Patent ID: 7933884

Claim:
A method, comprising: receiving, from a query client, a query for a selected user and one or more data feeds selected from a plurality of feeds via a user interface having selection options for such feeds and wherein the different feeds correspond to a plurality of different streams of data for a plurality of different types or aggregations of on-line activities that have been performed by a plurality of users at multiple times and the different data streams of such feeds have been retained in a plurality of different feed databases; determining a plurality of scores in a plurality of categories for the selected user based on individual on-line activities of the selected user in the individual categories as aggregated from each data stream of the one or more selected feeds from the different feed databases; and to the query client, sending, for presentation, each score in each category for the selected user and an aggregation of the individual on-line activities in each individual category for the selected user, wherein the selected one or more feeds include a feed for a stream of advertisement data, and wherein a list of advertisements that were viewed or selected by the selected user are sent to the query client so that each advertisement in the sent list includes a time and date value, an advertisement identifier, and a selection field indicating whether the user has selected the advertisement.