20130030865 | METHOD OF CONSTRUCTING A LOYALTY GRAPH - Offers for goods or services are targeted more efficiently to potential consumers by using a loyalty graph having nodes that correspond to users and edges that correspond to relationships between the users. The offers are transmitted to only superusers, corresponding to supernodes in the loyalty graph. By targeting only the superusers, the number of invitations transmitted as part of the promotion is reduced. The superusers are determined by calculating a weighted score for each node. Each weighted score corresponds to a number of directed connections between a node and its leaf nodes, with the supernodes determined as the subset of nodes having a weighted sum above a pre-determined threshold. After identifying superusers, subgraphs can be generated corresponding to each superuser. The subgraphs can be selected according to different criteria. In this way, promotions can be targeted to superusers in only selected subgraphs or to all the users in selected subgraphs. | 01-31-2013 |