WO2020071938A1

WO2020071938A1 - Method and system for flagging actions of a user for subsequent analysis and storage

Info

Publication number: WO2020071938A1
Application number: PCT/RU2018/000648
Authority: WO
Inventors: Федор Иванович КРЕСТНИКОВ; Кирилл Сергеевич МЕЛЬНИКОВ; Кирилл Александрович ПАНИН
Original assignee: Публичное Акционерное Общество "Сбербанк России"
Priority date: 2018-10-03
Filing date: 2018-10-03
Publication date: 2020-04-09
Also published as: EA038077B1; RU2702275C1; EA201892089A1

Abstract

The invention relates to the field of flagging actions of a user for subsequent analysis and storage. The technical result consists in providing a method for the verified collection of data relating to actions of the user, which are connected to the activity of the user, by the use of encryption of a unique identifier of the user, which can be used during a session of access of the user to an Internet resource, for linking the results of the monitoring to a user profile. In the computer-realizable method, the unique identifier of the user is encrypted with a public encryption key during access of the user to a Web resource or software application with the aid of the computer device; at least one code containing the embedded encrypted unique identifier of the user is generated on the page of the Web resource or software application; the actions of the user are tracked with the aid of said code and are subsequently recorded in a database; the recorded actions of the user and a previously generated private encryption key are transmitted to a passive authentication system; the identifier of the user is decrypted in the passive authentication system by means of the private encryption key, and the actions retrieved are linked to the profile of said user.

Description

METHOD AND SYSTEM FOR MARKING USER ACTIONS

NEXT ANALYSIS AND ACCUMULATION

FIELD OF TECHNOLOGY

[0001] This technical solution, in General, relates to the processing of digital data, and in particular, to a method and system for marking user actions for subsequent analysis and accumulation.

BACKGROUND

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

[0003] As an example of such solutions, one can consider well-known methods and systems described in documents RU 2509362, US 20040019523, US 7685191. As a rule, such decisions rely on the capture of information identifying the information resource on which the user performs certain actions, however, the main drawback of their implementation is the insufficient degree of analysis of the authorized client with the binding of specific actions to his profile, which leads to the appearance of noise and false information, which may not be inherent in activity corresponding user.

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

ESSENCE OF TECHNICAL SOLUTION

[0005] A technical problem or task in this technical solution is the need to create a method for collecting information about user actions, as well as verifying this information for the current user profile in order to relevantly monitor his actions on the corresponding Internet resource. [0006] The technical result is the provision of a method for verified collection of user activity data associated with its activity, by using encryption of a unique user identifier used during a session of a user accessing a resource on the Internet to link monitoring results with a user profile.

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

[0008] The claimed method for marking user actions for subsequent analysis and accumulation includes the steps in which:

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

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

save the unique user identifier encrypted in the previous step into service type files on said computer device, and the validity period of these service type files is automatically set by the validity period of the public key;

generating at least one code on a web resource page or software application with a built-in encrypted unique user identifier;

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

transmit recorded user actions and the previously generated encryption private key to the authentication system; in the passive authentication system, the user identifier is decrypted using the private encryption key, and the obtained actions are associated with his profile.

[0009] In one particular embodiment of the claimed method, user actions include at least one of: a cursor path, interaction with a graphical interface element, time finding the cursor on a graphical interface element, scrolling a web resource page, switching to a web resource of another domain, transaction data.

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

[0011] The claimed solution is also carried out through a user action marking system for subsequent analysis and accumulation, which contains at least one processor and at least one memory medium containing machine-readable instructions that, when executed by the processor, implement the above method.

BRIEF DESCRIPTION OF THE DRAWINGS

[0012] The features and advantages of this technical solution will become apparent from the following detailed description and the accompanying drawings, in which:

[0013] FIG. 1 illustrates a block diagram of an implementation of the inventive method for marking and storing data.

[0014] FIG. 2 illustrates an example system for implementing the method.

[0015] FIG. 3 illustrates a flowchart of a method for selecting relevant offers.

[0016] FIG. 4 illustrates an example of processing information of interest to a user.

[0017] FIG. 5 illustrates an example computing device.

DETAILED DESCRIPTION

[0018] This technical solution can be implemented on a computer, in the form of an automated information system (AIS) or a machine-readable medium containing instructions for performing the above method.

[0019] The technical solution can be implemented as a distributed computer system, which can be installed on a centralized server (a set of servers). User access to the system is possible both from the Internet and from the internal network of the enterprise / organization through a mobile communication device on which software with the corresponding graphical user interface is installed, or personal a computer with access to the web version of the system with the corresponding graphical user interface.

[0020] Terms and concepts necessary for the implementation of this technical solution will be described below.

[0021] In this solution, a system refers to a computer system, a computer (electronic computer), CNC (numerical control), PLC (programmable logic controller), computerized control systems, and any other devices that can perform a given, well-defined sequence of computing operations (actions, instructions).

[0022] An instruction processing device is understood to mean an electronic unit or an integrated circuit (microprocessor) executing machine instructions (programs).

[0023] An instruction processing device reads and executes machine instructions (programs) from one or more data storage devices. Data storage devices may include, but are not limited to, hard disks (HDDs), flash memory, ROM (read only memory), solid state drives (SSDs), and optical drives.

[0024] A program is a sequence of instructions for execution by a computer control device or an instruction processing device.

[0025] In FIG. 1 shows a general diagram of the implementation of a method 100 for marking user actions for subsequent analysis and accumulation. At the first stage 101, at least one public and private encryption key is generated for a certain period of validity (day, week, month, etc.). After the set period of validity of the keys, they are deactivated.

[0026] The encryption method may be selected from various known solutions, for example, the RSA algorithm that performs encryption of public key data, known by AIS. Key deactivation refers to the deletion of the current version of the keys when the set date of their validity expires, because they can no longer be used to identify the user in AIS when decrypting information. When keys are deactivated, new keys are subsequently generated. At step 102, when a user contacts the service channel via the Internet from a personal computer device, in particular, when accessing a website (website page), or a software application installed on a user's device, an authentication procedure is performed. For each user, an encrypted unique identifier (UID) is prepared using the public key.

[0027] The encryption method can be selected from various known solutions, for example, a one-way encryption mechanism using salt (for example, sha1 or sha2), which allows you to get a unique key that can not be decrypted.

[0028]

[0029] The created MIA is recorded in service type files stored on the user's computer device, for example, Internet session files or cookies (step 103). When updating a public key after its expiration, the data in the service file is updated.

[0030] The MIA may be permanent or temporary. A temporary UID is created in the absence of user profile information in the authentication system located on the server (to be described below). If there is information about the user profile that previously accessed the corresponding resource, the corresponding UID is stored in the authentication system.

[0031] Next, at step 104, at least one code (script, program) is generated on the resource for which it is necessary to monitor user activity, which contains the encrypted user ID for identifying it and performing appropriate monitoring. To monitor user actions, a script can be used that is responsible for sending messages about user actions on the resource, for example, clickstream or click path, which allow you to track the transition chain. In this case, a resource is understood, for example, a page of a website or a software application. Alternatively, the code may be a personal page of a website or software application interface.

[0032] The analysis of user actions in step 105 is to monitor the occurring events on the resource with which user interaction is performed. Such actions can be, for example, the trajectory of the cursor, the interaction with the graphical interface element, the time spent by the cursor on the graphical interface element, scrolling a web resource page, switching to a web resource of another domain, transaction data, downloading files, switching from a resource to social networks, etc.

[0033] The obtained information about the actions of the user at step 106 is stored and transmitted along with the private key to the authentication system for subsequent decryption of the UID and matching actions by the user and his profile (step 107). Each action also contains a UID for storing and analyzing the corresponding types of identified actions.

[0034] The MIA may be associated with information such as: a user's telephone number, email address, user's full name, payment card number, etc.

[0035] In FIG. 2 presents a General view of the system of interaction of elements of the claimed solution. As mentioned above, a user using a computer device 200, for example, a smartphone, personal computer, tablet, game console, smart TV, wearable smart device, etc., interacts with a web resource 250, for example, a website or software application (for example, Sberbank Online).

[0036] The fact of user interaction on the resource 250 is recorded on the managing server 300. The server 300 contains the necessary software and hardware for organizing the work of the necessary functions to implement the claimed method 100. Using module 310, automated code generation is performed to monitor user actions on the web resource 250. Using authentication system 320, UID is created for the user, or it is selected from the database (DB) of server 330, if the user is already registered in the system.

[0037] Information about user actions on the web resource is also subsequently stored in the database 330. Data on user actions is also transmitted to the event handler module 340, which provides the selection of relevant offers for users based on the analysis of their activity (actions) on the web resource 250 (Internet resource).

[0038] As an example of the use of the method 100 for marking user actions for subsequent analysis and accumulation, we can consider its use for the purpose of obtaining relevant offers for users, for example, financial offers (loans, mortgages, deposits, etc.). [0039] FIG. 3, a general diagram of the implementation of a method for selecting proposals 400 for a user based on monitoring data of his actions on a web resource 250 is presented. Based on the information received about user actions (step 401), a data analysis is performed on a web resource 250 using an automated system (step 402) to identify relevant offers for the corresponding user profile.

[0040] The analysis of user actions 401, as indicated above, may be performed according to various criteria. For example, the analysis can be carried out according to the user's transactions (website, POS-terminals, ATM, self-service device, etc.) made both using the web resource 250 on the Internet (website or software application), and payment by means of payment (debit, credit cards), which are subsequently processed on the server of the payment system and transferred to DB 330 when comparing them with the data of the corresponding user.

[0041] The analysis of information may occur based on data characterizing the type of product or information corresponding to the interest of the user, for example, on the basis of obtaining data fixing the time spent by the user on the corresponding tab of the website or his interaction with the application interface (for example, a credit calculator , issuing a credit card, opening a deposit). The recorded user actions are used to form the attributes of an event or user service vector during subsequent calls to the channel.

[0042] Based on the attribute composition of events recorded on the web resource 250 (Internet resource), business events and / or complex events are generated, which are automatically analyzed and processed by business rules implemented using software logic that interacts with server 300, in particular, using an event handler module 340. Following the processing of business rules, a specific product is searched at step 403 and a message is sent to the user with its description at step 404

[0043] A business event is a system-processed event generated by a user of a resource 250 (for example, completed card transactions, switching to a product description on a website, etc.). Business- rules are a sequence of analysis and processing of user business events.

[0044] For processing business rules, module 340 may use the following data: contact information, age, gender, segment, region, and other user attributes. The end of the processing process for each business rule is the name or ID of a particular product / type of product (offer). For this, information from the database 330 on current available offers, as well as the current product catalog, can be used.

[0045] In the module of the event handler 340, an analytical function can be implemented that allows you to calculate analytical values for each user in the context of the time interval, for example, these values can be: the number of events, minimum / average / maximum / total / average deviation, etc. the value of one of the attributes of the event. This function allows you to take into account incoming events for each user profile in a given time interval, for example, per second / minute / hour / day / week / month. The counter data is used to set up algorithms for identifying a complex business event of offers and selecting the most relevant information for the respective users. Under a complex business event, as a rule, we mean a business event generated by the results of several previous events generated by the user on the resource 250.

[0046] For each business event and / or complex event, module 340 assigns a MIA. Module 340 may also implement an interface for flexible tuning of algorithms for filtering operations recorded by user actions. Module 340 searches and selects offers for the user based on the received event attributes for the user’s actions.

[0047] The server 300 decrypts the UID of the user, which is contained in the attributes of the event generated by its actions on the corresponding resource. Based on the results of event processing, the server 300 communicates the generated event attributes with the UID of the user for subsequent transmission of information to the event processing module 340 and selection of appropriate offers for the said UID of the user.

[0048] At step 402, the analysis of the proposals has a time range for accumulating the necessary information and selecting relevant data. how shown in FIG. 4, using the claimed solution, in particular, by processing the incoming data by the module 340, at step 401, repeated pages or categories of interest of the user by the actions taken can be recorded, for example, when viewing thematically similar elements of a web resource during the day or week (topics web pages) 250. The subject matter may apply to various offers, for example, credit offers, deposits, debit / credit cards. Server 300 receives data about user events in a given time period and ranks them for the availability of offers available for that user.

[0049] The time period for sending a message with an offer to the user can also be selected based on the analysis of the total user activity, both in a given time period and a longer period, which is determined based on the presence of a relevant offer or activity of user actions and the corresponding program logic implemented on the server 300. Additionally, the user's transaction history can be taken into account to take these attributes into account when selecting relevant offers.

[0050] An example of storing customer activity data for analyzing relevant business events will be presented in Table 1 below.

Table 1

Business Event Identifier - The identifier of a business event received in a request to search for an offer.

Offer - Name of the sold (banking) / marketing product from the product catalog, by identifier of which a request to search for an offer was received. Date 1 - The number of requests for a unique combination of “business event - product” received by the system on the first day of the selected period.

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

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

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

Filtering records can be done as follows:

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

2) In the field "Product" - in alphabetical order.

Applicable filters:

1) "Date from." The start date of the period for generating the report, the date of receipt of the request for the search for the proposal is used

2) "Date By". The end date of the period for generating the report, the date of receipt of the request for the search for proposals is used

3) "Identifier of a business event." A list of all the business event identifiers received in the quotation request.

4) “Product”. A list of all products for which requests for proposals were received.

[0036] The search for offers for the user profile can be performed as follows:

• customer identifier;

• Product Type ID and / or product sold OR

Identifier of the "Information" product;

• Type of communication channel.

[0037] If the attribute list consists of two user identifiers, then the primary identifier is searched. If the user is not found, then an additional search is performed. In addition to the search attributes, the business search and / or complex event ID and business rule IDs are sent in the search request message. [0038] When sending at step 404 a message about the relevant offer found to the user, the function of generating personalized calls, for example, SMS messages or letters sent by e-mail, PUSH notifications, or by calling the user by the call center operator, may be provided. The channel for transmitting messages to the user about the notification of the availability of identified offers is selected, as a rule, from the following information transfer channels: SMS, PUSH notifications, Internet network, telephone, software application, messenger, etc.

[0039] The sent offer to the user may contain information describing a particular product or product purchase conditions, the validity period of the offer, cost and other data type.

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

[0041] The application of the method 100 for marking and storing data on user actions can improve the search for relevant one or more sentences for the user by monitoring his activity on the web resource with reliable identification of the user profile.

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

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

[0044] The 501 processor (or multiple processors, a multi-core processor) can be selected from a variety of devices currently in wide use, for example, Intel ™, AMD ™, Apple ™, Samsung Exynos ™, MediaTEK ™, Qualcomm Snapdragon ™, etc. P. [0045] RAM 502 is a random access memory and is intended to store machine-readable instructions executed by the processor 501, to perform necessary operations for logical data processing. RAM 502, as a rule, contains executable instructions of the operating system and corresponding software components (applications, program modules, etc.).

[0046] The ROM 503 is one or more permanent storage devices, for example, a hard disk drive (HDD), a solid state drive (SSD), flash memory (EEPROM, NAND, etc.), optical storage media (CD- R / RW, DVD-R / RW, BlueRay Disc, MD), etc.

[0047] To organize the operation of the components of the device 500 and organize the work of external connected devices, various types of I / O 504 interfaces are used. The choice of appropriate interfaces depends on the particular design of the computing device, which may be, but not limited to: PCI, AGP, PS / 2, IrDa, FireWire, LPT, COM, SATA, IDE, Lightning, USB (2.0, 3.0, 3.1, micro, mini, type C), TRS / Audio jack (2.5, 3.5, 6.35), HDMI, DVI, VGA, Display Port , RJ45, RS232, etc.

[0048] Various means of information 505 are used to provide user interaction with computing device 500, for example, keyboard, display (monitor), touch screen, touch pad, joystick, mouse, light pen, stylus, touch panel, trackball , speakers, microphone, augmented reality tools, optical sensors, tablet, light indicators, projector, camera, biometric identification tools (retina scanner, fingerprint scanner, voice recognition module), etc.

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

[0050] Additionally, satellite navigation aids, such as GPS, GLONASS, BeiDou, Galileo, can also be used.

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

Claims

FORMULA

1. A computer-implemented method for marking user actions for subsequent analysis and accumulation, including the following steps:

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

• encrypt the unique user identifier with the public encryption key when accessing the web resource or software application using a computer device;

• save the unique user identifier encrypted in the previous step into service type files on the said computer device, and the validity period of these service type files is automatically set by the validity period of the public key;

• generate at least one code on a web resource or software application page with a built-in encrypted unique user identifier;

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

• transmit the recorded user actions and the previously generated encryption private key to the passive authentication system;

• decrypt the user identifier in the passive authentication system using the private encryption key, and associate the received actions with his profile.

2. The method according to claim 1, characterized in that the user’s actions include at least one of: the cursor path, interaction with the graphical interface element, the time the cursor was on the graphical interface element, scrolling the web resource page, switching to the web -resource of another domain, transaction data.

3. The method according to claim 1, characterized in that each recorded action contains a unique identifier (UID).

4. A system for marking user actions for subsequent analysis and accumulation, comprising at least one processor and at least one memory means containing machine-readable instructions that, when execution by the processor I implement the method according to any one of paragraphs 1-3.