Method for adjusting content of a webpage in real time based on users online behavior and profile

• US 9,569,785 B2
• Filed: 11/21/2013
• Issued: 02/14/2017
• Est. Priority Date: 11/21/2012
• Status: Expired due to Fees

• Current Assignee: Adobe Inc.
• Original Assignee: Marketo Incorporated (Adobe Inc.)
• Inventors: Alon, Mickey, Telem, Mike
• Primary Examiner(s): Bloomquist, Keith
• Application Number:
  US14/086,200
• Publication Number:
  US 20140143655A1
• Time in Patent Office: 1,181 Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 40/14 Tree-structured documents parsing G06F40/205; validation G06F40/226
• CPC Class Codes: G06N 7/01 Probabilistic graphical models, e.g. probabilistic networks
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

The present invention discloses a method for providing adjusted content in a webpage in a website. The method comprising the steps of: tracking visitors that are visiting the monitored website to identify one or more parameters relating to visitor profile, navigation behavior and/or content usage, analyzing the parameters that were identified selecting at least one statistical algorithm, which is relevant for the type of knowledge that was identified, real time monitoring visitor behavior including: profile, navigation path and/or content usage of each visitor in the monitored website, real time analyzing the monitored behavior according to the relevant statistical algorithm and real time replacing or adding content in the webpage to be presented for a specified visitor according analysis results in a specified part of the webpage.

Claims

1. A method for adjusting content in a webpage in a website, comprising:

monitoring the website with a user tracking module;

tracking a user that is visiting the monitored website with the user tracking module to identify a plurality of parameters relating to the user, including a first parameter associated with the user'"'"'s navigation behavior within the monitored website and a second parameter associated with the user'"'"'s usage of content within the monitored website;

analyzing the identified parameters including selecting a statistical algorithm for each of the plurality of parameters corresponding to a type of the parameter, including selecting a first statistical algorithm to analyze the first parameter and a second statistical algorithm to analyze the second parameter, and wherein the identified parameters are analyzed in real time;

selecting content in the webpage to be presented to the user corresponding to the statistical algorithm analysis results, wherein the selected content is selected from a plurality of content stored in a content database; and

presenting the selected content in the webpage presented to the user, wherein the selected content is presented in a selected part of the webpage.

2. The method of claim 1, wherein the statistical algorithm is a clustering algorithm for classifying the user into one of a plurality of groups based on at least one of the identified parameters.

3. The method of claim 1, wherein the statistical algorithm is a probability algorithm for creating a probability tree based on an identification of a statistical correlation between a sequence of the user'"'"'s navigation behavior and content selections on the website.

4. The method of claim 1, wherein the statistical algorithm is a nearest neighbor algorithm including applying a collaborative filtering for classifying users into neighborhood groups based on content usage parameters.

5. The method of claim 1, further comprising the step of retrieving at least one rule and the selected content from data storage.

6. The method of claim 5, wherein the at least one rule represents a website owner'"'"'s prospect nurturing strategic schemes defining the selected content to be displayed to each group of website users based on at least one of the user'"'"'s navigation behavior, the user'"'"'s behavior pattern or the user'"'"'s organization behavior pattern.

7. The method of claim 1, wherein the selected part of the webpage is selected by parsing the webpage in real time.

8. The method of claim 1, further comprising the step of, analyzing at least one of the user'"'"'s actions while interacting with the website in relation to an occurrence time of the at least one of the user'"'"'s actions.

9. The method of claim 1, further comprising the steps of:

generating an anonymous user profile for the tracked user by the user tracking module, the anonymous user profile including at least one of the identified parameters; and

storing the anonymous user profile corresponding to the tracked user in a profile database.

10. The method of claim 1, further comprising the step of storing the analysis of the identified parameters in a unique caching repository and enabling real time statistics and data retrieval for user engagement, wherein the analysis of the identified parameters include at least one of the following:

a group clustering, a nearest neighbor group or a probability tree.

11. The method of claim 1, wherein the selected content is selected based on a content items clustering algorithm including classifying the plurality of content into groups and analyzing a plurality of attributes of each one of a plurality of users that consumed the plurality of content.

12. A method for providing user relevant content in a webpage in a website, comprising:

monitoring the website with a user tracking module;

tracking a user that is visiting the monitored website with the user tracking module including identifying a plurality of parameters relating to the user, including a first parameter associated with the user'"'"'s navigation behavior within the monitored website and a second parameter associated with the user'"'"'s usage of content within the monitored website;

generating an anonymous user profile for the tracked user by the user tracking module, the anonymous user profile including at least one of the identified parameters;

storing the anonymous user profile corresponding to the tracked user in a profile database;

analyzing the identified parameters including selecting a statistical algorithm for each of the plurality of parameters corresponding to a type of the parameter, including selecting a first statistical algorithm to analyze the first parameter and a second statistical algorithm to analyze the second parameter, and wherein the identified parameters are analyzed in real time by an engagement module;

selecting content in the webpage to be presented to the user corresponding to the statistical algorithm analysis results, wherein the selected content is selected from a plurality of content stored in a content database, wherein the selected content is selected by the engagement module; and

presenting the selected content in the webpage presented to the user, wherein the selected content is presented in a selected part of the webpage, and wherein the selected content is selected based on a content items clustering algorithm including classifying the plurality of content into groups and analyzing a plurality of attributes of each one of a plurality of users that consumed each one of the plurality content.

13. A system for providing adjusted content in a webpage in a website, said system comprised of:

an anonymous tracking module for monitoring a user'"'"'s use of the website and identifying a plurality of parameters relating to the user, including a first parameter associated with the user'"'"'s navigation through the website and a second parameter associated with the user'"'"'s usage of the content of the website, and storing the user'"'"'s use of the website in a behavioral database;

a profile generation module for generating a profile of the user without receiving specific user input identification information and storing the generated profile in a profile database;

an analysis module for selecting a statistical analysis algorithm for each of the plurality of parameters corresponding to a type of the parameter for analyzing the identified parameters, including selecting a first statistical algorithm to analyze the first parameter and a second statistical algorithm to analyze the second parameter; and

an engagement module for selecting content in the webpage to be presented to the user corresponding to the statistical algorithm analysis results, wherein the selected content is selected from a plurality of content stored in a content database, and presenting the selected content in the webpage presented to the user, wherein the selected content is presented in a selected part of the webpage, wherein the selected content is selected based on a content items clustering algorithm including classifying the plurality of content into groups and analyzing a plurality of attributes of each one of a plurality of users that consumed the plurality of content.

14. The system of claim 13, further comprising:

a clustering module for analyzing the identified parameters to determine a cluster of users having one or more similarities from the profile database; and

an assignment module for identifying the clustered users in the profile database, wherein the identified clustered users are stored in the profile database in a unique caching repository enabling real time statistics and data retrieval.

15. The system of claim 14, wherein the clustering module includes a nearby neighbor module for identifying users having nearby one or more similar geographic aspects.

16. The system of claim 14, wherein the clustering module includes a behavior module for identifying users having one or more similar website navigation or one or more website content usage behaviors on the website.

17. The system of claim 13, further comprising a rules database providing at least one rule for the engagement module to assist the engagement module in selecting the content.

18. The system of claim 17, wherein the at least one rule represents a website owner'"'"'s prospect nurturing strategic schemes defining the selected content to be displayed to each group of website users based on at least one of the user'"'"'s navigation behavior, the user'"'"'s behavior pattern or the user'"'"'s organization behavior pattern.

19. The system of claim 17, wherein the at least one rule can be updated by the website owner without changing the monitored website.