Location graph based derivation of attributes

Abstract

Location graph-based derivation of user attributes is disclosed. In various embodiments, location data associated with a user, such as a current and/or past location at which the user has been, is received. A user attribute data associated with the location data is determined and used to update a user profile associated with the user.

What is claimed is: 
     
         1 . A method, comprising:
 receiving a location data associated with a user;   determining a user attribute data associated with the location data; and   updating, based at least in part on the user attribute data, a user profile associated with the user.   
     
     
         2 . The method of  claim 1 , wherein the location data includes a set of location coordinates. 
     
     
         3 . The method of  claim 1 , wherein the location data is received in connection with an ad request. 
     
     
         4 . The method of  claim 1 , wherein the location data is received in connection with one or more of the following: a WiFi login page, a marketing opportunity within a mobile app, entering a geo-fence, and a deal or offer opportunity. 
     
     
         5 . The method of  claim 1 , wherein determining a user attribute data associated with the location data includes using the location data to identify a defined location that is associated with the location data. 
     
     
         6 . The method of  claim 5 , wherein the defined location includes one or more of the following: a business, a business floor plan, a point of interest, a street address, a zip+4 or other postal code, a neighborhood, a district, and a political or other subdivision. 
     
     
         7 . The method of  claim 5 , wherein determining a user attribute data associated with the location data further includes determining a user attribute data associated with the defined location. 
     
     
         8 . The method of  claim 7 , further comprising: determining that the user attribute data is associated with the defined location and storing an association data that associates the user attribute data with the defined location. 
     
     
         9 . The method of  claim 8 , wherein the user attribute data is determined to be associated with the defined location based at least in part on a prior user's presence at a prior time at the defined location. 
     
     
         10 . The method of  claim 9 , wherein the user attribute data is derived at least in part from a prior user profile of the prior user. 
     
     
         11 . The method of  claim 1 , wherein the user attribute data is determined at least in part by querying a third party or other external data source. 
     
     
         12 . The method of  claim 1 , wherein the user attribute data comprises demographic data. 
     
     
         13 . The method of  claim 1 , wherein the user attribute data comprises behavioral data. 
     
     
         14 . The method of  claim 1 , wherein the location data includes a set of two or more locations and determining the user attribute data associated with the location data includes determining that the location data matches a location pattern with which the user attribute data is associated. 
     
     
         15 . The method of  claim 1 , wherein the user profile comprises a first user profile and further comprising merging said first user profile with a second user profile based at least in part on a determination that the first user profile and the second user profile are associated with the same user. 
     
     
         16 . The method of  claim 1 , further comprising updating the user profile to reflect the passage of time. 
     
     
         17 . A system, comprising:
 a processor configured to:
 receive a location data associated with a user; 
 determine a user attribute data associated with the location data; and 
 update, based at least in part on the user attribute data, a user profile associated with the user; and 
   a storage device coupled to the processor and configured to store the user profile.   
     
     
         18 . The system of  claim 17 , further comprising a communication interface coupled to the processor and configured to receive said location data associated with the user. 
     
     
         19 . The system of  claim 17 , wherein the processor is configured to determine the user attribute data associated with the location data at least in part by using the location data to identify a defined location that is associated with the location data. 
     
     
         20 . The system of  claim 19 , wherein the processor is further configured to determine that the user attribute data is associated with the defined location and store an association data that associates the user attribute data with the defined location. 
     
     
         21 . A computer program product embodied in a tangible, non-transitory computer readable storage medium and comprising computer instructions for:
 receiving a location data associated with a user;   determining a user attribute data associated with the location data; and   updating, based at least in part on the user attribute data, a user profile associated with the user