2. The method of claim 1 , 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.
2. The method of claim 1 , 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. 5. The method of claim 2 , wherein determining, based on the statistical analysis, respective categorizations of one or more web page segments in the one or more web pages in the financial institution website comprises: determining a respective plurality of scores for each web page segment in the one or more web pages, each score in the plurality of scores indicating a confidence that a web page segment corresponds to a particular category; determining, for each web page segment, 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 segment satisfies a threshold, associating the web page segment with a particular category corresponding to the score.