CN108074138A - A kind of method and device weighed advertisement and launched - Google Patents
A kind of method and device weighed advertisement and launched Download PDFInfo
- Publication number
- CN108074138A CN108074138A CN201810009555.0A CN201810009555A CN108074138A CN 108074138 A CN108074138 A CN 108074138A CN 201810009555 A CN201810009555 A CN 201810009555A CN 108074138 A CN108074138 A CN 108074138A
- Authority
- CN
- China
- Prior art keywords
- launched
- advertisement
- input
- output ratio
- estimation interval
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Pending
Links
Classifications
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
Landscapes
- Business, Economics & Management (AREA)
- Engineering & Computer Science (AREA)
- Accounting & Taxation (AREA)
- Development Economics (AREA)
- Strategic Management (AREA)
- Finance (AREA)
- Game Theory and Decision Science (AREA)
- Entrepreneurship & Innovation (AREA)
- Economics (AREA)
- Marketing (AREA)
- Physics & Mathematics (AREA)
- General Business, Economics & Management (AREA)
- General Physics & Mathematics (AREA)
- Theoretical Computer Science (AREA)
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
Abstract
The present invention provides a kind of method and devices weighed advertisement and launched, and are related to internet advertisement technology field, this method includes：The dispensing effect data for having launched advertisement is gathered first；Then, based on the input-output ratio estimation interval that advertisement has been launched described in the conversion ratio estimation interval and calculating that advertisement has been launched described in the dispensing effect data calculating；It is finally based on the input-output ratio estimation interval and determines the dispensing strategy for having launched advertisement, the present invention solves the technical issues of considering advertisement serving policy only according to the single index for calculating ad conversion rates and input-output ratio in the prior art, uncertainty is higher.
Description
Technical field
The present invention relates to internet advertisement technology field, more particularly, to a kind of method and device weighed advertisement and launched.
Background technology
In order to weigh the effect of Internet advertising dispensing, traditional method is to calculate conversion ratio and the input and output of advertisement
Than.Businessman can be fed back from various survey reports, and businessman may also improve the clothes provided consumer by the guidance of data
Business, all feedbacks are required for quantification.The problem of conventional method is maximum is the single estimation that can only provide index, it is impossible to be weighed
Amount gives the uncertainty of estimation.Then the insufficient data that cannot be launched from initial stage, relatively reliable prediction index
Trend from now on.Such as, it is desirable to know that positive probability occurs in one piece of coin of throwing, either throw once positive once anti-twice
The 2000 times 1,000 times reverse side of front 1,000 times in face or throwing, the probability estimated is all 50%, but accordingly result is reliable
Degree differs greatly.Traditional conversion ratio/input-output ratio calculates just so, it can be launched according to advertisement is actual
Data calculate conversion ratio and input-output ratio, but the index that specified can not be calculated is what adequate data was brought
Reliable results and have actually mostly reliable.
In view of the above problems, do not propose effective solution also.
The content of the invention
In view of this, the method and device for being designed to provide a kind of measurement advertisement and launching of the embodiment of the present invention, with solution
Advertisement is certainly weighed in the prior art launches the technical issues of index reliability is relatively low.
According to embodiments of the present invention, a kind of method weighed advertisement and launched is provided, including：The throwing of advertisement has been launched in acquisition
Put effect data；The conversion ratio estimation interval of advertisement and calculating institute have been launched based on described launch described in effect data calculating
The input-output ratio estimation interval for having launched advertisement is stated, wherein, the input-output ratio estimation interval is to have launched the length of advertisement
The interval that phase input-output ratio is fallen into according to predetermined probabilities；Described thrown is determined based on the input-output ratio estimation interval
It puts the follow-up of advertisement and launches strategy.
Further, acquisition has been launched the dispensing effect data of advertisement and has been included：The hits of advertisement have been launched described in acquisition
Amount, the advertising expense for having launched advertisement, the commodity turn over number for having launched advertisement, the merchandise sales for having launched advertisement
Volume.
Further, based on it is described dispensing effect data calculate described in launched advertisement conversion ratio estimation interval and
The input-output ratio estimation interval of advertisement has been launched described in calculating to be included：By Wilson's scoring method to the dispensing effect number
According to being calculated, to obtain the conversion ratio estimation interval and calculate the input-output ratio estimation interval.
Further, the dispensing effect data is calculated by Wilson's scoring method, to obtain the conversion
Rate estimation interval and the input-output ratio estimation interval include：By Wilson's scoring method to the dispensing effect data
It is calculated, to calculate to obtain the conversion ratio estimation interval；The input-output ratio is determined based on the conversion ratio estimation interval
Estimation interval.
Further, determine that strategy bag is launched in the follow-up of advertisement of having launched based on the input-output ratio estimation interval
It includes：Stability indicator is determined according to the input-output ratio estimation interval, wherein, the stability indicator is based on the input
What the maximum and minimum value of output ratio estimation interval were determined, for characterizing the stability for having launched advertisement；Based on institute
State the input-output ratio for having launched advertisement, maximum, minimum value and the stability of the input-output ratio estimation interval
Index determines that strategy is launched in the follow-up of advertisement of having launched.
Further, in synchronization, an advertisement launched corresponds to an input-output ratio estimation interval, and in office
The input-output ratio estimation interval corresponding to advertisement launched described in the meaning moment is to be based on Wilson's scoring method according to
Launch what effect data was determined.
Further, stability indicator corresponds to different stability grades according to actual numerical value, has been launched extensively based on described
The input-output ratio of announcement, maximum, minimum value and the stability indicator of the input-output ratio estimation interval determine institute
It states and has launched the follow-up strategy of launching of advertisement and include：The input-output ratio of advertisement and the input-output ratio have been launched described in determining
It input-output ratio grade corresponding to the maximum of estimation interval, minimum value and determines corresponding to the stability indicator
Stability grade；The follow-up dispensing for having launched advertisement is determined based on the input-output ratio grade and the stability grade
Strategy.
According to embodiments of the present invention, a kind of device weighed advertisement and launched is additionally provided, including：Collecting unit, for adopting
Collection has launched the dispensing effect data of advertisement；Arithmetic element is wide for being based on having launched described in the dispensing effect data calculating
The input-output ratio estimation interval of advertisement has been launched described in the conversion ratio estimation interval of announcement and calculating, wherein, the input production
Go out compared estimate section to be expressed as having launched the interval that the long-term input-output ratio of advertisement is fallen into according to predetermined probabilities；It determines single
Member, for determining that strategy is launched in the follow-up of advertisement of having launched based on the input-output ratio estimation interval.
Further, the collecting unit is used to gathering the touching quantity for having launched advertisement, described has launched advertisement
Advertising expense, the commodity turn over number for having launched advertisement, the sales volume of goods for having launched advertisement.
Further, the arithmetic element includes：First computing module, for passing through Wilson's scoring method to the throwing
It puts effect data to be calculated, to calculate to obtain the conversion ratio estimation interval；Second computing module, for being based on the conversion ratio
Estimation interval determines the input-output ratio estimation interval.
Further, the determination unit includes：First determining module, for according to the input-output ratio estimation interval
Determine stability indicator, wherein, the stability indicator is maximum and minimum based on the input-output ratio estimation interval
What value was determined, for characterizing the stability for having launched advertisement；Second determining module, for being based on described having launched advertisement
Input-output ratio, maximum, minimum value and the stability indicator of the input-output ratio estimation interval determine described
It has launched the follow-up of advertisement and has launched strategy.
Further, second determining module includes：The first submodule is determined, for determining described to have launched advertisement
Input-output ratio grade corresponding to the maximum of input-output ratio and the input-output ratio estimation interval, minimum value and
Determine the stability grade corresponding to the stability indicator；The second submodule is determined, for being based on described input-output ratio etc.
Grade and the stability grade determine that strategy is launched in the follow-up of advertisement of having launched.
In embodiments of the present invention, the dispensing effect data for having launched advertisement is gathered first；Then, effect is launched based on described
Fruit data, which calculate, has launched the input-output ratio of advertisement and has estimated described in the conversion ratio estimation interval for having launched advertisement and calculating
Count section；It is finally based on the input-output ratio estimation interval and determines the dispensing strategy for having launched advertisement.Of the invention real
It applies in example, by the way that based on launching, effect data calculates the conversion ratio estimation interval for having launched advertisement and calculating has been launched
The input-output ratio estimation interval of advertisement can be determined more accurately the follow-up of advertisement and launch strategy, and then solve existing
Due to considering advertisement serving policy according only to the single index for calculating ad conversion rates and input-output ratio present in technology
The technical issues of caused tactful uncertain higher.It is achieved thereby that with statistical method, by numerical intervals rather than list
One index instructs user to make next step advertisement and launches the technique effect that behave judges.
Description of the drawings
It, below will be to specific in order to illustrate more clearly of the specific embodiment of the invention or technical solution of the prior art
Embodiment or attached drawing needed to be used in the description of the prior art are briefly described, it should be apparent that, in describing below
Attached drawing is some embodiments of the present invention, for those of ordinary skill in the art, before not making the creative labor
It puts, can also be obtained according to these attached drawings other attached drawings.
Fig. 1 is the method that a kind of measurement advertisement according to embodiments of the present invention is launched；
Fig. 2 is a kind of signal for optionally weighing step S102 in the method that advertisement is launched according to embodiments of the present invention
Figure；
Fig. 3 is another flow for optionally weighing step S104 in the method that advertisement is launched according to embodiments of the present invention
Figure；
Fig. 4 is the schematic diagram for the device that a kind of measurement advertisement according to embodiments of the present invention is launched.
Specific embodiment
To make the purpose, technical scheme and advantage of the embodiment of the present invention clearer, below in conjunction with attached drawing to the present invention
Technical solution be clearly and completely described, it is clear that described embodiment be part of the embodiment of the present invention rather than
Whole embodiments.Based on the embodiments of the present invention, those of ordinary skill in the art are not making creative work premise
Lower all other embodiments obtained, belong to the scope of protection of the invention.
Fig. 1 is the method that a kind of measurement advertisement according to embodiments of the present invention is launched, as shown in Figure 1, this method is included such as
Lower step：
The dispensing effect data of advertisement has been launched in step S102, acquisition.
Specifically, the dispensing effect data which is gathered includes：It launched the touching quantity of advertisement, launched extensively
The advertising expense of announcement, the commodity turn over number for having launched advertisement, described sales volume of goods for having launched advertisement etc..
Step S104, based on it is described dispensing effect data calculate described in launched advertisement conversion ratio estimation interval and
The input-output ratio estimation interval of advertisement has been launched described in calculating.
Wherein, the input-output ratio estimation interval falls to have launched the long-term input-output ratio of advertisement according to predetermined probabilities
The interval entered.
Step S106 determines that strategy is launched in the follow-up of advertisement of having launched based on the input-output ratio estimation interval.
In embodiments of the present invention, the dispensing effect data for having launched advertisement is gathered first；Then, effect is launched based on described
Fruit data, which calculate, has launched the input-output ratio of advertisement and has estimated described in the conversion ratio estimation interval for having launched advertisement and calculating
Count section；It is finally based on the input-output ratio estimation interval and determines the dispensing strategy for having launched advertisement.Of the invention real
It applies in example, by the way that based on launching, effect data calculates the conversion ratio estimation interval for having launched advertisement and calculating has been launched
The input-output ratio estimation interval of advertisement can be determined more accurately the follow-up of advertisement and launch strategy, and then solve existing
Due to considering advertisement serving policy according only to the single index for calculating ad conversion rates and input-output ratio present in technology
The technical issues of caused tactful uncertain higher.It is achieved thereby that with statistical method, by numerical intervals rather than list
One index instructs user to make next step advertisement and launches the technique effect that behave judges.
In an optional embodiment, as shown in Fig. 2, step S102, the dispensing effect number of advertisement has been launched in acquisition
According to including：The touching quantity of having launched advertisement, the advertising expense for having launched advertisement have launched the commodity turn over number of advertisement, have launched
Sales volume of goods of advertisement etc..
In embodiments of the present invention, what is gathered, which has launched the dispensing effect data of advertisement, is provided by third-party platform
, for example, what Amazon platform provided.It specifically, please there are two the API for the advertisement delivery effect data that Amazon provides
It seeks API and obtains API.Request API is used for submitting a calculating task to Amazon, allow Amazon statistics generate given user to
The effect data fixed the date obtains a report ID；Obtain the completion that API is used for inquiring about the corresponding calculating tasks of given report ID
Situation obtains download link if completing.Data reporting (zip formatted files) can be downloaded after obtaining download link, is decompressed
CSV (separated by commas) data file for including given field is obtained afterwards, wherein, advertising results number is included in data file
According to.
In embodiments of the present invention, the advertisement API of Amazon, every four hours timing call request API request one are called
Secondary calculating task, and report ID deposit MySQL databases；The report being also not successfully downloaded in database table is inquired about per hour
ID is called and is obtained an API calculating task state of inquiry.Why report download resolve into two asynchronous steps, be because
Very big for the execution uncertainty of Amazon calculating task, idle is possible to several minutes and just completes, and busy is it is possible that delay one or two
A hour.Thus selection covering update (re-request calculating task) and the operation for the acquisition that makes repeated attempts are combined in the present invention
Mechanism, to obtain effect data as reliably as possible.
In embodiments of the present invention, after above-mentioned dispensing effect data is collected, it is possible to launch effect based on described
Fruit data, which calculate, has launched the input-output ratio of advertisement and has estimated described in the conversion ratio estimation interval for having launched advertisement and calculating
Section is counted, specifically, including：The dispensing effect data is calculated by Wilson's scoring method, to obtain described turn
Rate estimation interval and the calculating input-output ratio estimation interval.In another optional embodiment, such as Fig. 3 institutes
Show, step S104, the dispensing effect data is calculated by Wilson's scoring method, is estimated with obtaining the conversion ratio
Section and the input-output ratio estimation interval include the following steps：
Step S1041 calculates the dispensing effect data by Wilson's scoring method, described to be calculated
Conversion ratio estimation interval；
Step S1042 determines the input-output ratio estimation interval based on the conversion ratio estimation interval.
In embodiments of the present invention, during definite input-output ratio estimation interval, first by being passed through in statistics
The Wilson's scoring method of allusion quotation calculates the dispensing effect data, to obtain the conversion ratio estimation interval, Jin Erji
Calculate the input-output ratio estimation interval.
The Computing Principle of above-mentioned Wilson's scoring method is described as follows：It is assumed that binomial point is obeyed in click-conversion chance event
Cloth, binomial ratio confidence interval is theoretical (binomial proportion confidence interval) in Statistics Application,
Calculate 95% confidence interval of conversion ratio.Then, with reference to the click average unit price and merchandising price actually launched, calculate
The estimation interval of input-output ratio.Specifically, in practice, it is known that during hits n and turn over number k, to the Probability p of conversion with
The problem of section that some greater probability (such as 95%) is fallen into is estimated just is called binomial ratio confidence interval theory.
Specifically, the bi-distribution hypothesis of click-conversion chance event refers to：There is the user for accessing website to click on every time
When advertisement, can the commodity (conversion) of the advertisement promotion be bought with impartial Probability p, and not bought and (do not turned with probability 1-p
Change)；And any click different twice, whether corresponding follow-up behavior, which generates purchase, does not connect each other.So, when
When generating n times click, the probability distribution of the number k obediences of the purchase subsequently generated is exactly the bi-distribution defined in mathematics.
In embodiments of the present invention, by using classical Wilson's scoring method, it can preferably be suitble to data less
Situation, acquired results also more precise and reliable.
In an optional embodiment of the embodiment of the present invention, institute is determined based on the input-output ratio estimation interval
It states and has launched the follow-up strategy of launching of advertisement and include the following steps：
Stability indicator is determined according to the input-output ratio estimation interval, wherein, the stability indicator is based on institute
It states the maximum of input-output ratio estimation interval and minimum value is determined, for characterizing the stability for having launched advertisement；
Based on the input-output ratio for having launched advertisement, maximum, the minimum value of the input-output ratio estimation interval
And the stability indicator determines that strategy is launched in the follow-up of advertisement of having launched.
In embodiments of the present invention, first, stability indicator is determined according to input-output ratio estimation interval；Then, it is based on
The input-output ratio for having launched advertisement, maximum, minimum value and the stabilization of the input-output ratio estimation interval
Property index determine that strategy is launched in the follow-up of advertisement of having launched.Wherein, stability indicator has launched the steady of advertisement for expression
It is qualitative.
In an optional embodiment of the embodiment of the present invention, in synchronization, an advertisement launched corresponds to one
A input-output ratio estimation interval, and the input-output ratio estimation interval corresponding to the advertisement launched described at any time is
It is determined based on Wilson's scoring method according to the dispensing effect data.
In embodiments of the present invention, when determining to have launched the follow-up dispensing strategy of advertisement, first, current time is obtained
The input-output ratio estimation interval and stability indicator of advertisement have been launched, wherein, launch the input-output ratio zone of estimate of advertisement
Between can be calculated by Wilson's scoring method, the stability indicator for having launched advertisement can be by input-output ratio estimation interval
Maximum and minimum value be calculated.And the stability for having launched advertisement is also a numerical value.
After the input-output ratio estimation interval for having launched advertisement and stability indicator is got, it becomes possible to determine to have thrown
Put the input-output ratio of advertisement and the input-output ratio corresponding to the maximum of the input-output ratio estimation interval, minimum value etc.
Stability grade corresponding to grade and stability indicator.It is determining to have launched the input-output ratio of advertisement and the input
Input-output ratio grade corresponding to the maximum of output ratio estimation interval, minimum value and the stability corresponding to stability indicator
After grade, it becomes possible to the maximum based on the input-output ratio for having launched advertisement and the input-output ratio estimation interval
The stability grade corresponding to input-output ratio grade and the stability indicator corresponding to value, minimum value determines described thrown
It puts the follow-up of advertisement and launches strategy.
For example, stability grade includes grade 11, grade 12 and grade 13, the input and output of input-output ratio estimation interval
Include grade 21, grade 22 and grade 23 than grade.At this point it is possible to it determines to have launched the input-output ratio of advertisement and the input
Input-output ratio grade corresponding to the maximum of output ratio estimation interval, minimum value, it is assumed that for grade 22 and determine to have thrown
Put the stability grade of advertisement, it is assumed that be grade 12.At this time, it becomes possible to determine to have launched advertisement according to grade 12 and grade 22
It is follow-up to launch strategy.
It should be noted that after grade 12 and grade 22 is determined, it becomes possible to determine to have launched the stabilization of advertisement
Property grade height and determine the maximum for having launched the input-output ratio of advertisement and the input-output ratio estimation interval
Value, the grade of minimum value height, this is very important for advertisement putting person, and above-mentioned two grade, which is to determine, has launched
The follow-up important agriculture products for launching strategy of advertisement, can instruct advertisement putting person correctly to carry out decision-making to launching strategy.
In an optional embodiment of the embodiment of the present invention, stability indicator corresponds to different steady according to actual numerical value
Qualitative grade, based on the input-output ratio for having launched advertisement, the maximum of the input-output ratio estimation interval, most
Small value and the stability indicator determine that the follow-up strategy of launching for having launched advertisement includes the following steps：
The input-output ratio of advertisement and maximum, the minimum value of the input-output ratio estimation interval have been launched described in determining
Stability grade corresponding to corresponding input-output ratio grade and the definite stability indicator；
Determine that plan is launched in the follow-up of advertisement of having launched based on the input-output ratio grade and the stability grade
Slightly.
In embodiments of the present invention, stability indicator corresponds to different stability grades according to actual numerical value, has launched wide
The maximum of the input-output ratio of announcement and the input-output ratio estimation interval, minimum value correspond to different throwings according to actual numerical value
Enter output ratio grade, at this point, being assured that the maximum of the input-output ratio and the input-output ratio estimation interval, most
The stability grade corresponding to input-output ratio grade and the definite stability indicator corresponding to small value.Then, it is based on
Input-output ratio grade corresponding to the maximum of the input-output ratio and the input-output ratio estimation interval, minimum value and
Stability grade corresponding to the stability indicator determines that strategy is launched in the follow-up of advertisement of having launched.
In the above-described embodiment, if it is determined that the corresponding input-output ratio gone out and the input-output ratio zone of estimate
Between maximum, the input-output ratio grade of minimum value be the stabilization corresponding to grade 22 and the stability indicator determined
Property grade be grade 12, can determine to have launched the follow-up of advertisement based on the two grades at this time and launch strategy.
By foregoing description, in embodiments of the present invention, launched by being based on launching described in effect data calculating
The conversion ratio estimation interval of advertisement and calculate the input-output ratio estimation interval for having launched advertisement, can more it is accurate really
Determine the follow-up of advertisement and launch strategy, and then solve in the prior art due to according only to calculating ad conversion rates and throwing
The technical issues of strategy caused by entering the single index consideration advertisement serving policy of output ratio is uncertain higher.It is achieved thereby that
With statistical method, by numerical intervals rather than single index user is instructed to make the skill that next step advertisement is launched behave and judged
Art effect.
Above-mentioned determination process is specifically described with application example below.
It is assumed that ACoS (Advertising Cost of Sale, Amazon station in the cost of advertisement and income from sales ratio)
It scores by star 1 to 5, wherein, 5 stars are<20%, 4 stars are<40%, 3 stars are<60%, 2 stars are<80%, remaining is 1 star.
That is above-mentioned input-output ratio grade is grade 1：0~20%, grade 2：20%~40%, grade 3：40%~60%, etc.
Grade 4：60%~80%, class 5：80% and more than.
Product shows width of the stability according to section, scores by star 1 to 5, and 5 stars are<20%, 4 stars are<40%, 3 stars
For<60%, 2 stars are<80%, remaining is 1 star.That is, aforementioned stable grade is grade 1：0~20%, grade 2：
20%~40%, grade 3：40%~60%, class 4：60%~80%, class 5：80% and more than.
1) when the stability for having launched advertisement is 4,5 star, when having launched the ACoS of advertisement less than or equal to 3 star, at this time
Remind user：ACoS relatively stablizes in a high value, and advertisement cost is more, and cost performance may be relatively low.Production please be improved as far as possible
Product page (improves product introduction, obtain more favorable comments etc.), and the product page as launched advertisement is stable, please consider to suspend this
Advertisement is launched.
2) when ACoS is better than 3 star, user is reminded：ACoS is in a relatively low numerical value, and advertisement cost is less, and cost performance is good
It is good；And remind user that may high-volume ACoS be brought to raise；
3) when stability 1-3 stars, when ACoS is less than or equal to 3 star：
If 3.1) ACoS sections minimum value>=60%, remind user：ACoS is unstable, and advertisement spends more.It please try one's best
Product page (improving product introduction, obtain more favorable comments etc.) is improved, if product page can not improve, please consider to suspend this advertisement；
If 3.2) ACoS sections minimum value<60%, remind user：ACoS is unstable, and advertisement cost is more, but ACoS exists
Data be more often still hopeful reduce (see details->ACoS minimum values), while product page please be improved as far as possible
(improving product introduction, obtain more favorable comments etc.)；
4) when no any non-zero effect data, user is reminded：Relevant advertisements launch data not yet, can not be estimated
Meter.
In embodiments of the present invention, by based on the conversion ratio zone of estimate that advertisement has been launched described in dispensing effect data calculating
Between and calculate and launched the input-output ratio estimation interval of advertisement, the follow-up of advertisement can be determined more accurately and launch plan
Slightly, and then solve in the prior art due to according only to the single index for calculating ad conversion rates and input-output ratio
The technical issues of strategy caused by considering advertisement serving policy is uncertain higher.It is achieved thereby that with statistical method, by
Numerical intervals rather than single index instruct user to make next step advertisement and launch the technique effect that behave judges.
Embodiment two：
The embodiment of the present invention additionally provides a kind of device weighed advertisement and launched, and the device which launches mainly is used
In the method for performing the measurement advertisement dispensing that the above of the embodiment of the present invention is provided, below to provided in an embodiment of the present invention
It weighs the device that advertisement is launched and does specific introduction.
Fig. 4 is the schematic diagram for the device that a kind of measurement advertisement according to embodiments of the present invention is launched, as shown in figure 4, the weighing apparatus
Measuring the device that advertisement is launched mainly includes collecting unit 10, arithmetic element 20 and determination unit 30, wherein：
Collecting unit 10, for gathering the dispensing effect data for having launched advertisement；
Arithmetic element 20, for based on the conversion ratio zone of estimate that advertisement has been launched described in the dispensing effect data calculating
Between and calculate the input-output ratio estimation interval for having launched advertisement, wherein, the input-output ratio estimation interval expression
The interval fallen into for the long-term input-output ratio for having launched advertisement according to predetermined probabilities；
Determination unit 30, for determining the follow-up dispensing for having launched advertisement based on the input-output ratio estimation interval
Strategy.
In embodiments of the present invention, the dispensing effect data for having launched advertisement is gathered first；Then, effect is launched based on described
Fruit data, which calculate, has launched the input-output ratio of advertisement and has estimated described in the conversion ratio estimation interval for having launched advertisement and calculating
Count section；It is finally based on the input-output ratio estimation interval and determines the dispensing strategy for having launched advertisement.Of the invention real
It applies in example, by the way that based on launching, effect data calculates the conversion ratio estimation interval for having launched advertisement and calculating has been launched
The input-output ratio estimation interval of advertisement can be determined more accurately the follow-up of advertisement and launch strategy, and then solve existing
Due to considering advertisement serving policy according only to the single index for calculating ad conversion rates and input-output ratio present in technology
The technical issues of caused tactful uncertain higher.It is achieved thereby that with statistical method, by numerical intervals rather than list
One index instructs user to make next step advertisement and launches the technique effect that behave judges.
Optionally, the collecting unit is used to gathering the touching quantity for having launched advertisement, described has launched advertisement
Advertising expense, the commodity turn over number for having launched advertisement, the sales volume of goods for having launched advertisement.
Optionally, the arithmetic element includes：First computing module, for passing through Wilson's scoring method to the dispensing
Effect data is calculated, to calculate to obtain the conversion ratio estimation interval；Second computing module is estimated for being based on the conversion ratio
Meter section determines the input-output ratio estimation interval.
Optionally, the determination unit includes：First determining module, for true according to the input-output ratio estimation interval
Determine stability indicator, wherein, the stability indicator is maximum and minimum value based on the input-output ratio estimation interval
It determines, for characterizing the stability for having launched advertisement；Second determining module, for having launched advertisement based on described
Input-output ratio, maximum, minimum value and the stability indicator of the input-output ratio estimation interval determine it is described
It launches the follow-up of advertisement and launches strategy.
Optionally, second determining module includes：The first submodule is determined, for determining to have launched the input production of advertisement
Go out than the maximum with the input-output ratio estimation interval, the input-output ratio grade corresponding to minimum value and definite institute
State the stability grade corresponding to stability indicator；The second submodule is determined, for being based on the input-output ratio grade and institute
It states stability grade and determines that strategy is launched in the follow-up of advertisement of having launched.
The technique effect of the device that the embodiment of the present invention is provided, realization principle and generation and preceding method embodiment phase
Together, to briefly describe, device embodiment part does not refer to part, can refer to corresponding contents in preceding method embodiment.
In the description of the present invention, it is necessary to explanation, term " " center ", " on ", " under ", "left", "right", " vertical ",
The orientation or position relationship of the instructions such as " level ", " interior ", " outer " be based on orientation shown in the drawings or position relationship, merely to
Convenient for the description present invention and simplify description rather than instruction or imply signified device or element must have specific orientation,
With specific azimuth configuration and operation, therefore it is not considered as limiting the invention.In addition, term " first ", " second ",
" the 3rd " is only used for description purpose, and it is not intended that instruction or hint relative importance.
It is apparent to those skilled in the art that for convenience and simplicity of description, the device of foregoing description,
The specific work process of device and unit may be referred to the corresponding process in preceding method embodiment, and details are not described herein.
In several embodiments provided herein, it should be understood that disclosed device, apparatus and method, it can be with
It realizes by another way.The apparatus embodiments described above are merely exemplary, for example, the division of the unit,
Only a kind of division of logic function, can there is other dividing mode in actual implementation, in another example, multiple units or component can
To combine or be desirably integrated into another device or some features can be ignored or does not perform.It is another, it is shown or beg for
The mutual coupling, direct-coupling or communication connection of opinion can be by some communication interfaces, device or unit it is indirect
Coupling or communication connection can be electrical, machinery or other forms.
The unit illustrated as separating component may or may not be physically separate, be shown as unit
The component shown may or may not be physical location, you can be located at a place or can also be distributed to multiple
In network element.Some or all of unit therein can be selected to realize the mesh of this embodiment scheme according to the actual needs
's.
In addition, each functional unit in each embodiment of the present invention can be integrated in a processing unit, it can also
That unit is individually physically present, can also two or more units integrate in a unit.
If the function is realized in the form of SFU software functional unit and is independent production marketing or in use, can be with
It is stored in the non-volatile computer read/write memory medium that a processor can perform.Based on such understanding, the present invention
The part that substantially contributes in other words to the prior art of technical solution or the part of the technical solution can be with software
The form of product embodies, which is stored in a storage medium, including some instructions use so that
One computer equipment (can be personal computer, server or the network equipment etc.) performs each embodiment institute of the present invention
State all or part of step of method.And foregoing storage medium includes：USB flash disk, mobile hard disk, read-only memory (ROM, Read-
Only Memory), random access memory (RAM, Random Access Memory), magnetic disc or CD etc. are various can be with
Store the medium of program code.
Finally it should be noted that：Embodiment described above is only the specific embodiment of the present invention, to illustrate the present invention
Technical solution, rather than its limitations, protection scope of the present invention is not limited thereto, although with reference to the foregoing embodiments to this hair
It is bright to be described in detail, it will be understood by those of ordinary skill in the art that：Any one skilled in the art
In the technical scope disclosed by the present invention, can still modify to the technical solution recorded in previous embodiment or can be light
It is readily conceivable that variation or equivalent substitution is carried out to which part technical characteristic；And these modifications, variation or replacement, do not make
The essence of appropriate technical solution departs from the spirit and scope of technical solution of the embodiment of the present invention, should all cover the protection in the present invention
Within the scope of.Therefore, protection scope of the present invention described should be subject to the protection scope in claims.
Claims (10)
- A kind of 1. method weighed advertisement and launched, which is characterized in that including：The dispensing effect data of advertisement has been launched in acquisition；It is calculated based on the dispensing effect data and has been launched described in the conversion ratio estimation interval for having launched advertisement and calculating The input-output ratio estimation interval of advertisement, wherein, the input-output ratio estimation interval is to have launched the long-term input production of advertisement Go out the interval than being fallen into according to predetermined probabilities；Determine that strategy is launched in the follow-up of advertisement of having launched based on the input-output ratio estimation interval.
- 2. according to the method described in claim 1, it is characterized in that,The dispensing effect data that advertisement has been launched in acquisition includes：The touching quantity of advertisement has been launched described in acquisition, described has been launched The advertising expense of advertisement, the commodity turn over number for having launched advertisement, the sales volume of goods for having launched advertisement；It is calculated based on the dispensing effect data and has been launched described in the conversion ratio estimation interval for having launched advertisement and calculating The input-output ratio estimation interval of advertisement includes：The dispensing effect data is calculated by Wilson's scoring method, with It obtains the conversion ratio estimation interval and calculates the input-output ratio estimation interval.
- 3. according to the method described in claim 2, it is characterized in that, by Wilson's scoring method to the dispensing effect data It is calculated, is included with obtaining the conversion ratio estimation interval and the input-output ratio estimation interval：The dispensing effect data is calculated by Wilson's scoring method, the conversion ratio zone of estimate is calculated Between；The input-output ratio estimation interval is determined based on the conversion ratio estimation interval.
- 4. according to the method described in claim 1, it is characterized in that, based on the input-output ratio estimation interval determine it is described Launching the follow-up strategy of launching of advertisement includes：Stability indicator is determined according to the input-output ratio estimation interval, wherein, the stability indicator is based on the throwing Enter the maximum of output ratio estimation interval and minimum value is determined, for characterizing the stability for having launched advertisement；Based on the input-output ratio for having launched advertisement, the maximum of the input-output ratio estimation interval, minimum value and The stability indicator determines that strategy is launched in the follow-up of advertisement of having launched.
- 5. according to the method described in claim 4, it is characterized in that, in synchronization, an advertisement launched corresponds to one Input-output ratio estimation interval, and the input-output ratio estimation interval corresponding to the advertisement launched described at any time is prestige What your inferior scoring method was determined according to the dispensing effect data.
- 6. according to the method described in claim 4, it is characterized in that, the stability indicator corresponded to according to actual numerical value it is different Stability grade,Based on the input-output ratio for having launched advertisement, the maximum of the input-output ratio estimation interval, minimum value and The stability indicator determines that the follow-up strategy of launching for having launched advertisement includes：Determine that the input-output ratio of advertisement and the maximum of the input-output ratio estimation interval, the minimum value institute of having launched is right Stability grade corresponding to the input-output ratio grade answered and the definite stability indicator；Determine that strategy is launched in the follow-up of advertisement of having launched based on the input-output ratio grade and the stability grade.
- 7. a kind of device weighed advertisement and launched, which is characterized in that including：Collecting unit, for gathering the dispensing effect data for having launched advertisement；Arithmetic element, for based on it is described dispensing effect data calculate described in launched advertisement conversion ratio estimation interval and The input-output ratio estimation interval of advertisement has been launched described in calculating, wherein, the input-output ratio estimation interval is expressed as having thrown Put the interval that the long-term input-output ratio of advertisement is fallen into according to predetermined probabilities；Determination unit, for determining that strategy is launched in the follow-up of advertisement of having launched based on the input-output ratio estimation interval.
- 8. device according to claim 7, which is characterized in thatThe collecting unit is used to gathering the touching quantity for the having launched advertisement, advertising expense for having launched advertisement, described The commodity turn over number of advertisement, the sales volume of goods for having launched advertisement are launched；The arithmetic element includes：First computing module calculates the dispensing effect data for passing through Wilson's scoring method, to calculate to obtain institute State conversion ratio estimation interval；Second computing module, for determining the input-output ratio estimation interval based on the conversion ratio estimation interval.
- 9. device according to claim 7, which is characterized in that the determination unit includes：First determining module, for determining stability indicator according to the input-output ratio estimation interval, wherein, the stability Index is that maximum based on the input-output ratio estimation interval and minimum value are determined, for characterize it is described launched it is wide The stability of announcement；Second determining module, for based on the input-output ratio for having launched advertisement, the input-output ratio estimation interval Maximum, minimum value and the stability indicator determine that strategy is launched in the follow-up of advertisement of having launched.
- 10. device according to claim 9, which is characterized in that second determining module includes：The first submodule is determined, for determining described to have launched the input-output ratio of advertisement and the input-output ratio estimation interval Maximum, the input-output ratio grade corresponding to minimum value and determine stability corresponding to the stability indicator etc. Grade；The second submodule is determined, for determining described launched extensively based on the input-output ratio grade and the stability grade The follow-up dispensing strategy accused.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201810009555.0A CN108074138A (en) | 2018-01-04 | 2018-01-04 | A kind of method and device weighed advertisement and launched |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201810009555.0A CN108074138A (en) | 2018-01-04 | 2018-01-04 | A kind of method and device weighed advertisement and launched |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| CN108074138A true CN108074138A (en) | 2018-05-25 |
Family
ID=62156436
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN201810009555.0A Pending CN108074138A (en) | 2018-01-04 | 2018-01-04 | A kind of method and device weighed advertisement and launched |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN108074138A (en) |
Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN109087136A (en) * | 2018-07-25 | 2018-12-25 | 上海驰游信息技术有限公司 | A kind of method of adjustment and device of advertising resource value |
| CN110458624A (en) * | 2019-08-15 | 2019-11-15 | 秒针信息技术有限公司 | Evaluating method, device, server and the storage medium of advertisement data source |
| CN111626793A (en) * | 2020-06-02 | 2020-09-04 | 北京豆萌信息技术有限公司 | Advertisement effect analysis method and device, electronic equipment and storage medium |
| CN112950273A (en) * | 2021-03-09 | 2021-06-11 | 加和（北京）信息科技有限公司 | Method and device for processing advertisement putting strategy |
Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20060069614A1 (en) * | 2004-09-29 | 2006-03-30 | Sumit Agarwal | Managing on-line advertising using metrics such as return on investment and/or profit |
| CN101127624A (en) * | 2007-09-27 | 2008-02-20 | 腾讯科技（深圳）有限公司 | Demonstration method and system for advertisement server, advertisement originality |
| CN103136696A (en) * | 2013-03-26 | 2013-06-05 | 明日互动（北京）广告传媒有限公司 | Management method of media placement and system thereof |
| CN106355432A (en) * | 2016-08-19 | 2017-01-25 | 焦点科技股份有限公司 | Method for monitoring effectiveness of television advertisements |
-
2018
- 2018-01-04 CN CN201810009555.0A patent/CN108074138A/en active Pending
Patent Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20060069614A1 (en) * | 2004-09-29 | 2006-03-30 | Sumit Agarwal | Managing on-line advertising using metrics such as return on investment and/or profit |
| CN101127624A (en) * | 2007-09-27 | 2008-02-20 | 腾讯科技（深圳）有限公司 | Demonstration method and system for advertisement server, advertisement originality |
| CN103136696A (en) * | 2013-03-26 | 2013-06-05 | 明日互动（北京）广告传媒有限公司 | Management method of media placement and system thereof |
| CN106355432A (en) * | 2016-08-19 | 2017-01-25 | 焦点科技股份有限公司 | Method for monitoring effectiveness of television advertisements |
Non-Patent Citations (1)
| Title |
|---|
| 徐林龙，付剑生，蒋春恒，林文斌: ""一种基于威尔逊区间的商品好评率排名算法"", 《计算机技术与发展》 * |
Cited By (7)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN109087136A (en) * | 2018-07-25 | 2018-12-25 | 上海驰游信息技术有限公司 | A kind of method of adjustment and device of advertising resource value |
| CN109087136B (en) * | 2018-07-25 | 2022-06-14 | 上海驰游信息技术有限公司 | Method and device for adjusting advertisement resource value |
| CN110458624A (en) * | 2019-08-15 | 2019-11-15 | 秒针信息技术有限公司 | Evaluating method, device, server and the storage medium of advertisement data source |
| CN111626793A (en) * | 2020-06-02 | 2020-09-04 | 北京豆萌信息技术有限公司 | Advertisement effect analysis method and device, electronic equipment and storage medium |
| CN111626793B (en) * | 2020-06-02 | 2024-01-05 | 北京豆萌信息技术有限公司 | Advertisement effect analysis method and device, electronic equipment and storage medium |
| CN112950273A (en) * | 2021-03-09 | 2021-06-11 | 加和（北京）信息科技有限公司 | Method and device for processing advertisement putting strategy |
| CN112950273B (en) * | 2021-03-09 | 2024-04-09 | 加和（北京）信息科技有限公司 | Advertisement putting strategy processing method and device |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| CN108074138A (en) | A kind of method and device weighed advertisement and launched | |
| US20170109767A1 (en) | Real-time dynamic pricing system | |
| US11010441B2 (en) | Method for accurately searching within website | |
| US9129212B2 (en) | Systems and methods for trend aware self-correcting entity relationship extraction | |
| CN106651418A (en) | Method of recommending add-on item for special offer when spending enough by e-business | |
| CN108062680A (en) | It estimates conversion ratio and determines method, want advertisement side's platform and computer-readable medium | |
| KR100961783B1 (en) | Apparatus and method for presenting personalized goods and vendors based on artificial intelligence, and recording medium thereof | |
| CN109903111A (en) | For the sort method of personalized recommendation, order models training method and ordering system | |
| CN110415004A (en) | For determining the method and device of merchandise valuation | |
| CN112000747A (en) | Data multidimensional analysis method, device and system | |
| US20150112762A1 (en) | Optimization of product assortments | |
| CN108292409B (en) | Consumer decision tree generation system | |
| CN108460618A (en) | A kind of resource allocation method and device, electronic equipment | |
| CN104809637A (en) | Commodity recommending method and system realized by computer | |
| US20140172502A1 (en) | Consumer walker reports | |
| KR102097045B1 (en) | Method and apparatus to recommend products reflecting characteristics of users | |
| AU2016202736A1 (en) | Predicting an effect of performing an action on a node of a geographical network | |
| CN106251178A (en) | Data digging method and device | |
| CN107705175B (en) | Method and device for determining similarity between user and merchant and electronic equipment | |
| CN110570271A (en) | information recommendation method and device, electronic equipment and readable storage medium | |
| US20210216943A1 (en) | Salesperson evaluation system, salesperson evaluation apparatus, salesperson evaluation method, and salesperson evaluation program | |
| CN111445133A (en) | Material management method and device, computer equipment and storage medium | |
| JP2015179470A (en) | Calculation device, calculation method, and calculation program | |
| WO2014107517A1 (en) | Priority-weighted quota cell selection to match a panelist to a market research project | |
| US20120246050A1 (en) | Systems and Methods For Locating the Best Cash Market For a Commodity |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| PB01 | Publication | ||
| PB01 | Publication | ||
| SE01 | Entry into force of request for substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| WD01 | Invention patent application deemed withdrawn after publication | ||
| WD01 | Invention patent application deemed withdrawn after publication |
Application publication date: 20180525 |