CN106355432A - Method for monitoring effectiveness of television advertisements - Google Patents
Method for monitoring effectiveness of television advertisements Download PDFInfo
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- CN106355432A CN106355432A CN201610692758.5A CN201610692758A CN106355432A CN 106355432 A CN106355432 A CN 106355432A CN 201610692758 A CN201610692758 A CN 201610692758A CN 106355432 A CN106355432 A CN 106355432A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
- G06Q30/0245—Surveys
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
Abstract
A method for monitoring effectiveness of television advertisements comprises following steps of 1) making advertising plans by professional departments of website platforms popularization to advertise paid-for advertisements on popularization channels and platforms such as search engines according to website advertising and popularization plans and classes,and then accumulate expenses according to user clicks on ads;2) docking effectively transformed payment orders with background systems of website platforms after users' interactions with website platforms when they log in websites through paid-for advertisements;3) dealing with the third party data, log data,background transaction data to get input stream,display stream,click stream,output stream and so on to store in corresponding modules so as to counting several keynote regulation index such as click rate,yield rate,guest unit price, contribution rate, input-output ratio and click expense.
Description
Technical field
The present invention relates to field is promoted in paid advertisement, in particular to a kind of paid advertisement effect monitoring and regulation and control system
System.
Background technology
Ecommerce class platform website wants to have in network selling and quickly represents and stablize ranking, can occur the very first time
In face of prospect, give potential customers certain sense of trust, it is necessary to push away in payment networks in addition to free nets is promoted simultaneously
Make an effort on wide.Do so has return but similarly needs to pay, and needs continual input, could preferably see
Benefit, just has more prospects to arrive.
The common payment networks way of promotion has sem, cps advertisement mode, the marketing of edm data, event propagation etc..In reality
When carrying out the network promotion, the key word of sem search engine is bidded and is promoted often as the popularization brand mode that website is first-selected, this
The sem mode being related in bright has 360cpc (360 click charging), bdcpc, sgcpc, ggcpc etc..Therefore, the click of key word
Charge, extension and transform rate etc. consider most problems when then becoming selection.How could more reasonably integrate key word to promote,
Become the important decision that website controls cost.
Paid promotion is key word bid ranking, is to need website to spend certain money, by way of having reimbursement
Network puts into advertisement, promoted extension is expanded with this, so that website preferably can obtain more profit on network.Net
Station needs to open each searching engine account, and selection target key word carries out bid ranking, and engine can by content assembly packaging
It is presented to user eventually, by user, the click of ranked content is charged.
Paid promotion surely obtains good marketing effectiveness so with regard to one after being not intended to throw in some advertisements on network
Simply, advertisement putting also must have a set of methods could obtain good network marketing effect, could by profit maximization,
The advertisement marketing scheme shot the arrow at the target and step are only the premise obtaining marketing effectiveness, could really help Rapid Development of Enterprise.
The current volume of data being recorded by special network promotion third party and providing network parting fee popularization, such as pays and pushes away
Wide inputs terminal, throw in channel, displaying number of times that paying word brings, number of clicks, clicking rate, paying total spend, clicks on and spend
Take.Also third party is had can according to the possible order inversion quantity of user access path, the feature extraction that places an order, but to be all according to set
The extensive offer interface data of methods.Website background system can only record the daily order related data that transaction occurs, and
Do not know paid promotion, naturally search bring actual conversion, calculate accuracy rate how high.
It is possible to produce using upper inconvenience, statistical error for data-interface disunity, have influence on paid advertisement
Evaluation and tell on, the present invention gets through website platform access log and backstage transaction data by timestamp, order sequence,
And integrated use third party's data, obtain a series of technical specification of monitoring promotion effects, catch visitor's unit price, pay so as to efficient
Take the contribution rate of word, promote the output ratio that puts into and conclude the business, click on expense, be easy to regulation and control cost and put into.
Content of the invention
The present invention seeks to, against the background of the prior art, propose a kind of paid advertisement effect monitoring and regulation and control method and be
System, efficiently instructs the input strategy of paid advertisement by the monitoring of efficiency index.
The technical scheme is that, a kind of method of paid advertisement effect monitoring regulation and control, comprise the steps:
Step 1: website platform specialty popularizing department sets advertisement serving policy, according to website platform input, popularization plan
Throw in paid advertisement with group in the channels such as search engine, Extension Software Platform, then according to user, the click of advertisement is added up
Spend.
, there are a series of sessions in step 2: user passes through paid advertisement landing website platform, and enter the flow process generation that places an order
Order sequence, effectively conversion pay invoice is docked with website platform background system, and splits into Commodity Flow, including generation payment
Consumption stream and the reimbursement stream that the return of goods occur, here need to process various special discount information, rate etc.；Effectively conversion pay invoice
When docking with website platform background system, it is crucial that accurate order (uniqueization) is processed, and needs according to set rule clearly
Navigate to be which kind of paid advertisement, which kind of mode, which platform, when, which people, which session bring；This is just using relating to
And arrive third party's data, daily record data, the association process of backstage transaction data.
Precisely uniquely change process has two clear and definite targets to order: one is, plays effective restriction effect to daily record data, wide
Accuse when throwing in, choosing effectively can be deleted to the contribution rate ranking of website platform according to accurately paid advertisement, can be according to pushing away
The input of wide channel, Extension Software Platform and mode spends to compare and active policy is effectively adjusted；Two is it is ensured that effective conversion is propped up
Pay the commodity transaction amount with splitting out for the order and goods amount occurs without the phenomenon of multi-to-multi, but the relation of one-to-many, this
Sample guarantee subsequently has accurately monitoring control index.
Step 3: after to third party's data, daily record data, the association process of backstage transaction data, obtain putting into stream, exhibition
Now the data storage such as stream, click steam, output stream is in corresponding module, so count clicking rate, output capacity, objective unit price, contribution rate,
Several key regulation index data such as input-output ratio, click cost.
On the premise of not considering to promote cost input, the higher the better for clicking rate, output capacity, in fact, paying input is
The necessary way of promotion, has input just can be searched for by more users, brings more flows, create more incomes, and pay
The input cost of advertisement is considerable again, therefore, will regulate and control the good ratio putting into output as far as possible.Here it is proposed that strategy
It is that, under the conditions of each Extension Software Platform ensures that paid advertisement brings stable user, suitable control spends, make input-output ratio stable
In increased, click on spend be less than history average level.
Contribution rate follows user's history preference, and is adjusted according to industrial characteristic, SA.As paid advertisement is crucial
Word, takes the front n of contribution rate of accumulative total 90%, its output amount of money be respectively p (1), p (2) ... p (n), the Gross Output amount of money is p,
There is p (1)/p+p (2)/p+ ... p (n)/p=1.If p (i)/p > m, i=1,2 ... ..., n；M is subjective adjustable set point, such as takes
0.5-0.6, p (i) corresponding paying word can suitably reduce input weight, and the input weight of minimizing can be assigned to some industries
Above hot word, search in Website hot word, SA key word.So both can ensure that the big word of contribution rate had stable representing,
The coverage rate of paying word can be strengthened again, attract more flows, have
P ' (1)/p '+p ' (2)/p '+... p ' (n)/p '+q (1)/p '+q (2)/p '+...+q (m)/p '=1, wherein p '
Put into the Gross Output amount of money after weight for adjustment paying word, p ' (n) is that the front n key word of contribution rate of accumulative total 90% exists before adjustment
The output amount of money after adjustment, q (m) is the hot word newly distributed and the put into weight output amount of money after the adjustment.
Other contribution rate indexs, in practical application, are also do so monitoring and regulation and control, need every time first to monitor each dimension
Up-to-date contribution ranking, comprehensively determines adjustable strategies and the scheme of paid promotion further according to ranking.
The present invention discloses a kind of system of paid advertisement effect monitoring regulation and control, comprising: data source modules, data prediction mould
Block, paid advertisement effect monitoring regulation and control module.
Described data source modules, promote routine data, website user's access log data, put down for typing third-party charging
Platform backstage transaction data and user-defined paid advertisement recruitment evaluation rule.Third-party charging is promoted routine data and is mainly wrapped
The amount of representing under each Extension Software Platform, each channels for the word containing paying, click volume, cost, the backstage of scarce website platform is truly produced
Go out data.Website user's access log packet contain user, access time, access session, session step, platform, channels,
Paying word, the landing page, advertising plan, the self-defined group of advertisement, order sequence etc., wherein click on statistics of variables and third party's meeting
In having differences property, the such as present invention, a session to be divided within half an hour by same user's connected reference time interval, knows
Not same people prioritizing selection cookie, being combined with ip+agent of disappearance judges to replace.It is not excluded for paying because of Network Abnormal, user
Situations such as link redirects the reasons such as disappearance and causes daily record data imperfect.Platform backstage transaction data mainly include exchange hour,
(an order id may have multiple commodity outputs id, and an order shares special discount, integration completely for order id, commodity output id
The condition such as subtract), the commodity output amount of money, commodity purchasing return of goods state etc..User-defined paid advertisement recruitment evaluation rule such as,
Order sequence need to associate out the commodity output amount of money as output, rather than user's actual delivery order amount of money, in this Evaluated effect
Do not consider the means such as advertising campaign；User can after placing an order order downloaded information, select after success of also insuring not pay or
Person is cross-platform to insure again, and the data of final storage need to consider order serial number uniqueization etc..
Described data preprocessing module, carries out data cleansing to data source basic data according to rule and associates, and generates
The multidimensional analysis table of paying word recruitment evaluation.Including three submodules: order association submodule, access order sequence
Module, order split output submodule.
Described access order sequence submodule, mainly includes 1) daily record basic data removes reptile, Exception Filter ip accesses,
Labelling paying word lands and accesses, divides landing page insurance kind；2) if insurance industry, user also to be filtered place an order after to declaration form
Download and the record of inquiry operation, these are identified by the url address of accession page；3) positioning accesses which order in data
Id is that user passes through paid promotion word landing website, and normally place an order after website occurs a series of correlation behaviors generation, here
Limit the access of user and lower single act must take place in same session, the preferred cookie coupling of same user, space-time adopts
Ip+agent combinations matches；4) order id can repeat to remember because of user identity, many sessions, many paid advertisements, the presence of many channels
Record is it is to be ensured that order converts the uniqueness in source；5) order sequence presses user, access time, platform, the splicing of session duplicate removal；6)
The landing of all paid promotion landing users is accessed behavior and order sequence merges storage, do not produce putting of order sequence
Empty.
Described order associates submodule, will access order sequence and backstage real trade number that order sequence submodule produces
According to associating, filter and pay unsuccessful order, the actual delivery time of record order, payment platform, are easy to further simultaneously
Duplicate removal is because across sky, the cross-platform repetition order id leading to.Filtering principle is preferred access time, time of payment equity, accesses flat
Platform, payment platform equity data record, order pay the same day corresponding log recording have disappearance by nearest visit in daily record
Ask that the time supplements, the cross-platform payment that places an order belongs to regular traffic category, and the corresponding log recording of order payment platform has disappearance
Supplemented by nearest access platform in daily record.Filtering the unsuccessful order principle of payment is: meets access time, time of payment pair
Deng, access platform, the data record of payment platform equity, then pay successfully；Otherwise pay unsuccessful.
Described order splits output submodule, and the duplicate removal order association mainly order being associated in submodule splits out business
Product id, the amount of money, consumption reimbursement labelling, purchase product id etc., such as in insurance industry, an order id may correspond to multiple declaration form id,
Need to ensure effectively to convert Commodity Flow be all pay after confirm that declaration form is accepted insurance, and website obtains the part of certain income and effectively turns
Change declaration form.
Described paid advertisement effect monitoring regulation and control module is it is simply that obtain one based on the multidimensional analysis table of data preprocessing module
Serial analysiss dimension and index, such as objective unit price, the contribution rate of each dimension of paid advertisement, popularization put into and transaction output ratio, click
Expense.The historical variations trend that user can be directed to these indexs makes total evaluation, and the input strategy to following paid advertisement
Make corresponding adjustment and control.
Beneficial effect: a kind of method and system of paid advertisement effect monitoring regulation and control disclosed by the invention, mainly for net
The popularization cost control of network paid advertisement and the monitoring of actual benefit output have carried out effect monitoring and system design, using the 3rd
Side, web log file, backstage transaction data carry out multidimensional association analysiss to the paid advertisement of electric business platform.Do not unite for data-interface
One is possible to produce using upper inconvenience, statistical error, has influence on the evaluation of paid advertisement and tells on, the present invention is led to
Cross timestamp, order sequence gets through website platform access log and backstage transaction data, and integrated use third party's data, obtain
The technical specification of monitoring promotion effect, catches objective unit price, the contribution rate of paying word, promotes input and transaction output ratio, clicks on and open
Pin, is easy to regulation and control cost and puts into.Paid advertisement effect monitoring proposed by the present invention and regulation and control method and system, by efficiency index
Monitoring can efficiently instruct the input strategy of paid advertisement.The method and system can accurately assess paid advertisement effect,
Efficiently instruct the input of paying cost, greatly reduce the workload of extension worker.
Brief description
Fig. 1 is the method flow schematic diagram of paid advertisement effect monitoring regulation and control in the embodiment of the present invention.
Fig. 2 is the association process implement body schematic diagram in paid advertisement effect monitoring regulation and control in the embodiment of the present invention.
Fig. 3 is the monitoring regulation and control implement body schematic diagram in paid advertisement effect monitoring regulation and control in the embodiment of the present invention.
Fig. 4 is the system structure diagram of paid advertisement effect monitoring regulation and control in the embodiment of the present invention.
Specific embodiment
Below in conjunction with the drawings and specific embodiments, the present invention is described in further detail.
Propose to carry out effect monitoring and regulation and control to paid advertisement, the input being intended to precise positioning paid advertisement is brought to company
?
Refering to shown in Fig. 1, the method flow of the simulation paid advertisement effect monitoring regulation and control of the embodiment of the present invention, concrete steps
For:
Step 11: by the professional popularizing department personnel setting of website platform, they can pass through paying word advertisement putting scheme
Various search engine (360, Baidu, search dog, Google etc.) channels by money be dropped in each platform of website (pc, touch screen,
App, autonomous confederation platform etc.) paid advertisement on, the selection of paid advertisement and spend input can by various advertising plans and from
Define group to be distributed according to certain ratio, these directly determine the promotion effect of paid advertisement, promote to for measurement
Get a profit directive function in this and website.The sem mode (360cpc, bdcpc, sgcpc, ggcpc etc.) being related in the present invention, search
Engine is to collect the charges to website by the true click of user.
Step 12: user passes through the forward arranging advertisement of search engine paid keyword, (each session by user of landing
The first step is taken to access record) a series of website platform access behaviors of generation.Identifying user identity is critically important, this paper prioritizing selection
Identifying user, not recorded cookie information carrys out labelling user with ip+agent combination, as long as in fact user to cookie
There is purchasing behavior, in spite of login, website all can be distributed a login_id to user and carry out labelling identity, for only browsing
Webpage does not buy user, can only be identified with cookie, ip, agent etc., here it is user's identification system.Visit based on user
Ask behavior, we can divide session sequence by user's connected reference time interval within half an hour, and that is, user is continuously clear
Looking at after webpage, if exceeding half an hour to continue again to access, being just identified as another session of this user, as long as continuous two
Secondary navigation patterns time interval is less than half an hour, and same session can continue up.The access behavior of such user is just according to visit
Ask that the sequencing of time is divided session and step, the access source of each step of user has also been recorded in daily record simultaneously
Referer, access whereabouts request, paid advertisement word, release platform, channels, advertising plan and group, if user
There is lower one action and generated order during accessing website, url address can record order id and be used for weighing output conversion, this
It is also insertion daily record and the key of transaction data.
Step 13: transaction backstage can real-time update order sequence final state, can filter that payment is unsuccessful, treat
The order id of state such as pay, cancel, closing, paying and be successfully only the most real throughput conversion stream.Backstage transaction data
Main Function include: one) according to order actual delivery time, payment platform, because across sky, across flat in duplicate removal daily record order sequence
The repetition order id that platform leads to.Two) valid order sequence splits out sub- order, and calculates sub- order corresponding commodity stream information,
As the declaration form amount of money in insurance industry, refund amount, preferential sales promotion amount of money etc., also need to dispose improper accept insurance, surrender situation.
The paid advertisement output effect of present invention monitoring is it is simply that the effective commodity amount after splitting, goods amount are weighed.
Step 14: based on step 1,2,3 input stream, output stream and backstage transaction actual output Commodity Flow, be to these
Data does association process, refering to Fig. 2, knows which paid advertisement brings user and clicks on, which is clicked on user and has finally descended to order
Single, the actual conversion of which order brings income to website, brings great income.
141: third party's data and daily record data are complementary monitoring relations, both dimensions such as total release platform, channels
The related index of degree, click volume, can be used to monitor whether click volume is abnormal, it is detailed and wide that third party comprises advertisement promotion cost
Accuse on a search engine represent exposure, comprise order output in daily record, application when each takes what he needs.Daily record data has two masters
Act on: count each dimension with clicking on related index, such as click volume, visitor's number (independent cookie or independent ip+
Agent), now daily record information is without duplicate removal；Generate user's order sequence, in order to reduce the disappearance of order sequence, institute
Have during placing an order and can the url of labelling order all be recorded order id, its effectiveness, realistic conversion needs with transaction data
Do association further to judge, here, order id can have weight because of multi-user's identity, many sessions, many paid advertisements, many channels
Multiple record is it is to be ensured that order converts the uniqueness in source, and marks, and the source record that is converted is 1, and other are 0.User because
Have multiple identity characteristics using different browsers and generate multiple same order id, now take the maximum record conduct of access time
Unique conversion source of this order id, many sessions, many paid advertisements, many channels similar process.
142: because across sky, the cross-platform repetition order id leading to, meeting is excellent in the transaction data duplicate removal daily record order sequence of backstage
First select access time, time of payment equity, access platform, the data record of payment platform equity, order pays same day correspondence
Log recording have being supplemented by access time nearest in daily record of disappearance, the cross-platform payment that places an order belongs to regular traffic category,
The corresponding log recording of order payment platform has being supplemented by nearest access platform in daily record of disappearance.
The purpose that process uniquely changed by order is to access record mark to the valid order sequence leading to actual output in daily record
Note, in calculating platform actual conversion commodity amount and the amount of money, only takes the record being labeled as 1.Therefore, refer to not affect click class
Target statistics, uniqueization of order sequence identify, reach the purpose of efficient monitoring, in data storage, introduce one layer of order
Relational structure data, connection third party, daily record, backstage transaction data, system need to ensure that the order sequence of the inside storage is all
New effectively actual conversion Commodity Flow corresponding order id, it can return invalid order sequence mark in Update log, and energy
Accurate correlation goes out Commodity Flow inversion quantity and the amount of money.
Step 15: refering to Fig. 3, represent stream (amount of representing of search engine record paid advertisement popularization activity, i.e. page exposure
Light), click steam (behavior of user's pay-per-click advertisement, often click on a search engine all can collect certain expense to website platform
With), output stream (user passes through paid advertisement landing website platform, and lower single act occurs, and order sequence is recorded) and
Effective conversion Commodity Flow (order sequence being carried out be identified as effectively buying commodity after pay status, examination ＆ verification state etc. judge),
Input stream (website spends to the input of paid advertisement, and that is, user spends to the click of paid advertisement) can be transferred through above step and obtains
Take, thus be accordingly used in monitoring paid advertisement measure of effectiveness index can also be calculated, and mainly have: clicking rate (click volume/represent
Amount), output capacity (commodity amount/click volume), click on spend (cost/click volume), input-output ratio (goods amount/cost), visitor
(effective conversion goods amount of certain paid advertisement/effectively conversion commodity are always golden for univalent (goods amount/number of users), contribution rate
Volume), the wherein amount of representing, cost is derived from third party.After these achievement datas to paid advertisement carry out multidimensional analysis, persistently supervise
Survey history and up-to-date index variation tendency, website promotion department can be according to Evaluated effect and Monitoring Status to paid advertisement
Promote input to adjust and control.Principle substantially is, by paid promotion put into by each supply and demand control within the specific limits it is ensured that
There is metastable drain user it is impossible to persistently reducing or run off, clicking rate, output capacity controlling more than certain threshold values, as far as possible
Output capacity can be lifted by methods such as seo, operation operations, make input-output ratio, objective unit price is relatively stable and has increased；Pay
The input taking advertisement wants the reasonable selection way of promotion and method, and its coverage rate and rate of precision can be from largely affecting to click on
Cost, the contribution rate of potential user, paid advertisement and each dimension, click on cost and will be less than history average, paid advertisement and each dimension
The contribution rate of degree will meet certain allocation proportion, and such as fetching expense word contribution rate adds up before ranking 90% 10 key words, leads to
Cross correlation technique and identify that contribution rate is more than the common trait of 30% these key words, reorganize existing ranking word, then draw
Enter industry hot word, search in Website hot word, SA key word etc., equalize the contribution rate of existing ranking word, coverage rate, precisely
Rate.
Refering to shown in Fig. 4, the system structure diagram of embodiment of the present invention paid advertisement effect monitoring regulation and control, comprising: number
According to source module 41, data preprocessing module 42, paid advertisement effect monitoring regulation and control module 43.
Data source modules 41, promote routine data, website user's access log data, platform for typing third-party charging
Backstage transaction data and user-defined paid advertisement recruitment evaluation rule.
Data preprocessing module 42, carries out data cleansing to data source basic data according to rule and associates, and generates and pays
The multidimensional analysis table of expense word recruitment evaluation.Including three submodules: order association submodule, access order sequence submodule
Block, order split output submodule.Order association submodule mainly stores the access behavior of user and the order sequence of generation, closes
Key is the effective source that can distinguish order sequence, and labelling multi-user's identity, many sessions, many paid advertisements, many channels produce
Order effectiveness.Order associates submodule, will access order sequence and backstage real trade that order sequence submodule produces
Data associates, the order that filtration payment is unsuccessful, examination ＆ verification is not passed through, and further duplicate removal is because across sky, the cross-platform weight leading to
Multiple order.Order split output submodule, mainly to order associate submodule in duplicate removal order association split out commodity id,
The amount of money, consumption reimbursement labelling, purchase product id etc., such as in insurance industry, an order id may correspond to multiple declaration form id, needs to protect
Card effectively convert Commodity Flow be all pay after confirm that declaration form is accepted insurance, and website obtains the part of certain income and effectively converts guarantor
Single.
Paid advertisement effect monitoring regulation and control module 43 is it is simply that obtaining one based on the multidimensional analysis table of data preprocessing module and being
Row analysis dimension and index, as objective unit price, the contribution rate of each dimension of paid advertisement, popularization puts into and transaction output ratio, click are opened
Pin.The historical variations trend that user can be directed to these indexs makes total evaluation, and the input strategy of following paid advertisement is done
Go out corresponding adjustment and control.
The foregoing is only a kind of embodiment of the present invention, not in order to limit patent of the present invention, all in patent of the present invention
Spirit and principle within any modification, equivalent and improvement of being made etc., all to be included in the protection model of patent of the present invention
Within enclosing.
Claims (5)
1. a kind of method of paid advertisement effect monitoring regulation and control, is characterized in that comprising the steps:
Step 1: website platform specialty popularizing department sets advertisement serving policy, according to website platform input, popularization plan and group
Do not throw in paid advertisement in the channels such as search engine, Extension Software Platform, then according to user, the click of advertisement is added up to spend；
Step 2: user is landed described website platform by paid advertisement, user and described website platform occur a series of interacts,
And entering the flow process generation order sequence that places an order, effectively conversion pay invoice is docked with website platform background system；Website platform will
Interaction on described website platform for the user splits into Commodity Flow, the reimbursement returned goods including the consumption stream and generation that payment occurs
Stream, here need to process various special discount information, rate etc.；Effectively conversion pay invoice is docked with website platform background system
When, it is crucial that accurate order (uniqueization) is processed, need clearly to navigate to according to set rule be which kind of paid advertisement, which
Kind of mode, which Extension Software Platform, when, which people, which session bring；Handed over using third party's data, daily record data, backstage
The association process of easy data；
Precisely uniquely change process has two clear and definite targets to order: one, plays effective restriction effect to daily record data, in advertisement putting
When, choosing can effectively be deleted to the contribution rate ranking of website platform according to accurately paid advertisement, according to channels, popularization
The input of platform and mode spends to compare and active policy is effectively adjusted；2nd, guarantee effectively to convert pay invoice with splitting
Commodity transaction amount out and goods amount occur without the phenomenon of multi-to-multi, but the relation of one-to-many；
Step 3: after to third party's data, daily record data, the association process of backstage transaction data, obtain put into stream, represent stream,
The data storages such as click steam, output stream are in corresponding module, and then count clicking rate, output capacity, objective unit price, contribution rate, input
Several key regulation index data such as output ratio, click cost；
On the premise of not considering to promote cost input, the higher the better for clicking rate, output capacity, but the good ratio putting into output of regulation and control
The strategy of example is, under the conditions of each Extension Software Platform ensures that paid advertisement brings stable user, suitable control spends, and so that input is produced
Go out and than increased in stable, click on to spend and be less than history average level.
2. the method for paid advertisement effect monitoring regulation and control according to claim 1, is characterized in that contribution rate strategy is: pay
Advertisement keyword, takes the front n of contribution rate of accumulative total 90%, its output amount of money be respectively p (1), p (2) ... p (n), Gross Output
The amount of money is p, has p (1)/p+p (2)/p+ ... p (n)/p=1.If p (i)/p > m, i=1,2 ... ..., n；M is that subjectivity is adjustable to be set
Definite value, such as takes 0.5-0.6, and p (i) corresponding paying word can suitably reduce input weight, and the input weight of minimizing can be assigned to
Above some industry hot words, search in Website hot word, SA key word:
P ' (1)/p '+p ' (2)/p '+... p ' (n)/p '+q (1)/p '+q (2)/p '+...+q (m)/p '=1, wherein p ' they are to adjust
Whole paying word puts into the Gross Output amount of money after weight, and p ' (n) is that the front n key word of contribution rate of accumulative total 90% before adjustment is adjusting
The output amount of money afterwards, q (m) is the hot word newly distributed and the put into weight output amount of money after the adjustment.
3. the method for paid advertisement effect monitoring regulation and control according to claim 2, is characterized in that contribution rate is followed user and gone through
History preference, and adjusted according to industrial characteristic, SA；Other contribution rate indexs, in practical application, are also do so
Monitoring and regulation and control, need first to monitor the up-to-date contribution ranking of each dimension every time, comprehensively determine the tune of paid promotion further according to ranking
Whole strategy and scheme.
4., according to the method for the paid advertisement effect monitoring regulation and control described in claim 2, it is characterized in that user-defined paying extensively
Accuse recruitment evaluation rule, order sequence need to associate out the commodity output amount of money as output, rather than user's actual delivery order gold
Volume, does not consider the means of similar advertising campaign in this Evaluated effect；User can after placing an order order downloaded information, also can insure
Select after success not pay or cross-platform again insure, order serial number need to uniquely be changed by the data of final storage.
5. a kind of system of paid advertisement effect monitoring regulation and control, sets up in website platform or independently sets up, it is characterized in that including number
According to source module, data preprocessing module, paid advertisement effect monitoring regulation and control module；
Described data source modules, promote routine data, the user access logses data of website, platform for typing third-party charging
Backstage transaction data and user-defined paid advertisement recruitment evaluation rule；
Third-party charging promote routine data comprise the amount of representing under each Extension Software Platform, each channels for the paying word, click volume,
Spend, the true output data in backstage of scarce website platform；Website user's access log packet contains user, access time, access
Session, session step, platform, channels, paying word, the landing page, advertising plan, the self-defined group of advertisement, order sequence,
Be not excluded for because Network Abnormal, user pay link and redirect the reasons such as disappearance and cause daily record data imperfect situations such as；Platform backstage
Transaction data mainly include exchange hour, order id, commodity output id (an order id may have multiple commodity outputs id, one
Individual order shares the full condition such as subtract of special discount, integration), the commodity output amount of money, commodity purchasing return of goods state；
Described data preprocessing module, carries out data cleansing to data source basic data according to rule and associates, and generates and pays
The multidimensional analysis table of word recruitment evaluation；Data preprocessing module includes three submodules: order association submodule, access order
Sequence submodule, order fractionation output submodule:
Described access order sequence submodule, including 1) daily record basic data removes reptile, Exception Filter ip accesses, labelling is paid
Word lands and accesses, divides landing page insurance kind；2) if insurance industry, user also to be filtered place an order after to the download of declaration form and look into
Ask the record of operation, these are identified by the url address of accession page；3) positioning accesses which order id in data is user
By paid promotion word landing website, normally place an order after website occurs a series of correlation behaviors generation, limits user here
Access and lower single act must take place in same session, same user preferred cookie coupling, space-time adopts ip+agent
Combinations matches；4) order id can because user identity, many sessions, many paid advertisements, many channels exist repeat record it is to be ensured that
The uniqueness in order conversion source；5) order sequence presses user, access time, platform, the splicing of session duplicate removal；6) by all payings
The landing promoting landing user accesses behavior and the merging storage of order sequence, does not produce being empty of order sequence；
Described order associates submodule, and the order sequence and backstage real trade data that access the generation of order sequence submodule are done
Association, filters and pays unsuccessful order, and the actual delivery time of record order, payment platform, are easy to further duplicate removal simultaneously
Because across sky, the cross-platform repetition order id leading to；Order pay the same day corresponding log recording have disappearance by daily record recently
Access time supplement, the cross-platform payment that places an order belongs to regular traffic category, and the corresponding log recording of order payment platform has scarce
That loses is supplemented by nearest access platform in daily record；
Described order splits output submodule, and the duplicate removal order association mainly order being associated in submodule splits out commodity
Id, the amount of money, consumption reimbursement labelling, purchase product id；
Described paid advertisement effect monitoring regulation and control module it is simply that obtained a series of based on the multidimensional analysis table of data preprocessing module
Analysis dimension and index, as objective unit price, the contribution rate of each dimension of paid advertisement, popularization input and transaction output ratio, click expense；
The historical variations trend that user can be directed to these indexs makes total evaluation, and makes phase to the input strategy of following paid advertisement
The adjustment answered and control.
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