• 专利附录
  • 专利说明
  • 权利要求
  • 类似技术
  • 同族专利
  • 引用文献
  • 法律状态
  • 优先权
    • 专利摘要:

    公开号:SE1250079A1
    申请号:SE1250079
    申请日:2012-02-03
    公开日:2013-08-04
    发明作者:Jens Agerberg
    申请人:Innometrics Ab；
    IPC主号:
    专利说明:

    15 20 25 30 log analysis is performed. There are thus two major disadvantages when using log file analysis, firstly the time lag between data collection and the result of the analysis and secondly the incompleteness that can occur when using, for example, AJAX pages.
    The second and most common method today is JavaScript page tagging. A page tag is a small piece of J avaScript code that can be inserted into any web page of a web site to gather information about a visitor's behavior. Each time a web page is requested, it automatically executes the JavaScript code in the browser and sends information to a remote server.
    Collected data can then be used to map user behavior on a particular web page. Typically, each web page contains JavaScript code that automatically detects the page's Uniform Resource Locator (URL), page title, user's IP address, and user's browser. All other user behaviors that you want to collect information about, such as content designation, user feed, dynamic content, e-commerce, etc. must be tagged. This means that the J avascript must be adapted to a format determined by the Web Analysis Solution's application rules (API) and implemented in appropriate places in the technical platform behind the web pages. Tagging can thus be quite time consuming and tie up IT resources if you want to collect detailed information about users' behavior for many different objects on a web page.
    To better understand tagging and its relation to the development of web pages, the process of developing a complex website will be described. A website has a technical platform maintained by the IT department, which corrects errors, adds content and functions, all grouped into editions that are published regularly, for example every or every other month. Based on this process for new releases, the marketing department can request that the IT department tag web pages so that they can get the information they are interested in. The tags are then incorporated into the new edition which will be implemented and validated. This process is usually repeated for each new version of the technical platform. New content and new features will of course lead to new requirements from the marketing department to better understand the user interaction with these new parts of the website. As mentioned above, this process ties up IT resources, as the IT department also needs to spend time tagging the web pages and not just developing the technical platform. Another disadvantage of this process is also that it will take a long time for the market from the time the marketing department decides to track a specific behavior until a corresponding tag is implemented in a new edition. All tagging requests made by the marketing department can also be difficult to handle without any delays. Although page tagging has its drawbacks, it also has some advantages, especially compared to log analysis. Tagging will typically result in a smaller amount of data compared to log analysis. The information can therefore be sent directly to a tracking server and then processed by either the website owner or by a web analysis company. The tagging approach will work well, but is time consuming. If the content of the web pages is static, tagging must be applied by manually entering objects in the static page that the user wants to associate with user interaction. If the content is dynamic, tagging requires an integration deep into the program logic so that the application server can generate tags in connection with different types of dynamic content at the same moment the content is generated.
    WO2008 / 020941 describes a method for tracking the user with an interactive web application associated with a web page. The web application is activated with an AJAX program. Thus, WO2008 / 020941 is focused on solving the problem of collecting information from dynamic web pages or programs. This is done by providing modified HTML elements (tags) to be used with the web page. The default behavior of these modified HTML elements includes a call to a tracking server. The interactive Web application associated with the web page contains at least one of the modified HTML elements.
    User information is then sent to the tracking server. The modified HTML elements can be included in an "inclusion" on the web page. Although WO2008 / 020941 solves the problem of collecting information from a dynamic page, it still has the disadvantage of having to tag and specify what information is to be collected and sent back to the tracking server using the inclusion means. In one embodiment, not every single object needs to be tagged, but you can tag groups of objects, such as all hyperlinks, etc.
    Thus, WO2008 / 020941 has solved a problem associated with prior art, but there is still room for improvement and especially with regard to the time it takes to tag web pages. According to the state of the art, the general approach for collecting user information has been to tag web pages, which tags have then printed the information from the web page to a tracking server. There is an obvious need to find a way to reduce time-consuming page tagging while gathering detailed information about users' behavior on a web page.
    SUMMARY OF THE INVENTION An object of the present invention is thus to overcome the above-identified shortcomings with respect to the prior art and to provide a tracking method and a system which is independent of page tagging and where new tracking can be added without any delays.
    According to a first aspect of the invention, this object is achieved with a method for tracking user interaction between a user device and a website, wherein the website and the user device are connected to a common network. The method provides the website with a call. The call set includes a pointer to a tracking line provided somewhere within the common network. The website connects to the tracking code specified in the call box and includes it on the website in response to user interaction. Data about the user interaction between the user unit and the website is extracted as specified in the tracking field. Extracted data is converted to a data format that is readable by a client information system software located somewhere within the common network, and converted data is then used to map the behavior of the user unit. According to a preferred embodiment of the method of the present invention, data is converted to a data format readable by a web analysis program installed on a web analysis server and then sent to the web analysis server. Data is extracted with client-side environment variables, environment variables, and access to the Document Object Model, DOM, as well as user behavior from previous sessions stored in the system. Furthermore, the step of extracting data may include the step of executing tracking rules which are part of the tracking file and extracted data may be converted by using code in a library which is part of the tracking file.
    According to a second aspect of the invention, this object is achieved by a system for tracking user interaction between a user device and a website, wherein the website and the user device are connected to a common network. The system is configured to perform the method that provides the website with a call. The call set includes a pointer to a tracking point provided somewhere within the common network. The website connects to the tracking network as specified in the call directory and includes it on the website. Information about the user interaction between the user unit and the website is extracted as specified in the tracking field.
    Extracted data is converted to a data format that is readable by a client information system software somewhere within the common network and converted data is then used to map the behavior of the user unit.
    According to a preferred embodiment of the system according to the present invention, extracted data is converted into a data format readable by a web analysis program located on a web analysis server and then sent to the web analysis server. In yet another embodiment of the present invention, data is extracted with client-side environment variables, environment variables, and access to the Document Object Model, DOM, as well as user behavior from previous sessions stored in the system. Furthermore, the system is designed so that the step of extracting data may include the step of executing tracking rules that are part of the tracking element and so that extracted data can be converted using code in a library that is part of the tracking element. According to a third aspect of the invention, this object is achieved by a computer program for tracking user interaction between a user device and a website, the website and the user device being connected to a common network.
    The computer program includes computer program code which, when executed in a processor unit by a server, affects the system described above to perform the method according to the first aspect of the invention.
    The present invention is also directed to a computer program product comprising a computer program according to the third aspect and a computer readable means on which the computer program is stored.
    BRIEF DESCRIPTION OF THE DRAWINGS The present invention will now be described in more detail in connection with the accompanying drawings, in which: Figure 1 shows a schematic view of servers and clients connected to a common network according to the present invention, Figure 2 shows schematically the tracking server and its various components, Figure 3 schematically shows a website and its main structure having a main structure, Figure 4 shows a fate diagram with the steps of the method according to the present invention, and Figure 5 schematically shows an example of a computer program product comprising computer readable means. 10 15 20 25 30 DETAILED DESCRIPTION OF EMBODIMENTS The present invention will now be described with the aid of various embodiments thereof. Figure 1 shows a schematic view of servers and clients connected to a common network according to the present invention. The system or installation includes one or your web servers 2 on which one or your web sites 12 (Figure 2) are located. The web servers 2 are connected to a common network 10 such as the Internet, through which they are accessible by other servers and clients or user devices. Other servers that may be connected to the network 10 are a tracking server 4 and a web analytics server 6. Furthermore, according to the example shown in Figure 1, two clients or user units 8 may be connected to the network 10. It should be understood that Figure 1 is very schematic and it is It is obvious to a person skilled in the art that there are many user devices and servers connected to the network in reality, especially if the network is the Internet. Thus, Figure 1 is only intended to illustrate the basic principles of the present invention.
    It is the user interaction between a user unit 8 and a website 12 found on the web server 2 that the present invention tracks in a new and inventive way. The heart of the system is the tracking server 4 shown schematically in Figure 2. The tracking server 4 comprises a processing unit 18, a tracking file 20 comprising tracking rules 22 and a library 24 with code for converting the tracking rules to web analysis variables readable by a web analysis software, e.g.
    Google Analytics. The library 24 also includes code for triggering the tracking of the user interaction or behavior according to the tracking rules. The tracking server 4 further comprises a control unit 26 for controlling the tracking server 4. It should be understood that Figure 2 is only a schematic view of a tracking server 2 and that it may include a lot of additional functions such as memory devices, input and output devices, etc., all of which are well known to one skilled in the art and therefore not described in any further detail. Although it is convenient and practical to provide the tracking device 20 on the Tracking Server 4, it is not necessary to practice the present invention. The tracking file 20 can be found on any other server connected to the network 10 as long as it is accessible to the tracking server 4.
    As mentioned above, the tracking file 20 includes tracking rules 22. The tracking rules 22 define which user behaviors are to be tracked and extracted to perform web analytics. An example of tracking rules 22 is for example the following: Track user interaction "click" with the Hyperlink that has anchor text "link l" On the page with URL wwwswordfishinccom But only if the user is logged in as indicated by the presence of "status: logged in" in the title bar only the first time for a specific user and only if the user comes from Google.
    As will be appreciated by one skilled in the art, the Tracking Rules 22 may be directed to any behavior that one wishes to track by specifying different types of tracking rules 22 and combinations thereof. The tracking rules 22 are easy to update either through an input and output device connected directly to the tracking server 4 or by means of a user unit 8 which is allowed to log in to the tracking server 4. Compared to the traditional way of tracking user behavior, where tags must be incorporated directly into JavaScript on the website 12 or the website, the tracking rules 22 according to the present invention are created independently of the website 12. By independent is meant that they are not integrated in the main structure 14 of the website 12, but are located somewhere outside the website 12. This will provide some great advantages over prior art. , which will be described in more detail below.
    Another important feature of the present invention is that the website 12 of interest, i.e. the website 12 where the user interaction is to be tracked is provided with a call 16. l 16. This is shown schematically in Figure 3, in which 12 indicates the website and 14 the main structure of the website 12. The call 16 is included in the main structure 14 and is specific to each Website 12 but the same for all pages on a specific website 12.
    The call area 16 includes a path to the tracking area 20, i.e. the tracking 20 can be seen as being included on the pages. The tracking file 20 is located somewhere within the common network 10. The introduction of the tracking file 20 on the website 12 means that the browser is instructed to load and process, for example, a J avaScript file.
    Data on the user interaction between the user unit 8 and the website 12 is then extracted as specified in the tracking field 20. The call cell 16 thus has the function of showing the path to where the tracking field 20 is stored. This path provides the Site 12 with access to the tracking rule 20 to execute the tracking rules 22, which initiate the extraction of data about the user interaction with the Site 12 or the web page. Extracted data is then converted to a format that can be read by all client information system software such as web analytics software. It will probably be most common to use extracted data to perform web analytics, but data can also be used directly by the browser to trigger appropriate offers to a person who visits the site and who is dependent on user behavior.
    With reference to Figure 4, the method of the present invention will now be described. As mentioned above, the method is aimed at tracking the user interaction between the user unit 8 and the website 12 or the web page. In the context of the present invention, the user device is to be understood as any device that can be connected to the network 10, such as personal computers, laptops, tablets, smart phones and the like.
    The method starts with providing the website 12 or the website with a call 16.
    As mentioned above, the caller 16 is included in or part of the main structure 14 of the website 12. The caller 16 includes the path to or a pointer directed to the caller 20 which is accessible via the common network 10. By including a caller 16 in the main structure 14, the caller 20 to be called each time a user visits the website 12. 10 15 20 25 30 10 In the next step, the website 12 thus connects to the Tracking Zone 20 in response to user interaction. Normally, this user interaction occurs when a user visits a website, but it can also be when the user enters a particular page of the website. It is within the skill of the art to determine what triggers connection to the tracking 20. The tracking 20 begins to execute the tracking rules 22. The tracking rules 22 define which data is to be extracted from the website 12, as mentioned above. The extraction of data is done using page contexts, content matching selectors, stored user interactions on previous pages or in previous sessions and / or other conditions as they are driven by the tracking rules 22. A preferred way of extracting data is according to the present invention to use a Document Object Model to collect environmental variables and user behavior from previous sessions stored in the system and capture user interactions. Extracted data is then converted using the code stored in JavaScript library 24. The conversion is done so that the extracted data is in a format that can be read by web analytics software. Converted data is then sent to the web analytics server 6, in which the user interaction with the specific website 12 is analyzed.
    Referring to Figure 5, the present invention also relates to a computer program product 40 comprising a computer program 41 for tracking user interaction between a user unit 8 and a website 12, the website 12 and the user unit 8 being connected to a common network 10.
    The computer program 41 includes computer program code which, when run in the processor unit 18 by the tracking server 4 or any other suitable server, influences the system to perform the method described above. The computer program 41 is stored on a computer readable medium.
    Compared to the traditional way, ie. page tagging, to extract data about user behavior, the method and system of the present invention have many advantages and benefits. As described above in the section on the state of the art, page tagging requires that the website or the Website be tagged, which requires IT resources.
    Thus, page tagging is normally updated only once a month or similar. 10 ll One could describe the loso behind the page tagging as printing (sending) data about users' behavior from the website to a tracking server. The philosophy behind the present invention is the opposite. According to the present invention, the tracking cell pulls (extracts) data from the website to the tracking server or any other suitable server where the tracking file may be stored. The big advantage of this solution is that it is easy to update the tracking rules because they are not dependent on the website as the page tagging is. Therefore, it is easy to track users' behavior for every change made to the site without time-consuming page tagging. In the light of the above description of the present invention, it is believed that one skilled in the art can apply the method by programming the control unit in a suitable manner.
    权利要求:
    Claims (13)
    [1]
    A method of tracking user interaction between a user device (8) and a website (12), the website (12) and the user device (8) being connected to a common network (10), the method comprising the steps of providing the website ( 12) with a caller (16), comprising a pointer to a caller (20) arranged somewhere in the common network (10), connect the website (12) to the caller (20) according to what is stated in the caller (16) and include it in the website (12), the tracking fi comprising tracking rules, extracting user interaction data between the user unit (8) and the website (12) based on user behavior in previous sessions stored in the system by executing the tracking rules (22), converting extracted data to a data format which is readable by a client information system software located somewhere in the common network (10), and used converted data to map the behavior of the user unit (8).
    [2]
    A method according to claim 1, in which extracted data is used by a web browser in the user unit (8) to trigger an offer to a user visiting the website (12).
    [3]
    A method according to claim 1 or 2, in which data is converted to a data format readable by a web analysis software found on a web page analysis server (6) and transmitted to the web analysis server.
    [4]
    A method according to any one of claims 1 to 3, in which data is extracted by environment variables on the client side, environment variables, and / or by access to a Document Object Model. 10 15 20 25 30
    [5]
    A method according to any one of the preceding claims, wherein extracted data is converted by using code in a library (24) which is part of the tracking field (22).
    [6]
    A system for tracking user interaction between a user device (8) and a website (12), the website (12) and the user device (8) being connected to a common network (10), the system comprising at least one tracking server (4). , the user unit (8) and the website (12), said system being configured to perform the following steps, providing the website (12) with a call fi l (16), comprising a pointer to a tracking fi l (20) arranged somewhere in the common network ( 10), connect the website (12) to the tracking field (20) according to what is stated in the calling field (16) and include it in the website (12) in response to user interaction, the tracking field (20) including tracking rules (22), extract data regarding the user interaction between the user unit (8) and the website (12) based on user behavior in previous Sessions stored in the system by executing the tracking rules (22), converting extracted data to a data format readable by a k client information system software found somewhere in the common network (10), and use converted data to map the behavior of the user unit (8).
    [7]
    A system according to claim 6, further configured to allow a Web browser in the user unit (8) to use extracted data to trigger an offer to a user visiting the website (12).
    [8]
    A system according to claim 6 or 7, further configured to perform conversion to a data format readable by a web analytics program hosted on a web analytics server (6) and send said data to the web analytics server.
    [9]
    A system according to any one of claims 6 to 8, further configured to perform data extracting using client-side environment variables, environment variables, and / or access to a Document Object Model. 10 15 20 25
    [10]
    A system according to claim 6, further configured to perform data conversion using code in a library (24) which is part of the tracking field (22).
    [11]
    A computer program (41) for tracking user interaction between a user device (8) and a website (12), the website (12) and the user device (8) being connected to a common network (10), the computer program comprising computer program code which, when it is executed in a processor unit (18) by a server, influencing a system comprising a tracking server (4), a website (2), the user unit (8) and a web analytics server (6) to: provide the website (12) with a call (16) ), comprising a pointer to a tracking device (20) arranged somewhere in the common network (10), connecting the website (12) to the tracking device (20) according to what is indicated in the calling directory (16) and including it in the website (12) in response on user interaction, the tracking element (20) comprising tracking rules, extracting data regarding the user interaction between the user unit (8) and the website (12) based on user behavior in previous sessions stored in the system by executing the tracking rules ( 22), convert extracted data to a data format readable by a client information system software located somewhere in the common network (10), and use converted data to map the behavior of the user unit (8).
    [12]
    A computer program (41) according to claim 1 1, further influencing the system to allow a browser in the user unit (8) to use extracted data to trigger an offer to a user visiting the website.
    [13]
    A computer program product (40) comprising a computer program (41) according to claim 11 or 12 and a computer readable means on which the computer program is stored.
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    法律状态:
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    优先权:
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    SE1250079A|SE536726C2|2012-02-03|2012-02-03|A method of tracking a user's interaction with a web page|SE1250079A| SE536726C2|2012-02-03|2012-02-03|A method of tracking a user's interaction with a web page|
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    PCT/SE2013/050090| WO2013115724A2|2012-02-03|2013-02-04|A method for tracking user interaction with a web page|
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