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 through click stream analysis is disclosed. An electronic commerce business model is incorporated into a Web site. The Web site includes a plurality of related Web pages structured in a hierarchical manner. Each Web page includes one or more hyperlinks selectable by a user. A plurality of data vectors is stored. Each data vector represents a click stream path through the Web site. Each data vector includes a set of data entries that each corresponds to Web content selected via the hyperlinks in the related Web pages. Each click stream path is classified based on at least one such data entry in the data vector. The classified click stream path shares at least one common characteristic with one or more other click stream paths. The classified click stream paths 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 is compared to the classified click stream paths analysis.