Rethinking Faceted Navigation for Online Marketing (2008)
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Rethinking Faceted Navigation for Online Marketing (2008)

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Rethinking Faceted Navigation for Online Marketing (2008) Rethinking Faceted Navigation for Online Marketing (2008) Presentation Transcript

  • Rethinking Faceted Navigation For Online Marketing September 2008
  • New rules• People get to your site from Google – By following paid or organic links• The visitor goes straight to a landing page• The goal is to get them to characterize and then identify themselves – By answering a call to action Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • This changes a basic assumptionof faceted navigation Tired: drive traffic Home page to start page, users zoom in Wired: drive traffic Landing page to landing page, (article) users zoom out then back in Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • We can refactor faceted navigationto accommodate this shift• Zooming out from a landing page replaces zooming in from a start page – Because the user starts from (roughly) where they want to be, we can make assumptions about their interests immediately• Still faceted, but presentation and representation can be radically different than the norm Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Faceted navigation supports twoways to zoom out “See more by {facet} …” Related articles page (depth = n - 1) “Learn more about {facet value} …” Topic page FV1 (depth = 1) FV2 FV1 … FV2 FVn … FVn Article(depth = n) FV1 FV2 … FVn Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Use standard facets/attributes forpersonalization + categorization• People are • Content is characterized by: characterized by: – Perspectives – Genres – Dates – Goals (= Problems ) – Sources – Preconditions ( = – Named entities Constraints) • Concepts – Decision making phases • Persons • R&D • Organizations • Downselecting vendor • Events • Preapproval • Places • Objects • Committed – Popularity – Ranking – Marketing programs Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Model the web site as a semilattice All web site content { FV1 } { FVi } { FVj } { FVn } { FVi, FVj } { FVi, FVn } Article1 Articlem Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Collapse the semilattice byremoving intermediate nodesTopic page1 Topic pagei Topic pagej Topic pagen Related articles pagei,j Related articles pagei,n Article1 Articlem Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Add edges between topic andarticle pagesTopic page1 Topic pagei Topic pagej Topic pagen Related articles pagei,j Related articles pagei,n Article1 Articlem Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Article page Title CTA See more by CTA (facet) Content CTA Learn more about (topic) Comments Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Related articles page Facet Values Visualization CTA Learn more about CTA (topic) Articles CTA Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Topic page Visitor Visualization CTA Editorial content CTA Articles CTA Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Impact on nimbleness• Effort reduced to three steps – Upload/bookmark and tag content • Learn to predict tags and visitor characteristics – Bin tags into facets – Create ads to drive traffic to landing pages• Visualization becomes automatic – Related article visualization automatically mapped to facet • E.g., place = Gmap, date = timeline, subject = streamgraph – Topic visualization automatically generated from usage and visitor characteristics • “Who’s interested in this topic?” – We can even provide visualization of collapsed semilattice as tripartite graph in 3D Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Impact on scalability• All pages can be precomputed and cached – Collapsing eliminates combinatorial explosion of expensive-to-compute intermediate nodes – # pages to cache ≤ (# articles * (# facets + 1)) + # topics• Can punt on free text search – Use Google/Yahoo/MSN instead • Isn’t that how visitors got there in the first place? Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Impact on easiness• All pages relevant to a landing page are two clicks away – Modulo paging and ranking• Loss of fine-grained zoom – Can be restore by not collapsing semilattice, at cost of ability to precompute and cache all pages• Can we expand approach to accommodate: – Hierarchical facets? – Pivoting? Copyright © 2008 Siderean Software, Inc. All rights reserved.
  • Impact on driving action• CTA on every page – Appropriate to context and visitor characteristics – The need to fill out a form is reduced to providing contact information (email, phone, handle) • Page metadata provides implicit user characterization• Every page SEO’d – Easy to crawl – Easy to optimize – All original content (if site specific to one customer) Copyright © 2008 Siderean Software, Inc. All rights reserved.