(19) United States
(12) Patent Application Publication (io) Pub. No.: US 2002/0062245 Al
Niu et al. (43) Pub. Date: May 23,2002
(54) SYSTEM AND METHOD FOR GENERATING REAL-TIME PROMOTIONS ON AN ELECTRONIC COMMERCE WORLD WIDE WEBSITE TO INCREASE THE LIKELIHOOD OF PURCHASE
(76) Inventors: David Niu, Seattle, WA (US); Andrew I Liu, Seattle, WA (US); Edward Chang, Philadelphia, PA (US)
CONNOLLY BOVE LODGE & HUTZ, LLP
1220 N MARKET STREET
P O BOX 2207
WILMINGTON, DE 19899
(21) Appl. No.: 09/801,129
(22) Filed: Mar. 7, 2001
Related U.S. Application Data
(63) Non-provisional of provisional application No. 60/188,351, filed on Mar. 9, 2000.
(51) Int. CI.7 G06F 17/60
(52) U.S. CI 705/14; 705/10
A system and method for generating real-time promotions to a visitor of an electronic commerce (e-commerce) World Wide website to increase the likelihood of purchase on the website by the visitor. The system and method receive and store clickstream data provided by the visitor, and calculate the probability that the visitor will leave the website or will make a purchase on the website based upon this clickstream data. The system and method then utilize the calculated probabilities, as well as the frequency of visits to the website by the visitor, and the time of the visit to the website, to decide whether or not real-time promotions should be generated on the website. If it is decided that promotions should be generated, then the system and method automatically calculate what promotions to send, when to send them, and how to send them. The system and method enable e-commerce owners and managers to better direct their promotions, enable promotions to be tailored to the visitors' display preferences, and generate the right promotion at the right time and the right place. Furthermore, the system and method become increasingly effective and refined with more visitors to the e-commerce website, providing the e-commerce website owner or manager with a better understanding of his or her customers, increased revenue, and greater marketing efficiency. The visitors to the e-commerce website, in turn, receive better service, information and value.