Leveraging Neurodata to Support Web User Behavior Analysis

  • Pablo Loyola
  • Enzo Brunetti
  • Gustavo Martinez
  • Juan D. VelásquezEmail author
  • Pedro Maldonado
Part of the Web Information Systems Engineering and Internet Technologies Book Series book series (WISE)


Given its complexity, understanding the behavior of users on the Web has been one of the most challenging tasks for data mining-related fields. Historically, most of the approaches have considered web logs as the main source of data. This has led to several successful cases, both in industry and academia, but has also presented several issues and limitations. Given the new challenges and the need for personalization, improvement is required in the overall understanding of the processes that lie behind web browsing decision making. The use of neurodata to support this analysis represents a huge opportunity in terms of understanding the actions taken by the user on the web in a more comprehensive way. Techniques such as eye tracking, pupil dilation and EEG analysis could provide valuable information to craft more robust models. This chapter overviews the current state of the art of the use of neurodata for web-based analysis, providing a description and analysis in terms of the feasibility and effectiveness of each strategy given a specific problem.


Sentiment Analysis Visual Exploration User Session Implicit Feedback User Attention 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



The authors would like to acknowledge the continuous support of the Chilean Millennium Institute of Complex Engineering Systems (ICM: P-05-004-F, CONICYT: FBO16), the Fondecyt Project 1160117, and the FONDEF-CONICYT CA12I10061 - AKORI project.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Pablo Loyola
    • 1
  • Enzo Brunetti
    • 2
  • Gustavo Martinez
    • 1
  • Juan D. Velásquez
    • 1
    Email author
  • Pedro Maldonado
    • 2
  1. 1.Web Intelligence Centre, Industrial Engineering DepartmentUniversity of ChileSantiagoChile
  2. 2.Neurosystems Laboratory, Institute of Biomedical SciencesFaculty of Medicine, University of ChileSantiagoChile

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