CN101446979A - Method for dynamic hotspot tracking - Google Patents
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- CN101446979A CN101446979A CNA2008102467094A CN200810246709A CN101446979A CN 101446979 A CN101446979 A CN 101446979A CN A2008102467094 A CNA2008102467094 A CN A2008102467094A CN 200810246709 A CN200810246709 A CN 200810246709A CN 101446979 A CN101446979 A CN 101446979A
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Abstract
The invention relates to a method for dynamic hotspot tracking, which is an electric digital data processing method, and comprises the operating steps as follows: a user links web pages of a web site; the web pages are transmitted to a data collector; first access data is transmitted, and a new user file is established; a user model is set up; sectional drawings of the web pages are obtained; the user browses the web pages; clicking data is transmitted; data is received, a source and a interest pattern of the user are analyzed; the user characteristics are analyzed; a web site hotspot picture is generated; user dynamic tracking is started up; the user accesses other web sites continuously; user data is transmitted continuously; the user characteristics are analyzed continuously; and hotspot changes of the web site hotspot picture are updated. The data collector is arranged on the user web site so as to collect the mouse behavior of the user on the web site and collect the source web site accessed by the user, the web page contents accessed currently, the user detention time that is browse path of the web pages, and the like at the same time of nonobjective integration, so as to form a hotspot picture based on the mouse track and clicking as well as the user property.
Description
Technical field
The present invention relates to a kind of method of dynamic hotspot tracking, is the method that a kind of electric numerical data is handled, and is a kind of method that is used for electric digital data information network, is a kind of method of improving the website that provides for web site operator.
Background technology
Network has become requisite thing in people's life, is that the modern obtains one of important channel of information.Its importance will surpass that most important medium---TV is to people's influence.Network has caused gray very big interest.How strong this important communication media of use network, carry out advertising, how to help the network operator to understand the user at heart, use layout and the quality of improving the website, increase clicking rate, finally attract advertiser, web site operator is made a profit? at present, existing number of site is attempted page viewers' (user) click custom is write down and analyzes, and therefrom obtains some hobbies of this user, and individualized webpage and correspondent advertisement are provided.Though this method can obtain some effects, is nowhere near.Because the user does not click sometimes to interested thing, only add up clicking rate, often can not accurately judge viewer's hobby.
Summary of the invention
The technical problem to be solved in the present invention is the method that proposes a kind of dynamic hotspot tracking, described method is discerned this user's interest according to user's mouse track, judge this attribute of user, for example sex, source etc., follow the tracks of unique user or the user of colony all-access path to the website, extract to click frequency and form the focus distribution characteristics, real-time rendering is the abstract click on area of various dimensions of background with the user website sectional drawing, and the visit track of following the user dynamically represents.
The present invention solves the problems of the technologies described above the technical scheme of being taked: a kind of method of dynamic hotspot tracking, described method internet usage, the website that web service is provided, the user terminal of browsing page, analytic system is characterized in that the operating procedure of described method is as follows:
The user is at the webpage of user terminal link website;
Data collector is transmitted in the website when the user transmits webpage;
Data collector transmits visit data first to analytic system, sets up new files on each of customers;
Analytic system receives data and sets up described user's user model;
Obtain the Webpage sectional drawing that the user is visiting;
User's browsing page is clicked a plurality of links or picture on the page;
Described data collector transmission click data comprises: click position, click order, accessed content, the page residence time;
Analytic system receives data, the source and the interest pattern that hit position, click order, accessed content, the described user of page residence Time Analysis of ordering according to the user;
According to source, interest pattern analysis user feature, comprising: sex, the range of age, hobby, custom;
Repeat repeatedly data collection and analysis, generate the website hotspot graph;
Open user's dynamic tracking;
The user continues other websites of visit at user terminal;
Data collector continues transmitting user data;
Analytic system continues the analysis user feature;
The hot-zone that dynamically updates the website hotspot graph according to the result who analyzes changes.
The beneficial effect that the present invention produces is: the present invention can collect user's mouse behavior on the website, for example: click, move, pace up and down etc. by place a data gatherer on user website.The source web, the web page contents of current accessed, the user that collect user capture simultaneously are browse path etc. the residence time on this webpage, the coordinate on the website, clicked of combined mouse afterwards, carry out abstract integration, form based on mouse track and click, and the hot-zone figure of user property.And, carry out the renewal of hot-zone figure according to the passing of time.When new user capture, can directly on the figure of this hot-zone, dynamically present.
Description of drawings
The invention will be further described below in conjunction with drawings and Examples.
Fig. 1 is the embodiment of the invention employed system of one described method and information flow direction synoptic diagram;
Fig. 2 is the operation block diagram of the embodiment of the invention one described method;
Fig. 3 is the website hotspot graph that the embodiment of the invention one described method forms.
Embodiment
Embodiment one:
Present embodiment is a kind of method of dynamic hotspot tracking, present embodiment internet usage, the website that web service is provided, the user terminal of browsing page, analytic system, and total system is as shown in Figure 1.The described internet of present embodiment comprises LAN (Local Area Network) and wide area network.The website refers to the service provider that various web service are provided, and the object that provides by the described method of present embodiment mainly provides the web service merchant of various information services.User terminal is meant final web page user, rather than refers to the node of small-sized LAN (Local Area Network).Analytic system is installed in the server of the service provider that Analysis Service is provided specially, and this service provider provides user group's analytical information for web service merchant advertiser, so that webpage provider and advertiser improve page layout and quality.
The basic ideas of present embodiment are: when the user browses a website, base attribute (as sex, source etc.) according to user's mouse track identification user interest, judgement visitor, follow the tracks of unique user or the user of colony all-access path to the website, extract and click frequency formation focus distribution characteristics, real-time rendering is the abstract click on area of various dimensions of background with the user website sectional drawing, and the visit track of following the user represents dynamically.Specific practice is by placing a Javascript script as data collector on user's website, the JavaScript script is a kind of lightweight program code that is specifically designed to executive routine on webpage, behind the user capture website, this shell script will download on user's the computer, the execution that makes an explanation, execution result can directly act on the webpage.By using a kind of asynchronous web page interaction technique-AJAX based on Javascript and XML, can be after the user opens webpage, the browser backstage is transferred to specified server with user's related data by HTTP GET mode automatically, and does not influence user's normal web page operation.
Present embodiment realizes that by following operating procedure FB(flow block) is seen Fig. 2:
1) user is at the webpage of user terminal link website.This step is exactly user's log-on webpage, is similar to start a program.
2) data collector is transmitted in the website when the user transmits webpage.The user logins any one webpage, can browse this webpage smoothly for making the user, and service provider all will be installed in some application software on user's the terminal usually.The described data collector of this step little software that comes to this, data collector is a Javascript script, at page running background, can not form any additional vestige on the page.The Javascript script can be thought a sensor, collects the movement locus of user's mouse, and the track of mouse movement is converted to data sends to analytic system.
3) data collector transmits visit data first to analytic system, sets up new files on each of customers.To each specific user, all archives will be set up so that analyze.
4) analytic system receives data and sets up described user's user model.Analytic system utilizes the data that data collector transmits for the first time to set up user model after setting up files on each of customers, these user models comprise browse web sites frequency, user's the source of browsing custom, user, user's interest content etc. of the user name used, this website of user capture of user's initial-access time, unique identification, this user of distributing for this user, this just comprises very elementary user's raw data, in order to this user is followed the tracks of.
5) obtain the Webpage sectional drawing that the user is visiting.After setting up user model, analytic system is the webpage full width sectional drawing that the user is visiting, and the interface manufacture that is about to the webpage of being visited is that the view data of picture format stores, so that subsequent analysis is used.
6) user's browsing page is clicked a plurality of links or picture on the page.This step the actual user of being browse, read webpage, sees the just click of interested content, so that further understand the concrete condition of this heading message.
7) described data collector transmission click data comprises: click position, click order, accessed content, the page residence time.This step is the significant data of the collected mouse movement track of mouse data gatherer.The content that these data comprise is:
● the coordinate of user's click on this page (is initial point with the screen upper left corner);
● the source web of user capture;
● the webpage of user's current accessed;
● the content of user capture;
● the user is to the residence time on the page.
8) analytic system receives data, according to user's click location, click order, accessed content, the described user's of page residence Time Analysis source and interest pattern.The data that analytic system is sent according to data collector are analyzed user's source and interest pattern.So-called source is exactly that the user takes over from the chain of that website, still initial log, with this analysis user use be what initial default webpage, and with the type of this analysis user.User's type is normally:
Visit new user first;
Old user (user who visits this week);
Loyal user's (continuous 3 weeks were visited 5 times user weekly at least);
9) according to source, interest pattern analysis user feature, comprising: sex, the range of age, hobby, custom.
10), generate the website hotspot graph according to data collection and analysis.Present embodiment is expressed the result of Collection and analysis with the mode of website hotspot graph.The result of Collection and analysis can also express with other modes, for example uses form, histogram, spectrogram or the like form, perhaps directly uses character narrate.The mode that present embodiment is taked is the mode of website hotspot graph, and this mode is the most directly perceived, can open-and-shut interest place of expressing the user.The webpage hotspot graph can be used any page of homepage and website, on this webpage, marking the position of focus behind the homepage full width figure, as shown in Figure 3, among Fig. 3 on the picture irregular sheet be exactly focus.Concrete way is exactly after system receives the data that data collector collects, and according to distinctive algorithm, combined mouse is the coordinate of initial point with the screen upper left corner on the website, carries out adjacent area and integrates, and forms based on click and user property.This method is similar to the visual webpage hotspot graph of satellite cloud picture, and hotspot graph is a pixel on the corresponding one-tenth of the coordinate of each click webpage screen, according to the picture of certain rule drafting.
11) open user's dynamic tracking.
The tracking here refers at first carries out unique sign to this user, and rely on the unique identification sign indicating number that includes this user among cookie (cookie is that some website is stored in the data on the subscriber's local terminal in order the to distinguish user identity) cookie, this unique identification sign indicating number is dynamically generated by the Javascript script, and distributes to the user.
When the user visits this website once more later on, the Javascript script is the unique identification sign indicating number of discriminating user cookie existence at first, it is passed to service background, therefore the service background program can be mated according to the user list that this unique identification sign indicating number and its system had collected, and in all information of this user of storage, the capital deposits this unique identification sign indicating number simultaneously in, and the user independently analyzes this user later.
The user also can enter more deep webpage enter other webpages of website at the homepage clickthrough after, so also need further to follow the tracks of user's the stroke of browsing.
12) user continues other websites of visit at user terminal.This is that the user leaves the website of having visited, and by the visit of link to other websites, therefore also will continue to follow the tracks of.
13) data collector continues transmitting user data.Continue to visit the webpage of other websites along with the user.
14) analytic system continues the analysis user feature.
15) hot-zone that dynamically updates the website hotspot graph according to the result who analyzes changes.Passing according to the time, carry out the variation of hot-zone figure, as brand-new visitor, promptly during new user capture website this page of never visiting this website, system handles automatic data collection, direct interative computation on the figure of this hot-zone, thus dynamically present up-to-date hot-zone figure, to realize dynamic tracking.
Website hotspot graph by this dynamic change, web site operator can be easy to look for own valuable advertisement position, to get bigger interests by grasping the custom that the user clicks, find irrational place in the website using format simultaneously, to improve targetedly.For the network operator of ecommerce, can be by the more rational commodity layout of design, the flow process of simplifying user's operation is with the success ratio of raising order and client's satisfaction.
Embodiment two:
Present embodiment is the improvement of embodiment one, and present embodiment is the refinement of website hotspot graph.The described generation of present embodiment website hotspot graph comprises following substep:
1) with one group of color dot matrix of color range pattern initialization, initialization index palette.
The color range pattern: different with RGB (coloured image that human eye can be discerned), color range is meant the difference of removing between the shades of colour, pure monochrome information.
The index palette: relative with RGB, every kind of color is not stored the information of color itself, but RGB is mapped on some sequence numbers (index).When using such method that image is merged, nontransparent zone can not cover mutually but merge.
2) click data is carried out pre-service, comprising: validation verification, merge close data and set up data directory.
Validation verification: use some rule checking click datas whether can be used for handling.These rules comprise the border that whether exceeds the page, and whether browser type meets the requirements or the like.
Merge close data: coordinate distance is merged into data less than the data of the point of certain threshold values, reaches and quicken the effect handling and strengthen the vision explanation of force.
Data directory: data are carried out certain ordering, classification processing, can in the shortest time, obtain the data that need when making processing.
3) scan all click datas on the described web page, obtain the average clicks of this page zones of different.
4) according to formula: H (x, y)=Sum (x-n, y-n, x+n, y+n)/n
2Calculate the absolute average temperature of this each focus of page, according to formula: h (x, y)=H (1..n, 1...m)/Max (H (1...n), (1...m)) calculates the average relatively temperature of this focus.
Letter in the formula:
X, y coordinate figure (pixel);
N area size (pixel);
H (x, y) the temperature value of certain point;
Sum (1, t, r b) obtains with 1, t upper left corner coordinate, with r, b for lower right corner coordinate hold clicks in the scope and;
N2: the area in zone.
5) use formula according to the average relatively temperature of each point:
C(x，y)＝RGB{h(x，y)×255，h(x，y)×255，h(x，y)×255}
Calculate the corresponding index colour of this point, obtain the hot spot data key map.
6) use palette that key map is transformed into the RGB pattern from indexing model.
Because key map is just in order can to merge overlapped point, and can not cover mutually and the image model that uses, its image is not human directly readable, so must change human-readable RGB picture (common color picture) into.
7) the RGB image is carried out sharpening and handle, generate original hot spot figure.It is the canonical form of Flame Image Process that sharpening is handled, and can make the edge of each pictorial element in the picture more clear.
8) the original hot spot figure that generates is merged on the page sectional drawing, thereby obtain final website hotspot graph.The website hotspot graph that obtains can be used as the foundation of webpage provider or gray customer analysis.
Claims (2)
1. the method for a dynamic hotspot tracking, described method internet usage, the website that web service is provided, the user terminal of browsing page, analytic system is characterized in that, the operating procedure of described method is as follows:
The user is at the webpage of user terminal link website;
Data collector is transmitted in the website when the user transmits webpage;
Data collector transmits visit data first to analytic system, sets up new files on each of customers;
Analytic system receives data and sets up described user's user model;
Obtain the Webpage sectional drawing that the user is visiting;
User's browsing page is clicked a plurality of links or picture on the page;
Described data collector transmission click data comprises: click position, click order, accessed content, the page residence time;
Analytic system receives data, according to user's click location, click order, accessed content, the described user's of page residence Time Analysis source and interest pattern;
According to source, interest pattern analysis user feature, comprising: sex, the range of age, hobby, custom;
Repeat repeatedly data collection and analysis, generate the website hotspot graph;
Open user's dynamic tracking;
The user continues other websites of visit at user terminal;
Data collector continues transmitting user data;
Analytic system continues the analysis user feature;
The hot-zone that dynamically updates the website hotspot graph according to the result who analyzes changes.
2. the method for a kind of dynamic hotspot tracking according to claim 1 is characterized in that, described generation website hotspot graph process comprises following substep:
1) with one group of color dot matrix of color range pattern initialization, initialization index palette;
2) click data is carried out pre-service, comprising: validation verification, merge close data and set up data directory;
3) scan all click datas on the described web page, obtain the average clicks of this page zones of different;
4) according to formula H (x, y)=Sum (x-n, y-n, x+n, y+n)/n
2Calculate the absolute average temperature of this each focus of page, according to formula h (x, y)=H (1..n, 1...m)/Max (H (1...n), (1...m)) calculates the average relatively temperature of this focus;
5) use formula according to the average relatively temperature of each point:
C(x，y)＝RGB{h(x，y)×255，h(x，y)×255，h(x，y)×255}
Calculate the corresponding index colour of this point, obtain the hot spot data key map;
6) use palette that key map is transformed into the RGB pattern from indexing model;
7) the RGB image is carried out sharpening and handle, generate original hot spot figure;
8) the original hot spot figure that generates is merged on the page sectional drawing, thereby obtain final website hotspot graph.
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