Tracking user behavior relative to a network page

• US 9,756,140 B2
• Filed: 12/12/2014
• Issued: 09/05/2017
• Est. Priority Date: 09/12/2011
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Richardson, Jared L., Sriram, Siddharth, Dillard, Logan Luyet, Fox, Eric B.
• Primary Examiner(s): Osman, Ramy M
• Application Number:
  US14/568,405
• Publication Number:
  US 20150100688A1
• Time in Patent Office: 998 Days
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: G06N 5/04 Inference or reasoning models
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: H04L 43/08 Monitoring or testing based on specific metrics, e.g. QoS, energy consumption or environmental parameters
• CPC Class Codes: H04L 67/025 for remote control or remote monitoring of applications
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

Disclosed are various embodiments for tracking user behavior relative to a network page and identifying user interest in various content items of the network page according to the user behavior. A network page that includes multiple content items is rendered for display in a client. A user action is obtained relative to the network page. A user behavior report is sent to one or more servers. The user behavior report indicates the user action, a timestamp associated with the user action, and one or more of the content items that are associated with the user action.

Claims

1. A non-transitory computer-readable medium embodying at least one program executable in a first computing device, wherein, when executed, the at least one program causes the first computing device to at least:

generate a network page, the network page including a plurality of content items to be presented on a rendered version of the network page;

send the network page to a second computing device;

send user behavior reporting code to the second computing device;

obtain a user behavior report relative to the rendered version of the network page from the second computing device in response to a closure of a window including the rendered version of the network page, the user behavior report being generated by the user behavior reporting code;

estimate a distance between a first location selected by a user on the rendered version of the network page and a second location determined from the user behavior report as the focus of actual user attention on the rendered version of the network page; and

identify a user interest in a proper subset of the content items based at least in part on the user behavior report and the estimated distance.

2. The non-transitory computer-readable medium of claim 1, wherein, when executed, the program further causes the computing device to at least identify the user interest further based at least in part on a type of computing device corresponding to the second computing device.

3. The non-transitory computer-readable medium of claim 1, wherein the user behavior reporting code is configured to cause the second computing device to at least delay reporting the user behavior report to ensure a minimum reporting interval between consecutive reports.

4. The non-transitory computer-readable medium of claim 1, wherein identifying the user interest is further based at least in part upon a display area size associated with the second computing device.

5. The non-transitory computer-readable medium of claim 1, wherein, when executed, the at least one program further causes the first computing device to at least:

obtain a plurality of other user behavior data from a plurality of other computing devices rendering the network page; and

identify an aggregate user interest in the proper subset of the content items based at least in part on the user behavior data from the second computing device, and the plurality of other user behavior data from the plurality of other computing devices.

6. A system comprising:

a data store configured to store content data; and

a first computing device in communication with the data store, the first computing device configured to at least;

generate a network page including a plurality of content items to be presented on a rendered version of the network page;

send the network page to a second computing device;

obtain user behavior data indicating at least one selection location relative to the rendered version of the network page from the second computing device in response to a closure of a window including the rendered version of the network page;

estimate a distance between the at least one selection location on the rendered version of the network page and at least one location of actual user attention on the rendered version of the network page determined from the user behavior data as the focus of actual user attention, the at least one selection location corresponding to a user selection of at least a portion of at least one of the plurality of content items on the rendered version of the network page; and

identify a user interest in a subset of the content items based at least in part on the at least one selection location and the estimated distance.

7. The system of claim 6, wherein the first computing device is further configured to at least identify the user interest further based at least in part on a type of user selection corresponding to the at least one selection location.

8. The system of claim 6, wherein the first computing device is further configured to at least identify the user interest further based at least in part on a type of computing device corresponding to the second computing device.

9. The system of claim 8, wherein the first computing device is further configured to at least identify the user interest further based at least in part on a display area size corresponding to the type of computing device.

10. The system of claim 6, wherein the first computing device is further configured to at least identify the user interest further based at least in part on a browsing habit profile associated with the second computing device.

11. The system of claim 6, wherein the at least one selection location comprises a location of a hovering action.

12. The system of claim 6, wherein the user behavior data includes at least one indication of whether the second computing device is in motion at a particular time, and the first computing device is further configured to at least identify the user interest further based at least in part on whether the second computing device is in motion at the particular time.

13. The system of claim 6, wherein the network page further includes code configured to cause the second computing device to at least:

determine that the second computing device is in motion; and

refrain from reporting the user behavior data based at least in part on determining that the second computing device is in motion.

14. The system of claim 6, wherein the network page further includes code configured to cause the second computing device to at least delay reporting the user behavior data to ensure a minimum reporting interval between consecutive reports.

15. The system of claim 6, wherein the user behavior data includes at least one indication of whether a user of the second computing device is paying attention to the second computing device at a particular time, and the first computing device is further configured to at least identify the user interest further based at least in part on whether the user of the second computing device is paying attention to the second computing device at the particular time.

16. A computer-implemented method comprising:

sending, via at least one first computing device, user behavior monitoring code, user behavior reporting code, and instructions for generating a network page to a plurality of second computing devices, the network page including a plurality of content items to be presented on a rendered version of the network page, the user behavior monitoring code being configured to at least collect user behavior data indicating at least one user action relative to the rendered version of the network page, the user behavior reporting code being configured to at least report the user behavior data to the at least one first computing device according to a predefined time interval;

obtaining, via the at least one first computing device, a plurality of user behavior reports relative to the rendered version of the network page from the plurality of second computing devices in response to a closure of a window of the rendered version of the network page;

for individual user behavior reports of the plurality of user behavior reports,

estimating, via the at least one first computing device, a distance between a first location selected by a user on the rendered version of the network page and a second location determined from the individual user behavior report as the focus of actual user attention on the rendered version of the network page; and

identifying, via the at least one first computing device, an aggregate user interest in a subset of the plurality of content items based at least in part on the plurality of user behavior reports and the estimated distance for the individual user behavior reports.

17. The computer-implemented method of claim 16, wherein the user behavior reporting code is further configured to at least report the user behavior data to the at least one first computing device in response to determining that the window in which the network page is rendered has closed.

18. The computer-implemented method of claim 16, wherein the user behavior reporting code is further configured to at least refrain from reporting the user behavior data based at least in part on whether a particular second computing device upon which the user behavior monitoring code is executed is determined to be in motion.

19. The computer-implemented method of claim 16, wherein identifying the aggregate user interest further comprises identifying, via the at least one first computing device, the aggregate user interest based at least in part on a corresponding display area size associated with each of the plurality of second computing devices.

20. The computer-implemented method of claim 16, wherein identifying the aggregate user interest further comprises identifying, via the at least one first computing device, the aggregate user interest based at least in part on a corresponding browsing habit profile associated with each of the plurality of second computing devices.