WO2004079544A2 - Transmission temporisee de donnees d'utilisation de site web - Google Patents

Transmission temporisee de donnees d'utilisation de site web Download PDF

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Publication number
WO2004079544A2
WO2004079544A2 PCT/US2004/006696 US2004006696W WO2004079544A2 WO 2004079544 A2 WO2004079544 A2 WO 2004079544A2 US 2004006696 W US2004006696 W US 2004006696W WO 2004079544 A2 WO2004079544 A2 WO 2004079544A2
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WO
WIPO (PCT)
Prior art keywords
event
computer program
web page
description
detecting
Prior art date
Application number
PCT/US2004/006696
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English (en)
Other versions
WO2004079544A3 (fr
Inventor
Brett M. Error
Christopher Reid Error
Christopher Luby
Original Assignee
Omniture, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US10/794,809 external-priority patent/US7441195B2/en
Priority claimed from US10/795,079 external-priority patent/US20050216844A1/en
Application filed by Omniture, Inc. filed Critical Omniture, Inc.
Publication of WO2004079544A2 publication Critical patent/WO2004079544A2/fr
Publication of WO2004079544A3 publication Critical patent/WO2004079544A3/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention is related to tracking website usage, and more particularly to locally storing data describing website usage to enable delayed transmission of the website usage data.
  • website usage and other customer behavior may be tracked by a website server, or by another server such as a data collection server (also known as a data collector), which may be remotely located.
  • the data collection server is notified of activity on a website so that it can monitor and track the activity.
  • One method of achieving this notification is through the use of a request for embedded content.
  • Embedded content is part of a web page, such as an image, that is requested as a separate file from the file containing the web page.
  • the separate file may be requested from the website server or fro a remote server, such as a remote content server or data collection server.
  • the website server sends the web page file to the user's client.
  • the client such as a web browser, then attempts to render the file as a viewable web page.
  • the client may find a reference to a separate file located on the website server or a remote server. After the content is located and sent to the client, the client renders the separate file containing the embedded content along with the original web page.
  • a web beacon (also known as a web bug) is a particular type of embedded content where the content itself is irrelevant, but the request for content carries useful information.
  • a web beacon is often a transparent image having very small dimensions, such as 1 pixel by 1 pixel. This image is small enough to be invisible to the user.
  • the web beacon causes the client to send a resource request to a server such as a data collection server.
  • the web beacon may include a script (or other code) that causes the client to include, in the resource request, additional information about the user and the user's environment.
  • the additional information can include the data from a cookie, or other information about the client's operating environment or status.
  • the data collection server may, in response to the request, cause the client to set an additional cookie for identification for tracking purposes.
  • the web beacon request can be used to indicate to a data collection server that a particular web page is being rendered.
  • HTML Hypertext Markup Language
  • the term "ad.datacollectionserver.com” refers to the address of the data collection server.
  • Another common method of including the request is to use a scripting language such as JavaScript so as to cause the browser to dynamically generate a request to the data collection server.
  • a scripting language such as JavaScript
  • One advantage of using a script instead of a static image tag is that the script can perform other functions including gathering additional data and sending it along with the request, h either case, the result is a request sent to the data collection server upon the occurrence of an event, such as the loading and rendering of a web page.
  • the data collection server can perform various types of tracking functions. For example, the data collection server can count the number of requests so as to monitor traffic on the web page. By counting the number of times the web beacon element has been requested from the data collection server, the server can determine the number of times a particular page was viewed. By using JavaScript to dynamically construct the request for the web beacon and encode additional information, other identifying information can be obtained for further analysis. [0013] It is often desirable to track intra-page interactions as well as page views. Intra-page interactions are actions performed by the user while viewing a document such as a web page.
  • a user may click witliin a specified area of the screen, or cause the cursor to move to or hover over a particular element or area of the screen; such actions may or may not cause a new page to be loaded.
  • Some prior art systems track such intra-page interactions by requesting web beacons via a background process in response to certain intra-page interaction events. For example, a web beacon request might be generated each time the cursor passes over a particular element.
  • Fig. 2 depicts an example of such a technique for tracking intra-page interactions according to a prior art method.
  • a request describing the page load is sent to a data collection server.
  • a new request describing the interaction is sent.
  • individual requests are sent for interactions taking place with respect to page B (as well as a request describing the page load of page B).
  • a separate request is sent to the server.
  • Such repeated generation of web beacon requests is inefficient and time-consuming, and it can result in undesirably slow performance and responsiveness.
  • What is needed is a technique for enabling such detailed usage tracking, while avoiding or reducing any reduction in perceived performance and responsiveness.
  • What is further needed is a technique for intra-page interaction tracking that reduces or eliminates the need to make a new request for each event.
  • What is further needed is a technique for usage tracking that reduces costs by reducmg the number of requests generated in tiansrnitting website usage data.
  • What is further needed is a technique that avoids the Hmitations and shortcomings of prior art user behavior tracking methodologies.
  • interactions are tracked while avoiding the need to transmit each interaction to the data collection server via a separate request.
  • client-side code such as JavaScript
  • client-side code instructs the client to store the interaction data in a local data store.
  • a description of each interaction may be locally stored in a cookie file, hi one embodiment, the invention is used for transmitting descriptions of intra-page interactions; in another embodiment, it is used for transmitting interpage or other types of interactions.
  • the present invention operates in the context of a browser for displaying web pages at a client machine.
  • the format of the locally stored data may vary depending on the type of data being collected, and any number of cookies (or other types of local data stores) may be used.
  • the data may be split among the cookies in any fashion appropriate to collection. Alternatively, any other local data store available to the client can be used.
  • the client transmits the accumulated data to the data collection server in response to a triggering event. For example, data may be transmitted when a new page is loaded, or when the browser application crashes or is terminated, or when the client machine is turned off, or at periodic intervals, or in response to any other type of triggering event.
  • the client transmits information to the data collection server to describe the page view being loaded as well as accumulated information about intra-page interactions that occurred previous to the page view being loaded.
  • the data collection server receives the data, and separates it into two components: data about the current page view; and accumulated data contained in the local data store from previous activity. Once transmitted to the server, the data is cleared from the local data store, so as to reset the buffer for additional information.
  • the invention locally stores data describing intra-page interaction, so that the accumulated data can be transmitted to the data collection server more efficiently.
  • the invention avoids the need to open a new connection with the data collection server, or to transmit a new request to the data collection server, each time an intra-page interaction takes place.
  • Fig. 1 is a block diagram depicting a system for delayed transmission of website usage data according to one embodiment of the present invention.
  • Fig. 2 is a block diagram depicting an example of tracking intra-page interactions according to the prior art.
  • Fig. 3 is a block diagram depicting an example of tracking intra-page interactions according to one embodiment of the present invention.
  • Fig. 4 is a flow chart depicting a method for tracking intra-page interactions according to one embodiment of the present invention.
  • intra-page interaction is used to refjer to any type of detectable activity or action performed by the user while viewing a document such as a web page.
  • Examples of intra-page activity include, without limitation:
  • intra-page interaction is considered to include everything that takes place in response to such an action until the new page is actually requested. For example, clicking on a hyperlink generates an "onClick" event in the document, which can be captured by JavaScript and is considered to be intra-page interaction. After handling the onClick event, the browser requests the document to which the link points, leading to a new page load. Similarly, when closing the browser or moving to another page the "onUnload" event is generated before moving on or closing the browser; this onUnload event is also considered to be an intra-page interaction. [0039] In the following description, the invention is set forth in terms of tracking intra-page interactions. However, one skilled in the art will recognize that the techniques of the invention can be used for tracking intra-page, interpage, or other types of interactions.
  • Fig. 2 depicts an example of tracking intra-page interactions according to a prior art method.
  • request 202A describing the page load is sent to data collection server 106.
  • request 202C describing the interaction is sent to server 106.
  • individual requests 202D are sent for interactions taking place with respect to page B 102B (as well as request 202B describing the page load of page B 102B).
  • Each action is transmitted to data collection server 106 independently.
  • Fig. 1 there is shown a block diagram depicting a system for delayed transmission of website usage data according to one embodiment of the present invention.
  • User 112 interacts with client machine 107, which runs a software application such as browser 110 for accessing and displaying web pages.
  • client machine 107 may be an ordinary personal computer, including well-known components such as a CPU rum ing an operating system such as Microsoft Windows, a keyboard, mouse, display screen, and Internet connection (not shown).
  • CHent machine 107 may run various software applications in addition to browser 110.
  • Browser 110 includes scripting engine 116, such as JavaScript, as is commonly found in commercially available browsers.
  • client machine 107 issues a web page request 111 that is transmitted via the Internet to content server 101.
  • content server 101 transmits web page 102 (in the form of HTML code, for example) to client machine 107.
  • Browser 110 displays the requested web page 102 on client machine 107.
  • Web page 102 includes beacon code, which in one embodiment is a pointer to a beacon (such as a 1 pixel by 1 pixel transparent image).
  • the beacon is typically invisible to the user, such as a transparent one-pixel image.
  • the beacon code can be provided as a script to be executed by scripting engine 116.
  • the beacon code causes client machine 107 to generate resource requests 105 to data collection server 106.
  • Data collection server 106 records such requests in a log 108, and can also record additional information associated with the request (such as the date and time, and possibly some identifying information that may be encoded in the resource request). Thus, data collection server 106 records the occurrence of a "hit" to web page 102.
  • Data collection server 106 also transmits the requested one-pixel image to client machine 107 so that the resource request is satisfied.
  • beacon code causes client machine 107 to store descriptions of such intra-page interactions locally.
  • Any type of local storage mechanism can be used, such as for example a cookie file 115. h one embodiment, each intra-page interaction is stored in a separate cookie file 115; in another embodiment, a single cookie file 115 is initiated for the first intra-page interaction on web page 102, and subsequent intra-page interactions are appended to the existing cookie file 115.
  • client machine 107 Upon occurrence of a triggering event, client machine 107 transmits, to server 106, a resource request 105 including the intra-page interaction descriptions that have been locally stored. In one embodiment, once the intra-page interaction descriptions have been transmitted, they are deleted from local storage, h another embodiment, client machine 107 awaits an acknowledgment from server 106 that the data was received, and deletes the descriptions from local storage in response to such an acknowledgment, hi another embodiment, locally stored descriptions are retained and/ or archived.
  • One such triggering event is a page load.
  • client machine 107 transmits a description of the new page load along with accumulated intra-page interaction descriptions for the "old" page.
  • a single request 105 contains both the new page load description and the intra-page interaction descriptions.
  • a request 105 including the descriptions can be transmitted periodically based on some predetermined time period, or once a certain amount of data has been accumulated, or in response to any or all of the following: the user terminating the browser 110 application; shutdown of client machine 107; loss of a network connection; reestablishment of a network connection; startup after unexpected shutdown (such as from a power loss) or after a crash; explicit directive from the user; explicit directive from content server 101 or data collection server 106 or some other entity; or the like.
  • triggering events can be used in connection with the present invention without departing from its essential characteristics.
  • communications between client machine 107, content server 101, and data collection server 106 are accomplished using well known network protocols, such as TCP/IP and HTTP, for communication across the Internet. Other communication methodologies and protocols can also be used.
  • TCP/IP and HTTP network protocols
  • Other communication methodologies and protocols can also be used.
  • Page 102A is displayed, and request 202A is transmitted to server 106 containing a description of the page load. While the user is viewing page 102A, he or she performs various intra-page interactions. Descriptions 301 of these interactions are stored in local data store such as cookie file 115. When the user navigates to page 102B, request 202B is transmitted, conta ⁇ iing a description of the page 102B along with descriptions 301 of the intra-page interactions from page 102A. [0050] In one embodiment, the generation and transmission of requests to server 106 are performed by browser 110 in response to scripting commands from the beacon code embedded in web pages 102. Specifically, in one embodiment the beacon code is provided in JavaScript or some other client-side script language, and JavaScript (or other scripting) engine 116 performs the generation and transmission of requests to server 106. ,
  • Fig. 4 there is shown a flow chart depicting a method for tracking intra-page interactions according to one embodiment of the present invention.
  • the user requests 402 a web page 102.
  • Client machine 107 receives web page 102 including beacon code, and displays 410 it.
  • beacon code runs 404; this is code that was embedded in web page 403 and is capable of being executed by scripting engine 116 in browser 110.
  • client machine 107 determines 406 whether the action is a new page load (or whether some other trigger event has taken place). If no trigger event has taken place, and if the new action is not a new page load, then the action is an intra-page interaction.
  • Client machine 107 locally stores 407 a description of the interaction in cookie file 115, and returns to step 405. [0053] If, in 406, the action is a new page load, or if a trigger event is detected, client machine 107 generates and transmits 408 a request 105 to data collection server 106, including the accumulated locally stored descriptions of intra- page interactions. As described above, this request 105 can also include a description of the new page load, if appropriate. In one embodiment, client machine 107 performs step 408 under the direction of new beacon code from the new web page; thus step 403 would be performed (for the new web page) before step 408.
  • client machine 107 performs step 408 without having detected 405 a new user interaction, in response to a triggering event taking place.
  • client machine 107 once client machine 107 has transmitted locally stored descriptions, it deletes 409 the descriptions from local storage. As described above, in another embodiment client machine 107 awaits an acknowledgment from server 106 before deleting locally stored descriptions. In yet another embodiment, locally stored descriptions are retained and/ or archived.
  • the user may close the browser or move on to a page that does not include a web beacon.
  • the locally stored descriptions are simply deleted or allowed to expire.
  • the locally stored descriptions are retained until the next time the user does request another page containing an appropriate web beacon, either in the current web session or in some future session; at that time, the descriptions are transmitted as part of a resource request as described above.
  • client machine 107 checks to see if the next page being requested is within the current domain. If it is, client machine 107 assumes that there will be web beacon code on this page and it does nothing further
  • client machine 107 initiates a special request to data collection server
  • the present invention can be used to capture many different types of interactions. For example, it may be desirable to track mouse movements across a web page 102. Accordingly, in one embodiment a client-side script timer (not shown) collects the coordinates of the mouse every few seconds and stores them in a local data store such as cookie file 115. When the user indicates that he or she wishes to move to another page 102, or closes browser 110, client machine 107 initiates a connection to data collection server 106 and transmits a request including the collected mouse coordinates. In one embodiment this operation is performed under the direction of web beacon code on the newly requested page 102; in another embodiment the operation is performed under the direction of special code detecting the user action or other trigger event.
  • the invention is described herein in the context of tracking intra-page interactions on a website. However, one skilled in the art will recognize that the invention can also be used to capture other types of data, and that it can further be adapted to collect data at different frequencies. For example, it may be determined to be advantageous to pass in the name of the page being viewed only once for every five pages viewed. Using the techniques of the present invention, client machine 107 can locally store the name of the page 102 being viewed each time a page 102 is accessed.
  • client machine 107 initiates a connection to data collection server 106 and transmits a request including the accumulated data.
  • trigger events can also be used to initiate transmission of data, such as for example clicking on a particular link or visiting a particular page.
  • a website spans multiple domains, such an approach is helpful to avoid inherent limitations in cookie use.
  • a cookie is only available on the domain that created the cookie.
  • client machine 107 identifies links that point to a domain different from the current domain.
  • client machine 107 initiates a connection to data collection server 106 and transmits a request including the accumulated data before the new domain is entered.
  • client machine 107 detects actions that will result in the browser being closed or terminated. If the user closes the browser before locally stored data has been sent to server 106, the impending close operation is detected so that data from the local store can be transmitted. For example, client machine 107 might delay the close of the browser for a few rnilliseconds while it transmits the locally stored data.
  • determining'' or “displaying” or the like refer to the action and processes of a computer system, or similar electronic computing device, that manipulates and transforms data represented as physical (electronic) quantities witliin the computer system's registers and memories into other data similarly represented as physical quantities within the computer system's memories or registers or other such information storage, transmission or display devices.
  • the present invention also relates to an apparatus for performing the operations herein.
  • This apparatus may be specially constructed for the required purposes, or it may comprise a general-purpose computer selectively activated or reconfigured by a computer program stored in the computer.
  • a computer program may be stored in a computer readable storage medium, such as, but is not limited to, any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories (ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.
  • ROMs read-only memories
  • RAMs random access memories
  • EPROMs electrically erasable programmable read-only memories
  • EEPROMs electrically erasable programmable read-only memory
  • magnetic or optical cards or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.
  • the invention may be embodied in other specific forms without departing from the spirit or essential characteristics thereof.
  • the particular architectures depicted above are merely exemplary of one implementation of the present invention.
  • the functional elements and method steps described above are provided as illustrative examples of one technique for implementing the hivention; one skilled in the art will recognize that many other implementations are possible without departing from the present hivention as recited in the claims.
  • the particular capitalization or naming of the modules, protocols, features, attributes, or any other aspect is not mandatory or significant, and the mechanisms that implement the invention or its features may have different names or formats.
  • the present invention may be implemented as a method, process, user interface, computer program product, system, apparatus, or any combination thereof. Accordingly, the disclosure of the present invention is intended to be illustrative, but not limiting, of the scope of the hivention, which is set forth in the following claims.

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Abstract

Selon la présente invention, un comportement d'utilisateur sur un site Web, comprenant des interactions entre pages, est suivi sans qu'il ne soit nécessaire de transmettre chaque interaction entre pages au serveur de collecte de données via une requête distincte. Un code côté client ordonne au client de stocker des données d'interaction entre pages dans un espace de stockage de données local, tel qu'un fichier de témoins (cookies). Le client transmet les données accumulées au serveur de collecte de données en réponse à un événement déclencheur. Par exemple, des données peuvent être transmises lorsqu'une nouvelle page est chargée, lorsque l'application de navigateur Web tombe en panne ou prend fin, lorsque la machine du client est éteinte, à des intervalles périodiques ou en réponse à tout autre type d'événement déclencheur.
PCT/US2004/006696 2003-03-04 2004-03-04 Transmission temporisee de donnees d'utilisation de site web WO2004079544A2 (fr)

Applications Claiming Priority (8)

Application Number Priority Date Filing Date Title
US45208403P 2003-03-04 2003-03-04
US45208503P 2003-03-04 2003-03-04
US60/452,084 2003-03-04
US60/452,085 2003-03-04
US10/794,809 2004-03-03
US10/794,809 US7441195B2 (en) 2003-03-04 2004-03-03 Associating website clicks with links on a web page
US10/795,079 US20050216844A1 (en) 2004-03-03 2004-03-03 Delayed transmission of website usage data
US10/795,079 2004-03-03

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WO2004079544A2 true WO2004079544A2 (fr) 2004-09-16
WO2004079544A3 WO2004079544A3 (fr) 2005-06-02

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PCT/US2004/006696 WO2004079544A2 (fr) 2003-03-04 2004-03-04 Transmission temporisee de donnees d'utilisation de site web
PCT/US2004/006898 WO2004079551A2 (fr) 2003-03-04 2004-03-04 Procede pour associer des clics sur des sites web a des liens sur une page web

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PCT/US2004/006898 WO2004079551A2 (fr) 2003-03-04 2004-03-04 Procede pour associer des clics sur des sites web a des liens sur une page web

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JP (1) JP4633049B2 (fr)
AU (1) AU2004217115C1 (fr)
CA (1) CA2518109A1 (fr)
WO (2) WO2004079544A2 (fr)

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EP1604349A2 (fr) 2005-12-14
JP2006524865A (ja) 2006-11-02
WO2004079544A3 (fr) 2005-06-02
AU2004217115B2 (en) 2008-11-06
AU2004217115A1 (en) 2004-09-16
WO2004079551A3 (fr) 2005-04-07
CA2518109A1 (fr) 2004-09-16
JP4633049B2 (ja) 2011-02-16
AU2004217115C1 (en) 2009-05-28
EP1604349A4 (fr) 2006-12-06
WO2004079551A2 (fr) 2004-09-16

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