CN108876479A - The channel attribution method and device of object entity - Google Patents
The channel attribution method and device of object entity Download PDFInfo
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- CN108876479A CN108876479A CN201810792673.3A CN201810792673A CN108876479A CN 108876479 A CN108876479 A CN 108876479A CN 201810792673 A CN201810792673 A CN 201810792673A CN 108876479 A CN108876479 A CN 108876479A
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- 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
Abstract
The invention discloses a kind of channel attribution method and devices of object entity.Wherein method includes：According to the burying a little for multiple object entities being pre-created, customer flow daily record data is acquired；According to customer flow daily record data, customer service behavioral data is obtained, wherein customer service behavioral data includes at least one corresponding object entity of at least one customer service behavior；Channel attribution logic analysis is carried out using customer flow daily record data and customer service behavioral data, determine the channel attribution result of at least one at least one corresponding object entity of customer service behavior, determining each object entity can accurately be analyzed from which channel node guidance, consequently facilitating marketing platform measures the guidance effect of each channel node, and channel node is measured to the value of marketing platform trade company, marketing platform trade company can also be made to be worth according to the drainage that identified channel attribution result measures each channel node, to select suitable channel node to be promoted.
Description
Technical field
The present invention relates to technical field of data processing, and in particular to a kind of channel attribution method and device of object entity.
Background technique
With the development of internet technology, marketing platform comes into being, and marketing platform is in order to pull the volume of the flow of passengers to offer respectively
Kind channel node, many trade companies' selections open up shops on each channel node of marketing platform, launch commodity or certificate (is referred to as
Object entity), to achieve the purpose that popularization and marketing, channel node is measured for the ease of marketing platform and marketing platform trade company
Value needs to carry out channel classification, Reasons to object entity.
Existing channel attribution method all can only carry out classification, Reasons to an object entity, such as application publication number CN
107886382 A disclose the method, apparatus and system of channel drainage effect in a kind of analyzing web site station, are used to analyze important
The drainage effect of the page, and specifically disclose：For the important page, such as homepage, search results pages, recommend page or active page,
Statistics is added lower single commodity amount and shopping cart commodity amount is added, and according to lower single commodity amount and shopping cart commodity amount is added
The drainage effect for calculating respective page, only discloses the channel attribution for commodity, cannot achieve the canal of multiple object entities
Road classification, Reasons.
Summary of the invention
In view of the above problems, it proposes on the present invention overcomes the above problem or at least be partially solved in order to provide one kind
State the channel attribution method and device of the object entity of problem.
According to an aspect of the invention, there is provided a kind of channel attribution method of object entity, method include：
According to the burying a little for multiple object entities being pre-created, customer flow daily record data is acquired；
According to customer flow daily record data, customer service behavioral data is obtained, wherein customer service behavioral data includes extremely
Few at least one corresponding object entity of a customer service behavior；
Channel attribution logic analysis is carried out using customer flow daily record data and customer service behavioral data, determines at least one
The channel attribution result of at least one corresponding object entity of a customer service behavior.
Optionally, according to customer flow daily record data, obtaining customer service behavioral data further comprises：
According to the customer flow daily record data belonged in preset time period, the user belonged in identical preset time period is obtained
Business conduct data.
Optionally, channel attribution logic analysis is carried out using customer flow daily record data and customer service behavioral data, really
The channel attribution result of at least one at least one corresponding object entity of customer service behavior further comprises calmly：
Channel node visit data are extracted from customer flow daily record data, establish channel node visit time shaft；
According to customer service behavioral data, customer service time of the act axis is established；
Based on channel node visit time shaft and customer service time of the act axis, determine any user business conduct with it is any
The incidence relation of channel node；
According to the incidence relation of any user business conduct and any channel node, at least one customer service behavior is determined
The channel attribution result of at least one corresponding object entity.
Optionally, it is based on channel node visit time shaft and customer service time of the act axis, determines any user business row
To further comprise with the incidence relation of any channel node：
For any user business conduct, when obtaining first of the customer service behavior in customer service time of the act axis
Between point；
The channel node that time point is located at before first time point is corresponded in inquiry channel node visit time shaft；
Based on default attribution rule, an at least channel node is determined from the channel node inquired, establishes customer service
The incidence relation of behavior and an identified at least channel node.
Optionally, based on default attribution rule, determine that an at least channel node is further from the channel node inquired
Including：
Based on nearest attribution rule is preset, determine that time point is nearest apart from first time point from the channel node inquired
Channel node；
And/or it based on the default rule of attribution for the first time, determines from the channel node inquired in the channel node visit time
The channel node accessed for the first time in axis.
Optionally, after determining the incidence relation of any user business conduct and any channel node, method further includes：
Judge whether the corresponding object entity of any user business conduct is the object directly related with any channel node
Entity；
If so, further determining that the incidence relation of any user business conduct and any channel node closes to be directly linked
System；
If it is not, the incidence relation for then further determining that any user business conduct and any channel node is indirect association pass
System.
Optionally, after acquiring customer flow daily record data, method further includes：
Whether judge in customer flow daily record data comprising the channel node visit data with the label that retracts；
If so, extraction channel node visit data are specially from customer flow daily record data：From customer flow log
Channel node visit data are extracted in data, and the channel node visit data wherein with the label that retracts are carried out filtering out processing.
Optionally, in the channel attribution result for determining at least one at least one corresponding object entity of customer service behavior
Later, method further includes：
The user behavior data that user accesses object entity is extracted from customer flow daily record data；
According to the channel attribution result and user's row of at least one at least one corresponding object entity of customer service behavior
For data, at least one object entity is calculated in the conversion ratio of each channel node.
Optionally, burying a little defined acquisition data includes the one or more of following data：Channel nodal information, user
Information, user behavior type, user's access time information, the object entity of user's access, rollback label.
Optionally, channel node includes：Channel page channel node, movable channel node, drain in outer lines channel node,
Channel node is drained under outer lines.
Optionally, object entity includes：Commodity, certificate, shops.
According to another aspect of the present invention, a kind of channel attribution device of object entity is provided, device includes：
Acquisition module, suitable for acquiring customer flow log number according to the burying a little for multiple object entities being pre-created
According to；
Module is obtained, is suitable for obtaining customer service behavioral data, wherein customer service according to customer flow daily record data
Behavioral data includes at least one corresponding object entity of at least one customer service behavior；
Channel attribution logic analysis module is suitable for carrying out canal using customer flow daily record data and customer service behavioral data
Road attribution logic analysis determines the channel attribution result of at least one at least one corresponding object entity of customer service behavior.
Optionally, module is obtained to be further adapted for：According to the customer flow daily record data belonged in preset time period, obtain
Belong to the customer service behavioral data in identical preset time period.
Optionally, channel attribution logic analysis module further comprises：
Unit is established, is suitable for extracting channel node visit data from customer flow daily record data, establishes the visit of channel node
Ask time shaft；And according to customer service behavioral data, establish customer service time of the act axis；
First determination unit is suitable for being based on channel node visit time shaft and customer service time of the act axis, determine any
The incidence relation of customer service behavior and any channel node；
Second determination unit determines extremely suitable for the incidence relation according to any user business conduct and any channel node
The channel attribution result of few at least one corresponding object entity of a customer service behavior.
Optionally, the first determination unit is further adapted for：For any user business conduct, the customer service behavior is obtained
First time point in customer service time of the act axis；
The channel node that time point is located at before first time point is corresponded in inquiry channel node visit time shaft；
Based on default attribution rule, an at least channel node is determined from the channel node inquired, establishes customer service
The incidence relation of behavior and an identified at least channel node.
Optionally, the first determination unit is further adapted for：Based on nearest attribution rule is preset, from the channel node inquired
The channel node nearest apart from first time point of middle determining time point；
And/or it based on the default rule of attribution for the first time, determines from the channel node inquired in the channel node visit time
The channel node accessed for the first time in axis.
Optionally, device further includes：First judgment module is suitable for judging the corresponding object entity of any user business conduct
It whether is the object entity directly related with any channel node；
First determination unit is further adapted for：If the corresponding object entity of any user business conduct is and any channel section
The directly related object entity of point then further determines that the incidence relation of any user business conduct and any channel node is straight
Connect incidence relation；If the corresponding object entity of any user business conduct is not that the object directly related with any channel node is real
Body then further determines that the incidence relation of any user business conduct and any channel node is indirect association relationship.
Optionally, device further includes：Second judgment module, suitable for whether judging in customer flow daily record data comprising having
Retract the channel node visit data marked；
Unit is established to be further adapted for：If including the channel node visit with the label that retracts in customer flow daily record data
Data then extract channel node visit data from customer flow daily record data, to the channel node wherein with the label that retracts
Access data carry out filtering out processing.
Optionally, device further includes：Extraction module is suitable for extracting user from customer flow daily record data and accesses object reality
The user behavior data of body；
Computing module, suitable for the channel attribution according at least one at least one corresponding object entity of customer service behavior
As a result and user behavior data, at least one object entity is calculated in the conversion ratio of each channel node.
Optionally, burying a little defined acquisition data includes the one or more of following data：Channel nodal information, user
Information, user behavior type, user's access time information, the object entity of user's access, rollback label.
Optionally, channel node includes：Channel page channel node, movable channel node, drain in outer lines channel node,
Channel node is drained under outer lines.
Optionally, object entity includes：Commodity, certificate, shops.
According to another aspect of the invention, a kind of calculating equipment is provided, including：Processor, memory, communication interface and
Communication bus, processor, memory and communication interface complete mutual communication by communication bus；
Memory makes processor execute the canal of above-mentioned object entity for storing an at least executable instruction, executable instruction
The corresponding operation of road attribution method.
In accordance with a further aspect of the present invention, a kind of computer storage medium is provided, at least one is stored in storage medium
Executable instruction, executable instruction make processor execute the corresponding operation of channel attribution method such as above-mentioned object entity.
The scheme provided according to the present invention, according to the burying a little for multiple object entities being pre-created, acquisition user's stream
Measure daily record data；According to customer flow daily record data, customer service behavioral data is obtained, wherein customer service behavioral data packet
Include at least one corresponding object entity of at least one customer service behavior；Utilize customer flow daily record data and customer service row
Channel attribution logic analysis is carried out for data, determines the canal of at least one at least one corresponding object entity of customer service behavior
Road attribution result.Based on scheme provided by the invention, determining each object entity can be analyzed by which channel node guidance and
Come, consequently facilitating marketing platform measures the guidance effect of each channel node, and measures channel node to marketing platform trade company
Value, in addition it is possible to which marketing platform trade company is made to measure the drainage valence of each channel node according to identified channel attribution result
Value, so that suitable channel node be selected to be promoted.
The above description is only an overview of the technical scheme of the present invention, in order to better understand the technical means of the present invention,
And it can be implemented in accordance with the contents of the specification, and in order to allow above and other objects of the present invention, feature and advantage can
It is clearer and more comprehensible, the followings are specific embodiments of the present invention.
Detailed description of the invention
By reading the following detailed description of the preferred embodiment, various other advantages and benefits are common for this field
Technical staff will become clear.The drawings are only for the purpose of illustrating a preferred embodiment, and is not considered as to the present invention
Limitation.And throughout the drawings, the same reference numbers will be used to refer to the same parts.In the accompanying drawings：
Fig. 1 shows the flow diagram of the channel attribution method of object entity according to an embodiment of the invention；
Fig. 2A shows the flow diagram of the channel attribution method of object entity in accordance with another embodiment of the present invention；
Fig. 2 B- Fig. 2 C is the page schematic diagram of channel node；
Fig. 2 D is the page schematic diagram of non-channel node；
Fig. 2 E is the channel node visit time shaft established and the schematic diagram of customer service time of the act axis；
Fig. 2 F is the signal of the channel attribution result of at least one at least one corresponding object entity of customer service behavior
Figure；
Fig. 3 shows the structural schematic diagram of the channel attribution device of object entity according to an embodiment of the invention；
Fig. 4 shows the structural schematic diagram according to an embodiment of the invention for calculating equipment.
Specific embodiment
Exemplary embodiments of the present disclosure are described in more detail below with reference to accompanying drawings.Although showing the disclosure in attached drawing
Exemplary embodiment, it being understood, however, that may be realized in various forms the disclosure without should be by embodiments set forth here
It is limited.On the contrary, these embodiments are provided to facilitate a more thoroughly understanding of the present invention, and can be by the scope of the present disclosure
It is fully disclosed to those skilled in the art.
With the development of internet technology, marketing platform comes into being, and many trade company's selections open up shop on marketing platform
Paving launches commodity or certificate, to achieve the purpose that popularization and marketing.Marketing platform is in order to pull the volume of the flow of passengers to offer various channel sections
Point, wherein channel node has the function of carrying the guidance of marketing platform flow, drain for marketing platform trade company, in channel node
Trade company's content (for example, shops, commodity or certificate) of marketing platform trade company can be exposed in the corresponding page, and a jump is able to guide quotient
Family private domain (shop details page, commodity details page or certificate details page).It was found by the inventors of the present invention that existing channel classification, Reasons
Method is only capable of carrying out classification, Reasons to an object entity, cannot achieve multiple object entities in the attribution point of multiple support channels node
Analysis, for the technological deficiency, the present inventor provides a kind of channel attribution method and device of object entity, ties below
It closes specific example and the process that multiple object entities are carried out with channel attribution is discussed in detail：
Fig. 1 shows the flow diagram of the channel attribution method of object entity according to an embodiment of the invention.Such as
Shown in Fig. 1, which includes：
Step S100 acquires customer flow daily record data according to the burying a little for multiple object entities being pre-created.
In the present embodiment, object entity is the object part of channel attribution logic analysis, specifically can be trade company and is seeking
The commodity or certificate of shops or dispensing that pin platform is opened up, marketing platform is in order to pull the volume of the flow of passengers that can be equipped with multiple support channels section
Point, marketing platform trade company can be promoted on multiple support channels node, therefore, mainly determine which object entity is here
Which guided by channel node；Bury is a little that the key component that data acquire has by burying the data for a little pre-defining and needing to acquire
Point can be buried to body using code, point is buried in visualization, buries a little without burying a technology and be arranged in the channel page of marketing platform.
After creating for the burying a little of multiple object entities, real-time detection user is needed to go burying a little corresponding operation
To be directed to burying a little for multiple object entities according to what is be pre-created, adopting when detecting user after burying a little corresponding operation behavior
Collect customer flow daily record data.
Step S101 obtains customer service behavioral data according to customer flow daily record data.
Wherein, customer flow daily record data is the data that user generates for the operation of the channel page of marketing platform,
What the customer flow daily record data was reflected is operational circumstances of the user to the channel page, not can reflect customer service behavior
Corresponding object entity is being guided by which channel, therefore, after acquiring customer flow daily record data, it is also necessary to obtain
Customer service behavioral data.
It in this step, is not optionally to obtain customer service behavioral data, but need to obtain and customer flow day
The relevant customer service behavioral data of will data specifically can obtain customer service behavior according to customer flow daily record data
Data, wherein customer service behavioral data includes at least one corresponding object entity of at least one customer service behavior, user
Business conduct is specially the behavior for being directed to object entity and generating, for example, customer service behavior can be purchase for commodity
It buys；For certificate, customer service behavior, which can be, is got；For shops, customer service behavior can be transaction, example
Such as, buy commodity A, get certificate C, check the F etc. that trades.
Step S102 carries out channel attribution logic analysis using customer flow daily record data and customer service behavioral data,
Determine the channel attribution result of at least one at least one corresponding object entity of customer service behavior.
Channel attribution logic analysis refers specifically to which channel node the corresponding object entity of analysis customer service behavior is by
Guidance is that object entity process associated with channel node specifically, is being acquired customer flow according to step S100
Daily record data, and according to step S101 obtain customer service behavioral data after, utilize channel attribution logic analysis algorithm pair
Customer flow daily record data and customer service behavioral data are analyzed, and determine at least one customer service behavior pair by analyzing
The channel attribution result at least one object entity answered, wherein channel attribution result can be indicated in the form of following：Object is real
Body-channel node, for example, commodity A- channel node A.
The method provided according to that above embodiment of the present invention is directed to burying a little for multiple object entities according to what is be pre-created,
Acquire customer flow daily record data；According to customer flow daily record data, customer service behavioral data is obtained, wherein customer service
Behavioral data includes at least one corresponding object entity of at least one customer service behavior；Using customer flow daily record data and
Customer service behavioral data carries out channel attribution logic analysis, and determining at least one customer service behavior, corresponding at least one is right
As the channel attribution result of entity.Based on scheme provided by the invention, determining each object entity can be analyzed by which channel
Node guidance consequently facilitating marketing platform measures the guidance effect of each channel node, and measures channel node to marketing
The value of platform trade company, in addition it is possible to which marketing platform trade company is made to measure each channel section according to identified channel attribution result
The drainage value of point, so that suitable channel node be selected to be promoted.
Fig. 2A shows the flow diagram of the channel attribution method of object entity in accordance with another embodiment of the present invention.
As shown in Figure 2 A, which includes：
Step S200 acquires customer flow daily record data according to the burying a little for multiple object entities being pre-created.
Wherein, burying a little defined acquisition data includes the one or more of following data：Channel nodal information, Yong Huxin
Cease (for example, user identifier), user behavior type (for example, clicking, exposure, access), user's access time information, user's access
Object entity, retract label.
In the present embodiment, channel node includes：Channel page channel node is (for channel set by marketing platform, for example, super
Value panic buying, it is famous rob fastly, search results pages), movable channel node is (for the marketing activity of marketing platform setting, such as XX anniversary
Celebrating), drainage channel node is drained under channel node, outer lines in outer lines (for example, barcode scanning under line, scans the desk of eating and drinking establishment
The box code being arranged in the table code of upper setting, the box of KTV), Fig. 2 B- Fig. 2 D diagrammatically illustrates channel node and non-channel section
The page schematic diagram of point, wherein Fig. 2 B- Fig. 2 C is the page schematic diagram of channel node, and Fig. 2 D is that the page of non-channel node shows
It is intended to.
Since marketing platform provides multiple support channels node, user is in navigation process, it is likely that occurs continuous clear
Look at commodity details page under multiple support channels node or certificate details page or shops's details page, discovery or before browsed some
Commodity or certificate or shops are more preferable, then return under some the channel node browsed the commodity details page of some commodity or some
The certificate details page of certificate or shops's details page of some shops referred to as retract for this kind of homing behavior, subject to more
Really determine that object entity is come by the guidance of which channel node, raising channel attribution accuracy needs a definition when burying
Retract label, wherein the label that retracts is that whether homing behavior will record label user in the case where homing behavior has occurred
There is rollback to mark；In the case where homing behavior does not occur, then it not will record rollback label.
Whether step S201 judges in customer flow daily record data comprising the channel node visit number with the label that retracts
According to if so, thening follow the steps S202；If it is not, thening follow the steps S203.
It is which channel node bring effect is channel attribution essence is improved by order to accurately determine each object entity
Whether parasexuality needs to judge in customer flow daily record data after collecting customer flow daily record data comprising having the mark that retracts
The channel node visit data of note, if judgement includes the channel node visit with the label that retracts in family traffic log data with going out
Data need to filter the channel node visit data wherein with the label that retracts when carrying out channel attribution logic analysis
Except processing；If judging not including in customer flow daily record data with the label that retracts, channel node visit can use
Data carry out channel attribution logic analysis, wherein channel node visit data include：Channel nodal information, user's access time
Information, in addition, the channel node visit data are also possible that：Retract label.
Step S202 extracts channel node visit data from customer flow daily record data, marks to wherein having to retract
Channel node visit data carry out filtering out processing, establish channel node visit time shaft.
Customer flow daily record data a little is acquired according to burying of being pre-created, wherein buries a little defined acquire
Data include the one or more of following data：Channel nodal information, user information, user behavior type, user's access time
Information, the object entity of user's access, rollback label, therefore, customer flow daily record data includes above-mentioned one or more data,
In the case where in judging customer flow daily record data comprising the channel node visit data with the label that retracts, flowed from user
It measures and extracts channel node visit data in daily record data, filter out the channel node visit data wherein with the label that retracts, then
According to the channel node visit data after filtering out, channel node visit time shaft is established.
It is illustrated below with reference to specific example：
Marketing platform is provided with following channel node：Big shot is robbed fastly, exclusive preferential, shop page guess you like, search result
Barcode scanning under page, line, user are as follows in the sequence of the browsing channel node page of marketing platform：Big shot robs fastly-and it is commodity A, exclusive excellent
Favour-certificate C, shop page guess that you like-certificate G, see shop page guess you like in certificate G certificate details page after, find it is exclusive excellent
Certificate C in favour is more preferable, can be back to the certificate details page of certificate C, get certificate C, and for this kind of situation, channel node visit data are such as
Under：Big shot rob fastly, 10 days 11 July in 2018:30:00；Exclusive preferential, 10 days 11 July in 2018:31:00；Shop page guesses that you like
Vigorously, 10 days 11 July in 2018:32:00, it retracts；Then the channel node visit data with the label that retracts are filtered out, channel is established
Node visit time shaft, only schematically illustrates here certainly, can also be marked using 0-1 mode, for example, 0 indicates not
It retracts, 1 indicates to retract, and when generating homing behavior, can recorde is 1.
Step S203 extracts channel node visit data, when establishing channel node visit from customer flow daily record data
Between axis.
Judging that not including the channel node with the label that retracts in customer flow daily record data visits according to step S201
In the case where asking data, channel node visit data are extracted from customer flow daily record data, wherein channel node visit data
Including：Then channel nodal information, user's access time information are built according to channel nodal information and user's access time information
Vertical channel node visit time shaft, wherein channel node visit time shaft is according to user's access time sequence, by channel node
It is together in series, as shown in Figure 2 E.
Step S204, according to the customer flow daily record data belonged in preset time period, acquisition belongs to identical preset time
Customer service behavioral data in section.
It in this step, is not optionally to obtain customer service behavioral data, but need to obtain and customer flow day
The relevant customer service behavioral data of will data, acquired customer service behavioral data should meet following two condition：First,
With customer flow daily record data user information having the same；Second, belong to the identical period with customer flow daily record data,
The customer service behavioral data for meeting above-mentioned two condition can be used to analyze the channel attribution of object entity, wherein user
Business conduct data include：The corresponding object entity of customer service behavior and customer service time of the act.
For example, the customer flow daily record data affiliated period is on July 10th, 2018, user information is user 1, that
In this step, according to belonging to preset time period：Customer flow daily record data on July 10th, 2018, acquisition belong to phase
Same preset time period：In on July 10th, 2018, user information be user 1 customer service behavioral data, for example, accessed
Customer service behavioral data be：Buy commodity A, 2018-7-10 11:30:07；Buy commodity B, 2018-7-10 11:30:
15；Get certificate C, 2018-7-10 12:33:37；Get certificate D, 2018-7-10 12:34:57；Buy commodity E, 2018-7-
1015:33:00；Check F, the 2018-7-10 17 that trade:40:00.
In the present embodiment, do not limit step S204 and step S202 executes sequence, can also first carry out step
S204 executes step S202 again；Alternatively, being performed simultaneously step S202 and step S204.
Step S205 establishes customer service time of the act axis according to customer service behavioral data.
After getting the customer service behavioral data belonged in identical preset time period according to step S204, according to user
The corresponding object entity of customer service behavior and customer service time of the act in business conduct data, establish customer service behavior
Time shaft, wherein customer service time of the act axis is foundation customer service time of the act sequence, and customer service behavior is corresponding
What object entity was together in series, as shown in Figure 2 E.
After establishing channel node visit time shaft and customer service time of the act axis, it can be visited based on channel node
It asks time shaft and customer service time of the act axis, determines the incidence relation of any user business conduct Yu any channel node, have
Body, the pass of any user business conduct Yu any channel node can be determined using the method in step S206- step S208
Connection relationship：
Step S206 obtains the customer service behavior in customer service time of the act axis for any user business conduct
In first time point.
The purpose of the present embodiment is to determine which channel the corresponding object entity of customer service behavior is by a session
Node guidance, wherein the mark of a conversation end is corresponding customer service behavior generation, for example, user is clear
Look at it is famous rob fastly in commodity A, it is exclusive it is preferential in certificate C, produce customer service behavior：Get certificate C, then it is assumed that famous fast
The commodity A- robbed it is exclusive it is preferential in certificate C- to get the process of certificate C be a session, user browses again in the follow-up process
Shop page guess you like in commodity E, it is famous rob fastly in commodity B, produce customer service behavior：Buy commodity B, then it is assumed that
Shop page guess you like in commodity E- big shot rob fastly in the process of commodity B- purchase commodity B be a session, therefore, can be with
Using the time point of customer service behavior as determination basis, specifically, for any user business conduct, customer service row is inquired
For time shaft, first time point of the customer service behavior in customer service time of the act axis is obtained, for example, purchase commodity A
First time point be 2018-7-1011:30:07, the first time point of purchase commodity B is 2018-7-10 11:30:15；Neck
The first time point for taking certificate C is 2018-7-10 12:33:37；The first time point for getting certificate D is 2018-7-10 12:34:
57；The first time point for buying commodity E is 2018-7-10 15:33:00；Check trade F first time point be 2018-7-10
17:40:00。
Step S207 inquires the channel section for corresponding to that time point is located at before first time point in channel node visit time shaft
Point.
It is being determined that customer service behavior after the first time point in customer service time of the act axis, needs to inquire channel
Node visit time shaft determines the channel section for corresponding to that time point is located at before first time point in channel node visit time shaft
Point is illustrated in conjunction with Fig. 2 E, in the first time point of purchase commodity A：2018-7-10 11:30:Channel node before 07
For：Big shot is robbed fastly；Buy the first time point of commodity B：2018-7-10 11:30:Channel node before 15 is：It is famous fast
It robs；Get the first time point of certificate C：2018-7-10 12:33:Channel node before 37 is：It is exclusive preferential；Get certificate D's
First time point：2018-7-10 12:34:Channel node before 57 is：It is exclusive preferential；Buy the first time point of commodity E：
2018-7-10 15:33:Channel node before 00 is：Shop page guesses that you like；It checks the first time point of F of trading：2018-
7-10 17:40:Channel node before 00 is：Barcode scanning under search results pages, line.
Step S208 is determined an at least channel node from the channel node inquired, is established based on default attribution rule
The incidence relation of customer service behavior and an identified at least channel node.
Corresponded in channel node visit time shaft has been determined channel node that time point is located at before first time point it
It afterwards, can be based on default attribution rule, for example, nearest attribution rule and the default rule of attribution for the first time are preset, from the canal inquired
An at least channel node is determined in road node.
Specifically, time point distance the can be determined from the channel node inquired based on nearest attribution rule is preset
One time point nearest channel node is illustrated below with reference to channel node identified in step S207 based on default nearest
Channel node determined by attribution rule：
For example, determining the first time point of distance purchase commodity A：2018-7-10 11:30:07 nearest channel node
For：Big shot is robbed fastly；The first time point of distance purchase commodity B：2018-7-10 11:30:15 nearest channel nodes are：It is famous
It robs fastly；Distance gets the first time point of certificate C：2018-7-10 12:33:37 nearest channel nodes are：It is exclusive preferential；Distance
Get the first time point of certificate D：2018-7-1012:34:57 nearest channel nodes are：It is exclusive preferential；Distance purchase commodity E
First time point：2018-7-10 15:33:00 nearest channel node is：Shop page guesses that you like；Distance is checked the F that trades
First time point：2018-7-10 17:40:00 nearest channel node is：Barcode scanning under line；
And/or it can be determined from the channel node inquired in channel node visit based on the default rule of attribution for the first time
The channel node accessed for the first time in time shaft is illustrated below with reference to channel node identified in step S207 based on default
Channel node determined by the rule of attribution for the first time：
For example, for customer service behavior：Commodity A is bought, the channel node accessed for the first time is：Big shot is robbed fastly；For with
Family business conduct：Commodity B is bought, the channel node accessed for the first time is：Big shot is robbed fastly；For customer service behavior：Certificate C is got,
The channel node accessed for the first time is：It is exclusive preferential；For customer service behavior：Certificate D is got, the channel node accessed for the first time is：
It is exclusive preferential；For customer service behavior：Commodity E is bought, the channel node accessed for the first time is：Shop page guesses that you like；For
Customer service behavior：Check the F that trades, and the channel node accessed for the first time is：Search results pages.
After determining an at least channel node in the channel node inquired, user is being established based on default attribution rule
The incidence relation of business conduct and an identified at least channel node, for example, purchase commodity A- big shot is robbed fastly.
Step S209, judge the corresponding object entity of customer service behavior whether be and an identified at least channel node
Directly related object entity；If so, thening follow the steps S210；If it is not, thening follow the steps S211.
In the present embodiment, it can not only determine that object entity can also be determined from which channel node guidance
It is directly to be guided by channel node or guided indirectly, specifically, can be determined using following methods：Judge customer service
Whether the corresponding object entity of behavior is the object entity directly related with an identified at least channel node, wherein with canal
Node directly related object entity in road, which refers to once to jump on channel node, just can land to the object entity of details page, here
It can be judged using retrospect means, for example, traced forward from the details page of the corresponding object entity of customer service behavior,
If primary retrospect can trace back to the channel node page, it may be considered that being directly related with an identified at least channel node
Object entity；It otherwise, is not the object entity directly related with an identified at least channel node.
Step S210 determines that the incidence relation of customer service behavior and an identified at least channel node is direct correlation
Relationship.
Judging that the corresponding object entity of customer service behavior is and an identified at least channel according to step S209
In the case where the directly related object entity of node, customer service behavior and an identified at least channel node can be determined
Incidence relation is direct correlation relationship, wherein direct correlation relationship can be generically interpreted as：The point on the page of channel node
Object entity (for example, commodity, certificate, shops) it is identical as the commodity of purchase or the certificate got or transaction shops.
Step S211 determines that the incidence relation of customer service behavior and an identified at least channel node is indirect association
Relationship.
Judging that the corresponding object entity of customer service behavior is not and an identified at least canal according to step S209
In the case where the directly related object entity of road node, customer service behavior and an identified at least channel node can be determined
Incidence relation be indirect association relationship, wherein indirect association relationship can be generically interpreted as：On the page of channel node
The object entity (for example, commodity, certificate, shops) of point is different from the commodity of purchase or the certificate got or transaction shops.
Step S212 determines at least one use according to the incidence relation of any user business conduct and any channel node
The channel attribution result of at least one corresponding object entity of family business conduct.
Wherein, channel attribution the result is that channel attribution logic analysis as a result, embodying which channel object entity is by
Node guidance is direct guidance or guidance indirectly.
Specifically, being associated with for customer service behavior and an identified at least channel node is being established according to step S208
After system, and customer service behavior and an identified at least channel node determined according to step S209- step S211
It, can be according to any user business conduct and any channel section after incidence relation is direct correlation relationship or indirect association relationship
The incidence relation of point, determines the channel attribution of at least one at least one corresponding object entity of customer service behavior as a result, such as
Shown in Fig. 2 F.
Step S213 extracts the user behavior data that user accesses object entity from customer flow daily record data.
The present embodiment not only can determine channel attribution as a result, each object entity can also be calculated in the conversion of channel node
Effect, for example, commodity A can be calculated in channel node：The conversion ratio that big shot is robbed fastly, specifically, from customer flow daily record data
The middle user behavior data for extracting user and accessing object entity, for example, the object entity of user behavior type, user's access.
Step S214, according to the channel attribution result of at least one at least one corresponding object entity of customer service behavior
And user behavior data, at least one object entity is calculated in the conversion ratio of each channel node.
In this step, according to the channel attribution result of at least one at least one corresponding object entity of customer service behavior
It can determine the number that object entity be purchased/is got/trades, user's access can be counted according to above-mentioned user behavior data
Object entity be clicked/exposure/total degree accessed, so as to which at least one object entity is calculated in each channel
The conversion ratio of node.
Furthermore it is also possible to calculate commodity details page/certificate details page conversion ratio according to exposure frequency and access times.
In the present embodiment, second level channel node or three-level channel node etc. be may include under some channel node, utilized
The channel attribution method of the object entity can return it is preferential because to second level channel node or three-level channel node etc., for that can not return
It the case where cause to channel node (for example, second level channel node or three-level channel node etc.) segmented, can be with attribution to level-one canal
Road node.
The method provided according to that above embodiment of the present invention is retracted by setting and is marked, and can accurately be analyzed and be determined respectively
A object entity improves channel attribution accuracy from which channel node guidance, by calculating each object entity in canal
The changing effect of road node consequently facilitating marketing platform intuitively measures the guidance effect of each channel node, and measures channel
Node is to the value of marketing platform trade company, in addition it is possible to which marketing platform trade company is made to measure each channel node according to changing effect
Drainage value, to select suitable channel node to be promoted, conducive to the popularization of marketing platform.
Fig. 3 shows the structural schematic diagram of the channel attribution device of object entity according to an embodiment of the invention.Such as
Shown in Fig. 3, which includes：Acquisition module 300 obtains module 310, channel attribution logic analysis module 320.
Acquisition module 300, suitable for acquiring customer flow log according to the burying a little for multiple object entities being pre-created
Data.
Module 310 is obtained, is suitable for obtaining customer service behavioral data, wherein Yong Huye according to customer flow daily record data
Business behavioral data includes at least one corresponding object entity of at least one customer service behavior.
Channel attribution logic analysis module 320, be suitable for using customer flow daily record data and customer service behavioral data into
Row channel attribution logic analysis determines the channel attribution knot of at least one at least one corresponding object entity of customer service behavior
Fruit.
Optionally, module 310 is obtained to be further adapted for：According to the customer flow daily record data belonged in preset time period,
Obtain the customer service behavioral data belonged in identical preset time period.
Optionally, channel attribution logic analysis module 320 further comprises：Unit 321 is established, is suitable for from customer flow day
Channel node visit data are extracted in will data, establish channel node visit time shaft；And according to customer service behavior number
According to establishing customer service time of the act axis；
First determination unit 322 is suitable for being based on channel node visit time shaft and customer service time of the act axis, determines and appoint
The incidence relation of one customer service behavior and any channel node；
Second determination unit 323 is determined suitable for the incidence relation according to any user business conduct and any channel node
The channel attribution result of at least one at least one corresponding object entity of customer service behavior.
Optionally, the first determination unit 322 is further adapted for：For any user business conduct, the customer service is obtained
First time point of the behavior in customer service time of the act axis；
The channel node that time point is located at before first time point is corresponded in inquiry channel node visit time shaft；
Based on default attribution rule, an at least channel node is determined from the channel node inquired, establishes customer service
The incidence relation of behavior and an identified at least channel node.
Optionally, the first determination unit 322 is further adapted for：Based on nearest attribution rule is preset, from the channel inquired
The time point channel node nearest apart from first time point is determined in node；
And/or it based on the default rule of attribution for the first time, determines from the channel node inquired in the channel node visit time
The channel node accessed for the first time in axis.
Optionally, device further includes：First judgment module 330 is suitable for judging the corresponding object of any user business conduct
Whether entity is the object entity directly related with any channel node；
First determination unit 322 is further adapted for：If the corresponding object entity of any user business conduct is and any canal
The directly related object entity of road node, then further determine that the incidence relation of any user business conduct Yu any channel node
To be directly linked relationship；If the corresponding object entity of any user business conduct is not pair directly related with any channel node
As entity, then further determine that the incidence relation of any user business conduct and any channel node is indirect association relationship.
Optionally, device further includes：Second judgment module 340, suitable for judge in customer flow daily record data whether include
Channel node visit data with the label that retracts；
Unit 321 is established to be further adapted for：If including the channel node with the label that retracts in customer flow daily record data
Data are accessed, then extract channel node visit data from customer flow daily record data, to the channel wherein with the label that retracts
Node visit data carry out filtering out processing.
Optionally, device further includes：Extraction module 350 is suitable for extracting user's access pair from customer flow daily record data
As the user behavior data of entity；
Computing module 360, suitable for the channel according at least one at least one corresponding object entity of customer service behavior
Attribution result and user behavior data calculate at least one object entity in the conversion ratio of each channel node.
Optionally, burying a little defined acquisition data includes the one or more of following data：Channel nodal information, user
Information, user behavior type, user's access time information, the object entity of user's access, rollback label.
Optionally, channel node includes：Channel page channel node, movable channel node, drain in outer lines channel node,
Channel node is drained under outer lines.
Optionally, object entity includes：Commodity, certificate, shops.
The device provided according to that above embodiment of the present invention is directed to burying a little for multiple object entities according to what is be pre-created,
Acquire customer flow daily record data；According to customer flow daily record data, customer service behavioral data is obtained, wherein customer service
Behavioral data includes at least one corresponding object entity of at least one customer service behavior；Using customer flow daily record data and
Customer service behavioral data carries out channel attribution logic analysis, and determining at least one customer service behavior, corresponding at least one is right
As the channel attribution result of entity.Based on scheme provided by the invention, determining each object entity can be analyzed by which channel
Node guidance consequently facilitating marketing platform measures the guidance effect of each channel node, and measures channel node to marketing
The value of platform trade company, in addition it is possible to which marketing platform trade company is made to measure each channel section according to identified channel attribution result
The drainage value of point, so that suitable channel node be selected to be promoted.
The embodiment of the present application also provides a kind of nonvolatile computer storage media, the computer storage medium storage
There is an at least executable instruction, which can be performed the canal of the object entity in above-mentioned any means embodiment
Road attribution method.
Fig. 4 shows the structural schematic diagram according to an embodiment of the invention for calculating equipment, the specific embodiment of the invention
The specific implementation for calculating equipment is not limited.
As shown in figure 4, the calculating equipment may include：Processor (processor) 402, communication interface
(Communications Interface) 404, memory (memory) 406 and communication bus 408.
Wherein：
Processor 402, communication interface 404 and memory 406 complete mutual communication by communication bus 408.
Communication interface 404, for being communicated with the network element of other equipment such as client or other servers etc..
Processor 402, for executing program 410, the channel attribution method that can specifically execute above-mentioned object entity is implemented
Correlation step in example.
Specifically, program 410 may include program code, which includes computer operation instruction.
Processor 402 may be central processor CPU or specific integrated circuit ASIC (Application
Specific Integrated Circuit), or be arranged to implement the integrated electricity of one or more of the embodiment of the present invention
Road.The one or more processors that equipment includes are calculated, can be same type of processor, such as one or more CPU；It can also
To be different types of processor, such as one or more CPU and one or more ASIC.
Memory 406, for storing program 410.Memory 406 may include high speed RAM memory, it is also possible to further include
Nonvolatile memory (non-volatile memory), for example, at least a magnetic disk storage.
Program 410 specifically can be used for so that processor 402 executes the object entity in above-mentioned any means embodiment
Channel attribution method.The specific implementation of each step may refer in the channel attribution embodiment of above-mentioned object entity in program 410
Corresponding steps and unit in corresponding description, this will not be repeated here.It is apparent to those skilled in the art that being
Convenienct and succinct, the equipment of foregoing description and the specific work process of module of description, can be with reference in preceding method embodiment
Corresponding process description, details are not described herein.
Algorithm and display are not inherently related to any particular computer, virtual system, or other device provided herein.
Various general-purpose systems can also be used together with teachings based herein.As described above, it constructs required by this kind of system
Structure be obvious.In addition, the present invention is also not directed to any particular programming language.It should be understood that can use various
Programming language realizes summary of the invention described herein, and the description done above to language-specific is to disclose this hair
Bright preferred forms.
In the instructions provided here, numerous specific details are set forth.It is to be appreciated, however, that implementation of the invention
Example can be practiced without these specific details.In some instances, well known method, structure is not been shown in detail
And technology, so as not to obscure the understanding of this specification.
Similarly, it should be understood that in order to simplify the disclosure and help to understand one or more of the various inventive aspects,
Above in the description of exemplary embodiment of the present invention, each feature of the invention is grouped together into single implementation sometimes
In example, figure or descriptions thereof.However, the disclosed method should not be interpreted as reflecting the following intention：It is i.e. required to protect
Shield the present invention claims features more more than feature expressly recited in each claim.More precisely, as following
Claims reflect as, inventive aspect is all features less than single embodiment disclosed above.Therefore,
Thus the claims for following specific embodiment are expressly incorporated in the specific embodiment, wherein each claim itself
All as a separate embodiment of the present invention.
Those skilled in the art will understand that can be carried out adaptively to the module in the equipment in embodiment
Change and they are arranged in one or more devices different from this embodiment.It can be the module or list in embodiment
Member or component are combined into a module or unit or component, and furthermore they can be divided into multiple submodule or subelement or
Sub-component.Other than such feature and/or at least some of process or unit exclude each other, it can use any
Combination is to all features disclosed in this specification (including adjoint claim, abstract and attached drawing) and so disclosed
All process or units of what method or apparatus are combined.Unless expressly stated otherwise, this specification is (including adjoint power
Benefit require, abstract and attached drawing) disclosed in each feature can carry out generation with an alternative feature that provides the same, equivalent, or similar purpose
It replaces.
In addition, it will be appreciated by those of skill in the art that although some embodiments described herein include other embodiments
In included certain features rather than other feature, but the combination of the feature of different embodiments mean it is of the invention
Within the scope of and form different embodiments.For example, in the following claims, embodiment claimed is appointed
Meaning one of can in any combination mode come using.
Various component embodiments of the invention can be implemented in hardware, or to run on one or more processors
Software module realize, or be implemented in a combination thereof.It will be understood by those of skill in the art that can be used in practice
Microprocessor or digital signal processor (DSP) realize the channel attribution equipment of object entity according to an embodiment of the present invention
In some or all components some or all functions.The present invention is also implemented as described herein for executing
Some or all device or device programs (for example, computer program and computer program product) of method.In this way
Realization program of the invention can store on a computer-readable medium, or can have the shape of one or more signal
Formula.Such signal can be downloaded from an internet website to obtain, and perhaps be provided on the carrier signal or with any other shape
Formula provides.
It should be noted that the above-mentioned embodiments illustrate rather than limit the invention, and ability
Field technique personnel can be designed alternative embodiment without departing from the scope of the appended claims.In the claims,
Any reference symbol between parentheses should not be configured to limitations on claims.Word "comprising" does not exclude the presence of not
Element or step listed in the claims.Word "a" or "an" located in front of the element does not exclude the presence of multiple such
Element.The present invention can be by means of including the hardware of several different elements and being come by means of properly programmed computer real
It is existing.In the unit claims listing several devices, several in these devices can be through the same hardware branch
To embody.The use of word first, second, and third does not indicate any sequence.These words can be explained and be run after fame
Claim.
Claims (10)
1. a kind of channel attribution method of object entity, the method includes：
According to the burying a little for multiple object entities being pre-created, customer flow daily record data is acquired；
According to the customer flow daily record data, customer service behavioral data is obtained, wherein the customer service behavioral data packet
Include at least one corresponding object entity of at least one customer service behavior；
Channel attribution logic analysis is carried out using the customer flow daily record data and customer service behavioral data, determines at least one
The channel attribution result of at least one corresponding object entity of a customer service behavior.
2. it is described according to the customer flow daily record data according to the method described in claim 1, wherein, obtain customer service
Behavioral data further comprises：
According to the customer flow daily record data belonged in preset time period, the customer service belonged in identical preset time period is obtained
Behavioral data.
3. method according to claim 1 or 2, wherein described to utilize customer flow daily record data and customer service behavior
Data carry out channel attribution logic analysis, determine the channel of at least one at least one corresponding object entity of customer service behavior
Attribution result further comprises：
Channel node visit data are extracted from the customer flow daily record data, establish channel node visit time shaft；
According to the customer service behavioral data, customer service time of the act axis is established；
Based on the channel node visit time shaft and the customer service time of the act axis, determine any user business conduct with
The incidence relation of any channel node；
According to the incidence relation of any user business conduct and any channel node, determine that at least one customer service behavior is corresponding
At least one object entity channel attribution result.
4. described to be based on channel node visit time shaft and the customer service row according to the method described in claim 3, wherein
For time shaft, determines any user business conduct and the incidence relation of any channel node further comprises：
For any user business conduct, when obtaining first of the customer service behavior in the customer service time of the act axis
Between point；
Inquire the channel node for corresponding to that time point is located at before the first time point in the channel node visit time shaft；
Based on default attribution rule, an at least channel node is determined from the channel node inquired, establishes the customer service
The incidence relation of behavior and an identified at least channel node.
5. it is described based on default attribution rule according to the method described in claim 4, wherein, from the channel node inquired
Determine that an at least channel node further comprises：
Based on nearest attribution rule is preset, determine that time point is nearest apart from the first time point from the channel node inquired
Channel node；
And/or it based on the default rule of attribution for the first time, is determined in channel node visit time shaft from the channel node inquired
The channel node accessed for the first time.
6. the method according to any one of claim 3-5, wherein the determining any user business conduct with it is any
After the incidence relation of channel node, the method also includes：
Judge whether the corresponding object entity of any user business conduct is directly related with any channel node
Object entity；
If so, further determining that the incidence relation of any user business conduct and any channel node closes to be directly linked
System；
If it is not, the incidence relation for then further determining that any user business conduct and any channel node is indirect association pass
System.
7. the method according to any one of claim 3-6, wherein after the acquisition customer flow daily record data,
The method also includes：
Whether judge in the customer flow daily record data comprising the channel node visit data with the label that retracts；
If so, the channel node visit data of extracting from customer flow daily record data are specially：From customer flow log
Channel node visit data are extracted in data, and the channel node visit data wherein with the label that retracts are carried out filtering out processing.
8. a kind of channel attribution device of object entity, described device include：
Acquisition module, suitable for acquiring customer flow daily record data according to the burying a little for multiple object entities being pre-created；
Module is obtained, is suitable for obtaining customer service behavioral data, wherein the user according to the customer flow daily record data
Business conduct data include at least one corresponding object entity of at least one customer service behavior；
Channel attribution logic analysis module is suitable for carrying out canal using the customer flow daily record data and customer service behavioral data
Road attribution logic analysis determines the channel attribution result of at least one at least one corresponding object entity of customer service behavior.
9. a kind of calculating equipment, including：Processor, memory, communication interface and communication bus, the processor, the storage
Device and the communication interface complete mutual communication by the communication bus；
The memory executes the processor as right is wanted for storing an at least executable instruction, the executable instruction
Ask the corresponding operation of channel attribution method of object entity described in any one of 1-7.
10. a kind of computer storage medium, an at least executable instruction, the executable instruction are stored in the storage medium
Processor is set to execute the corresponding operation of channel attribution method such as object entity of any of claims 1-7.
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