U.S. patent application number 13/091919 was filed with the patent office on 2012-10-25 for system and method for providing personalized search results.
This patent application is currently assigned to W.W. GRAINGER, INC.. Invention is credited to Geoffry A. Westphal.
Application Number | 20120271808 13/091919 |
Document ID | / |
Family ID | 47022089 |
Filed Date | 2012-10-25 |
United States Patent
Application |
20120271808 |
Kind Code |
A1 |
Westphal; Geoffry A. |
October 25, 2012 |
SYSTEM AND METHOD FOR PROVIDING PERSONALIZED SEARCH RESULTS
Abstract
Personalized search results are provided to a user by sending to
the user a direct marketing email having associated therewith one
or more opt-out elements. Information related to the user's
interaction with the one or more opt-out elements is maintained in
a database. When a search request is thereafter submitted to a
search engine by the user, the information related to the user's
interaction with the one or more opt-out elements is used to
inhibit inclusion within the search results of one or more items.
In addition or alternatively, when the user accesses a search
interface having a plurality of search options selectable to
provide a search request to the search engine, the information
related to the user's interaction with the one or more opt-out
elements is used to inhibit inclusion within the search interface
of one or more of the plurality of user selectable search
options.
Inventors: |
Westphal; Geoffry A.;
(Evanston, IL) |
Assignee: |
W.W. GRAINGER, INC.
Lake Forest
IL
|
Family ID: |
47022089 |
Appl. No.: |
13/091919 |
Filed: |
April 21, 2011 |
Current U.S.
Class: |
707/706 ;
707/E17.108 |
Current CPC
Class: |
G06Q 30/0256 20130101;
G06Q 30/0257 20130101; G06F 16/9535 20190101; G06Q 30/0271
20130101 |
Class at
Publication: |
707/706 ;
707/E17.108 |
International
Class: |
G06F 17/30 20060101
G06F017/30 |
Claims
1. A computer-readable media embodied in a non-transient, physical
memory device having stored thereon computer executable
instructions for providing personalized search results, the
instructions performing steps comprising: sending to a user a
direct marketing email having one or more associated opt-out
elements; storing within a database information related to the
user's interaction with the one or more opt-out elements associated
with the direct marketing email; and in response to a search
request submitted to a search engine by the user, using the
information related to the user's interaction with the one or more
opt-out elements associated with the direct marketing email to
inhibit inclusion within the search results of one or more
items.
2. The computer readable media as recited in claim 1, wherein the
information related to the user's interaction with the one or more
opt-out elements comprises information indicative of a user's
desire to not receive any direct marketing emails for a particular
category or subcategory of product.
3. The computer-readable media as recited in claim 1, wherein the
direct marketing email comprises a promotional offer for a product
within a particular category or subcategory of product.
4. The computer-readable media as recited in claim 1, wherein the
instructions use the information related to the user's interaction
with the one or more opt-out elements of the direct marketing email
to promote within the search results one or more items.
5. The computer-readable media as recited in claim 4, wherein the
information related to the user's interaction with the one or more
opt-out elements used to promote within the search results one or
more items comprises information indicative of a failure of a user
to interact with the one or more opt-out elements within a
predetermined period of time after the direct marketing email was
sent to the user.
6. The computer-readable media as recited in claim 1, wherein, in
response to the user accessing a search interface having a
plurality of search options selectable to provide a search request
to a search engine, the instructions use the information related to
the user's interaction with the one or more opt-out elements
associated with the direct marketing email to inhibit inclusion
within the search interface of one or more of the plurality of user
selectable search options.
7. A computer-readable media embodied in a non-transient, physical
memory device having stored thereon computer executable
instructions for providing a personalized search interface to a
user, the instructions performing steps comprising: sending to a
user a direct marketing email having one or more associated opt-out
elements; storing within a database information related to the
user's interaction with the one or more opt-out elements associated
with the direct marketing email; and in response to the user
accessing a search interface having a plurality of search options
selectable to provide a search request to a search engine, using
the information related to the user's interaction with the one or
more opt-out elements associated with the direct marketing email to
inhibit inclusion within the search interface of one or more of the
plurality of user selectable search options.
8. The computer readable media as recited in claim 7, wherein the
information related to the user's interaction with the one or more
opt-out elements comprises information indicative of a user's
desire to not receive any direct marketing emails for a particular
category or subcategory of product.
9. The computer-readable media as recited in claim 7, wherein the
direct marketing email comprises a promotional offer for a product
within a particular category or subcategory of product.
10. The computer-readable media as recited in claim 7, wherein the
instructions further use the information related to the user's
interaction with the one or more opt-out elements of the direct
marketing email to promote within the search interface one or more
of the plurality of user selectable search options.
11. The computer-readable media as recited in claim 10, wherein the
information related to the user's interaction with the one or more
opt-out elements used to promote within the search interface one or
more of the plurality of user selectable search options comprises
information indicative of a failure of a user to interact with the
one or more opt-out elements within a predetermined period of time
after the direct marketing email was sent to the user.
12. A computer-readable media embodied in a non-transient, physical
memory device having stored thereon computer executable
instructions for providing personalized search results, the
instructions performing steps comprising: sending to a user a
direct marketing email a first opt-out element; in response to a
user interacting with the first opt-out element to thereby indicate
a desire to opt-out from receiving direct marketing email of the
type sent to the user, causing additional opt-out elements to be
provided to the user wherein the additional opt-out elements are
contextually related to the first opt-out element; storing within a
database information related to the user's interaction with the
first and additionally provided opt-out elements; and in response
to a search request submitted to a search engine by the user, using
the information related to the user's interaction with the first
and additionally provided opt-out elements to inhibit inclusion
within the search results of one or more items.
13. The computer-readable media as recited in claim 12, wherein the
additional opt-out elements are contextually related to the first
opt-out element by being nodes within a product and product
category hierarchical tree that are within a predetermined range
from a category of product or product indicated by the first
opt-out element.
14. The computer-readable media as recited in claim 12, wherein
additional opt-out elements are iteratively provided to the user
considering the user's interaction with opt-elements as
provided.
15. The computer-readable media as recited in claim 12, wherein the
first opt-out element relates to a product category and at least
one of the additional opt-out elements relates to a product
brand.
16. The computer-readable media as recited in claim 12, wherein the
first opt-out element relates to a product category and at least
one of the additional opt-out elements relates to a product
parameter.
17. The computer-readable media as recited in claim 12, wherein the
first opt-out element relates to a product category and at least
one of the additional opt-out elements relates to a product
sub-category.
Description
BACKGROUND
[0001] Systems and methods that function to provide personalized
search results are generally known. By way of example, U.S. Pat.
No. 7,827,135 describes a system in which a user provides feedback
on the quality of a provided search result by rating how well the
search result meets his or her search criteria. The system then
facilitates personalization of future search results based on this
feedback. Alternatively, U.S. Pat. No. 7,849,089 describes a system
in which personalized search results are provided by using webpage
click-through history information to determine a probability that
documents in a future search result will be relevant to a user.
Still further, US Published Application No. 2005/0278317 describes
a system in which search results are personalized by using user
demographic information and observed information which includes an
analysis of documents on the user's computer system, previous
search history, and previous URL visitation history.
[0002] While such systems generally work for their intended
purpose, a need exists for a system that provides personalized
search results by using more meaningful information that can be
more readily obtained from users.
SUMMARY OF THE INVENTION
[0003] The following generally describes a system and method for
providing personalized search results. More particularly,
personalized search results are provided to a user by sending to
the user a direct marketing email having one or more associated
opt-out elements. Information related to the user's interaction
with the one or more opt-out elements is tracked and maintained in
a database. When a search request is submitted to a search engine
by the user, the information related to the user's interaction with
the one or more opt-out elements is used to inhibit inclusion
within the search results of one or more items, e.g., products
within an electronic product catalog of an on-line vendor. In
addition or alternatively, when the user accesses a search
interface having a plurality of search options selectable to
provide a search request to the search engine, the information
related to the user's interaction with the one or more opt-out
elements is used to inhibit inclusion within the search interface
of one or more of the plurality of user selectable search
options.
[0004] While the forgoing provides a general explanation of the
subject invention, a better understanding of the objects,
advantages, features, properties and relationships of the subject
invention will be obtained from the following detailed description
and accompanying drawings which set forth illustrative embodiments
and which are indicative of the various ways in which the
principles of the subject invention may be employed.
BRIEF DESCRIPTION OF THE DRAWINGS
[0005] For a better understanding of the subject invention,
reference may be had to preferred embodiments shown in the attached
drawings in which:
[0006] FIG. 1 is a block diagram illustrating components of an
exemplary network system in which the subject method may be
employed;
[0007] FIG. 2 is a flow chart illustrating steps of an exemplary
method for providing personalized search results through use of
opt-out information obtained from direct marketing emails; and
[0008] FIG. 3 is a flow chart illustrating steps of another
exemplary method for providing personalized search results through
use of opt-out information obtained from direct marketing
emails.
DETAILED DESCRIPTION
[0009] With reference to the figures, a system and method is
hereinafter described for providing personalized search results
wherein the search results are personalized by using opt-out
information that is associated with direct marketing materials sent
to a user, such as emails. While not intended to be limiting, the
system and method will be described in the context of a plurality
of processing devices linked via a network, such as a local area
network or a wide area network, as illustrated in FIG. 1. In this
regard, a processing device 20, illustrated in the exemplary form
of a computer system, is provided with executable instructions to,
for example, provide a means for a consumer, i.e., a user, to
access a remote processing device, i.e., a server system 68, via
the network to, among other things, perform a search via use of a
search engine supported by the remote processing device to obtain
search results. Generally, the computer executable instructions
reside in program modules which may include routines, programs,
objects, components, data structures, etc. that perform particular
tasks or implement particular abstract data types. Accordingly,
those skilled in the art will appreciate that the processing device
20 may be embodied in any device having the ability to execute
instructions such as, by way of example, a personal computer,
mainframe computer, personal-digital assistant ("PDA"), cellular or
smart telephone, tablet computer, or the like. Furthermore, while
described and illustrated in the context of a single processing
device 20, those skilled in the art will also appreciate that the
various tasks described hereinafter may be practiced in a
distributed environment having multiple processing devices linked
via a local or wide-area network whereby the executable
instructions may be associated with and/or executed by one or more
of multiple processing devices.
[0010] For performing the various tasks in accordance with the
executable instructions, the processing device 20 preferably
includes a processing unit 22 and a system memory 24 which may be
linked via a bus 26. Without limitation, the bus 26 may be a memory
bus, a peripheral bus, and/or a local bus using any of a variety of
bus architectures. As needed for any particular purpose, the system
memory 24 may include read only memory (ROM) 28 and/or random
access memory (RAM) 30. Additional memory devices may also be made
accessible to the processing device 20 by means of, for example, a
hard disk drive interface 32, a magnetic disk drive interface 34,
and/or an optical disk drive interface 36. As will be understood,
these devices, which would be linked to the system bus 26,
respectively allow for reading from and writing to a hard disk 38,
reading from or writing to a removable magnetic disk 40, and for
reading from or writing to a removable optical disk 42, such as a
CD/DVD ROM or other optical media. The drive interfaces and their
associated non-transient, computer-readable media allow for the
nonvolatile storage of computer readable instructions, data
structures, program modules and other data for the processing
device 20. Those skilled in the art will further appreciate that
other types of non-transient, computer readable media that can
store data may be used for this same purpose. Examples of such
media devices include, but are not limited to, magnetic cassettes,
flash memory cards, digital videodisks, Bernoulli cartridges,
random access memories, nano-drives, memory sticks, and other
read/write and/or read-only memories.
[0011] A number of program modules may be stored in one or more of
the memory/media devices. For example, a basic input/output system
(BIOS) 44, containing the basic routines that help to transfer
information between elements within the processing device 20, such
as during start-up, may be stored in ROM 28. Similarly, the RAM 30,
hard drive 38, and/or peripheral memory devices may be used to
store computer executable instructions comprising an operating
system 46, one or more applications programs 48 (such as a Web
browser), other program modules 50, and/or program data 52. Still
further, computer-executable instructions may be downloaded to one
or more of the computing devices as needed, for example, via a
network connection.
[0012] An end-user, e.g., a consumer, may interact with provided
content (e.g., emails), enter commands and information into the
processing device 20 (e.g., a search query), etc. through input
devices such as a touch screen or keyboard 54 and/or a pointing
device 56. While not illustrated, other input devices may include a
microphone, a joystick, a game pad, a scanner, a camera, etc. These
and other input devices would typically be connected to the
processing unit 22 by means of an interface 58 which, in turn,
would be coupled to the bus 26. Input devices may be connected to
the processor 22 using interfaces such as, for example, a parallel
port, game port, firewire, or a universal serial bus (USB). To view
information from the processing device 20, a monitor 60 or other
type of display device may also be connected to the bus 26 via an
interface, such as a video adapter 62. In addition to the monitor
60, the processing device 20 may also include other peripheral
output devices, not shown, such as speakers and printers.
[0013] The processing device 20 may also utilize logical
connections to one or more remote processing devices, such as the
server system 68 having one or more associated data repositories
68A, e.g., storing a database of product information, user related
information (such as opt-out information obtained for a user), etc.
In this regard, while the server system 68 has been illustrated in
the exemplary form of a computer, it will be appreciated that the
server system 68 may, like processing device 20, be any type of
device having processing capabilities. Again, it will be
appreciated that the server system 68 need not be implemented as a
single device but may be implemented in a manner such that the
tasks performed by the server system 68 are distributed to a
plurality of processing devices linked through a communication
network. Additionally, the server system 68 may have logical
connections to other third party server systems via the network 12
and, via such connections, will be associated with data
repositories that are associated with such other third party server
systems.
[0014] For performing tasks as needed, the server system 68 may
include many or all of the elements described above relative to the
processing device 20. By way of further example, the server system
68 includes executable instructions stored on a non-transient
memory device for, among other things, handling search requests,
providing search results, providing access to context related
services, sending emails, obtaining opt-out information from users
interacting with emails, etc. Communications between the processing
device 20 and the server system 68 may be exchanged via a further
processing device, such as a network router 72, that is responsible
for network routing. Communications with the network router 72 may
be performed via a network interface component 73. Thus, within
such a networked environment, e.g., the Internet, World Wide Web,
LAN, or other like type of wired or wireless network, it will be
appreciated that program modules depicted relative to the
processing device 20, or portions thereof, may be stored in the
memory storage device(s) of the server system 68.
[0015] More particularly, to provide personalized search results to
a known user of the system, e.g., a user having information that is
linked to an account number, email address, cookie, or other
identifier known to the system, the system sends to the user, e.g.,
to an email account linked to that user, promotional or direct
marketing materials. In this regard, the direct marketing
materials, which may in the form of a coupon, discount offer,
informational flier, etc., will further have an associated
mechanism by which the receiving user can opt-out from receiving
future direct marketing materials of a specified nature as
described further below. The mechanism for opting-out may include a
link within the email, a direction to reply to the sent direct
marketing material (e.g., a direction to provide a given subject
line in a return email), and the like without limitation. The
database, particularly the information associated with a relevant
user, will then be updated to include the opt-out history
information of that user, e.g., the system will track the
types/categories of opt-outs that have been returned to the system
by the user as well as the types/categories of direct marketing
materials that the user has been sent--which also allows the system
to track the types/categories of direct marketing materials the
user has not affirmatively opted-out from receiving in the future.
It is to be understood that, in certain circumstances, the user may
be a member of a group, e.g., a collection of "friends" in a social
network, and opt-out information obtained from other users within
the group to which user belongs can thus be considered as being
provided by the user himself/herself. Thus, the term "user" as used
herein is contemplated to include the user himself/herself as well
as others known to be related to the user, if applicable.
[0016] More particularly, to provide personalized search results a
user is preferably sent direct marketing materials having opt-out
options for one or more types/categories of information. In the
context of an on-line merchant, the types/categories can be related
to types/categories of products. By way of non-limiting example, if
a direct marketing email contains information relevant to one or
more products within a product category, such as gardening supplies
and equipment, the user would be allowed to opt-out of receiving
any further direct marketing emails for this particular product
category by clicking on a link having an appropriate label, such as
"I no longer wish to receive emails with products from this
category." In response to the user selecting this opt-out option,
the on-line merchant would update their database(s) to reflect the
user's desire to no longer receive promotional materials for
products within the specified product category.
[0017] It will be appreciated that, associated with any given
direct marketing email multiple opt-outs may be provided each
directed to a particular product category/type, a particular
product sub-category/sub-type, etc. For example, an email can be
sent to a user which notes that "This email promotion contains
products from the rechargeable battery category, the LED flashlight
category, and outdoor safety equipment. Please clink on the links
which correspond to product categories for which you no longer wish
to receive email promotions." As will also be appreciated, the
opt-outs may be varied in scope as desired.
[0018] Still further, when a user elects to opt-out from receiving
promotional email of a general nature, the system may respond by
providing additional opt-out options to a user to thereby elicit
more detail opt-out information from that user. For example, the
system may traverse a category/product hierarchy (such as a tree
hierarchy) and provide opt-out options for nodes above and/or below
the opt-out that was the subject of the originally provided
promotion email. The further provided opt-outs are preferably
within a given number of nodes from a prior provided opt-out to
thereby keep the opt-outs somewhat contextually related. As will be
further appreciated, this process may be repeated until such time
as the user indicates that no further opt-outs are desired. The
opt-out information gathered in this manner may then be used to
provide personalized search results as herein described.
[0019] With the opt-out information obtained from a user in this
manner, the on-line vendor can then alter the behavior of the
product search engine, i.e., the product search engine can consider
the opt-out related information obtained from a user to thereby
provide personalized search results. Again, by way of non-limiting
example, in the event that a known user provides a search request
to a search engine, e.g., the user submits a search request for
"hoses," and the database has stored therein information that
indicates that the user has opted-out from receiving promotion
materials related to gardening supplies and equipment, the results
of the search request as provided by the search engine may now
exclude any products, literature, etc. that has been tagged as
falling within the category of gardening supplies and equipment,
e.g., products tagged as being "garden hoses" would be excluded
from the search while other products, such as "pneumatic hoses,"
might still be included in the search results that are provided to
this user. While the inclusion of items within search results may
be inhibited by means of exclusion, it is also contemplated that
the inclusion of items with search results may be inhibited by
placing the items lower in an ordering of a listing of items
returned as a result of a search request.
[0020] Furthermore, the same information may be utilized to provide
personalized search results by limiting search selection options
that are initially presented to a user, for example via a
drill-down search interface. In this example, the drill-down search
interface of a known user which has opted-out from receiving
promotional materials related to gardening supplies and equipment
would not be provided with any drill-down search links having
options related to gardening supplies and equipment. In this
manner, the information collected from a user by means of the
direct marketing materials may be used to provide a search
interface that would be less cluttered and, accordingly, the
drill-down experience for this user would be improved.
[0021] It will additionally be appreciated that the database of the
on-line merchant could be updated to indicate a preference by the
user for products within a specified product category/type in the
event that the user does not opt-out within a predetermined period
of time after having been sent the promotional materials related to
that product category/type. In this manner, such preference
information may be used to promote one or more products returned to
a user in response to a submitted search query, e.g., promoted
products may be elevated, highlighted, etc. within returned search
results. The inferred preference information obtained from a user
not interacting with an opt-out may similarly be utilized to
promote certain selectable options within a drill-down to a user
upon their accessing the search interface.
[0022] While various concepts have been described in detail, it
will be appreciated by those skilled in the art that various
modifications and alternatives to those concepts could be developed
in light of the overall teachings of the disclosure. For example,
while described in the context of a networked system, it will be
appreciated that the search engine functionality can be included on
the search query receiving computer itself. Similarly, while
described in the context of using opt-out related information to
influence search results and/or a search interface, such
information may also be utilized to provide relevant product
recommendations to a user, e.g., products that a user has no
interest in based upon the collected opt-out information may be
filtered from product recommendations provided in the manners
described in commonly owned U.S. Pat. No. 7,343,326. Still further,
while described in the context of a user opting out from product
categories, opt-outs can also be provided for product brands, for
product parameters (e.g., made in China, 220 volt, price, etc.),
and the like, whereby such additional opt-out information could
also be used in accordance with the descriptions provided herein.
Yet further, the personalized search results and/or search
interfaces can be further personalized whereby products and/or
search terms for accessories related to products and/or product
categories, etc. that the user has opt-out of are inhibited from
being included in search results and/or a search interface. It will
also be appreciated that a list of opted-out
categories/sub-categories for a known user can be maintained in the
event that the user wishes to resume receiving emails (and
accordingly reset the search results/search interface
personalization effects) for a previously opted-out product
category/sub-category. Further, while various aspects of this
invention have been described in the context of functional modules
and illustrated using block diagram format, it is to be understood
that, unless otherwise stated to the contrary, one or more of the
described functions and/or features may be integrated in a single
physical device and/or a software module, or one or more functions
and/or features may be implemented in separate physical devices or
software modules. It will also be appreciated that a detailed
discussion of the actual implementation of each module is not
necessary for an enabling understanding of the invention. Rather,
the actual implementation of such modules would be well within the
routine skill of an engineer, given the disclosure herein of the
attributes, functionality, and inter-relationship of the various
functional modules in the system. Therefore, a person skilled in
the art, applying ordinary skill, will be able to practice the
invention set forth in the claims without undue experimentation. It
will be additionally appreciated that the particular concepts
disclosed are meant to be illustrative only and not limiting as to
the scope of the invention which is to be given the full breadth of
the appended claims and any equivalents thereof.
* * * * *