Patent ID: 7991732

Claim:
A computer-implemented method for incrementally adding segmentation criteria to a data set, the method comprising: receiving an indication of initial segmentation criteria to specify website visitation data to include in one or more initial reports; retrieving a first data set comprising website visitation data according to the indicated initial segmentation criteria, the visitation data usable to generate the one or more initial reports; displaying the one or more initial reports, including at least part of the website visitation data; receiving user inputs indicating respective adjustments to respective ones of the initial segmentation criteria; in response to receiving each user input, determining whether the respective adjustment broadens or narrows the respective one of the initial segmentation criteria; and responsive to determining that a received user input broadens the respective one of the segmentation criteria, retrieving a second data set comprising website visitation data, the second data set conforming to the broadened respective one of the segmentation criteria and to one or more others of the initial segmentation criteria; and responsive to retrieving the second data set: displaying one or more adjusted reports, including the second data set; responsive to determining that a received user input narrows the respective one of the segmentation criteria, determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion; and responsive to determining one or more elements of the first data set that do not conform to the narrowed segmentation criterion: displaying a graphical representation of the first data set excluding the one or more determined elements.