WO2001090952A2 - System and method for providing customized web pages - Google Patents
System and method for providing customized web pages Download PDFInfo
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- WO2001090952A2 WO2001090952A2 PCT/US2001/016457 US0116457W WO0190952A2 WO 2001090952 A2 WO2001090952 A2 WO 2001090952A2 US 0116457 W US0116457 W US 0116457W WO 0190952 A2 WO0190952 A2 WO 0190952A2
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/957—Browsing optimisation, e.g. caching or content distillation
- G06F16/9577—Optimising the visualization of content, e.g. distillation of HTML documents
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/958—Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F3/00—Input arrangements for transferring data to be processed into a form capable of being handled by the computer; Output arrangements for transferring data from processing unit to output unit, e.g. interface arrangements
- G06F3/01—Input arrangements or combined input and output arrangements for interaction between user and computer
- G06F3/048—Interaction techniques based on graphical user interfaces [GUI]
- G06F3/0481—Interaction techniques based on graphical user interfaces [GUI] based on specific properties of the displayed interaction object or a metaphor-based environment, e.g. interaction with desktop elements like windows or icons, or assisted by a cursor's changing behaviour or appearance
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F3/00—Input arrangements for transferring data to be processed into a form capable of being handled by the computer; Output arrangements for transferring data from processing unit to output unit, e.g. interface arrangements
- G06F3/01—Input arrangements or combined input and output arrangements for interaction between user and computer
- G06F3/048—Interaction techniques based on graphical user interfaces [GUI]
- G06F3/0484—Interaction techniques based on graphical user interfaces [GUI] for the control of specific functions or operations, e.g. selecting or manipulating an object, an image or a displayed text element, setting a parameter value or selecting a range
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F3/00—Input arrangements for transferring data to be processed into a form capable of being handled by the computer; Output arrangements for transferring data from processing unit to output unit, e.g. interface arrangements
- G06F3/14—Digital output to display device ; Cooperation and interconnection of the display device with other functional units
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F40/00—Handling natural language data
- G06F40/10—Text processing
- G06F40/12—Use of codes for handling textual entities
- G06F40/134—Hyperlinking
Definitions
- This invention relates to customizing Internet web sites and, more particularly, to customizing Internet web sites based on the visitation behavior of visitors to that Internet web site in a manner to improve the operation of the Internet web site.
- the world wide web has exploded with new web sites .
- the modification suggestions should allow the web site to become more efficient and easier to use for visitors, which would likely entice the visitors to make their user session longer and purchase more products.
- a web site may be exited at any time, and often is, if the web site visitor is frustrated at the complexity of navigating the objects of interest.
- the present invention overcomes the above described void in the prior art by utilizing a method, device, and algorithm to track and bundle the user interactions with the web site structure via a set of matrices.
- the web site itself is analyzed for its present structure. Analyzing the web site results in a list of pages that are included in the web site and how the pages are connected to each other (the pages inter-relationship) .
- the invention uses a web-robot class program to record this information (one example for a web-robot program is the Acme-Spider, available at: ttp: //www, acme . com/i ava/ 'software/ 'Acme . Spider . html) .
- a web- robot traverses the web starting at a given Uniform Resoure Locator (network addresses) . It fetches hypertext markup language (HTML) files and parses them for new network addresses to look at. All files it encounters, HTML or otherwise, are returned and may be recorded.
- Uniform Resoure Locator network addresses
- HTML hypertext markup language
- User sessions are used to model user interactions with the web site. User sessions are usually defined collectively by Identity (who is accessing the site) , Location (which pages each user accessed, and in what order) , and Time (when did the access occur) . In other words, a user session can be defined roughly as a series of continuous accesses to the site done by the same user. To determine what constitutes a series of continuous accesses to the site, an approximation method (an Internet web-robot program) is used to track and approximate the user sessions.
- an approximation method an Internet web-robot program
- web-specific parameters include: distance, step, and class.
- This analysis, along with a set of basic rules, and the structure of the web site, are used in forming a series of matrices and structures to represent the statistical information.
- the statistical information is represented such that inefficiencies in the Internet web site (web site) may be determined and eliminated manually or automatically.
- a direct connection is when two items of interest or web pages (objects of interest) may be accessed with a single click, typically through a hyperlink.
- Anomalies in the design are the result of a difference between the designer intent and expectation and the actual site visitors behavior. Any difference between the expected behavior and the actual behavior is an anomaly, because the designer of the web site did not intend it.
- Rules may be applied to change the web site automatically in a way that reduces or removes the anomaly. Generating anomaly reports assist the designer in eliminating the anomalies, and provide recommendations to improve the web site.
- a web-based sport clothing retailer site has a home page (generally the initial page of the web site) that links to three pages that advertise sport shoes, shirts, and pants.
- the page that advertises shirts has a link to a page that advertises hats, while no such link exists in the other two pages.
- 30% of the people, who accessed the sports shoes and the pants pages also accessed the hat page. This is an anomaly, because the site designers did not expect users interested in sports shoes and pants to also be interested in hats (otherwise, they would have designed the site structure differently) . Therefore, the invention will recommend either moving the link to the hat page to the home page, or providing a link to the hat page from all the three sub pages. Adding and removing links from the pages automatically to reduce the anomaly may also be performed.
- Fig. 1 is a structure diagram illustrating an exemplary embodiment of the web site construction and the interconnections of the objects of interest within the web site .
- Fig. 2 is a data structure diagram illustrating the user sessions on a web site that would be tracked and recorded in accordance with an exemplary embodiment of the present invention.
- Fig. 3 is an exemplary embodiment of the present invention illustrating the concept of Step.
- Fig. 4 illustrates the concept of class in an exemplary embodiment of the invention.
- Fig. 5 is a block diagram illustrating the operation of an exemplary embodiment of the invention.
- Fig. 1 is a structure diagram illustrating an exemplary embodiment of the web site construction and the interconnections of the objects of interest within the web site.
- the first data to gather in analyzing the construction of a web site is a list of pages that are included in the site.
- each block (102, 104, 106, 108, 110, 112, 114, and 116) represents an object of interest.
- object of interest refers to any kind of user access activity that may be recorded, and/or tracked.
- each object of interest is a web- page, which is the visitor experience of a collection of accesses to the web site.
- the web site construction analysis is recorded in memory (preferably read only memory) or stored in a database, and contains the following parameters:
- Aliases to the name of the object - the alias to the name of the object of interest is an alternative representation to access that object of interest.
- object B 104, object C 106 and object D 108 are all the children of object A 102. These are the objects that may be reached directly by clicking on a link from object A 102.
- object E 110 and object F 112 are the children of object B 104
- object G 114 is the child of object C 106
- object H 116 and object E 110 are the children of object D 108.
- a list of all the parents of a certain objects - A parent is an object that can be used to reach a certain page with a direct link. In a hierarchy of objects, the parent objects would be accessible prior to the children objects, thus closer to the web site homepage.
- object B 104 is the parent of both object E 110 and object F 112.
- object C 106 is the parent of object G 114
- object D 108 is the parent of object E 110 and object H 116
- object A 102 is the parent of object B 104, object C 106, and object D 108.
- a hash table that stores object distances - object distance is the smallest number of clicks or links needed to get from one object of interest to another object of interest. For example, a user can get from object A 102 to object B 104 by clicking on a link in page A 102. Therefore, the distance between object A 102 and object B 104 is 1- A user can get from object A 102 to object E 110 by clicking on a link in object A 102, getting to object B 104, and then clicking on a link in object B 104 to get to object E 110. Thus, the distance between object A 102 and E 110 is 2.
- a user can get from object C 106 to object E 110 by clicking on a link to object A 102, then clicking on a link to object B 104, and finally, clicking on a link to object E 110.
- the result is a distance of 3 from object C 106 to object E 110.
- a user can get from object B 104 to object D 108 in two ways: either via object E 110 or via object A 102. In both cases the distance is 2.
- a full descriptions of the analysis for the web site illustrated in Fig. 1 would contain numeric keys, the primary name of the objects, aliases to the names of objects, and a hash table of all the distances between each of the objects of interest object A 102, object B 104, object C 106, object D 108, object E 110, object F 112, object G 114, and object H 116.
- each of the aforementioned objects of interest's children and parents would be stored as explained above .
- the invention records the web site's user interactions (user sessions) . There are three primary dimensions of users sessions with a web site: 1. Identity - who is accessing the site? 2. Location - which pages did each user access, and in what order? 3. Time - when did the access occur?
- a session can be defined as a series of continuous accesses to the site done by the same user.
- a method is used by which educated guesses are use to approximate the sessions.
- the approximation method is closely coupled with the means by which the user activity is tracked.
- One embodiment of the invention uses HTTP logs to record and track user activity and construct sessions of interaction with the web site. It should be noted that the use of HTTP logs could be substituted by any other method to record user behavior, or a combination of several methods.
- Examples of these methods can be the use of cookies, the use of packet- sniffers, the use of embedded objects that send access information to the server (also known as web bugs), etc.
- identity is determined by user's IP address, the object the user requested determines location, and the time stamp of the access recorded in the HTTP log determines the time.
- Fig. 2 is a data structure diagram illustrating the user sessions on a web site that would be tracked and recorded in accordance with an exemplary embodiment of the present invention.
- Tracking the user session involves collecting various data concerning the user's progress while visiting the web site.
- When to start a new user session may be one problem with using HTTP logs.
- pages accessed by user are grouped into one list and a decision whether to start a new session is made, depending on the time gap between two consecutive accesses. If the gap is more than a pre-determined time period, the session is broken into two different sessions.
- HTTP logs record only accesses to the server. Using the HTTP logs, it may be difficult to record users who use the browser cache devices (stored accesses to pages that have already been accessed recently) to re-accesses a page. This problem can be overcome by using the shortest-distance between two accesses as a way to estimate the progress of the session.
- the recorded activity constitutes 7 accesses, done by 2 users, which are identified as user $ and user @ (IP address may be used to determine user identification) .
- Accesses 202, 208, 210, 212, and 214 were done by user @, while accesses 204 and 206 were done by user $.
- the website is constructed of three objects of interest, object A 230, object B 232, and object G 234.
- the pre-determined allowed gap between two accesses within one session is 100 units of time.
- the result is three different sessions, depicted at the bottom part of Fig. 2.
- Session 1 constitutes one session by user @ and consists of blocks 216 and 218.
- Session 1 user @ accessed object A 230 and then object B 232.
- Session 2 is a session by user $ and consists of blocks 220 and 222.
- Session 2 user $ accessed object A 230 and also object B 232.
- Session 3 by user @, consists of block 224, block 226, and block 228.
- Session 3 user @ accessed object A 224, then object B 232, and finally object G 228.
- Fig. 3 is an exemplary embodiment of the present invention illustrating the concept of Step.
- Step is the distance between two objects of interest that are actually accessed during a user session. Thus, the distance of the path actually utilized to access one object from another during a user session.
- a user accessed object A 302, then object B 304 and finally object E 310.
- this user session may be recorded by the HTTP logs as a session: object A 302 -_> object B 304 -_> object C 306.
- an embodiment of the present invention uses the distance between two objects to define the number of steps between two objects. In Fig. 3, the number of steps between object B 304 and object C 306 is 2 , as it is the distance between the two objects. Thus, the total number of steps between object A 302 and object C 306 in this session is 3.
- Fig. 4 illustrates the concept of class in an exemplary embodiment of the invention.
- Dividing web pages into classes is another way to categorize web pages.
- the term class is used to designate the distance of a certain object from the entrance page of the site, or the "official homepage" (homepage) of the site. The assumption behind the use of the class concept is that most users will start their interaction with the web site with this page and proceed onward.
- the base object 402, the homepage has class 0.
- Objects B 404 , C 406, and D 408, which are directly linked from the base page, are at class 1.
- Objects E 410, F 412, G 414, and H 416 which are at distance of 2 from the base page, constitute class 2.
- Fig. 5 is a block diagram illustrating the operation of an exemplary embodiment of the invention.
- This exemplary embodiment utilizes the invention on a host server, wherein the web site structure is already known, shown as web site structure 505.
- the invention could be utilized on a far-server, wherein communication with the far-server containing the web site could be established. After establishing contact, this embodiment would parse the web site to obtain the web site structure 505. Parsing is the process by which the invention gathers data about various aspects of the web site.
- the web site structure 505 would include data about the connectivity of its objects of interest and other parameters, such as, but not limited to the distance data, the links data, class data, identifiers, names and aliases to objects of interest, children and parent relationships to certain pages, and network addresses.
- Fig. 5 illustrates the activity 510 associated with the web site. This activity 510 is established by tracking the activity 510 of the users which use the web site. This embodiment has the ability to specify the specification it would employ in tracking the activity on the web site. This allows versatility in how the user sessions are tracked, and what parameters are employed to track the user activity on the web site.
- the tracking of the activity 510 associated with the web site may be packaged into user sessions, usually defined collectively by the identity of the user accessing the site, the location of the pages each user accessed, the order those pages were accessed, and the time which the access occurred.
- Fig. 5 further illustrates that the web site structure 505 and the activity 510 associated with the web site are connected to and establish the means to generate the N- di ension representation 515.
- the N-dimension representation establishes the dimensions needed to represent the web site structure 505 information and the activity 510 associated with the web site in matrices and structures.
- the N-dimension representation 515 is connected to the anomaly floatation device 520.
- the anomaly floatation device 520 establishes the low-level rules and parameters by which the anomalies are detected.
- the anomalies are the differences between the activity 510 associated with the web site and the expected user activity based on the web site structure 505 (the difference between the designer intent and expectation, and the actual site visitors behavior in a web site) . All difference between the expected behavior and the actual behavior is an anomaly (to some extent) , because the designer of the web site did not intend that action by the user. Not every unexpected action by a user is an anomaly worth fixing; however, many anomalies frustrate users and are in direct conflict with the goals of the web site owners. These anomalies may be described as follows :
- step-distance anomaly the objective is to find an anomaly between the number of accesses (the number of hits) in a particular step, and the distance between two objects. If an anomaly occurs, it may suggest creating a link where it is absent.
- Table 1 Illustrating step-distance anomaly.
- An embodiment of the present invention include anomaly floatation devices 520 attached to anomaly 1. These anomaly floatation devices 520 notify when an anomaly occurs. Anomaly floatation device 520 X compares the number of hits arriving in any given number of steps to the number of hits arriving in exactly the distance between two objects.
- Anomaly floatation device 520 Y compares the number of hits arriving in any given number of steps to the total number of hits between two objects. Since two highly connected objects will experience a lot of inter node traffic at steps greater than the distance, the number of hits to compensate for that needs to be discounted. Several methods may be employed to discount the number of hits, including, but not limited to the following: 1. Factoring in the number of routes between two objects (experiments have shown this to be a restrictive measure) . 2. Factor in the number of links to the examined page. 3. Factor in the number of links from the examined page.
- the objective of Anomaly 2 is to find which objects should have a link between each other, when there is no direct link between them.
- a more formal version of the no-link anomaly • Version A:
- M is a number between A and 1, where A is the lowest non-zero object number of hits distance 1 to I divided by the highest number of hits from I to any object that is distance 1 from I (10/45 in our example) .
- Anomaly 3 is an arrival to an object of interest anomaly.
- an object C is put in the center and it can be examined.
- the objective is to find a dominant object of interest among all the objects of interest that arrive at object C, at a given step. For example: let's put object C in the center (i.e., object C is the centric object), and examine Table 2. centric object anomaly.
- object 2 is dominant, and therefore is a candidate for a direct link from object C.
- the following definitions will be introduced, in order to define the anomaly:
- • D is the dominant object.
- • A- L -A-. refer to all other objects that are linked to object C in step S .
- T reflects the total number of hits between objects D and C (and is taken from the total hits matrix) .
- Anomaly floatation device 520 A evaluates if more than X% of the total traffic between two nodes happens at a certain step, while Anomaly floatation device 520 B evaluates if more than Y% of the traffic arriving at this object in a given step is from a dominant node. Both Anomaly floatation devices 520 must evaluate to true in order to find anomaly 3. Note that the above exemplary illustration in Table 2 found a pattern of where only one object is dominant. The concept of the dominant anomaly may easily be extended to include additional patterns.
- Anomaly 4 the deficiency anomaly, is as an arrival to object of interest anomaly. An object C is put in the center and examined. The objective is to find a "deficiency" anomaly among the objects that arrive to object of interest C in a given step.
- One of the rules that can emerge from this anomaly is a recommendation to remove an existing link.
- Table 3 Illustrates the deficiency object arriving at a centric object of interest anomaly.
- object C is the centric object
- object 3 is deficient, and, therefore, the direct link from object C to object 3 (if it exists) is a candidate to be removed .
- anomaly 4 can be formulated as follows. The invention reports an anomaly if D- C hits at step S is less than X% of SUM, unless:
- step S is greater than 3
- Anomaly 5 the dominant-connect anomaly
- An object is placed in the center and examined. The objective is to find a dominant object of interest among all the objects of interest that connect from object of interest C at a given step.
- This Anomaly is similar to anomaly 3, the dominant anomaly, but it is being performed in the reverse direction.
- Anomaly 6 the deficiency-connect anomaly
- Anomaly 6 may be viewed as a connected to object of interest anomaly, similar to the dominant-connect anomaly.
- An object C is placed in the center and examined.
- the objective is to find a "deficiency" anomaly among the objects that connect from object of interest C in a given step.
- One of the rules that can emerge from this anomaly is a recommendation to remove an existing link.
- This Anomaly is similar to Anomaly 4, the deficiency anomaly, but it is being performed in the reverse direction.
- Anomaly 7 the high access ratio anomaly, checks to see if certain objects not directly linked together should be, based on the ratio of traffic from immediate neighbors to more distant objects.
- the links in a web site are unidirectional (as oppose to bi-directional) .
- applying the rules on a page and the set of links and pages that can be reached from it may generate different findings than applying the rules on a page and the set of links and pages that reach to it.
- Anomaly 7 is, therefore, similar to anomaly 2. But, in contrast to anomaly 2, it is based on traffic referred into the object and not on the traffic going out from the object.
- the Anomaly floatation devices 520 setting is used in the computation of a comparison value, rather than being a comparison value itself.
- the number of hits between two objects arriving in exactly the distance between them is called distanceHits . This anomaly compares distanceHits between two objects, 2 or more steps apart, to the number of hits from the destination node's parents.
- Anomaly floatation devices 520 determines exactly how to perform this comparison.
- Anomaly 8 the threshold-dominant anomaly, identifies candidates for direct linking. It assesses which object is referring the most traffic (termed the 'dominant') to a given page at various step distances. However, an additional constraint is imposed in that the utility of the link must exceed a given threshold. Anomaly 8 is similar to Anomaly 3, and is tested only if anomaly 3 activated. As explained above, anomaly 3 found a strong association between two pages. One possible recommendation in this case is to connect the two pages with a link. However, one cannot add links automatically every time anomaly 8 is activated. It could be the case that the site is so well connected, that adding a link will not add much improvement to the efficiency of the web site.
- the web site may be represented as an electrical circuit.
- Each individual step in a linear path contributes a resistance of 1.
- a single path of N steps therefore has a resistance of N.
- Paths of varying lengths are assumed to exist in parallel, and add as the reciprocal of the sum of individual reciprocals of path resistances. Possible path overlaps between paths of varying lengths are ignored.
- each link is represented as a resistor in the electric circuit.
- a direct link between the two pages are added, and a check is made for the new effective resistance between the two pages.
- a comparison is made of the two resistance to check how much improvement the new link provides in terms of reducing the effective resistance between the two pages. If it is below the threshold, adding a link will not be recommended.
- the intuition being, the more paths there are (the more resistors there are) between the two pages, the less an additional path (an additional resistor) will improve the site (reduce the effective resistance) .
- Anomaly 9 the complete-a-link anomaly, checks to see if certain objects not directly linked together should be, based on the ratio of traffic from immediate neighbors to more distant objects.
- This anomaly is also an extension of anomaly 3 and is tested only if Anomaly 3 is fired.
- Anomaly 3 found a strong association between two pages.
- Anomaly 9 checks if adding a link between the two pages is in par with the traffic at the originating node. For example, imagine that after applying anomaly 3 on two objects, object A and object B, it is found that there is high association between the two objects. A check is made, whether adding a link is a viable option to reduce the number of clicks visitors need to make (other options might be grouping information, moving information from one page to the other, etc.). It is further assumed, in this example, that 1000 visitors followed the links from object A to object B.
- the traffic on each one of the outgoing links from object A is at least 10,000 visitors. If a link cannot be added to object A (for example, object A has too much clutter or connections) , it would not make sense to replace any link with a link to object B, because this link will have much less traffic than the link that is removed.
- Anomaly 9 assumes that if a direct link is added between two nodes, then all the traffic, which went through these two objects, will traverse this link. It then compares this traffic with the traffic values on the existing child objects of the originating node. If X% of the links have less traffic than the projected traffic on the new link, Anomaly 9 is activated.
- the anomaly floatation device 520 is connected to the rule engine algorithm 525 as illustrated in Fig. 5.
- the rule engine algorithm 525 is a rule based engine that establishes the rules by which the anomalies found by the anomaly floatation device 520 are grouped in preparation for making recommendations on web site modification. Preferably, these groupings are in accordance with the patterns established by the activity 510 associated with the web site and the expected activity based on the web site structure 505.
- the anomaly floatation device 520 may be considered to be utilizing rules, similar to the rule engine algorithm 525, but at a lower level. Whereas the rule engine algorithm 525 utilizes higher level rules and organizes the information for representation and recommendations.
- the rule based algorithm 525 is connected and is the means used to generate matrices and structures 530.
- matrices and structures 530 may be, but are not limited to, an elements data structure, a session step data structure, a SPUS structure, a TUS structure, a CLASS structure, a TC structure, a distance matrix, a links-to matrix, a links-from matrix, a total accesses-to matrix, a total access-from matrix, and an access matrix.
- These data structures and matrices 530 are utilized to store and present statistical data about user interaction with the web site.
- the data structures and matrices 530 may be divided into various categories and into the following groups :
- Web site Structure data structures that illustrate the web site in terms of substance and connectivity.
- Access statistics provide information on various aspects of visitor access patterns to the web site.
- Session statistics provide statistics about visitors access patterns . As opposed to the access statistics data structures, where individual accesses are examined, here the individual accesses to sessions are grouped, and provide several data representations that examine aspects of visitor behavior within a session.
- Aggregate statistics - provide intra-session statistics .
- session step data structure the maximum number of steps in any of the sessions is used to allocate memory and define the various tables.
- elements data structure the number of elements (or number of objects) . This number is used to allocate memory and define the various tables.
- SPUS structure the total number of Steps Per User Sessions .
- TUS structure the Total number of User Sessions .
- Class structure the Class for each object of interest in the web site.
- the web site structure 505 may be closely described by data about the connectivity of its objects of interest and other parameters as follows:
- Distance matrix - a two-dimensional matrix that stores the shortest distance from one object to another in the site .
- links-to matrix - a two-dimensional matrix that stores the number of links to a certain object by a particular step.
- the objects may be represented as follows in the links-to-matrix: the [3] [2] element in the matrix represents the number of objects from which one can get to the 4 ⁇ n object of interest (index [3] ) in three or less steps ( index [2] ) .
- links-from matrix - a two-dimensional matrix that stores the number of links from a certain object to other objects of interest by a specific step or less.
- the class of each object (which is determined by distance from the base page) .
- the access matrix is one of the matrices that describes the interaction of the user with the web site (user session) .
- the access matrices' parameters are as follows: 1. Access matrix - a three-dimensional matrix. Each element in the matrix describes the number of hits that occurred from one object to another at a certain step. The first dimension designates the "from object”, the second dimension designates the "to object”, and the third dimension designates the step. Therefore, an element in the matrix describes the number of accesses from the "from” object to the "to” object at a certain step within the session.
- total accesses-to matrix the total number of accesses to a certain object (no matter from where) in a particular step within a session.
- total accesses-from matrix the total numbers of accesses from a certain object (no matter to where) in a particular step within the session.
- the access matrix is a three dimensional matrix, where each element in the matrix describes the number of hits that occurred from one object to another at a certain step.
- direct hits are included as well as indirect hits.
- indirect hits mean hits from object A to object D via one or more other objects (let's say, objects B and C) .
- the user started the session by accessing object 1. Then he or she accessed object 2, 3, 4, and 5 by this order. Further assume the distance between adjacent objects in the session is 1.
- the Access matrix includes all the direct hits, which are:
- the average number of steps from the beginning of a session until a particular object has been accessed may be expressed as the object of interest vector. In this average, only sessions in which the object of interest actually appeared are included.
- the average steps from object of interest matrix is a vector that stores the average number of steps from the point a particular object has been accessed, until the end of the session. In this average, only sessions in which the object of interest actually appeared are included.
- the object of interest close to start is a vector that stores a number that describes how close a certain object is to the start of a session. The number is a positive number and the bigger it is, the closer the object is (on average) to the beginning of a session.
- Total hits matrix is a two-dimensional matrix that stores the total number of hits from one object to another. It is created by "collapsing" the step dimension of the three-dimensional access matrix into a two- dimensional matrix that includes only the from object and to object dimensions. The from object A to object B entry may be examined. All the entries corresponding to step 1 to the maximum number of steps are added, and put it in the new total hits matrix.
- Total steps matrix is a two-dimensional matrix that stores the total number of steps that were used in all the accesses from one object to another. It is created by "collapsing" the step dimension of the three- dimensional access matrix into a two-dimensional matrix that includes only the "from" object and "to" object dimensions. As opposed to the total hit matrix discussed above, in the total steps matrix all hits are not regarded as equal. Instead, a weight is assigned to each one of the steps to allow compensation for the step dimension. In examining the "from" object A "to" object B entry. It will be assumed that at step 1 there were 43 hits, at step 2 there were 32 hits, and at step 3 there were 21 hits. t The entry from object A to object B in the total steps matrix will be: (1*43) + (2*32) + (3*43) , or 236.
- the Step Median Calculation (SMC) matrix This is a two-dimensional matrix, the first dimension is the from object, and the second is the to object. Each entry is the distance from an object A, to an object B, divided by the average number of steps detected between them. The average number of steps can be determined by dividing the total number of steps from object A to object B with the total number of hits from object A to object B.
- SMC Step Median Calculation
- the information from the web site structure 505 and the activity 510 associated with the web site may merely be maintained to process as necessary and generate suggestions for customizing the web site.
- this processing applies the anomaly flotation device and the rule based engine in conjunction with the patterns established by the activity 510 associated with the web site and the expected activity based on the site structure 505.
- customizing suggestions 535 By establishing the data generated by the anomaly floatation device 520 and the ruled based algorithm 525 into matrices and structures, the data is organized into an easy readable format for providing customizing suggestions 535.
- customizing suggestion After customizing suggestion have been established, they may be implemented automatically by one embodiment, implemented through human intervention by another embodiment, or offer a combination of options for human intervention implementation and automatic implementation of the customizing suggestions 535.
- the embodiment shown in Fig. 5 offers the combination of options for human intervention implementation and/or automatic implementation of the customizing suggestions 535.
- the invention could implement the customizing suggestions 535 after each user activity 510.
- the web site structure 505 would be customized after each activity 510 associated with the web site. This exemplary embodiment would likely be implemented at the cost of processing time, but may find practical use in some applications.
- the invention could implement the customizing suggestions 535 after a preset amount of activity 510 associated with the web site. This preset amount of activity may be set by the user or generated by other parameters .
- the invention could implement the customizing suggestions 535 at random times and not be dependent on the amount of activity 510 associated with the web site.
- All the aforementioned exemplary embodiments may be implemented by always basing the customizing suggestions 535 on the original web site structure.
- future customization suggestions are based on the activity 510 and the original web site structure 505, for generating future customization suggestions 535.
- Still other exemplary embodiments may implement all the aforementioned embodiments by always basing the customizing suggestions 535 on the web site structure 505 on a dynamic basis.
- the next customization suggestions 535 will be based on the activity 510 and the web site structure 505 at the time the customization suggestions 535 are generated.
Abstract
Description
Claims
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US20060265670A1 (en) | 2006-11-23 |
US7107535B2 (en) | 2006-09-12 |
US8769441B2 (en) | 2014-07-01 |
AU2001264779A1 (en) | 2001-12-03 |
WO2001090952A3 (en) | 2002-11-28 |
EP1285363A2 (en) | 2003-02-26 |
US20020152237A1 (en) | 2002-10-17 |
US20140317487A1 (en) | 2014-10-23 |
US7725840B2 (en) | 2010-05-25 |
US10496726B2 (en) | 2019-12-03 |
US20100293509A1 (en) | 2010-11-18 |
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