CN111275451A

CN111275451A - User value determination method, device and equipment

Info

Publication number: CN111275451A
Application number: CN201811381693.8A
Authority: CN
Inventors: 李俊华; 郑丰; 张白羽
Original assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Current assignee: Beijing Jingdong Century Trading Co Ltd; Beijing Jingdong Shangke Information Technology Co Ltd
Priority date: 2018-11-20
Filing date: 2018-11-20
Publication date: 2020-06-12

Abstract

The embodiment of the invention provides a method, a device and equipment for determining user value, wherein the activity and transaction data of each first user in a first preset observation period are obtained according to an identifier of at least one first user; for each first user, determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period; obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs; acquiring the total value of the at least one first user according to the value of each first user; the method and the device realize the determination of differentiated value for the user according to the activity and the transaction data of the user, and improve the accuracy of the value of the user.

Description

User value determination method, device and equipment

Technical Field

The embodiment of the invention relates to the technical field of internet, in particular to a method, a device and equipment for determining user value.

Background

With the rapid development of the e-commerce platform, people increasingly consume through the e-commerce platform. The number of users and the quality of users are important user resources for the e-commerce platform, and therefore, the e-commerce platform usually adopts a plurality of ways to mine the user resources. In one mining approach, the e-commerce platform obtains user resources through media applications, such as: the e-commerce platform sets an access entrance of the e-commerce platform in an advertisement position of the media application, and if a user logs in the e-commerce platform through the entrance, the user is considered to be pushed by the media application. In this way, after the e-commerce platform acquires the user resources pushed by the media application, the value of the user resources needs to be determined, and corresponding fees are paid to the media application.

In the prior art, when determining the value of user resources, a fixed value mode is usually adopted, specifically, a same value is set for all users, and the total value of the user resources is determined according to the value and the number of the user resources.

Then, the above method for determining the user value has at least the following problems: the determined user value is inaccurate.

Disclosure of Invention

The embodiment of the invention provides a method, a device and equipment for determining user value, which can improve the accuracy of the user value.

In a first aspect, an embodiment of the present invention provides a method for determining a user value, including:

according to the identification of at least one first user, acquiring the activity and transaction data of each first user in a first preset observation period;

for each first user, determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period, wherein the gear value is used for indicating the average value of the users in the gear; obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs;

and acquiring the total value of the at least one first user according to the value of each first user.

Optionally, before determining the gear to which the first user belongs and the gear value corresponding to the gear according to the liveness of the first user in the first preset observation period and the transaction data, the method further includes:

dividing at least one second user into N gears according to the activity and the transaction data of the at least one second user in the historical data in a first preset observation period, and acquiring gear values corresponding to the gears according to the transaction data of the second users in the gears.

Optionally, before obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs, the method further includes:

determining a population factor of the first user according to the identification of the first user;

the obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs includes:

and obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs and the group factor of the first user.

Optionally, the population factor comprises at least one of: age factor, female factor, first purchase factor.

Optionally, after obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs, the method further includes:

and correcting the value of the first user by adopting a preset adjusting coefficient.

Optionally, after the value of the first user is corrected by using a preset adjustment coefficient, the method further includes:

judging whether the value of the first user after being corrected is larger than a preset value or not;

and if so, taking the preset value as the value of the first user.

Optionally, the obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs includes:

judging whether the first user is a cheating user or not according to the identifier of the first user;

if not, obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs;

if so, the value of the first user is zero.

Optionally, the obtaining the total value of the at least one first user according to the value of each first user includes:

obtaining the sum of the values of the at least one first user according to the value of each first user;

and acquiring the total value of the at least one first user according to the value sum of the at least one first user and a preset step coefficient corresponding to the value sum.

Optionally, after obtaining the total value of the at least one first user, the method further includes:

acquiring a user quality coefficient according to transaction data of at least one second user in the historical data in a second preset observation period, wherein the second preset observation period is longer than the first preset observation period;

and correcting the total value of the at least one first user by adopting the user quality coefficient.

In a second aspect, an embodiment of the present invention provides an apparatus for determining a user value, including:

the acquisition module is used for acquiring the activity and transaction data of each first user in a first preset observation period according to the identification of at least one first user;

the first processing module is used for determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period aiming at each first user, wherein the gear value is used for indicating the average value of the users in the gear; and obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs.

And the second processing module is used for acquiring the total value of the at least one first user according to the value of each first user.

Optionally, the first processing module is further configured to:

the first processing module is specifically configured to:

Optionally, the first processing module is further configured to:

and if so, taking the preset value as the value of the first user.

Optionally, the first processing module is specifically configured to:

if so, the value of the first user is zero.

Optionally, the second processing module is specifically configured to:

Optionally, the second processing module is further configured to:

In a third aspect, an embodiment of the present invention provides a device for determining a user value, including: at least one processor and memory;

the memory stores computer-executable instructions;

the at least one processor executing the computer-executable instructions stored by the memory causes the at least one processor to perform the method of any one of the first aspects.

In a fourth aspect, the present invention provides a computer-readable storage medium, in which computer-executable instructions are stored, and when a processor executes the computer-executable instructions, the method according to any one of the first aspect is implemented.

According to the method, the device and the equipment for determining the user value, provided by the embodiment of the invention, the activity and the transaction data of each first user in a first preset observation period are obtained according to the identification of at least one first user; for each first user, determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period, wherein the gear value is used for indicating the average value of the users in the gear; obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs; acquiring the total value of the at least one first user according to the value of each first user; when the user value is determined, the activity and the transaction data of the user are considered, the gear to which the user belongs is determined according to the activity and the transaction data of the user, the value of the user is determined according to the gear value of the gear to which the user belongs, the differentiated value is determined for the user according to the activity and the transaction data of the user, and the accuracy of the user value is improved.

Drawings

In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to these drawings without creative efforts.

FIG. 1 is a schematic diagram of an application scenario according to an embodiment of the present invention;

fig. 2 is a first flowchart illustrating a method for determining a user value according to an embodiment of the present invention;

fig. 3 is a flowchart illustrating a second method for determining a user value according to an embodiment of the present invention;

fig. 4 is a third schematic flowchart of a user value determination method according to an embodiment of the present invention;

fig. 5 is a schematic structural diagram of an apparatus for determining a user value according to an embodiment of the present invention;

fig. 6 is a schematic structural diagram of a device for determining a user value according to an embodiment of the present invention.

Detailed Description

The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, 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 invention.

The terms "first," "second," "third," "fourth," and the like in the description and in the claims, as well as in the drawings, if any, are used for distinguishing between similar elements and not necessarily for describing a particular sequential or chronological order. It is to be understood that the data so used is interchangeable under appropriate circumstances such that the embodiments of the invention described herein are, for example, capable of operation in sequences other than those illustrated or otherwise described herein. Furthermore, the terms "comprises," "comprising," and "having," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.

Fig. 1 is a schematic view of an application scenario according to an embodiment of the present invention. A possible application scenario of the embodiment of the present invention is described in detail below with reference to fig. 1. As shown in fig. 1, the scenario includes a user terminal, a server, and a user value determination device.

It should be noted that the method for determining the user value provided by the embodiment of the present invention can be applied to a plurality of fields, including but not limited to: the E-business service field, the operator service field, the bank service field and the like. For convenience of description, the embodiments of the present invention are described in detail by taking the e-commerce service field as an example. The following description is respectively provided for two specific scenarios in the field of e-commerce services where user value needs to be determined.

In one possible application scenario, the e-commerce platform may need to estimate the value of some users based on the needs of data analysis and business prediction. Specifically, the user terminal is provided with a client of the e-commerce platform, and the server may be a server of the e-commerce platform. The user accesses the e-commerce platform through the client, and the server can acquire login information of the user, information for accessing the e-commerce platform, information for placing orders on the e-commerce platform and the like. In this scenario, the user value determination device may estimate the value of the user based on the user information acquired by the server.

In another possible application scenario, the e-commerce platform excavates user resources by means of advertising in the media application and the like based on the need of excavating the user resources, estimates the value of the user resources, and pays corresponding fees to the media application. Specifically, the user terminal is provided with a media application, and the e-commerce platform sets an access entrance of the e-commerce platform in an advertisement space of the media application. When the user logs in the e-commerce platform through the access entrance, the user is considered to be the user resource pushed to the e-commerce platform by the media application. The server can acquire login information of the user, information for accessing the e-commerce platform, information for placing orders on the e-commerce platform and the like. Furthermore, the user value determination device can estimate the value of the user according to the user information acquired by the server, and the e-commerce platform pays corresponding fees to the media application based on the estimated user value.

It should be noted that the user value determination device in fig. 1 may be disposed inside the server as a functional module, and of course, the user value determination device may also be disposed independently from the server. The embodiments of the present invention are not particularly limited.

The technical solution of the present invention will be described in detail below with specific examples. The following several specific embodiments may be combined with each other, and details of the same or similar concepts or processes may not be repeated in some embodiments.

Fig. 2 is a flowchart illustrating a first method for determining a user value according to an embodiment of the present invention, where the method of the present embodiment may be executed by the user value determining apparatus in fig. 1. As shown in fig. 2, the method of the present embodiment includes:

s201: according to the identification of at least one first user, the activity and transaction data of each first user in a first preset observation period are obtained.

The first user may be a user to be evaluated, for example, a certain user logs in to an access portal of an e-commerce platform provided by an advertisement space of a media application, and after logging in to the e-commerce platform, the server takes the user as the first user and sends information of the first user to the user value determination device. In particular, the identity of the first user may be sent to the user value determination means.

The server may send one first user to the user value determination means, or may send multiple first users simultaneously, for example: and sending all the first users pushed by the same media application within a certain time range to the user value determining device, and outputting the total value of all the first users by the user value determining device.

Specifically, after the user value determination device obtains the identifier of the first user, the activity and the transaction data of the first user in a first preset observation period are obtained according to the identifier of the first user. The identifier of the first user may be a login account of the first user on the e-commerce platform, or may be other identifiers of the user, such as: the name, alias, mailbox, mobile phone number, id number, etc. may be any information that can identify the user, and this is not specifically limited in the embodiment of the present invention.

The activity of the user is used for indicating the access frequency of the user on the e-commerce platform, and it can be understood that the more frequent the user accesses the e-commerce platform, the higher the activity of the user is, and the less frequent the user accesses the e-commerce platform, the lower the activity of the user is. In an alternative embodiment, the liveness of the user may be measured by the number of times the user accesses the e-commerce platform within a first predetermined observation period. The duration of the first preset observation period may be reasonably set according to actual conditions, and the embodiment of the present invention is not particularly limited, and may be, for example, 15 days or 30 days. For example, if the number of days a user accesses the e-commerce platform within 15 days is 1, the activity of the user is 1, and if the number of days a user accesses the e-commerce platform within 15 days is 5, the activity of the user is 5.

The transaction data of the user is used for indicating the gross transaction Volume (GMV) of the user consuming on the e-commerce platform.

In practical application, after a user accesses the e-commerce platform or places an order on the e-commerce platform, the server stores access information and transaction data of the user, and specifically, the information can be stored in a preset database. Therefore, in this embodiment, the user value determining apparatus may obtain, from the preset database, the activity and the transaction data of the user in the first preset observation period according to the identifier of the user.

S202: for each first user, determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity of the first user in a first preset observation period and transaction data, wherein the gear value is used for indicating the average value of the users in the gear.

Specifically, the gear division may be performed in advance for the value of the user, and in an optional implementation, the value of the user is divided into 10 gears according to the activity of the user, and each gear defines a gear value and a condition of the gear. Such as: the gear value of gear 1 is 1 yuan, and the gear conditions are as follows: the activity of the user in 10 days is 1; the gear value of gear 2 is 2 yuan, and the gear conditions are as follows: the activity of the user in 10 days is 2; other gears are similar and are not listed here.

In order to improve the precision of gear division and the definition accuracy of gear value, the gears of user value can be divided by observing and counting users in historical data. Therefore, in another optional implementation manner, according to the activity and the transaction data of at least one second user in the historical data within a first preset observation period, the at least one second user is divided into N gear positions, and according to the transaction data of each second user in each gear position, a gear position value corresponding to each gear position is obtained.

Assuming that the first user is the user to be rated pushed by the media application a, the historical user pushed by the media application a may be taken as the second user. Through observing the historical users pushed by the same media application, the gear division is carried out according to the liveness of the historical users and the transaction data, and the accuracy of the gear division can be improved.

It is understood that there are various methods for implementing gear division, and the embodiments of the present invention are not particularly limited, and only one of the alternative embodiments will be described below as an example. Assuming that the first preset observation period is 15 days, the users are firstly divided into 15 files according to the activity of the users within 15 days, wherein the activity of the users in the 1 st file is 1, the activity of the users in the second file is 2, …, and the activity of the users in the 15 th file is 15. Then, for each gear, the users in the gear are further divided into 11 gears according to the GMV within 15 days of the users in the gear. For example, the 10 points of the GMV of the user in 15 days in the shift are counted, and the points are rounded up to obtain the boundaries of the respective shifts. Thus, all historical users are divided into 15 × 11 — 165 gears.

Further, for each divided gear, calculating the GMV sum of all users in the gear within 15 days, obtaining the GMV mean value of all users in the gear according to the GMV sum and the number of the users in the gear, and taking the GMV mean value as the gear value of the gear. In the mode, when the gear value is determined, the liveness of the user and the GMV are referred, so that the definition of the gear value is more accurate, namely, the gear value can truly reflect the actual value of the user in the gear.

It should be noted that the above parameters for dividing the gear are only examples, and the embodiment of the present invention is not limited thereto.

In this embodiment, the gear value is used to indicate an average value of users in the gear, and assuming that the gear value of gear 1 is 1 yuan, it indicates that the average value of all users belonging to gear 1 is 1 yuan.

For each user to be evaluated, after acquiring the activity and the transaction data of the user in the first preset observation period, the user value determination device may determine the gear to which the user belongs and the gear value of the gear according to the activity and the transaction data of the user and the gear division.

S203: and obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs.

Specifically, after the gear to which the first user belongs is determined through S202, the value of the first user can be obtained according to the gear value of the gear. In an alternative embodiment, the value of the gear can be directly used as the value of the first user. Namely:

the value of the first user is the gear value.

It can be understood that, since the liveness and transaction data of each gear user are considered when gear division is performed, the gear value of the gear of the first user is directly used as the value of the first user, and the accuracy of the value of the first user can also be ensured.

In another optional implementation manner, after the gear to which the first user belongs is determined, a certain inclination factor may be set on the basis of the gear value according to the actual situation of the first user, so as to obtain the value of the first user, that is:

the first user's value is the gear value ramp factor.

For example, if the user's age is less than 30 years old, the skew factor is set to 1.3, and if the user's age is greater than 50 years old, the skew factor is set to 0.9; if the gender of the user is female, the skew factor is set to 1.2, and if the gender of the user is male, the skew factor is set to 1.

It can be understood that in this way, in addition to the reference gear value, the tilt factor is set according to the actual situation of the user, so that the purpose of determining the differentiated user value according to the difference of the user is achieved, and the accuracy of the user value is further improved.

It should be noted that the tilt factor may be set in various ways, and may be set according to the gender, age, occupation, etc. of the user, and the embodiment of the present invention is not limited in particular, and the above examples are only examples.

S204: and acquiring the total value of the at least one first user according to the value of each first user.

Specifically, after the value of each first user is obtained through the above S202 and S203, the total value of all first users can be obtained according to the value of each first user. In an alternative embodiment, the sum of the values of the individual first users is taken as the total value of all first users. Namely:

the total value of all first users is the sum of the values of all first users.

In another optional embodiment, a certain adjustment factor may also be set on the basis of the sum of the values of all the first users, for example, if the sum of the values of all the first users is greater than a preset value, the adjustment factor is set to 0.8, that is:

the total value of all first users is the sum of the values of all first users.

Specifically, the adjustment factor may be set in various ways, and may be reasonably set according to a specific application scenario, which is not specifically limited in the embodiment of the present invention. An alternative embodiment can be seen in the following examples.

According to the method for determining the user value, provided by the embodiment of the invention, the activity and the transaction data of each first user in a first preset observation period are obtained according to the identification of at least one first user; for each first user, determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period, wherein the gear value is used for indicating the average value of the users in the gear; obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs; acquiring the total value of the at least one first user according to the value of each first user; when the user value is determined, the activity and the transaction data of the user are considered, the gear to which the user belongs is determined according to the activity and the transaction data of the user, the value of the user is determined according to the gear value of the gear to which the user belongs, the differentiated value is determined for the user according to the activity and the transaction data of the user, and the accuracy of the user value is improved.

The method of determining the user value for each first user is described in detail below in connection with a specific embodiment.

Fig. 3 is a flowchart illustrating a second method for determining a user value according to an embodiment of the present invention, as shown in fig. 3, the method according to the embodiment includes:

s301: according to the identification of the first user, the activity and transaction data of the first user in a first preset observation period are obtained.

S302: according to the liveness of the first user in a first preset observation period and transaction data, determining a gear to which the first user belongs and a gear value corresponding to the gear, wherein the gear value is used for indicating the average value of the users in the gear.

In this embodiment, the implementation manners of S301 and S302 are similar to those of S201 and S202 in the above embodiment, and are not described herein again.

S303: and determining the population factor of the first user according to the identification of the first user.

For e-commerce platforms, the quality of users belonging to different groups is usually different, and the quality of users as used herein is understood to mean the value that the users can bring to the e-commerce platform. Generally, the female population is of higher quality relative to the male population, the young population is of higher quality relative to the older population, and the first-purchased users are of higher quality relative to the non-first-purchased users. Thus, the respective population factors may be set for different populations.

The setting of the age factor, the female factor and the first purchase factor can be referred to tables 1, 2 and 3, and it should be noted that tables 1, 2 and 3 are only exemplary descriptions, and the embodiment of the present invention is not limited thereto.

Specifically, the group to which the first user belongs may be determined according to the identification information of the first user, and then a table is usually looked up to determine the group factor of the first user.

TABLE 1

Age range	Age factor
		Under 20 years old	1
20 to 30 years old	1.4
		20 to 40 years old	1.2
40-50 years old	1.1
		Over 50 years old	0.8

TABLE 2

Sex	Female factor
		For male	1
Woman	1.2

TABLE 3

Whether to purchase first	First purchase factor
		First purchase	1.2
Not first purchase	1

It will be appreciated that for a user, there may be multiple population factors simultaneously, for example: the age factor of user 1 is 1.4, the female factor is 1.2, and the first purchase factor is 1; user 2 has an age factor of 1.2, a female factor of 1, and a first purchase factor of 1.2.

In an alternative embodiment, an average value of the population factors may be used as the population factor of the first user, that is:

group factor ═ ave (age factor, female factor, first-bought factor).

In another optional embodiment, the maximum value of the population factors may be used as the population factor of the first user, that is:

population factor ═ max (age factor, female factor, first bought factor).

S304: and obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs and the group factor of the first user.

Specifically, in this embodiment, on the basis of the gear value of the gear to which the first user belongs, the value of the first user is obtained in consideration of the group factor of the first user. That is, the value of the first user may be obtained using the following formula:

the value of the first user is the rank value population factor.

Further, users in the e-commerce platform currently have cheating users, which may also be called false users or abnormal users, and the cheating users are usually used to refresh an order or comment. In an optional implementation manner, whether the first user is a cheating user is determined according to the identifier of the first user. Specifically, after the server acquires the information of the first user, the server judges whether the user is a cheating user or a normal user by using a user security model algorithm, carries a judgment result in a user identifier and sends the judgment result to the user value determining device, and the user value determining device determines whether the first user is the cheating user or not by analyzing the identifier of the first user.

Since the cheating user has no value for the e-commerce platform, if the first user is the cheating user, the value of the first user is directly set to 0. Specifically, a cheating factor may be set, the cheating factor corresponding to the cheating user is 0, and the cheating factor corresponding to the normal user is 1, so that the value of the first user may be obtained by using the following formula:

the first user's value is a cheating factor, a gear value, and a population factor.

Optionally, in order to avoid that the estimated value of the first user is too high, which results in too high mining cost of the user resource of the e-commerce platform, after the value of the first user is obtained, the value of the first user may be corrected by adopting subsequent steps.

S305: and correcting the value of the first user by adopting a preset adjusting coefficient.

Specifically, the Return On Investment (ROI) of the user resource can be determined by analyzing the historical data, an adjustment coefficient is determined according to the preset user resource mining budget, and the value of the first user is corrected by using the adjustment coefficient, so that the mining cost of the user resource is prevented from being too high.

Wherein the value range of the adjustment coefficient is 0-1. For example: if the historical ROI is lower than a first preset value, the adjustment coefficient is set to be 0.8, and if the historical ROI is lower than a second preset value, the adjustment coefficient is set to be 0.7. Thus, the value of the first user may be obtained according to the following formula:

the first user's value is a cheating factor, a gear value, a population factor, and an adjustment factor.

S306: and judging whether the value of the first user after being corrected is larger than a preset value.

S307: and taking the preset value as the value of the first user.

S308: and taking the corrected value as the value of the first user.

On the basis of S305, in order to avoid that the modified value of the first user is still too high, a preset value may be set for the value of each user, where the preset value is used to indicate the maximum value of the value of each user. And judging whether the modified value of the first user is greater than the preset value, if so, taking the preset value as the value of the first user, and if not, taking the modified value as the value of the first user.

The preset value may be determined by analyzing historical data, and the range of the preset value is not specifically limited in the embodiment of the present invention.

In this embodiment, the value of the first user may be obtained according to the following formula:

the first user's value is cheating factor min (shift value population factor adjustment factor, preset value).

In the embodiment, when the user value is determined, the group factors and the cheating factors of the user are considered besides the activity and the transaction data of the user, so that differentiated values are obtained according to the group characteristics and the cheating characteristics of the user, and the accuracy of the user value is further improved; in addition, when the user value is determined, the adjustment coefficient and the maximum value of the user value are also considered, the determined user value can be avoided from being too high, and the cost of mining user resources by the e-commerce platform is reduced.

On the basis of the embodiment shown in fig. 3, after the value of each first user is obtained, the total value of all the first users can be obtained according to the value of each first user. A method for obtaining the total value of all the first users according to the value of each first user is described in detail below with reference to a specific embodiment.

Fig. 4 is a third schematic flowchart of a method for determining a user value according to an embodiment of the present invention, as shown in fig. 4, the method according to the embodiment includes:

s401: and acquiring the sum of the values of the at least one first user according to the value of each first user.

S402: and acquiring the total value of the at least one first user according to the value sum of the at least one first user and a preset step coefficient corresponding to the value sum.

In this embodiment, in order to avoid the total user value being too high, the total user value may be subjected to a staircase processing, and specifically, different staircase coefficients are set for the total user values in different ranges. Table 4 illustrates an alternative setting manner of the step parameter, as shown in table 4, when the sum of the values of all the users is equal to or less than 30 ten thousand, the step coefficient is 1, when the sum of the values of all the users is equal to or more than 30 ten thousand, the step coefficient is 0.8, and when the sum of the values of all the users is equal to or more than 60 ten thousand, the step coefficient is 0.7.

TABLE 4

Sum of all user's value	Coefficient of step
		0<Sum of all user's value<30 ten thousand	1
30 ten thousand<Sum of all user's value<60 ten thousand	0.8
		Sum of all user's value>60 ten thousand	0.7

Therefore, in this embodiment, after the sum of the values of all the first users is obtained, the step coefficients corresponding to the sum of the values are determined by looking up the table 4 according to the sum of the values, and then the total value of all the first users is obtained according to the sum of the values and the step coefficients. That is, the total value of all the first users can be obtained by using the following formula:

the total value of all first users is the sum of the values of all first users.

In the above embodiment, in determining the value of each user, only the short-term value of each user is referred to in consideration of the settlement period, for example, in the above embodiment, only the liveness and transaction data of each user within 15 days are referred to. It will be appreciated that for some users, the short-term value may not represent the long-term value, i.e., some users have a higher short-term value and a lower long-term value. Thus, inaccuracy in the finally determined user value may result.

In order to avoid the above problem, the embodiment of the present invention may further modify the total value of all the first users by using subsequent S403 and S404.

S403: and acquiring a user quality coefficient according to the transaction data of at least one second user in the historical data in a second preset observation period, wherein the second preset observation period is longer than the first preset observation period.

S404: and correcting the total value of the at least one first user by adopting the user quality coefficient.

In this embodiment, the user quality coefficient may be obtained according to transaction data of the second user in the historical data within a second preset observation period. Wherein the second preset observation period can be 2-5 months. Thus, the user quality factor can indicate the long-term value of the user.

Assuming that the first user is the user pushed by media application a, the historical user pushed by media application a may be treated as the second user. Through long-term observation of historical users pushed by the same media application, the user quality coefficient is obtained according to the transaction data of the second users in a second preset observation period (2-5 months), and the obtained user quality coefficient is more accurate.

Therefore, in this embodiment, the corrected total value of all the first users may be obtained by using the following formula:

the total value of all first users is the sum of the values of all first users, the step coefficient and the user quality coefficient.

Optionally, after evaluating all the first users and settling the fees, the tracking and observation of the long-term performance of the first users may be continued, that is, the transaction data of the users in the second preset observation period is observed, and the user quality coefficient is updated according to the observation result. For example, the users may be observed for a long time (2-5 months), the value presented by the user in the second preset observation period (2-5 months) is compared with the historical value presented in the first preset observation period (15 days) according to the transaction data of the users in 2-5 months, and if the value is reduced, the user quality coefficient is reduced, otherwise, the value is maintained. Subsequently, when the new first user value is estimated, calculation can be performed according to the updated user quality coefficient, so that the accuracy of the user value can be continuously improved.

Fig. 5 is a schematic structural diagram of a device for determining a user value according to an embodiment of the present invention, and as shown in fig. 5, a device 500 for determining a user value according to this embodiment includes: an acquisition module 501, a first processing module 502 and a second processing module 503.

The obtaining module 501 is configured to obtain, according to an identifier of at least one first user, an activity and transaction data of each first user in a first preset observation period;

a first processing module 502, configured to, for each first user, determine, according to activity and transaction data of the first user in a first preset observation period, a gear to which the first user belongs and a gear value corresponding to the gear, where the gear value is used to indicate an average value of users in the gear; and obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs.

A second processing module 503, configured to obtain a total value of the at least one first user according to the value of each first user.

Optionally, the first processing module 502 is further configured to:

the first processing module 502 is specifically configured to:

Optionally, the first processing module 502 is further configured to:

and if so, taking the preset value as the value of the first user.

Optionally, the first processing module 502 is specifically configured to:

if so, the value of the first user is zero.

Optionally, the second processing module 503 is specifically configured to:

Optionally, the second processing module 503 is further configured to:

The device for determining the user value provided by the embodiment of the invention can be used for executing any method embodiment, the implementation principle and the technical effect are similar, and the details are not repeated here.

Fig. 6 is a schematic structural diagram of a device for determining a user value according to an embodiment of the present invention, and as shown in fig. 6, a device 600 for determining a user value according to this embodiment includes: at least one processor 601 and memory 602. The processor 601 and the memory 602 are connected by a bus 603.

In a specific implementation, the at least one processor 601 executes the computer-executable instructions stored in the memory 602, so that the at least one processor 601 performs the method for determining the user value in any of the above method embodiments.

For a specific implementation process of the processor 601, reference may be made to the above method embodiments, which implement the principle and the technical effect similarly, and details of this embodiment are not described herein again.

In the embodiment shown in fig. 6, it should be understood that the Processor may be a Central Processing Unit (CPU), other general purpose Processor, a Digital Signal Processor (DSP), an Application Specific Integrated Circuit (ASIC), etc. A general purpose processor may be a microprocessor or the processor may be any conventional processor or the like. The steps of a method disclosed in connection with the present invention may be embodied directly in a hardware processor, or in a combination of the hardware and software modules within the processor.

The memory may comprise high speed RAM memory and may also include non-volatile storage NVM, such as at least one disk memory.

The bus may be an Industry Standard Architecture (ISA) bus, a Peripheral Component Interconnect (PCI) bus, an Extended ISA (EISA) bus, or the like. The bus may be divided into an address bus, a data bus, a control bus, etc. For ease of illustration, the buses in the figures of the present application are not limited to only one bus or one type of bus.

The embodiment of the present invention further provides a computer-readable storage medium, where a computer execution instruction is stored in the computer-readable storage medium, and when a processor executes the computer execution instruction, the method for determining a user value in any of the above method embodiments is implemented.

The computer-readable storage medium may be implemented by any type of volatile or non-volatile memory device or combination thereof, 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 disk. Readable storage media can be any available media that can be accessed by a general purpose or special purpose computer.

An exemplary readable storage medium is coupled to the processor such the processor can read information from, and write information to, the readable storage medium. Of course, the readable storage medium may also be an integral part of the processor. The processor and the readable storage medium may reside in an Application Specific Integrated Circuits (ASIC). Of course, the processor and the readable storage medium may also reside as discrete components in the apparatus.

Those of ordinary skill in the art will understand that: all or a portion of the steps of implementing the above-described method embodiments may be performed by hardware associated with program instructions. The program may be stored in a computer-readable storage medium. When executed, the program performs steps comprising the method embodiments described above; and the aforementioned storage medium includes: various media that can store program codes, such as ROM, RAM, magnetic or optical disks.

Finally, it should be noted that: the above embodiments are only used to illustrate the technical solution of the present invention, and not to limit the same; while the invention has been described in detail and with reference to the foregoing embodiments, it will be understood by those skilled in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some or all of the technical features may be equivalently replaced; and the modifications or the substitutions do not make the essence of the corresponding technical solutions depart from the scope of the technical solutions of the embodiments of the present invention.

Claims

1. A method for determining a user value, comprising:

2. The method of claim 1, wherein before determining the gear to which the first user belongs and the gear value corresponding to the gear according to the activity of the first user in the first preset observation period and the transaction data, further comprising:

3. The method according to claim 1, wherein before obtaining the value of the first user according to the value of the gear corresponding to the gear to which the first user belongs, the method further comprises:

4. The method of claim 3, wherein the population factor comprises at least one of: age factor, female factor, first purchase factor.

5. The method according to claim 1, wherein after obtaining the value of the first user according to the value of the gear corresponding to the gear to which the first user belongs, the method further comprises:

6. The method of claim 5, wherein after the modifying the value of the first user by using the preset adjustment factor, further comprising:

and if so, taking the preset value as the value of the first user.

7. The method according to claim 1, wherein the obtaining the value of the first user according to the value of the gear corresponding to the gear to which the first user belongs comprises:

if so, the value of the first user is zero.

8. The method of claim 1, wherein obtaining the total value of the at least one first user based on the value of each first user comprises:

9. The method of claim 8, wherein after obtaining the total value of the at least one first user, further comprising:

10. An apparatus for determining a user value, comprising:

the first processing module is used for determining a gear to which the first user belongs and a gear value corresponding to the gear according to the activity and transaction data of the first user in a first preset observation period aiming at each first user, wherein the gear value is used for indicating the average value of the users in the gear; obtaining the value of the first user according to the gear value corresponding to the gear to which the first user belongs;

11. The apparatus of claim 10, wherein the first processing module is further configured to:

12. The apparatus of claim 10, wherein the first processing module is further configured to:

the first processing module is specifically configured to:

13. The apparatus of claim 12, wherein the population factor comprises at least one of: age factor, female factor, first purchase factor.

14. The apparatus of claim 10, wherein the first processing module is further configured to:

15. The apparatus of claim 14, wherein the first processing module is further configured to:

and if so, taking the preset value as the value of the first user.

16. The apparatus of claim 10, wherein the first processing module is specifically configured to:

if so, the value of the first user is zero.

17. The apparatus of claim 10, wherein the second processing module is specifically configured to:

18. The apparatus of claim 17, wherein the second processing module is further configured to:

19. A user value determination device, comprising: at least one processor and memory;

the memory stores computer-executable instructions;

the at least one processor executing the computer-executable instructions stored by the memory causes the at least one processor to perform the method of any of claims 1-9.

20. A computer-readable storage medium having computer-executable instructions stored thereon which, when executed by a processor, implement the method of any one of claims 1 to 9.