WO2024194385A1 - Device and method for tracking a user accessing a website - Google Patents

Abstract

The invention relates to a method and a system (PT1) for tracking a user (UR1) accessing a website (ST1). The method comprises: receiving, from a client terminal (T1), user data (DT3) representative of the user (UR1) accessing the website via a browser client (12); obtaining, based on the user data (DT3), at least one digital fingerprint (FP1) of the user; obtaining behaviour data (DT4) representative of a behaviour of the user on the website (ST1); and recording history data (DH1) of the user based on the behaviour data (DT4) in association with said at least one digital fingerprint (FP1) so as to make it possible to track the behaviour of the user on the website (ST1).

Description

Description

Title of the invention: Device and method for tracking a user accessing a website

Technical Domain

[0001] The invention relates to the field of website tracking and more particularly concerns tracking the behavior of a user accessing a website, regardless of the resources used by the client to consult the website.

Technological background

[0002] It is essential for website owners, particularly merchant sites (or e-tailers), to be able to know which visitors access their site, how they access it and what they do during their visits. Many website tracking tools (also called audience tracking or “web tracking” tools) have been developed in recent years to enable such tracking.

[0003] Website tracking refers to various techniques for tracking Internet users as they browse websites. In other words, these techniques aim to track a customer's progress on a website. A majority of websites therefore use audience tools, such as Google Analytics® or Google Adsense®, which make it possible to aggregate information about a site's users, including the IP address of visitors (to determine their geographic location), visitor behavior (to determine the links they click on, the time spent on each page or the pages that are viewed) or information about visitors (interests, etc.).

[0004] Website tracking can be implemented for various reasons, including statistical, marketing or commercial purposes. With this tracking information, website owners can track the performance of their site, analyze customer behavior, understand their interests and adapt the content of their website accordingly, including advertising content. Merchant sites use this type of tool to create consumer profiles and encourage conversions leading to sales. By identifying the web pages that obtain the best results, e-retailers are able to direct visitors there or apply the same strategy on other pages.

[0005] Website tracking uses various tools, but their capabilities are currently limited and do not allow for satisfactory tracking of users, particularly when they use protection methods that prevent such tracking. [0006] In addition, current tracking solutions do not comply with certain rules for respecting the confidentiality of personal data (such as the general data protection regulation, known as “GDPR”, in Europe).

[0007] When a user of a website authenticates (e.g., using a user ID and password), the owner of the website can easily track the user and monitor his or her behavior. However, a user may visit a website without authenticating, either because the site does not require authentication or because the user prefers to visit the site anonymously.

[0008] It is common to use hidden trackers or spies on visited websites. Thus, the cookie technique (also called "witnesses" or "connection witnesses") is commonly used to track website users. A cookie is a file (usually small) that is stored by a server in an Internet user's terminal when the latter visits a website. This file is automatically sent back during subsequent visits to the same website. This file contains identification information (shopping cart ID, session ID, etc.). Some types of cookies are necessary for the functionalities expressly requested by the user while others generally require the user's consent before consulting the site.

[0009] However, the use of cookies is not always appreciated by users who sometimes tend to refuse their use. In addition, some users use secure web browsers that prevent the use of cookies in order to ensure user confidentiality when browsing. Furthermore, the proliferation of terminals makes it difficult to track users since the same user can use different terminals (tablet, laptop, smartphone, etc.) to access the same website several times.

[0010] The quality of tracking a user on a website therefore varies greatly depending on the situations, in particular depending on the resources used by a user to access a website or depending on the level of protection the user benefits from when accessing it. It is therefore difficult, if not impossible, today to effectively track the behavior and interests of a user on a website during one or more visits over time. Summary of the invention

[0011] One of the objects of the present invention is to solve at least one of the problems or deficiencies of the technological background described above.

[0012] In particular, an object of the present invention aims to enable efficient monitoring of a website, regardless of the resources used (browsers, protections, terminal, etc.) by users to access the website.

[0013] In particular, an object of the present invention aims to effectively track a user when he accesses a website.

[0014] For this purpose, a first aspect of the invention relates to a method for tracking a website, implemented by a tracking system, said method comprising: a) receiving, from a client terminal, user data representative of a user accessing the website via a browser client; b) obtaining, from the user data, at least one digital fingerprint of the user; c) obtaining behavioral data representative of a behavior of the user on the website; and d) recording historical data of the user from the behavioral data in association with said at least one digital fingerprint to enable tracking of the behavior of the user on the website.

[0015] Said at least one digital fingerprint can be generated by applying at least one hash function taking said user data as input.

[0016] The method according to the first aspect of the invention may include other characteristics which may be taken separately or in combination, in particular among the embodiments which follow.

[0017] According to a particular embodiment, the method comprises:

- in response to a request from the browsing client for access to the website, sending an identification module causing the browsing client to execute said identification module, wherein user data is received from the identification module.

[0018] According to a particular embodiment, the user data comprises at least one of (or both of):

- system data representative of system properties of the client terminal; and

- browser data representing properties of the browsing client.

[0019] According to a particular embodiment, said at least one digital fingerprint comprises at least one of (or both of): - a first digital fingerprint, called a system fingerprint, generated from the system data; and

- a second digital fingerprint, called a browser fingerprint, generated from browser data.

[0020] According to a particular embodiment, said at least one digital fingerprint comprises at least one of (or both of):

- a first digital fingerprint (FP1a), called system fingerprint, generated by applying a first hash function from the system data; and

- a second digital fingerprint (FP1b), called browser fingerprint, generated by applying a second hash function from the browser data.

[0021] According to a particular embodiment, the method comprises:

- generation of profile data by monitoring user behavior on the website, the profile data being representative of a consultation of at least one web page or web object; the behavior data being obtained at least from said profile data.

[0022] According to a particular embodiment, the monitoring comprises:

- detection that the user accessing the website has viewed a web page, or a web object;

- in response to said detection, updating of a counter representative of a consultation time, or a number of consultations, of at least one of:

• said web page or said web object;

• at least one piece of information constituting said web page or said web object.

[0023] According to a particular embodiment, the profile data are representative of a consultation of at least one web page, or web object, defined by at least one element of a taxonomy; in which the updated counter is representative of a consultation time, or a number of consultations, of said at least one element of the taxonomy.

[0024] According to a particular embodiment, the behavioral data comprises application data and an identifier, associated with at least one application executed by the client terminal,

[0025] the application data and the identifier being recorded in the historical data in association with the behavioral data and said at least one digital fingerprint.

[0026] According to a particular embodiment, the recording d) of the historical data comprises sending, to a customer relationship management platform, the historical data behavior in association with said at least one digital fingerprint for historization as historical data in a database.

[0027] According to a particular embodiment, steps a) to d) are repeated for each of a plurality of visits by the user to the website, in which the user's history data is updated from the behavioral data obtained in association with each digital fingerprint corresponding to said user.

[0028] According to a particular embodiment, the method comprises:

- collection of form data submitted by the user accessing the website; and

- recording the form data in the historical data in association with the at least one digital fingerprint and the behavioral data.

[0029] According to a particular embodiment, the method comprises:

- obtaining decoded data by decoding a data-enriched link through which the user accesses the website;

- recording the decoded data in the historical data in association with said at least one digital fingerprint.

[0030] In a particular embodiment, the different steps of the tracking method according to the first aspect of the invention are determined by computer program instructions. Consequently, a second aspect of the invention relates to a computer program on an information medium (or recording medium), this program being capable of being implemented in a tracking device or more generally in a computer, this program comprising instructions adapted to the implementation of the steps of a tracking method according to the first aspect of the invention.

[0031] Thus, the method of the first aspect of the invention can be implemented by means of a non-volatile memory storing computer program instructions and by means of a processor executing these instructions.

[0032] The computer program according to the second aspect may use any programming language, and be in the form of source code, object code, or intermediate code between source code and object code, such as in a partially compiled form, or in any other desirable form.

[0033] A third aspect of the invention relates to an information medium (or recording medium) readable by a processor or by a computer, and comprising instructions of a computer program according to the second aspect of the invention.

[0034] The information carrier may be any entity or device capable of storing the program. For example, the carrier may include a storage means, such as a rewritable nonvolatile memory or ROM, for example a CD-ROM or a microelectronic circuit ROM, or a magnetic recording medium, for example a floppy disk or a hard disk.

[0035] On the other hand, the information medium may be a transmissible medium such as an electrical or optical signal, which may be conveyed via an electrical or optical cable, by radio or by other means. The program according to the invention may in particular be downloaded from an Internet-type network.

[0036] Alternatively, the information carrier may be an integrated circuit in which the program is incorporated, the circuit being adapted to execute or to be used in the execution of the method in question.

[0037] A fourth aspect of the invention relates to a tracking device (or tracking device) configured to implement the tracking method of the first aspect of the invention. According to one example, the fourth aspect provides a tracking device comprising a memory associated with at least one processor configured to implement the steps of the tracking method according to the first aspect of the invention.

[0038] Thus, according to a particular example, the fourth aspect of the invention relates to a device for tracking a website, comprising:

- a reception module configured to receive, from a client terminal, user data representative of a user accessing the website via a browser client;

- a first obtaining module configured to obtain, from the user data, at least one digital fingerprint of the user;

- a second obtaining module configured to obtain behavioral data representative of user behavior on the website; and

- a history module configured to update user history data from the behavior data in association with said at least one digital fingerprint to enable tracking of user behavior on the website.

[0039] It should be noted that the various embodiments defined above (as well as those described below) in relation to the tracking method of the first aspect of the invention as well as the associated advantages apply in a similar manner to the tracking device of the fourth aspect of the invention.

[0040] For each step of the tracking method, the tracking device of the invention may comprise a corresponding module (or unit) configured to carry out said step. [0041] According to one embodiment, the invention is implemented by means of software and/or hardware components. In this regard, the term "module" (or unit) may correspond in this document to a software component, a hardware component or a set of hardware and software components. According to a particular example, the modules defined in this document correspond to software components.

[0042] A software component corresponds to one or more computer programs, one or more subprograms of a program, or more generally to any element of a program or software capable of implementing a function or a set of functions, according to what is described in this document for the module concerned. Such a software component can be executed by a data processor of a physical entity (terminal, server, gateway, router, etc.) and is likely to access the hardware resources of this physical entity (memories, recording media, communication buses, electronic input/output cards, user interfaces, etc.).

[0043] Similarly, a hardware component corresponds to any element of a hardware assembly capable of implementing a function or a set of functions, according to what is described in this document for the module concerned. It may be a programmable hardware component or one with an integrated processor for executing software, for example an integrated circuit, a smart card, a memory card, an electronic card for executing firmware, etc.

[0044] The present invention advantageously makes it possible to carry out targeted (or personalized) and effective monitoring over time of the behavior of a user on a website, regardless of the resources (client terminal, browsing client, etc.) used by the user to access the website. Such monitoring is made possible in particular by coupling the behavior data to the user in the historical data. The association of the behavior data with the digital fingerprint makes it possible to guarantee that the user is recognized reliably, if necessary at each visit of this user to the website, and this even if this user uses protection means to anonymize his accesses to the website (for example a browsing client without cookies) or uses different client terminals during several visits to the website.

[0045] The present invention makes it possible in particular to offer a CRM (customer relationship management) type system that recognizes (or qualifies) visitors to a website by using their digital fingerprints as identifiers, including unknown visitors who are not identified to the site (by login/password, or by cookie for example) and who possibly use protections against tracking or even different terminals during their visits to the site. The same user can thus be recognized at each visit. of a website without the identity of this user being known (no obligation to collect personal data (name, date of birth, etc.) or cookies).

[0046] If a user using two different terminals to access the same website authenticates with both terminals (for example by means of forms), it is then possible to associate in the history data this user with the two digital fingerprints generated for the two terminals.

[0047] It is thus possible to follow the evolution of the user's behavior data over time and to deduce relevant information on the behavior of this user on the site, such as the number of visits to the site, the user's path on each visit to the site, the user's interests, his consumption habits, etc. The invention makes it possible to centralize a set of relevant information about a user, in particular the aforementioned behavioral information.

[0048] By ensuring targeted and reliable monitoring of the user over time, the owner of the website can better understand the user profile (needs, interests, etc.), and thus adapt the content of the website accordingly, for example by creating or adapting the content according to the user profile (creation of offers or advertising content in line with the user's interests, etc.). It is thus possible to optimize the operation of a website, regardless of the field concerned or the desired goal. The system of the invention makes it possible, for example, to optimize the sales of a merchant site or to optimize the advertising revenue of any site.

[0049] In an E-learning system (online learning) for example, the system of the invention makes it possible to better monitor the behavior of a user and therefore to better understand the interests of learners. In a multimedia content sharing platform, the invention makes it possible to adapt the multimedia content offered to the same user over time according to his preferences.

Brief description of the drawings

[0050] Other characteristics and advantages of the present invention will emerge from the description of the particular and non-limiting exemplary embodiments of the present invention below, with reference to the appended figures 1 to 5, in which:

[0051] [Fig. 1] Figure 1 schematically represents an environment comprising a client terminal and a tracking device, according to at least one embodiment of the invention (“client-side” configuration); [0052] [Fig. 2] Figure 2 schematically represents the tracking device of Figure 1, according to at least one embodiment of the invention;

[0053] [Fig. 3] Figure 3 represents, in the form of a diagram, the steps of a tracking method according to at least one embodiment of the invention;

[0054] [Fig. 4] Figure 4 represents, in the form of a diagram, the steps of a tracking method according to at least one embodiment of the invention; and

[0055] [Fig. 5] Figure 5 schematically represents an environment comprising a client terminal and a tracking device, according to at least one embodiment of the invention (“server-side” configuration).

Description of the embodiments

[0056] Examples of implementation of the invention will now be described in the following with reference to FIGS. 1-5. Unless otherwise indicated, elements common or similar to several figures bear the same reference signs and have identical or similar characteristics, so that these common elements are generally not described again for the sake of simplicity.

[0057] The terms “first(s)”, “second(s)”, etc.) are used in this document by arbitrary convention to enable different elements (such as operations, devices, etc.) implemented in the embodiments described below to be identified and distinguished.

[0058] As already indicated, the present invention relates in particular to devices and methods for monitoring a website. The present invention applies to any website (or site), such as an Internet site for example or a site implemented in a network other than the Internet (Intranet site, etc.). The invention relates in particular, but not exclusively, to the monitoring of a merchant site (or e-commerce site).

[0059] As is known, a website (for example an Internet site) comprises at least one web page accessible by a web address (for example a URL for “Uniform Resource Locator”). Each web page may have variable content accessible by a user via an appropriate browser client. In particular, a web page may contain one or more web objects, such as images, text, files (for example of the PDF type), emails, etc. A website may comprise a plurality of web pages linked together by hyperlinks within the site. Consulting a website or a web page is called a visit (or consultation). A website is hosted by at least one web server, commonly called a content management system (or CMS for “Content Management System”), this server being accessible via an appropriate communication network, such as the Internet, a local Intranet network or any other network such as the Tor® network for example.

[0060] A client-server protocol, for example of the HTTP type (for “Hyper Text Transfer Protocol”), is generally used to manage communications between a web server and a client. To access a website, the client uses a browser client, namely software for consulting and displaying web sites or pages. The present invention applies to various types of browser client, for example to a web browser, to an application (for example an Android® or IOS® application), or to an email client (for example of the Outlook® or Thunderbird® type) which can be connected to a network or to the web. For example, an email client makes it possible to consult emails which constitute web objects when this email client is connected to a network or to the web.

[0061] The invention relates in particular to a tracking method (or tracking method), implemented by a tracking device (or tracking device), for tracking a website or more precisely for tracking the behavior of a user on a website. This method is based in particular on obtaining at least one digital fingerprint representative of a user accessing the website and on updating (or recording) historical data comprising user behavior data in association with the digital fingerprint. This digital fingerprint makes it possible to identify and track the behavior of a user during one or more separate visits to the website, regardless of the resources used by the user to access the website.

[0062] According to various embodiments, the tracking method comprises: a) receiving, from a client terminal, user data representative of a user accessing the website via a browser client; b) obtaining, from the user data, at least one digital fingerprint of the user; c) obtaining behavioral data representative of a behavior of the user on the website; and d) updating historical data of the user from the behavioral data in association with said at least one digital fingerprint to enable tracking of the behavior of the user on the website.

[0063] Other aspects and advantages of the present invention will emerge from the exemplary embodiments described below with reference to the drawings mentioned above. [0064] Figure 1 schematically represents an environment comprising a tracking device PT 1 capable of cooperating with a client terminal T 1 of a user UR1. The device PT 1 and the client terminal T1 together form a system denoted SY1 (configuration “clientside”).

[0065] More specifically, the tracking device PT 1 is a platform, a system or computer means (comprising for example a server) configured to manage a website denoted ST 1. This platform (software and/or hardware) constitutes in this example a content management system (CMS) of the website ST1. The platform PT1 is hereinafter called “system” “or CMS system” for purely illustrative purposes.

[0066] The system PT 1 manages the access of users (or clients), including the user UR1, to the website ST 1. As already indicated, the content and nature of this website ST 1 may vary depending on the case. The website ST 1 comprises at least one web page 32 which itself comprises content, namely at least one web object 34. The website ST 1 may thus comprise a plurality of web pages 32 linked together by hyperlinks. Each web page 32 may comprise various types of web object, such as images, text, emails, files, data layers, etc. A web page 32 or a web object may correspond, for example, to a product or article presented by the owner of the website ST 1.

[0067] The website ST 1 is for example a merchant site (e-commerce type) although the invention applies more generally to any website containing one or more web objects that can be consulted by a client UR1 using a navigation client.

[0068] As described below in particular examples, identifiers denoted respectively ID1 and ID2 can be assigned to the web pages 32 and web objects 34 (FIG. 1). Furthermore, the web pages 32 and/or the web objects 34 can be defined according to at least one taxonomy 36 (for example a page taxonomy and/or an object taxonomy). In particular, each web page 32 and web object 34 can be defined by (or correspond to) at least one element of a taxonomy 36. An element of the taxonomy 36 can be qualified for example by a category or label. For purely illustrative purposes, a web page 32 may belong to (or be defined by) at least two taxonomy elements 36 (or any one of these two elements), namely a category element (for example: category “shirt”, “T-shirt”, etc.) and a label element (for example: “short sleeve”, “long sleeve”, “new season”, “last season”, etc.). The structure of the taxonomy 36 may be adapted on a case-by-case basis.

[0069] The user UR1 uses a navigation client 12 implemented in a client terminal T 1 to access (or visit) the website ST 1. Thanks to this navigation client 12, the user is capable of consulting a web page 32 or a web object 34 of the website ST 1. As already indicated, the type and configuration of the browsing client 12 may vary depending on the case, depending in particular on the configuration of the client terminal T1 (operating system, settings, etc.). The browsing client 12 makes it possible to cooperate with the system PT 1 according to a client-server system to access the website ST1. For this purpose, the browsing client 12 may be for example a web browser, an application or even an email client.

[0070] The client terminal T 1 used by the client UR1 may vary depending on the case. It may be, for example, a PC, a laptop, a tablet, a smartphone or any other computer equipment allowing consultation of the website ST1 made available by the CMS system PT 1.

[0071] In the example considered, the terminal T1 and the system PT 1 communicate together via a communication network denoted NT1, this network being able to be for example the Internet network, an intranet network or any other network allowing communication between a client terminal and a server.

[0072] The client UR1 can for example access the website ST 1 by activating (or clicking on) a web link configured to direct the client to the website in question. Alternatively, the client UR1 can be led to visit another website ST2, called an intermediate site or transitory site (for example a site of a social network or other), which includes a link that the user UR1 can activate to be redirected to the website ST 1.

[0073] As illustrated in FIG. 1 , the PT system 1 may comprise a processor 20 and a control module PG3 (also called a control unit, control agent, or monitoring module/unit/agent). As already indicated, the control module PG3 may be a software and/or hardware component.

[0074] According to a particular example, the module PG3 is a computer program executed by the processor 20. For this purpose, the system PT1 may comprise a non-volatile memory (not shown) in which the control module PG3 is stored. The non-volatile memory in which the control module PG3 is stored then constitutes a recording medium (or information medium) in accordance with a particular embodiment of the invention, this medium being readable by the system PT1 (and more precisely by the processor 20). This computer program PG3 may thus comprise instructions for executing the steps of a monitoring method of the invention as described below in particular embodiments.

[0075] According to a particular example, the processor 20 is therefore configured to execute the instructions of the computer program PG3 in order to carry out steps of the tracking method. For this purpose, the processor 20 can use a volatile RAM type memory (not shown) of the system PT1, for example memory integrated into the processor and/or memory external to the processor, to perform the various operations and functions necessary for the operation of the system PT1, including to execute the computer program PG3 during the implementation of the tracking method of the invention.

[0076] As described in more detail below, the PT 1 system can process and store data in at least one non-volatile memory (not shown) of the PT1 system, in particular DT4 data and at least one digital fingerprint FP1. According to a particular example, the PT 1 system can also process and store FM1 form data submitted by the user UR1 during a visit to the ST1 website. The nature and use of these different data are described later in particular exemplary embodiments.

[0077] As illustrated in FIG. 1 , the client terminal T1 may comprise a processor 10, an analysis module PG1 and a control module (also called a control unit or tracking module/unit) PG2. Like PG3, the modules PG1 and PG2 may be software and/or hardware components. Note that exemplary embodiments are possible in which the analysis module PG1 is not implemented by the terminal T1.

[0078] According to a particular example, the module PG2, and where appropriate the module PG1, are computer programs executed by the processor 10 within the navigation client 12. In other words, the modules PG2 and possibly PG1 are part of (or are implemented by), and are executed, by the navigation client 12. For this purpose, the client terminal T1 may comprise a non-volatile memory (not shown) in which the modules PG1 and PG2 are stored. The rewritable volatile memory in which the control module PG2 (and possibly also PG1) is stored then constitutes a recording medium (or information medium) in accordance with a particular embodiment of the invention, this medium being readable by the client terminal T1 (and more precisely by the processor 10). The computer program PG2, and possibly PG1, may thus comprise instructions for executing the steps of a control method of the invention as described below in particular embodiments. For this purpose, the processor 10 may use a volatile RAM type memory (not shown) of the terminal T1, for example memory integrated into the processor and/or a memory external to the processor, to perform the various operations and functions necessary for the operation of the terminal T1, including for executing the computer programs PG1 and PG2 during the implementation of the control method of the invention. [0079] According to particular examples, the PT1 system is able to cooperate with a PT4 platform (or device). This PT4 platform is configured to store DH1 historical data determined from DT4 data, transmitted by the PT1 system, as described in more detail later.

[0080] According to particular examples, the environment may further comprise at least one of platforms (or devices, or systems) PT2 and PT3 as described below. Platform PT2 is a performance analysis platform (for example of the Google Analytics® or Matomo®, Piano Analytics® type) implemented by at least one server, this platform (software and/or hardware) being configured to track or analyze the performance of a website, namely the site ST1 in the examples considered. To do this, platform PT2 cooperates with client terminal T1, through network NT1 in this example, to track the performance of site ST1 when user UR1 accesses site ST1 via his browser client 12. Exemplary embodiments of the invention without platform PT2 are however possible.

[0081] According to a particular example, the platform PT3 is a platform (software and/or hardware) configured for processing form data, such as data FM1, likely to be submitted by the user UR1 during a visit to the website ST1 via the browser client 12. The platform PT3 can be implemented by at least one server. This platform PT3 constitutes for example a customer relationship management (CRM) system, also called a CRM system (for “Custom Relationship Management”). This type of system makes it possible to manage relationships with contacts, for example users of the website ST1 in this example. This platform PT3 is for example capable of storing, processing and/or exchanging contact data relating to users of the website ST1, this contact data being determined in particular from the form data collected via one or more forms implemented on the website ST1. Exemplary embodiments of the invention without the platform PT3 are however possible.

[0082] As shown in FIG. 2 according to a particular embodiment, the processor 20 controlled by the computer program PG3 here implements a certain number of modules, namely: a reception module MD2, a first obtaining module MD4, a second obtaining module MD6 and a historization (or history management) module MD8.

[0083] More specifically, the reception module MD2 is configured to receive, from the client terminal T1, user data DT3 representative of the user UR1 accessing the website ST1 via the navigation client 12.

[0084] The first MD4 obtaining module is configured to obtain, from the user data DT3, at least one digital fingerprint FP1 of the user UR1. [0085] The second MD6 obtaining module configured to obtain DT4 behavior data representative of a behavior of the user UR1 on the website ST1.

[0086] The historization module MD8 is configured to update (or record) historical data DH1 of the user UR1 from the behavior data DT4 in association with said at least one digital fingerprint FP1 to enable tracking of the behavior of the user UR1 on the website ST 1.

[0087] The configuration and operation of the MD2-MD8 modules implemented by the CMS PT 1 system will appear more precisely in the exemplary embodiments described below with reference to FIGS. 3 and 4. The MD2-MD8 modules as shown in FIG. 2 represent only a non-limiting exemplary implementation of the invention. As described below in alternative embodiments, the MD2-MD8 modules may be implemented in whole or in part by another platform (or other system) than the PT1 system, such as for example in the PT4 system or in the navigation client 12 of the terminal T1.

[0088] According to a particular example, the reception module MD2 is executed by the control module PG3 while the modules MD4, MD6 and MD8 are executed by a different (external) system from PT 1 (for example by another platform or another server, such as PT4 for example). In this case, PG2 and/or PG3 are configured to collect all the data necessary for the processing carried out by the modules MD4, MD6 and MD8.

[0089] Generally, for each step of the tracking method implemented by the PT1 system, the PT1 system may comprise a corresponding module configured to carry out said step.

[0090] The tracking method of the invention, implemented by the PT 1 system (and more particularly by the PG3 control module) illustrated in figures 1-2, is now described below in particular embodiments in conjunction with figures 3-4.

[0091] Figure 3 schematically represents steps performed by the system PT1, and more precisely by the control module PG3, during a tracking method according to a particular example of embodiment. To do this, the processor 20 implements for example the control module PG3.

[0092] In this example, it is assumed that the user UR1 uses his client terminal T 1 to access the website ST 1 managed by the CMS system PT 1 . The user UR1 accesses the website ST1 via the browser client 12. The browser client 12 manages the interactions between the user UR1 and the website ST1. For example, it allows one or more web pages 32 of the website ST1 to be displayed on a display screen (not shown) of the client terminal T1. [0093] Access to the site ST 1 can be done in various ways. The user UR1 can for example enter in his browser client a URL address (or a domain name) of the website ST1. According to one example, the user UR1 activates a hyperlink (or web link) pointing to the website ST 1 (for example by clicking on this link). This hyperlink defines a web address (for example URL) of the website ST1. Thus, the web browser 12 uses the address defined by the hyperlink to request access to the website ST 1 from the system PT 1.

[0094] According to an example, the user UR1 accesses the website ST1 via an intermediary site ST2 (for example a social network or other), different from ST1, on which a hyperlink is provided, for example a data-enriched link. By activating this hyperlink, the user is redirected via his browser client 12 to the website ST1.

[0095] During a reception step S2 (FIG. 3), the system PT1 receives, from the client terminal T1, user data DT3 representative of the user UR1 accessing the website ST1 via his browser client 12. The user data DT3 allows the system PT1 to recognize (or identify) the user UR1. As described below, this recognition does not require obtaining personal data (last name, first name, date of birth, etc.) from the user. To do this, it is assumed in this example that the control module PG2 has previously collected the user data DT3 within the browser client 12 and this data is then transmitted to the system PT1.

[0096] As already indicated, a problem lies in the fact that it may be difficult to recognize or identify the user UR1, in particular if the latter uses an unknown or unusual client terminal T1, or if his browser client implements a security mechanism (e.g. an ad blocker, web browser limiting third-party cookies, etc.) limiting access to information relating to the user. The collection of user data DT3 and their subsequent processing makes it possible to accurately recognize the user UR1, regardless of the resources he uses to access the website ST1.

[0097] In the examples considered, it is the control module PG2, executed by or loaded into the navigation client 12, which collects and sends the user data DT3 to the system PT 1 via the network NT1. This control module PG2 is provided by the system PT 1 or by the module PG3, for example upon detection of a request for access from the navigation client 12 to the website ST 1.

[0098] According to a particular example, prior to the reception step S2, the system PT1 receives an access request from the navigation client 12 to access the website ST1. In response to this access request, the system PT1 or the control module PG3 triggers the sending of the control module PG2 (or data allowing the installation of the control module PG2) to the client terminal T1, thus causing the execution of this module PG2 by the client of navigation 12. The client terminal T1 thus receives the control module PG2 and then executes it within the navigation client 12, this control module PG2 then being responsible for sending the user data DT3 (and where appropriate ID3) to the system PT1 to enable the recognition (or identification) of the user UR1.

[0099] The DT3 user data received (S2) by the PT system 1 may be or comprise any data to which the navigation client 12 gives access. This DT3 user data may comprise, for example, a cookie ID3 identifier (for example a cookie originating from Google Analytics®) as illustrated in FIG. 1 and/or layer data (or “data layers” in English) implemented by other applications (of the PG1 type for example).

[0100] The DT3 user data comprises, for example, DT3a system data, or DT3b browser data, or both (Figure 1). It is assumed for illustrative purposes in the following that the DT3 user data comprises DT3a system data and DT3b browser data, although variations are possible.

[0101] The system data DT3a are representative of system properties (or technical characteristics) of the client terminal T1. These system data DT3a characterize for example the client terminal T1, in particular software and/or hardware resources implemented in the terminal T1. The system data DT3a characterize for example at least one of: the client terminal T1 (for example the type of the terminal, the version of the terminal, the brand, the extensions of the terminal, its storage type, etc.), the processor 10 of the terminal (the type and/or version of the processor for example), the operating system implemented by the processor 10 (for example the type and/or version of the operating system), the display screen of the terminal T1 (resolution and/or size of the screen for example), its IP address, or even its MAC address, etc.

[0102] According to a particular example, the navigation client 12 is configured to collect system data DT3a from the terminal T1, for example during an installation phase of the navigation client 12 in the terminal T1.

[0103] The DT3b browser data are representative of properties (or technical characteristics) of the browser client 12. These DT3b data characterize for example a type of the browser client 12, a version of the browser client 12 (for example type/version of a web browser), and/or at least one extension (or plugin) of the browser client 12. For purely illustrative purposes, the type of the web browser can be "Win32" and its version (version identifier "buildID") "20181001000000". The number and type of the DT3b browser data can vary on a case-by-case basis. [0104] According to a particular example, the navigation client 12 is configured to obtain DT3b browser data. To do this, the navigation client 12 can request the terminal T1 for such DT3b browser data (the system of the terminal T1 can be configured to provide or not provide the requested DT3b data).

[0105] The use of both the system data DT3a and the browser data DT3b makes it possible to strengthen the capabilities of the system PT1 to uniquely recognize the user UR1 accessing the website ST1. The cross-referencing of these data makes it possible to reliably recognize the user UR1 even if the latter modifies, for example, his browser client or if the operating system of the terminal T1 is updated between two visits to the website ST1.

[0106] According to a particular example, the user data DT3 comprises at least one ID3 identifier (also called application identifier) of an application or service executed by the browsing client 12 (for example a cookie identifier of the Google Analytics® application) (figure 1).

[0107] Such an identifier ID3 may comprise, for example, cookie data, i.e. data contained in cookies stored in the client terminal T1. This cookie data may be collected by the browser client 12 and included in the user data DT3 transmitted to the system PT1.

[0108] According to a particular example, the user data DT3 comprises application data DT4b, resulting from the execution of at least one application in the client terminal T1, possibly in association with DT3a and/or DT3b, or even ID3.

[0109] According to a particular example, during the reception step S2, the system PT1 receives from the client terminal T1, in addition to the user data DT3, application data DT4b. These application data D4b comprise information characterizing (or defining) interactions of the user UR1 with the website ST1, for example the selection of a web page 32 or a web object 34. By way of example, the application data DT4b may comprise layer data (called “data layer”) which are included in the website ST1 and make it possible to detect user interactions (or events), such as scrolling a web page, clicking on a page or a web object, etc.

[0110] The use of DT4b application data advantageously makes it possible to carry out precise monitoring, and therefore to better understand the path of a visitor on the ST1 website and his or her interests, such as web pages and web objects consulted. This DT4b application data can, for example, make it possible to determine how the user UR1 accesses the ST1 website (for example via a UTM tag for “Urchin Tracking Module”, i.e. a data-enriched URL address). [0111] According to a particular example, the analysis module PG1 generates within the navigation client 12 identification data DT1 (comprising for example an application identifier ID3 as already described) and/or performance data DT2 while the user UR1 accesses the website ST1. These data are then the result of the execution of the module PG1. The module PG1 can for example generate cookie data comprising an identifier ID3 which results from the execution of PG1. Alternatively, the analysis module (Tags Management, example Google Tag management) PG1 can contain such data in the code of the system PT1. The analysis module PG1 can be configured to transmit the data DT1 and/or DT2 (possibly with ID3) to the system PT2.

[0112] The identification data DT 1 may comprise, for example, data characterizing the browsing client 12, geolocation data of the client terminal T1, the IP address of the client terminal T1, etc. The performance data DT2 characterize interactions of the user UR1 via the browsing client 12 with web pages 32 and/or web objects 34 of the website ST 1, for example the time spent on a web page 32, the number of times a web page 32 is viewed, the web objects 34 on which the user UR1 has clicked or which he has viewed, the path of the pointer (of the mouse) on a web page 32 displayed by the client terminal T1 (mouse tracking function), and more generally any information making it possible to analyze the performance of the website ST1.

[0113] As indicated below in a particular example, the identifier ID3 can in particular make it possible to establish a link between the systems PT2 and PT4 so as to be able to enrich the data of PT4 with the data of PT2. Embodiments not implementing the data DT1 and DT2 are however possible.

[0114] During an obtaining step S4 (figure 3), the system PT 1 obtains or determines from the user data DT3 at least one digital fingerprint FP1 of the user. This or these digital fingerprints FP1 (also called “fingerprints” or “prints”, or “fingerprints” in English) constitute one or more identifiers of the user UR1, preferably unique identifiers.

[0115] According to an example, the system PT 1 generates in S4 the digital fingerprint(s) FP1 from the user data DT3. The greater the quantity of user data DT3 used, the more reliable the digital fingerprints FP1 are and therefore make it possible to identify the user UR1 with a high level of precision. Taking into account the system data DT3a and the browser data D3b (or possibly also the identifier ID3) to generate the fingerprints FP1 makes it possible in particular to improve the level of reliability of the identification. [0116] According to a variant, the user data DT3 provided by the control module PG2 comprises the digital fingerprint(s) FP1. The control module PG3 then recovers the digital fingerprint(s) FP1 in the user data DT3 received (S4). In this case, the control module PG2 is responsible for example for generating the digital fingerprint(s) FP1 from all or part of the user data DT3. The fingerprint(s) FP1 are then transmitted with the user data DT3 (or also DT4b and/or ID3) to the system PT1.

[0117] Each digital fingerprint FP1 can be generated by executing an appropriate hash function taking as input the user data DT3. The hash function used can vary depending on the use case. A hash function is typically a function which, for a large (theoretically infinite) and diverse set as input, returns an output according to a specific format, namely a predefined format to be processed as described below. A digital fingerprint FP1 is for example in the form of a unique string of characters identifying the user UR1 (for example, the hash function “md5”).

[0118] It is assumed by way of example that the system PT 1 obtains or generates (S4) two digital fingerprints, namely: a first digital fingerprint FP1a (or first sub-fingerprint), called system fingerprint, generated from the system data DT3a; and a second digital fingerprint FP1b (or second sub-fingerprint), called browser fingerprint, generated from the browser data DT3b (FIG. 1). The system fingerprint FP1a thus identifies the user UR1 from the properties of the system of the client terminal T1. The browser fingerprint FP1b thus identifies the user UR1 from the properties of the browser client 12. The combined use of the system fingerprint FP1a and the browser fingerprint FP1b advantageously makes it possible to recognize (or identify) the user UR1 in a more reliable and robust manner. In particular, it is possible to recognize the user UR1 while the system of the client terminal T1 and/or the browser client have undergone modifications over time (updates, configuration changes, software and/or hardware modifications, etc.). If, for example, the browser client 12 is updated between two consultations of the website ST1, it is nevertheless possible to identify the user UR1 from the system fingerprint FP1a or by cross-referencing the fingerprints FP1a and FP1b.

[0119] For purely illustrative purposes, an MD5 hash function can be applied to each system data DT3a (FP1a = md5(DT3a)) and to each browser data DT3b (FP1b = md5(DT3b)), thus producing two sub-fingerprints FP1a and FP1b. A digital fingerprint FP1 is then generated from FP1a and FP1b, for example by hashing FP1a and FP1b (FP1 = md5(FP1a FP1b)). [0120] It should be noted, however, that variants are possible in which the system PT 1 obtains in S4 (FIG. 3) only one of these digital fingerprints, i.e. either the system fingerprint FP1a or the browser fingerprint FP1b. According to one example, at least one digital fingerprint FP1 is obtained or generated from the aforementioned application data DT4b.

[0121] According to a particular example, the system PT1 obtains or generates (S4), from the user data DT3, a global digital fingerprint FP1 combining the system fingerprint FP1a and the browser fingerprint FP1b as previously described. To do this, the system PT1 obtains or generates for example the system fingerprint FP1a and the browser fingerprint FP1b from the user data DT3 (as previously described) then determines the global digital fingerprint FP1 by concatenation of the fingerprints FP1a and FP1b. The use of a single global digital fingerprint combining FP1a and FP1b advantageously makes it possible to limit the complexity of the fingerprint processing and in particular facilitates the upcoming historization step S8.

[0122] It is subsequently assumed as an example that the system PT 1 generates in S4 a global digital fingerprint FP1 from a system fingerprint FP1a and a browser fingerprint FP1b as previously described.

[0123] During an obtaining step S6 (FIG. 3), the system PT 1 obtains or determines behavior data DT4 representative of a behavior (or interactions) of the user UR1 on the website ST1. In other words, the behavior data DT4 define how the user UR1 interacts with the web pages 32 and/or the web objects 34 during the visit to the website ST1. The behavior data DT4 can define in particular at least one web page 32 and/or at least one web object 34 consulted by the user UR1 in the website ST1, or even information determined from the web pages 32 and/or web objects 34 consulted.

[0124] According to a particular example, when the user UR1 accesses the website ST1, the control module PG3 generates in S6 profile data DT4a (FIG. 1) by monitoring the behavior (or interactions) of the user UR1 on the website ST1. In other words, upon detection of access by the user UR1 to the website ST1, the module PG3 monitors the behavior (or interactions) of the user UR1 with respect to the content of the website ST1. The profile data DT4a thus generated are representative of a consultation of at least one web page 32 or web object 34 according to at least one element of the taxonomy 36. The behavior data DT4 generated in S6 (FIG. 3) are then obtained at least from (or include) these profile data. [0125] As already described, the aforementioned taxonomy element 36 defines for example a category and/or a label (tag or characteristic) according to which the web pages 32 and/or web objects 34 of the site ST 1 are organized. Each web page 32 and/or web object 34 of the site ST 1 can thus be associated with a taxonomy element as defined by the taxonomy 36.

[0126] According to a particular example, during the aforementioned monitoring (S6), the control module PG3 detects that the user UR1 (or his browsing client 12) has consulted, during his visit to the website ST 1 , a web page 32 and/or a web object 34, conforming to an element of the taxonomy 36 (for example a category and/or a label). According to the taxonomy 36, each taxonomy element is associated with an identifier, i.e. a pair (taxonomy identifier, value). Thus, in response to this detection, the control module PG3 retrieves (or determines) the identifier of the taxonomy element 36 corresponding to the web page 32 and/or a web object 34 consulted, and updates (or records) a counter CT1 representative of a consultation time, or a number of consultations, of the taxonomy element consulted (figure 1), that is to say of the taxonomy element corresponding to the taxonomy identification retrieved. Thus, according to an example, the updated counter CT1 represents (or defines) a cumulative time during which the user UR1 consulted on the website ST 1 content (web page(s) 32 and/or web object(s) 34) conforming to the taxonomy element corresponding to the retrieved identifier. According to an example, the updated counter CT1 represents (or defines) a cumulative number of consultations by the user UR1 on the website ST1 of contents (web page(s) 32 and/or web object(s) 34) conforming to the taxonomy element corresponding to the retrieved identifier. According to an example, two counters as mentioned above are updated to track respectively the consultation time and the number of consultations of a taxonomy element. The profile data DT4a generated (S6) by the control module PG3 can then comprise the updated counter CT 1.

[0127] Thanks to this counting (or “scoring”) function, the DT4 behavior data (including the DT4a profile data and therefore the CT1 counter) can be advantageously used to precisely monitor the evolution of the behavior of the user UR1 over time relative to a type of web page or web object. For example, it is possible to monitor over time the level of interest that the user UR1 has in a particular type of product or article (for example the “shoe” or “shirt” category), and thus collect relevant information on the user’s profile, their interests, their consumption habits, etc.

[0128] According to a particular example, the updating of the counter CT 1 comprises an operation of accumulating such a counter CT1 representing the time spent by the user UR1 consulting a type of taxonomy (i.e. a taxonomy element) as defined by the taxonomy 36. In other words, the CT1 counter accumulates the consultation time by user UR1 of a given taxonomy type, or of content conforming to said taxonomy type.

[0129] According to a particular example, the updating of the counter CT 1 comprises an operation of incrementing such a counter CT 1 representing the number of visits (or consultations) by the user UR1 of a type of taxonomy as defined by the taxonomy 36. In other words, the control module PG3 can increment the counter CT1 with each access of the same type of taxonomy (i.e. with each access of content on the website ST 1 conforming to said type of taxonomy) over time.

[0130] According to a particular example, the web pages 32 and/or the web objects 34 are associated with identifiers denoted respectively ID1 and ID2. During the monitoring carried out in S6 (FIG. 3), the control module PG3 can determine the identifiers ID1 of the web pages 32 consulted by the user UR1 and/or the identifiers ID2 of the web objects 34 consulted by the user UR1. The control module PG3 can integrate into the profile data DT4a at least one page identifier ID1 and/or at least one object identifier ID2 thus determined during the monitoring. These identifiers ID1 and ID2 can correspond for example to page numbers, product references, product characteristics, etc.

[0131] During a recording (or updating, or historization) step S8 (FIG. 3), the control module PG3 updates (or records) historical data DH1 of the user UR1 from the behavioral data DT4 in association with said at least one digital fingerprint FP1 obtained in S4, namely in this example a global fingerprint FP1 combining the digital fingerprints FP1a and FP1b. In other words, the behavioral data PT4 are recorded in association with the digital fingerprint FP1 as historical data DH1.

[0132] The update (or recording) S8 of the historical data DH1 can be implemented in various ways depending on the use case. This update S8 can generally consist of recording the behavior data DT4 in association with the digital fingerprint FP1 of the user UR1.

[0133] The historical data DH1 that are updated can be stored in any non-volatile memory accessible by the system PT1. As an example, it is subsequently considered that the control module PG3 triggers (S8) the recording, as historical data DH1, of the behavior data DT4 in association with the digital fingerprint FP1 in the platform PT4. This platform PT4 can comprise for example a database (not shown) configured to store the historical data DH1 updated by the control module PG3. The platform PT4 is by example a CRM (customer relationship management) type system configured to store and manage DT4 behavior data of user UR1.

[0134] According to a particular example, during the update S8, the control module PG3 triggers the sending, to the CRM platform PT4, of the behavior data PT4 in association with the digital fingerprint FP1 for historization (recording) as historical data DH1, for example in a database of the platform PT4.

[0135] Note that the S8 update of the DH1 history is also possible without using a CRM tool such as the PT4 platform. However, the coupling of the PT1 CMS system with the PT4 CRM platform makes it possible to offer particularly efficient targeted monitoring of a UR1 user.

[0136] According to a particular example, during the update S8 (figure 3), old historical data noted DHO (figure 1) are already stored in the platform PT4 in association with the digital fingerprint FP1 of the user UR1 - or another digital fingerprint FPO of the user UR1 (for example a fingerprint close to FP1) -, for example following one or more previous visits by the user UR1 to the site ST1. In this case, the update S8 amounts to recording the behavior data DT4 obtained in S4 as historical data DH1 in addition to the old historical data DHO (for example by addition, replacement, etc.), in association with the digital fingerprint FP1 in the platform PT4.

[0137] According to a particular example, at the time of the update S8 (figure 3), no old historical data DHO is already stored in the platform PT4 in association with a digital fingerprint of the user UR1. In this case, the update S8 amounts to recording the behavior data DT4 as historical data DH1 in association with the digital fingerprint FP1 in the platform PT4.

[0138] The recording or updating of history S8 (also called historization) advantageously makes it possible to carry out targeted (or personalized) and effective monitoring over time of the behavior of the user UR1 on the website ST1, regardless of the resources (client terminal, navigation client, etc.) used by the user UR1 to access the website ST1.

[0139] Such tracking is made possible in particular by coupling the behavioral data DT4 to the user UR1 in the historical data DH1. The association of the behavioral data DT4 with the digital fingerprint FP1 makes it possible to guarantee that the user UR1 is recognized reliably, if necessary at each visit of this user to the website ST 1 , and this even if this user uses protection means to anonymize his accesses to the ST1 website (e.g. a cookie-free browser client) or uses different client terminals during multiple visits to the ST 1 website.

[0140] In particular, the generation of at least one digital fingerprint by hashing function, and the recording of such a fingerprint in historical data in association with user behavior data makes it possible to reliably and efficiently track the behavior of a user at each visit to a given website, regardless of the resources used to access the website. Instead of, for example, using and storing raw identification data, such as hardware and/or software configuration data, it is advantageous to store one or more digital fingerprints generated by hashing, which offers a gain in performance and a limitation of resource costs since the storage of such a fingerprint requires limited memory space, and this fingerprint can subsequently be efficiently processed to identify the user (by comparing fingerprints) instead of checking multiple configuration data (hardware, software, browser, etc.) of a new user accessing the website.

[0141] Furthermore, the invention makes it possible to reliably identify, and therefore track, a user each time they visit a given website, regardless of the resources used to access said website, and this without storing configuration data that may constitute personal data of the user in question. In this way, it is possible to carry out anonymized tracking of a user over time. It is possible to check whether a new user accessing a given website has already accessed the same website in the past by comparing a new fingerprint generated for the new user with an old fingerprint pre-recorded in the history data of a previous user, and this without it being necessary to store personal data of the users.

[0142] According to an example, during the recording step S8 of the tracking method (FIGS. 1-4), the tracking system PT1 records as historical data DT4 said at least one digital fingerprint FP1, independently of the user data DT3. In other words, the user data DT3 used to generate the digital fingerprint(s) FP1 are not recorded in the historical data DT4.

[0143] The present invention makes it possible in particular to offer a CRM (customer relationship management) type system that recognizes (or qualifies) visitors to a website by using their digital fingerprints as identifiers, including unknown visitors who are not identified to the site (by login/password, or by cookie for example) and who possibly use protections against tracking or even different terminals during their visits to the site. The same user can thus be recognized at each visit. of a website without the identity of this user being known (no obligation to collect personal data (name, date of birth, etc.) or cookies).

[0144] If a user using two different terminals to access the same website ST 1 authenticates with both terminals (for example by means of forms), it is then possible to associate in the DH1 history data this user with the two digital fingerprints generated for the two terminals.

[0145] It is thus possible to follow the evolution of the DT4 behavior data of the user UR1 over time and to deduce relevant information on the behavior of this user UR1 on the site ST1, such as the number of visits to the site, the path taken by the user UR1 on each visit to the site, the user's interests, his consumption habits, etc. The invention makes it possible to centralize a set of relevant information of a user, in particular the aforementioned DT4 behavior information.

[0146] By ensuring targeted and reliable monitoring of the user UR1 over time, the owner of the website ST1 can better understand the profile of the user UR1 (needs, interests, etc.), and thus adapt the content of the website ST1 accordingly, for example by creating or adapting the content according to the profile of the user UR1 (creation of offers or advertising content in line with the user's interests, etc.). It is thus possible to optimize the operation of a website, regardless of the field concerned or the desired goal. The system of the invention makes it possible, for example, to optimize the sales of a merchant site or to optimize the advertising revenue of any site.

[0147] In an E-learning system (online learning) for example, the system of the invention makes it possible to better monitor the behavior of a user and therefore to better understand the interests of learners. In a multimedia content sharing platform, the invention makes it possible to adapt the multimedia content offered to the same user over time according to his preferences.

[0148] According to a particular example, the method further comprises a step of controlling the website ST 1 (after the recording step S8) during which the system PT 1 adapts the website ST 1 (for example its content) according to the historical data DH1 recorded in S8 for the user UR1. To do this, during a consultation of the website ST1 by the user UR1, the system UR1 can retrieve (or consult) the historical data DH1 associated with the user UR1 and adapt the content of the website ST1 according to the historical data DH1 thus retrieved. It is thus advantageous to personalize certain elements of the website ST1 according to the profile or interests of the user UR1 and therefore improve the user experience (adaptation of the web objects presented, adaptation of advertising content, etc.). [0149] As described below in different examples, it is further possible to enrich the DH1 historical data of the user UR1 in order to further improve its monitoring over time.

[0150] Thus, as already indicated in a particular example, the analysis module PG1 of the client terminal T1 can generate within the navigation client 12 identification data DT1 and/or performance data DT2 while the user UR1 accesses the website ST1. As illustrated in FIG. 1 , the analysis module PG1 can then transmit the data DT1 and/or DT2 to the performance analysis platform PT2 (for example of the Google Analytics® or Matomo® type). From the data DT1 and/or DT2, the platform PT2 monitors or analyzes the performance of the website ST1.

[0151] According to an example, in response to the access of the user UR1 to the website ST1, the module PG1 generates a cookie comprising an application identifier ID3 as already described. The module PG1 transmits the identification data DT1 (comprising the identifier ID3) and performance data DT2 to the system PT2. The system PT2 then records the data DT1 and DT2 in association with ID3. In parallel, the system PT1 also records (or causes the recording) during the update S8 (figs. 1-3) this application identifier ID3 in association with the fingerprint FP1 of the user UR1 as historical data DH1. Recording the ID3 identifier in the DH1 historical data advantageously makes it possible to establish a link (or join) between the DH1 historical data stored in the PT4 system on the one hand and the DT1 and DT2 data stored in the PT2 system on the other hand. Thanks to this link, it is possible to enrich the DH1 historical data with data from other applications. This makes it possible to further improve the monitoring of the UR1 user by enriching their DH1 historical data with performance analysis data that characterizes the interactions of the UR1 user (time spent on each web page 34, pointer path, etc.) with the ST 1 website.

[0152] Furthermore, as already indicated, the user data DT3 obtained in S2 (FIGS. 1-3) may comprise application data DT4b (for example, layer data). According to a particular example, these application data DT4b may then be included in the behavior data DT4 which are recorded (S8; FIG. 3) in the historical data DH1 in association with the digital fingerprint FP1.

[0153] Furthermore, as already indicated, FM1 form data may be submitted by the user UR1 during his access to the website ST1. As is well known, a form comprises a set of one or more fields intended to receive (or contain) data entered by a user. Typically, a user can enter data in such a field and then validate the entry by means of an appropriate command. such FM1 form data can be retrieved and processed by the PT1 system (FIG. 1). Such FM1 form data can for example comprise at least one of the following information: form name, user name, user email, etc. According to a particular example, the PT1 system collects the FM1 form data submitted by the user and records (S8; FIG. 3) such FM1 form data in the DH1 history data in association with said at least one digital fingerprint FP1 and the DT4 behavior data.

[0154] Adding the FM1 form data to the DH1 history data in association with the FP1 fingerprint advantageously makes it possible to create a link (or join) between, on the one hand, the DH1 history data of the user UR1 and, on the other hand, the data of the user UR1 contained in the PT3 system. This makes it possible to further improve the tracking of the user UR1 by enriching his DH1 history data with form data. Thus, when a user UR1 fills out a form, the collected form data can be associated with pre-existing DH1 history data that has been previously recorded (S8, FIG. 4) as described above. Advantageously, it is not necessary to wait for a user to register using a form to start tracking and analyzing his behavior. In this way, it is possible to significantly improve the monitoring of a customer's journey, even when the customer initially accesses the ST 1 website anonymously.

[0155] Furthermore, as already indicated, the user UR1 can access the website ST1 in various ways, for example via a data-enriched link that he activates from an intermediate site ST2 (FIG. 1). According to a particular example, the system PT1 obtains decoded application data DT4b by decoding a data-enriched link via which the user UR1 accesses the website ST1. In other words, the system PT1 decodes this enriched link activated by the user UR1 to access the website ST1, this decoding producing decoded data. This decoded data can for example comprise UTM data. During the update step S8 (FIGS. 1-3), the system PT1 then records this decoded data in the history data DH1 in association with the behavior data DT4 and the digital fingerprint FP1. This feature further improves the tracking of user UR1 by enriching its DH1 history data with data decoded from an enriched link used by user UR1 to access the ST1 website. This advantageously allows determining the origin and context of user UR1's arrival on the ST1 website. [0156] Furthermore, steps S2-S8 of the tracking method may be repeated a plurality of times over time, for example at each of a plurality of visits to the website ST1 by the user UR1.

[0157] Thus, according to a particular example, steps S2 to S8 (FIG. 3) are repeated for each of a plurality of visits by user UR1 to website ST1. The historical data DH1 of user UR1 are then updated (S8) from the behavioral data DT4 obtained in association with each digital fingerprint FP1 corresponding to said user UR1. As already indicated, reliable and personalized monitoring of user UR1 can thus be carried out over time, in particular during several visits to website ST1. The digital fingerprints are used to recognize the same user UR1 during several visits to website ST1 over time and to link to this same user UR1 the behavioral data DT4 obtained at each visit.

[0158] Figure 4 schematically represents steps performed by the system PT1, and more precisely by the control module PG3, during several successive iterations (or cycles) of the tracking method according to a particular example of embodiment. To do this, the processor 20 implements for example the control module PG3. The different embodiments of steps S2-S8 of the tracking method described previously with reference to figures 1-3 apply in a similar manner to the embodiments described below with reference to figure 4.

[0159] In this example, it is assumed that the user UR1 makes two successive visits to the website ST1, for example on two different days (or two different dates). The user UR1 can use, for example, his browser client 12 implemented by the same client terminal T1, the latter possibly having undergone hardware and/or software modifications between the two visits. The system PT 1 executes (FIG. 4) an iteration (or a cycle) of the tracking method previously described for each visit (or consultation) of the website ST1, namely a first iteration IT1 of steps S2-S8 during the first visit and a second iteration IT2 of steps S2-S8 during the second visit (subsequent to the first visit).

[0160] As an example, assume that prior to the first visit (iteration IT1) of website ST 1 , user UR1 had never visited that website, although variants are possible where user UR1 had previously visited the website.

[0161] Thus, in response to the first visit by the user UR1 to the website ST1, the system PT1 performs the first iteration IT1 (FIG. 4) of steps S2 to S8 as previously described with reference to FIGS. 1-3. During the obtaining step S4, the digital fingerprint of the user UR1 obtained (or generated) by the system PT1 is noted FPO (figures 1 and 4). During the obtaining step S6, the behavior data of the user UR1 obtained by the system PT 1 are noted DTO (figures 1 and 4). During the updating step S8, the system PT 1 thus updates (or records) the historical data - noted DHO - from the behavior data DTO in association with the digital fingerprint FPO of the user UR1 (figures 1 and 4).

[0162] This is at this stage the first visit of the user UR1 so that no historical data was previously stored as historical data in association with the user UR1. Also, during the update S8 of the first iteration IT1, the system PT1 records, as historical data DHO (figures 1 and 4), the behavior data DTO in association with the digital fingerprint FPO. To do this, the system PT1 sends for example the behavior data DTO and the digital fingerprint FPO to the CRM system PT4 for recording as historical data DHO.

[0163] Subsequently, in response to the second visit by the user UR1 to the website ST1, the system PT 1 performs the second iteration IT2 (FIG. 4) of steps S2 to S8 as previously described with reference to FIGS. 1-3. During the obtaining step S4, the digital fingerprint of the user UR1 obtained (or generated) by the system PT1 is denoted FP1 (FIGS. 1 and 4). During the obtaining step S6, the behavior data of the user UR1 obtained by the system PT1 are denoted DT1 (FIGS. 1 and 4). During the updating step S8, the system PT 1 thus updates the historical data - denoted DH1 - from the behavior data DT1 in association with the digital fingerprint FP1 of the user UR1 (FIGS. 1 and 4).

[0164] According to a particular example, the system PT1 can cause the recording (S8, figures 3-4), in the historical data DH1 of the user UR1, of a plurality of digital fingerprints FP1 in association with the same application identifier ID3. These fingerprints FP1 are obtained (S4) according to the method of the invention in response to a plurality of accesses of the user UR1 to the website ST1.

[0165] According to a particular example, the system PT1 can cause the recording (S8, FIGS. 3-4), in the history data DH1 of the user UR1, of a plurality of digital fingerprints FP1 in association with a same form data identifier. This form data identifier can be any identifier contained in form data FM1 submitted by the user UR1 during several form submissions to the website ST 1. This identifier can for example be or comprise an email address of the user UR1. [0166] Thanks to the ID3 identifier and/or the form data identifier (email address), it is advantageous to identify all of the FP1 fingerprints generated over time for the same user UR1, for one or even several terminals T1.

[0167] According to a particular example, during the update step S8 of the second iteration IT2, the system PT1 compares the digital fingerprint FP1 generated in S4 (iteration IT2) with the digital fingerprint FPO - called the reference digital fingerprint - previously recorded (S8, iteration IT1) in the historical data DHO - called the reference historical data - of a reference user (FIG. 1). If the digital fingerprint FP1 coincides (or matches) with said at least one reference digital fingerprint, the system PT1 detects that the user UR1 accessing the website ST1 during the second iteration IT2 is the reference user, namely the one for whom the behavior data DTO have been previously recorded in the historical data DHO. In this case, the DH1 historical data updated in S8 (iteration IT2) are then the reference historical data DHO in association with the reference digital fingerprint FPO. In other words, the PT1 system updates the DHO historical data from the DT1 behavioral data in association with the FP1 digital fingerprint. For example, the PT1 system completes the DHO historical data by incorporating (or adding) the DT1 behavioral data.

[0168] Thus, upon detection of a new visit to the website ST1, the system PT 1 obtains a new fingerprint FP1, checks whether this new fingerprint FP1 corresponds to a reference fingerprint FPO already stored and, if so, associates the user UR1 making the new visit with the historical data DHO of the reference fingerprint FPO, which allows personalized monitoring over time of the behavior of the user UR1 on the website ST1.

[0169] According to an example, the digital fingerprints FPO and FP1, obtained respectively during the obtaining steps S4 of the iterations IT1 and IT2, are identical. In this case, the system PT1 detects that the user accessing the website ST1 during the two visits considered is the same, namely UR1 in this example. The system PT1 can then update (S8) the historical data DHO as previously described.

[0170] According to an example, the digital fingerprints FPO and FP1, obtained respectively during the steps S4 of obtaining the iterations IT1 and IT2, are different. In this case, during the step S8 of updating the second iteration IT2 (FIG. 4), the system PT1 evaluates a degree of similarity between the digital fingerprints FPO and FP1 to determine whether they correspond to the same user UR1. This evaluation may comprise a comparison of the different characters of the string of the two fingerprints FPO and FP1. If the two digital fingerprints FPO and FP1 are sufficiently close, that is to say if the degree similarity thus obtained is at least equal to a threshold value, then these fingerprints are treated as coinciding with each other (otherwise as corresponding to the same user UR1). The PT1 system can then update (S8) the DHO history data as previously described.

[0171] If, on the other hand, the two fingerprints FPO and FP1 are not sufficiently close, they are treated as corresponding to two different users (in other words, the user UR1 is different from the reference user). In this case, the behavior data DT4 of the user UR1 are recorded (S8) as historical data DH1 in association with the digital fingerprint FP1, and this independently of the historical data DHO of the reference user.

[0172] In the above embodiments, the method of the invention is implemented by the system PT 1 cooperating in particular with the client terminal T1 and the system PT4. As already indicated, variants are however possible in which the method is carried out by another device or system. Certain embodiment variants are described below for purely illustrative purposes.

[0173] Figure 5 (server configuration) represents an alternative embodiment of the environment of Figure 1. The environment of Figure 5 differs mainly from that of Figure 1 in that the modules PG1 and PG2 are not executed by the client terminal T1 but in a remote manner by a system (or server, or platform) PTO. In this case, the navigation client 12 of the terminal T1 receives from the system PT1, and executes, a control module PGO. This PGO module collects all the data collected by PG1 and PG2 in the embodiments previously described with reference to Figure 1. The PGO module distributes this data to the system PTO which itself distributes the data to the modules PG1 and PG2. The PG1 and PG2 modules also provide the same functions as those previously described with reference to Figure 1. In other words, in this particular example, it is also the PT 1 system which implements steps S2-S8 of the method of the invention as previously described.

[0174] As understood by a person skilled in the art, all the embodiments and variants described above, some of which have been deliberately simplified to facilitate the explanations, constitute only non-limiting examples of implementation of the present disclosure. In particular, a person skilled in the art may envisage any adaptation or combination of the embodiments and variants described above, in order to meet a particular need.

[0175] The present invention is therefore not limited to the exemplary embodiments described above but extends in particular to a monitoring method which would include secondary steps without to do so would be outside the scope of the present invention. The same would apply to a tracking device (or system) for implementing such a method.

Claims

1. Method for tracking a website (ST1), implemented by a tracking system (PT1), said method comprising: a) receiving (S2), from a client terminal (T1), user data (DT3) representative of a user (UR1) accessing the website via a browser client (12); b) obtaining (S4), from the user data (DT3), at least one digital fingerprint (FP1) of the user, said at least one digital fingerprint being generated by applying at least one hash function taking said user data as input; c) obtaining (S6) behavioral data (DT4) representative of a behavior of the user on the website; and d) recording (S8) historical data (DH1) of the user from the behavioral data (DT4) in association with said at least one digital fingerprint (FP1) to enable tracking of the behavior of the user on the website. 2. The method of claim 1, wherein the method comprises: - in response to a request from the browsing client for access to the website, sending an identification module (PG2) causing the execution of said identification module by the browsing client, in which user data (DT3) are received from the identification module. 3. Method according to claim 1 or 2, in which the user data (DT3) comprises at least any one of: - system data (DT3a) representative of system properties of the client terminal (T1); and - browser data (DT3b) representing properties of the browsing client (NW1). 4. The method of claim 3, wherein said at least one digital fingerprint comprises at least any one of: - a first digital fingerprint (FP1a), called system fingerprint, generated by applying a first hash function from the system data; and - a second digital fingerprint (FP1b), called browser fingerprint, generated by applying a second hash function from the browser data. 5. A method according to any preceding claim, wherein the method comprises: - generation of profile data (DT4a) by monitoring user behavior on the website, the profile data being representative of a consultation of at least one web page or web object; the behavior data being obtained at least from said profile data. 6. The method of claim 5, wherein the monitoring comprises: - detection that the user accessing the website has viewed a web page, or a web object; - in response to said detection, updating of a counter representative of a consultation time, or a number of consultations, of at least one of: • said web page or said web object; • at least one piece of information constituting said web page or said web object. 7. Method according to claim 6, in which the profile data is representative of a consultation of at least one web page, or web object, defined by at least one element of a taxonomy; in which the updated counter is representative of a consultation time, or a number of consultations, of said at least one element of the taxonomy. 8. Method according to any one of the preceding claims, in which the behavioral data (DT4) comprises application data (DT4b) and an identifier (ID3), associated with at least one application executed by the client terminal, the application data and the identifier being recorded in the historical data (DH1) in association with the behavioral data (DT4) and said at least one digital fingerprint (FP1). 9. Method according to any one of the preceding claims, in which the recording d) of the historical data comprises sending, to a customer relationship management platform (PT4), the behavioral data (DT4) in association with said at least one digital fingerprint for historization as historical data in a database. 10. A method according to any preceding claim, wherein steps a) to d) are repeated for each of a plurality of visits by the user to the website, wherein the user's historical data is updated from the behavioral data (DT4) obtained in association with each digital fingerprint corresponding to said user. 11. A method according to any preceding claim, wherein the method comprises: - collection of form data submitted by the user accessing the website; and - recording the form data in the historical data (DH1) in association with said at least one digital fingerprint (FP1) and the behavioral data (DT4). 12. A method according to any preceding claim, wherein the method comprises: - obtaining data (DT4b) decoded by decoding a data-enriched link through which the user accesses the website; - recording the decoded data in the historical data (DH1) in association with said at least one digital fingerprint (FP1). 13. Computer program (PG3) comprising instructions for implementing the method according to any one of the preceding claims, when these instructions are executed by a processor. 14. Tracking device (PT1) of a website, comprising: - a reception module (MD2) configured to receive, from a client terminal, user data (DT3) representative of a user (UR1) accessing the website via a browser client; - a first obtaining module configured to obtain, from the user data (DT3), at least one digital fingerprint (FP1) of the user, said at least one digital fingerprint being generated by applying at least one hash function taking said user data as input; - a second obtaining module configured to obtain behavioral data (DT4) representative of user behavior on the website; and - a historization module configured to update the user's historical data (DH1) from the behavior data (DT4) in association with said at least one digital fingerprint (FP1) to enable tracking of the user's behavior on the website.