text: While a plethora of hypertext links exist on the Web, only a small amount of them are regularly clicked. Starting from this observation, we set out to study large-scale click data from Wikipedia in order to understand what makes a link successful. We systematically analyze effects of link properties on the popularity of links. By utilizing mixed-effects hurdle models supplemented with descriptive insights, we find evidence of user preference towards links leading to the periphery of the network, towards links leading to semantically similar articles, and towards links in the top and left-side of the screen. We integrate these findings as Bayesian priors into a navigational Markov chain model and by doing so successfully improve the model fits. We further adapt and improve the well-known classic PageRank algorithm that assumes random navigation by accounting for observed navigational preferences of users in a weighted variation. This work facilitates understanding navigational click behavior and thus can contribute to improving link structures and algorithms utilizing these structures.
  @cite_37: Clickstream data are defined as the electronic record of Internet usage collected by Web servers or third-party services. The authors discuss the nature of clickstream data, noting key strengths and limitations of these data for research in marketing. The paper reviews major developments from the analysis of these data, covering advances in understanding (1) browsing and site usage behavior on the Internet, (2) the Internet's role and efficacy as a new medium for advertising and persuasion, and (3) shopping behavior on the Internet (i.e., electronic commerce). The authors outline opportunities for new research and highlight several emerging areas likely to grow in future importance. Inherent limitations of clickstream data for understanding and predicting the behavior of Internet users or researching marketing phenomena are also discussed.
  @cite_28: Clickstream data provide information about the sequence of pages or the path viewed by users as they navigate a website. We show how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing. We estimate this model using data from a major online bookseller. Our results show that the memory component of the model is crucial in accurately predicting a path. In comparison, traditional multinomial probit and first-order Markov models predict paths poorly. These results suggest that paths may reflect a user's goals, which could be helpful in predicting future movements at a website. One potential application of our model is to predict purchase conversion. We find that after only six viewings purchasers can be predicted with more than 40 accuracy, which is much better than the benchmark 7 purchase conversion prediction rate made without path information. This technique could be used to personalize Web designs and product offerings based upon a user's path.
  @cite_9: This paper presents an approach to automatically optimizing the retrieval quality of search engines using clickthrough data. Intuitively, a good information retrieval system should present relevant documents high in the ranking, with less relevant documents following below. While previous approaches to learning retrieval functions from examples exist, they typically require training data generated from relevance judgments by experts. This makes them difficult and expensive to apply. The goal of this paper is to develop a method that utilizes clickthrough data for training, namely the query-log of the search engine in connection with the log of links the users clicked on in the presented ranking. Such clickthrough data is available in abundance and can be recorded at very low cost. Taking a Support Vector Machine (SVM) approach, this paper presents a method for learning retrieval functions. From a theoretical perspective, this method is shown to be well-founded in a risk minimization framework. Furthermore, it is shown to be feasible even for large sets of queries and features. The theoretical results are verified in a controlled experiment. It shows that the method can effectively adapt the retrieval function of a meta-search engine to a particular group of users, outperforming Google in terms of retrieval quality after only a couple of hundred training examples.
  @cite_29: Understanding how users behave when they connect to social networking sites creates opportunities for better interface design, richer studies of social interactions, and improved design of content distribution systems. In this paper, we present a first of a kind analysis of user workloads in online social networks. Our study is based on detailed clickstream data, collected over a 12-day period, summarizing HTTP sessions of 37,024 users who accessed four popular social networks: Orkut, MySpace, Hi5, and LinkedIn. The data were collected from a social network aggregator website in Brazil, which enables users to connect to multiple social networks with a single authentication. Our analysis of the clickstream data reveals key features of the social network workloads, such as how frequently people connect to social networks and for how long, as well as the types and sequences of activities that users conduct on these sites. Additionally, we crawled the social network topology of Orkut, so that we could analyze user interaction data in light of the social graph. Our data analysis suggests insights into how users interact with friends in Orkut, such as how frequently users visit their friends' or non-immediate friends' pages. In summary, our analysis demonstrates the power of using clickstream data in identifying patterns in social network workloads and social interactions. Our analysis shows that browsing, which cannot be inferred from crawling publicly available data, accounts for 92 of all user activities. Consequently, compared to using only crawled data, considering silent interactions like browsing friends' pages increases the measured level of interaction among users.
  @cite_42: 
  @cite_1: Search sessions consist of a person presenting a query to a search engine, followed by that person examining the search results, selecting some of those search results for further review, possibly following some series of hyperlinks, and perhaps backtracking to previously viewed pages in the session. The series of pages selected for viewing in a search session, sometimes called the click data, is intuitively a source of relevance feedback information to the search engine. We are interested in how that relevance feedback can be used to improve the search results quality for all users, not just the current user. For example, the search engine could learn which documents are frequently visited when certain search queries are given. In this article, we address three issues related to using click data as implicit relevance feedback: (1) How click data beyond the search results page might be more reliable than just the clicks from the search results page; (2) Whether we can further subselect from this click data to get even more reliable relevance feedback; and (3) How the reliability of click data for relevance feedback changes when the goal becomes finding one document for the user that completely meets their information needs (if possible). We refer to these documents as the ones that are strictly relevant to the query. Our conclusions are based on empirical data from a live website with manual assessment of relevance. We found that considering all of the click data in a search session as relevance feedback has the potential to increase both precision and recall of the feedback data. We further found that, when the goal is identifying strictly relevant documents, that it could be useful to focus on last visited documents rather than all documents visited in a search session.
  @cite_17: In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and nonlinear, and the differential effect of each successive ad exposure is initially negative, though nonlinear, and levels off at higher levels of passive ad exposures. Further, significant correlations between session and consumer click proneness and banner exposure sensitivity suggest gains from repeated banner exposures when consumers are less click prone. For a particular number of sessions, more clicks are generated from consumers who revisit over a longer period of time, than for those with the same number of sessions in a relatively shorter timeframe. We also find that consumers are equally likely to click on banner ads placed early or late in navigation path and that exposures have a positive cumulative effect in inducing click-through in future sessions. Our results have implications for online advertising response measurement and dynamic ad placement, and may help guide advertising media placement decisions.
  @cite_21: Abstract Using the clickstream data recorded in Web server log files, the authors develop and estimate a model of the browsing behavior of visitors to a Web site. Two basic aspects of browsing behavior are examined: (1) the visitor’s decisions to continue browsing (by submitting an additional page request) or to exit the site and (2) the length of time spent viewing each page. The authors propose a type II tobit model that captures both aspects of browsing behavior and handles the limitations of server log-file data. The authors fit the model to the individual-level browsing decisions of a random sample of 5000 visitors to the Web site of an Internet automotive company. Empirical results show that visitors’ propensity to continue browsing changes dynamically as a function of the depth of a given site visit and the number of repeat visits to the site. The dynamics are consistent both with “within-site lock-in” or site “stickiness” and with learning that carries over repeat visits. In particular, repeat vis...
  @cite_15: 
  @cite_16: We show that incorporating user behavior data can significantly improve ordering of top results in real web search setting. We examine alternatives for incorporating feedback into the ranking process and explore the contributions of user feedback compared to other common web search features. We report results of a large scale evaluation over 3,000 queries and 12 million user interactions with a popular web search engine. We show that incorporating implicit feedback can augment other features, improving the accuracy of a competitive web search ranking algorithms by as much as 31 relative to the original performance.
  @cite_11: The performance of web search engines may often deteriorate due to the diversity and noisy information contained within web pages. User click-through data can be used to introduce more accurate description (metadata) for web pages, and to improve the search performance. However, noise and incompleteness, sparseness, and the volatility of web pages and queries are three major challenges for research work on user click-through log mining. In this paper, we propose a novel iterative reinforced algorithm to utilize the user click-through data to improve search performance. The algorithm fully explores the interrelations between queries and web pages, and effectively finds "virtual queries" for web pages and overcomes the challenges discussed above. Experiment results on a large set of MSN click-through log data show a significant improvement on search performance over the naive query log mining algorithm as well as the baseline search engine.
summary: Our work is also broadly connected to research studying click data in other contexts, e.g., characterizing user behavior and sybil detection in online social networks @cite_29 @cite_15 , improving search engine ranking functions @cite_9 @cite_11 @cite_42 @cite_16 @cite_1 , and marketing and next purchase prediction @cite_17 @cite_37 @cite_21 @cite_28 . However, these do not cover the specifics of large-scale information networks such as Wikipedia.