GB2365547A

GB2365547A - Retrieving and/or targeting information with a user identification generated from personal data

Info

Publication number: GB2365547A
Application number: GB0001897A
Authority: GB
Inventors: John Reavil Williams; Colin Patrick Shanley
Original assignee: TRUSTMARQUE INTERNAT Ltd
Current assignee: TRUSTMARQUE INTERNAT Ltd
Priority date: 2000-01-27
Filing date: 2000-01-27
Publication date: 2002-02-20
Also published as: GB0001897D0

Abstract

Computer apparatus 1-3 is provided which is arranged initially to show on a display 2 a request for the input of user identification data comprising an appended list of personal information such as a date of birth, postcode and an indication of gender. When identification data has been entered, the computer 1 utilizes the input ID either to retrieve records from a user record database 12 or alternatively processes the ID to extract the personal data encoded in the identification data which is utilized to extract records from an interest database 18. Thus information specific to a user may be retrieved or alternatively information may be targeted towards a user utilizing only the personal information encoded in the identification data without having to store that personal information as part of a user record. The ID may be used for data retrieval and/or targetting over the Internet (157, fig 11).

Description

<Desc/Clms Page number 1> METHOD AND APPARATUS FOR GENERATING USER IDENTIFICATION DATA The present application concerns method and apparatus for generating user identification data. In particular, embodiments of the present invention are suitable for the generation of user identification data on networks of computers where data may be accessed by many users from many different user terminals.

When data stored on a computer is accessible by many different users it is useful to be able to identify which particular user is accessing data. This enables the information displayed to a user to be tailored to that particular user's needs. For example, where data representing a user's name and address are stored within part of the records on a network, if it is possible to identify which user is accessing the data the user's name and address can be automatically retrieved. Alternatively, the user's records may be used to determine what content is to be displayed so that the information a user retrieves is appropriate.

The usual way for enabling a computer to be able to identify which of a plurality of users is currently

accessing data is to store user details together with a uniquely generated user identification number. When a user then wishes to access information the user is prompted to input their unique user identification number which is then compared to the stored user identification numbers to determine what data is then accessible to that user.

A number of problems arise with this system. Since different computer systems generate their unique user identification numbers in different ways an individual user is required to remember large numbers of different user identification numbers. Furthermore by their very nature since a user identification number is required to be unique where large numbers of users can access the same information, the unique user identification numbers become very long and hence difficult to remember. This is a particular problem for computer networks accessible _ via the Internet as potentially very large numbers of different users may access the same computer.

one way in which these problems have been addressed on computer networks is by storing an encoded copy of a user identification number on the machine a user uses to access data across a network. These encoded user

identification numbers are then retrieved from a user's computer when the user accesses data across the network and the retrieved identification number is then used to identify the user.

However, the storage of identification numbers is not always an appropriate solution for the identification of users accessing data across a network. Thus for example where many users access data using the same computer, the mere fact that identification numbers are stored on that computer does not identify which of those users is accessing the data using that computer. In such circumstances, some confirmation of user identity will be required which in turn will necessitate user remembering a unique user identification number. Furthermore, since the storage of identification numbers involves the writing of data to a computer, such writing of data may be disabled to prevent unauthorised data storage on that computer and therefore an alternative means of addressing the problem of allocating unique user identification numbers is required.

In accordance with one aspect of the present invention, there is provided a computer apparatus for generating unique user identification numbers for a plurality of

users comprising: means for generating a user input interface for display to a user, said user input interface comprising means requesting the input of user specific data representative of a user's data of birth, country and postcode; means for generating user identification data from data entered by said user input means by appending said data representative of a user's date of birth, postcode and country input by a user; comparison means for comparing generated user identification data generated by said generation means with previously generated user identification data, said comparison means being arranged to modify said generated user identification data by appending further generated data if said newly generated identification data corresponds to previously generated identification data; and output means for outputting said user identification data to a user subsequent to any modification by said comparison means.

The present applicants have appreciated that the generation of a unique user identification number associated with a user record frequently provides an

unnecessary level of security for accessing data within that record. Thus for example where a user's record contains details for the automatic filling of forms or certain settings for using stored computer data, there is often very little motivation for anyone other than the user, for whom the user record relates, to access that information. The applicants have therefore appreciated that by providing a computer apparatus which generates user identification data which is representative of personal data such as a date of birth, postcode and country code for a user a means is provided for generating a user identification number which is unique to a user but is easy for a user to remember since the majority of any identification data which is required to be input by a user will already be intimately known. Although such a user identification number could be guessed at by others, for low level security applications this lack of security will be irrelevant.

Furthermore, by requiring users to input user identification data which includes in part or in whole data representative of a user's date of birth, postcode and country, whenever a user's identification data is entered, this information becomes available to the system which can tailor the content of data displayed to a user

solely on the basis of this information, without the need for this data to be directly stored as part of a user record.

Thus in accordance with a further aspect of the present invention there is provided a computer apparatus for selecting data to be output to a user comprising means for receiving a user identification data comprising data representative of the user's date of birth, postcode and country; means for associating with ranges of dates of birth, postcodes and countries, data likely to be of interest to a user corresponding to the user identification data and output means for outputting for display to a user data selected on the basis of the received user identification data.

In accordance with this aspect of the present invention since relevant personal information is contained withina user's identification data, it is possible to select and display to user's targeted information targeted on the basis of the personal information contained within the user identification number without the need to match an identification number to a stored record to extract such data from the record. Thus by encoding such personal information as part of a user identification

member, the need to store such information in addition to a generated user identification number is avoided and the access of such information can be performed without the need to access such information from stored user records. Further aspects and embodiments of the present invention will become apparent with reference to the following embodiments and drawings in which: Figure 1 is a schematic block diagram of a computer apparatus in accordance with a first embodiment of the present invention; Figure 2 is a block diagram of an example of a data structure for user identification data generated by the computer apparatus of Figure 1; Figure 3 is a block diagram of a data structure for a user record; Figure 4 is a block diagram of a data structure for display data; Figure 5 is a block diagram of a data structure for an interest data record;

Figure 6 is a block diagram of a data structure for a record in a directed content database; Figure 7 is a flow diagram of the processing of the control module program of the computer apparatus of Figure 1; Figure 8 is an exemplary illustration of a user interface for inputting user identification data; Figure 9 is an exemplary user interface for inputting personal information; Figure 10 is a flow diagram illustrating the processing of the control module program for generating the content of a screen display; Figure 11 is a schematic block diagram of a computer network to which a second embodiment of the present invention may be applied; Figure 12 is a block diagram of data and programs stored on a first type of client server; Figure 13 is a block diagram of data and programs stored

on a second type of client server; Figure 14 is a block diagram of the content of a main server; Figures 15A and 15B are a flow diagram of the processing of the data transfer module of a first type of client server shown in Figure 12; Figures 16A and 16B are a flow diagram of the data transfer module of the second type of client server shown in Figure 13; and Figure 17 is a flow diagram of the processing of the control module of the main server.

Figure 1 is a schematic diagram of a computer terminal in accordance with a first embodiment of the present invention. The computer terminal comprises a computer 1 that is connected to a display 2. The computer 1 is also connected to a keyboard 3 and a mouse 4. The computer 1 itself comprises a memory 6 and a central processing unit (CPU) 7. Within the memory of computer 1 is stored a control module program 8 for controlling the processing of the CPU 7, an ID storage module 10, a user record

database 12, display data database 14, a directed content database 16 and an interest data generation module 18. In use, initially the control module program 8 causes the CPU 7 of the computer 1 to retrieve from the display data database 14 a user interface which is displayed on the display 2 which prompts a user to enter user identification data using the keyboard 3. This user identification data comprises a string of characters indicative of the user's date of birth, followed by a postcode, a character indicating the sex of the user and optionally an additional distinguishing character. When a user ID is entered this is then stored within the ID storage module 10. The control module program 8 then causes user interfaces to be selected from the display data database 14 and then displayed on the display 2. For some of the user interfaces within the display database 14 the control module program 8 causes a user record associated with the user ID data within the ID storage module 10 to be retrieved from the user record database 12 and for data stored as part of a user record to be incorporated in the display. For other user interfaces selected from the display data database 14 the control module program 8 causes the interest data generation module 18 to extract from the identification

data stored within the storage module 10 data indicative of a user's date of birth, postcode and gender and to utilize the extracted data to determine the most probable interests of the user to whom the user identification number relates. This interest data is then passed to the directed content database 16 which causes part of the display to be selected utilizing the determined interest data.

Thus in this way by utilizing a user identification number comprising data representative of a user's date of birth, postcode, gender and a distinguishing character a means is provided which enables the information displayed on the display 2 to be either tailored so as to correspond specifically to the user to which the identification data relates or alternatively tailored to be appropriate to groups of individuals such as can be determined from the user's date of birth, gender and. postcode.

Since the user identification number comprises for most part personal data which is easy for an individual to remember their identification number and as entry of the number enables specific data specific to that individual to be made available users are encouraged to enter their

user identification number. once the identification number has been entered since the user's age, gender and approximate address are known it is then possible to then estimate the user's likely interests and tailor the content of information displayed appropriately as will be described in detail below.

Prior to describing in more detail the processing of the CPU 7 in accordance with control module program 5 the data structures of the user identification data and the records stored within the user record database 12, the display data database 14, the directed content database 16 and the interest data generation module 18 will now be described.

Figure 2 is a schematic diagram of the data structure of a user identification data in accordance with this embodiment of the present invention. In this embodiment of the present invention the user identification data comprises six digits indicating a user's date of birth 20 to which are appended a five to eight character string 22 indicative of a user's postcode, a character 24 M or F indicating the gender of the user and one further character 26 being a distinguishing character for distinguishing between two users who would otherwise have

identical user identification numbers.

Thus for example, for a .male user having a date of birth of 18 September 1971 and a United Kingdom postcode of WC1R 5DJ to which a generated distinguishing character of A has been allocated the user identification number for that user would be: 180971WCIR5DJMA It will be appreciated that in other embodiments of the present invention different formats of date of birth data 20, postcode data 22 and gender data 24 could be used. Thus for example provided that a consistent format for date of birth data 20 are to be adopted, any of the following formats would be suitable for storing the individual's date of birth: 18SEPT71 18/9/71 SEPTEMBER 18, 1971 9-18-1971 Similarly, although in this embodiment a user's postcode data 22 is the form of a United Kingdom postcode any

countries postcode, for example a US zipcode or Canadian zipcode could be used and the manner of encoding gender data 24 could be varied.

Figure 3 is a schematic diagram of the data structure of a record stored within the user record database 12. In this embodiment each of the records within the user record database 12 comprises an ID number 30 which corresponds to the user identification data of a user identification number of a user in the form described in relation to Figure 2 and a user record 31 containing personal user information. In this embodiment the personal user information in the user record 31 comprises a user's name and postal address for the purpose of automatically filling a user application form as will be described in detail later. By associating within a record of the user record database 12 the user identification data corresponding to a user and personal user details within a user record 31 a means is provided to enable the input of the user identification number corresponding to the user identification number of the record 30 to retrieve the personal user data which forms the user record 31.

Figure 4 is a schematic block diagram of the data

structure of records within the display data database 8. Records within the display data database 14 comprise page type data 35; formatting data 37 and next page data 39. The page type data 35 comprises either fixed pages, personal pages or directed pages as will be described in detail later. The formatting of data 37 comprises data setting out what is to be displayed on the display 2 when the display data of that record is selected. The next page data 39 comprises data identifying which of the other records within the display data database 14 is to be displayed after the currently selected record. The records within the display data database 14 therefore comprise data which enables a display to be formatted and shown on the screen of the display 2 whilst also associating with what is to be shown a page type 35 determining how the formatting data is to be processed as will be described in detail later and next page data which identifies what is to be shown after when the currently displayed screen is no longer to be displayed. Figure 5 is a block diagram of an interest record stored within a database as part of the interest data generation module 11. The interest database comprises a plurality of interest records each associating a number of areas of interest with ranges of dates of birth, postcodes and

gender data. The records within the interest database therefore comprise the date of birth range 40, postcode range 42, gender data 44 and interest data 46. Thus as will be described in detail later the interest database enables the date of birth 20, postcode 22 and gender data 24 forming part of the user identification number to be converted into interest data identifying probable interests of a user for whom the identification data corresponds.

Figure 6 comprises a schematic block diagram of the data structure of a record within the directed content database 16. Records within the directed content database 16 in this embodiment of the present invention comprise interest data 50 and display data 52. The interest data 50 corresponds to interest data within the interest records of the interest data generation module 11. The display data 52 comprises formatting data for formatting part of a screen display to be shown on the display 2 as part of a directed page as will be described in detail later. The records within the directed content database 16 enable different pieces of screen display which are described by the display data 52 to be associated with specific interests. When the interest data generation module generates interest data it can

then be matched with the interest data 50 of the records within the directed content database 16 to cause display data 52 to be selected and then incorporated into part of a screen display of a directed content page as will be described in detail later.

The processing of the control module program 8 of this embodiment will now be described in detail with reference to Figures 7 to 10.

Figure 7 is a flow diagram illustrating the processing of the control module program 8. Initially (S1) the control module program 8 causes an initial ID entry interface to be displayed on the screen of the display 2.

Figure 8 is an exemplary illustration of an initial ID entry interface. The exemplary initial ID entry interface of Figure 8 comprises an ID number window 70 in the upper half of the screen display a new user button 72 in the lower half of the display and a pointer 74. When the initial ID entry interface is displayed on the screen 2 if a user strikes keys on the keyboard, the characters corresponding to the keys on the keyboard 3 are then caused to appear within the user ID window 70. If the user moves the mouse 4, this causes the pointer to move

across the screen in a manner dictated by the movement of the mouse 4.

Once the control module program 8 has caused the initial ID entry interface to be displayed on the screen 2 the control module program 8 then causes the CPU 7 to determine (S2) whether the user has caused the pointer 74 to be moved over the new user button 72 and has then clicked the button on the mouse 4 indicating that they are a new user of the system.

If the CPU 7 does not detect that a new user has been selected the control module program 8 then causes the CPU 7 to determine (S3) whether a complete ID number of the format comprising six digits for a date of birth followed by a five to eight character string identifying a postcode, followed by a further character indicating a gender and an additional distinguishing character have been caused to be displayed within the window 70. If no complete identification number has been input the control module once again determines (S3) whether the new user buttons has been selected using the pointer 74 and the mouse 4. If a complete user identification number has been entered the control module program 8 then causes a new screen display to be shown (S7) as will be described

in detail later.

If the control module program 8 determines (S2) that the new user button 72 has been selected the control module program 8 then causes (S4) the initial ID entry interface displayed on the screen of the display 2 to be replaced by a screen requesting that a user enter their personal details.

Figure 9 is an exemplary illustration of a screen display requesting a user to enter their personal details. The exemplary display of Figure 9 comprises a name entry window 80 an address entry window 82 a postcode entry window 83 a date of birth entry window 84 and a gender data entry window 85. Also shown as part of the display is a pointer 86.

Using the mouse 4 a user can then select using the pointer 86 one of the windows 80-85 and then enter data via the keyboard 3 which is then caused to be displayed within the selected window and also stored in the memory. When a user has entered data into all of the windows 80- 85 the control module program 8 then generates (S5) new user identification data utilising the information entered into the postcode 83 date of birth 84 and gender

85 windows. This is achieved by the control module program 8 generating as a preliminary data identification number a user identification data comprising the six digits entered as a date of birth in the date of birth window 84 next to which is appended a string comprising the characters entered in the postcode window 83 to which is appended a further character being the letter M or the letter F identifying the gender of the user as being Male or Female depending on the entry of data in the gender data window 85. This initial user identification data is then compared against the identification numbers 30 of a11 of the records within the user record database 12 to establish if a user record within the user record database 12 is already associated with the preliminary user identification data. If none of the identification numbers 30 of user records within the database 12 correspond to the preliminary user identification data generated the control module program 8 then causes to be stored within the user record database 12 a new user record comprises an identification number 30 corresponding to the newly generated preliminary user ID and a user record 31 comprising the name and address data present within the main window 80 and the address window 82. If a record within the user record database 12 has an identification number 30 corresponding to the

preliminary user ID the control module program 8 determines which if any of the records within the user record database 12 have user identification numbers 30 which correspond to the preliminary user identification number to which is appended an additional character and then causes a new preliminary identification number to be generated which corresponds to the previously generated preliminary user identification data to which is appended a character corresponding to the next available character so that the newly generated preliminary identification number does not correspond to any of the previously generated user records within the user record database 12 a new user record is then (S6) created and stored in the use record database 12 comprising the preliminary user identification data with the appended additional character as an identification number 30 and a user record containing the data entered as the name and address data entered within the name window 80 and the address window 82 respectively.

After user identification data has been entered (S3) or a new user record (S6) has been entered the control module program 8 then causes (S7) a first display screen to be shown on the display 2 as will now be described with reference to Figure 10.

Figure 10 is a flow diagram of the processing of the control module program 8 when determining what is to be shown on the display 2. Initially the control module program 8 retrieves from the display data database 14 the record corresponding to the next screen display to be shown on the display 2. The control module program 8 then (S10) determines the page type identified by the page type data 35 of the record retrieved from the display data database 8. If the page type data 35 corresponds to a fixed page type the control module program 8 causes (S11) to be displayed on the screen on the display 2 a screen corresponding to the formatting data 37 of the record retrieved from the display data database 8.

If the control module program 8 determines (S10) that the page type data 35 of the record retrieved from the display data database 14 corresponds to a directed page type the control module program 8 then (S12) extracts from the identification storage module 10 the data corresponding to the input user ID and then extracts from the data stored within the identification data storage module 10 data corresponding to the date of birth data being the first six digits of the identification number, the postcode being a five to eight digit string appending

to the date of birth and the gender data corresponding to the letter M or F appearing as the penultimate character within the user identification number. The extracted date of birth data 20 postcode data 22 and gender data 24 is then converted (S13) into interest data by being passed to the interest data generation module 18 which retrieves from the interest database record which has a date of birth range 40, a postcode range 42 and gender data 44 which includes the date of birth 20, postcode 22 and gender date 24 extracted from the identification data stored within the storage module 10. Thus in this way by associating potential interest with ranges of date of birth, postcode and gender data and requiring that user identification number comprises an appended list of data identifying a users date of birth, postcode and gender it is possible for the interest data generation module 18 to generate the list of potential interest of a user.

The control module program 8 then passes the generated interest data 46 to the directed content database 16 which matches (S14) the interest data to interest data 50 of records within the directed content of database 16 to retrieve the associated display data 52 associated with that interest data. The control module program 8 then (S15) causes to be shown on the screen a display

utilising the display data 52 of the record retrieved from the directed content database 16 and the formatting data 37 of the record retrieved from the display data database 8.

Thus for example by associating an interest in purchasing mountain bikes with a range of dates of birth of individuals who are likely to wish to purchase mountain bikes and a range of postcodes associated with neighbourhoods where mountain bikes are likely to be purchased, and then associating interest data indicating an interest in purchasing a mountain bike with display data corresponding to an advert for the mountain bike the computer of the present embodiment enables an input of a user identification number to cause to be displayed to a user an advert for a mountain bike which on the basis of the records within the interest database they are likely to be interested in purchasing. Thus advertising using the apparatus of the present embodiment can be tailored to target adverts to an audience utilizing only the data contained within the identification data input by a user. If the control module program 8 determines that the page type 35 associated with the record retrieved from the display data database 14 is a personal page the control

module program 8 then (S16) obtains from the user record database 12 the user record having an identification number 30 corresponding to the user identification data stored within the ID storage modules. The control module program 8 then causes a screen to be shown on the display 2 utilising the formatting data 37 of the currently selected record from the display data database 14 and the personal data stored as part of a user record 31.

Thus for example, where as in this embodiment, the user record 31 stores details of individual names and addresses by retrieving those details a page illustrating a filled in form including those personal details of name and address can be caused to the display to a user without the user having to reenter those details.

Returning to Figure 7, once a screen has been caused to appear on the display 2 the control module program 8 determines (S8) whether a new page has been selected. If this has occurred the control module program 8 causes (S7) a new page to be displayed corresponding to the next page identified by the next page data 35 of the currently selected record from the display data database 8. If no indication has been received from a user via the keyboard 3 or the mouse 4 that a new page is to be displayed, the

control module program 8 then determines whether a user has indicated via the keyboard 3 or the mouse 4 that they wish to end the program. If no indication has been detected the control module program 8 once again determines whether a request has been made to display a new page (S8). If an indication has been received that the user wishes to end the session with the computer, the control module program 8 then causes the processing of the computer to end.

The applicants have appreciated that by generating user identification data which comprises a number of items of personal data, ID data is generated which is easy for an individual to remember. By selecting the user identification number to be comprised in part of a birth date and postcode and an indication of their gender the numbers of users having the same initial start to their user identification number is limited since a users date of birth, gender and postcode are substantially independent of one another. Therefore, in order to distinguish between otherwise identical user identification strings, any further appended data can be relatively short in length and therefore easy to remember. The present invention therefore provides a computer apparatus which enables the user identification

numbers to be generated which are less likely to be forgotten or incorrectly entered thus increasing ease of use.

Furthermore, since the content of a user identification number includes information about a users age and address it is possible to target the content displayed to a user in a similar manner to which directed postal advertising is directed to individual. The provision within the computer of information which is only accessible when a valid user number is input encourages the input of a user identification. Thus a means is provided for encouraging individuals to input information about their age and address which may be used to direct information towards them since the benefits of registration for a user are only available if such information is provided and thus available to the system operator.

A second embodiment of the present invention will now be described. Figure 11 is a schematic block diagram of a network of computers which are suitable for embodying a second embodiment of the present invention. In this example the network of computers comprise a plurality of user terminals 150 which are connected to the plurality of client servers 151,155 and a main server 156 via the

Internet 157. The user terminals 150 comprise conventional computers having stored thereon a conventional browser program such as Netscape or Microsoft Internet Explorer.

In this embodiment of the present invention when a user of user terminal 150 causes the user terminal 150 to connect to one of the client servers 151,155 via the Internet 157 the client server 151,155 initially establishes whether the user terminal 150 has stored therein an encoded user identification number. If an encoded identification number is stored within the user terminal 150 the client server 151 then transfers the user number to the main server 156 to cause either user details or a user interest profile retrieved from the main server 156 which is then utilized by the client server 151-155 to tailor the output to the user terminal 150. If no user identification number is stored within the user terminal 150 a prompt is sent from the client server 151-155 to request the input of a user identification number. In this embodiment which is intended to enable generation of user identification data for users across the world, this user identification data is made to comprise a date of birth, a postcode, a country code and indication of the gender of the user.

Input of a user ID then enables user details and user profiles to be retrieved from the main server 156 in a similar manner to that which occurs when a user number is pre-stored within the user terminal 150. As in the previous embodiment by utilizing a user identification number which comprises for the most part an appended string of data personal to a user, a unique user identification number can be generated which is easy for a user to remember and which can be automatically utilized to retrieve profile data for a user without the need to identify and extract such personal data from a pre-stored user record.

Figure 12 is a block diagram of the programs and data stored on the first type 151 of the client servers 151- 155. This type of client server 151 is arranged to request from a main server 156 profile details of a user on the basis of a user identification and utilize profiled data to direct the content output to a user on the basis of information provided as part of the user identification data. The programs and data comprise web page data 160 for generating and outputting screen displays to a user terminal 150 via the Internet 157; a data transfer module for transferring user identification data received from a user terminal 150 to a main server

and receiving profile data from the main server 156; and an advert database 164 for incorporating within the web pages output to the user terminal 150 adverts associated with user profiles received from the main server 156 which are determined by the personal data included in a user identification number received from the user terminal 150 as will be described in detail later.

Figure 13 is a block diagram of the data and programs stored within a second type 155 of client server. This second type of client server is arranged to output tailored web pages to a user, tailored to the specific user from whom a user identification number is received. Thus for example the second type of client server 155 could be used to generate forms which are filled in automatically with user details or alternatively would output to a user terminal 150 web pages which are dependent upon a previous selection made by a user whose preferences have been pre-stored. Data and programs of this type of client server comprise web page data 160 and a data transfer module 165 substantially corresponding to the web page data 160 and data transfer module 162 of the first type of client server 151; and a user detail storage module 166 for storing details of the user record retrieved from the user record database within the main

server 156 containing details utilized by the server to tailor the output of displays to a user terminal 150 to correspond to the specific requirements of an individual user identified by user identification data.

Figure 14 is a block diagram of the data and programs stored within the main server 156 in accordance with this embodiment of the present invention. The data and programs comprise a control module 170 for controlling the overall processing of the main server 156; a user input generation module 172 for generating a user interface requesting users to input personal details for storage; a registrants database 173 for storing user records containing details input by the user interface generated by the user input generation module 172 in association with user identification data comprising an appended list of personal data; a decode module 174 for decoding pre-stored user identification data received from a client server 151 in the form of an encoded number; and data output module 176 for outputting user details or user profiles to a client server 151 following receipt of user identification data and an interest data database corresponding to the interest data database of the interest data generation module 18 of the previous embodiment.

The processing of the data transfer module 162 of the first type of client server 151 as illustrated in Figure 12, will now be described with reference to Figures 15A and 15B. Initially, when the user terminal 150 connects via the. Internet 157 to the client server 151 the data transfer module 162 establishes whether the terminal in question has stored thereon encoded user identification data (S51).

If encoded user data is stored on the terminal 150, this is retrieved and then dispatched to the main server (S56). If no identification number is detected the data transfer module 162 then causes to be sent to the user terminal 150 a user input interface similar to that described with reference to Figure 8 in the first embodiment which requests either a user inputs identification data or indicates that they are a new user (S52). The data transfer module 160 then waits until data is received from the user terminal 150 either indicating that the user is a new user or that user identification data has been input. In this embodiment which is intended to permit access to a user database from around the world to enable unique user identification data to be generated comprising primarily of personal data intimately known to a user, the user

identification data is arranged to comprise data indicative of a user's date of birth, a country code indicating the country of origin where the user terminal 150 is located, a postcode indicating the postal region within that country where the user terminal 150 is located and an indication of the user's gender and one or additional characters for distinguishing between individuals who would otherwise have the same user identification data.

In this embodiment the country code is arranged to be a string of digits corresponding to the international telephone code for telephoning the country. Thus, for example, in order to telephone the United States a telephone code of '1' is required and hence the corresponding country code would also be '1'. Similarly, the international telephone code for the United Kingdom is 144' and hence the country code for the United Kingdom would be '44'. In other embodiments of the invention the country code could be in a different format, for example, a two letter code could be used to indicate the country in the manner of the WIPO standard two-letter codes where 'US' indicates the United States and 'GB' indicates the United Kingdom.

When the client server 151;155 receives from the user terminal 150 data indicating that the user has input information into the user interface, the data transfer module 160 initially (S53) determines whether the user of the user terminal 150 has indicated they are a new user. If this is the case the data transfer module 162 then (S54) causes the request for the user to register as a new user to be transmitted to the main server 156 for processing by the main server 156 as will be described later. The processing by the data transfer module 162 then comes to an end.

If the data transfer module 162 receives data which does not indicate that the user has requested they are registered as a new user, the data transfer module 162 then determines (S55) whether the data received from the user terminal 150 comprises identification data of the format of a user's birth date, country code, post code and gender data and additional distinguishing characters. If the data received does not correspond to this format the processing of the data transfer module 160 ends. If the format of the data received does correspond to the required format the data transfer module 160 then causes this identification data to be transmitted (S56) to the main server 156.

Following dispatch (S56) of data to the main server 156, the data transfer module 162 then waits (S57) for receipt of data from the main server 156. When data is received from the main server 156 the data transfer module 162 initially determines (S58) whether the data received from the main server 156 indicates that the user identification data received from the user terminal 150 was valid user identification data. If the data received from a user does not correspond to valid user identification data for which the user record exists on the main server 156 the data transfer module 162 then (S59) causes the warning to be dispatched and displayed on the screen of the user terminal 150 and then dispatches and causes to be displayed a request for input of a new user ID (S52).

If the user data is determined (S58) to correspond to valid user identification data, in this first type of client server 151, as will be described later, the data received from the main server 156 will comprise interest data indicating the probable interests of a user having the personal details indicated by the identification data. The data transfer module 162 then utilizes (s60) this data indicating the likely interests of the user to retrieve from the advert database 164 an advert

associated with the interest data received from the main server 156 in the advert database 164. The data transfer module 162 then (S61) causes a web page to be output to a user terminal 150 comprising web page data 160 and data representing adverts so that a web page incorporating the selected adverts from the advert data 164 is displayed on the display of the user terminal 150 and the processing of the data transfer module 162 then ends.

Figures 16A and 16B comprise a flow diagram illustrating the processing of the data transfer module 165 of the second type of client server 155 as is illustrated in Figure 13. The processing of the data transfer module 165 of this type of client server is identical to the processing of the data processing module 162 of the previously described server 151 up to and until the server has retrieved and established that valid data has been received from the main server (S51-S59). However,. for this second type of client server 155 as will be described in detail later the data transfer module 165 is arranged to receive and test for receipt of a user record (S58) from the main server 156. Since the processing of these steps are identical to those previously described in relation to the processing of the first type of client server 151 illustrated in Figure 12 with reference to

Figure 15A description of these steps will not be repeated here.

When the data transfer module 165 has received a valid user record the data processing module 165 then determines (S65) whether a web page corresponding to web page data 160 requires the incorporation of user details stored within the user detail storage module 166 to be incorporated into the display for example when a form is to be displayed to a user. If the data transfer module 162 determines that a page incorporating user detail is to be displayed the data transfer module 162 then generates and dispatches to a user terminal 150 the web page incorporating the user's details retrieved from the user record (S66). If the data transfer module 162 determines that the page to be dispatched to a user does not need to be tailored utilizing the user details stored within the user detail storage module 166 unamended web _ page data is dispatched to the user terminal 150 (S67). Thus by providing client servers 151-155 of the two types described above a means is provided for users to access via user terminals web page data stored in those servers where the content of the web page data retrieved and displayed on the client's server is altered either to

incorporate user details from a user record as will be described or to display an advert corresponding to potential probable interests of a user on the basis of information stored as part of a user identification number.

Processing of the control module 170 with the main server 156 in this embodiment of the invention will now be described with reference to Figure 17. As shown in Figure 17 the control module 170 initially waits (S100) until data is received from one of the client servers. When data has been received, the control module 170 then (S101) determines whether the data received relates to a request to register as a new user.

If the control module 170 determines (S101) that. data received does relate to a request for registration the control module 170 then (S102) invokes the user input generation module 172 to cause a user input interface such as the user input interface shown in Figure 9 to be dispatched for display of the user terminal 150 from which a registration request has originated.

The control module 170 then waits (S103) until user details are received from the user terminal 150. When

user details have been received, the control module 170 then (S104) generates a new user record 104 which is stored in the registrants database 173 in a similar manner as have previously been described for the generation of user records in the user record database 12 in the first embodiment.

The control module 170 then (S105) outputs to the user terminal 150 a screen indicating the newly generated identification data that forms part of the new user record stored in the registrants database 173 and also an identification number for storage on the user terminal 150 where this is enabled. The processing of the control module 170 then comes to an end.

If upon receipt (S101) of data the control module 170 determines that the data received does not relate to a registration request, the control module 170 then determines (S106) whether the data received comprises an encrypted identification number which has been retrieved from the user terminal 150 having an identification number stored thereon. If the data received is determined to be an encrypted identification number the control module 170 then (S107) invokes the decode module 170 to convert the encrypted identification number to

generate an unencrypted identification number of the format of a date of birth followed by a country code followed by a postcode followed by a gender data, followed by one or more distinguishing characters.

After an encrypted identification number has been converted to an ordinary identification numbers (S107) or if alternatively the data received from a client server 151;155 is an unencrypted identification number input directly from a user terminal to the client server 151;155 the control module 170 then determines (S108) whether the identification number corresponds to a record within the registrants. database 173 and hence indicates that the identification number received is a valid identification number. If the control module 170 determines that none of the records within the records registrants database 173 correspond to the identification number the control module 170 then causes an error message (S109) to be output to the client server from which the identification data has been received to inform the client server 151;155 that the identification number is invalid.

If the control module 170 determines that a record within the registrants database 173 does correspond to the

identification number the control module 170 then invokes (S110) the data output module 176 which determines whether the identification data originated from a client server 151 of the first type, the output module 176 obtains from the interest data database 178 interest data utilizing the personal information encoded within the identification number received. If the data output module 176 determines that the identification data originated from a client server 155 of the second type, the output module 176 retrieves from the registrants database 173 the record corresponding to the identification data received. The data output module then outputs (S111) to the client server from which data or the retrieved data for use by the client server 151;155. The processing of the control module 170 then comes to an end.

In the first embodiment a unique user identification data was described which comprises a string indicative of a user's date of birth followed by a postcode followed by data indicating the gender of a user and followed by one or more additional characters has been described and in the second embodiment a user identification data comprises date of birth data, postcode data, a country code and an indication of the gender of the user followed

by one or more distinguishing characters. It will, however, be appreciated that the precise order in which personal data relating to a user is appended to generate the user identification number may vary. For example the data indicating a user's date of birth need not form the initial part of the user identification data but might instead be at the end or the middle of the user identification data.

Furthermore, it will be appreciated that the inclusion of specific data such as the date of birth of a user, postcode or gender of a user could be omitted or that other personal data could be used. It is, however, preferred that the generated user identification data does include indications of a user's date of birth and postcode as these two pieces of data are substantially independent of one another and therefore act to distinguish between either individuals sharing the same. birthday of individuals living with the same postal district and thus will minimise the number of occurrences of users having the same initial user identification data will be generated.

Although in the second embodiment a computer network has been described in which client servers either output

displays utilizing user record data or data determined directly from user identification data, it will be appreciated that a single server could request and utilize both forms of data to tailor output displays for a user.

In previous embodiments, apparatus have been described in which input user identification data is checked to determine whether a user record corresponding to the identification data exists. It will however be appreciated, in relation to the output of information utilizing personal information encoded in input user identification data, such a check is unnecessary provided the input user identification data provides the system with the expected information about a user. It is therefore possible that a system could be provided which processed such input data even if no user record was stored corresponding to the input data.

Although in previous embodiments description has been made of altering the output of a computer on the basis of the input user identification data, it will also be appreciated that the user data could instead by used to alter or generate records within a computer system to track the user of a system by users, either as

individuals or alternatively on the basis of data extracted from the input user identification data itself. Although in the previously described embodiments when user identification data for a new user is determined to be identical to identification data which has previously been utilized an additional distinguishing character or characters are added to the newly generated identification data automatically, it will be appreciated that users could be provided with the option of selecting which additional characters should be added to generated user identification data.

In the previously described embodiments the input of user identification data including a date of birth and a postcode has been described as a single way of enabling a computer apparatus to identify which of a plurality of users is accessing data and then tailoring the output of data on that basis. It will be appreciated that additional ways of confirmation for restricting access could also be provided. Thus for example in addition to requiring the input of user identification data, the processor serial number of a user terminal 150 that could be read and access to data could be restricted to the combination of a specific processor serial number and

input user identification data. In this way the security involved with utilizing user identification data comprising items of personal information which may be known to others could be enhanced. Alternatively in addition to requiring entry of user identification data prior to permitting access or utilization pre-stored user information, a user could be required to enter confirmation of a security question such as is ordinarily required when, for example, accessing account data for Internet or telephone banking. Or alternatively a SMART card could be interrogated to provide confirmation of the identity of a user.

Although in the above described embodiments reference has been made to utilizing postcode data, date of birth data and gender data to identify interests of users directly, the present application could also be applied to categorizing in the manner of the Target Group Index used by advertisers to associate the personal details encoded in an input user identification number with a target group and then utilizing that target group to determine the content which is output to a user. It will also be appreciated that instead of storing such categorization data centrally the categorization data could be provided on a distributed network. If the data is provided on a

distributed network information categorizing a user would then be obtained by sending data extracted from a user ID to one or more databases and generating categorization data by processing data output from those databases. Although in previous embodiments of the invention user records have been described which associate a particular user with address data or settings for use by a computer other data could also be included in these records. Thus, for example, an indication of whether a user did or did not wish to be contacted by e-mail with regards to certain other products might be included in a user record.

Although reference in the previous embodiments has been made to personal user data encoded in a user identification number it will be appreciated that an identification number comprising an appended list of. other data could be used to identify a company rather than an individual.

Although the embodiments of the invention described with reference to the drawings comprise computer apparatus and processes performed in computer apparatus, the invention also extends to computer programs, particularly computer

programs on or in a carrier, adapted for putting the invention into practice. The program may be in the form of source or object code or in any other form suitable for use in the implementation of the processes according to the invention. The carrier be any entity or device capable of carrying the program.

For example; the carrier may comprise a storage medium, such as a ROM, for example a CD ROM or a semiconductor ROM, or a magnetic recording medium, for example a floppy disc or hard disk. Further, the carrier may be a transmissible carrier such as an electrical or optical signal which may be conveyed via electrical or optical cable or by radio or other means.

When a program is embodied in a signal which may be conveyed directly by a cable or other device or means, the carrier may be constituted by such cable or other device or means.

Alternatively, the carrier may be an integrated circuit in which the program is embedded, the integrated circuit being adapted for performing, or for use in the performance of, the relevant processes.

Claims

CLAIMS 1. Apparatus for generating user identification data comprising: means for generating user interface means adapted to enable the input of a plurality of items of personal data relating to a user; identification data generating means for generating user identification data utilizing said personal data, said identification data comprising an appended list of data indicative of said personal data input via said user interface means; and output means for outputting said user identification data generated by said identification data generating means.
2. Apparatus in accordance with claim 1, wherein said identification data generating means comprises storage_ means for storing generated user identification data; initial identification data generation means for generating initial identification data, said initial identification data comprising an appended list of personal data input by said user interface means; and comparison means for comparing said initially generated identification data with identification data

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stored in said storage means; wherein said comparison means is arranged to add additional data to said initial user identification data if said initial user identification data corresponds to user identification data stored in said storage means wherein said output means is arranged to output as user identification data said initial user identification data processed by said comparison means.
3. Apparatus in accordance with claim 2, wherein said means for generating user interface means is arranged to request additional data said comparison means being arranged to utilize said additional data to modify said initial user identification data if said initial user identification data corresponds to user identification data stored in said storage means.
4. Apparatus in accordance with claim 1 or claim 2, _ wherein said identification data generating means further comprises means for generating additional data for the generation of user identification data wherein said comparison means is arranged to utilize said additional data when said comparison means determines said initial identification data corresponds to data stored in said storage means.

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5. Apparatus in accordance with claim 4, wherein said additional data generation means is arranged to compare said initial user identification data with said data stored in said data storage means and to generate said additional data so that the user identification data generated by the identification data generating means does not correspond to any of said data stored in said data storage means.
6. Apparatus in accordance with any preceding claim, wherein said plurality of personal data comprises data alphanumeric or numeric characters indicative of any of a date, a postcode, a gender, or a country.
7. Apparatus in accordance with any preceding claim, wherein said data storage means is arranged to store said user identification data in association with further data; said apparatus further comprising means for generating user interface means requesting the input of user identification data; receiving means for receiving user identification data; means for outputting further data associated with user identification data received by said receiving

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means.
8. Apparatus in accordance with claim 7, wherein said data storage means is further arranged to store data in association with ranges of personal data, said apparatus further comprising processing means for processing user identification data received in said receiving means to determine personal data utilized to generate said user identification data; and output means for outputting said data associated with ranges of personal data corresponding to said personal data determined by said processing means.
9. Apparatus for outputting data in response to receipt of user identification data wherein said user identification data has been generated from other data, said apparatus comprising: means for receiving user identification data; _ processing means for processing user identification data received by said receiving means to determine said other data utilized to' generate said user identification data; data storage means associating said other data with output data; selection means for selecting output data utilizing

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said other data determined by said processing means; and output means for outputting said output data.
10. A method of generating user identification data comprising the steps of: providing user interface means adapted to enable the input of a plurality of items of personal data relating to a user; receiving said items of personal data; generating user identification data utilizing said personal data, said identification data comprising an appended list of data indicative of said personal data input via said user interface means; and outputting said user identification data generated by said identification data generating means.
11. A method in accordance with claim 10, further comprising the step of: storing generated user identification data wherein said generation step comprises the steps of: generating initial identification data, said initial identification data comprising an appended list of personal data input via said user interface means; comparing said initially generated identification data with stored user identification data; and

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adding additional data to said initial user identification data if said initial user identification data corresponds to stored user identification data; and outputting as user identification data said initial user identification data amended in accordance with said comparison step.
12. A method in accordance with claim 11, wherein said generation step further comprises requesting additional data and utilizing said additional data to modify said initial user identification data if said initial user identification data corresponds to stored user identification data.
13. A method in accordance with any of claims 10 to 12, wherein said plurality of items of personal data comprises alphanumeric or numeric characters indicative of any of a date, a postcode, a gender, or a country. _
14. A method in accordance with any of claims 10 to 13, further comprising the steps of: storing said user identification data in association with further data; generating a user interface means for requesting the input of user identification data;

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receiving user identification data; and outputting further data associated with user identification data received.
15. A method in accordance with claim 14, further comprising the steps of: storing data in association with ranges of personal data, processing received user identification data to determine personal data utilized to generate said user identification data; and outputting said data associated with ranges of personal data corresponding to said personal data determined by said processing step.
16. A method of outputting data in response to receipt of user identification data wherein said user identification data has been generated from other data, comprising the steps of: storing data associating said other data with output data; receiving user identification data; processing user identification data received to determine said other data utilized to generate said user identification data; selecting output data utilizing said other data

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determined by said processing step; and outputting said selected output data.
17. A recording medium, storing computer implementable processor steps for performing a method in accordance with any of claims 10 to 16.
18. A recording medium storing computer implementable processor step for generating within a programmable computer an apparatus. in accordance with any of claims 1 to 9.
19. A recording medium in accordance with claim 17 or claim 18 comprising a computer disc.
20. A recording medium in accordance with claim 17 or claim 18, comprising an electric signal transferred via the Internet.
21. A computer disc in accordance with claim 19, wherein said computer disc comprises an optical, magneto-optical or magnetic disc.
22. An apparatus for generating user identification data substantially as herein described with reference to the

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accompanying drawings.
23. An apparatus for outputting data in response to receipt of user identification data generated from other substantially as hereinbefore described with reference to the accompanying drawings.
24. A method of generating an apparatus for outputting data in response to receipt of user identification data generated from other substantially as hereinbefore described with reference to the accompanying drawings.
25. A method of generating for outputting data in response to receipt of user identification data generated from other substantially as hereinbefore described with reference to the accompanying drawings.