Visualizing Web Navigation Patterns with Factor Analysis

摘要

The process of collecting useful research and marketing information from the immense volume of log-data available through the web has been an interesting challenge during the past decade. This paper proposes the use of the Factor Analysis method as a tool for the understanding and interpretation of general web document access patterns (or click-streams). On the basis of the proposed approach, Web-wide navigation data can be utilized to discover interesting usage patterns, in order to understand and better serve the needs both of internet users and web-based applications.