Use of behavioral portraits in the conduct of e-commerce
First Claim
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1. A method, comprising:
- generating, by a system comprising a processor, click stream data in response to interactions with a web site comprising a web page, the click stream data representing a navigation path through the web site facilitated by the interactions and comprising at least one search query for a specific product and at least one selection of a customer review web page that displays a product review by a customer;
creating, by the system, behavioral portrait data associated with a user based on the click stream data, the behavioral portrait data comprising at least a decision-making attribute that defines a manner in which a product buying decision is made by the user;
in response to determining that the click stream data indicates submission of a search query, of the at least one search query, increasing, by the system, an attribute value for the decision-making attribute;
in response to determining that the click stream data indicates a selection, of the at least one selection of the customer review web page, decreasing, by the system, the attribute value for the decision-making attribute, wherein the increasing and the decreasing yield a net attribute value;
modifying, by the system, a format of content of the web page based on a determination of whether the net attribute value is greater than or less than zero to yield modified web content, wherein the modifying comprises at least changing a font of an item of the content; and
facilitating, by the system, displaying the web page comprising the modified web content via a client device.
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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.
172 Citations
30 Claims
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1. A method, comprising:
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generating, by a system comprising a processor, click stream data in response to interactions with a web site comprising a web page, the click stream data representing a navigation path through the web site facilitated by the interactions and comprising at least one search query for a specific product and at least one selection of a customer review web page that displays a product review by a customer; creating, by the system, behavioral portrait data associated with a user based on the click stream data, the behavioral portrait data comprising at least a decision-making attribute that defines a manner in which a product buying decision is made by the user; in response to determining that the click stream data indicates submission of a search query, of the at least one search query, increasing, by the system, an attribute value for the decision-making attribute; in response to determining that the click stream data indicates a selection, of the at least one selection of the customer review web page, decreasing, by the system, the attribute value for the decision-making attribute, wherein the increasing and the decreasing yield a net attribute value; modifying, by the system, a format of content of the web page based on a determination of whether the net attribute value is greater than or less than zero to yield modified web content, wherein the modifying comprises at least changing a font of an item of the content; and facilitating, by the system, displaying the web page comprising the modified web content via a client device. - View Dependent Claims (2, 6, 7, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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3. A method, comprising:
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generating, by a system comprising a processor in response to interactions with a web page of a website during an online session, click stream data representing the interactions, the interactions including at least one submission of a search query for a product identifier and at least one selection of a customer recommendation web page; creating behavioral portrait information, based on the click stream data, wherein the behavioral portrait information comprises at least a decision-making attribute representing a decision-making approach to purchasing a product; in response to detecting, based on the click stream data, a submission of the at least one submission of the search query, increasing, by the system, an attribute value of the decision-making attribute; in response to detecting, based on the click stream data, a selection of the at least one selection of the customer recommendation web page, decreasing, by the system, the attribute value of the decision-making attribute, wherein the increasing and the decreasing result in a net attribute value; and modifying, by the system, a format of content of the web page based on a determination of whether the net attribute value is greater than or less than zero, wherein the modifying results in modified content, and the modifying comprises modifying a font of an item of the content; and rendering, by the system, the web page including the modified content on a client device. - View Dependent Claims (8, 19, 20, 21, 22, 23, 24, 25, 26, 27)
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4. A non-transitory computer-readable medium having stored thereon executable instructions that, in response to execution, cause a system comprising a processor to perform operations, comprising:
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creating click stream data in response to interactions with a web site including a web page, wherein the click stream data represents a recorded navigation path through the web site and comprises at least one submission of a search query for a specific product and at least one selection of a customer review web page that displays a customer product review; creating behavioral portrait data associated with a user based on the click stream data, wherein the behavioral portrait data comprises at least a decision-making attribute that defines a manner of making a product buying decision; in response to determining that the click stream data indicates a submission, of the at least one submission of the search query, increasing an attribute value for the decision-making attribute; in response to determining that the click stream data indicates a selection, of the at least one selection of a customer review web page, decreasing the attribute value for the decision-making attribute, wherein the increasing and the decreasing yield a net attribute value for the decision-making attribute; modifying a format of content of the web page of the web site based on a determination of whether the net attribute value of the decision-making attribute is greater than or less than zero, wherein the modifying yields modified web content and comprises at least changing a font of an item of the content; and displaying the web page including the modified web content on a client device. - View Dependent Claims (5, 9, 28, 29, 30)
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Specification