CN114116863A

CN114116863A - Method and system for fusing cross-channel consumer identity in real time

Info

Publication number: CN114116863A
Application number: CN202111264056.4A
Authority: CN
Inventors: 程龙; 黄杰; 唐溢泓; 夏鹏程; 梅恋冰; 胥蒙; 朱巧巧; 潘蕾
Original assignee: Shanghai Xinzhaoyang Information Technology Co ltd
Current assignee: Shanghai Xinzhaoyang Information Technology Co ltd
Priority date: 2021-10-28
Filing date: 2021-10-28
Publication date: 2022-03-01
Anticipated expiration: 2041-10-28
Also published as: CN114116863B

Abstract

The invention provides a method and a system for fusing cross-channel consumer identities in real time, which fuse a plurality of identity information from different channels into a final UID according to a specific identity processing strategy. The application provides a novel systematic method for cross-channel identity getting through, which realizes rapid real-time matching and fusion of identities in a code-free mode and provides technical support for real-time digital marketing and data insight.

Description

Method and system for fusing cross-channel consumer identity in real time

Technical Field

The invention relates to the technical field of digital marketing, in particular to the technical field of processing identity data of cross-channel consumers.

Background

With the increasing popularity and decreasing technical threshold of digital technology, business owners have begun to establish direct contact with consumers in a number of channels, such as WeChat public numbers, Queenmao flagship stores, offline stores, Member App, short messages, electronic spreadsheet systems, and so on. Consumers leave various pieces of information on the system in various channels during their interaction with the business owner. To gain a more complete understanding of consumers, business owners need to build their own Consumer Data Platform (CDP) to fuse data dispersed across multiple channels together to form a unified 360 degree customer representation.

Different channel subsystems have own Identity (ID) systems, such as open ID for WeChat public numbers, member number for Member App, and mobile phone number for short messages. To get through the data fusion of a consumer scattered across systems, all that is first done is to fuse the identities of the different systems together to form a uniform unique id (uid).

In a Data Management Platform (DMP), Data is generally collected into different Data tables, and then Data matching is performed according to different fields of the different tables in a T +1 manner to generate a unique ID for the matched Data.

For another example, in a Digital Marketing Hub (DM Hub), the fusion logic of identities is mostly customized by a system integration program, for example, when integrating with a member system, the member number is used as the standard, the client data corresponding to other identities is fused to the client data corresponding to the member number, and when integrating with a complimentary system, the complimentary user ID has a high priority, and so on.

In conclusion, the existing identity fusion technology has the problems of offline, high implementation cost and the like, and can not fuse the consumer data together quickly and in real time so as to meet the real-time insight of the customer data.

Disclosure of Invention

In order to overcome the technical defects, the first aspect of the invention provides a method for fusing cross-channel consumer identities in real time, which comprises the following steps:

step S1: selecting an identity family type and setting a processing strategy of all identity types of the selected identity family, wherein the processing strategy is selected from one or more than two of uniqueness, priority, mobility, crowdedness and life cycle; other processing strategies can be set for the identity type by those skilled in the art according to actual needs.

Step S2: importing a plurality of data carrying identity information in different channels; the different channels may be online channels (e.g., WeChat public number, Taskatecat flagship store, Member App, Website, etc.) and/or offline channels (e.g., offline store, etc.);

step S3: checking configuration information of all imported identities according to the identity types of the imported identities, and determining a specific identity processing strategy according to the processing strategies of all the imported identities;

step S4: and fusing a plurality of identity information from different channels into a final UID according to a specific identity processing strategy.

Further, the method further includes step S5: and sending the identity change information in the identity fusion process to a downstream system.

Further, the downstream system includes, but is not limited to, a marketing automation system and/or a personal profile system.

Further, in step S4, multiple identity information from different channels are matched with existing UIDs, new UIDs are generated, or UIDs are merged according to a specific identity processing policy, thereby merging into one final UID.

Further, the identity family includes, but is not limited to, one or more of a personal ID identity family for identifying the identity type of a person, a device ID identity family for identifying the ID of a hardware device, and a Cookie identity family for identifying the ID of a browser.

Further, the personal ID identity family has priority and uniqueness, and when multiple identities are matched with multiple UIDs, the multiple UIDs cannot be automatically merged; the equipment ID identity family has priority and does not have uniqueness, when a plurality of identities are matched with a plurality of UIDs, only a client carrying a Cookie and the equipment ID identity can be automatically merged to the target UID, and when the equipment ID and the personal identity are matched with different UIDs, the equipment identity can be migrated to the UID matched with the personal identity; the Cookie identity family has priority and does not have uniqueness, when a plurality of identities are matched with a plurality of UIDs, only a client carrying the Cookie and the equipment ID identity can be automatically merged to the target UID, and when the equipment ID and the personal identity are matched with different UIDs, the equipment identity can be migrated to the UID matched with the personal identity; the personal ID family has a higher priority than the device ID family, and the device ID family has a higher priority than the Cookie family.

A second aspect of the present invention provides a system for fusing cross-channel consumer identities in real time, comprising:

the system comprises a preset module, a processing module and a processing module, wherein the preset module is used for selecting an identity family type and setting a processing strategy of all identity types under the selected identity family, and the processing strategy is selected from one or more of uniqueness, priority, migration, occupation and life cycle;

the interface module is used for importing a plurality of data carrying identity information in different channels;

the identity policy configuration module is used for checking configuration information of all imported identities according to the identity types of the imported identities and determining a specific identity processing policy according to the processing policies of all the imported identities;

the identity strategy processing module is used for fusing a plurality of identity information from different channels into a specific unique ID (identity identifier), namely a final UID (user identification) according to a specific identity processing strategy; and

and the identity change notification module is used for sending the identity change information in the identity fusion process to a downstream system.

Further, the system further comprises an identity configuration data storage, a real-time identity data storage and a batch identity data storage, wherein the identity configuration data storage is used for storing identity configuration information of an identity policy configuration module and an identity policy processing module, the real-time identity data storage is used for storing high-concurrency real-time processed identity data, and the batch identity data storage is used for storing offline batch processed identity data.

Further, the interface module is an application program interface, and a third-party application program accesses and queries the identity information in the system by calling the application program interface.

The present invention provides the following concepts:

identity family: a plurality of populations of different identity types having the same characteristics. Different identity groups have different characteristics, such as different storage modes and different processing logics.

The identity families can be expanded according to specific scenes, and for convenience of description, the application provides three identity families:

1. personal ID: and identifying the identity type of the person, such as a mobile phone number, a WeChat openid and the like.

2. Device ID: the identity type identifying the hardware device, such as IDFA used by iOS, GAID and OAID used by android, may be shared by multiple family members.

Cookie: the identity type for identifying the browsing behavior is weaker in binding relationship with the people, and can be used by different people at different time periods. The merging of identities of individuals involves a key action.

Identity type: the combination of identity types and their corresponding identity values can uniquely identify a person, a piece of equipment, or a browser. Common types of identity are: user ID (user _ ID), member ID (member _ no), mobile phone number (mobile), mailbox (email), WeChat OpenID, and the like. The mobile phone number and the mailbox belong to personal identification information, and desensitization treatment is needed when the mobile phone number and the mailbox are used as identities. There are a number of desensitization methods, and for example, hashing algorithms can be used to map to other strings, or to star the middle.

UID: fusing unique IDs within a system of cross-channel consumer identities in real-time.

Target UID: when a plurality of identities carried by one piece of data are respectively matched with a plurality of UIDs, one UID is finally selected as a target UID according to the priority of the identities.

And (4) final UID: after the identities of different channels are fused by the method for fusing the identities of the cross-channel consumers in real time, a uniform unique ID is formed inside a system for fusing the identities of the cross-channel consumers in real time.

In order to realize the integration and communication of the identity, the invention designs several types of identity processing strategies for the identity system so as to solve the problems of different scenes:

(1) uniqueness: identity uniqueness means that the same UID can only have one identity of that type. For example, if the number _ no has uniqueness, two number _ no cannot be associated with the same UID. The uniqueness of the identity is used to prevent cross-channel merging of users.

(2) Priority: the priority is used to resolve conflicts that occur when matching UIDs using identities. The personal identity has a higher priority than the device ID, which has a higher priority than the Cookie.

(3) The life cycle is as follows: a life cycle may be set for the identity in the device ID or Cookie identity family, and after the life cycle is over, the identity information will be deleted.

(4) Migration: the migration property is a property of whether or not the target UID matched with a plurality of identities is migrated to the target UID when the target UID does not match with an existing UID associated with the target UID. A piece of data typically carries multiple identities when it enters a data processing system, for example a piece of buried data may carry 2 identities. When multiple identities are respectively matched with multiple UIDs, one UID is finally selected as a target UID according to the priority of the identities. An identity with a nonce will change its associated UID to a target UID.

(5) Extrusion occupation: the crowdedness of identities refers to whether an existing identity is replaced with an incoming identity when there is the same type of identity on the matching target UID and the identity is unique.

Those skilled in the art can understand that according to different requirements, a user can additionally add a new type of identity processing strategy according to actual needs; or selecting any one or more of uniqueness, priority, immigration, crowdedness, and lifecycle, and specifically configuring specific content of each identity handling policy. Illustratively, the identity policies that different identity families have are as follows:

cookies are a family of identities that can contain a variety of specific identities, such as utma, utmbd, and the like. The Cookie family of identities has a lower priority than the other two families of identities, and the different identities within the Cookie family of identities are prioritized.

After the technical scheme is adopted, compared with the prior art, the method has the following beneficial effects:

different channels of data may carry different types of identities, for example online access data may carry cookies, device IDs, cell phone numbers or membership numbers. The offline data may carry a membership number, CRM ID, etc. The identities carried by the data in different channels are overlapped, through the identity overlapping relation and a specific identity processing strategy, the system for fusing the identities of the cross-channel consumers in real time provides a novel systematic method for making the identities open in the cross-channel manner, the logic of identity merging and matching is influenced through a configuration mode, so that the identities are rapidly matched and fused in real time in a codeless manner, and technical support is provided for real-time digital marketing and data insights. Other applications (e.g., rules engine and personal profile service, etc.) may call an Application Program Interface (API) of the system to access and query for identity.

Drawings

FIG. 1 is a block diagram of a system for fusing cross-channel consumer identities in real-time according to the present application;

FIG. 2 is a schematic diagram illustrating a principle of data flow in the method for fusing cross-channel consumer identities in real time according to the present application, where an "identity system" in the diagram is a system for fusing cross-channel consumer identities in real time according to the present application;

FIG. 3 is a flow chart of a method of fusing cross-channel consumer identities in real-time according to the present application.

Detailed Description

The advantages of the invention are further illustrated in the following description of specific embodiments in conjunction with the accompanying drawings. It is to be understood by persons skilled in the art that the following detailed description is illustrative and not restrictive, and is not to be taken as limiting the scope of the invention.

Reference will now be made in detail to the exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, like numbers in different drawings represent the same or similar elements unless otherwise indicated. The implementations described in the exemplary embodiments below are not intended to represent all implementations consistent with the present disclosure. Rather, they are merely examples of apparatus and methods consistent with certain aspects of the present disclosure, as detailed in the appended claims.

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.

The term "include" and variations thereof as used herein is meant to be inclusive in an open-ended manner, i.e., "including but not limited to". The word "if" as used herein may be interpreted as "at … …" or "when … …" or "in response to a determination", depending on the context.

In the description of the present invention, unless otherwise specified and limited, it is to be noted that the terms "mounted," "connected," and "connected" are to be interpreted broadly, and may be, for example, a mechanical connection or an electrical connection, a communication between two elements, a direct connection, or an indirect connection via an intermediate medium, and specific meanings of the terms may be understood by those skilled in the art according to specific situations.

In the following description, suffixes such as "module" used to represent elements are used only for facilitating the explanation of the present invention and have no specific meaning in itself. Thus, "module" and "component" may be used in a mixture.

As shown in fig. 1, the system for fusing the identities of cross-channel consumers in real time includes a preset module, an interface module, an identity policy configuration module, an identity policy processing module, an identity change notification module, an identity configuration data repository, a real-time identity data repository, and a batch identity data repository.

The interconnection relationship (electrical connection relationship or data connection relationship) between the modules is shown in fig. 1. The preset module (such as an identity configuration interface) is used for selecting an identity family type and setting an identity processing strategy of all identity types of the selected identity family, wherein the identity processing strategy is selected from one or more of uniqueness, priority, mobility, crowdedness and life cycle; the interface module is used for importing a plurality of data carrying identity information in different channels, illustratively, the interface module is an application program interface, and a third-party application program accesses and queries the identity information in the system of the application by calling the application program interface; the identity policy configuration module is used for checking configuration information of all imported identities according to the identity types of the imported identities and determining a specific identity processing policy according to the processing policies of all the imported identities; the identity strategy processing module is used for fusing a plurality of identity information from different channels into a unique ID (identity identifier), namely a final UID (user identification) according to a specific identity processing strategy; the identity change notification module is used for sending identity change information in the identity fusion process to a downstream system (such as a marketing automation system or a personal archive system).

The identity configuration data storage (such as MySQL) is used for storing identity configuration information of an identity policy configuration module and an identity policy processing module, the real-time identity data storage (such as HBase) is used for storing high-concurrency real-time processed identity data, and the batch identity data storage (such as Kudu, ClickHouse and the like) is used for storing offline batch processed identity data.

Illustratively, the identity system (i.e., the system for fusing the identity of the cross-channel consumer in real time of the present application) is in the form of a microservice, a computer program is written in Java language (other development languages commonly used in the art may also be used), and when the computer program is executed, one or more steps in the method for fusing the identity of the cross-channel consumer in real time of the present application can be realized, and the computer program provides services to the outside through GRPC and RESTful interfaces. In addition, the system also provides a message subscription mechanism, and downstream system clients subscribe identity change events generated by the identity system in a Kafka, Pulsar or webhook form. It is to be understood by persons skilled in the art that the present embodiments are illustrative and not restrictive, and the scope of the invention is not to be limited thereby.

As shown in fig. 2-3, the method for fusing the identity of the cross-channel consumer in real time by using the system for fusing the identity of the cross-channel consumer in real time of the present application includes the following steps:

step S1: the preset module selects the type of the identity family and sets a processing strategy of all the identity types of the selected identity family, wherein the processing strategy is selected from one or more of uniqueness, priority, mobility, crowdedness and life cycle;

step S2: the interface module imports a plurality of data carrying identity information in different channels;

step S3: the identity strategy configuration module checks the configuration information of all the imported identities according to the identity types of the imported identities, and determines a specific identity processing strategy according to the processing strategies of all the imported identities; illustratively, the processing policies include uniqueness, priority, immigration, and crowdedness;

step S4: and the identity strategy processing module fuses a plurality of identity information from different channels into a final UID according to a specific identity processing strategy. And performing identity processing according to the identity processing strategy of the incoming identity type: matching existing UIDs, generating new UIDs, or doing UID mergers, etc.

Step S5: and the identity change notification module sends the identity change information in the identity fusion process to a downstream system, such as a marketing automation system or a personal archive system.

The process of identity handling is explained in the following with two specific examples:

example 1:

assuming the identities of member no, mobile, open id, imei and utma, the identity policy is as follows:

the following UIDs and identities already exist within the system:

uid	open_id
		u123	wx123
u234	wx234

(1) anonymous access to web pages

The buried event carries a cookie, utma345, into the system, which generates the following UID:

uid	open_id	cookie
			u123	wx123
u234	wx234
			u345		utma345

(2) user Wechat code scanning login

The embedded point event carries identity cookies utma345 and open _ id wx123, and is matched with UID u345 and UID u123 according to the identity, and u123 targets the UID because the priority of open _ id is higher than that of utma. Since u345 carries only utma, it can be known from the characteristics of Cookie that u345 is merged into the target UID u123 and u345 is deleted.

uid	open_id	cookie
			u123	wx123	utma345
u234	wx234

(3) User switches login account

At this time, the identities carried by the buried point event are cookies utma345 and open _ id wx234, and are matched with UID u123 and UID u234 according to the identities. Since the priority of the open _ id is higher than utma, u234 is the target UID. According to the Cookie portability, the UID of utma345 is changed to u 234. Since u123 also has a personal identity, no merging is done. The results are as follows:

uid	open_id	cookie
			u123	wx123
u234	wx234	utma345

example 2: examples of identity preemption

The identity policy configuration in the system is as follows:

identity type	Priority level	Migration property	Occupation by extrusion	Uniqueness of
					member_no	1	Whether or not	Whether or not	Is that
email	2	Is that	Is that	Is that

The following UIDs and identities now exist in the system:

uid	member_no	email
			u1234	m123	long@convertlab.com

when an order carrying two identities of the identities of member _ no m123 and email long2@ convertlab.com enters the system, UID u1234 can be matched according to m 123. u1234 has associated with it an email long @ covertlab.com, which is unique, so that two emails cannot be saved. At this time, which email is reserved is determined by the occupation of the identity, and because the email has the occupation, long2@ coverlab. The results are as follows:

uid	member_no	email
			u1234	m123	long2@convertlab.com

it should be noted that the embodiments of the present invention have been described in terms of preferred embodiments, and not by way of limitation, and that those skilled in the art can make modifications and variations of the embodiments described above without departing from the spirit of the invention.

Claims

1. A method for fusing cross-channel consumer identities in real time, comprising:

step S1: selecting an identity family type and setting a processing strategy of all identity types of the selected identity family, wherein the processing strategy is selected from one or more than two of uniqueness, priority, mobility, crowdedness and life cycle;

step S2: importing a plurality of data carrying identity information in different channels;

2. The method for fusing cross-channel consumer identities in real-time as claimed in claim 1, further comprising the step S5 of: and sending the identity change information in the identity fusion process to a downstream system.

3. The method of fusing cross-channel consumer identities in real-time as claimed in claim 2, wherein the downstream system is a marketing automation system or a personal profile system.

4. The method of fusing cross-channel consumer identities in real-time as claimed in claim 1, wherein in step S4, a plurality of identity information from different channels are matched to existing UIDs, new UIDs are generated, or UIDs are merged according to specific identity processing strategies, thereby fusing into one final UID.

5. The method for fusing cross-channel consumer identities in real-time as claimed in claim 1, wherein the identity family is selected from one or more of a personal ID identity family for identifying the identity type of a person, a device ID identity family for identifying the ID of a hardware device, and a Cookie identity family for identifying the ID of a browser.

6. The method of fusing cross-channel consumer identities in real-time as claimed in claim 5, wherein the family of personal ID identities has a priority and uniqueness such that when multiple identities are matched to multiple UIDs, there is no automatic merging between the multiple UIDs; the equipment ID identity family has priority and does not have uniqueness, when a plurality of identities are matched with a plurality of UIDs, only a client carrying a Cookie and the equipment ID identity can be automatically merged to the target UID, and when the equipment ID and the personal identity are matched with different UIDs, the equipment identity can be migrated to the UID matched with the personal identity; the Cookie identity family has priority and does not have uniqueness, when a plurality of identities are matched with a plurality of UIDs, only a client carrying the Cookie and the equipment ID identity can be automatically merged to the target UID, and when the equipment ID and the personal identity are matched with different UIDs, the equipment identity can be migrated to the UID matched with the personal identity; the personal ID family has a higher priority than the device ID family, and the device ID family has a higher priority than the Cookie family.

7. A system for fusing cross-channel consumer identities in real-time, comprising:

the system comprises a preset module, a processing module and a processing module, wherein the preset module is used for selecting an identity family type and setting processing strategies of all identity types of the selected identity family, and the processing strategies are selected from one or more of uniqueness, priority, migration, occupation and life cycle;

8. The system for fusing cross-channel consumer identities in real-time as claimed in claim 7, further comprising an identity configuration data store for storing identity configuration information of an identity policy configuration module and an identity policy processing module, a real-time identity data store for storing highly concurrent real-time processed identity data, and a bulk identity data store for storing offline bulk processed identity data.

9. The system for fusing cross-channel consumer identities in real-time as claimed in claim 7, wherein the downstream system is a marketing automation system or a personal profile system.

10. The system for fusing cross-channel consumer identities in real-time as claimed in claim 7, wherein the interface module is an application program interface, and a third party application accesses and queries identity information in the system by calling the application program interface.