CN108124199A - The method and apparatus for obtaining user data - Google Patents
The method and apparatus for obtaining user data Download PDFInfo
- Publication number
- CN108124199A CN108124199A CN201711474262.1A CN201711474262A CN108124199A CN 108124199 A CN108124199 A CN 108124199A CN 201711474262 A CN201711474262 A CN 201711474262A CN 108124199 A CN108124199 A CN 108124199A
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- China
- Prior art keywords
- mobile terminal
- user
- advertisement
- interactive interface
- data
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- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
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Classifications
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/47—End-user applications
- H04N21/478—Supplemental services, e.g. displaying phone caller identification, shopping application
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/41—Structure of client; Structure of client peripherals
- H04N21/4104—Peripherals receiving signals from specially adapted client devices
- H04N21/4122—Peripherals receiving signals from specially adapted client devices additional display device, e.g. video projector
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
- H04N21/436—Interfacing a local distribution network, e.g. communicating with another STB or one or more peripheral devices inside the home
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/47—End-user applications
- H04N21/475—End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
Abstract
The invention discloses a kind of method and apparatus for obtaining user data, belong to the communications field.The described method includes：In advance corresponding interactive interface is generated for advertisement；During TV programme play the advertisement, the interactive interface is sent to the mobile terminal；Detect interactive operation of the mobile terminal on the interactive interface；According to the interactive operation, the data of the user of the mobile terminal are recorded, the various dimensions information of the user is obtained by data analysis.Described device includes：Generation module, sending module, detection module and History Parser Module.Interaction of the present invention by television advertising on mobile terminals, enhances interest, not only effectively reduces spectators' loss, but also can analyze to obtain the various dimensions information of user.
Description
Technical field
The present invention relates to the communications field, more particularly to a kind of method and apparatus for obtaining user data.
Background technology
Television advertising is a kind of advertisement using TV as media, is a kind of form of e-advertising, using audio visual effect as base
Plinth, the information propagation pattern propagated with comprehensive means such as language, sound, word, image, action, performance.Television advertising
It can be used for publicizing commodity, service, tissue or concept etc., the field being related to is varied, such as household cleaners, agricultural product, food
Product, beverage, clothes, household electrical appliance, service etc..Most television advertising is made by independent advertising company, and to
Number plays out when TV station's purchase plays.
At present, the length of television advertising differs from several seconds to several minutes of length, usually by TV station in two grades of TV programme
Between intercut broadcasting.Although television advertising general performance ability is strong, there is impact force and appeal, the effect of publicity is good, is easily promoted
Popularity, but one problem of generally existing, exhibition method is single, spectators' only passive viewing, if the television advertising time compared with
Long or spectators lose interest in, then spectators can be easy to Tuning TV Channels, change and see other TV programme, cause television advertising without
Method achievees the purpose that publicity is propagated.
The content of the invention
In view of this, the present invention provides a kind of method and apparatus for obtaining user data, by television advertising in movement
Interaction in terminal, enhances interest, not only effectively reduces spectators' loss, but also can analyze to obtain the various dimensions of user
Information.The technical solution is as follows：
On the one hand, the present invention provides it is a kind of obtain user data method, the described method includes：
In advance corresponding interactive interface is generated for advertisement；
During TV programme play the advertisement, the interactive interface is sent to the mobile terminal；
Detect interactive operation of the mobile terminal on the interactive interface；
According to the interactive operation, the data of the user of the mobile terminal are recorded, the use is obtained by data analysis
The various dimensions information at family.
Wherein, it is described during TV programme play the advertisement, the interactive interface is sent to described mobile whole
End, including：
During TV programme play the advertisement, in given time or detect that the mobile terminal execution refers to
After fixed operation, the interactive interface is sent to the mobile terminal.
Wherein, the interactive operation for detecting the mobile terminal on the interactive interface, including：
Detect that the mobile terminal carries out answer, the interactive operation for completing investigation or game on the interactive interface.
Wherein, it is described according to the interactive operation, the data of the user of the mobile terminal are recorded, are obtained by data analysis
To the various dimensions information of the user, including：
According to the interactive operation, the data of the user of the mobile terminal are recorded, following is obtained by data analysis
The one or more of information of meaning：It is the product or demand for services of the user, the cognition degree to advertisement, use habit, consumption strength, anti-
Present opinion.
Wherein, it is described to generate corresponding interactive interface in advance for advertisement, including：
Corresponding interactive interface is generated for advertisement in advance, the answer related with the advertisement is set on the interactive interface
Task or Mission Objective carry out interaction for the user of mobile terminal.
On the other hand, the present invention also provides a kind of device for obtaining user data, described device includes：
Generation module, for being that advertisement generates corresponding interactive interface in advance；
Sending module during playing the advertisement in TV programme, sends the interactive interface to the shifting
Dynamic terminal；
Detection module, for detecting interactive operation of the mobile terminal on the interactive interface；
History Parser Module, for according to the interactive operation, recording the data of the user of the mobile terminal, passing through number
The various dimensions information of the user is obtained according to analysis.
Wherein, the sending module includes：
Transmitting element during playing the advertisement in TV programme, in given time or detects described
After mobile terminal execution specifies operation, the interactive interface is sent to the mobile terminal.
Wherein, the detection module includes：
Detection unit carries out answer for detecting the mobile terminal on the interactive interface, completes investigation or swim
The interactive operation of play.
Wherein, the History Parser Module includes：
Unit is recorded and analyzed, for according to the interactive operation, recording the data of the user of the mobile terminal, passing through number
Any one or a few following information is obtained according to analysis：The product or demand for services of the user, the cognition degree to advertisement, use
Custom, consumption strength, feedback opinion.
Wherein, the generation module includes：
Generation unit, for being that advertisement generates corresponding interactive interface in advance, set on the interactive interface with it is described
The related answer task of advertisement or Mission Objective carry out interaction for the user of mobile terminal.
The advantageous effect that technical solution provided by the invention is brought is：By being that advertisement generates corresponding mutual arena in advance
Face；During TV programme play the advertisement, the interactive interface is sent to the mobile terminal；Detect the shifting
Dynamic interactive operation of the terminal on the interactive interface；According to the interactive operation, the number of the user of the mobile terminal is recorded
According to obtaining the various dimensions information of the user by data analysis；Interest is enhanced, not only effectively reduces spectators' loss,
And it can analyze to obtain the various dimensions information of user.
Description of the drawings
To describe the technical solutions in the embodiments of the present invention more clearly, make required in being described below to embodiment
Attached drawing is briefly described, it should be apparent that, the accompanying drawings in the following description is only some embodiments of the present invention, for
For those of ordinary skill in the art, without creative efforts, other are can also be obtained according to these attached drawings
Attached drawing.
Fig. 1 is the method flow diagram for the acquisition user data that one embodiment of the invention provides；
Fig. 2 is the method flow diagram for the acquisition user data that another embodiment of the present invention provides；
Fig. 3 is the answer task schematic diagram that another embodiment of the present invention provides；
Fig. 4 is the structure drawing of device for the acquisition user data that another embodiment of the present invention provides.
Specific embodiment
To make the object, technical solutions and advantages of the present invention clearer, below in conjunction with attached drawing to embodiment party of the present invention
Formula is described in further detail.
Embodiment 1
Referring to Fig. 1, one embodiment of the invention provides a kind of method for obtaining user data, including：
101：In advance corresponding interactive interface is generated for advertisement；
102：During TV programme play above-mentioned advertisement, above-mentioned interactive interface is sent to above-mentioned mobile terminal；
103：Detect interactive operation of the above-mentioned mobile terminal on above-mentioned interactive interface；
104：According to above-mentioned interactive operation, the data of the user of above-mentioned mobile terminal are recorded, are obtained by data analysis
State the various dimensions information of user.
The various dimensions information of user in the present embodiment includes the various information of user, includes but not limited to following information
Any one or a few：The identity information of user, such as name, the pet name, gender, age；User is to the cognitive information of advertisement, such as
Which class product is familiar with, which class product is unfamiliar with, familiarity degree is as how；The consuming capacity of user, such as purchase intention, purchase
Buy record, purchase product feature etc.；The demand information of user, if user is to product or after sale or technical support proposition of service
Opinions or suggestions etc., the present embodiment is not specifically limited this.
The above method provided in this embodiment applied to network server side, is wirelessly handed over mobile terminal
Mutually.The mobile terminal can be mobile phone, tablet computer etc., not limit specifically.
It is optionally, above-mentioned during TV programme play above-mentioned advertisement in the present embodiment, send above-mentioned interactive interface
To above-mentioned mobile terminal, including：
During TV programme play above-mentioned advertisement, in given time or detect that above-mentioned mobile terminal execution refers to
After fixed operation, above-mentioned interactive interface is sent to above-mentioned mobile terminal.
In the present embodiment, optionally, the above-mentioned interactive operation for detecting above-mentioned mobile terminal on above-mentioned interactive interface, bag
It includes：
Detect that above-mentioned mobile terminal carries out answer, the interactive operation for completing investigation or game on above-mentioned interactive interface.
It is optionally, above-mentioned according to above-mentioned interactive operation in the present embodiment, the data of the user of above-mentioned mobile terminal are recorded,
The various dimensions information of above-mentioned user is obtained by data analysis, including：
According to above-mentioned interactive operation, the data of the user of above-mentioned mobile terminal are recorded, following is obtained by data analysis
The one or more of information of meaning：It is the product or demand for services of above-mentioned user, the cognition degree to advertisement, use habit, consumption strength, anti-
Present opinion.
It is optionally, above-mentioned to generate corresponding interactive interface in advance for advertisement in the present embodiment, including：
Corresponding interactive interface is generated for advertisement in advance, the answer related with above-mentioned advertisement is set on above-mentioned interactive interface
Task or Mission Objective carry out interaction for the user of mobile terminal.
The above method provided in this embodiment, by being that advertisement generates corresponding interactive interface in advance；It is broadcast in TV programme
During putting the advertisement, the interactive interface is sent to the mobile terminal；Detect the mobile terminal described mutual
Interactive operation on arena face；According to the interactive operation, the data of the user of the mobile terminal are recorded, pass through data analysis
Obtain the various dimensions information of the user；Interest is enhanced, spectators' loss is not only effectively reduced, but also can analyze to obtain
The various dimensions information of user.
Embodiment 2
Referring to Fig. 2, another embodiment of the present invention provides a kind of method for obtaining user data, including：
201：Corresponding interactive interface is generated for advertisement in advance, is set on above-mentioned interactive interface related with above-mentioned advertisement
Answer task or Mission Objective carry out interaction for the user of mobile terminal；
Advertisement in the present embodiment can be the advertisement in arbitrary field, industry, such as clothes, shoes and hats, household electrical appliances, white wine,
It does not limit specifically.
Wherein, answer task includes but not limited to：Multiple-choice question, sequence topic, matching etc..It does not limit specifically.
202：During TV programme play above-mentioned advertisement, in given time or detect that above-mentioned mobile terminal is held
After row specifies operation, above-mentioned interactive interface is sent to above-mentioned mobile terminal；
Wherein, specified operation includes but not limited to：Mobile terminal execution is shaken and is shown on operation or scanning video screen
Quick Response Code shown etc. does not limit specifically.
203：Detect the interactive behaviour that above-mentioned mobile terminal carries out answer on above-mentioned interactive interface, completes investigation or play
Make；
204：According to above-mentioned interactive operation, record the data of the user of above-mentioned mobile terminal, by data analysis obtain with
Any one or a few lower information：The product or demand for services of above-mentioned user, the cognition degree to advertisement, use habit, consumption are real
Power, feedback opinion.
For example, the interaction of questionnaire by inquiry, personal information such as gender, age etc. of user can be collected；And user
Purchase information, such as buy what type of product, purchase frequency；The also demand information and feedback opinion of user, such as recognizes
For the shortcoming of product, improvement idea of proposition etc..
Referring to Fig. 3, the answer task schematic diagram provided for another embodiment of the present invention.Wherein, played in TV programme wide
During announcement, the interactive interface that previously generates is sent to mobile terminal, answer task is shown on the interactive interface, as schemed institute
Being shown as multiple-choice question, " brilliant white increases gorgeous liquid detergent and deep layer cleaning and nursing liquid detergent, you are more willing to using any" mobile terminal
User can select answer according to actual conditions, after clicking on " brilliant white " button；Network side records user by the interactive operation
Answer, the product demand and use habit of user can be obtained by data analysis, these information can be used for further complete
The purposes such as the consumer group of kind advertisement or identification product.
The above method provided in this embodiment can be applied in network side, interacted with mobile terminal, the mobile terminal
Including but not limited to：Computer, mobile phone, tablet computer etc..
The above method provided in this embodiment, by being that advertisement generates corresponding interactive interface in advance；It is broadcast in TV programme
During putting the advertisement, the interactive interface is sent to the mobile terminal；Detect the mobile terminal described mutual
Interactive operation on arena face；According to the interactive operation, the data of the user of the mobile terminal are recorded, pass through data analysis
Obtain the various dimensions information of the user；Interest is enhanced, spectators' loss is not only effectively reduced, but also can analyze to obtain
The various dimensions information of user.
Embodiment 3
Referring to Fig. 4, another embodiment of the present invention provides a kind of device for obtaining user data, including：
Generation module 301, for being that advertisement generates corresponding interactive interface in advance；
Sending module 302 during playing above-mentioned advertisement in TV programme, sends above-mentioned interactive interface to above-mentioned
Mobile terminal；
Detection module 303, for detecting interactive operation of the above-mentioned mobile terminal on above-mentioned interactive interface；
History Parser Module 304, for according to above-mentioned interactive operation, recording the data of the user of above-mentioned mobile terminal, leading to
It crosses data analysis and obtains the various dimensions information of above-mentioned user.
In the present embodiment, optionally, above-mentioned sending module includes：
Transmitting element during playing above-mentioned advertisement in TV programme, in given time or detects above-mentioned
After mobile terminal execution specifies operation, above-mentioned interactive interface is sent to above-mentioned mobile terminal.
In the present embodiment, optionally, above-mentioned detection module includes：
Detection unit carries out answer for detecting above-mentioned mobile terminal on above-mentioned interactive interface, completes investigation or swim
The interactive operation of play.
In the present embodiment, optionally, above-mentioned History Parser Module includes：
Unit is recorded and analyzed, for according to above-mentioned interactive operation, recording the data of the user of above-mentioned mobile terminal, passing through number
Any one or a few following information is obtained according to analysis：The product or demand for services of above-mentioned user, the cognition degree to advertisement, use
Custom, consumption strength, feedback opinion.
In the present embodiment, optionally, above-mentioned generation module includes：
Generation unit, for being that advertisement generates corresponding interactive interface in advance, set on above-mentioned interactive interface with it is above-mentioned
The related answer task of advertisement or Mission Objective carry out interaction for the user of mobile terminal.
Above device provided in this embodiment can perform the method provided in any of the above-described embodiment of the method, detailed process
See the description in embodiment of the method, do not repeat herein.
Above device provided in this embodiment, by being that advertisement generates corresponding interactive interface in advance；It is broadcast in TV programme
During putting the advertisement, the interactive interface is sent to the mobile terminal；Detect the mobile terminal described mutual
Interactive operation on arena face；According to the interactive operation, the data of the user of the mobile terminal are recorded, pass through data analysis
Obtain the various dimensions information of the user；Interest is enhanced, spectators' loss is not only effectively reduced, but also can analyze to obtain
The various dimensions information of user.
One of ordinary skill in the art will appreciate that hardware can be passed through by realizing all or part of step of above-described embodiment
It completes, relevant hardware can also be instructed to complete by program, the program can be stored in a kind of computer-readable
In storage medium, storage medium mentioned above can be read-only memory, disk or CD etc..
The foregoing is merely presently preferred embodiments of the present invention, is not intended to limit the invention, it is all the present invention spirit and
Within principle, any modifications, equivalent replacements and improvements are made should all be included in the protection scope of the present invention.
Claims (10)
- A kind of 1. method for obtaining user data, which is characterized in that the described method includes：In advance corresponding interactive interface is generated for advertisement；During TV programme play the advertisement, the interactive interface is sent to the mobile terminal；Detect interactive operation of the mobile terminal on the interactive interface；According to the interactive operation, the data of the user of the mobile terminal are recorded, obtain the user's by data analysis Various dimensions information.
- 2. according to the method described in claim 1, it is characterized in that, described during TV programme play the advertisement, The interactive interface is sent to the mobile terminal, including：During TV programme play the advertisement, in given time or detect that the mobile terminal execution specifies behaviour After work, the interactive interface is sent to the mobile terminal.
- 3. according to the method described in claim 1, it is characterized in that, described detect the mobile terminal in the interactive interface On interactive operation, including：Detect that the mobile terminal carries out answer, the interactive operation for completing investigation or game on the interactive interface.
- 4. according to the method described in claim 1, it is characterized in that, described according to the interactive operation, record it is described it is mobile eventually The data of the user at end obtain the various dimensions information of the user by data analysis, including：According to the interactive operation, the data of the user of the mobile terminal are recorded, are obtained by data analysis following any one Kind or several information：The product or demand for services of the user, the cognition degree to advertisement, use habit, consumption strength, feedback meaning See.
- 5. according to the method described in claim 1, it is characterized in that, described generate corresponding interactive interface, bag for advertisement in advance It includes：Corresponding interactive interface is generated for advertisement in advance, the answer task related with the advertisement is set on the interactive interface Or Mission Objective, carry out interaction for the user of mobile terminal.
- 6. a kind of device for obtaining user data, which is characterized in that described device includes：Generation module, for being that advertisement generates corresponding interactive interface in advance；Sending module during playing the advertisement in TV programme, sends the interactive interface to described mobile whole End；Detection module, for detecting interactive operation of the mobile terminal on the interactive interface；History Parser Module, for according to the interactive operation, recording the data of the user of the mobile terminal, passing through data point Analysis obtains the various dimensions information of the user.
- 7. device according to claim 6, which is characterized in that the sending module includes：Transmitting element during playing the advertisement in TV programme, in given time or detects the movement After terminal performs specified operation, the interactive interface is sent to the mobile terminal.
- 8. device according to claim 6, which is characterized in that the detection module includes：Detection unit carries out answer, completion investigation or game for detecting the mobile terminal on the interactive interface Interactive operation.
- 9. device according to claim 6, which is characterized in that the History Parser Module includes：Unit is recorded and analyzed, for according to the interactive operation, recording the data of the user of the mobile terminal, passing through data point Analysis obtains any one or a few following information：The product or demand for services of the user, to the cognition degree of advertisement, use habit Used, consumption strength, feedback opinion.
- 10. device according to claim 6, which is characterized in that the generation module includes：Generation unit for being that advertisement generates corresponding interactive interface in advance, is set and the advertisement on the interactive interface Related answer task or Mission Objective carry out interaction for the user of mobile terminal.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201711474262.1A CN108124199A (en) | 2017-12-29 | 2017-12-29 | The method and apparatus for obtaining user data |
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| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201711474262.1A CN108124199A (en) | 2017-12-29 | 2017-12-29 | The method and apparatus for obtaining user data |
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| Publication Number | Publication Date |
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| CN108124199A true CN108124199A (en) | 2018-06-05 |
Family
ID=62232236
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| CN201711474262.1A Pending CN108124199A (en) | 2017-12-29 | 2017-12-29 | The method and apparatus for obtaining user data |
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Citations (4)
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| CN102542491A (en) * | 2011-12-30 | 2012-07-04 | 深圳市英尔科技有限公司 | Premium investigation system with accurate advertisement dissemination effect |
| CN105208427A (en) * | 2015-08-29 | 2015-12-30 | 天脉聚源（北京）科技有限公司 | Method and apparatus for obtaining interactive interface |
| CN106296314A (en) * | 2016-09-26 | 2017-01-04 | 魔线科技(深圳)有限公司 | Push the method and system of targeting advertisement |
| US20170127113A1 (en) * | 2007-10-02 | 2017-05-04 | The Nielsen Company (Us), Llc | Systems and methods to determine media effectiveness |
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2017
- 2017-12-29 CN CN201711474262.1A patent/CN108124199A/en active Pending
Patent Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20170127113A1 (en) * | 2007-10-02 | 2017-05-04 | The Nielsen Company (Us), Llc | Systems and methods to determine media effectiveness |
| CN102542491A (en) * | 2011-12-30 | 2012-07-04 | 深圳市英尔科技有限公司 | Premium investigation system with accurate advertisement dissemination effect |
| CN105208427A (en) * | 2015-08-29 | 2015-12-30 | 天脉聚源（北京）科技有限公司 | Method and apparatus for obtaining interactive interface |
| CN106296314A (en) * | 2016-09-26 | 2017-01-04 | 魔线科技(深圳)有限公司 | Push the method and system of targeting advertisement |
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