CLICKSTREAM ANALYSIS METHODS AND SYSTEMS RELATED TO IMPROVEMENTS IN ONLINE STORES AND MEDIA CONTENT

• US 20170228771A1
• Filed: 04/24/2017
• Published: 08/10/2017
• Est. Priority Date: 03/07/2002
• Status: Active Grant

• Current Assignee: comScore, Inc.
• Original Assignee: comScore, Inc.
• Inventors: SINGH, MAN JIT, CANCEL, DAVID
• Granted Patent: US 10,360,587 B2
• Time in Patent Office: Days
• CPC Class Codes: G06F 15/16 Combinations of two or more digital computers each having at least an arithmetic unit, a program unit and a register, e.g. for a simultaneous processing of several programs coordinating program control therefor G06F9/52; in regulating and control system G05B
• CPC Class Codes: G06F 15/17 using an input/output type connection, e.g. channel, I/O port
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9566 URL specific, e.g. using aliases, detecting broken or misspelled links
• CPC Class Codes: G06Q 20/20 Point-of-sale [POS] network systems
• CPC Class Codes: G06Q 20/201 Price look-up processing, e.g. updating
• CPC Class Codes: G06Q 20/203 Inventory monitoring
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0224 based on user history
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing
• CPC Class Codes: H04H 60/45 for identifying users
• CPC Class Codes: H04H 60/46 for recognising users' preferences
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/146 : Markers for unambiguous identification of a particular session, e.g. session cookie or URL-encoding
• CPC Class Codes: H04L 67/535 : Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

Methods and systems are provided herein for the analysis of information about online actions of a plurality of users. The analysis methods and systems allow for the modification of online and offline business operations and marketing communications based on online consumer behavior. The methods and systems may obtain an input data set comprising information about online actions of a plurality of users, process the input data set to obtain transformed clickstream data, analyze the transformed clickstream data to identify an order in which each user of the plurality of users views a plurality of product offerings, determine an average order position that a specific product offering of the plurality of product offerings is viewed, and modify an offline or online marketing communication associated with the specific product offering based on the average order position of the specific product offering.

Claims

1. A method, comprising:

obtaining, by one or more processors, an input data set from a plurality of data providers, the input data set comprising clickstream data associated with online actions of a plurality of users;

processing, by one or more processors, the input data set to obtain transformed clickstream data, the transformed clickstream data having a common file format;

analyzing, by one or more processors, the transformed clickstream data to identify an order in which each user of the plurality of users views a plurality of product offerings;

determining, by one or more processors, an average order position that a specific product offering of the plurality of product offerings is viewed; and

modifying an offline or online marketing communication associated with the specific product offering based on the average order position of the specific product offering,

wherein the offline or online marketing communication is presented to the plurality of users.

2. The method of claim 1, further comprising selecting the plurality of users, wherein the plurality of users is selected based on a panel selection process, the panel selection process comprising:

conducting a survey of demographic information of a group of users, the group of users comprising the plurality of users;

identifying one or more demographic characteristics of a target population; and

identifying users of the plurality of users associated with the one or more demographic characteristics based at least on the demographic information of the group of users.

3. The method of claim 1, wherein processing the input data to obtain the transformed clickstream data comprises:

identifying Uniform Resource Locators (URLs) in one or more clickstreams of the plurality of users based on the clickstream data;

decomposing and hashing each URL in the one or more clickstreams of the plurality of users; and

generating the transformed clickstream data in the common file format, the common file format comprising identifiers corresponding to the plurality of users and the decomposed and hashed URLs.

4. The method of claim 1, further comprising:

identifying one or more product offerings of the plurality of product offerings that are associated with a vendor;

determining, for each of the one or more product offerings associated with the vendor, an average order position that the product offering is viewed by the plurality of users;

determining an average order position for the vendor based on the average order positions for the one or more product offerings associated with the vendor, the average order position for the vendor indicating a typical order position that product offerings of the vendor are viewed by users; and

modifying an offline or online marketing communication of the vendor.

5. The method of claim 4, wherein the vendor is one of:

an automotive vendor, a retail vendor, and a financial vendor.

6. The method of claim 4, further comprising:

determining, for each of the one or more product offerings associated with the vendor, a demand for the product offering; and

modifying an offline business operation of the vendor based on the demand for the one or more product offerings relative to one another.

7. The method of claim 6, wherein modifying the offline business operation of the vendor comprising setting a level of inventory of a first product offering of the one or more product offerings based on the demand for the first product offering relative to the demand for a second product offering.

8. The method of claim 6, wherein the demand for a product offering comprises one of:

a frequency of views of the product offering, a recency of views of the product offering, and a duration of views of the product offering.

9. The method of claim 1, further comprising:

determining, for each of the plurality of product offerings, a correlation between purchases of the product offering and purchases of another product offering;

identifying a first product offering and a second product offering having a correlation greater than a statistically significant level;

modifying an offline or online marketing communication associated with at least one of the first product offering and the second product offering to present the first product offering and the second product offering together.

10. A system, comprising:

one or more processors;

a memory storing instructions that, when executed, cause the one or more processors to;

obtain an input data set from a plurality of data providers, the input data set comprising clickstream data associated with online actions of a plurality of users;

process the input data set to obtain transformed clickstream data, the transformed clickstream data having a common file format;

analyze the transformed clickstream data to identify an order in which each user of the plurality of users views a plurality of product offerings;

determine an average order position that a specific product offering of the plurality of product offerings is viewed; and

provide a modification to an offline or online marketing communication associated with the specific product offering based on the average order position of the specific product offering,

wherein the offline or online marketing communication is presented to the plurality of users.

11. The system of claim 10, wherein the instructions, when executed, further cause the one or more processors to:

select the plurality of users, wherein the plurality of users is selected based on a panel selection process, the panel selection process comprising;

conducting a survey of demographic information of a group of users, the group of users comprising the plurality of users;

identifying one or more demographic characteristics of a target population; and

identifying users of the plurality of users associated with the one or more demographic characteristics based at least on the demographic information of the group of users.

12. The system of claim 10, wherein processing the input data to obtain the transformed clickstream data comprises:

identifying Uniform Resource Locators (URLs) in one or more clickstreams of the plurality of users based on the clickstream data;

decomposing and hashing each URL in the one or more clickstreams of the plurality of users; and

generating the transformed clickstream data in the common file format, the common file format comprising identifiers corresponding to the plurality of users and the decomposed and hashed URLs.

13. The system of claim 10, wherein the instructions, when executed, further cause the one or more processors to:

identify one or more product offerings of the plurality of product offerings that are associated with a vendor;

determine, for each of the one or more product offerings associated with the vendor, an average order position that the product offering is viewed by the plurality of users;

determine an average order position for the vendor based on the average order positions for the one or more product offerings associated with the vendor, the average order position for the vendor indicating a typical order position that product offerings of the vendor are viewed by users; and

modify an offline or online marketing communication of the vendor.

14. The system of claim 10, wherein the instructions, when executed, further cause the one or more processors to:

determine, for each of the one or more product offerings associated with the vendor, a demand for the product offering; and

modify an offline business operation of the vendor based on the demand for the one or more product offerings relative to one another.

15. A non-transitory computer readable medium having stored thereon computer executable instructions that, when executed by one or more processors of a computer, causes the one or more processors to:

obtain an input data set from a plurality of data providers, the input data set comprising clickstream data associated with online actions of a plurality of users;

process the input data set to obtain transformed clickstream data, the transformed clickstream data having a common file format;

analyze the transformed clickstream data to identify an order in which each user of the plurality of users views a plurality of product offerings;

determine an average order position that a specific product offering of the plurality of product offerings is viewed; and

provide a modification to an offline or online marketing communication associated with the specific product offering based on the average order position of the specific product offering,

wherein the offline or online marketing communication is presented to the plurality of users.

16. The non-transitory computer readable medium of claim 15, wherein the instructions, when executed, further cause the one or more processors to:

select the plurality of users, wherein the plurality of users is selected based on a panel selection process, the panel selection process comprising;

conducting a survey of demographic information of a group of users, the group of users comprising the plurality of users;

identifying one or more demographic characteristics of a target population; and

identifying users of the plurality of users associated with the one or more demographic characteristics based at least on the demographic information of the group of users.

17. The non-transitory computer readable medium of claim 15, wherein processing the input data to obtain the transformed clickstream data comprises:

identifying Uniform Resource Locators (URLs) in one or more clickstreams of the plurality of users based on the clickstream data;

decomposing and hashing each URL in the one or more clickstreams of the plurality of users; and

generating the transformed clickstream data in the common file format, the common file format comprising identifiers corresponding to the plurality of users and the decomposed and hashed URLs.

18. The non-transitory computer readable medium of claim 15, wherein the instructions, when executed, further cause the one or more processors to:

identify one or more product offerings of the plurality of product offerings that are associated with a vendor;

determine, for each of the one or more product offerings associated with the vendor, an average order position that the product offering is viewed by the plurality of users;

determine an average order position for the vendor based on the average order positions for the one or more product offerings associated with the vendor, the average order position for the vendor indicating a typical order position that product offerings of the vendor are viewed by users; and

modify an offline or online marketing communication of the vendor.

19. The non-transitory computer readable medium of claim 15, wherein the instructions, when executed, further cause the one or more processors to:

determine, for each of the one or more product offerings associated with the vendor, a demand for the product offering; and

modify an offline business operation of the vendor based on the demand for the one or more product offerings relative to one another.

20. The non-transitory computer readable medium of claim 19, wherein modifying the offline business operation of the vendor comprising setting a level of inventory of a first product offering of the one or more product offerings based on the demand for the first product offering relative to the demand for a second product offering.