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DEEP CLICKFLOW TRACKING
PRIORITY
[0001] The present patent application is related to U.S. Patent No.
7,734,722
entitled "Deep Clickflow Tracking", which issued July 8, 2010.
RELATED APPLICATIONS
[0002] This application is related to the co-pending applications
entitled Real-
Time Database Architecture, concurrently filed on 05/03/2006, and published
May 17,
2007 under publication number US2007/0112800; and Database Queiy Construction
and
Handling, concurrently filed on 05/03/2006, and published December 7, 2006
under U.S.
publication number US2006/0277157..
FIELD OF THE INVENTION
[0003] The present invention relates to the field of marketing
information support
systems; more particularly, the present invention relates to tracking
interactions of a user
with web content when the user uses a modified link to enter a website.
BACKGROUND OF THE INVENTION
[0004] The internet continues to expand as a source of information
gathering and
information distribution. Businesses increasingly market, sell, support, and
offer
information about products to potential customers via the interne. To provide
support to
such companies approaches have been developed which provide information about
how
web sites are used by visitors/potential customers. How a business's web site
is viewed by
visitors can provide important marketing information. When a visitor, or
potential
prospect, enters a web site of a business, the business both knows the visitor
is
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interested in the business, product, or service, and a point of contact with
the potential
customer is established.
[0005] One prior approach for acquiring marketing information from web
site
use was to utilize information from web servers. To obtain relevant data,
however,
software was either required to be installed at a web server, software and/or
hardware
was required to have access to the web server, or instrumentation code was
required to
be embedded in a company's web page. Each approach was far from ideal. In
order for
the above approaches to be implemented, significant time, money, and personnel
are
required to both install and debug such systems. Further, the approaches
require
constant maintenance and monitoring which can severely impact both the
reliability and
efficiency of the web server.
[0006] A less intrusive, but also less informative, approach to supplying
information about the use of a web site by a visitor, is referred to as
"entrance tracking."
Entrance tracking captures a first click, or entrance, to a web site and keeps
track of the
number of first clicks. For example, Google offers Ad Words, which is a pay-
per-click
advertisement system. To implement entrance tracking under AdWords, when a
link is
created for a Google advertisement, a unique identifier is attached to the
link. When
the link is selected, a web server records the selection along with the unique
identifier
before immediately redirecting the visitor/customer to the target website.
Because the
approach only records the first click, it fails to provide valuable
information about how
a website is used by a potential customer.
[0007] Therefore, using the approaches described above, companies are not
afforded a full picture of how their web site is being used by potential
customers, nor do
they realize valuable marketing information, which can be acquired directly
from a
point of contact with an interested potential customer.
SUMMARY OF THE INVENTION
[0008] A system and method is disclosed herein for obtaining information
from
web site use. In one embodiment, the method comprises tracking interactions of
a user
with web content when the user uses a modified link to enter a website, where
the
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modified link is in a format that resembles a website address for the website
but resolves at
a location through which the interactions can be tracked. The method also
includes storing
data indicative of the tracked interactions in a database.
10008a] Accordingly. in one aspect, the present invention provides a
method for
obtaining information from web site use, comprising: tracking, at a first
server, interactions
of a user with web content when the user uses a modified link to enter a
website, the
modified link in a format that resembles a website address for the website
served from a
second server, but to resolve at the first server through which the
interactions can be
tracked; storing data indicative of the tracked interactions in a database;
and determining
additional content to inject into requested web content based on the tracked
interactions of
the user; and in response to the user using the modified link to request web
content,
obtaining the requested web content from at least the second server and
supplying
modified web content from the first server, the modified web content modified
from the
obtained web content so that one or more links in the obtained web content are
replaced
with one or more modified links, corresponding to the one or more links, that
resemble
links to the web content served from the second server but to resolve at the
first server
through which the interactions can be tracked, the modified web content
further modified
by dynamically injecting the additional content from the first server into the
modified web
content prior to the supplying; wherein the supplying further comprises: in
response to the
user using one of the one or more modified links, a rewriting server obtaining
web content
corresponding to the one or more links being used by the user; rewriting one
or more links
within the obtained web content to resolve at the first server through which
the interactions
can be tracked, to create one or more modified links in the obtained web
content; sending
the obtained web content with the one or more modified links to the user, the
obtained web
content with the one or more modified links appearing like a non-modified
version of the
obtained web content; determining whether each of a plurality of links in the
requested
web content is to resolve at the second server or to resolve at a non-
consenting third party
server; rewriting only those links in the obtained web content that are to
resolve at the
second server. wherein links to web content from non-consenting third parties
are not
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rewritten to resolve at the first server through which the interactions can be
tracked.
[0008b] Accordingly, in a further aspect, the present invention provides a
system,
comprising: a database; and a server, wherein the server is to: track
interactions of a user
with web content when the user uses a modified link to enter a website, the
modified link
in a format that resembles a website address for the website served from a
second server,
but to resolve at a the server through which the server can track the
interactions; store data
indicative of the tracked interactions in the database; determine additional
content to inject
into requested web content based on the tracked interactions of the user;
obtain web
content from the second server and supply modified web content from the server
in
response to selection of a modified link, the modified web content modified
from the
obtained web content so that one or more links in the obtained web content are
replaced
with one or more modified links, corresponding to the one or more links, that
resemble
links to the web content served from the second server but to resolve at the
server through
which the interactions can be tracked, the modified web content further
modified to include
dynamically injected additional content from the first server into the
modified web content
prior to being supplied; wherein the supplied content further comprises: in
response to the
user using one of the one or more modified links, a rewriting server obtaining
web content
corresponding to the one or more links being used by the user; rewriting one
or more links
within the obtained web content to resolve at the first server through which
the interactions
can be tracked, to create one or more modified links in the obtained web
content; sending
the obtained web content with the one or more modified links to the user, the
obtained web
content with the one or more modified links appearing like a non-modified
version of the
obtained web content; determining whether each of a plurality of links in the
requested
web content is to resolve at the second server or to resolve at a non-
consenting third party
server; rewriting only those links in the obtained web content that are to
resolve at the
second server, wherein links to web content from non-consenting third parties
are not
rewritten to resolve at the first server through which the interactions can be
tracked.
10008c] Accordingly, in a still further aspect, the present invention
provides a
computer-readable storage medium having instructions stored thereon, which
when
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executed by a machine, causes the machine to perform the operations
comprising: tracking,
at a first server, interactions of a user with web content when the user uses
a modified link
to enter a website, the modified link in a format that resembles a website
address for the
website served from a second server, but to resolve at the first server
through which the
interactions can be tracked; storing data indicative of the tracked
interactions in a database;
determining additional content to inject into requested web content based on
the tracked
interactions of the user; in response to the user using the modified link to
request web
content, obtaining the requested web content from at least the second server
and supplying
modified web content from the first server, the modified web content modified
from the
obtained web content so that one or more links in the obtained web content are
replaced
with one or more modified links, corresponding to the one or more links, that
resemble
links to the web content served from the second server but to resolve at the
first server
through which the interactions can be tracked, the modified web content
further modified
by dynamically injecting the additional content from the first server into the
modified web
content prior to the supplying; wherein the supplying further comprises: in
response to the
user using one of the one or more modified links, a rewriting server obtaining
web content
corresponding to the one or more links being used by the user; rewriting one
or more links
within the obtained web content to resolve at the first server through which
the interactions
can be tracked, to create one or more modified links in the obtained web
content; sending
the obtained web content to the user, the obtained web content with the one or
more
modified links appearing like a non-modified version of the obtained web
content;
determining whether each of a plurality of links in the requested web content
is to resolve
at the second server or to resolve at a non-consenting third party server;
rewriting only
those links in the obtained web content that are to resolve at the second
server, wherein
links to web content from non-consenting third parties are not rewritten to
resolve at the
first server through which the interactions can be tracked.
100091 Other features and advantages of the present invention will be
apparent
from the accompanying drawings and from the detailed description that follows
below.
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BRIEF DESCRIPTION OF THE DRAWINGS
[0010] The present invention will be understood more fully from the
detailed
description given below and from the accompanying drawings of various
embodiments of
the invention, which, however, should not be taken to limit the invention to
the specific
embodiments, but are for explanation and understanding only.
[0011] Figure 1 illustrates one embodiment of a system for deep clickflow
tracking.
[0012] Figure 2 illustrates one embodiment of a deep clickflow tracking
process.
[0013] Figure 3A illustrates one embodiment of supplying modified web
content.
[0014] Figure 3B illustrates another embodiment of supplying modified web
content.
[0015] Figure 4A is a flow diagram of one embodiment of a process for
deep
clickflow tracking.
[0016] Figure 4B is a flow diagram which continues the process of Figure
4A.
[0017] Figure 4C is a flow diagram which continues the process of Figure
4B.
[0018] Figure 5 is a block diagram of an exemplary computer system.
DETAILED DESCRIPTION
[0019] An apparatus for deep clickflow tracking and a method for using
the same
are described. The method includes capturing data relevant to marketing
professionals
generated by user interactions with a web site without requiring additional
instrumentation
to the web server or web pages. In one embodiment, interactions of a
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user with web content are tracked when the user uses a modified link to enter
a website.
Although the link is in a format that resembles a Universal Resource Locator
(URL)
link to the website, the link resolves at a location through which the user's
interactions
with web content can be tracked. Data indicative of the tracked user
interactions is
stored in a database
[0020] In one embodiment, an original URL is received. The original
URL is
an address for web content on the Internet. In order to track user
interactions with the
web content, URL links are modified to resemble the original URLs for the web
content
= but to resolve at a location where user interactions can be tracked. In
one embodiment,
the location is a tracking server. In response to a user selecting a modified
link, web
content corresponding to the modified link is obtained and data indicative of
the
interaction is stored in a database. Because the obtained web content may also
contain
links to one or more web content objects, the one or more links are replaced
with
modified link. Use of these modified links will further be recorded and web
content
with modified links will be supplied to the user. As a result, a full view of
user
interactions with a website can be continuously tracked. In one embodiment,
links
which permit the tracking of user interactions with web content can be
included in an
email, recited in a voicemail, written in a direct mailing, etc.
[0021] A vital aspect of tracking user interactions with web content
is to
preserve the integrity of the user's experience with web content. When a user
accesses
web content, the web browser being used by the user will include request
parameters.
Such parameters may include, for example, browser type. Therefore, upon
receiving a
request from a user for web content, header information relevant to the web
browser
type used by the user is forwarded with the request for content. As a result,
web
content appropriate for the user's browser type can be obtained and supplied
to the user.
The user's experience with the web content, therefore appears and functions as
if the
content had not been modified.
[0022] In one embodiment, user interactions with modified content are
recorded
to a database, the recorded information provides comprehensive data regarding
how a
user interacts with a web site. The data can indicate, for example, the
sequence of
pages within the customer's website traversed by the user, length of visit,
presence on a
website, etc. Further, modified links can be personalized to track information
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pertaining to individual users, all users connected with a specific product or
service, or
any other desired grouping that may be valuable to a marketing professional.
[0023] In the following description, numerous details are set forth to
provide a
more thorough explanation of the present invention. It will be apparent,
however, to
one skilled in the art, that the present invention may be practiced without
these specific
details. In other instances, well-known structures and devices are shown in
block
diagram form, rather than in detail, in order to avoid obscuring the present
invention.
[0024] Some portions of the detailed descriptions which follow are
presented in
terms of algorithms and symbolic representations of operations on data bits
within a
computer memory. These algorithmic descriptions and representations are the
means
used by those skilled in the data processing arts to most effectively convey
the
substance of their work to others skilled in the art. An algorithm is here,
and generally,
conceived to be a self-consistent sequence of steps leading to a desired
result. The
steps are those requiring physical manipulations of physical quantities.
Usually, though
not necessarily, these quantities take the form of electrical or magnetic
signals capable
of being stored, transferred, combined, compared, and otherwise manipulated.
It has
proven convenient at times, principally for reasons of common usage, to refer
to these
signals as bits, values, elements, symbols, characters, terms, numbers, or the
like.
[0025] It should be borne in mind, however, that all of these and similar
terms
are to be associated with the appropriate physical quantities and are merely
convenient
labels applied to these quantities. Unless specifically stated otherwise as
apparent from
the following discussion, it is appreciated that throughout the description,
discussions
utilizing terms such as "processing" or "computing" or "calculating" or
"determining" or
"displaying" or the like, refer to the action and processes of a computer
system, or
similar electronic computing device, that manipulates and transforms data
represented
as physical (electronic) quantities within the computer system's registers and
memories
into other data similarly represented as physical quantities within the
computer system
memories or registers or other such information storage, transmission or
display
devices.
[0026] The present invention also relates to apparatus for performing the
operations herein. This apparatus may be specially constructed for the
required
purposes, or it may comprise a general purpose computer selectively activated
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reconfigured by a computer program stored in the computer. Such a computer
program
may be stored in a computer readable storage medium, such as, but is not
limited to,
any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-
optical
disks, read-only memories (ROMs), random access memories (RAMs), EPROMs,
EEPROMs, magnetic or optical cards, or any type of media suitable for storing
electronic instructions, and each coupled to a computer system bus.
[0027] The algorithms and displays presented herein are not inherently
related
to any particular computer or other apparatus. Various general purpose systems
may be
used with programs in accordance with the teachings herein, or it may prove
convenient
to construct more specialized apparatus to perform the required method steps.
The
required structure for a variety of these systems will appear from the
description below.
In addition, the present invention is not described with reference to any
particular
programming language. It will be appreciated that a variety of programming
languages
may be used to implement the teachings of the invention as described herein.
[0028] A machine-readable medium includes any mechanism for storing or
transmitting information in a form readable by a machine (e.g., a computer).
For
example, a machine-readable medium includes read only memory ("ROM"); random
access memory ("RAM"); magnetic disk storage media; optical storage media;
flash
memory devices; electrical, optical, acoustical or other form of propagated
signals (e.g.,
carrier waves, infrared signals, digital signals, etc.); etc.
[0029] Figure 1 is a block diagram providing an overview of a system for
implementing deep clickflow tracking. Front end server(s) 104 receive URLs
from
customer web browser102. The URLs provide addresses for web content, where
user
interactions with the web content will be tracked. Front end server(s) may be
a single
server or multiple servers. Further, front end server(s) may be located
directly within
the company's infrastructure or remotely. In either configuration front end
server(s) are
in contact with the databases 106-108.
[0030] Customer
web browser 102 is displayed in dashed lines to indicate that it
is not part of the deep clickflow tracking system, but rather provides
communication
capabilities with the system in order to receive transmission of information
necessary to
initiate deep clickflow tracking. Front end server(s) 104 communicate with
customer
web browser 102 using standard Hyper Text Transfer Protocol (HTTP) protocols.
Any
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form of communication could be utilized to receive a URL, or an indication of
the
URL, to be tracked.
[0031] Upon being contacted, the front end server(s) 104 receive customer
account information which is recorded to customer account database 106. In one
embodiment, customer account database 106 stores, among other items, customer
URLs that will be modified, customer contact information, customer names,
customer
addresses, modified URLs, etc. Customer accounts database 106 can be
configured to
store any information relevant to the customer and/or useful to administering
deep
clickflow tracking for the customer.
[0032] Back end processor 112 then modifies a customer URL, as discussed
in
greater detail below, and stores the modified URL in one or all of the company
databases 106-110. The modified URLs are later utilized by the back end
processor
112 in recording clickflow data of associated with a user within the relevant
sections of
the clickflow log database 110, visitor profile database 108, and/or customer
accounts
database 106.
[0033] In one embodiment, the modified URL is then transmitted by the
front
end server(s) 104 to the customer web browser 102. The modified URL is
transmitted
using standard HTTP protocols so that it can be received in any HTTP compliant
web
browser utilized by an invitee. In one embodiment, the modified URL is
referred to as
a GURL, where Genius is the company that provides deep clickflow tracking
services
to customers. As will be discussed in greater detail below, the modified URL,
or
GURL, is modified to resemble the customer's URL, but to resolve at a location
through which the interactions of a user can be tracked. In one embodiment,
the
modified link resolves at an address for rewriter servers 120.
[0034] Rewriter servers 120 receive data indicative of a user's selection
of a
modified link. In one embodiment, the link may itself supply a key into the
relevant
portions of the databases 106-110 used by the back end processor 112 to record
link
selection. In another embodiment, the link facilitates a look-up by back end
processor
112 before link selection can be recorded in one or more of the company
databases 106-
110.
[0035] Web services may also be supplied by web services logic 114 in
connection with the rewriting servers 120 and/or the deep clickflow tracking.
Web
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services logic 114 may be used to support customer adverting web services or
to
provide a customer with new or additional advertising web services. In one
embodiment, the advertising web services supplied by web services logic 114
include,
for example, cost-per-click (CPC) processing associated with advertisements,
monitoring keywords associated with an advertisement, impression recordation,
etc.
[0036] Web services logic 114 may also provide customer resource
management (CRM) web services. The CRM web services would users and customers.
The CRM web services could monitor and/or provide customers with contact
information for users, sales information, monetary amounts, etc. Further, in
one
embodiment, the CRM services may be provided to customers independent of
modified
links. Thus, in one embodiment, the CRM services provided by web services
logic 112
support ongoing business activities.
[0037] In one embodiment, web services logic 114 may also provide e-mail
support services. Such e-mail support services may include sending
notifications
whenever a modified link has been selected, user presence on a website is
detected, a
database has been update, etc. The e-mail support services may further support
update
notifications in Short Message Service (SMS) form so that update notifications
may be
distributed over wireless networks. One skilled in the art will recognize the
various
channels of distributing update notifications.
[0038] Although specific examples have been discussed above with respect to
web services logic, any number of services, notifications and associated
conditions
relevant to advertising, marketing, CRM services, email services, etc. can be
provided
as will be apparent to those skilled in the art.
[0039] Figure 2 is a block diagram of one embodiment for a deep clickflow
tracking process. Upon a user 224 using a modified link 202, as discussed in
greater
detail below, the link resolves at a location where user interaction with web
content can
be tracked. Such web content may be web content of a customer. In one
embodiment,
the modified link resolves at company rewriter server(s) 120.
[0040] In one
embodiment, the link is modified to include data which is either a
key to, or facilitates the acquisition of, user/visitor data and customer data
associated
with the link. In one embodiment, the customer data includes any or all of the
an
original customer URL, customer information, information relating to an
advertisement
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campaign of the customer, user identifiers, etc.. Customer data is acquired
216 by the
back end processor (not shown) from the customer accounts database (not shown)
while
visitor data associated with a user is acquired 216 from the visitor profile
database 108.
Rewriter server(s) 120 also record the modified link selection as well as
other data
pertaining to user interactions with web content that is relevant to clickflow
tracking.
[0041] In another embodiment, the customer and user/visitor information
is
stored in a cookie rather than in encoded in the form of a modified link. The
cookie
contents are served back to rewriter server 120 with every request for a web
page so
that the requested information can be reassembled by rewriter server 120.
Advantageously, the use of cookies for non-URL information allows for modified
links
that appear more like original URL links with just the domain having been
changed.
[0042] In one embodiment, a record of clickflow relevant data is written
to
clickflow log database 110. In one embodiment, relevant clickflow data
recorded to the
database includes requested URL, referrer, host Internet Protocol (IP)
address, cookies,
time on page, time on site, presence, visitor ID, campaign ID, customer ID,
etc. One
skilled in the art will recognize that more or less data, according to the
requirements of
a customer can be recorded.
[0043] From the data obtained by rewriter server(s) 120, the original URL
associated with the modified link is used to request web content 204 from
customer
web server 212. Rewriter servers receive the requested web content 205.
Because not
all requested content may be located on customer web server 212, rewriter
server(s) 120
further request content objects from non-customer web servers 206. Thus,
rewriter
server requests and receives all web content necessary to supply the user with
the
requested web content.
[0044] In one embodiment, rewriter server(s) then modifies/rewrites 207
links
within the received web content into modified links. In one embodiment, only
source
content which contains links, i.e., URLs, is rewritten. Because web pages
continue to
include bandwidth intensive content, such as images, sounds, movies,
animations, etc.
rewriter server(s) 120 provide such bandwidth intensive content objects to
user 224
directly from the customer's web server 212 or non-customer web server 206,
rather
than through the rewriter server(s) 120. In another embodiment, only links
that refer
back to the customer's web server are rewritten because tracking users outside
the
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customer's domain is unnecessary. Furthermore, rewriting content and
dynamically
injecting content into web content beyond customer's domain can impact the
rights of
third parties.
[0045] Thus, each link included in the web content served 208 to user 224
is
also a modified link. Because all links are now modified links, in response to
any one
of them being used, clicked, or selected, control will again return to
rewriter server(s)
120. The rewriting process repeats for the newly requested page, which results
in
continued tracking of the user's clickflow while the user remains on the web
site.
[0046] In one embodiment absolute URLs and relative URLs are handled
differently. Absolute URLs are URLs which contain a path to the file
represented by
the link, whereas relative URLs are URLs that include a path to content in
relationship
to the current path. In one embodiment, absolute URLs are rewritten while
relative
URLs are not in order to reduce the amount of HTML supplied to a user while
minimizing the rewriting performed by rewriter server 120
[0047] Additionally, rewriter server 120 will, if possible, attempt to
deposit a
user- specific cookie with user 224 when web content is provided to the user.
The
cookie is a small file deposited into the user's computer (not shown) that
will serve to
uniquely identify the user during future visits to the customer's web site.
However,
depositing the cookie will allow tracking of user 224 even if the user returns
to tracked
web content via a non-modified link.
[0048] For example, rewriter server 120 may be configured to track
clickflow
data associated with users that request web content through a banner
advertisement. If
rewriter server 120 has successfully deposited a cookie with user 224,
rewriter servers
120 can track the user's interactions with the web content. Although the
banner add
might provide a category that is being tracked (i.e., all clickflow data
associated with
users that request customer web content via the banner advertisements), the
cookie
would also inform rewriter server(s) 120 of the specific identity of the user
224.
[0049] In one embodiment, content is further dynamically injected 207
into web
content before the content is served 208 to a user. Content may be injected
into content
with the permission and/or at the direction of the customer. Further, rewriter
server 120
can be configured to automatically inject content into web content when
predetermined
conditions have been satisfied. For example, logic within company rewriter
server 120
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may determine that a specific user has viewed a web page related to
troubleshooting a
product of the customer on numerous occasions. Upon determining this, rewriter
server
120 could then dynamically inject a chat function with customer support
services, a
"yellow sticky note" offering help with the user's perceived issues, etc. In
one
embodiment, JavaScript (or other scripting) content is dynamically injected
into a web
page to record the details of browsing behavior on a web page, such as mouse
movements, amount of scrolling, text data entry including deletions, etc. Such
information is very useful information to web page designers who want to make
their
sites more user friendly, effective to navigate, efficient, etc. One skilled
in the art will
recognize the numerous conditions and occasions when content could be
dynamically
injected into web content.
[0050] Advantageously, company rewriter server supplies the user with a
good
user experience. The experience is considered good because the web content
provided
to the user appear like the originally requested web content. Thus, the user
is not
impacted by the rewriting process. Further, and more importantly, the web
content
functions the same as the original web page.
[0051] Furthermore, the rewriter does not require installation of software
or
hardware on a customer's web site or customer web server. Thus, the services
of
information technology professionals are not needed to implement the rewriting
services and deep clickflow tracking. Additionally, no maintenance time is
required of
the customer, and minimal man hours are spent setting up and interacting with
the
system. However, in another embodiment, the rewriter could reside at a
customer
location so that the rewriting server could be in direct communication with
the
customer web server. In yet another embodiment, the rewriting services can be
implemented within the web server so that no additional equipment, beyond the
customer's original web server is required.
[0052] In one embodiment, the rewriting process is a hybrid of server based
rewriting, as previously described, and script (e.g., JavaScript, Prehypertext
Processing
script, etc.) based rewriting inside a web browser. By combining server based
and
script based rewriting, dynamic web content, such as dynamically created menu
system,
is also modified fo the purpose of clickflow tracking.
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[0053] In another embodiment, deep clickflow tracking is not initiated
with the
selection of a modified link. Instead, a single (or some small number of)
entry pages
contain a script. These entry pages initiate the deep tracking process by
redirecting
requests for web content to rewriter server(s) 120, after which the deep
clickflow
tracking process continues as described above. An advantage of embedding
scripts in
one or more entry pages is that all visitors (including anonymous/previously
unknown
web site visitors) can be tracked by rewriting server(s) 120. Furthermore, a
modified
link is not required for the initial entry pages as an entry page may be
typed,
bookmarked, found via a search engine etc. Thus, with minimal content change
effort,
web pages become highly trackable.
[0054] In yet another embodiment, a script (different from the entry page
described above) is provided to the owner of web content to be placed in every
one of
the owner's web pages. Upon vistor/user entry into a web page, the script
reports
access from a web browser to rewriter server(s) 120 using asynchronous data
transfer
after the requested web page is finished loading. As such, a visitor/user is
tracked upon
selection of an original URL link, as modified links not necessary under the
current
embodiment. Furthermore, any incoming visitor/user for a web site with the
embedded
script is tracked, not just those requesting web content via modified links.
[0055] In one embodiment, in order to obtain more detailed and/or
comprehensive clickflow tacking data, one or more of the techniques described
above
are simultaneously employed. Thus, various forms of visitors/users
interactions with
web content are tracked, including return visitors/users, previously
identified as well as
new "anonymous" visitors/users, visitor/users that request web content via a
modified
link, visitors/users that request web content form an entry page with an
embedded
script, etc.
[0056] In order to provide a good user experience for user, web content
should
appear and act as if it is served directly from customer web server 210.
Figures 3A
and 3B are block diagrams which illustrate how web content served from a
rewriting
server preserves the functionality and appearance of a web content.
[0057] Figure 3A illustrates one embodiment of standard HTTP request and
response operations administered by rewriting server(s) 120. As discussed
above, when
a modified link is selected it resolves at a location through which user
interactions with
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web content can be tracked. In one embodiment, a modified link resolves at the
rewriter server(s) 120. That is, rewriter server(s) 120 receive a request from
a user 302
for web content associated with a modified link, HTTPReql. In order to
faithfully
reproduce the look and feel of the user's experience, rewriting server(s) 120
request
web content from the customer web server 210 by forwarding all relevant
HTTPReq
header information received from the user 302. HTTPReq2, therefore, forwards
relevant user interface information, such as the user's useragent, user's
browser type,
cookie information, authentication parameters, etc. directly to the customer
web server.
[0058] Rewriter server(s) 120 receives web content, including HTTPRspl
parameters, and includes them in the modified web content served the user 302.
Therefore, the information relevant to a user interface being used by the user
is utilized
to both request and then to supply web content, including the modified links.
As a
result, the user's experience is preserved so that modified web content both
acts and
functions as if it were served directly from customer web server 210.
[0059] A complication arises because modern web pages have a variety of
other
forms of content that may contain links. For example, embedded JavaScript is
rewritten using document.location.href and window.open, whereas links in HTML
are
written using document.write. Further, embedded Macromedia Flash content and
Postscript Document Format (PDF) files are rewritten so that the links within
the
embedded Macromedia Flash and PDF content included modified links. One skilled
in
the art will recognize the various file formats that are present in modern web
content,
and which can be rewritten, in order to provide for comprehensive deep
clickflow
tracking.
[0060] Figure 3B illustrates a special case of the HTTP Request and HTTP
Response operations carried out by rewriting server(s) 120. The internet is
now a
source of private and secure content. As such, protocols have been developed
for
communicating secure information, such as credit card numbers or personal
identification numbers, over the internet. One such protocol in wide use on
the internet
is the https communications protocol. The protocol utilizes site-specific
digital
certificates (SSL certificates), in addition to standard request and response
protocols, to
encrypt data communicated using SSL. Because the SSL certificates are site-
specific,
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rewriter server(s) 120 cannot use a customer certificate in connection with
modifying
web content.
[0061] To overcome the noted obstacle, rewriter server(s) 120 utilize an
SSL
certificate SSL of the rewriter during secure protocol communications between
the user
302 and rewriter server(s) 120. However, rewriter server(s) 120 utilize an SSL
certificate of the customer during communications between the rewriter
server(s) 120
and customer web server 212. As a result secure communications between the
user and
web content, despite being rewritten, are secure under the SSL protocol. The
remaining flow of Figure 3B is substantially the same as that discussed with
respect to
Figure 3A. In one embodiment, if a web page is served using https, then all
content
contained in the page (images, flash, etc.) are served through rewriter
server(s) 120
instead of directly, thus avoiding dialogs in the client browser warning of
mixed content
(secure/insecure). Thus, the technique would prevent the possibly
disconcerting dialogs
while preserving the experience the user would have had by visiting the
original site
directly.
[0062] Links may be modified, or transformed into Genius URLs (GURLs), by
the system discussed in Figures 1-2 in various ways, according to embodiments
of the
present invention. The modified links (GURLs) are a special form of URL link,
crafted
on behalf of a customer to allow access to informative web content supplied
by, or on
behalf of, the customer. The modified link can be created from received URL.
However, to preserve and protect third party rights, only URLs on customer
owned or
authorized websites, and not arbitrary 3r party web sites may be rewritten.
Furthermore, any URL can be used, as long as there is an existing page or file
present
on the customer's server associated with the URL.
[0063] The modified URL link is a rewritten form of the URL that points
to
rewriting server(s) (not shown), with a subdomain corresponding to a customer,
allowing for cobranding. The actual target URL on the customer's webserver,
and any
additional tracking information is encoded into the modified URL. In one
embodiment,
a URL and tracking information are stored in a database. The tracking
information is
keyed to a database by a key that provides access to that record.
[0064] In one embodiment, checksum bits are added for tamperproofing,
error
detection, and error correction. In the embodiment, a short alphanumeric
representation
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of a bitstring is returned as the path element behind the servers host
address. This short
form of the modified link, without any special characters, is convenient for
transmission
over email as it is unlikely to be cut into pieces by email servers imposing a
maximum
number of characters per line or other gateway parsers tripping over long or
complicated URLs. It can also be copy/pasted easily into other documents,
printed/offline collateral, or transmitted by voice over the phone.
[0065] For example, the deep clickfiow tracking system may receive an
original
URL that reads:
http://wvvw.bvs.com/webinar/invite.php
In one embodiment, the initial modified link, which can either be sent out or
stored in a
database for later use and/or retrieval by the clickflow tracking system,
would read
(with minor syntactical changes ignored below for clarity of presentation):
http://bvs.rsvpl.com/url¨http://www.bvs.com/webinar/invite.php&customerID=
2883&activityID=28328&visitorID=23882
[0066] In one embodiment, the final form of the modified URL link, where
"Ws28dDFW" is a key into a database record, would read:
http://bvs.rsvpl.com/Ws28dDFW
In another embodiment, the final form of the modified URL can be simplified to
be
more human-readable and memorable. Via an additional database lookup, the
modified
link can be written without the actual database key, resulting in fewer typos
and better
recall of modified links on direct mail pieces, television, radio, or any
other form for
distributing information. Thus, the link:
http://bvs.rsvpl.comiwebinar_invite
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via a database lookup, would result in a record corresponding to, for example,
the
database record associated with the key "Ws28dDFW."
[0067] In one embodiment, links may be modified and tailored based on a
general area of interest to a customer, such as links targeted at an
advertisement for a
television, a radio show, or a pledge drive, etc. For example, the modified
links would
read:
http://bvs.Fsvpl.com/tv_offer
http://bvs.rsvpl.com/radio program
http://bvs.rsvp1.com/pledgedrive2006
Furthermore, the deep clickflow tracking system links can individualize
modified links
for particular intended recipients, such as:
http://bvs.rsvpl.com/spring/hsimpson
http://bvs.rsvpl.com/spring/mburns
http://bvs.rsvpl.com/spring/nflanders
[0068] In all cases, the "rsvpl" domain is an example domain owned by the
company and "bvs" is an example subdomain corresponding to one customer.
Browsers
would resolve the modified link into an IP address of a machine (or cluster of
machines) hosted by the company.
[0069] Figures 4A ¨ 4C illustrate a flow diagram for one embodiment of a
process for deep clickflow tracking. The process is performed by processing
logic that
may comprise hardware (circuitry, dedicated logic, etc.), software (such as is
run on a
general purpose computer system or a dedicated machine), or a combination of
both.
[0070] The process begins, in Figure 4A, when processing logic receives a
link
for web content that resolves at the customer's web server (processing block
402). In
one embodiment, the customer's web server is a web server maintained by a
third party
on behalf of the customer. In another embodiment, the customer has actual
control
and/or possession of the web server. Note that the process is applied when the
received
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URL link is a link that resolves at the customer's web server, and not an
arbitrary third
party server. This condition preserves the rights of third parties from being
intruded
upon, as well as possible interference with third party copyright protections.
[0071] The received link is then modified by processing logic to an
initial
modified link form (processing block 404). Because the initial modified form
of the
link may be difficult to remember or appear unrelated to the initial customer
supplied
link, processing logic modifies the initial modified link form to a final link
form
(processing block 406). In one embodiment the final modified form may allow
for
recording tracking information relevant to individuals, groups, specific
activities,
targeted advertisement campaigns, etc.
[0072] Processing logic then transmits the invitation link to the
customer
(processing block 408). The process then proceeds to Figure 4B upon receiving
an
indication that a user is using a modified link to access web content.
[0073] Processing logic then receives a web content request from a user,
the
request corresponding to modified link (processing block 412). Upon detecting
that a
modified link has been traversed, processing logic records data to a database
indicative
of the user's present interaction with the requested web content (processing
block 414).
In one embodiment, the data includes any of the URL requested, time spent on
page,
time spent on site, presence on site, sequence of pages requested, etc.
Further, the
database may consist of a single database or a collection of databases. In
either case,
the data recorded to the database is corresponds with the invitation link.
[0074] Processing logic then requests web content from the web server
consistent with the selected link (processing block 416). In one embodiment
all
relevant user header information, received from the user agent during
processing block
412, is forwarded to the web server which supplies the web content so that the
request
for content appears as if it is a request directly from the user. Further, by
forwarding
the relevant header information, processing logic can ensure that the look and
the
functionality of the web content are preserved so that the user has a good
experience. In
another embodiment, processing logic first decrypts a secure user request
utilizing the
user's SSL certificate before re-encrypting the request with the rewriter
server's SSL
certificate. Because not all content for the requested web page may be located
on a
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single web server, such as a customer web server, processing logic further
requests
additional content not located on the web server (processing block 418).
[0075] Processing logic then modifies links within the received web
content,
and other content, to a final form of a link for deep clickflow tracking
(processing block
420). As discussed above, the final modified form of the URL link can be
modified
according to various schemes, to various levels of modification, to the needs
of a
customer, etc. In one embodiment, the modified link is a Genius URL.
[0076] The process then proceeds to figure 4C.
[0077] Processing logic then determines whether or not to dynamically
inject
additional content into the received web content (processing block 422). In
one
embodiment, processing logic dynamically inserts additional content on the
customer's
behalf and with the customer's permission. In another embodiment, processing
logic
can utilize parameters to determine whether and what kind of dynamic content
to insert
in web content. In yet another embodiment, processing logic will dynamically
inject
additional content when data indicative of a user's past and/or present
browsing
behavior satisfies a predetermined condition with respect to a current page
request.
[0078] If processing logic determines additional content will not be
dynamically
injected into the modified customer content, processing logic proceeds to
processing
block 426. However, if processing logic determines additional content is to be
dynamically injected, processing logic proceeds to processing block 424.
[0079] In one embodiment, processing logic injects one or more of coupons,
dynamic help, customer annotations, watermarks, on-page chat, JavaScript for
user
interface recording, etc. (processing block 424). In one embodiment, the
dynamically
injected content is injected in the form of an HTML <div> Tag floating on top
of the
existing content. Depending on the preferences and instructions of a customer,
the
<div> Tags can be injected unobtrusively, extremely visible, or at some
intermediate
level of visibility.
[0080] After processing logic has received all necessary web content,
modified
all links, and injected content when appropriate, processing logic supplies
the modified
content to the user (processing block 426). As noted above, the content will
both look
and act as if it were served directly from the original web server. Further,
processing
logic will attempt to deposit a cookie, if possible, with the user (processing
block 428)
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so that processing logic can identify a user when the user requests content
via a non-
modified link, such as through a banner advertisement.
[0081] Processing logic then receives an additional request for web
content
from the user (processing block 430). Upon receiving the additional request,
processing logic returns to processing block 412 of Figure 4B so that
processing logic
can continue deep clickflow tracking.
[0082] Figure 5 is a block diagram of an exemplary computer system that
may
perform one or more of the operations described herein. Referring to Figure 5,
computer system 500 may comprise an exemplary client or server computer
system.
Computer system 500 comprises a communication mechanism or bus 511 for
communicating information, and a processor 512 coupled with bus 511 for
processing
information. Processor 512 includes a microprocessor, but is not limited to a
microprocessor, such as, for example, PentiumTM, P0werPCTM, AlphaTM, etc.
[0083] System 500 further comprises a random access memory (RAM), or
other
dynamic storage device 504 (referred to as main memory) coupled to bus 511 for
storing information and instructions to be executed by processor 512. Main
memory
504 also may be used for storing temporary variables or other intermediate
information
during execution of instructions by processor 512.
[0084] Computer system 500 also comprises a read only memory (ROM) and/or
other static storage device 506 coupled to bus 511 for storing static
information and
instructions for processor 512, and a data storage device 507, such as a
magnetic disk or
optical disk and its corresponding disk drive. Data storage device 507 is
coupled to bus
511 for storing information and instructions.
[0085] Computer system 500 may further be coupled to a display device
521,
such as a cathode ray tube (CRT) or liquid crystal display (LCD), coupled to
bus 511
for displaying information to a computer user. An alphanumeric input device
522,
including alphanumeric and other keys, may also be coupled to bus 511 for
communicating information and command selections to processor 512. An
additional
user input device is cursor control 523, such as a mouse, trackball, trackpad,
stylus, or
cursor direction keys, coupled to bus 511 for communicating direction
information and
command selections to processor 512, and for controlling cursor movement on
display
521.
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[0086] Another device that may be coupled to bus 511 is hard copy device
524,
which may be used for marking information on a medium such as paper, film, or
similar
types of media. Another device that may be coupled to bus 511 is a
wired/wireless
communication capability 525 to communication to a phone or handheld palm
device.
Note that any or all of the components of system 500 and associated hardware
may be
used in the present invention. However, it can be appreciated that other
configurations
of the computer system may include some or all of the devices.
[0087] Whereas many alterations and modifications of the present
invention
will no doubt become apparent to a person of ordinary skill in the art after
having read
the foregoing description, it is to be understood that any particular
embodiment shown
and described by way of illustration is in no way intended to be considered
limiting.
Therefore, references to details of various embodiments are not intended to
limit the
scope of the claims which in themselves recite only those features regarded as
essential
to the invention.
