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Models of user engagement

Web Mining Researcher at Universitat Pompeu Fabra; Yahoo! research
Jul. 18, 2012
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Models of user engagement

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  6. =%&%' •  UA344;+-44H,A'+ •  6DH5+0V!!G+W+0X+D*&'*+ •  <V+YZ+*$-&*+['4/+UA344;+A(F+'A(F4/H5+*&H&)-&F+-4+)4I&'+IA'$4D*+-5N&*+ •  <+&(2A2&/&(-+/&-'$)*+-3A-+)AN-D'&*+F$%&'&(-+&(2A2&/&(-+A*N&)-*+ 8+&$53595.>' !"  Z-DF5$(2+F$%&'&()&*+4[+&(2A2&/&(-+/&-'$)*+ 0"  Z-DF5$(2+F$%&'&()&*+$(+*$-&+&(2A2&/&(-+ >"  #&T($(2+/4F&H*+4[+D*&'+&(2A2&/&(-+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ ?+
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  9. C56*9%,(&>' aY*&'*+ bD/,&'+4[+F$*R()-+D*&'*+ ac$*$-*+ bD/,&'+4[+I$*$-*+ a7H$)B*+ bD/,&'+4[+)H$)B*+ D4<E(&>' 7H$)B#&N-3+ :I&'A2&+(D/,&'+4[+NA2&+I$&.*+N&'+I$*$-"+ #.&HHQ$/&:+ :I&'A2&+R/&+N&'+I$*$-+ F5>%9&>' :)RI&#A5*+ bD/,&'+4[+FA5*+A+D*&'+I$*$-&F+-3&+*$-&+ d&-D'(dA-&+ bD/,&'+4[+R/&*+A+D*&'+I$*$-&F+-3&+*$-&+ #.&HHQ$/&1+ :I&'A2&+R/&+A+D*&'+*N&(F+4(+-3&+*$-&"+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ `+
  10. #Clicks SA  !"-=)'$*%"#7'-'5#Q0#14=)45#T1&U# 15 QRSS5#VW#PD#4,-=4# Popularity QA  J',)9+,4=#3=-),$4#$%))=&'*%"4# 10 #Visits Count 14,">#G="7'&&#-'1#)'"K# $%))=&'*%"#MXN# 5 WA  X,"-)'#Y#RAZS5#X,"-=)#Y#RAQW# #Users 0 -1 -0.5 0 0.5 1 Value ActiveDays Loyalty ReturnRate DwellTimeL DwellTimeA G(.$'45,,+9%<5-)'B(&$(-'' ClickDepth Activity /+&,(4'.,5*6)H'' 9+))'45,,+9%<5-)'A+&B++-"' ClickDepth DwellTimeA DwellTimeL ReturnRate ActiveDays #Users #Visits #Clicks Activity Loyalty Popularity 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !V+
  11. _I&'5-3$(2+$*+*BA-&A,H&""+,5+:efgK+ I(&+)'3(?+,0' _(2A2&/&(-+D(F&'+-3&+ /$)'4*)4N&"+
  12. J%/+)' I+%,4$' Y*&'*+*N&(F+/D)3+ Y*&'*+)4/&+ R/&+N&'+I$*$-+ ['&hD&(-H5+A(F+F4+ (4-+*-A5+H4(2+ I54(%9'/+3(%' I6+4(%9' Y*&'*+)4/&+ Y*&'*+)4/&+$(+ ['&hD&(-H5+A(F+ AI&'A2&+4(H5+4(&+ *-A5+H4(2+ R/&+ I+,E(4+' K+B)' Y*&'*+I$*$-+*$-&G+$[+ Y*&'*+)4/&+ '&hD$'&F+ N&'$4F$)AHH5+ !4#,-#@%44,(&=#-%#3%7=&#-.=4=#$.')'$-=),4*$4[& 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !0+
  13. ;)+,)'%-3'F5>%9&>' Groups #Days with a visit •  Z$-&*+3AI&+F$%&'&(-+D*&'+2'4DN*+ Tourists 1 day Interested 2-4 days •  i'4N4'R4(+4[+D*&'+2'4DN*+$*+*$-&=F&N&(F&(-+ Average 5-8 days Active 9-15 days VIP >15 days 3=7,'# M4@=$,'&#=;="-4N# 3=7,'5# ="-=)-',"3="-# 7',&U#'$*;,-U5# 0 20 40 60 80 100 "';,>'*%"# 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !>+
  14. @(/+'%-3'C56*9%,(&>' •  Z$-&+&(2A2&/&(-+)A(+,&+N&'$4F$)+4'+)4(-A$(*+N&AB*+ •  i4NDHA'$-5+$*+$(jD&()&F+,5+$(-&'(AH+A(F+&O-&'(AH+[A)-4'*+ 3',&5#4%$,'&# 4.%@@,">5# 3=7,'# ="-=)-',"3="-# 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !K+
  15. 853+9)'5:'*)+,' +-.%.+/+-&' #A(,4A'F+24&*+[4'+A+.AHB"""+,5+2.AA'++
  16. L$%99+-.+' •  X&A*D'$(2+D*&'+&(2A2&/&(-+.$-3+&(2A2&/&(-+/&-'$)*+ M:'>5*'6,5E(3+'%-'5-9(-+')+,E(4+N' •  k4.+F4+54D+B(4.+.3$)3+&(2A2&/&(-+IAHD&*+$(F$)AR(2+*D))&**S[A$HJ+ •  Q3&'&+A'&+*&'I$)&*+-3A-+A'&+*$/$HA'+-4+54D'*J+ •  l3$)3+&(2A2&/&(-+/&-'$)*+A'&+$/N4'-A(-+[4'+54DJ+ •  Q3&'&+A'&+)3A(2&*+$(+&(2A2&/&(-+4I&'+R/&+A(F+.$-3$(+D*&'+2'4DN*J+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !?+
  17. J+-+,%9'/53+9)' ;)+,OA%)+3'/53+9)' @(/+OA%)+3'/53+9)' #$/&(*$4(*+ =+ @+D*&'+2'4DN*+ .&&BFA5*G+.&&B&(F+ <+/&-'$)*+ <+/&-'$)*+N&'+D*&'+ <+/&-'$)*+N&'+R/&+*NA(+ 2'4DN+ a#$/&(*$4(*+ <+ KV+ !?+ e&'(&H+B=/&A(*+.$-3++ e&(FAHH+-AD+'A(B+)4''&HAR4(+B&'(&H+ b,+4[+)HD*-&'*+,A*&F+4(+&$2&(IAHD&+F$*-'$,DR4(+4[+B&'(&H+/A-'$O+ Z$2($T)A(-+/&-'$)+IAHD&*+.$-3+e'D*BAH=lAHH$*SC4([&'4(($+ a7HD*-&'*+ mX4F&H*n+ ?+ g+ @+ :(AH5*$(2+)HD*-&'+)&(-'4$F*+o+/4F&H*+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !g+
  18. !  i4NDHA'$-5+A(F+H45AH-5+A'&+$(jD&()&F+,5+&O-&'(AH+ popularity loyalty [#Users] [ReturnRate] A(F+$(-&'(AH+[A)-4'*++ •  &"2"+['&hD&()5+4[+ND,H$*3$(2+(&.+$([4'/AR4(G+ &I&(-*G+N&'*4(AH+$(-&'&*-*+ activity activity [ClickDepth] [DwellTimeA] !  :)RI$-5+F&N&(F*+4(+-3&+*-'D)-D'&+4[+-3&+*$-&+ ,"-=)=4-94@=$,$# popularity activity activity loyalty [ClickDepth] [DwellTimeA] @=),%7,$# model mg6 model mg5 -- 3=7,'# model mg4 model mg3 -- -- -- ++ ++ -- model mg2 ++ model mg1 ++ =9$%33=)$=5# $%">1)'*%"# average ++ high - - low 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !<+
  19. ;)+,OA%)+3'PQ'/53+9)R' @(/+OA%)+3'PS'/53+9)R' •  X4F&H*+,A*&F+4(+&(2A2&/&(-+N&'+ •  X4F&H*+,A*&F+4(+&(2A2&/&(-+4I&'+ D*&'+2'4DN+ .&&BFA5*+A(F+.&&B&(F+ "';,>'*%"# >'3=5#4@%)-# .%((,=45# 7',&U#"=+4# popularity activity loyalty user groups ,"-=)=4-94@=$,$# model mu7 -- T model mu6 popularity activity loyalty -- T,I model mu5 T,I,N,A model mt5 {wd}++ model mu4 ++ T,I,N,A,V model mt4 {wd}++ {wd}++ model mu3 ++ T,I,N,A,V model mt3 {we}++ {we}++ model mu2 ++ ++ T,I,N,A,V model mt2 {we}++ {wd}++ model mu1 ++ T,I,N,A,V model mt1 {we}++ {we}++ average ++ high - - low from T to V: increasing decreasing average ++ high {wd} weekdays {we} weekends !  Z$-&*+4[+-3&+*A/&+-5N&+m&"2"+/A$(*-'&A/+/&F$An+F4+(4-+(&)&**A'$H5+,&H4(2+-4+-3&+ *A/&+/4F&H+ !  Q3&+2'4DN*+4[+/4F&H*+F&*)'$,&+F$%&'&(-+A*N&)-*+4[+&(2A2&/&(-G+$"&"+-3&5+A'&+ $(F&N&(F&(-+['4/+&A)3+4-3&'+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ !`+
  20. •  p'4DN*+4[+/4F&H*+A'&+$(F&N&(F&(-+['4/+&A)3+4-3&'+ J+-+,%9' ;)+,' @(/+' J+-+,%9' V"VV+ >"@V+ K"0>+ ;)+,' >"@V+ V"VV+ K"0@+ @(/+' K"0>+ K"0@+ V"VV+ •  _OA/NH&M+X4F&H+/*1+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#@%@1&'),-U#'"7#'$*;,-U#,"#'&&#14=)#>)%1@45#,"$)='4,">#&%U'&-U^# •  @Vq+-4+/4F&H+/&1++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#@%@1&'),-U#%"#+==K="74#'"7#.,>.#&%U'&-U#%"#+==K7'U4^# •  @Vq+-4+/4F&H+/&7+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#'$*;,-U#'"7#&%U'&-U#%"#+==K="74^# 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ 0V+
  21. !  Y*&'+&(2A2&/&(-+$*+)4/NH&O+A(F+*-A(FA'F+/&-'$)*+)AN-D'&+4(H5+A+NA'-+4[+$-+ !  Q3&'&+A'&+*$-&*+.$-3+*$/$HA'+A(F+F$%&'&(-+&(2A2&/&(-+)3A'A)-&'$*R)*+ !  _(2A2&/&(-+F&N&(F+AH*4+4(+D*&'*+A(F+R/&+ K+T&' •  1A'2&+*)AH&+FA-A+A(AH5*$*+-4+,D$HF+A+-AO4(4/5+4[+/4F&H*+4[+D*&'+&(2A2&/&(-+ •  Y*&'+F&/42'AN3$)*G+R/&+4[+-3&+FA5G+2&4=H4)AR4(G+&-)+ •  r(-&'A)R4(*+,&-.&&(+/4F&H*+A(F+*$-&*+ 6A(&L&+1&3/A((+ #&T($R4(G+)3A'A)-&'$*R)*+A(F+/&A*D'&/&(-*+ 0!+
  22. 6A(&L&+1&3/A(( + +T'"=C=A2=.3'""_>3`A7=# ## # # # #+++AB'"=C=9&=.3'""A7=# X4D($A+1AH/A* + +3%1",'_'$3A%)># _HAF+U4/=Q4I + + +=&'7U-_U'.%%A$%3# p&4'2&+#DN'&- + +>71@)=-_U'.%%9,"$A$%3# 6A(&L&+1&3/A((+ b&-.4'B&F+Y*&'+_(2A2&/&(-+ 00+
  23. ]!^+:"+1"+:FA/$)"+Q3&+Z/AHH+l4'HF+l&,"+_7#1G+KK>sK@0G+!```"+ ]0^+:"=1"+CA'A,A*$G+d"+:H,&'-G+A(F+k"+6&4(2"+Z)AH&=['&&+)3A'A)-&'$*R)*+4[+'A(F4/+(&-.4'B*M+Q3&+-4N4H425+4[+-3&+.4'HF=.$F&+.&,"+_H*&I$&'G+0VVV"+ ]>^+Q"+C&ADI$*A2&"+Q3&+F5(A/$)*+4[+N&'*4(AH+-&''$-4'$&*+4(+-3&+.&,"+k5N&'-&O-G+0VV`"+ ]K^+1"=#"+7A-H&F2&G+A(F+6"=_"+i$-B4."+73A'A)-&'$E$(2+C'4.*$(2+Z-'A-&2$&*+$(+-3&+l4'HF=l$F&+l&,"+74/ND-&'+b&-.4'B*+A(F+rZ#b+Z5*-&/*G+!``@"+ ]@^+t"+73$&'$)3&uG+d"+eD/A'G+A(F+:"+Q4/B$(*"+Z-4)3A*R)+/4F&H*+[4'+-A,,&F+,'4.*$(2"+lllG+0K!s0@VG+0V!V"+ ]?^+:"+73/$&HG+e"+e4.AH*BAG+A(F+6"+:"+k4!H5*-"+Z)AH$(2+4[+3D/A(+,&3AI$4'+FD'$(2+N4'-AH+,'4.*$(2"+i35*"+d&I"+_G+<VMV??!00G+0VV`"+ ]g^+:"+74)B,D'(+A(F+C"+X)B&(E$&"+l3A-+F4+.&,+D*&'*+F4J+:(+&/N$'$)AH+A(AH5*$*+4[+.&,+D*&"+64D'(AH+4[+kD/A(=74/ND-&'+Z-DF$&*G+0VVV"+ ]<^+Z"+#$HH+A(F+&-+AH"+Z&H[=*$/$HA'$-5+$(+-3&+.&,"+:7X+Q'A(*"+r(-&'(&-+Q&)3(4H"G+0V@s00>G+0VV0"+ ]`^+i"+_'F4+v*G+:"+d+w&(5$+x(+dA(F4/+p'AN3*"+r"+iD,H$)AR4(&*+XA-3&/AR)A&"+?M0`V=0`gG+!`@`"+ ]!V^+6"+kDA(2G+d"+l"+l3$-&G+A(F+Z"+Q"+#D/A$*"+b4+)H$)B*G+(4+N'4,H&/M+D*$(2+)D'*4'+/4I&/&(-*+-4+D(F&'*-A(F+A(F+$/N'4I&+*&A')3"+7krG+!00@s!0>KG+0V!!"+ ]!!^+6"+1&3/A((G+X"+1AH/A*G+_"+U4/=Q4I+A(F+p"+#DN'&-"+X4F&H*+4[+Y*&'+_(2A2&/&(-+YX:iG+0V!0"+ ]!0^+1"+1$G+l"+73DG+6"+1A(2[4'FG+A(F+y"+lA(2+Y(,$A*&F+xz$(&+_IAHDAR4(+4[+74(-&O-DAH=,A(F$-=,A*&F+b&.*+:'R)H&+d&)4//&(FAR4(+:H24'$-3/*+lZ#XG+0V!!"+ ]!>^+X"+d"+X&$**G+t"+X&()E&'G+Z"+t4'-D(A-4G+:"+tHA//$($G+A(F+:"+c&*N$2(A($"+dA(B$(2+.&,+*$-&*+.$-3+'&AH+D*&'+-'A{)"+lZ#XG+0VV<"+ ]!K^+X"+X&$**G+C"+p4()AHI&*G+6"+dA/A*)4G+:"+tHA//$($G+A(F+t"+X&()E&'"+:2&(-*G+C44B/A'B*+A(F+7H$)B*M+:+-4N$)AH+/4F&H+4[+l&,+(AI$2AR4("+k5N&'-&O-G+0V!V"+ ]!@^+X"+_"+6"+b&./A("+Q3&+*-'D)-D'&+A(F+[D()R4(+4[+)4/NH&O+(&-.4'B*"+Zr:X+d&I$&.G+K@m0nM!?gs0@?G+0VV>"+ ]!?^+k"+1"+x|C'$&(+A(F+_"+p"+Q4/*"+l3A-+$*+D*&'+&(2A2&/&(-J+:+)4()&N-DAH+['A/&.4'B+[4'+F&T($(2+D*&'+&(2A2&/&(-+.$-3+-&)3(4H425"+6:ZrZQG+0VV<"+ ]!g^+_"+Q"+i&-&'*4(+A(F+6"+7A''A,$*"+X&A*D'$(2+-3&+$//&A*D'A,H&M+c$*$-4'+&(2A2&/&(-"+Q&)3($)AH+'&N4'-G+l&,+:(AH5R)*+#&/5*RT&FG+0VV<"+ ]!<^+l"+d&I&HH&"+k$&'A')3$)AH+7HD*-&'+:(AH5*$*+A(F+-3&+r(-&'(AH+Z-'D)-D'&+4[+Q&*-*"+!KM@gsgKG+!`g`"+ ]!`^+X"+c"+Z$/B$(+A(F+c"+i"+d45)34.F3D'5"+:+-3&4'5+4[+.&,+-'A{)"+_D'4N35*"+1&L"G+0VV<"+ ]0V^+Q"+l"+cAH&(-&G+e"+74'4(2&*G+7"+1AB4(G+A(F+_"+74*-&(,AF&'+k4.+74''&HA-&F+:'&+b&-.4'B+7&(-'AH$-5+X&A*D'&*J+0<m!nM!?s0?G+0VV<"+ ]0!^+y"+lDG+e&UDG+A(F+y"+lA(2"+x(+-3&+2'4.-3+4[+$(-&'(&-+ANNH$)AR4(+j4.*M+:+)4/NH&O+(&-.4'B+N&'*N&)RI&"+rbtx7xX"+r___G+0V!!"+ ]00^+#"=6"+lAL*G+A(F+Z"=k"+Z-'42A-E"+74HH&)RI&+F5(A/$)*+4[+|*/AHH=.4'HF|+(&-.4'B*"+bA-D'&G+KKVsKK0G+!``<"+ ]0>^+i"+#D,'45G+A(F+d"+CAHAB'$*3(A("+:+*-DF5+4[+-A,,&F+,'4.*$(2+A/4(2+/4E$HHA+T'&[4O+D*&'*"+7kr+}!VG+?g>=?<0G+0V!V"+ ]0K^+k"+x,&(F4'[G+k"+l&$('&$)3G+_"+k&'F&'G+A(F+X"+XA5&'"+l&,+NA2&+'&I$*$-AR4(+'&I$*$-&FM+$/NH$)AR4(*+4[+A+H4(2=-&'/+)H$)B=*-'&A/+*-DF5+4[+,'4.*&'+D*A2&"+7kr+}!VG+@`g=?V?G+0VVg"+ 6A(&L&+1&3/A((+ b&-.4'B&F+Y*&'+_(2A2&/&(-+ 0>+
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