to the object
identifier. The calculated location is checked against the stored
location of other people, objects and locations in order to
identify associations. Any identified associations are stored in
the database.
[0008] In another embodiment, a method of determining object
associations which utilizes a location system is practiced over a
network. The network is interfaced with an electronic device and a
network connected element. An object identifier assigned to a
person broadcasts a signal containing a unique identifier which is
received by the network connected element. The signal is forwarded
to the electronic device. A location determining module calculates
the location of the object identifier and the person to which it is
assigned using the known location of the network connected element
and the unique identifier extracted from the signal retrieved from
the object identifier signal. The calculated position of the object
is compared against the position of other people, objects and
locations of interest in order to determine associations.
Identified associations are stored in a database interfaced with
the network. In one aspect of the invention, the associations are
made available as input data to other applications executing on the
network. In an additional aspect of the invention, a fixed location
identifier which is not interfaced with the network is used to
receive and transmit signals from the object identifier to the
network connected element. The known location of the fixed location
identifier and its receiver characteristics provide additional data
to the location determining module which is used to determine the
location of the object identifier and the person to which it is
assigned.
BRIEF DESCRIPTION OF THE DRAWINGS
[0009] FIG. 1A depicts a block diagram of an environment suitable
for practicing an illustrative embodiment of the present
invention;
[0010] FIG. 1B depicts a block diagram of an alternate environment
suitable for practicing an illustrative embodiment of the present
invention not utilizing a network;
[0011] FIG. 2A depicts a block diagram of an object identifier used
by the illustrative embodiment of the present invention;
[0012] FIG. 2B depicts a block diagram of a fixed location
identifier used by the illustrative embodiment of the present
invention;
[0013] FIG. 3 depicts a block diagram of the layout of a tradeshow
practicing an illustrative embodiment of the present invention;
[0014] FIG. 4 is a flowchart of the sequence of steps followed by
the illustrative embodiment of the present invention to
programmatically generate sales leads as a result of object
associations determined by the illustrative embodiment of the
present invention;
[0015] FIG. 5 is a flowchart of the sequence of steps followed by
the illustrative embodiment of the present invention to broadcast
targeted messages to a tradeshow attendee as a result of object
association determined by the illustrative embodiment of the
present invention; and
[0016] FIG. 6 is a flowchart of the sequence of steps followed by
the illustrative embodiment of the present invention to display the
location of tradeshow attendees in real-time as a result of object
associations determined by the illustrative embodiment of the
present invention
DETAILED DESCRIPTION
[0017] The illustrative embodiment of the present invention
provides a method of recording object associations using a location
system. The object association are formed between a person, such as
a tradeshow attendee, and other people, objects and locations.
Object locations are determined based on signals generated from
object identifier devices assigned to people and forwarded to an
electronic device interfaced with a network. The origin of the
signal is calculated based on the known position of the receiving
devices receiving the signal, the historical recorded position of
the person, the characteristics of the receiving devices receiving
the signal (i.e. the range ), the strength of the received signal,
the type of signal, and whether or not the signal was repeated.
Once the location of the person has been determined, the location
determining module consults a database to determine associations
between the located person and other people, objects or locations
based on the other people, objects and locations proximity to the
located person. Once an association is determined, it is stored and
the duration of the association is subsequently recorded. The
identified associations may then be leveraged in a number of ways
by other applications interfaced with the network, such as by being
used to generate sales leads and determine the effectiveness of
advertising based on the identified associations.
[0018] FIG. 1A depicts a location system 11 suitable for practicing
an illustrative embodiment of the present invention. A plurality of
object identifier devices 2 are attached, either directly or
indirectly, to tradeshow attendees and include an infrared (IR)
transmitter 3 and a radio frequency (RF) transmitter 4 which are
used to generate a signal which is sent to a network connected
element 6. The signal includes a unique identifier identifying the
object identifier (and by extension the person to which it is
attached). The network connected element 6 includes an IR
transmitter 3, an RF transmitter 4, an IR receiver 7 and an RF
receiver 8. The IR receiver 7 is capable of receiving an IR signal
generated by the object identifier 2. The RF receiver 8 is capable
of receiving an RF signal generated by the object identifier 2. The
network connected element 6 is interfaced with a network 10 and
forwards the signal received from the object identifier 2 to an
electronic device 12 which is also interfaced with the network 10.
The interface between the network connected element 6 and the
network 10 may be a physical interface in the case of a wired
network, or a wireless interface in the case of a wireless network.
The electronic device 12 may be a desktop computer system, PDA,
handheld wireless device, laptop, web server or other device
interfaced with the network 10. The network 10 may be a local area
network (LAN), a wide area network (WAN), the Internet, an
intranet, or a metropolitan network. The network 10 may be a
wireless network such as a Bluetooth network, a cellular network, a
GSM based network or some other type of network. Although the
object identifier 2 and network connected element 6 have been
described as including IR and RF transmitters 3 and 4 and receivers
7 and 8, those skilled in the art will recognized that other types
of transmitters such as ultrasound (US) may be used, either alone
or in combination with the implementation depicted herein, without
departing from the scope of the present invention.
[0019] The electronic device 12 includes a location determining
module 14 which is used to locate the object identifer 2 and the
corresponding person to which the object identifier is attached.
The location determining module 14 may be located anywhere it has
access to the network 10. Although the location determining module
14 will usually be implemented as a software component, the
location determining module 14 may also be implemented by being
hard-wired into a device. The location determining module 14 uses
the unique identifer from the signal of the object identifier 2 in
the calculation of the current location of the object identifier.
The location determining module 14 calculates the origin of the
signal based on the known position of the receivers receiving the
signal (which is retrieved from a topology database 16 which is
also interfaced with the network 10), the historical recorded
position of the object, the characteristics of the receivers
receiving the signal (i.e. the range) (which are retrieved from a
database 18 also interfaced with the network), the strength of the
received signal, the type of signal, and whether or not the signal
was repeated (which are determined by analyzing information
contained in the signal received from the network connected element
6). Both the topology database 16 and database 18 may be located in
any of a number of locations interfaced with the network, including
on the electronic device 12. Once a calculation of the location of
the object identifier 2 has been made, the location of the object
identifier and the corresponding tradeshow attendee may be analyzed
to see if it reveals object associations. The process of analyzing
the calculated location of the object identifiers is described in
more detail below. Any identified associations are stored in the
database 18.
[0020] In one aspect of the illustrative embodiment of the present
invention, a fixed location identifier 20 is also present in the
location system. The fixed location identifier 20 is not interfaced
with the network 10 and includes an IR transmitter 3, an RF
transmitter 4, an IR receiver 7 and an RF receiver 9. The IR
receiver 7 is capable of receiving an IR signal generated by the
object identifier 2, while the RF receiver 8 is capable of
receiving an RF signal generated by the object identifier 2. The RF
receiver 9 on the fixed location identifier 20 may have a different
receiving range than the RF receiver 8 on the network connected
element 6. The location of the fixed location identifier 20 is
stored in the topology database 16. After receiving a signal from
the object identifier 2, the fixed location identifier appends its
own identifier to the signal and tranmsits it to a network
connected element 6. When the signal eventually reaches the
location determining module 14, the location determining module
uses the range characteristics of the fixed location identifier 20
to help locate the object identifier 2. In other words, if the
location determining module receives notification from both a fixed
location identifier 20 and a network connected element 6 that both
have received an RF signal, the signal can only have originated
from a spot that is within both receivers receiving range. Those
skilled in the art will recognize that many alternate
implementations are possible within the scope of the present
invention. The object identifier 2 may use different types and
combinations of transmitters. Similarly, the object identifier 2
may include a receiving component capable of receiving signals from
the network connected element 6, may be interfaced with the network
10, and may hold the location determining module 14. The location
determining module 14 may appear in any of a number of locations
interfaced with the network 10 and is not limited to being stored
on the electronic device 12.
[0021] A non-networked form of the illustrative embodiment of the
present invention may also be implemented. FIG. 1B depicts a block
diagram of location system 11 suitable for determining object
association without relying on the use of a network. An object
identifier 2 transmits a signal directly to the location resolving
module 14 which in this implementation includes stored data
allowing it to associate objects and locations. The object
identifier 2 transmits the signal using a transceiver to transmit a
signal. In alternative embodiments, a transmitter, transponder or
similar device may be used. Those skilled in the art will recognize
that different types of components capable of transmitting and
receiving signals may be used in place of the transmitters and
receivers depicted herein. For example, a transceiver may be
substituted for a receiver without departing from the scope of the
present invention. The location determining module 14 may include
any structure suitable for determining location. Examples include
any device with intelligence to determine the location of one or
more object identifiers 2. According to various embodiments of the
invention, the location determining module 14 may be an electronic
device. The electronic device may take multiple forms and may
include, a processor, a computer, a personal digital assistant, a
communications device, such as a cellular phone, a network
appliance, a web server, a receiver, a transmitter, a different
device capable of manipulating information, or any combination of
these devices.
[0022] According to various embodiments of the invention, the
location determining module 14 may be capable of performing
additional functionality, such as receiving requests for
information, providing information, storing information, commanding
actions in response to location information, associating objects
with other objects or with locations, establishing privacy
conditions regarding availability of location information,
interfacing directly with various network types, and the like.
According to further embodiments of the invention, the location
determining module 14 includes multiple, distributed receivers,
some of which may be connected to a network, and others not
connected to a network. According to various embodiments of the
invention, the object identifier 10 and location determining module
14 utilize both RF signals and IR signals for the determination of
location.
[0023] FIG. 2A depicts a block diagram of an object identifier 2
used by the illustrative embodiment of the present invention. The
object identifier 2 includes an IR transmitter 3 and an RF
transmitter 4. Both transmitters are controlled by an embedded
processer 5 which controls the signaling process. The object
identifier 2 may be directly attached to a tradeshow attendee by
embedding the object identifier in a piece of jewelry.
Alternatively, an object identifier may be indirectly attached to a
tradeshow attendee by being attached to, or embedded in, a nametag
worn by the attendee. As long as the object identifier 2 moves in
tandem with the tradeshow attendee, it signals the current location
of the attendee. FIG. 2B depicts a block diagram of a fixed
location identifier 20 used by the illustrative embodiment of the
present invention. The fixed location identifier 20 includes an IR
transmitter 3 and an RF transmitter 4 which are controlled by an
embedded processer 5 which controls the signaling process. Also
included in the fixed location identifier 20 are an IR receiver 7
and an RF receiver 9 which are used to receive signals from the
object identifier 2. As previously noted, both the object
identifier 2 and the fixed location identifier 20 may use different
types of signaling and receiving devices and components without
departing from the scope of the present invention.
[0024] The signaling process may make use of both RF and IR signals
in alternating combination. According to one embodiment of the
invention the RF signal is transmitted every ten seconds and the IR
signal is transmitted every twenty seconds. This method provides a
substantially consistent IR power level, while varying an RF power
level. Varying the RF power level may assist in determining a
location of the object identifier 2 by enabling the network
connected element 6 to receive less than all of the RF signals. The
transmitted signals may also include additional information such as
the signal strength being transmitted, the period between
transmissions, the length of time of the transmissions, a unique
identifier for the object identifier 2, information received from
one or more input devices and/or various status information, such
as those pertaining to the components of the object identifier. In
one aspect of the invention, the object identifier 2 also contains
receivers and the location determining module 14 configures the
object identifier over the network 10 by sending transmission
parameters (i.e.: alternate signals every 30 seconds). Since IR
signals are line-of-sight signals and RF signals travel through
walls, the combination of signals may be used by the location
determining module 14 to locate signals with greater accuracy than
would be possible using either form of signaling alone.
[0025] FIG. 3 depicts a block diagram of a layout of a tradeshow
floor 40 using the illustrative embodiment of the present
invention. The tradeshow floor 40 includes multiple exhibit booths
42. Each of the exhibit booths 42 has a fixed location identifier
20 in the booth. A number of fixed location identifiers 20 are also
located around the outskirts of the tradeshow floor to increase the
accuracy of determined locations. The fixed location identifiers 20
send a signal to the network connected elements 6 which are
interfaced with the network 10. One feature of the present
invention is that the use of the fixed location identifiers 20
enables the use of a reduced number of the more expensive network
connected elements 6. The network connecting elements 6 interface
with an existing network 10 on the tradeshow floor 40 and do not
require a new network to be set up in order to operate properly.
The network 10 to which the network connected element 6 is
connected may be a wired or wireless network with the result that
the network connected element 6 may or may not be physically
connected to the network. The tradeshow floor 40 also includes a
pair of attendee display locations 44 at which an authorized user
may display the current location of one or a number of tradeshow
participants derived from the signals of their attached object
identifiers 2. The process of using the attendee display locations
44 is explained in more detail below.
[0026] The use of the network connected elements 6 and the fixed
location identifiers 20 may be illustrated with an example. An
object identifier 2 attached to a tradeshow attendee may be
configured to emit alternating IR signals and RF signals bearing a
unique identifier. If the attendee is located on the far side of an
exhibit booth 42 the RF signal (which may travel through walls) may
be picked up by a number of receivers located on the network
connected elements 6 and fixed location identifiers 20. However,
the alternating IR signal emitted by the object identifier 2
attached to the attendee will only be picked up by receivers in a
direct line of sight (since line-of-sight signals do not travel
through walls well). The number of receivers receiving the RF
signal will vary with the power level (more power causes the signal
to go farther and thus be received by more receivers) and the
pattern of receivers receiving the signal, the type of signal, and
the receiving range of the fixed location identifiers 6 which are
frequently configured to have a smaller receiving range than the
receivers on the networked connected elements, are all used by the
location determining module 14 to determine a location for the
attendee. In one embodiment, the fixed location identifier might
have a receiving range for RF signals of 6 feet (as opposed to a 20
foot receiving range for the RF receiver 8 for the network
connected element 6) which allows an attendee to be located to
within 6 feet of the fixed location identifier 20 when the fixed
location identifier receives a signal. The actual receiving ranges
of the RF receivers 8 and 9 are an implementation choice, and those
skilled in the art will recognize that they may be adjusted without
departing from the scope of the present invention.
[0027] Once the location determining module 14 has determined the
current location of an attendee, the determined location is
compared against the current location of other tradeshow
participants, exhibits and pre-determined locations to determine
the proximity of the located object to the other participants,
exhibits or the pre-determined location. The predetermined location
is usually a place of special interest, such as a location where a
company officer is giving a speech. If the attendee is within a
pre-defined distance of another attendee, exhibit or pre-determined
location, the location determining module 14 determines the
attendee and the other attendee, exhibit or pre-determined location
are interacting, and records an association in the database 18.
Depending upon the implementation, the location determining module
14 may require the association to occur for a minimum period of
time before deciding an association is occurring. The association
is recorded for beginning time, ending time, duration and
alternately for separate occurrences, all of which may be stored in
the database 18. The electronic device 2 holds, or is interfaced
with, a variety of software programs to make use of the object
associations determined by the location determining module 14. The
software may utilize a JDBC interface located in the location
determining module 14 which allows Java applications to send SQL
commands to the database 18. Those skilled in the art will
recognize that the location of the various software components
utilizing the object associations as input data may change without
departing from the scope of the present invention.
[0028] Once the object associations have been determined by the
location determining module 14, the records of the associations may
be provided as input data to a variety of software programs and
processes. FIG. 4 is a flowchart of the sequence of steps performed
by the illustrative embodiment of the present invention to generate
sales leads based upon the object associations determined by the
location determining module 14. The sequence begins when an
attendees location is determined to be interacting with an exhibit
location of interest to the sales staff (step 60). The location
determining module 14 determines an association has occurred and
the association is tracked and recorded for as long as it continues
(step 62). The association that was determined by the location
determining module 14 is provided as data input for a sales
application which collects the names of attendees who attended a
particular exhibit during the tradeshow (step 64). The data may be
filtered by the sales application so that it filters the data to
produce the top n % of attendees who attended the exhibit for the
longest time (step 66). Those skilled in the art will recognize
that there are multiple ways to filter the raw data without
departing from the scope of the present invention. The filtered
data may then be provided to the salesperson for follow up contact
(step 68). Since the attendees who spent the longest amount of time
with the exhibit probably have the most interest in the exhibit,
the filtered associations provide the salesperson with a more
receptive audience for follow up contact than would be available
using conventional methods. The associations may be analyzed in
real-time while the tradeshow is ongoing, or it may be analyzed
after the tradeshow is over.
[0029] Sales related applications may use the object association
data in a number of ways. In one embodiment, a tradeshow attendee
who forms an association with a designated booth, display or item
that meets duration criteria is automatically entered in a contest.
In another embodiment, advertising campaigns are dynamically
changed based upon how long a tradeshow attendee looks at
something. Messages may be displayed in the attendee's location
offering discounts if purchases are made within specified time
periods. Discounts may be changed based on various parameters,
including how much inventory is on hand, how an item is selling,
time, historical buying patterns of the attendee, and similar
factors.
[0030] The object association data held in the database 18 may also
be used to determine the current location of a tradeshow attendee.
FIG. 5 is a flowchart of the sequence of steps performed by the
illustrative embodiment of the present invention to determine and
display the current location of tradeshow participants. The
sequence begins when an object identifier 2 attached to a
participant broadcasts a signal to the network connected element 6
(step 80). The signal may be forwarded from a fixed location
identifier 20 to the network connected element 6. The network
connected element 6 appends a time stamp and its identifier onto
the signal and sends it to the electronic device 2 and location
determining module 14 (step 82). Those skilled in the art will
recognize that a number of different devices located at different
points in the signal path may append the time stamp without
departing from the scope of the present invention. The location
determining module 14 calculates the position of the tradeshow
attendee as outlined above (step 84). Any associations for the
attendee are then updated in the database 18 (step 86). An
authorized participant on the tradeshow floor 40 may then go to the
attendee display location 44 and request the current location of a
particular attendee (step 88). The location determining module 14
sends the current location of the attendee to the attendee display
location where it is displayed on a map of the tradeshow floor 40.
The request may be to determine the location of one attendee or
multiple tradeshow attendees. Alternatively, the display
information may be sent to a handheld device held by the tradeshow
attendee.
[0031] In one embodiment of the present invention, individuals are
allowed to opt in and opt out of the location system. By pressing a
button on the object identifier, the location is determined but not
displayed. This feature allows individuals to prevent their
movements from being public knowledge to the other attendees of the
tradeshow.
[0032] In one embodiment, the object associations are used to
verify attendance at continuing education seminars. The attendence
of individuals at mandatory training sessions may be verified by
the illustrative embodiment of the present invention to make sure
the individuals stay for the duration of a seminar. Those
individuals staying for the duration of the seminar may be awarded
continuing education credit.
[0033] The object association data held in the database 18 may also
be used to send targeted messages to a tradeshow attendee. FIG. 6
is a flowchart of the sequence of steps performed by the
illustrative embodiment of the present invention to send targeted
messages to selected attendees based on existing associations. The
sequence begins when an object identifier 2 attached to a
participant broadcasts a signal to the network connected element 6
(step 100). The signal may be forwarded from a fixed location
identifier 20 to the network connected element 6. The network
connected element 6 sends the signal to the electronic device 2 and
location determining module 14 (step 102). The location determining
module 14 calculates the position of the tradeshow attendee as
previously discussed (step 104). Any associations for the attendee
are then updated in the database 18 (step 106). The identified
association may then be programmatically compared against a
template of associations. If the determined association matches an
association listed in the template (step 108), a targeted message
is broadcast to a device with a receiver located near the attendee
(step 110). In some implementations, the message may be an
interactive message requiring a response from the user. Those
skilled in the art will recognize that other forms of storing
associations of special interest besides a template may be used
without departing from the scope of the present invention.
[0034] The object association data may be used to determine how
long all the attendees looked at a particular exhibit, display or
booth, by cumulatively totaling the total number of tradeshow
attendees who formed associations with the exhibit, display or
booth, and the durations of those associations. This provides a
good metric as to the length of time of the average association
with the exhibit, display or booth which may be used as a guide to
its effectiveness. The information may also be compared to
historical data recorded from previous events to guage changes
occurring over extended periods of time. Alternatively, the object
association data may be used to page or contact a designated person
if a specified individual enters a particular booth.
[0035] Although many of the examples listed herein have been made
with reference to a tradeshow environment, the illustrative
embodiment of the present invention may be used to detect object
associations in a variety of environments. The illustrative
embodiment of the present invention is equally applicable to
company meetings, expositions, lectures and other events not
ordinarily considered to be identical to tradeshows. Similarly, the
word attendee has been used herein to describe an individual with
an object identifier attached (directly or indirectly). Those
skilled in the art will recognize that the attendance status of the
individual bearing the object identifier 2 does not affect the
scope of the present invention.
[0036] It will thus be seen that the invention attains the
objectives stated in the previous description. Since certain
changes may be made without departing from the scope of the present
invention, it is intended that all matter contained in the above
description or shown in the accompanying drawings be interpreted as
illustrative and not in a literal sense. Practitioners of the art
will realize that the sequence of steps depicted in the figures may
be altered without departing from the scope of the present
invention and that the illustrations contained herein are singular
examples of a multitude of possible depictions of the present
invention.
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