Abstract:
A method for managing an on-line catalog, including operating an on-line catalog system via an on-line catalog management interface, and displaying the on-line catalog on user interfaces by transmitting catalog information from the on-line catalog system to the user interfaces over a network in response to requests of end-users. The method further includes collecting data of usage by the end-users interacting via the user interfaces with the on-line catalog. A list of available actions for controlling operation of the on-line catalog is incorporated in the on-line catalog system, and in response to the data, one of the available actions is selected as an applicable action. The method also includes providing the applicable action to a catalog administrator operating the on-line system.

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application claims the benefit of U.S. Provisional Patent Application No. 60/850,191 filed 5 Oct. 2006, which is assigned to the assignee of the present invention, and which is incorporated herein by reference. 
    
    
     FIELD OF THE INVENTION 
     The present invention relates generally to on-line electronic catalog systems, and specifically to automating and optimizing search and site presentation of an on-line catalog based on collected statistics. 
     BACKGROUND OF THE INVENTION 
     On-line catalog systems typically allow an end-user to search for a particular item or class of items, and receive results based on the item or class of item searched for. Typically, the results are displayed according to their relevance to the end-user&#39;s query. The display may be changed by the end-user according to user-defined criteria. In addition, some on-line catalog systems allow an administrator of the system to modify the display of results and behavior of the system based on additional considerations, such as business considerations. For example, the administrator may choose to promote a particular brand within a class of items searched, by displaying the brand among the top ten results. 
     SUMMARY OF THE INVENTION 
     In embodiments of the present invention, an on-line catalog system displays an on-line catalog to end-users of the catalog by transmitting catalog information to the end-users over a network. Typically, the system is installed on a catalog management server, and an administrator of the on-line system controls the system over the network via an on-line catalog management interface with the server. A list of available actions that may be used for controlling operation of the on-line catalog is incorporated into the system. A data analytics facility in the system receives and formulates data of usage by the end-users of the catalog via the network. Examples of usage data include words entered into the on-line catalog as an end-user searches for an item, and conversion rates (proportions of items placed in a shopping basket that are actually purchased) for catalog items. In response to the usage data, the system automatically selects one or more of the available actions, and provides the selected actions as applicable actions for operating the catalog to the administrator, typically by presenting the applicable actions on the management interface. The automatic provision of applicable actions for operating the catalog helps the administrator manage the catalog, and enhances the efficiency of overall operation of the on-line catalog. 
     The applicable actions act as suggestions for operation of the on-line catalog that the system presents to the administrator. Hereinbelow applicable actions are also termed suggested actions or suggestions. 
     Typically, the administrator may accept or ignore the presented applicable actions. Alternatively, the administrator may modify an applicable action before implementing it. In some embodiments, the presented applicable action may be automatically implemented without intervention of, but typically with notification to, the administrator. 
     In an embodiment the list of available actions is generated by analysis of previous data of on-line catalog operations, or by analysis of data related to such operations. The analysis may be of previous data from the on-line catalog being managed by the administrator, and/or of other on-line catalogs for which previous operational data is available. Generation of the list includes associating a context with each available action. If, as the administrator operates the catalog system, the end-user usage data corresponds with the context, then the available action associated with the context is presented as an applicable action to the administrator. 
     In some embodiments, prior to implementing an applicable action, the administrator may simulate the effects of the suggestion on catalog operation, by applying the end-user usage data received over the network. 
     There is therefore provided, according to an embodiment of the present invention, a method for managing an on-line catalog, including: 
     operating an on-line catalog system via an on-line catalog management interface; 
     displaying the on-line catalog on user interfaces by transmitting catalog information from the on-line catalog system to the user interfaces over a network in response to requests of end-users; 
     collecting data of usage by the end-users interacting via the user interfaces with the on-line catalog; 
     incorporating in the on-line catalog system a list of available actions for controlling operation of the on-line catalog; 
     in response to the data, selecting as an applicable action one of the available actions; and 
     providing the applicable action to a catalog administrator operating the on-line system. 
     Typically, incorporating the list of available actions includes analyzing previous data of usage of the end-users interacting with the on-line catalog, and generating the list in response to the previous data. 
     In an embodiment incorporating the list includes formulating respective contexts for each of the available actions in the list, and providing the applicable action including determining that one of the respective contexts corresponds with a portion of the data of usage. 
     In an alternative embodiment incorporating the list of available actions includes analyzing other data of usage of other end-users interacting with one or more other on-line catalogs, and generating the list in response to the other data. 
     In a disclosed embodiment providing the applicable action to the catalog administrator includes displaying the applicable action on a graphic user interface in the on-line catalog management interface, and prompting the catalog administrator to perform one of accepting the applicable action and ignoring the applicable action. 
     In another embodiment providing the applicable action to the catalog administrator includes displaying the applicable action on a graphic user interface in the on-line catalog management station, and prompting the catalog administrator to modify the applicable action and accept the modified applicable action. 
     In one embodiment incorporating the list in the on-line catalog system includes providing a given context for a given suggestion of the list, and providing the applicable action to the catalog administrator includes performing an automatic incorporation of the given suggestion into the on-line catalog system in response to a portion of the data of usage corresponding to the given context. 
     In some embodiments the data of usage includes data generated in response to a search for text, and the list of available actions includes a given available action to expand the search by using a synonym of the text in response to a future search for the text, wherein the synonym corresponds to a product of the on-line catalog. 
     In a further disclosed embodiment incorporating the list of available actions includes analyzing data other than data of usage of the end-users interacting with the on-line catalog, and generating the list in response to the other data. 
     In a further alternative embodiment providing the applicable action to the catalog administrator includes automatically incorporating the applicable action into the on-line catalog system without intervention of the catalog administrator. 
     There is further provided, according to an embodiment of the present invention, apparatus for operating an on-line catalog system providing an on-line catalog, including: 
     an on-line catalog management interface which is configured to operate the on-line catalog system; and 
     a processor, coupled to the on-line catalog management interface, which is configured to: 
     transmit catalog information from the on-line catalog system to user interfaces over a network, so as to cause the user interfaces to display the on-line catalog thereon in response to requests of end-users; 
     collect data of usage by the end-users interacting via the user interfaces with the on-line catalog; 
     incorporate in the on-line catalog system a list of available actions for controlling operation of the on-line catalog; 
     in response to the data, select as an applicable action one of the available actions; and 
     provide the applicable action to a catalog administrator operating the on-line system. 
     There is further provided, according to an embodiment of the present invention, a computer software product for managing an on-line catalog, the product comprising a computer-readable medium having computer program instructions recorded therein, which instructions, when read by a computer, cause the computer to: 
     operate an on-line catalog system via an on-line catalog management interface; 
     display the on-line catalog on user interfaces by transmitting catalog information from the on-line catalog system to the user interfaces over a network in response to requests of end-users; 
     collect data of usage by the end-users interacting via the user interfaces with the on-line catalog; 
     incorporate in the on-line catalog system a list of available actions for controlling operation of the on-line catalog; 
     in response to the data, select as an applicable action one of the available actions; and 
     provide the applicable action to a catalog administrator operating the on-line system. 
     The present invention will be more fully understood from the following detailed description of the embodiments thereof, taken together with the drawings, a brief description of which follows. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a schematic diagram of an on-line catalog merchandising catalog software system, according to an embodiment of the present invention; 
         FIG. 2  is a flowchart of a process to generate a list of available actions, according to an embodiment of the present invention; 
         FIG. 3  is a block diagram illustrating operation by an administrator of the system of  FIG. 1 , according to an embodiment of the present invention; 
         FIG. 4  is a flowchart of a process performed by the administrator, according to an embodiment of the present invention; 
         FIGS. 5-13  are exemplary diagrams of screens generated during the process of  FIG. 4 , according to embodiments of the present invention; and 
         FIG. 14  is a flowchart of a process performed by the administrator to simulate an applicable action, according to an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION OF EMBODIMENTS 
     Overview 
     In embodiments of the present invention, an on-line merchandising catalog software system comprises three components: a search/navigation facility, a business rules facility, and an analytics facility, all of which are under control of one or more human catalog administrators, herein by way of example assumed to be one person. The system is operated by a processing unit which is typically in a server or personal computer run by the administrator. Alternatively, the system may be operated by multiple computers, typically distributed over a network. Herein, by way of example the system is assumed to be operated by an on-line catalog management server, and the administrator is assumed to control the system via an on-line catalog management interface. The software system is fabricated, installed, and maintained, by a software developer, typically comprising one or more programmers. 
     The system displays an on-line catalog on user interfaces of end-users, who interact with and operate the on-line catalog via the user interfaces. The user interfaces typically comprise browsers operated by personal computers, and the browsers typically communicate with the on-line catalog management server via a network such as the Internet, or alternatively via other means of communication. The user interfaces may comprise an Application Program Interface (API). 
     The search/navigation facility of the on-line catalog presents the end-users with one or more methods that enable the end-users to focus on desired merchandise, chosen from a range of merchandise covered by the catalog. Typically the search/navigation facility comprises a free text search engine, as well as navigation components that enable a given end-user to navigate to a desired product or group of products. For example, in a department store catalog, to locate a food processor an end-user may start by typing “processor” into the text search engine, or selecting “small kitchen appliances” from a drop-down menu of classes of items included in the catalog. 
     The business rules facility comprises conditional actions, termed rules, that are incorporated into the on-line catalog system by the catalog administrator. The rules affect search results and additional auxiliary results presented to the end-user by the search/navigation facility, as well as aspects of system behavior, such as a number of answers presented. A business rule has one or more triggers, a trigger being a specification of circumstances causing the rule to activate. Typically a trigger is matched with a search/navigation request submitted by an end-user, or is matched with a result of such a request. Examples of result-based triggers are provided in U.S. Patent Application 2007/0112740, which is assigned to the assignee of the instant application and which is incorporated herein by reference. 
     For example, a business rule may generate a banner on the screen saying “Kenwood® mixers are on special this week.” A trigger for this business rule could be an end-user typing “processor” into the text search engine of the on-line catalog, or electing “small kitchen appliances” from a drop-down menu. As a second example, in response to an end-user searching for “laptop computers” using a free text search, a business rule having “laptop” as a trigger may provide a list of computers with Macintosh® laptop computers first on the list to the end-user. 
     The analytics facility collects statistics of end-user operations of the on-line catalog. The facility may use the statistics for generating alerts to the administrator, for data mining, and/or for generating reports that allow the catalog administrator to analyze actions performed by end-users as they use elements of the catalog provided by the search/navigation facility, such as the text search engine or drop down menus. The actions may include other elements of the catalog, such as characteristics of the end-user&#39;s shopping basket and/or purchasing behavior. For example, for an on-line book catalog the administrator may generate a report listing all sailing books in the catalog, the number of users that have inquired for each sailing book in the last week, and the number of orders that have been placed for each sailing book. Other reports may focus on end-user overall queries, text searches, searches producing no results, and/or actions by the end-user producing low conversions, i.e., wherein an item has been placed in a shopping basket but has not actually been purchased. 
     Embodiments of the present invention automatically provide, as part of a report presented to the administrator, suggestions, also termed applicable actions, on how to improve the catalog presentation to the end-user. The applicable actions typically incorporate best practices, i.e., recommended ways for implementing actions that have been developed in the on-line catalog art. Such best practices will be available to the software developer and/or administrator, typically as a result of previous analysis of, and experience with, on-line catalogs controlled by the developer and/or administrator, and possibly analysis of and experience with other on-line catalogs. The applicable actions may apply to the search/navigation facility, for example by suggesting a synonym for a search item, and/or to the business rules facility, for example by suggesting a rule via a rule template. 
     Rule templates, examples of which are provided below, simplify and automate the process of rule generation by the administrator. A rule template comprises a rule, incorporated into the on-line catalog software, which may be incomplete. When used to produce an applicable action, the rule template is instantiated by the context of the corresponding available action, to produce a rule. The rule may be either fully specified or incomplete. Such an incomplete rule typically requires explicit action from the administrator, to complete the rule&#39;s specification, so that it may be implemented. Alternatively, the rule template once instantiated may be complete, requiring no action from the administrator except for its implementation. 
     Typical applicable actions include:
         Promote, or demote, a specific product.   Promote or demote the answers to a particular query.   Set a particular query to function as a trigger.   Add a synonym to a given text, so that a future search for the text is expanded to include the synonym.       

     The software developer incorporates a list of available actions, and a context for each available action, into the system. The context acts as a “suggestion-trigger,” so that an available action becomes an applicable action if the context corresponds with the usage data. The catalog administrator is made aware of the presence of applicable actions as she/he inspects reports. 
     System Description 
     Reference is now made to  FIG. 1 , which is a schematic diagram of an on-line catalog merchandising catalog software system  20 , according to an embodiment of the present invention. System  20  is operated by a catalog administrator  22 , using an administration server  24 , also herein termed an on-line catalog management server. Server  24  comprises an on-line catalog management interface  25  which typically includes a graphic user interface  33 , and a processor  26  coupled to a memory  28 , which typically includes volatile memory  27  and non-volatile memory  31 . System  20  comprises a search/navigation facility (SNF)  30 , a business rules facility (BRF)  32 , and an analytics facility (AF)  34 , which function as described above and which typically comprise components stored in memory  28 . In addition, system  20  also comprises a list  36  of available actions, and an applicable action buffer  29 , the properties and functioning of which are described below. System  20  may be downloaded as a computer software product to server  24  in electronic form over a network, or alternatively or additionally the system may be supplied on a tangible computer-readable medium, such as one or more CD-ROMs, that is readable by a computer. 
     The software facilities of system  20  listed above comprise separate components which may be developed by separate software developers or development teams. Hereinbelow, by way of example, all system  20  is assumed to be developed by one developer  38 , the development including incorporation of list  36  of available actions into system  20 . 
     Typically, the day-to-day operation of system  20  is performed by administrator  22  via server  24  and interface  25 . However, as described below, the initial framework defining how the system operates, such as the conditions governing the conversion of a given available action in list  36  into an applicable action, is typically preset. In some embodiments of the present invention, the conditions may be reset by administrator  22 . 
     Generally similar end-users  40  operate user interaction facilities  44 , installed in end-user computing systems  46 , to access the on-line catalog generated by system  20 . Systems  46  typically comprise personal computers and/or other electronic equipment such as cellular phones, personal digital assistants, and/or in-store kiosks. The communication between end users  40  and system  20  is typically via a wide area network (WAN)  42 , such as the Internet. 
       FIG. 2  is a flowchart  50  of a process  52  to generate list  36 , according to an embodiment of the present invention. Typically, process  52  is implemented prior to system  20  being used by administrator  22  in consultation with other administration personnel having experience with on-line catalogs. Hereinbelow, by way of example, it is assumed that developer  38  implements process  52 . 
     In a first step  54 , developer  38  analyzes previous on-line catalog usage data. The data used typically includes historical data from a variety of different on-line catalogs that are already in operation. Additionally or alternatively, the data used may be from any convenient source to which developer  38  has access, including, for example, market data which affect demand for items included in an on-line catalog that is to be operated by system  20 . The developer typically employs merchandising methodology and best practices gained from previous experience. 
     In a second step  56 , from the analysis of the data, the developer generates a list of available actions for incorporation into system  20 . The available actions typically include a “wish list” of actions that administrator  22  or other similar personnel would have implemented given the analyzed data. Some examples of data, corresponding to phenomena to be accounted for in the wish list, and available actions are given in Table I below: 
     
       
         
               
               
               
             
               
               
               
               
             
           
               
                   
                 TABLE I 
               
               
                   
                   
               
               
                   
                 Data (Phenomena to 
                   
               
               
                   
                 be accounted for) 
                 Available action 
               
               
                   
                   
               
             
             
               
                   
               
             
          
           
               
                   
                 1 
                 Text search giving 
                 Redirect end-user according to 
               
               
                   
                   
                 “No Results” 
                 context of text search. 
               
               
                   
                 2 
                 Text search giving 
                 Provide results from stocked 
               
               
                   
                   
                 “No Results” 
                 products corresponding to 
               
               
                   
                   
                   
                 synonyms of the entered text, or 
               
               
                   
                   
                   
                 words related to the entered text. 
               
               
                   
                 3 
                 Text search giving 
                 Generate response “We do not 
               
               
                   
                   
                 “No Results” 
                 have ‘text searched,’ but we do 
               
               
                   
                   
                   
                 have ‘related items.’ Would you 
               
               
                   
                   
                   
                 like to see the related items?” 
               
               
                   
                   
                   
                 The related items are stocked 
               
               
                   
                   
                   
                 products that correspond to 
               
               
                   
                   
                   
                 synonyms of the entered text, or 
               
               
                   
                   
                   
                 words related to the entered text. 
               
               
                   
                 4 
                 Low conversion rate 
                 For rates below a specific 
               
               
                   
                   
                 for a particular 
                 level, offer free shipping for 
               
               
                   
                   
                 product 
                 the product. 
               
               
                   
                 5 
                 Low conversion rate 
                 For rates below a specific 
               
               
                   
                   
                 for a particular 
                 level, and if there is already a 
               
               
                   
                   
                 product 
                 preset total value of products 
               
               
                   
                   
                   
                 in the shopping basket, offer a 
               
               
                   
                   
                   
                 preset discount if all items are 
               
               
                   
                   
                   
                 converted. 
               
               
                   
                 6 
                 Product has high 
                 Promote product by having 
               
               
                   
                   
                 profit margin 
                 product appear early in a list 
               
               
                   
                   
                   
                 of similar products presented to 
               
               
                   
                   
                   
                 the end-user. 
               
               
                   
                 7 
                 Product has low 
                 Demote product by having product 
               
               
                   
                   
                 profit margin 
                 appear later in a list of 
               
               
                   
                   
                   
                 similar products presented to 
               
               
                   
                   
                   
                 the end-user. 
               
               
                   
                 8 
                 Particular Brand 
                 Generate response “We have found 
               
               
                   
                   
                 Name searched 
                 that customers searching for 
               
               
                   
                   
                   
                 this brand also purchased ‘other 
               
               
                   
                   
                   
                 brand’ items. Would you like to 
               
               
                   
                   
                   
                 see ‘other brand’ items?” 
               
               
                   
                   
               
             
          
         
       
     
     Other data and related available actions will be apparent to those having ordinary skill in the on-line catalog art, and are included in the scope of the present invention. 
     Typically, the developer constructs the available actions in the form of complete or incomplete rule templates, for incorporation in BRF  32 . As described below with respect to flowchart  80 , in the case of a complete rule template the administrator may accept the template&#39;s suggested action so that the action may be applied as part of end-user interaction with the catalog. In the case of incomplete rule templates the administrator is prompted to complete the suggested action so that it may be applied. 
     Alternatively or additionally, the available actions may include incorporating a change in SNF  30 , so that an action generated by the facility for the end-user is altered. 
     In a third step  58 , the developer formulates a context for each of the available actions. The context is typically related to the contents of the first column of Table I. The context provides system  20  with one or more conditions, or “suggestion-triggers,” under which, when one of the conditions is satisfied, the system provides the available action to administrator  22  as an applicable action. 
     For example, the context for the “redirect” available action in row 1 of Table I may be a text search query returning “No Results” and that the text search includes the word “job.” The context for the available actions of row 2 and row 3 is typically that the on-line catalog has products corresponding to synonyms of the text searched. The context for the available actions of row 4 and row 5, for low conversion rate products, may be that the conversion rate is below a preset value, for example 30%. In addition, the context for row 5 may include a total value of the shopping basket items. The context for the available actions of rows 6 and 7 is typically that the profit margin for a particular product is more than (row 6), or less than (row 7) preset values. The context for the available action of row 8 may be a search for a product of the searched Brand Name, and that the conversion rate for the ‘other brand’ product is above a preset value. 
     In defining the available actions of list  36 , the developer typically incorporates steps that add to the usefulness of the available actions, based on the context of the actions. For example, in the case of rows 2 and 3 of Table I, the developer may incorporate into an available action that synonyms may be determined using one or more dictionaries that may advantageously comprise dictionaries and/or taxonomies that are specific to the industry of the on-line catalog of system  20 . Such dictionaries and taxonomies may comprise third party items, and are typically provided to system  20  via network  42 . 
     To generate meaningful synonyms the developer may incorporate into an available action other search tools. For example, to find a synonym for a generic term “xxxx,” the developer may incorporate that one or more documents that are available over network  42  and that have xxxx are searched. A synonym may be considered to be any word having similar co-occurrence statistics to xxxx, and that is in the on-line catalog of system  20 . 
     In a final step  60 , developer  38  stores the contexts with their associated available actions in system  20  in SNF  30  and/or BRF  32 . In addition, the contexts and associated available actions are stored as list  36  ( FIG. 1 ). List  36  thus comprises a set of ordered pairs of contexts C n  and available actions SA n , where n is a positive integer, as given by expression (1):
 
{(C 1 ,SA 1 ), . . . ,(C n ,SA n ), . . . }  (1)
 
       FIG. 3  is a block diagram  70  illustrating the operation by administrator  22  of system  20 ,  FIG. 4  is a flowchart  80  of a process  82  performed by the administrator, and  FIGS. 5-13  are exemplary diagrams of screen grabs generated during process  82 , according to embodiments of the present invention. As is described below, the screen grabs of  FIGS. 5-13  include screens which are derived from the list  36  of available actions generated in process  52  ( FIG. 2 ). Block diagram  70  illustrates elements comprised in server  24  in more detail than they are shown in  FIG. 1 . 
     Administrator  22  uses AF  34  to implement process  82 . In order for the administrator to implement the flowchart, processor  28  has previously recorded and stored, or otherwise obtained, such as via a web-analytics product performing data collection and summarization, usage data of the on-line catalog by end-users  40 , and this data is available to the analytics facility, as indicated by line  72  of diagram  70 . The usage data includes, inter alia, data on characteristics of searches performed by the end-users, typically consisting of text entered, constraints applied, numbers of repetitions of the search, i.e., typically its ranking or frequency, how many results were returned by the search, and whether or not the search produced results. Other usage data which AF  34  may record and store, such as events of placing products in basket, purchase of products, or conversion rates for searches or catalog products, will be familiar to those having ordinary skill in the on-line catalog arts. 
     As is illustrated in  FIG. 3  by line  74 , process  82  provides a suggested business rule and/or a suggested search/navigation action to administrator  22 , who is able to implement the suggestion on SNF  30  or BRF  32 , as illustrated by lines  76  and  78 . The suggested business rule and/or suggested search/navigation action correspond to the applicable actions described above. 
     As is also shown in  FIG. 3 , server  24  comprises list  36 , which is incorporated into memory  28  according to flowchart  50  ( FIG. 2 ). List  36  comprises a table giving correspondences between contexts C n  and available actions SA n , analogous to expression (1). 
     In a first step  84  of process  82 , administrator  22  operates analytics facility  34 .  FIG. 5  shows part of an exemplary analytics facility opening screen generated by system  20  at the conclusion of step  84 , summarizing classes of components of the on-line catalog system, and reports of analyses available to the administrator. In the example described herein, the components available to the administrator are grouped in reports: “Products: Top 10 Selling (count);” “Products: Top 10 Selling (revenue);” “Searches: Top 10 No Results;” and “Searches: Top 10 New/Trending Up.” 
     In a second step  86  the administrator selects a report to optimize. On selection, processor  26  checks if one of contexts C n  corresponds with components present in the report selected. If there is a correspondence, processor  26  places each available action SA n  of the contexts, and relevant data from the contexts, in applicable action buffer  29 . The context thus acts as a suggestion-trigger. The available actions in the buffer are applicable actions or suggestions for improving the component of the class being analyzed. 
     In a decision step  88  processor  28  checks if there are suggestions in buffer  29 . If there are no suggestions flowchart  80  ends. If there are suggestions in the buffer, the flowchart continues. 
       FIG. 6  shows a report detailing “No Result” searches, exemplifying the result if at second step  86  the administrator elects to analyze report “Searches—Top 10 No Results” in the opening screen ( FIG. 5 ). In the column titled “Has suggestions,” “Yes” indicates that for each of the components listed, there is an applicable action in buffer  29 , so that system  20  has a suggestion for improving the present catalog. 
     Returning to flowchart  80 , if there are suggestions in the buffer, the flowchart continues to a step  90 , wherein the administrator views the applicable action as part of a report on the selected component. 
     From step  90  there are three possible paths that administrator  22  may follow: in a first path, corresponding to a step  92 , the suggestion is implemented without change; in a second path, corresponding to a step  93  followed by a step  94 , the suggestion is modified and/or completed and the modified/completed suggestion is implemented; or in a third path, corresponding to a step  96 , the suggestion is ignored. After following one of these paths, flowchart  80  ends. 
     In some embodiments of the present invention, an applicable action may be implemented substantially automatically, without intervention of the administrator, as shown by broken lines  85  and  89  of process  82 , and as is described in more detail below. The automatic implementation is also indicated by broken lines  75  and  77  in  FIG. 3 . For example, as exemplified by line  89 , in the screen of  FIG. 6  presented to the administrator, if an applicable action has been automatically implemented, rather than “Yes” appearing in the Has Suggestions column, a statement describing the suggestion, and stating that it has been automatically implemented, appears in the column.  FIG. 6  illustrates that a suggestion has been automatically implemented for the text “TUXEDO.” 
       FIG. 7  shows a first example of an applicable action presented in step  90  to the administrator. The available action corresponding to the applicable action is developed in process  52  as a completed business rule template, and the context associated in process  52  with the rule template is a search result giving “No results” and a free text search for “jobs.” The completed rule template has a trigger which is activated by an end-user using “jobs” as a keyword in the search engine. The rule has an action which automatically redirects the end-user to the “Contact Us” section of the on-line catalog. In step  90  the applicable action is presented to the administrator as a completed rule template. 
     The administrator may follow the first or the third path described above by accepting the rule as in the template presented, or by ignoring the applicable action. Alternatively, in following the second path, the administrator may modify the rule by altering the rule action or keywords. For example, the administrator may add the word “employment” into the keywords triggering the rule, and/or may add in to the rule action a banner listing job areas that have vacancies. 
     Further alternatively, as illustrated in  FIG. 8 , the available action developed in process  52  may be an uncompleted rule template, wherein the context associated with the rule template is as above, i.e., a search result giving “No results” and a free text search for “jobs,” but wherein the administrator is required to complete the action of the rule. In this case the administrator may complete the rule, generally as described above with reference to  FIG. 7 . Alternatively or additionally, the administrator may complete the rule in a different manner, for example by generating a banner listing areas of job vacancies and their requirements, and requesting that qualified applicants go to the “Contact Us” section. 
       FIG. 9  shows a third example of an applicable action presented by the analytics facility in step  90  to the administrator. The applicable action is developed in process  52  as an available action to be applied to the search/navigation facility, and the context associated in process  52  with the action is a search result giving “No results” and a free text search that includes a word for which the on-line catalog comprises products described by a synonym of the word. The available action is to present listed synonyms of on-line catalog products to the end-user. 
     Returning to step  86  and  FIG. 6 , the screen grab also shows that the term “Summer floral dress” was searched, and produced no results. Assuming that the on-line catalog has products described by synonyms of “dress,” and that the applicable action of  FIG. 9  has been developed as an available action in process  52 , in step  88  there is a positive answer, and  FIG. 6  displays “Yes” in the Has Suggestions column for the search “Summer floral dress.” 
       FIG. 9  shows the applicable action for a context of a free text search for “Summer floral dress” occurring with “No Results.” The action displayed in step  90  suggests that the administrator allows synonyms of words in the free text to be searched for. Advantageously, the applicable action may display to the administrator synonyms of words that would have produced results, if the applicable action is implemented. For example, the catalog may include items listed as “flower pattern dress,” “floral skirt,” and “summer dress,” and these items may be displayed to the administrator. The administrator may accept these items, and in addition, the administrator may add synonyms. 
       FIGS. 10 and 11  are screens which illustrate another applicable action for the search/navigation facility that is automatically provided to the administrator by the analytics facility. In process  52  the corresponding available action developed is to apply a synonym, and the context is a free text search classified as a Top Query. The synonym may be chosen from descriptions of items in the catalog, and/or from another source of synonyms such as a thesaurus. 
     In step  86  of process  82 , the administrator has selected the “Top Queries” that have been input by the end-users.  FIG. 10  is the screen presented to the administrator. In this example, the only end-user query involving a free text search that has an applicable action is an end-user search for “plasma.” When the administrator selects plasma, a drop-down menu becomes available, and includes a synonym option. 
       FIG. 11  illustrates the result of the administrator selecting the synonym option. The result is a dialog box that suggests that “LCD” and/or “flat screen” may be applied as a synonym for plasma. If the synonyms are accepted, a future search by an end-user for “plasma” expands the search to also search for “LCD” and “flat screen.” The terms LCD and flat screen are typically derived from synonym finding tools such as those described above with reference to step  58  of process  52 . The determination of synonyms may occur at substantially any time up to, and including, the time at which the administrator selects the synonym option, and it will be understood that the determination of synonyms is substantially fully automatic. The administrator may accept (Save) or reject (Cancel) the suggestions, corresponding with steps  92  or  96 . The administrator may also use the dialog box to add, remove, and/or change synonyms, corresponding with steps  93  and  94 . 
       FIGS. 12 and 13  below give further examples of automatic rule templates for available actions for the business rules facility and/or the search/navigation facility. The available actions are automatically provided as applicable actions by the analytics facility to the administrator operating process  82 . 
       FIG. 12  shows a generic rule template incorporating a promotional banner. The template corresponds with rows 4 and 5 of Table I, and is generated by developer  38  in process  52  as an available action SA n . The template is herein, by way of example, assumed to be a free shipping rule template that suggests presentation of a “free shipping banner.” The template is defined to be applicable in a text search context with a relatively low conversion rate, using the particular text as a trigger, and also to be applicable in a product context with a relatively low conversion rate, using placement of the particular product in the shopping basket as a trigger. The template is generic in that it applies to any search or product that is displayed as a search result or that is placed in the shopping basket, and which have a relatively low conversion rate. 
     In process  82  the catalog administrator uses the analytics facility to look at a query report, and selects a specific item with a high abandonment rate, i.e., a low conversion rate wherein a product has been placed in the end-user&#39;s shopping basket, but has in the end not been bought. The high abandonment rate acts as a context C n  for the available action SA n . In step  90  the analytics facility presents the free shipping rule template, with the specific item incorporated into the template. By the administrator accepting the free shipping rule template, the free shipping rule is incorporated into the on-line catalog. The rule is triggered by the end-user searching for the specific item or placing the specific item in the shopping basket, and generates a free shipping banner as part of the response to the end-user. 
     The description above assumes that the free shipping rule template defines a fixed free shipping banner. The developer may instead define the template to:
         Leave the choice of banner to the administrator when implementing the rule.   Present a number of fixed banners, that the administrator can choose from.   Suggest a most effective banner for the current context. The suggestion may advantageously be based on accumulated success statistics for banners in a given query or banner context. In this case, to complete the template the analytics facility accesses data that has been previously generated by actions of the end-users, and/or other data, and presents one or more banners, based on analysis of the actions or other data, for the administrator to select. The administrator may choose from the presented banners. Alternatively, the administrator may select an option that depends on conditions, such as the most up-to-date on-line catalog statistics, that the search/navigation facility or business rules facility access as the end-user applies the rule template trigger.   Apply other options. For example, rather than presenting a banner, the template may provide other actions, such as promoting a specific group of products.       

     In an alternative embodiment of the present invention, the administrator may select multiple text searches simultaneously, and apply a rule to all such searches. For example, the administrator may modify the rule template of  FIG. 12  by changing the trigger to be any one of an itemized list of texts searched, and apply the free shipping rule template to all searches on the list. In this case, an end-user search that matches any one of the text searches triggers the rule defined by the rule template. 
     Embodiments of the present invention also allow for the fully automatic application of suggestions, with no further administrator intervention after the initial rule template definition, as described in the following example. 
       FIG. 13  shows a rule template defined by developer  38 , corresponding to row 6 of Table I, according to an embodiment of the present invention. The template&#39;s rule has been instantiated by the available action context, that a product has a profit margin greater than a preset percentage, assumed as an example to be 25%. The available action is a rule to promote the product whenever it appears in a list of similar products generated by the search/navigation facility, by having the product appear earlier in the list by a preset number of products than before the promotion is implemented. The developer may also generate a generally similar rule template for a product having a low profit margin, less than a preset percentage, corresponding to row 7 of Table I. In this case the available action context is that a product has the low profit margin, and the available action is a rule to demote the product in a generated list of similar products. 
     In process  82 , at initial step  84 , the analytics facility may present a notice to the catalog administrator suggesting that the administrator apply either or both available actions to all products, or to a selected group of products, satisfying the triggers in the on-line catalog. In this case the available actions become suggested actions. In some embodiments, the analytics facility may apply the suggested actions for all products completely automatically, without intervention of the catalog administrator, as illustrated by line  85  of flowchart  80 . Typically in the case of automatic application of the suggestions, the analytics facility notifies the administrator that the suggestions have been applied. Typically, a rule template for an automatic suggestion is completely specified by the relevant context, and there is no need for administrator interaction. 
     When the suggested actions are applied, a search performed by an end-user generates a set of answers that are re-ranked, i.e., promoted or demoted, according to the suggested actions&#39; rules. 
       FIG. 14  is a flowchart  150  of a process  152  performed by administrator  22  to simulate an applicable action, according to an embodiment of the present invention. Process  152  typically utilizes end-user data already collected by system  20 , prior to the administrator applying the applicable action to the on-line catalog. 
     In a first step  154  administrator  22  operates analytics facility  34 , substantially as described above with respect to flowchart  82 . 
     In a second step  156  the administrator decides on an applicable action, after having viewed the applicable action in step  90  of flowchart  82 , or having modified or completed the applicable action in step  93  of the flowchart. 
     In a third step  158 , the administrator sets AF  34  to simulate the applicable action decided on in step  156 , by applying end-user usage data that has already been collected by the analytics facility. For example, if the applicable action corresponds to promoting a product according to the rule template described above with reference to  FIG. 13 , AF  34  may use stored end-user data to display a list of products to the administrator using the rule template. For comparison, the analytics facility may also display to the administrator a list wherein the rule template is not used. 
     In final steps  160  and  162 , after viewing the simulation, the administrator may decide to implement or ignore the applicable action. Alternatively, the administrator may alter the applicable action, and iterate the simulation, as shown by line  164 . For example, in the rule template of  FIG. 13 , the administrator may alter the number of items by which a product is promoted in the generated list. 
     It will be appreciated that the embodiments described above are cited by way of example, and that the present invention is not limited to what has been particularly shown and described hereinabove. Rather, the scope of the present invention includes both combinations and subcombinations of the various features described hereinabove, as well as variations and modifications thereof which would occur to persons skilled in the art upon reading the foregoing description and which are not disclosed in the prior art.