BASE — Fundamentals of Web System Design
Internet has experienced an exponential growth in the 1990s. The use of the web interface to present information to users and customers has become an increasingly more popular way of doing business. Different ways of segmenting the Internet population have been developed for commercial and academic reasons. This paper explains our motivation for developing Opaque Web User Segmentation (OWUS), which is part of a larger system we have called BASE — Bipolar Attribute Segmentation Environment. BASE handles both content segmentation and presentation method segmentation. The latter is based on the theory of flow, and is designed to let web site owners give the visitors the possibility of an optimal experience. In this paper we concentrate on presentation method segmentation. OWUS is a new way of segmenting, based on the web user’s actions on web sites. OWUS performs a dynamic segmentation that calculates a unique profile for every web user. This user profile contains information on the presentation methods that the user prefers, and that enables flow for that particular individual.
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