CN116188078A - Method and device for constructing index system of marketing campaign, storage medium and server - Google Patents
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Abstract
The application discloses a method and a device for constructing an index system of a marketing campaign, a storage medium and a server. The method for constructing the index system of the marketing campaign comprises the following steps: acquiring original data of a marketing campaign from a front end; performing preset data processing and dimension table association operation on the original data to form a data detail table; determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables. The method and the device solve the technical problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows because the operation targets of different marketing activities and the indexes concerned by the operation are different.
Description
Technical Field
The application relates to the field of marketing data processing, in particular to a method and a device for constructing an index system of a marketing campaign, a storage medium and a server.
Background
In the field of internet marketing, in order to keep more users and continuously promote flow, various interests such as cash, objects, coupons, red packets, video members, fuel cards and the like are continuously pushed to active users, different interests are respectively bound in different marketing activities, and the users can acquire corresponding interests by continuously participating in the marketing activities, so that various activity operation effects cannot be supported by data indexes.
The marketing activities have the characteristics of similar business logic, huge quantity, quick updating iteration and the like, based on the traditional waterfall flow development mode, aiming at different marketing activities, the data billboard needs to be designed independently, then the marketing activities are online after the development and test flow, and each process has certain manpower and time consumption, and along with the increase of the marketing activity quantity, the manpower and time consumption are accumulated to be huge cost consumption for a company; meanwhile, the online marketing popularization personnel and operators can see various marketing related indexes when hopeing to online activities, so that the efficient construction of the universal visual billboard for various marketing activities is a problem which must be solved at present.
Aiming at the problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows because the operation targets and the operation targets of different marketing activities in the related technologies are different from each other, no effective solution is proposed at present.
Disclosure of Invention
The main purpose of the application is to provide a method, a device, a storage medium and a server for constructing an index system of a marketing campaign, so as to solve the problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows because the operation targets and the operation targets of different marketing campaigns are different from each other.
To achieve the above object, according to one aspect of the present application, there is provided a method of constructing an index system of a marketing campaign.
The index system construction method of the marketing campaign comprises the following steps: acquiring original data of a marketing campaign from a front end; performing preset data processing and dimension table association operation on the original data to form a data detail table; determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables.
Further, obtaining raw data from the front end of the marketing campaign includes: the method comprises the steps of acquiring a buried point log generated in a marketing campaign from the front end by adopting a buried point algorithm based on positions and events; the server adopts a data acquisition interface to acquire the buried point log and acquires service data from the service library; the embedded point log and the service data are original data.
Further, performing preset data processing and dimension table association operations on the original data, and forming a data detail table includes: performing preset dirty data cleaning, field splitting and dimension table association operations on the buried point logs in the original data to obtain buried point clear tables; and executing preset dirty data cleaning, field refining and dimension table association operation on the service data in the original data to obtain a service detail table.
Further, the aggregation calculation is performed on the data detail table based on the subject and the index corresponding to the subject, and after a plurality of subject index wide tables are obtained, the method further comprises the steps of: determining a first theme index wide table related to model features of a preset data analysis model in a plurality of theme index wide tables; obtaining model indexes required by calculation from the first theme index wide table, and inputting the model indexes into the data analysis model for calculation; and generating a model quantization table based on the calculation result and the first theme index wide table.
Further, the configuration of the data analysis model includes: receiving a model configuration request sent by a user at a terminal; calling a model configuration interface according to the model configuration request, and receiving model information configured by a user at a terminal; a data analysis model is generated based on the model information and added to a model database.
Further, after generating the model quantization table based on the calculation result and the first topic index wide table, the method further includes: the model quantization table is converted into visual data by a diagramming tool and the visual data is presented by a B I platform.
Further, the business process characteristics according to the pre-configured marketing campaign include: receiving an activity configuration label sent by a user at a terminal; associating a business label in a campaign-business table according to the campaign label of the marketing campaign; and associating the business flow characteristics corresponding to the business labels based on a preset mapping relation.
In order to achieve the above object, according to another aspect of the present application, there is provided an index hierarchy construction device for a marketing campaign.
The index system construction device of the marketing campaign according to the present application comprises: the acquisition module is used for acquiring the original data of the marketing campaign from the front end; the forming module is used for executing preset data processing and dimension table association operation on the original data to form a data detail table; the determining module is used for determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and the calculation module is used for carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables.
To achieve the above object, according to another aspect of the present application, there is provided a computer-readable storage medium.
A computer readable storage medium according to the present application, having stored therein a computer program, wherein the computer program is configured to execute the method of constructing an index hierarchy of a marketing campaign at runtime.
To achieve the above object, according to another aspect of the present application, there is provided a computer-readable storage medium.
A computer server according to the present application, comprising: a memory and a processor, the memory having a computer program stored therein, wherein the processor is configured to run the computer program to perform the marketing campaign indexing architecture approach.
In the embodiment of the application, a mode of constructing an index system of an offline marketing campaign is adopted, and the original data of the marketing campaign is obtained from the front end; performing preset data processing and dimension table association operation on the original data to form a data detail table; determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables. The method achieves the purposes of using the subject index wide table to replace manual design, development and test of different data processing flows, thereby realizing the technical effects of effectively reducing cost, improving efficiency and having strong universality, and further solving the technical problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows due to different operation targets of different marketing activities and different indexes concerned by operation.
Drawings
The accompanying drawings, which are incorporated in and constitute a part of this application, are included to provide a further understanding of the application and to provide a further understanding of the application with regard to the other features, objects and advantages of the application. The drawings of the illustrative embodiments of the present application and their descriptions are for the purpose of illustrating the present application and are not to be construed as unduly limiting the present application. In the drawings:
FIG. 1 is a flow diagram of a method of index hierarchy construction for a marketing campaign in accordance with embodiments of the present application;
FIG. 2 is a schematic diagram of a structure of an index hierarchy building device for a marketing campaign in accordance with embodiments of the present application;
FIG. 3 is a data flow diagram of a method of constructing an metrics system of a marketing campaign in accordance with the preferred embodiment of the present application;
FIG. 4 is a generic event schematic diagram according to a preferred embodiment of the present application;
FIG. 5 is a schematic illustration of a marketing business event in accordance with a preferred embodiment of the present application;
FIG. 6 is a flow diagram of persistent wide table formation according to another preferred embodiment of the present application;
FIG. 7 is a tree diagram of an index system wide table according to yet another preferred embodiment of the present application.
Detailed Description
In order to make the present application solution better understood by those skilled in the art, the following description will be made in detail and with reference to the accompanying drawings in the embodiments of the present application, it is apparent that the described embodiments are only some embodiments of the present application, not all embodiments. All other embodiments, which can be made by one of ordinary skill in the art based on the embodiments herein without making any inventive effort, shall fall within the scope of the present application.
It should be noted that the terms "first," "second," and the like in the description and claims of the present application and the above figures are used for distinguishing between similar objects and not necessarily for describing a particular sequential or chronological order. It is to be understood that the data so used may be interchanged where appropriate in order to describe the embodiments of the present application 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.
In the present application, the terms "upper", "lower", "left", "right", "front", "rear", "top", "bottom", "inner", "outer", "middle", "vertical", "horizontal", "lateral", "longitudinal" and the like indicate an azimuth or a positional relationship based on that shown in the drawings. These terms are only used to better describe the present invention and its embodiments and are not intended to limit the scope of the indicated devices, elements or components to the particular orientations or to configure and operate in the particular orientations.
Also, some of the terms described above may be used to indicate other meanings in addition to orientation or positional relationships, for example, the term "upper" may also be used to indicate some sort of attachment or connection in some cases. The specific meaning of these terms in the present invention will be understood by those of ordinary skill in the art according to the specific circumstances.
Furthermore, the terms "mounted," "configured," "provided," "connected," "coupled," and "sleeved" are to be construed broadly. For example, it may be a fixed connection, a removable connection, or a unitary construction; may be a mechanical connection, or an electrical connection; may be directly connected, or indirectly connected through intervening media, or may be in internal communication between two devices, elements, or components. The specific meaning of the above terms in the present invention can be understood by those of ordinary skill in the art according to the specific circumstances.
It should be noted that, in the case of no conflict, the embodiments and features in the embodiments may be combined with each other. The present application will be described in detail below with reference to the accompanying drawings in conjunction with embodiments.
According to an embodiment of the present invention, there is provided a method for constructing an index system of a marketing campaign, as shown in fig. 1 and 3, the method includes steps S101 to S104 as follows:
step S101, obtaining original data of a marketing campaign from the front end;
preferably, according to an embodiment of the present invention, the obtaining of the raw data from the front end of the marketing campaign comprises:
the method comprises the steps of acquiring a buried point log generated in a marketing campaign from the front end by adopting a buried point algorithm based on positions and events;
the server adopts a data acquisition interface to acquire the buried point log and acquires service data from the service library; the embedded point log and the service data are original data.
A set of embedded point algorithm based on positions and events is designed in advance, business actions in a business process are abstracted, common events and event parameters are defined, and when the specification is accessed into front-end codes of all marketing activities, the front end uploads complete embedded point logs (embedded points of user behaviors) with consistent data structures to a unified data acquisition interface.
The embedded point log is composed of information such as position codes, events (event i d +event parameters), actions, user information, activity information and the like, and comprises: buried values, source channels, users I D, applications I D, user access I P, operating system, event information, etc., ultimately synchronizing log data to a big data platform (server).
The events are divided into general events and marketing business events, each of which contains parameters related to the current event, examples of which are shown in fig. 4 and 5.
And the service data is to synchronize prize issuing data, task completion data, point exchange data and the like in the service library to a big data platform.
The embedded point design specification based on unified position and event is designed, and the universal event and the business event are designed based on business characteristics; the problem of user behavior data acquisition of different marketing activities with similar business logic is solved; the embedded point data formats of different activities are unified, and the effects of processing detail data and calculating the transverse indexes of the activities are facilitated.
Step S102, performing preset data processing and dimension table association operation on the original data to form a data detail table;
and carrying out dirty data cleaning, format unification and other treatments on the original data synchronized to the big data platform, associating each dimension table, enriching data information, and finally forming each data detail table.
According to an embodiment of the present invention, preferably, the performing, by the original data, a preset data processing and dimension table association operation, to form a data detail table includes:
performing preset dirty data cleaning, field splitting and dimension table association operations on the buried point logs in the original data to obtain buried point clear tables; and executing preset dirty data cleaning, field refining and dimension table association operation on the service data in the original data to obtain a service detail table.
Firstly, cleaning dirty data in buried point logs and service data; splitting the buried point value field of the buried point log, and associating the buried point position information maintenance table, the ip province city matching table and the business attribute table to form a buried point apparent fine table; and extracting service commonality fields from service data of different sources according to service characteristics, and associating dimension tables to obtain service detail tables.
Taking marketing activity prize-drawing record list as an example, because marketing activities are complex and various, the types of prizes issued by lottery-drawing activities are also rich, and the data sources of the prize-drawing record list of each activity are different, but a prize-drawing record list can be obtained by integrating common fields such as a user I D, a user lottery time, a user drawing time, a prize type, a prize name, a prize denomination, a prize cost, a prize verification state and the like.
For example, the dw_marketing campaign embedded point information detail table contains the original field: event trigger time, product i d, product version, user payment treasured id, event identification, action type, cell phone model, browser information, channel, device brand, device model, network conditions, operating system, device I P, etc.; the splitting of the original field results in: combinations of event ids, combinations of event parameters, applications i d, pages i d, block ids, element ids, etc.; fields obtained by associating dimension tables: application name, page name, block name, element title, etc.
After the original data is subjected to data processing and dimension table association, the difference between the original data and the original data is that the data detail table is used for splitting complex fields on the basis of the original data, and a plurality of dimension tables are associated, so that the data fields are enriched, and the readability of the data is higher.
Step S103, determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign;
according to an embodiment of the present invention, preferably, the business process features according to the pre-configured marketing campaign include:
receiving an activity label of the marketing activity configured by a user at a terminal;
associating a business label in a campaign-business table according to the campaign label of the marketing campaign;
and associating the business flow characteristics corresponding to the business labels based on a preset mapping relation.
The user can be used for inputting the activity label, and the business process characteristics are obtained by correlation based on a table correlation mode, so that a guarantee is provided for subsequent theme and index determination corresponding to the theme. In another alternative embodiment, the activity label corresponding to the marketing activity can be determined according to the acquired original data of the marketing activity, and the business flow characteristics can be obtained by association according to the activity label based on a table association mode. Flexible configuration of active tags is achieved.
And step S104, performing aggregation calculation on the data detail table based on the subject and the index corresponding to the subject to obtain a plurality of subject index wide tables.
And on the basis of determining the subjects and the indexes of each index wide table according to the business flow characteristics, performing aggregation and other calculations on the second information to obtain the subject index wide table.
As shown in fig. 6, taking the leave-on subject wide table as an example,
the dws_d2v_mark i_ty_user_return i on_1d table data calculation logic is as follows:
in this embodiment, the main body index wide table confirmed according to the business process may be an access analysis index wide table, a click conversion index wide table, a retention index wide table, a cost index wide table, a income index wide table, and the like.
Taking a retention wide table as an example, the retention wide table counts indexes such as statistical date, business line, activity, retention user type, retention start date, retention phase difference days under the dimension of the retention final date, UV access of the start date, retention user number of the end date, retention rate and the like.
Taking the access analysis index wide table as an example, the active access index wide table and the active page access index wide table are included. The activity access index wide table counts indexes such as access UV, access PV, people average residence time(s), click UV, effective click UV and the like under the dimensions such as statistics date, business line, activity, channel, operating system, ip province city, user type and the like. The activity page access index wide table counts indexes such as access UV, access PV and the like under the dimensions such as statistic date, business line, activity, page, channel, user type and the like.
Based on a unified data index system, the method is applied to various data analysis models, and new models can be flexibly added according to requirements. The method solves the problems that different activities have different operation targets and different service scene operation attention indexes are different, so that proper and reliable data support is required to be provided, and the method adapts to the data requirements of marketing activities and different operation purposes of operation, and supports operation more flexibly. And a plurality of topic index wide tables can be adopted to replace manual design, development and test of different data processing flows, so that the cost is effectively reduced, the efficiency is improved, and the universality is strong.
According to the embodiment of the present invention, preferably, the aggregation calculation is performed on the data detail table based on the subject and the index corresponding to the subject, and after obtaining a plurality of subject index broad tables, the method further includes:
determining a first theme index wide table related to model features of a preset data analysis model in a plurality of theme index wide tables;
obtaining model indexes required by calculation from the first theme index wide table, and inputting the model indexes into the data analysis model for calculation;
and generating a model quantization table based on the calculation result and the first theme index wide table.
As shown in fig. 7, a plurality of data analysis models are preset, and topics corresponding to the indexes can be determined according to model features of the data analysis models, so that the topics can be associated with a related first topic index broad table; one data analysis model may be associated with a plurality of first subject matter index broad tables, so that a plurality of data analysis models perform index value calculation according to model indexes in the first subject matter index broad tables corresponding to each model, and finally generate a model quantization table based on calculation results and the first subject matter index broad tables.
Taking conversion funnel analysis as an example, according to the characteristics of marketing activity flow conversion, the indexes such as activity access number, activity click number, activity participation number, activity winning number, activity income and the like are respectively obtained from an access analysis index wide table, a click conversion index wide table and a income index wide table according to index names or events to form a marketing activity funnel conversion table.
The requirement of independently designing a data billboard is not needed, and then the data billboard is online after a development test flow, so that the manpower and time consumption is avoided, and the universal visual billboard can be efficiently constructed for various marketing activities.
According to an embodiment of the present invention, preferably, the configuration of the data analysis model includes:
receiving a model configuration request sent by a user at a terminal;
calling a model configuration interface according to the model configuration request, and receiving model information configured by a user at a terminal;
a data analysis model is generated based on the model information and added to a model database.
The user can interactively fill in model information through an interface, generate a new data analysis model, synchronize the model information into a model library, and delete some unused models; therefore, the models can be flexibly increased and decreased according to the characteristics of the marketing activities, so that not only can new model adaptation activities be added, but also useless models can be deleted.
According to an embodiment of the present invention, preferably, after generating the model quantization table based on the calculation result and the first subject indicator wide table, the method further includes:
the model quantization table is converted into visual data by a diagramming tool and the visual data is presented by a B I platform.
After the big data platform is connected with the B I platform, the data of the model application table can be displayed in a proper chart form, so that the operation and the viewing are facilitated. Building a model application visual billboard; and the operation is convenient for checking various indexes of specific activities and transverse comparison of different activities. The system presents indexes in various scenes required by operation, is friendly to interaction and is convenient to view.
From the above description, it can be seen that the following technical effects are achieved:
in the embodiment of the application, a mode of constructing an index system of an offline marketing campaign is adopted, and the original data of the marketing campaign is obtained from the front end; performing preset data processing and dimension table association operation on the original data to form a data detail table; determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables. The method achieves the purposes of using the subject index wide table to replace manual design, development and test of different data processing flows, thereby realizing the technical effects of effectively reducing cost, improving efficiency and having strong universality, and further solving the technical problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows due to different operation targets of different marketing activities and different indexes concerned by operation.
It should be noted that the steps illustrated in the flowcharts of the figures may be performed in a computer system such as a set of computer executable instructions, and that although a logical order is illustrated in the flowcharts, in some cases the steps illustrated or described may be performed in an order other than that illustrated herein.
According to an embodiment of the present invention, there is also provided an apparatus for implementing the method for constructing an index system of a marketing campaign, as shown in fig. 2 and 3, the apparatus including:
an acquisition module 10, configured to acquire raw data of a marketing campaign from a front end;
preferably, according to an embodiment of the present invention, the obtaining of the raw data from the front end of the marketing campaign comprises:
the method comprises the steps of acquiring a buried point log generated in a marketing campaign from the front end by adopting a buried point algorithm based on positions and events;
the server adopts a data acquisition interface to acquire the buried point log and acquires service data from the service library; the embedded point log and the service data are original data.
A set of embedded point algorithm based on positions and events is designed in advance, business actions in a business process are abstracted, common events and event parameters are defined, and when the specification is accessed into front-end codes of all marketing activities, the front end uploads complete embedded point logs (embedded points of user behaviors) with consistent data structures to a unified data acquisition interface.
The embedded point log is composed of information such as position codes, events (event i d +event parameters), actions, user information, activity information and the like, and comprises: buried values, source channels, users I D, applications I D, user access I P, operating system, event information, etc., ultimately synchronizing log data to a big data platform (server).
The events are divided into general events and marketing business events, each of which contains parameters related to the current event, examples of which are shown in fig. 4 and 5.
And the service data is to synchronize prize issuing data, task completion data, point exchange data and the like in the service library to a big data platform.
The embedded point design specification based on unified position and event is designed, and the universal event and the business event are designed based on business characteristics; the problem of user behavior data acquisition of different marketing activities with similar business logic is solved; the embedded point data formats of different activities are unified, and the effects of processing detail data and calculating the transverse indexes of the activities are facilitated.
The forming module 20 is configured to perform preset data processing and dimension table association operations on the raw data, so as to form a data detail table;
and carrying out dirty data cleaning, format unification and other treatments on the original data synchronized to the big data platform, associating each dimension table, enriching data information, and finally forming each data detail table.
According to an embodiment of the present invention, preferably, the performing, by the original data, a preset data processing and dimension table association operation, to form a data detail table includes:
performing preset dirty data cleaning, field splitting and dimension table association operations on the buried point logs in the original data to obtain buried point clear tables; and executing preset dirty data cleaning, field refining and dimension table association operation on the service data in the original data to obtain a service detail table.
Firstly, cleaning dirty data in buried point logs and service data; splitting the buried point value field of the buried point log, and associating the buried point position information maintenance table, the ip province city matching table and the business attribute table to form a buried point apparent fine table; and extracting service commonality fields from service data of different sources according to service characteristics, and associating dimension tables to obtain service detail tables.
Taking marketing activity prize-drawing record list as an example, because marketing activities are complex and various, the types of prizes issued by lottery-drawing activities are also rich, and the data sources of the prize-drawing record list of each activity are different, but a prize-drawing record list can be obtained by integrating common fields such as a user I D, a user lottery time, a user drawing time, a prize type, a prize name, a prize denomination, a prize cost, a prize verification state and the like.
For example, the dw_marketing campaign embedded point information detail table contains the original field: event trigger time, product i d, product version, user payment treasured id, event identification, action type, cell phone model, browser information, channel, device brand, device model, network conditions, operating system, device I P, etc.; the splitting of the original field results in: combinations of event ids, combinations of event parameters, applications i d, pages i d, block ids, element ids, etc.; fields obtained by associating dimension tables: application name, page name, block name, element title, etc.
After the original data is subjected to data processing and dimension table association, the difference between the original data and the original data is that the data detail table is used for splitting complex fields on the basis of the original data, and a plurality of dimension tables are associated, so that the data fields are enriched, and the readability of the data is higher.
A determining module 30, configured to determine a theme and an index corresponding to the theme according to a pre-configured business process feature of the marketing campaign;
according to an embodiment of the present invention, preferably, the business process features according to the pre-configured marketing campaign include:
receiving an activity label of the marketing activity configured by a user at a terminal;
associating a business label in a campaign-business table according to the campaign label of the marketing campaign;
and associating the business flow characteristics corresponding to the business labels based on a preset mapping relation.
The user can be used for inputting the activity label, and the business process characteristics are obtained by correlation based on a table correlation mode, so that a guarantee is provided for subsequent theme and index determination corresponding to the theme. In another alternative embodiment, the activity label corresponding to the marketing activity can be determined according to the acquired original data of the marketing activity, and the business flow characteristics can be obtained by association according to the activity label based on a table association mode. Flexible configuration of active tags is achieved.
And the calculation module 40 is configured to perform aggregate calculation on the data detail table based on the subject and the index corresponding to the subject, so as to obtain a plurality of subject index wide tables.
And on the basis of determining the subjects and the indexes of each index wide table according to the business flow characteristics, performing aggregation and other calculations on the second information to obtain the subject index wide table.
As shown in fig. 6, taking the leave-on subject wide table as an example,
the dws_d2v_mark i_ty_user_return i on_1d table data calculation logic is as follows:
in this embodiment, the main body index wide table confirmed according to the business process may be an access analysis index wide table, a click conversion index wide table, a retention index wide table, a cost index wide table, a income index wide table, and the like.
Taking a retention wide table as an example, the retention wide table counts indexes such as statistical date, business line, activity, retention user type, retention start date, retention phase difference days under the dimension of the retention final date, UV access of the start date, retention user number of the end date, retention rate and the like.
Taking the access analysis index wide table as an example, the active access index wide table and the active page access index wide table are included. The activity access index wide table counts indexes such as access UV, access PV, people average residence time(s), click UV, effective click UV and the like under the dimensions such as statistics date, business line, activity, channel, operating system, ip province city, user type and the like. The activity page access index wide table counts indexes such as access UV, access PV and the like under the dimensions such as statistic date, business line, activity, page, channel, user type and the like.
Based on a unified data index system, the method is applied to various data analysis models, and new models can be flexibly added according to requirements. The method solves the problems that different activities have different operation targets and different service scene operation attention indexes are different, so that proper and reliable data support is required to be provided, and the method adapts to the data requirements of marketing activities and different operation purposes of operation, and supports operation more flexibly. And a plurality of topic index wide tables can be adopted to replace manual design, development and test of different data processing flows, so that the cost is effectively reduced, the efficiency is improved, and the universality is strong.
According to the embodiment of the present invention, preferably, the aggregation calculation is performed on the data detail table based on the subject and the index corresponding to the subject, and after obtaining a plurality of subject index broad tables, the method further includes:
determining a first theme index wide table related to model features of a preset data analysis model in a plurality of theme index wide tables;
obtaining model indexes required by calculation from the first theme index wide table, and inputting the model indexes into the data analysis model for calculation;
and generating a model quantization table based on the calculation result and the first theme index wide table.
As shown in fig. 7, a plurality of data analysis models are preset, and topics corresponding to the indexes can be determined according to model features of the data analysis models, so that the topics can be associated with a related first topic index broad table; one data analysis model may be associated with a plurality of first subject matter index broad tables, so that a plurality of data analysis models perform index value calculation according to model indexes in the first subject matter index broad tables corresponding to each model, and finally generate a model quantization table based on calculation results and the first subject matter index broad tables.
Taking conversion funnel analysis as an example, according to the characteristics of marketing activity flow conversion, the indexes such as activity access number, activity click number, activity participation number, activity winning number, activity income and the like are respectively obtained from an access analysis index wide table, a click conversion index wide table and a income index wide table according to index names or events to form a marketing activity funnel conversion table.
The requirement of independently designing a data billboard is not needed, and then the data billboard is online after a development test flow, so that the manpower and time consumption is avoided, and the universal visual billboard can be efficiently constructed for various marketing activities.
According to an embodiment of the present invention, preferably, the configuration of the data analysis model includes:
receiving a model configuration request sent by a user at a terminal;
calling a model configuration interface according to the model configuration request, and receiving model information configured by a user at a terminal;
a data analysis model is generated based on the model information and added to a model database.
The user can interactively fill in model information through an interface, generate a new data analysis model, synchronize the model information into a model library, and delete some unused models; therefore, the models can be flexibly increased and decreased according to the characteristics of the marketing activities, so that not only can new model adaptation activities be added, but also useless models can be deleted.
According to an embodiment of the present invention, preferably, after generating the model quantization table based on the calculation result and the first subject indicator wide table, the method further includes:
the model quantization table is converted into visual data by a diagramming tool and the visual data is presented by a B I platform.
After the big data platform is connected with the B I platform, the data of the model application table can be displayed in a proper chart form, so that the operation and the viewing are facilitated. Building a model application visual billboard; and the operation is convenient for checking various indexes of specific activities and transverse comparison of different activities. The system presents indexes in various scenes required by operation, is friendly to interaction and is convenient to view.
From the above description, it can be seen that the following technical effects are achieved:
in the embodiment of the application, a mode of constructing an index system of an offline marketing campaign is adopted, and the original data of the marketing campaign is obtained from the front end; performing preset data processing and dimension table association operation on the original data to form a data detail table; determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign; and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables. The method achieves the purposes of using the subject index wide table to replace manual design, development and test of different data processing flows, thereby realizing the technical effects of effectively reducing cost, improving efficiency and having strong universality, and further solving the technical problems of high cost, low efficiency and poor universality caused by the need of manually designing, developing and testing different data processing flows due to different operation targets of different marketing activities and different indexes concerned by operation.
It will be apparent to those skilled in the art that the modules or steps of the invention described above may be implemented in a general purpose computing device, they may be concentrated on a single computing device, or distributed across a network of computing devices, or they may alternatively be implemented in program code executable by computing devices, such that they may be stored in a memory device for execution by the computing devices, or they may be separately fabricated into individual integrated circuit modules, or multiple modules or steps within them may be fabricated into a single integrated circuit module. Thus, the present invention is not limited to any specific combination of hardware and software.
The foregoing description is only of the preferred embodiments of the present application and is not intended to limit the same, but rather, various modifications and variations may be made by those skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principles of the present application should be included in the protection scope of the present application.
Claims (10)
1. A method of constructing an index system for a marketing campaign, comprising:
acquiring original data of a marketing campaign from a front end;
performing preset data processing and dimension table association operation on the original data to form a data detail table;
determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign;
and carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables.
2. The method of claim 1, wherein obtaining raw data from a front end of a marketing campaign comprises:
the method comprises the steps of acquiring a buried point log generated in a marketing campaign from the front end by adopting a buried point algorithm based on positions and events;
the server adopts a data acquisition interface to acquire the buried point log and acquires service data from the service library; the embedded point log and the service data are original data.
3. The index system construction method according to claim 1, wherein performing a preset data processing and dimension table association operation on the raw data, forming a data detail table includes:
performing preset dirty data cleaning, field splitting and dimension table association operations on the buried point logs in the original data to obtain buried point clear tables; and executing preset dirty data cleaning, field refining and dimension table association operation on the service data in the original data to obtain a service detail table.
4. The method for constructing an index system according to claim 1, wherein the aggregate calculation is performed on the data detail table based on the subject and the index corresponding to the subject, and the method further comprises, after obtaining a plurality of subject index wide tables:
determining a first theme index wide table related to model features of a preset data analysis model in a plurality of theme index wide tables;
obtaining model indexes required by calculation from the first theme index wide table, and inputting the model indexes into the data analysis model for calculation;
and generating a model quantization table based on the calculation result and the first theme index wide table.
5. The index system construction method according to claim 4, wherein the configuration of the data analysis model includes:
receiving a model configuration request sent by a user at a terminal;
calling a model configuration interface according to the model configuration request, and receiving model information configured by a user at a terminal;
a data analysis model is generated based on the model information and added to a model database.
6. The index system construction method according to claim 4, further comprising, after generating a model quantization table based on the calculation result and the first subject index wide table:
and converting the model quantization table into visual data through a chart tool, and displaying the visual data through a BI platform.
7. The method of claim 1, wherein the business process features according to the pre-configured marketing campaign comprise:
receiving an activity label configured by a user at a terminal;
associating a business label in a campaign-business table according to the campaign label of the marketing campaign;
and associating the business flow characteristics corresponding to the business labels based on a preset mapping relation.
8. An index system construction device for a marketing campaign, comprising:
the acquisition module is used for acquiring the original data of the marketing campaign from the front end;
the forming module is used for executing preset data processing and dimension table association operation on the original data to form a data detail table;
the determining module is used for determining a theme and an index corresponding to the theme according to the pre-configured business flow characteristics of the marketing campaign;
and the calculation module is used for carrying out aggregation calculation on the data detail table based on the theme and the index corresponding to the theme to obtain a plurality of theme index wide tables.
9. A computer readable storage medium, wherein a computer program is stored in the computer readable storage medium, wherein the computer program is configured to perform the method of constructing an index hierarchy for a marketing campaign according to any one of claims 1 to 7 at run-time.
10. A server, comprising: a memory and a processor, characterized in that the memory has stored therein a computer program, wherein the processor is arranged to run the computer program to perform the method of constructing an index hierarchy for a marketing campaign according to any one of the claims 1 to 7.
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