CN113962727A - Advertisement putting method and device for chain stores - Google Patents
Advertisement putting method and device for chain stores Download PDFInfo
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- CN113962727A CN113962727A CN202111131922.2A CN202111131922A CN113962727A CN 113962727 A CN113962727 A CN 113962727A CN 202111131922 A CN202111131922 A CN 202111131922A CN 113962727 A CN113962727 A CN 113962727A
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Abstract
The invention discloses an advertisement putting method and device for chain stores. Wherein, the method comprises the following steps: determining a target return rate of the chain store; acquiring historical conversion rates corresponding to stores in a chain of stores, wherein each store corresponds to a plurality of historical advertisement products; determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value; and determining the target advertisement products corresponding to the stores according to the actual return rate. The invention solves the technical problems that specific stores can not be targeted for advertisement putting, actual marketing requirements of different stores can not be met and the overall benefit of advertisement putting is low because stores with more brands for chain merchants in the related technology are targeted.
Description
Technical Field
The invention relates to the technical field of advertisement putting, in particular to an advertisement putting method and device for chain stores.
Background
The chain merchant brand and the store are in a one-to-many relationship, and a plurality of stores are often arranged under each brand flag, so when advertisement putting is carried out by a chain merchant brand headquarters, advertisement putting personnel need to manage a plurality of stores simultaneously, and the following problems exist in advertisement putting:
1. the store is more, and the operation is complicated: different stores have different advertising effects due to different operating levels, different regions and other factors, and the budgets, bids and materials of the different stores need to be manually adjusted;
2. many advertising products, high learning cost: taking a take-out business of an store as an example, more than ten kinds of advertisement products can be selected by the take-out business at present, and according to different marketing appeal, one or more suitable products are/is/are required to be selected for combined delivery aiming at daily/activity promotion each time;
3. the real-time performance and timeliness of the actual operation have high requirements: when the operation advertisement bidding environment is highly changed, the releasing personnel needs to monitor the effect data in real time and needs to adjust the real-time advertisement releasing strategy.
Therefore, in the related art, targeted advertisement putting cannot be performed on specific stores aiming at stores with more brands of chain merchants, and actual marketing requirements of different stores cannot be met.
Disclosure of Invention
The embodiment of the invention provides an advertisement putting method and device for chain stores, which are used for at least solving the technical problems that targeted advertisement putting cannot be performed on specific stores, actual marketing requirements of different stores cannot be met and the overall advertisement putting yield is low due to the fact that the specific stores with more brands for chain stores in the related technology.
According to an aspect of the embodiments of the present invention, there is provided an advertisement delivery method for chain stores, including: determining a target return rate of the chain store; acquiring historical conversion rates corresponding to all stores in the chain of stores, wherein each store corresponds to a plurality of historical advertisement products; determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value; and determining the target advertisement products respectively corresponding to the stores according to the actual return rate.
Further, determining a target return rate of the chain store comprises: determining the target return rate according to the numerical value input into a preset application interface; or, detecting a selection operation acting on a preset key in the preset application interface, and determining a target key; and determining the return rate corresponding to the target key as the target return rate.
Further, after determining the target return rate of the chain store, the method further includes: determining estimated data of the chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to the stores; and displaying the estimated data in a preset application interface.
Further, determining the actual return rate corresponding to each store according to the target return rate and each historical conversion rate includes: constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store; and determining the actual return rate respectively corresponding to each store according to the advertisement putting strategy.
Further, the advertisement placement strategy is as follows:
max∑i，jrevenuei，j＝∑i，jchargei，j*roji，j＝∑i，jfi，j(roii，j)*roii，j
the constraint conditions corresponding to the advertisement putting strategy are as follows:
wherein i is the ith advertisement product, j represents the jth store in the chain of stores, roji,jA corresponding rate of return for the ith advertisement product of the jth store; chargei,jAn advertising payout for an ith advertised product for the jth store; revenuei,jIs the overall transaction amount.
According to another aspect of the embodiments of the present invention, there is also provided an advertisement delivery apparatus for chain stores, including: the first determining unit is used for determining the target return rate of the chain store; the system comprises an acquisition unit, a display unit and a display unit, wherein the acquisition unit is used for acquiring historical conversion rates corresponding to stores in the chain of stores, and the stores correspond to a plurality of historical advertisement products respectively; a second determining unit, configured to determine actual return rates corresponding to the stores according to the target return rates and the historical conversion rates, where a difference between an average value of the actual return rates corresponding to the stores and the target return rate is smaller than a preset deviation value; and the third determining unit is used for determining the target advertisement products corresponding to the stores according to the actual return rate.
Further, still include: the fourth determining unit is used for determining the estimated data of the chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to the stores after determining the target return rate of the chain stores; and the display unit is used for displaying the estimated data in a preset application interface.
Further, the second determination unit includes: the processing module is used for constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store; and the determining module is used for determining the actual return rate corresponding to each store according to the advertisement putting strategy.
According to another aspect of the embodiments of the present invention, there is also provided an electronic device, including a processor, a memory, and a program or instructions stored on the memory and executable on the processor, where the program or instructions, when executed by the processor, implement the steps of the method for placing advertisements in chain stores as described above.
According to another aspect of the embodiments of the present invention, there is also provided a readable storage medium, on which a program or instructions are stored, which when executed by a processor, implement the steps of the advertisement delivery method for chain stores as described above.
In the embodiment of the invention, the target return rate of the chain store is determined; acquiring historical conversion rates corresponding to stores in a chain of stores, wherein each store corresponds to a plurality of historical advertisement products; determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value; and determining the target advertisement products corresponding to the stores according to the actual return rate. The actual return rate corresponding to each store is determined through the target return rate according to the chain stores and the historical return rate of the target advertisement products corresponding to each store, the overall target return rate is set, the targets of the actual return rates of different stores and the advertisement products are dynamically adjusted based on the overall target, the technical effect of improving the overall advertisement putting income of chain stores is achieved, and further the technical problems that the number of stores with more brands for chain stores in the related technology is large, targeted advertisement putting cannot be performed on specific stores, the actual marketing demands of different stores cannot be met, and the overall advertisement putting income is low are solved.
Drawings
The accompanying drawings, which are included to provide a further understanding of the invention and are incorporated in and constitute a part of this application, illustrate embodiment(s) of the invention and together with the description serve to explain the invention without limiting the invention. In the drawings:
fig. 1 is a schematic flow chart of an alternative method for delivering advertisements to store chains according to an embodiment of the present invention;
FIG. 2 is a schematic diagram of an alternative default application interface in accordance with an embodiment of the present invention;
FIG. 2a is a schematic diagram of an alternative default application interface according to an embodiment of the present invention;
fig. 3 is a schematic structural diagram of an alternative advertisement delivery device for chain stores according to an embodiment of the present invention.
Detailed Description
In order to make the technical solutions of the present invention better understood, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
It should be noted that the terms "first," "second," and the like in the description and claims of the present invention and in the drawings described above are used for distinguishing between similar elements and not necessarily for describing a particular sequential or chronological order. It is to be understood that the data so used is interchangeable under appropriate circumstances such that the embodiments of the invention described herein are capable of operation in sequences other than those illustrated or described herein. Furthermore, the terms "comprises," "comprising," and "having," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.
Example 1
Before the technical solution of the embodiment of the present invention is introduced, the following terms are explained first:
the rate of return: return On Investment, the rate of Return, refers to the economic Return that an enterprise receives from the Investment in a capital campaign, such as the ratio of revenue to cost of ad placement.
Conversion rate: the conversion behavior is the ratio of the number of times of completing the conversion behavior to the total number of clicks of the promotion information in a statistical period. The calculation formula is as follows: conversion rate (number of conversions/click rate) × 100%. For example: 10 users see the results of a search promotion, 5 of which click on a promotion and are jumped to the target URL, and 2 of which have subsequently transformed behavior. Then, the conversion of this generalized result is (2/5) × 100% ═ 40%.
According to an embodiment of the present invention, there is provided an advertisement delivery method for chain stores, as shown in fig. 1, the method including:
s102, determining a target return rate of the chain store;
specifically, in the advertisement delivery process for a store chain having a plurality of stores in the present embodiment, the overall target set by the store chain, that is, the target return rate, is obtained. The target rate of return is an average rate of return corresponding to each store.
In a practical application scenario, according to the target return rate of the store chain input by the user,
optionally, in this embodiment, the target return rate of the chain store is determined, including but not limited to: determining a target return rate according to the numerical value input into the preset application interface; or, detecting a selection operation acting on a preset key in a preset application interface, and determining a target key; and determining the return rate corresponding to the target key as a target return rate.
In one example, as shown in FIG. 2, an input box 210 and an input box 200 are included in the application interface 20, the input box 210 can be filled with the expected ROI, the target return rate corresponding to the chain store can be determined by the value in the input box 210, and the corresponding advertisement budget can be input or displayed in the input box 200. In another example, the key 220, the key 230, and the key 240 in the application interface 20 are selected, and the key 220, the key 230, and the key 240 respectively correspond to different payback rates, and the target key is determined by detecting the selection operation applied to the key 220, the key 230, and the key 240, so as to determine the payback rate corresponding to the target key as the target payback rate.
In yet another example, as shown in FIG. 2a, the progress 250 is dragged on the horizontal line 260 in the application interface 22 to set the return on investment, the target return rate corresponding to the chain store is determined according to the length of the bold line on the horizontal line 260, and the corresponding advertising budget may be inputted or displayed in the input box 270.
In the embodiment, the target return rate of the chain stores is determined according to the input or selection operation of the user on the preset application interface, and the target return rate is used as the overall target corresponding to the plurality of stores for advertisement delivery. For example, if the target return rate of a store chain is set to 1.2, the overall goal of advertisement delivery of the store chain is to determine the average return rate of a plurality of stores in the store chain to be 1.2.
S104, acquiring historical conversion rates corresponding to stores in the chain of stores, wherein each store corresponds to a plurality of historical advertisement products;
in an actual application scenario, multiple advertisement putting modes exist in an advertisement putting process, and each advertisement putting mode corresponds to one advertisement product. Such as the manner of red pack and coupon, search result ranking service, and store presentation order in the platform, etc.
The method comprises the steps of obtaining conversion rates of a plurality of historical advertisement products corresponding to each store in a chain of stores, and determining an advertisement product meeting store operation requirements as a target advertisement product. For example, according to the user's needs, it can be determined that the advertisement product with high exposure rate is the target advertisement product, or that the advertisement product with high conversion rate is the target advertisement product. The method comprises the steps of determining that the stores and historical advertisement products are combined, determining the historical conversion rate of the combination corresponding to each store, and further predicting advertisement delivery data of each store in the chain stores according to the historical conversion rate.
Optionally, in this embodiment, after determining the target return rate of the chain store, the method further includes, but is not limited to: determining estimated data of chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to each store; and displaying the estimated data in a preset application interface.
In a specific application scenario, conversion rates of a plurality of historical advertisement products corresponding to each store in a chain of stores are obtained, that is, the conversion rates corresponding to each historical advertisement product delivered by each store are obtained, and the historical advertisement products with the conversion rates are determined to be target advertisement products. And then determining the estimated data of the store chain according to the conversion rate of the target advertisement products and the target return rate of the whole target of the store chain set by the user. The forecast data includes, but is not limited to, exposure rate, advertising placement expenditure, conversion rate, and return rate.
In another embodiment, the estimation data corresponding to the target return rate set by the chain store can be predicted according to historical data of other chain stores with the same or similar business as the chain store.
After the estimated data are obtained in the above manner, the estimated data can be displayed in a preset application interface so as to visually display the exposure rate, the conversion rate, the estimated advertisement expenditure, the return on investment and the like corresponding to the set target return rate for the store chain for the user.
And S106, determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value.
And S108, determining the target advertisement products corresponding to the stores according to the actual return rate.
In an actual application scenario, due to the influence of store positions, passenger flow volumes and other factors, the conversion rate, the exposure rate and the return rate of each store in the chain of stores all have differences, for example, the ROI of some stores in the chain of stores is low, the exposure rate of some stores is low, and the like. The overall targets of the chain stores are set only according to the target return rate, so that the accurate setting of the appropriate return rate targets of all stores cannot be realized, and the overall effect of advertisement putting of the chain stores is reduced.
In order to solve this problem, in the present embodiment, the actual return rate of each store and the target advertisement product is dynamically adjusted according to the actual operation situation of each store, so as to achieve the target return rate, which is the overall target of the store chain. After the actual return rate corresponding to each store in the chain stores is determined, one historical advertisement product is selected as the target advertisement product according to the actual return rate and the historical conversion rates of a plurality of historical advertisement products.
Optionally, in this embodiment, the actual return rates respectively corresponding to the stores are determined according to the target return rate and the historical conversion rates, and include but are not limited to: constructing an advertisement putting strategy according to the target return rate, each historical conversion rate, the preset deviation value and the whole transaction amount of each store; and determining the actual return rate corresponding to each store according to the advertisement putting strategy.
Specifically, according to a target ROI set by a chain store brand headquarter and historical conversion rate of each store and the target advertisement product, the ROI targets of the stores and the target advertisement products are dynamically adjusted, the average value of actual ROIs launched by the whole brands is close to the target ROI, the stores with high conversion effect can take more exposure, and the most interesting advertisement content is recommended to the user, so that the whole transaction amount is maximized.
1) Determining the target of advertisement putting;
specifically, the deviation between the target rate of return roi and the actual roi is within ± 20%, maximizing the overall transaction amount (users see the more matched advertisement content and complete ordering, brands get more transaction amount, advertising platform gets more income)
2) Constructing an advertisement putting strategy according to the target of advertisement putting, the historical conversion rate of each store, the preset deviation value and the whole transaction amount of each store;
max∑i，jrevenuei，j＝∑i，jchargei，j*roji，j＝∑i，jfi，j(roii，j)*roii，j (1)
the constraint condition of the advertisement putting strategy is
Wherein i is the ith advertisement product, j represents the jth store in the chain of stores, roji，jA corresponding rate of return for the ith advertisement product for the jth store; chargei，jAn advertising expense for an ith advertised product at the jth store; revenuei，jIs the whole transaction amount of the chain store.
3) The derivation process of the advertisement delivery strategy is as follows:
i denotes the ith product and j denotes the jth store. First, the target roi of the ith product jth store in the whole day is defined as roii，jThe advertisement expenditure of the whole day is chargei，jThe total daily volume of the transaction is revenuei，j. Then there is the following relationship
revenuei，j＝chargei，j*roii，j (3)
The relationship between the advertisement expense and the roi can be modeled as charge (f) (roi), wherein the function f can be selected from linear modeling, S-type modeling and the like according to the actual business situation
The overall revenue to the merchant is maximized if the overall objective is that the average roi be as small as possible from the objective roi. Namely as shown in
max∑i，jrevenuei，j＝∑i，jchargei，j*roji，j＝∑i，jfi，j(roii，j)*roii，j (1)
The maximization problem of the advertisement putting strategy with the constraint can be solved by directly solving the roi by using a Lagrange methodi，jOr using a gradient descent method to obtain roii，jIterative solution of
The achievement of the question between the actual roi and the target roi of the jth product store of the ith product can be implemented by using the existing order-preserving regression calibration algorithm, PID algorithm, and the like.
3) And then according to the actual return rate of each store in the chain store and the target advertisement product, the bid of browsing PV on the advertisement delivery page at each time can be obtained, and further, the targeted bid for different stores in the chain store can be realized.
Through the embodiment, the target return rate of the chain store is determined; acquiring historical conversion rates corresponding to stores in a chain of stores, wherein each store corresponds to a plurality of historical advertisement products; determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value; and determining the target advertisement products corresponding to the stores according to the actual return rate. The actual return rate corresponding to each store is determined through the target return rate according to the chain stores and the historical return rate of the target advertisement products corresponding to each store, the overall target return rate is set, the targets of the actual return rates of different stores and the advertisement products are dynamically adjusted based on the overall target, the technical effect of improving the overall advertisement putting income of chain stores is achieved, and further the technical problems that the number of stores with more brands for chain stores in the related technology is large, targeted advertisement putting cannot be performed on specific stores, the actual marketing demands of different stores cannot be met, and the overall advertisement putting income is low are solved.
It should be noted that, for simplicity of description, the above-mentioned method embodiments are described as a series of acts or combination of acts, but those skilled in the art will recognize that the present invention is not limited by the order of acts, as some steps may occur in other orders or concurrently in accordance with the invention. Further, those skilled in the art should also appreciate that the embodiments described in the specification are preferred embodiments and that the acts and modules referred to are not necessarily required by the invention.
Through the above description of the embodiments, those skilled in the art can clearly understand that the method according to the above embodiments can be implemented by software plus a necessary general hardware platform, and certainly can also be implemented by hardware, but the former is a better implementation mode in many cases. Based on such understanding, the technical solutions of the present invention may be embodied in the form of a software product, which is stored in a storage medium (e.g., ROM/RAM, magnetic disk, optical disk) and includes instructions for enabling a terminal device (e.g., a mobile phone, a computer, a server, or a network device) to execute the method according to the embodiments of the present invention.
Example 2
According to an embodiment of the present invention, there is also provided an advertisement delivery apparatus for chain stores, for implementing the advertisement delivery method for chain stores, as shown in fig. 3, the apparatus including:
1) a first determining unit 30, configured to determine a target return rate of the chain store;
2) an obtaining unit 32, configured to obtain historical conversion rates corresponding to respective stores in the chain of stores, where the respective stores correspond to a plurality of historical advertisement products respectively;
3) a second determining unit 34, configured to determine actual return rates corresponding to the stores according to the target return rates and the historical conversion rates, where a difference between an average value of the actual return rates corresponding to the stores and the target return rate is smaller than a preset deviation value;
4) and a third determining unit 36, configured to determine, according to the actual return rate, target advertisement products corresponding to the stores respectively.
Optionally, in this embodiment, the method further includes:
1) the fourth determining unit is used for determining the estimated data of the chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to the stores after determining the target return rate of the chain stores;
2) and the display unit is used for displaying the estimated data in a preset application interface.
Optionally, in this embodiment, the second determining unit 32 includes:
1) the processing module is used for constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store;
2) and the determining module is used for determining the actual return rate corresponding to each store according to the advertisement putting strategy.
Optionally, the specific examples in this embodiment may refer to the examples described in embodiment 1 and embodiment 2, and this embodiment is not described herein again.
Through the embodiment, the target return rate of the chain store is determined; acquiring historical conversion rates corresponding to stores in a chain of stores, wherein each store corresponds to a plurality of historical advertisement products; determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value; and determining the target advertisement products corresponding to the stores according to the actual return rate. The technical problems that targeted advertisement putting can not be carried out on specific stores, actual marketing requirements of different stores can not be met and overall benefits of advertisement putting are low due to the fact that the stores with more brands for chain merchants in the correlation technology are solved.
Example 3
There is also provided, according to an embodiment of the present invention, an electronic device, including a processor, a memory, and a program or instructions stored on the memory and executable on the processor, where the program or instructions, when executed by the processor, implement the steps of the method for placing advertisements in chain stores according to embodiment 1.
Optionally, in this embodiment, the memory is configured to store program code for performing the following steps:
s1, determining the target return rate of the chain store;
s2, obtaining historical conversion rates corresponding to all stores in the chain of stores, wherein each store corresponds to a plurality of historical advertisement products;
s3, determining actual return rates corresponding to the stores respectively according to the target return rates and the historical conversion rates, wherein the difference between the average value of the actual return rates corresponding to the stores respectively and the target return rate is smaller than a preset deviation value;
and S4, determining the target advertisement products corresponding to the stores respectively according to the actual return rate.
Optionally, the specific example in this embodiment may refer to the example described in embodiment 1 above, and this embodiment is not described again here.
Example 4
The embodiment of the invention also provides a readable storage medium. The readable storage medium has stored thereon a program or instructions which, when executed by a processor, carry out the steps of the method of advertisement delivery for a chain of stores of claims 1-6.
Optionally, in this embodiment, the readable storage medium is configured to store program code for performing the following steps:
s1, determining the target return rate of the chain store;
s2, obtaining historical conversion rates corresponding to all stores in the chain of stores, wherein each store corresponds to a plurality of historical advertisement products;
s3, determining actual return rates corresponding to the stores respectively according to the target return rates and the historical conversion rates, wherein the difference between the average value of the actual return rates corresponding to the stores respectively and the target return rate is smaller than a preset deviation value;
and S4, determining the target advertisement products corresponding to the stores respectively according to the actual return rate. Optionally, the readable storage medium is further arranged to store program code for performing the steps of:
s1, determining the target return rate according to the numerical value input into the preset application interface; or the like, or, alternatively,
s2, detecting the selection operation of the preset keys acting on the preset application interface, and determining the target keys;
s3, determining the return rate corresponding to the target key as the target return rate;
optionally, the readable storage medium is further arranged to store program code for performing the steps of:
s1, determining estimated data of the chain stores according to the conversion rate of a plurality of historical advertisement products corresponding to each store;
and S2, displaying the estimated data in a preset application interface.
Optionally, the readable storage medium is further arranged to store program code for performing the steps of:
s1, constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store;
and S2, determining the actual return rate corresponding to each store according to the advertisement putting strategy.
Optionally, the storage medium is further configured to store program codes for executing the steps included in the method in embodiment 1, which is not described in detail in this embodiment.
Optionally, in this embodiment, the storage medium may include, but is not limited to: a U-disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a removable hard disk, a magnetic or optical disk, and other various media capable of storing program codes.
Optionally, the specific examples in this embodiment may refer to the examples described in embodiment 1 and embodiment 2, and this embodiment is not described herein again.
The above-mentioned serial numbers of the embodiments of the present invention are merely for description and do not represent the merits of the embodiments.
The integrated unit in the above embodiments, if implemented in the form of a software functional unit and sold or used as a separate product, may be stored in the above computer-readable storage medium. Based on such understanding, the technical solution of the present invention may be embodied in the form of a software product, which is stored in a storage medium and includes several instructions for causing one or more computer devices (which may be personal computers, servers, network devices, etc.) to execute all or part of the steps of the method according to the embodiments of the present invention.
In the above embodiments of the present invention, the descriptions of the respective embodiments have respective emphasis, and for parts that are not described in detail in a certain embodiment, reference may be made to related descriptions of other embodiments.
In the several embodiments provided in the present application, it should be understood that the disclosed client may be implemented in other manners. The above-described embodiments of the apparatus are merely illustrative, and for example, the division of the units is only one type of division of logical functions, and there may be other divisions when actually implemented, for example, a plurality of units or components may be combined or may be integrated into another system, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, units or modules, and may be in an electrical or other form.
The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present invention may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit. The integrated unit can be realized in a form of hardware, and can also be realized in a form of a software functional unit.
The foregoing is only a preferred embodiment of the present invention, and it should be noted that, for those skilled in the art, various modifications and decorations can be made without departing from the principle of the present invention, and these modifications and decorations should also be regarded as the protection scope of the present invention.
Claims (10)
1. An advertisement putting method for chain stores is characterized by comprising the following steps:
determining a target return rate of the chain store;
acquiring historical conversion rates corresponding to all stores in the chain of stores, wherein each store corresponds to a plurality of historical advertisement products;
determining actual return rates respectively corresponding to the stores according to the target return rates and the historical conversion rates, wherein the difference value between the average value of the actual return rates respectively corresponding to the stores and the target return rate is smaller than a preset deviation value;
and determining the target advertisement products respectively corresponding to the stores according to the actual return rate.
2. The method of claim 1, wherein determining a target rate of return for a store chain comprises:
determining the target return rate according to the numerical value input into a preset application interface; or the like, or, alternatively,
detecting a selection operation acting on a preset key in the preset application interface, and determining a target key;
and determining the return rate corresponding to the target key as the target return rate.
3. The method of claim 1, after determining the target rate of return for the store chain, further comprising:
determining estimated data of the chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to the stores and the target return rate;
and displaying the estimated data in a preset application interface.
4. The method of claim 1, wherein determining the actual return rate for each store according to the target return rate and each historical conversion rate comprises:
constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store;
and determining the actual return rate respectively corresponding to each store according to the advertisement putting strategy.
5. The method of claim 4, wherein the advertising strategy is:
max∑i,jrevenuei,j＝∑i,jchargei,j*roji,j＝∑i,jfi,j(roii,j)*roii,j
the constraint conditions corresponding to the advertisement putting strategy are as follows:
wherein i is the ith advertisement product, j represents the jth store in the chain of stores, roji,jA corresponding rate of return for the ith advertisement product of the jth store; chargei,jAn advertising payout for an ith advertised product for the jth store; revenuei,jIs the overall transaction amount.
6. An advertisement delivery device for chain stores, comprising:
the first determining unit is used for determining the target return rate of the chain store;
the system comprises an acquisition unit, a display unit and a display unit, wherein the acquisition unit is used for acquiring historical conversion rates corresponding to stores in the chain of stores, and the stores correspond to a plurality of historical advertisement products respectively;
a second determining unit, configured to determine actual return rates corresponding to the stores according to the target return rates and the historical conversion rates, where a difference between an average value of the actual return rates corresponding to the stores and the target return rate is smaller than a preset deviation value;
and the third determining unit is used for determining the target advertisement products corresponding to the stores according to the actual return rate.
7. The apparatus of claim 6, further comprising:
the fourth determining unit is used for determining the estimated data of the chain stores according to the conversion rates of a plurality of historical advertisement products corresponding to the stores after determining the target return rate of the chain stores;
and the display unit is used for displaying the estimated data in a preset application interface.
8. The apparatus of claim 6, wherein the second determining unit comprises:
the processing module is used for constructing an advertisement putting strategy according to the target return rate, the historical conversion rates, the preset deviation value and the whole transaction amount of each store;
and the determining module is used for determining the actual return rate corresponding to each store according to the advertisement putting strategy.
9. An electronic device comprising a processor, a memory, and a program or instructions stored on the memory and executable on the processor, the program or instructions when executed by the processor implementing the steps of the method of advertising for chain stores according to claims 1-5.
10. A readable storage medium, on which a program or instructions are stored, which when executed by a processor, implement the steps of the method of advertisement delivery for a chain of stores of claims 1-5.
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| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202111131922.2A CN113962727A (en) | 2021-09-26 | 2021-09-26 | Advertisement putting method and device for chain stores |
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| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202111131922.2A CN113962727A (en) | 2021-09-26 | 2021-09-26 | Advertisement putting method and device for chain stores |
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