Patent Application
20170109330
The present invention relates to the field of content of webpages, and more particularly, to adjusting content of webpages to interest of viewers according to various parameters.
Current solutions for personalizing business websites content according to user profiles are implemented for business websites, which are targeted for consumers. However, the personalization of business websites content is enabled only for identified users that are adapting the shopping content and sale's promotion, according to known preferences and activity of the user.
Known in the art Real-time website personalization is using simple click stream data that exist on the browser level or e-commerce product catalog which is small scale data. In B2B the challenge is to be able to map relevant content to visitors based on business relevancy and stage in the sales cycle, the known solutions enable only “rule-based” personalization only for known users. It is the object of the present invention to detect anonymous users and engage content utilizing predictive analytics in real-time using big data processing.
The present invention provides a method for providing adjusted content in a webpage in a website. The method comprising the steps of: tracking users that are visiting the monitored website to identify one or more parameters relating to user identity, 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 user behavior including: identity, navigation path and/or content usage of each user 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 user according analysis results in a specified part of the webpage.
According to some embodiments of the present invention the statistical algorithm is a clustering algorithm for classifying user into groups based in identification or navigation path parameters.
According to some embodiments of the present invention the statistical algorithm is a probability algorithm for creating probability based in identification of statistical association/correlation between sequence of users navigation and content selections.
According to some embodiments of the present invention the statistical algorithm is a neighborhood algorithm by applying collaborative filtering for classifying users into neighborhood groups based on content usage parameters.
According to some embodiments of the present invention the method further comprises the step of retrieving rules and the adjusted content from data storage for a specified classification.
According to some embodiments of the present invention the methods further comprises the step of, parsing the webpage in real time to specify part of the webpage where the content will be presented.
According to some embodiments of the present invention the method further comprises the step of analyzing actions in relation to their occurrence time.
According to some embodiments of the present invention the method further comprises the step of generating user anonymous profile based on analyzed behavior and group classification according user's industry and organization association.
According to some embodiments of the present invention the method further comprises the step of storing the analysis results in unique caching repository for enabling real time statistics and data retrieval for engagement, wherein the analysis results include one of the following: groups clustering, nearby neighbor groups or probability tree.
According to some embodiments of the invention, a method for providing adjusted content in a webpage in a website is provided herein. The method comprising the steps of: (i) monitoring traffic in a website for a predefined training period; (ii) tracking users that are visiting the monitored website to identify one or more parameters relating to user's identity and behavior; (iii) clustering users by generation of groups using analysis of the statistics of the parameters that were identified; (iv) monitoring behavior of each user in the monitored website; (v) analyzing the monitored behavior; (vi) assigning each user to a cluster of similar users based on unanalyzed behavior and group classification; (vii) retrieving rules and the adjusted content from a data storage for a specified classification; and (viii) replacing or adding content in the webpage to be presented for a specified user according to retrieved predefined rules in a specified part of the webpage.
These, additional, and/or other aspects and/or advantages of the present invention are: set forth in the detailed description which follows; possibly inferable from the detailed description; and/or learnable by practice of the present invention.
In the following detailed description of various embodiments, reference is made to the accompanying drawings that form a part thereof, and in which are shown by way of illustration specific embodiments in which the invention may be practiced. It is understood that other embodiments may be utilized and structural changes may be made without departing from the scope of the present invention.
The term “big data” as used herein in this application, is defined as a collection of data sets that is so large and complex that it is not possible to handle with database management tools. As per Gartner, “Big Data are high-volume, high-velocity, and/or high-variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization.”
The term “anonymous profile” as used herein in this application, is defined as a viewer of a website that didn't identify by login process to the website.
The term “proprietary heuristics” as used herein in this application, is defined as experienced techniques that were developed by the applicant and are used when an exhaustive search is impractical.
The present invention aims for statically analyzing the behavior of anonymous users that are navigating in an Internet website based on their: content usage (selecting specific content to view or downloading content from the website navigational behavior (visits, clicks, selection URL), association to an organization, social network, history (number of visits), geo location, or industry. It is suggested, according to the present invention, to enable real time auto-engagement process of updating content of the Internet website for users based on their analyzed behavior, based on their related organization, by providing them personalized messages that are relevant to their associated industry, their geographic location or their behavior, as identified throughout their navigation (i.e. behavior) in the internet website.
The auto-engagement process provides a marketing strategy which known as “prospect nurturing”. This marketing strategy enables delivery of personalized content to users and it is used today mostly by email communication, only for identified clients (i.e. users). The present invention allows real-time prospect nurturing for anonymous clients throughout their navigation in the website. It may provide anonymous potential clients with marketing information to bring them into sales' cycle.
In other words, the present invention allows a real-time auto-engagement process based on detection and behavior statistical analysis of anonymous users (i.e. potential clients). Anonymous users are normally at pre-lead state and nurturing them is called ‘seed nurturing’.
In ‘seed nurturing’ the classification of users is performed by heuristics to find conversion patterns behavior (i.e. conversion from an anonymous user to a business lead) that are common between anonymous users. Conversion patterns are the pattern behavior of anonymous users that are becoming business leads after being exposed to a marketing material. For example, on his second visit to a website anonymous user sees a link to a white paper the user clicks on it and reads it, and fills out a form requesting more details thus becomes a business lead. Identification of such conversion patterns may be used for verifying or updating the predefined rules in the engagement rules of the web content adjustments.
According to some embodiments of the present invention, web content adjusting application 100 aims to improve response of websites to traffic of viewers (i.e. users) that is coming via user communication devices 105. Improving the response of the websites is performed by adjusting, in real-time, the content of the webpage to a viewer, according to the viewer's behavior (i.e. navigation path) and other parameters. One of the parameters, which are taken into account, may be geographic origin of the viewer.
For example, a viewer from Zagreb that is navigating the same webpage in a monitored website as a viewer from Reykjavik, may see different content due to their different origin. As a result of process and analysis of the application for adjusting content of webpages 100 the viewer from Zagreb may see in a non limiting example, content regarding conferences in Zagreb and the viewer from Reykjavik may see content regarding salmon and trout fish. Such data content adjustment enables prospect nurturing, throughout the navigation session of an anonymous user (i.e. viewer).
According to some embodiments of the present invention, the web content adjusting application 100 may activate a tracking module 110 to generate a profile of an anonymous user (i.e. viewer) by various parameters and store it in a profile database 115 as will be described in detail in
According to some embodiments of the present invention, a clustering module 120 may monitor viewers by various parameters and cluster them into groups, as will be described in detail in
The process of clustering viewers into groups involves analysis of big data. In order to save time and computer resources, proprietary heuristics are being implemented. These proprietary heuristics are taking into account intersections of profiles of users and industries. For example, a profile of a viewer that was clustered into a group of venture capital industry may view content related to currency rate and stocks.
According to some embodiments of the present invention, an anonymous profile generating module 117 may handle data on each viewer and assign each viewer to a group, as will be described in detail in
According to some embodiments of the present invention, an assignment module 125 may handle a profile of a user and assign it to a predefined group, as will be described in detail in
According to some embodiments of the present invention, a behavior module 130 may analyze behavior pattern of the user, as will be described in detail in
According to some embodiments of the present invention, a nearest neighbor module 140 may analyze behavior pattern of user's content usage, as will be described in detail in
According to some embodiments of the present invention, a probability module 160 may analyze behavior pattern of correlation between users navigation content usage activates, as will be described in detail in
According to some embodiments of the present invention, an engaging module 170 may operate content adjusting of a webpage in a website. The content may be retrieved from content database 150 according to: (i) specified rules which are retrieved from rules database 180; and (ii) received profile of a user.
According to some embodiments of the present invention, tracking module 110 in
According to some embodiments of the present invention, user communication device 105 in
According to some embodiments of the present invention, after performing various identifications, as mentioned above, the tracking module 110 in
According to some embodiments of the present invention, anonymous profile generation module 125 in
According to some embodiments of the present invention, period of time of exposure to webpages in the website may be checked and correlated with content and profile of users (stage 330).
According to some embodiments of the present invention, the monitored behavior may be analyzed (stage 340) and industry of the user may be identified (stage 350).
According to some embodiments of the present invention, the generation of user anonymous profile (step 360) is based on analyzed behavior and the groups classification according user's industry and organization association
According to some embodiments of the present invention, clustering module 120 in
According to some embodiments of the present invention, clustering module 120 is checking usage of user's contact details in the website via the website and other communication parties such as email, etc. (stage 420). The clustering module may check feedback and action of the users that are navigating in the monitored website such as registering to the monitored website (including its services) or initiation of contact via the website by the user such as, sending an email or calling representatives of the monitored website. Such information can be used to indicate on successful matching between the users' profile and behavior and the presented content adjusted by the application 100 in
According to some embodiments of the present invention, clustering module 120 in
Finally, clustering module 120 in
The generation of groups may be based on the analyzed behavior using proprietary heuristics that where collected regarding user's behavior as described above.
The proprietary heuristics techniques are used to analyze the user's grouping clustering data for reducing the scale of the big data problem by cross analyzing the group clustering data according to industry or organization association of the user. In other words, instead of processing a large amount of data in case of a matching of a user to a group it may require to process only reduced amount of data records of group clustering data, using the heuristics related to the industry or organization association which may reduce usage of resources such as computer resources and time in the process.
To provide quick response, i.e. in less than 50 milliseconds, the present application clusters big data based on timeline of the navigation process, public digital organization and/or social data and actual visit timestamp. Indexing the data based on those parameters makes it possible to track trends, and retrieve relevant data for personalization of “anonymous users” while maintaining of a sustainable data model.
According to some embodiments of the present invention, clustering module may storing clustering groups in unique caching repository for enabling real time statistics and data retrieval for engagement.
The unique caching repository utilizes in-memory optimized matrix model, which allow real-time interactions on big data. This model is optimized for the usage of each statistical algorithm by implementing one of the following: high density matrix which filters out the low relevancy recommendation mapping, aggregated clustering data (hence eliminating duplicate content items records) or caching next best offer based on visitor timeline to enable real-time retrieval while the user navigates through the website and/or filtering out, less relevant or deprecated/older users.
According to some embodiments of the present invention, assignment module 125 may receive a profile of a user (stage 510) and analyze it (stage 520). Next, assignment module 125 may assign the user to a predefined group by the profile of the user and the correlation (stage 530). The present application suggests classification process which utilizes correlation of time and IP and name of an organization to identify visitors and their clustered groups.
Finally, in case there is a specified amount of exceptional users that are not assigned to the group, a training process of clustering of profiles of users is reactivated (stage 540). The users' profiles and behavior may change over time; therefore accordingly the group clustering has to be adapted to reflect the change. The present invention provides dynamic model by continuously analyzing statistically users' profile and behavior in comparison to the group clustering definition and identifying when statistically the amount of exceptional users has exceeded a predefined level. In this case, the training process is reactivated for a predefined time period for redefining the group clustering.
Optionally user profiles and pattern behavior are analyzed and associated with data in the CRM database.
According to some embodiments of the present invention, engaging module 140 in
Optionally predefined rules are retrieved from the rules database 155 to be applied on the results of the statistical algorithm and/or marketing status (steps 930). At the next stage, the module selects content for replacement and/or recommended content to be added to the website according to one of the following options: content scoring and/or group clustering, probability tree or nearest neighbor grouping (step 940). Optionally content is selected by using the retrieved the rules. For replacing or adding the content the modules parses the webpage in real time to specify part of the webpage where the content will be presented (step 950). Once identifying the location of the content to be replaced in the website, the module replaces in real time the content in the web page to be presented for the specific user according to the selected content in a specified part of the webpage (step 960) and/or adding optional recommended content in real time to the existing content in the web page using a widget to be presented for the specific user according to selected content in a specified part of the webpage (step 970)
These predefined rules, represent the owner prospect nurturing strategic schemes, which define what content should be displayed to each group of users based on their navigation behavior, behavior pattern or organization behavior pattern.
For example if clustering algorithm is applied and the user is classified to one of the clustering groups, at the next step, the engaging module 140 in
The usage of predefined rules is optional and the content to be displayed can be directly selected based on content scoring or the content items probability tree, or according to content items clustering which is based on tracking and classifying content usage according to multiple attributes relating to the user which consumed the content, such as clicks, visits, geo location, industry, organization size or revenue or search terms. Based on the content items clustering a distance metric is generated for providing relevant recommendation.
The rules and content to be updated are predefined, in relation to the respective group of users and their current navigation path by the owners of the website.
This process of changing or adding information to existing websites, does not require receiving or changing the code of the monitored website. Accordingly to some embodiments of the present invention, the web content adjusting application 100 can be implemented easily, at any client site, not requiring any adjustments or settings to the client website.
Many alterations and modifications may be made by those having ordinary skill in the art without departing from the spirit and scope of the invention. Therefore, it must be understood that the illustrated embodiment has been set forth only for the purposes of example and that it should not be taken as limiting the invention as defined by the following invention and its various embodiments.
Therefore, it must be understood that the illustrated embodiment has been set forth only for the purposes of example and that it should not be taken as limiting the invention as defined by the following claims. For example, notwithstanding the fact that the elements of a claim are set forth below in a certain combination, it must be expressly understood that the invention includes other combinations of fewer, more or different elements, which are disclosed in above even when not initially claimed in such combinations. A teaching that two elements are combined in a claimed combination is further to be understood as also allowing for a claimed combination in which the two elements are not combined with each other, but may be used alone or combined in other combinations. The excision of any disclosed element of the invention is explicitly contemplated as within the scope of the invention.
The words used in this specification to describe the invention and its various embodiments are to be understood not only in the sense of their commonly defined meanings, but to include by special definition in this specification structure, material or acts beyond the scope of the commonly defined meanings. Thus if an element can be understood in the context of this specification as including more than one meaning, then its use in a claim must be understood as being generic to all possible meanings supported by the specification and by the word itself.
The definitions of the words or elements of the following claims are, therefore, defined in this specification to include not only the combination of elements which are literally set forth, but all equivalent structure, material or acts for performing substantially the same function in substantially the same way to obtain substantially the same result. In this sense it is therefore contemplated that an equivalent substitution of two or more elements may be made for any one of the elements in the claims below or that a single element may be substituted for two or more elements in a claim. Although elements may be described above as acting in certain combinations and even initially claimed as such, it is to be expressly understood that one or more elements from a claimed combination can in some cases be excised from the combination and that the claimed combination may be directed to a sub-combination or variation of a sub-combination.
Insubstantial changes from the claimed subject matter as viewed by a person with ordinary skill in the art, now known or later devised, are expressly contemplated as being equivalently within the scope of the claims. Therefore, obvious substitutions now or later known to one with ordinary skill in the art are defined to be within the scope of the defined elements.
The claims are thus to be understood to include what is specifically illustrated and described above, what is conceptually equivalent, what can be obviously substituted and also what essentially incorporates the essential idea of the invention.
Although the invention has been described in detail, nevertheless changes and modifications, which do not depart from the teachings of the present invention, will be evident to those skilled in the art. Such changes and modifications are deemed to come within the purview of the present invention and the appended claims.
This application is a continuation of U.S. patent application Ser. No. 14/086,200 filed Nov. 21, 2013, which claim the benefit of U.S. Provisional Patent Application No. 61/728,865 filed Nov. 21, 2012, which applications are hereby incorporated by reference for all purposes.
| Number | Date | Country | |
|---|---|---|---|
| 61728865 | Nov 2012 | US |
| Number | Date | Country | |
|---|---|---|---|
| Parent | 14086200 | Nov 2013 | US |
| Child | 15394729 | US |
