Method for graphically representing clickstream data of a shopping session on a network with a parallel coordinate system

• US 7,266,510 B1
• Filed: 09/01/2000
• Issued: 09/04/2007
• Est. Priority Date: 09/01/2000
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: International Business Machines Corporation
• Inventors: Lee, Juhnyoung, Gomory, Stephen H., Cofino, Thomas Anthony, Podlaseck, Mark Edward
• Primary Examiner(s): Smith; Jeffrey A.
• Assistant Examiner(s): Shah; Amee A.
• Application Number:
  US09/653,888
• Time in Patent Office: 2,559 Days
• Field of Search: 705/26, 705/27, 707/102, 707/104.7, 709/203, 709/217
• US Class Current: 705/26.1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: Y10S 707/99943 Generating database or data structure, e.g. via user interface

Abstract

An interactive parallel coordinate system is used in a business method to provide users with greater abilities to interpret and explore the clickstream data of online stores on the Web. The interactive parallel coordinate system uses the multiple axes of the system to represent steps of a process with respect to an independent variable. Specifically, the process steps are sequential steps which sessions take during their navigation of a Web site.

Claims

1. A method of graphically representing clickstream data of a shopping session on a network comprising:

extracting a plurality of shopping sessions from one or more Web server logs of one or more Web server systems of one or more online stores, said shopping sessions comprising shopping steps and said shopping steps comprising at least one of product viewing, product selection, shopping cart placement and purchase;

deriving micro-conversions from the plurality of shopping sessions, the micro-conversion comprising a shopper'"'"'s progress from one shopping step to another;

in response to a request, grouping the micro-conversions according to the shopping steps of the shopping sessions such that each micro-conversion group terminates in the shopping step where its shopping session ends, at least one micro-conversion group terminating at the purchase shopping step and at least one micro-conversion group terminating at other than the purchase shopping step; and

graphically representing, on a computer-generated graphical display, clickstream data from each of the micro-conversion groups in a first visualization, the first visualization comprising at least three axes representing the shopping steps and lines that each correspond to one of the micro-conversion groups, wherein one of the axes represents the purchase shopping step.

2. A method, as in claim 1, where the first visualization comprises a parallel coordinate system and one or more extension components including one or more parallel axes of sequential events, one or more dependent variable values of timestamps, one or more filters, one or more categorizers, and one or more hyperlink associations.

3. A method, as in claim 2, where the parallel coordinate system comprises a series of parallel lines that are placed equidistantly, each parallel line representing a specific dependent variable and dependent variable values being plotted along a respective axis, and an independent variable that is represented by polygonal lines connecting the corresponding dependent variable values.

4. A method, as in claim 2, where the dependent variable values of timestamps is an assignment of timestamp values as data points to a series of sequential events that are assigned to the equal number of parallel axes in a parallel coordinate system.

5. A method, as in claim 2, where the filter is a means to select one or more groups of polygonal lines viewed in the parallel coordinate system.

6. A method, as in claim 2, where the categorizer is a parallel axis in the parallel coordinate system for categorizing polygonal lines of the first visualization.

7. A method, as in claim 6, where the categorizer includes at least one of the following:

referrer Web sites of sessions, internet service providers of sessions, lengths of sessions, methods used to find product information by session, methods used to find service information by sessions, products viewed, services viewed, items placed in a shopping cart, items purchased by sessions, time points of sessions, geographic regions where sessions originate, age, sex, education, and income of session originators, sales history of owners of sessions, and Web page patterns accessed by one of sessions and owners of sessions.

8. A method, as in claim 2, where the hyperlink association is association of at least one hyperlink with the line representing a session, and the line comprises a hyperlink to a Web page that provides additional information of the session.

9. A method, as in claim 1, wherein at least the first visualization represents, via dropouts of one or more lines, where the online store loses customers.

10. A method, as in claim 1, further comprising displaying additional information of one or more sessions on at least one Web page by using at least one hyperlink association.