Use of behavioral portraits in web site analysis

Abstract

A method is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.

Description

FIELD OF THE DISCLOSURE[0001]The present disclosure relates generally to methods for customizing web page content, and more specifically, to methods for generating user behavioral portraits based on web site navigation and search behavior, and for dynamically reconfiguring web page content based on such portraits to produce personalized web page content.BACKGROUND OF THE DISCLOSURE[0002]As e-commerce has evolved into a widespread means of doing business, online competition among merchants has increased dramatically. Much of the attention in online marketing has been directed towards placing advertisements for products or services as close to a spending decision as possible, since this is often a significant factor in an online merchant's likelihood of success.[0003]As a specific example, a car rental company might design their website so that it is likely to turn up as a relevant hit when a consumer uses a search engine to search the term “car rental”. The company might even purchas...

AI Technical Summary

Problems solved by technology

While the foregoing approach may be part of a sound online marketing strategy, it suffers from the drawback that it relies upon an overt manifestation of consumer interest to identify potential purchasers of a product or service.

Consequently, such an approach may miss a significant number of sales opportunities, simply because it identifies many potential purchasers of a product or service well after a spending decision has been made.

However, while this type of approach may also form part of a sound online strategy, it is founded on correlations that may be weak.

Hence, this type of approach often yields a low success rate.

However, methods which rely on data obtained from web site registration are of limited utility, since many consumers are hesitant to spend time on websites completing forms and profiles for what is perceived to be of little benefit.

Methods based on broad demographic information frequently have a low success rate, since they are necessarily based on broad generalizations which may not apply to a given consumer.

Methods based on purchase history are prone to error, since simple product relationships based on previous purchases can be misleading.

Moreover, even if the previous purchases were for the consumer's personal enjoyment, those purchases may not represent the consumer's current interests.

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