DYNAMICALLY EVALUATING AN ELECTRONIC COMMERCE BUSINESS MODEL THROUGH CLICK STREAM ANALYSIS

摘要

A system and method for dynamically evaluating an electronic commerce business model (37) through click stream analysis is disclosed. An electronic commerce business model (37) is incorporated into a Web site (60). The Web site (60) includes a plurality of related Web pages (32) structured in a hierarchical manner. Each Web page (32) includes one or more hyperlinks (50) selectable by a user. A plurality of data vectors (80) is stored. Each data vector (80) represents a click stream path (50) through the Web site (60). Each data vector (80) includes a set of data entries (81) that each corresponds to Web content selected via the hyperlinks (50) in the related Web pages (32). Each click stream path (50) is classified based on at least one such data entry (81) in the data vector (80). The classified click stream path (50) shares at least one common characteristic with one or more other click stream paths (50). The classified click stream paths (50) are analyzed according to a pre-defined evaluation procedure directed at determining at least one of efficacy of presentation and shifts in demography. The electronic commerce business model (37) is compared to the classified click stream paths analysis.