Interaction Data Analytics
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Interaction Data Analytics

Methods, Tools, and Applications

About the Book

Interaction logs are present in the most diverse platforms, from mainframes to mobile devices. Interaction data analytics gained visibility with the advent of e-commerce in the late 90s. Analytics in e-commerce aims at analyzing the most viewed/bought products, the origin of accesses, or even understanding why users gave up on buying something. These goals promoted the development of multiple tools in the area. However, when we analyze these tools considering detailed interaction data beyond click streams –with user experience, accessibility, and usability in mind–, few tools allow evaluators to get details about how a given interaction occurred. This book presents methods and applications involving: (1) capture of detailed user behavior data, at the level of user interface events; (2) analysis involving abstractions of these low-level events up to Machine Learning models; (3) visualization of collected data leveraging human visual perception capabilities. Hence, throughout the book the reader will see examples of how to apply interaction data analytics in multiple types of projects, either as the main evaluation method or as an additional technique supporting, bridging Data Science and Human-Computer Interaction.

About the Author

Vagner Figueredo de Santana
Vagner Figueredo de Santana

Research Scientist, Certified Data Scientist, and Master Inventor at IBM Research. Holds a PhD and MSc in Computer Science from the University of Campinas (UNICAMP) in 2012 and 2009, respectively, as well as a BSc degree in Computer Science from Presbyterian University Mackenzie in 2006. Passionate about user behavior analysis, researching about how people interact with devices in real contexts of use, aiming at responsible and inclusive recommendation systems and user interface personalization.

With a professional software development background since 2000, I previously served as a webmaster at Folha de S.Paulo (, a prominent Brazilian newspaper, from 2001 to 2007. Since 2006, my research has been focused on Human-Computer Interaction (HCI) and exploring the intersection of HCI, Machine Learning, and Data Science. My expertise encompasses problem understanding, field studies, data-oriented evaluation, and the delivery of intelligent user interfaces.

Engaged deeply with both the Brazilian and international HCI communities, I have assumed leadership roles and served as a reviewer for numerous prestigious HCI conferences and journals. Notably, I served as the general chair of the XV Brazilian Symposium on Human Factors in Computer Systems (IHC 2016). In 2019, I took on the role of lead program chair for the IHC 2019 conference.

Joining IBM Research in 2012, I have actively participated in multiple projects across various industries, including IT services, Finance, Health Insurance, Education, Oil & Gas, Agriculture, and Responsible Computing. These projects involved leading teams dedicated to user research, Data Science, and product development using agile methodologies. In 2016, I attained the distinction of Master Inventor, followed by Data Scientist certifications in 2019 and 2022 (L1 and L2). Over the years, I have provided ongoing mentorship to researchers in the Intellectual Property (IP) process and served as an IP review board member for IBM patents. In 2021, I joined the IBM’s Responsible and Inclusive Technologies team, based in Yorktown, NY, where my research centers around creating tools and methods for helping teams to identify and mitigate negative societal impacts in the research and development of information technologies.

Filed and granted patents:

Research Gate:

Google Scholar:

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