CN116503087A - Method and system for realizing digital marketing based on user scene - Google Patents
Method and system for realizing digital marketing based on user scene Download PDFInfo
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
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- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
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- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/20—Information retrieval; Database structures therefor; File system structures therefor of structured data, e.g. relational data
- G06F16/21—Design, administration or maintenance of databases
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Abstract
The application relates to the technical field of marketing, in particular to a method and a system for realizing digital marketing based on a user scene. The method comprises the following steps: collecting user behavior data generated in a marketing campaign, the user behavior data comprising: user login data and operation data; acquiring an exclusive label of a user based on the user behavior data; acquiring crowd characteristics of purchased goods, and matching the crowd characteristics with the user exclusive tag to obtain a target user group; pushing marketing information to the target user group. According to the method and the system, pertinence of commodity selling user groups is improved, and accurate marketing is achieved.
Description
Technical Field
The application relates to the technical field of marketing, in particular to a method and a system for realizing digital marketing based on a user scene.
Background
With the high development of the Internet, the digital media becomes a marketing main place of enterprises, advertisement forms are diversified, and the digital media is pushed from traditional banner advertisement (banner advertisement of website pages), dynamic advertisement, programmed advertisement to social media account numbers and other different forms.
At present, the digital marketing of enterprises is finally converted into marketing, and the marketing performance is used as the purpose, and the marketing performance and the whole-channel retail, mobile/internet of things, digital store and the like are mutually combined to form a whole-channel marketing scheme and a marketing closed loop. However, for marketing, how to analyze customer portraits, to conduct accurate marketing, to improve the pertinence of commodity selling user groups, becomes the primary problem solved by the current marketing enterprises.
Disclosure of Invention
In order to solve or partially solve the problems in the related art, the application provides a method and a system for realizing digital marketing based on user scenes, which improve the pertinence of commodity vending user groups and realize accurate marketing.
In a first aspect, an embodiment of the present application provides a method for implementing digital marketing based on a user scenario, which adopts the following technical scheme:
a method for implementing digital marketing based on user scenarios, comprising: collecting user behavior data generated in a marketing campaign, the user behavior data comprising: user login data and operation data; acquiring an exclusive label of a user based on the user behavior data; acquiring crowd characteristics of purchased goods, and matching the crowd characteristics with the user exclusive tag to obtain a target user group; pushing marketing information to the target user group.
Through adopting above-mentioned technical scheme, through the user action data that produces in gathering marketing activity, can acquire user's login data and operation data to obtain user's exclusive label through user action data, with the crowd characteristic of rethread purchase commodity, match in user exclusive label, obtain target user crowd, with marketing information propelling movement to target user crowd, with this realization improves commodity and sells the pertinence of user crowd, realizes accurate marketing.
Optionally, before the acquiring the exclusive label of the user based on the user behavior data, the method further includes: converting the user behavior data in a preset standard format to obtain the user behavior data in a standard format; the fields included in the standard format are client ID, operation time, operation ID, content ID, operation content, link ID, equipment model number and page ID.
By adopting the technical scheme, the standard format conversion is preset on the user behavior data to obtain the standard formatted user behavior data, so that the data can be cleaned and filtered, the standard format data can be obtained through the standard format conversion, and the analysis and the processing of the follow-up data are facilitated.
Optionally, a method for implementing digital marketing based on user scenes further includes: acquiring marketing data of the marketing campaign, and analyzing and processing the marketing data to obtain marketing analysis data; the marketing analysis data includes: the number of users participating in the activity, the number of times of participation of the activity users, the number of successful clicks of the sharing activity and the number of orders placed by winners.
By adopting the technical scheme, the marketing data of the marketing activities can be obtained, and the marketing data can be analyzed and processed to obtain marketing analysis data, so that the number of users participating in the activities, the number of times of participation of the users in the activities, the number of successful clicks of the sharing activities and the number of orders of winners can be obtained, and the subsequent data analysis is facilitated.
Optionally, the acquiring the exclusive label of the user based on the user behavior data includes: summarizing the user behavior data into a document, and extracting user behavior key terms; judging whether a label corresponding to the keyword exists in a label database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
By adopting the technical scheme, the user behavior data is summarized to the document to extract the user behavior key terms, whether the tags corresponding to the key terms exist in the tag database can be judged, if so, the IDs of the key terms in the tag database are returned, and the exclusive tags of the user are obtained.
Optionally, the judging step judges whether a tag corresponding to the keyword exists in a tag database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user, and further comprising: if the key entry is not available, initiating a label storage application, entering an application flow of entering the label storage by the key entry, and waiting for verification.
By adopting the technical scheme, if the label database is judged to not have the label corresponding to the keyword, a label warehouse-in application can be initiated, an application flow of entering the keyword into the label database is entered, and verification confirmation is waited, so that an operator can flexibly perform label matching and operation of entering the keyword into the label database.
Optionally, the returning the tag ID of the keyword in the tag database to obtain the user-specific tag includes: and checking whether the user behavior data is matched with the tag ID, if not, establishing an association relation between the tag ID and the user to obtain an exclusive tag of the user.
By adopting the technical scheme, whether the tag ID is matched with the user behavior data or not is checked, if not, the association relation between the tag ID and the user is established, and the exclusive tag of the user is obtained, so that repeated matching association of the tag can be avoided, and the data redundancy of the user behavior data is increased.
In a second aspect, an embodiment of the present application provides a system for implementing digital marketing based on a user scenario, which adopts the following technical scheme:
a system for implementing digital marketing based on user scenarios, comprising: the system comprises an acquisition module, a processing module and a processing module, wherein the acquisition module is used for acquiring user behavior data generated in a marketing campaign, and the user behavior data comprises: user login data and operation data; the tag acquisition module is used for acquiring the exclusive tag of the user based on the user behavior data; the matching module is used for acquiring crowd characteristics of purchased goods and matching the crowd characteristics with the user exclusive tag to obtain a target user group; and the pushing module is used for pushing the marketing information to the target user group.
Through adopting above-mentioned technical scheme, through the user action data that produces in the collection module collection marketing activity, can acquire user's login data and operation data to obtain user's exclusive label through user action data in the label acquisition module, with the crowd characteristic of rethread matching module acquisition purchase commodity, match in user exclusive label, obtain target user crowd, with marketing information propelling movement to target user crowd, with this realization improves commodity selling user crowd's pertinence, realizes accurate marketing.
Optionally, a system for implementing digital marketing based on user scenes further includes: the format conversion module is used for carrying out preset standard format conversion on the user behavior data to obtain the user behavior data formatted in a standard mode; the fields included in the standard format are client ID, operation time, operation ID, content ID, operation content, link ID, equipment model number and page ID.
By adopting the technical scheme, the format conversion module is used for carrying out preset standard format conversion on the user behavior data so as to obtain the standard formatted user behavior data, so that the data can be cleaned and filtered, the standard format data can be obtained through the standard format conversion, and the analysis and the processing of the follow-up data are facilitated.
Optionally, a system for implementing digital marketing based on user scenes further includes: the analysis processing module is used for acquiring marketing data of the marketing campaign, and analyzing and processing the marketing data to obtain marketing analysis data; the marketing analysis data includes: the number of users participating in the activity, the number of times of participation of the activity users, the number of successful clicks of the sharing activity and the number of orders placed by winners.
By adopting the technical scheme, the marketing data of the marketing campaign can be obtained through the analysis processing module, the marketing data can be analyzed and processed to obtain marketing analysis data, so that the number of users participating in the campaign, the number of times of participation of the campaign users, the number of successful clicks of the sharing campaign and the number of orders placed by winners can be obtained, and the subsequent data analysis is facilitated.
Optionally, the tag obtaining module includes: the extraction unit gathers the user behavior data into a document and extracts user behavior key terms; the judging unit is used for judging whether the label corresponding to the key term exists in the label database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
By adopting the technical scheme, the extraction unit gathers the user behavior data into the document to extract the user behavior keyword, so that whether the tag corresponding to the keyword exists in the tag database can be judged, if so, the ID of the keyword in the tag database is returned, and the exclusive tag of the user is obtained.
In summary, the present application includes at least one of the following beneficial technical effects:
1. through gathering user's action data that produces in the marketing activity, can acquire user's login data and operation data to acquire user's exclusive label through user's action data, with the crowd characteristic of rethread purchase commodity, match in user exclusive label, obtain target user crowd, with marketing information propelling movement to target user crowd, with this realization improves commodity and sells the pertinence of user crowd, realizes accurate marketing.
2. The user behavior data is subjected to preset standard format conversion to obtain the standard formatted user behavior data, so that the data can be cleaned and filtered, the standard format data can be obtained through the standard format conversion, and the analysis and the processing of the follow-up data are facilitated.
3. By acquiring the marketing data of the marketing activities, the marketing data can be analyzed and processed to obtain marketing analysis data, so that the number of users participating in the activities, the number of times of participation of the users in the activities, the number of successful clicks of the sharing activities and the number of orders of winners can be obtained, and the subsequent data analysis is facilitated.
Drawings
FIG. 1 is a flow chart of a method for implementing digital marketing based on user scenarios according to an embodiment of the present application;
FIG. 2 is a flow chart of a method for implementing digital marketing based on user scenarios according to another embodiment of the present application;
FIG. 3 is a schematic diagram of a tag database disclosed in an embodiment of the present application;
fig. 4 is a schematic flow chart of performing tag query in tag data according to an embodiment of the present disclosure;
FIG. 5 is a schematic diagram of a system for implementing digital marketing based on user scenarios according to an embodiment of the present application;
fig. 6 is a schematic structural diagram of a system for implementing digital marketing based on a user scenario according to another embodiment of the present application.
Detailed Description
The terminology used in the following embodiments of the application is for the purpose of describing particular embodiments only and is not intended to be limiting of the application. As used in the specification and the appended claims, the singular forms "a," "an," "the," and "the" are intended to include the plural forms as well, unless the context clearly indicates to the contrary. It should also be understood that the term "and/or" as used in this application refers to and encompasses any or all possible combinations of one or more of the listed items.
The terms "first," "second," "third," and the like, are used below for descriptive purposes only and are not to be construed as implying or implying relative importance or implicitly indicating the number of technical features indicated. Thus, a feature defining "a first", "a second", or a third "may explicitly or implicitly include one or more such feature, and in the description of embodiments of the present application, unless otherwise indicated, the meaning of" a plurality "is two or more.
In the related technology, the digital marketing of enterprises is finally converted into marketing, and the marketing performance is used as the purpose, and the marketing scheme and the marketing closed loop of the whole channel are formed by combining with the whole channel retail, the mobile/internet of things, the digital store and the like. However, for marketing, how to analyze customer portraits, to conduct accurate marketing, to improve the pertinence of commodity selling user groups, becomes the primary problem solved by the current marketing enterprises.
Therefore, in order to solve or partially solve the problems in the related art, the application provides a method and a system for realizing digital marketing based on user scenes, which improve the pertinence of commodity vending user groups and realize accurate marketing.
The following describes the technical scheme of the embodiments of the present application in detail with reference to the accompanying drawings.
Referring to fig. 1, a method for realizing digital marketing based on a user scene comprises the following steps:
s10, collecting user behavior data generated in marketing activities;
the user behavior data includes user login data and operation data, the user login data may include data such as registration time, registration address, basic attribute characteristics of the user, and the basic attribute characteristics of the user may include: gender, age, mobile phone number, region where the user is located, and user equipment model. The operation data may be data generated by a user performing a login, registration, search, entry, stay and other action operation, and the data may include data such as active click, search, point payment, point exchange, commodity purchase, page stay time and the like.
S20, acquiring an exclusive label of a user based on user behavior data;
for example, when a user browses or purchases an electronic device such as iphone, a camera, or a sony headset, the matched and obtained proprietary tag may be a digital 3C (Computer), communication, or consumer electronic product (Consumer Electronic)) fan, and when the user browses and purchases goods in the early morning and in the late evening, the matched and obtained proprietary tag may be a late evening champion.
S30, acquiring crowd characteristics of purchased commodities, and matching the crowd characteristics with the exclusive user labels to obtain a target user group;
the crowd characteristics of the summarized purchasers, such as gender, age, region, purchase time, type of products purchased, etc., can be used as popular characteristics of the commodities, for example, the crowd characteristics of the purchased iphone are mostly more for men aged 25-35 years old, and the men are matched with corresponding proprietary tags based on behavior data so as to be matched with target user groups in the system according to the proprietary tags.
S40, pushing the marketing information to a target user group;
when the target user group is acquired, the marketing information can be sequentially pushed to the target user group by acquiring a pushing path of the marketing data based on the login data of the target user group.
Further, before step S20, the method further includes:
s11, converting the user behavior data in a preset standard format to obtain standard formatted user behavior data;
the preset standard format conversion is performed, that is, a specific field is extracted from specific operation content (user behavior data) of a user, and cleaning is performed according to a preset processing logic format to convert the specific field into a standard field mode, for example: [ client ID, operation time, operation ID, content ID, operation content, link ID, device model, page ID ].
Specifically, before the user behavior data is converted into the preset standard format, the user behavior data can be divided into standard data and non-standard data according to the source of the user behavior data, wherein the standard data can be understood to comprise the field information of the standard format which can be directly extracted from the order data or the purchase data and the like when the user generates the order data or the purchase data and performs the conversion of the preset standard format; the non-standard data can be understood as that the user has no order data or purchase data, and the user needs to perform conversion in a preset standard format based on data actively operated by the user, such as basic data (name, age, gender, mobile phone number, etc.) logged in by the user and user browsing data (active click, search, point payment, point exchange, commodity purchase, stay time of each page, etc.), so as to extract field information in the standard format.
Further, the method for realizing digital marketing based on the user scene further comprises the following steps:
s50, acquiring marketing data of a marketing campaign, and analyzing and processing the marketing data to obtain marketing analysis data;
the marketing data can be obtained by accessing UV/PV (UV refers to a natural person accessing and browsing the web page through the Internet; PV is page browsing amount or clicking amount), and specifically, PV is obtained by obtaining the PageId to which the home page belongs through summation calculation, UV is calculated by grouping the user ID of the total daily data, the user operation ID corresponding to the activity participation is obtained according to the calculated UV, summation operation is requested for the user operation ID, and marketing analysis data of the activity is calculated according to the user access data.
Specifically, the marketing analysis data includes the number of users involved in the activity, the number of times of participation of the users in the activity, the number of successful clicks of the sharing activity, the number of orders placed by winners, and the like, so that a seller can conveniently know the marketing condition to analyze the marketing data to optimize the marketing mode.
Further, referring to fig. 2, step S20 includes:
s21, summarizing the user behavior data into a document, and extracting user behavior key terms;
the user behavior keyword is extracted from the document, and the extraction can be performed through a TextRank algorithm, for example, as follows:
according to the whole behavior data generated after the user operation, namely the data document, the part-of-speech splitting is carried out on the data document, then the part-of-speech of the split word is judged, and only verbs/nouns are reserved, for example: the user purchases a commodity, and a complete document can be obtained after analysis and analysis: zhang three purchased an iPhone 14 Pro max using cash-plus-virtual coin payment through equity redemption activity 2023-3-21 23:59:59; the phrases obtained after splitting are:
the verb/noun is only reserved when the group of words is judged one by one, and the items can be obtained after the round of judgment is finished. The TextRank algorithm is described herein as the prior art, and is not described in detail herein.
S22, judging whether a tag corresponding to the keyword exists in the tag database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
The tag database is understood to be a database of tags that maintains all tags generated historically, and all words will have their own tag classifications. As shown in fig. 3, the tag database (tag library in fig. 3) includes a tag 1 and a tag 2, and words 1 and 2 correspond to the tag 1, and words 3 and 4 correspond to the tag 3.
Referring to fig. 4, based on the above example, the obtained [ "purchase", "cash", "payment", "iPhone 14 Pro max" ] can be queried in parallel for the corresponding tag in the tag database, specifically performing the following steps:
s60, obtaining the term [ purchase "," cash "," payment "," iPhone 14 Pro max ", and executing step S61;
wherein, are represented in fig. 4 as [ Word1, word2, word3, word4, ].
S61, inputting the vocabulary entries into a tag database in parallel for inquiring, and executing a step S62;
and the parallel terms represent that each term is queried in the tag database at the same time, so that the query efficiency is improved.
S62, judging whether a label corresponding to the entry exists, and if so, executing a step S63; if not, executing step S64;
if the term "iPhone 14 pro max" is just "iPhone 14 pro max" corresponding to "electronic device fan" exists in the tag database when the term is queried in the tag database, the corresponding tag exists in the tag database, otherwise, the term does not exist.
S63, checking whether the user is associated with the tag, and if yes, executing a step S65; if not, executing step S66;
if the user already has the label of "electronic device fan", step S65 is executed to discard the task, otherwise step S66 is executed to associate.
S64, adding an entry into a database to wait for a manager to assign a label/disable, and executing a step S67;
the step can wait for the manager to analyze and process, so that the flexibility of data processing is improved.
S65, discarding the task, not processing, and executing step S67.
S66, establishing an association relation between the label and the user, and executing step S67.
S67, ending.
Further, step S22 further includes: if the key entry is not available, initiating a label storage application, entering an application flow of entering the label storage by the key entry, and waiting for verification.
The label database is used for storing the label corresponding to the keyword, and the label database is used for storing the label corresponding to the keyword.
Further, step S22 further includes:
s221, checking whether the user behavior data are matched with the tag ID, if not, establishing an association relationship between the tag ID and the user to obtain the exclusive tag of the user.
Wherein, the repeated matching association of the labels can be avoided by the inspection of step S221, thereby increasing the data redundancy of the user behavior data.
Referring to fig. 5, a system for implementing digital marketing based on user scenes according to another embodiment of the present application is disclosed, including: the device comprises an acquisition module 21, a label acquisition module 22, a matching module 23 and a pushing module 24.
Wherein, the collection module 21 is configured to collect user behavior data generated in the marketing campaign, and the user behavior data includes: user login data and operation data; the tag acquisition module 22 is configured to acquire an exclusive tag of the user based on the user behavior data; the matching module 23 is configured to obtain crowd characteristics of purchased goods, and match the crowd characteristics with the user-specific tag to obtain a target user group; the pushing module 24 is configured to push the marketing message to the target user group.
Further, a system for realizing digital marketing based on user scenes, further comprises: the format conversion module 25 is configured to perform preset standard format conversion on the user behavior data to obtain standard formatted user behavior data; the fields included in the standard format are a client ID, an operation time, an operation ID, a content ID, an operation content, a link ID, a device model, and a page ID.
Further, a system for realizing digital marketing based on user scenes, further comprises: the analysis processing module 26 is configured to obtain marketing data of a marketing campaign, and perform analysis processing on the marketing data to obtain marketing analysis data; the marketing analysis data includes: the number of users participating in the activity, the number of times of participation of the activity users, the number of successful clicks of the sharing activity and the number of orders placed by winners.
Further, referring to fig. 6, the tag acquisition module 22 includes: an extraction unit 221 and a judgment unit 222.
Wherein, the extracting unit 221 gathers the user behavior data into a document, and extracts the user behavior key terms; the judging unit 222 is configured to judge whether a tag corresponding to the keyword exists in the tag database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
It should be noted that, in the embodiment, a system for implementing digital marketing based on a user scene is disclosed, and a method for implementing digital marketing based on a user scene is implemented, as in the above embodiment, so that detailed description is omitted here. Alternatively, each module in the present embodiment and the other operations or functions described above are respectively for realizing the method in the foregoing embodiment.
Another embodiment of the present invention provides a computer-readable storage medium. The computer readable storage medium is, for example, a nonvolatile memory, which is, for example: magnetic media (e.g., hard disk, floppy disk, and magnetic strips), optical media (e.g., CDROM disks and DVDs), magneto-optical media (e.g., optical disks), and hardware systems specially constructed for storing and performing computer-executable instructions (e.g., read-only memory (ROM), random Access Memory (RAM), flash memory, etc.). Computer-readable storage medium 40 has stored thereon computer-executable instructions. The computer-readable storage medium may be executable by one or more processors or processing systems to implement the image editing method in the foregoing first embodiment.
In addition, it should be understood that the foregoing embodiments are merely exemplary illustrations of the present invention, and the technical solutions of the embodiments may be arbitrarily combined and matched without conflict in technical features, contradiction in structure, and departure from the purpose of the present invention.
In the several embodiments provided by the present invention, it should be understood that the disclosed systems and methods may be implemented in other ways. For example, the system embodiments described above are merely illustrative, e.g., the partitioning of elements is merely a logical functional partitioning, and there may be additional partitioning in actual implementation, e.g., multiple elements or components may be combined or integrated into another system, or some features may be omitted, or not implemented. Alternatively, the coupling or direct coupling or communication connection shown or discussed with each other may be through some interface, system or unit indirect coupling or communication connection, which may be in electrical, mechanical or other form.
The units described as separate units may or may not be physically separate, and units shown as units may or may not be physical units, may be located in one place, or may be distributed on multiple network units. Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of this embodiment.
In addition, each functional unit/module in the embodiments of the present invention may be integrated in one processing unit/module, or each unit/module may exist alone physically, or two or more units/modules may be integrated in one unit/module. The integrated units/modules may be implemented in hardware or in hardware plus software functional units/modules.
The integrated units/modules implemented in the form of software functional units/modules described above may be stored in a computer readable storage medium. The software functional units described above are stored in a storage medium and include instructions for causing one or more processors of a computer device (which may be a personal computer, a server, or a network device, etc.) to perform some steps of the methods of the various embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-only memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk, or other various media capable of storing program codes.
Finally, it should be noted that: the above embodiments are only for illustrating the technical solution of the present invention, and are not limiting; although the invention 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 scheme described in the foregoing embodiments can be modified or some technical features thereof can be replaced by equivalents; such modifications and substitutions do not depart from the spirit and scope of the technical solutions of the embodiments of the present invention.
Claims (10)
1. A method for implementing digital marketing based on user scenes, comprising:
collecting user behavior data generated in a marketing campaign, the user behavior data comprising: user login data and operation data;
acquiring an exclusive label of a user based on the user behavior data;
acquiring crowd characteristics of purchased goods, and matching the crowd characteristics with the user exclusive tag to obtain a target user group;
pushing marketing information to the target user group.
2. The method for implementing digital marketing based on user scenarios according to claim 1, characterized in that before the acquiring of the exclusive label of the user based on the user behavior data, further comprises:
converting the user behavior data in a preset standard format to obtain the user behavior data in a standard format;
the fields included in the standard format are client ID, operation time, operation ID, content ID, operation content, link ID, equipment model number and page ID.
3. The method for implementing digital marketing based on user scenes according to claim 1, further comprising:
acquiring marketing data of the marketing campaign, and analyzing and processing the marketing data to obtain marketing analysis data;
the marketing analysis data includes: the number of users participating in the activity, the number of times of participation of the activity users, the number of successful clicks of the sharing activity and the number of orders placed by winners.
4. The method for realizing digital marketing based on the user scene according to claim 1, wherein the step of acquiring the exclusive label of the user based on the user behavior data comprises the following steps:
summarizing the user behavior data into a document, and extracting user behavior key terms;
judging whether a label corresponding to the keyword exists in a label database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
5. The method for realizing digital marketing based on user scenes according to claim 4, wherein the judging whether the tag corresponding to the keyword exists in a tag database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user, and further comprising:
if the key entry does not exist, initiating a label warehouse-in application, entering an application flow of entering the label warehouse by the key entry, and waiting for verification confirmation.
6. The method for realizing digital marketing based on user scenes according to claim 4, wherein the step of returning the tag ID of the keyword in the tag database to obtain the user-specific tag comprises the steps of:
and checking whether the user behavior data is matched with the tag ID, if not, establishing an association relation between the tag ID and the user to obtain an exclusive tag of the user.
7. A system for implementing digital marketing based on user scenarios, comprising:
the system comprises an acquisition module, a processing module and a processing module, wherein the acquisition module is used for acquiring user behavior data generated in a marketing campaign, and the user behavior data comprises: user login data and operation data;
the tag acquisition module is used for acquiring the exclusive tag of the user based on the user behavior data;
the matching module is used for acquiring crowd characteristics of purchased goods and matching the crowd characteristics with the user exclusive tag to obtain a target user group;
and the pushing module is used for pushing the marketing information to the target user group.
8. The system for implementing digital marketing based on user scenes according to claim 7, further comprising:
the format conversion module is used for carrying out preset standard format conversion on the user behavior data to obtain the user behavior data formatted in a standard mode;
the fields included in the standard format are client ID, operation time, operation ID, content ID, operation content, link ID, equipment model number and page ID.
9. The system for implementing digital marketing based on user scenes according to claim 7, further comprising:
the analysis processing module is used for acquiring marketing data of the marketing campaign, and analyzing and processing the marketing data to obtain marketing analysis data;
the marketing analysis data includes: the number of users participating in the activity, the number of times of participation of the activity users, the number of successful clicks of the sharing activity and the number of orders placed by winners.
10. The system for implementing digital marketing based on user scenes according to claim 7, wherein the tag acquisition module comprises:
the extraction unit gathers the user behavior data into a document and extracts user behavior key terms;
the judging unit is used for judging whether the label corresponding to the key term exists in the label database; if yes, returning the ID of the key entry in the tag database to obtain the exclusive tag of the user.
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