Patent Application
20150100422
This disclosure relates in general to the field of communications and, more particularly, to a system and a method for promoting the profile of a particular user in a network environment, such as an online matching system environment.
Communications network architectures have experienced significant notoriety because they can offer the benefits of automation, convenience, and data management for their respective online communities. Certain network protocols may be used in order to allow an end user to be matched to other end users or to scenarios in which they stand to benefit (e.g., job searches, person-finding services, real estate searches, online dating, etc.).
In the case of an online dating service, for example, an end user will typically be prompted to specify a variety of preferences to be used in matching the end user with other end users in a particular online dating community. The information each end user provides about him or herself may be viewed by other end users in the online community in determining whether to interact with that end user. In certain cases, the actual dating platform can participate in matching activities. This interventionist involvement can often spur or provoke new relationships being formed.
To provide a more complete understanding of the present disclosure and features and advantages thereof, reference is made to the following description, taken in conjunction with the accompanying figures, wherein like reference numerals represent like parts, in which:
A method is provided in one example embodiment and includes identifying a user in a computer-implemented matching system as having paid a fee for additional promotion of the identified user during a promotional period; and, during the promotional period, providing impressions for the identified user in accordance with an impression probability calculated to achieve a promotional target with respect to the user, wherein the impressions comprise presenting the identified user to other users in the computer-implemented matching system. In one embodiment, the promotional target comprises a target number of visits by other users to a profile of the identified user during the promotional period. In another embodiment, the promotional target comprises a target number of impressions for the identified user during the promotional period. An “impression” may include any time a promoted user is shown because of the promotion. An impression may occur in various areas of the matching system's web site, including match results, a list of recommended profiles, etc. A “visit” occurs when a user opens, accesses, clicks on, views, or otherwise interacts with or evinces an intent to interact with another user or the user's profile via the matching system. “Promotion” of a user comprises increasing a number of impressions for the user.
The method may further comprise, during the promotional period, updating the impression probability based on an actual number of impressions for the user during a previous time period relative to the promotional target. The method may still further include, upon expiry of the promotional period, determining whether the user has paid for promotion of the user during an additional promotional period; and, if the user has not paid for promotion of the user during the additional time period, ceasing the providing impressions for the user.
In some embodiments, providing impressions comprises injecting a profile of the user into search results of other users. In other embodiments, providing impressions comprises displaying a profile picture of the user in a featured area of a web page viewed by another user. In still other embodiments, the method comprises offering a subscription to a website-based service in exchange for a fee, wherein the website is configured to provide one or more results associated with ranking a set of like user profiles.
End users 12 may include a variety of types of end users, such as clients, customers, prospective customers, or entities wishing to participate in an online dating scenario and/or to view information associated with other participants in the system. End users 12 may also seek to access or to initiate communications with other end users that may be delivered via communications network 14. End users 12 may review data (such as user profiles, for example) associated with other users in order to make matching decisions or selections. Data, as used herein in this document, refers to any type of numeric, voice, video, or script data, or any other suitable information in any appropriate format that may be communicated from one point to another.
End users 12 may access the aforementioned data via endpoints 13, which may be inclusive of devices used to initiate a communication. Note that the broad term “user” encompasses any type of node or user device, or any type of endpoint discussed herein. Additionally, the term “user” can further include any type of profile to be used in the system discussed herein. Hence, the term “user” can include (but is not limited to) elements such as a computer, a personal digital assistant (PDA), a laptop or electronic notebook, a cellular telephone, an IP telephone, an iPhone™, an iPad™, a Microsoft Surface™, an Android™ phone, a Google Nexus™, or any other device, component, element, or object capable of initiating voice, audio, or data exchanges within communication system 10. The endpoints may be inclusive of a suitable interface to the end user 12, such as a microphone, a display, or a keyboard or other terminal equipment. Endpoints 13 may also include any device that seeks to initiate a communication on behalf of another entity or element, such as a program, a database, or any other component, device, element, or object capable of initiating a voice or a data exchange within communication system 10. In addition, each of the endpoints 13 may be a unique element designed specifically for communications involving system 10. Such an element may be fabricated or produced specifically for matching applications involving end user 12 and endpoint 13.
A user may employ any device capable of operating as an endpoint 13 to connect to communications network 14 via wire, wireless, cellular, satellite link or other suitable interfaces. Web server 16, which as previously noted includes memory 18 and at least one processor 20, hosts website 22 and has access to transmit and receive user or presence data (e.g., user profile data, user and/or user endpoint data, user contact data) from database 24. Presence data may be collected, aggregated, and utilized as required to facilitate communications between endpoints 12 over communications network 10 or other outside communication systems. Presence data may also include information and/or instructions enabling the creation, duration, and termination of communication sessions between diverse endpoints 13 that utilize different communication and/or networking protocols.
Communications network 14 is a communicative platform operable to exchange data or information emanating from endpoints 13. Communications network 14 represents an Internet architecture in a particular embodiment of the present disclosure, which provides end users 12 with the ability to electronically execute or to initiate actions associated with finding a potential match candidate. Alternatively, communications network 14 could be a plain old telephone system (POTS), which end user 12 could use to perform the same operations or functions. Such transactions may be assisted by management associated with website 22 or manually keyed into a telephone or other suitable electronic equipment. In other embodiments, communications network 14 could be any packet data network (PDN) offering a communications interface or exchange between any two nodes in system 10. Communications network 14 may alternatively be any local area network (LAN), metropolitan area network (MAN), wide area network (WAN), wireless local area network (WLAN), virtual private network (VPN), intranet, or any other appropriate architecture or system that facilitates communications in a network or telephonic environment.
In one embodiment, web server 16 comprises a server that is operable to receive and to communicate information to one or more end users 12. In a generic sense, web server 16 can implement a computer-implemented matching system that provides a framework for suitable matching activities. Alternatively, web server 16 may be any switch, router, gateway, cache, server blade, software, processor, proprietary component, object, module, or element (or any combination of these) operable to facilitate communications involving end user 12. Web server 16 may be integrated with database 24 and/or website 22, where any one or more of these elements may share or otherwise coordinate the activities discussed herein.
In one particular embodiment, web server 16, via interaction with database 24 and/or in conjunction with website 22, is engaged in facilitating interaction(s) between parties interested in seeking a romantic partner (i.e., online dating). For example, website 22 can be online dating service provider www.Match.com, www.Chemistry.com, www.okcupid.com, or any other suitable provider. In certain example scenarios, a given end user may pay a fee for a subscription-based service (and potentially, only those users would qualify to be eligible to participate in events in certain example implementations, although other example embodiments involve non-members being eligible for participation). Additionally, certain end user fee structures may apply to different tiers of service: some of which may entitle an end user to enhanced features on website 22 (e.g., the ability to communicate more frequently with other users, additional matches being provided (potentially, more frequently) to an end user who paid the higher fee structure, the ability to store data, the ability to share data, the ability to upload additional information, the ability to target specific searches based on particular criteria, the ability to receive preferential positioning in the context of being matched to other users, the ability to perform video calls (e.g., Skype, etc.) with other users, the ability to perform audio calls with other users, etc.).
In certain embodiments, website 22 is a computer-implemented matching system, which may be any website or architecture provided for facilitating a connection involving two or more people, and which may make use of a given profile, photograph, resume, article description, etc. This could include services associated with job placements, escort services, auction services, social media, real estate listings, recruiting services (e.g., in athletics, academia, employment scenarios, instances involving the sales of goods and services), etc.
Considerable flexibility is provided by the structure of web server 16 and website 22 in the context of system 10. Thus, it can be easily appreciated that such functions could be provided external to web server 16 or website 22. In such cases, such a functionality could be readily embodied in a separate component, server, processor, device, or module. Note that these online dating features and capabilities may be provided in just one of these elements, in both, or distributed across both of them. Hence, in certain embodiments, the online dating operations may be consolidated in a single website, where no redirection is needed, nor performed for the user.
In operation of an example embodiment, consider a case where a given end user is interested in participating in an online dating scenario. End user 12 can access website 22 via the communications network 14 (which in the example presented comprises the Internet) using endpoint 13, register, and create a profile on the site. Moreover, end user 12 can access website 22 through any suitable banner, pop-up, partnership, e-mail solicitations, direct mailings, etc. It can be appreciated that online commerce can be generated by a plethora of marketing tools and any such tools can readily cooperate with the operations of the present disclosure.
At this point, matching of any form can commence amongst the members of the online community. For example, in the context of a romantic endeavor, a person may begin the dating process or engage in communications that would spawn such dating. Other applications could include job applicants who are being sought by employers. Any of the individuals who reside in the online community can begin using any of the tools or capabilities of the platform.
In one embodiment, the system 10 may include a feature referred to herein as a pay-for-promotion (“PFP”) feature. As will be described in greater detail below with reference to
It may be understood that different users may trust different sources of profiles within the system 10; accordingly, in accordance with features of one embodiment, the PFP feature may accommodate these source preferences by injecting the profile of PFP users in a variety of different locations on the website. In some embodiments, the selection of where to inject the PFP user's profile may be dependent upon the particular user accessing the website at the time, based on that user's preferences for locating matches. To illustrate, it will be assumed for the sake of example that UserA is a PFP user and UserB and UserC are other users of the system 10. It will be further assumed that UserB typically prefers to interact with other users he or she discovers through tailored searches, while UserC often clicks on the user profiles presented in a certain area of the website (e.g., “Featured Users”). In accordance with features of certain embodiments, the profile of UserA will be included at the top of search results provided to UserB (assuming, of course, that UserA is indeed a match for UserB as determined by the search algorithm being implemented in the system 10), while the profile of UserA will be presented in the “Featured Users” list presented to UserC.
In another aspect, promotion of PFP users is carefully monitored to avoid oversaturation in the various locations. Using the example above to illustrate this point, if UserA is presented at the top of every set of search results returned to UserB, at some point, UserB will be less interested and more apt to ignore UserA's profile than if UserA appears in only some sets of search results. In yet another aspect of the promotional algorithm, the amount of attention that is being paid to a PFP user's profile is monitored. A first impression threshold, which is indicative of the number of times a user would ideally be presented with the PFP user's profile, is set and the number of visits for the particular profile is targeted. A control framework is used and is based on a thermostat model that regulates visits to the PFP user's profile page and impressions given to the profile. A second level for the control framework operates by modifying the impression threshold in order to accomplish the designated visit target. As a result, a built-in correctional system is provided for the pay-for-promotion feature. As used herein, an “impression” is any time a promoted user is shown because of the promotion. An impression could occur in various areas of the site, including match results, a list of recommended profiles, etc. A “visit” occurs when a user opens, accesses, clicks on, views, or otherwise interacts with or evinces an intent to interact with another user or the user's profile via the system.
As described in greater detail below, the promotion impression controller loop illustrated in
Variables and constants used by the promotion impression controller loop shown in
In one embodiment, the following equation may be used to calculate the target impression rate (rt) in step 80:
r
t=(it−iu)/(tp−tu)
In one embodiment, the following equation may be used to calculate the impression rate that has been recently observed (ro) in step 81:
r
o
=i
o
/s
Thereafter, in step 82, if ro>rt, then the error e may be calculated using the following equation:
e=(rt−ro)/(rt+cf)
Otherwise, the error e may be calculated as:
e=(rt-ro)/(ro+cf)
In step 84, the adjustment a may be calculated using the following equation:
a=1+e*g
And finally, in step 86, the adjustment may be applied to the impression probability using the following equation:
p(t)=p(t−1)*a
As illustrated in
The impressions controller can be summed up as adjusting p(t) to achieve a desired it. Looking at the impressions controller as a black box, it is its input, and p(t) is its output. As time goes on and conditions change, the impressions controller adapts p(t) to achieve the impressions goal. The PFP system endeavors to deliver a target number of visits to the promoted user. Since the impressions controller is only able to achieve the target number of impressions and not a target number of visits, a second controller is needed to achieve the goal. A second controller, called the visits controller, functions in a way that is identical to the impressions controller. The visits controller receives a target number of visits to achieve during the promotion as its input, and delivers a number of impressions needed to achieve that target. That number of impressions is then fed into the impressions controller, which adapts p(t) to target the new impression goal. In this way, the two controllers work together and adapt to achieve a target number of visits only by tweaking p(t). Having two controllers allows the system as a whole to adapt quickly to changes in the number of available impressions (handled by the impressions controller) and still deal productively with the slow, inconsistent feedback provided by monitoring the number of visits a user is receiving (handled by the visits controller).
Although the present disclosure has been described in detail with reference to particular embodiments, it should be understood that various other changes, substitutions, and alterations may be made hereto without departing from the spirit and scope of the present disclosure. For example, although the present disclosure has been described with reference to a dating protocol, any service that deals with (or that leverages) profiles, photos, resumes, user information more generally, etc. could readily benefit from the present disclosure.
Moreover, although the present disclosure has been described with reference to a number of elements included within system 10, these elements may be rearranged or positioned in any appropriate manner to accommodate any suitable networking configurations. In addition, any of the elements of
It should also be noted that any of the question portions of the platform can leverage any type of format. Thus, in any aspect of the online dating process described herein, such as establishing a personality profile, for example, any suitable question format can be employed. Example formats include a Yes/No format, a multiple choice question format, a short answer format, a true/false format, etc. Other formats can readily be used in order to achieve the desired responses and solicit the appropriate data.
Note that in certain example implementations, the matching functions outlined herein, such as those carried out by web server 16 and/or provided as an application for an endpoint being operated by an end user (e.g., a mobile application for an iPhone™), may be implemented by logic encoded in one or more non-transitory, tangible media (e.g., embedded logic provided in an application specific integrated circuit (“ASIC”), digital signal processor (“DSP”) instructions, software (potentially inclusive of object code and source code) to be executed by a processor, or other similar machine, etc.). In some of these instances, a memory, as shown in
A processor can execute any type of instructions associated with the data to achieve the operations detailed herein in this Specification. In one example, the processor, as shown in
These devices illustrated herein may maintain information in any suitable memory (random access memory (“RAM”), ROM, EPROM, EEPROM, ASIC, etc.), software, hardware, or in any other suitable component, device, element, or object where appropriate and based on particular needs. Any of the memory items discussed herein should be construed as being encompassed within the broad term “memory.” Similarly, any of the potential processing elements, modules, and machines described in this Specification should be construed as being encompassed within the broad term “processor.” Each of the network elements can also include suitable interfaces for receiving, transmitting, and/or otherwise communicating data or information in a network environment.
Note that with the example provided above, as well as numerous other examples provided herein, interaction may be described in terms of more than one network element. However, this has been done for purposes of clarity and example only. In certain cases, it may be easier to describe one or more of the functionalities of a given set of flows by only referencing a limited number of network elements. It should be appreciated that system 10 (and its teachings) are readily scalable and can accommodate a large number of components, as well as more complicated/sophisticated arrangements and configurations. Accordingly, the examples provided should not limit the scope or inhibit the broad teachings of system 10 as potentially applied to a myriad of other architectures.
It is also important to note that the steps in the preceding flow diagrams illustrate only some of the possible signaling scenarios and patterns that may be executed by, or within, system 10. Some of these steps may be deleted or removed where appropriate, or these steps may be modified or changed considerably without departing from the scope of the present disclosure. In addition, a number of these operations have been described as being executed concurrently with, or in parallel to, one or more additional operations. However, the timing of these operations may be altered considerably. The preceding operational flows have been offered for purposes of example and discussion. Substantial flexibility is provided by system 10 in that any suitable arrangements, chronologies, configurations, and timing mechanisms may be provided without departing from the teachings of the present disclosure. Although the present disclosure has been described in detail with reference to particular arrangements and configurations, these example configurations and arrangements may be changed significantly without departing from the scope of the present disclosure.
Numerous other changes, substitutions, variations, alterations, and modifications may be ascertained to one skilled in the art and it is intended that the present disclosure encompass all such changes, substitutions, variations, alterations, and modifications as falling within the scope of the appended claims. In order to assist the United States Patent and Trademark Office (USPTO) and, additionally, any readers of any patent issued on this application in interpreting the claims appended hereto, Applicant wishes to note that the Applicant: (a) does not intend any of the appended claims to invoke paragraph six (6) of 35 U.S.C. section 112 as it exists on the date of the filing hereof unless the words “means for” or “step for” are specifically used in the particular claims; and (b) does not intend, by any statement in the specification, to limit this disclosure in any way that is not otherwise reflected in the appended claims.
