CN104376476A - Data analyzing system integrating audience rate, advertisement monitoring and advertisement service - Google Patents
Data analyzing system integrating audience rate, advertisement monitoring and advertisement service Download PDFInfo
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- CN104376476A CN104376476A CN201310349941.1A CN201310349941A CN104376476A CN 104376476 A CN104376476 A CN 104376476A CN 201310349941 A CN201310349941 A CN 201310349941A CN 104376476 A CN104376476 A CN 104376476A
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Abstract
The invention belongs to the technical field of industry computer application, particularly relates to a comprehensive data analyzing model integrating the audience rate, the advertisement monitoring and the advertisement service for the television advertising industry through the computer application technology and the statistics technology and provides a data analyzing system integrating the audience rate, the advertisement monitoring and the advertisement service for the television advertising industry. The data analyzing system solves the problems that for all data providers in the current television advertising industry, data are independent and scattered, a large amount of labor is needed for data comprehensive analysis, and an existing comprehensive data analyzing model is not available. The audience rate of a third party, advertisement monitoring data and service data of an advertisement service management system of the applicant company are led into a platform data warehouse. A corresponding middle data structure is established based on a universal standard analyzing model in the industry and a cross-data comprehensive analyzing model independently developed by the applicant company. An output part comprises an inquiring module, a report module, a real-time data display module and a leadership command module.
Description
Technical field
The invention belongs to industry Computer Applied Technology field, specifically for television advertising industry by Computer Applied Technology and statistical technique, realize the comprehensive data analysis model of integrated audience ratings, monitoring of the advertisement, advertisement traffic data, wherein relate to computer utility cloud (SAAS), data warehouse technology, statistical models.
Background technology
At present, the domestic data analysis system for television advertising industry mainly contains:
The ratings systems of Acnielsen Ltd.
The monitoring of the advertisement system of Acnielsen Ltd.
Acnielsen Ltd. official website http://cn.nielsen.com
The ratings systems of CCTV-Suo Furui medium research company limited (CSM)
TV play inquiry and the rating analytic system of CCTV-Suo Furui medium research company limited (CSM)
CCTV-Suo Furui medium research company limited (CSM) official website http://www.csm.com.cn
Market survey incorporated company of CCTV (CTR) monitoring of the advertisement system
Market survey incorporated company of CCTV (CTR) official website http://www.ctrchina.cn
The product of this three company and data substantially covers domestic 90% television advertising industry data services markets.But the product that this three company provides is all bias toward providing of raw data, and data retrieval according to condition.Rarer analytic function, except the broadcast data combining audience ratings and TV play except TV play inquiry and the rating analytic system of CCTV-Suo Furui medium research company limited (CSM) provide part analytic function, other system is all that independently audience ratings provides or monitoring of the advertisement provides.
" the television advertisement service management data monitor supervision platform " of my company's research and development, integrates audience rating data, monitoring of the advertisement data, advertisement traffic data, is intended to set up the real time data inspecting platform that is served television advertisement service.By third party's audience rating data, monitoring of the advertisement data-interface, in conjunction with the business datum of self television advertisement service management system, use the Practical Mathematical Model of own research and development, realize for recruitment evaluation after monitoring, advertisement putting in time in waiting planning, advertisement putting before the advertisement putting such as advertising company, advertiser; For the formulation of the planning of TV media advertising resource, marketing strategy, sales process control, broadcast after business diagnosis etc., the Intelligent data analysis service of all-dimensional multi-angle.
Summary of the invention
The object of the invention is for television advertising industry provides the data analysis system of a kind of integrated audience ratings, monitoring of the advertisement, advertising business, solve each metadata provider in current television advertising industry, Dynamic data exchange, dispersion, comprehensive analyze need a large amount of artificial and lack the problem of ready-made comprehensive data analysis model.
The technical problem to be solved in the present invention is: be at present no matter TV media user or advertising company or advertiser user, when needs comprehensive data analysis, all need first from multiparty data system, to extract required data, process voluntarily again, analyze, if the data analysis of research character, if conclusion in analytic process does not also meet imagination, this process may constantly repeatedly, until draw data conclusion.Simultaneously artificial research report affects by researcher's knowledge, experience etc., and in data decimation, research method, the difference of the aspects such as the application of mathematical model, causes the difference of final report quality.Also have the comparability between report, can not volume production also be artificial insurmountable problem.
The technical solution adopted in the present invention is: the advertisement service management system business datum of third party's audience ratings, monitoring of the advertisement data and my company, by corresponding data interface, is introduced platform data warehouse by my company research and development " television advertisement service management data monitor supervision platform ".Utilize data mining technology, according to the general normative analytic model of industry and my company research and develop voluntarily across aggregation of data analytical model, set up corresponding intermediate data structure.Output comprises enquiry module, reporting modules, realtime curve module, leader's driving cabin.All output utilizes SAAS technology, forms application resource pond, and different user, by customization and authority, uses corresponding application.
Television advertising Customer Classifying Model
Television advertising Customer Classifying Model, is on the basis of traditional RFM model, considers the singularity of television advertising industry, is incorporated in the middle of original three-dimensional model by a brand-new dimension, is worth and client's ability to make profits in order to weigh advertiser.
In tradition RFM model, do not embody the potential advertising expenditure of client and increase the size of throwing space.Therefore the television advertising client segmentation improved model of this paper, just for " client's saturation degree " this point, on the basis based on traditional RFM model, introduce New Set P, Proportion, namely advertiser is within nearest a period of time, the advertising expenditure of throwing in certain TV station accounts for the ratio of its television advertising budget then, the advertisement possessed to embody different client thus can increase throws space, and help supvr accurately to judge client's potentiality, service strategy is shot the arrow at the target.By the population frequency of the recent input behavior of client, input, how much has been spent, and account for the much ratios of TV media advertisement master budget in particular station, this four indices describes the moneyness of this client.
Wherein, R represents recency, Recency, represents how far the time of client's the last time input advertisement has; F represents frequency, Frequency, represents that spectators throw in the number of times of advertisement within nearest a period of time; M represents expense, Monetary, represent client within nearest a period of time throw the rate card value of advertisement; P represents Proportion, represents the advertising budget ratio of client in particular station.By the combined action of three indexs, comparatively dynamically can demonstrate whole profiles of particular customer, this is that personalized customize services provides foundation, meanwhile, by improving the situation of three indexs, more can be follow-up marketing decision-making and providing support.
While the input behavior of advertiser is analyzed, the colony grasping and distinguish TV station real " big customer ", " potentiality client " and " common customer " divides, to the client of different levels, propose different schemes and carry out satisfied respective demand, more for dissimilar client, different customer service strategies is proposed.Under the theory driving that theory and practice is combined closely, explore a whole set of the advertiser's disaggregated model being conscientiously applicable to TV station, and then carry out the customer account management and customer service that more shoot the arrow at the target.Like this, not only can improve the work efficiency of relevant departments of advertising department, corresponding reduction customer care and layout operating cost, set up more reasonably service system, more contribute to the distance furthered between TV station and advertiser, deepen relevant departments to the assurance of advertiser's demand characteristic and understanding, by service with strong points and scheme, meet the individual demand of advertiser, thus promote client to the loyalty of TV station, and the competitive power of TV station in market of the same trade or business, help TV station and client to set up, and keep long-term, good cooperative relationship.
The fingerprint characteristic discrimination model of television advertising
The fingerprint characteristic discrimination model of television advertising, calculated by large data, by the target audience of TV audience rating data, monitoring of the advertisement data, advertiser, these data structures are different, different, that numerical value dimension the is different large data sets of field definition combines, by the ways of presentation of data visualization, for target audience's demand of the clear and definite advertiser of TV station advertising agents, provide object-oriented audient, the advertised product sales tactics of Custom Prosthesis with this to advertiser; For advertiser provides intuitively, there is the advertisement delivery effect assessment reference foundation of clear and definite comparability.
The invention has the beneficial effects as follows: the advantage that our systemic-function is the strongest and value, be just that multivariate data comprises the perspective analysis of audience rating data, monitoring of the advertisement data, advertising business management data.
Wherein, by the target audience of advertiser and the combination of TV audience rating data, effectively solve in television advertising industry Traditional measurements mode, complete many audience ratings of simple employing, little consideration client destination crowd, the client that ignorance Focus viewing-data reflects effectively throws in the problem of actual effect.Further by TV audience rating and accurate advertisement Monitoring Data slitless connection, generate the Focus viewing-data of the accurately true coverage condition of reflection client advertising objective audient; And for realizing the effective input for target customer, input effective advertising expenditure.
In result presentation, adopt graphic structure intuitively, by the data through standardization expense and audience ratings, eliminate dimension difference, guarantee at same plane, in the same coordinate system, allow advertising agents and client see effective input effect of advertising expenditure simultaneously.By simple and clear data exhibiting result, advertising agents are made open-and-shutly to provide advertisement putting optimum sales tactics for client, both the individual demand of client had been met, achieve again the optimization package sale of numerous advertised product, to the full extent, ensure that the doulbe-sides' victory that advertising agents and putting person utilize.
Accompanying drawing explanation
Fig. 1 is real time monitoring function schematic diagram
Real time monitoring function can Real-Time Monitoring media share, can understand current start number at any time.System while collecting data, by the rating distribution situation of these people at each channel, can be depicted as media share diagram.Compare the audience investigation report of issuing weekly once, the promptness of data, response speed and processing speed, be obtained for great lifting.
Fig. 2 is key word statistical function schematic diagram
Key word statistical function, on the basis of traditional audience ratings, by ranking operation, replaces program itself with the keyword of program, again gathers the attention rate merging and obtain keyword.
Fig. 3 is that spectators are flowed monitoring function schematic diagram
Spectators are flowed monitoring function, are to occur great exception when column, such as, when having significant spectators to flow into or flow out, initiatively can send prompting.Accomplish in the very first time, pay close attention to abnormal conditions.
Fig. 4 is fingerprint Feature capturing functional schematic one
In fingerprint characteristic capture function, the fingerprint drawn out is round, just represents this play (or column), more attractive to theater.
Fig. 5 is fingerprint Feature capturing functional schematic two
In theory, each TV programme, has a distinguished rating fingerprint, namely the attractive force of different audient is had to the directive property of its uniqueness.Briefly, if fingerprint image covers round, just illustrate that this program suits the taste of both old and young, appeal to both the more and the less cultured.And advertiser is when throwing in advertisement, also can express demand for the audient of segmentation, namely advertising objective also can be expressed with rating fingerprint.The fingerprint degree of fitting of program and advertisement is higher, and the effective value of its advertising results is higher.
Fig. 6 is task integrated functionality schematic diagram
System can according to different user, different requirement, targetedly the task module of design customization, and flexible combination, the on-demand customization of practical function service and management.
Fig. 7 is from rate of rotation and revolution rate index schematic diagram
In existing rating monitoring system, directly can not distinguish the change conditions as " Hong Xing Theatre " the 1st, 2 collection spectators individuality, namely directly can not tell that we the 2nd concentrate the 1st collection that had how many people to see; How many people are because plug advertisement turntable has been lost; How many people have just started to see again.These have the index of important references meaning, mostly need, by other indexs, indirectly to derive.
Native system then provides two indexs intuitively, from rate of rotation and revolution rate.
Wherein, can be told us from rate of rotation, have how many spectators, because break for commercialsy, have left Hong Xing Theatre; There are again how many people after advertisement terminates, continue the column returning to see Hong Xing Theatre.
Higher from rate of rotation, the impact of advertisement on program larger (advertisement, people has just walked) is described; Revolution rate is higher, then the attractive force of program to spectators stronger (program or pretty goodly to see, advertisement finishes, and I is also ready to then see) is described.
Data calculation specifications:
From rate of rotation=30 (yellow, advertisement turntable has been walked)/50 (red, watch the first collection)=60%
Revolution rate=20 (yellow, turntable has been returned again)/30 (yellow, advertisement turntable has been walked)=67%
Fig. 8 is viewer loyalty classification schematic diagram
Here you see, are our behavioural characteristics for television program receiving crowd, " RFT viewer loyalty " hierarchy model of foundation.
Simple example, in top right plot, king hears and Zhao Hua two people, watch equally " Beijing news " (R is identical) of today, but king hears a week sees 7 times, namely all see every day, and Zhao Hua has only seen 1 time (F is different), their loyalty classification obviously should be different;
And in bottom-right graph, king hears and magnifies two people in north, and a week equally all sees 7 times " Beijing news " (F is identical), but magnifies north and once see 20 minutes, and king's news only sees 5 minutes (T is different), their loyalty classification obviously also should be different.
So correspond in our model, magnifying north is exactly loyal spectators, and it is exactly temporary audiences that Zhao Hua and king hear.
If arrived the next week, magnify north also to become one week and only see 1 time, or once only see 5 minutes, will we our loyal spectators (magnifying north) of primary study, the reason be lost? that he decreases the time watched TV every day? or attracted by other column?
Only find the reason that loyal spectators are run off, just can propose the problem that program improves.
Embodiment
Implementation step
1, purchase or cooperation third party data source
2, third party's data-interface is developed
3, data warehouse is set up
4, Related Mathematical Models is realized
5, realize exporting
Example
With reference to Figure of description and accompanying drawing explanation.
Claims (1)
1. a data analysis system, is characterized in that DSN is integrated with audience rating data, monitoring of the advertisement data and advertisement operation business datum.
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Cited By (6)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN104766161A (en) * | 2015-03-20 | 2015-07-08 | 昆明能讯科技有限责任公司 | Large-size screen decision analysis cockpit |
| CN105847865A (en) * | 2016-05-31 | 2016-08-10 | 无锡天脉聚源传媒科技有限公司 | Parameter calculating method and device of program keywords |
| CN107659625A (en) * | 2017-09-08 | 2018-02-02 | 北京奇艺世纪科技有限公司 | The number system and method that internet data shows |
| CN108154376A (en) * | 2016-12-06 | 2018-06-12 | 腾讯科技（北京）有限公司 | Data processing method and device |
| CN115209225A (en) * | 2022-07-28 | 2022-10-18 | 南京航空航天大学 | Behavior simulation software for avoiding television advertisement |
| CN115225969A (en) * | 2022-07-28 | 2022-10-21 | 南京航空航天大学 | Behavior simulation method for avoiding television advertisement |
-
2013
- 2013-08-13 CN CN201310349941.1A patent/CN104376476A/en active Pending
Cited By (9)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN104766161A (en) * | 2015-03-20 | 2015-07-08 | 昆明能讯科技有限责任公司 | Large-size screen decision analysis cockpit |
| CN105847865A (en) * | 2016-05-31 | 2016-08-10 | 无锡天脉聚源传媒科技有限公司 | Parameter calculating method and device of program keywords |
| CN105847865B (en) * | 2016-05-31 | 2019-07-26 | 无锡天脉聚源传媒科技有限公司 | A kind of calculation method of parameters and device of program keyword |
| CN108154376A (en) * | 2016-12-06 | 2018-06-12 | 腾讯科技（北京）有限公司 | Data processing method and device |
| CN108154376B (en) * | 2016-12-06 | 2021-06-11 | 腾讯科技（北京）有限公司 | Data processing method and device |
| CN107659625A (en) * | 2017-09-08 | 2018-02-02 | 北京奇艺世纪科技有限公司 | The number system and method that internet data shows |
| CN107659625B (en) * | 2017-09-08 | 2020-06-19 | 北京奇艺世纪科技有限公司 | Counting system and method for internet data display |
| CN115209225A (en) * | 2022-07-28 | 2022-10-18 | 南京航空航天大学 | Behavior simulation software for avoiding television advertisement |
| CN115225969A (en) * | 2022-07-28 | 2022-10-21 | 南京航空航天大学 | Behavior simulation method for avoiding television advertisement |
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