WO2014144498A2 - Utilisation d'annulations de procédé pour modifier dynamiquement un contenu de page visible - Google Patents

Utilisation d'annulations de procédé pour modifier dynamiquement un contenu de page visible Download PDF

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Publication number
WO2014144498A2
WO2014144498A2 PCT/US2014/028930 US2014028930W WO2014144498A2 WO 2014144498 A2 WO2014144498 A2 WO 2014144498A2 US 2014028930 W US2014028930 W US 2014028930W WO 2014144498 A2 WO2014144498 A2 WO 2014144498A2
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WO
WIPO (PCT)
Prior art keywords
user terminal
program instructions
data
request
tag
Prior art date
Application number
PCT/US2014/028930
Other languages
English (en)
Other versions
WO2014144498A3 (fr
Inventor
Joshua R. Manion
Joshua C. Goodwin
William M. LATIMER
Original Assignee
Ensighten, 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 US13/843,849 external-priority patent/US20130290480A1/en
Application filed by Ensighten, Inc. filed Critical Ensighten, Inc.
Priority to CN201480025071.5A priority Critical patent/CN105164662A/zh
Priority to RU2015144052A priority patent/RU2015144052A/ru
Priority to EP14762817.6A priority patent/EP2972940A4/fr
Priority to BR112015023181A priority patent/BR112015023181A2/pt
Priority to AU2014229063A priority patent/AU2014229063A1/en
Priority to CA2906712A priority patent/CA2906712A1/fr
Publication of WO2014144498A2 publication Critical patent/WO2014144498A2/fr
Publication of WO2014144498A3 publication Critical patent/WO2014144498A3/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F9/00—Arrangements for program control, e.g. control units
    • G06F9/06—Arrangements for program control, e.g. control units using stored programs, i.e. using an internal store of processing equipment to receive or retain programs
    • G06F9/44—Arrangements for executing specific programs
    • G06F9/445—Program loading or initiating
    • G06F9/44521—Dynamic linking or loading; Link editing at or after load time, e.g. Java class loading
    • G06F9/44526—Plug-ins; Add-ons
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/958—Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
    • G06F16/972—Access to data in other repository systems, e.g. legacy data or dynamic Web page generation

Definitions

  • aspects of the disclosure generally relate to delivery of content and/or program instructions to user terminals based on conditional logic.
  • various aspects of the disclosure include customizing the program instructions/content delivered to a user terminal based on numerous criteria, including the IP address of the user terminal, the information requested from the user terminal, and/or others.
  • Web pages are generally written in Hypertext Markup Language (HTML). They are written using HTML elements that include "tags" surrounded by angle brackets; information in the tag tells the web browser how to interpret the HTML element (e.g., as text, for insertion of an image into the webpage, for running a script, etc.). These tags can, among other things, include or can load scripts in languages such as JavaScriptTM.
  • web analytics is a field in which data about customers is collected and analyzed for a variety of purposes.
  • a population of users visits a web page and/or starts an application that causes certain program instructions to be executed.
  • data is collected for web analytics purposes through a variety of mechanisms, including the setting of a cookie and/or by running scripts in the HTML document.
  • the scripts may perform a variety of functions, including grabbing variables from the document object model (DOM) and/or sending back an image request to a data collection server either internally or externally hosted.
  • DOM document object model
  • the program instructions for web analytics are generally authored and run by a variety of vendors, including OmnitureTM, GoogleTM, YahooTM, and WebtrendsTM, among others, in order to be able to capture data such as web page load times, "mouse overs" (i.e., moving a mouse over a particular object on the web page), and the page requestor's IP address.
  • a medium complexity web page may include 5-10 tags with a reference to computer scripts that are run on servers managed by different vendors.
  • the IT department may not have the appropriate bandwidth to modify the code for deployment on schedule (e.g., for an advertisement campaign deadline, etc).
  • aspects of the disclosure address one or more of the issues mentioned above by disclosing methods, computer readable media, and apparatuses for systematically managing the delivery of program instructions and content based on predefined conditions.
  • the delivery of program instructions may be based on predefined rules related to received data, location, time, and other factors.
  • Figure 2 is an illustrative block diagram of workstations and servers that may be used to implement the processes and functions of certain aspects of the disclosure.
  • FIG. 3 shows a tag/content management system operating in a network in accordance with certain aspects of the disclosure.
  • Figure 4 shows a flow diagram for using a tag/content manager program to execute both global and page specific code in accordance with certain aspects of the disclosure.
  • Figure 5 shows a flow diagram for delivering page specific code to a tag management system in accordance with certain aspects of the disclosure.
  • FIG. 6 shows a flow diagram for generating the tag/content manager in accordance with certain aspects of the disclosure.
  • an entity manages the delivery of content and program instructions that have been customized for each individual and/or web page.
  • This entity e.g., a web consulting company
  • aspects of the disclosure may be used to manipulate existing objects and add new objects to web pages.
  • an object may include both visual and non- visual elements on a web page.
  • a front-end user interface may facilitate a non- technical user to describe and implement object creation and manipulation.
  • the entity may take advantage of both internal and external computing and storage capabilities.
  • One example of program instructions delivered to a web browser and/or other application includes those related to initiate the capture of web analytics data when a user terminal accesses a client web page.
  • This collected data may include the name of the web page visited, the download time of the web page, a setting of a cookie for the web page, and the movement of a mouse over a particular object (i.e., "mouse overs") on a web page.
  • content such as advertisements, modified images, buttons, and other graphics may be customized to a particular user through this service.
  • Certain embodiments of this disclosure allow for a content/tag management system/method/program executable instructions that is/are referenced with a single line of computer code that is inserted as a single tag and references a JavaScriptTM file.
  • the execution of program instructions in the JavaScriptTM file may take care of all tag management, updates, configuration changes, and any other customizations that clients may wish to perform.
  • Third-party vendors may be removed from a client website to allow the manager to take responsibility for delivering the correct program instructions/content at the correct time.
  • FIG. 1 illustrates a block diagram of a tag/content manager 101 (e.g., a computer server) in communication system 100 that may be used according to an illustrative embodiment of the disclosure.
  • the manager 101 may have a processor 103 for controlling overall operation of the manager 101 and its associated components, including RAM 105, ROM 107, input/output module 109, and memory 115.
  • I/O 109 may include a microphone, keypad, touch screen, and/or stylus through which a user of device 101 may provide input, and may also include one or more of a speaker for providing audio output and a video display device for providing textual, audiovisual and/or graphical output.
  • Software may be stored within memory 115 to provide instructions to processor 103 for enabling manager 101 to perform various functions.
  • memory 115 may store software used by the manager 101, such as an operating system 117, application programs 119, and an associated database 121.
  • Processor 103 and its associated components may allow the manager 101 to run a series of computer-readable instructions to deploy program instructions according to the type of request that the manager receives. For instance, if a client requests that program instructions for capturing mouse movements for complete session replay be executed, manager 101 may transmit the appropriate instructions to a user's computer when that user visits the client's website.
  • the manager 101 may operate in a networked environment supporting connections to one or more remote computers, such as terminals 141 and 151.
  • the terminals 141 and 151 may be personal computers or servers that include many or all of the elements described above relative to the manager 101.
  • terminal 141 and/or 151 may be part of a "cloud" computing environment located with or remote from manager 101 and accessed by manager 101.
  • the network connections depicted in Figure 1 include a local area network (LAN) 125 and a wide area network (WAN) 129, but may also include other networks.
  • LAN local area network
  • WAN wide area network
  • the manager 101 is connected to the LAN 125 through a network interface or adapter 123.
  • the server 101 may include a modem 127 or other means for establishing communications over the WAN 129, such as the Internet 131. It will be appreciated that the network connections shown are illustrative and other means of establishing a communications link between the computers may be used. The existence of any of various well- known protocols such as TCP/IP, Ethernet, File Transfer Protocol (FTP), Hypertext Transfer Protocol (HTTP) and the like is presumed.
  • TCP/IP Transmission Control Protocol
  • Ethernet File Transfer Protocol
  • HTTP Hypertext Transfer Protocol
  • an application program 119 used by the manager 101 may include computer executable instructions for invoking functionality related to delivering program instructions and/or content.
  • Computing device 101 and/or terminals 141 or 151 may also be mobile terminals including various other components, such as a battery, speaker, and antennas (not shown).
  • the disclosure is operational with numerous other general purpose or special purpose computing system environments or configurations.
  • Examples of well known computing systems, environments, and/or configurations that may be suitable for use with the disclosure include, but are not limited to, personal computers, server computers, hand-held or laptop devices, multiprocessor systems, microprocessor- based systems, set top boxes, programmable consumer electronics, network PCs, minicomputers, mainframe computers, and distributed computing environments that include any of the above systems or devices, and the like.
  • the disclosure may be described in the general context of computer-executable instructions, such as program modules, being executed by a computer.
  • program modules include routines, programs, objects, components, data structures, etc. that perform particular tasks or implement particular abstract data types.
  • the disclosure may also be practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through a communications network.
  • program modules may be located in both local and remote computer storage media including memory storage devices.
  • system 200 may include one or more workstations 201.
  • Workstations 201 may be local or remote, and are connected by one or more communications links 202 to computer network 203 that is linked via communications links 205 to tag/content manager 204.
  • workstations 201 may be different storage/computing devices for storing and delivering client-specific program instructions or in other embodiments workstations 201 may be user terminals that are used to access a client website and/or execute a client-specific application.
  • manager 204 may be any suitable server, processor, computer, or data processing device, or combination of the same.
  • tag/content manager 204 will be used to reference both the server/terminal that stores program instructions for tag/content management and the tag/content management program instructions themselves.
  • Computer network 203 may be any suitable computer network including the Internet, an intranet, a wide-area network (WAN), a local-area network (LAN), a wireless network, a digital subscriber line (DSL) network, a frame relay network, an asynchronous transfer mode (ATM) network, a virtual private network (VPN), or any combination of any of the same.
  • Communications links 202 and 205 may be any communications links suitable for communicating between workstations 201 and server 204, such as network links, dial-up links, wireless links, hard-wired links, etc.
  • FIG. 3 shows a tag/content management system operating in a network in accordance with certain aspects of the disclosure.
  • System 300 includes a user terminal 301, a client server 303, and a cloud computing facility 305.
  • An individual may use user terminal 301 to start a non-browser based client application (e.g., flash application, desktop applications built in AdobeTM Integrated Runtime (AIR)) and/or browse a web page on a client server 303.
  • a client server 303 i.e., web server
  • the cloud computing facility 305 may represent a collection of network resources for storage and computing.
  • the tag/content manager 204 may operate on the cloud 305. These resources may be located at a site local to or remote from the client server 303. Generally, when extra storage space is required on the cloud 305, tag/content manager 204 may request the space "on demand.”
  • the arrows interconnecting user terminal 301, client server 303, and cloud 305 indicate the method performed by network 300 in accordance with certain embodiments of the disclosure.
  • the method may start at step 307 where the user terminal 301 requests a web page from the client server 303.
  • client server 303 may return the web page (e.g., an HTML page) to the user terminal 301 in step 309.
  • the HTML web page returned to user terminal 301 may include a tag statement that references the location of the tag/content manager 204 within cloud 305.
  • An example tag statement may be as follows:
  • this tag may be possible for a variety of reasons; for example, the script referenced may not be written in JavaScriptTM, the website may require secure connections (e.g., via HTTPS://), etc. Notice that the above line of code may reference a tag/content manager 204 for a particular client web server. For instance, a different JavaScriptTM program may exist on cloud 305 for the CNN website versus one for the FOX News website. In other embodiments, the same tag manager 204 may be used for all web domains.
  • the tag line shown in (A) may be placed into the header, body, footer, or combinations of locations of the HTML source file for a particular web page accessed by user terminal 301.
  • the tag line shown in (A) may be placed in the header to allow the tag line to execute early on during the loading of the web page accessed by user terminal 301.
  • the entire HTML page may be downloaded to the terminal 301.
  • a parser within the browser of user terminal 301 may parse each element (head, body, footer) of the HTML file into a document object by using the hierarchical HTML structure described in the document object model (DOM). Once parsed, the document objects of the HTML file may be programmatically accessed quickly and easily.
  • DOM document object model
  • step 311 the user terminal 301 may request the tag manager program 204 from cloud 305.
  • the tag manager program 204 is written in JavaScriptTM (i.e., a client-side script)
  • program 204 may be downloaded into a memory 115 of user terminal 301.
  • manager program 204 may execute for a variety of applications, including data collection for web analytics purposes, content delivery, etc.
  • This tag/content delivery method may optionally move to step 313 where the tag manager program 204 may request program executable instructions specific to the particular web page being viewed by user terminal 301. If web page specific instructions exist on cloud 305, these instructions may also be downloaded into a memory 115 of user terminal 301 for execution.
  • the tag/content manager program 204 and the page specific instructions may both reside at separate locations on the cloud computing facility 305.
  • the request of page-specific code in step 313 may involve a two- step process.
  • the tag manager program 204 may request a PHP, Perl, Python, C, etc. file from the cloud 305.
  • the requested file may subsequently be used to dynamically generate a JavaScriptTM program to the user terminal 301.
  • This two step process may help to ensure that the page-specific JavaScriptTM instructions are properly sent to and executed on the appropriate user terminal 301.
  • FIG. 4 shows a flow diagram for using the tag/content manager program 204 to execute both global and page specific code in accordance with certain aspects of the disclosure.
  • the tag manger program 204 may include "translation capabilities" that would allow generic program instructions to be delivered to a user terminal 301 for a particular data collection/delivery need. For instance, if two vendors use different program instructions to collect data regarding mouse movements, the "translation capability" within tag manager 204 may generate generic program instructions that may be understood/used by both vendors.
  • the tag manager program 204 may also comprise objects that include methods to add and execute program instructions from third party vendors in the correct order. These objects may also include methods to ensure that instructions from third party vendors are not run more than once.
  • the tag manager program 204 may expose these methods in a cross-browser compatible way.
  • try-catch statements are often used to prevent interference with other JavaScriptTM on a web page so that user terminal 305 will not crash if scripts called during the page load are run prematurely or out of order (e.g., when a method in a library of methods is called before the library has finished loading, etc.).
  • some embodiments obviate the need for try-catch "band-aids" by including functions that require methods to execute only after other methods have loaded or other significant events (parsing, loading of the DOM) have occurred.
  • the tag manager program 204 ensures that the program instructions are not executed prematurely or out of order.
  • the order in which methods are executed can be configured by a user. For instance, a user may define an event in relation to which a method may be required to execute. Alternatively, a user may specify the order in which methods are executed in relation to each other. Clients may define the order of execution for these methods through an interface to the tag/content manager 204.
  • the tag manager program 204 also includes objects that may allow program instructions to be delivered/executed based on significant events that have occurred when a web page is requested by a user terminal 301. For instance, when a web page is requested, program instructions may be executed after the document objects within the HTML file have been parsed by the web browser. In addition, program instructions may be executed after the document objects have been loaded by the web browser. The tag manager program 204 may "listen" for these events and execute program instructions after receiving confirmation that the events have occurred.
  • the web analytics code may need certain variables to be available from/to the web page; otherwise the code may not be able to collect the necessary data. For instance, if the web analytics code executes before the total order value is produced by the ecommerce engine, the web analytics code may miss the order. To prevent such scenarios, the tag manager 204 may implement functions that ensure that program instructions are executed in the correct order and at the correct time. As mentioned earlier, the program instructions may be executed in an order that may be controlled by the client.
  • step 401 the tag manager program 204 downloaded to user terminal 301 may execute program instructions that are global to all web domains that fall under the purview of the client web server being accessed.
  • tag manager 204 may request the global code from a separate location on the cloud 305.
  • the global code may be directly inserted into tag manager 204.
  • the method may move to step 403 where the tag manager program 204 requests a "server component" 413 for page specific instructions for the uniform resource locator (URL) requested by the user terminal 301.
  • the server component may be a server (e.g., workstation 201, computing device 101, etc.) residing within or separate from computing cloud 305.
  • the "server component” may determine if page specific instructions exist for the URL requested in step 405. If the server component determines that no page specific instructions exist for the URL requested, the process may end in step 407. Alternatively, if the server component determines that page specific instructions exist for the URL requested, the tag manager program 204 may request the relevant page specific code in step 409. Once tag manager 204 receives the page specific code, the code may be executed on user terminal 301 in step 411 (after the browser has parsed the new document object generated from the code). As mentioned earlier, it should be noted that page specific content (e.g., modified images, HTML text, etc.) may be requested from the server component 413 on cloud 305 just as easily as page specific code.
  • page specific content e.g., modified images, HTML text, etc.
  • FIG. 5 shows a flow diagram for allowing the server component to pass page specific code/content (if the code/content exists) to the tag manager 204 in accordance with certain aspects of the disclosure.
  • the method starts out at step 501 where the tag manager 501 may send out a request for page specific code/content to the server component 413 on cloud 305.
  • the server component 413 Based on the identity of the client and the URL being requested, the server component 413 then may access and parse a file that correlates URLs with their appropriate JavaScriptTM files for a particular client in step 503. Based on information in the correlation file, the server component 413 may then decide if there is any page specific code for the URL requested in step 505. If there is no page specific code, the process ends in step 507. If there is page specific code, the code is returned to the tag manager 204 in step 509.
  • the executable code running on the server component 413 may be written in a server- side scripting language such as PHP.
  • a server-side (rather than client-side) scripting language such as PHP ensures that when the server component 413 is called, code is actually run on the server component 413 itself.
  • the results of the executed code (a JavaScriptTM file) may then be sent back to the tag manager program 204.
  • the files containing data for use by the tag manager 204 and/or the server component 413 may be written in a markup language such as XML.
  • FIG. 6 shows a flow diagram for generating the tag/content manager program 204 in accordance with certain aspects of the disclosure.
  • tag/content manager 204 may be used for a variety of applications, including collection of data for web analytics, for personalized content distribution, for targeted advertisement campaigns, to collect data about use of a company's software products, etc.
  • the tag/content manager program 204 may need to know "rules" for delivering executable instructions to a user terminal 301 for each client 303. These "rules" may be based on the needs of a particular client 303. For instance, an online retailer may be interested in recording mouse movements on a specific web page advertising products for sale to gauge the level of interest in those products and for aid in determining future offerings.
  • a news website may be interested in the number of page loads for each article presented so that popular articles may be more accessible on the website. Further still, either of these clients 303 may wish to present personalized content (e.g., a specific news article, a locally popular article for sale) to the user terminal 301 requesting client 303.
  • personalized content e.g., a specific news article, a locally popular article for sale
  • Rules may also include the need for delivering certain program instructions only after others have properly loaded to avoid errors in the loading of a web page. For instance, some rules may simply load JavaScriptTM libraries from certain vendors for use by other rules. Other rules require execution of program instructions only in the header, body, and/or footer of a HTML file. Ultimately, the tag manager 204 may incorporate the sophistication of all of these rules through the program instructions directly included in the manager 204 and/or through programs/data that the manager 204 accesses (e.g., page specific code files, page correlation XML files, etc.)
  • the method in Figure 6 may start out at step 601 with an entity understanding client needs and gathering existing client tags to execute program instructions from third party vendors.
  • This entity may be in charge of the creation and development of the tag manager 204. Based on these needs, the entity may then in step 603 formalize these needs in a "rules file" that details answers to questions such as what type of data (mouse overs, page loads, etc.) the client would like to collect on his website, whether or not there are any page specific rules, whether or not the rules are to be executed on the completion of significant events (DOM parsing, the execution of other rules, etc.), among others.
  • This "rules file” may be created in any text editor, including an XML editor.
  • a client may directly defines rules through a user interface to the tag/content manager 204 either by writing code into a predefined area in the interface or by using an automatic code generation mechanism accessed through the user interface.
  • the interface/backend may then generate the associated JavaScriptTM for the rules without requiring manual client intervention.
  • the backend may generate the XML file for a code generator to process.
  • the XML rules file may serve as a translation from easy-to-understand rules to computing-language specific code that may be executed as program instructions.
  • a code generator program residing in the memory 115 of a computing device 100 associated with the entity may codify the formalized rules into program executable instructions (i.e., into scripts such as JavaScriptTM, PHP, etc.) in step 605.
  • the code generator program may use the "rules file" to generate the tag manager program 204 and page specific code files used by the tag manager program 204.
  • the code generator may generate data that correlates client URLs with the name of the program file that should be run when a user terminal 301 tries to access the URL.
  • the tag/content manager 204 may also manage the collection of data and/or the distribution of content in non-browser applications.
  • desktop applications built/written in AdobeTM Integrated Runtime (AIR), AdobeTM Flex, AdobeTM Flash, C/C++, JavaTM, and/or applications for mobile platforms like iPhoneTM, AndroidTM, Windows MobileTM, and/or BlackberryTM may request a tag/content manager 204 to download and execute a library of program instructions from cloud 305.
  • the execution of the library of program instructions may in turn cause the transmission of a request to an entity responsible for creating the tag manager 204, asking for rules describing what should be done inside of the flash application.
  • this paradigm may result in all the functionality associated with the web solution (e.g., creating and modifying elements within the flash application, etc.).
  • This paradigm may also result in the ability to dynamically load configuration during an application run time based on various events (e.g., upon an "Autosave" of a document, opening of a new document, etc.) within the application.
  • various events e.g., upon an "Autosave" of a document, opening of a new document, etc.
  • the system may request additional instructions on how to respond to specific events. These instructions may dynamically be generated upon request based on some predefined logic, piece of existing data, or data provided by the application in the request.
  • the server component 413 may include/access executable instructions that govern when computer-readable program instructions and/or content should be sent to a user terminal 301.
  • the conditional logic used to deploy computer- readable program instructions may include one or more simple and/or sophisticated conditions designed to tailor deployment of these instructions for a given scenario. For instance, as mentioned previously, computer-readable program instructions may be sent to a user terminal 301 based on the URL visited by the user terminal 301 (e.g., a webpage hosted by client server 303).
  • server component 413 may support any number of computing languages involving regular expressions and their associated metacharacters.
  • the host part of the URL may be defined to be a regular expression (e.g., REGEXP: A (?:www.)?example.com$) that encompasses both www.example.com and example.com to deploy a predetermined set of page specific instructions.
  • REGEXP A (?:www.)?example.com$
  • the server component 413 may also deliver computer-readable program instructions/content to the given user terminal 301 based on specific data passed to the server component 413 as part of a regular HTTP request (e.g., step 403 in Figure 4).
  • various HTTP headers may be matched using the two comparison techniques discussed above (e.g., direct comparison and those involving regular expressions).
  • the user-agent, cookie, and/or referrer field e.g., specifies the last web page user terminal 301 visited
  • the HTTP header may be matched to some predetermined values to determine if a given set of program instructions/content should be delivered to a user terminal 301.
  • HTTP header fields may be matched to determine delivery of program instructions/content.
  • a partial list of HTTP header fields may be found at http://en.wikipedia.Org/wiki/List_of_HTTP_header_fields#Requests, which is herein incorporated by reference in its entirety.
  • Any one of these or other fields may be used with aspects of this disclosure.
  • the server component 413 may access page-specific instructions that determines when a URL is accessed by a mobile browser user agent such as an iPhoneTM browser.
  • the server component 413 may target JavaScriptTM specifically to iPhone browsers. This ability to target specific program instructions to a particular type of mobile browser may be useful because some of these browsers may not support the same type of JavaScriptTM or data collection methodologies as a standard browser.
  • the referrer field in the HTTP header is used to provide a given set of program instructions/content to user terminal 301.
  • the referrer field identifies a competitor of a client managing client server 303.
  • the server component 413 may deliver specific content to a user terminal 301 for a client managing client server 303.
  • the server component 413 may deliver content (e.g., a customized pop-up window) that may explain the benefits of its products over the products of the competitor identified in the referrer field of the HTTP header.
  • a news website may be interested in the number of page loads for each article presented so that popular articles may be more accessible on the website.
  • either of these clients 303 may wish to present personalized content (e.g., a specific news article, a locally popular article for sale) to the user terminal 301 requesting client 303.
  • tag/content manager 204 may be used for a variety of applications, including collection of data for web analytics, for personalized content distribution, for targeted advertisement campaigns, to collect data about use of a company's software products, etc. To perform these functions, the tag/content manager program 204 may need to know “rules” for delivering executable instructions to a user terminal 301 for each client 303. These "rules” may be based on the needs of a particular client 303.
  • program instructions/content may be transmitted to the user terminal 301 based on data that may exist within a browser located on the user terminal 301.
  • a computing device associated with an entity managing tag manager program 204 may run computer-readable program instructions (e.g., JavaScriptTM) in an end-user's browser to gather this data. Upon gathering this data, this computing device may retrieve and execute more computer-readable program instructions in any of various ways.
  • the computer-readable program instructions necessary to check if the data gathered in a browser associated with user terminal 301 matches one or more predefined conditions may have been sent to the browser with the initial request for program instructions (e.g., with the initial request for a tag manager program 204 and/or from the page specific instructions transmitted by server component 413). If a match to the conditional is found, a processor associated with the entity managing tag manager program 204 may request program instructions/content that corresponds to the matched conditional.
  • program instructions may be executed on a user terminal 301 that may result in a computing device associated with the entity managing tag manager program 204 making a request outside of the normal process (e.g., outside of the request for a tag manager program 204 and the request for page- specific instructions by the server component 413.)
  • a client associated with client server 303 wishes to track when a user associated with user terminal 301 has successfully completed an event (e.g., such as filling out a form for signing up for an account, etc.) on a webpage associated with the client server 303.
  • an event e.g., such as filling out a form for signing up for an account, etc.
  • a predetermined piece of data e.g., an HTML object, etc.
  • the user terminal 301 may report the form completion event back to a computing device associated with the entity (e.g., a web analytics company, etc.) managing tag manager program 204.
  • the computing device may then return a predefined set of program instructions/content to the user terminal.
  • the check to determine if the data gathered in a browser associated with user terminal 301 matches one or more predefined conditions may be performed at the server component 413. If one or more predefined conditions are met, the server component 413 may transmit a predetermined response (e.g., program instructions, content, etc.) to the user terminal 301.
  • a predetermined response e.g., program instructions, content, etc.
  • the server component 413 may transmit the cookie value (e.g., as a JavaScriptTM variable, etc.) to the user terminal 301. Once received, the cookie may be set on the client web domain. If no cookie is found for the user associated with user terminal 301, the server component 413 may transmit a new cookie value to the user terminal 301. In this way, data (e.g., a message to query whether or not a cookie for a given user associated with a user terminal 301 has been set, etc.) may be sent to the server component 413 and the server component 413 may perform a conditional check to respond with a preexisting or new cookie for a user of user terminal 301.
  • data e.g., a message to query whether or not a cookie for a given user associated with a user terminal 301 has been set, etc.
  • data stored in a web browser associated with user terminal 301 for matching various conditions may include a wide variety of things, including data related to conditionals based on which HTML elements/objects exist on a webpage accessed by the user terminal 301 and data related to conditionals based on information gathered from the web browser itself.
  • data related to conditionals based on which HTML elements exist on a webpage accessed by the user terminal 301 may include data that answers questions such as "does a specified HTML element exist?" and/or "does a specified HTML element have some particular property or set of properties?”, among other things.
  • Data related to conditionals based on information gathered from the web browser itself includes screen resolution of the user terminal 301, the JavaScriptTM (or other computing language) version used by user terminal 301, the FlashTM version used by user terminal 301, etc.
  • all properties of HTML elements may be available to the web analytics environment (e.g., JavaScriptTM-based, etc.) discussed herein and as a web browser supports new HTML element types and properties, new conditionals may be created to analyze these element types/properties.
  • any data that may be collected from a user terminal 301 e.g., a device loading a web page, running an iOSTM application, etc.
  • a client associated with client server 303 wants to send different JavaScriptTM program instructions based on what version of JavaScriptTM a browser stored on user terminal 301 supports. If a check to determine which JavaScriptTM version is supported by a browser reveals an older version of JavaScriptTM, the user terminal 301 may request computer-readable program instructions from server component 413 that define functions in a newer version of JavaScriptTM. This process may allow a client associated with client server 303 to make sure that a standard set of JavaScriptTM functions are available on all of the webpages associated with the client.
  • program instructions/content may be transmitted to the user terminal 301 based on data acquired from an external data source.
  • a computing device associated with the entity managing tag manager program 204 may gather data from sources outside of the entity's control via application programming interfaces (APIs) associated with the external data sources.
  • APIs application programming interfaces
  • a conditional match may then be performed based on the external data, which may include data from an analytics tool associated with a client managing client server 303, data from databases associated with a client managing client server 303, and data from a third party (e.g., an end- user's geo location as ascertained by a third party application that matches IP addresses to geographic locations).
  • a computing device associated with an entity managing tag manager program 204 may send program instructions and/or content to user terminals 301 in predetermined geographic regions.
  • a client associated with client server 303 wishes to determine how many times a rule has been executed. For instance, a client associated with client server 303 may use website optimization tools that would test to determine if various versions of the same element perform differently (e.g., answering the question of a preferred color for a "sign up" button located on their website).
  • clients associated with client servers 303 may calculate how many test cases they need to reach statistical significance and decide to perform only those number of tests to reach statistical significance.
  • Data related to identifying the number of times that a rule for tests such as the determination of a color associated with a "sign up" button may be stored in an external data source.
  • a computing device associated with the entity managing tag manager program 204 may retrieve this data from the external data source and may use the data to determine if program instructions for performing the test should be sent to user terminal 301 (e.g., if the rule for determining the color associated with a "sign up” button has run less times than are needed for statistical significance.)
  • the aforementioned ways are merely illustrative embodiments of ways in which content/program instructions may be delivered to user terminals 301 based on one or more predefined conditions (e.g., time at which the request is made, geographic region, language preferences, maximum/minimum number of delivery instances, etc.) that are evaluated either at computing devices located at the entity managing tag manager program 204 and/or at the user terminals 301 themselves.
  • a time-based condition includes a scenario in which a client managing client server 303 may want to deploy special deals on a webpage associated with the client during traditionally slow periods in an attempt to generate more sales.
  • a client may want to set an expiration date for a tag created to track a particular campaign so that even if an entity tasked with managing the tag forgets that it has been deployed, the tag/content management system 300 may stop serving the tag after conclusion of the campaign.
  • the program instructions within the tag/content manager 204 may facilitate the collection of data such as mouse-overs, page loads, and mouse movements.
  • the collection of data may occur when program instructions from third party vendors (e.g., Omniture, Webtrends, Yahoo, Google, etc.) are delivered in a timely fashion based on the rules that have been translated into program instructions by a code generator.
  • the collected data may also include data generated by the client's backend server 303.
  • a content management system (CMS) local to the client server 303 which manages a client's web page may generate various types of data (e.g., like what template a page is based upon, how long it took to render a page, etc.). This solution may also facilitate the collection of this type of data.
  • CMS content management system
  • the data may be processed in one of two ways.
  • the collected data may simply be routed to the appropriate third-party vendor (i.e., if an Omniture tag is delivered and executed, then the data collected from the execution of this tag would be routed to an Omniture server.)
  • the third-party vendors may then process and analyze the collected data in a way of their choosing based on client needs.
  • the collected data may be routed back to and stored on the cloud 305 for access and analysis by computing resources in cloud 305 and/or other computing resources available local to an organization overseeing the creation and development of the tag manager 204.
  • This collected data may be supplemented by collecting and storing additional data about a user of the user terminal 301 from call logs and transaction histories.
  • the organization behind the tag/content manager 204 may provide even more value to its clients 303 because the organization would be providing both management and data analysis services.
  • the data analysis may encompass a variety of techniques, including data mining algorithms and multivariate testing. As suggested earlier, the output of the data analysis may be fed back into the system to generate new or modified rules (and thus, generate a modified tag manager 204 and/or page specific code files) for delivering program instructions and/or content to a user terminal 301.
  • a simple example of data analysis may include the ability of the system to check to see if there are any records of a user that has loaded a client's web page (i.e., a return visitor). For instance, assume that a user is revisiting a website with the URL www.acme.com.
  • the standard welcome message for first-time visitors to www.acme.com may read as, "Welcome to www.acme.com.” If there is a record of a user John Doe having visited www.acme.com, the welcome message may then be modified to "Welcome back to www.acme.com John Doe.”
  • security protocols may be put in place to prevent unauthorized individuals from accessing and manipulating tag manger 204 and its associated helper programs either on the cloud 305 and/or on other computing facilities associated with the entity that develops and modifies the tag manager 204.
  • the entity generating/modifying the tag manger 204 and its associated components may also implement a front end display/communication module to report results of collected data, communicate recent news and events within the tag/content management and analysis fields, and/or interface with other data including logs from a call center system, offline sales data, offline marketing spend, and others.
  • the front end display may allow access to much/all of the information/analysis generated through the implementation of the tag manager 204. Also, the front end display may allow clients 303 to easily add program instructions representing new rules (via check boxes, buttons, etc) to their web sites/products.
  • the tag/content manager 204 may be used for a variety of applications, including collection of data for web analytics, for personalized content distribution, for targeted advertisement campaigns, to collect data about use of a company's software products, etc. To perform these functions, the tag/content manager program 204 may need to know "rules" for delivering executable instructions to a user terminal 301 for each client 303. These "rules" may be based on the needs of a particular client 303.
  • the tag manager program 204 with program instructions representing new rules for testing purposes may be generated through an interface. For instance, consider that an online retail store wishes to modify its tracking code to collect data on mouse movements for complete session replay. This new rule may be used to generate a modified tag manager 204 for the retail store.
  • the modified tag manager 204 may include code for tracking mouse movements. To ensure that this newly inserted code does not "break" the site (i.e., cause the website to crash), the modified tag manager 204 may be sent only to a specific URL (i.e., a URL used specifically for testing the new code). All other URLs may receive the unmodified version of the tag manager 204. In this way, this implementation may help to dynamically create test environments for use by clients 303 in testing new code, content, and/or any other modifications to their websites, software products, etc.
  • the collected data may be analyzed using a variety of techniques, including data mining algorithms and multivariate testing.
  • the output of the data analysis may be fed back into the system to generate new or modified rules (and thus, generate a modified tag manager 204 and/or page specific code files) for delivering program instructions and/or content to a user terminal 301.
  • a simple example of data analysis may include the ability of the system to check to see if there are any records of a user that has loaded a client's web page (i.e., a return visitor). For instance, assume that a user is revisiting a website with the URL www.acme.com.
  • the standard welcome message for first-time visitors to www.acme.com may read as, "Welcome to www.acme.com.” If there is a record of a user John Doe having visited www.acme.com, the welcome message may then be modified to "Welcome back to www.acme.com John Doe.”
  • program instructions/content may be transmitted to the user terminal 301 based on data that may exist within a browser located on the user terminal 301.
  • a computing device associated with an entity managing tag manager program 204 may run computer-readable program instructions (e.g., JavaScriptTM) in an end-user's browser to gather this data. Upon gathering this data, this computing device may retrieve and execute more computer-readable program instructions in any of various ways.
  • the system may function as a completely automated or nearly completely automated system for A/B multivariate testing.
  • the system may be used to change content based on factors other than privacy concerns, e.g., for A/B multivariate testing to generate different ads/graphics for different users.
  • a website might show a 5% off coupon in some instances, but a 10% off coupon in other instances.
  • the rules by which the website operates may be predefined or provided by an administrator.
  • the rules may be dynamic or "learned" through the use of a neural network or machine learning.
  • Another illustrative example is the size attribute of an image; some user may be displayed an image of a particular size, while others may be displayed a larger or smaller image.
  • Yet another example is the background attribute of the HTML page.
  • a PMS server 506 may house privacy rules that are administered by the server.
  • these "privacy" rules may serve non- privacy purposes.
  • these non-privacy rules may be implemented such that the size of a button rendered on the user's laptop 100 display may be changed for A/B testing. For elderly users, the buttons may be made larger. Meanwhile, for adolescent users, they may be made smaller.
  • the parameter/attributes provided to configure the size of the button are part of the A/B multivariate testing.
  • the testing may be done in an automated manner by allowing the system (e.g. PMS Server 506) to administer the testing using non-privacy rules.
  • These rules may be stored at the server or elsewhere, such as in an external data store or as part of a neural network. Meanwhile, the rules may be viewed and edited through a graphical user interface (GUI) not unlike that of Figure 4 A & 4B of U.S. Patent 8,261,362.
  • GUI graphical user interface
  • the PMS server may comprise pre-defined rules that examine the attributes of a user (e.g., age, gender, etc.) and then modify one or more elements on the page based on the value of attributes.
  • the online PMS server may provide the implementation as well as the means for updating the content of the page, in a user-friendly way through, in some examples, a graphical user interface tool.
  • the online PMS server may access the document object model (DOM) of a webpage (or other content page) and examine the elements in the DOM. For particular functions that cannot be overridden/hijacked, the PMS server may create a wrapper object to hold the target object and monitor its event handlers. As such, the PMS server is alerted and can react to attempts to modify particular attributes of the object. Details of this process are described in detail in U.S. Patent 8,261,362, which was previously incorporated by reference, and have not been repeated herein.
  • DOM document object model
  • the online PMS server may be configured to monitor particular attributes and/or objects, react according to particular rules, and collect data regarding the user's behavior. For example, the online PMS server may override an element corresponding to the portion of the display screen where advertisements are shown. A user may provide the PMS server with an identification (e.g., selection) of the element on the display. Then the user may browse to their page, and select an advertisement for themselves. The user may then select the URL for a new advertisement to be displayed on the space. Since the PMS server is on the page, it can block the request for the ad, and instead return a request/response from the user input.
  • an identification e.g., selection
  • a user may set up a system to automatically change content of a webpage so instead of the user giving a URL to the gateway to swap in for the old ad, the user could establish parameters around what content they want in the place of the ad, and allow the PMS server/gateway to run tests to find the best settings.
  • parameters include, but are not limited to, a set of URLs, a set of HTML transformations (border, colors, size, etc.), animations (glow, grow, shrink, slide, etc.), and others.
  • Figure 6 of U.S. Patent 8,261,362 which was previously incorporated by reference, illustrates the aforementioned process of monitoring attributes of an element for updates.
  • the result of the comparison in step 612 may be expanded to include the value of an attribute of an element, the value of a cookie on the user's computer, the type of user device, or any other factor that would be apparent to one of ordinary skill in the art.
  • the A/B testing may, using one or more predefined rules, adjust the value of particular attributes/fields/elements in accordance with the multivariate testing and build a model of the behavior.
  • machine learning and/or neural networks may be used to determine the best settings.
  • Vendors such as CausataTM, offer solutions that a person having ordinary skill in the art after review of the entirety disclosed herein would appreciate.
  • Machine learning may train the system to recognize any relationship between the various factors in the system, such as attribute values, user characteristics, etc.
  • Optimization schemes may be used defining an objective function, constraints, and discrete variables to attempt to solve the optimization scheme.
  • the online PMS server may use observational studies in addition to, or in lieu of, randomized experiments to collect data about users' behavioral response to the different adjustments to attributes of the webpage (e.g., targeted ads, page aesthetics, etc.)
  • the collected data may be analyzed to identify rules and relationships between the various factors and outcomes.
  • the processor may take advantage of various invisibility attributes of elements in the DOM.
  • the PMS server may hide the entire page before it begins to render and then may reveals only those elements/portions of the page that aren't part of the content that is to be swapped.
  • the server is prepared to manipulate the DOM and make the content visible.
  • the following illustrative pseudo-code shows one example of code that controls a page's visibility and targeting of elements for testing:
  • addModule function (b, a) ⁇
  • Bootstrapper ._getServerComponent apply (Bootstrapper, arguments) ;
  • the performance metrics of a webpage may be significantly improved using techniques disclosed herein.
  • a web page may load with numerous HTML tags and other elements, such as script code and others.
  • some elements may cause the system to halt/stall while the features of that element load and/or are displayed.
  • the tag manager 204 which is described in great detail herein, the load time of a page may be significantly improved over prior art techniques.
  • the "Bootstrapper.loadScriptAsChildCallback" function is a helper function that, instead of just requesting content asynchronously, requests the content and then inserts it into a given node. In some examples, it may insert a script tag into the DOM at a specific point, and then call a function when the script has downloaded and executed.
  • /// this code portion polls at an interval (e.g., 100ms) if the page is waiting on anything, and asynchronously loops trying to insert ads when it is not waiting on anything. The loop stops when there are no more ads .
  • var tempDiv document . createElement (' div ') ;
  • tempDiv. innerHTML x
  • scriptsSrc .push (scripts [i] . src) ;
  • the pseudo-code illustrates that the document.write function is overridden and late restored. It's through this function that the pseudo-code sets the "display" attribute to "none.” As such, the element corresponding to the attribute does not get displayed. Rather, that element (e.g., an ad) can be loaded while the PMS server is idling between different tasks.
  • tag manager 204 may provide a platform to asynchronously deliver program instructions and/or content to a web page/non-browser application. In other words, manager 204 should not interrupt the execution of the application upon which it has the power to act. As an example, if a user accidentally/intentionally implements a rule that endlessly loops, tag manager 204 may be modular and robust enough to continue to execute. In addition, manager 204 may handle potential errors gracefully (i.e., continuing to load the rest of the web page requested, letting a user decide on how to move forward, etc.).
  • the manager 204 may also make full use of any techniques that reduce latency for the end-user (e.g., via browser caching, etc.). As detailed in the description above, tag/content manager 204 may control, with a great deal of granularity, the order in which the code it is deploying executes. Through the implementation of a user- friendly web interface, the manager 204 may safely be accessible to non-technical users (e.g., no need for users to hand write XML rules files, no need for users to know JavaScriptTM/programming, etc.).
  • the manager 204 may control workflow related to the deployment of code and impose constraints in any other way possible to prevent the execution of code that may be harmful (e.g., may cause the application to hang or abort prematurely, etc.) to the application in which the manager 204 is deployed.

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Abstract

Selon l'invention, un système de gestion d'étiquette/de contenu fournit un contenu personnalisé et/ou des instructions de programme personnalisées à un terminal d'utilisateur. Ledit système peut fournir plusieurs groupes d'instructions exécutables de programme, y compris des instructions communes à tous les domaines Web commandés par un serveur client et celles qui sont spécifiques à une page Web/à un groupe de pages Web. Les instructions de programme et/ou le contenu peuvent également être fournis au terminal d'utilisateur sur la base de l'évaluation d'une ou de plusieurs conditions, y compris celles liées à l'emplacement du terminal d'utilisateur, à divers champs d'en-tête HTTP, à la présence d'objets HTML spécifiques dans une page Web à laquelle le terminal d'utilisateur a accédé, et à la résolution d'écran du terminal d'utilisateur, entre autres.
PCT/US2014/028930 2013-03-15 2014-03-14 Utilisation d'annulations de procédé pour modifier dynamiquement un contenu de page visible WO2014144498A2 (fr)

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CN201480025071.5A CN105164662A (zh) 2013-03-15 2014-03-14 用于动态地改变可见页面内容的方法覆盖的使用
RU2015144052A RU2015144052A (ru) 2013-03-15 2014-03-14 Использование переопределений методов для динамического изменения видимого контента страницы
EP14762817.6A EP2972940A4 (fr) 2013-03-15 2014-03-14 Utilisation d'annulations de procédé pour modifier dynamiquement un contenu de page visible
BR112015023181A BR112015023181A2 (pt) 2013-03-15 2014-03-14 uso do método de substituições para alterar dinamicamente o conteúdo visível de página
AU2014229063A AU2014229063A1 (en) 2013-03-15 2014-03-14 Use of method overrides for dynamically changing visible page content
CA2906712A CA2906712A1 (fr) 2013-03-15 2014-03-14 Utilisation d'annulations de procede pour modifier dynamiquement un contenu de page visible

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CN105164662A (zh) 2015-12-16
CA2906712A1 (fr) 2014-09-18
RU2015144052A (ru) 2017-04-27
WO2014144498A3 (fr) 2014-11-27
EP2972940A2 (fr) 2016-01-20
EP2972940A4 (fr) 2017-02-08
BR112015023181A2 (pt) 2017-07-18

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