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Web Address-Based Identification of Small businesses

IP.com Disclosure Number: IPCOM000236300D
Publication Date: 2014-Apr-17
Document File: 4 page(s) / 278K

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The IP.com Prior Art Database

Abstract

This paper describes a method that analyzes a web address provided by an online service customer and determines whether the web address is likely associated with a small business. If the web address is determined to be associated with a small business, then the customer is directed to an online service that is customized for small businesses; otherwise, the customer is directed to an interfaces for routine customers. Improved targeting of customers to suitable services is believed to increase customer satisfaction leading to more customers and higher revenues.

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Web Address-Based Identification of Small businesses

    Some online service providers target small businesses. Because many online service providers may provide services to all types of enterprises, large or small, it can be useful to know the size of their enterprise customers in order to provide more personalized services. Various databases provide detailed information of a business, but identity matching can be a challenge. By contrast, when a business signs up with an online service, the business can be required to provide a web address (e.g., URL). Such a web address is directly linked to the business, avoiding the need to search and match an entry in a business database which can be inaccurate.

    For instance, when a business signs up for a digital marketing service, such as Google AdWordsTM, Bing AdsTM, or Yahoo's advertising platform, the business provides one or more web addresses to promote on the advertising platform. It is helpful for these advertising platforms to understand the budget limitation and sophistication of the business so as to not overwhelm the business with unnecessary technical questions or excessive expenses.

    This paper describes a method that analyzes a web address provided by an online service customer and determines whether the web address is likely associated with a small business. If the web address is determined to be associated with a small business, then the customer is directed to an online service that is customized for small businesses; otherwise, the customer is directed to an interfaces for routine customers. Improved targeting of customers to suitable services is believed to increase customer satisfaction leading to more customers and higher revenues.

    Information relating to the web address can be used to help determine the size of the enterprise customer. First, from a website ranking database, a page-rank may be obtained. Commercial page-rank databases are available, which can be spam cleaned and query independent, and their ranks are indicative of site popularity. Popularity of a website, to certain degree, correlates to the sophistication of the website as well as the business associated with the website.

    A geo signal annotation may be mined from search-query logs. Such a geo annotation indicates if a page is specific to a particular city (i.e., if users searching for this website all come from a specific short list of cities). If the list of cities is short, then the business is probably local.


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    The content of the website can also be checked for the presence of a toll-free phone number. Small, in particular local, businesses less often provide toll-free phone numbers, it is observed.

    Data mining with the above information demonstrates that these features are accurate in identifying small businesses. Therefore, for a new customer, one can retrieve such features associated with a web address that the customer provides and predict whether the customer is a small business.

    The fo...