CN113159806A - Method and device for regulating and controlling market release cost and computer equipment - Google Patents
Method and device for regulating and controlling market release cost and computer equipment Download PDFInfo
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Abstract
The disclosure relates to a method, a device and computer equipment for regulating and controlling market launch cost. The method comprises the following steps: collecting channel cost, order profit data and profit calculation dimension data; then, calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data; and finally, regulating and controlling the market putting amount according to the expected profit and the profit margin. The scheme of this disclosure can realize calculating the effect that the advertisement was put in real time developments, sets up the advertisement input volume through the result of calculation is automatic, removes the repetitive operation that artifical analysis and manual setting put in the advertisement from, releases the human cost, through more timely accurate the control input cost, guarantees the steady increase of profit.
Description
Technical Field
The present disclosure relates to the field of internet technologies, and in particular, to a method and an apparatus for regulating and controlling a market launch cost, and a computer device.
Background
In the technical field of online car renting, car renting agents use a distribution advertisement delivery system as a system for connecting a traffic platform with a car renting company, and mainly play a role in exposing offers provided by the car renting company to potential car renting users and obtaining commission by converting orders generated by the users. The traffic platform has a large number of potential car rental users who incur advertising costs each time they bid on an exposure. Eventually these click-to-users have only a small portion of the order placed, where the earned commission may not necessarily cover the click-to-cost.
Therefore, the popularizing personnel need to analyze and monitor the advertisement putting effect every day, control the putting cost and ensure a certain profit. The data analysis needs to consider various dimensions and the condition under multi-dimensional combination, and the main dimensions include a destination, a rental period (car rental time), a supplier, a vehicle type, a fuel policy and the like. For example, the number of clicks in the los angeles area is greatly increased, only a small number of users place orders, and at this time, commission is obtained, which cannot offset the cost of clicks, so that the quotation in the los angeles area needs to be manually shielded, and the release amount needs to be closed or reduced. Like this, analyzing advertisement effectiveness and setting a mask are currently manual operations. For the present situation, the following problems exist: the manual analysis efficiency is low, and the analysis model is not accurate enough; the abnormal click volume change for a burst cannot be adjusted in time.
Therefore, the related art method cannot automatically set the advertisement putting amount to regulate the market putting cost.
Disclosure of Invention
In order to overcome the problems in the related art, the present disclosure provides a method, an apparatus and a computer device for regulating and controlling a cost of market launch, which can realize a real-time dynamic calculation of an advertisement launch effect, automatically set an advertisement launch amount according to a calculation result, and regulate and control a cost of market launch.
According to a first aspect of the embodiments of the present disclosure, there is provided a method for regulating and controlling a market launch cost, including:
collecting channel cost, order profit data and profit calculation dimension data;
calculating the profit rate of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data;
and regulating and controlling the market putting amount according to the expected profit and the profit margin.
According to a second aspect of the embodiments of the present disclosure, there is provided an apparatus for regulating and controlling a cost of market launch, including:
the data collection unit is used for collecting channel cost, order profit data and profit calculation dimension data;
the calculating unit is used for calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data;
and the regulating and controlling unit is used for regulating and controlling the market putting amount according to the expected profit and the profit margin.
According to a third aspect of embodiments of the present disclosure, there is provided a computer device comprising:
a processor; and
a memory having executable code stored thereon, which when executed by the processor, causes the processor to perform the method as described above.
According to a fourth aspect of embodiments of the present disclosure, there is provided a non-transitory machine-readable storage medium having stored thereon executable code, which when executed by a processor of an electronic device, causes the processor to perform the method as described above.
The technical scheme provided by the embodiment of the disclosure can have the following beneficial effects: the effect of realizing real-time dynamic calculation advertisement input sets up the advertisement input volume through the result of calculation automatically, removes the repetitive operation of artifical analysis and manual setting input advertisement from, releases the human cost, through more in time accurately controlling the input cost, guarantees the steady increase of profit.
It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the disclosure.
Drawings
The above and other objects, features and advantages of the present disclosure will become more apparent by describing in greater detail exemplary embodiments thereof with reference to the attached drawings, in which like reference numerals generally represent like parts throughout.
FIG. 1 is a flow chart illustrating a method of regulating market launch costs in accordance with an exemplary embodiment;
FIG. 2 is a block diagram illustrating an apparatus for regulating cost of market launch in accordance with an exemplary embodiment;
FIG. 3 is a schematic diagram illustrating a computing device, according to an example embodiment.
Detailed Description
Preferred embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. While the preferred embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited to the embodiments set forth herein. Rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the scope of the disclosure to those skilled in the art.
The terminology used in the present disclosure is for the purpose of describing particular embodiments only and is not intended to be limiting of the disclosure. As used in this disclosure and the appended claims, the singular forms "a," "an," and "the" are intended to include the plural forms as well, unless the context clearly indicates otherwise. It should also be understood that the term "and/or" as used herein refers to and encompasses any and all possible combinations of one or more of the associated listed items.
It is to be understood that although the terms first, second, third, etc. may be used herein to describe various information, such information should not be limited to these terms. These terms are only used to distinguish one type of information from another. For example, first information may also be referred to as second information, and similarly, second information may also be referred to as first information, without departing from the scope of the present disclosure. The word "if" as used herein may be interpreted as "at … …" or "when … …" or "in response to a determination", depending on the context.
The utility model provides a method of regulation and control market input cost can calculate the effect of advertisement input in real time developments, sets up the advertisement input volume through the result of calculation automatically, removes manual analysis and the manual repetitive operation who sets up the input advertisement from, releases the human cost, through more in time accurately with controlling the input cost, guarantees the steady increase of profit.
Fig. 1 is a flow chart illustrating a method of regulating market launch costs according to an exemplary embodiment of the present disclosure.
As shown in fig. 1, the method can be applied to a server, and includes the following steps:
in step 101, channel cost, order profit data, and profit calculation dimension data are collected.
The profit calculation dimensional data of this step refers to different dimensions that affect profit margin, including but not limited to combinations of one or more of the following: customer source, click cost, destination, rental period, rental car supplier, vehicle movement, commission, and vehicle type. In a preferred embodiment, the profit computation dimensional data is automatically obtained at the rental car agency platform by timing. Wherein the customer sources refer to users in different countries and regions.
Wherein, the channel cost: the advertisement delivery method is a flow platform for advertisement delivery, and a plurality of channels are provided. From the channel, each click on an advertisement generates a cost, which is the placement cost of the advertisement.
Profit of the order: profit refers to the commission obtained per sale, or the contribution obtained after the base price is added.
After the step 101 is completed, step 102 is entered, and the profit margin of the current channel under the current rules is calculated according to the set analysis model rules and the channel cost, the order profit data and the profit calculation dimension data.
In a preferred embodiment, the analytical model rules may be preset. For example, as rule A: the profit margin is more than 20% in the North America region of the primary dimension and the vehicles of the secondary dimension.
Finally, step 103, the market delivery is regulated according to the profit expectancy and the profit margin.
In a preferred embodiment, profit expectations, i.e., profit margins that the promotional personnel believe should achieve, such as the SUV in the los Angeles area, 30% profit margins should be placed in the system ahead of time.
In a preferred embodiment, the method further comprises the steps of setting an alarm threshold according to profit expectations of different flow channels; and sending an alarm for the channels which do not reach the threshold value.
In a preferred embodiment, the method further comprises setting a masking rule for reducing exposure for channels which cannot achieve profit expectancy.
According to the embodiment, the method for regulating and controlling the market release cost collects channel cost, order profit data and profit calculation dimensional data; then, calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data; and finally, regulating and controlling the market putting amount according to the expected profit and the profit margin. Therefore, the effect of real-time dynamic calculation advertisement putting is realized, the advertisement putting amount is automatically set through the calculated result, the repetitive operation of manual analysis and manual setting advertisement putting is removed, the human cost is released, and the stable increase of profit is ensured through more timely and accurately controlling the putting cost.
Corresponding to the embodiment of the application function implementation method, the disclosure also provides a device for regulating and controlling the market launch cost and a corresponding embodiment.
Fig. 2 is a schematic block diagram illustrating an apparatus for regulating market launch costs according to an exemplary embodiment of the present disclosure.
The apparatus may be located in a server. Referring to fig. 2, in an apparatus for regulating a cost of market launch, may comprise: a data collection unit 21, a calculation unit 22 and a regulation unit 23.
A data collection unit 21 for collecting channel cost, order profit data, and profit calculation dimension data.
In a preferred embodiment, the profit computation dimensional data refers to different dimensions that affect profit margin, including but not limited to combinations of one or more of the following: customer source, click cost, destination, rental period, rental car supplier, vehicle movement, commission, and vehicle type. In a preferred embodiment, the profit computation dimensional data is automatically obtained at the rental car agency platform by timing.
And the calculating unit 22 is used for calculating the profit margin of the current channel under the current rule according to the set analysis model rule and the channel cost, the order profit data and the profit calculation dimension data.
In a preferred embodiment, the analytical model rules may be preset. For example, as rule A: the profit margin is more than 20% in the North America region of the primary dimension and the vehicles of the secondary dimension.
And the regulating unit 23 is used for regulating and controlling the market putting amount according to the expected profit and the profit margin. Profit expectations, i.e., profit margins that the promotional personnel believe should achieve, such as the SUV in the los Angeles area, 30% profit margins should be set in the system ahead of time.
In a preferred embodiment, the system further comprises an alarm threshold setting unit (not shown in the figure) for setting alarm thresholds according to profit expectations of different flow channels; and an alarm sending unit (not shown in the figure) for sending out an alarm for the channels exceeding the threshold value.
In a preferred embodiment, a masking rule setting unit (not shown) is further included for setting a masking rule for a channel that fails to achieve profit expectation.
According to the embodiment, the device for regulating and controlling the market release cost is characterized in that dimensional data is calculated by collecting channel cost, order profit data and profit; calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data; and regulating and controlling the market putting amount according to the expected profit and the profit margin. Therefore, the effect of real-time dynamic calculation advertisement putting is realized, the advertisement putting amount is automatically set through the calculated result, the repetitive operation of manual analysis and manual setting advertisement putting is removed, the human cost is released, and the stable increase of profit is ensured through more timely and accurately controlling the putting cost.
Fig. 3 is a schematic diagram illustrating a computing device that may be used to implement the above-described method of regulating market-launch costs, according to an example embodiment. The computing device may be a computer device or other terminal device, etc.
Referring to fig. 3, the computing device 1000 includes a memory 1010 and a processor 1020.
The processor 1020 may be a multi-core processor or may include multiple processors. In some embodiments, processor 1020 may include a general-purpose host processor and one or more special purpose coprocessors such as a Graphics Processor (GPU), Digital Signal Processor (DSP), or the like. In some embodiments, processor 1020 may be implemented using custom circuits, such as an Application Specific Integrated Circuit (ASIC) or a Field Programmable Gate Array (FPGA).
The memory 1010 may include various types of storage units, such as system memory, Read Only Memory (ROM), and permanent storage. Wherein the ROM may store static data or instructions that are needed by the processor 1020 or other modules of the computer. The persistent storage device may be a read-write storage device. The persistent storage may be a non-volatile storage device that does not lose stored instructions and data even after the computer is powered off. In some embodiments, the persistent storage device employs a mass storage device (e.g., magnetic or optical disk, flash memory) as the persistent storage device. In other embodiments, the permanent storage may be a removable storage device (e.g., floppy disk, optical drive). The system memory may be a read-write memory device or a volatile read-write memory device, such as a dynamic random access memory. The system memory may store instructions and data that some or all of the processors require at runtime. Further, the memory 1010 may include any combination of computer-readable storage media, including various types of semiconductor memory chips (DRAM, SRAM, SDRAM, flash memory, programmable read-only memory), magnetic and/or optical disks, among others. In some embodiments, memory 1010 may include a removable storage device that is readable and/or writable, such as a Compact Disc (CD), a read-only digital versatile disc (e.g., DVD-ROM, dual layer DVD-ROM), a read-only Blu-ray disc, an ultra-density optical disc, a flash memory card (e.g., SD card, min SD card, Micro-SD card, etc.), a magnetic floppy disc, or the like. Computer-readable storage media do not contain carrier waves or transitory electronic signals transmitted by wireless or wired means.
The memory 1010 has stored thereon executable code that, when processed by the processor 1020, causes the processor 1020 to perform the above-described methods.
The above-described method according to the present disclosure has been described in detail hereinabove with reference to the accompanying drawings.
With regard to the apparatus in the above-described embodiment, the specific manner in which each module performs the operation has been described in detail in the embodiment related to the method, and will not be elaborated here.
Furthermore, the method according to the present disclosure may also be implemented as a computer program or computer program product comprising computer program code instructions for carrying out the above-mentioned steps defined in the above-mentioned method of the invention.
Alternatively, the present disclosure may also be embodied as a non-transitory machine-readable storage medium (or computer-readable storage medium, or machine-readable storage medium) having stored thereon executable code (or a computer program, or computer instruction code) which, when executed by a processor of an electronic device (or computing device, server, etc.), causes the processor to perform the various steps of the above-described method according to the present invention.
Those of skill would further appreciate that the various illustrative logical blocks, modules, circuits, and algorithm steps described in connection with the disclosure herein may be implemented as electronic hardware, computer software, or combinations of both.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems and methods according to various embodiments of the present disclosure. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
Having described embodiments of the present disclosure, the foregoing description is intended to be exemplary, not exhaustive, and not limited to the disclosed embodiments. Many modifications and variations will be apparent to those of ordinary skill in the art without departing from the scope and spirit of the described embodiments. The terminology used herein is chosen in order to best explain the principles of the embodiments, the practical application, or improvements made to the technology in the marketplace, or to enable others of ordinary skill in the art to understand the embodiments disclosed herein.
Claims (9)
1. A method of regulating market launch costs, comprising:
collecting channel cost, order profit data and profit calculation dimension data;
calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data;
and regulating and controlling the market putting amount according to the expected profit and the profit margin.
2. The method of claim 1, further comprising:
setting an alarm threshold according to the profit expectations of different flow channels;
and sending an alarm for the channels which do not reach the threshold value.
3. The method of claim 1, further comprising:
for channels that fail to achieve profit expectations, masking rules are set that reduce exposure.
4. The method of claim 1, wherein the profit-computation dimensional data comprises a combination of at least one or more of:
customer source, click cost, destination, rental period, rental car supplier, vehicle movement, commission, and vehicle type.
5. An apparatus for regulating cost of launch, comprising:
the data collection unit is used for collecting channel cost, order profit data and profit calculation dimension data;
the calculating unit is used for calculating the profit margin of the current channel under the current rule according to the set analysis model rule, the channel cost, the order profit data and the profit calculation dimension data;
and the regulating and controlling unit is used for regulating and controlling the market putting amount according to the expected profit and the profit margin.
6. The apparatus of claim 5, further comprising:
the alarm threshold setting unit is used for setting an alarm threshold according to the profit expectations of different flow channels;
and the alarm sending unit is used for sending an alarm for the channels exceeding the threshold value.
7. The apparatus of claim 5, further comprising:
and the shielding rule setting unit is used for setting a shielding rule for the channels which cannot achieve the expected profit.
8. A computer device, comprising:
a processor; and
a memory having executable code stored thereon, which when executed by the processor, causes the processor to perform the method of any of claims 1-4.
9. A non-transitory machine-readable storage medium having stored thereon executable code, which when executed by a processor of an electronic device, causes the processor to perform the method of any one of claims 1-4.
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| Application Number | Priority Date | Filing Date | Title |
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| CN202010012914.5A CN113159806A (en) | 2020-01-07 | 2020-01-07 | Method and device for regulating and controlling market release cost and computer equipment |
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| CN202010012914.5A CN113159806A (en) | 2020-01-07 | 2020-01-07 | Method and device for regulating and controlling market release cost and computer equipment |
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Citations (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN108694609A (en) * | 2018-05-14 | 2018-10-23 | 广州至真信息科技有限公司 | A kind of advertising network alliance platform |
| CN109191183A (en) * | 2018-08-10 | 2019-01-11 | 宜人恒业科技发展（北京）有限公司 | A kind of advertisement dispensing dynamic debugging system based on big data |
| CN109360012A (en) * | 2018-08-22 | 2019-02-19 | 中国平安人寿保险股份有限公司 | The selection method and device, storage medium, electronic equipment of advertisement dispensing channel |
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- 2020-01-07 CN CN202010012914.5A patent/CN113159806A/en active Pending
Patent Citations (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN108694609A (en) * | 2018-05-14 | 2018-10-23 | 广州至真信息科技有限公司 | A kind of advertising network alliance platform |
| CN109191183A (en) * | 2018-08-10 | 2019-01-11 | 宜人恒业科技发展（北京）有限公司 | A kind of advertisement dispensing dynamic debugging system based on big data |
| CN109360012A (en) * | 2018-08-22 | 2019-02-19 | 中国平安人寿保险股份有限公司 | The selection method and device, storage medium, electronic equipment of advertisement dispensing channel |
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Application publication date: 20210723 |