CN108320188A - A kind of advertisement precision marketing method and device - Google Patents
A kind of advertisement precision marketing method and device Download PDFInfo
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- CN108320188A CN108320188A CN201810116142.2A CN201810116142A CN108320188A CN 108320188 A CN108320188 A CN 108320188A CN 201810116142 A CN201810116142 A CN 201810116142A CN 108320188 A CN108320188 A CN 108320188A
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- G06Q30/00—Commerce
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- G06Q30/0269—Targeted advertisements based on user profile or attribute
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Abstract
The invention discloses a kind of advertisement precision marketing method and system, and described method includes following steps：Step 1 passes through each advertisement position progress labeling that big data analysis is each media end and media end；Step 2 will carry out the advertiser of advertisement marketing by big data analysis, and label is determined for advertiser；Step 3 meets the advertisement position of advertiser demand according to the selection of the label information of each advertisement position of the label information of advertiser and media end；Step 4 carries out advertisement dispensing, through the invention, it can be achieved that the purpose of Internet advertising precision marketing according to the advertisement position of selection.
Description
Technical field
The present invention relates to internet advertisement technology fields, are sought more particularly to a kind of advertisement accurately based on mobile Internet
Sell method and device.
Background technology
The form that conventional ads use is mainly mass media, and the form of ad-agency is reached by buying advertisement position
Advertisement to advertising display, this static state makes consumer be only to receive an information, or establish to this brand
Snapshot, or this brand is known in the correlated activation of progress, interesting people will pay close attention to, but can not grasp
What kind of person is interested in this series advertisements at bottom, and specific aim and effect be not strong.
Internet advertising at present has developed into a kind of new model, it has following characteristics：The first, the covering of Internet advertising
Rate is wide, and precision is high.Intelligent precision marketing is realized by means of technological means, by the tracking of netizen's data, excavation, point
Analysis can carry out audience the accurate orientation of time, region, the frequency, interest, population characteristic etc..The second, internet
The number of advertizing is huge, is shown according to the research company Forrester Research reports issued, World Wide Web in 2013
People's quantity is up to 2,200,000,000, wherein 17% comes from China, audient crowd is extensive.Third, Internet advertising are on distribution is propagated
Cost advantage, advertizing cost substantially reduce.4th, the form of the diversification of Internet advertising form, Internet advertising can
With by web advertisement, text text, e-mail advertisement, button advertisement, sponsorships intercuts that formula is extensively high, and homepage type is wide
It accuses, keyword advertisement, rich-media ads, the diversified form such as video ads is propagated.
The normal mode of existing advertisement marketing is usually that advertising cost and advertising resource are given to distributor, channel by advertiser
Quotient is responsible for releasing advertisements and is given to commercial audience.Generally only have advertiser to be had occurred mutually with distributor in entire advertisement marketing pattern
Dynamic and commercial audience does not have any relationship, advertiser to be unable to get the feedback information of accurate audient, can not be according to dispensing effect
To realize the precision marketing of advertisement.
Invention content
In order to overcome the deficiencies of the above existing technologies, purpose of the present invention is to provide a kind of advertisement precision marketing methods
And device, to realize the precision marketing purpose of Internet advertising.
In view of the above and other objects, the present invention proposes a kind of advertisement precision marketing method, include the following steps：
Step 1 passes through each advertisement position progress labeling that big data analysis is each media end and media end；
Step 2 will carry out the advertiser of advertisement marketing by big data analysis, and label is determined for advertiser；
Step 3 meets advertiser according to the selection of the label information of each advertisement position of the label information of advertiser and media end
The advertisement position of demand；
Step 4 carries out advertisement dispensing according to the advertisement position of selection.
Preferably, further include following steps after step 3：
The advertisement position for exporting selection recommends advertiser；
According to the selection of advertiser, estimated dispensing result is exported；
The selection for receiving advertiser confirms, enters step four
Preferably, the big data refers to the data of big data platform, including current media end history launch data,
Each dimension data that the history of other advertising platforms of cooperation is launched data and obtained from third party's data platform.
Preferably, in step 2, for the advertiser newly entered, the affiliated row first by manually determining the advertiser
Then industry is that its is tagged by the label condition of other advertisers mutually of the same trade.
Preferably, in step 2, for history advertiser, the step of determining label to it, is as follows：
Confirm the affiliated industry of advertiser and its existing label；
After each launch, it is expected to launch requirement according to whether dispensing data analysis this time dispensing reaches advertiser,
To optimize advertisement main label
Further, further include following steps before step 3：
It analyzes advertiser and launches requirement, analyze whether this dispensing can reach the dispensing requirement of advertiser.
Further, the analysis advertiser launches the step of requiring and specifically includes：
A. whether analysis advertiser it is expected to expose；
B. whether analysis advertiser it is expected high click；
C. whether analysis advertiser it is expected high conversion；
D. whether analysis advertiser has specific launch to require.
Further, in step 3, desired analysis result is launched according to advertiser, and the label of each advertisement position is believed
Breath is matched with the label of advertiser, determines the advertisement position for meeting advertiser demand.
Further, further include following steps after step 4：
Data are launched in monitoring in launch process, are obtained and are launched result
According to result is launched with it is expected that launching result data, strategy is launched in dynamic adjustment, further to meet advertiser's
It is required that.
In order to achieve the above objectives, the present invention also provides a kind of advertisement precision marketing systems, including：
Advertisement position tag control unit, for each advertisement position by big data analysis for each media end and media end
Carry out labeling.
Advertiser's tag control unit, the advertiser for carry out advertisement marketing by big data analysis are advertiser
Determine label；
Advertisement position selecting unit, the label information for each advertisement position of label information and media end according to advertiser select
Select the advertisement position for meeting advertiser demand；
Unit is launched in advertisement, for carrying out advertisement dispensing according to the advertisement position of selection.
Compared with prior art, a kind of advertisement precision marketing method and system of the present invention are by big data analysis and excavation,
Advertisement position labeling, advertiser's labeling to media end, and based on effect dynamic adjusting and optimizing marketing strategy is launched, further
Improve accuracy of the advertiser to advertisement marketing.
Description of the drawings
Fig. 1 is a kind of step flow chart of advertisement precision marketing method of the present invention；
Fig. 2 is a kind of system architecture diagram of advertisement precision marketing system of the present invention.
Specific implementation mode
Below by way of specific specific example and embodiments of the present invention are described with reference to the drawings, those skilled in the art can
Understand the further advantage and effect of the present invention easily by content disclosed in the present specification.The present invention can also pass through other differences
Specific example implemented or applied, details in this specification can also be based on different perspectives and applications, without departing substantially from
Various modifications and change are carried out under the spirit of the present invention.
Fig. 1 is a kind of step flow chart of advertisement precision marketing method of the present invention.As shown in Figure 1, a kind of advertisement of the present invention
Precision Marketing Method includes the following steps：
Step 101, labeling is carried out for each advertisement position at each media end and media end by big data analysis.Here
Big data refer to the data of big data platform comprising the history at current media end launch data, cooperation other advertisements
Each dimension data that the history of platform is launched data and obtained from third party's data platform, that is to say, that flat by big data
The data analysis of platform belongs to its label to each media end and its advertisement position imparting, in the specific embodiment of the invention, respectively
Media end can be to provide the platform of advertisement position, and by applying (app) to provide advertisement position accordingly, matchmaker is inherited in media advertisement position
Body label, that is to say, that can all there be its corresponding label at media end per a APP, for example, for knowing APP, according to big
The analysis of data platform can stamp labels such as " science and technology, question and answer, communities ... " to him, and the advertisement position of this kind of media then can be for him certainly
It is dynamic to stamp label identical with his APP.
Step 102, the advertiser of advertisement marketing is carried out by big data analysis, and label is determined for advertiser.Specifically
It says, that is, industry analysis and labeling is carried out for each advertiser by big data analysis.In the specific embodiment of the invention
In, the analysis for advertiser includes the following two kinds situation：
One, for the advertiser newly entered, i.e., the advertiser of advertisement is launched for the first time, generally by according to following steps
Label is defined for it：First by manually determining the affiliated industry of the advertiser, then pass through other advertisers mutually of the same trade
Label condition be that its is tagged, if for example, FAW-Volkswagen is advertiser, then determine that its described industry is vapour first
Vehicle, then defining label according to the label condition of other advertisers of automobile industry for it is：Automobile, business, science and technology ... etc.；
Two, for history advertiser, i.e., the step of launching the advertiser of advertisement in the media end, and determining label, is such as
Under：
1) confirm the affiliated industry of advertiser and its existing label；
2) it after dispensing every time, is wanted according to whether dispensing data analysis this time dispensing reaches advertiser's expection dispensing
Ask, to optimize advertisement main label, such as by this launch in exposure rate, clicking rate reach the advertisement position of a certain numerical value and be put into extensively
It accuses in main label, it is assumed that advertisement dispensing plan is one week, and the data generated after launching for first day are exactly historical data, can root
Strategy is launched according to the analysis optimization to this data within second day, that is to say, that effect adjustment is launched according to history and updates its label.
Step 103, advertisement is met according to the selection of the label information of each advertisement position of the label information of advertiser and media end
The advertisement position of main demand.That is, when advertiser will launch advertisement, by the label of the label information of advertisement position and advertiser
It is matched, if successful match, the advertisement position is selected to carry out advertisement dispensing.Such as the label of some advertisement position includes automobile
Class, the label for the advertiser just to be launched also includes automobile, if advertiser does not have specific demand (height exposure, high point
Hit), then it is assumed that this advertisement position is suitble to the advertiser；It needs further to analyze if advertiser has specific demand and sees whether close
It is suitable.
Further include following steps preferably, before step 103：
It analyzes advertiser and launches requirement, analyze whether this dispensing can reach the dispensing requirement of advertiser.Specifically：
A. whether analysis advertiser it is expected to expose, this is actively arranged by advertiser, i.e., when advertiser launches
Which advertisement position is options can obtain if advertiser wishes the advertisement position launched to high exposure in the advertisement position of system
Meet this requirement；
B. analysis advertiser whether it is expected high click, this be also by advertiser actively setting, i.e., advertiser launch when
The options of time, if advertiser wishes to launch to the high advertisement position clicked, it is wide which can be obtained in the advertisement position of system
It accuses position and meets this requirement；
C. analysis advertiser whether it is expected high conversion, this be also by advertiser actively setting, i.e., advertiser launch when
The options of time, if advertiser wishes the advertisement position launched to high conversion, it is wide which can be obtained in the advertisement position of system
It accuses position and meets this requirement；
D. whether analysis advertiser has specific launch to require, such as：It is geographical location, target group, special scenes, specific
Place.
That is, should require launch according to the dispensing of advertiser first, meets and launch desired media and wide
Accusing position has very much, then helps advertiser's selection that can reach according to label and launches requirement and optimal advertisement position.
Step 104, advertisement dispensing is carried out according to the advertisement position of selection.I.e. according to step 103 selection and advertisement main label
The advertisement position to match carries out corresponding advertisement dispensing.Preferably, data are launched in monitoring in launch process, are obtained and are launched knot
Fruit.In the specific embodiment of the invention, structured storage is carried out for launching result, specifically, the result of dispensing is in the form of log
Storage, the content transformation log forms is obtained into structural data, such as：
One of which：{ ' science and technology '：[{ ' advertisement position ID ':1, ' exposure frequency '：1, ' number of clicks '：1}]}；
Another：{ ' User ID '：[{ ' advertisement position ID ':1, ' advertisement position label '：[' science and technology ', ' number '] }] }.
Preferably, further include following steps after step 103：
The advertisement position for exporting selection recommends advertiser, and the advertisement position to be launched is determined by advertiser；
According to the selection of advertiser, estimated launch as a result, to allow advertiser to be confirmed whether to meet dispensing demand, here is exported
Estimated dispensing result refer to launching data and its coefficient according to the history of this advertisement position and being calculated estimated to launch result.
The selection for receiving advertiser confirms, enters step 104.
Preferably, further include following steps after step 104：
Step 105, according to result is launched with it is expected that launching result data, strategy is launched in dynamic adjustment, further to meet
The dispensing requirement of advertiser.That is, will launch result with it is expected that launching result carries out data comparison, obtain whether meet it is wide
Main dispensing requirement is accused, is handled accordingly according to comparing result.It is that advertiser recommends money to illustrate that this is launched if meeting
Source success needs to be improved if being unsatisfactory for illustrating that this is launched being that the resource that advertiser recommends is variant；Meanwhile passing through
Data comparison, can also show whether advertisement position meets the dispensing requirement of advertiser, if meeting explanation, this launches this advertisement
Position is suitble to the dispensing requirement of this vocational advertising master, if being unsatisfactory for illustrating that this is launched this advertisement position and is not suitable for this industry
The dispensing requirement of advertiser, for example, it is assumed that having launched 100 advertisement positions in the unit interval, 10 advertisement positions do not reach estimated
It launches as a result, the next unit interval replaces this 10 advertisement positions.
Specifically, step 105 is specifically used for：
A) according to data are launched with it is expected that dispensing result data is analyzed, strategy is launched in dynamic adjustment.
B) it is analyzed with it is expected that launching result data according to dispensing data, finds difference, launched for next time.
C) whether accurate according to data analysis advertisement main label is launched；
D) whether accurate according to data analysis media advertisement position label is launched.
Preferably, further include following steps after step 104：
This dispensing data is put into big data platform, selects advertisement position to provide service for later advertiser of the same trade.
Data will be launched and enter big data platform, required with other dispensings for servicing later.
Fig. 2 is a kind of system architecture diagram of advertisement precision marketing system of the present invention.As shown in Fig. 2, a kind of advertisement of the present invention
Precision marketing system, including：
Advertisement position tag control unit 201, for being each wide of each media end and media end by big data analysis
It accuses position and carries out labeling.Here big data refers to the data of big data platform comprising the history at current media end is launched
Each dimension data that data, the history for other advertising platforms cooperated are launched data and obtained from third party's data platform,
That is the data analysis by big data platform belongs to its label to each media end and its advertisement position imparting, at this
In invention specific embodiment, each media end can be to provide the platform of advertisement position, by applying (app) to provide advertisement accordingly
Position, that is to say, that can all there be its corresponding label at media end per a APP, for example, for knowing APP, according to big data
The analysis of platform, can stamp labels such as " science and technology, question and answer, communities ... " to him, and the advertisement position of this kind of media then can automatically be beaten for him
The upper and identical labels of his APP.
Advertiser's tag control unit 202, the advertiser for carry out advertisement marketing by big data analysis are advertisement
Main determining label.Specifically, being namely that each advertiser carries out industry analysis and labeling by big data analysis.
In the specific embodiment of the invention, advertiser's tag control unit 202 includes the following two kinds situation for the analysis of advertiser：
One, for the advertiser newly entered, i.e., the advertiser of advertisement is launched for the first time, generally by according to following steps
Label is defined for it：First by manually determining the affiliated industry of the advertiser, then pass through other advertisers mutually of the same trade
Label condition be that its is tagged, if for example, FAW-Volkswagen is advertiser, then determine that its described industry is vapour first
Vehicle, then defining label according to the label condition of other advertisers of automobile industry for it is：Automobile, business, science and technology ... etc.；
Two, for history advertiser, i.e., the step of launching the advertiser of advertisement in the media end, and determining label, is such as
Under：
1) confirm the affiliated industry of advertiser and its existing label；
2) it after dispensing every time, is wanted according to whether dispensing data analysis this time dispensing reaches advertiser's expection dispensing
Ask, to optimize advertisement main label, such as by this launch in exposure rate, clicking rate reach the advertisement position of a certain numerical value and be put into extensively
It accuses in main label, that is to say, that effect adjustment is launched according to history and updates its label.
Advertisement position selecting unit 203, the label for each advertisement position of label information and media end according to advertiser are believed
Breath selection meets the advertisement position of advertiser demand.That is, when advertiser will launch advertisement, by the label information of advertisement position
It is matched with the label of advertiser, if successful match, the advertisement position is selected to carry out advertisement dispensing.Such as some advertisement position
Label include automotive-type, the label for the advertiser just to be launched also includes automobile, if advertiser does not have specific demand
(height exposure, high click), then it is assumed that this advertisement position is suitble to the advertiser；It needs further to divide if advertiser has specific demand
Whether analysis is seen suitable.
Preferably, advertisement position selecting unit 203 analyzes advertiser before dispensing launches requirement, analyzes this dispensing and whether can
The dispensing requirement for reaching advertiser carries out according to analysis result, and by the label information of each advertisement position and the label of advertiser
Match, determines the advertisement position for meeting advertiser demand.Specifically, analysis advertiser, which launches, requires to specifically include：
A. whether analysis advertiser it is expected to expose, this is actively arranged by advertiser, i.e., when advertiser launches
Which advertisement position is options can obtain if advertiser wishes the advertisement position launched to high exposure in the advertisement position of system
Meet this requirement；
B. analysis advertiser whether it is expected high click, this be also by advertiser actively setting, i.e., advertiser launch when
The options of time, if advertiser wishes to launch to the high advertisement position clicked, it is wide which can be obtained in the advertisement position of system
It accuses position and meets this requirement；
C. analysis advertiser whether it is expected high conversion, this be also by advertiser actively setting, i.e., advertiser launch when
The options of time, if advertiser wishes the advertisement position launched to high conversion, it is wide which can be obtained in the advertisement position of system
It accuses position and meets this requirement；
D. whether analysis advertiser has specific launch to require, such as：It is geographical location, target group, special scenes, specific
Place.
Unit 204 is launched in advertisement, for carrying out advertisement dispensing according to the advertisement position of selection.I.e. according to advertisement position selecting unit
The advertisement position of 203 selections to match with advertisement main label carries out corresponding advertisement dispensing.Preferably, it is monitored in launch process
Data are launched, obtains and launches result.In the specific embodiment of the invention, structured storage is carried out for launching result, specifically,
What the result of dispensing was stored in the form of log, the content transformation log forms is obtained into structural data, such as：
One of which：{ ' science and technology '：[{ ' advertisement position ID ':1, ' exposure frequency '：1, ' number of clicks '：1}]}；
Another：{ ' User ID '：[{ ' advertisement position ID ':1, ' advertisement position label '：[' science and technology ', ' number '] }] }.
Preferably, the advertisement precision marketing system of the present invention further includes：
Advertisement position confirmation unit, the advertisement position for exporting selection recommend advertiser, is determined and to be launched by advertiser
Advertisement position exports estimated dispensing as a result, to allow advertiser to be confirmed whether to meet dispensing demand, receives according to the selection of advertiser
The selection of advertiser confirms that entering advertisement after advertiser selects to confirm launches unit 204.
Preferably, the advertisement precision marketing system of the present invention further includes：：
Dynamic adjustment unit, for according to launch result with it is expected that launch result data, dynamic adjustment launch strategy, with into
One step meets the dispensing requirement of advertiser.That is, dynamic adjustment unit will launch result and it is expected that launch result into line number
According to comparison, show that whether meeting advertiser launches requirement, is handled accordingly according to comparing result.Illustrate this if meeting
Secondary launch is that advertiser recommends resource success, if being unsatisfactory for illustrating that this is launched being that the resource that advertiser recommends is variant, is needed
It is improved；Meanwhile by data comparison, it can also show whether advertisement position meets the dispensing requirement of advertiser, if met
Illustrate that this is launched this advertisement position and is suitble to the dispensing requirement of this vocational advertising master, if being unsatisfactory for illustrating that this launches this
Advertisement position is not suitable for the dispensing requirement of this vocational advertising master
Specifically, dynamic adjustment unit is specifically used for：
A) according to data are launched with it is expected that dispensing result data is analyzed, strategy is launched in dynamic adjustment
B) it is analyzed with it is expected that launching result data according to dispensing data, finds difference, launched for next time
C) whether accurate according to data analysis advertisement main label is launched
D) whether accurate according to data analysis media advertisement position label is launched
Preferably, unit 204 is launched in advertisement can also put into big data platform by this dispensing data, be later of the same trade
Advertiser selects advertisement position to provide service.Data will be launched and enter big data platform, wanted with other dispensings for servicing later
It asks.
In conclusion a kind of advertisement precision marketing method and system of the present invention are by big data analysis and excavation, to media
Advertisement position labeling, advertiser's labeling at end, and based on effect dynamic adjusting and optimizing marketing strategy is launched, further improve
Accuracy of the advertiser to advertisement marketing.
The above-described embodiments merely illustrate the principles and effects of the present invention, and is not intended to limit the present invention.Any
Field technology personnel can without violating the spirit and scope of the present invention, and modifications and changes are made to the above embodiments.Therefore,
The scope of the present invention, should be as listed in the claims.
Claims (10)
1. a kind of advertisement precision marketing method, includes the following steps：
Step 1 passes through each advertisement position progress labeling that big data analysis is each media end and media end；
Step 2 will carry out the advertiser of advertisement marketing by big data analysis, and label is determined for advertiser；
Step 3 meets advertiser demand according to the selection of the label information of each advertisement position of the label information of advertiser and media end
Advertisement position；
Step 4 carries out advertisement dispensing according to the advertisement position of selection.
2. a kind of advertisement precision marketing method as described in claim 1, which is characterized in that further include as follows after step 3
Step：
The advertisement position for exporting selection recommends advertiser；
According to the selection of advertiser, estimated dispensing result is exported；
The selection for receiving advertiser confirms, enters step four.
3. a kind of advertisement precision marketing method as described in claim 1, it is characterised in that:The big data refers to big data
The data of platform, including current media end history launch data, cooperation other advertising platforms history launch data and
Each dimension data obtained from third party's data platform.
4. a kind of advertisement precision marketing method as described in claim 1, it is characterised in that：In step 2, for newly entering
Advertiser then pass through the mark of other advertisers mutually of the same trade first by manually determining the affiliated industry of the advertiser
It is that its is tagged to sign situation.
5. a kind of advertisement precision marketing method as described in claim 1, which is characterized in that wide for history in step 2
The step of accusing master, label is determined to it is as follows：
Confirm the affiliated industry of advertiser and its existing label；
After each launch, it is expected to launch requirement according to whether dispensing data analysis this time dispensing reaches advertiser, to
Optimize advertisement main label.
6. a kind of advertisement precision marketing method as claimed in claim 5, which is characterized in that before step 3, further include as
Lower step：
It analyzes advertiser and launches requirement, analyze whether this dispensing can reach the dispensing requirement of advertiser.
7. a kind of advertisement precision marketing method as claimed in claim 6, which is characterized in that the analysis advertiser, which launches, to be required
The step of specifically include：
A. whether analysis advertiser it is expected to expose；
B. whether analysis advertiser it is expected high click；
C. whether analysis advertiser it is expected high conversion；
D. whether analysis advertiser has specific launch to require.
8. a kind of advertisement precision marketing method as described in claim 1, it is characterised in that：In step 3, according to advertiser
Desired analysis result is launched, and the label information of each advertisement position is matched with the label of advertiser, determination meets advertisement
The advertisement position of main demand.
9. a kind of advertisement precision marketing method as described in claim 1, which is characterized in that after step 4, further include as
Lower step：
Data are launched in monitoring in launch process, are obtained and are launched result
According to result is launched with it is expected that launching result data, strategy is launched in dynamic adjustment, further to meet the requirement of advertiser.
10. a kind of advertisement precision marketing system, including：
Advertisement position tag control unit, for being carried out for each advertisement position at each media end and media end by big data analysis
Labeling.
Advertiser's tag control unit, the advertiser for carry out advertisement marketing by big data analysis determine for advertiser
Label；
Advertisement position selecting unit, the label information for each advertisement position of label information and media end according to advertiser select completely
The advertisement position of sufficient advertiser demand；
Unit is launched in advertisement, for carrying out advertisement dispensing according to the advertisement position of selection.
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| CN113935789A (en) * | 2021-12-20 | 2022-01-14 | 广州半城云信息科技有限公司 | User-defined crowd division method and system |
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| CN110363594A (en) * | 2019-07-19 | 2019-10-22 | 上海小澜科技有限公司 | A kind of management method and system that advertisement accurately is launched |
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