Ira Haimowitz, Nuno Santo Pfizer Business Technology/Information Science

1. Agent Mediated Knowledge Management for Tracking Internet Behavior AAAI 2003Spring Symposium SeriesMarch 24, 2003 Ira Haimowitz, Nuno Santo Pfizer Business Technology/Information Science

2. Disclaimers • No Personally Identifiable Information • HIPAA Compliant • Results viewed in aggregate • Analysis – no DB scoring Consumer Internet Visit Behavior Sources Web Sites Calls-to-Action e-Mail Program New Prescriptions Rebate Offer Search Engines On-line Promotion RxDrug.com Specific Web Page Print, TV Promotion

3. Business Challenge • Systematic approach to deriving business intelligence across a dynamic set of consumer internet sites • Centralizing data collection and analytic measurement methodologies • Communicating analytic and business findings to the internet management organization both from a marketing and technical perspective

4. Source Web Site Calls-to-Action e-Mail Program New Prescriptions Rebate Offer Search Engines Organizational Interaction On-line Promotion RxDrug.com Specific Web Page Print, TV Promotion Our Approach: The Need for Agent-Mediated KM Agent Mediation Stat. Process Control on Measurement Ontology Stereotype Agent Alerts Developing an analytic “Measurement Ontology” to understand visitor behaviors KM System KM Ontology Business Impact

5. Internet Behavior Measurement Ontology We have defined an ontology of internet behaviors to track for our KM system • Let us define a visit to a web site as a sequence of requested files V = (f1, f2, …, fm). • A segment Si is a set of pages {pi1, …., pin} belonging to a common content area, coupled with a threshold ki . • A path is a meaningful predefined sequence of file requests (g1, g2, …, gl). • An error applies to visit V iff the visit terminates prematurely at some file fi which cannot be served as the visitor requested.

6. Stereotypes for Context-Sensitive Alerts • We encode our agents using stereotypes based on website and job function • Marketing stereotype agent will receive email alerts about exceptional changes for relevant business segments and behaviors on a website • e.g. registrants increase by x-fold for a given period • Technical stereotype will receive email alerts about exceptional changes in the technical performance of the site • e.g. page not found errors are on the rise

7. Source Web Site Calls-to-Action Measurement Ontology e-Mail Program New Prescriptions Rebate Offer Search Engines On-line Promotion RxDrug.com Specific Web Page Print, TV Promotion Agent Mediation: SPC and email alerts • Technical Stereotype Email alert for Product A SPC

8. Brand X Brand X Brand X Brand X Disease X Disease X Disease X Brand Y Brand Y Brand Y Brand Z Brand Z Brand Z Disease X Disease X Disease X Knowledge Management Ontology • To deal with the diversity of possible decisions and actions resulting from agent discoveries, we’ve developed a KM Ontology to track the business impact of these decisions along several dimensions • Business Impact • Cost Savings • Navigation Improvement • Media Optimizations • Traffic Impact Reporting along Business Impact Dimensions • Marketing Impact • Acquisition • Retention • Loyalty • Brandings

9. Business Impact to date • As we are actively tracking the business impact resulting from our agent discoveries in our KM system, we are able to collectively share these with our internet management organization • Success Benchmarks: • We have collected approximately 50 business impact decisions across the various web sites we track which have lead to a range of significant business and technical decisions • Re-designing an entire site • Adding/removing content • Media budget re-allocation

10. Future Directions • Intelligent, customized agents • Automatic entry into Knowledge Management DB • Reduce number of agent alerts and yield a higher true-positive rate by using multivariate trend templates • Use data mining techniques on the KM system to better understand overall business impact