System and method for segmenting and targeting audience members
Methods and apparatus for delivering content to an audience member via one or more mediums based on an audience member profile are disclosed. Profile data for audience members may be initially collected from an offline source, such as a registration or subscription database. The profile data may be stored in a dedicated database. The initial profile data may be supplemented periodically with data reflecting online activity by the audience member. The combined offline and online profile data may be used to group the audience members into segments. Audience member segments may be used to identify audience members who are targeted to receive like content. An audience member's inclusion in a segment may be indicated by storing a segment-targeting cookie on the audience member computer. Content may be delivered to the audience member based on identification of the segment in the segment-targeting cookie.
1. A computer implemented method of delivering content from a first digital media server to an audience member computer, and delivering content from a digital medium to an interface with a second digital media server, said method comprising the steps of:
receiving a first request to access a first digital media server and a second request to access a second digital media server, using an audience member computer;
associating, by the first digital media server, use by the audience member of the audience member computer with a unique first digital identifier;
associating, by the second digital media server, use by the audience member of an interface with the second digital media server with a unique second digital identifier;
associating the unique first digital identifier and the unique second digital identifier with a segment of audience member computers;
transmitting first content to the audience member computer via the first digital media server based on the association of the unique first digital identifier with the segment of audience member computers;
transmitting second content to the interface with the second digital media server based on the association of the unique second digital identifier with the segment of audience member computers; and
displaying the first content and the second content for the audience member.
2. The method of claim 1 , wherein the first digital media server and the second digital media server each comprise a digital media server having a uniquely addressable interface.
3. The method of claim 1 , wherein the first digital media server comprises a web server storing a web page of a website, and the digital medium comprises a digital media server selected from the group consisting of: a cable system, a wireless communications system, and a non-web based medium.
4. The method of claim 1 , wherein the first digital media server comprises a web server storing a web page of a website, and the second digital media server comprises a digital cable system.
5. The method of claim 1 , further comprising:
associating the unique first digital identifier with the unique second digital identifier upon the audience member requesting a web page of a website associated with the second digital media server.
6. The method of claim 5 , further comprising the step of:
receiving, from the audience member via the web page of the website associated with the second digital media server, a request to at least one of order a movie, place a repair or service order, or change a level of service of the second digital media server.
7. The method of claim 1 , further comprising the steps of:
identifying, by one or more servers, the segment of audience member computers and interface with the second digital media server with a segment identifier included in a segment-targeting cookie;
storing the segment-targeting cookie in a memory associated with the audience member computer; and
transmitting content to the audience member computer based on the segment identifier.
8. The method of claim 1 , wherein the first digital media server delivers a request for a first web page of a website from the audience member computer, the method further comprising:
storing a cookie associated with the first web page of the website in a memory associated with the audience member computer;
identifying the unique first digital identifier for the audience member computer in the cookie; and
associating the audience member computer with profile data of the audience member based on the unique first digital identifier.
9. The method of claim 6 , further comprising the steps of:
identifying the segment of audience member computers and the interface with a segment identifier included in a segment-targeting cookie;
storing the segment-targeting cookie in a memory associated with the audience member computer; and
transmitting content to the audience member computer based on the segment identifier.
10. The method of claim 1 , further comprising:
updating profile data of the audience member based on use by the audience member of the interface; and
transmitting additional first content to the audience member computer via the first digital media server based on use by the audience member of the interface and the association of the unique first digital identifier with the segment of audience member computers.
11. A computer-implemented method for transmitting content to a computer of a user, and transmitting content via a subscription-based digital media server to an interface with the subscription-based digital media server, said method comprising the steps of:
associating use by the user of the computer with a first unique online identifier;
associating use by the user of the interface with a second unique subscriber identifier, wherein the interface and the computer are separate and distinct devices;
associating the computer of the user with a segment of audience members having one or more common profile characteristics;
transmitting first content to the computer of the user based on the association of the first unique online identifier with the segment of audience members;
transmitting second content via the subscription-based digital media server to the interface of the user, based on the association of the second unique subscriber identifier with the segment of audience members; and
displaying the first content and the second content for the audience member.
12. The method of claim 11 , the method further comprising:
collecting profile data from two or more sources selected from the group of: a database, a web page of a website requests, advertisement requests, user survey data, direct response data, and search requests;
and storing the collected profile data in a profile database.
13. The method of claim 11 wherein the segment of audience members is defined by rules that recognize any common affinity between two or more audience member computers.
14. The method of claim 11 wherein the first content is transmitted to the computer of the user by a server selected from the group of: an advertisement server, an email server, a streaming media server, and a website server.
15. The method of claim 12 wherein the step of:
associating the computer of the user with a segment of audience members further comprises the steps of:
comparing the collected and stored profile data of a plurality of client computers; and
forming a segment of audience members based on the comparison of client computer profile data.
16. The method of claim 12 , further comprising the steps of:
periodically collecting additional profile data based on the use of the computer by the user; and
periodically identifying additional audience member segments for associating with the computer of the user, based on the periodically collected additional profile data.
17. The method of claim 12 , further comprising:
assigning to the computer of the user a domain cookie containing the first unique online identifier for a browser associated with the computer of the user;
identifying the first unique online identifier for the browser in the domain cookie;
accessing the stored profile data for the computer of the user from the database in response to identification of the first unique online identifier for the browser;
transmitting a segment-targeting cookie, which includes a segment identifier for the segment of audience members to the computer of the user, wherein the segment identifier is distinct from the first unique online identifier;
receiving a request for a web page of a website from the computer of the user; and
transmitting content to the computer of the user based on the segment identifier in response to receiving the request for the web page of the website.
18. The method of claim 17 further comprising the steps of:
determining whether a domain cookie with a unique online identifier for the browser is absent;
assigning a second domain cookie containing a unique identifier to the browser in response to determining the domain cookie with the unique online identifier for the browser is absent; and
transmitting the second domain cookie to the computer of the user.
19. The method of claim 18 wherein the computer of the user is associated with a default segment of client computers as a result of transmitting the second domain cookie to the computer of the user.
20. The method of claim 17 further comprising the steps of:
receiving a request from the computer of the user to access a primary web page of a website;
providing the computer of the user with a primary website cookie associated with the primary web page of the website, the primary website cookie having a unique identifier for the computer of the user; and
modifying the domain cookie transmitted to the computer of the user to contain the first unique online identifier for the browser in response to transmission of the primary website cookie to the computer of the user.