Patent Document ID: 7904448
Application ID: 11394358
Patent Flag: 1

Claim One:
1. A method for determining a user profile from online activity, said method comprising: collecting event information up to a first period of time, wherein said event information comprises on-line activity between a user and an entity; processing said event information so as to generate a long-term user profile score including at least one of computing an intensity dimension comprising a decay component or computing a recency dimension, wherein said long-term user profile score is used to assess user behavior based on said user's long-term interest; receiving, at said entity, event information subsequent to said first period of time; processing said event information received subsequent to said first period of time so as to generate a short-term user profile score, wherein said short-term profile score is used to assess user behavior based on said user's short-term interest; re-calculating said long-term user profile score without re-processing said event information collected up to said first period of time by either increasing said decay component based on a time associated with said user profile score or incrementing said recency dimension based on a time associated with said user profile score; and combining said long-term user profile score and said short-term user profile score to generate a user profile score.