CN113127786A - Information pushing method and device, electronic equipment and computer readable medium - Google Patents
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Abstract
The application discloses an information pushing method, an information pushing device, electronic equipment and a computer readable medium, which relate to the field of information processing and comprise the following steps: acquiring operation data of a target user on a plurality of pieces of historical activity information, wherein the historical activity information is activity information pushed to the target user in the past; acquiring historical activity information of which the operation data meets specified conditions as target historical activity information; determining preference information of the target user according to the target historical activity information; and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user. Therefore, the preference information of the user can be determined according to the historical activity operation data of the user, and the push content of the user can be determined according to the preference information, so that the determined push content can be more accurate.
Description
Technical Field
The present application relates to the field of information processing, and in particular, to an information pushing method and apparatus, an electronic device, and a computer-readable medium.
Background
At present, when the activity content is pushed, an operator selects a user according to experience and pushes the activity content to the selected user, however, the selected user is likely to be inaccurate, and thus the overall effect of the activity pushing is easily reduced.
Disclosure of Invention
The application provides an information pushing method, an information pushing device, an electronic device and a computer readable medium, so as to overcome the defects.
In a first aspect, an embodiment of the present application provides an information pushing method, including: acquiring operation data of a target user on a plurality of pieces of historical activity information, wherein the historical activity information is activity information pushed to the target user in the past; acquiring historical activity information of which the operation data meets specified conditions as target historical activity information; determining preference information of the target user according to the target historical activity information; and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user.
In a second aspect, an embodiment of the present application further provides an information pushing apparatus, including: the device comprises a first acquisition unit, a second acquisition unit, a determination unit and a pushing unit. The device comprises a first acquisition unit, a second acquisition unit and a third acquisition unit, wherein the first acquisition unit is used for acquiring operation data of a target user on a plurality of pieces of historical activity information, and the historical activity information is activity information pushed to the target user in the past. A second acquisition unit configured to acquire, as target historical activity information, historical activity information in which the operation data satisfies a specified condition. And the determining unit is used for determining the preference information of the target user according to the target historical activity information. And the pushing unit is used for determining the pushing content according to the preference information and pushing the pushing content to the user terminal corresponding to the target user.
In a third aspect, an embodiment of the present application further provides an electronic device, including: one or more processors; a memory; one or more applications, wherein the one or more applications are stored in the memory and configured to be executed by the one or more processors, the one or more programs configured to perform the above-described methods.
In a fourth aspect, the present application also provides a computer-readable medium, which stores program code executable by a processor, and when the program code is executed by the processor, the processor is caused to execute the above method.
According to the information pushing method, the information pushing device, the electronic equipment and the computer readable medium, the activity information pushed by the target user is determined to be used as historical activity information, then the operation data of the user on the historical activity information is obtained, the historical activity information with the operation data meeting the specified conditions, namely the target historical activity information, is searched, the preference information of the target user is determined according to the target historical activity information, therefore, the preference information of the user can be determined according to the historical activity operation data of the user, then the pushing content of the user is determined according to the preference information, and the determined pushing content can be more accurate.
Drawings
In order to more clearly illustrate the technical solutions in the embodiments of the present application, the drawings needed to be used in the description of the embodiments are briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present application, and it is obvious for those skilled in the art to obtain other drawings based on these drawings without creative efforts.
FIG. 1 is a schematic diagram of an information push system provided by an embodiment of the present application;
fig. 2 is a flowchart illustrating a method of an information pushing method according to an embodiment of the present application;
fig. 3 is a flowchart illustrating a method of an information pushing method according to another embodiment of the present application;
FIG. 4 is a schematic diagram illustrating a live staining scoring model provided by an embodiment of the present application;
fig. 5 is a flowchart illustrating a method of an information pushing method according to another embodiment of the present application;
FIG. 6 shows a block diagram of an information pushing device according to another embodiment of the present application;
FIG. 7 shows a block diagram of an information pushing device according to yet another embodiment of the present application;
FIG. 8 is a block diagram of an information pushing device according to yet another embodiment of the present application;
FIG. 9 illustrates a block diagram of a server provided by an embodiment of the present application;
fig. 10 shows a storage unit, provided in an embodiment of the present application, for storing or carrying program codes for implementing an information pushing method according to an embodiment of the present application.
Detailed Description
In order to make the technical solutions better understood by those skilled in the art, 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.
Referring to fig. 1, fig. 1 illustrates an information push system according to an embodiment of the present disclosure. As shown in fig. 1, the information push system includes a server 100 and a user terminal 200. The server 100 and the user terminal 200 are located in a wireless network or a wired network, and data interaction can be performed between the server 100 and the user terminal 200.
In some embodiments, the user logs in through an account at the user terminal, and all information corresponding to the account can be stored in the storage space of the server 100. The server 100 may be an individual server, or a server cluster, or a local server, or a cloud server.
A plurality of applications are installed in the user terminal, and the server 100 can push some content to the user terminal, specifically, the content may be a certain application that pushes the content to the user terminal, and the application displays the content, so that the content can be pushed to a user corresponding to the user terminal.
The server 100 may be connected to a plurality of user terminals, and may push the content to be pushed to all the user terminals, or may select one of the user terminals according to some policies and push the content to be pushed to the selected user terminal. The specific policy may be determined according to the content to be pushed and the user corresponding to each user terminal. In the embodiment of the present application, the content to be pushed may be marketing activity information, for example, product discount information of a certain e-commerce application.
However, the inventors have found that the conventional content push method has poor stability and uncontrollable effect. Because the selection of the user receiving the content push is filtered based on the historical experience of the operator, i.e. one person with high expertise and one person with low expertise, the decision making is completely different. Therefore, the empirical scheme is relatively lack of data support and is unstable, and the selected targeted user is likely to be inaccurate, so that the overall effect of pushing the content is easily reduced.
In the existing scheme, although there are schemes for performing different activities for different users by using interest labels of the users, the labels are generally coarse-grained and cannot well measure the real deep interests of the users. For example, a user's interest label is "hobby game" and then the user is pushed a game of the competitive type. The user is only interested in the chess and card game, so even if the user establishes an activity scheme of the competitive game, the user does not pay attention to the game and does not participate in the game. Coarse-grained tags do not reflect a user's real preferences very well. At the same time, the experience of operators is uneven, so that the designed activities cannot achieve good effects in the designated population.
Therefore, in order to overcome the above-mentioned drawbacks, an embodiment of the present application provides an information pushing method, which is applied to a server in the above-mentioned system, that is, an execution subject of the method may be the above-mentioned server, and the method is used for improving the accuracy of content pushed to a user, and specifically, as shown in fig. 2, the method includes: s201 to S204.
S201: and acquiring operation data of the target user on the plurality of pieces of historical activity information.
And the historical activity information is activity information which is pushed to the target user in the past. As an implementation manner, the server can push activity information for different users, where the activity information may be content corresponding to a marketing activity that is preset by the server and pushed to the user, and may correspond to a certain product, and the product may be an electronic device or an application program, and the activity information may be promotion information for recommending a function of the certain product, and may also be information for attracting the user to use the product. The campaign information may be set by the developer or operator of the product.
The server records the activity information pushed for each user, and specifically, the activity information can be stored in the activity record data of each user. The activity record data includes the user identifier of each user and the historical activity information corresponding to each user identifier, and the historical activity information corresponding to each user identifier is the activity information pushed by the user corresponding to the user identifier, and meanwhile, the operation data of the user on the historical activity information is also stored in the activity record data. The operation data of the user on the historical activity information can reflect the specific operation behavior, operation times, operation time, operation place, browsing time, operation waiting time and the like of the user on the historical activity information.
S202: and acquiring historical activity information of which the operation data meets specified conditions as target historical activity information.
Wherein the specified condition may be set according to a push policy of the active message to be pushed.
As an embodiment, the operation data may be an operation time, and the acquiring of the historical activity information that the operation data satisfies a specified condition may be the acquiring of the historical activity information that the operation time satisfies a specified time condition. Specifically, the embodiment of acquiring the historical activity information of which the operation time meets the specified time condition may be that a time difference between the operation time of each piece of historical activity information and the current time is determined, and the historical activity information of which the time difference is smaller than a specified time threshold is taken as the target historical activity information. The specified time threshold may be a preset time length value, for example, 24 hours or 8 hours. Thereby enabling to take the historical activity information that the user has recently operated as the target historical activity information.
As another embodiment, the operation data may be the number of operations, and the acquiring of the historical activity information that the operation data satisfies the specified condition may be the acquiring of the historical activity information that the number of operations satisfies the specified condition. Specifically, the historical activity information of which the operation times meet the specified time condition may be obtained by obtaining the operation times corresponding to each piece of historical activity information, and taking the historical activity information of which the operation times are greater than a specified time threshold as the target historical activity information. The designated count threshold may be a preset count value, for example, 5 counts. Thereby enabling the historical activity information frequently operated by the user to be the target historical activity information.
As still another embodiment, a score value of each historical activity information may be determined according to the operation data, and the target historical activity information may be determined according to the score value. Please refer to the following embodiments specifically.
S203: and determining the preference information of the target user according to the target historical activity information.
Because the target historical activity information can reflect the operation of the user on the activity information, and each activity information corresponds to the activity content, the preference degree of the user on the contents can be determined according to the operation of the user on the activity content, and the preference degree of the user on the contents is smaller, so that the preference information of the user can be determined. For example, the user may operate more aggressively or more frequently on the active content of the game class, and thus may be able to determine that the active content of the game class is more highly preferred. The specific manner of determining the preference information may refer to the following embodiments, which are not described herein again.
S204: and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user.
The push content may be active content, and specifically may be display content that can be displayed within an application of the user terminal, and specifically, the push content is matched with the preference information. For example, if the user's preference information is a shooting game, the determined push content is also activity content related to the shooting game, such as a check-in for seven days to send a world good gun.
As an implementation manner, the server may preset a push condition, and when the parameter information of the server meets the push condition, the server executes to-be-pushed activity information acquisition and subsequent operations, so as to ensure that the server can push the push content to the user terminal corresponding to the target user only when the parameter information meets the push condition.
If the pushing condition is a time interval, the parameter information may be system time corresponding to the server, that is, current time. The server acquires the current system time as the current time, then the time of sending the activity information to the user last time is taken as the historical time, the time difference between the historical time and the current time is acquired, whether the time difference is larger than or equal to the specified time interval threshold value or not is judged, and if the time difference is larger than or equal to the specified time interval threshold value, the operation of acquiring the activity information to be pushed is executed. The specified time interval threshold may be set in advance according to user requirements or push requirements, and may be 24 hours, for example, so as to ensure that the active content is pushed once a day.
In addition, the pushing condition may be, besides the time interval, that the network parameter between the server and the user terminal satisfies the specified communication condition, so that it is possible to avoid resource waste caused by the fact that the activity information to be pushed is still sent to the user terminal when the network state between the server and the user terminal is poor. Specifically, the server obtains a communication parameter between the server and a user terminal corresponding to a user to be pushed, determines whether the communication parameter meets a specified communication condition, and pushes the activity information to be pushed to the user terminal corresponding to the user to be pushed if the communication parameter meets the specified communication condition.
The communication parameter may specifically be a channel quality, wherein the channel quality may be an error vector magnitude of the channel, a number of access points, a signal strength, etc. An Error Vector Magnitude (EVM) is a Vector difference between an ideal Error-free reference signal and an actually transmitted signal at a given time, and is used for measuring an amplitude Error and a phase Error of a modulated signal, and the EVM specifically indicates a proximity degree of an IQ component generated when a receiving terminal demodulates the signal and an ideal signal component, and is an index for considering the quality of the modulated signal. The smaller the EVM, the better the channel quality of the channel. The number of the access points can also acquire the access points on each channel when the channels are scanned, so that the number of the access points on each channel can be determined, and the larger the number of the access points is, the worse the channel quality is, and vice versa, the better the channel quality is. Similarly, the signal strength can also be obtained during channel scanning, and the higher the signal strength is, the higher the channel quality is, and vice versa, the lower the channel quality is.
Specifically, the determination of whether the communication parameter satisfies the specified communication condition is performed by determining whether the channel quality satisfies the specified communication quality, and if the specified communication quality is satisfied, determining that the communication parameter satisfies the specified communication condition. Specifically, the channel quality is an error vector magnitude of the channel, and if the error vector magnitude of the channel is smaller than a specified value, it is determined that the channel quality satisfies a specified communication quality, and it is further determined that the communication parameter satisfies the specified communication condition.
Referring to fig. 3, an embodiment of the present application provides an information pushing method, which is applied to a server in the above system, that is, an execution subject of the method may be the above server, and the method is used to improve accuracy of content pushed to a user, and specifically, as shown in fig. 3, the method includes: s301 to S304.
S301: and acquiring operation data of the target user on the plurality of pieces of historical activity information.
S302: and determining the score value of the target user on each historical activity information according to the operation data of the target user on each historical activity information.
Wherein a higher score value indicates a higher user interest in the historical activity information or a higher interest level. The operational data can reflect, as one embodiment, a frequency of user operations on the historical activity information. For example, the operation data includes the number of operations and the operation time, from which the operation frequency can be determined. The higher the operation frequency of the historical activity information, the higher the corresponding score value.
In addition, different label information may be set for the historical activity information, and each label information may be several preset labels corresponding to different links of each activity content in the historical activity information, and the label information may correspond to different data contents in the historical activity information, for example, a push mode label or an activity type label.
As another embodiment, a plurality of label information may be determined in advance according to the operation data of the historical activity information, and a certain score may be assigned to each label information, so that the user may determine the scores of the user for the plurality of label information according to the plurality of label information and the score corresponding to each label information, so that the score corresponding to each label information may be determined in the plurality of label information corresponding to each activity information, and the score corresponding to each historical activity information may be obtained after the scores of the plurality of label information are weighted and summed. Specifically, the tag information corresponding to the historical activity information may be determined according to the operation data of the historical activity information. In some embodiments, the operation data includes at least one of destination information, target user information, active content, reach channel information, and operation resource information, and then a tag is set for each operation data. In the embodiment of the present application, the operation data includes, but is not limited to, an activity identifier, destination information, target user information, activity content, reach channel information, and operation resource information.
The server is used for searching corresponding activity data according to the activity identification. The destination information may be the purpose of the active content, e.g. to attract new customers or to increase the liveness of the user. The target user information may be a category of the user from which the active content was pushed, e.g., belonging to an active user or an inactive user, etc. The activity content is a specific function or business of the activity, such as a game gift bag or a check-in and open gift. The reach channel information may be in a push manner, for example, may be in a push manner, and the operation resource information may include a banner bit and an operation bit, etc.
It should be noted that each activity identifier corresponds to one operation data, and then a tag is set for each data, specifically, the manner of setting the tag may be to define a tag for each data in advance, and specifically, may be to determine a keyword of the operation data; and generating label information according to the keywords. For example, according to the LDA topic word generation technology, a core keyword is extracted, and then after being screened, the keyword is locked on a topic conforming to the above-mentioned material content, that is, the keyword is used as the tag information corresponding to the data, so that the tag information of each operation data corresponding to the historical activity information can be determined.
After determining that each user targets the plurality of label information, setting a scoring information for each label information, wherein the scoring information may be a scoring rule, for example, the score of a pull-new label is 1, and the score of a pull-paid label is 0.
As an embodiment, when the server pushes the activity information for the target user, the server can acquire operation data of the activity information fed back by a plurality of users and correspondingly store the operation data, and the server can acquire the operation data of the activity information fed back by the plurality of users. The server can store all the pushed operation data in correspondence with the score value corresponding to each user. Referring to fig. 4, the active staining score model is shown in fig. 4. The historical activity information operation data of the user corresponding to exposure, click, participation, prize winning, positive feedback and the like also corresponds to the label information, and for example, the label information corresponding to the exposure is the activity content.
As shown in fig. 4, there are M activity information, and the number of users is N, an M × N matrix can be constructed, as shown in fig. 4, where each row of the matrix corresponds to one user identifier, and each column of the matrix corresponds to one activity identifier, so that each element in the array corresponds to a value of the score of one user identifier for one activity identifier. As shown in fig. 4, the score value of the user 1 for the activity 1 is 30, and it can be seen that the operation of the user 1 for the activity 1 is exposure.
It should be noted that, the richer the operation data of the activity information, the higher the corresponding score value, where the richer meaning is that the activity information corresponds to a plurality of tag information, and when a user operates a certain tag information, the operation data corresponding to the tag information can be generated, and the more the tag information corresponding to the operation data of the user, the richer the operation data of the user on the activity information. Therefore, the more the tag information corresponding to the operation data of the user, the higher the score. For example, if the operation of user 1 on activity 1 is exposure, the corresponding score is 30.
In addition, since different labels have different scores, for example, the score for exposure is 30 and the score for exposure plus click is 50. Moreover, similar labels may correspond to different operations and different scores, for example, a score of 30 is given for a number of exposures equal to or less than 50, and a score of 32 is given for a number of exposures greater than 50. Thus, as shown in fig. 4, the operations of the user 4 and the user 5 on the event 1 are "exposure, click, participation, and winning", but the score values of the user 4 and the user 5 are different, and the number of operations of the user 5 on the exposure may be higher.
Within the matrix, if the user is not stained, it is set to null. For example, activity 3 is not pushed to user 6, then user 6 has a zero score value for that activity 3, and the content in row 6, column 3 is empty in the matrix. Specifically, each scoring value can be calculated according to a predetermined algorithm model, then secondary normalization is carried out, and finally a scoring portrait label subject library of the user for the dyeing activity is constructed.
S303: and searching the historical activity information of which the score value meets the specified scoring standard from the plurality of pieces of historical activity information as target historical activity information.
Wherein, the assigned scoring standard can be set in advance according to the activity content to be pushed or the pushing strategy. In one embodiment, a designated score value may be preset, and after a score value corresponding to each activity identifier in the plurality of pieces of historical activity information of the target user is obtained, the activity information with the score value larger than the designated score value is searched as the historical activity information meeting the designated score criterion, and further is used as the target historical activity information. Taking the user 5 as an example, if the user scores 83, 85, 30, 40, and 50 for activity 1, activity 2, activity 3, activity 4, and activity 5, respectively, the score value is designated as 60, that is, only activity information corresponding to score values greater than 60 can be used as the target historical activity information. Then, for the user 5, the score value corresponding to activity 1 and the score value corresponding to activity 2 are both greater than 60 points, so the target historical activity information of the user 5 is activity 1 and activity 2.
As another embodiment, the server may rank the respective score values of the user, and determine the target historical activity information of the user according to the ranked result. Specifically, a specific implementation manner of searching for historical activity information of which the score values meet the specified score criteria from among the plurality of historical activity information may be that the score values of the plurality of historical activity information are sorted in an order from high to low to obtain a score sequence, wherein the historical activity information with higher score values in the score sequence is positioned at a higher front position in the score sequence; and searching N pieces of historical activity information with the top scoring values from the scoring sequence to serve as target historical activity information. Wherein N is a positive integer. The score value represents the interest degree of the target user in the historical activity information, and the higher the score value is, the higher the interest degree of the user in the historical activity information corresponding to the score value is.
Taking the above-mentioned scores of the user 5 for activity 1, activity 2, activity 3, activity 4, and activity 5 as 83, 85, 30, 40, and 50, respectively, as an example, the scores of 83, 85, 30, 40, and 50 are sorted, specifically, sorted in descending order, and the obtained sequence is [85,83, 50,40,30 ]. Assuming that N is 2, the first 2 scores in the sequence are obtained, namely 85 and 83, the activity corresponding to the score value 85 is activity 2, the activity corresponding to the score value 83 is activity 1, and the target activity information corresponding to the user 5 is activity 1 and activity 2.
S304: and determining the preference information of the target user according to the target historical activity information.
Because the interest degree of a user in a certain activity can be determined through the score value of the user in the activity, namely the higher the score value is, the higher the interest degree of the user in the historical activity information corresponding to the score value is, the lower the interest degree of the user in the historical activity information corresponding to the score value is, the activity content with higher interest degree of the user can be found through the score value, the interest degree of the user can be determined according to the found activity content, and the activity content is further preference information of the user, and a specific implementation mode can be introduced in the subsequent embodiment.
S305: and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user.
Referring to fig. 5, an embodiment of the present application provides an information pushing method, which is applied to a server in the foregoing system, that is, an execution subject of the method may be the server, and the method is used to improve accuracy of content pushed to a user, and specifically, as shown in fig. 5, the method includes: s501 to S505.
S501: and acquiring operation data of the target user on the plurality of pieces of historical activity information.
S502: and acquiring historical activity information of which the operation data meets specified conditions as target historical activity information.
S503: an activity type for each target historical activity information is determined.
Wherein, the activity type of each historical activity information may be preset. For example, the type may be a type that a developer of the activity sets for the activity content when setting the activity content. In particular, the activity type may include multiple levels, with each level corresponding to a category, e.g., the multiple levels may be game classes-action RPG-gift bag-doing tasks. The plurality of levels includes a first level, a second level, a third level and a subsequent nth level, wherein the first level has the highest level, the nth level has the lowest level, that is, the first level belongs to the total category of the activity, the second level is a sub-category of the activity, and so on, the lower the level is, the finer the corresponding category is. For example, the game class is a large class of the activity content, and the action RPG, moba game, and the instant strategy class are included below the large class, and the activity content of the action RPG class includes a gift bag class, a treasure robe class, and a check-in class.
Specifically, the activity content may include a plurality of feature data, and the activity type of the activity information is determined according to the feature data, and then an implementation manner of determining the activity type of each target historical activity information may be: acquiring characteristic data of each target historical activity information; and determining the activity type of each target historical activity information according to the characteristic data. Specifically, the activity type of each target historical activity information is determined according to the characteristic data of the target historical activity information, and description information corresponding to each activity information is obtained, wherein the description information may be activity content corresponding to the activity information, and the activity content may include activity purpose, oriented user type, play strategy and the like. Specifically, the characteristics of the activity (activity purpose, user-oriented, play strategy, etc.) are abstracted from the material of the activity, and then the theme type of the activity is constructed. Specifically, the event content is obtained and the keyword is extracted from the event content, and then the keyword is used as the feature data of the event information, and then the type of the event is determined according to the feature data, for example, the keyword extracted from the event destination is a pull new user, that is, the feature data corresponding to the event information includes a pull new, that is, the event type of the event information is a pull new.
S504: and determining the preference information of the target user according to the activity type of each target historical activity information.
After determining the historical activity information meeting the specified conditions according to the operation data of the target user on the historical activity information, that is, after obtaining the target historical activity information, by reasonably setting the specified conditions, the determined historical activity information can be the activity information that the user is interested in, wherein a specific determination manner may refer to the foregoing embodiment and is not described herein again.
Then, the activity type of the target historical activity information is obtained, so that the activity type of the activity information interested by the target user can be determined, namely the interested activity type of the target user is determined and is used as the preference information of the target user. For example, if the activity type of the target historical activity information is a lottery of the competitive game class, it may be determined that the preference information of the target user is the activity content of the lottery type of the competitive game class.
As an embodiment, the target historical activity information may be one, and the activity type of the target historical activity information may be determined as the preference information of the target user.
As an embodiment, the target historical activity information may be one, and determining the preference information of the target user according to the activity type of each target historical activity information includes: determining the number of each activity type according to a plurality of target historical activity information; and determining the preference information of the target user according to the activity types corresponding to the quantity meeting the preset conditions. For example, the preference information of the target user is determined according to the activity type with the highest number.
Therefore, when a plurality of pieces of target historical activity information are acquired, the activity type of each piece of historical activity information is determined, and then the number corresponding to each activity type is counted, that is, the number of the pieces of target historical activity information of the same activity type can be counted. For example, taking the user 5 as an example, if the user is 83, 85, 30, 40, and 50 for the scoring values of activity 1, activity 2, activity 3, activity 4, and activity 5, respectively, the three highest scoring activity information are determined as the target historical activity information, the determined target historical activity information is activity 1, activity 2, and activity 5, so as to determine that the type of activity 1 is type 1, the type of activity 2 is type 2, and the type of activity 5 is type 5, determine whether the same type exists for type 1, type 2, and type 5, if so, determine the number of the same type, and correspond the number to the identifier of the type, for example, if type 1 and type 2 are the same, and type 1 and type 2 are both different from type 5, the obtained number statistics result is type 1 number 2, type 5 number 1, and the determined highest number of activity type is type 5, it can be determined that the preference information of the user is type 1.
As another implementation manner, at least one piece of historical activity information may correspond to one piece of promoted activity information, and the promoted activity information is used as the overall activity information of the at least one piece of activity information. The overall campaign information may be related to the product promoted by the developer. The product may be a certain type of user terminal or an application program, for example, a certain game application program corresponds to a promotional activity content, which includes a plurality of activity contents. For example, the game application is a chess and card game, the promotion activity content corresponding to the game application is all activities related to the promotion of the game application, for example, the promotion activity content may include a check-in gift-sending activity, a recharge gift-sending activity, a completion task gift-sending activity, and the like, the check-in gift-sending activity, the recharge gift-sending activity, and the completion task gift-sending activity can be used as one activity information and all correspond to one activity ID, and the user can obtain the evaluation values of a plurality of activity contents corresponding to the promotion activity content for the operation data of the check-in gift-sending activity, the recharge gift-sending activity, and the completion task gift-sending activity.
Therefore, when the historical activity information corresponds to a plurality of promotion activity information, each promotion activity information corresponds to a plurality of activity information, so that the server can obtain the score value of each promotion activity information by the user and can also specifically obtain the score values of a plurality of activity information under a certain promotion activity information by the user, and the promotion activity information is equivalent to the set of a plurality of corresponding activity information, namely the upper-level activity content of the corresponding plurality of activity information. That is, the server can obtain not only the score value of the entire activity information of a certain application program but also the score of the specific individual activity information of the application program. Therefore, if it is determined that the overall rating value of the user for a certain application is relatively high, it is determined that the user has a relatively high interest level in the application, and it is also determined which specific content in the application the user has a relatively high interest level in. For example, if the credit value of the user for the money and gift adding activity of the chess and card game is high, it can be determined that the user has a high interest level in the chess and card game, and meanwhile, it can be further determined that the user has a high interest level in the money and gift adding activity of the chess and card game.
That is, the determined activity type of the target activity information may find a type corresponding to the activity information of the upper level corresponding to the activity type, and may become the upper level type.
If the determined activity types of the plurality of target historical activity information are different, determining the superior type of the activity type of each target historical activity information, determining whether the plurality of superior types have the same type, counting the number of the same types if the plurality of superior types have the same type, and taking the type with the highest number as the preference information of the target user. For example, if the determined target historical activity information is activity 1 and activity 2, respectively, the type 1 of the activity 1 is the gift-to-send-luxury gift, the type 2 of the activity 2 is the recharge-to-send-luxury gift, and the type 1 and the type 2 are different, the upper type of the type 1 is determined to be the gift-package activity, and the upper type of the type 1 is also the gift-package activity, and the gift-package activity is used as the preference information of the target user.
As another embodiment, when the determined activity types of the plurality of target historical activity information are different, the number of the target historical activity information may be determined, and if the number is lower than a specified number, the activity type of each target historical activity information is used as the preference information of the target user.
As still another embodiment, when the determined activity types of the plurality of target historical activity information are different, the preference information of the target user may be further determined by operating the data.
Specifically, the operation data includes operation time, and the latest operation time of each target historical activity information, that is, the time when the user has operated the historical activity information the latest time, is obtained when the determined activity types of the plurality of target historical activity information are different. Then, the time difference between the latest operation time of each target historical activity information and the current time is obtained, and the activity type corresponding to the target historical activity information of which the time difference meets the specified time requirement is used as the preference information of the target user. The specific implementation manner of taking the activity type corresponding to the target historical activity information with the time difference meeting the specified time requirement as the preference information of the target user is that the activity type corresponding to the target historical activity information with the minimum time difference is taken as the preference information of the target user. For example, the target historical activity information is two, namely the first historical activity information and the second historical activity information. And if the latest operation time of the first historical activity information is T1, and the latest operation time of the second historical activity information is T2, the time difference between T1 and the current time is T1, and the time difference between T2 and the current time is T2, wherein T1 is smaller than T2, and the activity type of the first historical activity information is taken as the preference information of the target user.
S505: and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user.
After the preference information is determined, push content corresponding to the preference information is determined according to the preference information. As an embodiment, the server sets an activity type for the activity content to be pushed, then determines the activity content to be pushed corresponding to the activity type matched with the preference information after determining the preference information, takes the determined activity content to be pushed as the pushed content, and then determines the user terminal corresponding to the target user. Specifically, a user identifier of the target user is determined, where the user identifier may be an account used when the user logs in the user terminal, an account used when the user logs in an application program in the user terminal, or a device identifier of the user terminal corresponding to the user, and the device identifier may be an identifier of a hardware device of the user terminal, for example, a processor ID of the user terminal, or an IP address or an MAC address of the user terminal, which may be information capable of identifying an identity of the user terminal. The server stores the user terminal corresponding to the user identifier in advance
And pushing the push content to the user terminal when the user terminal corresponding to the target user is determined. The user terminal displays the push content, which may be, as an embodiment, displaying the push content on a certain interface of an application program of the user terminal. In this embodiment of the application, the push content corresponds to display content of a target application program, where the target application program may be an application center client in a user terminal, and the application center client may be service software, so that a user can download a new application program through the application center client, and also can update and start an installed application program. If the user terminal detects that the user starts the application center client, the pushed content is displayed in a preset page of the application center client, specifically, the preset interface may be a home page or a homepage, where the home page of the application center client is an interface that the application center client opens first after the user successfully logs in, and a plurality of application programs and some recommended content are generally displayed in the home page. When a user clicks the display content corresponding to a certain application program, the user can enter the detail interface of the corresponding application program by clicking one of the icons. The preset interface may be a home page, that is, the push content is displayed in the home page when the user enters the home page of the application center client.
As another embodiment, the pushed content is displayed in an interface of a designated application of the user terminal, specifically, the pushed content corresponds to the content of the designated application, for example, if the pushed content is a check-in gift package of a chess and card game, the designated application corresponding to the pushed content is a certain chess and card application.
The push content is sent to the specified application program and displayed on the interface of the specified application program when the specified application program is started. As an embodiment, in order to avoid interfering with the operation of the user on the specified application, the push content may be sent to the specified application when the specified application is running in the background, and displayed when the specified application is switched to the foreground.
Referring to fig. 6, a block diagram of an information pushing apparatus 600 provided in an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, and the apparatus may include: a first acquisition unit 601, a second acquisition unit 602, a determination unit 603, and a push unit 604.
A first obtaining unit 601, configured to obtain operation data of a target user on a plurality of pieces of historical activity information, where the historical activity information is activity information that has been pushed to the target user in the past.
A second obtaining unit 602, configured to obtain, as target historical activity information, historical activity information in which the operation data satisfies a specified condition.
A determining unit 603, configured to determine preference information of the target user according to the target historical activity information.
A pushing unit 604, configured to determine a pushed content according to the preference information, and push the pushed content to a user terminal corresponding to the target user.
It can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described apparatuses and modules may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.
Referring to fig. 7, a block diagram of an information pushing apparatus 700 provided in an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, and the apparatus may include: a first acquiring unit 710, a second acquiring unit 720, a determining unit 730 and a pushing unit 740.
A first obtaining unit 710, configured to obtain operation data of a target user on a plurality of pieces of historical activity information, where the historical activity information is activity information that has been pushed to the target user in the past.
A second obtaining unit 720, configured to obtain, as the target historical activity information, historical activity information in which the operation data satisfies a specified condition.
The second acquisition unit 720 includes a score determination subunit 721 and a target determination subunit 722.
The score determining subunit 721 is configured to determine, according to the operation data of the target user on each piece of the historical activity information, a score value of the target user on each piece of the historical activity information.
The target determination subunit 722 is configured to search, as target historical activity information, historical activity information whose score value satisfies a specified score criterion among the plurality of historical activity information.
Specifically, the target determination subunit 722 is further configured to sort the scoring values of the plurality of historical activity information in an order from high to low to obtain a scoring sequence; and searching N pieces of historical activity information with the top scoring values from the scoring sequence to serve as target historical activity information. The higher the score value is, the higher the interest of the user in the historical activity information corresponding to the score value is.
A determining unit 730, configured to determine preference information of the target user according to the target historical activity information.
The pushing unit 740 is configured to determine a pushed content according to the preference information, and push the pushed content to a user terminal corresponding to the target user.
It can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described apparatuses and modules may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.
Referring to fig. 8, a block diagram of an information pushing apparatus 800 according to an embodiment of the present application is shown, where the apparatus is applied to a server in the above system, and the apparatus may include: a first obtaining unit 810, a second obtaining unit 820, a determining unit 830 and a pushing unit 840.
A first obtaining unit 810, configured to obtain operation data of a target user on a plurality of pieces of historical activity information, where the historical activity information is activity information that has been pushed to the target user in the past.
A second obtaining unit 820, configured to obtain, as the target historical activity information, historical activity information in which the operation data satisfies a specified condition.
A determining unit 830, configured to determine preference information of the target user according to the target historical activity information.
The determination unit 830 includes a type determination subunit 831 and a preference determination subunit 832.
The type determining subunit 831 is configured to determine an activity type of each target historical activity information.
Specifically, the type determining subunit 831 is further configured to obtain feature data of each target historical activity information; and determining the activity type of each target historical activity information according to the characteristic data.
The preference determining subunit 832 is configured to determine the preference information of the target user according to the activity type of each target historical activity information.
Specifically, the preference determining subunit 832 is further configured to determine a number of each activity type according to a plurality of the target historical activity information; and determining the preference information of the target user according to the activity types corresponding to the quantity meeting the preset conditions.
A pushing unit 840, configured to determine a push content according to the preference information, and push the push content to a user terminal corresponding to the target user.
It can be clearly understood by those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described apparatuses and modules may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.
In the several embodiments provided in the present application, the coupling between the modules may be electrical, mechanical or other type of coupling.
In addition, functional modules in the embodiments of the present application may be integrated into one processing module, or each of the modules may exist alone physically, or two or more modules are integrated into one module. The integrated module can be realized in a hardware mode, and can also be realized in a software functional module mode.
Referring to fig. 9, a block diagram of an electronic device according to an embodiment of the present application is shown. The electronic device may be the server 100 described above. The electronic device 100 in the present application may include one or more of the following components: a processor 110, a memory 120, and one or more applications, wherein the one or more applications may be stored in the memory 120 and configured to be executed by the one or more processors 110, the one or more programs configured to perform a method as described in the aforementioned method embodiments.
The Memory 120 may include a Random Access Memory (RAM) or a Read-Only Memory (Read-Only Memory). The memory 120 may be used to store instructions, programs, code sets, or instruction sets. The memory 120 may include a stored program area and a stored data area, wherein the stored program area may store instructions for implementing an operating system, instructions for implementing at least one function (such as a touch function, a sound playing function, an image playing function, etc.), instructions for implementing various method embodiments described below, and the like. The storage data area may also store data created by the terminal 100 in use, such as a phonebook, audio-video data, chat log data, and the like.
Referring to fig. 10, a block diagram of a computer-readable storage medium according to an embodiment of the present application is shown. The computer-readable medium 1000 has stored therein program code that can be called by a processor to execute the method described in the above-described method embodiments.
The computer-readable storage medium 1000 may be an electronic memory such as a flash memory, an EEPROM (electrically erasable programmable read only memory), an EPROM, a hard disk, or a ROM. Alternatively, the computer-readable storage medium 1000 includes a non-volatile computer-readable storage medium. The computer readable storage medium 1000 has storage space for program code 1010 for performing any of the method steps of the method described above. The program code can be read from or written to one or more computer program products. The program code 1010 may be compressed, for example, in a suitable form.
In summary, the information pushing method, the information pushing device, the electronic device, and the computer readable medium provided by the present application determine activity information pushed by a target user as historical activity information, then obtain operation data of the historical activity information by the user, search historical activity information with operation data meeting specified conditions, that is, target historical activity information, and determine preference information of the target user according to the target historical activity information, so that the preference information of the user can be determined according to the historical activity operation data of the user, and then determine the pushing content of the user according to the preference information, so that the determined pushing content can be more accurate.
The content pushed by the user is more accurate. In the prior art, in a mode of pushing content for a user according to tags, the tags are coarse-grained, for example, a user likes to participate in an activity, and the tags may be only "hobby" and then define several degrees, such as mild, severe, mad, and the like, for him. However, the prior art determines the user's more precise preferences as to what the particular content of the user's favorite activities are and whether all activities are preferred or whether only certain types of activities are preferred. The user activity staining scoring model (2) determined according to the operation data of the user can determine the preference of the user according to the behavior of the user. The action can best reflect the preference degree of a person for things. Assume that there are 10 activities in the past history activity to user's dye list. But one type of activity stains the user's push 5 times, the user's engagement within these 5 activities is high, the scores for these 5 activities are all the highest, and the preference for these 5 activities is high. Therefore, the user activity staining scoring model is a model which can better describe the preference of the user for the activity, and is most intuitive and most energetic. Knowing which activities the user is interested in and the degree of energy spending is favorable, the method can work out personalized activities with good effect for users of different groups, and achieves the goal of fine operation of the activities.
Finally, it should be noted that: the above embodiments are only used to illustrate the technical solutions of the present application, and not to limit the same; although the present application has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; such modifications and substitutions do not necessarily depart from the spirit and scope of the corresponding technical solutions in the embodiments of the present application.
Claims (10)
1. An information pushing method, comprising:
acquiring operation data of a target user on a plurality of pieces of historical activity information, wherein the historical activity information is activity information pushed to the target user in the past;
acquiring historical activity information of which the operation data meets specified conditions as target historical activity information;
determining preference information of the target user according to the target historical activity information;
and determining push content according to the preference information, and pushing the push content to a user terminal corresponding to the target user.
2. The method according to claim 1, wherein the acquiring historical activity information that the operation data meets a specified condition as target historical activity information comprises:
determining the value of credit of the target user for each historical activity information according to the operation data of the target user for each historical activity information;
and searching the historical activity information of which the score value meets the specified scoring standard from the plurality of pieces of historical activity information as target historical activity information.
3. The method according to claim 2, wherein the searching for the historical activity information with the score value meeting the specified scoring criterion from the plurality of historical activity information as the target historical activity information comprises:
sequencing the scoring values of the plurality of historical activity information according to the sequence from high to low to obtain a scoring sequence;
and searching N pieces of historical activity information with the top scoring values from the scoring sequence to serve as target historical activity information.
4. The method of claim 2 or 3, wherein the score value characterizes the target user's interest in the historical activity information.
5. The method of claim 1, wherein the target historical activity information is a plurality of target historical activity information, and wherein determining the preference information of the target user according to the target historical activity information comprises:
determining the activity type of each target historical activity information;
and determining the preference information of the target user according to the activity type of each target historical activity information.
6. The method of claim 5, wherein the determining the preference information of the target user according to the activity type of each target historical activity information comprises:
determining the number of each activity type according to a plurality of target historical activity information;
and determining the preference information of the target user according to the activity types corresponding to the quantity meeting the preset conditions.
7. The method of claim 5, wherein determining the activity type for each target historical activity information comprises:
acquiring characteristic data of each target historical activity information;
and determining the activity type of each target historical activity information according to the characteristic data.
8. An information pushing apparatus, comprising:
the system comprises a first acquisition unit, a second acquisition unit and a third acquisition unit, wherein the first acquisition unit is used for acquiring operation data of a target user on a plurality of pieces of historical activity information, and the historical activity information is activity information pushed to the target user in the past;
a second acquisition unit configured to acquire, as target historical activity information, historical activity information in which the operation data satisfies a specified condition;
the determining unit is used for determining the preference information of the target user according to the target historical activity information;
and the pushing unit is used for determining the pushing content according to the preference information and pushing the pushing content to the user terminal corresponding to the target user.
9. An electronic device, comprising:
one or more processors;
a memory;
one or more applications, wherein the one or more applications are stored in the memory and configured to be executed by the one or more processors, the one or more programs configured to perform the method of any of claims 1-7.
10. A computer-readable medium having stored program code executable by a processor, the program code causing the processor to perform the method of any one of claims 1-7 when executed by the processor.
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