CN116579666A - Offline advertisement evaluation method, device, equipment and storage medium - Google Patents
Offline advertisement evaluation method, device, equipment and storage medium Download PDFInfo
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- 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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- 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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- G06Q30/0242—Determining effectiveness of advertisements
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- Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
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- Y02D30/70—Reducing energy consumption in communication networks in wireless communication networks
Abstract
The application discloses an evaluation method, device and equipment of offline advertisements and a storage medium, and belongs to the technical field of computers. The method comprises the following steps: acquiring attribute data of a user, wherein the attribute data comprises signaling data of the user; acquiring attribute data of off-line advertisement points, wherein the attribute data of the off-line advertisement points comprise base station data and configuration data; acquiring target users which can be covered by the off-line advertisement points and the number of the target users based on the base station data of the off-line advertisement points and the signaling data of the users; based on the configuration data of the offline advertisement points and the attribute data of the target user, carrying out evaluation processing on the association relationship between the offline advertisement points and the target user so as to obtain an evaluation processing result; responsive to a selection operation of the at least two evaluation dimensions by the operator, an evaluation report of the offline advertisement is generated based on the number of target users and a result of the evaluation process of the at least two evaluation dimensions. The scheme disclosed by the application realizes the improvement of the reliability of offline advertisement evaluation.
Description
Technical Field
The present application relates to the field of computer technologies, and in particular, to a method, an apparatus, a device, and a storage medium for evaluating offline advertisements.
Background
Offline advertisements may generally include advertisements placed in outdoor, station, building, theatre, television, etc. channels. The evaluation of the putting effect of the offline advertisements is mainly carried out according to whether the offline brand business corresponding to the advertisements is increased or not, and the conversion condition of user behaviors, the crowd covered by the advertisements and other information cannot be obtained like online advertisement evaluation.
Currently, in order to solve the above-mentioned problems, there is a related art evaluation method of offline advertisements, in which two-dimensional codes are set for online advertisements, so as to count the crowd covered by the offline advertisements and the crowd characteristic information. However, the accuracy and reliability of the evaluation result of the related art are still not good.
Disclosure of Invention
The application provides a method, a device, equipment and a storage medium for evaluating offline advertisements, which can solve the problem of poor evaluation effect on the offline advertisements, and the technical scheme is as follows:
in a first aspect, there is provided a method of evaluating offline advertisements, the method comprising:
Acquiring attribute data of a user, wherein the attribute data of the user comprises signaling data of the user;
acquiring attribute data of an offline advertisement point, wherein the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point;
acquiring target users which can be covered by the offline advertisement point positions and the number of the target users based on the base station data of the offline advertisement point positions and the signaling data of the users;
based on the configuration data of the offline advertisement points and the attribute data of the target user, carrying out evaluation processing on the association relationship between the offline advertisement points and the target user so as to obtain a result of the evaluation processing;
obtaining option marks of a plurality of evaluation dimensions based on the result of the evaluation processing;
and responding to the selection operation of an operator on at least two evaluation dimensions according to the service evaluation requirements, and generating an evaluation report of the offline advertisement based on the number of target users and the result of the evaluation processing of the at least two evaluation dimensions.
In one possible implementation manner, the obtaining, based on the base station data of the offline advertisement point location and the signaling data of the user, the number of target users and the number of target users that can be covered by the offline advertisement point location includes:
Matching the base station data of the off-line advertisement point position with the signaling data of the user to obtain the user corresponding to the base station data of the off-line advertisement point position;
acquiring residence time of a user corresponding to the base station data of the off-line advertisement point based on signaling data of the user corresponding to the base station data of the off-line advertisement point;
screening the users corresponding to the base station data of the off-line advertisement point positions based on a preset residence time threshold and the residence time to obtain a screening result;
based on the screening result, obtaining a target user which can be covered by the offline advertisement point;
acquiring a user number of a target user which can be covered by the offline advertisement point;
and calculating the number of the target users based on the user numbers of the target users which can be covered by the offline advertisement points.
In a possible implementation manner, the attribute data further includes application data of a user, the configuration data of the offline advertisement point location includes an advertisement service type, the result of the evaluation processing includes a matching result of a target user and the advertisement service type, and the evaluating processing is performed on the association relationship between the offline advertisement point location and the target user based on the configuration data of the offline advertisement point location and the attribute data of the target user to obtain a result of the evaluation processing, including:
Determining the matching condition of the advertisement service type and the application data of the target user;
and obtaining a matching result of the target user and the advertisement service type based on the matching condition of the advertisement service type and the application data of the target user.
In one possible implementation manner, the application data of the target user includes at least one application type, the matching condition of the advertisement service type and the application data of the target user includes partial matching and full matching, and the determining the matching condition of the advertisement service type and the application data of the target user includes:
respectively carrying out matching processing on the advertisement service type and each application type to obtain a matching processing result;
and determining that the matching condition of the advertisement service type and the application type is partial matching or determining that the matching condition of the advertisement service type and the application type is full matching based on the result of the matching process.
In one possible implementation, the matching result of the target user and the advertisement service type includes the number of target users whose types are partially matched and the number of target users whose types are all matched.
In a possible implementation manner, the configuration data of the offline advertisement point location further includes an advertisement consumption level, the result of the evaluation process further includes a matching result of the target user and the advertisement consumption level, and the evaluating process is performed on the association relationship between the offline advertisement point location and the target user based on the configuration data of the offline advertisement point location and the attribute data of the target user, so as to obtain the result of the evaluation process, including:
acquiring the consumption grade of a target user based on attribute data of the target user;
and carrying out matching processing on the consumption grade of the target user and the advertisement consumption grade so as to obtain a matching result of the target user and the advertisement consumption grade.
In a possible implementation manner, the attribute data further includes basic data of a user, the configuration data of the offline advertisement point location further includes advertisement basic data, the result of the evaluation processing further includes a matching result of the target user and the advertisement basic data, and the evaluation processing is performed on the association relationship between the offline advertisement point location and the target user based on the configuration data of the offline advertisement point location and the attribute data of the target user, so as to obtain the result of the evaluation processing, where the evaluation processing includes:
And matching the advertisement basic data with the basic data of the target user to obtain a matching result of the target user and the advertisement basic data.
In one possible implementation manner, the generating, in response to a selection operation of at least two evaluation dimensions by an operator according to a service evaluation requirement, an evaluation report of the offline advertisement based on the number of the target users and a result of an evaluation process of the at least two evaluation dimensions includes:
responding to the selection operation of an operator on at least two evaluation dimensions according to service evaluation requirements, and acquiring the number of target users corresponding to each evaluation dimension based on the result of evaluation processing of the at least two evaluation dimensions;
and carrying out data fusion processing on the number of the target users corresponding to each evaluation dimension based on the number of the target users so as to generate an evaluation report of the offline advertisement according to the result of the data fusion processing.
In a second aspect, there is provided an apparatus for evaluating offline advertisements, the apparatus comprising:
the first acquisition unit is used for acquiring attribute data of a user, wherein the attribute data of the user comprises signaling data of the user;
The second acquisition unit is used for acquiring attribute data of the offline advertisement point, wherein the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point;
a user obtaining unit, configured to obtain, based on base station data of the offline advertisement point location and signaling data of the user, a target user that can be covered by the offline advertisement point location and the number of the target users;
the relationship evaluation unit is used for evaluating the association relationship between the offline advertisement point location and the target user based on the configuration data of the offline advertisement point location and the attribute data of the target user so as to obtain a result of the evaluation process;
an option obtaining unit configured to obtain option marks of a plurality of evaluation dimensions based on a result of the evaluation process;
and the report generation unit is used for responding to the selection operation of an operator on at least two evaluation dimensions according to the service evaluation requirement, and generating an evaluation report of the offline advertisement based on the number of the target users and the result of the evaluation processing of the at least two evaluation dimensions.
In a third aspect, there is provided a computer readable storage medium having stored therein at least one instruction that is loaded and executed by a processor to implement the method of the aspects and any one possible implementation as described above.
In a fourth aspect, there is provided an electronic device comprising:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein, the liquid crystal display device comprises a liquid crystal display device,
the memory stores instructions executable by the at least one processor to enable the at least one processor to perform the aspects and methods of any one of the possible implementations described above.
The technical scheme provided by the application has the beneficial effects that at least:
according to the technical scheme, the attribute data of the user can be obtained, the attribute data of the user comprise signaling data of the user, the attribute data of the offline advertisement point can be obtained, the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point, further, the number of target users and the number of target users which can be covered by the offline advertisement point can be obtained based on the base station data of the offline advertisement point and the signaling data of the user, the association relationship between the offline advertisement point and the target users is evaluated based on the configuration data of the offline advertisement point and the attribute data of the target users, so that an evaluation result of the evaluation process is obtained, an operator can respond to the selection operation of at least two evaluation dimensions according to service evaluation requirements, an evaluation report of the offline advertisement can be generated based on the number of the target users and the evaluation result of the evaluation process of the at least two evaluation dimensions, the number of the offline advertisement can be obtained based on the signaling data of the user and the signaling data of the offline advertisement point, the number of the offline advertisement point can be covered by the offline advertisement point, the number of the offline advertisement point can be more accurately evaluated, the association relationship between the offline advertisement point and the target advertisement point can be more accurately evaluated, the number of the offline advertisement points can be more accurately evaluated, and the user has a high-quality of the line can be more accurately evaluated, and the line has a high evaluation result can be obtained, and has a high evaluation result.
It should be understood that the description in this section is not intended to identify key or critical features of the embodiments of the application or to delineate the scope of the application. Other features of the present application will become apparent from the description that follows.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings required for the description of the embodiments will be briefly described below, and it is apparent that the drawings in the following description are only some embodiments of the present application, and other drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.
FIG. 1 is a flow diagram of a method for evaluating offline advertisements, according to one embodiment of the present application;
fig. 2 is a block diagram of an evaluation apparatus for offline advertisements according to still another embodiment of the present application.
Fig. 3 is a block diagram of an electronic device for implementing a method of evaluating offline advertisements in accordance with an embodiment of the present application.
Detailed Description
Exemplary embodiments of the present application will now be described with reference to the accompanying drawings, in which various details of the embodiments of the present application are included to facilitate understanding, and are to be considered merely exemplary. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the application. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
It will be apparent that the described embodiments are some, but not all, embodiments of the application. All other embodiments, which can be made by those skilled in the art based on the embodiments of the application without making any inventive effort, are intended to be within the scope of the application.
It should be noted that, the terminal device in the embodiment of the present application may include, but is not limited to, smart devices such as a mobile phone, a personal digital assistant (Personal Digital Assistant, PDA), a wireless handheld device, and a Tablet Computer (Tablet Computer); the display device may include, but is not limited to, a personal computer, a television, or the like having a display function.
In addition, the term "and/or" herein is merely an association relationship describing an association object, and means that three relationships may exist, for example, a and/or B may mean: a exists alone, A and B exist together, and B exists alone. In addition, the character "/" herein generally indicates that the front and rear associated objects are an "or" relationship.
Referring to fig. 1, a flow chart of a method for evaluating offline advertisements according to an embodiment of the application is shown. The evaluation method of the offline advertisement specifically comprises the following steps:
Step 101, obtaining attribute data of a user, wherein the attribute data of the user comprises signaling data of the user.
Step 102, acquiring attribute data of an offline advertisement point, wherein the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point.
Step 103, obtaining the number of target users and the number of target users which can be covered by the offline advertisement point based on the base station data of the offline advertisement point and the signaling data of the users.
And 104, based on the configuration data of the offline advertisement point and the attribute data of the target user, evaluating the association relationship between the offline advertisement point and the target user to obtain the result of the evaluation.
Step 105, obtaining option marks of multiple evaluation dimensions based on the result of the evaluation processing.
And 106, responding to the selection operation of an operator on at least two evaluation dimensions according to the service evaluation requirements, and generating an evaluation report of the offline advertisement based on the number of the target users and the result of the evaluation processing of the at least two evaluation dimensions.
It should be noted that, part or all of the execution body in steps 101 to 106 may be an application located in the local terminal, or may be a functional unit such as a plug-in unit or a software development kit (Software Development Kit, SDK) disposed in the application located in the local terminal, or may be a processing engine located in a server on the network side, or may be a distributed system located on the network side, for example, a processing engine or a distributed system in an offline advertisement evaluation platform on the network side, which is not limited in this embodiment.
It will be appreciated that the application may be a native program (native app) installed on the native terminal, or may also be a web page program (webApp) of a browser on the native terminal, which is not limited in this embodiment.
In this way, the target users which can be covered by the offline advertisement points and the attribute data of the offline advertisement points can be obtained based on the user signaling data and the attribute data of the offline advertisement points, and the evaluation report of the offline advertisement can be generated by using the evaluation result of the association relation between the offline advertisement points and the target users and the number of the target users according to the service evaluation requirement, so that the data of the users covered by the offline advertisement and the evaluation data of the offline advertisement and the users covered by the offline advertisement can be obtained more accurately and effectively, the evaluation data related to the offline advertisement is enriched, and the reliability of the evaluation of the offline advertisement is improved.
Optionally, in one possible implementation manner of this embodiment, in step 103, specifically, the base station data of the offline advertisement point and the signaling data of the user may be subjected to matching processing, so as to obtain a user corresponding to the base station data of the offline advertisement point, further, based on the signaling data of the user corresponding to the base station data of the offline advertisement point, the residence time of the user corresponding to the base station data of the offline advertisement point may be obtained, based on a preset residence time threshold and the residence time, screening processing is performed on the user corresponding to the base station data of the offline advertisement point, so as to obtain a result of the screening processing, based on a result of the screening processing, obtain a target user that can be covered by the offline advertisement point, obtain a user number of the target user that can be covered by the offline advertisement point, so that the number of the target users can be calculated based on the user number of the target user that can be covered by the offline advertisement point.
In this implementation manner, the base station data of the offline advertisement point may include parameter data of a base station corresponding to an electronic fence where the offline advertisement point is located, and the like.
In this implementation, the signaling data of the user may include, but is not limited to, international mobile subscriber identity (International Mobile Subscriber Identification Number, IMSI), international mobile equipment identity (International Mobile Equipment Identity, IMEI), timestamp, location area number, event type, etc.
In a specific implementation process of the implementation manner, a base station which performs communication interaction with a mobile terminal of a user can be determined according to signaling data of the user, or a mobile terminal of the user which performs communication interaction with a base station corresponding to an offline advertisement point can be determined according to base station data of the offline advertisement point, so that the base station data of the offline advertisement point and the signaling data of the user can be matched to obtain the user corresponding to the base station data of the offline advertisement point.
In another specific implementation of this implementation, the signaling data of the user may include a signaling time, which may include a signaling start time and a signaling end time.
Specifically, the residence time of the user corresponding to the base station data of the offline advertisement point may be calculated based on the signaling start time and the signaling end time of the user corresponding to the base station data of the offline advertisement point.
In this implementation, the preset residence time threshold may be preset according to the actual service requirement. By way of example, the preset residence time threshold may be 30 seconds.
In still another specific implementation process of the implementation manner, when the residence time of the user corresponding to the base station data of the offline advertisement point does not reach the preset residence time threshold, the user is not used as a target user of the offline advertisement point, i.e. the user is screened out.
In still another specific implementation process of the implementation manner, when the residence time of the user corresponding to the base station data of the offline advertisement point reaches a preset residence time threshold, the user is used as a target user of the offline advertisement point.
In this implementation, the subscriber number of the target subscriber may be an IMSI number.
In yet another specific implementation of this implementation, the user number of the target user may be obtained based on signaling data of the target user.
Therefore, the accuracy of the obtained number of target users and the number of target users which can be covered by the offline advertisement point positions can be improved by carrying out matching, screening and other processing on the base station data of the offline advertisement point positions and the signaling data of the users, and the accuracy of the evaluation report obtained later can be improved, so that the reliability of offline advertisement evaluation is further improved.
Optionally, in a possible implementation manner of this embodiment, the attribute data may further include application data of the user, the configuration data of the offline advertisement point may include an advertisement service type, and the result of the evaluation process may include a matching result of the target user and the advertisement service type. In step 104, a matching condition of the advertisement service type and the application data of the target user may be specifically determined, and then a matching result of the target user and the advertisement service type may be obtained based on the matching condition of the advertisement service type and the application data of the target user.
In this implementation, the application data of the user may be application data used by the user. The application data may include, but is not limited to, the name of the application used by the user, the type of application used by the user, and the like. The types of applications used by the user, i.e., application types, may include, but are not limited to, scientific and technical numbers, mother and infant, sports, apparel, travel, shopping consumption, cultural entertainment, and the like.
In this implementation, the advertisement business type, i.e., the type of product to which the advertisement relates, may include, but is not limited to, scientific and technological numerals, mother and infant, sports, apparel, travel, shopping consumption, cultural entertainment, and the like.
In one specific implementation of this implementation, the application data of the target user may include at least one application type, and the matching of the advertisement traffic type and the application data of the target user includes partial matching and full matching. In the process of determining the matching condition of the advertisement service type and the application data of the target user, the advertisement service type and each application type may be subjected to matching processing respectively to obtain a matching processing result, and then the matching condition of the advertisement service type and the application type may be determined to be partially matched or the matching condition of the advertisement service type and the application type may be determined to be all matched based on the matching processing result.
In this specific implementation, the matching result of the target user and the advertisement service type may include the number of target users with partially matched types and the number of target users with all matched types.
In this way, by matching the advertisement service type with the application data of the target users, the matching result of the target users and the advertisement service type can be obtained more effectively, the number of the target users which are partially matched and the number of the target users which are completely matched are obtained, the result of the evaluation processing is enriched, the comprehensiveness of the evaluation report which is obtained later is improved, and the reliability of the offline advertisement evaluation is further improved.
It should be noted that, the specific implementation process provided in the present implementation manner may be combined with the various specific implementation processes provided in the foregoing implementation manner to implement the method for evaluating offline advertisements in this embodiment. The detailed description may refer to the relevant content in the foregoing implementation, and will not be repeated here.
Optionally, in a possible implementation manner of this embodiment, the configuration data of the offline advertisement point may further include an advertisement consumption level, and the result of the evaluation process may further include a matching result of the target user and the advertisement consumption level. In step 104, the consumption level of the target user may be obtained specifically based on the attribute data of the target user, and then the consumption level of the target user and the consumption level of the advertisement may be subjected to matching processing, so as to obtain a matching result of the target user and the consumption level of the advertisement.
In this implementation, the advertisement consumption level may be preconfigured based on the resident's consumption level. The advertisement consumption level may include low, medium, and high levels.
Illustratively, the low-level corresponding consumption amount range is 1 kiloyuan or less, the medium-level corresponding consumption amount range is 1 kiloyuan to 3 kiloyuan, and the high-level corresponding consumption amount range is 3 kiloyuan or more.
In this implementation, the target user's consumption level may also be pre-divided based on the user's monthly average consumption amount of online shopping orders. The consumption level of the target user may include low, medium, and high levels. Illustratively, the low-level corresponding consumption amount range is 1 kiloyuan or less, the medium-level corresponding consumption amount range is 1 kiloyuan to 3 kiloyuan, and the high-level corresponding consumption amount range is 3 kiloyuan or more.
In a specific implementation process of the implementation manner, the consumption level of the target user can be obtained based on signaling data and application data of the target user.
One condition of the specific implementation process is that the consumption level of the target user is directly obtained from a preset user consumption database based on signaling data and application data of the target user.
Specifically, the preset user consumption database is used for storing consumption characteristic information of the user. By way of example, the user's consumption characteristic information may include, but is not limited to, user's signaling data, user's application data, user's consumption level, user's gender, user's age, user's number, and the like.
Another case of the specific implementation process is that the consumption level of the target user is obtained based on an association relationship between preset user signaling data and the consumption level of the user and/or based on an association relationship between preset user application data and the consumption level of the user.
In this implementation, the matching of the target users to the advertisement consumption levels may include a number of target users for each advertisement consumption level.
Therefore, by matching the consumption level of the target user with the advertisement consumption level, the matching result of the target user and the advertisement consumption level can be obtained more effectively, the result of evaluation processing is enriched, the comprehensiveness of the subsequently obtained evaluation report is improved, and the reliability of offline advertisement evaluation is further improved.
It should be noted that, the specific implementation process provided in the present implementation manner may be combined with the various specific implementation processes provided in the foregoing implementation manner to implement the method for evaluating offline advertisements in this embodiment. The detailed description may refer to the relevant content in the foregoing implementation, and will not be repeated here.
Optionally, in one possible implementation manner of this embodiment, the configuration data of the offline advertisement point may further include advertisement base data, the attribute data may further include user base data, the result of the evaluation process may further include a matching result of the target user and the advertisement base data, and in step 104, the matching process may be specifically performed on the advertisement base data and the base data of the target user, so as to obtain a matching result of the target user and the advertisement base data.
In this implementation, the advertisement base data may include, but is not limited to, a placement period, an age group of the targeted user, a gender of the targeted user, and the like.
In this implementation, the user's underlying data may include, but is not limited to, gender, age, and the like.
In this implementation, the matching result of the target user with the advertisement base data may include the number of target users whose base data matches the advertisement base data.
In a specific implementation process of the implementation manner, the age group of the user facing in the advertisement basic data and the age of the target user can be matched, so that the number of the target users with the ages within the age group range of the user facing is obtained.
In still another specific implementation process of this implementation, the gender of the user targeted in the advertisement base data and the gender of the target user may be matched to obtain the number of target users matched to the gender targeted by the advertisement.
In addition, the signaling time in the signaling data of the target user can be acquired, and the signaling time and the advertisement delivery time period are matched, so that the number of the target users matched with the advertisement delivery time period is obtained.
Therefore, the matching result of the target user and the advertisement basic data can be obtained by matching the advertisement basic data and the target user basic data, the result of evaluation processing is enriched, the comprehensiveness of an evaluation report obtained later is improved, and the reliability of offline advertisement evaluation is further improved.
Optionally, in one possible implementation manner of this embodiment, in step 106, the operator may perform a selection operation on at least two evaluation dimensions according to the service evaluation requirement, and further may perform a statistical analysis on a result of the evaluation process of the at least two evaluation dimensions and the number of the target users in response to the selection operation on the at least two evaluation dimensions by the operator according to the service evaluation requirement, and generate the evaluation report of the offline advertisement based on a result of the statistical analysis.
In this implementation, the evaluation dimension may include, but is not limited to, the targeted users of the advertisement coverage, the advertisement traffic type, the advertisement placement time period, the age range of the users for which the advertisement is targeted, the gender for which the advertisement is targeted, and the advertisement consumption level.
In this implementation, the result of the evaluation process may include at least one of the number of target users whose types are partially matched, the number of target users whose types are all matched, the number of target users corresponding to each advertisement consumption level, the number of target users whose ages are within the age range of the user to which the advertisement is directed, the number of target users matching the gender to which the advertisement is directed, and the number of target users matching the delivery period of the advertisement.
It may be appreciated that, in step 105, in the process of obtaining the option marks of the multiple evaluation dimensions based on the result of the evaluation process, the result of the evaluation process may be specifically assigned to the data mark according to the multiple evaluation dimensions, and then the option marks of the multiple evaluation dimensions may be obtained.
In a specific implementation process of the implementation manner, according to the result of the evaluation processing of the at least two evaluation dimensions, the number of target users corresponding to each evaluation dimension can be obtained respectively, based on the number of target users covered by the advertisement, that is, the total number of target users, the number of corresponding target users of the result of the evaluation processing of each evaluation dimension is subjected to data fusion processing, and according to the number of target users of the offline advertisement in each evaluation dimension and the number of corresponding target users after fusion of each evaluation dimension, an evaluation report of the offline advertisement is generated.
In the specific implementation process, the result of the evaluation processing may include obtaining, based on the number of target users matching the offline advertisement in different evaluation dimensions, the number of target users corresponding to each evaluation dimension according to the number of matched target users in at least two evaluation dimensions.
In this specific implementation process, the data fusion process may include a process of data screening, data merging, and the like based on business logic.
In another specific implementation process of the implementation manner, according to the results of the evaluation processing of the at least two evaluation dimensions and the number of target users, the matching rate of the results of the evaluation processing of each evaluation dimension can be calculated, data fusion processing is performed on the matching rate of the results of the evaluation processing of the at least two evaluation dimensions, and according to the results of the data fusion processing, an evaluation report of the offline advertisement is generated.
Illustratively, the evaluation dimension may include an age range of the user for which the advertisement is intended, an advertisement consumption level. Firstly, the number of target users corresponding to each advertisement consumption level can be divided by the number of target users to obtain the matching rate of the target users corresponding to each advertisement consumption level. And dividing the number of target users with ages in the age range of the user faced by the advertisement by the number of target users to obtain the matching rate of the target users in the age range of the user faced by the advertisement. And thirdly, carrying out data fusion processing on the matching rate of the target user corresponding to each advertisement consumption level and the matching rate of the target user in the age range of the user facing the advertisement, and generating an evaluation report based on the two evaluation dimensions.
It can be understood that up to this point, the operating personnel can know the benefit of putting off-line advertisement and the quality condition of off-line advertisement according to the evaluation report, and can adjust the putting strategy of off-line advertisement according to the evaluation report, thus, the working content of the related personnel can be simplified, and the working efficiency is improved.
It should be noted that, the specific implementation process provided in the present implementation manner may be combined with the various specific implementation processes provided in the foregoing implementation manner to implement the method for evaluating offline advertisements in this embodiment. The detailed description may refer to the relevant content in the foregoing implementation, and will not be repeated here.
Alternatively, in one possible implementation of the present embodiment, in step 103, attribute data of the user of the specified area may be acquired. The attribute data of the user includes at least one of signaling data, application data, and basic data of the user.
It will be appreciated that the user characteristic dimension may be determined from the user's attribute data. The user characteristic dimension may include, but is not limited to, a consumer rating of the user, a type of application used, gender, age, etc.
Optionally, in one possible implementation manner of this embodiment, in step 102, attribute data of the offline advertisement spot may be obtained from an offline advertisement information platform or database.
In this implementation, the attribute data of the offline advertisement point may include base station data of the offline advertisement point and configuration data of the offline advertisement point. The configuration data of the offline advertisement point location may include at least one of a delivery time period of the offline advertisement, an age period of a user for which the offline advertisement is directed, a gender of the user for which the offline advertisement is directed, a consumption level of the offline advertisement, and an offline advertisement service type.
It should be noted that, for simplicity of description, the foregoing method embodiments are all described as a series of acts, but it should be understood by those skilled in the art that the present application is not limited by the order of acts described, as some steps may be performed in other orders or concurrently in accordance with the present application. Further, those skilled in the art will also appreciate that the embodiments described in the specification are all preferred embodiments, and that the acts and modules referred to are not necessarily required for the present application.
In the foregoing embodiments, the descriptions of the embodiments are emphasized, and for parts of one embodiment that are not described in detail, reference may be made to related descriptions of other embodiments.
Fig. 2 is a block diagram showing the structure of an apparatus for evaluating an offline advertisement according to an embodiment of the present application, as shown in fig. 2. The evaluation apparatus 200 of the offline advertisement of the present embodiment may include a first acquisition unit 201, a second acquisition unit 202, a user acquisition unit 203, a relationship evaluation unit 204, an option acquisition unit 205, and a report generation unit 205. The first obtaining unit 201 is configured to obtain attribute data of a user, where the attribute data of the user includes signaling data of the user; a second obtaining unit 202, configured to obtain attribute data of an offline advertisement point, where the attribute data of the offline advertisement point includes base station data of the offline advertisement point and configuration data of the offline advertisement point; a user obtaining unit 203, configured to obtain, based on the base station data of the offline advertisement point location and the signaling data of the user, a target user that can be covered by the offline advertisement point location and the number of the target users; a relationship evaluation unit 204, configured to perform evaluation processing on an association relationship between the offline advertisement point and the target user based on the configuration data of the offline advertisement point and the attribute data of the target user, so as to obtain a result of the evaluation processing; an option obtaining unit 205 configured to obtain option marks of a plurality of evaluation dimensions based on a result of the evaluation process; a report generating unit 206, configured to generate an evaluation report of the offline advertisement based on the number of the target users and the results of the evaluation processing of the at least two evaluation dimensions in response to a selection operation of the at least two evaluation dimensions by an operator according to a service evaluation requirement.
It should be noted that, part or all of the evaluation device for offline advertisement in this embodiment may be an application located at a local terminal, or may be a functional unit such as a plug-in unit or a software development kit (Software Development Kit, SDK) disposed in the application located at the local terminal, or may be a processing engine located in a server on a network side, or may be a distributed system located on the network side, for example, a processing engine or a distributed system in an offline advertisement evaluation platform on the network side, which is not limited in this embodiment.
It will be appreciated that the application may be a native program (native app) installed on the native terminal, or may also be a web page program (webApp) of a browser on the native terminal, which is not limited in this embodiment.
Optionally, in one possible implementation manner of this embodiment, the user obtaining unit 203 is specifically configured to perform matching processing on the base station data of the offline advertisement point and the signaling data of the user, so as to obtain a user corresponding to the base station data of the offline advertisement point; acquiring residence time of a user corresponding to the base station data of the off-line advertisement point based on signaling data of the user corresponding to the base station data of the off-line advertisement point; screening the users corresponding to the base station data of the off-line advertisement point positions based on a preset residence time threshold and the residence time to obtain a screening result; based on the screening result, obtaining a target user which can be covered by the offline advertisement point; acquiring a user number of a target user which can be covered by the offline advertisement point; and calculating the number of the target users based on the user numbers of the target users which can be covered by the offline advertisement points.
Optionally, in one possible implementation manner of this embodiment, the attribute data further includes application data of a user, the configuration data of the offline advertisement point location includes an advertisement service type, and the result of the evaluation processing includes a matching result of the target user and the advertisement service type, and the relationship evaluation unit 204 may specifically be configured to determine a matching situation of the advertisement service type and the application data of the target user; and obtaining a matching result of the target user and the advertisement service type based on the matching condition of the advertisement service type and the application data of the target user.
Optionally, in one possible implementation manner of this embodiment, the application data of the target user includes at least one application type, the matching situation of the advertisement service type and the application data of the target user includes partial matching and full matching, and the relationship evaluation unit 204 may be further configured to perform matching processing on the advertisement service type and each application type separately, so as to obtain a result of the matching processing; and determining that the matching condition of the advertisement service type and the application type is partial matching or determining that the matching condition of the advertisement service type and the application type is full matching based on the result of the matching process.
Optionally, in a possible implementation manner of this embodiment, the matching result of the target user and the advertisement service type includes the number of target users with partially matched types and the number of target users with fully matched types.
Optionally, in one possible implementation manner of this embodiment, the configuration data of the offline advertisement point location further includes an advertisement consumption level, and the result of the evaluation processing further includes a matching result of the target user and the advertisement consumption level, and the relationship evaluation unit 204 may specifically be configured to obtain the consumption level of the target user based on attribute data of the target user; and carrying out matching processing on the consumption grade of the target user and the advertisement consumption grade so as to obtain a matching result of the target user and the advertisement consumption grade.
Optionally, in one possible implementation manner of this embodiment, the attribute data further includes user basic data, the configuration data of the offline advertisement point further includes advertisement basic data, the result of the evaluation process further includes a matching result of the target user and the advertisement basic data, and the relationship evaluation unit 204 may specifically be configured to perform a matching process on the advertisement basic data and the basic data of the target user, so as to obtain a matching result of the target user and the advertisement basic data.
Optionally, in one possible implementation manner of this embodiment, the report generating unit 206 may be specifically configured to, in response to a selection operation of an operator on at least two evaluation dimensions according to a service evaluation requirement, obtain, based on a result of evaluation processing of the at least two evaluation dimensions, a number of target users corresponding to each evaluation dimension, and perform, based on the number of target users, a data fusion process on the number of target users corresponding to each evaluation dimension, so as to generate, according to a result of the data fusion process, an evaluation report of the offline advertisement.
In this embodiment, attribute data of a user is obtained through a first obtaining unit, the attribute data of the user includes signaling data of the user, attribute data of an offline advertisement point is obtained through a second obtaining unit, the attribute data of the offline advertisement point includes base station data of the offline advertisement point and configuration data of the offline advertisement point, a user obtaining unit obtains the number of target users and the number of target users which can be covered by the offline advertisement point based on the base station data of the offline advertisement point and the signaling data of the user, a relationship evaluating unit evaluates the association relation between the offline advertisement point and the target users based on the configuration data of the offline advertisement point and the attribute data of the target users to obtain a result of the evaluation, an option obtaining unit obtains option marks of a plurality of evaluation dimensions based on the result of the evaluation, so that an operator can respond to a selection operation of at least two evaluation dimensions according to service evaluation requirements, generate a plurality of the target users and the number of the target users based on the number of the offline advertisement points and the signaling data of the user, an evaluation result of the offline advertisement point can be more accurately obtained by the relationship between the user and the user, the number of the offline advertisement points can be covered by the user, the user can be more accurately evaluated based on the evaluation data of the evaluation points and the user, the user has a high performance of the user, the user has a high performance, and the user performance has a high service performance, and a high quality, thereby improving reliability of offline advertisement evaluation.
In the technical scheme of the application, related personal information of the user, such as collection, storage, use, processing, transmission, provision, disclosure and other processes of images, attribute data and the like of the user, accords with the regulations of related laws and regulations and does not violate the popular regulations.
According to embodiments of the present application, the present application also provides an electronic device, a readable storage medium and a computer program product.
FIG. 3 illustrates a schematic block diagram of an example electronic device 300 that may be used to implement an embodiment of the application. Electronic devices are intended to represent various forms of digital computers, such as laptops, desktops, workstations, personal digital assistants, servers, blade servers, mainframes, and other appropriate computers. The electronic device may also represent various forms of mobile devices, such as personal digital processing, cellular telephones, smartphones, wearable devices, and other similar computing devices. The components shown herein, their connections and relationships, and their functions, are meant to be exemplary only, and are not meant to limit implementations of the applications described and/or claimed herein.
As shown in fig. 3, the electronic device 300 includes a computing unit 301 that can perform various suitable actions and processes according to a computer program stored in a Read Only Memory (ROM) 302 or a computer program loaded from a storage unit 308 into a Random Access Memory (RAM) 303. In the RAM 303, various programs and data required for the operation of the electronic device 300 may also be stored. The computing unit 301, the ROM 302, and the RAM 303 are connected to each other by a bus 304. An input/output (I/O) interface 305 is also connected to bus 304.
Various components in the electronic device 300 are connected to the I/O interface 305, including: an input unit 306 such as a keyboard, a mouse, etc.; an output unit 307 such as various types of displays, speakers, and the like; a storage unit 308 such as a magnetic disk, an optical disk, or the like; and a communication unit 309 such as a network card, modem, wireless communication transceiver, etc. The communication unit 309 allows the electronic device 300 to exchange information/data with other devices through a computer network such as the internet and/or various telecommunication networks.
The computing unit 301 may be a variety of general and/or special purpose processing components having processing and computing capabilities. Some examples of computing unit 301 include, but are not limited to, a Central Processing Unit (CPU), a Graphics Processing Unit (GPU), various specialized Artificial Intelligence (AI) computing chips, various computing units running machine learning model algorithms, a Digital Signal Processor (DSP), and any suitable processor, controller, microcontroller, etc. The computing unit 301 performs the various methods and processes described above, such as the method of evaluation of offline advertisements. For example, in some embodiments, the method of evaluation of offline advertisements may be implemented as a computer software program tangibly embodied on a machine-readable medium, such as storage unit 308. In some embodiments, part or all of the computer program may be loaded and/or installed onto the electronic device 300 via the ROM 302 and/or the communication unit 309. When the computer program is loaded into RAM 303 and executed by computing unit 301, one or more steps of the method of evaluation of offline advertisements described above may be performed. Alternatively, in other embodiments, the computing unit 301 may be configured to perform the method of evaluation of offline advertisements by any other suitable means (e.g., by means of firmware).
Various implementations of the systems and techniques described here above may be implemented in digital electronic circuitry, integrated circuit systems, field Programmable Gate Arrays (FPGAs), application Specific Integrated Circuits (ASICs), application Specific Standard Products (ASSPs), systems On Chip (SOCs), complex Programmable Logic Devices (CPLDs), computer hardware, firmware, software, and/or combinations thereof. These various embodiments may include: implemented in one or more computer programs, the one or more computer programs may be executed and/or interpreted on a programmable system including at least one programmable processor, which may be a special purpose or general-purpose programmable processor, that may receive data and instructions from, and transmit data and instructions to, a storage system, at least one input device, and at least one output device.
Program code for carrying out methods of the present application may be written in any combination of one or more programming languages. These program code may be provided to a processor or controller of a general purpose computer, special purpose computer, or other programmable data processing apparatus such that the program code, when executed by the processor or controller, causes the functions/operations specified in the flowchart and/or block diagram to be implemented. The program code may execute entirely on the machine, partly on the machine, as a stand-alone software package, partly on the machine and partly on a remote machine or entirely on the remote machine or server.
In the context of the present application, a machine-readable medium may be a tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device. The machine-readable medium may be a machine-readable signal medium or a machine-readable storage medium. The machine-readable medium may include, but is not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any suitable combination of the foregoing. More specific examples of a machine-readable storage medium would include an electrical connection based on one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing.
To provide for interaction with a user, the systems and techniques described here can be implemented on a computer having: a display device (e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor) for displaying information to a user; and a keyboard and pointing device (e.g., a mouse or trackball) by which a user can provide input to the computer. Other kinds of devices may also be used to provide for interaction with a user; for example, feedback provided to the user may be any form of sensory feedback (e.g., visual feedback, auditory feedback, or tactile feedback); and input from the user may be received in any form, including acoustic input, speech input, or tactile input.
The systems and techniques described here can be implemented in a computing system that includes a background component (e.g., as a data server), or that includes a middleware component (e.g., an application server), or that includes a front-end component (e.g., a user computer having a graphical user interface or a web browser through which a user can interact with an implementation of the systems and techniques described here), or any combination of such background, middleware, or front-end components. The components of the system can be interconnected by any form or medium of digital data communication (e.g., a communication network). Examples of communication networks include: local Area Networks (LANs), wide Area Networks (WANs), and the internet.
The computer system may include a client and a server. The client and server are typically remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other. The server may be a cloud server, a server of a distributed system, or a server incorporating a blockchain.
It should be appreciated that various forms of the flows shown above may be used to reorder, add, or delete steps. For example, the steps described in the present disclosure may be performed in parallel, sequentially, or in a different order, so long as the desired result of the technical solution of the present disclosure is achieved, and the present disclosure is not limited herein.
The above embodiments do not limit the scope of the present application. It will be apparent to those skilled in the art that various modifications, combinations, sub-combinations and alternatives are possible, depending on design requirements and other factors. Any modifications, equivalent substitutions and improvements made within the spirit and principles of the present application should be included in the scope of the present application.
Claims (11)
1. A method of evaluating offline advertisements, the method comprising:
acquiring attribute data of a user, wherein the attribute data of the user comprises signaling data of the user;
acquiring attribute data of an offline advertisement point, wherein the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point;
acquiring target users which can be covered by the offline advertisement point positions and the number of the target users based on the base station data of the offline advertisement point positions and the signaling data of the users;
Based on the configuration data of the offline advertisement points and the attribute data of the target user, carrying out evaluation processing on the association relationship between the offline advertisement points and the target user so as to obtain a result of the evaluation processing;
obtaining option marks of a plurality of evaluation dimensions based on the result of the evaluation processing;
and responding to the selection operation of an operator on at least two evaluation dimensions according to the service evaluation requirements, and generating an evaluation report of the offline advertisement based on the number of target users and the result of the evaluation processing of the at least two evaluation dimensions.
2. The method of claim 1, wherein the obtaining the number of target users and the number of target users that the offline advertisement point can cover based on the base station data of the offline advertisement point and the signaling data of the users comprises:
matching the base station data of the off-line advertisement point position with the signaling data of the user to obtain the user corresponding to the base station data of the off-line advertisement point position;
acquiring residence time of a user corresponding to the base station data of the off-line advertisement point based on signaling data of the user corresponding to the base station data of the off-line advertisement point;
Screening the users corresponding to the base station data of the off-line advertisement point positions based on a preset residence time threshold and the residence time to obtain a screening result;
based on the screening result, obtaining a target user which can be covered by the offline advertisement point;
acquiring a user number of a target user which can be covered by the offline advertisement point;
and calculating the number of the target users based on the user numbers of the target users which can be covered by the offline advertisement points.
3. The method according to claim 1 or 2, wherein the attribute data further includes application data of a user, the configuration data of the offline advertisement point includes an advertisement service type, the result of the evaluation processing includes a matching result of a target user and the advertisement service type, and the evaluating processing is performed on the association relationship between the offline advertisement point and the target user based on the configuration data of the offline advertisement point and the attribute data of the target user to obtain the result of the evaluation processing, including:
determining the matching condition of the advertisement service type and the application data of the target user;
And obtaining a matching result of the target user and the advertisement service type based on the matching condition of the advertisement service type and the application data of the target user.
4. The method of claim 3, wherein the application data of the target user includes at least one application type, wherein the matching of the advertisement traffic type and the application data of the target user includes partial matching and full matching, and wherein the determining the matching of the advertisement traffic type and the application data of the target user includes:
respectively carrying out matching processing on the advertisement service type and each application type to obtain a matching processing result;
and determining that the matching condition of the advertisement service type and the application type is partial matching or determining that the matching condition of the advertisement service type and the application type is full matching based on the result of the matching process.
5. The method of claim 4, wherein the matching of the target user to the advertisement traffic type comprises a number of target users whose types partially match and a number of target users whose types all match.
6. The method according to claim 1, wherein the configuration data of the offline advertisement spot further includes an advertisement consumption level, the result of the evaluation process further includes a matching result of the target user and the advertisement consumption level, and the evaluating the association relationship between the offline advertisement spot and the target user based on the configuration data of the offline advertisement spot and the attribute data of the target user to obtain the result of the evaluation process includes:
acquiring the consumption grade of a target user based on attribute data of the target user;
and carrying out matching processing on the consumption grade of the target user and the advertisement consumption grade so as to obtain a matching result of the target user and the advertisement consumption grade.
7. The method according to claim 1, wherein the attribute data further includes user base data, the configuration data of the offline advertisement spot further includes advertisement base data, the result of the evaluation process further includes a matching result of the target user and the advertisement base data, and the evaluation process is performed on the association relationship between the offline advertisement spot and the target user based on the configuration data of the offline advertisement spot and the attribute data of the target user to obtain the result of the evaluation process, including:
And matching the advertisement basic data with the basic data of the target user to obtain a matching result of the target user and the advertisement basic data.
8. The method of claim 1, wherein generating the evaluation report of the offline advertisement based on the number of target users and the results of the evaluation process of the at least two evaluation dimensions in response to a selection operation of the at least two evaluation dimensions by an operator according to business evaluation needs comprises:
responding to the selection operation of an operator on at least two evaluation dimensions according to service evaluation requirements, and acquiring the number of target users corresponding to each evaluation dimension based on the result of evaluation processing of the at least two evaluation dimensions;
and carrying out data fusion processing on the number of the target users corresponding to each evaluation dimension based on the number of the target users so as to generate an evaluation report of the offline advertisement according to the result of the data fusion processing.
9. An apparatus for evaluating offline advertisements, the apparatus comprising:
the first acquisition unit is used for acquiring attribute data of a user, wherein the attribute data of the user comprises signaling data of the user;
The second acquisition unit is used for acquiring attribute data of the offline advertisement point, wherein the attribute data of the offline advertisement point comprises base station data of the offline advertisement point and configuration data of the offline advertisement point;
a user obtaining unit, configured to obtain, based on base station data of the offline advertisement point location and signaling data of the user, a target user that can be covered by the offline advertisement point location and the number of the target users;
the relationship evaluation unit is used for evaluating the association relationship between the offline advertisement point location and the target user based on the configuration data of the offline advertisement point location and the attribute data of the target user so as to obtain a result of the evaluation process;
an option obtaining unit configured to obtain option marks of a plurality of evaluation dimensions based on a result of the evaluation process;
and the report generation unit is used for responding to the selection operation of an operator on at least two evaluation dimensions according to the service evaluation requirement, and generating an evaluation report of the offline advertisement based on the number of the target users and the result of the evaluation processing of the at least two evaluation dimensions.
10. An electronic device, comprising:
at least one processor; and
A memory communicatively coupled to the at least one processor; wherein, the liquid crystal display device comprises a liquid crystal display device,
the memory stores instructions executable by the at least one processor to enable the at least one processor to perform the method according to any one of claims 1-8.
11. A non-transitory computer readable storage medium storing computer instructions for causing the computer to perform the method of any one of claims 1-8.
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