U.S. patent application number 15/652119 was filed with the patent office on 2017-11-02 for electronically capturing consumer location data for analyzing consumer behavior.
This patent application is currently assigned to Service Management Group, Inc.. The applicant listed for this patent is Service Management Group, Inc.. Invention is credited to Thaddeus R.F. Fulford-Jones, Andrew Volpe, Eric H. Weiss.
Application Number | 20170316426 15/652119 |
Document ID | / |
Family ID | 43899180 |
Filed Date | 2017-11-02 |
United States Patent
Application |
20170316426 |
Kind Code |
A1 |
Weiss; Eric H. ; et
al. |
November 2, 2017 |
ELECTRONICALLY CAPTURING CONSUMER LOCATION DATA FOR ANALYZING
CONSUMER BEHAVIOR
Abstract
In embodiments, methods and systems for electronically capturing
consumer location data for consumer behavior analysis may be
provided. The location data may be gathered for one or more
consumers from any suitable source. In some cases, the location
data may be gathered using electronic devices associated with
consumers, such as mobile phones. The gathered data may be analyzed
to determine behavior patterns or other characteristics of the one
or more consumers. Further, inferences or predictions about
consumers may be derived based on the characteristics. The
inferences and predictions may be the basis of consumer analytics
supplied to a business or other entity.
Inventors: |
Weiss; Eric H.; (Acton,
MA) ; Fulford-Jones; Thaddeus R.F.; (Somerville,
MA) ; Volpe; Andrew; (Boston, MA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Service Management Group, Inc. |
Kansas City |
MO |
US |
|
|
Assignee: |
Service Management Group,
Inc.
Kansas City
MO
|
Family ID: |
43899180 |
Appl. No.: |
15/652119 |
Filed: |
July 17, 2017 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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15416647 |
Jan 26, 2017 |
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15652119 |
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12910280 |
Oct 22, 2010 |
9589270 |
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15416647 |
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61309751 |
Mar 2, 2010 |
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61254328 |
Oct 23, 2009 |
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Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 30/02 20130101;
G06Q 30/0205 20130101; G06Q 30/0202 20130101; G06Q 10/00 20130101;
G06Q 30/00 20130101; H04W 4/029 20180201 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02; G06Q 30/02 20120101 G06Q030/02; G06Q 10/00 20120101
G06Q010/00; G06Q 30/00 20120101 G06Q030/00; H04W 4/02 20090101
H04W004/02; G06Q 30/02 20120101 G06Q030/02 |
Claims
1. A method for performing consumer analytics based on location
data for consumers of a plurality of consumers, wherein the
location data comprises geographic location data determined using
Global Positioning System (GPS) and/or Assisted GPS (AGPS)
techniques implemented by mobile devices operated by the plurality
of consumers, the method comprising: operating at least one
programmed processor to perform a set of acts, the at least one
programmed processor being programmed with executable instructions
identifying the set of acts, the set of acts comprising:
identifying, in the location data, a plurality of paths taken by
the plurality of consumers, each path comprising a route traveled
by a consumer of the plurality of consumers and comprising at least
two settings visited by the consumer during the path, wherein the
at least two settings of each path comprise a starting endpoint and
a finishing endpoint of the path and wherein the starting endpoint
and finishing endpoint for each path are personally-relevant
locations for the consumer who traveled the path, and wherein
identifying the plurality of paths in the location data comprises
identifying in the location data visits by the plurality of
consumers to personally-relevant locations for those consumers and
identifying the plurality of paths based on the identified
personally-relevant locations; generating information identifying a
context in which a first consumer visited a first business, wherein
generating the information identifying the context comprises
identifying a path in which the first consumer visited the first
business and identifying a behavior in which the consumer was
engaged during the path in which the first consumer visited the
first business.
Description
RELATED APPLICATIONS
[0001] This application claims priority under 35 U.S.C. .sctn.120
as a continuation application of U.S. patent application Ser. No.
15/416,647, titled, "Electronically Capturing Consumer Location
Data for Analyzing Consumer Behavior," filed on Jan. 26, 2017,
which claims the benefit under 35 U.S.C. .sctn.120 to U.S. patent
application Ser. No. 12/910,280, titled, "Electronically Capturing
Consumer Location Data for Analyzing Consumer Behavior," filed on
Oct. 22, 2010, which claims the benefit under 35 U.S.C.
.sctn.119(e) to U.S. Provisional Application Ser. No. 61/254,328,
titled "Method and System for Consumer Behavior Analysis Using
Electronically Captured Consumer Location Data," filed on Oct. 23,
2009, and to U.S. Provisional Application Ser. No. 61/309,751,
titled "Method and System For Consumer Behavior Analysis Using
Electronically-Captured Consumer Location Data," filed on Mar. 2,
2010, the entire contents of each of which are incorporated herein
by reference.
BACKGROUND
1. Technical Field
[0002] The invention relates generally to analyzing consumer
characteristics and more specifically to making inferences and
predictions about consumer behavior based on automatically
collected consumer location data.
2. Discussion of Related Art
[0003] Businesses can often benefit from knowledge about the
behavior of their customers or prospective customers. For example,
a business may offer certain products or undertake a marketing
strategy based on its beliefs regarding who its customers are. If
these beliefs are inaccurate, though, the business' efforts may be
misdirected and the business may fail to maintain old customers or
attract new customers.
[0004] Efforts have been previously made at collecting information
about consumers who may be customers and prospective customers of a
business. In some such techniques, a researcher may ask consumers
about their identities, preferences or behaviors using direct
questioning. These questions may be designed to solicit particular
information about consumers, such as regions in which a business'
customers live, a socioeconomic grouping of consumers, how often
the consumers shop at the business, factors influencing purchasing
decisions, and their consuming preferences. Written or oral
questionnaires, one-on-one interviews, brief point-of-sale
questions at the business, focus groups, and telephone or online
surveys are examples of ways in which information about consumers
can be collected using direct questioning.
[0005] This same information may be voluntarily provided by
consumers when the consumers register for a service. This may be
the case when consumers are registering for discount programs or
for services offered commercially by the business. Thus, when a
consumer subscribes to services offered by the business, direct
questions may solicit information that may be used to acquire
information about the individual consumer and for the general class
of that business' consumers. The acquired information may then be
analyzed to determine information useful to the business.
SUMMARY
[0006] In one embodiment, there is provided a method for obtaining
data regarding locations of a plurality of consumers. The method
comprises, for each of the plurality of consumers, the act of
operating at least one programmed processor to perform a set of
acts, where the at least one programmed processor is programmed
with executable instructions identifying the set of acts. The set
of acts comprises assigning, for the consumer, a time interval
between attempts to obtain location data for the consumer and, upon
expiration of the time interval, obtaining location data for a
current location of the consumer, comparing the location data to at
least one location for at least one known setting, and adjusting
the time interval based at least in part on a proximity of the
consumer to a known setting. The set of acts further comprises
assigning the adjusted time interval for the consumer and repeating
the act of obtaining and the act of comparing.
[0007] In another embodiment, there is provided a method for
obtaining location data regarding current locations of at least one
consumer. The method comprises operating at least one programmed
processor to perform a set of acts, where the at least one
programmed processor is programmed with executable instructions
identifying the set of acts. The set of acts comprises transmitting
requests to obtain location data for each of a plurality of
consumers to an operator of a wireless wide area network providing
telecommunications services to the at least one consumer. The
wireless wide area network comprises at least one base station and
at least one telecommunications device, and each of the at least
one telecommunications device are associated with a consumer of the
at least one consumer. The set of acts further comprises producing,
based at least in part on received location data for the plurality
of consumers, inferences and/or predictions relating to the
consumers.
[0008] In a further embodiment, there is provided at least one
storage medium encoded with computer-executable instructions that,
when executed by a computer, cause the computer to perform a method
for performing consumer analytics. The method comprises, for each
consumer of a plurality of consumers, obtaining location data for a
current location of the consumer and comparing the location data to
at least one location for at least one known setting to determine a
setting corresponding to the location data. The method further
comprises producing, based at least in part on location data for
the plurality of consumers, inferences and/or predictions relating
to the plurality of consumers.
[0009] The foregoing is a non-limiting summary of the invention,
which is defined by the attached claims.
BRIEF DESCRIPTION OF DRAWINGS
[0010] The accompanying drawings are not intended to be drawn to
scale. In the drawings, each identical or nearly identical
component that is illustrated in various figures is represented by
a like numeral. For purposes of clarity, not every component may be
labeled in every drawing. In the drawings:
[0011] FIG. 1 illustrates one exemplary environment in which
embodiments may operate;
[0012] FIG. 2 is a block diagram of one exemplary system that may
analyze location data as part of a consumer analytics platform;
[0013] FIG. 3 is a block diagram of a second exemplary system that
may analyze location data as part of a consumer analytics
platform;
[0014] FIG. 4 illustrates a sample tag cloud of characteristics
that can be determined, in some embodiments, for a consumer or
group of consumers;
[0015] FIG. 5 illustrates exemplary analytics available for
production by a consumer analytics platform operating in connection
with techniques described herein;
[0016] FIG. 6 is a flowchart of one exemplary process for analyzing
consumer behavior based on location data;
[0017] FIG. 7 is a flowchart of one exemplary process for obtaining
location data for a consumer;
[0018] FIG. 8 is a flowchart of one exemplary process for
identifying a trip taken by a consumer based on location data;
[0019] FIG. 9 is a flowchart of one exemplary process for
identifying characteristics of a consumer based on path
information;
[0020] FIG. 10 is a flowchart of one exemplary process for
interpreting consumer profile data to yield inferences and
predictions in connection with a study requested by a market
researcher; and
[0021] FIG. 11 is a block diagram of one exemplary computing device
with which embodiments may operate.
DETAILED DESCRIPTION
[0022] Applicants have recognized and appreciated that there are
various disadvantages associated with conventional techniques for
determining consumer characteristics, including consumer behavior.
Asking a customer to answer a series of written or oral questions
could provide inaccurate or incomplete information. Inferences from
this data likewise may be inaccurate or incomplete. For example, a
customer may accidentally underestimate the number of times the
customer visits a business or an amount of time spent at each visit
to the business. Or, when asked about a marketing campaign, the
customer may misremember about having seen a billboard or other
advertisement. Moreover, there may be a high cost or undesirable
delay associated with designing and conducting a survey to generate
appropriate data.
[0023] Applicants have further recognized and appreciated that
automatically-collected consumer location information can lead to
more accurate or more complete consumer analytics. Such automated
collection could be performed with the permission of individual
consumers, but without requiring any actions be taken by the
individual consumers. In some embodiments, information about
consumers may help businesses make commercial decisions.
[0024] Though, location data collected and analysis performed on
that data may be useful in other environments. Techniques as
described herein could also provide information for non-commercial
organizations about people with which the organizations interact.
For example, analysis of location information could provide
information to non-profit organizations about donors, to
politicians about voters, to governments about citizens, or any
other suitable type of organization and a consumer related to that
organization. It should be appreciated that, as used herein, the
term "consumer" is a generic term for a person who interacts with
an organization or who may interact with an organization, and does
not imply, by itself, a commercial relationship between the
consumer and the organization.
[0025] Regardless of the purpose for which data is being analyzed,
consumers who have opted to participate in a system that gathers
data for determining consumer characteristics may carry with them
portable electronic devices that have location-determining
capabilities. The determined consumer location, from time-to-time,
may be communicated to a consumer analytics platform for analysis.
Data about a location of each consumer can be occasionally
collected for each consumer as the consumers move while going to
work, doing errands, going to social activities, etc. In some
embodiments, a consumer analytics platform may obtain location data
for a consumer using the devices at time intervals determined on a
per-consumer basis. The platform may dynamically adjust the time
intervals based on various factors, including a consumer's current
location, a current time, and a history of locations visited by a
consumer. The intervals between acquiring location information for
any consumer may be selected to provide relevant information
without requiring excessive power usage by the portable electronic
device, which can quickly drain a battery of the device and may
deter consumers from agreeing to participate in the system.
[0026] The location data that is obtained may be obtained from any
suitable source and in any suitable form. As an example, the data
may specify geographic coordinates for a consumer's location and a
time at which that location data was obtained. In some embodiments,
the portable electronic device may be a cellular telephone or may
include cellular telephone capabilities, and the data may be
acquired through the cell phone network. Such data may be acquired
using known interfaces to the cellular telephone system, which may
generate data based in whole or in part on cell tower locations
relative to the portable electronic device. Such a determination
may employ triangulation techniques and may use technology
sometimes called assisted GPS. Using the cellular telephone network
may reduce the power drain on the portable electronic device,
because such techniques as assisted GPS use less power than, for
example, GPS. In addition, using a cellular device, or other device
that serves a purpose other than data collection, as the source of
location data may increase the reliability of consumer data by
increasing the likelihood that a consumer will carry the portable
electronic device.
[0027] Regardless of the specific source or format of the location
data, the location data received from multiple consumers may be
received and stored for later analysis. When analyzed, this
location data could reveal characteristics of consumers. These
characteristics may include behaviors, such as the stores at which
the consumers shop, how long they spend at each store, and which
stores they visit in one overall shopping trip. In addition to
revealing commercial behaviors, such an analysis may reveal
recreational behaviors. Additionally or alternatively, an analysis
of this location information could reveal characteristics such as
consumer preferences. Additionally or alternatively, an analysis of
this location information could reveal identity characteristics,
such as their home and work locations and roads on which they
frequently travel. This information, based on collected factual
information and analysis, could be more reliable or more readily
obtained than information derived from consumer's answers to
questions.
[0028] As an example of behavior characteristics that may be
derived, information about locations visited and trips taken by
consumers may be derived. This information may include determining
that a consumer visited a point of interest for a particular study,
such as a store owned by a sponsor of the study or a competitor of
that sponsor. Alternatively or additionally, the analysis may
reveal a set of all points of interest visited by the consumer, and
patterns in visits to points of interest by the consumer. Paths
that are sets of points of interest visited together by a consumer,
such as part of a single trip, and the route between the points of
interest can also be determined from the location data, as can
patterns in paths. For example, the platform may identify sets of
two or more points of interest that the consumer often visits
together in one path.
[0029] As an example of preference characteristics that may be
derived, location data, defining geographic locations, may be
combined with place information, indicating activities that occur
at specific geographic locations at times when the consumer is
present at the location to yield information about characteristics
of a consumer.
[0030] The identity characteristic information may include
information about types of organizations the consumer visits, which
may reveal interests of the consumer. As a specific example, if a
consumer is detected, based on the location data, to often visit
professional sports venues and sports-themed bars, the consumer
analytics platform may identify the consumer as a sports fan. As
another example, if a consumer is detected to often visit gyms,
public sports fields, professional sports venues, and sports-themed
bars, the platform may identify the consumer as a person with an
"active" lifestyle. Though, preference characteristics may be
derived in a more fine-grained way. By correlating location data,
including times, with specific events at specific locations at
times when a consumer is present, a more accurate determination of
a preference may be made. For example, by detecting that a consumer
is at a sports venue when a hockey game is on-going, the consumer
may be classified as a hockey fan.
[0031] Such information collected for multiple consumers may be
used as the basis for inferences and predictions about groups of
consumers, which may be provided to an organization who sponsored a
study performed with the consumer analytics platform. In some
cases, when characteristics are generated through analysis of
location data for consumers, the characteristics may be stored in
profiles for each consumer. Characteristics for each consumer that
are stored in the profiles may be reviewed to yield inferences and
predictions about consumers with respect to the organization
sponsoring the study. In some cases, the inferences and predictions
with respect to the organization may include inferred or predicted
characteristics of the consumers, such as behaviors of groups of
consumers with respect to the organization or related
organizations. In other cases, the inferences and predictions could
be information about potential outcomes of business decisions, such
as outcomes related to each of various proposed scenarios. For
example, information could be provided, based on the inferences or
predictions, that indicates whether and how consumers may react to
potential business decisions or what consumers may do given
particular conditions. Any suitable information may be generated as
an inference or prediction, based on profile data for multiple
consumers.
[0032] Those inferences or predictions could aid the organization
make decisions such as which products to sell, marketing campaigns
to undertake, locations of new store sites, or other commercial
decisions. For example, the consumer analysis system may format the
inferences and predictions to reveal to a business who its
competitors are. Competitors may be revealed, for example, by
showing which businesses are visited by consumers with
characteristics comparable to those of consumers who visit stores
run by the business. Conversely, the consumer analytics platform
may format the inferences and predictions to reveal to a business
what businesses are complementary to its business, by showing which
businesses consumers with comparable characteristics visit in
conjunction with the business.
[0033] Some inferences and predictions generated by the consumer
analytics platform may reveal that consumers that have an existing
relationship with an organization often have existing relationships
with other organizations, that the consumers live or travel within
a certain area, or that some portion of the consumers have a
certain preference. The organization may also learn that consumers
that do not have an existing relationship with the organization
have certain characteristics, such as living in a certain area or
having certain interests. This information could then be used by
organizations in any suitable manner. For example, an organization
could make strategic decisions based on the information. Store
siting and marketing campaigns can be influenced by consumer
characteristic information, as stores may be located near
consumers' homes or travel routes and marketing campaigns may be
directed at known interests of consumers.
[0034] As another example, inferences generated by the consumer
analysis system may reveal advertising effectiveness. By
recognizing that a consumer has been exposed to an advertisement
based on location, the system may then analyze captured location
data to determine whether a consumer has changed behavior after
having been exposed to the advertisement. Such a change may be the
basis of an inference that the advertisement was effective.
[0035] As yet a further example, inferences and predictions may
reveal the context in which consumers do or do not visit a retail
location. For example, by identifying from location data a
consumer's home and office, a business can determine which types of
consumers typically stop to purchase a particular type of product
when leaving home, when leaving the office or in some other
context. Such information, for example, may inform a business of
promotions or advertisements that may entice consumers, in a
context in which they are likely to purchase a particular product
to visit a store operated by that business.
[0036] The embodiments described above are merely illustrative of
the various ways in which embodiments may operate. Further examples
of ways in which a consumer analytics platform can be implemented
in accordance with principles described herein are provided below.
For ease of description, in the exemplary embodiments below, each
consumer is a customer or potential customer and each organization
is a business. As discussed above, though, embodiments are not so
limited. Rather, embodiments may identify characteristic
information for any suitable group of people having or potentially
having any type of commercial or non-commercial affiliation with
any suitable organization. For ease of explanation, however, any
such group of people will be referred to herein as a group of
"consumers."
[0037] In some embodiments described below, electronically-derived
consumer location data is analyzed to determine information
relating to characteristics of a consumer, which may include
information about consumer behavior. Consumer behaviors include
behaviors engaged in by consumers. Such consumer behaviors may
include (1) retail-relevant activities and (2) lifestyle-relevant
activities. Retail-relevant activities may include behaviors
relating to commercial activities engaged in by a consumer.
Commercial activities include activities in which a monetary
transaction takes place or could take place, including visits to
any location where a consumer could purchase products or services.
Lifestyle-relevant activities may include behaviors related to a
consumer's daily life. Lifestyle behavior includes information
about a consumer's work life and home life and regular routine,
including their recreational behaviors. Lifestyle activities
include, but are not limited to, visits to and time spent at a
consumer's residence and place of employment; travel patterns and
habits, including commuting patterns and air travel; and visits to
outdoor recreation destinations, nightlife locations, sports and
entertainment venues, museums, amusement parks, and tourist
destinations.
[0038] More particularly, using systems and techniques operating in
accordance with principles described herein, characteristics of
consumers may be determined through analysis. Characteristics of a
consumer may relate to any suitable attributes, such as an identity
of a consumer, behavior of a consumer, and preferences of a
consumer. Identity characteristics may include demographic and
socioeconomic attributes of a consumer, including where the
consumer lives and works. Behavior characteristics include any
suitable information on behaviors of the consumer, which may
include both retail-relevant behaviors and lifestyle-relevant
behaviors. As discussed above, retail-relevant behaviors include
behaviors relating to commercial activities engaged in by a
consumer and lifestyle-relevant behavior includes information about
a consumer's work life and home life and regular routine, including
their recreational behaviors. Characteristics of behaviors may
include information about activities in which a consumer does or
does not participate or a manner in which the consumer participates
in an activity. Information on a manner in which the consumer
participates in an activity includes information on a frequency or
periodicity of the consumer's participation in the activity.
Additionally, guesses as to whether a consumer is likely to
participate in an activity may be inferred or predicted as part of
behavior characteristics. Preference characteristics may include
information on preferences of the consumer for particular types of
products/services or particular products/services, including brand
loyalties of a consumer. For each of these characteristics, a
strength of the characteristic and/or a likelihood that the
characteristic has been correctly determined may be identified.
Illustrative Context
[0039] FIG. 1 illustrates one exemplary environment in which
embodiments may operate to detect location data for consumers and,
by analyzing that location data, determine characteristics of those
consumers. The example of FIG. 1 is described in connection with
one consumer, but embodiments may operate with any number of
consumers.
[0040] In the environment 100 of FIG. 1, a consumer 102, who has
decided to participate in an analysis program carried out by a
consumer analytics platform 108, changes location while going to
work, going home, going to school, running errands, or moving from
any other place to place. In the specific example of FIG. 1, the
consumer 102 visits a coffee shop 122, gas station 124, workplace
128, restaurant 130, and grocery store 132 during a day. The
consumer analytics platform 108 monitors movements of the consumer
102 and, by analyzing locations the consumer 102 visits, determines
characteristics of the consumer 102 and produces inferences and
predictions based on the characteristics.
[0041] The consumer 102 is associated with a device 104 that can be
used to obtain location information for the consumer 102 as the
consumer 102 moves. The consumer 102 may move with the device 104,
as the consumer 102 may carry the device 104 or the device 104 may
be embedded in a car, piece of clothing, or baggage carried by the
consumer 102. In some cases, the device 104 may be useful only in
determining a location of the consumer 102, while in other cases
the device 104 may have other functionality. For example, the
device 104 may be a mobile telephone with location-identifying
capabilities, such as a cellular telephone with a built-in Global
Positioning System (GPS) or Assisted GPS (AGPS) receiver that the
cellular telephone can use to determine its current location. The
device 104 may be able to communicate with a network 106, which may
be any suitable communication network, including a wireless
wide-area network (WWAN). In cases where the device 104 is a
cellular telephone, the network 106 may be a cellular network.
[0042] The environment 100 may also include a consumer analytics
platform 108 that is able to obtain location information for the
consumer 102, analyze the location information to determine
characteristics of the consumer 102, and produce inferences and
predictions based on the determined characteristics. The consumer
analytics platform 108 may obtain location information for a
consumer 102 from the device 104. In some cases, the consumer
analytics platform 108 may request the location information from
the network 106 and, in turn, the network 106 may obtain location
data from the device 104. In some embodiments, the consumer
analytics platform 108 may request the location data at intervals
that the location analysis tool 108 can adjust based on various
factors, including a current location of the consumer 102.
[0043] The consumer 102 may move from place to place during
activities engaged in by the consumer. As the consumer 102 moves,
the device 104 associated with the consumer 102 may determine a
location for the consumer 102 continuously or occasionally. This
location information may then be transmitted to the consumer
analytics platform 108 to be analyzed.
[0044] In some embodiments, the consumer analytics platform 108 may
analyze information about a consumer 102 in the context of paths
taken by the consumer. A path is a movement of a consumer from one
endpoint to another endpoint and possibly through intermediary
points, where each endpoint and intermediary point is a setting. A
setting is a geographic location visited by a consumer 102 that has
some attached significance, such as a point of interest or a
personally-relevant location for a consumer. Points of interest may
be, for example, stores at which a consumer 102 stopped or a
location on a road at which a billboard can be viewed, or other
places with significance, and personally-relevant locations may be,
for example, a home or workplace for a consumer or other location
at which a consumer spends a lot of time. Points of interest could
also be locations within shopping malls, such as stores within a
shopping mall, or areas within a store, such as a particular
department in a store.
[0045] Endpoints of paths are settings where consumers spend a lot
of time and/or are often considered destinations for consumers,
such as personally-relevant locations for consumers, and therefore
provide start and finish points for paths. Using home and place of
employment as examples of endpoints, paths can be taken by
consumers from home to one or more other settings then back to
home, from home to work and vice versa, from home to one or more
other settings and then to work and vice versa, and from work to
one or more other settings then back to work. Other endpoints are
possible, and paths can be defined in the context of any
endpoints.
[0046] FIG. 1 shows a few examples of paths that may be taken by a
consumer 102 and that the consumer analytics platform 108 may
monitor and analyze. The consumer analytics platform 108 may have
information about personally-relevant locations for the consumer
102, such as a location of the home and the place of employment for
the consumer 102. This information may have been provided by the
consumer 102 or may have been identified by the consumer analytics
platform 108 by observing that the consumer 102 spends a lot of
time at night in one location, which is most likely the home of the
consumer 102, and spends a lot of time during weekdays in another
location, which is most likely the place of employment for the
consumer 102.
[0047] FIG. 1 shows that the consumer 102 visited multiple
locations in a series of movements one day and the consumer
analytics platform 108 determined that these locations are
associated with the illustrated settings 120-132. The consumer 102
started at home 120, visited a coffee shop 122, visited a gas
station 124, drove on a highway 126, spent time at work 128,
visited a restaurant 130, went back to work 128, spent time on the
highway 126, went to a grocery store 132, and returned to home 120.
As the consumer 102 visits each of these settings, the consumer
analytics platform 108 obtains location data that identifies that
the consumer 102 is at a geographic location associated with the
setting. The consumer analytics platform 108 may then match the
obtained geographic locations to known locations for settings to
determine the setting corresponding to each geographic location.
The consumer analytics platform 108 may then examine these settings
and determine from them paths taken by the consumer 102, which may
include first identifying settings that are endpoints. In the
example of FIG. 1, there are two endpoints: home 120 and place of
employment 128. From these endpoints, the consumer analytics
platform 108 may determine that the consumer 102 went on three
different paths: Path A home to work; Path B work to work; and Path
C work to home. During Path A the consumer 102 visited the coffee
shop 122, the gas station 124, and the highway 126. During Path B
the consumer 102 visited the restaurant 130. During Path C the
consumer 102 visited the highway 126 and the grocery store 132.
[0048] The consumer analytics platform 108 may analyze settings
visited by the consumer 102 and the paths taken by the consumer
102, as well as other information about the settings visited by the
consumer 102, to determine characteristic information for the
consumer 102. For example, by examining the settings, the consumer
analytics platform 108 may determine from the visits to the coffee
shop 122 and the restaurant 130 that the consumer 102 regularly
purchases meals and does not regularly make meals. Further, by
analyzing path information for the consumer 102, the consumer
analytics platform 108 may identify behaviors of the consumer 102,
like that the consumer 102 is a commuter and that the consumer 102
makes multiple stops during a normal day. The consumer analytics
platform 108 may also determine that the consumer 102 commutes by
car, rather than by public transportation. By comparing these paths
to information previously gathered about a consumer 102, more
information about the consumer 102 may be determined. For example,
if the consumer 102 does not regularly visit a grocery store 132 on
the way to home 120 from work 128, and if an advertisement for the
grocery store 132 or for a food product was located on the highway
126, the consumer 102 may be determined to be swayed or swayable by
the advertisement or similar advertisements.
[0049] Through analyzing multiple paths and anchors over time, the
consumer analytics platform 108 may be able to confirm, refine, or
correct these determined characteristics of the consumer 102. When
other location data is obtained, such as location data collected
during weekend activities of the consumer 102 or travel activities,
that location data can be used to determine other characteristics
of the consumer 102. Information about the consumer 102 can be
stored in a profile for the consumer 102 and can be combined with
information about other consumers to determine information about
the consumers.
[0050] The consumer analytics platform 108 may use the
characteristic information for each consumer in any suitable manner
or present the characteristic information to any suitable party. In
some cases, businesses 110 will request that the consumer analytics
platform 108 perform a study and provide the business 110 with
information about consumers 102, such as information about
consumers 102 that patronize the businesses 110. The consumer
analytics platform 108 may then review the characteristics for
multiple consumers determined through the analysis and produce
inferences and predictions regarding the consumers. These
inferences and predictions may be made based on the characteristics
determined from the analysis. For example, the inferences and
predictions may include additional characteristics that were
inferred or predicted for a group of multiple consumers. As another
example, the inferences and predictions may include information on
how consumers may be expected to react to potential business
decisions, including information on potential outcomes of one or
more proposed scenarios.
[0051] Information yielded by the inferences and predictions that
are returned to the business 110 as results of the study may be
used by the businesses 110 in any suitable manner. For example, if
the coffee shop 122 were to discover based on information provided
by the consumer analytics platform 108 that the majority of its
customers are car commuters rather than people who work locally,
the coffee shop 122 may decide to offer more products packaged to
be taken in a car. As another example, the coffee shop 122 may
identify interests or preferences of consumers 102 that live near
the coffee shop 122 and go to a competitor coffee shop, such that
the coffee shop 122 could determine how to encourage those
consumers 102 to visit the coffee shop 122. Or, if the grocery
store 132 determines that many of its customers live far away from
its store, the grocery store 132 may decide to build a new store
closer to those customers and may select a location of the new
store based on routes traveled by consumers, locations of other
stores that the consumers are detected to visit, or information on
potential outcomes for each of multiple proposed locations (e.g.,
numbers of consumers that will shop at each proposed store). As
another example, if the grocery store 132 was running
advertisements on the highway 126 that appeared to convince people
who were not planning to visit the store to do so, the grocery
store 132 may infer that the advertisements are effective and
continue using those advertisements. Information about
characteristics of consumers 102 can be used in any suitable manner
by a business 110.
Illustrative Systems
[0052] Described below are examples of various systems and
techniques that may be implemented in some embodiments for
operating a consumer analytics platform to obtain location data for
consumers and analyzing that location data to determine
characteristics of consumers. Embodiments are not limited to
implementing these exemplary systems and techniques, as others are
possible.
[0053] FIG. 2 illustrates one exemplary consumer analytics platform
200 for obtaining and analyzing location data for consumers. In
embodiments, the platform 200 may include one or more consumers
such as a consumer 202, a consumer location data facility 204, and
a consumer analytics engine 208. As the consumer 202 passes through
multiple locations, data about each location visited by the
consumer 202 may be obtained by the consumer location data facility
204 and stored. For example, the consumer 202 may visit a shopping
mall, a retail store, workplace, residential place, an
entertainment center, and the like. The consumer location data
facility 204 may obtain location data for each of the locations
through which the consumer 202 passed. The location data obtained
by the facility 204 may be passed to the consumer analytics engine
208 for analysis. After analysis is carried out, inferences and
predictions based on information about consumers 202 may be
provided to market researchers 230, such as in response to studies
requested by the researchers 230.
[0054] The consumer location data facility 204 may obtain location
data from a consumer 202 in any suitable manner. In embodiments,
the consumer 202 may have access to an electronic device, such as a
location-capable electronic device, that can be used by the
consumer location data facility 204 to obtain location data for the
consumer 202. For example, the electronic device may determine a
location of the consumer 202 and transmit the location to the
consumer location data facility 204. The electronic device may
transmit the location data in response to a request for location
data (e.g., from the consumer location data facility 204) or of its
own initiative. The location of the consumer 202 may be obtained
using any electronic device. In some cases, the electronic system
may be co-located with the consumer 202. Examples of electronic
devices include, but are not be limited to, location-aware mobile
telephones, GPS-enabled tracking devices, personal navigation
devices, in-car navigation devices, and the like.
[0055] Location data may be obtained for each consumer 202 and
stored by the consumer location data facility 204. The location
data that is obtained for each consumer 202 may include any
suitable location information that can be received from electronic
devices of the consumers 202 or determined through analysis. In
embodiments, location data for the consumer 202 may include
geographic information for a location, an error margin for the
geographic information, and a time that location was visited by a
consumer 202. The geographic information may include any suitable
global geographic information, such as latitude and longitude,
and/or local geographic information such as street addresses or
locations within buildings. The error margin may identify a range
of other locations near the geographic location that may be the
actual location of the consumer 202 and allows systems receiving
the location data to account for imprecision in the identified
location.
[0056] Some consumers 202 may volunteer to provide their location
data, while others may be enticed to do so. For example, the
consumer 202 may be interested in providing information to
businesses in which the consumer 202 is interested (e.g.,
businesses at which the consumer 202 shops) because the consumer
202 is interested in helping those businesses by providing them
with information. Or, in other cases, the consumer 202 may provide
location data in exchange for discounts at these businesses or some
incentive from an operator of the consumer analytics platform 200.
In many embodiments, consumer privacy may be important and location
data is only obtained for consumers when the consumers agree to
provide the location data. Though, in some cases privacy may not be
a concern and location data for consumers can be retrieved without
permission of consumers.
[0057] The consumer location data facility 204 may receive and
store the location data of multiple consumers 202 in any suitable
manner, as embodiments are not limited in this respect. Location
data that is stored by the consumer location data facility 204 may
be processed by components of the consumer analytics engine 208,
including the anchor and path classification facility 210, to
determine further information about consumers 202. The location
data may be passed at any suitable time and in response to any
suitable conditions.
[0058] Consumer location data facility 204 may also obtain location
data at any suitable time. In some embodiments, the consumer
location data facility 204 may be operated by a same entity that
operates the consumer analytics engine 208 and the facility 204 may
actively obtain and store location data for the consumer 202, and
may pass the location data to the engine 208 upon obtaining the
information. In other embodiments, the facility 204 may be operated
by a different entity and may obtain location data only in response
to a request from the consumer analytics engine 208. In some
embodiments where the facility 204 is operated by a different
entity, the facility 204 may be a cellular communication network
with an interface that allows for requesting and receiving location
data for a particular device attached to the cellular communication
network. In these embodiments, the interface may be the same or a
similar interface to an interface used for Enhanced 911 (E911)
systems to obtain location data from a mobile phone that has made
an emergency call. In some other embodiments in which the facility
204 includes a cellular communication network, however, the
consumer analytics engine 208 may be able to communicate freely and
directly to a device attached to the cellular network or receive
information from a device attached to the cellular network, or in
any other way, rather than only communicating via a designated
interface.
[0059] However the consumer location data facility 204 obtains
location data, the consumer analytics engine 208 may obtain and
analyze the location data. The consumer analytics engine 208 may
include various components to perform an analysis of location data
received from the consumer location data facility 204. As shown in
FIG. 2, in some embodiments the engine 208 may include an anchor
and path classification facility 210, an anchor analysis facility
212, a path analysis facility 214, a point of interest facility
218, an inference engine facility 220, a tribal clustering facility
222, a prediction facility 224, and a real-time detection facility
228. The consumer analytics engine 208 analyzes location data and
is able to identify characteristics for consumers based on analysis
of the location data and is able to produce inferences and
predictions based on the characteristics resulting from the
analysis, while protecting consumer privacy.
[0060] In addition to location data, in some embodiments other data
may also be provided to a consumer analytics engine 208. For
example, purchase data and/or demographic data may be made
available to the consumer analytics engine 208.
[0061] Consumer purchase data may be provided by the consumer
purchase data facility 206 with or without request by the consumer
analytics engine 208. Consumer purchase data may include any
suitable information about consumer purchases that may be provided
by businesses at which consumer shop or financial companies with
which customers have relationships. Purchase data may also be
provided by consumers themselves, such as in responses to surveys.
Businesses may obtain data about consumer purchases when the
consumers provide to businesses personal information to associate
the consumers with purchases. This may be the case when the
consumers participate in programs (e.g., rewards or loyalty
programs) with the businesses, such that the consumers identify
themselves at the time they purchase goods or services. Similarly,
financial companies may obtain information about consumer purchases
when the consumers use credit cards, debit cards, checks, layaway
programs, or other financial products to purchase goods or
services.
[0062] Demographic data may also be provided by a demographics data
facility 207 in some cases. Demographics data may be used to
identify demographic information associated with particular areas.
For example, from census data and other sources, incomes, education
levels, and household sizes can be stored for particular areas like
ZIP code areas. This information can then be provided to the
consumer analytics engine 208 in response to a request from the
consumer analytics engine 208 or without a request from the engine
208.
[0063] Consumer purchase information may be aggregated for each
consumer and provided to the consumer analytics engine 208 to be
analyzed alongside location data for consumers. The consumer
analytics engine 208 may join the purchase data with the location
data in any suitable manner to determine a correspondence between
location data and purchase data for individual consumers. This join
may be carried out in any suitable manner. For example, if a
consumer provides a phone number to businesses or financial
companies, that phone number may be provided alongside the purchase
data and may be used to identify location data for the consumer in
embodiments where location data is retrieved with the assistance of
a cellular telephone.
[0064] Demographic information may be associated with consumers
using techniques described below. Briefly, when a place of
residence is determined for a consumer, demographic information
associated with that community may be retrieved and used to
determine characteristics of the consumer.
[0065] The consumer analytics engine 208 may include any suitable
components for performing any suitable analysis of location data
relating to consumers 202 to determine characteristics of the
consumers 202. In embodiments, the anchor and path classification
facility 210 may receive location data for the consumer 202. The
anchor and path classification facility 210 may receive input in
the form of a set of data points representing geographic locations
visited by a consumer and may determine settings visited by a
consumer and a path taken by the consumer to visit the
settings.
[0066] In some cases, the anchor and path classification facility
210 may filter received location data to remove excess or redundant
pieces of location data. This filtering may include attempting to
identify pieces of location data that relate to a same or similar
location. Through this process, a number of "anchors" can be
determined that are geographic locations at which a consumer
stopped. Each anchor may be related to one or more pieces of
location data, depending on a frequency with which location data
was obtained for the consumer and how long the consumer spent at
the anchor. Analyzing anchors rather than analyzing all of the
location data for a consumer may be useful, as identifying places
at which a consumer stopped or spent a great deal of time may
provide more information about characteristics of a consumer than
locations through which a consumer passed without stopping.
[0067] To identify anchors, the anchor and path classification
facility 210 may cluster sequential location points for a consumer
202 to identify location points that are related in time or
distance. For example, such a clustering of the sequential location
points may be carried out using Euclidian distance clustering. In
one example of a Euclidean distance clustering, locations within
400 feet of one another may be identified as being related to a
same potential anchor. Additionally, by comparing time differences
between location points related to the same potential anchor, a
duration of time spent by consumer 202 at the potential anchor can
be determined. Each cluster of locations associated with a duration
above a threshold, such as duration of greater than ten minutes,
can be identified as an anchor. An anchor, in embodiments, may then
be defined for the consumer 202, based on the location data, that
represents a similar location and a corresponding time interval.
The anchor and path classification facility 210 may store as a
location of the anchor a calculated location for the anchor, which
may be an output of a mathematical operation involving individual
location data points for the anchor. In some embodiments, the
calculated location for an anchor may be a geometric mean of the
individual location data points associated with the anchor. The
anchor and path classification facility 210 may also store the
individual location data points associated with an anchor.
[0068] Once anchors are identified, the anchor and path
classification facility 210 may define a set of anchors as a path.
A path is a set of anchors, with a route between them, that a
consumer 202 visited in series. A path includes two anchors that
are endpoints and may or may not include anchors that are
intermediary points, depending on what the consumer was doing and
where the consumer stopped. As discussed above, the endpoints may
be settings known to be associated with the consumer 202 and that
may be considered ultimate destinations when a consumer 202 is
traveling. Endpoints include personally-relevant locations for
consumers, including places of residence and employment for the
consumer 202, but may be anywhere that marks the ultimate
destination or end of an outing. Intermediary anchors may be
settings that the consumer 202 visited during a path. For example,
during a shopping trip on the weekend, the two endpoints for the
trip may be the home of the consumer 202 and intermediary points
may be stores and restaurants that the consumer 202 visited after
leaving home and before returning home.
[0069] Identification and analysis of anchors and paths by the
anchor and path analysis facility 210 may be aided by an anchor
analysis facility 212 and a path analysis facility 214. Information
about locations, clusters, anchors, and paths may be provided to
one or both of the anchor analysis facility 212 and the path
analysis facility 214.
[0070] The anchor analysis facility 212 may generate from location
data regarding locations visited by a consumer 202 a list of unique
physical locations visited by each consumer 202 that can be used by
the anchor and path facility 210 to identify anchors. This unique
list may also be analyzed to determine patterns in places visited
by the consumer 202.
[0071] In some embodiments, the anchor analysis facility 212 may
maintain or determine some information for each location in the set
of unique locations. For example, a number of times that a consumer
202 visits the location may be identified and times of day the
consumer 202 has visited or typically visits the location can be
identified. A frequency of visit or time interval between visits
may also be identified for the location and the consumer 202. If
multiple pieces of similar location data are used to identify a
location as an anchor in one path, information about times at which
the location was visited may be used to determine a length of a
visit to an anchor during a path. When location data is collected
for multiple paths, average lengths of visits or patterns in
lengths of visits may be identified.
[0072] Anchor analysis facility 212 may also analyze anchors to
identify those corresponding to settings that are
personally-relevant locations for a consumer 202, including
identifying locations corresponding to places of residence and
employment of the consumer 202. To do so, anchors corresponding to
locations that a consumer 202 often visits and where the consumer
202 spends many hours can be identified. Next, time-of-day and
day-of-week criteria may be applied to those anchors. The
time-of-day and day-of-week criteria may be used to make infer
whether those anchors correspond to personally-relevant locations.
For example, based on these criteria, an anchor at which the
consumer 202 spends eight hours during the day on weekdays may be
the place of employment for the consumer 202 and an anchor at which
the consumer 202 spends eight hours during the night on weekdays
may be the place of residence for the consumer 202. Other criteria
may be used to similarly identify other personally-relevant
locations. These personally-relevant locations for a consumer may
be identified as potential endpoints and may be used by the path
analysis facility 214 to identify paths.
[0073] The path analysis facility 214 may analyze information
regarding paths identified by the anchor and path analysis facility
210, as well as aid the facility 210 in identifying paths. As
discussed above, a path can be identified as a set of anchors and a
route between anchors that is bound by a beginning endpoint and an
ending endpoint. When a path is identified, the path analysis
facility may analyze the path to determine information about the
path. For example, the facility 214 may perform a quantitative
analysis on a path to identify quantitative attributes of the path.
Quantitative attributes include, but are not limited to, a total
distance traveled, an average speed of travel, and a path duration.
The path analysis facility 212 may also identify qualitative
attributes of a path, including whether the path was one-way or
round-trip by determining whether the endpoints are the same
anchor, or determining a type of transportation used during the
path by analyzing the route taken and the speed of travel. Other
qualitative attributes include a purpose of the path, which may be
inferred through analyzing the attributes of anchors visited during
the path. Settings corresponding to anchors visited during a path
may be identified using the point of interest facility 218, which
is discussed below. If only one anchor was visited and the anchor
corresponds to a store, then the path may be related to shopping
for a particular item or type of item. If the anchors of a path are
each related to stores of a same type, then the path may be related
to shopping for a particular product or type of product. If the
anchors of a path are related to multiple stores of a different
type, then the path may be related to a general shopping trip for
many different types of items. Paths may be related to other
activities, not just shopping. If a path includes a visit to a
public park or public playing field, the path may be related to
exercising. If the path includes a lengthy visit to an anchor very
far away from the home of the consumer 202, then the path may be
related to a vacation or business trip taken by the consumer 202.
Any suitable attributes of anchors may be used to identify a
purpose of a path.
[0074] Patterns in paths may also be identified by the path
analysis facility 214. For example, when purposes of paths are
identified, particular types of paths may be analyzed. For example,
a quantitative analysis can be carried out on a type of path to
determine an average length of that type of path in distance and/or
in time, or an average length of time between paths of that type.
Patterns in paths can also be identified based on settings
corresponding to anchors in paths, such as how often a consumer 202
visits two particular settings together in a path and how often the
consumer 202 visits two particular settings in different paths.
Similarly, patterns can be detected in how often anchors of
particular types are visited together in the same paths or in
different paths. Patterns in attributes of paths can also be
compared to settings. For example, patterns in length of paths that
include a particular setting or type of setting can be determined,
and patterns in purpose of paths that included a visit to a
particular setting or type of setting can be identified. Any
suitable patterns can be identified to yield any suitable
information about paths of a consumer 202.
[0075] The anchor and path classification facility 210, the anchor
analysis facility 212, and the path analysis facility 214 were all
discussed above in the context of determining information about
anchors and paths visited by a single consumer 202. In some
embodiments, these facilities may also determine information about
multiple consumers 202. Patterns in anchors and paths for multiple
consumers 202 could be identified. Any of the exemplary types of
patterns described above could also be determined across multiple
consumers 202.
[0076] The anchors discussed above that were determined based on
the location data are locations identified by groups of location
data obtained for a consumer 202. Additional information about a
location may be determined by identifying a setting corresponding
to a location. A setting may be a place associated with a location,
such as a business or office that is associated with a geographic
location of the business/office, that is associated with some
meaning, such as being associated with some behavior or type of
behavior. Information about settings may be useful in analyzing
anchors and paths, as the settings can provide information about
activities in which a consumer may have engaged at that geographic
location, which could provide more information on characteristics
of the consumer.
[0077] The point of interest facility 218 of the consumer analytics
engine 208 may provide additional information that may be useful in
analyzing anchors and paths. For an anchor, the calculated location
(e.g., geometric mean location) of the anchor may be
cross-referenced to a data set of settings maintained by the point
of interest facility 218. The data set of the point of interest
facility 218 may include information on geographic locations and
activities associated with personally-relevant locations for
individual consumers and with points of interest (POIs) that
include places that consumers may visit. Each POI may be a place
that a consumer 202 could visit, such as an office, shop, concert
venue, restaurant, or other places.
[0078] A setting in the POI data set may be defined in part by a
geographic location for the POI. The geographic location for the
POI may be defined and stored in any suitable way, including as a
point or a polygon. Where the location is defined by a point, the
point may be associated with a latitude/longitude corresponding to
the point and a radius around the point. Where the location is
defined by a polygon, edges and vertices of the polygon may be each
defined by a latitude/longitude. When a calculated location for an
anchor and/or other locations within the error margin for the
calculated location of the anchor fall within the radius of a point
or within the edges of the polygon, the anchor may be determined to
correspond to that POI and, accordingly, the consumer 202 may be
determined to have visited that POI.
[0079] In some cases, determining to which setting a geographic
location visited by a consumer or an anchor relates may include
choosing between multiple settings. This may be the case where the
error margin indicated by the location data overlaps with the
locations (e.g., the polygon or the point and radius) for multiple
different settings. In such a case, a particular setting to which
the location data corresponds may be selected in any suitable
manner. For example, a probability may be calculated for each
potential setting that each potential setting is the setting
visited by the consumer. Such a probability may be calculated based
on information about the location and/or about the consumer. When
information about the location is used, then a setting closest to
the geographic location of the consumer may be selected or a
setting with a location area (e.g., the polygon or the point and
radius) having the greatest overlap with the area of the error
margin for the consumer may be selected. When information about the
consumer is used, then information about settings previously
visited by the consumer, which may be derived from information like
purchase data provided by consumer purchase data facility 206, may
be used to select a most likely setting visited by the consumer.
For example, if two potential locations are a fast food
establishment and a sporting goods store, and the consumer has
never visited a fast food establishment but often visits sporting
goods stores, then the more likely setting may be determined to be
the sporting goods store. When information about the location
and/or the consumer is used, probabilistic inference techniques may
be used to make the determination of the probabilities associated
with each setting. For example, the problem may be modeled using a
Bayesian Network such as a Hidden Markov Model. When a Hidden
Markov Model is used, the hidden state may be the visited setting
and location data for the consumer may be input as observations.
The Hidden Markov Model may then be evaluated using techniques like
the Viterbi algorithm to determine the most likely setting visited
by the consumer.
[0080] As discussed above, a type of setting or an activity engaged
in by a consumer 202 may be used to make determinations about a
consumer 202 or about paths taken by the consumer 202. Accordingly,
the setting data set may include information about each
setting.
[0081] In some cases, information about behaviors may not be known
for personally-relevant locations that are identified by the anchor
analysis facility 212 and may not appear in the data set, while in
other cases the behaviors may be identified based on assumptions
about a type of the personally-relevant location (e.g., home or
work location).
[0082] Each POI, however, may be associated in the data set with at
least one description of the POI and at least one categorization of
the POI. In some cases, a type of POI or a type of activity engaged
in at the POI may be the same at all times. In this case,
information about the POI can be retrieved and analyzed once the
geographic locations are determined to match. In other cases,
however, a type of POI or the activities for a geographic location
may vary based on time. For example, a POI that is a restaurant at
mid-day may become a nightclub at night. As another example, an
arena may host basketball games, hockey games, and concerts at
different times. For these POIs, a time that the consumer 202
visited the POI may be used to determine the type of POI or
activities in which the consumer 202 engaged at the POI.
[0083] As a result, in some embodiments, POIs may be categorized in
the data set of the POI facility 218 based on location and time.
The location categorization may include a categorization of the
types of activities in which a consumer 202 could engage at the POI
at any time. For example, a location categorization may indicate
that a POI is a sports venue, quick-service restaurant, low-cost
retailer, or other type of organization. A time-based
categorization may indicate, of the location-based categories, a
type of activity in which a consumer 202 could engage at a
particular time. The time-based categorization of the data set of
the facility 218 may be populated by externally-available
information about the POI. For example, event schedules, transit
schedules, air travel schedules, and the like and may be retrieved
for a POI and stored and used to determine activities in which a
consumer 202 could engage at a time and, from that, a time-based
categorization of the POI.
[0084] Using the location and time-based categorization, each POI
may be assigned to one or more defined category of activities
related to POIs. In an exemplary scenario, POIs may be categorized
as relating to restaurants, lodging, parks and recreation, sports
and fitness, nightlife, sites of outdoor or indoor advertisements
(e.g., billboards), school/university, pharmacies, supermarkets,
and work places, among others. When a consumer 202 is determined to
have visited a POI, a category of POI may be selected based on
factors like time, and information about the POI may be provided
for analysis. For example, the information about the POI may be
used by the facilities 210, 212, and 214 as discussed above.
[0085] The consumer analytics engine 208 can also analyze the
information collected from location data and data sets, and from
consumer purchase data facility 206 and the demographic data
facility 207, to determine characteristics of the consumers. The
characteristics of a consumer 202 that may be determined through
this analysis include characteristics of an identity of the
consumer 202, behaviors of the consumer 202, and preferences of the
consumer 202. Further, behaviors of the consumer 202 may be used to
determine categories of behavior in which the consumer 202 engages
and behavior groups to which the consumer 202 therefore
belongs.
[0086] To perform this analysis, the consumer analytics engine 208
may analyze information received from the consumer location data
facility 204 and determined by the anchor analysis facility 212,
path analysis facility 214, and point of interest facility 218. The
consumer analytics engine 208 may use any suitable computer
learning technique to identify relationships between locations,
consumers, anchors, and paths, and patterns in those relationships.
For example, based on information about one consumer a relationship
may be established between two anchors that identifies that a
consumer that visits one anchor is somewhat likely to visit the
other anchor. Similarly, relationships may be identified between
paths or attributes of anchors and/or paths. These relationships
may be adjusted as information about other consumers is reviewed.
For example, if another consumer is detected to visit the same two
settings, then a relationship between the settings may be
strengthened. On the other hand, if another consumer is detected to
visit one setting and not the other, a relationship between the
settings may be weakened. Relationships can be both positive and
negative, such that a relationship could indicate either that two
settings are very likely to be visited together or are very
unlikely to be visited together.
[0087] Data regarding the strength/weakness of these relationships
may be stored in any suitable manner, including using confidence
values. As the consumer analytics engine 208 examines the data for
consumers and establishes and adjusts relationships, the consumer
analytics engine 208 may assign confidence values to the
established relationships indicating how likely or true the engine
208 believes the relationship to be. These confidence values may be
adjusted over time, as the consumer analytics engine 208 learns
more and becomes more or less confident in particular
relationships.
[0088] The relationships learned by the consumer analytics engine
208 can be used to analyze the location data, anchors, paths, and
patterns for consumers to determine characteristics of
consumers.
[0089] Based at least in part on these relationships, the consumer
analytics engine 208 can generate guesses regarding characteristics
of a consumer 202. These relationships can be used to determine,
when a consumer 202 matches one side of a relationship, how likely
the consumer 202 is to match the other side of the relationship
when there is no data available to indicate directly whether the
consumer 202 matches the other side of the relationship. As a
specific example, if the consumer 202 is detected to visit a first
POI but not a second POI, and the engine 208 has detected a
relationship between the first and second POIs, the engine 208 may
determine how likely the consumer is to visit a second POI. In
these cases, the strength of the relationship as determined by the
learning algorithm can determine the likelihood of the consumer 202
matching the second part of the relationship.
[0090] The consumer analytics engine 208 may determine
characteristics in any suitable manner. In some embodiments, the
engine 208 may examine patterns in paths and/or anchors, and/or
patterns in purchase data, to infer characteristics of a consumer
202. For example, the engine 208 may examine patterns in the
settings and the types of settings visited by multiple consumers
202 and the times of those visits. Patterns in settings may be
defined by patterns in repeat visits to a particular POI or by
repeat visits to a category of POI. Patterns in times may be
defined by patterns in, for example, the time of the day when POIs
were visited, day of the week for the visited POIs, seasonality and
duration of each visit, the speed of travel between locations, etc.
Such patterns may be identified based on location data and/or
purchase data for consumers.
[0091] By examining these patterns, various conclusions could be
drawn. For example, the engine 208 may determine whether a consumer
that has visited certain POIs or takes certain paths is likely to
visit a particular POI. As another example, the engine 208 may
determine information about the regularity of the daily routine of
a consumer 202 and then make inferences regarding whether the
consumer 202 is likely to maintain an unvarying schedule and
whether the consumer 202 is likely to visit different POIs or
different types of POIs. This may be useful in determining how
likely a consumer 202 is to be swayed to visit a POI that the
consumer 202 has not previously visited, including POIs that the
consumer 202 regularly passes but does not visit. Similarly,
frequency of visits to a particular POI and POIs that are
frequently passed but not visited may be used by the engine 208 to
infer strength of brand preferences and loyalties of a consumer
202. For example, if a consumer 202 visits two stores of the same
type, but visits one more frequently than the other, the engine 208
may infer that the consumer prefers the more-visited store to the
other.
[0092] Patterns in paths, such as frequency or timing with which
paths of a certain type are made by a consumer 202, may yield
inferences about behaviors of the consumer 202 or preferences the
consumer 202 has for paths with certain purposes. For example, if a
consumer 202 is determined to be visiting many car dealerships in
multiple paths, the consumer 202 may be inferred to be shopping for
a car. Similar conclusions can be made about shopping for homes by
analyzing patterns in visits to real estate brokers, banks, and/or
open houses, particularly if those visits depart from previous
behaviors of a consumer 202. Similarly, when a consumer 202 often
visits sports venues and sports bars, the consumer analytics engine
208 may infer that the consumer 202 is a fan of sports, while if
the consumer 202 often visits gyms and public playing fields in
addition to sports venues and sports bars, the consumer 202 may be
inferred to be an "active" person. Deviations from patterns may
also be notable, such as when a consumer 202 visits a setting they
have not previously visited or at a time that the consumer 202 does
not typically visit that setting. If an advertising campaign is
underway for the setting, the consumer analytics engine 208 could
infer from the deviation in the consumer's behavior patterns that
the consumer 202 was swayed by the advertising campaign. The engine
208 may also make this conclusion if the analysis shows the
consumer 202 passed by a setting associated with a billboard used
by the advertising campaign, and thus likely viewed the billboard,
prior to deviating from the behavior pattern.
[0093] Characteristics may also be determined by the consumer
analytics engine 208 by comparing location data and data about
settings visited by consumers to demographic data from the
demographic data facility 207. For example, when a consumer's place
of residence is identified using, for example, techniques described
above, demographics associated with a consumer's community may be
used to identify characteristics of the consumer, such as income,
education, and family size characteristics, among others.
[0094] Characteristics of a consumer determined by the consumer
analytics engine 208 may also be entered into the tribal clustering
facility 222. The tribal clustering facility 222 clusters
consumers' patterns and behaviors into tribes, which are behavior
groups associated with one or more consumer characteristics. A
tribe may be established around any suitable characteristic(s),
including lifestyle-relevant behaviors, retail-relevant behaviors,
places visited, schedules, preferences, and other characteristics.
Some tribes may be related to particular market segments, such as
demographic segments or consumption habit segments, and other
tribes may be related to lifestyle habits like recreational
interests and regularity of schedules.
[0095] Exemplary tribes that may be monitored and maintained in
some embodiments include a home-oriented tribe for people who are
often at home; a work-oriented tribe for people who are often at
work; a commuter tribe for consumers who travel long distances
between home and work; "early riser" and "late-riser" tribes
dependent on when a consumer leaves their home for the day; a
nightlife tribe for consumers who are often out late at night; an
"active lifestyle" tribe for consumers who are detected to be
partake in athletic activities (e.g., visit gyms and public playing
fields); sports fans and sub-tribes for fans of particular teams
and/or sports for consumers who are detected to go to sporting
venues and sports bars; store-based tribes for consumers detected
to often shop at particular stores; shopping tribes for consumers
who have particular shopping habits, like single-store shopping
trips, multi-store shopping trips, following a strict shopping
routine, and shopping for a particular item (e.g., car, home,
etc.); frequent flier tribes; frequent overnight traveler tribes;
and tribes relating to whether a consumer has been or potentially
has been exposed to an advertisement of a marketing campaign (e.g.,
a billboard). A consumer could be identified as belonging to one or
more of these tribes and/or other tribes based on obtained location
data and information derived from analysis by facilities 208, 210,
212, and 214.
[0096] The tribal clustering facility 222 may maintain information
about multiple different tribes and may determine, based on
information determined by the consumer analytics engine 208,
whether a particular consumer 202 belongs to a tribe. This may be
done by comparing requirements or conditions for each tribe to
information known about a particular consumer 202. If the
information known about the consumer 202 from the analysis of the
engine 208 matches the conditions/requirements of a tribe, then the
consumer may be determined to be in the tribe. As a specific
example, the "sports fans" and "active lifestyles" tribes may have
the requirements discussed above-visits gyms and public playing
fields for "active lifestyles" and goes to sporting venues and
sports bars for "sports fan"--and a consumer 202 may be associated
with these tribes when the consumer analytics engine 208 determines
that the consumer 202 has characteristics meeting those
requirements. As another example, the engine 208 may determine
through its analysis that a consumer 202 is a frequent flier when
paths of the consumer 202 often include two anchors separated by a
large difference in time and distance with no location points in
between. This difference could indicate that the consumer 202
traveled on a plane between the two anchors. When these anchors are
noticed multiple times by the engine 208, the engine 208 may mark
the consumer 202 as a flyer. When the tribal clustering facility
222 observes the mark relating to the consumer 202, the facility
222 may identify that the consumer 202 is in the frequent flier
tribe.
[0097] Of course, as discussed above, the consumer analytics engine
208 may adjust relationships and conclusions over time, as the
engine 208 learns more about a relationship. Further, habits of a
consumer 202 may change over time. As such, a consumer 202 that is
placed into a tribe may be removed from a tribe if information
about the consumer 202 changes for any reason.
[0098] Location data, purchase data, and/or information determined
about a consumer 202 may be stored by the consumer analytics engine
208 in a profile for the consumer 202. Profiles may be similarly
maintained for each consumer 202 for which the consumer analytics
engine 208 obtains location data and perform analysis. The profiles
for each consumer 202 can include any of the characteristics
determined by the consumer analytics engine 208 or facilities
included by the consumer analytics engine 208, including identity,
behavior, and preference characteristics. A profile may be stored
and formatted in any suitable manner, as embodiments are not
limited in this respect. In some embodiments, a single contiguous
data structure may store the characteristic information for a
profile for one consumer, while in other embodiments characteristic
information may be stored for one consumer in multiple different
data units.
[0099] By storing characteristics in profiles for each consumer,
the characteristics can be later reviewed and used in consumer
studies to identify further consumer analytics. In some
embodiments, the consumer analytics engine 208 may receive requests
for studies to be performed to further identify the characteristics
of consumers, such as from market researchers 230. Results of a
study can be based at least in part on review of characteristic
information included in profiles for consumers, which may yield
information related to a topic of the study. For example, review of
the characteristics may yield information related to a business (or
other organization) sponsoring the study, or other businesses (or
other organizations) related to the business sponsoring the
study.
[0100] Computations based on these characteristics may yield
inferences and predictions for the consumers 202 based on the
characteristics. As illustrated in FIG. 2, an inference facility
220 and prediction facility 224 are included in the consumer
analytics engine 208 and may be used to produce inferences and
predictions from the profile data for consumers 202.
[0101] The inferences and predictions made by facilities 220, 224
may be performed in the context of a study requested by a market
researcher and surrounding a particular topic. Accordingly, the
inferences and predictions may be related to the topic of the
study. For example, when a study is requested on behalf of a
particular business, inferences and predictions may be made
regarding consumer characteristics that are related to that
business. As another example, inferences and predictions may be
made about what consumers may do given one or more conditions or
how consumers may react in a proposed scenario or in each of
multiple proposed scenarios. Consumer characteristics related to a
business may include characteristics of consumers' interactions
with the business and/or interactions with related businesses
including competitors and businesses of the same or similar type.
Consumer characteristics may include identity, behavior, and
preference characteristics for consumers that are related to the
business, including what types of consumers interact with the
businesses, how or when the consumers like to interact with the
business, or how likely particular types of consumers are to
interact with the businesses in the future.
[0102] The inferences and predictions of facilities 220, 224 may be
based on a learning algorithm that identifies relationships,
similar to relationships described above. The learning algorithm
may identify patterns in characteristics of consumers from the
profile data and use those relationships to identify
characteristics related to the topic of the study. Inference
facility 220 may use the relationships to determine current
characteristics of consumers related to the business, including
current identities, behaviors, and preferences of consumers with
respect to the business. Prediction facility 224 may use the
relationships to determine future characteristics of consumers
related to the business, including future identities, behaviors,
and preferences related to the business.
[0103] A specific example of a study is one commissioned by a
business that is a restaurant, to determine characteristics of its
customers. A current characteristic that can be inferred by the
inference facility 220 is that consumers are more likely to visit
the restaurant for lunch when going on long-duration, general
shopping trips and than when on a short shopping trip for a
particular item. This may be based on an inference regarding
detected behaviors of consumers, that the restaurant was most often
visited by consumers during paths that were identified to be
"general shopping" trips and that were long. A future
characteristic that can be predicted by the prediction facility 224
is that many consumers will visit the restaurant on a particular
holiday weekend. This may be based on a detection that consumers
most often engage in general shopping on holiday weekends, as well
as that consumers most often visit the restaurant during "general
shopping" trips, such that the prediction facility 224 may predict
that many consumers will be on general shopping trips on the
particular holiday weekend.
[0104] In this way, the consumer analytics engine 208 may obtain
location data and/or purchase data, perform analysis on the
location data and/or purchase data to identify characteristics of
consumers, and then review the characteristics and compute
inferences and predictions based on the consumer characteristics
and behaviors.
[0105] The inference facility 220 and the prediction facility 224,
when generating inferences and predictions, may generate confidence
values that indicate how confident the facilities are in the
inference/prediction, which can indicate how likely the
inference/prediction is to be true. These confidence values may be
related to the strength of the relationships, determined by the
learning algorithm, on which the inferences/predictions are based.
In some embodiments, these confidence values can be output as part
of the inference/prediction, such that someone reviewing the
inference/prediction may be aware of the strength of the
inference/prediction.
[0106] As mentioned above, a study to be performed using the
consumer analytics engine 208 may be requested by a market
researcher 230. Market researchers 230 (including both professional
market researchers and laymen performing market research) may wish
to determine more information about consumers 202 that are
customers of or potential customers of a business or a type of
business, or may wish to know more about consumers 202 with respect
to any other topic. For example, the market researchers 230 may
wish to know about the identities of consumers 202, such as
demographic characteristics for consumers 202 that regularly visit
the business, that have visited the business, or that regularly
pass by the business but have not visited. The market researchers
230 may also wish to know about inferred preferences of consumers
202 that have not visited a business but have visited the business'
competitors. Similarly, the market researchers 230 may wish to know
how many consumers 202 passed by an advertisement and subsequently
visited a business associated with an advertisement, including
those who visited the business for the first time. Such inferences
and predictions may be yielded from the analysis of the profile
data, including the location data, purchase data, and/or
information yielded from analysis of the location and/or purchase
data.
[0107] The interface by which the consumers 230 may query the data
set may allow for any suitable queries to be made, including any
suitable filter terms or conditions. For instance, a market
researcher 230 may assemble one or more set of queries that attempt
to collect data regarding a specific consumer sample population.
Additionally or alternatively, the queries may be created with
conditions that attempt to focus results to as to answer specific
questions posed by or to the market researcher or to try to solicit
information with various levels of detail. Answers to the queries
may be provided by engine 208 based on inferences and predictions
drawn from the obtained location data and the results of the
analysis performed on the location data, which are stored in the
profiles for each consumer.
[0108] Once market researchers 230 have the information from the
consumer analysis engine 208, the researchers 230 and/or the
businesses with which the researchers 230 may be affiliated may
make decisions using the information. For example, store siting
decisions could be made with this information. Once a set of
characteristics associated with consumers that visit a store or a
type of store are determined, queries can be made for places of
residence or employment for consumers that match those
characteristics. Additionally, places of residence or employment
for consumers that already visit the store can be determined.
Distances that consumers travel or will travel to the type of store
can be queried, as well. Once these places and distances are
determined, the business can determine where to place a store that
will have a good likelihood of being visited by existing or
potential new consumers. Advertising effectiveness can also be
determined based on results of queries to the engine 208 regarding
consumers that potentially viewed an advertisement and subsequently
visited or purchased goods or services at a business associated
with the advertisement (e.g., an advertised business or a business
selling an advertised product). As another specific example, a
competitor analysis can be carried out to determine, based on
characteristics of the consumers, which businesses consumers view
as alternatives and characteristics of consumers that visit or
purchase goods or services at each business.
[0109] In embodiments, any suitable queries may be submitted by
market researchers 230 to yield inferences and predictions from the
consumer analytics engine 208. In some embodiments, access to
information stored by the platform 200 may be limited to only
queries for inferences and predictions, rather than to data
collected about individual consumers, due to privacy concerns. Raw
information about each consumer 202 (e.g., raw location data not
yet analyzed) or information that could identify individual
consumers 202 rather than classes of consumers 202 may be
confidential and may be appropriately secured for privacy. In
embodiments, consumer privacy can be protected by limiting access
for a researcher 230 of the platform 200 to querying and receiving
the inference/prediction output of the consumer analytics engine
208, rather than examining data about individual consumers 202.
Further, some embodiments may provide information about groups of
consumers 202, rather than information about individual consumers
202, or may provide characteristics information in a way that
cannot be linked to an individual. Such a system enables
maintaining confidentiality of the identity of consumers 202 and
the raw data stored in the consumer location data facility 204.
[0110] Information about consumers 202 may be used by the platform
200 not only in response to queries by market researchers.
Additionally or alternatively, in some embodiments a real-time
detection facility 128 may react in real time to
inferences/predictions about consumers as the information about
consumers is obtained or determined through analysis. The real-time
detection facility 128 may react to the information by issuing a
real-time response to any suitable party. The party may include a
consumer 202, an organization, and adjustable advertisement, among
others. The real-time response may be, for example, a delivery of
an advertisement or message to the consumer 202 regarding a topic
in which the consumer 202 may be interested, based on inferences or
predictions regarding the consumer 202 at that time. For example,
if the consumer 202 is detected to be visiting particular types of
stores and the consumer analytics engine 208 may predict that the
consumer 202 will soon try to find a restaurant, the real-time
detection facility 128 could present information to the consumer
202 to encourage the consumer to visit a particular restaurant. In
another example of a real-time response, information about
consumers 202 may be presented to an adjustable advertisement such
that the advertisement can be adjusted to suit the consumer 202 as
the consumer 202 passes by the advertisement. Information about a
consumer 202 can also be provided to a business in response to a
consumer 202 visiting the business or interacting with the
business. For example, discount coupons for the consumer 202 or
information about the consumer 202 that could be used in
negotiation with the consumer 202 over a sale may be presented to
the organization. These discount coupons or information about the
consumer 202 may be presented at any suitable time, including when
the consumer 202 first visits an organization or when the consumer
202 begins a purchase at a point of sale.
[0111] The consumer analytics platform 200 may be used to obtain
location data regarding a consumer and, from the location data,
determine characteristics of consumers. These characteristics can
be used to produce inferences and predictions regarding the
consumers, such as in response to consumer analytics studies
requested by market researchers on behalf of businesses. In this
way, in some embodiments consumer analytics can be determined based
on location data obtained for consumers as the consumers move and
engage in activities at various locations.
[0112] Various techniques that may be carried out by the components
of a consumer analytics platform like the one described above are
described in greater detail below in connection with FIGS. 5-9.
However, it should be appreciated that embodiments are not limited
to operating with the platform 200 of FIG. 2 or with any particular
type of consumer analytics platform. Other platforms are possible.
FIG. 3 illustrates another exemplary platform 300 with which some
embodiments may operate.
[0113] FIG. 3 illustrates a second consumer analytics platform 300
and shows entities that may interact in the consumer analytics
platform 300. The platform 300 is similar in some ways to the
platform 200 illustrated in FIG. 2 and discussed above.
Accordingly, operations of the components of the platform 300 may
be described in the context of corresponding components in the
platform 200 of FIG. 2.
[0114] In the platform 300, an entity for obtaining location data
for consumers is separate and distinct from an entity for analyzing
location data to determine characteristics and producing inferences
and predictions based on the characteristics. More particularly,
the consumer location data facility 304 may be provided with
location data regarding consumers 302 by a network facility 316
that is operated by one entity. The consumer location data facility
304 may then provide location data to another entity that operates
the consumer analytics engine 306. As discussed below, the entity
operating the network facility 316 and the entity operating the
consumer analytics engine 306 may cooperate to obtain location data
for consumers and analyze that location data.
[0115] The platform 300 includes one or more consumers 302, a
consumer location data facility 304, a network facility 316, and a
consumer analytics engine 306. As the consumer 302 moves about and
visits a number of settings at different geographic locations, data
relating to each geographic location visited by the consumer 302
may be gathered using network facility 316 and the consumer
location data facility 304.
[0116] Location data may be stored in the consumer location data
facility 304 in any suitable manner, as embodiments are not limited
in this respect. In some cases, one or more location data points
for a consumer 302 may be stored in the facility 304 and may be
associated with an identifier for the consumer 302. The identifier
that is used may be any suitable identifier, including ones that
anonymize or attempt to anonymize the location data by making the
location data difficult to match to an individual. For example, a
mapping table may be maintained in the consumer location data
facility 304 that provides one-to-one association between a unique
identifier of a consumer 302 with the most recent location data for
the consumer 302. The unique ID that is used in the mapping table
may be an International Mobile Equipment Identity (IMEI) of an
electronic system accessed by the consumer, a unique Personal
Identification Number (PIN) assigned by the network operator of the
consumer, or some other type of identifier.
[0117] The consumer location data facility 304 implemented in the
platform 300 in any suitable manner that allows for location data
to be communicated to other entities. In some embodiments, the
consumer location data facility 304 may be located in a server that
may also include the consumer analytics engine 306, such that the
consumer analytics engine can obtain location data locally by
querying a data store on the same machine. In other embodiments,
the consumer data location facility 304 may be installed in
electronic devices associated with the consumers 302. The consumers
302 may each be associated with electronic devices that include
location-identifying capabilities. The electronic devices may be,
for example, location-aware mobile telephones, GPS-enabled tracking
devices, personal navigation devices, in-car navigation devices,
and the like. In still other embodiments, the consumer data
location facility 304 may be installed in equipment of a network
facility 316 operated by a network operator. The network operator
may provide network services to the consumer 302. The network
facility 514 may be a network setup such as a Public Land Mobile
Network (PLMN) or other wireless wide area network (WWAN) deployed
by a mobile network operator.
[0118] Regardless of where the consumer location data facility 304
is located or which entity manages the facility 304, location data
for a consumer 302 may be provided to the consumer location data
facility 304 and the location data may be provided from the
consumer location data facility 304 to a consumer analytics engine
306. In some embodiments, location data for consumers 302 may be
obtained in real time, meaning that as a consumer 302 moves the
location of the consumer 302 is continuously updated in the
consumer location data facility 304. In other embodiments, the
location data may be stored in the consumer location data facility
304 at discrete times and made available for later use. In
embodiments that obtain location data for a consumer 302 discretely
(rather than continuously), the location data may be obtained at
any suitable interval or in response to any suitable condition. In
some embodiments, the location data may be obtained in response to
receipt of a location data request from the consumer analytics
engine 306 may transmit a location data request to the consumer's
electronic system. The location data request may include a request
for current location of the consumer 302 that identifies the
consumer 302 according to the identifier used by the mapping table
of the consumer location data facility 304 (e.g., the IMEI).
[0119] The location data request may be received by the network
facility 316 or conveyed to the network facility 316 by the
consumer location data facility 304. In embodiments where the
network facility 316 is managed by a mobile network operator and is
associated with a mobile network, the location data request may be
received by the network facility 316 via an interface designated
for requesting and transmitting location data. In some cases, the
interface may be an interface associated with an Enhanced 911
(E911) system. The E911 system allows for retrieval of location
data for mobile phones during emergency situations, but network
operators are able to make this interface available for other
situations and can do so in these embodiments.
[0120] The location data request, when received by the network
facility 316, may be forwarded to a receiving facility 318 residing
in the network facility 316. The reception of the location data
request may trigger a transmitting facility 320 in the network
facility 316 to initiate a transmission to location-determination
hardware, such as Global Positioning System (GPS) hardware, in the
electronic device of a consumer 302 for whom the location data was
requested.
[0121] The electronic device may identify location using any
suitable technique, including various techniques known in the art.
Using some techniques, the electronic device may determine the
location alone and transmit the determined location data to the
network facility 316. Using other techniques, the network facility
316 may cooperate with the electronic device to determine the
location data. Techniques that may be used include cell
identification, enhanced cell identification, Uplink-Time
difference of arrival, Time of arrival, Angle of arrival, enhanced
observed time difference (E-OTD), GPS, Assisted-GPS, hybrid
positioning systems, Global Navigation Satellite System (GLONASS),
the Galileo navigation system, location-determination services
using access points for wireless local area networks (WLANs), and
the like. In embodiments, the location data may additionally or
alternatively be obtained using paging, triangulation, and the
like.
[0122] Using these or other techniques, the electronic device and
the network facility 316 may acquire geographic information
identifying a current location of the consumer 302, such as
latitude and longitude of the current location of the consumer 302.
The geographic information, along with a corresponding time frame
and an error margin for the geographic information (collectively
referred to as "location data"), may be stored in the consumer
location data facility 304 along with an identifier for the
consumer 302. The location data may then be made available to the
consumer analytics engine 306 by the consumer location data
facility 304, including being transmitted to the consumer analytics
engine 306.
[0123] In embodiments, the consumer analytics engine 306 may
receive multiple pieces of location data for the consumer 302 over
time, which will be in the form of a set of data points each
identifying a location through which the consumer 302 passed. As
discussed above in connection with consumer analytics engine 208 of
FIG. 2, the consumer analytics engine 306 may generate a unique
list of physical locations visited by each consumer 302 by
identifying anchors from locations that are similar in time and
space and by identifying settings corresponding to these anchors.
By analyzing this unique list, patterns can be identified in the
settings that can be used to determine some characteristics of a
consumer 302. For example, an identity, behaviors, and preferences
of the consumer 302 can be identified through analysis.
Additionally, personally-relevant locations for the consumer 302,
such as the place of residence and place of employment of the
consumer 302, can be determined through analysis.
[0124] Analysis of location data can be performed by any suitable
components of the consumer analytics engine 306. As illustrated in
FIG. 3, the consumer analytics engine 306 may include a behavior
analysis facility 308, an inference engine facility 310, a profile
creation facility 312, and a mapping facility 314. Through these
and/or other components, the consumer analytics engine 306 may
perform analysis of location data regarding the locations visited
by the consumer 302. The consumer analytics engine 306 may also
review the characteristics of the consumer and compute inferences
and predictions of characteristics of the consumer 302 in response
to requests to perform a study received from a market researcher
330 or other entity.
[0125] In some embodiments, the consumer analytics engine 306 may
operate similarly to the consumer analytics engine 208 of the
platform 200 of FIG. 2, but embodiments are not limited to
generating characteristics in any suitable manner. Examples of
characteristics that may be generated through this analysis include
consumer lifestyle-relevant behavior inferences and retail-relevant
behavior inferences based upon the outputs of the consumer behavior
facility 308. In some embodiments, these behavior inferences may
detect patterns in one or more manners, for example, the types of
places of interest (POIs) visited by each consumer, the time of the
day when the POI was visited, day of the week for the visit to the
POI, seasonality and duration of each visit to a POI, the speed of
travel between POIs, the regularity of each consumer's daily
routine and travel, commute patterns, the frequency of visit to a
particular location, an inferred nature of the trip, brand
preferences, what locations are passed but not visited, and the
like.
[0126] In some embodiments, characteristics determined by the
behavior analysis facility 308 from the inference engine facility
310 may be provided to the profile creation facility 312. The
profile creation facility 312 may be adapted to create profiles for
consumers 302 based on information about the consumers 302 obtained
via the location data or determined by the behavior analysis
facility 308 and the inference engine facility 310. In some
embodiments, the profile creation facility 312 may store in a
profile only information determined by the consumer behavior
facility 308 and may not perform any analysis or determination
itself. In other embodiments, however, the profile creation
facility 316 may detect patterns in the profile information
received from other sources and may store in a profile additional
information about a consumer. Profiles created for each consumer by
the profile creation facility 312 may be stored in a profile data
set accessible by the consumer analytics engine 306.
[0127] Profile information, once stored in a profile data set by
the profile creation facility, may also be analyzed by the mapping
facility 314. The mapping facility 314 may maintain information
correlating profile information for consumers 302 with other
information including other profile information and information
relevant to organizations to which the consumers 302 could be
related. The mapping facility 314 may, for example, maintain
mappings between some characteristics of a consumer 302 and other
information or characteristics, such that when a profile of a
consumer 302 is detected to include one piece of information, a
decision may be made about the consumer 302. In some embodiments,
additional information may be stored in a profile for the consumer
302 upon detecting a match. For example, a further characteristic
of the consumer 302 may be determined based upon a detected match
in a mapping. In some embodiments, one or more actions can be taken
upon determining that a consumer 302 matches a mapping.
[0128] Once characteristics for consumers 302 are determined by the
consumer analytics engine 302 and stored in profiles by the profile
creation facility 312, the characteristics associated with each
profile may be reviewed to yield inferences and predictions. The
inferences and predictions may be produced as part of determining
results of a study requested to be performed by a market researcher
330. The requested study may be directed to a particular business
or other topic and the inferences and predictions may generate
information related to the particular business or other topic. For
example, consumer characteristics related to a business may be
inferred or predicted, which may include characteristics of
consumers' interactions with the business and/or interactions with
related businesses including competitors and businesses of the same
or similar type. Consumer characteristics may include identity,
behavior, and preference characteristics for consumers that are
related to the business, including what types of consumers interact
with the businesses, how or when the consumers like to interact
with the business, or how likely particular types of consumers are
to interact with the businesses in the future. As another example,
information about how consumers may act in the future, given
various conditions, or may react to proposed scenarios may be
inferred or predicted. Examples of inferences and predictions are
discussed above in connection with FIG. 2.
[0129] In the platform 300, the inference engine facility 310 may
receive inputs from the consumer behavior facility 308 and may be
able to read information from profiles generated for consumers by
the profile creation facility 312 and location data obtained from
consumer location data facility 304. The inference engine facility
310 may generate inferences and predictions for consumers, relating
to the business or other topic of the study, based on the
information from facility 308 and the profiles.
[0130] Thus, when market researchers 330 enter queries for studies,
inferences and predictions may be generated based on location data
and/or characteristics of consumers determined from the location
data. When results including the predictions and inferences are
received in response, the results may aid the market researcher 330
in determining the identity or characteristics of consumers, such
that decisions can be made by businesses with accurate information
about consumers that are existing or potential customers of the
businesses.
[0131] Using any of the exemplary systems described above or the
exemplary techniques described below, various characteristics of
consumers can be determined from location data and stored in
profiles for each consumer. These characteristics may include
identity, behavior, and preference characteristics, among others.
In some embodiments, when characteristics are determined for a
consumer, a word or phrase may be associated with the consumer,
such as in the profile maintained for the consumer. FIG. 4
illustrates one exemplary set of characteristics that may be
determined by exemplary embodiments for a consumer and maintained
in a profile. The characteristics, which may also be called "tags,"
that are associated with a consumer include information on an
identity of the consumer, like that the consumer is a resident of
Somerville, Mass., USA, and works in downtown Boston. The
characteristics also include behavior characteristics, including
that the consumer is a "CVS regular" and a "McDonald's Patron," and
that the consumer goes to the movies on Fridays and the grocery
store on Wednesdays. Preference characteristics, like that the
consumer is a Celtics fan, may also be stored.
[0132] Information that is stored for each consumer may be queried
by market researchers or others in any suitable manner. In some
embodiments, market researchers and others may be able to navigate
a menu system relating to characteristics of consumers or services
that can be offered that use information relating to
characteristics of consumers. FIG. 5 illustrates one exemplary menu
of categories of information that may be provided by a consumer
analytics engine, including links between categories that are
related. By selecting any of the boxes in the top portion of FIG.
5, information about characteristics of consumers can be
determined. Services rendered by a consumer analytics engine can be
triggered by using any of the boxes along the bottom line of the
menu of FIG. 5. For example, reports can be generated or
predictions can be offered on consumers by selecting appropriate
boxes in the menu of FIG. 5.
Illustrative Techniques
[0133] Described above are various systems and platforms for
analyzing location data to determine characteristics of a consumer,
as well as some exemplary types of characteristics that can be
determined. Discussed below are exemplary techniques that may be
carried out in some embodiments to obtain location data, determine
characteristics of consumers based on the location data, and infer
and predict other characteristics in response to a request to
perform a study. Embodiments are not, however, limited to carrying
out any of the exemplary techniques described below, as others are
possible.
[0134] FIG. 6 illustrates one example of an overall process for
determining characteristics of consumers and using those
characteristics in making market decisions for businesses.
[0135] The process 600 of FIG. 6 begins in block 602, in which
location data is obtained for a consumer. Any suitable location
data may be obtained for the consumer, including geographic data
identifying a current location, a margin of error that identifies
the precision the geographic data, and time data identifying a time
the geographic data was obtained. The geographic data may be any
type of information identifying a location of a consumer, including
a latitude/longitude, a street address, a placement in a building,
or other location data.
[0136] The location data may be obtained in part using an
electronic device associated with a consumer, such as a device
carried by the consumer or integrated into an item associated with
the consumer (e.g., integrated into a car, baggage, or clothing).
The electronic device may obtain location data or be used in
obtaining location data, and the location data may then be
transmitted to a consumer analytics platform at any suitable time
and in any suitable manner. In some embodiments, the electronic
device may continuously or occasionally transmit location data for
the consumer to a consumer analytics platform, while in other
embodiments the consumer analytics platform may occasionally
request location data from the electronic device and the electronic
device may transmit the location data upon receipt of the
request.
[0137] Once the location data is obtained by the consumer analytics
platform, the location data may be processed and analyzed in
various ways to determine characteristics of a consumer. In block
604, the locations visited by a consumer may be compared to known
geographic locations to determine settings visited by a consumer.
The settings may be personally-relevant locations known to be
associated with the consumer, such as a place of residence or
employment, or known points of interest (POIs) that can be visited
by consumers. These settings visited by a consumer may be
identified by first identifying, from the raw location data, a
group of geographic locations at which a consumer stopped. The
geographic locations at which a consumer stopped are referred to as
anchors herein. When a set of anchors visited by a consumer has
been determined from the location data, the set may be analyzed to
determine a path taken by the consumer. A path is a trip taken by a
consumer that includes settings, bound by two endpoints and
possibly including intermediary points. The two endpoints of a path
are settings at which a consumer spends a lot of time and that a
consumer would consider a final destination of a trip, which could
be personally-relevant locations for the consumer, like a place of
residence and a place of employment. Once endpoints have been
determined in a set of anchors visited by a consumer, paths may be
identified between the endpoints that, based on the set of anchors
and the actual route taken by the consumer, may include zero, one,
or more anchors as intermediary points of the path. From examining
the types of settings that correspond to each anchor visited on a
path, the types of settings that correspond to the endpoints for
the path, or other properties of the path, a purpose of a path may
be determined. The purpose of the path may be the consumer's reason
for traveling to and between the settings corresponding to the
anchors. Some or all settings corresponding to the anchors may be
associated with categories or descriptions that identify a
consumer's reason for visiting the setting, which could provide
insight into the purpose for the path. For example, if a consumer
visits a number of clothing stores during a path, the consumer may
have been shopping for clothes. If the consumer visits a number of
stores of different types during the path, the consumer may have
been on a generic shopping trip. If the consumer visited a number
of public parks, museums, landmarks, etc., then the consumer may be
determined to have been recreating.
[0138] When anchors, settings, and paths have been determined from
the location data, the anchors and paths can be analyzed to
determine characteristics of the consumer that visited the settings
and traveled the paths. As discussed above, determining
characteristics of the consumer includes determining attributes of
a consumer's identity, behaviors, and preferences. At least some of
these characteristics may be determined from detecting and
analyzing patterns in the settings and paths determined in block
604. Accordingly, in block 606, the settings and paths are analyzed
to determine patterns. These patterns may be detected in any
suitable properties of the settings and paths. These patterns may
include patterns in particular settings visited, types of settings
visited, times the settings were visited, frequency of visits to
settings or types of settings, settings or types of settings
visited together in paths, lengths of paths, frequency of paths
with particular purposes, and other patterns.
[0139] The patterns that are detected in block 606 may be patterns
for a particular consumer or patterns for all consumers, based on
analyzing together the location data, settings, and paths of the
consumers. Patterns in settings and paths between consumers may
then be determined and could be used to better understand
individual consumers and determine characteristics of individual
consumers.
[0140] The process 600 continues obtaining location data in block
602 and analyzing the location data in blocks 604 and 606.
Additionally, the results of the analysis of block 606 can be used
in block 608
[0141] In block 608, the patterns detected for a particular
consumer or for all consumers are used to determine characteristics
of the particular consumer. The characteristics of the consumer can
be determined in any suitable manner, including by analysis,
inference, and prediction. In some cases, for example, by analyzing
the settings, paths, and patterns, some characteristics of the
consumer can be identified. For example, by determining that a
likely place of residence for a consumer is in Somerville, Mass.,
USA, a consumer analytics platform may determine the identity
attribute "Resident of Somerville, Mass." As another example, by
noting that the consumer visits many gyms and public parks, the
consumer analytics platform may determine that the consumer is
interested in physical fitness. As another example, by noting that
the consumer visits one chain of grocery stores exclusively, the
consumer analytics platform may determine that the consumer prefers
that grocery store over others.
[0142] Once characteristics of each of multiple particular
consumers are determined from the analysis of the settings and
paths, the characteristics may be used by market researchers to
make market decisions. In block 610, a request to perform a study
of consumer characteristics for a particular business or other
topic is received. The request may be received from a market
researcher seeking to know more about consumers as they relate to
the particular business or other topic. In response to receiving
the request to perform the study, characteristics related to the
multiple consumers may be retrieved and analyzed with respect to
the particular business or other topic. For example, consumers'
past interactions with the particular business, with other
businesses of the same type, of other businesses in a same
geographic area as the particular business, may be evaluated. Based
on these past interactions by multiple consumers, inferences and
predictions can be produced. For example, inferences can be drawn
regarding current characteristics of groups of consumers with
respect to the particular business, including identities of
consumers who do and do not interact with the business, behaviors
of consumers in interacting with the business, and preferences of
consumers with respect to the business. Similarly, predictions can
be made about future characteristics of groups of consumers with
respect to the particular business. As another example, information
regarding what consumers may do given one or more conditions or how
consumers may react in each of one or more proposed scenarios may
be generated as a prediction or inference. These inferences and
predictions may be generated in any suitable manner, including
using machine learning algorithms as discussed above.
[0143] Any suitable future or current characteristics of consumers
with respect to a business can be produced as an inference or
prediction in block 610. For example, by determining the places of
residence and employment and travel patterns for consumers that are
customers or are potential customers of a business, the business
can determine a good place to locate a store. In some cases,
potential locations for businesses can be evaluated to determine
potential numbers of consumers that would visit each potential
location, as part of determining which location is best. As another
example, by determining characteristics of consumers, the business
can determine an advertising campaign to undertake. Similarly, by
detecting consumers that passed through a location associated with
an advertisement for a business and then visited the business or
visited the business in a different way than previously (different
frequency or different time interval), an inference regarding the
effectiveness of the advertising campaign can be made. As another
example, by examiner interactions of consumers with particular sets
of businesses of a particular type, competitors to a particular
business can be inferred. Once competitors are identified,
decisions can be made regarding how to attract consumers away from
competitors.
[0144] In block 612, after inferences and predictions are produced
regarding characteristics of consumers with respect to a business,
the inferences and predictions can be output as results of the
study requested in block 610. The inferences and predictions can
then be used to make market decisions for the particular business
that was the topic of the study.
[0145] After the characteristics to be used in marketing decisions
are output in block 612, the process 600 continues determining new
characteristics in block 608 and using the new characteristics in
marketing decisions in block 612.
[0146] FIG. 6 describes generally a process that can be carried out
for determining and using characteristics of consumers through
obtaining location data for the consumers. FIGS. 7-9 show specific
processes that can be implemented in some embodiments for carrying
out some of the tasks described generally in connection with FIG.
6.
[0147] In some embodiments, location data may be transmitted from
an electronic device associated with a consumer to a consumer
analytics platform after a time interval, or may be requested by
the consumer analytics platform after a time interval. The time
interval can be any suitable interval useful for monitoring
movements of a consumer. In some cases, the interval may be fixed,
while in other cases, the interval may be adjusted.
[0148] FIG. 7 illustrates one example of a process for adjusting a
time interval by which location data is obtained. These techniques
may be used by an electronic device determining when to transmit
location data and/or by a consumer analytics platform determining
when to request location data, or may be used by any other
entity.
[0149] The process 700 of FIG. 7 begins in block 702, in which a
time interval by which to obtain location data is first determined.
The time interval determined in block 702 may be a default time
interval that is used for consumers when time intervals are first
being determined or may be a time interval related to the consumer
in some way. In cases where the consumer analytics platform does
not have information about a consumer, such as where the consumer
is first being tracked, a default time interval may be used. In
cases where information is available about the consumer, however, a
time interval may be determined in block 702 based at least in part
on information about the consumer. For example, if the consumer is
known to move frequently, the time interval may be shorter than if
the consumer did not move frequently. In cases where the consumer
moves frequently at some times and less frequently at other times,
a length of the time interval may be determined in part by a time
the determination is made. For example, a short time interval can
be used when the consumer can be expected to be moving and a long
time interval can be used when the consumer can be expected not to
be moving.
[0150] Regardless of the time interval selected in block 702, in
block 704 new location data is obtained by the consumer analytics
platform according to the time interval. In some embodiments, the
new location data may be obtained when an electronic device
associated with a consumer detects expiration of the time interval,
determines a current location of the consumer, and transmits
location data to the platform. In other embodiments, the platform
may detect expiration of the time interval and request location
data. In any case, location data is obtained by the consumer
analytics platform according to the interval.
[0151] In block 706, the new location data obtained in block 704 is
used to adjust the time interval by which location data is
obtained. This may be done so as to produce more information about
a location of a consumer when more accurate information would be
useful and produce less information about a location of a consumer
when accurate information is not as useful. In block 706, this
adjustment is made according to the current location and movement
of a consumer. The current location may be determined based on the
new location data received in block 704 and the movement of the
consumer may be determined by comparing the new location data to
previously-received location data. Movement information for the
consumer may include information on a speed and direction of
movement of the consumer.
[0152] To adjust the time interval, a current location and movement
of the consumer may be compared to anchors associated with known
settings, including points of interest (POIs), to determine whether
the consumer is at or approaching a setting. If the consumer is at
a setting, then the time interval may be decreased so that more
location data is obtained while the consumer is at the setting and
an accurate length of time that the consumer spent at the setting
can be determined. If the consumer is near a setting, then a
movement of the consumer may be evaluated to determine whether the
consumer is moving toward or away from the setting. If the consumer
is moving toward the setting, then the time interval may be
decreased such that whether the consumer visited the setting can be
accurately determined. On the other hand, if the consumer is moving
away from the setting, then the time interval may be lengthened. In
some cases, when previous location data for a consumer was last
obtained more than a threshold time ago, it may be difficult to
determine accurately a current movement of the consumer. In such
cases, when a consumer is detected to be near a setting, another
piece of location data may be quickly obtained and used to
determine accurately a movement of a consumer.
[0153] In block 708, behaviors of a consumer may also be used to
adjust a time interval. For example, current behaviors of the
consumer inferred from the consumer's location as well as past
behaviors engaged in by the consumer may be used to adjust the time
interval. If a consumer is determined from the location data to be
at work, and the consumer typically does not leave work during the
day, then a time interval may be left unchanged or increased such
that fewer pieces of location data are collected while the consumer
is at work and not moving. Similarly, if the same consumer is
detected to be on a highway on the way to work, the time interval
may be increased for the same reason, before the consumer reaches
work, based on the knowledge about the consumer's anticipated
behavior. On the other hand, if the same consumer is detected to be
at work and the current time is near the end of the consumer's
typical work day, the time interval may be decreased such that
location data may be captured that accurately portrays the
movements of the consumer after work.
[0154] After the time interval is adjusted based on the location
and movement of the consumer and consumer behaviors, the process
700 returns to block 704 and obtains new location data based on the
adjusted interval. The process 700 then continues with obtaining
location data and adjusting time intervals.
[0155] In some embodiments, rather than only increasing or
decreasing a time interval in blocks 706 and 708, a time interval
may be left unchanged based on an evaluation of the location,
movement, and behavior of the consumer.
[0156] Further, while in some embodiments a time interval may be
freely adjusted and may be decreased to as small an interval as
possible, in other embodiments limits may be set on the time
interval. In some embodiments, for example, an electronic device
used to obtain location data for the consumer may be battery
powered, such as a battery-powered mobile phone of the consumer. In
these cases, a limit may be imposed on a length of the time
interval to prevent location data from being obtained very
frequently using the electronic device, which may run down the
battery on the electronic device. This limit may be a limit on how
short a time interval can be. For example, limits may be used such
that the time interval must be longer than one minute or longer
than five minutes, though any suitable limit may be used.
[0157] As discussed above, once location data is obtained
describing movements of a consumer, the location data can be
analyzed in various ways to determine characteristics for
consumers. One way in which the location data can be analyzed is by
contextualizing the location data. The location data can be
contextualized by identifying settings visited by a consumer (e.g.,
points of interest (POIs)) and paths taken by a consumer that
include the settings.
[0158] FIG. 8 shows one exemplary process 800 for identifying
settings and paths. Process 800 begins in block 802, when location
data is obtained identifying locations through which the consumer
passed. As discussed above, the location data may include
geographic data, a margin of error for geographic data, and time
data.
[0159] Multiple pieces of location data may be obtained in block
802. These pieces of location data may not correspond to different
places visited by a consumer, however. If a consumer spends a long
time shopping at a store, for example, multiple pieces of location
data may be obtained for the consumer while the consumer is in the
store. Each of those multiple pieces of location data may therefore
relate to the same place.
[0160] In block 804, location data for places visited by a consumer
is clustered such that similar location data is grouped together to
identify anchors. This clustering may include clustering based on
similarity in space and/or in time, which may be done using
thresholds to identify similarity in space and/or time. For
example, two pieces of location data that indicate geographic
locations within 400 feet of one another may be clustered. In some
cases, these thresholds may be adjusted based on the error margin
of location data points. For example, a threshold distance for
clustering may be greater when the error margin of associated
location data points is larger. Additionally or alternatively, in
some cases, these thresholds may be adjusted based on a location
and/or movement of a consumer. For consumers in New York City, for
example, a threshold distance for clustering may be smaller than
for consumers in Wyoming. Similarly, if a consumer is moving slowly
(e.g., walking) then a threshold in time may be shorter than if a
consumer is moving quickly (e.g., driving on a highway). Once
pieces of location data are clustered to identify anchors, a
calculation may be performed to identify attributes for an anchor.
For example, an average location of the geographic location of the
multiple pieces of location data can be determined, as can an
average time, beginning time, end time, duration, aggregated error
margin, or other location attributes.
[0161] In block 806, a comparison is made of clustered locations
for anchors to a data set of settings. The data set of settings may
include information about settings at which a consumer may stop.
Settings include known points of interest (POIs) like known stores,
restaurants, offices, etc., as well as personally-relevant
locations for a consumer like places of residence and employment.
Each setting may be associated with a location and a consumer may
be detected to have visited a setting when the location for an
anchor matches a location for a setting. As discussed above, a
location for a setting may be defined by a point and a threshold
radius or as a polygon with marked edges and a consumer may be
detected to have visited the setting when the location data (or a
location within the margin of error indicated by the location data
of the geographic location indicated by the location data) falls
within the radius or the polygon. As discussed above, when a
location potentially matches multiple settings (e.g., when the
location, with the error margin, matches multiple settings)
information about locations and/or consumers may be used to
determine to which setting the location corresponds. For example,
Bayesian Network techniques like Hidden Markov Models may be used,
as discussed above in connection with FIG. 2.
[0162] From the comparison in block 806, a set of settings visited
by a consumer may be identified. The settings may be identified
based on a sequential order in which the settings were visited from
the time data included in the location data obtained for the
consumer.
[0163] In block 808, from the settings identified in block 806,
paths may be identified. As discussed above, a path includes two
endpoints and may include intermediary points. Endpoints of the
path are settings that a consumer would consider a final
destination of at trip, including personally-relevant locations.
For example, endpoints may be places of residence or employment for
the consumer. Intermediary points may be settings of the sequence
that are visited between endpoints. By analyzing the sequence of
settings identified in block 808, endpoints can be identified and
paths can be identified based on the endpoints.
[0164] In some embodiments, determining a path may also include
determining a purpose for the path. A purpose for a path may be
determined through analyzing settings visited on the path,
including types of settings visited on the path. The types of
settings visited by a consumer may indicate a purpose of the
consumer in taking the path, including generic shopping, shopping
for a specific item, or recreation.
[0165] Once paths are identified, the process 800 ends. The paths
and settings that are identified can then be analyzed to determine
characteristics of the consumer, including to identify identity,
behavior, and preference attributes for the consumer. For example,
by analyzing settings visited by a consumer, brand loyalties or
behavior patterns can be determined for the consumer.
[0166] FIG. 9 shows one example of a process for determining
characteristics of a consumer. Prior to the start of process 900 of
FIG. 9, location data has been obtained for locations visited by a
consumer and analyzed to determine settings and paths visited by
the consumer. In the process 900, patterns in settings and paths
visited by a consumer and by other consumers are identified and
used to determine characteristics of a consumer.
[0167] The process 900 can be carried out using results of any
suitable machine learning technique. In some cases, a machine
learning technique may review information about consumers,
settings, and paths and identify relationships between pieces of
information. Some relationships that may be identified include
patterns.
[0168] The process 900 begins in block 902, in which settings and
paths of a consumer are analyzed to determine patterns. Patterns
that may be detected for settings are discussed above in connection
with the anchor analysis facility 212 of FIG. 2. Such patterns
include patterns in settings visited, in types of settings visited,
in times that settings or types of settings were visited, and
lengths of time spent at a setting, among others. Patterns that may
be detected for paths are discussed above in connection with the
path analysis facility 214 of FIG. 2. Such patterns include
patterns in lengths of paths, in purposes of paths, in times paths
of a particular purpose were taken, in settings that are visited
together in paths or not visited together in paths, and in lengths
of time between paths of a particular purpose, among others.
[0169] In block 904, characteristics are determined for a consumer
based at least in part on an analysis of the location data,
settings, and paths, as well as on the patterns identified in block
902. Determining characteristics of a consumer may be carried out
in any suitable manner. For example, some information that is
merely factual or can be distilled from the information may be
determined through the analysis of block 904. These characteristics
may include identity characteristics, like that the consumer often
drives on highways or is often near a particular type of setting
(e.g., a particular chain of stores). As another example, behavior
information like that the consumer visits a particular coffee shop
nearly every day may be determined from the analysis.
Characteristics may also be deducted from the available
information. Such deduction may be used to determine
characteristics that cannot be identified with certainty from pure
analysis. For example, if the consumer visits a coffee shop nearly
every day, it can be deduced that the consumer drinks coffee.
However, this cannot be known with certainty because the consumer
may visit the coffee shop for some reason other than to drink
coffee. As another example, if the consumer spends many hours
nearly every night in a single location, a system may deduce that
the consumer lives in that location. In another example, if the
consumer often visits gyms and public parks, that the consumer is
an athletic person or a person with an active lifestyle may be
deduced. Similarly, if the person often visits sports venues and
sports bars, the consumer may be deduced to be someone interested
in sports. When such deduction is used, the deduction may be
associated with a likelihood that the deduction is correct. This
likelihood may be related to a strength of a relationship
identified by a machine learning algorithm used in making the
deduction. A strength of a characteristic may also be determined,
such as by how often the consumer exhibits the characteristic or on
what data the characteristic is based.
[0170] In block 906, the information available about the consumer
is analyzed to determine one or more tribes to which the consumer
belongs. As discussed above, a tribe is a group of consumers
sharing particular characteristics. Each tribe may be defined by a
set of one or more characteristics and when a consumer matches
those characteristics, the consumer may be determined to be a part
of the tribe. Examples of tribes are given above in connection with
the discussion of the tribal clustering facility 222. Such examples
include a home-oriented tribe for people who are often at home; a
work-oriented tribe for people who are often at work; a commuter
tribe for consumers who travel long distances between home and
work; "early riser" and "late-riser" tribes dependent on when a
consumer leaves their home for the day; a nightlife tribe for
consumers who are often out late at night; and an "active
lifestyle" tribe for consumers who are detected to be partake in
athletic activities (e.g., visit gyms and public playing fields).
Other tribes are possible.
[0171] In block 908, information about anchors and paths for the
consumer, characteristics determined in block 904, and the tribes
identified in block 906 are stored in a profile for the consumer in
block 908. Storing the information in a profile allows for the
information to be retrieved later, such as upon receipt of a
request from a market researcher to perform a study on data managed
by a consumer analytics platform, as discussed above in connection
with FIGS. 2, 3, and 6. In some cases, storing the information in
block 908 may include editing or removing information previously
stored in the consumer profile. For example, if a first
characteristic is determined for a consumer at a first time, and at
a later time a second, conflicting characteristic is determined for
the consumer at a second time, the first characteristic may be
removed or edited. In some other cases, the first and second
characteristics may be merged in some way, or the first
characteristic may be refined based on the second characteristic.
In some embodiments, how the first and second characteristics are
handled may be based on a relative likelihood that the
characteristics are correct or other strength of the
characteristics, such that whichever characteristic is stronger is
the characteristic maintained in the database.
[0172] Once the information is stored in block 908, the process 900
ends. After this process, further location data may be obtained and
the process 900 may be again carried out to refine or correct
characteristics determined in block 900. Additionally, market
researchers may query the profiles to determine answers to
questions they have about markets for particular products,
services, or businesses.
[0173] While not illustrated in the example of FIG. 9, as discussed
above in some cases characteristics may be determined based on
purchase data and/or demographic data, in addition to location
data. Embodiments that review purchase data and/or demographic data
may do so in any suitable manner, including as in the examples
described above.
[0174] FIG. 10 illustrates one exemplary process that may be used
for performing a study on characteristics of consumers related to a
particular topic, such as a particular business. Prior to the
process 1000 of FIG. 10, location data for multiple consumers may
be obtained and analyzed to determine characteristics for the
consumers. The characteristics for the consumers may be stored in
profiles for each consumer. The profiles may be used in the process
1000, in aggregate, to determine the characteristics of consumers
with respect to the particular topic.
[0175] Process 1000 begins in block 1002, in which a request to
perform a study relating to a topic is received by a consumer
analytics platform. The request to perform the study may indicate
any suitable constraints or desired outputs of the study. For
example, a particular topic of the study and may include desired
characteristics for consumers to be determined as part of the
study. Additionally, in some cases the request may include
characteristics of consumers to be considered as part of the study,
such that only certain consumers or types of consumers are included
in the study. Other inputs, such as inputs related to particular
questions to be considered as part of the study, may be considered.
For example, if the study is being performed to determine outcomes
for different options for a market decision (e.g., different
locations for new stores), the different options may be provided as
input to be evaluated by the consumer analytics system.
[0176] In block 1004, the profiles for multiple consumers for the
system are retrieved, each of which indicates characteristics for
the consumers. In some cases, all of the profiles for consumers
maintained by the consumer analytics platform are retrieved in
block 1004, while in other cases, when the request of block 1002
indicates required characteristics for consumers, the profiles of
consumers matching those characteristics are retrieved.
[0177] In block 1006, the study is performed by the consumer
analytics system by reviewing the profiles retrieved in block 1004
and performing a machine learning process on the profiles and
characteristics of the profiles. As part of the machine learning
algorithm, constraints or inputs provided in block 1002 may be
considered and used to guide the machine learning process. As part
of the machine learning, relationships between consumers, settings,
paths, or other items may be determined. These relationships may be
used to determine an output of the machine learning algorithm. As
part of the output, in some cases an examination could be performed
on the characteristics of groups of consumers included in the
algorithms, and this examination may yield inferences and
predictions about the consumers with respect to the topic of the
study. For example, the inferences may identify current
characteristics of the consumers with respect to the topic and the
predictions may include potential future characteristics of the
consumers with respect to the topic of the study. As another
example, inferences or predictions about what consumers may do
given one or more conditions or how consumers may react in one or
more proposed scenarios may be generated. This information may be
described in terms of objectives for a topic of the study, such as
sales numbers, numbers of customers, or customer throughput for a
business, or other pieces of information that may be relevant to
the topic.
[0178] A specific example of a study mentioned above is one
commissioned by a business that is a restaurant, to determine
characteristics of its customers. A current characteristic that can
be inferred in block 1006 is that consumers are more likely to
visit the restaurant for lunch when on long-duration, general
shopping trips than when on a short shopping trip for a particular
item. This may be based on an inference regarding detected
behaviors of consumers, that the restaurant was most often visited
by consumers during paths that were identified to be "general
shopping" trips and that were long. A future characteristic that
can be predicted in block 1006 is that many consumers will visit
the restaurant on a particular holiday weekend. This may be based
on a detection that consumers most often engage in general shopping
on holiday weekends, as well as that consumers most often visit the
restaurant during "general shopping" trips, such that the consumer
analytics platform may predict that many consumers will be on
general shopping trips on the particular holiday weekend.
[0179] Once the inferences and predictions are produced in block
1006, in block 1008 results of the study can be returned to a
requestor of the study to be used by the requestor in making market
decisions. The results that are returned may include the inferences
and predictions produced in block 1006.
[0180] Once the results of the study are returned in block 1008,
the process 1000 ends.
[0181] The process 1000 of FIG. 10 may be used in any of various
contexts to aid market researchers in making market decisions. As
discussed above, market researchers may perform any suitable query
to determine any suitable information about consumers tracked by a
consumer analytics platform. Market researchers may also use
results of the queries in any suitable manner. In some cases, store
siting may be performed based on results of studies, including
inferences and predictions. Store siting includes determining for a
business good locations to open new stores. Store siting choices
may be made based on home and work locations of existing or
potential customers, routes travelled by existing or potential
customers, and likelihood that potential customers will shop at a
potential store location if a store is opened at that location,
among other attributes of consumers. Additionally, store siting may
be performed based on locations of other stores for organizations
that consumers regularly visit and/or regularly visit in connection
with visits to existing stores for the business, or on areas that
consumers regularly visit. Based on these characteristics of
consumers, a prediction may be made that consumers would shop at a
store in a proposed location, which may be described in any
suitable terms including numbers of customers or numbers of sales.
Thus, answers to these questions may be obtained from a consumer
analytics platform as described above and used to perform store
siting choices.
[0182] Similarly, questions regarding advertising effectiveness may
be answered using the consumer analytics platform as described
above. For example, consumers who have passed by the advertisement,
and therefore likely viewed an advertisement, can be identified.
Information about consumers who passed by an advertisement can then
be queried to determine if the consumers subsequently went to an
advertised business or to a business that sells an advertised
product. Additionally, for consumers who did visit a business, a
determination can be made about whether this deviated from normal
behavior for a consumer. If consumers visited businesses associated
with an advertisement, then the advertisement may have been
effective, particularly if visiting that business deviated from the
consumer's normal behavior. Additionally, if the advertisement was
determined to be effective for some consumers, predictions can be
made about whether the advertisement may be effective for other
consumers by identifying other consumers with at least some similar
characteristics.
[0183] As another example, a study can be performed to determine
competitors of a particular business. To do so, characteristics of
consumers that visit the particular business can be determined,
including behaviors in which the consumers are engaging when they
visit those businesses. These characteristics can then be compared
to characteristics for other consumers that do not visit the
particular business but share many of the same characteristics.
This can be done to identify a group of consumers sharing many
characteristics, but that visit either the particular visit or
visit other businesses. The shared characteristics may include
shared identities and preferences as well as shared behaviors. Once
these other consumers that share characteristics but visit other
businesses have been identified, the other businesses visited by
the other consumers may be inferred by the consumer analytics
platform to be competitors of the particular business, based on
these shared characteristics.
[0184] As discussed above in connection with FIG. 9, while not
illustrated in the example of FIG. 10, as discussed above in some
cases inferences and/or predictions for a study may be determined
based on purchase data and/or demographic data, in addition to
location data. Embodiments that review purchase data and/or
demographic data to make inferences and/or predictions may do so in
any suitable manner, including as in the examples described
above.
[0185] Techniques operating according to principles described
herein may be implemented in any suitable manner. For example, the
methods and systems described herein may be deployed in part or in
whole through a machine that executes computer software, program
codes, and/or instructions on a processor. The processor may be
part of a server, client, network infrastructure, mobile computing
platform, stationary computing platform, or other computing
platform. A processor may be any kind of computational or
processing device capable of executing program instructions, codes,
binary instructions and the like. The processor may be or include a
signal processor, digital processor, embedded processor,
microprocessor or any variant such as a co-processor (math
co-processor, graphic co-processor, communication co-processor and
the like) and the like that may directly or indirectly facilitate
execution of program code or program instructions stored thereon.
In addition, the processor may enable execution of multiple
programs, threads, and codes. The threads may be executed
simultaneously to enhance the performance of the processor and to
facilitate simultaneous operations of the application. By way of
implementation, methods, program codes, program instructions and
the like described herein may be implemented in one or more
threads. The threads may spawn other threads that may have assigned
priorities associated with them; the processor may execute these
threads based on priority or any other order based on instructions
provided in the program code. The processor may include memory that
stores methods, codes, instructions and programs as described
herein and elsewhere. The processor may access a storage medium
through an interface that may store methods, codes, and
instructions as described herein and elsewhere. The storage medium
associated with the processor for storing methods, programs, codes,
program instructions or other type of instructions capable of being
executed by the computing or processing device may include but may
not be limited to one or more of a CD-ROM, DVD, memory, hard disk,
flash drive, RAM, ROM, cache and the like. "Storage medium," as
used herein, refers to tangible storage media. Tangible storage
media are non-transitory and have at least one physical, structural
component. In a storage medium, at least one physical, structural
component has at least one physical property that may be altered in
some way during a process of creating the medium with embedded
information, a process of recording information thereon, or any
other process of encoding the medium with information. For example,
a magnetization state of a portion of a physical structure of a
computer-readable medium may be altered during a recording
process.
[0186] A processor may include one or more cores that may enhance
speed and performance of a multiprocessor. In embodiments, the
process may be a dual core processor, quad core processors, other
chip-level multiprocessor and the like that combine two or more
independent cores (called a die).
[0187] The methods and systems described herein may be deployed in
part or in whole through a machine that executes computer software
on a server, client, firewall, gateway, hub, router, or other such
computer and/or networking hardware. The software program may be
associated with a server that may include a file server, print
server, domain server, internet server, intranet server and other
variants such as secondary server, host server, distributed server
and the like. The server may include one or more of memories,
processors, storage media, ports (physical and virtual),
communication devices, and interfaces capable of accessing other
servers, clients, machines, and devices through a wired or a
wireless medium, and the like. The methods, programs or codes as
described herein and elsewhere may be executed by the server. In
addition, other devices required for execution of methods as
described in this application may be considered as a part of the
infrastructure associated with the server.
[0188] The server may provide an interface to other devices
including, without limitation, clients, other servers, printers,
database servers, print servers, file servers, communication
servers, distributed servers and the like. Additionally, this
coupling and/or connection may facilitate remote execution of
program across the network. The networking of some or all of these
devices may facilitate parallel processing of a program or method
at one or more location without deviating from the scope of the
invention. In addition, any of the devices attached to the server
through an interface may include at least one storage medium
capable of storing methods, programs, code and/or instructions. A
central repository may provide program instructions to be executed
on different devices. In this implementation, the remote repository
may act as a storage medium for program code, instructions, and
programs.
[0189] The software program may be associated with a client that
may include a file client, print client, domain client, internet
client, intranet client and other variants such as secondary
client, host client, distributed client and the like. The client
may include one or more of memories, processors, storage media,
ports (physical and virtual), communication devices, and interfaces
capable of accessing other clients, servers, machines, and devices
through a wired or a wireless medium, and the like. The methods,
programs or codes as described herein and elsewhere may be executed
by the client. In addition, other devices required for execution of
methods as described in this application may be considered as a
part of the infrastructure associated with the client.
[0190] The client may provide an interface to other devices
including, without limitation, servers, other clients, printers,
database servers, print servers, file servers, communication
servers, distributed servers and the like. Additionally, this
coupling and/or connection may facilitate remote execution of
program across the network. The networking of some or all of these
devices may facilitate parallel processing of a program or method
at one or more location without deviating from the scope of the
invention. In addition, any of the devices attached to the client
through an interface may include at least one storage medium
capable of storing methods, programs, applications, code and/or
instructions. A central repository may provide program instructions
to be executed on different devices. In this implementation, the
remote repository may act as a storage medium for program code,
instructions, and programs.
[0191] The methods and systems described herein may be deployed in
part or in whole through network infrastructures. The network
infrastructure may include elements such as computing devices,
servers, routers, hubs, firewalls, clients, personal computers,
communication devices, routing devices and other active and passive
devices, modules and/or components as known in the art. The
computing and/or non-computing device(s) associated with the
network infrastructure may include, apart from other components, a
storage medium such as flash memory, buffer, stack, RAM, ROM and
the like. The processes, methods, program codes, instructions
described herein and elsewhere may be executed by one or more of
the network infrastructural elements.
[0192] The methods, program codes, and instructions described
herein and elsewhere may be implemented on a cellular network
having multiple cells. The cellular network may either be frequency
division multiple access (FDMA) network or code division multiple
access (CDMA) network. The cellular network may include mobile
devices, cell sites, base stations, repeaters, antennas, towers,
and the like. The cell network may be a network carrying out a
protocol for Global System for Mobile Communications (GSM), General
Packet Radio Service (GPRS), any third-generation (3G) network,
Evolution-Data Optimized (EVDO), ad hoc mesh, Long-Term Evolution
(LTE), Worldwide Interoperability for Microwave Access (WiMAX), or
other network types.
[0193] The methods, programs codes, and instructions described
herein and elsewhere may be implemented on or through mobile
devices. The mobile devices may include navigation devices, cell
phones, mobile phones, mobile personal digital assistants, laptops,
palmtops, netbooks, pagers, electronic books readers, music players
and the like. These devices may include, apart from other
components, a storage medium such as a flash memory, buffer, RAM,
ROM and one or more computing devices. The computing devices
associated with mobile devices may be enabled to execute program
codes, methods, and instructions stored thereon. Alternatively, the
mobile devices may be configured to execute instructions in
collaboration with other devices. The mobile devices may
communicate with base stations interfaced with servers and
configured to execute program codes. The mobile devices may
communicate on a peer to peer network, mesh network, or other
communications network. The program code may be stored on the
storage medium associated with the server and executed by a
computing device embedded within the server. The base station may
include a computing device and a storage medium. The storage device
may store program codes and instructions executed by the computing
devices associated with the base station.
[0194] The computer software, program codes, and/or instructions
may be stored and/or accessed on machine readable storage media
that may include: computer components, devices, and recording media
that retain digital data used for computing for some interval of
time; semiconductor storage known as random access memory (RAM);
mass storage typically for more permanent storage, such as optical
discs, forms of magnetic storage like hard disks, tapes, drums,
cards and other types; processor registers, cache memory, volatile
memory, non-volatile memory; optical storage such as CD, DVD;
removable media such as flash memory (e.g. USB sticks or keys),
floppy disks, magnetic tape, paper tape, punch cards, standalone
RAM disks, Zip drives, removable mass storage, off-line, and the
like; other computer memory such as dynamic memory, static memory,
read/write storage, mutable storage, read only, random access,
sequential access, location addressable, file addressable, content
addressable, network attached storage, storage area network, bar
codes, magnetic ink, and the like.
[0195] The methods and systems described herein may transform
physical and/or or intangible items from one state to another. The
methods and systems described herein may also transform data
representing physical and/or intangible items from one state to
another.
[0196] The elements described and depicted herein, including in
flow charts and block diagrams throughout the figures, imply
logical boundaries between the elements. However, according to
software or hardware engineering practices, the depicted elements
and the functions thereof may be implemented on machines through
computer executable media having a processor capable of executing
program instructions stored thereon as a monolithic software
structure, as standalone software modules, or as modules that
employ external routines, code, services, and so forth, or any
combination of these, and all such implementations may be within
the scope of the present disclosure. Examples of such machines may
include, but may not be limited to, personal digital assistants,
laptops, personal computers, mobile phones, other handheld
computing devices, medical equipment, wired or wireless
communication devices, transducers, chips, calculators, satellites,
tablet PCs, electronic books, gadgets, electronic devices, devices
having artificial intelligence, computing devices, networking
equipments, servers, routers and the like. Furthermore, the
elements depicted in the flow chart and block diagrams or any other
logical component may be implemented on a machine capable of
executing program instructions. Thus, while the foregoing drawings
and descriptions set forth functional aspects of the disclosed
systems, no particular arrangement of software for implementing
these functional aspects should be inferred from these descriptions
unless explicitly stated or otherwise clear from the context.
Similarly, it will be appreciated that the various steps identified
and described above may be varied, and that the order of steps may
be adapted to particular applications of the techniques disclosed
herein. All such variations and modifications are intended to fall
within the scope of this disclosure. As such, the depiction and/or
description of an order for various steps should not be understood
to require a particular order of execution for those steps, unless
required by a particular application, or explicitly stated or
otherwise clear from the context.
[0197] The methods and/or processes described above, and steps
thereof, may be realized in hardware, software or any combination
of hardware and software suitable for a particular application. The
hardware may include a general purpose computer and/or dedicated
computing device or specific computing device or particular aspect
or component of a specific computing device. The processes may be
realized in one or more microprocessors, microcontrollers, embedded
microcontrollers, programmable digital signal processors or other
programmable device, along with internal and/or external memory.
The processes may also, or instead, be embodied in an application
specific integrated circuit, a programmable gate array,
programmable array logic, or any other device or combination of
devices that may be configured to process electronic signals. It
will further be appreciated that one or more of the processes may
be realized as a computer executable code capable of being executed
on a machine readable medium.
[0198] The computer executable code may be created using a
structured programming language such as C, an object oriented
programming language such as C++, or any other high-level or
low-level programming language (including assembly languages,
hardware description languages, and database programming languages
and technologies) that may be stored, compiled or interpreted to
run on one of the above devices, as well as heterogeneous
combinations of processors, processor architectures, or
combinations of different hardware and software, or any other
machine capable of executing program instructions.
[0199] Thus, in one aspect, each method described above and
combinations thereof may be embodied in computer executable code
that, when executing on one or more computing devices, performs the
steps thereof. In another aspect, the methods may be embodied in
systems that perform the steps thereof, and may be distributed
across devices in a number of ways, or all of the functionality may
be integrated into a dedicated, standalone device or other
hardware. In another aspect, the means for performing the steps
associated with the processes described above may include any of
the hardware and/or software described above. All such permutations
and combinations are intended to fall within the scope of the
present disclosure.
[0200] FIG. 11 illustrates one exemplary implementation of a
computing device in the form of a computing device 1100 that may be
used in a system implementing the techniques described herein,
although others are possible. It should be appreciated that FIG. 11
is intended neither to be a depiction of necessary components for a
computing device to operate in accordance with the principles
described herein, nor a comprehensive depiction.
[0201] Computing device 1100 may comprise at least one processor
1102, a network adapter 1104, and computer-readable storage media
1106. Computing device 1100 may be, for example, a desktop or
laptop personal computer, a server, a collection of personal
computers or servers that operate together, or any other suitable
computing device. Network adapter 1104 may be any suitable hardware
and/or software to enable the computing device 1100 to communicate
wired and/or wirelessly with any other suitable computing device
over any suitable computing network. The computing network may
include wireless access points, switches, routers, gateways, and/or
other networking equipment as well as any suitable wired and/or
wireless communication medium or media for exchanging data between
two or more computers, including the Internet. Computer-readable
media 1106 may be adapted to store data to be processed and/or
instructions to be executed by processor 1102. Processor 1102
enables processing of data and execution of instructions. The data
and instructions may be stored on the computer-readable storage
media 1106 and may, for example, enable communication between
components of the computing device 1100.
[0202] The data and instructions stored on computer-readable
storage media 1106 may comprise computer-executable instructions
implementing techniques which operate according to the principles
described herein. In the example of FIG. 11, computer-readable
storage media 1106 stores computer-executable instructions
implementing various facilities and storing various information as
described above. Computer-readable storage media 1106 may store a
consumer analytics facility 1108 for obtaining location data for
consumers via network adapter 1104 and determining characteristics
of the consumers. Consumer analytics facility 1108 may perform any
of the exemplary techniques described above, and may include any of
the exemplary facilities described above. Computer-readable storage
media 1106 may also include data sets to be used by the consumer
analytics facility 1108, including a data set 1110 of consumer
characteristics, which could include profiles for consumers, and a
data set 1112 of points of interests, which could include
information about locations and types of points of interest.
[0203] While not illustrated in FIG. 11, a computing device may
additionally have one or more components and peripherals, including
input and output devices. These devices can be used, among other
things, to present a user interface. Examples of output devices
that can be used to provide a user interface include printers or
display screens for visual presentation of output and speakers or
other sound generating devices for audible presentation of output.
Examples of input devices that can be used for a user interface
include keyboards, and pointing devices, such as mice, touch pads,
and digitizing tablets. As another example, a computing device may
receive input information through speech recognition or in other
audible format.
[0204] While the invention has been disclosed in connection with
the preferred embodiments shown and described in detail, various
modifications and improvements thereon will become readily apparent
to those skilled in the art. Accordingly, the spirit and scope of
the present invention is not to be limited by the foregoing
examples, but is to be understood in the broadest sense allowable
by law.
[0205] All documents referenced herein are hereby incorporated by
reference.
* * * * *