20. The system of claim 7 , further comprising instructions which when executed on the one or more data processors, cause the one or more processors to perform operations including: receiving a request for a web page; retrieving predictive information related to the request; receiving input corresponding to a selection of an object presented with the web page; determining a relevancy of each of one or more predictive factors included within a predictive model associated with the selected object, wherein the relevancy is determined based on the selection of the selected object; determining a success value for each of the one or more predictive factors based on the relevancy of each of the one or more predictive factors, wherein a success value corresponds to an effect each of the one or more predictive factors has on a probability that the object will be selected; updating the one or more predictive factors using the retrieved predictive information; and updating the predictive model associated with the selected object, wherein the predictive model is updated using the one or more updated predictive factors and the success value for each of the one or more predictive factors.
23. The system of claim 20 , wherein the relevancy of each of the one or more predictive factors is further determined based on a minimum number of appearances of the predictive factor.