Data processing: financial – business practice – management – or co – Automated electrical financial or business practice or... – Discount or incentive
Reexamination Certificate
1998-10-30
2001-12-25
Olszewski, Robert P. (Department: 2164)
Data processing: financial, business practice, management, or co
Automated electrical financial or business practice or...
Discount or incentive
C705S026640
Reexamination Certificate
active
06334109
ABSTRACT:
FIELD OF INVENTION
This invention relates to a system, a method and a memory media for providing a personalized advertisement over a communication network through various embedded devices and computer systems. More particularly, the invention provides an advertisement that is personalized to a particular user for a current transaction. The personalized advertisement may be communicated to the particular user by using printers or displays associated with the transaction terminal that generates the current transaction.
BACKGROUND OF THE INVENTION
Advertisements bring people's attention to available goods and/or services. Advertisements are usually provided via television (TV), newspapers, junk mail and similar media. The problem with these kinds of advertisements is that they do not distinguish different users according to their tastes, interests, hobbies. Some advertisements are specific for some classes of users (for example, children, adults, men, women and other classes).
Class specific advertisements are still too broad to take into account characteristics specific to a particular user. Class specific advertisements are sometimes displayed in places where there are no users who are members of the class.
There exists a category of advertisements that are printed on back sides of receipts that are produced by cash registers. These advertisements are intended for a general audience of customers without taking into account special customer characteristics.
Another problem is that it is difficult to gather information about specific customer needs. Advertising agencies try to gather such information via polls that are expensive and cover only a small number of potential users.
An object of the present invention is to provide a system, method, and memory media for providing a personalized advertisement to a particular user via a communication network for displaying or printing by devices that are associated with a transaction terminal.
Another object of the present invention is to provide a system and method for detecting a customer and using this identity for gathering information about customer characteristics.
Yet another object of the present invention is to provide a system and method for using biometrics to find a user identity in order to provide him/her with a personalized advertisement.
Yet another object of the present invention is to provide a system and method for using devices with displays for distributing personalized advertisements.
SUMMARY OF THE INVENTION
In accordance with the present invention an advertisement that is personalized to a particular user for a current transaction from a transaction terminal is provided by a system that includes a processor, an operating memory, one or more input/output (I/O) devices and a database containing data concerning a plurality of (a) users, (b) goods or services and (c) advertisements for various ones or categories of said goods or services. The I/O devices are operable to receive data concerning a current transaction. A personalized advertisement procedure is stored in the operating memory and is operative to configure the processor to (a) process the current transaction data, (b) alter the user data in the database in accordance with the current transaction data, and (c) generate an advertisement, personalized to the particular user and (d) operate the I/O devices to communicate the personalized advertisement to the particular user.
The invention takes advantage of various display and/or printing devices associated with a transaction terminal to communicate a personalized advertisement to a particular user. The user may be a customer who is purchasing certain goods/services or a user who is inquiring about certain goods/services. The transaction terminal may be operated by the user or by a point of sales person. The personalized advertisement is advantageously printed on unused parts of a document produced by the transaction terminal, for example a sales receipt.
The user data stored in the database contains a history of goods/services transactions completed for each user of a plurality of users. The current transaction data is processed by classification as to categories of goods/services to produce classification data and by relation to prior transactions by the particular user to produce relation data. The user data stored in the database is altered by the classification and relation data.
The personalized advertisement is generated based on the current transaction or the prior transactions by either selecting an advertisement from the advertisements contained in the database or by creating a new advertisement. The current transaction data includes, for the particular user, an identity, goods/services and prices chosen by the particular user.
The classification is according to criteria selected from the group that includes age, gender, area of residence, citizenship and physical characteristics of the particular user and type and price of goods/services involved in the current transaction. The relation data is according to a relation between classes of customers and categories of goods/services.
The type and/or format of the personalized advertisement may be qualified by type and/or format data contained in the current transaction data.
The customer identity may include one or more identifying characteristics selected from the group that includes name, gender, age, physical appearance, and biometrics.
Another embodiment of the system according to the present invention obtains from an advertisement server an advertisement that is personalized to a particular user for a current transaction. The system includes a processor, an operating memory and one or more I/O devices. The I/O devices receive data concerning the current transaction for the particular user. The system includes a personalized advertisement procedure stored in the operating memory and operative to configure the processor to (a) extract from the current transaction data an advertising request data that includes the identity of the particular user, the goods/services and prices chosen by the particular user and (b) operate the I/O devices to communicate the advertisement request data to the advertisement server.
The identity data includes one or more characteristics selected from the group of name, physical characteristics, age, gender, and biometrics. The personalized advertisement procedure distributes the personalized advertisement to the I/O devices for communication to the particular user.
The personalized advertisement is presented to the particular user on a sales receipt or on a display
In accordance with one method embodiment of the present invention, an advertisement that is personalized to a particular user for a current transaction, includes the steps of
storing in a database data concerning a plurality of (a) users, (b) goods or services and (c) advertisements for various ones or categories of said goods or services;
receiving, via one or more I/O devices, data concerning a current transaction for the particular user;
processing the current transaction data with a processor;
altering the user data in the database with the current transaction data;
generating the advertisement personalized to the particular user; and
operating the I/O devices to communicate the personalized advertisement to the particular user.
The processing step classifies the current transaction data as to categories of goods/services to produce classification data and by relation to prior transactions by the particular user to produce relation data. The classification and relation data is used to alter the user data. The personalized advertisement is generated based on the prior transactions or the current transaction by either selecting an advertisement from the advertisements contained in the database or by creating a new advertisement through use of the goods/services data. The current transaction data includes, for the particular user, an identity, goods/services and prices chosen by the particular user and optionally the biometrics of the particular user. The c
Kanevsky Dimitri
Zlatsin Alexander
Akers Geoffrey
International Business Machines - Corporation
Morris, Esq. Daniel P.
Ohlandt Greeley Ruggiero & Perle LLP
Olszewski Robert P.
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