# US 2014/0207580 A1 · System for Creating Customized Web Content Based on User Behavioral Portraits

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- Number: US 2014/0207580 A1
- Document ID: US20140207580A1
- Status: Published application
- Kind: A1
- Application number: 14/158,433
- Filed: 2014-01-17
- Published: 2014-07-24
- Earliest claimed: 2007-02-01
- Assignees: 7 Billion People, Inc.
- Applicants: 7 Billion People, Inc.
- Inventors: William Charles Minnis; Mark Nagaitis; Trevor Pokorney; Richard Cowin; Brian Gugliemetti; Steven Miers; Eric Schank
- Web page: https://patentgrep.com/patent/US20140207580A1

## CPC

- G06Q 30/0244: {Optimization}
- G06F 16/9535: Search customisation based on user profiles and personalisation
- G06Q 30/02: Marketing; Price estimation or determination; Fundraising
- G06Q 30/0201: Market modelling; Market analysis; Collecting market data
- G06Q 30/0255: {based on user history}
- G06Q 30/0269: {based on user profile or attribute}
- G06Q 30/0641: {utilising user interfaces specially adapted for shopping}
- H04L 67/535: {Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34)}
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N)
- H04L: TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION (arrangements common to telegraphic and telephonic communication H04M)

## Abstract

A method is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.

## Claims

### Claim 1

A system for providing customized web pages, comprising:
a server in communication with a client over a network; and
a software program adapted to develop a behavioral portrait of a user associated with the client based on captured clickstream data from the user;
wherein the behavioral portrait is a psychological profile of the user.

### Claim 2 (depends on 1)

The system of claim 1, wherein the behavioral portrait includes information about the manner in which the user prefers to have information presented to them.

### Claim 3 (depends on 1)

The system of claim 1, wherein the behavioral portrait includes information about the user's preferred decision making approach.

### Claim 4 (depends on 1)

The system of claim 1, wherein the behavioral portrait includes information about the user's motivation for making a purchase.

### Claim 5 (depends on 1)

The system of claim 1, wherein the software program is further adapted to dynamically modify web content based on the behavioral portrait of the user and to provide the server with the modified web content in real-time, and wherein the server is adapted to transmit the modified web content to the client.

### Claim 6 (depends on 1)

The system of claim 1, wherein the server is in communication with a plurality of clients over the network, and wherein the software is adapted to develop behavioral portraits of a plurality of users associated with the plurality of clients.

### Claim 7 (depends on 1)

The system of claim 1, wherein the server is adapted to provide the client with web pages having software embedded therein, and wherein the embedded software is adapted to (a) monitor client activity, (b) capture data relating to the monitored client activity, and (c) transmit the captured data to the server.

### Claim 8 (depends on 1)

The system of claim 1, wherein the server is adapted to receive requests for web pages from the client, wherein the server is adapted to receive from the software program modified versions of the requested web pages, wherein the server is further adapted to transmit the modified versions of the requested web pages to the client, and wherein the modified versions of the requested web pages are original versions of the requested web pages which have been modified in light of the behavioral portrait of the user.

### Claim 9 (depends on 1)

The system of claim 1, wherein the software resides in a dedicated server appliance equipped with an application programming interface, wherein the updated behavioral portrait is stored in a database maintained by the dedicated server appliance, and wherein the dedicated server appliance comprises (a) an application programming interface adapted to receive and analyze user input from the server; (b) a portrait database which stores existing user portraits; and (c) a portrait generator which generates new user portraits based on the user input.

### Claim 10 (depends on 9)

The system of claim 9, further comprising an application server, wherein the application server is adapted (a) to act upon a user portrait by generating re-mashed web content which is personalized to the user's behavioral portrait, and (b) to pass the re-mashed web content to the web server for transmission to the client, and wherein the portrait generator is adapted to determine whether a user already has a portrait stored in the portrait database, and is further adapted to modify the existing user portrait as new information about the user's behavior becomes available.

### Claim 11 (depends on 9)

The system of claim 9, wherein the dedicated server appliance continuously updates the user portrait database in real-time as new input from a user becomes available and passes updated portrait information for the user to the application server, and wherein the application server serves up re-mashed content to the user based on the updated portrait information.

### Claim 12 (depends on 9)

The system of claim 9, wherein the dedicated server appliance is adapted to (a) receive and analyze user input from the server, (b) build a behavioral portrait for the user, (c) generate a portrait enhanced web page, and (d) provide the portrait enhanced web page to the client.

### Claim 13 (depends on 12)

The system of claim 12, wherein the dedicated server appliance further comprises:
a customer portrait engine which assembles and modifies customer portraits based on behavioral data captured from the server;
a page interpreter which interprets the various objects present on a web page;
a portrait enhanced page (PEP) generator which utilizes the customer portrait to generate PEPs; and
a PEP database where PEPs are stored.

### Claim 14 (depends on 1)

The system of claim 1, wherein the software is injected into a client's website using JavaScript snippets placed in the client's web page templates, wherein the JavaScript snippets are adapted to be activated in real-time to insert the most current JavaScript code from the host system into the web page on demand, and wherein the software is further adapted to capture data relating to the online behavior of the user.

### Claim 15 (depends on 14)

The system of claim 14, wherein the dedicated server appliance comprises a portrait engine, wherein the JavaScript is adapted to send a user's click stream back to the portrait engine, and wherein the portrait engine utilizes the click stream to generate a behavioral portrait for the user.

### Claim 16

A system for providing customized web pages, comprising:
a software program adapted to (a) receive user input from the first server, (b) create a behavioral portrait of the user based on the user input, and (c) dynamically update the behavioral portrait as additional user input becomes available, thereby creating an updated behavioral portrait; and
a second server adapted to alter the content of the web pages displayed by said first server based on the updated behavioral portrait;
wherein the behavioral portrait is a psychological profile of the user, and wherein the software program creates a behavioral portrait of the user, or dynamically updates an existing behavioral portrait of the user, based on the user's clickstream as the user navigates the web pages.

### Claim 17 (depends on 16)

The system of claim 16, wherein the behavioral portrait is a psychological profile of the user as it pertains to at least one item selected from the group consisting of (a) the user's preferred decision-making approach, (b) the user's motivation for making a purchase, and (c) the manner in which the user prefers to have information presented to them,

### Claim 18 (depends on 16)

The system of claim 16, wherein the software resides in a dedicated server appliance equipped with an application programming interface, and wherein the updated behavioral portrait is stored in a database maintained by the dedicated server appliance.

### Claim 19 (depends on 16)

The system of claim 16, wherein the user's clickstream includes items selected from the group consisting of mouse clicks and field entries.

### Claim 20 (depends on 16)

The system of claim 16, wherein the behavioral portrait is a numerical score, and wherein the software program is adapted to derive the numerical score based on the user's navigation through the web pages hosted by the first server.

### Claim 21 (depends on 20)

The system of claim 20, wherein the software program is adapted to derive the numerical score based attaching weights to possible actions taken by a user as the user navigates through the web pages, and wherein the user's actions are weighted by category and lexical analysis.

### Claim 22 (depends on 18)

The system of claim 18, wherein the behavioral portrait is built by applying a psychological behavior model scoring system to each selection made by the user as the user accesses features on the web pages.

### Claim 23 (depends on 18)

The system of claim 18, wherein altering the content of the web pages includes dynamically reconfiguring web content, and wherein the web content is reconfigured only when the weighting reaches a predefined tipping point.

### Claim 24 (depends on 18)

The system of claim 18, wherein the software program dynamically updates the behavioral portrait based solely on the user's clickstream as the user navigates the web pages.

### Claim 25 (depends on 18)

The system of claim 18, wherein the software program creates a behavioral portrait of the user based solely on the user's clickstream as the user navigates the web pages, and wherein the software dynamically updates the behavioral portrait based solely on the user's clickstream as the user navigates the web pages.

### Claim 26 (depends on 18)

The system of claim 18, wherein the software program categorizes selectable items on the web pages into a plurality of categories, and wherein the plurality of categories are mapped to a set of psychological attributes.

### Claim 27 (depends on 18)

The system of claim 18, wherein the behavioral portrait of a user contains a plurality of psychological attributes, and wherein the software uses a set of rules to assign a weight to a psychological attribute in the behavioral portrait of a user in response to the order in which items were selected by the user.

### Claim 28 (depends on 18)

The system of claim 18, wherein the behavioral portrait of a user contains a plurality of psychological attributes, and wherein the software uses a set of rules to assign a weight to a psychological attribute in the behavioral portrait of a user in response to the user's selection of an item in one of the plurality of categories.

### Claim 29 (depends on 18)

The system of claim 18, wherein the software program assigns a weight to a psychological attribute in the behavioral portrait of a user based on the speed of the clicks in the click stream.