Appeal 2006-2236
Application 09/817,837
. . . if a user would like to receive further advertisements
and solicitations from the golf web site . . .the user may
choose to submit (i.e. during registration) a personality
profile tailored to contain personality characteristics
associated with golf [Specification p. 11-12]
In addition, the personality profile may portray an infinite number personalities or
personas for a single user(Specification p. 10).
Jenkins discloses a system which includes a device 22 that receives data
from a repository 15 which includes data sets 40 that includes data representing
individual consumer’s 10 buying habits, web browsing habits and household
income (col. 4, ll. 53 to 58). The data preferably includes unique identifier
information such as name, phone number, email address or any other suitable
identifier (col. 4, ll. 51 to 54). This data is abstracted to create uniformly
formatted individual records 52 (col. 4, ll. 58 to 61; Figure 1).
The device 22 does not generate personality profiles based on a service
provided by a first service provider. Rather, device 22 collects and stores data on
individual consumers. Such data is not based on a service provided.
The Jenkins system also includes a marketing server 24 which includes a
consumer class database 60 comprised of the consumer class records 62 generated
by market server 24 by abstracting the individual records 52 on device 22. The
individual records are abstracted by removing identification information (col. 5, ll.
6 to 12). The marketers, 30 may create marketing profiles 72 in marketing profiles
database for querying the class data file 60. Jenkins discloses that consumer
behavior data is collected (col. 4, ll.36) and that marketers develop marketing
profiles describing a group of individuals with similar behavior characteristics
(such as might indicate potential buyers of sports cars) (col. 3, lines 50-55). From
the description of developing profiles based on behavior characteristics, we find
3
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Last modified: September 9, 2013