Patent ID: 9674154
Date: 2017-06-06
CPC Classifications: G06F,G06N,G06Q,H04L,H04W

Claim:
1. A computer-implemented method, comprising: maintaining, by a first computer system, one or more media access control (MAC) addresses and corresponding associations of the MAC addresses with one or more masking profiles, the one or more masking profiles indicating purchasing behavior of a segment of users associated with an electronic marketplace; receiving information, from a user device, indicating that the user device has entered a geo-fence associated with a location of a retailer; selecting, by the first computer system, a particular MAC address of the one or more MAC addresses and a corresponding masking profile of the one or more masking profiles based at least in part on the information; providing, by the first computer system, the particular MAC address, the corresponding masking profile, and training information associated with the corresponding masking profile to the user device, the particular MAC address configured to be utilized by the user device when communicating with a network associated with a second computer system of the location of the retailer rather than a default MAC address associated with the user device, the training information configured to be provided to the second computer system and utilized by a machine learning algorithm implemented by the second computer system of the location; and receiving a recommendation that is configured to be provided to the user device, the recommendation generated based at least in part on the masking profile associated with the particular MAC address and including a promotional offer for use by a user associated with the masking profile at the location of the retailer.