CN114868119A

CN114868119A - Information pushing method and device, server and storage medium

Info

Publication number: CN114868119A
Application number: CN202080079250.2A
Authority: CN
Inventors: 王逸峰; 安琪
Original assignee: Guangdong Oppo Mobile Telecommunications Corp Ltd; Shenzhen Huantai Technology Co Ltd
Current assignee: Guangdong Oppo Mobile Telecommunications Corp Ltd; Shenzhen Huantai Technology Co Ltd
Priority date: 2020-01-08
Filing date: 2020-01-08
Publication date: 2022-08-05
Also published as: WO2021138823A1

Abstract

The embodiment of the application discloses an information pushing method, an information pushing device, a server and a storage medium. The method comprises the following steps: acquiring a user group to be subjected to information push; determining an information pushing channel matched with the user group based on the user portrait of the user group; and pushing information to the user group based on the information pushing channel. According to the method, the matched information pushing channel can be determined for the user group based on the user portrait of the user group by acquiring the user group to be subjected to information pushing, and then pushing the information to the user group based on the information pushing channel, and then the information is pushed to the users in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved.

Description

Information pushing method and device, server and storage medium

Technical Field

The present application relates to the field of computer technologies, and in particular, to an information pushing method, an information pushing apparatus, a server, and a storage medium.

Background

With the development of internet business, data is also increasing explosively, and the operation demand for data in various industries is increasing, for example, a related recommendation system can push information according to user figures. However, in the process of pushing information according to the user portrait, the conversion rate of information pushing still needs to be improved.

Disclosure of Invention

In view of the above problems, the present application provides an information pushing method, apparatus, server and storage medium to improve the above problems.

In a first aspect, the present application provides an information pushing method, where the method includes: acquiring a user group to be subjected to information push; determining an information pushing channel matched with the user group based on the user portrait of the user group; and pushing information to the user group based on the information pushing channel.

In a second aspect, the present application provides an information pushing apparatus, including: the user group acquisition unit is used for acquiring a user group to be subjected to information push; the pushing channel determining unit is used for determining an information pushing channel matched with the user group based on the user portrait of the user group; and the information pushing unit is used for pushing information to the user group based on the information pushing channel.

In a third aspect, the present application provides a server comprising a processor and a memory; one or more programs are stored in the memory and configured to be executed by the processor to implement the methods described above.

In a fourth aspect, the present application provides a computer readable storage medium having program code stored therein, wherein the method described above is performed when the program code is executed by a processor.

According to the information pushing method, the information pushing device, the server and the storage medium, the matched information pushing channel can be determined for the user group based on the user portrait of the user group by acquiring the user group to be pushed, then the information pushing channel matched with the user group is pushed to the user group based on the information pushing channel, and then the information is pushed to the user in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved.

Drawings

In order to more clearly illustrate the technical solutions in the embodiments of the present application, the drawings needed to be used in the description of the embodiments are briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present application, and it is obvious for those skilled in the art to obtain other drawings based on these drawings without creative efforts.

Fig. 1 is a flowchart illustrating an information pushing method according to an embodiment of the present application

Fig. 2 is a flowchart illustrating an information pushing method according to another embodiment of the present application;

fig. 3 is a flowchart illustrating an information pushing method according to still another embodiment of the present application;

fig. 4 is a flowchart illustrating an information pushing method according to another embodiment of the present application;

FIG. 5 is a block diagram of a user representation processing apparatus according to an embodiment of the present application;

fig. 6 is a block diagram illustrating another electronic device for executing an information pushing method according to an embodiment of the present application;

fig. 7 is a storage unit for storing or carrying program codes for implementing an information pushing method according to an embodiment of the present application.

Detailed Description

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

User portrayal is a very popular research direction in the related art. By processing, mining and depicting information such as active behaviors and consumption behaviors of a user, a user portrait (namely a user portrait of the user) can be formed, and further a user portrait label of a related user is generated, so that user characteristics can be known more comprehensively. After the user portrait label is generated, the user can be pushed with proper content more pertinently, and the pushing operation cost can be reduced.

For example, upon generating a user representation tag for a user, the generated user representation tag may characterize that the user likes sports, that the user likes rice, and that the user likes to watch sports events. Then in this case, when the message is pushed to the user, a message matching the user profile may be pushed. For example, when the user is in the process of using an application program of the order type, more information about rice may be pushed. While more video content about the sports game may be pushed while the user is using the video-like application.

The inventor finds that, in the related information pushing process, there is a problem that the pushed information is not paid attention by the user with a high probability, and further, the information conversion rate is not high. For example, for all users, a plurality of user groups may be divided according to some configured parameters, and although different user groups have different user images, the same information push channel is adopted for different user groups in the related information push manner, so that for some user groups, although the pushed information may be received, the received information may not pay attention to the received information because the received information is not sent through the information push channel which is used or liked by the user, thereby resulting in a low information conversion rate. Therefore, the inventor provides the information pushing method, the information pushing device, the server and the storage medium, so that a matched information pushing channel can be determined for a user group based on the user portrait of the user group, and then the information is pushed to the users in the user group through the information pushing channel matched with the user group, and further the conversion rate of the pushed information is favorably improved.

Embodiments of the present application will be described in detail below with reference to the accompanying drawings.

Referring to fig. 1, an information pushing method provided in an embodiment of the present application is applied to a processing platform, and the method includes:

step S110: and acquiring a user group to be subjected to information push.

In the embodiment of the present application, the processing platform may be a platform having functions of generating a user representation, dividing a user group, and pushing information, or may be a platform performing only an information pushing function. In the case of a platform with user profile generation, user population partitioning, and information push functionality, the processing platform may receive some behavioral data about the user, and may generate a corresponding user profile from the behavioral data of the user. Alternatively, the behavior data may be counted by the processing platform itself. For example, the processing platform may be a platform for providing information browsing for the user, and the processing platform may record behavior data of the user regarding information access (for example, what types of information the user browses and a time period during which the user likes to browse information) when the user allows the user to browse information during the information browsing process, so as to generate user portraits corresponding to different users. Optionally, as another way, the processing platform may be provided with a data transmission interface, and then the user representation collected by the other information platform may be transmitted to the processing platform through the data transmission interface.

Optionally, a partition rule of the user group may be pre-configured in the processing platform, and the processing platform may partition the user into a certain user group according to the user portrait or some behavior data after acquiring the user portrait or some behavior data of the user. For example, the user groups included in the partition rules of the processing platform configuration may include a consumer user group, a sports user group, a literature user group, and a literature user group. In this case, the processing platform may classify a user into a consumer user group after detecting that a certain user has more consumer behavior data (e.g., a product browsing behavior or a product purchasing behavior), or after a certain user has been determined that a corresponding user representation is a user representation of a consumer.

In the actual information pushing process, the processing platform may determine a user group that needs to perform information pushing first. In this embodiment, the processing platform may determine, according to a plurality of ways, a user group currently needing information push.

As one way, the processing platform may configure different information push time periods in advance for different user groups. It should be noted that users belonging to different user groups may have demands for some information at different time periods. For example, a consumer group may have a strong demand for consumer information after 6 pm each day, a sports group of users may have a strong demand for sports information on weekends, and a literature group of users may have a strong demand for relevant information when some literature books are published or displayed. In this way, the processing platform may configure the information pushing time period for different user groups according to the time period, so that the processing platform may periodically detect the time period of the current time, and further search the user group of which the corresponding information pushing time period is matched with the time period of the current time as the user group to be subjected to information pushing.

Illustratively, the push time corresponding to the consumer user group includes a push time period a1, a push time period a2, and a push time period A3, the push time corresponding to the sports user group includes a push time period B1 and a push time period B2, the push time corresponding to the literature user group includes a push time period C1 and a push time period C2, and the push time corresponding to the literature user group includes a push time period a1 and a push time period D2. Then, in the case that the processing platform detects that the current time belongs to the push time period a1, it may detect that the time period of the current time matches the push time period a1, and the user group corresponding to the push time period a1 includes a literature user group and a consumer user group, thereby determining that the user group matching the time period of the current time is the literature user group and the consumer user group.

Alternatively, the user group to be pushed can be determined according to the type of the currently received information needing to be pushed. It should be noted that the information to be pushed by the processing platform may be configured by the merchant, and the information to be pushed by the merchant may be related to the type of income of the merchant. For example, if a merchant is preparing to launch a new product, information about the new product being launched may be pushed to the user by the processing platform in order to allow more users to learn about the new product to be launched. For another example, a certain merchant is a host of a sports event, and in order to enable more users to purchase tickets for the sports event, information about tickets for the event can be pushed to the users through the processing platform. In this way, after receiving the information to be pushed to the user configured by the merchant, the processing platform may determine the user group to be currently pushed with the information according to the type of the information. For example, the information processing platform about the marketing of new products can be matched to a user group which needs to be subjected to information pushing currently and is of a consumption type, and the information about event tickets in the information processing platform can be matched to a user group which needs to be subjected to information pushing currently and is of a sports type.

Step S120: and determining an information pushing channel matched with the user group based on the user portrait of the user group.

In one mode, the information push channel is an information push channel corresponding to a specific application program determined from a plurality of application programs.

Alternatively, the information push channel comprises an operator information channel, an application information channel or an instant messaging information channel. It should be noted that the operator information channel may be understood as being pushed to the user by a short message or multimedia message. The application information channel may be understood as being pushed to the user through an information pushing function of the application itself, and the instant messaging information channel may be understood as being pushed to the user through the instant messaging application.

Step S130: and pushing information to the user group based on the information pushing channel.

According to the information pushing method, the user group to be pushed is obtained, the information pushing channel matched with the user group is determined based on the user portrait of the user group, then the matched information pushing channel can be determined based on the user portrait of the user group for the user group, and then the information is pushed to the user in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved.

Referring to fig. 2, an information pushing method provided in the embodiment of the present application is applied to a processing platform, and the method includes:

step S210: the method comprises the steps of obtaining a user group to be subjected to information pushing, wherein the user group to be subjected to information pushing is divided based on a user portrait.

Step S220: and determining whether the user portrait type for user group division is generated based on the information push channel.

Step S221: and if the information push channel is generated based on the information push channel, determining the information push channel matched with the user group based on the user images of the user group.

Step S230: if the information pushing channel is not generated based on the information pushing channel, target behavior data of the users in the user group are obtained, and the information pushing channel matched with the user group is determined based on the target behavior data.

Step S240: and pushing information to the user group based on the information pushing channel.

As one way, the step of determining the information push channel matched with the user group based on the target behavior data includes: determining an information browsing platform matched with the user group based on the target behavior data; and taking the information browsing platform as an information pushing channel matched with the user group.

Optionally, the target behavior data includes an information browsing platform used by the user, in which case, the step of determining, based on the target behavior data, an information browsing platform matching the user group includes: acquiring information browsing platforms used by a plurality of users in the user group respectively, and acquiring information browsing platforms matched with the plurality of users in the user group respectively from the information browsing platforms used by the plurality of users respectively to obtain a plurality of information browsing platforms; and determining an information browsing platform matched with the user group from the plurality of information browsing platforms.

As one mode, the step of determining an information browsing platform matching the user group from the plurality of information browsing platforms includes: calculating the information browsing platform with the largest ratio in the plurality of information browsing platforms; and taking the information browsing platform with the largest proportion as the determined information browsing platform matched with the user group.

As one mode, after the step of pushing information to the user group based on the information pushing channel, the method further includes: obtaining feedback conditions of information pushed by the information browsing platform matched with the user group; and if the feedback condition does not meet the target feedback condition, taking the information browsing platform which is ranked behind the largest information browsing platform in the plurality of information browsing platforms as the information browsing platform matched with the user group.

Optionally, the feedback condition includes at least one of a conversion rate and a reading rate of the information, and the method further includes: and if the conversion rate is detected not to meet the target conversion rate and/or the reading rate is detected not to meet the target reading rate, judging that the feedback condition does not meet the target feedback condition, wherein the conversion rate is the ratio of the information triggering profitable behaviors to all the push information, and the reading rate is the ratio of the read information to all the push information.

As a manner, in the embodiment of the present application, a feedback situation of the pushed information may be understood as a situation of viewing the pushed information, or a situation of whether the pushed information triggers a behavior of the user regarding the content of the pushed message.

As a mode, the feedback condition of the user corresponding to the target group on the pushed information is collected through a data buried point configured in the terminal to which the user corresponding to the target group belongs.

It should be noted that, in the embodiment of the present application, whether a user has opened or read push information may be detected by configuring a data buried point, and whether the user has performed an action related to the content of the push information may also be detected by configuring the data buried point. Illustratively, if the target group is a consumption type group, the push information is consumption type information, and the content of the information is a message for marketing product a. It may be determined that the user has read the message after detecting that the user opens the message through the first data buried point configured in the user terminal, and further, it may be determined that the user has made a behavior related to the content of the pushed information if it is detected that the user reading the message has a shopping behavior related to the product a.

As one mode, the step of obtaining feedback based on the information pushed by the information browsing platform matched with the user group includes: and collecting feedback conditions of information pushed by an information browsing platform matched with the user group through data buried points configured in the terminal to which the user belongs and corresponding to the user group.

As shown in the foregoing, the feedback condition includes at least one of a conversion rate and a reading rate of the information, wherein the conversion rate is a ratio of the information triggering the profitable behavior to all the pushed information, and the reading rate is a ratio of the read information to all the pushed information. It should be noted that, in the embodiment of the present application, feedback of the user corresponding to the target group on the push information as a whole is to be acquired, and not only the feedback of a single user in the target group. In this way, the processing platform may determine the feedback condition of the user corresponding to the target group on the pushed information as a whole by calculating the reading rate and the conversion rate.

The reading rate can reflect the reading condition of the users in the target group to the push information. It will be appreciated that the end user, upon receiving the push information, is more likely to trigger further actions related to the content of the push information if the push information can be opened for viewing. Then, as one mode, a data embedding point for data monitoring is configured in the terminal device used by the user of the target group, and the reading condition of the push information is detected through the data embedding point.

Optionally, the displaying of the push message on the terminal device may be completed by a designated program, and the designated program may be an independent client program or a plug-in embedded in a certain client program. In this case, the data burying point performing data monitoring may acquire whether the user has read the push information by detecting a condition that the information display plug-in of the client where the data burying point performs data monitoring loads the information content. Illustratively, the content of the push information sent to the terminal device to which the user of the target group belongs is "product a will be listed on a day a and b, and introduction information of product a". In this case, the content of the push information that the data site can acquire in advance is "product a will be listed on days a and b, and introduction information of product a" as described above. In this case, the data burying point may detect the content of the information loaded by the information display plug-in the client, and if the loaded content is detected to be the aforementioned "product a will be listed on days a, b and introduction information of product a", it may be determined that the user has already viewed the push information, so that it may be obtained whether all users in the target group have already viewed the push information in this manner.

Alternatively, the data sink for data monitoring may not be in the same client as the designated program for information push. In this case, the data burying point cannot detect whether the user has viewed the push information by detecting the content loaded by the information presentation plug-in. As one way, in the case that the data burying point for data monitoring is not in the same client as the specified program for information push, the data burying point can detect whether the user has read the push information by detecting the operation condition of the client for displaying the push information. In this case, the data embedding point for data monitoring may obtain, in addition to the content of the push information itself, an identifier of the client for displaying the push information. For example, the content of the push information sent to the target group is "XX sports game is about to be opened", and then the data embedded point performing data monitoring may obtain the content of the push information, and may also obtain that the push information is pushed by the client a. And then after receiving the detection task, the operation of the client A can be detected. The detection of the client a may include detecting content displayed by the terminal device when the client a is detected to be running in a foreground, and determining that the user has already viewed the push information if the displayed content is detected to be the aforementioned "XX sports game is about to be opened", so that even if the data is embedded in the client and the designated program for pushing information is not in the same client, the viewing condition of the push information by the user can still be detected.

In this embodiment, the action of sending the push information may be executed by the processing platform, or may be executed by an information service platform other than the processing platform. Furthermore, the content of the push information acquired by each data burying point can be sent to the data burying point for data monitoring by the processing platform as a detection task.

Moreover, the terminal device to which the user belongs corresponding to the target group further detects the conversion rate corresponding to the push information. It should be noted that the conversion rate in the embodiment of the present application may be understood as whether the user performs some consumption behavior related to content association in the push information. Illustratively, if the content of the push information is "product a will be listed on days a and b and introduction information of product a", and further it is detected that the user receiving the push information has an action of purchasing the product a, it may be determined that the user has achieved the conversion of the push information. For another example, if the content of the push information sent to the target group is "XX sports game is about to be opened", then further detecting that the user purchases a ticket about the XX sports game, it may be determined that the user has achieved conversion of the push information.

It should be noted that in the embodiment of the present application, the data buried point may detect the conversion behavior in a similar manner to the manner of detecting the reading condition described above. That is, in the case that the data embedding point for detecting the conversion behavior is the execution of the designated program, if the designated program and the user execution conversion behavior (for example, shopping behavior) belong to the same client, it is possible to detect whether the user purchases a product related to the push information by detecting the identifier of the ordered product placed in the order component.

In the embodiment of the application, after the processing platform can count the reading condition of the user and the corresponding conversion condition, the reading rate and the conversion rate can be calculated.

Illustratively, for a total of m users in the users corresponding to the target group, and if n users all detect that the push information has been read, the corresponding reading rate is n/m. Correspondingly, if there are t users related to the consumption behavior of the pushed information content, the corresponding conversion rate is t/m. It should be noted that, in one mode, the user with consumption behavior does not necessarily read the pushed information, therefore, t may be larger than n, and t users may not all belong to the n users who read the pushed information.

As indicated above, the processing platform may obtain feedback by obtaining reading rate and/or conversion rate. However, the target feedback condition in the embodiment of the present application may be implemented in various ways.

As one approach, the target feedback condition may include only the reading rate-related first threshold. In this way, after obtaining the reading rate corresponding to the user of the target group, the processing platform may compare the reading rate with the first threshold, and if the reading rate is not less than the first threshold, determine that the feedback condition meets the target feedback condition.

In another approach, the target feedback condition may include only a second threshold related to conversion. In this way, after obtaining the conversion rate corresponding to the user of the target group, the processing platform may compare the conversion rate with the second threshold, and if the conversion rate is not less than the second threshold, determine that the feedback condition meets the target feedback condition.

In yet another approach, the target feedback condition may include both a reading rate related first threshold and a conversion rate related second threshold. In this case, after obtaining the reading rate and the conversion rate corresponding to the users of the target group, the processing platform may compare the reading rate with the first threshold, compare the conversion rate with the second threshold at the same time, and determine that the feedback condition meets the target feedback condition if the reading rate is not less than the first threshold and the conversion rate is not less than the second threshold.

It should be noted that, in the case that there are multiple ways for the feedback condition, the processing platform may determine which condition the feedback condition specifically includes according to the actual situation.

As one way, the processing platform may determine the condition content specifically included in the feedback condition according to the type of the pushed message. For example, if only some information not related to a commercial promotion is pushed, the feedback condition may be configured to include a reading rate. And if the pushed information is information including sales promotion and commercial promotion, the feedback condition can be configured to include both reading rate and conversion rate.

According to the information pushing method, the user group to be pushed is obtained, the information pushing channel matched with the user group is determined based on the user portrait of the user group, then the matched information pushing channel can be determined based on the user portrait of the user group for the user group, and then the information is pushed to the user in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved. In addition, in the embodiment of the application, how the user group division is performed can be detected firstly, and then different adaptation modes of the information push channels can be provided according to the division mode of the user group, so that the flexibility and the accuracy of the adaptation of the information push channels of the user group are improved.

Referring to fig. 3, an information pushing method provided in the embodiment of the present application is applied to a processing platform, and the method includes:

step S310: and acquiring a user group to be subjected to information push.

Step S320: and determining whether the user portrait type for user group division is generated based on the information push channel.

It should be noted that there may be various rules for dividing the user group in the processing platform. As shown in the foregoing, the processing platform may perform user group division according to a consumption user group, a sports user group, a literature user group, and the like, and may perform user group division according to an information push channel. For example, some users prefer to use the application a to search for the commodity information, and some users prefer to use the application B to search for the commodity information. In this case, if the partition rule of the user group is generated directly according to the information push channel, the processing platform may determine the information push channel matched with the user group directly according to the user portrait of the user group, in this case, the user portrait of the user group may represent an information acquisition channel used by the user, and the information acquisition channel may be equivalent to the information push channel for the processing platform.

Step S321: and if the information pushing channel is generated based on the information pushing channel, determining the information pushing channel matched with the user group based on the user portrait of the user group.

It can be understood that, if the type of the user portrait for determining the user population division is generated based on the information push channel, the user portrait in the user population characterizes the information acquisition channel used by the user, and in this case, the processing platform may determine the information push channel matched with the user population directly through the user portrait based on the user population. Illustratively, the processing platform is divided into a user group A, a user group B, a user group C, and a user group D. The user group A is generated based on the conventional information pushing channel A, the user group B is generated based on the conventional information pushing channel B, the user group C is generated based on the conventional information pushing channel C, and the user group D is generated based on the conventional information pushing channel D. If the information pushing channel is generated based on the information pushing channel and the current user group to be subjected to information pushing is the user group B, the currently matched information pushing channel is the information pushing channel B.

Step S330: if the target behavior data is not generated based on the information pushing channel, the target behavior data of the users in the user group is obtained, the information browsing platforms matched with the users in the user group are obtained, and the information browsing platforms are obtained.

Step S340: and acquiring the type of the information to be pushed to the user group.

Step S350: and matching the plurality of information browsing platforms with the types to obtain target information browsing platforms matched with the types.

As a mode, matching the plurality of information browsing platforms with the type to obtain a target information browsing platform matched with the type, including: matching the information browsing platforms with the types of the information respectively; and taking the corresponding information browsing platform with the highest matching rate as a target information browsing platform. Each platform may have a plurality of parameters corresponding thereto, where the plurality of parameters may include information sending rate, success rate, cost, and the like. While the requirements for the parameters of information transmission rate, success rate and cost are different for the non-passing type information. In this case, after the type of the information is obtained, the information browsing platforms can be matched in several directions, such as information sending rate, success rate and cost, so as to obtain the matching rate.

Step S360: and determining the target information browsing platform as an information browsing platform matched with the user group.

Step S370: and pushing information to the user group based on the information pushing channel.

According to the information pushing method, the user group to be pushed is obtained, the information pushing channel matched with the user group is determined based on the user portrait of the user group, then the matched information pushing channel can be determined based on the user portrait of the user group for the user group, and then the information is pushed to the user in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved. In addition, in the embodiment of the application, the information browsing platform matched with the user group can be determined from a plurality of information browsing platforms according to the type of the information to be pushed, so that the accuracy of the determined information pushing channel matched with the user group is improved.

Referring to fig. 4, an information pushing method provided in the embodiment of the present application is applied to a processing platform, and the method includes:

step S410: and acquiring a user group to be subjected to information push.

Step S420: and determining whether the user portrait type for user group division is generated based on the information push channel.

Step S421: and if the information pushing channel is generated based on the information pushing channel, determining the information pushing channel matched with the user group based on the user portrait of the user group.

Step S430: if the information push channel is not generated based on the information push channel, acquiring target behavior data of the users in the user group in a target time period, and determining the information push channel matched with the user group based on the target behavior data in the target time period.

It should be noted that the same user may have different usage habits in different time periods, or the electronic device used by the user may have different network states in different time periods, and further, by dividing the time periods, the current actual situation may be matched in a finer granularity, and further, the information push channel may be matched with the user group to be subjected to information push more accurately.

Step S440: and pushing information to the user group based on the information pushing channel.

Optionally, the target time period is a time period from a specified historical time to a current time. For example, the specified historical time may be one day ago, or one week ago or one month ago. Further in this case, the processing device may update the information push channel matched by each user group once every other day, week or month according to the target behavior data of the time period from the specified historical time to the current time.

Optionally, the target time period is a time period matched with the current time in the configured multiple time periods. The time period matching the current time may be understood as a time period having a starting time before the current time and an ending time after the current time.

According to the information pushing method, the user group to be pushed is obtained, the information pushing channel matched with the user group is determined based on the user portrait of the user group, then the matched information pushing channel can be determined based on the user portrait of the user group for the user group, and then the information is pushed to the user in the user group through the information pushing channel matched with the user group, so that the conversion rate of the pushed information is improved. In addition, in the embodiment of the application, a plurality of time periods are divided, so that the information push channel matched with the user group can be determined based on the target behavior data in the target time period, and the information push channel matched with the user group with finer granularity can be further realized.

Referring to fig. 5, in an information pushing apparatus 500 provided in an embodiment of the present application, running on a processing platform, the apparatus 500 includes:

a user group obtaining unit 510, configured to obtain a user group to be subjected to information push.

A push channel determining unit 520, configured to determine an information push channel matched with the user group based on the user representation of the user group.

An information pushing unit 530, configured to push information to the user group based on the information pushing channel.

By way of one mode, the apparatus 500 further includes a user group division determining unit 540, configured to determine whether the user portrait type for user group division is generated based on an information push channel. In this manner, the push channel determining unit 520 is specifically configured to execute the user profile based on the user group and determine an information push channel matched with the user group if the information push channel is generated based on the user group. The pushing channel determining unit 520 is further configured to, if the information pushing channel is not generated based on the information pushing channel, obtain target behavior data of the users in the user group, and determine the information pushing channel matched with the user group based on the target behavior data.

Optionally, the push channel determining unit 520 is specifically configured to determine, based on the target behavior data, an information browsing platform matched with the user group; and taking the information browsing platform as an information pushing channel matched with the user group. As one mode, the push channel determining unit 520 is specifically configured to obtain information browsing platforms matched with a plurality of users in the user group, so as to obtain a plurality of information browsing platforms; and determining an information browsing platform matched with the user group from the plurality of information browsing platforms. Furthermore, the push channel determining unit 520 is specifically configured to calculate an information browsing platform with a largest ratio among the plurality of information browsing platforms; and taking the information browsing platform with the largest proportion as the determined information browsing platform matched with the user group.

In this way, the push channel determining unit 520 is further specifically configured to obtain a feedback situation of the information pushed by the information browsing platform matched with the user group; and if the feedback condition does not meet the target feedback condition, taking the information browsing platform which is arranged behind the largest information browsing platform in the information browsing platforms as the information browsing platform matched with the user group.

Optionally, the feedback condition includes at least one of a conversion rate and a reading rate of the information, and the push channel determining unit 520 is further specifically configured to determine that the feedback condition does not meet a target feedback condition if it is detected that the conversion rate does not meet a target conversion rate and/or the reading rate does not meet the target reading rate, where the conversion rate is a ratio of information triggering profitable behaviors to all push information, and the reading rate is a ratio of read information to all push information.

As a mode, the push channel determining unit 520 is further specifically configured to collect, through a data embedding point configured in a terminal to which a user belongs corresponding to the user group, a feedback situation of information pushed by an information browsing platform matched with the user group.

As another way, the push channel determining unit 520 is specifically configured to obtain a type of information to be pushed to the user group; and determining an information browsing platform matched with the user group from the plurality of information browsing platforms based on the type of the information. In this way, the push channel determining unit 520 is specifically configured to match the plurality of information browsing platforms with the types of the information respectively; and taking the corresponding information browsing platform with the highest matching rate as the information browsing platform matched with the user group.

As another mode, the push channel determining unit 520 is specifically configured to obtain target behavior data of users in the user group in a target time period, and determine an information push channel matched with the user group based on the target behavior data in the target time period. Optionally, the target time period is a time period from a specified historical time to a current time. Optionally, the target time period is a time period matched with the current time in the configured multiple time periods.

In one mode, the information push channel is an information push channel corresponding to a specific application program determined from a plurality of application programs. Alternatively, the information push channel comprises an operator information channel, an application information channel or an instant messaging information channel.

It should be noted that the device embodiment and the method embodiment in the present application correspond to each other, and specific principles in the device embodiment may refer to the contents in the method embodiment, which is not described herein again.

An electronic device provided by the present application will be described with reference to fig. 6.

Referring to fig. 6, based on the information pushing method, another electronic device 200 including a processor 104 capable of executing the information pushing method is further provided in the embodiment of the present application. The electronic device 200 also includes a memory 104, and a network module 106. The memory 104 stores programs that can execute the content of the foregoing embodiments, and the processor 102 can execute the programs stored in the memory 104. The internal structure of the processor 102 may be as shown in fig. 1.

Processor 102 may include, among other things, one or more cores for processing data and a message matrix unit. The processor 102 interfaces with various components throughout the electronic device 200 using various interfaces and circuitry to perform various functions of the electronic device 200 and process data by executing or executing instructions, programs, code sets, or instruction sets stored in the memory 104 and invoking data stored in the memory 104. Alternatively, the processor 102 may be implemented in hardware using at least one of Digital Signal Processing (DSP), Field-Programmable Gate Array (FPGA), and Programmable Logic Array (PLA). The processor 102 may integrate one or more of a Central Processing Unit (CPU), a Graphics Processing Unit (GPU), a modem, and the like. Wherein, the CPU mainly processes an operating system, a user interface, an application program and the like; the GPU is used for rendering and drawing display content; the modem is used to handle wireless communications. It is understood that the modem may not be integrated into the processor 102, but may be implemented by a communication chip.

The Memory 104 may include a Random Access Memory (RAM) or a Read-Only Memory (Read-Only Memory). The memory 104 may be used to store instructions, programs, code sets, or instruction sets. The memory 104 may include a stored program area and a stored data area, wherein the stored program area may store instructions for implementing an operating system, instructions for implementing at least one function (such as a touch function, a sound playing function, an image playing function, etc.), instructions for implementing various method embodiments described below, and the like. The storage data area may also store data created by the terminal 100 in use, such as a phonebook, audio-video data, chat log data, and the like.

The network module 106 is configured to receive and transmit electromagnetic waves, and implement interconversion between the electromagnetic waves and electrical signals, so as to communicate with a communication network or other devices, for example, an audio playing device. The network module 106 may include various existing circuit elements for performing these functions, such as an antenna, a radio frequency transceiver, a digital signal processor, an encryption/decryption chip, a Subscriber Identity Module (SIM) card, memory, and so forth. The network module 106 may communicate with various networks, such as the internet, an intranet, a wireless network, or with other devices via a wireless network. The wireless network may include a cellular telephone network, a wireless local area network, or a metropolitan area network. For example, the network module 106 may interact with a base station.

Referring to fig. 7, a block diagram of a computer-readable storage medium according to an embodiment of the present application is shown. The computer-readable medium 1100 has stored therein program code that can be called by a processor to perform the method described in the above-described method embodiments.

The computer-readable storage medium 1100 may be an electronic memory such as a flash memory, an EEPROM (electrically erasable programmable read only memory), an EPROM, a hard disk, or a ROM. Alternatively, the computer-readable storage medium 1100 includes a non-volatile computer-readable storage medium. The computer readable storage medium 1100 has storage space for program code 810 to perform any of the method steps of the method described above. The program code can be read from or written to one or more computer program products. The program code 1110 may be compressed, for example, in a suitable form.

In summary, according to the information push method, the information push device, the information push server and the storage medium, the user group to be subjected to information push is obtained, the information push channel matched with the user group is determined based on the user portrait of the user group, then the information push channel is pushed to the user group based on the information push channel, the matched information push channel can be determined for the user group based on the user portrait of the user group, and then the information is pushed to the user in the user group through the information push channel matched with the user group, so that the conversion rate of the pushed information is improved.

Finally, it should be noted that: the above embodiments are only used to illustrate the technical solutions of the present application, and not to limit the same; although the present application has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; such modifications and substitutions do not necessarily depart from the spirit and scope of the corresponding technical solutions in the embodiments of the present application.

Claims

An information pushing method, characterized in that the method comprises:

acquiring a user group to be subjected to information push;

determining an information pushing channel matched with the user group based on the user portrait of the user group;

and pushing information to the user group based on the information pushing channel.
The method of claim 1, wherein the user group to be subjected to information push is divided based on a user representation, and before the step of determining the information push channel matched with the user group based on the user representation of the user group, the method further comprises:

determining whether a user portrait type for user group division is generated based on an information push channel;

and if the information push channel is generated based on the information push channel, executing the user portrait based on the user group, and determining the information push channel matched with the user group.
The method of claim 2, further comprising:

if the information pushing channel is not generated based on the information pushing channel, target behavior data of the users in the user group are obtained, and the information pushing channel matched with the user group is determined based on the target behavior data.
The method of claim 3, wherein the step of determining the information push channel matched with the user group based on the target behavior data comprises:

determining an information browsing platform matched with the user group based on the target behavior data;

and taking the information browsing platform as an information pushing channel matched with the user group.
The method of claim 4, wherein the target behavior data includes information browsing platforms used by users, and wherein the step of determining information browsing platforms matching the user population based on the target behavior data comprises:

acquiring an information browsing platform used by each of a plurality of users in the user group;

acquiring information browsing platforms matched with the users in the user group from the information browsing platforms used by the users respectively to obtain a plurality of information browsing platforms;

and determining an information browsing platform matched with the user group from the plurality of information browsing platforms.
The method of claim 5, wherein the step of determining the information browsing platform from the plurality of information browsing platforms that matches the community of users comprises:

calculating the information browsing platform with the largest ratio in the plurality of information browsing platforms;

and taking the information browsing platform with the largest proportion as the determined information browsing platform matched with the user group.
The method of claim 6, wherein after the step of pushing information to the user group based on the information pushing channel, further comprising:

obtaining feedback conditions of information pushed by the information browsing platform matched with the user group;

and if the feedback condition does not meet the target feedback condition, taking the information browsing platform which is arranged behind the largest information browsing platform in the information browsing platforms as the information browsing platform matched with the user group.
The method of claim 7, wherein the feedback condition includes at least one of a conversion rate and a reading rate of the information, the method further comprising:

and if the conversion rate is detected not to meet the target conversion rate and/or the reading rate is detected not to meet the target reading rate, judging that the feedback condition does not meet the target feedback condition, wherein the conversion rate is the ratio of the information triggering profitable behaviors to all the push information, and the reading rate is the ratio of the read information to all the push information.
The method according to claim 7, wherein the step of obtaining the feedback of the information pushed based on the information browsing platform matching the user group comprises:

and collecting feedback conditions of information pushed by an information browsing platform matched with the user group through data buried points configured in the terminal to which the user belongs corresponding to the user group.
The method of claim 5, wherein the step of determining the information browsing platform from the plurality of information browsing platforms that matches the community of users comprises:

acquiring the type of information to be pushed to the user group;

matching the plurality of information browsing platforms with the types to obtain target information browsing platforms matched with the types;

and determining the target information browsing platform as an information browsing platform matched with the user group.
The method of claim 10, wherein the step of determining an information browsing platform from the plurality of information browsing platforms that matches the user population based on the type of information comprises:

matching the information browsing platforms with the types of the information respectively;

and taking the corresponding information browsing platform with the highest matching rate as the information browsing platform matched with the user group.
The method according to any one of claims 3 to 11, wherein the step of obtaining target behavior data of users in the user group and determining the information push channel matched with the user group based on the target behavior data comprises:

and acquiring target behavior data of users in the user group in a target time period, and determining an information push channel matched with the user group based on the target behavior data in the target time period.
The method of claim 12, wherein the target time period is a time period from a specified historical time to a current time.
The method of claim 13, wherein the target time period is a time period matching a current time in the configured plurality of time periods.
The method of any one of claims 1-14, wherein the information push channel is an information push channel corresponding to a specific application determined from a plurality of applications.
The method according to any one of claims 1 to 14, wherein the information push channel comprises an operator information channel, an application information channel or an instant messaging information channel.
An information pushing apparatus, characterized in that the apparatus comprises:

the user group acquisition unit is used for acquiring a user group to be subjected to information push;

the pushing channel determining unit is used for determining an information pushing channel matched with the user group based on the user portrait of the user group;

and the information pushing unit is used for pushing information to the user group based on the information pushing channel.
The apparatus of claim 17, further comprising:

the user group division determining unit is used for determining whether the user portrait type for user group division is generated based on an information push channel;

and the pushing channel determining unit is specifically configured to execute the user portrait based on the user group and determine the information pushing channel matched with the user group if the pushing channel is generated based on the information pushing channel.
A server, comprising a processor and a memory; one or more programs are stored in the memory and configured to be executed by the processor to implement the methods of claims 1-8.
A computer-readable storage medium, having program code stored therein, wherein the program code when executed by a processor performs the method of any of claims 1-8.