CN107644100B

CN107644100B - Information processing method, device and system and computer readable storage medium

Info

Publication number: CN107644100B
Application number: CN201710928085.3A
Authority: CN
Inventors: 张炜; 钱炜
Original assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Current assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Priority date: 2017-10-09
Filing date: 2017-10-09
Publication date: 2021-02-26
Anticipated expiration: 2037-10-09
Also published as: CN107644100A

Abstract

The invention discloses an information processing method, an information processing device, an information processing system and a computer readable storage medium, and relates to the technical field of computers. According to the invention, a user access tree is constructed according to click object information corresponding to click behaviors before the preset behavior of the user and the sequence of each click behavior. The user access tree can intuitively reflect all click behaviors and information of click objects of the user, so that the scheme of the invention can more comprehensively analyze the contribution of each activity to the preset behavior of the user. In addition, each node in the user access tree corresponds to different click object information respectively, and repeated click object information cannot occur, so that the scheme of the invention can more directly and accurately reflect the contribution of each click object information to the preset behavior of the user. In addition, the storage mode of the tree structure is convenient for searching and traversing each node and determining each path of the user access behavior, so that the analysis efficiency can be further improved by the scheme of the invention.

Description

Information processing method, device and system and computer readable storage medium

Technical Field

The present invention relates to the field of computer technologies, and in particular, to an information processing method, an information processing apparatus, an information processing system, and a computer-readable storage medium.

Background

With the development of internet technology, people's life becomes more and more convenient. Networks have become an essential part of people's daily life.

Various websites, in order to attract users, often push out various activities, such as shopping festivals pushed by e-commerce websites, classic review of hollywood pushed by video websites, reading hottest books pushed by websites, new leaderboard pushed by music websites, and the like. Meanwhile, in order to analyze the effects of various activities, the website needs to trace the behavior path of the user.

Currently, a website generally prepares a link address of an activity needing attention in advance, and adds the link address into an observation pool. The website records the link address of each jump of the user, extracts the link address before the recorded user preset behavior when the user generates preset behaviors such as ordering, paying attention, watching, downloading and the like, and determines the activity which generates a more positive guide effect on the user preset behavior, namely the activity which contributes to the user preset behavior by comparing the recorded link address with the recorded link address in the observation pool and combining with an actual analysis rule.

Disclosure of Invention

The inventor finds that: multiple activities are generally simultaneously promoted in a website, various small activities may be corresponded to under large activities, for example, shopping nodes may correspond to various small activities such as second killing, household appliance rush purchase, clothing discount and the like, the method in the prior art cannot analyze the activities corresponding to the link addresses which are not in the observation pool, only a small amount of activities can be analyzed, otherwise, a large number of link addresses need to be manually added to the observation pool, so that the website cannot comprehensively consider the effects of various activities, and therefore the popularization strategy of the website is adjusted.

In addition, the access behaviors of users are various, rollback behaviors occur frequently, the link address recorded by one user may reach dozens or even hundreds, the link address of the same page may appear many times in the record, but the link address only contributes to one-time preset behavior of the user, the situation that the recorded link address is directly analyzed, the contribution of activity of repeated recording may occur, and the problems of complex analysis process, low efficiency and inaccuracy exist.

The invention aims to solve the technical problems that: how to more comprehensively, efficiently and accurately analyze the activity effect of the website.

According to an embodiment of the present invention, there is provided an information processing method including: acquiring click object information corresponding to each click behavior of a user; responding to a preset behavior of a user, constructing a user access tree according to click object information corresponding to a click behavior before the preset behavior and the sequence of the click behaviors, wherein each node in the user access tree corresponds to different click object information respectively; and determining the contribution factor of each click object information to the preset behavior according to the user access tree.

In one embodiment, constructing the user access tree according to the click object information corresponding to the click behavior before the preset behavior and the sequence of each click behavior includes: sequentially identifying click object information corresponding to each click behavior from the preset behavior; and if the click object information corresponding to the interrupt behavior is found, constructing a user access tree according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and the sequence of each click behavior.

In one embodiment, constructing the user access tree comprises: taking click object information corresponding to the one-time click behavior as a node to be inserted; and if the user accesses the nodes corresponding to the same click object information in the tree, discarding the nodes to be inserted, and taking the nodes corresponding to the same click object information as the father nodes of the click object information corresponding to the next click behavior.

In one embodiment, the user access tree is constructed using the following method: sequentially selecting click object information corresponding to one click behavior as a node to be inserted according to the sequence of each click behavior; if the user access tree is an empty tree, inserting the node to be inserted, and taking the node to be inserted as the current node; if the user access tree is not an empty tree, detecting whether click object information corresponding to a node to be inserted is repeated with click object information corresponding to the inserted node in the user access tree; if the node is repeated, discarding the node to be inserted, pointing the current node to the inserted node with repeated click object information corresponding to the node to be inserted, and updating the inserted node with repeated click object information corresponding to the node to be inserted into the current node; if not, inserting the node to be inserted as a child node of the current node, pointing the current node to the node to be inserted, and updating the node to be inserted as the current node; and repeating the steps until the click object information corresponding to each click behavior is inserted into the user access tree as a node.

In one embodiment, determining the contribution factor of each click object information to the preset behavior according to the user access tree includes: determining the shortest path from a root node of a user access tree to a node corresponding to a preset behavior; and determining the contribution factor of the click object information corresponding to the node on the shortest path to the preset behavior as a preset direct contribution factor.

In one embodiment, determining the contribution factor of each click object information to the preset behavior according to the user access tree further includes: traversing each node except the root node on the shortest path, taking a node with a plurality of child nodes as an initial node, and determining each path from the initial node to a leaf node of a user access tree; taking other paths except the path from the starting node to the node corresponding to the preset behavior as indirect paths; determining contribution factors of click object information corresponding to other nodes except the initial node on the indirect path to the preset behavior as preset indirect contribution factors; the indirect contribution factor is smaller than the direct contribution factor.

In one embodiment, the information processing method further includes: and adjusting the duration time of each activity according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in the preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity identifier.

In one embodiment, the information processing method further includes: and adjusting the position of each item entry in each page according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an item identifier.

In one embodiment, the information processing method further includes: and adjusting the position of each activity entry in each page according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in preset time and the contribution factor of each click object information to each preset behavior, and the click object information is the activity entry identifier.

In one embodiment, the sum of the contributions corresponding to each click object information is determined by the following method: multiplying the contribution weight corresponding to the type of the preset behavior by a contribution factor of the click object information to the preset behavior, and determining the contribution value of the click object information to the preset behavior; and respectively calculating the sum of the contribution values of each click object information to all preset behaviors in the preset time as the sum of the corresponding contributions of each click object information.

In one embodiment, the information processing method further includes: and determining the recommended activities or items for the user according to the contribution factors of the information of each click object to the preset behaviors.

In one embodiment, the obtaining of the click object information corresponding to the behavior of each click of the user comprises: and receiving click object information corresponding to each click behavior of the user, which is sent by the client, wherein the click object information corresponding to each click behavior of the user is obtained by the client by initiating a click object information acquisition request to the database system in response to each click behavior of the user and including the identification of the page and the position information of the clicked page, and the page includes the webpage or the application APP page.

According to another embodiment of the present invention, there is provided an information processing apparatus including: the information acquisition unit is used for acquiring click object information corresponding to each click behavior of the user; the model building unit is used for responding to the preset behaviors of the user, building a user access tree according to click object information corresponding to click behaviors before the preset behaviors and the sequence of the click behaviors, wherein each node in the user access tree corresponds to different click object information; and the information tracing unit is used for determining the contribution factor of each click object information to the preset behavior according to the user access tree.

In one embodiment, the model building unit is configured to sequentially identify click object information corresponding to each click behavior from a preset behavior, and build the user access tree according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and the sequence of each click behavior when the click object information corresponding to the interrupt behavior is found.

In an embodiment, the model building unit is configured to use click object information corresponding to one click behavior as a node to be inserted, discard the node to be inserted when a user accesses a tree in which a node corresponding to the same click object information already exists, and use the node corresponding to the same click object information as a parent node of click object information corresponding to a next click behavior.

In an embodiment, the model building unit is adapted to perform the following steps: sequentially selecting click object information corresponding to one click behavior as a node to be inserted according to the sequence of each click behavior; if the user access tree is an empty tree, inserting the node to be inserted, and taking the node to be inserted as the current node; if the user access tree is not an empty tree, detecting whether click object information corresponding to a node to be inserted is repeated with click object information corresponding to the inserted node in the user access tree; if the node is repeated, discarding the node to be inserted, pointing the current node to the inserted node with repeated click object information corresponding to the node to be inserted, and updating the inserted node with repeated click object information corresponding to the node to be inserted into the current node; if not, inserting the node to be inserted as a child node of the current node, pointing the current node to the node to be inserted, and updating the node to be inserted as the current node; and repeating the steps until the click object information corresponding to each click behavior is inserted into the user access tree as a node.

In one embodiment, the information tracing unit is configured to determine a shortest path from a root node of the user access tree to a node corresponding to the preset behavior, and determine a contribution factor of click object information corresponding to the node on the shortest path to the preset behavior as a preset direct contribution factor.

In one embodiment, the information tracing unit is further configured to traverse each node except the root node on the shortest path, use a node having a plurality of child nodes as a start node, determine each path from the start node to a leaf node of the user access tree, use other paths except paths from the start node to nodes corresponding to the preset behavior as indirect paths, and determine a contribution factor of click object information corresponding to other nodes except the start node on the indirect paths to the preset behavior as a preset indirect contribution factor, where the indirect contribution factor is smaller than the direct contribution factor.

In one embodiment, the information processing apparatus further includes: and the first information adjusting unit is used for adjusting the duration time of each activity according to the contribution sum corresponding to each click object information, the contribution sum is determined according to the type of each preset behavior in the preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity identifier.

In one embodiment, the information processing apparatus further includes: and the second information adjusting unit is used for adjusting the positions of the project entries in the pages according to the contribution sum corresponding to the clicking object information, the contribution sum is determined according to the types of the preset behaviors in the preset time and the contribution factors of the clicking object information to the preset behaviors, and the clicking object information is the project identification.

In an embodiment, the third information adjusting unit is configured to adjust the position of each activity entry in each page according to a contribution sum corresponding to each click object information, where the contribution sum is determined according to the type of each preset behavior within a preset time and a contribution factor of each click object information to each preset behavior, and the click object information is an activity entry identifier.

In one embodiment, the sum of the corresponding contributions of the click object information is the sum of the contribution values of the click object information to all the preset behaviors in the preset time, and the contribution value of the click object information to the preset behavior is the contribution weight corresponding to the type of the preset behavior multiplied by the contribution factor of the click object information to the preset behavior.

In one embodiment, the information processing apparatus further includes: and the information recommending unit is used for determining the recommended activities or items for the user according to the contribution factors of the information of each click object to the preset behaviors.

In one embodiment, the information obtaining unit is configured to receive click object information corresponding to each click behavior of a user sent by a client, where the click object information corresponding to each click behavior of the user is obtained from a database system by the client initiating a click object information obtaining request to the database system in response to each click behavior of the user, and the click object information obtaining request includes an identifier of a page and position information of the click page, and the page includes a web page or an APP application page.

According to still another embodiment of the present invention, there is provided an information processing system including: the information processing apparatus in any one of the preceding embodiments; a client; and a database system; the client is used for responding to each click behavior of the user to initiate a click object information acquisition request to the database system, receiving click object information corresponding to each click behavior of the user returned by the database system, and sending the click object information to the information processing device, wherein the click object information acquisition request comprises a page identifier and click page position information, and the page comprises a webpage or an application APP page; the database system is used for storing the corresponding relation among the page identification, the page position information and the click object information, receiving a click object information acquisition request sent by the client, and returning the click object information corresponding to each click behavior of the user to the client.

In one embodiment, the database system is further configured to update the correspondence of the position information of the page and the click object information in response to a request for the information processing apparatus to adjust the positions of the active entry and the project entry in the respective pages.

According to still another embodiment of the present invention, there is provided an information processing apparatus including: a memory; and a processor coupled to the memory, the processor configured to perform the information processing method as in any one of the preceding embodiments based on instructions stored in the memory device.

According to still another embodiment of the present invention, there is provided a computer-readable storage medium on which a computer program is stored, the program, when executed by a processor, implementing the steps of the information processing method in any one of the foregoing embodiments.

According to the invention, a user access tree is constructed according to click object information corresponding to click behaviors before the preset behavior of the user and the sequence of each click behavior. The user access tree can intuitively reflect the information of all click behaviors, activities and other click objects of the user, so that the scheme of the invention can more comprehensively analyze the contribution of each activity to the preset behavior of the user. In addition, each node in the user access tree corresponds to different click object information respectively, and repeated click object information cannot occur, so that the scheme of the invention can more directly and accurately reflect the contribution of each click object information to the preset behavior of the user. In addition, the storage mode of the tree structure is convenient for searching and traversing each node and determining each path of the user access behavior, so that the analysis efficiency can be further improved by the scheme of the invention.

Other features of the present invention and advantages thereof will become apparent from the following detailed description of exemplary embodiments thereof, which proceeds with reference to the accompanying drawings.

Drawings

In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.

Fig. 1 shows a flowchart of an information processing method according to an embodiment of the present invention.

FIG. 2A is a diagram illustrating user click behavior in accordance with an application example of the present invention.

FIG. 2B is a diagram illustrating user click behavior in accordance with another application example of the present invention.

Fig. 3 is a schematic structural diagram of a user access tree according to an application example of the present invention.

FIG. 4 shows a flowchart for building a user access tree, according to an embodiment of the invention.

Fig. 5 is a flowchart illustrating an information processing method according to another embodiment of the present invention.

Fig. 6 shows a schematic configuration diagram of an information processing apparatus of an embodiment of the present invention.

Fig. 7 shows a schematic configuration diagram of an information processing system of an embodiment of the present invention.

Fig. 8 is a schematic configuration diagram of an information processing apparatus according to still another embodiment of the present invention.

Fig. 9 shows a schematic configuration diagram of an information processing apparatus of still another embodiment of the present invention.

Detailed Description

The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. The following description of at least one exemplary embodiment is merely illustrative in nature and is in no way intended to limit the invention, its application, or uses. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.

The scheme is provided aiming at the problems that various activities cannot be comprehensively analyzed, the activity analysis process is inaccurate, complex and low in efficiency and the like in the method for analyzing the activity effect by presetting an observation pool and matching a jump link of a user with the observation pool link in the prior art.

The present invention provides an information processing method, which is described below with reference to fig. 1 to 5.

Fig. 1 is a flowchart of an embodiment of an information processing method of the present invention. As shown in FIG. 1, the method of this embodiment includes steps S102-S106.

In step S102, click target information corresponding to the behavior of each click by the user is acquired.

The click object information includes, for example, a click behavior corresponding activity identifier and an activity entry identifier. The click object information may also include an Item (Item) identification. For example, the identification corresponding to the e-commerce website item may be a merchandise identification, the identification corresponding to the video website item may be a video identification, the identification corresponding to the news website item may be a news identification, and the like. Further, the click object information may also include a page identification. Such as home page identification and personal information page identification, etc.

The person skilled in the art can set the click object information according to the object to be analyzed. By acquiring different click object information, the effect of the activity can be analyzed, the effect of the activity entry can be further analyzed, the popularity of specific items and the like can be further analyzed, and help is provided for optimization and popularization of websites.

Those skilled in the art can define various activities according to actual needs. The activity may be short-lived, such as a summer movie feature. The activity may also be chronic or fixed. For example, a long-lived theme or category such as a clothing town, supermarket, etc. in an e-commerce website may also be defined as an activity. One activity is presented through an activity correspondence page. An activity typically corresponds to a page, such as a page of an item promotion activity. One activity is typically performed for multiple items.

An activity can present an activity entry to a user by setting buttons, pictures, characters, banners (Banner) and the like on other pages, and the user can jump from the current page to a page corresponding to the activity by clicking the activity entry. For example, referring to FIG. 2A, the page for Activity A is entered by clicking the Activity A entry in Page 1. The activity portal will typically take a relatively striking form of presentation, drawing the attention of the user, and serving a similar advertising role.

Further, referring to fig. 2A, entries for various items (item E entry, item F entry, etc.) and activity entries for other activities (activity E entry, activity F entry, etc.) may be included in a page corresponding to activity a.

Further, an activity may correspond to multiple activity portals, which may be located in different pages.

Similarly, an item such as a commodity, a video, a news and the like can be presented to the user by setting buttons, pictures, characters, banners and the like on the page, and the user can jump from the current page to the item detail page by clicking the item entry. For example, referring to FIG. 2B, the detail page for item a is entered by clicking on the entry for item a in page 1. Entries for other items or activities may also be included in the details page for the item.

Each click action by the user corresponds to a page and a location within the page. If the page is the page corresponding to the activity, the activity identifier corresponding to the click behavior can be obtained. If a certain position in the clicked page is an activity entry of another activity, an activity entry identifier corresponding to the clicking action can be acquired. If a certain position in the click page is an item entry, an item identifier corresponding to the click behavior can be acquired. How to obtain click object information corresponding to the click behavior will be described in detail in the following embodiments.

It should be noted that the clicking behavior of the user in the present invention includes not only a behavior of clicking through a mouse, but also a clicking behavior triggered in a manner of voice, gesture, and the like, and all behaviors that can achieve a function similar to clicking to select or determine a certain object belong to the protection scope of the clicking behavior of the present invention.

In step S104, in response to the preset behavior of the user, a user access tree is constructed according to click object information corresponding to a click behavior before the preset behavior and the sequence of the click behaviors.

Each node in the user access tree corresponds to different click object information respectively. The preset behavior includes, for example, joining a shopping cart, placing an order, paying attention, recommending, downloading, viewing online, etc. The person skilled in the art can define different preset behaviors according to actual needs. For example, when a user accesses a certain website, the user exits only after browsing each page, and if the user needs to observe and analyze the browsing behavior of the user, the user can exit the website as a preset behavior.

The user access tree can be constructed according to all click behaviors of the user from the website or the application home page to the preset behaviors. However, the access behavior of the user is complex and various, and a logic interruption behavior may occur frequently, for example, the user returns to the home page during the access process, and resumes the access from the home page and makes a preset behavior. In this case, it can be considered that the access behavior before the user returns to the home page makes little or no contribution to the preset behavior of the user.

For the above situation, the interrupt behavior may be set according to actual requirements. For example, the behavior of returning to the home page, entering the personal information page, or the like is taken as the interruption behavior. The click object information corresponding to each click behavior can be sequentially identified from the front of the preset behavior, and if the click object information corresponding to the interrupt behavior is found, the user access tree is constructed according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and the sequence of each click behavior. The interruption behavior may be identified according to the click object information, for example, if the click object information is a home page identifier, the click object information corresponds to the interruption behavior for accessing the home page.

An application example of setting the interrupt behavior when building the user access tree is described below with reference to fig. 3.

Fig. 3 is a diagram illustrating a preset behavior of a user for shopping through an e-commerce platform and finally placing an order. The actual access path of the user is: home- > activity a1- > activity a11- > rollback to activity a1- > activity a12- > activity B1- > activity B11- > rollback to activity B1- > activity B12- > rollback to activity B1- > activity B2- > activity B21- > lower order.

The user access tree is constructed according to all the click behaviors of the users as shown in FIG. 3. When the return to the first page is taken as the interrupt behavior, the left sub-tree of the first page of the root node (each node indicated by the left-diagonal lines in the figure) does not need to be constructed. The click object information corresponding to the left sub-tree contributes little or no to the ordering behavior of the user. Furthermore, when the click behaviors are sequentially identified from the ordering behavior to the front, the click behavior corresponding to the home page is found, and the previous behavior does not need to be traced.

According to the embodiment and the application examples, the analysis and the statistics of the click object information which has small contribution to the preset behavior of the user can be reduced by setting the interrupt behavior, the operation amount and the data storage amount are reduced, the analysis efficiency is improved, and the storage resource is saved.

The method for constructing the user access tree comprises the following steps: and taking the click object information corresponding to the one-time click behavior as a node to be inserted, if the user accesses the node corresponding to the same click object information in the tree, discarding the node to be inserted, and taking the node corresponding to the same click object information as a father node of the click object information corresponding to the next-time click behavior. The construction process of the user access tree will be described in detail in the following embodiments.

For example, referring to fig. 3, taking the path of activity B- > activity B1- > activity B11- > fallback to activity B1- > activity B12 as an example, after inserting the node corresponding to activity B11, when inserting activity B1, it is found that the node corresponding to activity B1 already exists, and the insertion is not repeated. Instead, it falls back to the node corresponding to activity B1, taking activity B1 as the parent node for the next click behavior, activity B12.

A more specific construction process of the user access tree will be described in detail later with reference to fig. 3 and 4.

In step S106, a contribution factor of each click object information to a preset behavior is determined according to the user access tree.

Each node of the user access tree has corresponding click object information. The click object information may represent pages, activities, activity entries or items, etc. that have been accessed by the user. The user access tree can intuitively and conveniently trace each access path of the user and the page, the activity entry or the project and the like contributing to the preset behavior of the user.

Different contribution types, contribution levels and the like can be determined according to actual requirements. Different contribution types or contribution levels may also correspond to different contribution factors. For example, the contribution to the preset behavior may be divided into a direct contribution and an indirect contribution, corresponding to a preset direct contribution factor and an indirect contribution factor, respectively. It may also be preset that the higher the contribution level of the click object information with the smaller number of behavior hops preset by the user, the larger the corresponding contribution factor.

In one embodiment, the shortest path from a root node of a user access tree to a node corresponding to a preset behavior is determined, and a contribution factor of click object information corresponding to the node on the shortest path to the preset behavior is determined as a preset direct contribution factor.

In another embodiment, traversing each node except a root node on the shortest path, taking a node with a plurality of child nodes as an initial node, determining each path from the initial node to a leaf node of a user access tree, taking other paths except the path from the initial node to a node corresponding to a preset behavior as indirect paths, and determining the contribution factor of click object information corresponding to other nodes except the initial node on the indirect paths to the preset behavior as a preset indirect contribution factor; the indirect contribution factor is smaller than the direct contribution factor. A leaf node refers to a node in the user access tree that does not have a child node at the end.

An application example of the above determination of the contribution factor of the click object information is described below with reference to fig. 3.

The shortest path can be obtained by directly tracing the father node B2 and the grandfather node B from the ordering action to the root node home page. The nodes on the shortest path generate a direct guiding function for ordering behaviors of the user, and can be used as an activity for generating direct contribution, and the activity corresponds to a preset direct contribution factor.

Further, when traversing each node except the root node (the node corresponding to the home page) on the shortest path, the node B may start to traverse downward or the node B may start to traverse upward. If a node is found to have a plurality of child nodes, for example, a node corresponding to the active B, the node is used as a start node, each path to the leaf nodes (active B11, B12 and the next node) is determined, and the other paths excluding the shortest path are used as indirect paths. For example, the indirect path is: activity B- > Activity B1- > Activity B11, Activity B- > to Activity B1- > Activity B12. These indirect paths have a certain guiding effect on the ordering behavior of the user, but have a small effect. It can be considered that the click object information corresponding to the nodes on the paths generates indirect contribution to the preset behavior, and the indirect contribution corresponds to a preset indirect contribution factor.

The above application examples take activities as examples. In practical application, contribution factors of pages, activity entries, projects and the like to preset behaviors can be determined through a user access tree. The click object information corresponding to each node of the user access tree can be set according to actual requirements.

In addition, the above application example only provides an example that the contribution of each node in the user access tree to the user preset behavior can be distinguished and determined. The type or level of contribution in practical application, and the logic for determining the type or level of contribution of the node, the value of the contribution factor can be adjusted according to the actual requirement.

In the above embodiment, the user access tree is constructed according to the click object information corresponding to the click behavior before the preset behavior of the user and the sequence of each click behavior. The user access tree can intuitively reflect all click behaviors, activities and other click object information of the user. Therefore, the scheme of the embodiment can more comprehensively analyze the contribution of each activity to the preset behavior of the user. And each node in the user access tree corresponds to different click object information respectively, so that repeated click object information can not occur. Therefore, the scheme of the embodiment can more directly and accurately reflect the contribution of each click object information to the preset behavior of the user. In addition, the storage mode of the tree structure is convenient for searching and traversing each node, and is convenient for determining each path of the user access behavior. Therefore, the scheme of the above embodiment can further improve the efficiency for analysis.

How to obtain click object information corresponding to the behavior of each click of the user is specifically described below, i.e., a specific implementation manner of step S102.

In one embodiment, click object information corresponding to a user click behavior can be acquired by adopting a buried point reporting mode. And (3) buried point reporting, namely setting buried point data at a specific position of a page, and triggering the reporting of the buried point data by clicking the specific position by a user.

Specifically, the client initiates a click object information acquisition request to the database system in response to each click behavior of the user, receives click object information returned by the database system, sorts the click object information according to a data communication format, and reports the click object information, for example, by using an HTTP (Hyper Text Transfer Protocol) request.

The click object information acquisition request includes, for example, an identification of the page and position information of the clicked page. The page comprises, for example, a web page or an application APP page.

Further, the page may be divided into different floors and pit positions, and the pit positions may be provided with a movable entry or a project entry. The position information of the page can include the identification of the page, the identification of the floor and the pit position, and the like. And the database system searches information corresponding to the corresponding floor and pit position in the corresponding page and returns the information to the client. For web pages, the page identification may be a link address, such as a URL (Uniform Resource Locator).

In the actual application process, the reported click object information can be selected according to actual requirements, and the reported logic can be adjusted according to the actual requirements. For example, when the user clicks the activity entry B in the page of the activity a, the identifier of the activity a and the identifier of the activity entry B may be reported, or only the identifier of the activity a may be reported.

There are some pages that do not belong to the activity corresponding page. Such as a home page, a user personal information page, a search results page, etc. These pages may also report click object information, such as page identification. The page identifier may not be obtained through the database system, and as in the foregoing embodiment, the page identifier is directly used as the buried point data, and the user click behavior directly triggers the report of the page identifier.

In addition, the clicking behavior of the user may correspond to a preset behavior. A preset behavior flag may be set for a preset behavior. The preset behavior identification may not be obtained through the database system. The user clicking behavior can directly trigger the report of the preset behavior identifier. Of course, the preset behavior identifier may also be obtained through the database system by using the same method of reporting the embedded point as the activity identifier and the like.

Compared with the method for tracing the user behavior by using the page link address (such as the URL) in the prior art, the method of the embodiment can record all the access pages of the user, record the rollback behavior of the user, and analyze not only the page or the activity, but also various click object information. Therefore, the method of the embodiment can more accurately and comprehensively record the access behaviors of the user, and is suitable for analyzing the contribution of various click object information to the preset behaviors of the user.

In addition, the method of the embodiment is more suitable for the flexibly changeable webpage or APP page and the continuously updated activities. Because the same position in the flexibly-changed webpage or APP page can display different activity entries or project entries and the like at different periods, if the click object information is directly used as the embedded data, the codes and the like of the embedded points need to be frequently adjusted, the process is complex and tedious, and errors are easy to occur. The method of the embodiment only needs to adjust the corresponding relation between the click object information and the page identification, the page position information and the like in the database system, is simple and quick, and is not easy to make mistakes.

A specific method for constructing the user access tree, that is, a specific implementation manner of constructing the user access tree in step S104, is described below with reference to fig. 3 and 4.

FIG. 4 is a flowchart of an embodiment of a method for constructing a user access tree. As shown in fig. 4, the method of this embodiment includes: steps S402-S410.

In step S402, click object information corresponding to one click behavior is sequentially selected as a node to be inserted of the user access tree according to the sequence of each click behavior.

In step S404, it is determined whether the user access tree is an empty tree. If the tree is empty, step S405 is performed, otherwise, step S406 is performed. In step S405, a node to be inserted is inserted, and the node to be inserted is taken as a current node.

This step represents the step of inserting the first node in the user access tree. For example, referring to fig. 3, before inserting the home node, if the user access tree is an empty tree, the home node is directly inserted and serves as the current node.

In step S406, it is detected whether the click object information corresponding to the node to be inserted is repeated with the click object information corresponding to the node inserted in the user access tree. If so, step S407 is performed, otherwise step S408 is performed.

In step S407, the node to be inserted is discarded, the current node points to the inserted node whose click object information corresponding to the node to be inserted is repeated, and the inserted node whose click object information corresponding to the node to be inserted is repeated is updated to the current node.

For example, referring to FIG. 3, take path activity B1- > activity B11- > rollback to activity B1- > activity B12 as an example. After inserting active B11, the node of active B11 is the current node. When the activity B1 is inserted again, the node corresponding to the existing activity B1 is found, and the insertion is not repeated, but the node of the activity B11 points to the node of the existing activity B1, and the node of the existing activity B1 is updated to be the current node, so that the activity B12 is inserted below the node of the activity B1 in the following process.

The pointing relationship of each node can be established in a pointer mode, various pointing relationships can exist between two nodes, and the user access tree can very intuitively reflect the sequence of user clicking behaviors through the pointing relationships. For example, as shown in FIG. 3, there are two pointing relationships between the node of active B1 and the node of active B11, and it can be determined that a fallback from the node of active B11 to the node of active B1 has occurred.

In step S408, the node to be inserted is inserted as a child node of the current node, the current node points to the node to be inserted, and the node to be inserted is updated to the current node.

For example, referring to FIG. 3, when inserting a node of active B12 after the active B1 node, since there are no duplicate nodes, it is inserted directly and points the node of active B1 to the existing node of active B12, updating the active B12 to the current node.

In step S410, it is determined whether there is any click object information corresponding to the click behavior that needs to be inserted, if so, steps S402 to S410 are repeatedly executed, and if not, the construction of the user access tree is ended.

When a user access tree is constructed, a node may have a plurality of child nodes, and if the order from the node to each child node needs to be distinguished, each child node may be inserted below the node from left to right or from right to left in turn according to the access order. For example, if the child nodes are in an insertion order from left to right, as shown in FIG. 3, the user access order is Activity B1- > Activity B11- > fallback to Activity B1- > Activity B12, then Activity B11 is taken as the left child node of Activity B1 and Activity B12 is taken as the right child node of Activity B1. Therefore, the behavior path of the user can be accurately judged when the user behavior is traced.

The method for constructing the user access tree in the embodiment enables the behavior path of the user to be reflected more intuitively through the user access tree, and facilitates tracing of the user access behavior and determination of contribution of each click object information to the user preset behavior.

The above embodiments provide a method for determining click object information contributing to a preset behavior of a user. Furthermore, the invention also provides a method for adjusting page layout, activity time and the like by utilizing the contribution information corresponding to the click object information. Described below in conjunction with fig. 5.

FIG. 5 is a flowchart of another embodiment of an information processing method according to the present invention. As shown in fig. 5, after step S106, the method further includes: steps S502-S504 or S506.

In step S502, the total contribution of each click object information to all the preset behaviors within the preset time is determined according to the type of each preset behavior and the contribution factor of each click object information to each preset behavior.

The preset time is, for example, one day, one week, etc., and can be set and adjusted according to actual needs.

Different contribution weights can be set for different types of preset behaviors according to actual requirements. For example, the e-commerce website may set the highest contribution weight for the ordered preset behavior, the second lowest contribution weight for the shared preset behavior, the lowest contribution weight for the concerned preset behavior, and the like.

Meanwhile, different contribution levels and corresponding contribution factors can be set according to actual requirements. For example, in the foregoing embodiment, the contribution of the click object information to the user preset behavior may be divided into a direct contribution and an indirect contribution, and the contribution factor of the direct contribution is larger than that of the indirect contribution.

The contribution value of a click object information to a preset behavior within a preset time is, for example: and multiplying the contribution weight corresponding to the type of the preset behavior by the product of the contribution factors corresponding to the contribution levels.

For one piece of click object information (e.g., the activity identifier 0001), the contribution values of the click object information to various preset behaviors in a preset time may be determined, and the contribution values of the click object information to various preset behaviors in the preset time are summed to obtain the contribution sum corresponding to the click object information. And then the contribution sum corresponding to each click object information can be obtained.

In step S504, the duration of the activity, the position of the activity entry in each page, or the position of the item entry in each page is adjusted according to the sum of the contributions corresponding to each click object information.

In one embodiment, the duration of an activity may be adjusted based on the sum of the contributions corresponding to each activity identification. For example, the activity identifiers are sorted in the order from large to small according to the contribution sum corresponding to the activity identifiers, and the sorted activity identifiers are divided into three types, namely, the extended duration, the unchanged duration and the shortened duration according to the preset proportion and the order from front to back. The extended time and the shortened time may be set according to actual requirements.

In another embodiment, the position of the active entries in each page may be adjusted according to the sum of the contributions corresponding to each active entry identification. For example, if the page is divided into different floors and pit positions, the greater the corresponding sum of the contributions, the closer the floor and pit position of the active portal in the page is to the top of the page.

In another embodiment, the position of the item entry in each page is adjusted according to the contribution sum corresponding to each item identification. For example, if the page is divided into different floors and pit positions, and the larger the corresponding total contribution is, the closer the floor and pit position of the project entry in the page is to the top of the page.

The above embodiments are only examples, and in practical applications, other factors may need to be referred to for adjustment of activities, activity entries, project entries, and the like, so that various adjustment rules may be set according to practical requirements.

The contribution factors of the activities, the activity entries and the projects to the preset behaviors of the user reflect the drainage capacity of the activities, the activity entries, the projects and the like to the user.

And the recommendation information of the user can be adjusted according to the analysis result of the user access tree. Therefore, after step S106, the method may further include: step S506.

In step S506, according to the contribution factor of each click object information to the preset behavior, the recommended activity or item for the user is determined.

The larger the corresponding contribution factor is, the more priority is given to the recommendation order of the activity or item related to the click object information.

The relevance of the activity, the item and the click object information can be determined by keywords of the activity or the item in the activity, the picture similarity of the activity or the item in the activity, the category of the activity or the item in the activity, and the like.

For example, after the recommendation sequence corresponding to each click object is determined, the keywords of the activities or items corresponding to each click object are sequentially determined, and the activities or items having the keywords are searched for and recommended to the user. For another example, after the recommendation sequence corresponding to each click object is determined, main pictures of activities or items corresponding to each click object are sequentially determined, and the activities or items corresponding to pictures similar to the main pictures are searched and recommended to the user. For another example, after the recommendation order corresponding to each click object is determined, the category of the activity or item corresponding to each click object is sequentially determined, and other activities or items in the category are searched for and recommended to the user.

According to the method, based on the contribution of the activities, the activity entries and the items to the preset behaviors of the user, the items which are interested by the user can be presumed, and then the related items are recommended for the user, so that the user experience is improved, and the drainage capacity of the website is improved.

The present invention also provides an information processing apparatus, which is described below with reference to fig. 6.

Fig. 6 is a block diagram of an embodiment of an information processing apparatus of the present invention. As shown in fig. 6, the information processing apparatus 60 includes:

an information obtaining unit 602, configured to obtain click object information corresponding to a behavior of each click of the user. For example, the information acquisition unit 602 may execute step S102 in the above-described embodiment.

In an embodiment, the information obtaining unit 602 is configured to receive click object information corresponding to each click behavior of a user sent by a client, where the click object information corresponding to each click behavior of the user is obtained by the client initiating a click object information obtaining request to a database system in response to each click behavior of the user and obtaining the click object information from the database system, where the click object information obtaining request includes an identifier of a page and location information of the clicked page, and the page includes a web page or an APP application page.

The model building unit 604 is configured to, in response to a preset behavior of a user, build a user access tree according to click object information corresponding to a click behavior before the preset behavior and a sequence of each click behavior, where each node in the user access tree corresponds to different click object information. For example, the model construction unit 604 may perform step S104 in the above-described embodiment.

In one embodiment, in order to reduce the analysis of activities which contribute little to the preset behavior, the calculation amount and the occupation of storage space are reduced, and the tree building efficiency is improved. The model building unit 604 is configured to sequentially identify click object information corresponding to each click behavior from a preset behavior, and build a user access tree according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and a sequence of each click behavior when the click object information corresponding to the interrupt behavior is found.

In an embodiment, the model building unit 602 is configured to use click object information corresponding to one click behavior as a node to be inserted, discard the node to be inserted when a node corresponding to the same click object information already exists in the user access tree, and use the node corresponding to the same click object information as a parent node of the click object information corresponding to the next click behavior.

In one embodiment, the model building unit 602 is configured to implement the following steps to build the user access tree:

sequentially selecting click object information corresponding to one click behavior as a node to be inserted according to the sequence of each click behavior;

if the user access tree is an empty tree, inserting the node to be inserted, and taking the node to be inserted as the current node;

if the user access tree is not an empty tree, detecting whether click object information corresponding to a node to be inserted is repeated with click object information corresponding to the inserted node in the user access tree;

if the node is repeated, discarding the node to be inserted, pointing the current node to the inserted node with repeated click object information corresponding to the node to be inserted, and updating the inserted node with repeated click object information corresponding to the node to be inserted into the current node;

if not, inserting the node to be inserted as a child node of the current node, pointing the current node to the node to be inserted, and updating the node to be inserted as the current node;

and repeating the steps until the click object information corresponding to each click behavior is inserted into the user access tree as a node.

For example, the model building unit 602 may implement the function of building a user access tree by performing the various steps in the embodiment of fig. 4.

And an information tracing unit 606, configured to determine, according to the user access tree, a contribution factor of each click object information to the preset behavior. For example, the information tracing unit 606 may perform step S106 in the above-described embodiment.

In one embodiment, the information tracing unit 606 is configured to determine a shortest path from a root node of the user access tree to a node corresponding to the preset behavior, and determine a contribution factor of click object information corresponding to the node on the shortest path to the preset behavior as a preset direct contribution factor.

In one embodiment, the information tracing unit 606 is further configured to traverse each node except the root node on the shortest path, use a node having a plurality of child nodes as a start node, determine each path from the start node to a leaf node of the user access tree, use other paths except the path from the start node to a node corresponding to the preset behavior as indirect paths, and determine a contribution factor of click object information corresponding to other nodes except the start node on the indirect paths to the preset behavior as a preset indirect contribution factor, where the indirect contribution factor is smaller than the direct contribution factor.

The information processing apparatus of the present invention can also adjust the activity time, the page layout, and the like using the result obtained by the user accessing the tree. As shown with reference to fig. 6, the information processing apparatus 60 may include:

the first information adjusting unit 608 is configured to adjust the duration of each activity according to a contribution sum corresponding to each click object information, where the contribution sum is determined according to the type of each preset behavior in a preset time and a contribution factor of each click object information to each preset behavior, and the click object information is an activity identifier.

The second information adjusting unit 610 is configured to adjust positions of the item entries in the pages according to contribution sums corresponding to the clicked object information, where the contribution sums are determined according to types of the preset behaviors in a preset time and contribution factors of the clicked object information to the preset behaviors, and the clicked object information is an item identifier.

A third information adjusting unit 612, configured to adjust positions of the activity entries in the pages according to contribution sums corresponding to the click object information, where the contribution sums are determined according to types of the preset behaviors in a preset time and contribution factors of the click object information to the preset behaviors, and the click object information is an activity entry identifier.

The information processing apparatus 60 described above may include any one or more of the first information adjusting unit 608, the second information adjusting unit 610, and the third information adjusting unit 612.

Further, the information processing apparatus 60 may further include: and the information recommending unit 614 is used for determining the recommended activities or items for the user according to the contribution factors of the information of each click object to the preset behaviors. For example, the information recommending unit 614 may execute step S506 in the above-described embodiment.

The present invention also provides an information processing system, described below in conjunction with FIG. 7.

FIG. 7 is a block diagram of one embodiment of an information handling system of the present invention. As shown in fig. 7, the information processing system 7 includes the information processing apparatus 60 in any of the foregoing embodiments, and may further include: a client 72 and a database system 74.

The client 72 is configured to initiate a click object information obtaining request to the database system in response to each click behavior of the user, receive click object information corresponding to each click behavior of the user returned by the database system 74, and send the click object information to the information processing apparatus 60, where the click object information obtaining request includes an identifier of a page and position information of the click page, and the page includes a web page or an APP page.

The client is, for example, a mobile phone, a tablet computer, a personal computer, and the like.

The database system 74 is configured to store a correspondence between the page identifier, the page position information, and the click object information, receive a click object information acquisition request sent by the client 72, and return click object information corresponding to each click behavior of the user to the client 72.

In one embodiment, database system 74 is further configured to update the correspondence of the location information of the pages and the click object information in response to a request from information processing apparatus 60 to adjust the locations of the active entries and the project entries in the respective pages.

The corresponding relation between the position information of the page and the activity entry and the item entry is updated in the database system, and when the next user click behavior triggers a click object information acquisition request of the client, the database system can return click object information according to the new corresponding relation.

The embodiment can realize the dynamic adjustment of the page layout, and meanwhile, the tracing accuracy of the user behavior is not influenced.

The information processing apparatuses in the embodiments of the present invention may each be implemented by various computing devices or computer systems, which are described below with reference to fig. 8 and 9.

Fig. 8 is a block diagram of an embodiment of an information processing apparatus of the present invention. As shown in fig. 8, the apparatus 80 of this embodiment includes: a memory 810 and a processor 820 coupled to the memory 810, the processor 820 being configured to execute the information processing method according to any one of the embodiments of the present invention based on instructions stored in the memory 810.

Memory 810 may include, for example, system memory, fixed non-volatile storage media, and the like. The system memory stores, for example, an operating system, an application program, a Boot Loader (Boot Loader), a database system, and other programs.

Fig. 9 is a block diagram of another embodiment of an information processing apparatus of the present invention. As shown in fig. 9, the apparatus 90 of this embodiment includes: the memory 910 and the processor 920 are similar to the memory 810 and the processor 820 in fig. 8, respectively. An input output interface 930, a network interface 940, a storage interface 950, and the like may also be included. These

interfaces

930, 940, 950 and the memory 910 and the processor 920 may be connected, for example, by a bus 960. The input/output interface 930 provides a connection interface for input/output devices such as a display, a mouse, a keyboard, and a touch screen. The network interface 940 provides a connection interface for various networking devices, such as a database system server or a cloud storage server. The storage interface 950 provides a connection interface for external storage devices such as an SD card and a usb disk.

The present invention also provides a computer-readable storage medium on which a computer program is stored, which program, when executed by a processor, implements the steps of the information processing method in any of the preceding embodiments.

As will be appreciated by one skilled in the art, embodiments of the present invention may be provided as a method, system, or computer program product. Accordingly, the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment or an embodiment combining software and hardware aspects. Furthermore, the present invention may take the form of a computer program product embodied on one or more computer-usable non-transitory storage media (including, but not limited to, disk storage, CD-ROM, optical storage, and the like) having computer-usable program code embodied therein.

The present invention is described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each flow and/or block of the flow diagrams and/or block diagrams, and combinations of flows and/or blocks in the flow diagrams and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to a processor of a general purpose computer, special purpose computer, embedded processor, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions specified in the flowchart flow or flows and/or block diagram block or blocks.

These computer program instructions may also be stored in a computer-readable memory that can direct a computer or other programmable data processing apparatus to function in a particular manner, such that the instructions stored in the computer-readable memory produce an article of manufacture including instruction means which implement the function specified in the flowchart flow or flows and/or block diagram block or blocks.

These computer program instructions may also be loaded onto a computer or other programmable data processing apparatus to cause a series of operational steps to be performed on the computer or other programmable apparatus to produce a computer implemented process such that the instructions which execute on the computer or other programmable apparatus provide steps for implementing the functions specified in the flowchart flow or flows and/or block diagram block or blocks.

The above description is only for the purpose of illustrating the preferred embodiments of the present invention and is not to be construed as limiting the invention, and any modifications, equivalents, improvements and the like that fall within the spirit and principle of the present invention are intended to be included therein.

Claims

1. An information processing method characterized by comprising:

acquiring click object information corresponding to each click behavior of a user;

responding to a preset behavior of a user, and constructing a user access tree according to click object information corresponding to a click behavior before the preset behavior and the sequence of each click behavior, wherein each node in the user access tree corresponds to different click object information respectively;

determining contribution factors of each click object information to the preset behaviors according to the user access tree;

determining contribution factors of each click object information to the preset behaviors according to the user access tree comprises the following steps:

determining a shortest path from a root node of the user access tree to a node corresponding to the preset behavior;

determining the contribution factor of the click object information corresponding to the node on the shortest path to the preset behavior as a preset direct contribution factor;

traversing each node except a root node on the shortest path, taking a node with a plurality of child nodes as an initial node, and determining each path from the initial node to a leaf node of the user access tree;

taking other paths except the path from the starting node to the node corresponding to the preset behavior as indirect paths;

determining contribution factors of click object information corresponding to other nodes except the initial node on the indirect path to the preset behavior as preset indirect contribution factors;

the indirect contribution factor is less than the direct contribution factor.

2. The information processing method according to claim 1, wherein the constructing a user access tree according to click object information corresponding to a click behavior before the preset behavior and an order of click behaviors comprises:

sequentially identifying click object information corresponding to each click behavior from the preset behavior;

and if the click object information corresponding to the interrupt behavior is found, constructing a user access tree according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and the sequence of each click behavior.

3. The information processing method according to claim 1 or 2, wherein constructing the user access tree includes:

taking click object information corresponding to the one-time click behavior as a node to be inserted;

and if the same node corresponding to the click object information exists in the user access tree, discarding the node to be inserted, and taking the node corresponding to the same click object information as a parent node of the click object information corresponding to the next click behavior.

4. The information processing method according to claim 1, further comprising:

and adjusting the duration time of each activity according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in the preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity identifier.

5. The information processing method according to claim 1, further comprising:

and adjusting the position of each project entrance in each page according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in preset time and the contribution factor of each click object information to each preset behavior, and the click object information is a project identifier.

6. The information processing method according to claim 1, further comprising:

and adjusting the position of each activity entry in each page according to the contribution sum corresponding to each click object information, wherein the contribution sum is determined according to the type of each preset behavior in preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity entry identifier.

7. The information processing method according to any one of claims 4 to 6, wherein the total contribution sum corresponding to each click object information is determined by:

multiplying the contribution weight corresponding to the type of the preset behavior by a contribution factor of the click object information to the preset behavior, and determining the contribution value of the click object information to the preset behavior;

and respectively calculating the sum of the contribution values of each click object information to all preset behaviors in the preset time as the sum of the corresponding contributions of each click object information.

8. The information processing method according to claim 1 or 2, wherein the obtaining of click object information corresponding to each click behavior of the user comprises: receiving click object information which is sent by a client and corresponds to each click behavior of a user;

the client side initiates a click object information acquisition request to a database system in response to each click behavior of the user, and acquires the click object information from the database system, wherein the click object information corresponding to each click behavior of the user comprises a page identifier and position information of a clicked page, and the page comprises a webpage or an application APP page.

9. An information processing apparatus characterized by comprising:

the information acquisition unit is used for acquiring click object information corresponding to each click behavior of the user;

the model building unit is used for responding to the preset behavior of a user, building a user access tree according to click object information corresponding to click behaviors before the preset behavior and the sequence of the click behaviors, wherein each node in the user access tree corresponds to different click object information;

the information tracing unit is used for determining contribution factors of each click object information to the preset behaviors according to the user access tree;

the information tracing unit is configured to determine a shortest path from a root node of the user access tree to a node corresponding to the preset behavior, determine a contribution factor of click object information corresponding to the node on the shortest path to the preset behavior as a preset direct contribution factor, traverse each node except the root node on the shortest path, use a node having a plurality of child nodes as a start node, determine each path from the start node to a leaf node of the user access tree, use other paths except the path from the start node to the node corresponding to the preset behavior as indirect paths, and determine a contribution factor of click object information corresponding to other nodes except the start node on the indirect paths to the preset behavior as a preset indirect contribution factor, where the indirect contribution factor is smaller than the direct contribution factor.

10. The information processing apparatus according to claim 9,

the model construction unit is used for sequentially identifying click object information corresponding to each click behavior from the preset behavior, and constructing the user access tree according to the click object information corresponding to each click behavior from the interrupt behavior to the preset behavior and the sequence of each click behavior under the condition that the click object information corresponding to the interrupt behavior is found.

11. The information processing apparatus according to claim 9 or 10, wherein the model building unit is configured to take click object information corresponding to one click behavior as a node to be inserted, discard the node to be inserted when a node corresponding to the same click object information already exists in the user access tree, and take the node corresponding to the same click object information as a parent node of click object information corresponding to a next click behavior.

12. The information processing apparatus according to claim 9, characterized by further comprising:

the first information adjusting unit is used for adjusting the duration time of each activity according to the contribution sum corresponding to each click object information, the contribution sum is determined according to the type of each preset behavior in the preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity identifier.

13. The information processing apparatus according to claim 9, characterized by further comprising:

and the second information adjusting unit is used for adjusting the positions of the project entries in the pages according to the contribution sum corresponding to the clicking object information, the contribution sum is determined according to the types of the preset behaviors in the preset time and the contribution factors of the clicking object information to the preset behaviors, and the clicking object information is a project identifier.

14. The information processing apparatus according to claim 9, characterized by further comprising:

and the third information adjusting unit is used for adjusting the position of each activity entry in each page according to the contribution sum corresponding to each click object information, the contribution sum is determined according to the type of each preset behavior in preset time and the contribution factor of each click object information to each preset behavior, and the click object information is an activity entry identifier.

15. The information processing apparatus according to any one of claims 12 to 14,

the sum of the corresponding contributions of the click object information is the sum of the contribution values of the click object information to all the preset behaviors in the preset time, and the contribution value of the click object information to the preset behaviors is the contribution weight corresponding to the type of the preset behaviors multiplied by the contribution factor of the click object information to the preset behaviors.

16. The information processing apparatus according to claim 9 or 10, wherein the information acquisition unit is configured to receive click object information corresponding to each click behavior of the user sent by the client;

17. An information processing system, comprising:

the information processing apparatus of any one of claims 9 to 16;

a client; and

a database system;

the client is used for responding to each click behavior of a user to initiate a click object information acquisition request to a database system, receiving click object information corresponding to each click behavior of the user returned by the database system, and sending the click object information to the information processing device, wherein the click object information acquisition request comprises a page identifier and position information of a clicked page, and the page comprises a webpage or an application APP page;

the database system is used for storing the corresponding relation among the page identification, the page position information and the click object information, receiving a click object information acquisition request sent by the client and returning the click object information corresponding to each click behavior of the user to the client.

18. The information processing system according to claim 17,

the database system is also used for responding to a request of the information processing device for adjusting the positions of the activity entry and the project entry in each page, and updating the corresponding relation of the position information of the page and the click object information.

19. An information processing apparatus characterized by comprising:

a memory; and

a processor coupled to the memory, the processor configured to perform the information processing method of any of claims 1-8 based on instructions stored in the memory device.

20. A computer-readable storage medium, on which a computer program is stored which, when being executed by a processor, carries out the steps of the method of claims 1 to 8.