CN104252679A - Construction method and system of brand advertisement evaluation system - Google Patents
Construction method and system of brand advertisement evaluation system Download PDFInfo
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- CN104252679A CN104252679A CN201310269691.0A CN201310269691A CN104252679A CN 104252679 A CN104252679 A CN 104252679A CN 201310269691 A CN201310269691 A CN 201310269691A CN 104252679 A CN104252679 A CN 104252679A
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Abstract
The invention provides a construction method and system of a brand advertisement evaluation system. The construction method includes acquiring network behavior data of brand advertisement audiences and analyzing behavior characteristics of the audiences based on the behavior data; according to the behavior characteristics, establishing an audience behavior model; based on the audience behavior model, establishing the brand advertisement evaluation system. The construction method and system has the advantages that acts of the brand advertisements are evaluated effectively, and better experience is provided for advertisers to promote the brand advertisements.
Description
Technical field
The present invention relates to computer internet technology, particularly relate to a kind of construction method and system of brand advertising evaluation system.
Background technology
Brand advertising is as the one of advertisement, and its effect is mainly brand to be limited to consumer or potential consumer's a certain specific position in the heart, distinguishes brightly, and consumer is made a profound impression to this brand with other brands.At present, most of advertiser is still in the index as brand evaluation advertisement promotion effect such as " two jumping ", " conversion " that use " clicks " and extend out from " click " index.And in fact, the effect of brand advertising is not only to take click to advertiser, be also to impress to audient, Branding image etc.Present contradiction is: on the one hand advertiser and act on behalf of commercial city and admit to show the effect of series advertisements outside clicking, but owing to not weighing the index of the effect outside clicking easily, so finally still can only use clicking rate and click unit price as main evaluation means.But, use these indexs as evaluation means if single, can make brand show series advertisements on recruitment evaluation and in search promotes etc., compared with Text Link series advertisements, be in a disadvantageous position.Meanwhile, because current evaluation system can not be assessed in conjunction with the network behavior data of user except clicking, advertisement putting and advertisement is caused to present more difficult with real audient's match those.
Therefore, the more difficult effect to existing brand advertising of traditional evaluation index carries out Efficient Evaluation, and this just needs a kind of effectively for system and the corresponding evaluation index of brand advertising assessment.
Summary of the invention
The object of this invention is to provide a kind of construction method and system of brand advertising evaluation system, can actively effectively assess the effect of brand advertising.
According to an aspect of the present invention, provide a kind of construction method of brand advertising evaluation system, the method comprises the following steps:
Obtain the network behavior data of brand advertising audient, analyze the behavioural characteristic of audient based on described behavioral data;
According to analyze the behavioural characteristic obtained, set up audient's behavior model;
Based on described audient's behavior model, build brand advertising evaluation system.
According to another aspect of the present invention, additionally provide a kind of constructing system of brand advertising evaluation system, comprising:
Behavioral data analysis module, for obtaining the network behavior data of brand advertising audient, analyzes the behavioural characteristic of audient based on described behavioral data;
Model building module, according to analyze the behavioural characteristic obtained, set up audient's behavior model;
Evaluation system builds module, based on described audient's behavior model, builds brand advertising evaluation system.
Compared with prior art, the present invention has the following advantages: the construction method of brand advertising evaluation system provided by the invention and system can effectively be weighed the effect that brand advertising plays, and has carried out better experience for advertiser promotes brand advertisement belt.By method and system provided by the invention, can the media effects of brand evaluation advertisement objectively, the accuracy that brand advertising the effect of publicity is monitored can be promoted, and using this accuracy as the standard arranging suitable advertising expenditure etc., can all have positive impetus to the development of whole internet brand advertising.
Accompanying drawing explanation
By reading the detailed description done non-limiting example done with reference to the following drawings, other features, objects and advantages of the present invention will become more obvious:
Fig. 1 is the construction method process flow diagram of brand advertising evaluation system in accordance with a preferred embodiment of the present invention;
Fig. 2 is according to the schematic diagram building brand advertising evaluation system based on audient's behavior model of the present invention;
Fig. 3 is according to the schematic diagram assessed brand advertising based on various dimensions perceptibility radar map of the present invention;
Fig. 4 is the schematic block diagram of the brand advertising evaluation system constructing system according to another preferred embodiment of the present invention.
Embodiment
Below in conjunction with accompanying drawing, the present invention is described in further detail.
According to an aspect of the present invention, a kind of construction method of brand advertising evaluation system is provided.Please refer to Fig. 1, Fig. 1 is the construction method process flow diagram of brand advertising evaluation system in accordance with a preferred embodiment of the present invention, and according to Fig. 1, the method comprises the following steps:
Step S101, obtains the network behavior data of brand advertising audient, analyzes the behavioural characteristic of audient based on described behavioral data.
Particularly, the audient of brand advertising namely towards consumer, its network behavior generally comprises: the related content (as prize drawing, sales promotion information) paying close attention to brand advertising; Brand advertising is become interested or wants to understand more relevant informations about brand advertising; Webpage is searched for brand advertising relevant information (as at the enterprising line search of Baidu's platform, discuss to other audients in Baidu's mhkc, in Baidu is known, put question to the information relevant with brand advertising, in forum of Baidu, carry out exchanging of brand advertising with other audients or understand the front of this brand advertising or negative information by various news); Related product or the service (buying behavior as under line or on line) of this brand is bought according to brand advertising; For the Related product bought or service, share its experience (as Baidu's mhkc, to know etc. community issue purchase experience, the brand advertising official website that provides advice to other potential audiences, enters Contents Construction with link up brand to promote that more audient pays close attention to this brand).Wherein, share that to experience be upgrading behavior along with the appearance of social concept occurs, therefore, brand advertising information corresponding to Related product or service can be obtained by posting in monitoring forum or mhkc topic, problem etc.
In order to analyze the behavioural characteristic of brand advertising audient better, the above-mentioned behavioral data of acquisition Network Based, the mode of concrete acquisition does not limit at this, such as obtain the behavioral data of various commercial audience from website based on broadcast monitoring program, typically, utilize spider (spider) to monitor the input situation of each brand advertising in each website, and obtained the behavioral data etc. comprising click data by thermodynamic chart.By above-mentioned behavioral data, analyze obtain brand advertising audient with the behavioural characteristic of Types Below: pay close attention to (Attention), become interested (Interest), contact (Contact), buy (Action) or/and link up (Communication), usually, the above-mentioned stage be according to consumer to the understanding of brand from shallow enter dark process carry out.
Step S102, according to analyze the behavioural characteristic obtained, set up audient's behavior model.
Particularly, according to analyze the behavioural characteristic obtained, comprise Attention (concern), Interest (interest), Contact (contact), Action (purchase) or/and Communication(links up) (being abbreviated as A, I, C, A and C), specific audient's behavior model AICAC can be set up, namely comprise concern, interest, contact, purchase and communication double teacher.This model contains the various actions of brand advertising audient to brand advertising.Such as, the audient of brand advertising is by browsing brand advertising, after knowing the relevant information of brand advertising, this is become interested, and the product relevant to this brand or information on services is searched on specialty comment website, when the comment information that audient searches for is front information, it is bought by marketed Web site.Analyze with the above-mentioned behavior of audient, it is browsed brand advertising and knows that the behavior of the relevant information of brand advertising belongs to " concern " in described behavior model, after it knows the relevant information of brand advertising, this to be become interested " interest " belonged in described behavior model, it belongs in the behavior of searching for the product of being correlated with this brand or information on services on specialty comment website " contact " in described behavior model, and it is bought the Related product of this brand or service by marketed Web site and belongs to " purchase " in described behavior model.Thus, described audient's behavior model covers four kinds of behaviors of above-mentioned audient, comprises concern, interest, contact and purchase.
Above-mentioned audient's behavior model AICAC can agree with the behavior search engine consumer in period preferably, make to market is no longer carry out unidirectional theory to audient simply to inculcate, enhance the accreditation to Praise, not only can excavate brand advertising audient Action logic clearly, also the value that brand advertising brings can be embodied by easy stages simultaneously.Namely by the behavior of point analysis of products board advertising objective crowd such as retrieval behavior, navigation patterns, crowd characteristic (comprising Regional Distribution, crowd's attribute etc.), interest in conjunction with audient, represent the even behavior under line of its network behavior, help that advertiser location is more, more suitably potential user, make advertisement putting more precisely effectively.
Step S103, based on described audient's behavior model, builds brand advertising evaluation system.
Particularly, based on the above-mentioned audient's behavior model set up, analyze behavioral phase wherein or action process one by one, build brand advertising evaluation system from various dimensions.Preferably, the double teacher according to above-mentioned model builds brand advertising evaluation system from four dimensions, please refer to Fig. 2, and Fig. 2 is the schematic diagram building brand advertising evaluation system based on audient's behavior model, and as shown in Figure 2, concrete building process is as follows:
A → I: based on by paying close attention to the process causing interest, being defined as brand and paying close attention to (Attention);
I → C: the process contacted with brand based on being excited audient by interest, is defined as Brang Awareness (Awareness);
C → A: based on being contacted the process producing purchase or other action by brand, be defined as Brand Recognition (Acceptance);
A → C: based on by buying the process of facilitating spreading communication, be defined as branding communication (Spread).
Thus, pay close attention to (Attention), Brang Awareness (Awareness), Brand Recognition (Acceptance) and branding communication (Spread) four dimensions from brand and build brand advertising evaluation system (3AS).This four dimensions clearly can describe the Action logic of brand advertising audient, also the value that brand advertising produces can be embodied by easy stages simultaneously.
Further, for above-mentioned assessment dimension, set corresponding evaluation index, the evaluation index (wherein, each evaluation index also being illustrated) as shown below that concrete each assessment dimension is corresponding:
Hereafter will to such as returning the rate of searching in above table, searching the novel evaluation indexes such as rate, perceptibility, retrieval/topic industry accounting, high-quality traffic transformation and stress for clean time.
Wherein, the described time rate of searching refers to that the crowd of browsed advertisement searches for the ratio of brand related term within a period of time afterwards.Usually, advertisement cause audient to the concern of brand after, audient can search for more information further by search platform (as Baidu, google), therefore, searching rate based on returning, can check the change of the crowd of browsed advertisement in search behavior afterwards.
Preferably, in the present embodiment, can be defined as returning the computing formula of searching rate: the crowd that the browsed advertisement rate of searching=one day is returned in advertisement one day returned the cookie number searching brand related term cookie number/one day browse advertisements in 7 days afterwards;
Further, return and search rate index and reflect the cognitive assessment of commercial audience for brand in quantity, namely audient to advertisement produce pay close attention to after obtain brand related cognitive further by search behavior.Return the contrast of searching rate data in conjunction with non-browse advertisements crowd, the cognitive facilitation of brand advertising for audient can be reflected.
Further, on the basis returning rate of searching, clean the returning of definition searches rate, wherein, clean computing formula of returning rate of searching may be defined as: advertisement one day is returned and do not retrieved brand related term the rate of searching=one day and in 7 days afterwards, return the cookie number searching browsed advertisement cookie number/one day of brand related term in browsed advertisement crowd.Rate is searched by defining clean returning, the crowd of browsed advertisement can be segmented further, the people this part crowd not being searched for before browse advertisements brand related term extracts, analyze the change of this part people search behavior after having seen advertisement, refined advertisement itself further and brought performance to audient's behavior.
Wherein, described perceptibility refer to the crowd of browsed advertisement afterwards one section time interior search brand related term in problem directive property word distribution situation, where described problem directive property word comprises such as, OK, the word such as how to return goods.Described perceptibility index reflects the cognitive assessment of commercial audience for brand from the angle of matter, and the dimension distribution of returning rate of searching namely by analyzing browsed advertisement crowd is understood audient and distributed for the cognition that brand is different.
Before calculating perceptibility, perception dimension is defined and added up.Particularly, perception dimension comprises as product consulting, buys relevant, competing product and compare and each fractional dimension such as after sale service, searches total frequency by adding up returning of each fractional dimension respectively, and by hereafter computing formula, obtains the distribution situation of specific perception dimension:
Distribution=specific perception dimensional searches frequency summation/all perception dimensional searches frequency summations of specific perception dimension;
Preferably, form various dimensions perceptibility radar map according to the distribution of specific perception dimension, can refer to Fig. 3, Fig. 3 is according to the schematic diagram assessed brand advertising based on various dimensions perceptibility radar map of the present invention.
In order to realize the division of perception dimension better, preferably, by KATE classification stage, perception dimension is divided automatically, for early-stage preparations are done in the systematization of follow-up perceptibility index.Wherein, described KATE classification stage, collection corpus labeling, model training, short string sort are predicted as one, are the quick aids of manual sort, support the foundation of many taxonomic hierarchieses, can be applied to Web page classifying, crowd's categorize interests, audient's behaviour classification etc.
With regard to evaluation index retrieval/topic industry accounting, mainly refer to brand coordinate indexing or the topic data accounting in whole industry, for representing the brand market share on the internet and status, computing formula is as follows:
Industry all brand coordinate indexing amount belonging to retrieval industry accounting=(certain brand) coordinate indexing amount/this brand;
Topic industry accounting=(certain brand) belonging to topic amount/this brand of particular community channel all brands of industry in the topic amount of particular community channel;
Wherein, described particular community channel comprises such as Baidu's mhkc, encyclopaedia, the product channel such as to know.
Wherein, audient's retrieve sequence can be defined as follows: with brand word or audient's custom words for core word, among one day, and a search word before and after the core word of audient's retrieval forms a search sequence together with core word.
Further, for each core word, add up following data respectively:
Sequence samples number described in the sample number that the cookie number of a rear word of core word described in the sample number that the cookie number of the previous word of described core word accounts for this core word of the cookie number of a certain previous word of the ratio of the sample retrieving this core word=retrieved/retrieved accounts for this core word of the cookie number of a certain rear word of the ratio of the sample retrieving this core word=retrieved/retrieved accounts for the number of samples of this core word of the number of samples of ratio=certain sequence of the sample retrieving this core word/retrieved;
With regard to evaluation index high-quality traffic transformation, can be defined as follows: based on audient's behavior node, this audient is converted into a pure purchase potential audience, forms the conversion of a high-quality flow.Such as, client sees the advertisement of BMW at Baidu's page, following search can be carried out: BMW, benz, BMW 745 ... Deng, along with the search of audient to product is more deep, final audient can search for as words such as " addresses, BMW 4S shop ", and so far we think the high-quality traffic transformation obtaining an audient.And high-quality traffic transformation rate is calculated by following formula:
High-quality traffic transformation rate=behavior arrives the cookie number of the client cookie number/browsed advertisement transforming node;
To sum up, by configuring corresponding evaluation index to each assessment dimension, advertisement evaluations system can intactly be set up.It should be noted that, above-mentioned each evaluation index obtains from different channels according to different types, such as can by population analysis technical limit spacing about the amount of representing, click volume etc., and some effects are transformed class index and then can be obtained by statistical technique.
In the present embodiment, can also sort to brand advertising according to the assessment result of described evaluation system and filter, so that preferably target audience will be presented to by brand advertising better, optimize the effect that brand advertising is thrown in.
Compared with prior art, the construction method of brand advertising evaluation system provided by the present invention has the following advantages:
Can only be assessed brand advertising by indexs such as click, two jumpings, conversions relative to prior art, cause the situation that Evaluated effect is not good, the construction method of brand advertising evaluation system provided by the invention can synthetically, effectively be assessed advertisement delivery effect.Simultaneously, the construction method of this evaluation system can agree with the differentiated demand of different industries brand advertising preferably, based on obtained comprehensive assessment result, determine the brand advertising feature of different industries, thus release brand advertising extension programme targetedly, effectively improve the accuracy of advertisement delivery effect the result.
According to another preferred embodiment of the invention, additionally provide a kind of brand advertising effect evaluation method, said method comprising the steps of:
1) obtain the network behavior data of brand advertising audient, analyze the behavioural characteristic of audient based on described behavioral data;
2) according to analyze the behavioural characteristic obtained, set up audient's behavior model;
3) based on described audient's behavior model, brand advertising evaluation system is built;
4) effect of advertisement evaluations system to brand advertising based on described structure is assessed.
Due to step 1) to step 3) with mentioned above, be not described in detail in this, only step 4) be specifically described.
Particularly, after building brand advertising evaluation system (3AS), with described brand advertising evaluation system, various dimensions ground comprehensive assessment is carried out to the effect of brand advertising.With the perceptibility index shown in Fig. 3, good pleasure is bought, the effect of Suning and Estee Lauder three brand advertising is evaluated as example, various dimensions perceptibility radar map according to Fig. 3, advertiser easily can understand the cognitive distribution situation of audient for self brand, as: do not have the crowd of browsed advertisement in public praise, buy relevant, product and seek advice from the crowd that classificatory query degree is higher than browsed advertisement; Good happy problem of buying in after sale/service is higher than other two brands; The query degree of Suning in public praise is lower than other two brands; There is not after sale/service aspect problem in Estee Lauder.Thus, apply this perceptibility index and advertiser can be helped to be familiar with brand intrinsic advantage inferior position, thus carry out brand optimization targetedly.
Because the different dimensions applying described advertisement evaluations system can carry out the assessment of different aspect to the effect of brand advertising, for simplicity, illustrate no longer one by one at this.
According to another aspect of the present invention, additionally provide a kind of constructing system of brand advertising evaluation system, please refer to Fig. 4, Fig. 4 is the schematic block diagram of the brand advertising evaluation system constructing system according to another preferred embodiment of the present invention, as shown in Figure 4, described system comprises:
Behavioral data analysis module 401, for obtaining the network behavior data of brand advertising audient, analyzes the behavioural characteristic of audient based on described behavioral data;
Model building module 402, according to analyze the behavioural characteristic obtained, set up audient's behavior model;
Evaluation system builds module 403, based on described audient's behavior model, builds brand advertising evaluation system.
Preferably, described system also comprises advertising results evaluation module 404, assesses according to the effect of described advertisement evaluations system to brand advertising.
Hereafter describe in detail to the specific works process of above-mentioned module.
Wherein, the network behavior data of brand advertising audient that described behavioral data analysis module 401 obtains comprise: the related content (as prize drawing, sales promotion information) paying close attention to brand advertising; Brand advertising is become interested or wants to understand more relevant informations about brand advertising; Webpage is searched for brand advertising relevant information (as at the enterprising line search of Baidu's platform, discuss to other audients in Baidu's mhkc, in Baidu is known, put question to the information relevant with brand advertising, in forum of Baidu, carry out exchanging of brand advertising with other audients or understand the front of this brand advertising or negative information by various news); Related product or the service (buying behavior as under line or on line) of this brand is bought according to brand advertising; For the Related product bought or service, share its experience (as Baidu's mhkc, to know etc. community issue purchase experience, the brand advertising official website that provides advice to other potential audiences, enters Contents Construction with link up brand to promote that more audient pays close attention to this brand).Wherein, share that to experience be upgrading behavior along with the appearance of social concept occurs.
In order to analyze the behavioural characteristic of brand advertising audient better, the above-mentioned behavioral data of acquisition Network Based, the mode that described behavioral data analysis module 401 specifically obtains data does not limit at this.By above-mentioned behavioral data, described behavioral data analysis module 401 can obtain brand advertising audient with the behavioural characteristic of Types Below: pay close attention to (Attention), become interested (Interest), contact (Contact), buy (Action) or/and link up (Communication), usually, the above-mentioned stage be according to consumer to the understanding of brand from shallow enter dark process carry out.
Wherein, described model building module 402 according to analyze the behavioural characteristic obtained, comprise Attention, Interest, Contact, Action or/and Communication(is abbreviated as A, I, C, A and C), specific audient's behavior model AICAC can be set up, namely comprise concern, interest, contact, purchase or/and link up double teacher.This model contains the various touching acts of brand advertising audient to brand advertising.Such as, the audient of brand advertising is by browsing brand advertising, after knowing the relevant information of brand advertising, this is become interested, and the product relevant to this brand or information on services is searched on specialty comment website, when the comment information that audient searches for is front information, it is bought by marketed Web site.Analyze with the above-mentioned behavior of audient, it is browsed brand advertising and knows that the behavior of the relevant information of brand advertising belongs to " concern " in described behavior model, after it knows the relevant information of brand advertising, this to be become interested " interest " belonged in described behavior model, its behavior of searching for the product of being correlated with this brand or information on services on specialty comment website belongs to " contact " in described behavior model, and it is bought the Related product of this brand or service by marketed Web site and belongs to " purchase " in described behavior model.Thus, described audient's behavior model covers four kinds of behaviors of above-mentioned audient, comprises concern, interest, contact and purchase.
Above-mentioned audient's behavior model AICAC can agree with the behavior search engine consumer in period preferably, and making to market is no longer carry out unidirectional theory to audient simply to inculcate, and enhances the accreditation to Praise.
The constructing system of brand advertising evaluation system provided by the present invention has the following advantages: by the system constructed by the present invention, can be system science that the effect of brand advertising is assessed, experience well for advertiser promotes brand advertisement belt.
According to another preferred embodiment of the present invention, additionally provide a kind of advertising results evaluating system, described system comprises:
Behavioral data analysis module, for obtaining the network behavior data of brand advertising audient, analyzes the behavioural characteristic of audient based on described behavioral data;
Model building module, according to analyze the behavioural characteristic obtained, set up audient's behavior model;
Evaluation system builds module, based on described audient's behavior model, builds brand advertising evaluation system;
Brand advertising recruitment evaluation module, the effect of advertisement evaluations system to brand advertising based on described structure is assessed.
Because behavioral data analysis module, model building module and evaluation system build the course of work of module with mentioned above, be not described in detail in this, only the course of work of brand advertising recruitment evaluation module be specifically described.
Particularly, after building module construction brand advertising evaluation system (3AS) by evaluation system, by described brand advertising recruitment evaluation module, with described brand advertising evaluation system, various dimensions ground comprehensive assessment is carried out to the effect of brand advertising.With the perceptibility index shown in Fig. 3, good pleasure is bought, the effect of Suning and Estee Lauder three brand advertising is evaluated as example, various dimensions perceptibility radar map according to Fig. 3, advertiser easily can understand the cognitive distribution situation of audient for self brand, as: do not have the crowd of browsed advertisement in public praise, buy relevant, product and seek advice from the crowd that classificatory query degree is higher than browsed advertisement; Good happy problem of buying in after sale/service is higher than other two brands; The query degree of Suning in public praise is lower than other two brands; There is not after sale/service aspect problem in Estee Lauder.Thus, apply this perceptibility index and advertiser can be helped to be familiar with brand intrinsic advantage inferior position, thus carry out brand optimization targetedly.
Because the different dimensions applying described advertisement evaluations system can carry out the assessment of different aspect to the effect of brand advertising, for simplicity, illustrate no longer one by one at this.
Above disclosedly be only preferred embodiment of the present invention, certainly can not limit the interest field of the present invention with this, therefore according to the equivalent variations that the claims in the present invention are done, still belong to the scope that the present invention is contained.
Claims (8)
1. a construction method for brand advertising evaluation system, the method comprises the following steps:
Obtain the network behavior data of brand advertising audient, analyze the behavioural characteristic of audient based on described behavioral data;
According to analyze the behavioural characteristic obtained, set up audient's behavior model;
Based on described audient's behavior model, build brand advertising evaluation system.
2. method according to claim 1, wherein, described brand advertising evaluation system comprises:
Assessment dimension, specifically comprises brand concern, Brang Awareness, Brand Recognition or/and branding communication; And,
The evaluation index that described assessment dimension is corresponding.
3. method according to claim 2, wherein, evaluation index corresponding to described assessment dimension specifically comprises:
Described brand is paid close attention to corresponding evaluation index and is comprised the amount of representing, click volume, crowd's overlay capacity, crowd's attribute-sex, crowd's attribute-age, crowd attribute-region, crowd's attribute-education or/and crowd's attribute-industry;
Evaluation index corresponding to described Brang Awareness comprises back the rate of searching, perceptibility, retrieval/topic industry accounting, reputation, audient's searching classification and sequence or/and point of interest;
Evaluation index corresponding to described Brand Recognition comprises high-quality traffic transformation rate, arrival amount, registration amount or/and order numbers;
Evaluation index corresponding to described branding communication comprises the mhkc amount of posting, knows question and answer amount, movable participation amount, transfer amount be or/and comment number.
4. the method according to any one of claim 1-3, wherein, analyze the behavioural characteristic obtained comprise concern, interest, contact, purchase or/and link up.
5. a brand advertising appraisal procedure, wherein, is applied to brand evaluation advertising results by the brand advertising evaluation system in the method described in Claims 2 or 3.
6. a constructing system for brand advertising evaluation system, comprising:
Behavioral data analysis module, for obtaining the network behavior data of brand advertising audient, analyzes the behavioural characteristic of audient based on described behavioral data;
Model building module, according to analyze the behavioural characteristic obtained, set up audient's behavior model;
Evaluation system builds module, based on described audient's behavior model, builds the brand advertising evaluation system described in claim 1 or 2.
7. system according to claim 6, wherein, based on described behavioral data analysis module analyze the behavioural characteristic obtained comprise concern, interest, contact, purchase or/and link up.
8. a brand advertising evaluating system, wherein, is applied to brand evaluation advertising results by the brand advertising evaluation system described in Claims 2 or 3.
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