CN108509806B - Big data accurate marketing system and equipment with privacy protection - Google Patents

Big data accurate marketing system and equipment with privacy protection Download PDF

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Publication number
CN108509806B
CN108509806B CN201810309902.1A CN201810309902A CN108509806B CN 108509806 B CN108509806 B CN 108509806B CN 201810309902 A CN201810309902 A CN 201810309902A CN 108509806 B CN108509806 B CN 108509806B
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server
user
marketing
identity
data
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CN108509806A (en
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孙国冉
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Beijing Dongfang Wangrun Technology Co ltd
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Beijing Dongfang Wangrun Technology Co ltd
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F21/00—Security arrangements for protecting computers, components thereof, programs or data against unauthorised activity
    • G06F21/60—Protecting data
    • G06F21/62—Protecting access to data via a platform, e.g. using keys or access control rules
    • G06F21/6218—Protecting access to data via a platform, e.g. using keys or access control rules to a system of files or objects, e.g. local or distributed file system or database
    • G06F21/6245—Protecting personal data, e.g. for financial or medical purposes
    • 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
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • 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
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G06Q30/0203—Market surveys; Market polls
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L63/00—Network architectures or network communication protocols for network security
    • H04L63/04—Network architectures or network communication protocols for network security for providing a confidential data exchange among entities communicating through data packet networks
    • H04L63/0407—Network architectures or network communication protocols for network security for providing a confidential data exchange among entities communicating through data packet networks wherein the identity of one or more communicating identities is hidden
    • H04L63/0414—Network architectures or network communication protocols for network security for providing a confidential data exchange among entities communicating through data packet networks wherein the identity of one or more communicating identities is hidden during transmission, i.e. party's identity is protected against eavesdropping, e.g. by using temporary identifiers, but is known to the other party or parties involved in the communication
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F2221/00—Indexing scheme relating to security arrangements for protecting computers, components thereof, programs or data against unauthorised activity
    • G06F2221/21—Indexing scheme relating to G06F21/00 and subgroups addressing additional information or applications relating to security arrangements for protecting computers, components thereof, programs or data against unauthorised activity
    • G06F2221/2107—File encryption

Abstract

The invention discloses a big data accurate marketing system with privacy protection, equipment and a processing device. The method comprises the steps that an original data server replaces user identification marks in original data with encrypted identification mark information and sends the encrypted identification mark information to a big data processing server, the big data processing server analyzes and processes data, portrait analysis of each user is completed, corresponding labels are marked on the users, the encrypted identification marks and label information of the users are sent to a big data label server, and the big data label server stores the encrypted identification marks of the users and the label information corresponding to the users into a database to wait for calling. The method protects the privacy of the users in the big data application process, and enables marketing clients to actively screen target users in the accurate marketing process of big data.

Description

Big data accurate marketing system and equipment with privacy protection
Technical Field
The invention relates to the technical field of big data application, in particular to a big data accurate marketing system with a privacy protection function and related equipment.
Background
Big data is more and more widely applied, and accurate marketing based on big data is an important field of big data application. The method is characterized in that analysis processing of massive user big data cannot be conducted based on accurate marketing of the big data, the process of the analysis processing is called user portrait, and a series of labels are marked on a user portrait result to identify the gender, age, consumption capability, interests and hobbies of the user. The precise marketing process is to filter the target users based on the tags and then to send the specified content to the target users in an appropriate manner.
The problem that current accurate marketing mode based on big data exists:
(1) marketing customers lack the ability to actively screen users: when a customer with marketing requirements provides marketing requirements for the delivery platform, the customer can only provide simple delivery quantity and delivery time periods, can not actively screen target users according to the needs of the customer, can not actively adjust the screening conditions of the target users according to the delivery effects of the customer, and is not beneficial to the rapid optimization iteration of marketing activities.
(2) The lack of an effective protection mechanism for user privacy information in big data processing and application processes: in the process of big data application, a lot of original data contain privacy information such as user identity marks, and in the process of big data analysis processing, labeling and application of the original data, multi-party cooperation is often needed, an effective sensitive data protection mechanism is lacked, which means that important privacy information of users is easily revealed, and a great safety risk exists.
Therefore, there is a need for a method that can not only fully exert the ability of big data, but also effectively protect the privacy of users, so that the data can be reasonably utilized under the condition that the privacy of users is well protected, and the demander of data has the ability of actively screening required data, thereby fully exerting the value of big data.
Disclosure of Invention
The invention aims to provide a big data accurate marketing system and equipment with privacy protection, which can protect the privacy of users in a big data application process and enable marketing clients to actively screen target users in an accurate marketing process based on big data.
In order to achieve the purpose, the technical scheme of the invention is as follows: a big data accurate marketing system with privacy protection comprises an original data server, an identity identification encryption and decryption server, a big data processing server, a big data label server, a marketing management server, a marketing delivery server, a user demand acquisition client and a user demand management server;
the original data server is used for storing original data containing plaintext user identification information from a service system, the original data server submits the original data to the big data processing server and sends an encrypted identification information acquisition request to the identification encryption and decryption server, the identification encryption server returns encrypted identification information after receiving the request, and the original data server replaces the user identification in the original data with the encrypted identification information and sends the encrypted identification information to the big data processing server;
the big data processing server is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server;
the big data label server stores the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user demand collection client is used for providing a marketing demand input interface for a user, communicating with the user demand management server and sending demand data submitted by the user to the user demand management server, and the user demand collection client obtains a target user screening result and a task delivery result from the user demand management server;
the user demand management server is used for receiving and storing user demands sent by the user demand acquisition client side and submitting the demands to the marketing management server;
the marketing management server is used for receiving and managing marketing demands sent by the user demand management server, submitting data extraction demands to the big data tag server by the marketing management server according to launching tasks, and sending launching information to the marketing launching server after obtaining user data returned by the big data tag server;
the marketing putting server is used for sending or displaying information to the user; the big data label server is used for analyzing according to the user behavior data, labeling the user from a plurality of dimensions according to the analysis result, and identifying the characteristics of the user, and the big data label server screens out the target user meeting the requirements according to the data screening requirements submitted by the marketing management server.
According to the big data accurate marketing system with privacy protection, original service data contained in the original data server is one or more items of plaintext identification information, the plaintext identification information comprises resident identification card information, biological characteristic identification, mobile phone number, IMEI (international mobile equipment identity) and MAC (media access control) address, and the identification encryption and decryption server is used for uniformly managing the identification of a user and returning encrypted identification information of a specified type according to needs. The user identification information in the original data server data can be a resident identification card, a biological characteristic identification (fingerprint, eye print and face print), a mobile phone number, IMEI and an MAC address. The identity card or the biological characteristic identity is a unique permanent identity, and the mobile phone number, the IMEI and the MAC address are non-permanent non-unique identity information.
As mentioned above, the big data accurate marketing system with privacy protection, where the original data server communicates with the id encryption/decryption server, the original data server sends the user id encryption request to the id encryption/decryption server, the id encryption/decryption server returns the encrypted user id information to the original data server, and the user id encryption request sent by the original data server to the id encryption/decryption server at least includes: :
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server feeds back the encrypted user identity information to the original data server after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
and (4) plaintext identification information.
The original data server sends an identity encryption request to the identity encryption and decryption server, wherein the identity encryption request can be sent in batch or in single; each identity comprises identity information and a corresponding identity type.
In a request sent to an identity encryption and decryption server by an original data server, if the request contains more than one identity, the identity encryption and decryption server judges whether the identity has a unique identifier, if the identity has the unique identifier, the unique identifier is taken as a standard, the unique identifier is compared with existing data in an identity encryption and decryption server library, the unique identifier is associated with the existing data to be updated in the identity encryption and decryption server library, and then user data is updated or added; if the request sent by the original data server does not contain the unique permanent identifier, and the corresponding relation of the data is inconsistent with the existing data in the identity encryption and decryption server library, the data of the identity encryption and decryption server is not updated, and only the information is kept in a table to be updated; when the data with the unique identification and the data with the non-unique identification simultaneously appear, the related information is updated.
The identity encryption and decryption server may use MD5, SHA128, SHA256 or other one-way encryption algorithm for the identity. When MD5 encrypts, the encryption effect is enhanced by adding salt.
In order to reduce the encryption acquisition request of the original data server to the identity encryption and decryption server, when the original data server receives the encrypted identity information returned by the identity encryption and decryption server, a copy of the encrypted identity information can be locally reserved, the life cycle of the copy is set, in the life cycle of the copy, when the original data server needs to acquire the encrypted identity, the local copy can be inquired firstly, and if the local copy has the corresponding encrypted identity information, the encrypted identity information is directly acquired from the local; and if the local copy does not have the corresponding encrypted identification information, sending a request to an identification encryption and decryption server for obtaining.
According to the big data accurate marketing system with privacy protection, the original data server is communicated with the big data processing server, and the original data server replaces the user identity in each kind of original data with the encrypted identity information and then sends the encrypted identity information to the big data processing server;
the data screened by the target user by the big data tag server is provided by the big data processing server, the data analyzed and processed by the big data processing server is at least the information of the user access site, the attribute, the access frequency and the stay duration of the big data processing server to the access site are analyzed and then the corresponding tag is marked for the user, the marked user data is sent to the big data tag server, and the data transmitted by the big data processing server to the big data tag server comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name.
And the big data processing server pushes the analyzed result information to the big data label server. The big data label server takes the encrypted identity mark as the unique mark of the user and stores the label information corresponding to the user. When receiving data sent by the big data processing server, judging whether the user label information exists in the user table, if the user information exists, updating the user information, and if the user information does not exist, adding the user label information into the user table of the big data label server. And the data of the big data label server is inquired according to the business requirement of the marketing management server.
According to the big data accurate marketing system with privacy protection, the user demand collection client provides a marketing demand input interface for a user, and sends demand data submitted by the user to the user demand management server, and the data submitted by the user at least comprises:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model.
The release time of the marketing requirement;
the marketing content;
the marketing management server receives and manages marketing requirements sent by the user requirement management server, and submits data extraction requirements to the big data tag server according to the release tasks;
the marketing management server submitting data extraction requirements to the big data tag server comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server to the marketing management server comprises:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
and screening the number of target users screened out by the labels according to the marketing requirement.
The business requirements are generated by the user requirement acquisition client, and the user with accurate marketing requirements sets the number of target users for releasing tasks, the task releasing time and the releasing area through a marketing requirement input interface provided by the user requirement acquisition client, and sets the label for screening the target users. The target user screening label comprises a basic label and an interest label. The delivery area corresponds to the work place, the residence or the daily activity range of the target user. After the user sets the delivery task at the user demand collection client, the user submits the delivery task data to the user demand management server.
The big data accurate marketing system with privacy protection, the marketing management server communicates with the marketing release server, and the marketing management server sends release information to the marketing release server after obtaining the user data that big data label server returned, and the marketing management server and the data that the marketing release server transmitted include at least:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after the marketing management server finishes the putting task, the putting result is sent to the marketing management server, and the sent data at least comprises the following data:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
and the target user who is successfully released in the marketing task encrypts the identity identification and the successful releasing time.
As above, the big data accurate marketing system with privacy protection, the marketing delivery server communicates with the identification encryption and decryption server, the marketing delivery server sends a request for obtaining the identification information of the plaintext user to the identification encryption and decryption server, and the sent request at least includes:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server feeds the decrypted user identity information back to the marketing delivery server after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
when the marketing hair server sends a decryption request to the identity encryption and decryption server, the carried information comprises: an encrypted identification type, encrypted identification information, and a requested identification type. And the identity identification encryption and decryption server identifies the type of the encrypted identity identification information according to the encrypted identity identification type identification. And the identity mark encryption and decryption server determines which type of plaintext identity mark is returned according to the type of the requested identity mark. That is, the encrypted id type carried in the request message and the requested id information may not be consistent. If the resident identification card information is carried, the mobile phone number can be requested to be returned. If the identity identification encryption and decryption server does not have the requested identity identification information, the returned information does not exist.
Marketing information is pushed or is shown to the user to marketing input server, marketing input server includes to user's propelling movement information's mode: short message, multimedia message, WAP, client or WEB. The marketing content includes different types of data for different channel types. The short message channel mode can only contain text content, and the multimedia message channel mode, the mail channel mode or the page mode can comprise characters, voice, pictures or video.
The invention also provides big data accurate marketing equipment with privacy protection, which operates in the system and comprises an original data server, an identity identification encryption and decryption server, a big data processing server, a big data label server, a marketing management server, a marketing delivery server, a user demand acquisition client and a user demand management server;
the original data server is used for storing original data which come from a service system and contain plaintext user identification information;
the big data processing server is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server;
the big data label server is used for storing the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user demand acquisition client is used for providing a marketing demand input interface for a user and communicating with the user demand management server;
the user demand management server is used for receiving and storing user demands sent by the user demand acquisition client side and submitting the demands to the marketing management server;
the marketing management server is used for receiving and managing marketing demands sent by the user demand management server;
the marketing putting server is used for sending or displaying information to the user; and the big data label server is used for analyzing according to the user behavior data.
And the user demand management server receives and stores the information of the released tasks submitted by the user through the user demand collection client, and sends the released tasks to the marketing management server according to the operation strategy. The releasing tasks submitted by the user demand management server to the marketing management server comprise unique task IDs, task releasing time intervals, task releasing areas, task target user number and target user label information. The description of the task putting area can be described by the longitude and latitude of a task center point plus the radius, and also can be described by the longitude and latitude of a polygon vertex.
The big data accurate marketing equipment with privacy protection is characterized in that the original data server is communicated with the identity identification encryption and decryption server; the user demand acquisition client communicates with the user demand management server; the marketing management server is communicated with the marketing release server; the marketing release server is communicated with the identity identification encryption and decryption server;
the original service data contained in the original data server is one or more items of plaintext identification information, the plaintext identification information comprises resident identification card information, biological characteristic identification, mobile phone number, IMEI (international mobile equipment identity) and MAC (media access control) address, and the identification encryption and decryption server is used for uniformly managing the identification of the user and returning encrypted identification information of a specified type according to the requirement;
the original data server communicates with the id encryption/decryption server, the original data server sends a user id encryption request to the id encryption/decryption server, the id encryption/decryption server returns encrypted user id information to the original data server, and the original data server sends the user id encryption request to the id encryption/decryption server, which at least includes:
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server feeds back the encrypted user identity information to the original data server after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
the original data server is communicated with the big data processing server, and the original data server replaces the user identification in various kinds of original data with the encrypted identification information and then sends the encrypted identification information to the big data processing server;
the data screened by the target user by the big data tag server is provided by the big data processing server, the data analyzed and processed by the big data processing server is at least the information of the user access site, the attribute, the access frequency and the stay duration of the big data processing server to the access site are analyzed and then the corresponding tag is marked for the user, the marked user data is sent to the big data tag server, and the data transmitted by the big data processing server to the big data tag server comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name;
the user requirement acquisition client provides a marketing requirement input interface for a user, and sends requirement data submitted by the user to the user requirement management server, wherein the data submitted by the user at least comprises:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model.
The release time of the marketing requirement;
the marketing content;
the marketing management server receives and manages marketing requirements sent by the user requirement management server, and submits data extraction requirements to the big data tag server according to the release tasks;
the marketing management server submitting data extraction requirements to the big data tag server comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server to the marketing management server comprises:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
screening the number of target users screened out by the labels according to the marketing requirement;
the marketing management server with the marketing is put in the server and is communicated, and after the marketing management server obtained the user data that big data label server returned, will put in information transmission and give the marketing and put in the server, the marketing management server with the data that the server transmission was put in the marketing include at least:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after the marketing management server finishes the putting task, the putting result is sent to the marketing management server, and the sent data at least comprises the following data:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
the target user who successfully releases the marketing task encrypts the identity identification and the successful releasing time;
the marketing delivery server communicates with the identity identification encryption and decryption server, the marketing delivery server sends a request for acquiring identity identification information of a plaintext user to the identity identification encryption and decryption server, and the sent request at least comprises:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server feeds the decrypted user identity information back to the marketing delivery server after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
marketing information is pushed or is shown to the user to marketing input server, marketing input server includes to user's propelling movement information's mode: short message, multimedia message, WAP, client or WEB.
The invention also provides a big data accurate marketing processing device with privacy protection, which comprises at least one processor, at least one high-speed RAM memory, a permanent memory, at least one high-speed data interface and at least one communication bus, wherein the communication bus is used for realizing data communication among all components of the processing device; the permanent memory is at least one disk memory or solid state disk and is used for permanently storing program logic codes or user data; the high-speed data interface is used for communicating with external equipment.
The invention has the following advantages: the method has the advantages that the big data capacity can be fully exerted, the user privacy can be effectively protected, the data can be reasonably utilized under the condition that the user privacy is well protected, the data demander has the capacity of actively screening the required data, and therefore the value of the big data is fully exerted.
Drawings
FIG. 1 is a schematic diagram of a big data precision marketing system with privacy protection;
FIG. 2 is a schematic diagram illustrating a communication flow between a raw data server and an ID encryption/decryption server;
fig. 3 is a schematic view of a communication flow between an id encryption/decryption server and a marketing delivery server;
fig. 4 is a schematic diagram of a big data precision marketing processing device with privacy protection.
Detailed Description
The following examples are intended to illustrate the invention but are not intended to limit the scope of the invention.
As shown in fig. 1, a big data precision marketing system with privacy protection includes an original data server 1, an identity encryption and decryption server 2, a big data processing server 3, a big data tag server 4, a marketing management server 5, a marketing delivery server 6, a user demand collection client 7, and a user demand management server 8;
the original data server 1 is used for storing original data containing plaintext user identification information from a service system, the original data server 1 submits the original data to the big data processing server 3 and sends an encrypted identification information acquisition request to the identification encryption and decryption server 2, the identification encryption server returns encrypted identification information after receiving the request, and the original data server 1 replaces the user identification in the original data with the encrypted identification information and sends the encrypted identification information to the big data processing server 3;
the big data processing server 3 is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server 4;
the big data label server 4 stores the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user demand collection client 7 is used for providing a marketing demand input interface for a user, communicating with the user demand management server 8, sending demand data submitted by the user to the user demand management server 8, and obtaining a target user screening result and a task delivery result from the user demand management server 8 by the user demand collection client 7;
the user requirement management server 8 is used for receiving and storing the user requirement sent by the user requirement acquisition client 7 and submitting the requirement to the marketing management server 5;
the marketing management server 5 is used for receiving and managing marketing demands sent by the user demand management server 8, the marketing management server 5 submits data extraction demands to the big data tag server 4 according to launching tasks, and the marketing management server 5 sends launching information to the marketing launching server 6 after obtaining user data returned by the big data tag server 4;
the marketing putting server 6 is used for sending or displaying information to the user; the big data label server 4 is used for analyzing according to the user behavior data, labeling the user from a plurality of dimensions according to the analysis result, and identifying the characteristics of the user, and the big data label server 4 screens out the target user according with the requirement of data screening submitted by the marketing management server 5.
In an embodiment of the big data accurate marketing system with privacy protection, the original service data contained in the original data server 1 is one or more items of plaintext identification information, the plaintext identification information includes resident identification card information, a biological feature identification, a mobile phone number, an IMEI, and an MAC address, and the identification encryption/decryption server 2 is configured to be responsible for uniformly managing the identification of the user, and return encrypted identification information of a specified type as needed. The user identification information in the data of the original data server 1 can be a resident identification card, a biological characteristic identification (fingerprint, eye print, face print), a mobile phone number, an IMEI (international mobile equipment identity), and an MAC (media access control) address. The identity card or the biological characteristic identity is a unique permanent identity, and the mobile phone number, the IMEI and the MAC address are non-permanent non-unique identity information.
In an embodiment of the big data precision marketing system with privacy protection, the original data server 1 communicates with the id encryption/decryption server 2, the original data server 1 sends a user id encryption request to the id encryption/decryption server 2, the id encryption/decryption server 2 returns encrypted user id information to the original data server 1, and the user id encryption request sent by the original data server 1 to the id encryption/decryption server 2 at least includes:
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server 2 feeds back the encrypted user identity information to the original data server 1 after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server 2 at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
and (4) plaintext identification information.
The original data server 1 sends an identity encryption request to the identity encryption and decryption server 2, and the requests can be sent in batches or in a single way; each identity comprises identity information and a corresponding identity type.
In a request sent by an original data server 1 to an identity encryption and decryption server 2, if the request contains more than one identity, the identity encryption and decryption server 2 judges whether the identity has a unique identifier, if the identity has the unique identifier, the unique identifier is taken as a standard, the unique identifier is compared with existing data in an identity encryption and decryption server 2 library, the unique identifier is associated with existing data to be updated in the identity encryption and decryption server 2 library, and then user data is updated or added; if the request sent by the original data server 1 does not contain the unique permanent identifier, and the corresponding relation of the data is inconsistent with the existing data in the identity encryption and decryption server 2 library, the data of the identity encryption and decryption server 2 is not updated, and only the information is kept in a table to be updated; when the data with the unique identification and the data with the non-unique identification simultaneously appear, the related information is updated.
The id encryption and decryption server 2 may use MD5, SHA128, SHA256 or other one-way encryption algorithm for the id. When MD5 encrypts, the encryption effect is enhanced by adding salt.
In order to reduce the encryption acquisition request of the original data server 1 to the identity encryption and decryption server 2, when the original data server 1 receives the encrypted identity information returned by the identity encryption and decryption server 2, a copy of the encrypted identity information can be locally reserved, the life cycle of the copy is set, in the life cycle of the copy, when the original data server 1 needs to acquire the encrypted identity, the local copy can be inquired first, and if the local copy has the corresponding encrypted identity information, the encrypted identity information is directly acquired from the local; and if the local copy does not have the corresponding encrypted identification information, sending a request to the identification encryption and decryption server 2 for obtaining.
Referring to fig. 2, fig. 2 is a schematic flow chart of communication between an original data server 1 and an identity encryption/decryption server 2 in the present application example, where the method is an application and acquisition process of an encrypted identity, and completes hiding of key information of a user by encrypting a plaintext identity, so as to protect privacy of the user. The method includes, but is not limited to, the steps of:
f201, the id encryption/decryption server 2 receives an encrypted id acquisition request sent by the original data server 1, where the request includes plaintext id information and id type. The plaintext identification information may be one item or multiple items. If the identification information contains a plurality of items of identification information, each item of identification information contains information for identifying the identity type.
F202, after the identification encryption and decryption server 2 receives the request for obtaining the encrypted identification sent by the original data server 1, the identification type is identified; f203 is then executed to determine and record whether the unique identification information is contained therein.
If the unique identification is included and the request includes other non-unique identification information, F204 is executed, the identification encryption and decryption server 2 associates, according to the non-unique identification information in the request information, each identification information that does not include the unique identification information in the information table to be updated in the identification encryption and decryption server 2, generates new user identification association information according to the association result, and then F205 is executed. If the request does not contain a unique identity, F205 is performed directly.
F205, the identity encryption and decryption server 2 determines, according to the obtained plaintext identity information and the identity type, whether the existing plaintext identity information base of the identity encryption and decryption server 2 contains the plaintext identity information, if the plaintext identity information in the request is inconsistent with the existing identity information of the identity encryption and decryption server 2, if the request does not contain the unique identity, the identity information is not updated, and if the request contains the unique identity, the encrypted identity information is returned, as shown in F206;
if the identity contained in the request does not exist in the existing plaintext identity information base of the identity encryption and decryption server 2, the plaintext identity is added to the user information table of the identity encryption and decryption server 2. For the information table which does not contain the unique identity, the information table is placed into an information table to be updated; the one with the unique id is put into the user id information table and the encrypted id is returned, as shown in F207.
In one embodiment of the big data accurate marketing system with privacy protection, the original data server 1 communicates with the big data processing server 3, and the original data server 1 replaces user identification marks in various kinds of original data with encrypted identification mark information and then sends the encrypted identification mark information to the big data processing server 3;
the data screened by the target user by the big data tag server 4 is provided by the big data processing server 3, the data analyzed and processed by the big data processing server 3 is at least the information of the user access site, the attribute of the access site, the access frequency and the stay time of the big data processing server 3 are analyzed and then the user is marked with a corresponding tag, the marked user data is sent to the big data tag server 4, and the data transmitted by the big data processing server 3 to the big data tag server 4 comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name.
The big data processing server 3 pushes the result information after the analysis is completed to the big data label server 4. The big data label server 4 takes the encrypted identity as the unique identity of the user, and stores the label information corresponding to the user. When receiving the data sent by the big data processing server 3, judging whether the user label information already exists in the user table, if so, updating the user information, and if not, adding the user label information to the user table of the big data label server 4. The data of the big data label server 4 is inquired according to the business requirement of the marketing management server 5.
In an embodiment of the big data accurate marketing system with privacy protection, the user demand collection client 7 provides a marketing demand input interface for a user, and sends demand data submitted by the user to the user demand management server 8, where the data submitted by the user at least includes:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model.
The release time of the marketing requirement;
the marketing content;
the marketing management server 5 receives and manages marketing requirements sent by the user requirement management server 8, and submits data extraction requirements to the big data tag server 4 according to the release tasks;
the submitting of the data extraction requirement by the marketing management server 5 to the big data tag server 4 comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server 4 to the marketing management server 5 includes:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
and screening the number of target users screened out by the labels according to the marketing requirement.
The business requirements are generated by the user requirement acquisition client 7, and users with accurate marketing requirements set the number of target users for releasing tasks, the task releasing time and the releasing area through a marketing requirement input interface provided by the user requirement acquisition client 7, and set labels for screening the target users. The target user screening label comprises a basic label and an interest label. The delivery area corresponds to the work place, the residence or the daily activity range of the target user. After setting a delivery task at the user demand collection client 7, the user submits the delivery task data to the user demand management server 8.
In an embodiment of the big data accurate marketing system with privacy protection, the marketing management server 5 communicates with the marketing delivery server 6, the marketing management server 5 sends delivery information to the marketing delivery server 6 after obtaining the user data returned by the big data tag server 4, and the data transmitted by the marketing management server 5 and the marketing delivery server 6 at least includes:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after completing the delivery task, the marketing management server 5 sends the delivery result to the marketing management server 5, and the sent data at least includes:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
and the target user who is successfully released in the marketing task encrypts the identity identification and the successful releasing time.
In an embodiment of the big data accurate marketing system with privacy protection, the marketing delivery server 6 communicates with the id encryption and decryption server 2, the marketing delivery server 6 sends a request for obtaining the id information of the plaintext user to the id encryption and decryption server 2, and the sent request at least includes:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server 2 feeds back the decrypted user identity information to the marketing delivery server 6 after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
when the marketing hair server sends a decryption request to the identity encryption and decryption server 2, the carried information comprises: an encrypted identification type, encrypted identification information, and a requested identification type. The identification mark encryption and decryption server 2 identifies the type to which the encrypted identification mark information belongs according to the encrypted identification mark type mark. The identity encryption and decryption server 2 determines which type of plaintext identity is returned according to the type of the requested identity. That is, the encrypted id type carried in the request message and the requested id information may not be consistent. If the resident identification card information is carried, the mobile phone number can be requested to be returned. If the identity information of the request does not exist in the identity encryption and decryption server 2, the returned information does not exist.
Please refer to fig. 3. Fig. 3 is a schematic flow chart of the communication between the id encryption/decryption server 2 and the marketing delivery server 6 in the example of the present application. The id encryption/decryption server 2 receives the request for obtaining the plaintext id information sent by the marketing delivery server 6, as in F301. The request contains encrypted identification information, an encrypted identity type and a plaintext identity type to be obtained. The identity identification encryption and decryption server 2 judges the encryption identity type requested to be sent and the plaintext identity information type to be acquired according to the received information; as shown at F302. The id encryption/decryption server 2 searches for a field corresponding to the user id information table according to the type of the received encrypted id information, and determines whether the encrypted user id information in the request is included, as shown in F303. If the encrypted user identification information in the request is found, next, whether the requested plaintext identification type is contained in the user identification information is judged, as shown in F304, and if the requested plaintext identification type exists, the plaintext identification information specified by the user is returned, as shown in F305. If the user identification information that is consistent with the encrypted identification information in the request is not found, or the user that is consistent with the encrypted identification information in the request is found but the user identification information does not contain the requested plaintext identification information, a failure message is returned, as in F306.
Marketing input server 6 pushes or demonstrates marketing information to the user, marketing input server 6 includes to the mode of user propelling movement information: short message, multimedia message, WAP, client or WEB. The marketing content includes different types of data for different channel types. The short message channel mode can only contain text content, and the multimedia message channel mode, the mail channel mode or the page mode can comprise characters, voice, pictures or video.
Referring to fig. 1 again, the present invention further provides a big data precision marketing device with privacy protection, where the device operates in the above system, and the device includes an original data server 1, an identity encryption and decryption server 2, a big data processing server 3, a big data tag server 4, a marketing management server 5, a marketing delivery server 6, a user demand collection client 7, and a user demand management server 8;
the original data server 1 is used for storing original data containing plaintext user identification information from a service system;
the big data processing server 3 is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server 4;
the big data label server 4 is used for storing the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user requirement acquisition client 7 is used for providing a marketing requirement input interface for a user and is communicated with the user requirement management server 8;
the user requirement management server 8 is used for receiving and storing the user requirement sent by the user requirement acquisition client 7 and submitting the requirement to the marketing management server 5;
the marketing management server 5 is used for receiving and managing marketing demands sent by the user demand management server 8;
the marketing putting server 6 is used for sending or displaying information to the user; the big data tag server 4 is used for analyzing according to the user behavior data.
The user demand management server 8 receives and stores the information of the released tasks submitted by the user through the user demand collection client 7, and sends the released tasks to the marketing management server 5 according to the operation strategy. The releasing tasks submitted by the user demand management server 8 to the marketing management server 5 comprise unique task IDs, task releasing time intervals, task releasing areas, task target user number and target user label information. The description of the task putting area can be described by the longitude and latitude of a task center point plus the radius, and also can be described by the longitude and latitude of a polygon vertex.
According to the big data accurate marketing equipment with privacy protection, the original data server 1 is communicated with the identity identification encryption and decryption server 2; the user requirement acquisition client 7 is communicated with the user requirement management server 8; the marketing management server 5 communicates with the marketing delivery server 6; the marketing release server 6 is communicated with the identity mark encryption and decryption server 2;
the original service data contained in the original data server 1 is one or more items of plaintext identification information, the plaintext identification information comprises resident identification card information, biological characteristic identification, mobile phone number, IMEI (international mobile equipment identity) and MAC (media access control) address, and the identification encryption and decryption server 2 is used for uniformly managing the identification of a user and returning encrypted identification information of a specified type according to the requirement;
the original data server 1 communicates with the id encryption/decryption server 2, the original data server 1 sends a user id encryption request to the id encryption/decryption server 2, the id encryption/decryption server 2 returns encrypted user id information to the original data server 1, and the original data server 1 sends the user id encryption request to the id encryption/decryption server 2, which at least includes:
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server 2 feeds back the encrypted user identity information to the original data server 1 after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server 2 at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
the original data server 1 is communicated with the big data processing server 3, and the original data server 1 replaces user identification marks in various kinds of original data with encrypted identification mark information and then sends the encrypted identification mark information to the big data processing server 3;
the data screened by the target user by the big data tag server 4 is provided by the big data processing server 3, the data analyzed and processed by the big data processing server 3 is at least the information of the user access site, the attribute of the access site, the access frequency and the stay time of the big data processing server 3 are analyzed and then the user is marked with a corresponding tag, the marked user data is sent to the big data tag server 4, and the data transmitted by the big data processing server 3 to the big data tag server 4 comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name;
the user requirement acquisition client 7 provides a marketing requirement input interface for the user, and sends requirement data submitted by the user to the user requirement management server 8, wherein the data submitted by the user at least comprises:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model.
The release time of the marketing requirement;
the marketing content;
the marketing management server 5 receives and manages marketing requirements sent by the user requirement management server 8, and submits data extraction requirements to the big data tag server 4 according to the release tasks;
the submitting of the data extraction requirement by the marketing management server 5 to the big data tag server 4 comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server 4 to the marketing management server 5 includes:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
screening the number of target users screened out by the labels according to the marketing requirement;
marketing management server 5 with marketing input server 6 communicates, and marketing management server 5 sends the information of putting into for marketing input server 6 after obtaining the user data that big data label server 4 returned, marketing management server 5 with the data that marketing input server 6 transmitted include at least:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after completing the delivery task, the marketing management server 5 sends the delivery result to the marketing management server 5, and the sent data at least includes:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
the target user who successfully releases the marketing task encrypts the identity identification and the successful releasing time;
marketing input server 6 and identification sign encryption and decryption server 2 communicate, marketing input server 6 sends the request of obtaining plaintext user identification information to identification sign encryption and decryption server 2, and the request that sends includes at least:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server 2 feeds back the decrypted user identity information to the marketing delivery server 6 after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
marketing input server 6 pushes or demonstrates marketing information to the user, marketing input server 6 includes to the mode of user propelling movement information: short message, multimedia message, WAP, client or WEB.
Referring to fig. 4, the present invention further provides a big data precision marketing processing device with privacy protection, the device includes at least one processor 9, at least one high-speed RAM memory 10, a persistent memory 11, at least one high-speed data interface 12 and at least one communication bus 13, the communication bus 13 is used for implementing data communication between components of the processing device, the processor 9 adopts a single-core or multi-core CPU, and reads and executes program logic codes stored on the high-speed RAM memory 10 through the communication bus 13; the permanent memory is at least one disk memory or solid state disk and is used for permanently storing program logic codes or user data; the high-speed data interface 12 is used for communication with external devices.
In the above embodiments, all or part may be implemented by software, hardware, firmware, or any combination thereof. When implemented in software, it may be implemented in whole or in part in a computer program. The computer program product includes one or more computer instructions. The procedures and functions described in accordance with the embodiments of the application result, in whole or in part, when the computer program instructions are loaded or executed on a computer. The computer may be a general purpose computer, a special purpose computer, a network of computers, or other programmable device. The computer instructions may be stored in a computer readable storage medium or transmitted from one computer readable storage medium to another, for example, the computer instructions may be transmitted from one website, computer, server, or data center to another website, computer, server, or data center via wired (e.g., coaxial cable, fiber optic, Digital Subscriber Line (DSL)) or wireless (e.g., infrared, microwave, bluetooth, Wi-Fi, etc.). The computer persistent storage 11 may be any available media that can be accessed by a computer or a data storage device including one or more available media integrated servers, data centers, and the like. The usable medium may be a magnetic medium (e.g., floppy Disk, hard Disk, magnetic tape), an optical medium (e.g., DVD), or a semiconductor medium (e.g., Solid State Disk (SSD)), among others.
Although the invention has been described in detail above with reference to a general description and specific examples, it will be apparent to one skilled in the art that modifications or improvements may be made thereto based on the invention. Accordingly, such modifications and improvements are intended to be within the scope of the invention as claimed.

Claims (8)

1. The utility model provides a big data accurate marketing system with privacy protection which characterized in that: the system comprises an original data server, an identity identification encryption and decryption server, a big data processing server, a big data label server, a marketing management server, a marketing delivery server, a user demand acquisition client and a user demand management server;
the original data server is used for storing original data containing plaintext user identification information from a service system, the original data server submits the original data to the big data processing server and sends an encrypted identification information acquisition request to the identification encryption and decryption server, the identification encryption server returns encrypted identification information after receiving the request, and the original data server replaces the user identification in the original data with the encrypted identification information and sends the encrypted identification information to the big data processing server;
the big data processing server is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server;
the big data label server stores the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user demand collection client is used for providing a marketing demand input interface for a user, communicating with the user demand management server and sending demand data submitted by the user to the user demand management server, and the user demand collection client obtains a target user screening result and a task delivery result from the user demand management server;
the user demand management server is used for receiving and storing user demands sent by the user demand acquisition client side and submitting the demands to the marketing management server;
the marketing management server is used for receiving and managing marketing demands sent by the user demand management server, submitting data extraction demands to the big data tag server by the marketing management server according to launching tasks, and sending launching information to the marketing launching server after obtaining user data returned by the big data tag server;
the marketing putting server is used for sending or displaying information to the user; the big data label server is used for analyzing according to the user behavior data, labeling the user from a plurality of dimensions according to the analysis result, and identifying the characteristics of the user;
the original data server communicates with the id encryption/decryption server, the original data server sends a user id encryption request to the id encryption/decryption server, the id encryption/decryption server returns encrypted user id information to the original data server, and the original data server sends the user id encryption request to the id encryption/decryption server, which at least includes:
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server feeds back the encrypted user identity information to the original data server after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
in a request sent to an identity encryption and decryption server by an original data server, if the request contains more than one identity, the identity encryption and decryption server judges whether the identity has a unique identifier, if the identity has the unique identifier, the unique identifier is taken as a standard, the unique identifier is compared with existing data in an identity encryption and decryption server library, the unique identifier is associated with the existing data to be updated in the identity encryption and decryption server library, and then user data is updated or added; if the request sent by the original data server does not contain the unique permanent identifier, and the corresponding relation of the data is inconsistent with the existing data in the identity encryption and decryption server library, the data of the identity encryption and decryption server 2 is not updated, and only the information is kept in a table to be updated; when the data with the unique identification and the data with the non-unique identification simultaneously appear, the related information is updated;
when the original data server receives the encrypted identity information returned by the identity encryption and decryption server, locally reserving a copy of the encrypted identity information, setting the life cycle of the copy, inquiring the local copy when the original data server needs to acquire the encrypted identity in the life cycle of the copy, and directly acquiring the encrypted identity information from the local copy if the local copy has the corresponding encrypted identity information; if the local copy does not have corresponding encrypted identity identification information, sending a request to an identity identification encryption and decryption server for obtaining;
the original data server is communicated with the big data processing server, and the original data server replaces the user identification in various kinds of original data with the encrypted identification information and then sends the encrypted identification information to the big data processing server;
the data screened by the target user by the big data tag server is provided by the big data processing server, the data analyzed and processed by the big data processing server is at least the information of the user access site, the attribute, the access frequency and the stay duration of the big data processing server to the access site are analyzed and then the corresponding tag is marked for the user, the marked user data is sent to the big data tag server, and the data transmitted by the big data processing server to the big data tag server comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name.
2. The big data precision marketing system with privacy protection function of claim 1, wherein: the original service data contained in the original data server is one or more items of plaintext identification information, the plaintext identification information comprises resident identification card information, biological characteristic identification, mobile phone numbers, IMEI (international mobile equipment identity) and MAC (media access control) addresses, and the identification encryption and decryption server is used for uniformly managing the identification of the user and returning encrypted identification information of a specified type according to the requirement.
3. The big data precision marketing system with privacy protection function of claim 1, wherein: the user requirement acquisition client provides a marketing requirement input interface for a user, and sends requirement data submitted by the user to the user requirement management server, wherein the data submitted by the user at least comprises:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model;
the release time of the marketing requirement;
the marketing content;
the marketing management server receives and manages marketing requirements sent by the user requirement management server, and submits data extraction requirements to the big data tag server according to the release tasks;
the marketing management server submitting data extraction requirements to the big data tag server comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server to the marketing management server comprises:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
and screening the number of target users screened out by the labels according to the marketing requirement.
4. The big data precision marketing system with privacy protection function of claim 1, wherein: the marketing management server with the marketing is put in the server and is communicated, and after the marketing management server obtained the user data that big data label server returned, will put in information transmission and give the marketing and put in the server, the marketing management server with the data that the server transmission was put in the marketing include at least:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after the marketing management server finishes the putting task, the putting result is sent to the marketing management server, and the sent data at least comprises the following data:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
and the target user who is successfully released in the marketing task encrypts the identity identification and the successful releasing time.
5. The big data precision marketing system with privacy protection function of claim 1, wherein: the marketing delivery server communicates with the identity identification encryption and decryption server, the marketing delivery server sends a request for acquiring identity identification information of a plaintext user to the identity identification encryption and decryption server, and the sent request at least comprises:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server feeds the decrypted user identity information back to the marketing delivery server after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
marketing information is pushed or is shown to the user to marketing input server, marketing input server includes to user's propelling movement information's mode: short message, multimedia message, WAP, client or WEB.
6. A big data precision marketing device with privacy protection, the device operating in the system of any one of claims 1 to 5, characterized by: the equipment comprises an original data server, an identity identification encryption and decryption server, a big data processing server, a big data label server, a marketing management server, a marketing delivery server, a user demand acquisition client and a user demand management server;
the original data server is used for storing original data which come from a service system and contain plaintext user identification information;
the big data processing server is used for analyzing and processing data to finish portrait analysis of each user and sending the encrypted identity identification and the label information of the user to the big data label server;
the big data label server is used for storing the encrypted identity of the user and the label information corresponding to the user into a database to wait for calling;
the user demand acquisition client is used for providing a marketing demand input interface for a user and communicating with the user demand management server;
the user demand management server is used for receiving and storing user demands sent by the user demand acquisition client side and submitting the demands to the marketing management server;
the marketing management server is used for receiving and managing marketing demands sent by the user demand management server;
the marketing putting server is used for sending or displaying information to the user; the big data label server is used for analyzing according to the user behavior data;
the original data server communicates with the id encryption/decryption server, the original data server sends a user id encryption request to the id encryption/decryption server, the id encryption/decryption server returns encrypted user id information to the original data server, and the original data server sends the user id encryption request to the id encryption/decryption server, which at least includes:
plaintext identification information;
a plaintext identity type;
the requested encrypted user identification information;
the requested encrypted user identity type;
the identity encryption and decryption server feeds back the encrypted user identity information to the original data server after receiving the user identity encryption request, and the information returned by the identity encryption and decryption server at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
in a request sent to an identity encryption and decryption server by an original data server, if the request contains more than one identity, the identity encryption and decryption server judges whether the identity has a unique identifier, if the identity has the unique identifier, the unique identifier is taken as a standard, the unique identifier is compared with existing data in an identity encryption and decryption server library, the unique identifier is associated with the existing data to be updated in the identity encryption and decryption server library, and then user data is updated or added; if the request sent by the original data server does not contain the unique permanent identifier, and the corresponding relation of the data is inconsistent with the existing data in the identity encryption and decryption server library, the data of the identity encryption and decryption server is not updated, and only the information is kept in a table to be updated; when the data with the unique identification and the data with the non-unique identification simultaneously appear, the related information is updated;
when the original data server receives the encrypted identity information returned by the identity encryption and decryption server, locally reserving a copy of the encrypted identity information, setting the life cycle of the copy, inquiring the local copy when the original data server needs to acquire the encrypted identity in the life cycle of the copy, and directly acquiring the encrypted identity information from the local copy if the local copy has the corresponding encrypted identity information; if the local copy does not have corresponding encrypted identity identification information, sending a request to an identity identification encryption and decryption server for obtaining;
the original data server is communicated with the big data processing server, and the original data server replaces the user identification in various kinds of original data with the encrypted identification information and then sends the encrypted identification information to the big data processing server;
the data screened by the target user by the big data tag server is provided by the big data processing server, the data analyzed and processed by the big data processing server is at least the information of the user access site, the attribute, the access frequency and the stay duration of the big data processing server to the access site are analyzed and then the corresponding tag is marked for the user, the marked user data is sent to the big data tag server, and the data transmitted by the big data processing server to the big data tag server comprises the unique identification of the user: encrypted identification information;
the tags are divided into basic tags and interest tags; the base tag includes: age, gender, place of employment, place of residence, school calendar; the interest tag includes: the system comprises a first-level label, a second-level label and a third-level label, wherein the first-level label is a classification with large user interest, and the second-level label is a subclass of the first-level label; the third-level label is a detailed label corresponding to the website name.
7. The big data precision marketing equipment with privacy protection of claim 6, wherein: the original data server is communicated with the identity identification encryption and decryption server; the user demand acquisition client communicates with the user demand management server; the marketing management server is communicated with the marketing release server; the marketing release server is communicated with the identity identification encryption and decryption server;
the original service data contained in the original data server is one or more items of plaintext identification information, the plaintext identification information comprises resident identification card information, biological characteristic identification, mobile phone number, IMEI (international mobile equipment identity) and MAC (media access control) address, and the identification encryption and decryption server is used for uniformly managing the identification of the user and returning encrypted identification information of a specified type according to the requirement;
the user requirement acquisition client provides a marketing requirement input interface for a user, and sends requirement data submitted by the user to the user requirement management server, wherein the data submitted by the user at least comprises:
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a position tag attribute and an interest tag attribute, and the basic tag attribute comprises: age, gender, education, consumption level, cell phone type and model;
the release time of the marketing requirement;
the marketing content;
the marketing management server receives and manages marketing requirements sent by the user requirement management server, and submits data extraction requirements to the big data tag server according to the release tasks;
the marketing management server submitting data extraction requirements to the big data tag server comprises:
the unique identification of the marketing requirement is the task ID;
target user attribute information of the marketing requirement, wherein the target user attribute information comprises a basic tag attribute, a user position attribute and an interest tag attribute; the basic tag attributes include: age, gender, education, consumption level, cell phone type and model;
the data returned by the big data tag server to the marketing management server comprises:
the unique identification of the marketing requirement is the task ID;
according to the marketing requirement, the user screens the encrypted target user identity information screened out by the label;
screening the number of target users screened out by the labels according to the marketing requirement;
the marketing management server with the marketing is put in the server and is communicated, and after the marketing management server obtained the user data that big data label server returned, will put in information transmission and give the marketing and put in the server, the marketing management server with the data that the server transmission was put in the marketing include at least:
the unique identification of the marketing task, namely the task ID;
encrypting the identity identification information by the target user of the marketing;
the content of the marketing;
the starting time and the ending time of the marketing;
after the marketing management server finishes the putting task, the putting result is sent to the marketing management server, and the sent data at least comprises the following data:
the unique identification of the marketing task, namely the task ID;
the number of users who are successfully released in the marketing task;
the target user who successfully releases the marketing task encrypts the identity identification and the successful releasing time;
the marketing delivery server communicates with the identity identification encryption and decryption server, the marketing delivery server sends a request for acquiring identity identification information of a plaintext user to the identity identification encryption and decryption server, and the sent request at least comprises:
encrypting user identification information;
encrypting the user identity type;
the plaintext identity type of the request;
the identity encryption and decryption server feeds the decrypted user identity information back to the marketing delivery server after receiving the user identity decryption request, and the returned user identity information at least comprises:
encrypting user identification information;
encrypting the user identity type;
a plaintext identity type;
plaintext identification information;
marketing information is pushed or is shown to the user to marketing input server, marketing input server includes to user's propelling movement information's mode: short message, multimedia message, WAP, client or WEB.
8. A big data precision marketing processing device with privacy protection, the device being used in the system according to any one of claims 1 to 5, characterized in that: the device comprises at least one processor, at least one high-speed RAM memory, a permanent memory, at least one high-speed data interface and at least one communication bus, wherein the communication bus is used for realizing data communication among all components of the processing device; the permanent memory is at least one disk memory or solid state disk and is used for permanently storing program logic codes or user data; the high-speed data interface is used for communicating with external equipment.
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