CN108805603A - Marketing activity method for evaluating quality, server and computer readable storage medium - Google Patents
Marketing activity method for evaluating quality, server and computer readable storage medium Download PDFInfo
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- 230000000694 effects Effects 0.000 title claims abstract description 283
- 238000000034 method Methods 0.000 title claims abstract description 62
- 238000010586 diagram Methods 0.000 claims abstract description 20
- 241001269238 Data Species 0.000 claims abstract description 11
- 230000015654 memory Effects 0.000 claims description 25
- 238000013441 quality evaluation Methods 0.000 claims description 20
- 238000012545 processing Methods 0.000 claims description 18
- PEDCQBHIVMGVHV-UHFFFAOYSA-N Glycerine Chemical compound OCC(O)CO PEDCQBHIVMGVHV-UHFFFAOYSA-N 0.000 claims description 14
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- 238000005457 optimization Methods 0.000 abstract description 4
- 238000013459 approach Methods 0.000 description 5
- 238000004364 calculation method Methods 0.000 description 4
- 238000004891 communication Methods 0.000 description 3
- 230000006870 function Effects 0.000 description 3
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- 238000007781 pre-processing Methods 0.000 description 3
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- 238000007405 data analysis Methods 0.000 description 1
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- 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
- G06Q30/0282—Rating or review of business operators or products
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- 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
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
Abstract
The invention discloses a kind of marketing activity method for evaluating quality, this method includes：Obtain other movable all activity datas in this activity and database, the activity data is pre-processed, the movable mass assessment models pre-established are handled to obtain this movable movable mass scoring to the activity data and other movable movable mass score, the show activity effect on bubble diagram, the comparison between carry out activity.The present invention also provides a kind of server and computer readable storage mediums.Marketing activity method for evaluating quality, server and computer readable storage medium provided by the invention being capable of the clearly effect of comparison activity in all respects, to be conducive to improve the efficiency of marketing activity, direction and thinking are provided for later activity optimization, New activity planning.
Description
Technical field
The present invention relates to data analysis technique field more particularly to a kind of marketing activity method for evaluating quality, server and
Computer readable storage medium.
Background technology
With flourishing for Internet technology, whether novel Internet enterprises or most of conventional entity are looked forward to
Industry carries out the necessary means that internet marketing is all enterprise's future survival and development.Internet marketing refer to enterprise by
A kind of marketing mode of marketing objectives is realized in on-line network, computer communication and digital interactive media.Internet marketing tool
Have it is at low cost, efficient, propagate that wide, effect is good, the characteristics such as real-time.But for Traditional Marketing activity, interconnection
The assessment of net marketing activity but faces many problems, for example many qualitative indexs, recessive index need enterprise to excavate, and passes
The indexs such as input-output ratio, market scale, the profit growth rate that system marketing activity uses are obviously not enough, and how to realize automatically
Longitudinally comparison and same period across comparison are also a urgent demand to the history of internet marketing activity.Therefore, how synthetically
The quality for assessing internet marketing activity provides direction and thinking at when previous for later activity optimization, New activity planning
Big urgent problem.
Invention content
In view of this, a kind of marketing activity method for evaluating quality of present invention proposition, server and computer-readable storage medium
Matter, to solve the problems, such as how the marketing activity of comprehensive assessment internet is good and bad.
First, to achieve the above object, the present invention proposes that a kind of marketing activity method for evaluating quality, this method include step
Suddenly：
A kind of marketing activity method for evaluating quality is applied to server, which is characterized in that the method includes the steps：
Other movable activity datas in this activity and database are obtained, the activity data includes that movable cost refers to
Mark, obtain objective index, sale index and client enliven index；
Dimensionless processing is carried out to be standardized to the activity data to the activity data based on the first formula, described the
One formula is：Wherein, Xi is the standardized activity data, and Yi marks for Xi
Value after standardization,Indicate the summation of multiple values to be normalized；
The movable mass assessment models pre-established handle the activity data after standardization to obtain this
Secondary movable movable mass scoring and other movable movable mass scorings；And
This described movable movable mass scoring is scored with other movable movable mass and is compared, according to comparing
As a result the movable assessment result is exported, and shows this described movable movable mass scoring and other work on bubble diagram
Dynamic movable mass scoring.
Preferably, the indicator of costs include marketing resource cost, internal channel promotion cost, external channel promotion at
This, business development cost, it is described obtain objective index include enrollment, number of opening an account, sale index include purchase number, order volume
And sales volume, it includes client's login times, number of persons logging that the client, which enlivens index,.
Preferably, step " the movable mass assessment models pre-established to the activity data after standardization at
Reason is to obtain this movable movable mass scoring and other movable movable mass scorings " include：
It calculates the activity after activity of holding and increases data；And
This movable movable mass scoring is calculated according to the activity growth data and other movable movable mass are commented
Point.
Preferably, it includes step to calculate the activity to increase data：
Calculate average value of the activity data during activity；
Calculate every statistical average that the previous moon is held in the activity；And
Average value during the activity is held and be that the activity holds the average value of the previous moon and subtracts each other and increased
Long data.
Preferably, the similar growth data in the growth data are subjected to sequence from big to small.
Preferably, it includes following step to calculate this movable movable mass scoring and other movable movable mass scorings
Suddenly：
Data cutting similar increase described data cutting to be 100 quantiles described similar increases data to obtain
The similar each percentile for increasing data is corresponded to the score of [0.01,1] by percentile, using corresponding score as
Basic score；
It determines index weights, the weight of the index is obtained using information Entropy Method；And
The basic score is multiplied by the weight and obtains individual event score, adds up each individual event score to obtain this
Movable movable mass scoring and other movable movable mass scorings.
Preferably, the obtaining step of the index weights includes for data cutting：
The activity data after each criterion is obtained, wherein activity indicators are X1, X2, X3 ... Xi, to each achievement data
Value after standardization is Y1, Y2 ... Yi；
The comentropy of each index, second formula is asked to be according to the second formula：
Ei=-ln (n)-1∑pilnpi, wherein Pi=Yi/∑Yi；And
Determine that the weight of each index, the third formula are according to third formula：
Wi=(1-Ei)/(k- ∑ Ei), i=1,2 ..., k.
In addition, to achieve the above object, the present invention also provides a kind of server, including memory, processor and it is stored in
On the memory and the marketing activity quality evaluation system that can run on the processor, the marketing activity quality evaluation
It is realized such as the step of above-mentioned marketing activity method for evaluating quality when system is executed by the processor.
Further, to achieve the above object, the present invention also provides a kind of computer readable storage medium, the computers
Readable storage medium storing program for executing is stored with marketing activity quality evaluation system, and the marketing activity quality evaluation system can be by least one place
It manages device to execute, so that at least one processor is executed such as the step of above-mentioned marketing activity method for evaluating quality.
Compared to the prior art, marketing activity method for evaluating quality proposed by the invention, server and computer-readable
Storage medium obtains this activity and the movable all activity datas of historical record, delimit memory space first, will be described all
Activity data is stored in the memory space；Secondly, the activity data is pre-processed；Then, the activity pre-established
Evaluation Model on Quality handles the pretreated activity data to obtain movable mass scoring；Finally, in bubble
Show activity effect on figure, the comparison between carry out activity.Using marketing activity method for evaluating quality proposed by the invention, service
Device and computer readable storage medium can comprehensively, synthetically assess the quality of internet marketing activity, market and live to internet
Dynamic history vertical and horizontal compare and analyze can the clearly effect of comparison activity in all respects, to be conducive to improve
The efficiency of marketing activity provides direction and thinking, compared to the prior art, more for later activity optimization, New activity planning
It is convenient, fast, accurate.
Description of the drawings
Fig. 1 is the schematic diagram of one optional hardware structure of server of the present invention；
Fig. 2 is the program module schematic diagram of marketing activity quality evaluation system first embodiment of the present invention；
Fig. 3 is the program module schematic diagram of marketing activity quality evaluation system second embodiment of the present invention；
Fig. 4 is the flow diagram of marketing activity method for evaluating quality first embodiment of the present invention；
Fig. 5 is the flow diagram of marketing activity method for evaluating quality second embodiment of the present invention；
Fig. 6 is the flow diagram of marketing activity method for evaluating quality 3rd embodiment of the present invention；
The embodiments will be further described with reference to the accompanying drawings for the realization, the function and the advantages of the object of the present invention.
Specific implementation mode
In order to make the purpose , technical scheme and advantage of the present invention be clearer, with reference to the accompanying drawings and embodiments, right
The present invention is further elaborated.It should be appreciated that described herein, specific examples are only used to explain the present invention, not
For limiting the present invention.Based on the embodiments of the present invention, those of ordinary skill in the art are not before making creative work
The every other embodiment obtained is put, shall fall within the protection scope of the present invention.
It should be noted that the description for being related to " first ", " second " etc. in the present invention is used for description purposes only, and cannot
It is interpreted as indicating or implying its relative importance or implicitly indicates the quantity of indicated technical characteristic.Define as a result, " the
One ", the feature of " second " can explicitly or implicitly include at least one of the features.In addition, the skill between each embodiment
Art scheme can be combined with each other, but must can be implemented as basis with those of ordinary skill in the art, when technical solution
Will be understood that the combination of this technical solution is not present in conjunction with there is conflicting or cannot achieve when, also not the present invention claims
Protection domain within.
As shown in fig.1, being the schematic diagram of 1 one optional hardware structure of server of the present invention.
In the present embodiment, the server 1 may include, but be not limited only to, and can be in communication with each other connection by system bus and deposit
Reservoir 11, processor 12, network interface 13.It should be pointed out that Fig. 1 illustrates only the server 1 with component 11-13, but
Be it should be understood that, it is not required that implement all components shown, the implementation that can be substituted is more or less component.
Wherein, the server 1 can be rack-mount server, blade server, tower server or cabinet-type clothes
The computing devices such as business device, which can be independent server, can also be the server set that multiple servers are formed
Group.
The memory 11 include at least a type of readable storage medium storing program for executing, the readable storage medium storing program for executing include flash memory,
Hard disk, multimedia card, card-type memory (for example, SD or DX memories etc.), random access storage device (RAM), static random are visited
It asks memory (SRAM), read-only memory (ROM), electrically erasable programmable read-only memory (EEPROM), may be programmed read-only deposit
Reservoir (PROM), magnetic storage, disk, CD etc..In some embodiments, the memory 11 can be the server
1 internal storage unit, for example, the server 1 hard disk or memory.In further embodiments, the memory 11 can also
It is the External memory equipment of the server 1, such as the plug-in type hard disk being equipped on the server 1, intelligent memory card (Smart
Media Card, SMC), secure digital (Secure Digital, SD) card, flash card (Flash Card) etc..Certainly, described
Memory 11 can also both include the server 1 internal storage unit and also including its External memory equipment.In the present embodiment,
The memory 11 is installed on the operating system and types of applications software of the server 1 commonly used in storage, such as marketing is lived
The program code etc. of dynamic quality evaluation system 2.In addition, the memory 11 can be also used for temporarily storing exported or
The Various types of data that will be exported.
The processor 12 can be in some embodiments central processing unit (Central Processing Unit,
CPU), controller, microcontroller, microprocessor or other data processing chips.The processor 12 is commonly used in the control clothes
The overall operation of business device 1.In the present embodiment, the processor 12 for run the program code stored in the memory 11 or
Person handles data, such as runs the marketing activity quality evaluation system 2 etc..
The network interface 13 may include radio network interface or wired network interface, which is commonly used in
Communication connection is established between the server 1 and other electronic equipments.
So far, oneself is through describing the hardware configuration and function of relevant device of the present invention in detail.In the following, above-mentioned introduction will be based on
It is proposed each embodiment of the present invention.
First, the present invention proposes a kind of marketing activity quality evaluation system 2.
As shown in fig.2, being the Program modual graph of 2 first embodiment of marketing activity quality evaluation system of the present invention.
In the present embodiment, the marketing activity quality evaluation system 2 includes a series of meter being stored on memory 11
The marketing of various embodiments of the present invention may be implemented when the computer program instructions are executed by processor 12 in calculation machine program instruction
Movable mass evaluation operation.In some embodiments, the specific operation realized based on the computer program instructions each section,
Marketing activity quality evaluation system 2 can be divided into one or more modules.For example, in figure 3, the marketing activity quality
Assessment system 2 can be divided into data acquisition module 21, preprocessing module 22, grading module 23 and display module 24.Wherein：
The data acquisition module 21, for obtaining other movable all activity datas in this activity and database.
Specifically, it for this relatively more current activity and other movable effects, obtains this activity and other is movable
Activity data, other activities include the activity held simultaneously with this activity and the activity held in history.
Specifically, the activity data of acquisition include the movable indicator of costs, obtain objective index, sale index and client it is active
Index, wherein the indicator of costs includes marketing resource cost, internal channel promotion cost, external channel promotion cost, business development
Cost, obtain objective index include enrollment, number of opening an account, sale index include purchase number, order volume and sales volume, client is active
Index includes client's login times, number of persons logging.
The preprocessing module 22, for being pre-processed to the activity data, to carry out nothing to the activity data
The processing of dimension so that the activity has nondimensional characteristic.
Specifically, the pretreatment includes step：Calculate average value of the activity data during activity；
Calculate every statistical average that the previous moon is held in the activity；And
Average value during the activity is held and be that the activity holds the average value of the previous moon and subtracts each other and increased
Long data.
Specifically, the annual average phase of the annual average by each index being collected into during activity and the activity previous moon
Subtract, obtains increasing data, and to data according to being ranked up.For example, activity each moon of A will be held once, opened an account with movable A
For number, this activity of acquisition activity A hold rear this month open an account number R1 and last month activity is opened an account number R2, with R1 and
R2 is that radix acquires this month and annual average R11, R22 of number of opening an account last month respectively, average daily with this month annual average R11 and last month
Value R22 is that radix acquires growth data (R11-R22) of this month relative to annual average of opening an account last month.Further, for difference
Movable A and activity B for, as long as the purpose that they hold is identical, such as, be all to increase the turnover, order volume, open an account
Number etc. is target, then the method that they calculate growth data is just similar with method above-mentioned.Details are not described herein.
Institute's scoring module 23, for use the movable mass assessment models pre-established to the activity data at
Reason is to obtain this movable movable mass scoring and other movable movable mass scorings.
Specifically, the movable mass assessment models be mainly used for the pretreated activity data handled from
And movable mass scoring is obtained, the movable mass assessment models calculate the step of movable mass scores and include：By the activity
Increase data to be ranked up, according to the activity after sequence increase data calculate this movable movable mass scoring and other
Movable movable mass scoring.
Specifically, it several to the activity can not be ranked up, such as will be opened according to sequence from big to small according to different lines
Family number increases data and is ranked up according to sequence from big to small, by sales volume increase data according to sequence from big to small into
Row sequence.
This movable movable mass can be obtained by being calculated the activity growth data after sequence by ad hoc approach
Scoring and other movable movable mass scorings, specifically, ad hoc approach may include can be to the growth data after classification and ordination
It carries out data cutting and corresponds to basic score section basis of formation score, for example, growth data above-mentioned are cut into 100
Quantile, and correspond to 0.01~1 point of basic score.For example, if the account holder of activity A, activity B, mobile C and activity D
Several growth data are respectively 30,20,10,0, then be respectively 1 for the corresponding percentile of account holder's nominal growth data,
0.75,0.5,0.25, it is respectively 1,0.75,0.5,0.25 to correspond to its corresponding basic score of 0.01~1 score section.It needs
It is noted that it is that the same type data in all activities are carried out percentile to obtain basic score using method of percentiles
Processing, for example, multiple movable numbers of opening an account, all movable business development costs, obtain same type data in all activities
Percentile after, need each percentile corresponding to the section of [0.01,1] to obtain corresponding basic score.
Specifically, ad hoc approach further includes that different weights is determined to different activity datas, for example, according to reality
Business scenario, the index to participating in scoring determine that marking weight, each weighted value are 0~1, and ownership heavy phase adds as 1.
Specifically, the obtaining step of each index weights includes：
The activity data after each criterion is obtained, such as activity indicators are X1, X2, X3 ..., Xi, it is assumed that each finger
It is Y1, Y2 ..., Yi to mark the value after data normalization；
Seek the comentropy of each index:According to the definition of comentropy in information theory, the comentropy of one group of data:
Ei=-ln (n)-1∑pilnpi, wherein Pi=Yi/∑Yi
Determine the weight of each index:According to the calculation formula of comentropy, the comentropy for calculating each index is E1,
E2 ..., Ek, weight are：Wi=(1-Ei)/(k- ∑ Ei), i=1,2 ..., k.
Specifically, the step of obtaining the movable mass score further include：
The score of each index is obtained by following formula：
Pi=Yi*Wi, i=1,2 ..., 16
The movable mass score is obtained by following formula：
Specifically, ad hoc approach further includes that each movable practical index value is substituted into each score section to calculate index basis
Score, multiplied by adding up to obtain comprehensive score with weight.
The display module 24, by this described movable movable mass scoring and other movable movable mass score into
Row compares, and exports the movable assessment result according to comparison result, and this described movable activity is shown on bubble diagram
Quality score scores with other movable movable mass.
Specifically, after obtaining activity comprehensive score, cost and important indicator value that collection activity actually occurs (such as
One main purpose is the activity of promotion trading volume, transaction amount during important indicator value is exactly activity).By activity point, cost
It is marked on bubble diagram as three output valves with important indicator value, intuitively compares the quality between same time each activity
Place；Also historical act can be introduced as reference.And just each activity of the same period it can be fitted an animation effect average line work
For reference, upper and lower in average line means that whether be higher than the same period movable average effect.
Further, the marketing activity quality evaluation system 2 can also constantly iteration update quality divide assessment models, with
Ensure that Evaluated effect is objective.
Specifically, it brings new activity indicators value into history all activities to be ranked up, delimit 100 hundred again
Quantile and the corresponding interval value of each 0.01~1 each score value.This modular display can be given to activity planning people, so as to
Quantitatively split later moving target, reasonable control activity flow.
As shown in fig.3, being the Program modual graph of 2 second embodiment of marketing activity quality evaluation system of the present invention.This reality
It applies in example, the marketing activity quality evaluation system 2 is in addition to including the data acquisition module 21, pre- in first embodiment
Further include standardized module 25 except processing module 22, grading module 23 and display module 24.
The data acquisition module 21, for obtaining other movable all activity datas in this activity and database.
Specifically, it for this relatively more current activity and other movable effects, obtains this activity and other is movable
Activity data, other activities include the activity held simultaneously with this activity and the activity held in history.
Specifically, the activity data of acquisition include the movable indicator of costs, obtain objective index, sale index and client it is active
Index, wherein the indicator of costs includes marketing resource cost, internal channel promotion cost, external channel promotion cost, business development
Cost, obtain objective index include enrollment, number of opening an account, sale index include purchase number, order volume and sales volume, client is active
Index includes client's login times, number of persons logging.
The preprocessing module 22, for being pre-processed to the activity data, to carry out nothing to the activity data
The processing of dimension so that the activity has nondimensional characteristic.
Specifically, the pretreatment includes step：Calculate average value of the activity data during activity；
Calculate every statistical average that the previous moon is held in the activity；And
Average value during the activity is held and be that the activity holds the average value of the previous moon and subtracts each other and increased
Long data.
Specifically, the annual average phase of the annual average by each index being collected into during activity and the activity previous moon
Subtract, obtains increasing data, and to data according to being ranked up.For example, activity each moon of A will be held once, opened an account with movable A
For number, this activity of acquisition activity A hold rear this month open an account number R1 and last month activity is opened an account number R2, with R1 and
R2 is that radix acquires this month and annual average R11, R22 of number of opening an account last month respectively, average daily with annual average R11 grades of last month of this month
Value R22 is that radix acquires growth data (R11-R22) of this month relative to annual average of opening an account last month.Further, for difference
Movable A and activity B for, as long as the purpose that they hold is identical, such as, be all to increase the turnover, order volume, open an account
Number etc. is target, then the method that they calculate growth data is just similar with method above-mentioned.Details are not described herein.
Institute's scoring module 23, for use the movable mass assessment models pre-established to the activity data at
Reason is to obtain this movable movable mass scoring and other movable movable mass scorings.
Specifically, the movable mass assessment models be mainly used for the pretreated activity data handled from
And movable mass scoring is obtained, the function of the movable mass assessment models includes：
Data cutting is carried out to input data and corresponds to basic score section basis of formation score, for example, by increased numbers
It is point to be cut into a percentage according to R11-R22, and corresponds to 0.01~1 point of basic score；
Different weights is determined to different activity datas, for example, according to practical business scene, to participating in scoring
Index determines that marking weight, each weighted value are 0~1, and ownership heavy phase adds as 1；
Each movable practical index value is substituted into each score section and calculates index basic score, is added up multiplied by with weight
To comprehensive score.
The display module 24, for commenting this described movable movable mass scoring with other movable movable mass
Divide and be compared, the movable assessment result is exported according to comparison result, and this is movable described in displaying on bubble diagram
Movable mass scores and other movable movable mass score.
Specifically, after obtaining activity comprehensive score, cost and important indicator value that collection activity actually occurs (such as
One main purpose is the activity of promotion trading volume, transaction amount during important indicator value is exactly activity).By activity point, cost
It is marked on bubble diagram as three output valves with important indicator value, intuitively compares the quality between same time each activity
Place；Also historical act can be introduced as reference.And just each activity of the same period it can be fitted an animation effect average line work
For reference, upper and lower in average line means that whether be higher than the same period movable average effect.
Further, the marketing activity quality evaluation system 2 can also constantly iteration update quality divide assessment models, with
Ensure that Evaluated effect is objective.
Specifically, it brings new activity indicators value into history all activities to be ranked up, delimit 100 hundred again
Quantile and the corresponding interval value of each 0.01~1 each score value.This modular display can be given to activity planning people, so as to
Quantitatively split later moving target, reasonable control activity flow.
Difference lies in the present embodiment further includes standardization mould relative to first embodiment for the present embodiment and first embodiment
Block 25.
The standardized module 25, for carrying out dimensionless processing to the activity data based on the first formula.
Specifically, since the property of the activity data is different, measurement unit is different, can not directly input model into
Row calculates analysis, is handled so needs are standardized dimensionless to the initial data of extraction, at common standardization dimensionless
Reason method includes threshold method, hydrometer method and Standardization Act etc..
The activity data is pre-processed using hydrometer method, dimensionless processing is carried out to the activity using hydrometer method
The first formula be：
Wherein, Yi is the value after Xi standardization,Indicate the summation of multiple values to be normalized.The effect of step b
It is, for the different feature of different types of data unit, dimensionless processing is carried out to each data, such as cost unit is
Member, it is number to obtain objective index unit, and it is number etc. to sell purchase number unit in index, because of unit when in order to avoid calculating
Different Results are distorted, it is necessary to first be standardized dimensionless processing to data.
In addition, the present invention also proposes a kind of marketing activity method for evaluating quality.
As shown in fig.4, being the flow diagram of marketing activity method for evaluating quality first embodiment of the present invention.In this reality
It applies in example, the execution sequence of the step in flow chart shown in Fig. 4 can change according to different requirements, and certain steps can be with
It omits.
Step S110 obtains other movable all activity datas in this activity and database.
Specifically, the activity data of acquisition include the movable indicator of costs, obtain objective index, sale index and client it is active
Index, wherein the indicator of costs includes marketing resource cost, internal channel promotion cost, external channel promotion cost, business development
Cost, obtain objective index include enrollment, number of opening an account, sale index include purchase number, order volume and sales volume, client is active
Index includes client's login times, number of persons logging.
Step S120 pre-processes the activity data, to be standardized to the activity data.
Specifically, the annual average phase of the annual average by each index being collected into during activity and the activity previous moon
Subtract, obtains increasing data, and to data according to being ranked up.For example, activity each moon of A will be held once, opened an account with movable A
For number, this activity of acquisition activity A hold rear this month open an account number R1 and last month activity is opened an account number R2, with R1 and
R2 is that radix acquires this month and annual average R11, R22 of number of opening an account last month respectively, average daily with annual average R11 grades of last month of this month
Value R22 is that radix acquires growth data R11-R22 of this month relative to annual average of opening an account last month.Further, for different
For movable A and activity B, as long as the purpose that they hold is identical, such as, all it is to increase the turnover, order volume, number of opening an account
Deng for target, then they calculate increase data method it is just similar with method above-mentioned.Details are not described herein.
Step S130, the movable mass assessment models pre-established handle the activity data to obtain this
Movable movable mass scoring and other movable movable mass scorings.
Specifically, movable mass assessment models can be made of three aspects：Data cutting determines that index weights and score are defeated
Go out.
Data cutting：It, will be each by the way that the ranked good each index value of preceding step is cut into 100 quantiles
The section of quantile corresponds to 0.01~1 point.
Determine weight：According to practical business scene, the index to participating in scoring determines marking weight, each weighted value is 0~
1, ownership heavy phase adds as 1.
Score exports：Each movable practical index value is substituted into each score section and calculates index basic score, multiplied by with
Weight adds up to obtain comprehensive score.
Specifically, the obtaining step of each index weights includes：
The activity data after each criterion is obtained, such as activity indicators are X1, X2, X3 ..., Xi, it is assumed that each finger
It is Y1, Y2 ..., Yi to mark the value after data normalization；
Seek the comentropy of each index:According to the definition of comentropy in information theory, the comentropy of one group of data:Ei=-ln (n
)-1∑pilnpi, wherein Pi=Yi/∑Yi
Determine the weight of each index:According to the calculation formula of comentropy, the comentropy for calculating each index is E1,
E2 ..., Ek, weight are：Wi=(1-Ei)/(k- ∑ Ei), i=1,2 ..., k.
Specifically, the step of obtaining the movable mass score further include：
The score of each index is obtained by following formula：
Pi=Yi*Wi, i=1,2 ..., 16
The movable mass score is obtained by following formula：
Specifically, the movable mass assessment models can also be the Three-tier Architecture Model established based on analytic hierarchy process (AHP),
The movable mass assessment models include three layers, first layer be movable mass effect, the second layer be the indicator of costs, obtain objective index,
Sale index and client enliven index, and third layer is the specific targets of the second layer index, wherein the indicator of costs includes that marketing provides
Source cost, internal channel promotion cost, external channel promotion cost, business development cost, obtain objective index and include enrollment, open
Family number, sale index include purchase number, order volume and sales volume, and client enlivens index and includes client's login times, logs in people
Number.
Step S140 compares this described movable movable mass scoring with other movable movable mass scorings
Compared with exporting the movable assessment result according to comparison result, and show this described movable movable mass on bubble diagram
Scoring is scored with other movable movable mass.
Specifically, after obtaining activity comprehensive score, cost and important indicator value that collection activity actually occurs (such as
One main purpose is the activity of promotion trading volume, transaction amount during important indicator value is exactly activity).By activity point, cost
It is marked on bubble diagram as three output valves with important indicator value, intuitively compares the quality between same time each activity
Place；Also historical act can be introduced as reference.And just each activity of the same period it can be fitted an animation effect average line work
For reference, upper and lower in average line means that whether be higher than the same period movable average effect.
As shown in figure 5, being the flow diagram of the second embodiment of marketing activity method for evaluating quality of the present invention.This implementation
In example, the step S210, S230-S250 of the marketing activity method for evaluating quality and the step S110-S140 of first embodiment
It is similar, further include step S220 difference lies in this method.
This approach includes the following steps：
Step S210 obtains other movable all activity datas in this activity and database.
Step S220 carries out dimensionless processing based on the first formula to the activity data.
Specifically, since the property of the activity data is different, measurement unit is different, can not directly input model into
Row calculates analysis, is handled so needs are standardized dimensionless to the initial data of extraction, at common standardization dimensionless
Reason method includes threshold method, hydrometer method and Standardization Act etc..
The activity data is pre-processed using hydrometer method, dimensionless processing is carried out to the activity using hydrometer method
The first formula be：
Wherein, Yi is the value after Xi standardization,Indicate the summation of multiple values to be normalized.The effect of step b
It is, for the different feature of different types of data unit, dimensionless processing is carried out to each data, such as cost unit is
Member, it is number to obtain objective index unit, and it is number etc. to sell purchase number unit in index, because of unit when in order to avoid calculating
Different Results are distorted, it is necessary to first be standardized dimensionless processing to data.
Step S230 pre-processes the activity data.
Step S240, the movable mass assessment models pre-established handle the activity data to obtain this
Movable movable mass scoring and other movable movable mass scorings.
Step S250 compares this described movable movable mass scoring with other movable movable mass scorings
Compared with exporting the movable assessment result according to comparison result, and show this described movable movable mass on bubble diagram
Scoring is scored with other movable movable mass.
As shown in fig. 6, being the flow diagram of the 3rd embodiment of marketing activity method for evaluating quality of the present invention.This implementation
In example, movable mass is commented described in the step S130 of the marketing activity method for evaluating quality and the step S240 of second embodiment
Estimate model to the activity data carry out scoring include the following steps：
Step S310, data cutting.
Specifically, by the way that the ranked good each index value of preceding step is cut into 100 quantiles, by each point
The section in site corresponds to 0.01~1 point.
Step S320, determines index weights.
Specifically, according to practical business scene, the index to participating in scoring determines that marking weight, each weighted value are 0~1,
Ownership heavy phase adds as 1.
Specifically, the obtaining step of each index weights includes：
The activity data after each criterion is obtained, such as activity indicators are X1, X2, X3 ..., Xi, it is assumed that each finger
It is Y1, Y2 ..., Yi to mark the value after data normalization；
Seek the comentropy of each index:According to the definition of comentropy in information theory, the comentropy of one group of data:
Ei=-ln (n)-1∑pilnpi, wherein Pi=Yi/∑Yi
Determine the weight of each index:According to the calculation formula of comentropy, the comentropy for calculating each index is E1,
E2 ..., Ek, weight are：Wi=(1-Ei)/(k- ∑ Ei), i=1,2 ..., k.
Step S330 obtains the score of each index by following formula：
Pi=Yi*Wi, i=1,2 ..., 16
The movable mass score is obtained by following formula：
It calculates score and exports the score.
Compared to the prior art, marketing activity method for evaluating quality proposed by the invention, server and computer-readable
Storage medium obtains this activity and the movable all activity datas of historical record, delimit memory space first, will be described all
Activity data is stored in the memory space；Secondly, the activity data is pre-processed；Then, the activity pre-established
Evaluation Model on Quality handles the pretreated activity data to obtain movable mass scoring；Finally, in bubble
Show activity effect on figure, the comparison between carry out activity.Using marketing activity method for evaluating quality proposed by the invention, service
Device and computer readable storage medium can comprehensively, synthetically assess the quality of internet marketing activity, market and live to internet
Dynamic history vertical and horizontal compare and analyze can the clearly effect of comparison activity in all respects, to be conducive to improve
The efficiency of marketing activity provides direction and thinking, compared to the prior art, more for later activity optimization, New activity planning
It is convenient, fast, accurate.
The embodiments of the present invention are for illustration only, can not represent the quality of embodiment.
Through the above description of the embodiments, those skilled in the art can be understood that above-described embodiment side
Method can add the mode of required general hardware platform to realize by software, naturally it is also possible to by hardware, but in many cases
The former is more preferably embodiment.Based on this understanding, technical scheme of the present invention substantially in other words does the prior art
Going out the part of contribution can be expressed in the form of software products, which is stored in a storage medium
In (such as ROM/RAM, magnetic disc, CD), including some instructions are used so that a station terminal equipment (can be mobile phone, computer, clothes
Be engaged in device, air conditioner or the network equipment etc.) execute method described in each embodiment of the present invention.
It these are only the preferred embodiment of the present invention, be not intended to limit the scope of the invention, it is every to utilize this hair
Equivalent structure or equivalent flow shift made by bright specification and accompanying drawing content is applied directly or indirectly in other relevant skills
Art field, is included within the scope of the present invention.
Claims (9)
1. a kind of marketing activity method for evaluating quality is applied to server, which is characterized in that the method includes the steps：
Obtain this activity and database in other movable activity datas, the activity data include the movable indicator of costs,
It obtains objective index, sale index and client and enlivens index；
Dimensionless processing is carried out to be standardized to the activity data to the activity data based on the first formula, described first is public
Formula is：Wherein, Xi is the standardized activity data, and Yi standardizes for Xi
Value later,Indicate the summation of multiple values to be normalized；
The movable mass assessment models pre-established are handled to obtain this work to the activity data after standardization
Dynamic movable mass scoring and other movable movable mass scorings；And
This described movable movable mass scoring is compared with other movable movable mass scorings, according to comparison result
The movable assessment result is exported, and shows that this described movable movable mass scoring is movable with other on bubble diagram
Movable mass scores.
2. marketing activity method for evaluating quality as described in claim 1, which is characterized in that the indicator of costs includes that marketing provides
Source cost, internal channel promotion cost, external channel promotion cost, business development cost, described to obtain objective index include registrant
Number, number of opening an account, sale index include purchase number, order volume and sales volume, and it includes client's login time that the client, which enlivens index,
Number, number of persons logging.
3. marketing activity method for evaluating quality as claimed in claim 2, which is characterized in that step " the activity matter pre-established
Amount assessment models to the activity data after standardization handled to obtain this movable movable mass scoring and its
He scores at movable movable mass " include：
It calculates the activity after activity of holding and increases data；And
Increase data according to the activity and calculates this movable movable mass scoring and other movable movable mass scorings.
4. marketing activity method for evaluating quality as claimed in claim 3, which is characterized in that calculate the activity and increase data packet
Include step：
Calculate average value of the activity data during activity；
Calculate every statistical average that the previous moon is held in the activity；And
Average value during the activity is held and be that the activity holds the average value of the previous moon and subtracts each other and obtain the increasing
Long data.
5. marketing activity method for evaluating quality as claimed in claim 4, which is characterized in that will be similar in the growth data
Increase the sequence of data progress from big to small.
6. marketing activity method for evaluating quality as claimed in claim 5, which is characterized in that calculate this movable movable mass
Scoring and other movable movable mass scorings include the following steps：
Data cutting, by the similar growth data cutting be 100 quantiles to obtain the similar percentage for increasing data
The similar each percentile for increasing data is corresponded to the score of [0.01,1], based on corresponding score by digit
Score；
It determines index weights, the weight of the index is obtained using information Entropy Method；And
The basic score is multiplied by the weight and obtains individual event score, each individual event score is added up to obtain this activity
Movable mass scoring and other movable movable mass scorings.
7. marketing activity method for evaluating quality as claimed in claim 6, which is characterized in that the obtaining step of the index weights
Including：
The activity data after each criterion is obtained, wherein activity indicators are X1, X2, X3 ... Xi, to each achievement data standard
Value after change is Y1, Y2 ... Yi；
The comentropy of each index, second formula is asked to be according to the second formula：
Ei=-ln (n)-1∑pilnpi, wherein Pi=Yi/∑Yi；And
Determine that the weight of each index, the third formula are according to third formula：
Wi=(1-Ei)/(k- ∑ Ei), i=1,2 ..., k.
8. a kind of server, which is characterized in that the server includes memory, processor and is stored on the memory simultaneously
The marketing activity quality evaluation system that can be run on the processor, the marketing activity quality evaluation system is by the processing
The step of marketing activity method for evaluating quality as described in any one of claim 1-7 is realized when device executes.
9. a kind of computer readable storage medium, the computer-readable recording medium storage has marketing activity quality evaluation system
System, the marketing activity quality evaluation system can be executed by least one processor, so that at least one processor executes
The step of marketing activity method for evaluating quality as described in any one of claim 1-7.
Priority Applications (2)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201810331128.4A CN108805603A (en) | 2018-04-13 | 2018-04-13 | Marketing activity method for evaluating quality, server and computer readable storage medium |
| PCT/CN2018/123580 WO2019196502A1 (en) | 2018-04-13 | 2018-12-25 | Marketing activity quality assessment method, server, and computer readable storage medium |
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|---|---|---|---|
| CN201810331128.4A CN108805603A (en) | 2018-04-13 | 2018-04-13 | Marketing activity method for evaluating quality, server and computer readable storage medium |
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| WO (1) | WO2019196502A1 (en) |
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| WO2019196502A1 (en) * | 2018-04-13 | 2019-10-17 | 深圳壹账通智能科技有限公司 | Marketing activity quality assessment method, server, and computer readable storage medium |
| CN115496545A (en) * | 2022-11-17 | 2022-12-20 | 北京名洋数字科技股份有限公司 | Online exhibition data analysis method, system and storage medium |
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| US20160180383A1 (en) * | 2014-12-23 | 2016-06-23 | Teradata Us, Inc. | Automatic customer attribute snapshot for predictive analysis |
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