CN103136695B - Media deliver Value Engineering Method and its system - Google Patents
Media deliver Value Engineering Method and its system Download PDFInfo
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- CN103136695B CN103136695B CN201310098790.7A CN201310098790A CN103136695B CN 103136695 B CN103136695 B CN 103136695B CN 201310098790 A CN201310098790 A CN 201310098790A CN 103136695 B CN103136695 B CN 103136695B
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Abstract
The present invention discloses a kind of media and delivers Value Engineering Method and its system, wherein, the media deliver Value Engineering Method to be included：Obtain website globally unique identifier information, and according to the globally unique identifier Information Statistics multiple media and website data on flows and obtain statistics, wherein the data on flows includes：Click on quality, website browsing behavior；Analyze and assess the statistics.Raising operating efficiency can be reached by the present invention, the effect of personnel cost is saved.
Description
Technical field
Value Engineering Method and its system are delivered the present invention relates to communication field, more particularly to a kind of media.
Background technology
Different media are currently directed to, particularly several big important network marketing means（Such as SEM（SearchEngine
Marketing, search engine marketing）、SEO（Search Engine Optimization, search engine optimization）EDM
（Search Engine Optimization, Email Marketing）, personalized recommendation engine etc.）, different product types is equal
There is more marketing service instrument or system, meet single advertising results optimization and management, realize the effect monitoring promoted.
But, there is following defect in specific implementation：
（1）Delivered and optimized just for the specific products of single medium, lacked media value assessment；
（2）The data record of traffic source can be realized, lacks each media or the value assessment of overall importance across media,
Integrated marketing epoch shortcoming is global to be seen；
（3）Source of reference data majority is to rely on own database, and the open data departing from media in itself, therefore
There is situation about making a cart behind closed doors in research and development product process.
In sum, in the popularization of current network marketing not single medium, single medium cannot meet and be showing improvement or progress day by day
Network integration marketing ideas, it is therefore necessary to propose that improved technological means solves the above problems.
The content of the invention
Value Engineering Method and its system are delivered it is a primary object of the present invention to provide a kind of media, to solve existing skill
The single medium that art is present cannot meet the problem of demand, wherein：
Media according to embodiments of the present invention deliver Value Engineering Method to be included：
The globally unique identifier information of website is obtained, and according to globally unique identifier Information Statistics multiple media
And website data on flows and obtain statistics, wherein the data on flows includes：Click on quality, website browsing behavior；Point
Analyse and assess the statistics.
Wherein, before the step of the globally unique identifier information of the acquisition website, methods described also includes：According to
The JS of categories of websites generation conversion target follows the trail of code；Code is followed the trail of according to the JS to chase after the advertisement sensing address of website
Track is bound, so as to recognize media source and product type information.
Wherein, it is described to analyze and include the step of assessing the statistics：Website behavior memory data are obtained, and is passed through
The marketing system being connected with website obtains the real-time conversion data in website；According to the behavior memory data and conversion data, comment
Estimate media Flow Value and the contribution degree to website, and predict dispensing changing effect.
Wherein, methods described also includes：The ranking positional information and monitor in real time of real-time tracking Current ad point region
The data on flows that website produces；Value assessment is carried out using KPI Key Performance Indicator method to the data on flows of the website to be counted
Data.
Wherein, methods described also includes：Extract the following of specific webpage and browse attributive character parameter：Browse property pages interview
Ask that depth, page stay time, the page jump out rate, specific webpage arrival rate；Attributive character is browsed according to extracting and obtain
Parameter Subsection counts the dynamic IP addressing of viewer, and according to similar between the dynamic IP addressing computation attribute viewer
Degree.
Media according to embodiments of the present invention deliver value analysis system to be included：Obtain and statistical module, for obtaining net
The globally unique identifier information stood, and according to the globally unique identifier Information Statistics multiple websites data on flows and must
To statistics, wherein the data on flows includes：Click on quality, website browsing behavior；Analysis and evaluation module, for analyzing simultaneously
Assess the statistics.
Wherein, the system also includes：JS codes classification designs module, for according to categories of websites generation conversion target
JS follows the trail of code；Advertisement network address setting module, chases after for following the trail of code according to the JS to the advertisement sensing address of website
Track is bound, so as to recognize media source and product type information.
Wherein, the analysis and evaluation module includes：Website data acquisition module, for obtaining website behavior memory data,
And the real-time conversion data in website is obtained by the marketing system being connected with website；Data-mining module, for according to the behavior
Value data and conversion data, assess media Flow Value and the contribution degree to website, and predict dispensing changing effect.
Wherein, the system also includes：Search engine advertising placement locating module, for real-time tracking Current ad point ground
The ranking positional information in domain；Monitoring module, for the data on flows that monitor in real time website produces；Value assessment module, for making
Value assessment is carried out to the data on flows of the website with KPI Key Performance Indicator method and obtains statistics.
Wherein, the system also includes：Attributive character extraction module is browsed, category is browsed for extracting the following of specific webpage
Property characteristic parameter：Browse attribute page access depth, page stay time, the page and jump out rate, specific webpage arrival rate；Similarity
Computing module, for browsing the dynamic IP addressing that attributive character Parameter Subsection counts viewer according to extracting and obtain, and
According to the similarity between the dynamic IP addressing computation attribute viewer.
Technology according to the present invention scheme, realizes decision-making, dispensing, effect monitoring and the final matchmaker of the network marketing overall situationization
Body value assessment, dispensing, optimization, the data analysis link of integrated each media platform advertisement effectively improve operating efficiency,
Save personnel cost.Data and marketing effectiveness docking, media advertisement budget smart allocation will be delivered, for different media platforms
High-quality to browse attributive analysis of crowd etc. functional module, it is most valuable that auxiliary ad-vertisement master helps advertiser to obtain in the big data epoch
Value marketing strategy, for network marketing decision-making provides powerful data basis.
Brief description of the drawings
Accompanying drawing described herein is used for providing a further understanding of the present invention, constitutes the part of the application, this hair
Bright schematic description and description does not constitute inappropriate limitation of the present invention for explaining the present invention.In the accompanying drawings：
Fig. 1 is the flow chart that media according to embodiments of the present invention deliver Value Engineering Method；
Fig. 2 is the structured flowchart that media according to an embodiment of the invention deliver value analysis system；
Fig. 3 is the structured flowchart that media according to another embodiment of the present invention deliver value analysis system.
Specific embodiment
To make the object, technical solutions and advantages of the present invention clearer, below in conjunction with drawings and the specific embodiments, to this
Invention is described in further detail.
Embodiments in accordance with the present invention, there is provided a kind of media deliver Value Engineering Method.
Fig. 1 is the flow chart that media according to embodiments of the present invention deliver Value Engineering Method, as shown in figure 1, the method
Including：
Step S102, obtains the globally unique identifier information of website, and many according to globally unique identifier Information Statistics
The data on flows of individual media and website simultaneously obtains statistics, and wherein data on flows includes：Click on quality, website browsing behavior；
Step S104, analyzes and assesses statistics.
, it is necessary to perform following step before the data on flows of website and media is obtained：
（1）JS according to categories of websites generation conversion target follows the trail of code.JS plug-in units are configured in advertisement main web site, and is required
There is provided in the server of advertisement main web site and introduce file path；
（2）Carry out the page to deploy to ensure effective monitoring and control of illegal activities, type of deploying to ensure effective monitoring and control of illegal activities is included but is not limited to：
A. the basic code whole page is deployed to ensure effective monitoring and control of illegal activities；
B. event code is deployed to ensure effective monitoring and control of illegal activities in " button " place, and click button pages can not be redirected；
C. registration code to be deployed to ensure effective monitoring and control of illegal activities and complete the page in registration, clicks on the page that registration button completes to redirect；
D. list code is deployed to ensure effective monitoring and control of illegal activities similar to registration；
E. order code is deployed to ensure effective monitoring and control of illegal activities the page redirected in " confirm payment " button, page display order number.
（3）Setting advertisement network address；
JS according to more than follows the trail of code and the page and deploys to ensure effective monitoring and control of illegal activities operation, and the advertisement sensing address to website is tracked binding,
So as to distinguish each media product, advertisement property is defined, so as to clearly distinguish advertising source and value.
In an embodiment of the present invention, by monitor in real time（7*24 hours）Website produce data on flows, and in real time with
The ranking positional information of track Current ad point region, uses KPI Key Performance Indicator method（KeyPerformance Indicator,
KPI）Value assessment is carried out to the data on flows of website and obtains statistics, be applied to the pre- of intelligent allocation media/advertisement subdivision
Calculate and main force's material（Keyword/other forms advertisement）Ranking and displaying control.And export the reasonable budget of each media product
Distribution suggestion.
Further, embodiments of the invention also include：Extract the following of specific webpage and browse attributive character parameter：Browse
Attribute page access depth, page stay time, the page jump out rate, specific webpage arrival rate.Category is browsed according to what extraction was obtained
Property characteristic parameter segmentation statistics viewer dynamic IP addressing, and according to similar between dynamic IP addressing computation attribute viewer
Degree.
Wherein, when Similarity Measure is carried out, needs are normalized place to the similarity that each characteristic parameter is obtained respectively
Reason.
By above-described embodiment, the netizen's feature based on web page browsing preference is applied in network marketing, to internet
Netizen's navigation patterns in website carry out similitude sequence, by the essential characteristic to navigation patterns（When accessing number of pages, stopping
The long, page jumps out rate, arrival rate of specified page etc.）Extraction and treatment, obtain every group of similitude row of feature in database
Sequence.Meanwhile, according to browsing and purchaser record for user, to the commodity of its displaying degree of correlation high, realize in ecommerce based on
The packet sequencing of netizen's navigation patterns preference.
Further, in an embodiment of the present invention, step S104 is specifically included：Website behavior memory data are obtained, and
The real-time conversion data in website is obtained by the marketing system being connected with website；According to behavior memory data and conversion data, comment
Estimate media Flow Value and the contribution degree to website, and predict dispensing changing effect.
By above-described embodiment, when coordinating the publicity of paying/non-payment of each media in website to promote, to data various dimensions
Excavated, the information such as searching search source word, source website, retrieval sequence is enterprise in following marketing strategy decision-making
Assessment media value, there is provided data foundation.
Embodiments in accordance with the present invention, additionally provide a kind of media and deliver value analysis system.
Fig. 2 is the structured flowchart that media according to embodiments of the present invention deliver value analysis system, as shown in Fig. 2 this is
System includes：
Obtain and statistical module 10, the globally unique identifier information for obtaining website, and according to global unique identification
The data on flows of symbol Information Statistics multiple media and website simultaneously obtains statistics, and wherein data on flows includes：Click on quality, net
Stand navigation patterns；
Analysis and evaluation module 20, for analyzing and assesses statistics.
Further, with reference to Fig. 3, the system also includes：
JS codes classification designs module 30, for following the trail of code according to the JS of categories of websites generation conversion target；
Advertisement network address setting module 40, is tracked for following the trail of code according to the JS to the advertisement sensing address of website
Binding, so as to recognize media source and product type information.
In one embodiment of the invention, the system also includes：
Attributive character extraction module 50 is browsed, attributive character parameter is browsed for extracting the following of specific webpage：Browse category
Property page access depth, page stay time, the page jump out rate, specific webpage arrival rate；
Similarity calculation module 60, the dynamic of attributive character Parameter Subsection statistics viewer is browsed for what is obtained according to extraction
State IP address, and according to the similarity between dynamic IP addressing computation attribute viewer.
Wherein, similarity calculation module 60 is normalized to the similarity that each characteristic parameter is obtained respectively.
With continued reference to Fig. 3, the system also includes：
Search engine advertising placement locating module 70, for the ranking positional information of real-time tracking Current ad point region；
Monitoring module 80, for the data on flows that monitor in real time website produces；
Value assessment module 90, obtains for carrying out value assessment to the data on flows of website using KPI Key Performance Indicator method
Statistics.
In one embodiment of the invention, the analysis and evaluation module 20 includes：
Website data acquisition module 210, for obtaining website behavior memory data, and the sale system by being connected with website
System obtains the real-time conversion data in website；
Data-mining module 220, for according to behavior memory data and conversion data, assessment media Flow Value and right
The contribution degree of website, and predict dispensing changing effect.
The operating procedure of the method for the present invention is corresponding with the architectural feature of system, no longer can one by one be repeated with cross-referenced.
Technology according to the present invention scheme, realizes decision-making, dispensing, effect monitoring and the final matchmaker of the network marketing overall situationization
Body value assessment, dispensing, optimization, the data analysis link of integrated each media platform advertisement effectively improve operating efficiency,
Save personnel cost.Data and marketing effectiveness docking, media advertisement budget smart allocation will be delivered, for different media platforms
High-quality to browse attributive analysis of crowd etc. functional module, it is most valuable that auxiliary ad-vertisement master helps advertiser to obtain in the big data epoch
Value marketing strategy, for network marketing decision-making provides powerful data basis.
Embodiments of the invention are the foregoing is only, is not intended to limit the invention, for those skilled in the art
For member, the present invention can have various modifications and variations.All any modifications within the spirit and principles in the present invention, made,
Equivalent, improvement etc., should be included within scope of the presently claimed invention.
Claims (6)
1. a kind of media deliver Value Engineering Method, it is characterised in that including：
The globally unique identifier information of website is obtained, and according to globally unique identifier Information Statistics multiple media and net
The data on flows stood simultaneously obtains statistics, wherein the data on flows includes：Click on quality, website browsing behavior；
Analyze and assess the statistics；
Wherein, the globally unique identifier information of the acquisition website, and it is many according to the globally unique identifier Information Statistics
The data on flows of individual media and website simultaneously obtains statistics and includes：
The data on flows that the ranking positional information of real-time tracking Current ad point region and website described in monitor in real time produce；
Value assessment is carried out to the data on flows that the website produces using KPI Key Performance Indicator method and obtains statistics, according to institute
State statistics and export the reasonable budget allocation suggestion of each media product；
Wherein, the analysis and assess the statistics and include：
Website behavior memory data are obtained, and the real-time conversion data in website is obtained by the marketing system being connected with website；
According to the behavior memory data and conversion data, media Flow Value and the contribution degree to website are assessed, and predict
Deliver changing effect.
2. method according to claim 1, it is characterised in that in the globally unique identifier information of the acquisition website
Before step, methods described also includes：
JS according to categories of websites generation conversion target follows the trail of code；
Code is followed the trail of according to the JS binding is tracked to the advertisement sensing address of website, so as to recognize media source and product
Type information.
3. method according to claim 1, it is characterised in that also include：
Extract the following of specific webpage and browse attributive character parameter：Browse attribute page access depth, page stay time, the page
Jump out rate, specific webpage arrival rate；
The dynamic IP addressing that attributive character Parameter Subsection counts viewer is browsed according to extracting and obtain, and according to described dynamic
Similarity between state IP address computation attribute viewer.
4. a kind of media deliver value analysis system, it is characterised in that including：
Obtain and statistical module, the globally unique identifier information for obtaining website, and according to the globally unique identifier
The data on flows of Information Statistics multiple media and website simultaneously obtains statistics, wherein the data on flows includes：Click quality,
Website browsing behavior；
Analysis and evaluation module, for analyzing and assesses the statistics；
Wherein, the acquisition and statistical module include：
Search engine advertising placement locating module, for the ranking positional information of real-time tracking Current ad point region；
Monitoring module, for the data on flows that website described in monitor in real time produces；
Value assessment module, obtains for carrying out value assessment to the data on flows that the website produces using KPI Key Performance Indicator method
To statistics, the reasonable budget allocation suggestion of each media product is exported according to the statistics；
Wherein, the analysis and evaluation module includes：
Website data acquisition module, for obtaining website behavior memory data, and is obtained by the marketing system being connected with website
The real-time conversion data in website；
Data-mining module, for according to the behavior memory data and conversion data, assessment media Flow Value and to net
The contribution degree stood, and predict dispensing changing effect.
5. system according to claim 4, it is characterised in that the system also includes：
JS codes classification designs module, for following the trail of code according to the JS of categories of websites generation conversion target；
Advertisement network address setting module, binding is tracked for following the trail of code according to the JS to the advertisement sensing address of website,
So as to recognize media source and product type information.
6. system according to claim 4, it is characterised in that the system also includes：
Attributive character extraction module is browsed, attributive character parameter is browsed for extracting the following of specific webpage：Browse the attribute page
Access depth, page stay time, the page and jump out rate, specific webpage arrival rate；
Similarity calculation module, for browsing the dynamic that attributive character Parameter Subsection counts viewer according to extracting and obtain
IP address, and according to the similarity between the dynamic IP addressing computation attribute viewer.
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| CN201310098790.7A CN103136695B (en) | 2013-03-26 | 2013-03-26 | Media deliver Value Engineering Method and its system |
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| CN201310098790.7A CN103136695B (en) | 2013-03-26 | 2013-03-26 | Media deliver Value Engineering Method and its system |
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| CN103136695B true CN103136695B (en) | 2017-06-13 |
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| CN108234413A (en) * | 2016-12-15 | 2018-06-29 | 北京奇虎科技有限公司 | The determining method, apparatus and advertising platform of ad traffic quality |
| CN106952107B (en) * | 2017-02-10 | 2021-10-15 | 武汉斗鱼网络科技有限公司 | Method and system for evaluating effect of advertisement delivery anchor room |
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| CN108053101B (en) * | 2017-11-28 | 2021-01-19 | 晶赞广告（上海）有限公司 | Budget control method and device for demander platform, storage medium and terminal |
| JP6909183B2 (en) * | 2018-06-20 | 2021-07-28 | ヤフー株式会社 | Information processing equipment, information processing methods, and information processing programs |
| CN109522495B (en) * | 2018-11-21 | 2021-04-06 | 世纪龙信息网络有限责任公司 | Data analysis method and device, computer equipment and storage medium |
| CN110650212B (en) * | 2019-10-17 | 2020-12-08 | 国科元科技(北京)有限公司 | Method and system for realizing analysis of network data packet by large data flow technology |
| CN111582934A (en) * | 2020-05-07 | 2020-08-25 | 北京点众科技股份有限公司 | Method, terminal and storage medium for determining option contribution degree for purchasing electronic book |
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