18. The system of claim 17 , wherein generating a site map of web pages and web page segments in the financial institution website, wherein the site map is generated based at least in part on a statistical analysis of (i) web pages and (ii) web page segments that are not in the financial institution website comprises: crawling the financial institution website to identify one or more web pages in the financial institution website and one or more web page segments in the one or more web pages in the financial institution website; determining, based on the statistical analysis, respective categorizations for the one or more identified web pages; and determining, based on the statistical analysis, respective categorizations for the one or more web page segments in the identified one or more web pages.
18. The system of claim 17 , wherein generating a site map of web pages and web page segments in the financial institution website, wherein the site map is generated based at least in part on a statistical analysis of (i) web pages and (ii) web page segments that are not in the financial institution website comprises: crawling the financial institution website to identify one or more web pages in the financial institution website and one or more web page segments in the one or more web pages in the financial institution website; determining, based on the statistical analysis, respective categorizations for the one or more identified web pages; and determining, based on the statistical analysis, respective categorizations for the one or more web page segments in the identified one or more web pages. 19. The system of claim 18 , wherein determining, based on the statistical analysis, respective categorizations for the one or more identified web pages comprises: determining a respective plurality of scores for each web page in the one or more identified web pages, each score in the plurality of scores indicating a confidence that the web page corresponds to a particular category; determining, for each web page in the one or more identified web pages, whether a score in the respective plurality of scores satisfies a threshold; and in response to determining that a score in the respective plurality of scores for a web page satisfies a threshold, associating the web page in the one or more web pages with a particular category corresponding to the score.