CN104750832A - Information releasing method, device and system - Google Patents
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Abstract
The invention provides an information releasing method, device and system. The information releasing method comprises the steps of receiving detection information sent by detection equipment, wherein the detection information is obtained through detection performed by the detection equipment on mobile devices used by surrounding users passing by the detection equipment and comprises identification information of the mobile devices, and the detection equipment is arranged in the releasing position for information releasing; according to the identification information of the mobile devices, obtaining online behavior data of the users using the mobile devices; analyzing the online behavior data to obtain a user data analysis result; according to the user data analysis result, determining the releasing content and/or the releasing effect of the releasing position. According to the method, the information releasing precision can be improved, and the information releasing effect can be measured.
Description
Technical Field
The invention relates to the technical field of data processing, in particular to an information delivery method, device and system.
Background
In the prior art, the prior market analysis result is used to determine the release content of a release position specific to release information, and the market analysis includes road section analysis, surrounding environment analysis, investment quotient analysis and the like.
However, this method in the prior art is not suitable for large-area popularization, and also causes resource waste of the release position, and the release effect cannot be accurately evaluated.
Disclosure of Invention
The present invention is directed to solving, at least to some extent, one of the technical problems in the related art.
Therefore, an object of the present invention is to provide an information delivery method, which can improve the accuracy of information delivery and can also measure the delivery effect of information.
Another object of the present invention is to provide an information delivery apparatus.
Another object of the present invention is to provide an information delivery system.
In order to achieve the above object, an information delivery method provided in an embodiment of a first aspect of the present invention includes: receiving detection information sent by detection equipment, wherein the detection information is obtained by detecting mobile equipment used by users passing around by the detection equipment, the detection information comprises identification information of the mobile equipment, and the detection equipment is arranged in a release position for releasing information; acquiring online behavior data of a user using the mobile equipment according to the identification information of the mobile equipment; analyzing the online behavior data to obtain a user data analysis result; and determining the releasing content and/or the releasing effect of the releasing position according to the user data analysis result.
According to the information delivery method provided by the embodiment of the first aspect of the invention, the delivery content of the delivery position is determined by acquiring the online behavior data of the user and analyzing the online behavior data, so that the accuracy of information delivery is improved, the limitation of a manual planning analysis mode can be broken through, and the method is suitable for large-area popularization; by analyzing the data of the line uplink, the releasing effect of the releasing position is determined, audience data can be collected, the value of the releasing position is explored, and the releasing effect of the releasing position is measured.
In order to achieve the above object, an information delivery method provided in an embodiment of a second aspect of the present invention includes: detecting mobile equipment used by users passing around to obtain detection information, wherein the detection information comprises identification information of the mobile equipment; and sending the detection information to a server, so that the server acquires online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or release effect of a release position for releasing information according to the user data analysis result.
According to the information delivery method provided by the embodiment of the second aspect of the invention, the identification information of the mobile device is detected and sent to the server, so that the server can conveniently analyze data, and the information delivery accuracy and the information delivery effect are improved.
In order to achieve the above object, an information delivery apparatus according to a third aspect of the present invention includes: the system comprises a receiving module, a sending module and a receiving module, wherein the receiving module is used for receiving detection information sent by detection equipment, the detection information is obtained by detecting mobile equipment used by users passing around by the detection equipment, the detection information comprises identification information of the mobile equipment, and the detection equipment is arranged in a release position for releasing information; the acquisition module is used for acquiring online behavior data of a user using the mobile equipment according to the identification information of the mobile equipment; the analysis module is used for analyzing the online behavior data to obtain a user data analysis result; and the determining module is used for determining the releasing content and/or the releasing effect of the releasing position according to the user data analysis result.
According to the information delivery device provided by the third aspect of the embodiment of the invention, the delivery content of the delivery position is determined by acquiring the online behavior data of the user and analyzing the online behavior data, so that the accuracy of information delivery is improved, the limitation of a manual planning analysis mode can be broken through, and the device is suitable for large-area popularization; by analyzing the data of the line uplink, the releasing effect of the releasing position is determined, audience data can be collected, the value of the releasing position is explored, and the releasing effect of the releasing position is measured.
In order to achieve the above object, an information delivery apparatus according to a fourth aspect of the present invention includes: the mobile device comprises a detection module, a processing module and a processing module, wherein the detection module is used for detecting mobile devices used by users passing around and acquiring detection information, and the detection information comprises identification information of the mobile devices; and the sending module is used for sending the detection information to a server so that the server acquires online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or release effect of a release position for releasing information according to the user data analysis result.
The information delivery device provided by the embodiment of the fourth aspect of the invention can facilitate the server to perform data analysis by detecting the identification information of the mobile device and sending the identification information to the server, thereby improving the accuracy of information delivery and measuring the effect of information delivery.
In order to achieve the above object, an information delivery system according to an embodiment of a fifth aspect of the present invention includes: the apparatus provided in the third aspect embodiment, and the apparatus provided in the fourth aspect embodiment.
Additional aspects and advantages of the invention will be set forth in part in the description which follows and, in part, will be obvious from the description, or may be learned by practice of the invention.
Drawings
The foregoing and/or additional aspects and advantages of the present invention will become apparent and readily appreciated from the following description of the embodiments, taken in conjunction with the accompanying drawings of which:
fig. 1 is a schematic flow chart of an information delivery method according to an embodiment of the present invention;
fig. 2 is a schematic flow chart of an information delivery method according to another embodiment of the present invention;
fig. 3 is a schematic flow chart of an information delivery method according to another embodiment of the present invention;
fig. 4 is a schematic structural diagram of an information delivery apparatus according to another embodiment of the present invention;
fig. 5 is a schematic structural diagram of an information delivery apparatus according to another embodiment of the present invention;
fig. 6 is a schematic structural diagram of an information delivery system according to another embodiment of the present invention.
Detailed Description
Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like or similar reference numerals refer to the same or similar modules or modules having the same or similar functionality throughout. The embodiments described below with reference to the accompanying drawings are illustrative only for the purpose of explaining the present invention, and are not to be construed as limiting the present invention. On the contrary, the embodiments of the invention include all changes, modifications and equivalents coming within the spirit and terms of the claims appended hereto.
Fig. 1 is a schematic flow chart of an information delivery method according to an embodiment of the present invention, where the method may be executed by a server, and the method includes:
s11: receiving detection information sent by a detection device, wherein the detection information is obtained by detecting the mobile device used by a user passing around by the detection device, the detection information comprises identification information of the mobile device, and the detection device is arranged in a release position for releasing information.
The identification information of the mobile device is a unique identifier of the mobile device, such as a bluetooth address of the mobile device, or a Media Access Control (MAC) address.
Taking advertisement placement as an example, the information of placement is advertisement, and the placement location may specifically refer to an advertisement space, such as a billboard.
For each delivery location to be processed by the embodiment of the present invention, a detection device may be preset in each delivery location, and the detection device may detect the mobile device through a preset wireless communication manner to obtain the identification information of the mobile device, where the preset wireless communication manner is, for example: near Field Communication (NFC), wifi, or bluetooth, etc.
Each detection device may detect identification information of one or more mobile devices, a plurality referring to at least two.
After the detection device detects the identification information of the mobile device, the detection device may send the identification information to the server, and may also carry the identification information of the detection device itself when sending the detection information, and the server may pre-store a corresponding relationship between the detection device and the delivery position, so that the server may establish a corresponding relationship between the delivery position and the identification information of the mobile device, for example, the delivery position _1 corresponds to the mobile device _1, the mobile device _2, and the like.
S12: and acquiring online behavior data of a user using the mobile equipment according to the identification information of the mobile equipment.
The server may collect online behavior data of all users in advance, and when the device used by the user sends the online behavior data of the user to the server, the server may also send identification information of the device at the same time, and when the user uses the mobile device, the server may collect the identification information of the mobile device and the corresponding online behavior data of the user.
After the server receives the identification information of the mobile device sent by the detection device, the server can acquire the online behavior data of the user corresponding to the received identification information of the mobile device from a large amount of preset collected data. And the server can establish the corresponding relation between the release position and the online behavior data of the user according to the corresponding relation between the release position and the identification information of the mobile device established before and the online behavior data of the corresponding user acquired at the moment.
For example, the online behavior data of the user corresponding to the mobile device _1 includes: the data of the user a and the online behavior data of the user corresponding to the mobile device _2 include: and if the user B data, the online behavior data corresponding to the release position _1 comprises: user a data and user B data.
S13: and analyzing the online behavior data to obtain a user data analysis result.
Optionally, the analyzing the online behavior data to obtain a user data analysis result includes:
corresponding to each user, acquiring interest points and user behaviors of the corresponding user according to the online behavior data, and establishing a corresponding relation between the user and the interest points and a corresponding relation between the user and the behaviors;
and clustering the online behavior data according to the corresponding relation between the user and the interest point, acquiring the crowd characteristics of the user corresponding to the release position, and establishing the corresponding relation between the release position and the crowd characteristics.
For example, the data of the user a and the data of the user B may be analyzed separately, and the interest point of the corresponding user may be obtained, for example, the data of the user a indicates that the user a frequently browses financial information, and the interest point of the user a includes finance. The interest point of each user may be one or more. For example, the points of interest of user a include: finance, tourism, etc., the points of interest of user B include games, electronics, etc. After the interest points of each user are obtained, the user ID can be used as a keyword, and the interest points are used as values and stored in a database.
And corresponding to each releasing position, analyzing each user corresponding to the releasing position to obtain the interest point corresponding to each user, and clustering the interest points of all the users corresponding to the releasing position to obtain the crowd characteristics corresponding to the releasing position. For example, most of the users corresponding to the drop location _1 are interested in electrons, and the demographic corresponding to the drop location _1 is electrons. After the crowd characteristics of each putting position are obtained, the putting position ID can be used as a key word, and the crowd characteristics are used as values to be stored in a database.
In addition, the user behavior of each user can be analyzed, and the user behavior is, for example: purchasing and browsing activities at e-commerce sites, registration activities at gaming sites, and detection activities at search engines, etc. After the behavior of each user is obtained, the user ID can be used as a key word and the behavior can be used as a value to be stored in a database.
S14: and determining the releasing content and/or the releasing effect of the releasing position according to the user data analysis result.
Optionally, the determining the delivered content of the delivery location according to the user data analysis result includes:
and selecting the releasing position data matched with the crowd characteristics corresponding to the releasing position according to the corresponding relation between the releasing position and the crowd characteristics in the selectable releasing position data, and determining the releasing position as the releasing content of the releasing position.
For example, alternative placement location data includes: the electronic data, the travel data, the beauty data and the like, through the analysis, the crowd characteristics corresponding to the release position _1 are electronic, and the release content of the release position _1 can be determined to be the electronic data. Of course, it is understood that the matching in the present embodiment is not limited to being exactly the same, and means being the same within a preset range. For example, the delivery content of the delivery location _1 may further include IT-type data and the like.
Optionally, the determining the delivery effect of the delivery location according to the user data analysis result includes:
and corresponding to the release position, acquiring a user corresponding to the release position, and performing at least one of the following items according to the corresponding relation between the user and the behavior: transformation analysis and influence analysis; or,
performing basic analysis according to the identification information of the mobile equipment collected corresponding to the release position; or,
the detection information also comprises the stay time, and time length analysis is carried out according to the stay time.
For example, taking the information as an advertisement as an example, the conversion effect of the advertisement is evaluated by analyzing the conversion behavior of the user, such as the purchasing behavior at an e-commerce site, the registration behavior of a website, and the like. Specifically, for example, corresponding to each advertisement slot, the total amount of users corresponding to the advertisement slot may be obtained through the received data of the identification information of the mobile device, the number of users having the conversion behavior may be determined by analyzing the conversion behavior of each user corresponding to the advertisement slot, and the ratio of the number of users having the conversion behavior to the total amount of users is determined as the conversion rate. Or,
the promotion effect of the advertisement on brand influence is evaluated by analyzing the detection behavior of the user on a search engine and the webpage browsing behavior. The conversion calculation principle can be specifically referred to. Or,
the actual exposure amount of the advertisement is obtained by analyzing the identification information of the mobile device collected by the detection device, for example, the total amount of the identification information of the mobile device collected by the detection device of each advertisement slot is determined as the actual exposure amount. Or,
by analyzing the detection information collected by the detection equipment, the duration data of the audience in front of the advertisement position is obtained, and the attraction of the advertisement to the audience is evaluated. For example, when the detection device detects the identification information of the mobile device, it also detects the corresponding stay time, for example, the identification information corresponding to each mobile device records the time when the identification information starts to be detected and the time when the identification information cannot be detected, and determines the difference between the two times as the stay time corresponding to the identification information of the mobile device, and the identification information of the mobile device and the corresponding stay time can be sent to the server after the detection device, and the server can obtain the attraction to the audience by analyzing the stay time corresponding to the identification information of each mobile device, for example, if the stay time corresponding to the identification information larger than the preset proportion is larger than the preset time, it indicates that the attraction of the advertisement is larger.
In the embodiment, the releasing content of the releasing position is determined by acquiring the on-line behavior data of the user and analyzing the on-line behavior data, so that the information releasing accuracy is improved, the limitation of a manual planning analysis mode can be broken through, and the method is suitable for large-area popularization; by analyzing the data of the line uplink, the releasing effect of the releasing position is determined, audience data can be collected, the value of the releasing position is explored, and the releasing effect of the releasing position is measured.
Fig. 2 is a schematic flow chart of an information delivery method according to another embodiment of the present invention, which may be executed by a detection device disposed in a delivery location, and the method includes:
s21: detecting mobile equipment used by users passing around to obtain detection information, wherein the detection information comprises identification information of the mobile equipment;
optionally, the detecting the mobile device used by the user passing around to obtain the detection information includes:
the method comprises the following steps of detecting mobile equipment used by users passing around by a preset wireless communication mode to acquire detection information, wherein the preset wireless communication mode comprises the following steps: near field communication, wifi, or bluetooth.
S22: and sending the detection information to a server, so that the server acquires online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or release effect of a release position for releasing information according to the user data analysis result.
In this embodiment, the identification information of the mobile device is detected and sent to the server, so that the server can conveniently perform data analysis, and the accuracy of information delivery and the effect of information delivery are improved.
The above is described in one side each and below in connection with two sides. Referring to fig. 3, the information delivery system provided for the embodiment of the present invention includes a detection device and a server, where the detection device is disposed in a delivery location for delivering information, and the detection device and the server communicate with each other through a network. The detection device may also be referred to as a sniffing device.
Referring to fig. 3, a flow of the information delivery method provided in this embodiment includes:
s31: the detection device detects the mobile device used by the user passing around, and acquires detection information, wherein the detection information comprises identification information of the mobile device.
See S21 for details, which are not described herein.
S32: and the detection equipment sends the detection information to a server.
Wherein, the detection device can send the detection information to the server through the network.
S33: the server receives detection information sent by the detection equipment, acquires online behavior data of a user using the mobile equipment, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or the release effect of the release position according to the user data analysis result.
See, in particular, S11-S14, which are not described in detail herein.
In the prior art, because the offline manual planning mode is adopted for analysis, the existing scheme is only suitable for analyzing specific key (important position and high release price) release positions, and the release positions which are widely distributed and have low release prices cannot be analyzed one by one, so that the method is not suitable for large-area popularization; in the embodiment, the release content is determined by analyzing according to the user data, so that the accuracy of information release can be improved, the limit of a manual planning analysis mode can be broken through, and the method and the device are suitable for large-area popularization. In the prior art, the value of some cold throwing positions is difficult to be discovered, so that throwing hot throwing positions are often bundled on information, thereby causing resource waste of the throwing positions, for example, a lot of overdue information can be seen on the throwing positions; in the embodiment, the value of the delivery location can be discovered through the collection and analysis of audience data. In the prior art, after release is performed by using a priori market analysis result, the final effect (conversion and brand influence) of information release cannot be accurately evaluated, and an information owner does not know how much the brand influence is improved after the information release and how much the final income is improved; in the embodiment, the delivery effect of the delivery position can be measured by collecting and analyzing audience data.
Fig. 4 is a schematic structural diagram of an information delivery apparatus according to another embodiment of the present invention, which may be located in a server, and the apparatus 40 includes a receiving module 41, an obtaining module 42, an analyzing module 43, and a determining module 44.
A receiving module 41, configured to receive detection information sent by a detection device, where the detection information is obtained by detecting, by the detection device, a mobile device used by a user passing around, and the detection information includes identification information of the mobile device, and the detection device is arranged in a release position for releasing information;
the identification information of the mobile device is a unique identifier of the mobile device, such as a bluetooth address of the mobile device, or a Media Access Control (MAC) address.
Taking advertisement placement as an example, the information of placement is advertisement, and the placement location may specifically refer to an advertisement space, such as a billboard.
For each delivery location to be processed by the embodiment of the present invention, a detection device may be preset in each delivery location, and the detection device may detect the mobile device through a preset wireless communication manner to obtain the identification information of the mobile device, where the preset wireless communication manner is, for example: near Field Communication (NFC), wifi, or bluetooth, etc.
Each detection device may detect identification information of one or more mobile devices, a plurality referring to at least two.
After the detection device detects the identification information of the mobile device, the detection device may send the identification information to the server, and may also carry the identification information of the detection device itself when sending the detection information, and the server may pre-store a corresponding relationship between the detection device and the delivery position, so that the server may establish a corresponding relationship between the delivery position and the identification information of the mobile device, for example, the delivery position _1 corresponds to the mobile device _1, the mobile device _2, and the like.
An obtaining module 42, configured to obtain online behavior data of a user using the mobile device according to the identification information of the mobile device;
the analysis module 43 is configured to analyze the online behavior data to obtain a user data analysis result;
the server may collect online behavior data of all users in advance, and when the device used by the user sends the online behavior data of the user to the server, the server may also send identification information of the device at the same time, and when the user uses the mobile device, the server may collect the identification information of the mobile device and the corresponding online behavior data of the user.
After the server receives the identification information of the mobile device sent by the detection device, the server can acquire the online behavior data of the user corresponding to the received identification information of the mobile device from a large amount of preset collected data. And the server can establish the corresponding relation between the release position and the online behavior data of the user according to the corresponding relation between the release position and the identification information of the mobile device established before and the online behavior data of the corresponding user acquired at the moment.
For example, the online behavior data of the user corresponding to the mobile device _1 includes: the data of the user a and the online behavior data of the user corresponding to the mobile device _2 include: and if the user B data, the online behavior data corresponding to the release position _1 comprises: user a data and user B data.
Optionally, the analysis module 43 is specifically configured to:
corresponding to each user, acquiring interest points and user behaviors of the corresponding user according to the online behavior data, and establishing a corresponding relation between the user and the interest points and a corresponding relation between the user and the behaviors;
and clustering the online behavior data according to the corresponding relation between the user and the interest point, acquiring the crowd characteristics of the user corresponding to the release position, and establishing the corresponding relation between the release position and the crowd characteristics.
For example, the data of the user a and the data of the user B may be analyzed separately, and the interest point of the corresponding user may be obtained, for example, the data of the user a indicates that the user a frequently browses financial information, and the interest point of the user a includes finance. The interest point of each user may be one or more. For example, the points of interest of user a include: finance, tourism, etc., the points of interest of user B include games, electronics, etc. After the interest points of each user are obtained, the user ID can be used as a keyword, and the interest points are used as values and stored in a database.
And corresponding to each releasing position, analyzing each user corresponding to the releasing position to obtain the interest point corresponding to each user, and clustering the interest points of all the users corresponding to the releasing position to obtain the crowd characteristics corresponding to the releasing position. For example, most of the users corresponding to the drop location _1 are interested in electrons, and the demographic corresponding to the drop location _1 is electrons. After the crowd characteristics of each putting position are obtained, the putting position ID can be used as a key word, and the crowd characteristics are used as values to be stored in a database.
In addition, the user behavior of each user can be analyzed, and the user behavior is, for example: purchasing and browsing activities at e-commerce sites, registration activities at gaming sites, and detection activities at search engines, etc. After the behavior of each user is obtained, the user ID can be used as a key word and the behavior can be used as a value to be stored in a database.
And the determining module 44 is configured to determine, according to the user data analysis result, the delivery content and/or the delivery effect of the delivery location.
Optionally, the determining module 44 is configured to determine, according to the user data analysis result, the delivered content of the delivery location, and includes:
and selecting the releasing position data matched with the crowd characteristics corresponding to the releasing position according to the corresponding relation between the releasing position and the crowd characteristics in the selectable releasing position data, and determining the releasing position as the releasing content of the releasing position.
For example, alternative placement location data includes: the electronic data, the travel data, the beauty data and the like, through the analysis, the crowd characteristics corresponding to the release position _1 are electronic, and the release content of the release position _1 can be determined to be the electronic data. Of course, it is understood that the matching in the present embodiment is not limited to being exactly the same, and means being the same within a preset range. For example, the delivery content of the delivery location _1 may further include IT-type data and the like.
Optionally, the determining module 44 is configured to determine the delivering effect of the delivering location according to the user data analysis result, and includes:
and corresponding to the release position, acquiring a user corresponding to the release position, and performing at least one of the following items according to the corresponding relation between the user and the behavior: transformation analysis and influence analysis; or,
performing basic analysis according to the identification information of the mobile equipment collected corresponding to the release position; or,
the detection information also comprises the stay time, and time length analysis is carried out according to the stay time.
For example, taking the information as an advertisement as an example, the conversion effect of the advertisement is evaluated by analyzing the conversion behavior of the user, such as the purchasing behavior at an e-commerce site, the registration behavior of a website, and the like. Specifically, for example, corresponding to each advertisement slot, the total amount of users corresponding to the advertisement slot may be obtained through the received data of the identification information of the mobile device, the number of users having the conversion behavior may be determined by analyzing the conversion behavior of each user corresponding to the advertisement slot, and the ratio of the number of users having the conversion behavior to the total amount of users is determined as the conversion rate. Or,
the promotion effect of the advertisement on brand influence is evaluated by analyzing the detection behavior of the user on a search engine and the webpage browsing behavior. The conversion calculation principle can be specifically referred to. Or,
the actual exposure amount of the advertisement is obtained by analyzing the identification information of the mobile device collected by the detection device, for example, the total amount of the identification information of the mobile device collected by the detection device of each advertisement slot is determined as the actual exposure amount. Or,
by analyzing the detection information collected by the detection equipment, the duration data of the audience in front of the advertisement position is obtained, and the attraction of the advertisement to the audience is evaluated. For example, when the detection device detects the identification information of the mobile device, it also detects the corresponding stay time, for example, the identification information corresponding to each mobile device records the time when the identification information starts to be detected and the time when the identification information cannot be detected, and determines the difference between the two times as the stay time corresponding to the identification information of the mobile device, and the identification information of the mobile device and the corresponding stay time can be sent to the server after the detection device, and the server can obtain the attraction to the audience by analyzing the stay time corresponding to the identification information of each mobile device, for example, if the stay time corresponding to the identification information larger than the preset proportion is larger than the preset time, it indicates that the attraction of the advertisement is larger.
In the embodiment, the releasing content of the releasing position is determined by acquiring the on-line behavior data of the user and analyzing the on-line behavior data, so that the information releasing accuracy is improved, the limitation of a manual planning analysis mode can be broken through, and the method is suitable for large-area popularization; by analyzing the data of the line uplink, the releasing effect of the releasing position is determined, audience data can be collected, the value of the releasing position is explored, and the releasing effect of the releasing position is measured.
Fig. 5 is a schematic structural diagram of an information delivery device according to another embodiment of the present invention, which can be located in a delivery position, the device 50 includes: a detection module 51 and a transmission module 52.
The detection module 51 is configured to detect a mobile device used by a user passing around, and acquire detection information, where the detection information includes identification information of the mobile device;
optionally, the detection module 51 is specifically configured to:
the method comprises the following steps of detecting mobile equipment used by users passing around by a preset wireless communication mode to acquire detection information, wherein the preset wireless communication mode comprises the following steps: near field communication, wifi, or bluetooth.
A sending module 52, configured to send the detection information to a server, so that the server obtains online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines, according to the user data analysis result, a delivery content and/or a delivery effect of a delivery location for delivering information
In this embodiment, the identification information of the mobile device is detected and sent to the server, so that the server can conveniently perform data analysis, and the accuracy of information delivery and the effect of information delivery are improved.
Fig. 6 is a schematic structural diagram of an information delivery system according to another embodiment of the present invention, where the system 60 includes: a detection device 61 and a server 62. Wherein the detection device 61 may be as shown in fig. 5 and the server 62 may be as shown in fig. 4.
In the prior art, because the offline manual planning mode is adopted for analysis, the existing scheme is only suitable for analyzing specific key (important position and high release price) release positions, and the release positions which are widely distributed and have low release prices cannot be analyzed one by one, so that the method is not suitable for large-area popularization; in the embodiment, the release content is determined by analyzing according to the user data, so that the accuracy of information release can be improved, the limit of a manual planning analysis mode can be broken through, and the method and the device are suitable for large-area popularization. In the prior art, the value of some cold throwing positions is difficult to be discovered, so that throwing hot throwing positions are often bundled on information, thereby causing resource waste of the throwing positions, for example, a lot of overdue information can be seen on the throwing positions; in the embodiment, the value of the delivery location can be discovered through the collection and analysis of audience data. In the prior art, after release is performed by using a priori market analysis result, the final effect (conversion and brand influence) of information release cannot be accurately evaluated, and an information owner does not know how much the brand influence is improved after the information release and how much the final income is improved; in the embodiment, the delivery effect of the delivery position can be measured by collecting and analyzing audience data.
It should be noted that the terms "first," "second," and the like in the description of the present invention are used for descriptive purposes only and are not to be construed as indicating or implying relative importance. In addition, in the description of the present invention, "a plurality" means two or more unless otherwise specified.
Any process or method descriptions in flow charts or otherwise described herein may be understood as representing modules, segments, or portions of code which include one or more executable instructions for implementing specific logical functions or steps of the process, and alternate implementations are included within the scope of the preferred embodiment of the present invention in which functions may be executed out of order from that shown or discussed, including substantially concurrently or in reverse order, depending on the functionality involved, as would be understood by those reasonably skilled in the art of the present invention.
It should be understood that portions of the present invention may be implemented in hardware, software, firmware, or a combination thereof. In the above embodiments, the various steps or methods may be implemented in software or firmware stored in memory and executed by a suitable instruction execution system. For example, if implemented in hardware, as in another embodiment, any one or combination of the following techniques, which are known in the art, may be used: a discrete logic circuit having a logic gate circuit for implementing a logic function on a data signal, an application specific integrated circuit having an appropriate combinational logic gate circuit, a Programmable Gate Array (PGA), a Field Programmable Gate Array (FPGA), or the like.
It will be understood by those skilled in the art that all or part of the steps carried by the method for implementing the above embodiments may be implemented by hardware related to instructions of a program, which may be stored in a computer readable storage medium, and when the program is executed, the program includes one or a combination of the steps of the method embodiments.
In addition, functional units in the embodiments of the present invention may be integrated into one processing module, or each unit may exist alone physically, or two or more units are integrated into one module. The integrated module can be realized in a hardware mode, and can also be realized in a software functional module mode. The integrated module, if implemented in the form of a software functional module and sold or used as a stand-alone product, may also be stored in a computer readable storage medium.
The storage medium mentioned above may be a read-only memory, a magnetic or optical disk, etc.
In the description herein, references to the description of the term "one embodiment," "some embodiments," "an example," "a specific example," or "some examples," etc., mean that a particular feature, structure, material, or characteristic described in connection with the embodiment or example is included in at least one embodiment or example of the invention. In this specification, the schematic representations of the terms used above do not necessarily refer to the same embodiment or example. Furthermore, the particular features, structures, materials, or characteristics described may be combined in any suitable manner in any one or more embodiments or examples.
Although embodiments of the present invention have been shown and described above, it is understood that the above embodiments are exemplary and should not be construed as limiting the present invention, and that variations, modifications, substitutions and alterations can be made to the above embodiments by those of ordinary skill in the art within the scope of the present invention.
Claims (13)
1. An information delivery method, comprising:
receiving detection information sent by detection equipment, wherein the detection information is obtained by detecting mobile equipment used by users passing around by the detection equipment, the detection information comprises identification information of the mobile equipment, and the detection equipment is arranged in a release position for releasing information;
acquiring online behavior data of a user using the mobile equipment according to the identification information of the mobile equipment;
analyzing the online behavior data to obtain a user data analysis result;
and determining the releasing content and/or the releasing effect of the releasing position according to the user data analysis result.
2. The method of claim 1, wherein analyzing the online behavior data to obtain a user data analysis result comprises:
corresponding to each user, acquiring interest points and user behaviors of the corresponding user according to the online behavior data, and establishing a corresponding relation between the user and the interest points and a corresponding relation between the user and the behaviors;
and clustering the online behavior data according to the corresponding relation between the user and the interest point, acquiring the crowd characteristics of the user corresponding to the release position, and establishing the corresponding relation between the release position and the crowd characteristics.
3. The method of claim 2, wherein determining the delivery content for the delivery location based on the user data analysis comprises:
and selecting the releasing position data matched with the crowd characteristics corresponding to the releasing position according to the corresponding relation between the releasing position and the crowd characteristics in the selectable releasing position data, and determining the releasing position as the releasing content of the releasing position.
4. The method of claim 2, wherein determining the effectiveness of the placement at the placement location based on the user data analysis comprises:
and corresponding to the release position, acquiring a user corresponding to the release position, and performing at least one of the following items according to the corresponding relation between the user and the behavior: transformation analysis and influence analysis; or,
performing basic analysis according to the identification information of the mobile equipment collected corresponding to the release position; or,
the detection information also comprises the stay time, and time length analysis is carried out according to the stay time.
5. An information delivery method, comprising:
detecting mobile equipment used by users passing around to obtain detection information, wherein the detection information comprises identification information of the mobile equipment;
and sending the detection information to a server, so that the server acquires online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or release effect of a release position for releasing information according to the user data analysis result.
6. The method of claim 5, wherein the detecting the mobile devices used by the users passing around to obtain the detection information comprises:
the method comprises the following steps of detecting mobile equipment used by users passing around by a preset wireless communication mode to acquire detection information, wherein the preset wireless communication mode comprises the following steps: near field communication, wifi, or bluetooth.
7. An information delivery apparatus, comprising:
the system comprises a receiving module, a sending module and a receiving module, wherein the receiving module is used for receiving detection information sent by detection equipment, the detection information is obtained by detecting mobile equipment used by users passing around by the detection equipment, the detection information comprises identification information of the mobile equipment, and the detection equipment is arranged in a release position for releasing information;
the acquisition module is used for acquiring online behavior data of a user using the mobile equipment according to the identification information of the mobile equipment;
the analysis module is used for analyzing the online behavior data to obtain a user data analysis result;
and the determining module is used for determining the releasing content and/or the releasing effect of the releasing position according to the user data analysis result.
8. The apparatus of claim 7, wherein the analysis module is specifically configured to:
corresponding to each user, acquiring interest points and user behaviors of the corresponding user according to the online behavior data, and establishing a corresponding relation between the user and the interest points and a corresponding relation between the user and the behaviors;
and clustering the online behavior data according to the corresponding relation between the user and the interest point, acquiring the crowd characteristics of the user corresponding to the release position, and establishing the corresponding relation between the release position and the crowd characteristics.
9. The apparatus of claim 8, wherein the determining module is configured to determine the delivered content of the delivery location according to the user data analysis result, and comprises:
and selecting the releasing position data matched with the crowd characteristics corresponding to the releasing position according to the corresponding relation between the releasing position and the crowd characteristics in the selectable releasing position data, and determining the releasing position as the releasing content of the releasing position.
10. The apparatus of claim 8, wherein the determining module is configured to determine the effect of the placement at the placement location according to the user data analysis result, and comprises:
and corresponding to the release position, acquiring a user corresponding to the release position, and performing at least one of the following items according to the corresponding relation between the user and the behavior: transformation analysis and influence analysis; or,
performing basic analysis according to the identification information of the mobile equipment collected corresponding to the release position; or,
the detection information also comprises the stay time, and time length analysis is carried out according to the stay time.
11. An information delivery apparatus, comprising:
the mobile device comprises a detection module, a processing module and a processing module, wherein the detection module is used for detecting mobile devices used by users passing around and acquiring detection information, and the detection information comprises identification information of the mobile devices;
and the sending module is used for sending the detection information to a server so that the server acquires online behavior data of a user using the mobile device according to the identification information of the mobile device, analyzes the online behavior data to obtain a user data analysis result, and determines the release content and/or release effect of a release position for releasing information according to the user data analysis result.
12. The apparatus of claim 11, wherein the detection module is specifically configured to:
the method comprises the following steps of detecting mobile equipment used by users passing around by a preset wireless communication mode to acquire detection information, wherein the preset wireless communication mode comprises the following steps: near field communication, wifi, or bluetooth.
13. An information delivery system, comprising:
the device of any one of claims 7-10; and the number of the first and second groups,
the device of any one of claims 11-12.
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| PCT/CN2015/090006 WO2016155260A1 (en) | 2015-04-02 | 2015-09-18 | Information delivery method, device and system |
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| Application Number | Priority Date | Filing Date | Title |
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| CN201510154742.4A CN104750832A (en) | 2015-04-02 | 2015-04-02 | Information releasing method, device and system |
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