WO2005031530A2 - Information distribution system - Google Patents
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- WO2005031530A2 WO2005031530A2 PCT/US2004/031415 US2004031415W WO2005031530A2 WO 2005031530 A2 WO2005031530 A2 WO 2005031530A2 US 2004031415 W US2004031415 W US 2004031415W WO 2005031530 A2 WO2005031530 A2 WO 2005031530A2
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Classifications
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q30/00—Commerce
- G06Q30/06—Buying, selling or leasing transactions
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
- G06Q30/0275—Auctions
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0282—Rating or review of business operators or products
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q30/00—Commerce
- G06Q30/06—Buying, selling or leasing transactions
- G06Q30/0601—Electronic shopping [e-shopping]
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q40/00—Finance; Insurance; Tax strategies; Processing of corporate or income taxes
- G06Q40/04—Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- 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
- G06Q99/00—Subject matter not provided for in other groups of this subclass
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- Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
- Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
- Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
- Y10S707/00—Data processing: database and file management or data structures
- Y10S707/99931—Database or file accessing
- Y10S707/99932—Access augmentation or optimizing
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- Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
- Y10—TECHNICAL SUBJECTS COVERED BY FORMER USPC
- Y10S—TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
- Y10S707/00—Data processing: database and file management or data structures
- Y10S707/99931—Database or file accessing
- Y10S707/99933—Query processing, i.e. searching
Definitions
- the invention is a system and method for distributing information (collectively “information system” or simply the “system”).
- the information system can make it easier and more efficient for potential customers to identify potentially desirable providers of goods and/or services
- providers While at the same time, making it easier for providers to more effectively "focus” advertising to potentially interested customers.
- phone books have over the years provided individuals and organizations (collectively “customers”) with the ability to obtain information about potential providers of goods and services.
- Phone books typically organize provider listings ("listings") into a variety of different categories based on the types of the goods, services or other offerings (collectively “products") being offered. For example, an Italian restaurant may be listed under the category of "restaurants.” Although many providers are listed in the phone book without any fees being charged by the provider of the phone book, many providers choose to pay advertisement fees in order to obtain larger listings or better placement for their listings.
- traditional phone books also provide a geographic focus for customers using the phone book.
- the categories of "retail stores,” “consumer electronics,” “digital optical equipment,” “digital cameras,” and “digital video cameras” are distinct from each other, but at the same time, are interrelated as to subject matter.
- digital video cameras are a type of digital camera
- digital cameras are a type of digital optical equipment.
- category “hierarchies” are typically limited to a hierarchical "depth” of only one level. True hierarchies of categories are not an option, because the paper medium of a phone book does not provide the dynamic ability to "drill down” or “drill up” a hierarchy.
- a customer looking for listings of digital video cameras may have to settle for consumer electronics listings that include providers having nothing to do with digital video cameras.
- the inability to directly measure the effectiveness and utility of listings impedes advertisers in transmitting their message in a phone book, and limits the ability of publishers to facilitate such communications.
- the inability to directly measure effectiveness results in inefficiencies that are detrimental to publishers, advertisers, and customers.
- search engines Some of the present-day limitations of paper-bound phone books are addressed by various information technology tools such as search engines and other mechanisms that utilize the World Wide Web, or similar networks (collectively “search engines”). For example, the ability to monitor Internet traffic (e.g. a "hits" from a link to a website), and the ability to frequently update information on a website can be accomplished by using various tools found in the existing art.
- search engines in the existing art actually exacerbate many existing limitations of paper-bound phone books while also creating entirely new problems. The imperfections of information technology can literally provide a customer with information from a voluminous number of sources from across the globe.
- search engines are not limited to organizations desiring to provide potential customers with particular goods and services. Search engines are not designed to easily provide users with the ability to identify nearby businesses involved in a particular category or sub-category of goods or services. For example, a search term of "restaurant” will return listings relating to restaurant sites, restaurant reviews, and a voluminous number of "restaurant” references having nothing to do with actual restaurants that are open for business and seeking customers.
- screenplays, poems, novels, short stories, song lyrics, and variety of other literary mediums may include the word "restaurant” because restaurants are a common part of everyday life, and often make good context for literary works.
- Search engines do not provide an efficient mechanism for potential customers to obtain information from providers interested in providing a particular good or service to the customer. Search engine users are effectively prevented from finding the proverbial "needle” they are looking for due to a "haystack" of irrelevant data between the user, and the result they are looking for.
- search terms relating to geographical regions can be submitted to search engines, that functionality is not the same thing as retrieving information that is specifically organized and stored into various hierarchies of geography, categories, and potentially other relevant attributes.
- a search consisting of "New York” and “barbershops” will still result in a voluminous number of listings having nothing to with a barbershop open for business in New York City. This limitation is intrinsic to the nature of the Internet and the types of searches performed by conventional search engines.
- search engines provide guidance to both advertisers and customers through a normalized hierarchical category structure, designed to minimize the likelihood of returning less than the desired universe of goods and services.
- Individuals depending on their cultural and geographic background, may use non-similar nomenclature for the same desired good or service. For example, it is possible to use the word “lounge”, “club”, “tavern” or “pub”, as synonyms for a "bar.”
- Phone books, search engines, and other information distribution mechanisms prioritize and sort information listings in a variety of different ways using a variety of different placement practices. For example, some search tools may display provider listings in accordance with a per-hit fee associated with the particular listing, as mentioned above. The greater the per-hit fee, the closer to the front of the line the particular listing is displayed. Other search tools may prioritize listings based on a relevance metric related to the particular search criteria submitted by a user, a date/time stamp associated with the listing, or some other attribute related to the listing.
- Such approaches emphasize attributes relating the particular listing to the exclusion of other attributes, such as attributes relating to the relationship between the provider and the distributor.
- Listing-based approaches fail to give proper weight to loyalty and to business relationships "as a whole.” For example, listings based on per-hit fees alone ignore the relevance of other attributes that are important to both the user and the advertiser such as category attributes, geographic attributes, and ratings information. It would also be desirable for publishers or administrators of online tools to create various administrative rules that would facilitate mutually rewarding approaches by which advertisers are appropriately charged for advertising online.
- the information system can make it easier for providers of goods and/or services distinguish the ways in which relevant information is organized and displayed to potentially interested customers.
- listings can be ordered in a variety of different ways instead of being strictly ordered in accordance with some particular metric, such as a per-hit fee amount. For example, in a per-hit fee environment, listings could be organized into tiers of three listings each on the basis of the per-hit fee associated with each of the listings. For example, within each tier, listings could be ordered in a purely random fashion. This would provide intense competition for the 3 rd , 6 th , 9 th , etc. spots.
- the information system can make it easier and more efficient for potential customers to identify potentially desirable providers of goods and services
- information requests and responses distinguish between various geography attributes that are associated with some or all of the various listings.
- Hierarchies of geographical regions can be stored and processed by the system.
- information requests and responses distinguish between various category attributes that are associated with some or all of the various listings.
- Hierarchies of categories can be stored and processed by the system.
- the category hierarchy is fully "normalized," allowing the system to make finely tuned distinctions based on subtle attribute differences.
- the use of predefined data hierarchies can provide the best . possible universe of results and minimizing the loss of relevant results based merely on differences in nomenclature.
- Mechanisms may be provided to relate like "terms" so that the correct category is easily located within the overall structure when a non- normalized term is used.
- a response may include some listings paid for on a fixed fee basis, while also including listings paid for on a fixed or variable per-hit basis.
- Hierarchies of fee types can be stored and processed by the system.
- ratings could include an aggregate rating based on a user's general rating for a business, product, and/or web site, or ratings could include an aggregate rating based on a combination of rating attributes such as price, quality of customer support, timeliness of delivery, or quality of product. As discussed below, such rating attributes may also be used individually in certain embodiments.
- ratings and/or ratings, including rating attributes may be stored by the system, and used in the formulation of a response to a search request either alone or in combination with other attributes such as category and/or geography attributes.
- a single response can include more than one group of listings.
- Listing groups can be dynamically defined by the interactions between listing attributes set forth by the provider, the request attributes set forth by the customer, and/or the administrative rules implemented by the administrator for the system.
- Each group in a response can have its own methodology for ordering the listings within the group.
- the listings need not be displayed in a manner that is determined in a sort by group. For example, three listings prioritized on the basis of bid amounts can be followed by two listings prioritized on a fixed fee basis, with those two fixed fee listings then being followed by the next three listings prioritized on the basis of bid amounts.
- Some embodiments of the information system can allow the processing rules of the system to be influenced by relationship-based as well as listing-based attributes.
- a position adjustment factor can be used by the system to allow attributes relating to the relationship between a provider and a distributor (relationship-based attributes) to influence what would otherwise be a listing-based process of prioritizing, placing, and/or displacing information listings.
- bid amounts can be merely one factor used to calculate the priority metric for prioritizing listing placements ("bid-influenced approaches").
- Position modifiers based on loyalty, other relationship attributes and/or fixed fees can cause a particular listing to possess a higher priority metric even though other listings are associated with a larger per-hit or "click through" fee.
- Various position adjustment factors can be used to influence the priority metric used to prioritize the placements of listings within a particular group.
- position adjustment factors influencing the priority metric may include some or all of the following: the amount of a per-hit fee, geography attributes, category attributes, and review and/or rating information.
- the relationship between users and advertisers can also be associated with a position adjustment factor that impacts the priority metrics associated with various listings.
- the popularity of a particular listing can enhance the priority metric for that particular listing so that the priority metric for that particularly listing surpasses the priority metrics associated with listings involving higher per-hit fees.
- the system can also provide additional flexibility with respect to the submission of requests. For example, a user request can be augmented in accordance with the particular user's history with the system, a user profile, or other forms of "intelligence" utilized by the system.
- the information system can charge providers of goods and services a fee associated with enhancing the display characteristics of a particular listing.
- the enhanced display format fee charged with respect to a particular listing can be part of a per-transaction fee that is paid by the provider.
- the per-hit fee associated with a particular listing can be increased or decreased in accordance with the popularity of the listing.
- the system can be configured so that after 500 hits during a particular period of time, the per-hit fee associated with the particular listing is increased or decreased in accordance with some value, ratio, or factor. At the same time that the per-hit fee is adjusted, however, it does not necessarily mean that its location within the listing is altered.
- Figure 2 is a block diagram illustrating one example of the administrative aspects of an information distribution system, including the components used by the administrator to support the performance of the system, the types of information processed by administrators of the system, and some of the ways in which administrator interacts with the system.
- Figure 3a is a hierarchy diagram illustrating one example of a category hierarchy that is three-levels deep.
- Figure 4a is a hierarchy diagram illustrating one example of a geography hierarchy that is three levels deep.
- Figure 5 is a hierarchy diagram illustrating one example of a fee type hierarchy (or simply "fee hierarchy").
- Figure 6a is a relationship diagram illustrating one example of how attributes associated with a group hierarchy are a function of attributes associated with category, geography, and fee hierarchies.
- Figure 6b is a hierarchy diagram illustrating one example of a group hierarchy.
- Figure 6c is an input/output diagram illustrating an example of request attributes, listing attributes, and administrative rules being used to define the groups to be included in the response.
- Figure 6d is a process flow diagram illustrating the submission of a request to a database structure, and inclusion of various listings in the response.
- Figure 8a is a block diagram illustrating one example of a subsystem-level view of the system that includes a user subsystem and a sponsor subsystem.
- Figure 8b is a block diagram illustrating one example of a subsystem-level view of the system that includes a user subsystem, a sponsor subsystem, and an administrator subsystem.
- Figure 9a is a block diagram illustrating one example of a subsystem-level view of the system that includes an interface subsystem and a listing subsystem.
- Figure 9b is a block diagram illustrating one example of a subsystem-level view of the system that includes an interface subsystem, a listing subsystem, and a focus subsystem.
- Figure 10 is a flow chart diagram illustrating one example of a process that can be performed by an administrator and the system.
- Figure 1 1 is a flow chart diagram illustrating one example of a process that can be performed by an advertiser that submits a listing to the system.
- Figure 12 is a flow chart diagram illustrating one example of a process that can be performed by a user of the system.
- Figure 14 is a block diagram illustrating one example of the response displayed on a continuation screen in accordance with one embodiment of the placement heuristic after the submission of a request using city and zip code information and subsequent scrolling by a user for more local listings.
- Figure 15 is a block diagram illustrating one example of the second screen of response displayed on a continuation screen in accordance with one embodiments of the placement heuristic after the submission of a request using city and zip code information and subsequent scrolling by a user for more national listings.
- Figure 17 is a block diagram illustrating one example of a response displayed on a screen in accordance with one embodiment of the placement heuristic after the submission of a request using a business name or phone number.
- Figure 19 is a block diagram illustrating one example of a bid-based approach where the listings are not displayed in order of bid amount.
- Figure 20 is a screen print illustrating an example of a request submission web page that includes various high-level categories.
- Figure 21 is a screen print illustrating an example of a request submission web page with a text string corresponding to a category selection entered by a user.
- Figure 22 is a screen print illustrating an example of a request submission web page with text strings corresponding to a category selection and a geography selection entered by a user.
- Figure 23 is a screen print illustrating an example of a request submission web page displaying more detailed sub-categories associated with the higher furniture category.
- Figure 24 is a screen print illustrating an example of a web page displaying listings associated with the sub-category of "room accessories.”
- Figure 25a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the antiques sub-category.
- Figure 26a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography.
- Figure 26b is a bottom portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography.
- Figure 28a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography, including two listings that have selected for the purposes of a "compare" function.
- Figure 29a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography.
- Figure 29b is a bottom portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography.
- Figure 32 is a screen print illustrating an example of an advertiser contact information web page.
- Figure 33 is a screen print illustrating an example of a bid entry web page for use by advertisers.
- Figure 35a is a top portion of a screen print illustrating an example of a detailed view of a listing.
- advertiser “listings” can be organized into various hierarchies, such as a geography hierarchy, a category hierarchy, a fee-type hierarchy, or other attribute hierarchies.
- the requests for information submitted by users can then invoke the system to dynamically create one or more "groups" of listings using the various hierarchical distinctions, user selections, and/or information related to the user.
- B. Relationship-Based Processing Rules [00122] In some embodiments, the information system can incorporate relationship-based attributes into processing that would otherwise focus almost exclusively on listing-based attributes.
- the impact of the competition can be used to place listings within various tiers.
- the size of the tiers can vary widely from embodiment to embodiment.
- the ordering of the listings within the tiers is performed in accordance with the predefined rules of the system. In some embodiments, ordering listings within the tiers is a purely random function. In other embodiments, the probability can be modified or weighted by some other metric, such as the metric used to organize the listings into tiers in the first place, or some other metric.
- a marketing agent could submit information for inclusion in the system 100 on behalf of the advertiser 102. Such a submission could even be made without the knowledge of the advertiser 102 if the marketing agent is authorized to do so.
- Sources of advertiser information can include the local Telephone Company, data warehouse companies, activities of the provider's sales force and from the advertiser 102 directly.
- Advertisers 102 can also interact with the system 100 through various information technology mechanisms, such as software applications that are configured or adapted to interface with the system 100. Such interfacing advertiser applications can interact with the system 100 in both an automated and manual manner, engaging in batch, real-time, schedule, and ad-hoc interactions.
- advertisers 102 are responsible for providing information that comprises the content of the listings 104 to the system 100.
- advertisers 102 may invoke the assistance of other entities, such as marketing consultants or the administrators of the system 100, to physically create the listing.
- the advertiser 102 should ultimately be responsible for the contents of their listings 104.
- a listing 104 is the mechanism by which a user 130 learns about advertisers 102. Even within a single embodiment of the system 100, listings 104 can include a wide variety of different types of information in a wide variety of different formats. Listings 104 can include a wide variety of text, fonts, colors, graphics, animation, and sounds to communicate information about the advertiser 102 and the products of the advertiser 102. Listings 104 could even incorporate different smell, touch, and taste sensations as those technologies are developed and made commercially available through computer networks. Below is one example of a listing 104 that can be incorporated into the system 100:
- each listing 104 can possesses certain characteristics or attributes which are referred to as listing attributes 106.
- Listing attributes 106 can be set by the advertiser 102, and they provide the advertiser 102 with the flexibility to target or focus their listing 104 towards users 130 with particular interests.
- listing attributes 106 can vary widely from listing 104 to listing 104 (even within the context of a single sequence of listings 104 within a single embodiment of the system 100), in many embodiments of the system 100, there are similarities with respect to the particular types of information used by the system 100 as listing attributes 106 to describe listings 104.
- one or more of the listing attributes 106 can be associated with "blank" or "null" values. a.
- Geography Attributes [00135] As indicated by the bracket extending from the listing attributes 106 and encompassing a geography attribute 108, one type of characteristic or listing attribute 106 that can be helpful to associate with various listings 104 is the characteristic of geography.
- One or more geography attributes 108 can be used by the system 100 to associate a particular listing 104 with a particular geographic region or a particular geographic scope.
- Geography attributes 108 can refer to a particular geographic region (such as New York City, the state of Illinois, the nation of Ireland, etc.), as well as a geographical "level" within a geographic hierarchy (such as a city, state, country, etc.). Any information relating to the location of the advertiser 102 can be a geography attribute 108.
- Examples of geography attributes 108 can include, but are not limited to, a: street address, city, county, state, zip code, country, continent, longitude, latitude, elevation, phone number, fax number, terrain (such as mountainous, forest, jungle, etc.) or any other indicia of geographical information that could be of interest to a user 130 in focusing a request 132.
- Different embodiments of the system 100 can involve different combinations of required and optional geography attributes 108.
- each listing 104 could be required to be associated with some type of latitude and longitude values for distance determinations, point of interest data, and other mapping purposes. In other embodiments, the system 100 may refrain from requiring any particular type of geography attribute 108.
- Geography attributes 108 and their impact on the processing performed by the system 100, are described in greater detail below.
- the per-hit fee amount 113 can also be referred to as a bid amount because the financial value of the per-hit fee amount 113 will be used by the system 100 (but never as the sole factor) in calculating a priority metric for the purposes of awarding better listing placement to advertisers 102 that are generally more valued by an administrator of the system 100.
- the role of "administrator" is discussed in detail below.
- listings 104 and all listing attributes 106 are provided to the system 100 through the advertiser access device 114.
- certain activities such as the updating of the listing 104 requires human intervention, while other activities such as increasing a per-hit fee amount 113 or viewing a utilization report, is performed online.
- the system 100 can also be implemented in such a way as to require that all advertiser 102 interactions occur through human intervention with administrator personnel, but such limitations can prove to be unnecessarily restrictive.
- Advertiser access devices 114 are typically some type of client device capable of interacting with a computer network, such as the Internet. Examples of advertiser access devices 114 include: desktop computers, laptop computers, mainframe computers, mini-computers, cell phones, pagers, personal digital assistants ("PDAs"), or other devices (collectively "computer access devices"). In some circumstances, access devices can also be non-computer devices, such as fax machines, standard telephones with computerized answering options, paper copies of correspondence, and other communication mechanisms. Non-computerized access devices typically require additional human intervention for information to be loaded onto the system 100. 3.
- PDAs personal digital assistants
- any mechanism capable of supporting the logic of the system 100 can be the instructions 120.
- the instructions 120 are the various applications, computer programs, and associated files used to support the logic of the system 100 necessary for the functioning of the system 100.
- the instructions 120 will be written in an object- oriented language that is platform independent, such as the JAVA ® programming language. 3. Administrative Rules
- the instructions 120 incorporate various administrative rules 122 that are configured by an administrator of the system 100 (the role of the "administrator” is discussed below).
- the administrative rules 122 which are discussed in greater detail below, include the particular hierarchies incorporated into the system, and different ways for grouping various listings 104 to meet the needs of advertisers 102 and users 130.
- the administrative rules 122 can define the particular sub-categories that are associated with the "restaurant” category. 4. Database Structures
- the database structure 126 is the mechanism by which the system 100 accesses the listing records 128.
- the database structure 126 is one or more relational databases.
- object-oriented or hierarchical databases can be used.
- Other methods for storing information, such as arrays, pointers, flat files, and other data storage techniques can be incorporated into the system 100 as the "database structure" 126. 5.
- the listings 104 and listing attributes 106 provided to the system 100 by the advertiser 102 are stored, updated, processed, and accessed in the form of a variety of listing records 128 that reside within the database structure 126.
- listing 104 can vary widely, and thus the contents of the listing records 128 can also vary widely.
- each listing record 128 may include both a detailed view 127 and a summary view 129. However, some listing records 128 may only be associated with a detailed view 127 while other listing records 128 may only be associated with a summary view 129.
- a properly configured database structure 126 should be able to incorporate the data fields necessary for both types of views.
- Alternative embodiments of the system 100 may include additional potential views that can be associated with the various listing records 128.
- the summary view 129 of a listing record 128 is displayed when the listing record 128 is displayed in a list of listings 104, and the detailed view 127 of a listing record 128 is displayed when only one or two listings 104 is actively viewable by the user 130.
- Detailed views 127 can include potentially all of the information in the listing record 126, while summary views 129 are typically configured to only present the type of information that would be most important to the user 130 in the initial viewing of the response 144 such as name and a geographical attribute.
- Detailed views 127 can include information such as: an operating hours attribute, a historical attribute (including an established date), a method of payment attribute, a brand attribute, an e-mail address attribute, a web site attribute, an address attribute, a phone number attribute, and a fax number attribute.
- a user 130 is any person, organization, or other entity that uses the system 100 to obtain information about advertiser 102.
- Users 130 can interact with the system 100 through various individuals affiliated with the user 120, such as employees, contractors, or agents. Users 130 can also interact with the system 100 through various information technology mechanisms, such as software applications that are configured or adapted to interface with the system 100. Such interfacing advertiser applications can interact with the system 100 in both an automated and manual manner, engaging in batch, real-time, schedule, and ad-hoc interactions.
- the user 130 can also be referred to as a buyer, a purchaser, a requestor, a searcher, or a consumer.
- Users 130 are typically potential purchasers of various goods, services, or other offerings (collectively "products").
- users 130 can also include individuals or organizations desiring to communicate with "advertisers" 102 to pursue future interactions.
- users 130 could be potentially new members for churches, political parties, community action groups, employers, and other organizations seeking new members and volunteers.
- a user 130 can be any entity seeking to obtain information about the existence of another entity (the advertiser 102) through one or more listings 104 residing on the system 100.
- users 130 create requests 132 and submit them to the system 100.
- requests 132 submit them to the system 100.
- the capacity of the system 100 is only limited by the information technology architecture that supports the functionality of the system 100.
- Requests 132 are invocations by users 130 to obtain information.
- the purpose of the system 100 is to respond to requests 132.
- requests 132 can be stored by the system 100 in building a profile for various users 130.
- the policy behind such a practice would be that users 130 are likely to have reoccur ng interests that they would prefer the system 100 to maintain.
- users 130 can save particular requests 132, but such activities require the affirmative decision of the user 130.
- Some embodiments of the system 100 may include both user profiles and the ability to save requests 132.
- the requests 132 received by the system 100 can be said to possess or be associated with, various request attributes 134.
- Request attributes 134 can be set by the user 130 in accordance with the parameters set by the administrative rules 122 of the system 100. Request attributes 134 provide users 130 with the flexibility to target or focus their requests to listings 104 likely to be of interest to the user 130.
- request attributes 134 can vary widely from request 132 to request 132 (even within the context of a single user 130 within a single embodiment of the system 100), in many embodiments of the system 100, there are similarities with respect to the particular types of information used by the system 100 as request attributes 134 to describe or define requests 132.
- Request attributes 134 can be described as various selections made by users 130. Two important types of request attributes 134 typically include a geography selection 136 and a category selection 138. In many embodiments, request attributes 134 can include one or more "blank" or "null" values. a. Geography Selections
- one type of characteristic or request attribute 134 that can be helpful to focus requests 132 is the characteristic of geography.
- Geography selections 136 related to specific geographic regions that are of interest to the user 130.
- Examples of geography selections can include, but are not limited to, a: street address, city, county, state, zip code, country, continent, longitude, latitude, elevation, phone number, fax number, terrain (such as mountainous, forest, jungle, etc.) or any other indicia of geographical information that could be of interest to a user 130 in focusing a request 132 for information.
- a business name and/or phone number are types of geographic selections 136.
- geography selections 136 selected by the user 130 correspond to a particular identification or location within a geography hierarchy defined by the administrative rules 122 that are described in greater detail below. In other embodiments, geography selections 136 correspond to geography attributes 108 associated with the various listings 104 stored within the system 100.
- Geography selections 136 can be made by users 130 through the typing of text into an editable field, the checking of boxes or radio buttons on a screen, the use of a mouse to select the desired geography selection from a list box, pull-down screen or data window, using a light pen or other device to select the desired geographical region on a map, or through any other mechanism that is convenient for users 130, and capable of capturing the desired geography selections 136.
- a single request 132 can include multiple geography selections 136. For example, city and zip code information can be supplied as part of the same request 132. [00178] Geography selections 136 and their impact on the processing performed by the system 100, are described in greater detail below. b. Category Selections
- One or more category selections 138 can be used by the system 100 to select listing records 128 from the database structure 126. For example, after selecting the category of "consumer electronics" a user 130 may then decide that what they are interested in is really "personal computers." Category selections 138 can include any attribute or information about the offering of an advertiser 102 that would be potentially be of interest or use to the user 130 seeking to obtain information in a focused manner. In some embodiments, multiple category selections 138 can be joined in the same request 132. For example, a user 130 might want to investigate movie theaters and nearby restaurants in tandem. Another example of a multiple category selection 138 within the same request 132 would be the inclusion of both "bars" and "restaurants" in trying to pick a good meeting place for friendly gathering.
- review and/or rating selections 139 are included in request 132, thus allowing user 130 greater control over which listings 104 are included in response 144.
- review and/or rating selection 139 is a numerical threshold rating selected by user 130.
- administrative rules 122 could provide a rating scale from 1 to 10, and allow user 130 to input a number between 1 and 10 indicative of a threshold rating that an advertiser 102 must surpass in order for its listing 104 to be included in a response 144.
- supplemental requests 132 can be referred to as supplemental requests.
- An example of a supplemental request 132 is a follow-up screen that asks the user 130 for additional information. For example, if a particular company provides a wide variety of vastly different products, at different geographic locations, entering in a business name as part of the request 132 may result in the system 100 prompting the user 130 for additional information about what product the user 130 is looking for or for the appropriate geographical location.
- the category attributes 1 10 associated with the particular company are displayed to facilitate refinement of the request.
- the response 144 is provided to the user 130 while simultaneously providing the user 130 with the means to supplement their request 132.
- Augmented Requests [00188] Requests 132 can also be enhanced in an automated fashion by the system 100.
- An augmented request 132 is the accessing of a lexicon of synonyms by the system 100 so that a request 132 for "bars" catches listings 104 for "nightclubs" and "taverns.”
- a further illustration of an augmented request adjusted by the system is a matching of a generic term with brand names applicable to the term.
- Requests 132 can also be augmented with respect to geography selections 136.
- the network location such as an IP address
- the user access device 140 can be used to obtain geography information that is not provided by the user 130.
- the user interface 142 is a web page accessed by an Internet browser residing within the user access device 140.
- the user interface 142 may be a wide variety of user interfaces known in the art, such as graphical user interfaces ("GUI"), text-based interfaces, or any other interface capable of being utilized to transmit requests 132 to the system 100 and receive responses 144 from the system 100.
- GUI graphical user interfaces
- a response 144 is transmitted by the system 100 from the server 118 to the user 130 through the user interface 142 and the user access device 140.
- Each request 132 received by the system 100 typically results in the transmission of one response 144.
- Responses can be sufficiently large as to require the user 130 to scroll through several pages of listings 104 in order to view the entire response 144.
- a single request 132 could result in multiple responses 144, and multiple requests 132 could be aggregated into a single response 144.
- level 1 geographies 192 are associated with national boundaries
- level 2 geographies 194 are associated with state or intra-national regional boundaries
- level 3 geographies 196 are associated with cities.
- Two high level fee types are fixed fee types 21 1 and per-hit fee types 212.
- Fixed fee listings 104 do not involve a per transaction charge of the advertiser 102.
- a per-hit fee listing 212 does involve a transaction-based compensation approach.
- a hybrid fee type 213 includes listings 104 that include both a fixed fee amount 1 1 1 and a per-hit fee amount 1 13 that exceeds $0.00.
- the per-hit fee type 212 includes listings 104 that include a per-hit fee amount 1 13 that exceeds $0.00 and a fixed fee amount 11 1 of $0.00.
- the fixed-fee type 21 1 includes listings 104 that include a per-hit fee amount 1 13 of $0.00 and a fixed fee amount 111 that exceeds $0.00.
- the fee charged by the administrator 160 is a matter between the administrator 160 and the advertiser 102 and is thus of questionable importance or even interest to users 130.
- fee types 112 and fee type hierarchy 168 do impact the groups contained in the response 144, and thus fee types 1 12 can be as important to the result heuristic 170, the response heuristic 172, and the placement heuristic 174 as geography attributes 108, category attributes 1 10, or any other type of attribute.
- review and/or ratings information 171 from these two sources would be assigned to different rating tiers 173 such that the review and/or ratings information 171 from the independent industry recognized ratings service would be given greater weight than the review and/or ratings information 171 from the consumer magazine.
- ratings tiers 173 are based on the number and consistency of the ratings included in review and/or ratings information 171.
- tier 390 represents listings 104 for which review and/or ratings information 171 includes a number of ratings above a certain threshold (for example, tier 390 might require review and/or ratings information 171 to include one-hundred ratings), where there is a standard deviation of no more than one rating increment.
- Tier 392 might then require a slightly lower threshold number of ratings to be included in review and/or ratings information 171 , and might permit a standard deviation of up to two ratings increments.
- Tier 394 would require an even lower threshold number of ratings to be included in review and/or ratings information 171 , and would permit a standard deviation of up to two ratings increments, and so on.
- the review and/or rating information 171 can be utilized to generate the result as well as the response 144.
- review and/or rating information 171 can impact which listings 104 result from the application of the request 132 to the database structure 126, review and/or rating information 171 can also play a part of "winnowing out” certain listings 104 from the response that were tentatively included in the results.
- This "winnowing out” can be accomplished is by excluding listings 104 from the response 144 that are associated with ratings and/or review information 171 containing a rating or ratings falling below a certain threshold.
- Another way in which this "winnowing out” can be accomplished is by excluding listings 104 from the response 144 that are associated with ratings and/or review information 171 assigned to a certain ratings tiers or tiers 173.
- review and/or rating information 171 can be an important input for the dynamic identification of relevant groups from the group hierarchy 178 to be included in the response 144.
- Figure 6b is a hierarchy diagram illustrating one example of a group hierarchy 178. As discussed above, the group hierarchy 178 can incorporate all of the branches and distinctions included in the other data hierarchies. Thus, the illustration in Figure 6b is highly simplified
- the listing attributes 106 inputted to the group determination process can include one or more geography attributes 108, fee type attributes 1 12, category attributes 110, review/rating attributes 109, and any other attributes relating to listings 104 or the advertiser 102.
- the administrative rules 122 may provide that a request for a more specific category or geography will include a broader category of geography if a narrower match does not exist. Similarly, the administrative rules 122 can determine whether a more general category or geography automatically includes a narrower category or geography. Further, the administrative rules 122 can determine whether a rating is higher or lower than a threshold rating specified by a review/rating selection 139. In some embodiments, even if request attributes 134 does not include a review/rating selection 139, administrative rules 122 may specify a threshold rating supplied by an administrator 160.
- one or more of the request attributes 134 can be "blank” or “null” values.
- request attributes 134 can include multiple geography selections 136 and multiple category selections 138. Requests 132 and request-related processing by the system 100 is described both above and below. 2. Response Subsystem
- a response subsystem 302 is used to generate responses 144 to the requests 132 from the request subsystem 300.
- the response subsystem 302 populates the response 144 with selectively identified listings 104 from the database structure 126 that includes the listings 104 stored by the system 100.
- a variety of heuristics can be used to identify the appropriate listings 104, and to format, order, or otherwise organize the listings 104 within the response 144.
- Different embodiments of the system 100 can utilize different combinations of inputs for group-based processing. For example, some embodiments of the system 100 will not include the category hierarchy 164, geography hierarchy 166, review and/or rating information 171 , and/or fee type hierarchy 168. However, a fully normalized embodiment of the system 100 maximizes the "sensitivity" of the system 100 to the needs and desires of users 130. In a fully normalized embodiment, all of the listings 104 associated with the group 232 share category, geography, review/rating, and fee type attributes to a highly focused degree. [00324] As discussed above, groups 232 are defined by listing attributes 106 shared in common by the various listings 104.
- the system 100 performs a "focusing" function by defining the appropriate group 232 identities for the particular request 132.
- the "focusing" function is configured by the administrative rules 122.
- the administrative rules 122 can be configured to be more or less "sensitive" in particular contexts. For example, if there are only a few medical specialists within the state that can perform a particular type of procedure, the administrative rules might be configured to include a broader geography than the geography selection 136 specified within the request 132.
- the priority metric 179 is only used for intra-group comparisons, and thus values in common with other group listings 104 can be ignored in calculating the priority metric 179.
- a group 232 sharing a specific category attribute 110, a specific geography attribute 108, and a specific review/rating attribute 109 will not be distinguished from each other on the basis of those attributes.
- different groups 232 can have pre-defined "spots" within the response 144 that the listings 104 within those applicable groups 232 compete for in accordance with the administrative rules 122.
- Embodiments where the priority metric 179 is limited to intra-group competition can be referred to as intra-group competitive embodiments.
- groups 232 are not allocated pre-defined spots, and the priority metric 179 is used to compare listings 104 belong to different groups 232.
- Such embodiments can be referred to as inter-group competitive embodiments.
- listings 104 are typically selected for inclusion within a particular response 144 on the basis of group affiliation, listings 104 need not be displayed in a manner that is sorted by group 232. To the contrary, it can be beneficial to purposely "break up" listing sequences that would otherwise include solely one group of listings 104. Thus, a listing 104 associated with one group 232 could be adjacent to two or more listings 104 not associated with the same group 232. For example, it may be desirable to include a single fixed fee listing 104 between two or more per-hit fee listings 104.
- Responses 144 and response-related processing is discussed both above and below. Detailed examples of various potential arrangements are discussed below. 3. Result Subsystem
- Figure 7b is a block diagram illustrating one example of a subsystem-level view of the system 100 that includes a request subsystem 300, a result subsystem 304, and a response subsystem 302.
- the result subsystem 304 generates a result from the request 132 captured by the request subsystem 300
- the response subsystem 302 generates the response 144 from the result provided by the result subsystem 304.
- the system 100 can be configured to distinguish between the result generated from the request 132 and the response 144 provided to the user 130 in light of the result.
- the response 144 can be subject to additional "winnowing out” of listings 104 that are included in the result generated by the result subsystem 304.
- listings 104 included in the result may not necessarily end up in the response 144 if the response heuristic 172 determines that the "match" is not focused enough, or for any other reason, as configured by the administrative rules 122.
- the result heuristic 170 can include potentially any process for selectively identifying relevant matches and the result heuristic 170 is discussed above. 4. Administrative Subsystem
- the administrative subsystem 306 is the means by which administrative rules 122 are created, configured, updated, and deleted within the system 100.
- the administrative subsystem 306 impacts the functioning of the other subsystems because the administrative rules 122 define how the request subsystem
- the user subsystem 310 can configure the ways in which request attributes 134 are captured and transmitted to the system 100.
- the user subsystem 310 can include functionality such as user profiles, user history, and the ability to save requests 132.
- the user subsystem 310 allows the user 130 to focus their efforts at information retrieval.
- user profiles are created based on the requests 132 that the user 130 has previously submitted.
- a user 130 is given the option of creating, or at least supplying some of the information for, a user profile.
- users 130 can indicate a sort order for listings 104 in responses 144.
- users 130 may be allowed to specify an order of importance to be given to category hierarchy 164, geography hierarchy 166, and review and/or ratings information 171.
- criteria related to each of category hierarchy 164, geography hierarchy 166, and review and/or ratings information 171 can cause a listing 104 to be excluded from a response 144.
- a user 130 can further refine the weight given to each of category hierarchy 164, geography hierarchy 166, and review and/or ratings information 171 in formulating a response 144 by creating a user profile.
- listings 104 might be sorted according to weights given in a user profile to each of category hierarchy 164, geography hierarchy 166, and review and/or ratings information 171. For example, a user might rank review/and/or ratings information 171 as the most important criteria, in which case a listing 104 with a high rating, but geographically far from a user 130 might be listed ahead of a listing 104 with a very low rating but in the same zip code as the user 130.
- a sponsor subsystem 312 can be used by advertisers 102 to submit listings 104 to the system 100, to modify those listings 104, and to access various reports provided by the system 100.
- the sponsor subsystem 312 includes the advertiser interface 1 16.
- the sponsor subsystem 312 is the means by which advertisers 102 interact with the system 100 and the requests 132 submitted by the users 130.
- the sponsor subsystem 312 can configure the ways in which listing attributes 106 are captured and transmitted to the system 100.
- the sponsor subsystem 312 can include any type of input that can impact the priority metric 179 for a particular listing 179.
- the sponsor subsystem 312 allows the advertiser 102 to focus their efforts at disseminating information to users 130 who are most likely to be interested in doing business with the advertiser 102. 3. Administrator Subsystem
- Figure 8b is a block diagram illustrating one example of a subsystem-level view of the system 100 that includes a user subsystem 310, a sponsor subsystem 312, and an administrator subsystem 314.
- the administrator subsystem 314 is the mechanism by which the administrator 160 interacts with the system 100, providing the mechanism for creating, updating, and deleting of administrative rules 122.
- the administrator subsystem 314 includes the administrator interface 162.
- the administrative subsystem 314 is the means by which administrative rules 122 are created, configured, updated, and deleted within the system 100.
- the administrative subsystem 314 impacts the functioning of the other subsystems because the administrative rules 122 define how the user subsystem 310 interacts with users 130 and how the sponsor subsystem 312 interacts with advertisers 102.
- the types of administrative rules 122, and their impact upon the processing performed by the system 100 is discussed both above and below. C.
- Figure 9a is a block diagram illustrating one example of a subsystem-level view of the system 100 that includes an interface subsystem 316 and a listing subsystem 318.
- the interface subsystem 316 interacts with the listing subsystem 318 through the activities of users 130, advertisers 102, and administrators 160. 1.
- Interface Subsystem 316 interacts with the listing subsystem 318 through the activities of users 130, advertisers 102, and administrators 160.
- An interface subsystem 316 is what allows users 130, advertisers 102, and administrators 160 to interact with the system 100.
- the interface subsystem 316 includes the various interfaces, including the user interface 142, the advertiser interface 116, and the administrator interface 162. In many embodiments of the system 100, all interactions through the interface subsystem 316 are constrained by the limitations set forth in the administrative rules 122.
- the different interfaces of the interface subsystem 316 can transmit and receive information from the system 100 in a simultaneous or substantially simultaneous manner.
- the interface subsystem 316 can be configured to allow advertisers 102 to submit listings 104 to the listing subsystem 318, and users 130 to request listings 104 from the listing subsystem 318.
- a listing subsystem 318 can be used to store and process the various listings 104 within the database structure 126 and accompanying information technology architecture. Any direct interaction with the listings 104 occurs through the listing subsystem 318.
- the listing subsystem 318 makes the various listings 104 stored in the database structure 126 accessible to the interface subsystem 316 in accordance with the administrative rules 122.
- the administrative rules 122 can be accessed and modified through a focus subsystem 320 that controls how the various result heuristics 170, response heuristics 172, and placement heuristics 174 "focus" on various listings 104.
- the listing subsystem 318 is configured by the administrative rules 122, which are discussed above and below.
- the listing subsystem 318 controls how listing records 128 are stored in the database structure 126, and which listing attributes 106 are associated with the various listings 104.
- the detailed views 127 and summary views 129 associated with the various listings 104 are part of the functionality of the listing subsystem 318.
- Focus Subsystem [00347]
- Figure 9b is a block diagram illustrating one example of a subsystem-level view of the system 100 that includes an interface subsystem 316, a listing subsystem 318, and a focus subsystem 320.
- the focus subsystem 320 provides the means for "focusing" the listings 104 made accessible to the user 130 in responses 144 to requests 132.
- the focus subsystem 318 includes all of the administrative rules 122, including the various data hierarchies defined by the administrator 160. [00348]
- the focus subsystem 320 can impact how listings 104 are created, transmitted to, stored, updated, or deleted by the listing subsystem 318.
- the focus subsystem 320 can also impact how information from the interface subsystem 316 is used to obtain responses 144 from the listing subsystem 318.
- the administrative rules 122 that make up the focus subsystem 320 are described above, and specific examples of those rules being implemented by the system 100 to focus various requests 132 are discussed below.
- Figure 10 is a flow chart diagram illustrating one example of a process that can be performed by an administrator 160 using the system 100.
- the administrative rules 122 are defined by the administrator 160.
- a database structure 126 of listings 104 is maintained. As discussed above, listings 104 are typically stored as listing records 128 within the database structure 126.
- a request 132 is received from a user 130.
- two or more relevant groups 232 are identified to be included in the response 144.
- the groups 232 can also be populated with other appropriate listings 104 during this step.
- the listings 104 are ordered and positioned in accordance with the placement heuristic 174 (which can also be a referred to as a position heuristic).
- the response 144 can then be transmitted back to the user 130.
- the user 130 can interact with the response 144 by activating links, calling the advertiser 102 on the phone, or any other type of follow-up activities.
- the user 130 may click a link within the listing 104 to have the user access device 140 automatically call the advertiser 102 over an Internet phone service.
- Figure 1 1 is a flow chart diagram illustrating one example of a process that can be performed by an advertiser 102 that submits a listing 104 to the system 100.
- the advertiser 102 submits information for the listing 104. This can be done electronically through the system 100, or through more traditional hard-copy means.
- listings 104 are associated with various listing attributes 106. This process can involve both the advertiser 102 and the administrator 160. The advertiser 102 can play a part in identifying the audience for the listing 104, but the administrator 160 can play an important role in placing the particular listing 104 into the context of various group hierarchies 178 that are discussed above. [00359] At 366, advertisers 102 can interact with users 102 after those users 130 access the particular listing 104 as part of one or more responses 144. [00360] At 368, advertisers 102 can view various reports relating to listing attributes 106 and various traffic metrics. Traffic metrics are any numerical measurements relating to the "traffic" experienced by one or more of the listings 104 associated with the particular advertiser 102.
- FIG. 12 is a flow chart diagram illustrating one example of a process that can be performed by a user 130 of the system 100.
- the user 130 selects the request attributes 134 to be included in the request 132. This can involve making directory selections, as well as typing in text, or otherwise providing the input to better focus the desires of the user 130. [00364] At 374, the user 130 submits the request 132. [00365] At 376, the user 130 views the response 144.
- the user 130 can use one of the listings 104 to activate a network link to an advertiser 102 website or other network location.
- the user 130 can use the user interface 142 to return to the response 144.
- the user 130 can view listings 104 belonging to the same response 144, but not displayed on the same screen.
- the user interface 142 can be used to scroll between different the pages on which the response 144 is displayed.
- the user 130 can invoke a detailed view 127 of one or more listings 104 of interest.
- the user 130 can invoke a "compare” function to place one selected listing 104 adjacent to another selected listing 104 in order to facilitate a comparison by the user 130.
- the user 130 can invoke an automated communication to the advertiser 102 using the listing 104. This can involve sending an e-mail, a facsimile, a website posting, an Internet phone call, or any other type of communication known in the art.
- the system 100 can use a variety of heuristics to identify matches, and to organize the appropriate response 144 that is transmitted to users 130. The following examples are provided solely for illustration purposes, and should not be interpreted to be an exhaustive list of potential configurations.
- A. Pre-Defined Group-Based Placements [00373] As discussed above, some embodiments of the system 100 use the priority metric 179 associated with each listing 104 to perform intra-group sequencing but not inter-group sequencing. Such embodiments can be referred to as intra-group competition embodiments because the priorities between groups 232 are already predetermined.
- the placement heuristic 174 provides that certain groups 232 occupy certain locations in the response 144 given the particular request attributes 134 provided by the user 130. All of the examples below presume a match with respect to the category selection 138. The key distinguishing factors then become the geography selection 136, one or more review/rating selections 139, and the fee types 1 12 relating to the listings 104.
- Figure 13 is a block diagram illustrating one example of a response 144 displayed on a screen in accordance with one embodiment of the placement heuristic 174 after the submission of a request 132 using city and/or zip code information.
- the request 132 submitted by the user 130 includes a local geography selection 136, and thus the response heuristic 172 in this particular example is configured to give priority to the smallest geographical regions (whether as a service area or the geographical scope of the advertiser 102).
- the various groups 232 with predetermined locations within the response 144.
- NMetro Metro Service Areas
- the listings 104 associated with the applicable NMetro group 232.001 that possess the highest three priority metrics 179 are listed in order of their perspective priority metrics 179, NMetrol (104.001 ), NMetro2 (104.002), and NMetro3 (104.003).
- the per-hit fee amount 113 associated with the various listings 104 can be one of many potential inputs to the priority metric 179 calculation.
- the second group 232 displayed in the response 144 is the group 232 that includes local geography regions with local service areas (LCity) 232.002. This group 232.002 is also associated with per-hit fee amounts 1 13 that exceed $0.00/hit.
- the LCity listings 104 associated with the five highest priority metrics 179 within that group are displayed on the first screen, which is the screen displayed in the Figure.
- the third group 232.003 displayed in the response 144 is made up of "premium advertisers" (P) (104.009-104.015), advertisers 102 associated with a monthly fixed fee 222.
- the priority metric 179 for this group 232.003 in this particular embodiment focuses on seniority, which is a particular example of a position adjustment factor 176 because all of the advertisers 102 in this group pay the same monthly fee.
- the fourth group (alphabetic listings 232.004) at the bottom left hand portion of the screen are advertisers 102 sorted alphabetically.
- This group 232.004 can include both paid and unpaid listings 104.
- the priority metric 179 for this group provides "points" based solely on the relative position of the advertiser 102 name with respect to the sequence of the alphabet.
- N1 104.21 , N2 104.22, and N3 104.23 are the top priority metric 179 listings associated with a per-hit fee amount 113.
- NFixedl 104.24, NFixed2 104.25, and NFixed3 104.26 are the three highest priority metrics 179 among the listings 104 associated with fixed fee amounts 11 1.
- the response 144 includes more than one web page of listings 104. National listings can be continued by activating the "National Listings Continued” link and local listings can be continued by activating the "Local Listings Continued” link. a. Local Listings Continued [00381]
- Figure 14 is a block diagram illustrating one example of the second screen of the response 144 in accordance with one embodiment of the placement heuristic 174 after the submission of a request using city and zip code information and subsequent scrolling by a user for more local listings.
- the first group displayed on the screen is a continuation of the LCity group displayed in Figure 13. This group includes LCity6 104.027 through LCityl O 104.031.
- the second group displayed on the screen is a group that does not appear in Figure 13, it is the group of local listings with county-based service areas and nonzero per-hit amounts (LCounty) 232.007.
- LCountyl 104.032 through LCounty7 104.038 are sorted in order of the priority metric 179
- the third group displayed on the screen is a continuation of the same premium advertiser group (P) 232.008 that appears on Figure 13.
- the national sponsored links NFixedl 104.047 through NFixed3 104.052 on the right side of the screen are preferably the same national sponsored links that were displayed on the initial response 144 screen; however, these national sponsored links can be different. b.
- the NMetro group 232.010 is a continuation of the NMetro group 232.001 on Figure 13.
- the priority metric 179 determines which listings 104 in this group 232.010 are displayed.
- the next group 232 displayed on the screen is a group of national advertisers with state-level service areas (NState) 232.011. NStatel 104.056 through NState ⁇ 104.060 are selected on the basis of their respective priority metric 179, which includes the per-hit fee amount 1 13 as one of the inputs.
- the third group on the bottom left portion of the screen is made up of national listings without local or state service areas (group 232.012).
- This group 232.012 includes both fixed fee listings (104.066 and 104.067) as well as per-hit fee amount listings 104.
- the placement heuristic 174 reserves locations 6 and 7 within this group for fixed fee amount listings.
- This group 232.012 is an example of group that includes both per-hit and fixed fee listings in the same group. Such a characteristic is predefined by the administrator 160 in the form of the administrative rules 122.
- Figure 16 is a block diagram illustrating one example of a response 144 displayed on a screen in accordance with one embodiment of the placement heuristic 174 after the submission of a request using state geography information.
- the group on the top left side of the screen is made up of national listings with state service areas that are associated with per-hit amounts (NState) 232.014.
- NStatel 104.077 through NState2 104.082 are sequenced by the placement heuristic 174 on the basis of the priority metric 179 associated with each listing.
- the priority metric 179 includes the per-hit fee amount as one on many forms of input.
- the second group on the left side of the screen is made up of national listings without applicable state or local service areas. This group includes both fixed fee amount listings, such as NFixedl 104.088 through NFixed3 104.095 (a distinct subgroup of group 232.015) as well as per-hit fee amount listings, such as N1 104.083 through N10 104.094 (another distinct subgroup of group 232.015).
- Group 232.015 is an example of the placement heuristic 174 purposely interspersing fixed fee listings 104 and per-hit listings 104.
- Figure 17 is a block diagram illustrating one example of a response displayed on a screen in accordance with one embodiment of the placement heuristic 174 after the submission of a request using a business name or phone number.
- the first group at the top left hand side of the screen is selected on the basis of business names or phone number. Anywhere from 1-3 listings 104 will be displayed, depending on how many listings 104 correspond to the search criteria. For example, there should only be one advertiser 102 associated with a particular phone number, but multiple advertisers 102 may share the same name.
- Listings 104.102 through 104.104 in Group 232.017 can be sorted in accordance with priority metric 179.
- the second group 232.018 is made up of national listings associated with metro service areas (NMetro). These listings 104 are made up of national advertisers 102 who have identified a metro service area for their listing 104 that corresponds to the geography selection 136 made by the user 130.
- the geography selection 136 by the user 130 can correspond to the geography relating to the phone number or business name, or the geography selection 136 can relate to an affirmative geography selection 136 made by the user 130.
- NMetrol 104.105 through NMetro3 104.107 can be sorted on the basis of priority metric 179 associated with those listings 104.
- the third group is made up of local listings with city service areas (LCity)
- These listings 104 are made up of local advertisers 102 who have identified a city service area for their listing 104 that corresponds to the geography selection 136 made by the user 130.
- the geography selection 136 by the user 130 can correspond to the geography relating to the phone number or business name, or the geography selection 136 can relate to an affirmative geography selection 136 made by the user 130.
- LCityl 104.108 through LCity ⁇ 104.112 are sorted on the basis of the priority metric 179 associated with those listings 104.
- the fourth group is made of fixed fee listings 104 with the same fixed fee amount 1 1 1.
- the distinguishing input for the priority metric 179 is the seniority of each listing 104 with respect to the system 100.
- Figure 18 is a block diagram illustrating one example of a response 144 displayed on a screen in accordance with one embodiment of the placement heuristic 174 after the submission of a request that includes a blank value for a geography selection 136.
- a specific button or other interface mechanism allows the user 130 to expressly select a national search.
- a national search is performed by an absence of a geography selection 136.
- the sole group 232.024 on the left side of the screen is made up of national listings without reference to any subset of service areas.
- This group 232.024 is made up of two sub groups, a national per-hit group (N) 232.022 and a national fixed fee group (NFixed) 232.023. These two groups are interspersed on the left side of the screen in a predefined manner as set forth by the placement heuristic 174.
- the system 100 can incorporate a wide variety of different arrangements for two or more groups.
- FIG. 19 is a block diagram illustrating one example of a bid-based approach where the listings are not displayed in order of bid amount.
- the positions of the three groups of listings 104 in Figure 19 are predefined by the placement heuristic 174.
- the intra-group positions are determined by comparing the priority metrics 179.
- Example A below provides an example of the underlying data that can result in the response 144 disclosed in Figure 19. a.
- Example A provides an example of the underlying data that can result in the response 144 disclosed in Figure 19. a.
- Example A illustrates how the enhanced display fee 163 can add to the per-hit fee amount 113 for a listing 104, while decreasing the value of the per-hit fee amount 113 used to determine the priority metric 179. This is because less of the per-hit fee amount 113 is being allocated for priority metric 179 purposes.
- the per- hit fee amount 113 is not independent of other listing attributes 106.
- N2 and N3 involve a higher per-hit fee amount 113 than N1 , but N1 has a higher priority metric 179.
- the factors by which the per-hit fee amount 113, the enhanced display fee 163, and the position adjustment factor 176 impact the priority metric 179 can vary from embodiment to embodiment.
- Example B illustrates how the position adjustment factor 176 can increase the value of the priority metric 179 such that listings 104 associated with lower per-hit fees 113 can end up with more desirable positions within the sequence. c.
- Example C illustrates how the position adjustment factor 176 can increase the value of the priority metric 179 such that listings 104 associated with lower per-hit fees 113 can end up with more desirable positions within the sequence.
- Example C illustrates an example that includes both enhanced display fees 163 and position adjustment factors 176. As illustrated in the example, these two attributes can offset each other to some extent.
- Example D illustrates an example that includes bid tiers 169 for the national advertisers 102. Bids from $0.01 through $0.10 belong to same tier. Bids $0.11 through $0.20 belong to the same tier, and so on and so forth. Within a bid tier 169, each listing 104 has the same priority metric 179. e.
- Example E illustrates an example that includes bid tiers 169 for the national advertisers 102. Bids from $0.01 through $0.10 belong to same tier. Bids $0.11 through $0.20 belong to the same tier, and so on and so forth. Within a bid tier 169, each listing 104 has the same priority metric 179. e.
- Example E illustrates an example that includes bid tiers 169 for the national advertisers 102. Bids from $0.01 through $0.10 belong to same tier. Bids $0.11 through $0.20 belong to the same tier, and so on and so forth. Within a bid tier 169, each listing 104 has the same priority metric 179. e.
- Example E illustrates an example where different groups have different minimum bids.
- national listings have minimum per-hit fee amounts 113 of $0.20 while local listings have minimum per-hit fee amounts 113 of $0.40.
- Example F illustrates an example similar to Example E, except that in addition to the minimum bid restrictions, there are also minimum bid increments 167 for listings 104 in both the national and local groups.
- the minimum bid increment for national listings 104 in this example is $0.10 and the minimum bid increment for local listings 104 is $0.05.
- the minimum bid for national listings is $0.40 and the minimum bid for local listings is $0.50. g.
- Example G
- Example G and subsequent examples do not relate to Figure 19.
- Example G illustrates an example of a single group response 144 where the listing 104 with the highest per-hit fee 113 does not possess the highest priority metric 179 due to a position adjustment factor 176 associated with another listing 104.
- Example H illustrates an example of a single group response 144 where the listing 104 with the highest per-hit fee amount 113 does not possess the highest value for purposes of the priority metric 179 due to an enhanced display fee 163 relating to that listing 104.
- Example I illustrates an example of a multiple-group response that is not sorted in order determined by the priority metric 179 because the two groups within the response have pre-defined slots reserved for a certain number of listings 104 in those groups 232.
- the third spot in the display order is reserved for fixed-fee listings 104 while spots 1 , 2, and 4-10 are reserved for per-hit fee amount 113 listings 104 determined in accordance with the priority metric 179.
- the prioritization metric 179 is limited to intra-group comparisons.
- Example J is limited to intra-group comparisons.
- Example J illustrates an example of a single-group response 144 that is sorted on the basis of the priority metric 179.
- Example J involves a situation where there is more than one type of per hit fee amount 113.
- the per hit fee type 2 could relate to "map hits" to the advertiser's 102 website, while per hit fee type 1 could relate to "web hits.” Map hits, web hits, and other types of hits are described in greater detail above. Different embodiments can involve a wide variety of different weights given to different types of per hit fee types in the calculation of the priority metric 179. k.
- Example K Example K
- Example K illustrates an example of a single-group response 144 that is sorted on the basis of the priority metric 179.
- Example K involves a situation where a relevance metric and a popularity metric are incorporated into the process of determining the priority metric 179 and there is a 1 :1 ratio between all non-monetary amounts, a $1 :$1 ratio between all monetary amounts and a $0.01 :1 ratio between all monetary amounts and non-monetary amounts.
- Example L illustrates an example of a single-group response 144 that is sorted on the basis of the priority metric 179.
- Example K involves a situation where a relevance metric and a popularity metric are incorporated into the process of determining the priority metric 179 and there is a 1 :1 ratio between all non-monetary amounts, a $1 :$1 ratio between all monetary amounts and a $0.01 :1 ratio between all monetary amounts and non-monetary amounts.
- Example L illustrates an example of a single-group response 144 that is sorted on
- Example L illustrates an example of a per-hit fee adjustment based on a pre-determined hit threshold.
- the column "Per-hit fee type 1" illustrates the fee paid for a number of hits within a predetermined time represented by the column “Time Frame” that are less than the number illustrated in the column "Hit Threshold".
- the hit threshold is reached each additional hit within the pre-determined time will be in accordance with the corresponding listing associated with the column "Per-Hit Fee Type 2".
- the per-hit fee for N1 increases from $0.10 to $0.80 if there are more than 1000 hits within 24 hours.
- the adjustment for N2 is activated after only 500 hits within 36 hours. In contrast to N1 and N2, N3 pays less per-hit once the hit threshold is reached.
- the pre-determined time will be fixed and adjustments made to the hit threshold.
- the time frame will not be explicitly provided as a variable.
- Example M illustrates an example of a multiple-tier 169 response 144.
- the tier placement heuristic 176 for each tier 169 in the example is a random heuristic.
- N3 has underbid N1 by $0.20/hit
- N1 , N2 and N3 each have a 1/3 probability of being listing first in the particular response 144.
- n Example N
- Example N illustrates how review and/or rating information 171 can effectively add to the per-hit fee amount 113 for a listing 104, while decreasing the value of the per-hit fee amount 113 used to determine the priority metric 179. That is, in this example, less of the per-hit fee amount 113 is being allocated for priority metric 179 purposes.
- the per-hit fee amount 1 13 is not independent of other listing attributes 106.
- N2 and N3 involve a higher per-hit fee amount 1 13 than N1 , but N1 has a higher priority metric 179.
- the factors by which the per-hit fee amount 113, review and/or rating information 171 , and the position adjustment factor 176 impact the priority metric 179 can vary from embodiment to embodiment.
- review and/or rating information 171 is effectively weighted so that review and/or rating information 171 is given more emphasis than per hit-fee amount 113.
- Different embodiments may use different weightings or different priority metrics altogether to account for review and/or rating information 171.
- review and/or rating information 171 in some embodiments includes ratings associated with multiple review and/or rating attributes 109.
- the "rating" included in priority metric 179 could be a combination of ratings for various review and/or rating attributes 109 associated with a listing 104. o. Example O
- Example O shows an instance in which an advertiser 102 (N3) with a lower rating than other advertisers 102 (N1 and N2) is nonetheless displayed as the first listing 104 in its group because of an enhanced display fee and a higher per-hit fee amount 113.
- Example P shows an example in which ratings tiers 173 have influenced the sort order.
- Example P is otherwise very similar to Example N, and a comparison with Example N shows how ratings tiers 173 can influence response 144.
- Priority metrics used for inter-group sorting [00423]
- the prioritization metric 179 is limited to intra-group sequencing. In alternative embodiments, it may be used for inter-group sequencing, as illustrated in Example P.
- the priority metric 179 will involve different ratios when dealing with fixed monetary amounts 111 than in the context of a per hit fee amount 113. Typically, either the fixed fee will need to be divided by some number or the per-hit fee amount 113 multiplied by some number in order to prevent all fixed fee listings 104 from dominating the per-hit fee listings 104.
- the priority metric 179 in Example P above is calculated as follows: (Per Hit Fee Amount + Enhanced Display Fee) * 100 + Position Adjustment Factor + Fixed Fee + Category Factor + Rating. As described below, those skilled in the art will understand that the various factors used in calculating priority metric 179 can be weighted to achieve whatever results are desired. C.
- Information within the detailed view 127 of a listing 104 can be taken into consideration by the system 100 in providing results and responses 144 to requests 132.
- the user 130 submitting the request 132 might be interested in a particular brand of a digital camera.
- the category hierarchy 164 may not have enough levels to include brand identities within the category hierarchy 164.
- the priority metric 179 can be adjusted accordingly so that the listing 104, which includes the particular brand, receives more favorable treatment than it otherwise would.
- Different embodiments can use different processes for modifying the priority metric 179 for a listing 104 on the basis of information within the detailed view 127 of the listing 104. For example, if the focus is on rating and/or review information 171 , greater weight could be given to a rating for a listing 104 by multiplying it by a factor of 10, 100, or any other number. Further, as noted above, the focus on different rating and/or review attributes 109 can be fine-tuned by incorporating including only review and/or rating information 171 associated with particular review and/or rating attributes 109 into priority metric 179, or by assigning different weights within priority metric 179 to different ratings associated with various review and/or rating attributes 109.
- Figure 21 is a screen print illustrating an example of a request submission web page with a text string corresponding to a category selection entered by a user 130. Although the text string does not directly equate to any of the category headings displayed on the screen, submission of the text string "furniture" would constitute a category selection 138. The submission of such a request 132 would invoke the system 100 to identify the appropriate category within the category hierarchy 164 described above.
- Figure 22 is a screen print illustrating an example of a request submission web page with text strings corresponding to a category selection 138 and a geography selection 136 entered by a user 130.
- This Figure provides an example of request 132 that includes both a non-null category selection 138 and a non-null geography selection 136.
- Figure 23 is a screen print illustrating an example of a request submission web page displaying more detailed sub-categories associated with the higher furniture category.
- the categories displayed on this screen are all sub-categories of the furniture category.
- the potential category selections 138 on this page are significantly lower on the category hierarchy 164 than in Figures 20-22 discussed above.
- fixed fee amount listings 104 can be displayed on the more detailed directory pages.
- Figure 24 is a screen print illustrating an example of a web page displaying listings 104 associated with the sub-category of "room accessories.” This Figure illustrates an example of a user drilling down the directory of Figure 23, and ultimately running out of lower category level options.
- the system 100 reacted to the request 132 of a "room accessories" category selection 138 and a "null" or “blank” geographic selection 136.
- the user 130 is in the process of modifying their request 132 so that a geography selection 136 of White Plains, NY will be sent to the system 100.
- Figure 25a is a top portion of a screen print illustrating an example of a web page displaying listings 104 associated with the antiques sub-category. Unlike the example in Figure 24, Figure 25a provides an example where there are non-null inputs for both the category selection 138 and the geography selection 136. This Figure also illustrates "compare” check boxes and a "compare” button for invoking the compare function described above. The various subdivisions among the listings 104 indicate that several different groups 232 are included in the displayed response 144.
- Figure 25b is a bottom portion of the screen print in Figure 25a.
- Figure 26a is a top portion of a screen print illustrating an example of a web page displaying listings 104 associated with the furniture category and a local geography.
- the listings 104 displayed on this screen illustrate some examples of enhanced displays meriting the charge of an enhanced display fee 163.
- two of the listings 104 include text that is substantially larger in size than the other listings 104.
- a logo for "Freedmans furniture" is shown.
- Other listings 104 include a click through icon with the words "Click Here! and the icons themselves are different.
- Various listings 104 include additional useful information.
- the various subdivisions among the listings 104 indicate that several different groups 232 are included in the displayed response 144.
- Figure 26b is a bottom portion of the screen print of Figure 26a.
- Figure 27a is a top portion of a screen print illustrating an example of a web page displaying listings 104 associated with the furniture category and a local geography. According to the note at the top of the screen, the system 100 has some reason to believe that the user 130 is interested in the antiques sub-category (see bottom of Figure 27a and top of Figure 27b). This could be due to a user profile, recent navigations by the user 130, or some other historical attribute.
- Figure 27b is a bottom portion of the screen print in Figure 27a.
- Figure 28a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography, including two listings that have been selected for the purposes of a "compare" function. (See Figure 36 for the result of selecting the comparison function).
- Figure 28b is the bottom portion of the screen print in Figure 28b.
- Figure 29a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography. The sub-category "living room” is highlighted from a sub-category selection window, and the top of the screen explains that the submit button should be pressed to include the category selection 138 of "living room” as part of the request 132.
- Figure 29b is the bottom portion of a screen print in Figure 29a.
- Figure 30a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the furniture category and a local geography. The user 130 has activated the phone link for one of the listings 104, and the top of the screen is displaying the appropriate message.
- Figure 30b is the bottom portion of the screen print in Figure 30a.
- Figure 31a is a top portion of a screen print illustrating an example of a web page displaying listings associated with the "living room" sub-category and a local geography. In accordance with the message at the top of the screen, the e- mail link for one of the listings 104 has been highlighted, but not yet activated.
- Figure 31b is the bottom portion of the screen print in Figure 31 b.
- Figure 32 is a screen print illustrating an example of an advertiser contact information web page. Different advertisers 102 can include a wide variety of different contact information. One feature disclosed on this screen is the ability to invoke an Internet phone service by clicking on the phone link. Some embodiments may provide for an automated fax service. The contact information can be saved by the user 130 for future use. D. Bid Selection Page
- Figure 33 is a screen print illustrating an example of a bid entry web page for use by advertisers 102.
- Each of the checkboxes is associated with a different geographical region, and each region can be associated with a separate bid amount.
- the functionality of this screen is configured by the administrative rules 122 discussed above. If the particular embodiment of the system 100 includes minimum fees 165, minimum bid increments 167, bid tiers 169, or enhanced display fees 163, those restrictions can be represented on the web page accessed by the advertiser 102.
- Figure 34 is a screen print illustrating an example of a monthly report web page accessible by advertisers 102.
- the disclosed web page also provides a "change" feature for the advertiser 102 to alter their bid with respect to a particular listing 104.
- categories with hierarchical relationships with each other can be associated with different bid amounts and other fees.
- Sofas, furniture, and interior decorating are each categories with direct relationships with each other.
- Figure 37a is the bottom portion of a screen print illustrating an example of a "directions" feature. To reach this screen, the user 130 clicked on a "directions" link for a listing 104 within the response 144.
- Figure 37b is the top portion of the screen print in Figure 37b.
- Figure 38 is a screen print illustrating an example of an "e-mail" feature.
- E-mail links within the various listings 104 can be configured so that the advertiser 102 is made aware of the fact that the user 130 obtained the e-mail address for the advertiser 102 through the system 100. This allows the advertiser 102 to monitor the number of communications that result from system 100 communications. A per e- mail charge can be incorporated into the business relationship between the advertiser 102 and the administrator 160.
Abstract
Description
Claims
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US20050065811A1 (en) | 2005-03-24 |
WO2005031530A3 (en) | 2006-10-05 |
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US7516086B2 (en) | 2009-04-07 |
AU2004277263A1 (en) | 2005-04-07 |
EP1673681A4 (en) | 2008-05-07 |
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