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Rendering website traffic data into interactive taste graph visualizations

OCAD University 100 McCaul Street Toronto, Ontario M5T 1W1, Canada

We present a method by which to convert a large corpus of website traffic data into interactive and practical taste graph visualizations. The website traffic data lists individual visitors' level of interest in specific pages across the website; it is a tripartite list consisting of anonymized visitor ID, webpage ID, and a score that quantifies interest level. Taste graph visualizations reveal psychological profiles by revealing connections between consumer tastes; for example, an individual with a taste for A may be also have a taste for B. We describe here the method by which we map the web traffic data into a form that can be displayed as interactive taste graphs, and we describe design strategies for communicating the revealed information. In the context of the publishing industry, this interactive visualization is a tool that renders the large corpus of website traffic data into a form that is actionable for marketers and advertising professionals. It could equally be used as a method to personalize services in the domains of government services, education or health and wellness.
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