WO2016107523A1 - 网站的访问路径的分析方法和装置 - Google Patents

网站的访问路径的分析方法和装置 Download PDF

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Publication number
WO2016107523A1
WO2016107523A1 PCT/CN2015/099247 CN2015099247W WO2016107523A1 WO 2016107523 A1 WO2016107523 A1 WO 2016107523A1 CN 2015099247 W CN2015099247 W CN 2015099247W WO 2016107523 A1 WO2016107523 A1 WO 2016107523A1
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Prior art keywords
access
access path
node
path
website
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PCT/CN2015/099247
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English (en)
French (fr)
Inventor
詹晓强
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北京国双科技有限公司
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Publication of WO2016107523A1 publication Critical patent/WO2016107523A1/zh

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • 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

Definitions

  • the present invention relates to the field of the Internet, and in particular to a method and apparatus for analyzing an access path of a website.
  • the current hotspot path mainly studies the behavior of the website visitor and finds the access path formed by a series of consecutive visits in a specific dimension, especially the path including the conversion visit.
  • the conversion includes, for example, e-commerce website registration, login, purchase, portal advertisement. Page browsing and other such access behaviors, and analyze these paths, from which they can discover and track user access behaviors and use these access behaviors as a guide for website layout or website marketing.
  • Existing hotspot path-based website analysis methods basically analyze and transform based on single-dimensional paths.
  • the path is also based on simple redrawing of user access trajectories.
  • due to the complexity of information in the network it cannot be accurately analyzed based on single dimensional information.
  • the user's access behavior causes the information carried by the access path to not accurately reflect the user's access behavior, resulting in inaccurate website layout or website marketing based on these access behaviors.
  • the main object of the present invention is to provide a method and an apparatus for analyzing an access path of a website, so as to solve the problem that the access behavior of the user cannot be accurately analyzed according to the access path in the prior art in the prior art.
  • a method for analyzing an access path of a website includes: obtaining website access information and a target conversion type of a user to be analyzed; and generating an access path according to the website access information and the target conversion type, wherein the access path is
  • Each node includes a plurality of dimensions; a first hotspot access path is filtered from the generated access paths; and a combination of the plurality of dimensions of the nodes in the first hotspot access path is used as an analysis result.
  • generating an access path according to the website access information and the target conversion type includes: acquiring access information of the target conversion type in the website access information; extracting an access node and the access from the access information a plurality of dimensions of the node; and the plurality of dimensions and the Access nodes are associated.
  • the method further includes: extracting a node that repeatedly accesses from the website access information; and merging the repeatedly accessed nodes into one access node Add information for the merged nodes to be merged.
  • the access path is a plurality of access paths
  • the first hotspot access path is one or more access paths
  • the first hotspot access path is selected from the generated access paths, including: Finding the same access path in the access path, obtaining multiple access path classes; obtaining the number of conversions of each access path class in the plurality of access path classes; and taking the path in the access path class corresponding to the maximum number of conversions as The first hotspot access path.
  • the analyzing method further includes: searching, from the first hotspot access path, a node that completes the conversion indicated by the target conversion type, Obtaining a conversion node; taking the conversion node as a starting node, and intercepting a preset node before the starting node; and using a path including the starting node and the preset node as a second hotspot access path And combining the plurality of dimensions of the nodes in the second hotspot access path as an analysis result.
  • an analysis apparatus for an access path of a website includes: an obtaining unit, configured to acquire website access information and a target conversion type of the user to be analyzed; and a generating unit, configured to generate an access according to the website access information and the target conversion type a path, wherein each node in the access path includes a plurality of dimensions; a filtering unit, configured to filter out the first hotspot access path from the generated access path; and an analyzing unit, configured to use the first The combination of the plurality of dimensions of the nodes in the hotspot access path is used as an analysis result.
  • the analyzing apparatus further includes: a second obtaining unit, configured to acquire, before the generating the access path according to the website access information and the target conversion type, the access that includes the target conversion type in the website access information And an extracting unit, configured to extract, from the access information, a plurality of dimensions of the access node and the access node; and an associating unit, configured to: when the generating the access path, the plurality of dimensions and the access node Associated.
  • the generating unit further includes: an extracting module, configured to extract a node that repeatedly accesses from the website access information; and a merging module, configured to merge the repeatedly accessed nodes into one access node; adding a module, Used to add information that the nodes are merged for the merged node.
  • the access path is a plurality of access paths
  • the hotspot access path is one or more access paths
  • the filtering unit includes: a searching module, configured to find the same access from the multiple access paths a path, a plurality of access path classes; an obtaining module, configured to obtain a number of conversions of each of the plurality of access path classes; and a determining module, configured to use the access path class corresponding to the maximum number of conversions Path As the hotspot access path.
  • the analyzing apparatus further includes: a searching unit, configured to search for the target conversion type from the first hotspot access path after the first hotspot access path is filtered out from the generated access path Deriving a transformed node, obtaining a conversion node; an intercepting unit, configured to: use the conversion node as a starting node, and intercept a preset node before the starting node; and a determining unit, configured to include the starting The path of the node and the preset node is used as a second hotspot access path, wherein a combination of the multiple dimensions of the nodes in the second hotspot access path is used as an analysis result.
  • a searching unit configured to search for the target conversion type from the first hotspot access path after the first hotspot access path is filtered out from the generated access path Deriving a transformed node, obtaining a conversion node
  • an intercepting unit configured to: use the conversion node as a starting node, and intercept a preset node before the starting node
  • the website access information and the target conversion type of the user to be analyzed are obtained; the access path is generated according to the website access information and the target conversion type, wherein each node in the access path includes multiple dimensions; and the generated access path
  • the hotspot access path is filtered out; and the combination of multiple dimensions of the node in the hotspot access path is used as the analysis result, and multiple dimensions are added to each node when the access path is generated, and the obtained analysis result includes a combination of multiple dimensions, and more
  • the combination of dimensions can better reflect the user's access habits, thus solving the problem that the access path cannot accurately analyze the user's access behavior according to the access path in the prior art, and then the analysis results obtained by using these access paths are used as a reference to develop the website. More accurate results can be achieved when planning.
  • FIG. 1 is a flowchart of a method for analyzing an access path of a website according to an embodiment of the present invention
  • FIG. 2 is a schematic diagram of an analysis device for an access path of a website according to an embodiment of the present invention.
  • the embodiment of the invention provides a method for analyzing an access path of a website.
  • the analysis method of the access path of the website can analyze the platforms through which the user, which sources implement consumption, purchase, and the like through the access path, and guide the website by analyzing the platforms, sources, and combinations thereof that are the easiest to implement. Optimization or information promotion. For example, it is analyzed from the access path that the user has the most conversion through A microblog to B mall, and the analysis result may indicate that B mall puts more promotion information on A microblog.
  • the analysis method mainly includes: selecting a user group in a certain time period from a mass user group; selecting a target conversion type to be analyzed; selecting a plurality of correlation dimensions; and constructing one for each conversion of each user Multi-dimensional conversion access path; trimming, de-interference, merge de-duplication, etc.
  • the invention solves the problem that the real hot spot conversion access path cannot be found in the prior art, and proposes to construct a multi-dimensional conversion path, thereby achieving the effect of improving the accuracy of analyzing the user's access behavior.
  • FIG. 1 is a flowchart of a method for analyzing an access path of a website according to an embodiment of the present invention. As shown in FIG. 1, the analysis method of the access path of the website includes the following steps:
  • Step S102 Obtain website visit information and target conversion type of the user to be analyzed.
  • the user group concerned can be selected for analysis.
  • Target conversion types include purchase, registration, and actual conversion.
  • Step S104 Generate an access path according to the website access information and the target conversion type, wherein each node in the access path includes multiple dimensions.
  • Each node in the generated path contains multiple dimension information. For example, when the user visits A Weibo, the user jumps from the X website to the A microblog, and the user uses the A microblog of the mobile phone accessed by the Android platform. Then, the dimensions of the node accessing the A microblog include: the source website. For the X website, the platform is the Android platform, and the terminal is the mobile phone, then in the generated path, the node records the above dimensions.
  • Step S106 Filter out the first hotspot access path from the generated access path.
  • the first hotspot access path can better reflect the influencing factors of the converted path. Therefore, the first hotspot access path is filtered out in the generated access path, and the first hotspot access paths are analyzed.
  • the generated access path is of the order of tens of thousands or even hundreds of thousands.
  • the filtered first hotspot access path may also be several thousand access paths or tens of thousands of access paths.
  • Step S108 a combination of a plurality of dimensions of nodes in the access path from the first hotspot is used as an analysis result.
  • the dimensions of the nodes are extracted from the plurality of first hotspot access paths, and the combination of these dimensions is taken as the analysis result. For example, when a user accesses A Weibo using a mobile phone equipped with an Android platform, and jumps from the X website to A Weibo, the user clicks on the link in A Weibo to jump to the B mall and purchases in the B mall. That is, the user completes the conversion in the B mall, and the dimensions of the nodes accessing the A microblog and the nodes accessing the B mall are as shown in Table 1.
  • the first hotspot access path shows the dimensions for completing the conversion including A Weibo, mobile phone and Android system, according to these combinations, it can be determined that the user who uses the Android mobile phone can easily jump from the A Weibo to the B mall and complete the conversion of the purchase. If the B Mall needs to advertise, according to these combinations of dimensions, you can use the Android mobile phone to place more ads on A Weibo.
  • the obtained analysis result includes a combination of multiple dimensions, and the combination of multiple dimensions can better reflect the user's access habits, thereby solving the prior art.
  • the problem of the user's access behavior cannot be accurately analyzed, and the analysis result obtained by using these access paths can be used as a reference to formulate the promotion plan of the website more accurately.
  • each access node has a dimension of multiple dimensions, that is, generating an access path according to the website access information and the target conversion type includes: obtaining access information including a target conversion type in the website access information.
  • Visit The query information extracts multiple dimensions of the access node and the access node. The plurality of dimensions are associated with the access node when the access path is generated.
  • the obtained website visit information includes the converted access node, and the type of the conversion is the same as the target conversion type, that is, the conversion type to be analyzed is Q, and the conversion type of the website visit information obtained with the conversion is also Q.
  • the access nodes and the data belonging to each access node are extracted from the access information, and when the access path is generated, the dimension belonging to each node is associated with the node.
  • the duplicate access nodes are removed when the access path is generated, that is, information and targets are accessed according to the website.
  • the conversion type Before the conversion type generates the access path, it also includes: extracting the nodes of the repeated access from the website access information. Consolidate nodes that are repeatedly visited into one access node. Add information that the nodes are merged for the merged node. The access path is then generated based on the target conversion type and the site access information after the merged duplicate access node.
  • a continuous or intermittent access node may appear in an access path, and one access node that is continuously accessed is merged, so that multiple repeated access nodes are classified into one access node to reduce interference of repeated access nodes in the path. Moreover, when the access node is merged, the user's dwell time at the node, the number of times the node is repeated, the number of times of the merge may be added to the merged access node, and the dimension of the number of access node interference items may be added to the node.
  • the interference items in the generated access path are removed, and the dimension information carried in the interference items is prevented from affecting the analysis result, and the access path to be analyzed is simplified, so that the analysis result is more accurate, and the access path in the prior art is also solved. It is impossible to accurately analyze the user's access behavior, and the analysis results obtained by the analysis are more accurate.
  • filtering the first hotspot access path from the generated access path includes: finding the same access path from the multiple access paths, and obtaining multiple access path classes. Get the number of conversions for each access path class in multiple access path classes. And the path in the access path class corresponding to the maximum number of conversions is used as the first hotspot access path.
  • An item from an ad to a purchase ad can be used as a conversion, and the number of conversions can be the number of conversions made through that path.
  • the number of conversions that can be converted by each type of access path may be different, so it will be transferred
  • the most popular type of access path is used as the hotspot access path.
  • the hotspot access path can be either an access path or multiple access paths.
  • the hotspot access path can also be determined according to the conversion value, the amount of access, and the like.
  • the number of access paths included in an access path class may be different.
  • the number of access paths in a type of access path is the access amount of each access path class, and the access type with the largest number of accesses is accessed as the first hot spot. path.
  • the first hotspot access path may be one access path or multiple access paths.
  • the conversion value can be the input-output ratio of the user in one path, and multiple access paths with a large conversion value can be used as the first hot-spot access path.
  • the first type of access path is node Q-node W-node E-node R
  • the second type of access path is node U-node I-node E-node R
  • the first type of access path includes 3000 access paths
  • the second type of access path includes 2,500 access paths
  • the first type of access path is used as the first hotspot access path.
  • the hotspot path may be tailored, and after the hotspot access path is filtered out from the generated access path, the analysis method further includes: from the first hot spot A node in the access path that finds the conversion indicated by the target conversion type to obtain a conversion node.
  • the conversion node is taken as the starting node, and the preset nodes before the starting node are intercepted.
  • the path including the starting node and the preset node is used as the second hotspot access path, wherein a combination of multiple dimensions of the nodes in the second hotspot access path is used as an analysis result.
  • the first hotspot access path includes a second hotspot access path, and the second hotspot access path is a continuous segment of the first hotspot access path.
  • the cropping can be tailored according to different scenarios.
  • the last N nodes of the access path including the converted node can be taken, and the cut path is used as the second hotspot access path.
  • the path-related dimension is added to the trimmed path, for example, the path time, the path length, the value of the path conversion, and the like.
  • the promotion decision may be made according to the additional information carried in the access path.
  • the access path carries the investment cost ratio, and when the benefit of a visit path is good, Develop a promotion strategy for the website or optimize the website based on the dimensions on the access path.
  • the embodiment of the invention further provides an analyzing device for the access path of the website.
  • the analysis method of the access path of the website of the embodiment of the present invention may be used to perform the analysis method of the access path of the website provided by the embodiment of the present invention, and the method for analyzing the access path of the website according to the embodiment of the present invention may also be used. It is executed by the analyzing device of the access path of the website provided by the embodiment of the present invention.
  • FIG. 2 is a schematic diagram of an analysis device for an access path of a website according to an embodiment of the present invention. As shown in FIG. 2, the analysis device of the access path of the website includes:
  • the first obtaining unit 10 is configured to obtain website access information and a target conversion type of the user to be analyzed.
  • the user group concerned can be selected for analysis.
  • Target conversion types include purchase, registration, and actual conversion.
  • the generating unit 30 is configured to generate an access path according to the website access information and the target conversion type, wherein each node in the access path includes a plurality of dimensions.
  • each node in the generated path contains multiple dimension information. For example, when the user visits A Weibo, the user jumps from the X website to the A microblog, and the user uses the A microblog of the mobile phone accessed by the Android platform. Then, the dimensions of the node accessing the A microblog include: the source website. For the X website, the platform is the Android platform, and the terminal is the mobile phone, then in the generated path, the node records the above dimensions.
  • the filtering unit 50 is configured to filter out the first hotspot access path from the generated access path.
  • the first hotspot access path can better reflect the influencing factors of the converted path. Therefore, the first hotspot access path is filtered out in the generated access path, and the first hotspot access paths are analyzed.
  • the generated access path is of the order of tens of thousands or even hundreds of thousands.
  • the filtered first hotspot access path may also be several thousand access paths or tens of thousands of access paths.
  • the analyzing unit 70 is configured to access a combination of a plurality of dimensions of the nodes in the path from the first hotspot as an analysis result.
  • the dimensions of the nodes are extracted from the plurality of first hotspot access paths, and the combination of these dimensions is taken as the analysis result. For example, when a user accesses A Weibo using a mobile phone equipped with an Android platform, and jumps from the X website to A Weibo, the user clicks on the link in A Weibo to jump to the B mall and purchases in the B mall. That is, the user completes the conversion in the B mall, and the dimensions of the nodes accessing the A microblog and the nodes accessing the B mall are as shown in Table 1.
  • the first hotspot access path shows the dimensions for completing the conversion including A Weibo, mobile phone and Android system, according to these combinations, it can be determined that the user who uses the Android mobile phone can easily jump from the A Weibo to the B mall and complete the conversion of the purchase. If the B Mall needs to advertise, according to these combinations of dimensions, you can use the Android mobile phone to place more ads on A Weibo.
  • the foregoing first obtaining unit 10, generating unit 30, screening unit 50 and analyzing unit 70 may be run in a computer terminal as part of the device, and may be implemented by a processor in the computer terminal.
  • the computer terminal can also be a smart phone (such as an Android phone, an IOS phone, etc.), a tablet computer, a palm computer, and a mobile Internet device (MID), a PAD, and the like.
  • the obtained analysis result includes a combination of multiple dimensions, and the combination of multiple dimensions can better reflect the user's access habits, thereby solving the prior art.
  • the problem of the user's access behavior cannot be accurately analyzed, and the analysis result obtained by using these access paths can be used as a reference to make the website's wide plan more accurate.
  • each access node has a dimension of multiple dimensions
  • the analyzing device further includes: a second obtaining unit, configured to obtain the target conversion in the website access information before generating the access path according to the website access information and the target conversion type Type of access information; an extracting unit for extracting a plurality of dimensions of the access node and the access node from the access information; and an associating unit for associating the plurality of dimensions with the access node when generating the access path.
  • the foregoing second obtaining unit, the extracting unit and the associating unit may be operated in a computer terminal as part of the device, and the function implemented by the above module may be performed by a processor in the computer terminal, and the computer terminal may also be Smartphones (such as Android phones, IOS phones, etc.), tablets, PDAs, and mobile Internet devices (MID), PAD and other terminal devices.
  • Smartphones such as Android phones, IOS phones, etc.
  • MID mobile Internet devices
  • the obtained website visit information includes the converted access node, and the type of the conversion is the same as the target conversion type, that is, the conversion type to be analyzed is Q, and the conversion type of the website visit information obtained with the conversion is also Q.
  • the access nodes and the data belonging to each access node are extracted from the access information, and when the access path is generated, the dimension belonging to each node is associated with the node.
  • the generating unit further includes: an extracting module For extracting duplicate access nodes from the website access information; a merge module for merging the repeatedly accessed nodes into one access node; and adding a module for adding the merged information of the nodes for the merged nodes.
  • the access path is then generated based on the target conversion type and the site access information after the merged duplicate access node.
  • the foregoing extraction module, the merging module and the adding module may be run in the computer terminal as part of the device, and the function implemented by the module may be performed by a processor in the computer terminal, and the computer terminal may also be a smart phone. (such as Android phones, IOS phones, etc.), tablets, handheld computers and mobile Internet devices (Mobile Internet Devices, MID), PAD and other terminal devices.
  • a continuous or intermittent access node may appear in an access path, and one access node that is continuously accessed is merged, so that multiple repeated access nodes are classified into one access node to reduce interference of repeated access nodes in the path. Moreover, when the access node is merged, the user's dwell time at the node, the number of times the node is repeated, the number of times of the merge may be added to the merged access node, and the dimension of the number of access node interference items may be added to the node.
  • the interference items in the generated access path are removed, and the dimension information carried in the interference items is prevented from affecting the analysis result, and the access path to be analyzed is simplified, so that the analysis result is more accurate, and the access path in the prior art is also solved. It is impossible to accurately analyze the user's access behavior, and the analysis results obtained by the analysis are more accurate.
  • the filtering unit includes: a searching module, configured to find the same access path from the multiple access paths, and obtain multiple access path classes; and an obtaining module, configured to acquire each of the multiple access path classes The number of conversions of the access path class; and a determination module for using the path in the access path class corresponding to the maximum number of conversions as the first hotspot access path.
  • An item from an ad to a purchase ad can be used as a conversion, and the number of conversions can be the number of conversions made through that path.
  • the number of conversions for conversions through each type of access path may be different, so the most common type of access path is the hotspot access path.
  • the hotspot access path can be either an access path or multiple access paths.
  • the hotspot access path can also be determined according to the conversion value, the amount of access, and the like.
  • the generated access path includes the same access path, and one type of access path with the same access path is used as an access path class.
  • the number of access paths included in one access path class may be different, and the access path in a type of access path may be The quantity is the amount of access for each access path class, and the type of access path with the largest number of accesses is used as the first hotspot access path.
  • the first hotspot access path may be one access path or multiple access paths.
  • the conversion value can be the input-output ratio of the user in one path, and multiple access paths with large conversion value can be used as the hotspot access path.
  • the first type of access path is node Q-node W-node E-node R
  • the second type of access path is node U-node I-node E-node R
  • the first category of interviews The request path includes 3000 access paths
  • the second type of access path includes 2500 access paths
  • the first type of access path is used as the first hotspot access path.
  • the foregoing search module, the acquisition module and the determination module may be run in the computer terminal as part of the device, and the functions implemented by the above module may be performed by a processor in the computer terminal, and the computer terminal may also be a smart phone. (such as Android phones, IOS phones, etc.), tablets, handheld computers and mobile Internet devices (Mobile Internet Devices, MID), PAD and other terminal devices.
  • the analyzing device further includes: a searching unit, after filtering the hotspot access path from the generated access path. Obtaining, from the first hotspot access path, a node that completes the conversion indicated by the target conversion type, and obtaining a conversion node; the intercepting unit is configured to use the conversion node as a starting node, and intercept the preset node before the starting node; and determine And a unit, configured to use the path including the start node and the preset node as the second hot spot access path.
  • the cropping can be tailored according to different scenarios.
  • the last N nodes of the access path including the converted node can be taken, and the cut path is used as the second hotspot access path.
  • the path-related dimension is added to the trimmed path, for example, the path time, the path length, the value of the path conversion, and the like.
  • the promotion decision may be made according to the additional information carried in the access path.
  • the access path carries the investment cost ratio, and when the benefit of a visit path is good, Develop a promotion strategy for the website or optimize the website based on the dimensions on the access path.
  • the above-mentioned searching unit, intercepting unit and determining unit may be operated in a computer terminal as part of the device, and the functions implemented by the above module may be performed by a processor in the computer terminal, and the computer terminal may also be a smart phone. (such as Android phones, IOS phones, etc.), tablets, handheld computers and mobile Internet devices (Mobile Internet Devices, MID), PAD and other terminal devices.
  • the various functional modules provided by the embodiments of the present application may be run in a mobile terminal, a computer terminal, or the like, or may be stored as part of a storage medium.
  • embodiments of the present invention may provide a computer terminal, which may be any computer terminal device in a group of computer terminals.
  • a computer terminal may also be replaced with a terminal device such as a mobile terminal.
  • the computer terminal may be located in at least one network device of the plurality of network devices of the computer network.
  • the computer terminal may execute the program code of the following steps in the analysis method of the access path of the website: acquiring the website access information and the target conversion type of the user to be analyzed; and generating an access path according to the website access information and the target conversion type,
  • Each node in the access path includes multiple dimensions; the first hotspot access path is filtered out from the generated access path; and a combination of multiple dimensions of the node in the first hotspot access path is used as an analysis result.
  • the computer terminal can include: one or more processors, memory, and transmission means.
  • the memory can be used to store software programs and modules, such as an analysis method of an access path of a website and a program instruction/module corresponding to the device in the embodiment of the present invention, and the processor executes by executing a software program and a module stored in the memory.
  • the memory may include a high speed random access memory, and may also include non-volatile memory such as one or more magnetic storage devices, flash memory, or other non-volatile solid state memory.
  • the memory can further include memory remotely located relative to the processor, which can be connected to the terminal over a network. Examples of such networks include, but are not limited to, the Internet, intranets, local area networks, mobile communication networks, and combinations thereof.
  • the above transmission device is for receiving or transmitting data via a network.
  • Specific examples of the above network may include a wired network and a wireless network.
  • the transmission device includes a Network Interface Controller (NIC) that can be connected to other network devices and routers via a network cable to communicate with the Internet or a local area network.
  • the transmission device is a Radio Frequency (RF) module for communicating with the Internet wirelessly.
  • NIC Network Interface Controller
  • RF Radio Frequency
  • the memory is used to store preset action conditions and information of the preset rights user, and an application.
  • the processor can call the memory stored information and the application by the transmitting device to execute the program code of the method steps of each of the alternative or preferred embodiments of the above method embodiments.
  • the computer terminal can also be a smart phone (such as an Android phone, an IOS phone, etc.), a tablet computer, a palm computer, and a mobile Internet device (MID), a PAD, and the like.
  • a smart phone such as an Android phone, an IOS phone, etc.
  • a tablet computer such as a Samsung Galaxy Tab, etc.
  • a palm computer such as a Samsung Galaxy Tab, etc.
  • MID mobile Internet device
  • PAD a mobile Internet device
  • Embodiments of the present invention also provide a storage medium.
  • the foregoing storage medium may be used to save the program code executed by the analysis method of the access path of the website provided by the foregoing method embodiment and the device embodiment.
  • the foregoing storage medium may be located in any one of the computer terminal groups in the computer network, or in any one of the mobile terminal groups.
  • the storage medium is configured to store program code for performing the following steps: acquiring website access information and target conversion type of the user to be analyzed; and generating an access path according to the website access information and the target conversion type,
  • Each node in the access path includes multiple dimensions; the first hotspot access path is filtered out from the generated access path; and a combination of multiple dimensions of the node in the first hotspot access path is used as an analysis result.
  • the storage medium may also be configured as program code for storing various preferred or optional method steps provided by the analysis method of the access path of the website.
  • the disclosed apparatus may be implemented in other ways.
  • the device embodiments described above are merely illustrative.
  • the division of cells is only a logical function division.
  • there may be another division manner for example, multiple units or components may be combined.
  • the integration can be integrated into another system, or some features can be ignored or not executed.
  • the mutual coupling or direct coupling or communication connection shown or discussed may be an indirect coupling or communication connection through some interface, device or unit, and may be electrical or otherwise.
  • the units described as separate components may or may not be physically separate, and the components displayed as units may or may not be physical units, that is, may be located in one place, or may be distributed to multiple network units. Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of the embodiment.
  • each functional unit in each embodiment of the present invention may be integrated into one processing unit, or each unit may exist physically separately, or two or more units may be integrated into one unit.
  • the above integrated unit can be implemented in the form of hardware or in the form of a software functional unit.
  • the integrated unit if implemented in the form of a software functional unit and sold or used as a standalone product, may be stored in a computer readable storage medium.
  • the technical solution of the present invention which is essential or contributes to the prior art, or all or part of the technical solution, may be embodied in the form of a software product stored in a storage medium.
  • a number of instructions are included to cause a computer device (which may be a personal computer, mobile terminal, server or network device, etc.) to perform all or part of the steps of the methods described in various embodiments of the present invention.
  • the foregoing storage medium includes: a U disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a removable hard disk, a magnetic disk, or an optical disk, and the like. .

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Abstract

一种网站的访问路径的分析方法和装置。其中，该网站的访问路径的分析方法包括：获取待分析用户的网站访问信息和目标转化类型（S102）；根据网站访问信息和目标转化类型生成访问路径（S104），其中，访问路径中的每个节点包括多个维度；从生成的访问路径中筛选出第一热点访问路径（S106）；以及将第一热点访问路径中节点的多个维度的组合作为分析结果（S108）。解决了现有技术中根据访问路径无法准确分析用户的访问行为的问题，达到了提高分析用户的访问行为的准确性的效果。

Description

网站的访问路径的分析方法和装置 技术领域
本发明涉及互联网领域，具体而言，涉及一种网站的访问路径的分析方法和装置。
背景技术
当前热点路径在网站分析中主要是研究网站访客行为，发现特定维度上一系列连续访问构成的访问路径，特别是包含转化访问的路径，转化包含例如电商网站注册、登陆、购买、门户网站广告页浏览等这些访问行为，并分析这些路径，从这些路径中能够发现和跟踪用户的访问行为，并将这些访问行为作为网站布局或者网站营销的指导。
现有基于热点路径的网站分析方法基本上都是基于单维度路径来分析转化，其路径也是基于用户访问轨迹的简单重绘，但是，由于网络中信息复杂，根据单一的维度信息无法准确分析出用户的访问行为，导致以访问路径所携带的信息并不能准确反映用户的访问行为，从而导致根据这些访问行为所进行的网站布局或者网站营销等不准确。
针对现有技术中根据访问路径无法准确分析用户的访问行为的问题，目前尚未提出有效的解决方案。
发明内容
本发明的主要目的在于提供一种网站的访问路径的分析方法和装置，以解决现有技术中现有技术中根据访问路径无法准确分析用户的访问行为的问题。
为了实现上述目的，根据本发明实施例的一个方面，提供了一种网站的访问路径的分析方法。根据本发明的网站的访问路径的分析方法包括：获取待分析用户的网站访问信息和目标转化类型；根据所述网站访问信息和所述目标转化类型生成访问路径，其中，所述访问路径中的每个节点包括多个维度；从生成的所述访问路径中筛选出第一热点访问路径；以及从所述第一热点访问路径中节点的所述多个维度的组合作为分析结果。
进一步地，根据所述网站访问信息和所述目标转化类型生成访问路径包括：获取所述网站访问信息中包含所述目标转化类型的访问信息；从所述访问信息中提取访问节点和所述访问节点的多个维度；以及在生成所述访问路径时将所述多个维度与所述 访问节点相关联。
进一步地，在根据所述网站访问信息和所述目标转化类型生成访问路径前，还包括：从所述网站访问信息中提取重复访问的节点；将所述重复访问的节点进行合并为一个访问节点；为合并的节点添加节点被合并的信息。
进一步地，所述访问路径为多个访问路径，所述第一热点访问路径为一个或多个访问路径，从生成的所述访问路径中筛选出第一热点访问路径包括：从所述多个访问路径中查找出相同的访问路径，得到多个访问路径类；获取所述多个访问路径类中每个访问路径类的转化次数；以及将最多转化次数所对应的访问路径类中的路径作为所述第一热点访问路径。
进一步地，从生成的所述访问路径中筛选出第一热点访问路径之后，所述分析方法还包括：从所述第一热点访问路径中查找完成所述目标转化类型所指示的转化的节点，得到转化节点；以所述转化节点为起始节点，截取所述起始节点前的预设个节点；以及将包括所述起始节点和所述预设个节点的路径作为第二热点访问路径，其中，将所述第二热点访问路径中节点的所述多个维度的组合作为分析结果。
为了实现上述目的，根据本发明实施例的另一方面，提供了一种网站的访问路径的分析装置。根据本发明的网站的访问路径的分析装置包括：获取单元，用于获取待分析用户的网站访问信息和目标转化类型；生成单元，用于根据所述网站访问信息和所述目标转化类型生成访问路径，其中，所述访问路径中的每个节点包括多个维度；筛选单元，用于从生成的所述访问路径中筛选出第一热点访问路径；以及分析单元，用于从所述第一热点访问路径中节点的所述多个维度的组合作为分析结果。
进一步地，所述分析装置还包括：第二获取单元，用于在根据所述网站访问信息和所述目标转化类型生成访问路径前，获取所述网站访问信息中包含所述目标转化类型的访问信息；提取单元，用于从所述访问信息中提取访问节点和所述访问节点的多个维度；以及关联单元，用于在生成所述访问路径时将所述多个维度与所述访问节点相关联。
进一步地，所述生成单元还包括：提取模块，用于从所述网站访问信息中提取重复访问的节点；合并模块，用于将所述重复访问的节点进行合并为一个访问节点；添加模块，用于为合并的节点添加节点被合并的信息。
进一步地，所述访问路径为多个访问路径，所述热点访问路径为一个或多个访问路径，所述筛选单元包括：查找模块，用于从所述多个访问路径中查找出相同的访问路径，得到多个访问路径类；获取模块，用于获取所述多个访问路径类中每个访问路径类的转化次数；以及确定模块，用于将最多转化次数所对应的访问路径类中的路径 作为所述热点访问路径。
进一步地，所述分析装置还包括：查找单元，用于在从生成的所述访问路径中筛选出第一热点访问路径之后，从所述第一热点访问路径中查找完成所述目标转化类型所指示的转化的节点，得到转化节点；截取单元，用于以所述转化节点为起始节点，截取所述起始节点前的预设个节点；以及确定单元，用于将包括所述起始节点和所述预设个节点的路径作为第二热点访问路径，其中，将所述第二热点访问路径中节点的所述多个维度的组合作为分析结果。
根据发明实施例，通过获取待分析用户的网站访问信息和目标转化类型；根据网站访问信息和目标转化类型生成访问路径，其中，访问路径中的每个节点包括多个维度；从生成的访问路径中筛选出热点访问路径；以及从热点访问路径中节点的多个维度的组合作为分析结果，在生成访问路径时对每个节点添加多个维度，得到的分析结果包括多个维度的组合，多个维度的组合更能体现用户的访问习惯，从而解决了现有技术中根据访问路径无法准确分析用户的访问行为的问题，进而达到了利用这些访问路径得到的分析结果作为参考来制定网站的推广计划时能够更加准确的效果。
附图说明
构成本申请的一部分的附图用来提供对本发明的进一步理解，本发明的示意性实施例及其说明用于解释本发明，并不构成对本发明的不当限定。在附图中：
图1是根据本发明实施例的网站的访问路径的分析方法的流程图；以及
图2是根据本发明实施例的网站的访问路径的分析装置的示意图。
具体实施方式
需要说明的是，在不冲突的情况下，本申请中的实施例及实施例中的特征可以相互组合。下面将参考附图并结合实施例来详细说明本发明。
为了使本技术领域的人员更好地理解本发明方案，下面将结合本发明实施例中的附图，对本发明实施例中的技术方案进行清楚、完整地描述，显然，所描述的实施例仅仅是本发明一部分的实施例，而不是全部的实施例。基于本发明中的实施例，本领域普通技术人员在没有做出创造性劳动前提下所获得的所有其他实施例，都应当属于本发明保护的范围。
需要说明的是，本发明的说明书和权利要求书及上述附图中的术语“第一”、“第二”等是用于区别类似的对象，而不必用于描述特定的顺序或先后次序。应该理解这 样使用的数据在适当情况下可以互换，以便这里描述的本发明的实施例。此外，术语“包括”和“具有”以及他们的任何变形，意图在于覆盖不排他的包含，例如，包含了一系列步骤或单元的过程、方法、系统、产品或设备不必限于清楚地列出的那些步骤或单元，而是可包括没有清楚地列出的或对于这些过程、方法、产品或设备固有的其它步骤或单元。
本发明实施例提供了一种网站的访问路径的分析方法。可选地，该网站的访问路径的分析方法可以通过访问路径分析用户通过哪些平台、哪些来源实现消费、购买等转化行为，通过分析出最容易实现转化的平台、来源及其组合来指导网站的优化或者信息推广等。例如，从访问路径中分析出用户通过A微博到B商城的转化最多，则该分析结果可以指示B商城在A微博上投入更多的推广信息等。可选地，该分析方法主要包括：从海量用户群体中，选取一定时间段内的用户群体；选取要分析的目标转化类型；选取多个相关性维度；为每个用户的每个转化构建一条多维度的转化访问路径；对构建完成的多维度转化路径进行裁剪、去干扰、合并去重等处理；然后针对所有处理过后的多维度转化路径进行聚合，其中聚合完成的路径，不再是针对每个用户的每个转化，而是针对这个用户群体及选取的目标转化类型的转化路径整体展现，其中聚合信息中还包含转化价值、实际花费、转化次数、路径长度、路径平均耗时、路径平均停留时间等；再根据聚合信息，如转化价值、转化次数等信息分析并筛选出热点访问路径。通过本发明，解决了现有技术中无法找到真正热点转化访问路径的问题，以及提出构建多维度转化路径，达到了提高分析用户的访问行为的准确性的效果。
图1是根据本发明实施例的网站的访问路径的分析方法的流程图。如图1所示，该网站的访问路径的分析方法包括如下步骤：
步骤S102，获取待分析用户的网站访问信息和目标转化类型。
由于不同的用户群体的访问习惯和关注的目标并不相同，为了准确的根据分析访问路径得到的分析结果制定信息推广计划或者网站优化方案，可以选择关注的用户群体进行分析。
目标转化类型包括购买、注册及实际转化等，在分析访问路径时可以根据需要选择对哪种目标转化类型进行分析，如果需要分析的是购买的转化，那么生成的访问路径中包括购买的转化节点，如果分析的是注册的转化，那么生成的访问路径中包括注册的转化节点。
步骤S104，根据网站访问信息和目标转化类型生成访问路径，其中，访问路径中的每个节点包括多个维度。
在生成路径时需要根据属于待分析用户群体的网站访问信息和目标转化类型来生 成，在生成的路径中的每个节点都包含多种维度信息。例如，用户在访问A微博时是从X网站跳转至A微博的，并且用户采用的是安卓平台的手机访问的A微博，那么，在访问A微博的节点的维度包括：来源网站为X网站、平台为安卓平台、终端为手机，那么，在生成的路径中，该节点就记录了上述维度。
步骤S106，从生成的访问路径中筛选出第一热点访问路径。
第一热点访问路径更能体现发生转化的路径的影响因素，因此，在生成的访问路径中筛选出第一热点访问路径，并对这些第一热点访问路径进行分析。生成的访问路径是几万、甚至几十万的数量级的，筛选出的第一热点访问路径也可以是几千条访问路径或者几万条访问路径。
步骤S108，从第一热点访问路径中节点的多个维度的组合作为分析结果。
对第一热点路径分析时，从多条第一热点访问路径中提取节点的维度，并将这些维度的组合作为分析结果。例如，用户利用装有安卓平台的手机访问A微博时，并且是从X网站跳转至A微博的，在A微博点击了链接跳转到B商城，并在B商城购买。即用户在B商城完成了转化，访问A微博的节点和访问B商城的节点的维度如表1所示。
表1
  A微博 B商城
来源网站 X网站 A微博
终端 手机 手机
平台 安卓 安卓
由于第一热点访问路径显示完成转化的维度包括A微博、手机和安卓系统，根据这些组合可以确定使用安卓手机的用户从A微博更容易跳转到B商城并完成购买的转化。如果B商城需要投放广告，根据这些维度组合可以针对安卓手机用在A微博上投放更多的广告。
通过上述实施例，在生成访问路径时对每个节点添加多个维度，得到的分析结果包括多个维度的组合，多个维度的组合更能体现用户的访问习惯，从而解决了现有技术中根据访问路径无法准确分析用户的访问行为的问题，进而达到了利用这些访问路径得到的分析结果作为参考来制定网站的推广计划时能够更加准确的效果。
进一步地，每个访问节点都具有多个维度的维度，即根据网站访问信息和目标转化类型生成访问路径包括：获取网站访问信息中包含目标转化类型的访问信息。从访 问信息中提取访问节点和访问节点的多个维度。在生成访问路径时将所述多个维度与访问节点相关联。
获取的网站访问信息中包含有转化的访问节点，而该转化的类型与目标转化类型相同，即需要分析的转化类型为Q，则获取的网站访问信息中含有转化的转化类型也为Q。从访问信息中提取访问节点以及属于每个访问节点的数据，在生成访问路径时，属于每个节点的维度与该节点相关联。
通过上述实施例，在生成访问路径时，对访问路径中的每个节点添加多个维度，以便于在分析时能够得到根据节点的维度的组合作为分析结果，提高了得到分析结果的效率。
优选地，在生成访问路径时，如果一个访问路径中出现重复的访问节点，为了减少这些重复的访问节点的干扰，在生成访问路径时去除这些重复的访问节点，即在根据网站访问信息和目标转化类型生成访问路径之前还包括：从网站访问信息中提取重复访问的节点。将重复访问的节点进行合并为一个访问节点。为合并的节点添加节点被合并的信息。之后则根据目标转化类型和合并重复访问节点后的网站访问信息生成访问路径。
一个访问路径中可能出现连续或者间隔连续的访问节点，对连续访问的一个访问节点进行合并，使得多个重复的访问节点归为一个访问节点，以减少路径中重复访问节点的干扰。并且，在合并访问节点时，可以在该合并的访问节点上添加用户在该节点的停留时间、节点重复的次数、合并的次数，还可以在该节点添加访问节点干扰项数量等维度。
去除生成的访问路径中的干扰项，避免这些干扰项中携带的维度信息对分析结果造成影响，简化了待分析的访问路径，使得分析结果更加准确，也就在解决了现有技术中访问路径无法准确分析用户的访问行为的同时，使得分析得到的分析结果更加准确。
进一步地，生成多个访问路径之后，需要针对这些访问路径中的热点路径进行分析，在生成的多个访问路径中筛选出热点访问路径，即访问路径为多个访问路径，第一热点访问路径为一个或多个访问路径，从生成的访问路径中筛选出第一热点访问路径包括：从多个访问路径中查找出相同的访问路径，得到多个访问路径类。获取多个访问路径类中每个访问路径类的转化次数。以及将最多转化次数所对应的访问路径类中的路径作为第一热点访问路径。
从一个广告到购买广告中的物品可以作为一次转化，转化次数可以是通过该条路径实现的转化的次数。通过每类访问路径实现转化的转换次数可能不同，因此，将转 化次数最多的一类访问路径作为热点访问路径。热点访问路径可以是一个访问路径，也可以是多个访问路径。
需要说明的是，还可以根据转化价值和访问量等确定热点访问路径。例如，一个访问路径类所包含的访问路径的数量可能不同，一类访问路径中的访问路径的数量就是每个访问路径类的访问量，将访问量最大的一类访问路径作为第一热点访问路径。第一热点访问路径可以是一个访问路径，也可以是多个访问路径。转化价值可以是用户在一条路径的投入产出比，转化价值较大的多条访问路径可以作为第一热点访问路径。
例如，从多个访问路径中提取出两类访问路径，第一类访问路径为节点Q-节点W-节点E-节点R，第二类访问路径为节点U-节点I-节点E-节点R。其中，第一类访问路径中包括3000个访问路径，第二类访问路径包括2500个访问路径，则将第一类访问路径作为第一热点访问路径。在具有多个访问路径类时，可以选择包括的访问路径最多的几个访问路径类作为第一热点访问路径。
优选地，当热点访问路径较长，不便于进行路径分析，为了便于路径分析可以对热点路径进行裁剪，从生成的访问路径中筛选出热点访问路径之后，该分析方法还包括：从第一热点访问路径中查找完成目标转化类型所指示的转化的节点，得到转化节点。以转化节点为起始节点，截取起始节点前的预设个节点。以及将包括起始节点和预设个节点的路径作为第二热点访问路径，其中，将第二热点访问路径中节点的多个维度的组合作为分析结果。第一热点访问路径包含第二热点访问路径，第二热点访问路径为第一热点访问路径中的一个连续段。
裁剪可以根据不同的场景进行剪裁，剪裁时可以取一个访问路径中包括转化的节点的最后N个节点，将剪裁后的路径作为第二热点访问路径。其中，对剪裁后的路径添加与路径相关的维度，例如，路径耗时、路径长度、路径转化的价值等。
在利用分析结果来确定网站的推广决策时，还可以根据访问路径中携带的附加信息进行推广决策的制定，例如，访问路径上携带有投资花费比，当一条访问路径的收益较好时，可以根据该访问路径上的维度来制定网站的推广策略或者对网站进行优化。
本发明实施例还提供了一种网站的访问路径的分析装置。需要说明的是，本发明实施例的网站的访问路径的分析装置可以用于执行本发明实施例所提供的网站的访问路径的分析方法，本发明实施例的网站的访问路径的分析方法也可以通过本发明实施例所提供的网站的访问路径的分析装置来执行。
图2是根据本发明实施例的网站的访问路径的分析装置的示意图。如图2所示，该网站的访问路径的分析装置包括：
第一获取单元10用于获取待分析用户的网站访问信息和目标转化类型。
由于不同的用户群体的访问习惯和关注的目标并不相同，为了准确的根据分析访问路径得到的分析结果制定信息推广计划或者网站优化方案，可以选择关注的用户群体进行分析。
目标转化类型包括购买、注册及实际转化等，在分析访问路径时可以根据需要选择对哪种目标转化类型进行分析，如果需要分析的是购买的转化，那么生成的访问路径中包括购买的转化节点，如果分析的是注册的转化，那么生成的访问路径中包括注册的转化节点。
生成单元30用于根据网站访问信息和目标转化类型生成访问路径，其中，访问路径中的每个节点包括多个维度。
在生成路径时需要根据属于待分析用户群体的网站访问信息和目标转化类型来生成，在生成的路径中的每个节点都包含多种维度信息。例如，用户在访问A微博时是从X网站跳转至A微博的，并且用户采用的是安卓平台的手机访问的A微博，那么，在访问A微博的节点的维度包括：来源网站为X网站、平台为安卓平台、终端为手机，那么，在生成的路径中，该节点就记录了上述维度。
筛选单元50用于从生成的访问路径中筛选出第一热点访问路径。
第一热点访问路径更能体现发生转化的路径的影响因素，因此，在生成的访问路径中筛选出第一热点访问路径，并对这些第一热点访问路径进行分析。生成的访问路径是几万、甚至几十万的数量级的，筛选出的第一热点访问路径也可以是几千条访问路径或者几万条访问路径。
分析单元70用于从第一热点访问路径中节点的多个维度的组合作为分析结果。
对第一热点路径分析时，从多条第一热点访问路径中提取节点的维度，并将这些维度的组合作为分析结果。例如，用户利用装有安卓平台的手机访问A微博时，并且是从X网站跳转至A微博的，在A微博点击了链接跳转到B商城，并在B商城购买。即用户在B商城完成了转化，访问A微博的节点和访问B商城的节点的维度如表1所示。
由于第一热点访问路径显示完成转化的维度包括A微博、手机和安卓系统，根据这些组合可以确定使用安卓手机的用户从A微博更容易跳转到B商城并完成购买的转化。如果B商城需要投放广告，根据这些维度组合可以针对安卓手机用在A微博上投放更多的广告。
此处需要说明的是，上述第一获取单元10、生成单元30、筛选单元50和分析单元70可以作为装置的一部分运行在计算机终端中，可以通过计算机终端中的处理器来执行上述模块实现的功能，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
通过上述实施例，在生成访问路径时对每个节点添加多个维度，得到的分析结果包括多个维度的组合，多个维度的组合更能体现用户的访问习惯，从而解决了现有技术中根据访问路径无法准确分析用户的访问行为的问题，进而达到了利用这些访问路径得到的分析结果作为参考来制定网站的广计划时能够更加准确的效果。
进一步地，每个访问节点都具有多个维度的维度，即分析装置还包括：第二获取单元，用于在根据网站访问信息和目标转化类型生成访问路径前，获取网站访问信息中包含目标转化类型的访问信息；提取单元，用于从访问信息中提取访问节点和访问节点的多个维度；以及关联单元，用于在生成访问路径时将多个维度与访问节点相关联。
此处需要说明的是，上述第二获取单元、提取单元和关联单元可以作为装置的一部分运行在计算机终端中，可以通过计算机终端中的处理器来执行上述模块实现的功能，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
获取的网站访问信息中包含有转化的访问节点，而该转化的类型与目标转化类型相同，即需要分析的转化类型为Q，则获取的网站访问信息中含有转化的转化类型也为Q。从访问信息中提取访问节点以及属于每个访问节点的数据，在生成访问路径时，属于每个节点的维度与该节点相关联。
通过上述实施例，在生成访问路径时，对访问路径中的每个节点添加多个维度，以便于在分析时能够得到根据节点的维度的组合作为分析结果，提高了得到分析结果的效率。
优选地，在生成访问路径时，如果一个访问路径中出现重复的访问节点，为了减少这些重复的访问节点的干扰，在生成访问路径时去除这些重复的访问节点，即生成单元还包括：提取模块，用于从网站访问信息中提取重复访问的节点；合并模块，用于将重复访问的节点进行合并为一个访问节点；添加模块，用于为合并的节点添加节点被合并的信息。之后则根据目标转化类型和合并重复访问节点后的网站访问信息生成访问路径。
此处需要说明的是，上述提取模块、合并模块和添加模块可以作为装置的一部分运行在计算机终端中，可以通过计算机终端中的处理器来执行上述模块实现的功能，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
一个访问路径中可能出现连续或者间隔连续的访问节点，对连续访问的一个访问节点进行合并，使得多个重复的访问节点归为一个访问节点，以减少路径中重复访问节点的干扰。并且，在合并访问节点时，可以在该合并的访问节点上添加用户在该节点的停留时间、节点重复的次数、合并的次数，还可以在该节点添加访问节点干扰项数量等维度。
去除生成的访问路径中的干扰项，避免这些干扰项中携带的维度信息对分析结果造成影响，简化了待分析的访问路径，使得分析结果更加准确，也就在解决了现有技术中访问路径无法准确分析用户的访问行为的同时，使得分析得到的分析结果更加准确。
进一步地，生成多个访问路径之后，需要针对这些访问路径中的热点路径进行分析，在生成的多个访问路径中筛选出热点访问路径，即访问路径为多个访问路径，第一热点访问路径为一个或多个访问路径，筛选单元包括：查找模块，用于从多个访问路径中查找出相同的访问路径，得到多个访问路径类；获取模块，用于获取多个访问路径类中每个访问路径类的转化次数；以及确定模块，用于将最多转化次数所对应的访问路径类中的路径作为第一热点访问路径。
从一个广告到购买广告中的物品可以作为一次转化，转化次数可以是通过该条路径实现的转化的次数。通过每类访问路径实现转化的转换次数可能不同，因此，将转化次数最多的一类访问路径作为热点访问路径。热点访问路径可以是一个访问路径，也可以是多个访问路径。
需要说明的是，还可以根据转化价值和访问量等确定热点访问路径。例如，生成的访问路径包括相同的访问路径，具有相同访问路径的一类访问路径作为一个访问路径类，一个访问路径类所包含的访问路径的数量可能不同，一类访问路径中的访问路径的数量就是每个访问路径类的访问量，将访问量最大的一类访问路径作为第一热点访问路径。第一热点访问路径可以是一个访问路径，也可以是多个访问路径。转化价值可以是用户在一条路径的投入产出比，转化价值较大的多条访问路径可以作为热点访问路径。
例如，从多个访问路径中提取出两类访问路径，第一类访问路径为节点Q-节点W-节点E-节点R，第二类访问路径为节点U-节点I-节点E-节点R。其中，第一类访 问路径中包括3000个访问路径，第二类访问路径包括2500个访问路径，则将第一类访问路径作为第一热点访问路径。在具有多个访问路径类时，可以选择包括的访问路径最多的几个访问路径类作为第一热点访问路径。
此处需要说明的是，上述查找模块、获取模块和确定模块可以作为装置的一部分运行在计算机终端中，可以通过计算机终端中的处理器来执行上述模块实现的功能，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
优选地，当热点访问路径较长，不便于进行路径分析，为了便于路径分析可以对热点路径进行裁剪，分析装置还包括：查找单元，用于在从生成的访问路径中筛选出热点访问路径之后，从第一热点访问路径中查找完成目标转化类型所指示的转化的节点，得到转化节点；截取单元，用于以转化节点为起始节点，截取起始节点前的预设个节点；以及确定单元，用于将包括起始节点和预设个节点的路径作为第二热点访问路径。
裁剪可以根据不同的场景进行剪裁，剪裁时可以取一个访问路径中包括转化的节点的最后N个节点，将剪裁后的路径作为第二热点访问路径。其中，对剪裁后的路径添加与路径相关的维度，例如，路径耗时、路径长度、路径转化的价值等。
在利用分析结果来确定网站的推广决策时，还可以根据访问路径中携带的附加信息进行推广决策的制定，例如，访问路径上携带有投资花费比，当一条访问路径的收益较好时，可以根据该访问路径上的维度来制定网站的推广策略或者对网站进行优化。
此处需要说明的是，上述查找单元、截取单元和确定单元可以作为装置的一部分运行在计算机终端中，可以通过计算机终端中的处理器来执行上述模块实现的功能，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
需要说明的是，对于前述的各方法实施例，为了简单描述，故将其都表述为一系列的动作组合，但是本领域技术人员应该知悉，本发明并不受所描述的动作顺序的限制，因为依据本发明，某些步骤可以采用其他顺序或者同时进行。其次，本领域技术人员也应该知悉，说明书中所描述的实施例均属于优选实施例，所涉及的动作和模块并不一定是本发明所必须的。
本申请实施例所提供的各个功能模块可以在移动终端、计算机终端或者类似的运算装置中运行，也可以作为存储介质的一部分进行存储。
由此，本发明的实施例可以提供一种计算机终端，该计算机终端可以是计算机终端群中的任意一个计算机终端设备。可选地，在本实施例中，上述计算机终端也可以替换为移动终端等终端设备。
可选地，在本实施例中，上述计算机终端可以位于计算机网络的多个网络设备中的至少一个网络设备。
在本实施例中，上述计算机终端可以执行网站的访问路径的分析方法中以下步骤的程序代码：获取待分析用户的网站访问信息和目标转化类型；根据网站访问信息和目标转化类型生成访问路径，其中，访问路径中的每个节点包括多个维度；从生成的访问路径中筛选出第一热点访问路径；以及从第一热点访问路径中节点的多个维度的组合作为分析结果。
可选地，该计算机终端可以包括：一个或多个处理器、存储器、以及传输装置。
其中，存储器可用于存储软件程序以及模块，如本发明实施例中的网站的访问路径的分析方法及装置对应的程序指令/模块，处理器通过运行存储在存储器内的软件程序以及模块，从而执行各种功能应用以及数据处理，即实现上述的网站的访问路径的分析方法。存储器可包括高速随机存储器，还可以包括非易失性存储器，如一个或者多个磁性存储装置、闪存、或者其他非易失性固态存储器。在一些实例中，存储器可进一步包括相对于处理器远程设置的存储器，这些远程存储器可以通过网络连接至终端。上述网络的实例包括但不限于互联网、企业内部网、局域网、移动通信网及其组合。
上述的传输装置用于经由一个网络接收或者发送数据。上述的网络具体实例可包括有线网络及无线网络。在一个实例中，传输装置包括一个网络适配器(Network Interface Controller，NIC)，其可通过网线与其他网络设备与路由器相连从而可与互联网或局域网进行通讯。在一个实例中，传输装置为射频(Radio Frequency，RF)模块，其用于通过无线方式与互联网进行通讯。
其中，具体地，存储器用于存储预设动作条件和预设权限用户的信息、以及应用程序。
处理器可以通过传输装置调用存储器存储的信息及应用程序，以执行上述方法实施例中的各个可选或优选实施例的方法步骤的程序代码。
本领域普通技术人员可以理解，计算机终端也可以是智能手机(如Android手机、IOS手机等)、平板电脑、掌上电脑以及移动互联网设备(Mobile Internet Devices，MID)、PAD等终端设备。
本领域普通技术人员可以理解上述实施例的各种方法中的全部或部分步骤是可以通过程序来指令终端设备相关的硬件来完成，该程序可以存储于一计算机可读存储介质中，存储介质可以包括：闪存盘、只读存储器(Read-Only Memory，ROM)、随机存取器(Random Access Memory，RAM)、磁盘或光盘等。
本发明的实施例还提供了一种存储介质。可选地，在本实施例中，上述存储介质可以用于保存上述方法实施例和装置实施例所提供的网站的访问路径的分析方法所执行的程序代码。
可选地，在本实施例中，上述存储介质可以位于计算机网络中计算机终端群中的任意一个计算机终端中，或者位于移动终端群中的任意一个移动终端中。
可选地，在本实施例中，存储介质被设置为存储用于执行以下步骤的程序代码：获取待分析用户的网站访问信息和目标转化类型；根据网站访问信息和目标转化类型生成访问路径，其中，访问路径中的每个节点包括多个维度；从生成的访问路径中筛选出第一热点访问路径；以及从第一热点访问路径中节点的多个维度的组合作为分析结果。
可选地，在本实施例中，存储介质还可以被设置为存储网站的访问路径的分析方法提供的各种优选地或可选的方法步骤的程序代码。
如上参照附图以示例的方式描述了根据本发明的网站的访问路径的分析方法及装置。但是，本领域技术人员应当理解，对于上述本发明所提出的网站的访问路径的分析方法及装置，还可以在不脱离本发明内容的基础上做出各种改进。因此，本发明的保护范围应当由所附的权利要求书的内容确定。
在上述实施例中，对各个实施例的描述都各有侧重，某个实施例中没有详述的部分，可以参见其他实施例的相关描述。
在本申请所提供的几个实施例中，应该理解到，所揭露的装置，可通过其它的方式实现。例如，以上所描述的装置实施例仅仅是示意性的，例如单元的划分，仅仅为一种逻辑功能划分，实际实现时可以有另外的划分方式，例如多个单元或组件可以结 合或者可以集成到另一个系统，或一些特征可以忽略，或不执行。另一点，所显示或讨论的相互之间的耦合或直接耦合或通信连接可以是通过一些接口，装置或单元的间接耦合或通信连接，可以是电性或其它的形式。
作为分离部件说明的单元可以是或者也可以不是物理上分开的，作为单元显示的部件可以是或者也可以不是物理单元，即可以位于一个地方，或者也可以分布到多个网络单元上。可以根据实际的需要选择其中的部分或者全部单元来实现本实施例方案的目的。
另外，在本发明各个实施例中的各功能单元可以集成在一个处理单元中，也可以是各个单元单独物理存在，也可以两个或两个以上单元集成在一个单元中。上述集成的单元既可以采用硬件的形式实现，也可以采用软件功能单元的形式实现。
所述集成的单元如果以软件功能单元的形式实现并作为独立的产品销售或使用时，可以存储在一个计算机可读取存储介质中。基于这样的理解，本发明的技术方案本质上或者说对现有技术做出贡献的部分或者该技术方案的全部或部分可以以软件产品的形式体现出来，该计算机软件产品存储在一个存储介质中，包括若干指令用以使得一台计算机设备(可为个人计算机、移动终端、服务器或者网络设备等)执行本发明各个实施例所述方法的全部或部分步骤。而前述的存储介质包括：U盘、只读存储器(ROM，Read-Only Memory)、随机存取存储器(RAM，Random Access Memory)、移动硬盘、磁碟或者光盘等各种可以存储程序代码的介质。
以上所述仅为本发明的优选实施例而已，并不用于限制本发明，对于本领域的技术人员来说，本发明可以有各种更改和变化。凡在本发明的精神和原则之内，所作的任何修改、等同替换、改进等，均应包含在本发明的保护范围之内。

Claims (12)

  1. 一种网站的访问路径的分析方法，其特征在于，包括：
    获取待分析用户的网站访问信息和目标转化类型；
    根据所述网站访问信息和所述目标转化类型生成访问路径，其中，所述访问路径中的每个节点包括多个维度；
    从生成的所述访问路径中筛选出第一热点访问路径；以及
    将所述第一热点访问路径中节点的所述多个维度的组合作为分析结果。
  2. 根据权利要求1所述的分析方法，其特征在于，根据所述网站访问信息和所述目标转化类型生成访问路径包括：
    获取所述网站访问信息中包含所述目标转化类型的访问信息；
    从所述访问信息中提取访问节点和所述访问节点的多个维度；以及
    在生成所述访问路径时将所述多个维度与所述访问节点相关联。
  3. 根据权利要求1所述的分析方法，其特征在于，在根据所述网站访问信息和所述目标转化类型生成访问路径之前，所述分析方法还包括：
    从所述网站访问信息中提取重复访问的节点；
    将所述重复访问的节点进行合并为一个访问节点；
    为合并的节点添加节点被合并的信息。
  4. 根据权利要求1所述的分析方法，其特征在于，所述访问路径为多个访问路径，所述第一热点访问路径为一个或多个访问路径，从生成的所述访问路径中筛选出第一热点访问路径包括：
    从所述多个访问路径中查找出相同的访问路径，得到多个访问路径类；
    获取所述多个访问路径类中每个访问路径类的转化次数；以及
    将最多转化次数所对应的访问路径类中的路径作为所述第一热点访问路径。
  5. 根据权利要求1所述的分析方法，其特征在于，从生成的所述访问路径中筛选出第一热点访问路径之后，所述分析方法还包括：
    从所述第一热点访问路径中查找完成所述目标转化类型所指示的转化的节点，得到转化节点；
    以所述转化节点为起始节点，截取所述起始节点前的预设个节点；以及
    将包括所述起始节点和所述预设个节点的路径作为第二热点访问路径，其中，将所述第二热点访问路径中节点的所述多个维度的组合作为分析结果。
  6. 一种网站的访问路径的分析装置，其特征在于，包括：
    第一获取单元，用于获取待分析用户的网站访问信息和目标转化类型；
    生成单元，用于根据所述网站访问信息和所述目标转化类型生成访问路径，其中，所述访问路径中的每个节点包括多个维度；
    筛选单元，用于从生成的所述访问路径中筛选出第一热点访问路径；以及
    分析单元，用于从所述第一热点访问路径中节点的所述多个维度的组合作为分析结果。
  7. 根据权利要求6所述的分析装置，其特征在于，所述分析装置还包括：
    第二获取单元，用于在根据所述网站访问信息和所述目标转化类型生成访问路径前，获取所述网站访问信息中包含所述目标转化类型的访问信息；
    提取单元，用于从所述访问信息中提取访问节点和所述访问节点的多个维度；以及
    关联单元，用于在生成所述访问路径时将所述多个维度与所述访问节点相关联。
  8. 根据权利要求6所述的分析装置，其特征在于，所述生成单元还包括：
    提取模块，用于从所述网站访问信息中提取重复访问的节点；
    合并模块，用于将所述重复访问的节点进行合并为一个访问节点；
    添加模块，用于为合并的节点添加节点被合并的信息。
  9. 根据权利要求6所述的分析装置，其特征在于，所述访问路径为多个访问路径，所述热点访问路径为一个或多个访问路径，所述筛选单元包括：
    查找模块，用于从所述多个访问路径中查找出相同的访问路径，得到多个访问路径类；
    获取模块，用于获取所述多个访问路径类中每个访问路径类的转化次数；以及
    确定模块，用于将最多转化次数所对应的访问路径类中的路径作为所述热点访问路径。
  10. 根据权利要求6所述的分析装置，其特征在于，所述分析装置还包括：
    查找单元，用于在从生成的所述访问路径中筛选出第一热点访问路径之后，从所述第一热点访问路径中查找完成所述目标转化类型所指示的转化的节点，得到转化节点；
    截取单元，用于以所述转化节点为起始节点，截取所述起始节点前的预设个节点；以及
    确定单元，用于将包括所述起始节点和所述预设个节点的路径作为第二热点访问路径，其中，将所述第二热点访问路径中节点的所述多个维度的组合作为分析结果。
  11. 一种计算机终端，用于执行所述权利要求1-5中任意一项所述的网站的访问路径的分析方法提供的步骤的程序代码。
  12. 一种存储介质，用于保存所述权利要求1-5中任意一项所述的网站的访问路径的分析方法所执行的程序代码。
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