METHOD AND DEVICE FOR CATEGORIZING USERS OF SPECIFIC WEBSITE BY GENERATING EACH OF PERSONAS FOR EACH OF WEBSITE USAGE PATTERNS OF EACH OF USERS USING CLICKSTREAM DATA

摘要

Disclosed is a method of categorizing users of a specific website by using clickstream data to generate a persona for each type in which a website usage pattern for each type of user is reflected. That is, (a) when the computing device obtains the clickstream data including clickstream matrices for each user generated by each of the users visiting the specific website and using the service of the specific website, applying at least one primary typing operation to the clickstream matrices to derive 1_1 representative clickstream matrices to 1_N representative clickstream matrices, where N is an integer greater than or equal to 1; (b) the computing device applies at least one secondary typing operation to the first_1 representative clickstream matrix to the 1_N representative clickstream matrix to obtain a 2_1 representative clickstream matrix to a second_M representative clickstream matrix - M is N deriving an integer equal to or less than and (c) generating, by the computing device, the persona for each type by analyzing the 2_1 representative clickstream matrix to the 2_M representative clickstream matrix.