CN110457560B - Method for obtaining click rate and related device - Google Patents
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Abstract
The application discloses a method for obtaining click rate and a related device, wherein the method comprises the following steps: acquiring a long-term flow log and a short-term flow log aiming at a target content block; acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time of each channel as smoothing factors based on the exposure times and click times of each word in each channel in the long-term flow log; and obtaining the click rate of each word under each channel based on the exposure times and the click times of each word under each channel in the short-term flow log and the smoothing factor. Therefore, while the click rate is calculated by mainly utilizing the exposure times and click times in the short-term flow logs, the smooth factors obtained by calculating the long-term flow logs are utilized to assist in adjusting the exposure times and click times in the short-term flow logs, the data change trend of the current content block is quickly captured, the reliability of the click rate of each word is improved, and therefore the benefit of the target content block is improved.
Description
Technical Field
The present application relates to the field of data analysis and processing technologies, and in particular, to a method for obtaining a click rate and a related device.
Background
With the rapid development of science and technology, a website page is provided with various content sections attracting users, for example, a website navigation page sets a "guess you like" section based on the browsing behavior habits of the users and a personalized recommendation algorithm. The ratio of the number of times of being clicked and the number of times of being exposed of a certain content in the content block is called the click rate, and the click rate reflects the attention degree of the certain content and is used for measuring the attraction degree of the certain content.
Considering the traffic of each content in the content section and the profit of the content section, it is generally necessary to adaptively adjust each content in the content section based on the click rate of the content. Therefore, it is important to obtain the click rate of each content in the content section. At present, all flow logs of a certain content section within a preset fixed time window are generally acquired to calculate the click rate of each content in the content section.
However, through research, the inventor finds that, when the web page is put with advertisements on an irregular basis, the positions of the content sections are moved down or covered by the advertisements, that is, the data distribution of the content sections is variable, which results in variable fluctuation of the traffic log data of the content sections. Under the condition that the advertisement is irregularly put on a website page, the preset fixed time window is adopted, the preset fixed time window is large, the click rate of each content is greatly influenced by the historical flow log, and the data change of the current content block cannot be accurately reflected; the preset fixed time window is smaller, the flow log data is less, and the click rate of each content is not credible.
Disclosure of Invention
The technical problem to be solved by the application is to provide a method and a related device for obtaining a click rate, which can quickly capture the data change trend of a current content block and improve the reliability of the click rate of each word, thereby improving the income of a target content block.
In a first aspect, an embodiment of the present application provides a method for obtaining a click rate, where the method includes:
acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at a target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
and acquiring the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the corresponding average exposure times and average click times of words in preset unit time in the channel.
Optionally, the obtaining the word average exposure times in the preset unit time and the word average click times in the preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term traffic log includes:
acquiring the average exposure times of words in preset unit time under each channel based on the exposure times of the words under each channel, the total number of the words under each channel and N;
and obtaining the average click times of the words in each channel in preset unit time based on the click times of the words in each channel, the total number of the words in each channel and N.
Optionally, the obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term traffic log, and the corresponding average exposure times and average click times of words in preset unit time in the channel includes:
obtaining the smooth exposure times of each word under each channel based on the exposure times of each word under each channel in the short-term flow log and the corresponding average exposure times of words under each channel in preset unit time;
obtaining the smooth click times of each word under each channel based on the click times of each word under each channel in the short-term flow log and the corresponding average click times of the words under the channel in preset unit time;
and calculating the ratio of the smooth click times of each word in each channel to the corresponding smooth exposure times of each word in each channel to obtain the click rate of each word in each channel.
Optionally, the method further includes:
and updating the average word exposure times and the average word click times in the preset unit time under each channel every first preset time, wherein the first preset time is less than or equal to the preset unit time.
Optionally, the method further includes:
and updating the click rate of each word under each channel every second preset time, wherein the second preset time is less than the preset unit time.
Optionally, the obtaining the flow log from the first time to the current time as a long-term flow log includes:
acquiring a flow log of each target user from a first moment to a current moment as the long-term flow log, wherein the target user is a user generating an operation behavior on the target content block;
correspondingly, the obtaining the traffic log from the second time to the current time as a short-term traffic log includes:
and acquiring a flow log of each target user from a second moment to a current moment as the short-term flow log, wherein the target user is a user generating an operation behavior on the target content block.
Optionally, the method further includes:
if the target content section is directly displayed on an initial interface of a website page, responding to the operation behavior of a user on the target content section to generate the flow log;
and if the target content section is not directly displayed on the initial interface of the website page, responding to the browsing behavior of the user on the target content section to generate the flow log.
In a second aspect, an embodiment of the present application provides an apparatus for obtaining a click rate, where the apparatus includes:
the acquisition unit is used for acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at the target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
the first obtaining unit is used for obtaining the word average exposure times and word average click times in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
and the second obtaining unit is used for obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the corresponding average exposure times of words in preset unit time and average click times of words in preset unit time in the channel.
Optionally, the first obtaining unit includes:
the first obtaining subunit is configured to obtain, based on the number of exposures of each word in each channel, the total number of each word in each channel, and N, an average number of exposures of words in a preset unit time in each channel;
and the second obtaining subunit is configured to obtain an average click number of terms in each channel in a preset unit time based on the click number of each term in each channel, the total number of terms in each channel, and N.
Optionally, the second obtaining unit includes:
a third obtaining subunit, configured to obtain, based on the exposure frequency of each word in each channel in the short-term traffic log and a corresponding average exposure frequency of words in a preset unit time in the channel, a smooth exposure frequency of each word in each channel;
a fourth obtaining subunit, configured to obtain a smooth click number of each word in each channel based on the click number of each word in each channel in the short-term traffic log and a corresponding average click number of words in the channel in a preset unit time;
and a fifth obtaining subunit, configured to calculate a ratio of the smooth click frequency of each word in each channel to a corresponding smooth exposure frequency of each word in each channel, and obtain a click rate of each word in each channel.
Optionally, the apparatus further comprises:
and the first updating unit is used for updating the average word exposure times in the preset unit time and the average word click times in the preset unit time in each channel at intervals of first preset time, wherein the first preset time is less than or equal to the preset unit time.
Optionally, the apparatus further comprises:
and the second updating unit is used for updating the click rate of each word in each channel at intervals of second preset time, and the second preset time is less than the preset unit time.
Optionally, the obtaining unit includes:
a first obtaining subunit, configured to obtain, as the long-term traffic log, a traffic log of each target user from a first time to a current time, where the target user is a user who performs an operation on the target content block;
and the second acquiring subunit is configured to acquire, as the short-term traffic log, a traffic log of each target user from a second time to a current time, where the target user is a user who generates an operation behavior on the target content block.
Optionally, the apparatus further comprises:
the first generation unit is used for responding to the operation behavior of a user on the target content layout block to generate the flow log if the target content layout block is directly displayed on an initial interface of a website page;
and the second generation unit is used for responding to the browsing behavior of the user on the target content layout block to generate the flow log if the target content layout block is not directly displayed on the initial interface of the website page.
In a third aspect, an embodiment of the present application provides an apparatus for obtaining a click rate, the apparatus comprising a memory, and one or more programs, wherein the one or more programs are stored in the memory, and the one or more programs configured to be executed by the one or more processors include instructions for:
acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at a target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
and acquiring the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the corresponding average exposure times and average click times of words in preset unit time in the channel.
In a fourth aspect, embodiments of the present application provide a machine-readable medium, on which instructions are stored, which when executed by one or more processors, cause an apparatus to perform the method for obtaining a click rate as described in any one of the above first aspects.
Compared with the prior art, the method has the advantages that:
by adopting the technical scheme of the embodiment of the application, the long-term flow log and the short-term flow log are obtained aiming at the target content block; acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term flow log; and obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the average exposure times and average click times of the words in the corresponding channel in preset unit time. Therefore, when the click rate is calculated by mainly utilizing the exposure times and click times in the short-term flow logs, the preset unit-time word average exposure times and the preset unit-time word average click times which are obtained by calculating the long-term flow logs are used as smoothing factors to assist in adjusting the exposure times and click times in the short-term flow logs, the data change trend of the current content block can be quickly captured, the reliability of the click rate of each word can be improved, and the income of the target content block is improved.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings needed to be used in the description of the embodiments of the present application will be briefly described below, and it is obvious that the drawings in the following description are only some embodiments described in the present application, and it is obvious for those skilled in the art that other drawings can be obtained according to the drawings without creative efforts.
Fig. 1 is a schematic diagram of a system framework related to an application scenario in an embodiment of the present application;
FIG. 2 is a flowchart illustrating a method for obtaining click through rate according to an embodiment of the present disclosure;
FIG. 3 is a schematic structural diagram of an apparatus for obtaining a click rate according to an embodiment of the present disclosure;
FIG. 4 is a schematic structural diagram of an apparatus for obtaining a click rate according to an embodiment of the present disclosure;
fig. 5 is a schematic structural diagram of a server according to an embodiment of the present application.
Detailed Description
In order to make the technical solutions of the present application better understood, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only a part of the embodiments of the present application, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present application.
At present, a website page is provided with a plurality of content sections, and the click rate of each content in the content sections reflects the attention degree of the content and the attraction degree of the content. Generally, the click rate of each content in the content section is adjusted based on the click rate adaptability of each content in the content section to improve the profit of the content section, and therefore, it is important to determine the click rate of each content in the content section. Specifically, all the flow logs of a certain content section within a preset fixed time window are generally obtained to calculate the click rate of each content in the content section. However, through research, the inventor finds that, when advertisements are put on a website page at irregular intervals, the positions of the content sections are moved down or covered by the advertisements, that is, the data distribution of the content sections is variable, which results in large variation fluctuation of the traffic log data of the content sections. Under the condition that the advertisement is irregularly put on a website page, the preset fixed time window is adopted, the preset fixed time window is large, the click rate of each content is greatly influenced by the historical flow log, and the data change of the current content block cannot be accurately reflected; the preset fixed time window is smaller, the flow log data is less, and the click rate of each content is not credible.
In order to solve the problem, in the embodiment of the application, a long-term traffic log and a short-term traffic log are acquired aiming at a target content block; acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term flow log; and obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the average exposure times and average click times of the words in the corresponding channel in preset unit time. Therefore, when the click rate is calculated by mainly utilizing the exposure times and click times in the short-term flow logs, the preset unit-time word average exposure times and the preset unit-time word average click times which are obtained by calculating the long-term flow logs are used as smoothing factors to assist in adjusting the exposure times and click times in the short-term flow logs, the data change trend of the current content block can be quickly captured, the reliability of the click rate of each word can be improved, and the income of the target content block is improved.
For example, one of the scenarios in the embodiment of the present application may be applied to the scenario shown in fig. 1, where the scenario includes a processor 101, a database 102, and a client 103, where the processor 101 interacts with the database 102, and the processor 101 interacts with the client 103. After the target content section is determined, the processor 101 obtains a flow log through the database, and obtains the click rate of each word of each channel in the target content section by adopting the method of the embodiment of the application; the processor 101 adjusts the target content section at the client 103 based on the click-through rate of each term at each channel in the target content section.
It is to be understood that, in the above application scenario, although the actions of the embodiments of the present application are described as being performed by the processor 101, the actions may also be performed by the client 103, or may also be performed partially by the processor 101 and partially by the client 103. The present application is not limited in terms of the execution subject as long as the actions disclosed in the embodiments of the present application are executed.
It is to be understood that the above scenario is only one example of a scenario provided in the embodiment of the present application, and the embodiment of the present application is not limited to this scenario.
The following describes in detail a specific implementation manner of the method for obtaining a click rate and the related device in the embodiment of the present application with reference to the drawings.
Exemplary method
Referring to fig. 2, a flowchart of a method for obtaining a click rate in an embodiment of the present application is shown. In this embodiment, the method may include, for example, the steps of:
step 201: acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at a target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is larger than or equal to 2, and the flow log comprises the exposure times and click times of each word under each channel.
It can be understood that, under the condition that the advertisement is put on the website page at irregular intervals, the data distribution of the content section is variable, and the click rate of each content in the content section is calculated by adopting all flow logs of a certain content section in a preset fixed time window; the preset fixed time window is large, the click rate of each content is greatly influenced by the historical flow log, and the current content block data change cannot be accurately reflected; the preset fixed time window is smaller, the flow log data is less, and the click rate of each content is not credible. Therefore, in the embodiment of the application, the short-term flow logs are mainly used, and the long-term flow logs are used as an auxiliary to calculate the click rate, that is, the long-term flow logs and the short-term flow logs are firstly acquired; the flow logs from the first moment to the current moment are used as long-term flow logs, the flow logs from the second moment to the current moment are used as short-term flow logs, the first moment is inevitably earlier than the second moment, the time from the second moment to the current moment is used as preset unit time, the click rate is convenient to calculate for follow-up, and the time from the second moment to the current moment is used as N times of the positive integral multiple of the preset unit time and is at least 2 times of the preset unit time.
As an example, the preset unit time is 1 day, N is 7; then, at the current moment, aiming at the target content block, a flow log of the latest 7 days is required to be acquired as a long-term flow log, and a flow log of the latest 1 day is acquired as a short-term flow log; that is, the time from the first time to the current time is 7 days, and the time from the second time to the current time is 1 day. As another example, the preset unit time is half a day, N is 8; then, aiming at the target content block at the current moment, the flow log of the last 4 days needs to be acquired as a long-term flow log, and the flow log of the last half day needs to be acquired as a short-term flow log; that is, the time from the first time to the current time is 4 days, and the time from the second time to the current time is half a day.
It should be noted that, when the web page is opened, the target content block may also be directly displayed on the initial interface of the web page, and some or all of the contents in the target content block are exposed, if the user does not subsequently operate the target content block, some or all of the contents exposed in the target content block are invalid, then the flow log directly generated by the exposure is not the real flow log of the target content block, and the flow log contains a large amount of invalid exposure data, which affects the accuracy of the click rate of the words in the target content block. Therefore, in the embodiment of the present application, the real traffic logs of the target content section need to be obtained as long-term traffic logs and short-term traffic logs as required, so as to obtain the click rate of the word with higher accuracy based on the real traffic logs and the short-term traffic logs.
Specifically, the real traffic logs of the target content block can be obtained as long-term traffic logs and short-term traffic logs on demand in at least the following two ways.
In a first optional implementation manner, because the target content block is exposed, and a flow log directly generated without an operation action on the target content block is generated by a user, a real flow log in the flow log needs to be screened. On the premise of exposing the target content block, if the user generates an operation behavior on the target content block and considers that the target content block is effectively exposed, the user can be distinguished based on whether the user generates the operation behavior on the target content block, the user generating the operation behavior on the target content block is taken as a target user, and the flow log of the target user is a real flow log, that is, the flow log of each target user in the flow log is the real flow log. Therefore, in an optional implementation manner of the embodiment of the present application, the step of acquiring the traffic log from the first time to the current time in the step 201 as a long-term traffic log may specifically be: acquiring a flow log of each target user from a first moment to a current moment as the long-term flow log, wherein the target user is a user generating an operation behavior on the target content block; correspondingly, the flow log from the second time to the current time is acquired as a short-term flow log in step 201, and for example, the short-term flow log may specifically be: and acquiring a flow log of each target user from a second moment to a current moment as the short-term flow log, wherein the target user is a user generating an operation behavior on the target content block.
In a second optional implementation manner, because the target content block network is directly displayed on the initial interface of the website page, some or all of the contents in the target content block are exposed, that is, the flow log is directly generated, so that the flow log contains a large amount of invalid exposure data, a strategy for generating the flow log can be considered, and when the target content block network is directly displayed on the initial interface of the website page, the flow log can be generated only if a user clicks, screens are cut and other operation behaviors on the target content block; when the target content layout block network is not directly displayed on the initial interface of the website page, the flow log can be generated only when a user browses the target content layout block through operations of pull-down, dragging or rolling and the like. Therefore, in an optional implementation manner of the embodiment of the present application, for example, the following steps may be further included: if the target content section is directly displayed on an initial interface of a website page, responding to the operation behavior of a user on the target content section to generate the flow log; and if the target content section is not directly displayed on the initial interface of the website page, responding to the browsing behavior of the user on the target content section to generate the flow log.
Step 202: and acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term flow log.
It should be noted that, because the short-term flow log is directly used to calculate the click rate, the short-term flow log has less data, and the calculated click rate has lower reliability, the smoothing factors corresponding to the exposure times and the click times of the words in the short-term flow log respectively need to be calculated based on the long-term flow log, so that the exposure times and the click times of the words in the short-term flow log are adjusted in an auxiliary manner when the click rate is calculated based on the short-term flow log in the following process, thereby greatly improving the reliability of the click rate. Recording a smoothing factor corresponding to the exposure times of the words in the short-term flow log as the average exposure times of the words in a preset unit time; and recording the smoothing factor corresponding to the click times of the words as the average click times of the words in the preset unit time.
It should be noted that, since the target content block includes at least one channel, each channel includes at least one word, and the traffic log of the target content block includes the number of exposures and the number of clicks of each word under each channel in the target content block. The smoothing factor of the exposure times of each word under each channel in the short-term flow log is the average value of the exposure times of each word under the corresponding channel in the long-term flow log in N times of the preset unit time, namely, the ratio of the sum of the exposure times of each word under the corresponding channel in the long-term flow log to the product of the total number of each word under the channel and N. Similarly, the smoothing factor of the number of clicks of each word in each channel in the short-term flow log is an average value of the number of clicks of each word in the corresponding channel in the long-term flow log in N times of a preset unit time, that is, a ratio of the sum of the number of clicks of each word in the corresponding channel in the long-term flow log to the product of the total number of words in the channel and N. Therefore, in an alternative implementation manner of this embodiment of the present application, the step 202 may include the following steps:
step A: and obtaining the average exposure times of the words in the preset unit time in each channel based on the exposure times of the words in each channel, the total number of the words in each channel and N.
And B: and obtaining the average click times of the words in each channel in preset unit time based on the click times of the words in each channel, the total number of the words in each channel and N.
In the embodiment of the present application, the execution order of step a and step B is not limited, and step a may be executed first, and then step B may be executed; or the step B can be executed firstly, and then the step A can be executed; step a and step B may also be performed simultaneously.
Specifically, the average exposure times of words in a preset unit time under the c-th channel is alphacAnd the average click times of words in preset unit time under the channel c is betacFor each channel, αcAnd betacThe specific calculation formula of (a) is as follows:
wherein N represents N times of N in the preset unit time; wcRepresenting the total number of words in the channel c; expressions sn,wRepresenting the nth preset unit time in N times of the preset unit time and the total number W of the words in the channelcExposure times of the w-th word in the sequence; clincksn,wAnd the click times of the nth preset unit time in N times of the preset unit time and the W term in the total number W of the channel terms are represented.
It should be noted that, in order to ensure that the smoothing factor is obtained as real time as possible and the calculation of the smoothing factor is not frequently performed, a first preset time may be set, the calculation of the smoothing factor is performed every first preset time, and the set first preset time should be less than or equal to a preset unit time corresponding to the short-term flow log. Therefore, in an optional implementation manner of the embodiment of the present application, for example, the following steps may be further included: and updating the average word exposure times and the average word click times in the preset unit time under each channel every first preset time, wherein the first preset time is less than or equal to the preset unit time.
In general, the first preset time may be set as a preset unit time, and as an example, when the preset unit time is 1 day, the word average exposure times per channel and the word average click times per unit time are specifically the word average exposure times per day and the word average click times per day per channel, for example, N is preset for 7 days, and then the word average exposure times per day and the word average click times per day per channel may be updated every 1 day. It should be further noted that, in consideration of obtaining the average exposure times of words in the preset unit time and the average click times of words in the preset unit time in real time as much as possible in each channel, the first preset time is shortened as much as possible based on the computing resources.
Step 203: and acquiring the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the corresponding average exposure times and average click times of words in preset unit time in the channel.
It is understood that after the preset unit-time average word exposure times and the preset unit-time average word hits are obtained as the smoothing factors in step 202, the click rate of each word in each channel can be calculated by using the smoothing factors on the basis of the exposure times and the click times of each word in each channel in the short-term traffic log.
It should be noted that, for each word in each channel, the exposure frequency may be smoothly adjusted by using the corresponding average exposure frequency of the word in the unit time preset in the channel, so as to obtain the smooth exposure frequency, for example, the smooth exposure frequency of each word in each channel is the sum of the exposure frequency of each word in each channel and the corresponding average exposure frequency of the word in the unit time preset in the channel. Similarly, the number of clicks may be smoothly adjusted by using the corresponding average number of clicks of words in the channel in the preset unit time, so as to obtain the smooth number of clicks, for example, the smooth number of clicks of each word in each channel is the sum of the number of clicks of each word in each channel and the corresponding average number of clicks of words in the channel in the preset unit time. Finally, as can be seen from the definition of the click through rate, the click through rate of each word in each channel refers to the ratio of the smooth click through number of each word in each channel to the corresponding smooth exposure number of each word in the channel. Therefore, in an optional implementation manner of this embodiment of this application, the step 203 may include the following steps:
and C: and obtaining the smooth exposure times of each word in each channel based on the exposure times of each word in each channel in the short-term flow log and the corresponding average exposure times of words in the channel in preset unit time.
Step D: and obtaining the smooth click times of each word under each channel based on the click times of each word under each channel in the short-term flow log and the corresponding average click times of words under each channel in preset unit time.
Step E: and calculating the ratio of the smooth click times of each word in each channel to the corresponding smooth exposure times of each word in each channel to obtain the click rate of each word in each channel.
In the embodiment of the present application, the execution order of step C and step D is not limited, and step C may be executed first, and then step D may be executed; step D can be executed first, and then step C can be executed; step C and step D may also be performed simultaneously.
Specifically, the click rate of the w-th word under the c-th channel is ctrc,wAt the above-mentioned alphacAnd betacBased on the calculation of (c), ctrc,wThe specific calculation formula of (a) is as follows:
wherein the content of the first and second substances,
representing the click times of the w word under the c channel in the preset unit time;
indicating the exposure times of the w word under the c channel of the preset unit time.
Similarly, in order to ensure that the click rate of each word in each channel is obtained as real as possible and the click rate is not calculated frequently, a second preset time may be set, and the click rate of each word is calculated every second preset time, where the set second preset time is less than the preset unit time. Therefore, in an optional implementation manner of the embodiment of the present application, for example, the following steps may be further included: and updating the click rate of each word under each channel every second preset time, wherein the second preset time is less than the preset unit time. In general, the preset unit time is a positive integer multiple of the second preset time, and as an example, when the preset unit time is 1 day, the click rate of each word in each channel may be updated every 1 hour. Similarly, it should be further noted that, considering that the click rate of each word in each channel is obtained in real time as much as possible, the second preset time is shortened as much as possible based on the computing resource.
By the various implementation manners provided by the embodiment, a long-term traffic log and a short-term traffic log are acquired for a target content block; acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term flow log; and obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the average exposure times and average click times of the words in the corresponding channel in preset unit time. Therefore, when the click rate is calculated by mainly utilizing the exposure times and click times in the short-term flow logs, the preset unit-time word average exposure times and the preset unit-time word average click times which are obtained by calculating the long-term flow logs are used as smoothing factors to assist in adjusting the exposure times and click times in the short-term flow logs, the data change trend of the current content block can be quickly captured, the reliability of the click rate of each word can be improved, and the income of the target content block is improved.
Exemplary devices
Referring to fig. 3, a schematic structural diagram of an apparatus for obtaining a click rate in an embodiment of the present application is shown. In this embodiment, the apparatus may specifically include:
an obtaining unit 301, configured to obtain, as a long-term traffic log, a traffic log from a first time to a current time for a target content chunk; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
a first obtaining unit 302, configured to obtain an average word exposure time per unit time and an average word click time per unit time in each channel based on the exposure time and click time of each word in each channel in the long-term traffic log;
a second obtaining unit 303, configured to obtain a click rate of each word in each channel based on the number of exposures and the number of clicks of each word in each channel in the short-term traffic log, and a corresponding number of average exposures of words in a preset unit time and an average number of clicks of words in a preset unit time in the channel.
In an optional implementation manner of this embodiment of this application, the first obtaining unit 302 includes:
the first obtaining subunit is configured to obtain, based on the number of exposures of each word in each channel, the total number of each word in each channel, and N, an average number of exposures of words in a preset unit time in each channel;
and the second obtaining subunit is configured to obtain an average click number of terms in each channel in a preset unit time based on the click number of each term in each channel, the total number of terms in each channel, and N.
In an optional implementation manner of the embodiment of the present application, the second obtaining unit 303 includes:
a third obtaining subunit, configured to obtain, based on the exposure frequency of each word in each channel in the short-term traffic log and a corresponding average exposure frequency of words in a preset unit time in the channel, a smooth exposure frequency of each word in each channel;
a fourth obtaining subunit, configured to obtain a smooth click number of each word in each channel based on the click number of each word in each channel in the short-term traffic log and a corresponding average click number of words in the channel in a preset unit time;
and a fifth obtaining subunit, configured to calculate a ratio of the smooth click frequency of each word in each channel to a corresponding smooth exposure frequency of each word in each channel, and obtain a click rate of each word in each channel.
In an optional implementation manner of the embodiment of the present application, the method further includes:
and the first updating unit is used for updating the average word exposure times in the preset unit time and the average word click times in the preset unit time in each channel at intervals of first preset time, wherein the first preset time is less than or equal to the preset unit time.
In an optional implementation manner of the embodiment of the present application, the method further includes:
and the second updating unit is used for updating the click rate of each word in each channel at intervals of second preset time, and the second preset time is less than the preset unit time.
In an optional implementation manner of the embodiment of the present application, the obtaining unit 301 includes:
a first obtaining subunit, configured to obtain, as the long-term traffic log, a traffic log of each target user from a first time to a current time, where the target user is a user who performs an operation on the target content block;
and the second acquiring subunit is configured to acquire, as the short-term traffic log, a traffic log of each target user from a second time to a current time, where the target user is a user who generates an operation behavior on the target content block.
In an optional implementation manner of the embodiment of the present application, the method further includes:
the first generation unit is used for responding to the operation behavior of a user on the target content layout block to generate the flow log if the target content layout block is directly displayed on an initial interface of a website page;
and the second generation unit is used for responding to the browsing behavior of the user on the target content layout block to generate the flow log if the target content layout block is not directly displayed on the initial interface of the website page.
By the various implementation manners provided by the embodiment, a long-term traffic log and a short-term traffic log are acquired for a target content block; acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time in each channel based on the exposure times and click times of each word in each channel in the long-term flow log; and obtaining the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the average exposure times and average click times of the words in the corresponding channel in preset unit time. Therefore, when the click rate is calculated by mainly utilizing the exposure times and click times in the short-term flow logs, the preset unit-time word average exposure times and the preset unit-time word average click times which are obtained by calculating the long-term flow logs are used as smoothing factors to assist in adjusting the exposure times and click times in the short-term flow logs, the data change trend of the current content block can be quickly captured, the reliability of the click rate of each word can be improved, and the income of the target content block is improved.
FIG. 4 is a block diagram illustrating an apparatus 400 for obtaining click-through rates in accordance with an exemplary embodiment. For example, the apparatus 400 may be a mobile phone, a computer, a digital broadcast terminal, a messaging device, a game console, a tablet device, a medical device, an exercise device, a personal digital assistant, and the like.
Referring to fig. 4, the apparatus 400 may include one or more of the following components: processing components 402, memory 404, power components 406, multimedia components 408, audio components 410, input/output (I/O) interfaces 412, sensor components 414, and communication components 416.
The processing component 402 generally controls overall operation of the apparatus 400, such as operations associated with display, telephone calls, data communications, camera operations, and recording operations. The processing component 402 may include one or more processors 420 to execute instructions to perform all or a portion of the steps of the methods described above. Further, the processing component 402 can include one or more modules that facilitate interaction between the processing component 402 and other components. For example, the processing component 402 can include a multimedia module to facilitate interaction between the multimedia component 408 and the processing component 402.
The memory 404 is configured to store various types of data to support operations at the device 400. Examples of such data include instructions for any application or method operating on the device 400, contact data, phonebook data, messages, pictures, videos, and so forth. The memory 404 may be implemented by any type or combination of volatile or non-volatile memory devices such as Static Random Access Memory (SRAM), electrically erasable programmable read-only memory (EEPROM), erasable programmable read-only memory (EPROM), programmable read-only memory (PROM), read-only memory (ROM), magnetic memory, flash memory, magnetic or optical disks.
The multimedia component 408 includes a screen that provides an output interface between the device 400 and the user. In some embodiments, the screen may include a Liquid Crystal Display (LCD) and a Touch Panel (TP). If the screen includes a touch panel, the screen may be implemented as a touch screen to receive an input signal from a user. The touch panel includes one or more touch sensors to sense touch, slide, and gestures on the touch panel. The touch sensor may not only sense the boundary of a touch or slide action, but also detect the duration and pressure correlated to the touch or slide operation. In some embodiments, the multimedia component 408 includes a front facing camera and/or a rear facing camera. The front-facing camera and/or the rear-facing camera may receive external multimedia data when the device 400 is in an operational mode, such as a shooting mode or a video mode. Each front camera and rear camera may be a fixed optical lens system or have a focal length and optical zoom capability.
The audio component 410 is configured to output and/or input audio signals. For example, audio component 410 includes a Microphone (MIC) configured to receive external audio signals when apparatus 400 is in an operational mode, such as a call mode, a recording mode, and a voice recognition mode. The received audio signals may further be stored in the memory 404 or transmitted via the communication component 416. In some embodiments, audio component 410 also includes a speaker for outputting audio signals.
The I/O interface 412 provides an interface between the processing component 402 and peripheral interface modules, which may be keyboards, click wheels, buttons, etc. These buttons may include, but are not limited to: a home button, a volume button, a start button, and a lock button.
The sensor component 414 includes one or more sensors for providing various aspects of status assessment for the apparatus 400. For example, the sensor component 414 can detect the open/closed state of the device 400, the relative positioning of components, such as a display and keypad of the apparatus 400, the sensor component 414 can also detect a change in the position of the apparatus 400 or a component of the apparatus 400, the presence or absence of user contact with the apparatus 400, orientation or acceleration/deceleration of the apparatus 400, and a change in the temperature of the apparatus 400. The sensor assembly 414 may include a proximity sensor configured to detect the presence of a nearby object without any physical contact. The sensor assembly 414 may also include a light sensor, such as a CMOS or CCD image sensor, for use in imaging applications. In some embodiments, the sensor assembly 414 may also include an acceleration sensor, a gyroscope sensor, a magnetic sensor, a pressure sensor, or a temperature sensor.
The communication component 416 is configured to facilitate wired or wireless communication between the apparatus 400 and other devices. The apparatus 400 may access a wireless network based on a communication standard, such as WiFi, 2G or 3G, or a combination thereof. In an exemplary embodiment, the communication component 416 receives broadcast signals or broadcast related information from an external broadcast management system via a broadcast channel. In an exemplary embodiment, the communication component 416 further includes a Near Field Communication (NFC) module to facilitate short-range communications. For example, the NFC module may be implemented based on Radio Frequency Identification (RFID) technology, infrared data association (IrDA) technology, Ultra Wideband (UWB) technology, Bluetooth (BT) technology, and other technologies.
In an exemplary embodiment, the apparatus 400 may be implemented by one or more Application Specific Integrated Circuits (ASICs), Digital Signal Processors (DSPs), Digital Signal Processing Devices (DSPDs), Programmable Logic Devices (PLDs), Field Programmable Gate Arrays (FPGAs), controllers, micro-controllers, microprocessors or other electronic components for performing the above-described methods.
In an exemplary embodiment, a non-transitory computer-readable storage medium comprising instructions, such as the memory 404 comprising instructions, executable by the processor 420 of the apparatus 400 to perform the above-described method is also provided. For example, the non-transitory computer readable storage medium may be a ROM, a Random Access Memory (RAM), a CD-ROM, a magnetic tape, a floppy disk, an optical data storage device, and the like.
A non-transitory computer readable storage medium having instructions therein, which when executed by a processor of a mobile terminal, enable the mobile terminal to perform a method of obtaining a click rate, the method comprising:
acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at a target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
and acquiring the click rate of each word in each channel based on the exposure times and click times of each word in each channel in the short-term flow log, and the corresponding average exposure times and average click times of words in preset unit time in the channel.
Fig. 5 is a schematic structural diagram of a server in an embodiment of the present application. The server 500 may vary widely in configuration or performance and may include one or more Central Processing Units (CPUs) 522 (e.g., one or more processors) and memory 532, one or more storage media 530 (e.g., one or more mass storage devices) storing applications 542 or data 544. Memory 532 and storage media 530 may be, among other things, transient storage or persistent storage. The program stored on the storage medium 530 may include one or more modules (not shown), each of which may include a series of instruction operations for the server. Still further, the central processor 522 may be configured to communicate with the storage medium 530, and execute a series of instruction operations in the storage medium 530 on the server 500.
The server 500 may also include one or more power supplies 526, one or more wired or wireless network interfaces 550, one or more input-output interfaces 558, one or more keyboards 556, and/or one or more operating systems 541, such as Windows Server, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM, etc.
The embodiments in the present description are described in a progressive manner, each embodiment focuses on differences from other embodiments, and the same and similar parts among the embodiments are referred to each other. The device disclosed by the embodiment corresponds to the method disclosed by the embodiment, so that the description is simple, and the relevant points can be referred to the method part for description.
Those of skill would further appreciate that the various illustrative elements and algorithm steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware, computer software, or combinations of both, and that the various illustrative components and steps have been described above generally in terms of their functionality in order to clearly illustrate this interchangeability of hardware and software. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the implementation. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present application.
It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. The terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
The foregoing is merely a preferred embodiment of the present application and is not intended to limit the present application in any way. Although the present application has been described with reference to the preferred embodiments, it is not intended to limit the present application. Those skilled in the art can now make numerous possible variations and modifications to the disclosed embodiments, or modify equivalent embodiments, using the methods and techniques disclosed above, without departing from the scope of the claimed embodiments. Therefore, any simple modification, equivalent change and modification made to the above embodiments according to the technical essence of the present application still fall within the protection scope of the technical solution of the present application without departing from the content of the technical solution of the present application.
Claims (9)
1. A method for obtaining click through rates, comprising:
acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at a target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
acquiring the average exposure times of words in preset unit time and the average click times of words in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
obtaining the smooth exposure times of each word under each channel based on the exposure times of each word under each channel in the short-term flow log and the corresponding average exposure times of words under each channel in preset unit time;
obtaining the smooth click times of each word under each channel based on the click times of each word under each channel in the short-term flow log and the corresponding average click times of the words under the channel in preset unit time;
and calculating the ratio of the smooth click times of each word in each channel to the corresponding smooth exposure times of each word in each channel to obtain the click rate of each word in each channel.
2. The method of claim 1, wherein obtaining the word average exposure times per channel and the word average click times per channel based on the exposure times and click times of each word per channel in the long-term traffic log comprises:
acquiring the average exposure times of words in preset unit time under each channel based on the exposure times of the words under each channel, the total number of the words under each channel and N;
and obtaining the average click times of the words in each channel in preset unit time based on the click times of the words in each channel, the total number of the words in each channel and N.
3. The method of claim 1 or 2, further comprising:
and updating the average word exposure times and the average word click times in the preset unit time under each channel every first preset time, wherein the first preset time is less than or equal to the preset unit time.
4. The method of claim 1 or 2, further comprising:
and updating the click rate of each word under each channel every second preset time, wherein the second preset time is less than the preset unit time.
5. The method according to claim 1 or 2, wherein the obtaining the traffic log from the first time to the current time as a long-term traffic log comprises:
acquiring a flow log of each target user from a first moment to a current moment as the long-term flow log, wherein the target user is a user generating an operation behavior on the target content block;
correspondingly, the obtaining the traffic log from the second time to the current time as a short-term traffic log includes:
and acquiring a flow log of each target user from a second moment to a current moment as the short-term flow log, wherein the target user is a user generating an operation behavior on the target content block.
6. The method of claim 1 or 2, further comprising:
if the target content section is directly displayed on an initial interface of a website page, responding to the operation behavior of a user on the target content section to generate the flow log;
and if the target content section is not directly displayed on the initial interface of the website page, responding to the browsing behavior of the user on the target content section to generate the flow log.
7. An apparatus for obtaining click through rate, comprising:
the acquisition unit is used for acquiring a flow log from a first moment to a current moment as a long-term flow log aiming at the target content block; acquiring a flow log from a second moment to the current moment as a short-term flow log; the time from the second moment to the current moment is preset unit time, the time from the first moment to the current moment is N times of the preset unit time, N is a positive integer, N is not less than 2, and the flow log comprises the exposure times and click times of each word under each channel;
the first obtaining unit is used for obtaining the word average exposure times and word average click times in preset unit time under each channel based on the exposure times and click times of each word under each channel in the long-term flow log;
a second obtaining unit, configured to obtain a smooth exposure time of each word in each channel based on the exposure time of each word in each channel in the short-term traffic log and a corresponding average exposure time of words in a preset unit time in the channel;
a third obtaining unit, configured to obtain a smooth click number of each word in each channel based on the click number of each word in each channel in the short-term traffic log and a corresponding average click number of words in the channel in a preset unit time;
and a fourth obtaining unit, configured to calculate a ratio of the smooth click frequency of each word in each channel to a corresponding smooth exposure frequency of each word in each channel, and obtain a click rate of each word in each channel.
8. An apparatus for obtaining a click rate, comprising a memory, and one or more programs, wherein the one or more programs are stored in the memory and configured to be executed by one or more processors to perform the method of obtaining a click rate according to any one of claims 1 to 6.
9. A machine-readable medium having stored thereon instructions, which when executed by one or more processors, cause an apparatus to perform the method of deriving click-through-rates of any of claims 1-6.
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