CN113379433A - Advertisement putting method and device - Google Patents
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Abstract
The invention discloses an advertisement putting method and device, and relates to the technical field of electronic commerce. One embodiment of the method comprises: determining a user label combination corresponding to each user; judging whether the user attribute corresponding to the user label combination meets a preset index or not; generating one or more user tag sub-combinations under the condition that the user tag combination meets a preset index; sorting the user tag sub-combinations according to a sorting index; selecting one or more user tag sub-combinations in sequence until the sum of the user numbers corresponding to the one or more user tag sub-combinations is not less than the user number required by advertisement putting; and advertising to the user corresponding to the selected one or more user label sub-combinations. The embodiment improves the efficiency and the accuracy of determining the user group for advertisement putting through the user label combination.
Description
Technical Field
The invention relates to the technical field of electronic commerce, in particular to an advertisement putting method and device.
Background
With the rapid development of the internet and the progress of the network technology, network advertisement and digital marketing gradually become mainstream, and the traditional advertisement marketing gradually develops into precise marketing aiming at specific netizens. Electronic commerce platforms generally provide various user tags including age, year, income, hobbies, region, etc., and further, shops can define a specific user group for advertisement delivery through one or more user tags so as to improve the return on investment of advertisement delivery.
Because the shop does not know in advance which user tags or user tag combinations have the best advertisement putting effect, the shop can establish a plurality of advertisement putting plans at the initial stage of advertisement putting, and then observe which user tags or user tag combinations correspond to the advertisement putting effect so as to keep the advertisement with good effect and stop the advertisement with poor effect, so that the advertisement putting has relatively good putting effect at the later stage.
In the process of implementing the invention, the inventor finds that at least the following problems exist in the prior art: when a plurality of advertisement putting plans are established in the initial stage, massive user tags provided by an e-commerce platform need to be combined and screened, and the requirements on workers are high depending on past experiences of the workers; because the number of the user tags is huge, the number of the user tag combinations is in an exponential level, the advertisement putting cost is limited, only a small number of tag combinations can be selected for advertisement putting, and the comprehensiveness and the accuracy of the selected tag combinations cannot be ensured; in the initial stage of advertisement putting, the advertisement putting effect of a plurality of label combinations needs to be observed and tested, and a large amount of time and cost are consumed.
Disclosure of Invention
In view of this, the present invention provides an advertisement delivery method, which can estimate the current delivery effect through the delivery effect of the user tag or the combination of the user tags on the historical data, reduce the time and cost consumed by manually and blindly selecting a large number of tags for advertisement delivery, and improve the efficiency and effect of advertisement delivery.
To achieve the above object, according to a first aspect of the present invention, there is provided an advertisement delivery method including:
determining a user label combination corresponding to each user, wherein the user label combination indicates whether the user has one or more preset user labels;
judging whether the user attribute corresponding to the user label combination meets a preset index or not;
under the condition that the user tag combination meets a preset index, selecting one or more user tags which the user has from the user tag combination to generate one or more user tag sub-combinations;
sorting the user tag sub-combinations according to a sorting index;
selecting one or more user tag sub-combinations in sequence until the sum of the user numbers corresponding to the one or more user tag sub-combinations is not less than the user number required by advertisement putting;
and advertising to the user corresponding to the selected one or more user label sub-combinations.
Optionally, the method further comprises:
before judging whether the user attribute corresponding to the user label combination meets a preset index or not, calculating the number of users corresponding to each user label combination;
and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
Optionally, the user tag comprises one or more of: gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior.
Optionally, the preset index includes one or more of the following: return on investment, user purchase rate, user average purchase amount;
the ranking indicator comprises one or more of: return on investment, user purchase rate, user average purchase amount.
To achieve the above object, according to a second aspect of the present invention, there is provided an advertisement delivery apparatus comprising: the system comprises a tag combination determining module, a tag combination screening module, a tag sub-combination generating module, a tag sub-combination sequencing module, a tag sub-combination selecting module and an advertisement putting module; wherein the content of the first and second substances,
the tag combination determining module is configured to determine a user tag combination corresponding to each user, where the user tag combination indicates whether the user has one or more preset user tags;
the tag combination screening module is used for judging whether the user attribute corresponding to the user tag combination meets a preset index or not;
the tag sub-combination generating module is used for selecting one or more user tags owned by the user from the user tag combination to generate one or more user tag sub-combinations under the condition that the user tag combination meets a preset index;
the tag sub-combination ordering module is used for ordering the user tag sub-combinations according to an ordering index;
the tag sub-combination selecting module is used for sequentially selecting one or more user tag sub-combinations until the sum of the number of users corresponding to the one or more user tag sub-combinations is not less than the number of users required by advertisement putting;
and the advertisement delivery module is used for delivering advertisements to the users corresponding to the selected one or more user label sub-combinations.
Optionally, the tag combination screening module is further configured to,
before judging whether the user attribute corresponding to the user label combination meets a preset index or not, calculating the number of users corresponding to each user label combination;
and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
Optionally, the user tag comprises one or more of: gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior.
Optionally, the preset index includes one or more of the following: return on investment, user purchase rate, user average purchase amount;
the ranking indicator comprises one or more of: return on investment, user purchase rate, user average purchase amount.
To achieve the above object, according to a third aspect of the present invention, there is provided an electronic device for advertisement delivery, comprising: one or more processors; a storage device for storing one or more programs which, when executed by the one or more processors, cause the one or more processors to implement the method of any of the advertisement delivery methods described above.
To achieve the above object, according to a fourth aspect of the present invention, there is provided a computer readable medium having stored thereon a computer program which, when executed by a processor, implements any one of the advertisement delivery methods described above.
The invention has the following advantages or beneficial effects: the currently usable user label or the combination of the user labels is determined according to the release effect of the user label in the historical advertisement release, so that the time and the cost consumed by manually selecting the user label blindly and performing the advertisement release test are reduced; meanwhile, when the user label is selected, the number of exponential user label combinations formed by a large number of user labels is greatly reduced by determining whether the user has the user label, and the comprehensiveness of the user label combinations is ensured; on the basis, the user label combination is screened according to indexes such as purchase rate of the user corresponding to the user label combination, so that the user label combination is further optimized, and the efficiency and the effect of advertisement putting are improved.
Further effects of the above-mentioned non-conventional alternatives will be described below in connection with the embodiments.
Drawings
The drawings are included to provide a better understanding of the invention and are not to be construed as unduly limiting the invention. Wherein:
fig. 1 is a schematic diagram of a main flow of an advertisement push method according to an embodiment of the present invention;
FIG. 2 is a schematic diagram of a main flow of another advertisement push method according to an embodiment of the present invention;
FIG. 3 is a schematic diagram of the main modules of an advertisement push device according to an embodiment of the present invention;
FIG. 4 is an exemplary system architecture diagram in which embodiments of the present invention may be employed;
fig. 5 is a schematic block diagram of a computer system suitable for use in implementing a terminal device or server of an embodiment of the invention.
Detailed Description
Exemplary embodiments of the present invention are described below with reference to the accompanying drawings, in which various details of embodiments of the invention are included to assist understanding, and which are to be considered as merely exemplary. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the invention. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
Fig. 1 is a schematic diagram of a main flow of an advertisement push method according to an embodiment of the present invention, and as shown in fig. 1, the advertisement push method may specifically include the following steps:
step S101, determining a user label combination corresponding to each user, wherein the user label combination indicates whether the user has one or more preset user labels.
The user tags are preset by the e-commerce platform and include but are not limited to gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior and the like. More specifically, the gender can include two user tags of a male and a female, the age can be divided into four user tags of 18 years old or less, 18-35 years old, 35-45 years old and 45 years old, the browsing behavior includes brand browsing for 7 days and brand browsing for 15 days, the purchasing behavior includes brand purchasing for 7 days and brand purchasing for 15 days, and the like, and the store attention includes store fresh powder, store iron powder and the like. That is, various user tags can be set according to actual requirements, and the number of user tags that can be simultaneously satisfied by the same user can be 0, 1, 2 or more.
Specifically, the explanation is given by taking a preset total of four user tags including brand purchase for about 7 days, brand browsing for about 15 days, shop fan and diamond member, and whether the user has a corresponding user tag or not can be judged one by one according to the user identification on the e-commerce platform, such as a user pin code, a user ID, a user account and the like, and the recording is performed by adopting binary codes, character symbols and the like. In the preferred embodiment of the present invention, the recording is performed in a form of binary coding, for example, if the user pin code of user _001 matches three user tags of brand name purchase for 7 days, brand name browse for 15 days, and diamond member, but not store fan, the user tag combination corresponding to user _001 is 1101, that is, if the user tag is present, the user tag is 1, and if the user does not have the user tag, the user tag combination is 0, so that a four-digit binary coding can be used to represent the user tag combinations corresponding to all users.
It is noted that, theoretically, n user tags, the possible generated user tag combination has 2n1, that is to say, the number of user tag combinations increases exponentially with the number of user tags, for example, if the number of user tags is 26, the theoretical number of corresponding user tag combinations is 226-1-67108863, but in the case of actual users, the number of user label combinations is much smaller than the theoretical number and does not exceed the number of selected users. Based on the user data, meaningless or non-referential user label combinations are reduced from the actual user data, and the number of the user label combinations needing to be considered is greatly reduced.
And step S102, judging whether the user attribute corresponding to the user label combination meets a preset index or not.
In the actual implementation process, the preset indexes including, but not limited to, the return on investment rate, the user purchase rate, the user average purchase amount, and the like may be determined according to actual conditions, such as the categories of commodities, the prices of commodities, and the like. It is understood that a single preset index may be used to filter user tag combinations, or two or more preset indexes may be used to filter user tag combinations at the same time.
Specifically, only taking the example of performing the user tag combination entry screening by judging whether the purchase rate of the user is greater than 30%, and calculating the total number of users corresponding to each tag combination, that is, the number of users having the same user tag combination, when the user tag combination corresponding to each user is determined. It is understood that as the number of users increases, different users may correspond to exactly the same user tag combination, such as 1101 or 1101. On this basis, the user purchase rate of the user group corresponding to each user tag combination in a certain time period (e.g., 7 days, 15 days, 30 days) is counted, and taking 7 days as an example for explanation, a specific calculation formula of the user purchase rate in 7 days is as follows:
the user purchase rate (the number of users who have purchased within 7 days/the number of users corresponding to the user tag combination) x 100%
Based on the user attribute, judging whether the user purchasing rate of each user label combination is larger than 30%, if so, keeping the user label combination, and if not, deleting the user label. Thus, the user label combination which may have better response effect on the delivered advertisement is screened out based on the index of the user purchase rate. In addition, other preset indexes such as the average purchase amount of the user, the return on investment and the like can be continuously used for further screening the user label combinations so as to reduce the number of the user label combinations and obtain the user label combinations more suitable for advertising.
In an optional implementation manner, before judging whether the user attribute corresponding to the user tag combination meets a preset index, calculating the number of users corresponding to each user tag combination; and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
Specifically, the threshold number is taken as 100 for example, after the number of users corresponding to each user tag combination is obtained through calculation, it is determined whether the number of users corresponding to the user tag combination is greater than 100, if so, the user tag combination is retained, and if not, the user tag combination is deleted. Therefore, the user label combination can be preliminarily screened based on the number of the users covered by the user label combination, and if the number of the users covered by the user label combination is small, the universality of the user label combination is poor, so that the enclosed user group does not have the referential property and is not suitable for advertisement putting.
Step S103, under the condition that the user label combination meets a preset index, one or more user labels possessed by the user are selected from the user label combination to generate one or more user label sub-combinations.
Specifically, still taking only four preset user tags of brand near 7-day purchase, brand near 15-day browsing, shop fan and diamond member as examples for explanation, the user tag combinations that meet the preset indexes are 1100 and 1001, respectively, that is, the user tag combinations that the corresponding users have are (brand near 7-day purchase, brand near 15-day browsing), (brand near 7-day purchase, diamond member), and then the user tag combinations that are correspondingly generated are four as follows:
(Brand purchased for approximately 7 days)
(Brand browsing in near 15 days)
(Brand purchased for approximately 7 days, Brand browsed for approximately 15 days)
(Member of Diamond)
And step S104, sorting the user label sub-combinations according to the sorting indexes.
In the actual implementation process, the ranking index, including but not limited to the return on investment, the user purchase rate, the user average purchase amount, etc., can be determined according to the actual situation, such as the commodity class, the commodity price, etc. It will be appreciated that a single ranking indicator may be used to rank a subset of user tags, or two or more ranking indicators may be used simultaneously to filter a subset of user tags. It should be noted that the sorting index may be the same as the preset index or different from the preset index.
Specifically, taking the ranking index as the user purchase rate, and the purchase rates corresponding to the user tag sub-combinations are 65%, 55%, 75%, and 35%, respectively, for example, the user tag sub-combinations ranked according to the purchase rate order are as shown in table 1 below:
TABLE 1 ordered user tag subcombinations
And step S105, selecting one or more user label sub-combinations in sequence until the sum of the user numbers corresponding to the one or more user label sub-combinations is not less than the user number required by advertisement putting. Specifically, referring to table 1, if the number of users required for advertisement placement is 600, the sub-combinations of user tags to be selected are (the brand is purchased in about 7 days, the brand is viewed in about 15 days), and (the brand is purchased in about 7 days); if the number of users required for advertisement placement is 150, the combination of the user tags to be selected is (brand purchased in about 7 days, brand browsed in about 15 days).
And step S106, delivering advertisements to the users corresponding to the selected one or more user label sub-combinations.
Based on the above example, the currently usable user tags or the combination of the user tags are determined according to the launching effect of the user tags in the historical advertisement launching, so that the time and cost consumed by manually selecting the user tags blindly and performing the advertisement launching test are reduced; meanwhile, when the user label is selected, the number of exponential user label combinations formed by a large number of user labels is greatly reduced by determining whether the user has the user label, and the comprehensiveness of the user label combinations is ensured; on the basis, the user label combination is screened according to indexes such as purchase rate of the user corresponding to the user label combination, so that the user label combination is further optimized, and the efficiency and the effect of advertisement putting are improved.
Referring to fig. 2, on the basis of the foregoing embodiment, another advertisement delivery method is provided in the embodiment of the present invention, which may specifically include the following steps
S201, determining a user label combination corresponding to each user, wherein the user label combination indicates whether the user has one or more preset user labels. The user tags are preset by the e-commerce platform and include but are not limited to gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior and the like.
S202, calculating the number of users corresponding to each user label combination.
Specifically, the explanation is given by taking a preset total of four user tags including brand purchase for about 7 days, brand browsing for about 15 days, shop fan and diamond member, and whether the user has a corresponding user tag or not can be judged one by one according to the user identification on the e-commerce platform, such as a user pin code, a user ID, a user account and the like, and the recording is performed by adopting binary codes, character symbols and the like. In the preferred embodiment of the present invention, the recording is performed in a form of binary coding, for example, if the user pin code of user _001 matches three user tags of brand name purchase for 7 days, brand name browse for 15 days, and diamond member, but not store fan, the user tag combination corresponding to user _001 is 1101, that is, if the user tag is present, the user tag is 1, and if the user does not have the user tag, the user tag combination is 0, so that a four-digit binary coding can be used to represent the user tag combinations corresponding to all users.
S203, under the condition that the number of the users corresponding to the user label combination is larger than the threshold number, judging whether the user label combination meets a preset index or not. In the actual implementation process, the preset indexes including, but not limited to, the return on investment rate, the user purchase rate, the user average purchase amount, and the like may be determined according to actual conditions, such as the categories of commodities, the prices of commodities, and the like. It is understood that a single preset index may be used to filter user tag combinations, or two or more preset indexes may be used to filter user tag combinations at the same time.
S204, under the condition that the user tag combination meets a preset index, one or more user tags which the user has are selected from the user tag combination to generate one or more user tag sub-combinations.
S205, sorting the user label sub-combinations according to the sorting indexes.
S206, one or more user label sub-combinations are selected in sequence until the sum of the user numbers corresponding to the one or more user label sub-combinations is not less than the user number required by advertisement putting.
And S207, delivering advertisements to the users corresponding to the selected one or more user label sub-combinations.
Referring to fig. 3, on the basis of the above embodiment, there is provided an advertisement delivery apparatus 300, including: a tag combination determining module 301, a tag combination screening module 302, a tag sub-combination generating module 303, a tag sub-combination sequencing module 304, a tag sub-combination selecting module 305 and an advertisement putting module 306; wherein the content of the first and second substances,
the tag combination determining module 301 is configured to determine a user tag combination corresponding to each user, where the user tag combination indicates whether the user has one or more preset user tags;
the tag combination screening module 302 is configured to determine whether a user attribute corresponding to the user tag combination meets a preset index;
the tag sub-combination generating module 303 is configured to select one or more user tags owned by the user from the user tag combinations to generate one or more user tag sub-combinations when the user tag combinations meet a preset index;
the tag sub-combination sorting module 304 is configured to sort the user tag sub-combinations according to a sorting index;
the tag sub-combination selecting module 305 is configured to sequentially select one or more user tag sub-combinations until the sum of the number of users corresponding to the one or more user tag sub-combinations is not less than the number of users required for advertisement delivery;
the advertisement delivery module 306 is configured to deliver an advertisement to a user corresponding to the selected one or more user tag sub-combinations.
In an alternative embodiment, the tag combination filtering module 302 is further configured to,
before judging whether the user attribute corresponding to the user label combination meets a preset index or not, calculating the number of users corresponding to each user label combination;
and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
In an alternative embodiment, the user tags include one or more of the following: gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior.
In an alternative embodiment, the predetermined criteria include one or more of the following: return on investment, user purchase rate, user average purchase amount;
the ranking indicator comprises one or more of: return on investment, user purchase rate, user average purchase amount.
Fig. 4 shows an exemplary system architecture 400 to which the advertisement delivery method or the advertisement delivery apparatus of the embodiments of the present invention may be applied.
As shown in fig. 4, the system architecture 400 may include terminal devices 401, 402, 403, a network 404, and a server 405. The network 404 serves as a medium for providing communication links between the terminal devices 401, 402, 403 and the server 405. Network 404 may include various types of connections, such as wire, wireless communication links, or fiber optic cables, to name a few.
A user may use terminal devices 401, 402, 403 to interact with a server 405 over a network 404 to receive or send messages or the like. The terminal devices 401, 402, 403 may have various communication client applications installed thereon, such as shopping applications, web browser applications, search applications, instant messaging tools, mailbox clients, social platform software, and the like.
The terminal devices 401, 402, 403 may be various electronic devices having a display screen and supporting web browsing, including but not limited to smart phones, tablet computers, laptop portable computers, desktop computers, and the like.
The server 405 may be a server that provides various services, such as a background management server that supports shopping websites browsed by users using the terminal devices 401, 402, and 403. The background management server can analyze and process the received data such as the product information inquiry request and the like, and feed back the processing result (the selected user label sub-combination) to the terminal equipment.
It should be noted that the advertisement delivery method provided by the embodiment of the present invention is generally executed by the server 405, and accordingly, the advertisement delivery device is generally disposed in the server 405.
It should be understood that the number of terminal devices, networks, and servers in fig. 4 is merely illustrative. There may be any number of terminal devices, networks, and servers, as desired for implementation.
Referring now to FIG. 5, shown is a block diagram of a computer system 500 suitable for use with a terminal device implementing an embodiment of the present invention. The terminal device shown in fig. 5 is only an example, and should not bring any limitation to the functions and the scope of use of the embodiments of the present invention.
As shown in fig. 5, the computer system 500 includes a Central Processing Unit (CPU)501 that can perform various appropriate actions and processes according to a program stored in a Read Only Memory (ROM)502 or a program loaded from a storage section 508 into a Random Access Memory (RAM) 503. In the RAM 503, various programs and data necessary for the operation of the system 500 are also stored. The CPU 501, ROM 502, and RAM 503 are connected to each other via a bus 504. An input/output (I/O) interface 505 is also connected to bus 504.
The following components are connected to the I/O interface 505: an input portion 506 including a keyboard, a mouse, and the like; an output portion 507 including a display such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage portion 508 including a hard disk and the like; and a communication section 509 including a network interface card such as a LAN card, a modem, or the like. The communication section 509 performs communication processing via a network such as the internet. The driver 510 is also connected to the I/O interface 505 as necessary. A removable medium 511 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 510 as necessary, so that a computer program read out therefrom is mounted into the storage section 508 as necessary.
In particular, according to the embodiments of the present disclosure, the processes described above with reference to the flowcharts may be implemented as computer software programs. For example, embodiments of the present disclosure include a computer program product comprising a computer program embodied on a computer readable medium, the computer program comprising program code for performing the method illustrated in the flow chart. In such an embodiment, the computer program may be downloaded and installed from a network through the communication section 509, and/or installed from the removable medium 511. The computer program performs the above-described functions defined in the system of the present invention when executed by the Central Processing Unit (CPU) 501.
It should be noted that the computer readable medium shown in the present invention can be a computer readable signal medium or a computer readable storage medium or any combination of the two. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the foregoing. More specific examples of the computer readable storage medium may include, but are not limited to: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the present invention, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device. In the present invention, however, a computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated data signal may take many forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may also be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device. Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, fiber optic cable, RF, etc., or any suitable combination of the foregoing.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams or flowchart illustration, and combinations of blocks in the block diagrams or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
The modules described in the embodiments of the present invention may be implemented by software or hardware. The described modules may also be provided in a processor, which may be described as: a processor comprises a tag combination determining module, a tag combination screening module, a tag sub-combination generating module, a tag sub-combination sequencing module, a tag sub-combination selecting module and an advertisement putting module. The names of the modules do not form a limitation on the modules themselves under certain conditions, for example, the tag combination screening module may also be described as a "module for determining whether the user attribute corresponding to the user tag combination meets a preset index".
As another aspect, the present invention also provides a computer-readable medium that may be contained in the apparatus described in the above embodiments; or may be separate and not incorporated into the device. The computer readable medium carries one or more programs which, when executed by a device, cause the device to comprise: determining a user label combination corresponding to each user, wherein the user label combination indicates whether the user has one or more preset user labels; judging whether the user attribute corresponding to the user label combination meets a preset index or not; under the condition that the user tag combination meets a preset index, selecting one or more user tags which the user has from the user tag combination to generate one or more user tag sub-combinations; sorting the user tag sub-combinations according to a sorting index; selecting one or more user tag sub-combinations in sequence until the sum of the user numbers corresponding to the one or more user tag sub-combinations is not less than the user number required by advertisement putting; and advertising to the user corresponding to the selected one or more user label sub-combinations.
According to the technical scheme of the embodiment of the invention, the currently usable user label or the combination of the user labels is determined according to the release effect of the user label in the historical advertisement release, so that the time and the cost consumed by manually selecting the user label blindly and performing the advertisement release test are reduced; meanwhile, when the user label is selected, the number of exponential user label combinations formed by a large number of user labels is greatly reduced by determining whether the user has the user label, and the comprehensiveness of the user label combinations is ensured; on the basis, the user label combination is screened according to indexes such as purchase rate of the user corresponding to the user label combination, so that the user label combination is further optimized, and the efficiency and the effect of advertisement putting are improved.
The above-described embodiments should not be construed as limiting the scope of the invention. Those skilled in the art will appreciate that various modifications, combinations, sub-combinations, and substitutions can occur, depending on design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.
Claims (10)
1. An advertisement delivery method, comprising:
determining a user label combination corresponding to each user, wherein the user label combination indicates whether the user has one or more preset user labels;
judging whether the user attribute corresponding to the user label combination meets a preset index or not;
under the condition that the user tag combination meets a preset index, selecting one or more user tags which the user has from the user tag combination to generate one or more user tag sub-combinations;
sorting the user tag sub-combinations according to a sorting index;
selecting one or more user tag sub-combinations in sequence until the sum of the user numbers corresponding to the one or more user tag sub-combinations is not less than the user number required by advertisement putting;
and advertising to the user corresponding to the selected one or more user label sub-combinations.
2. The advertisement delivery method according to claim 1, further comprising:
before judging whether the user attribute corresponding to the user label combination meets a preset index or not, calculating the number of users corresponding to each user label combination;
and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
3. The advertisement delivery method according to claim 1,
the user tags include one or more of: gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior.
4. The advertisement delivery method according to claim 1,
the preset index comprises one or more of the following indexes: return on investment, user purchase rate, user average purchase amount;
the ranking indicator comprises one or more of: return on investment, user purchase rate, user average purchase amount.
5. An advertisement delivery device, comprising: the system comprises a tag combination determining module, a tag combination screening module, a tag sub-combination generating module, a tag sub-combination sequencing module, a tag sub-combination selecting module and an advertisement putting module; wherein the content of the first and second substances,
the tag combination determining module is configured to determine a user tag combination corresponding to each user, where the user tag combination indicates whether the user has one or more preset user tags;
the tag combination screening module is used for judging whether the user attribute corresponding to the user tag combination meets a preset index or not;
the tag sub-combination generating module is used for selecting one or more user tags owned by the user from the user tag combination to generate one or more user tag sub-combinations under the condition that the user tag combination meets a preset index;
the tag sub-combination ordering module is used for ordering the user tag sub-combinations according to an ordering index;
the tag sub-combination selecting module is used for sequentially selecting one or more user tag sub-combinations until the sum of the number of users corresponding to the one or more user tag sub-combinations is not less than the number of users required by advertisement putting;
and the advertisement delivery module is used for delivering advertisements to the users corresponding to the selected one or more user label sub-combinations.
6. The advertisement delivery apparatus according to claim 5, wherein the tag combination filtering module is further configured to,
before judging whether the user attribute corresponding to the user label combination meets a preset index or not, calculating the number of users corresponding to each user label combination;
and under the condition that the number of users corresponding to the user label combination is greater than the threshold number, judging whether the user label combination meets a preset index.
7. The advertisement delivery apparatus according to claim 5,
the user tags include one or more of: gender, age, income, hobbies, membership grade, store attention, browsing behavior, purchasing behavior.
8. The advertisement delivery apparatus according to claim 5,
the preset index comprises one or more of the following indexes: return on investment, user purchase rate, user average purchase amount;
the ranking indicator comprises one or more of: return on investment, user purchase rate, user average purchase amount.
9. An electronic device for advertisement delivery, comprising:
one or more processors;
a storage device for storing one or more programs,
when executed by the one or more processors, cause the one or more processors to implement the method of any one of claims 1-4.
10. A computer-readable medium, on which a computer program is stored, which, when being executed by a processor, carries out the method according to any one of claims 1-4.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202010116377.9A CN113379433A (en) | 2020-02-25 | 2020-02-25 | Advertisement putting method and device |
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| Application Number | Priority Date | Filing Date | Title |
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| CN202010116377.9A CN113379433A (en) | 2020-02-25 | 2020-02-25 | Advertisement putting method and device |
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| CN113379433A true CN113379433A (en) | 2021-09-10 |
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| CN202010116377.9A Withdrawn CN113379433A (en) | 2020-02-25 | 2020-02-25 | Advertisement putting method and device |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN116823353A (en) * | 2023-08-29 | 2023-09-29 | 阿里巴巴(成都)软件技术有限公司 | Method and equipment for predicting advertisement putting effect |
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2020
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Cited By (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN116823353A (en) * | 2023-08-29 | 2023-09-29 | 阿里巴巴(成都)软件技术有限公司 | Method and equipment for predicting advertisement putting effect |
| CN116823353B (en) * | 2023-08-29 | 2024-01-19 | 阿里巴巴(成都)软件技术有限公司 | Method and equipment for predicting advertisement putting effect |
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