Certona, an omnichannel personalization platform provider, has acquired a patent for a “universal system and method representing and predicting human behavior” from the United States Patent Office.
The patent is designed to provide Certona with the ability to profile and predict behavior across all e-Commerce traffic, particularly untapped new and anonymous segments. For consumer privacy measures, the solution does not require brands to collect any personally identifiable information.
“In the ever-competitive e-Commerce marketplace, brands need to build a digital relationship with their customers,” said Geoffrey Hueter, CTO and Co-founder of Certona. “Our new patent makes us the first to provide digital retailers with the power to profile new and anonymous web traffic in just a few clicks – non-intrusively – enabling them to create a personalized experience during a customer’s first visit.” This automatic and continuous learning about their web, mobile and in-store visitors enables retailers to predict behavior so they can anticipate consumer interests and deliver a one-to-one individualized experience.”
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The patent, officially known as US Patent 8566256, is designed to cover key components of the Certona Resonance personalization and experience management platform, which include individual profiling, continuous learning and self-optimization.
