CN107423999B - Directional advertisement issuing method and system based on user grouping - Google Patents
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Abstract
The invention discloses a method and a system for directionally issuing advertisements based on user grouping, wherein the method comprises the following steps: registering as a formal user, storing data of the formal user in a relational database, carrying out multi-dimensional statistics and analysis on the relational database according to a first service middleware, then screening and adapting user grouped data in a corresponding service scene, regularly updating and pushing a plurality of user grouped data to a second service middleware, storing the regularly updated user grouped data in a data buffer area through the second service middleware, and simultaneously providing a data calling interface in the data buffer area. The user grouping strategy provided by the invention can generate the user group with high quality, thereby effectively improving the click rate and the content attention of the advertisements put by the users in the user group.
Description
Technical Field
The invention relates to the field of intelligent recommendation, in particular to a method and a system for directionally issuing advertisements based on user grouping.
Background
In the internet era of information explosion, online advertising is playing an increasingly important role in the business society as a popular means of marketing and information dissemination. By means of flexible information coverage and personalized recommendation, the method is undoubtedly higher in accuracy and efficiency compared with traditional media such as newspapers and televisions.
Meanwhile, people in the internet era face massive information supply every day, enterprises face various consumer groups with numerous demands, and under the condition, if the delivered advertisements are not accurately positioned, the consumers cannot be rapidly caught, so that the value and the effect of the consumers are greatly reduced, and the enterprises can miss one and another valuable customers in the seemingly wide and narrow market.
The crowd targeting technology is to find out the common behavior characteristics of potential target passenger groups through the analysis of user behavior data, and select proper media to deliver advertisements to audiences with the common behavior characteristics. The advertisement cost can be saved, and the advertisement effect is improved. Crowd targeting techniques play a very important role in the delivery of enterprise ads, where it is critical to group users. The good user grouping strategy can generate a high-quality user group, and the click rate and the content attention can be effectively improved for advertisement delivery of users in the user group.
Disclosure of Invention
The invention aims to solve the technical problem of providing a user grouping-based targeted advertisement issuing method with high click rate and content attention based on user grouping.
The invention provides a method for directionally transmitting advertisements based on user grouping, which solves the technical problem and comprises the following steps:
registering as a regular user, storing the data of the regular user in a relational database,
carrying out multi-dimensional statistics and analysis on the relational database according to the first service middleware, then screening and adapting to user packet data in a corresponding service scene,
a plurality of said user packet data are periodically updated and pushed to a second service middleware,
and storing the user packet data which is updated regularly into a D Cache data buffer area through the second service middleware, and providing a data calling interface in the data buffer area.
Still further, the method further comprises: and the user grouping data is pulled in real time through the data calling interface when the advertisement message is issued, and the matched user grouping is selected to issue the advertisement and/or the message to a specific user.
Further, the first service middleware is configured to,
accessing the relational database, and extracting and processing structured data;
synchronizing the processed structured data to a second service middleware at a set time period every day, and transmitting the compressed structured data in an HTTP protocol in the intranet.
Furthermore, the second service middleware is configured to adopt a Node JS technology to persist the structured data synchronized by the first service middleware into the D Cache data buffer again, update the last data to be the latest service data after full coverage,
and the application interface is used for the upper layer service to obtain the required user packet data.
Further, the data buffer is stored in a K-V form, where K represents a KEY, V represents a VALUE, and the KEY and the VALUE are stored in a string form, where the VALUE is a string obtained by converting a common format string or converting structured data.
Further, the screening and adapting of the user packet data in the corresponding service scenario includes:
the user groups that have logged in on different days,
a group of users who purchased different types of products,
registering and participating in a group of users for offline activities.
Based on the above, the invention also provides a system for targeted advertisement delivery based on user grouping, which comprises: a client terminal, a relational database, a service middleware, a data buffer area and a background server,
the client terminal is configured to register as a regular user,
the relational database is configured to store data of the formal users,
the service middleware is configured to include: the first service middleware and the second service middleware carry out multi-dimensional statistics and analysis on the relational database according to the first service middleware, then user grouped data in a corresponding service scene are screened and adapted, a plurality of user grouped data are updated regularly and pushed to the second service middleware,
the data buffer is configured to store user packet data periodically updated in the second service middleware while providing a data call interface in the data buffer,
the background server is configured to pull the user grouping data in real time through the data call interface when the advertisement message is issued, and select the matched user grouping to issue the advertisement and/or the message to the specific user of the client terminal.
Further, the method for registering as a formal user includes: PC end, mobile end or WEB end.
Further, the background server is: an advertisement backend system or a CMS-like backend system.
Still further, the data buffer is configured to: the storage component is in a K-V form, wherein K represents a KEY KEY, V represents a VALUE of VALUE, and the KEY and the VALUE are stored in a character string form, wherein the VALUE is a character string obtained by converting a character string in a common format or converting structured data.
The invention has the beneficial effects that:
by adopting the method, the relational database is subjected to multi-dimensional statistics and analysis according to a first service middleware, and the first service middleware extracts and processes structured data by accessing the relational database; and synchronizing the processed structured data to the second service middleware at a set time period every day to realize different grouping modes for users. The user grouping strategy provided by the invention can generate a high-quality user group, thereby improving the advertisement delivery to the users in the user group and effectively improving the click rate and the content attention. And the second service middleware is matched with the first service middleware and used for dumping the structured data synchronized by the first service middleware into a data buffer again by adopting a Node JS technology, updating the last data into the latest service data after full coverage, and providing a data calling interface of a background server of an advertisement issuing background server or a client management system after packet data of a user is durably stored in the data buffer, so that the oriented grouping and normalization of the data are realized.
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FIG. 1 is a schematic flow chart of a method in one embodiment of the present invention;
FIG. 2 is a schematic diagram of a system architecture in an embodiment of the invention;
fig. 3 is a schematic diagram of an implementation flow topology in an embodiment of the present invention.
Detailed Description
The principles of the present disclosure will now be described with reference to a few exemplary embodiments. It is understood that these examples are described solely for the purpose of illustration and to assist those of ordinary skill in the art in understanding and working the disclosure, and are not intended to suggest any limitation as to the scope of the disclosure. The disclosure described herein may be implemented in various ways other than those described below.
As used herein, the term "include" and its various variants are to be understood as open-ended terms, which mean "including, but not limited to. The term "based on" may be understood as "based at least in part on". The term "one embodiment" may be understood as "at least one embodiment". The term "another embodiment" may be understood as "at least one other embodiment".
It is understood that the RDBS in this application, which represents the Relational Data Base Server, provides secure and reliable raw Data for the upper layer application by its two-dimensional table storage structure close to the logical world and excellent ACID transaction, simple and rich SQL operation, etc.
It can be understood that the user registration mode in the present application may be multi-terminal registration through a PC terminal, a mobile terminal, or a WEB terminal, that is, including but not limited to a PC terminal application program, a mobile terminal application program, and a WEB terminal browser access. The method can be in the form of WeChat public number of a mobile terminal, a webpage of a PC terminal, a webpage of a web terminal and the like. It can be understood that the data buffer in the present application is a set of intra-enterprise K-V storage components, and KEY and VALUE are stored in the form of a string, where VALUE can be a string in a common format or a string obtained after structured data is transformed (preferably, processed through a method such as json. striping ()), a storage medium with a mass memory type like Redis and with a persistence function, which sacrifices strict consistency to meet the requirement of internet scalability, and a linear increase in the processing capability of the whole system can be realized with little modification or even just addition of hardware devices, thereby realizing high throughput and low latency high performance. In specific application, enterprises can replace the Redis type open source components according to self requirements.
It can be understood that the main purpose of the advertisement system and the CMS-like system in the present application is to target advertisement delivery, the advertisement system makes calls through the provided data interface, the same CMS-like system can also make related data calls, and the CMS system is called as follows: the Content Management System is a Content Management System.
Fig. 1 is a schematic method flow diagram in an embodiment of the present invention, and a method for targeted advertisement delivery based on user grouping in the embodiment includes the following steps:
step S100 registers as a regular user, and stores the data of the regular user in a relational database, for example, when a consumer knows the enterprise profile through various channels and registers as a regular user of a company through various terminal products of a PC terminal, a mobile terminal, and a WEB terminal, the user data collected in the process is stored in a Relational Database (RDBS). The mode of registering as a formal user can be binding a mobile phone number or providing related user basic information.
In some embodiments, the consumer may scan or focus on the official public number via a micro-message, which may be used to store user information records in a relational database via a web server.
In some embodiments, the customer may log into the corresponding website of the company through the PC side and register as a regular user. I.e. not accessible or registrable using the guest or the guest's user identity. And the relational database can provide safe and reliable original data for upper-layer application.
Step S101, according to the first service middleware, carrying out multi-dimensional statistics and analysis on the relational database, then screening and adapting to user packet data in a corresponding service scene, wherein the total number of users in the user packet data is a relatively large set, and firstly, combining registration time and latest login time to screen out active user records in a certain time. Because the relational database is used for recording, the supported structured query language SQL can conveniently and flexibly count the effective data of each measurement dimension according to time, whether a certain product is purchased, whether a certain preferential publicity activity is declared and participates in the promotion of a company on the basis. The first service middleware in this embodiment is mainly used to access the relational database to extract and process the structured data from the relational database, and synchronize the processed structured data to the next middleware at, for example, 00:00 a day, and the compressed data is transmitted between the middleware in the intranet by the ordinary HTTP protocol.
In some embodiments, the multidimensional statistics and analysis may be to count login periods and durations of users to determine active users.
In some embodiments, the multidimensional statistics and analysis may be to count the user's login terminals to determine whether the user's shopping habits are on the wireless side or on the PC side.
In some embodiments, the multidimensional statistics and analysis may be the number of times a user logs in and the length of time the user remains logged in to determine active users.
In some embodiments, the processing of the plurality of user groups adapted to the real-life service scenario includes, but is not limited to, the user groups logged in according to different days, such as 7 days/15 days/30 days, may satisfy the requirement that the product or the operation pushes some market information with reference value within 24 hours and some industry basic and transaction information of the individual shares concerned by the user to these recently logged-in users.
Preferably, the recommendation of the content is performed according to the login time.
In some embodiments, the plurality of user groups that tailor the realistic business scenario include, but are not limited to, the group of users who purchased different products A, B and C for the first time to deliver such messages or advertisements to the corresponding customers when those products that the users purchased lead to a derivative service or offer package.
Preferably, the recommendation of the content is made according to the purchased goods.
In some embodiments, the plurality of user groups processed to adapt to the real-life service scenario include, but are not limited to, the user group which is registered and participates in a certain popularization activity of the company is a potential paying user with further development value, and for the user of the type, the user can provide a free experience right of a corresponding product for a limited time, and related information can be issued to the user through the group.
In some embodiments, tailoring the plurality of user groupings to fit the real-world business scenario includes, but is not limited to, grouping according to user age.
In some embodiments, tailoring the plurality of user groupings to fit the real-world business scenario includes, but is not limited to, grouping according to user region.
In some embodiments, processing the plurality of user groupings to fit the real-world business scenario includes, but is not limited to, grouping according to user revenue.
Step S102, a plurality of user packet data are updated regularly and pushed to a second service middleware, the second service middleware takes an application program as a carrier and is written by using NodeJS, one function of the second service middleware is to dump structured data synchronized by the previous middleware into a data buffer again, the previous middleware can synchronize once latest data at 00:00 full of every morning, and therefore the previous data can be updated in a full coverage manner to ensure that business data in D Cahe is always latest; in addition, an application interface is provided in the program for the upper layer service to obtain the user packet data required by the upper layer service. The data buffer in this embodiment is a set of K-V storage components inside an enterprise, and KEY and VALUE are stored in the form of a string, where VALUE may be a string in a common format or a string obtained by converting structured data through processing such as json.
Step S103 stores the user packet data updated periodically into a data buffer through the second service middleware, and provides a data call interface in the data buffer. Furthermore, the advertisement system and the CMS-like system can pull user grouping data in real time when issuing advertisement messages, and can accurately and flexibly issue advertisements and messages to specific users by selecting a proper user group.
By adopting the method in the embodiment, the relational database is subjected to multi-dimensional statistics and analysis according to a first service middleware, and the first service middleware extracts and processes structured data by accessing the relational database; and synchronizing the processed structured data to the second service middleware at a set time period every day to realize different grouping modes for users. The user grouping strategy provided by the invention can generate a high-quality user group, thereby improving the advertisement delivery to the users in the user group and effectively improving the click rate and the content attention. And the second service middleware is matched with the first service middleware and used for dumping the structured data synchronized by the first service middleware into a data buffer again by adopting a Node JS technology, updating the last data into the latest service data after full coverage, and providing a data calling interface of a background server of an advertisement issuing background server or a client management system after packet data of a user is durably stored in the data buffer, so that the oriented grouping and normalization of the data are realized.
Fig. 2 is a schematic diagram of a system structure in an embodiment of the present invention, and a system for targeted advertisement delivery based on user grouping in the embodiment includes: a client terminal 1, a relational database 2, a service middleware 3, a data buffer 4 and a background server 5,
the client terminal 1 is configured to, register as a regular user,
the relational database 2 is configured to store data of the official users,
the service middleware 3 is configured to include: and the first service middleware and the second service middleware carry out multi-dimensional statistics and analysis on the relational database according to the first service middleware, then screen and adapt to user grouped data in a corresponding service scene, and a plurality of user grouped data are updated regularly and pushed to the second service middleware. The first service middleware is used for accessing the relational database, extracting and processing structured data; synchronizing the processed structured data to a second service middleware at a set time period every day, and transmitting the compressed structured data in an HTTP protocol in the intranet. And the second service middleware is used for dumping the structured data synchronized by the first service middleware into a data buffer again by adopting a Node JS technology, updating the last data into the latest service data after full coverage, and providing an application interface for upper-layer services to acquire user packet data required by the first service middleware respectively.
The data buffer 4 is configured to store user packet data periodically updated in the second service middleware, while providing a data call interface in the data buffer,
the background server 5 is configured to pull the user packet data in real time through the data call interface when issuing the advertisement message, and select the matched user packet to issue the advertisement and/or message to the specific user of the client terminal.
In some embodiments, a method of registering as a formal user includes: PC end, mobile end or WEB end.
In some embodiments, the backend server is: an advertisement backend system or a CMS-like backend system.
In some embodiments, the data buffer is configured to: the storage component in the form of K-V and one embodiment of the data buffer use Key-Value (Key-Value) to store the database, wherein K represents a KEY Key, V represents a Value of VALUE, and the KEY and the VALUE are stored in the form of a character string, wherein VALUE is a character string obtained by converting a character string in a common format or by converting structured data.
Fig. 3 is a schematic diagram of an implementation process topology in an embodiment of the present invention, a consumer knows an enterprise profile through multiple channels and registers the enterprise profile as a formal user of a company through multiple terminal products on a PC side, a mobile side and a WEB side, user data collected in the process is stored in a Relational Database (RDBS), and the RDBS provides safe and reliable original data for upper-layer applications by using a two-dimensional table storage structure close to a logical world, excellent ACID transactions, simple and rich SQL operations, and other characteristics.
The data are analyzed, counted and screened based on multiple dimensions, for example, in the analysis process, the total number of users is a relatively large set, and active user records within a certain time are screened out by combining the registration time and the last login time. The structured query language SQL supported by the relational database can conveniently and flexibly count effective data of each measurement dimension according to time, whether a certain product is purchased, whether a certain preferential publicity activity is registered and participated in by a company on the basis. Then, through the first service middleware in the specific service middleware, the first service middleware is mainly used for accessing the relational database to extract and process the structured data from the relational database and synchronizing the processed structured data to the next middleware at 00:00 a day, and compressed data is transmitted in an internal network by a common HTTP protocol between the middleware. The first service middleware processes a plurality of user packets adapted to the real service scenario, for example: 7/15/30 the user group logged in can meet the requirement that products or operation pushes some market information with reference value in 24 hours and industry basic and transaction information of individual shares concerned by part of users to these recently logged users; the user group purchasing the product A/B/C can issue the message or the advertisement to the corresponding client at the first time when the product purchased by the user launches the derivative service or the preferential combination package; the user group which registers and participates in a certain popularization activity of the company is a potential paying user with further development value, free experience permission in a limited time of corresponding products can be provided for the user, and related notices can be issued to the user in groups. User packet data is updated once a day and pushed to a second service middleware, the second service middleware is written by using NodeJS, one of functions is to dump structured data synchronized by a first service middleware into a data buffer again, the first service middleware synchronizes the latest data once at 00:00 full in the morning every day, so that the latest data is completely covered and updated to ensure that the latest service data in DCahe is always the latest service data; in addition, an application interface is provided in the program for the upper layer service to obtain the user packet data required by the upper layer service, and finally the middleware stores the user packet data in the data buffer and provides a data calling interface. The background server of the advertisement system and the background server of the CMS-like system can pull user grouping data in real time when issuing advertisement messages through the data call interface, and the advertisement and message issuing can be accurately and flexibly performed to specific users by selecting proper user groups.
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.
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.
In general, the various embodiments of the disclosure may be implemented in hardware or special purpose circuits, software, logic or any combination thereof. Some aspects may be implemented in hardware, while other aspects may be implemented in firmware or software which may be executed by a controller, microprocessor or other computing device. While various aspects of the disclosure may be illustrated and described as block diagrams, flow charts, or using some other pictorial representation, it is well understood that the blocks, apparatus, systems, techniques or methods described herein may be implemented in, without limitation, hardware, software, firmware, special purpose circuits or logic, general purpose hardware or controller or other computing devices, or some combination thereof.
Further, while operations are described in a particular order, this should not be understood as requiring that such operations be performed in the order shown or in sequential order, or that all illustrated operations be performed, to achieve desirable results. In some cases, multitasking or parallel processing may be advantageous. Similarly, while details of several specific implementations are included in the above discussion, these should not be construed as any limitation on the scope of the disclosure, but rather the description of features is directed to specific embodiments only. Certain features that are described in the context of separate embodiments can also be implemented in combination in a single embodiment. Conversely, various features that are described in the context of a single embodiment can also be implemented in multiple embodiments separately or in any suitable subcombination.
Claims (10)
1. A targeted advertisement issuing method based on user grouping is characterized by comprising the following steps:
registering as a regular user, storing the data of the regular user in a relational database,
carrying out multi-dimensional statistics and analysis on the relational database according to a first service middleware, then screening and adapting to user packet data in a corresponding service scene, wherein the first service middleware is mainly used for accessing the relational database to extract and process structured data from the relational database and synchronizing the processed structured data to a next middleware, and the middleware transmits the compressed data in an intranet by using a common HTTP protocol, wherein the multi-dimensional statistics and analysis is any one or more of the statistics of login time period and duration of a user, the statistics of a login terminal of the user, the statistics of login times of the user and the duration of the user keeping login;
the method comprises the steps that a plurality of user packet data are updated regularly and pushed to a second service middleware, the second service middleware takes an application program as a carrier and is written by using NodeJS, one function of the second service middleware is to dump structured data synchronized by the previous middleware into a data buffer again, the previous middleware can synchronize the latest data once at 00:00 full of every morning, and therefore the latest data can be completely covered and updated to ensure that the latest business data in D Cahe is always updated; in addition, an application interface is provided for the upper layer service to obtain the user packet data required by the upper layer service;
and storing the user packet data which is updated regularly into a data buffer through the second service middleware, and providing a data calling interface in the data buffer.
2. The targeted advertising method according to claim 1, further comprising: and the user grouping data is pulled in real time through the data calling interface when the advertisement message is issued, and the matched user grouping is selected to issue the advertisement and/or the message to a specific user.
3. The targeted advertising method according to claim 1, wherein the first service middleware is configured to,
accessing the relational database, and extracting and processing structured data;
synchronizing the processed structured data to a second service middleware at a set time period every day, and transmitting the compressed structured data in an HTTP protocol in the intranet.
4. The method of claim 1 or 3, wherein the second service middleware is configured to use Node JS technology to dump the structured data synchronized by the first service middleware into the data buffer again, and perform full coverage update to serve as the latest service data and provide an application interface for the upper layer service to obtain the user packet data required by the upper layer service.
5. The targeted advertising method according to claim 1, wherein the data buffer is stored in a K-V format, where K represents KEY and V represents VALUE, and the KEY and the VALUE are stored in a string, where the VALUE is a string in a normal format or a string obtained by converting structured data.
6. The targeted advertisement delivery method of claim 1, wherein the step of screening and adapting the user packet data in the corresponding service scenario comprises:
the user groups that have logged in on different days,
a group of users who purchased different types of products,
registering and participating in a group of users for offline activities.
7. A targeted advertisement issuing system based on user grouping is characterized by comprising: a client terminal, a relational database, a service middleware, a data buffer area and a background server,
the client terminal is configured to provide registration and login entries for a user to collect original user data and store data of a formal user into a relational database;
the relational database is configured to store data for the official users,
the service middleware is configured to include: the first service middleware and the second service middleware carry out multi-dimensional statistics and analysis on the relational database according to the first service middleware, then user grouped data in a corresponding service scene are screened and adapted, the first service middleware is mainly used for accessing the relational database to extract and process structured data from the relational database and synchronize the processed structured data to the next middleware, and the middleware transmits the compressed data in an intranet by using a common HTTP protocol, wherein the multi-dimensional statistics and analysis is any one or a plurality of combinations of the login time period and the login duration of a user, the login terminal of the user, the login times of the user and the login duration of the user;
the method comprises the steps that a plurality of user packet data are updated regularly and pushed to a second service middleware, the second service middleware takes an application program as a carrier and is written by using NodeJS, one function of the second service middleware is to dump structured data synchronized by the previous middleware into a data buffer again, the previous middleware can synchronize the latest data once at 00:00 full of every morning, and therefore the latest data can be completely covered and updated to ensure that the latest business data in D Cahe is always updated; in addition, an application interface is provided for the upper layer service to obtain the user packet data required by the upper layer service;
the data buffer is configured to store user packet data periodically updated in the second service middleware while providing a data call interface in the data buffer,
the background server is configured to pull the user grouping data in real time through the data call interface when the advertisement message is issued, and select the matched user grouping to issue the advertisement and/or the message to the specific user of the client terminal.
8. The targeted advertising system of claim 7, wherein the method of registering as a regular user comprises: PC end, mobile end or WEB end.
9. A targeted advertisement delivery system according to claim 7, wherein the background server is: an advertisement backend system or a CMS-like backend system.
10. A targeted advertising system according to claim 7, wherein the data buffer is configured to: the storage component is in a K-V form, wherein K represents a KEY KEY, V represents a VALUE of VALUE, and the KEY and the VALUE are stored in a character string form, wherein the VALUE is a character string in a common format or a character string obtained after structural data is converted.
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