RU2693646C1 - Method and system for selection of proposals for a user based on analysis of actions thereof - Google Patents

Abstract

FIELD: information technology; marketing.

SUBSTANCE: invention relates to a method and a system for selecting proposals for a user based on analysis of actions thereof. Method comprises collecting information on user actions on a web resource, forming an open and private encryption key for a certain period of action, encrypting a unique user identifier with an open encryption key, storing the encrypted unique user identifier in the service type files on the computing device, the validity of which is determined by the validity of the public key, generating a code on a page of a web resource or a software application with a built-in encrypted unique user identifier, monitoring user actions using said code, streaming recorded user actions and private encryption key to recorded passive authentication system, in which decrypt user identifier by private encryption key and associate received actions with its profile, determining and sending to the user a proposal detected for the corresponding user profile taking into account its actions.

EFFECT: technical result consists in improvement of accuracy of selection of goods and/or services for user.

9 cl, 1 tbl, 5 dwg

Description

Technical field

[0001] This technical solution generally relates to the processing of digital data, in particular, to a method and system for marking user actions for the subsequent selection of proposals based on an analysis of its actions.

The level of technology

[0002] Currently, solutions are widely used to analyze user activity in computer information networks, for example, the Internet, in order to determine the most profitable offers for users, targeted advertising, etc.

[0003] As an example of such solutions can be considered known methods and systems described in documents RU 2509362, US 20040019523, US 7685191. Typically, such solutions rely on capturing information that identifies an information resource on which a user performs certain actions, However, the main drawback of their implementation is the lack of analysis of the authorized client with the binding of specific actions to its profile, which leads to the appearance of noise and false information, which may not be inherent in activity appropriate user.

[0004] These shortcomings in turn lead to a significant increase in the amount of irrelevant information, which is falsely indexed for the corresponding user profile, which subsequently complicates its further use for processing and calculating targeted information for users on its basis.

DISCLOSURE OF INVENTION

[0005] An existing technical problem is the need to create a method of collecting information about user actions, as well as verifying this information for the current user profile in order to monitor its actions on the relevant Internet resource.

[0006] The technical result is to improve the accuracy of the selection of proposals for goods and / or services for the user due to the verified collection of data on user actions on a resource on the Internet.

[0007] An additional technical result is to increase the security of the collection of user action data, by applying the cryptographic protection procedure of the user ID.

[0008] The stated result is achieved by a computer-implemented method of selecting proposals for the user based on an analysis of his actions, including steps in which:

collect information about the actions of the user on a web resource in which

form at least one public and private encryption key for a certain period of validity;

encrypting a unique user identifier with an encryption public key when accessing a web resource or software application using a computer device;

store the unique user identifier encrypted in the previous step into service type files on said computer device, and the validity period of the service type data files is automatically set according to the validity period of the public key;

generating at least one code on a web resource or software application page with an embedded, encrypted unique user identifier;

carry out the tracking of user actions using the above code and their subsequent entry into the database;

transmit to the passive authentication system the recorded actions of the user and the previously formed private encryption key;

decrypt the user ID in the passive authentication system by means of the private encryption key, and associate the received actions with his profile;

carry out a comparison of the received data on user actions with existing proposals;

analyze the relevance of the proposals for each user profile;

determine at least one sentence identified for the corresponding user profile, and

carry out the direction of the above proposal to the user.

[0009] In the private embodiment of the claimed method, the user's actions include at least one of: the trajectory of the cursor, interaction with the graphical interface element, the time the cursor is located on the graphical interface element, scrolling the web resource page, switching to a web resource other domain transaction data.

[0010] In another particular embodiment of the claimed method, each fixed action contains a unique identifier (UID).

[0011] In another particular embodiment of the inventive method, transaction data performed by users is additionally collected.

[0012] In another particular embodiment of the claimed method, the selection of proposals is carried out according to the data accumulated over a given period of time.

[0013] In another particular embodiment of the claimed method, the resource is a web site and / or a mobile application.

[0014] In another particular embodiment of the claimed method, the notification of the offer is effected by means of an SMS message, an email, a PUSH notification or a call from an employee of the call center.

[0015] In another particular embodiment of the inventive method, the accumulated data monitors the appearance of relevant offers for user profiles.

[0016] The claimed solution is also implemented at the expense of a computer system which contains at least one processor and at least one memory means containing computer-readable instructions that, when executed by the processor, implement the above method.

Description of the drawings

[0017] FIG. 1 illustrates a block diagram of the implementation of the claimed method of marking and data storage.

[0018] FIG. 2 illustrates an example system for implementing the method.

[0019] FIG. 3 illustrates a flowchart of a method for selecting relevant offers.

[0020] FIG. 4 illustrates an example of processing user interest information.

[0021] FIG. 5 illustrates an example computing device. The implementation of the invention

[0022] This technical solution can be implemented on a computer, in the form of an automated information system (AIS) or computer-readable media containing instructions for performing the above method.

[0023] A technical solution may be implemented as a distributed computer system that can be installed on a centralized server (set of servers). User access to the system is possible both from the Internet, and from the internal network of an enterprise / organization through a mobile communication device on which software with an appropriate graphical user interface is installed, or a personal computer with access to the web version of the system with an appropriate graphical user interface.

[0024] The following will describe the terms and concepts needed to implement this technical solution.

[0025] In this solution, a system means a computer system, a computer (electronic computer), a numerical control (numerical control), a PLC (programmable logic controller), computerized control systems, and any other devices capable of performing a predetermined, well-defined computational sequence operations (actions, instructions).

[0026] A command processing device is an electronic unit or an integrated circuit (microprocessor) that executes machine instructions (programs).

[0027] The instruction processing device reads and executes machine instructions (programs) from one or more data storage devices. In the role of a storage device can act, but not limited to, hard drives (HDD), flash memory, ROM (read-only memory), solid-state drives (SSD), optical drives.

[0028] Program - a sequence of instructions intended for execution by a computer control device or command processing device.

[0029] FIG. 1 shows a general scheme for implementing the method 100 for marking user actions for subsequent analysis and accumulation. At the first stage 101, at least one public and private encryption key is generated for a certain validity period (day, week, month, etc.). After the set period of validity of the keys expires, they are deactivated.

[0030] The encryption method can be selected from various known solutions, for example, the RSA algorithm, which encrypts data in the public key, with known AIS. Deactivating keys means deleting the current version of keys when the specified date of their validity has expired, since they can no longer be used to identify a user in AIS when decrypting information. When deactivating keys, new keys are subsequently generated. At step 102, when a user accesses the service channel via the Internet from a personal computing device, in particular, when accessing a website (page of a website) or a software application installed on the user's device, an authentication procedure is performed. An encrypted unique identifier (UID) is prepared for each user using a public key.

[0031] The encryption method can be selected from various known solutions, for example, a unidirectional salt encryption mechanism (for example, shal or sha2), which allows to obtain a unique key that cannot be decrypted back.

[0032]

[0033] The created DIA is written to the service type files stored on the user's computer device, for example, Internet session files or cookies (step 103). When updating the public key after it expires, the data in the service file is updated.

[0034] DIA may be permanent or temporary. Temporary DIA is created in the absence of user profile information in the authentication system located on the server (to be disclosed below). If there is information about the user profile that previously accessed the corresponding resource, the corresponding UID is stored in the authentication system.

[0035] Next, at step 104, at least one code (script, program) is generated on the resource for which the user’s activity is to be monitored, which contains the encrypted UID of the user to identify him and perform appropriate monitoring. To monitor user actions, you can use a script that is responsible for sending messages about user actions on a resource, for example, clickstream or click path, which allow you to track the navigation chain. In this case, a resource is understood as, for example, a page of a website or a software application. In another case, the code may be a personal page of a web site or a software application interface.

[0036] The analysis of the user actions at step 105 consists in monitoring the occurring events at the resource with which the user interaction is performed. Such actions can be, for example, the cursor trajectory, interaction with the graphical interface element, the time the cursor is located on the graphical interface element, scrolling a web resource page, switching to a web resource from another domain, transaction data, downloading files, moving from a resource to social networks, etc.

[0037] The obtained information about the actions of the user at step 106 is stored and transmitted along with the private key to the authentication system for subsequent decryption of DIA and comparison of actions by the user and his profile (step 107). Each action also contains UID for storage and analysis of the relevant types of identified actions.

[0038] A UID may be associated with such information as: a user's phone number, an email address, a user's full name, a payment card number, and the like.

[0039] FIG. 2 shows a general view of the system of interaction of the elements of the stated solution. As mentioned above, a user using a computer device 200, such as a smartphone, personal computer, tablet, game console, smart TV, wearable smart device, etc., interacts with a web resource 250, such as a web site or a software application (for example, Sberbank Online)

[0040] The fact of user interaction on the resource 250 is fixed on the control server 300. The server 300 contains the necessary software and hardware to organize the work of the necessary functions to implement the claimed method 100. The module 310 automatically generates code to monitor user actions on the web resource 250. Using the authentication system 320, the DIA is created for the user, or it is selected from the database (DB) of the server 330, if the user is already registered in the system.

[0041] Information about user actions on the web resource is also subsequently stored in DB 330. User actions data is also transmitted to the event handler module 340, which provides selection of relevant offers for users based on an analysis of their activity (actions) on the web resource 250 (Internet resource).

[0042] As an example of using method 100 for marking user actions for subsequent analysis and accumulation, one can consider its use for the purpose of obtaining relevant offers for users, for example, financial offers (lending, mortgage, deposits, etc.).

[0043] FIG. 3 shows a general scheme for implementing a method for selecting offers 400 for a user based on monitoring data of his actions on a web resource 250. Based on the received information about user actions (step 401), a web-based analysis of data on the web resource 250 is performed (step 402) to determine relevant offers for the corresponding user profile.

[0044] The analysis of user actions 401, as indicated above, may be performed according to various criteria. For example, the analysis can be carried out on completed user transactions (website, POS-terminals, ATM, self-service device, etc.), performed using the web resource 250 on the Internet (site or software application), and payment by means of payment (debit, credit cards), which are subsequently processed on the server of the payment system and transferred to the database 330 when compared with the data of the corresponding user.

[0045] The analysis of information can occur on the basis of data characterizing the type of product, or information corresponding to the user's interest, for example, based on receiving data that fixes the time the user spent on the corresponding tab of the website or his interaction with the application interface (for example, loan calculator , issue of a credit card, opening a deposit). Fixed user actions are used to form the attributes of an event or user service vector during subsequent calls to the channel.

[0046] Based on the attribute composition of the events recorded on the web resource 250 (Internet resource), business events and / or complex events are generated, which are automatically analyzed and processed by business rules implemented using software logic that interacts with server 300, in particular, using an event handler module 340. Following the processing of business rules, a specific product is searched at step 403 and a message is sent to the user describing it at step 404

[0047] The business event is a system-processed

an event generated by the user of resource 250 (for example, completed card transactions, switching to a product description on a website, etc.). Business rules are a sequence of analysis and processing of user business events.

[0048] The module 340 may use the following data to process business rules: contact information, age, gender, segment, region, and other user attributes. The end of the processing of each business rule is the name or ID of a specific product / type of product (offer). For this information can be used from the database 330 about the current available offers, as well as the current product catalog.

[0049] An analytic function can be implemented in the event handler module 340, which allows calculating analytical values for each user in the context of a time interval, for example, such values can be: number of events, minimum / average / maximum / total / average deviation, etc. value of one of the event attributes. This function allows you to take into account incoming events for each user profile at a specified time interval, for example, per second / minute / hour / day / week / month. The counter data is used to set up algorithms for detecting complex business event offers and selecting the most relevant information for relevant users. Under the complex business event, as a rule, refers to a business event generated by the results of several preceding events generated by the user on the resource 250.

[0050] For each business event and / or complex event, module 340 is assigned an IUD. Module 340 may also implement an interface for flexible tuning of algorithms for filtering operations recorded by user actions. Module 340 performs a search and selection of proposals for the user based on the received event attributes by user actions.

[0051] The server 300 performs decoding of a user UID, which is contained in the attributes of the event generated by its actions on the corresponding resource. According to the results of event processing, the server 300 associates the generated event attributes with the user UID for the subsequent transfer of information to the event processing module 340 and selection of the appropriate proposals for said user UID.

[0052] At block 402, the bid analysis has a time range for accumulating necessary information and selecting relevant data. As represented in FIG. 4, using the claimed solution, in particular, using the incoming data processing module 340, can be fixed at step 401 duplicate pages or categories of user interest on the actions taken, for example, when viewing thematically similar elements of a web resource (topics web pages) 250. Topics may relate to various offers, such as credit offers, deposits, debit / credit cards. The server 300 receives data about user events in a predetermined time period and ranks them for the availability of offers for that user.

[0053] The time period for sending a message with a suggestion to the user can also be selected based on the analysis of the user's overall activity, both in a given time period and a longer period, which is determined based on the availability of the relevant offer or activity of the user and the corresponding program logic implemented on server 300. Additionally, user transaction history can be taken into account to take into account attribute data when selecting relevant offers.

[0054] In Table 1 below, an example of storing data of client actions for analyzing relevant business events will be presented.

Business Event ID - The business event ID received in the search request.

Offer - The name of the product being sold (banking) / marketing product from the grocery catalog, by whose identifier a request to search for an offer was received.

Date 1 - The number of requests for a unique combination of “business event - product” received by the system on the first day of the selected period.

Date 2 - The number of requests for a unique combination of “business event - product” received by the system on the second day of the selected period.

Date 3 - The number of requests for a unique combination of “business event - product” received by the system on the third day of the selected period.

Date N - The number of requests for a unique combination of “business event - product” received by the system on the last day of the selected period.

Records can be filtered as follows:

1) In the field "business event identifier" - in alphabetical order;

2) The field "Product" - in alphabetical order.

Applicable filters:

1) “Date from”. The date of the beginning of the period for the formation of the report, the date of receipt of the request for search for proposals is used.

2) "Date on". Period expiration date to generate a report, using the date of receipt of the request for search proposals

3) "Business Event ID". A list of all received business event identifiers in the search proposals.

4) "Product". A list of all the products for which search requests were received.

[0036] Search suggestions for a user profile can be performed as follows:

- Customer ID;

- Identifier of the Product Type and / or the Product Being Sold OR the Identifier of the “Informational” Product;

- Type of communication channel.

[0037] If the attribute list consists of two user identifiers, then the search is first performed by the main identifier. If the user is not found, then search for additional. In addition to the attributes for the search, the search message contains the business event ID and / or the complex event ID and the business rule ID.

[0038] When sending a message about the found relevant offer to the user, the user may be provided with the function of generating personalized calls, for example, SMS messages or letters sent via e-mail, PUSH notifications, or by calling to the user of the call center. The channel for sending messages to the user about the notification of the presence of detected offers is selected, as a rule, from the following information transmission channels: SMS, PUSH notifications, Internet network, telephone connection, software application, instant messenger, etc.

[0039] The offer to be sent to the user may contain information describing the specific product or conditions for purchasing the product, the validity period of the offer, cost, and other type of data.

[0040] For each pair of "business event - product", an algorithm for forming a control group can be provided, which is used to evaluate performance. With the help of this algorithm, the number of customers is fixed for which an offer was found that matches the “business event - product” pair.

[0041] The application of method 100 for marking and storing data about user actions allows for improved search for a relevant one or several offers for a user by monitoring his activity on a web resource with reliable identification of a user profile.

[0042] FIG. 5 shows an example of a computing device 500, which can be used to perform functions for the logical processing of the necessary data to implement the claimed solution. It should be noted that the computer device of the user 200 and the server 300 indicated in the materials of the present application can be one of the embodiments of the computing device 500.

[0043] In general, the computing device 500 includes one or more processors 501, a common bus 510, memory means such as RAM 502 and ROM 503, input / output interfaces 504, input / output means 505, and network interaction 506 .

[0044] The processor 501 (or several processors, a multi-core processor) may be selected from a variety of devices currently widely used, for example, from Intel ™, AMD ™, Apple ™, Samsung Exynos ™, MediaTEK ™, Qualcomm Snapdragon ™, and so on. P.

[0045] The RAM 502 is a RAM and is intended for storing computer-readable instructions executed by the processor 501 to perform the necessary logical data processing operations. RAM 502, as a rule, contains executable instructions of the operating system and the corresponding software components (applications, program modules, etc.).

[0046] The ROM 503 is one or more persistent data storage devices, such as a hard disk drive (HDD), solid-state data storage device (SSD), flash memory (EEPROM, NAND, etc.), optical information carriers (CD- R / RW, DVD-R / RW, BlueRay Disc, MD), etc.

[0047] For organizing the operation of the components of the device 500 and organizing the operation of external connected devices, various types of I / O interfaces 504 are used. The choice of appropriate interfaces depends on the specific implementation of the computing device, which can be, without being limited to: PCI, AGP, PS / 2, IrDa, FireWire, LPT, COM, SATA, IDE, Lightning, USB (2.0, 3.0, 3.1, micro, mini, type C), TRS / Audio jack (2.5, 3.5, 6.35), HDMI, DVI, VGA, Display Port , RJ45, RS232, etc.

[0048] Various means of 505 I / O information are used to ensure user interaction with the computing device 500, such as a keyboard, display (monitor), touchscreen, touchpad, joystick, mouse, light pen, stylus, touchpad, trackball , speakers, microphone, augmented reality tools, optical sensors, tablet, light indicators, projector, camera, biometric identification tools (retina scanner, fingerprint scanner, voice recognition module), etc.

[0049] The network interaction tool 506 provides data transmission by the device 500 via an internal or external computer network, for example, an Intranet, the Internet, a LAN, or the like. As one or more means 506 can be used, but not limited to: Ethernet card, GSM modem, GPRS modem, LTE modem, 5G modem, satellite communication module, NFC module, Bluetooth and / or BLE module, Wi-Fi module, etc.

[0050] In addition, satellite navigation tools can also be used, for example, GPS, GLONASS, BeiDou, Galileo.

[0051] The submission materials of the application disclose preferred examples of the implementation of the technical solution and should not be interpreted as limiting other, particular examples of its implementation, not going beyond the requested legal protection, which are obvious to specialists of the relevant field of technology.

Claims (21)

1. Computer-implemented method of selection of proposals for the user based on the analysis of his actions, including the following steps: • collect information about user actions on a web resource, in which

form at least one public and private encryption key for a certain period of validity;

encrypting a unique user identifier with an encryption public key when accessing a web resource or software application using a computer device;

store the unique user identifier encrypted in the previous step into service type files on said computer device, and the validity period of the service type data files is automatically set according to the validity period of the public key;

generating at least one code on a web resource or software application page with an embedded, encrypted unique user identifier;

carry out the tracking of user actions using the above code and their subsequent entry into the database;

transmit to the passive authentication system the recorded actions of the user and the previously formed private encryption key;

in the passive authentication system, decrypt the user identifier by means of the private encryption key and associate the received actions with his profile; • carry out a comparison of the data on user actions with existing proposals; • perform an analysis of the relevance of the proposals for each user profile; • determine at least one sentence identified for the corresponding user profile, and • send the said offer to the user. 2. The method according to claim 1, characterized in that the user's actions include at least one of: the trajectory of the cursor, interaction with the element of the graphical interface, the time the cursor is located on the element of the graphical interface, scrolling the web resource page, moving to the web -resource of another domain, transaction data. 3. The method according to claim 1, characterized in that each recorded action contains a unique identifier (UID). 4. The method according to claim 1, characterized in that it further collects transaction data made by users. 5. The method according to p. 1, characterized in that the selection of proposals is carried out according to the data accumulated over a specified period of time. 6. The method according to claim 1, characterized in that the resource is a web site and / or a mobile application. 7. A method according to claim 1, characterized in that the notification of the offer is sent via SMS, email, PUSH notification or call the call center employee. 8. The method according to claim 5, characterized by the fact that the accumulated data monitors the emergence of relevant proposals for user profiles. 9. A proposal selection system for a user based on an analysis of his actions, comprising at least one processor and at least one memory means containing computer-readable instructions that, when executed by the processor, implement the method of any one of claims. 1-8.

Images