CN117237016A - Method and device for adjusting advertisement putting strategy, computer equipment and storage medium - Google Patents
Method and device for adjusting advertisement putting strategy, computer equipment and storage medium Download PDFInfo
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Abstract
The application relates to a method and a device for adjusting advertisement putting strategies, computer equipment and a storage medium. The method comprises the following steps: acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data; carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data; performing index calculation according to the associated data and the preset index; and adjusting the current advertisement putting strategy according to the index calculation result. By adopting the method, attribution analysis can be carried out on the contact data and the advertisement conversion data, and the advertisement putting strategy is adjusted based on the analysis result, so that the putting effect brought by the advertisement putting strategy is better.
Description
Technical Field
The present application relates to the field of data processing technologies, and in particular, to a method and apparatus for adjusting an advertisement delivery policy, a computer device, and a storage medium.
Background
With the development of data processing technology, an advertisement delivery technology appears, and the advertisement delivery can expose products or services on a media platform according to a delivery strategy, deliver the advertisement to accurate users in various forms such as characters, pictures or videos according to the demands of potential consumer groups, attract the attention and click of the users, further convert the users into intention clients and finally get in touch. Thus, advertisement placement strategies tend to impact the final conversion.
In the conventional method, when the advertisement putting strategy is adjusted, the problem of disconnection of the intermediate link between the putting stage and the data collecting stage causes large and scattered data quantity to be processed, so that the problem of low efficiency is easily caused by data analysis based on the method to adjust the advertisement putting strategy.
Disclosure of Invention
In view of the foregoing, it is desirable to provide a method, an apparatus, a computer device, and a storage medium for adjusting an advertisement delivery policy.
An advertisement delivery strategy adjusting method, the method comprises the following steps:
acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
performing index calculation according to the associated data and the preset index;
and adjusting the current advertisement putting strategy according to the index calculation result.
In one embodiment, the performing attribution analysis according to the contact data and the advertisement conversion data to obtain association data of the contact data and the advertisement conversion data includes:
According to the user information corresponding to each conversion event in the advertisement conversion data and the user information corresponding to each advertisement operation event and the advertisement information in the contact data, determining the association relation between each conversion event and each advertisement information, and according to the association relation between each conversion event and each advertisement information, obtaining the association data of the contact data and the advertisement conversion data so as to perform attribution analysis.
In one embodiment, the advertisement delivery data further includes advertisement consumption, the index further includes conversion cost, and the method further includes:
determining consumption of each advertisement in a first preset time period;
determining the conversion number of each advertisement in a first preset time period according to the association relation between each conversion event and each advertisement information;
determining conversion cost corresponding to each advertisement according to consumption of each advertisement in a first preset time period and conversion number of each advertisement in the first preset time period;
the adjusting the current advertisement putting strategy according to the result of index calculation comprises the following steps:
when the conversion cost corresponding to the target advertisement is higher than a first preset threshold value, adjusting advertisement materials corresponding to the target advertisement in the current advertisement putting strategy;
And stopping throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold value so as to adjust the current advertisement throwing strategy.
In one embodiment, the contact data further includes a media platform on which each advertisement information is placed, the association data further includes an association relationship between each conversion event and each media platform, and the method further includes:
and determining the association relation between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data and the media platform.
In one embodiment, the calculating the index according to the association data and the pre-configured index includes:
determining the advertisement conversion number corresponding to each media platform in a second preset time period according to the association relation between each conversion event and each media platform;
the adjusting the current advertisement putting strategy according to the result of index calculation comprises the following steps:
and adjusting the number of advertisements which are put on each media platform in the current advertisement putting strategy according to the advertisement conversion number corresponding to each media platform in the second preset time period.
In one embodiment, the advertisement operation event includes clicking, the contact data further includes clicking time, the conversion event includes downloading, the advertisement conversion data further includes downloading time, the index includes a time difference between the downloading time and the clicking time, and the calculating the index according to the associated data and the pre-configured index includes:
Determining clicking time and downloading time corresponding to each advertisement according to the association relation between each conversion event and each advertisement information;
determining the time difference between the downloading time and the clicking time corresponding to each advertisement;
the current advertisement putting strategy comprises advertisement putting priority, and the current advertisement putting strategy is adjusted according to the result of index calculation, and comprises the following steps:
according to the time difference between the downloading time and the clicking time corresponding to each advertisement, the advertisement putting priority of each advertisement to be put is adjusted so as to adjust the current advertisement putting strategy.
In one embodiment, the current advertisement delivery strategy includes advertisement delivery crowd, and the adjusting the current advertisement delivery strategy according to the result of the index calculation includes:
and adjusting advertisement putting crowds of the advertisements according to the index calculation result.
An apparatus for adjusting advertisement delivery strategy, said apparatus comprising:
the acquisition module is used for acquiring advertisement delivery data corresponding to the current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
the attribution module is used for carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
The calculation module is used for calculating indexes according to the associated data and the preset indexes;
and the adjusting module is used for adjusting the current advertisement putting strategy according to the index calculation result.
A computer device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, the processor implementing the following steps when executing the computer program:
acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
performing index calculation according to the associated data and the preset index;
and adjusting the current advertisement putting strategy according to the index calculation result.
A computer readable storage medium having stored thereon a computer program which when executed by a processor performs the steps of:
acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
Performing index calculation according to the associated data and the preset index;
and adjusting the current advertisement putting strategy according to the index calculation result.
According to the method, the device, the computer equipment and the storage medium for adjusting the advertisement putting strategy, the relationship between the data media side data (contact data) and the APP side data (advertisement conversion data) is established by carrying out attribution analysis on the contact data and the advertisement conversion data, and the association relationship between the media side data and the APP internal data is opened, so that the data of the whole marketing conversion link is opened, the relationship between the data is more compact and complete, index calculation is carried out based on the association data, and the advertisement putting strategy is adjusted according to the index calculation result, so that the adjusted advertisement putting strategy is more accurate.
Drawings
FIG. 1 is an application environment diagram of a method of adjusting an advertisement placement strategy in one embodiment;
FIG. 2 is a flow diagram of a method for adjusting an advertisement placement strategy in one embodiment;
FIG. 3 is a flow diagram of a method of adjusting an advertisement placement strategy in one embodiment;
FIG. 4 is a block diagram of an apparatus for adjusting an advertisement placement strategy in one embodiment;
fig. 5 is an internal structural diagram of a computer device in one embodiment.
Detailed Description
The present application will be described in further detail with reference to the drawings and examples, in order to make the objects, technical solutions and advantages of the present application more apparent. It should be understood that the specific embodiments described herein are for purposes of illustration only and are not intended to limit the scope of the application.
Referring to fig. 1, fig. 1 is a schematic view of an application environment of a method for adjusting an advertisement delivery policy according to an exemplary embodiment of the present application. As shown in fig. 1, the application environment includes a server 100 and a terminal 101, and a communicable connection between the server 100 and the terminal 101 may be implemented through a network 102, so as to implement the method for adjusting the advertisement delivery policy of the present application.
The server 100 is configured to obtain advertisement delivery data corresponding to a current advertisement delivery policy, where the advertisement delivery data includes contact data and advertisement conversion data; carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data; performing index calculation according to the associated data and the preset index; and adjusting the current advertisement putting strategy according to the index calculation result, and sending the associated data to the terminal 101 for display.
The server 100 may be implemented as a stand-alone server or as a server cluster including a plurality of servers.
The terminal 101 is configured to receive the association data sent by the server 100 and display the association data on the user interface. The terminal 101 may be, but is not limited to, various personal computers, notebook computers, smart phones, tablet computers, and portable wearable devices.
Network 102 is used to implement a network connection between terminal 101 and server 100. In particular, network 102 may comprise various types of wired or wireless networks.
In one embodiment, as shown in fig. 2, a method for adjusting advertisement delivery policy is provided, and the method is applied to the server in fig. 1 for illustration, and includes the following steps:
s11, advertisement delivery data corresponding to the current advertisement delivery strategy is obtained, wherein the advertisement delivery data comprises contact data and advertisement conversion data.
In the present application, the current advertisement delivery policy refers to a scheme for indicating current advertisement delivery. The advertisement delivery data refers to data related to advertisement delivery, including data before delivery and data after delivery. The pre-impression data, for example, creates what kind of advertisement, advertisement plan, etc. Post-delivery data such as click volume, etc. The contact data refers to data related to the user operation advertisement. The advertisement content may include a download link of an APP (Application). Illustratively, the contact data herein may include exposure, clicking, downloading, and the like. The advertisement conversion data mentioned above refers to data related to advertisement conversion. Illustratively, the advertisement conversion data may include activating APP, user login, user completion, user credit, and user borrowing.
Specifically, the contact data is the data of the advertising media platform. The server obtains media side data from the advertising media platform, wherein the media side data comprises the contact data. The server acquires the advertisement delivery data from the internal system.
And S12, carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain the associated data of the contact data and the advertisement conversion data.
In the present application, the above-mentioned attribution analysis refers to establishing an association relationship for data from different data sources. The present application utilizes attribution techniques to perform attribution analysis on data from the media side, data collected internally by the server. The method specifically analyzes the data to determine conversion data brought by each advertisement after the advertisement is put, and establishes the association relation between each advertisement and the conversion data.
Since the advertisement is placed on the advertisement media platform, the user's operation data for the advertisement comes from the advertisement media platform. After the user downloads the APP, the internal operation of the APP, namely the conversion data and the data of the media side, is disconnected on the data link, and the data from the media side and the internal data are associated through attribution technology, so that the data are more complete and compact, and the subsequent data analysis is facilitated.
And S13, calculating indexes according to the associated data and the indexes which are pre-configured.
In the application, the related data comprises the corresponding relation between each advertisement and the advertisement conversion event corresponding to each advertisement. The above-mentioned index refers to an index related to advertisement delivery. Illustratively, the index herein may include a homonymy calculation, a credit rate, a credit cost, a conversion cost, a first borrowing rate, a first boarding cost, a first borrowing cost, a registration rate, a first boarding rate, a finish rate, a credit usage rate, a first borrowing amount movable payout rate, and the like. Wherein, the same-ratio calculation such as that the service selects account number and automatically calculates the real-time data of the same day according to the dimension of the day, and the data of the same period of time is compared with the data of t-1 day (yesterday).
When the index calculation is performed, the index calculation is performed according to a preset index calculation formula. Illustratively, the credit ratio = number of finished persons by claims/number of credit, the credit cost = cost/number of credit, the conversion cost = cost/conversion number, the first borrowing ratio = number of first borrowings/number of credit, the first borrowing amount moves the count: first borrowing amount/credit line, etc.
The application can configure each index and the corresponding calculation formula according to the actual service requirement.
S14, adjusting the current advertisement putting strategy according to the index calculation result.
In the present application, the current advertisement delivery strategy described above includes rules related to advertisement delivery. Such as time of delivery, group of delivery, material delivery, etc. The application can be adjusted based on the aspects when adjusting the current advertisement putting strategy, so that the advertisement putting effect is better.
After clicking the advertisement, the user downloads APP and other operations in the advertisement and sends the operations to the advertisement media end, and the user activates APP, logs in, runs out, trusts and borrows the user and other operations occur in the APP.
In one embodiment, the performing attribution analysis according to the contact data and the advertisement conversion data to obtain the associated data of the contact data and the advertisement conversion data may include:
according to the user information corresponding to each conversion event in the advertisement conversion data and the user information corresponding to each advertisement operation event and the advertisement information in the contact data, determining the association relation between each conversion event and each advertisement information, and according to the association relation between each conversion event and each advertisement information, obtaining the association data of the contact data and the advertisement conversion data so as to perform attribution analysis.
In the present application, the conversion event refers to each activation APP event, user login event, user end event, user credit event, and user borrowing event. The advertisement operation event refers to each click, download, and the like.
The advertisement conversion data in the present application includes detail data of each conversion event. Such as APP activation time and user information, etc. The contact data includes detail data corresponding to each advertisement operation event, such as advertisement click time, clicked advertisement information, user information, and the like.
The application associates based on the user information when establishing the association relationship, namely, associates the contact data and the advertisement conversion data with the same user information, and simultaneously gives consideration to the real sending time.
Specifically, the association data of the contact data and the advertisement conversion data may specifically include a correspondence between the detail data of each advertisement operation event and the advertisement conversion data. By way of example, the associated data may include a click event, a click advertisement, user information for a click, a click time, an APP activation and activation time corresponding to the user, and so forth. Based on the correlation data, the conversions (APP activation) brought by a certain advertisement, and the user population to which a certain advertisement is attracted, can be analyzed.
Further, the association data of the contact data and the advertisement conversion data includes the association relationship between each conversion event and each advertisement information.
In one embodiment, the present application may further include: and sending the related data to corresponding terminal equipment for display, and specifically displaying the related relation between each conversion event and each advertisement information, so that operators can know the putting effect of each advertisement at a glance.
According to the application, through multidimensional data collection (comprising media side data and advertisement conversion data, and carrying out data association by virtue of attribution technology alignment), the data on the media side and the advertisement conversion data in the server are associated, so that the relationship between advertisement delivery data is more compact, and the conversion condition brought by each advertisement and the attracted user group are more intuitively displayed.
In one embodiment, the advertisement delivery data further includes advertisement consumption, the index further includes conversion cost, and the method further includes:
determining consumption of each advertisement in a first preset time period;
determining the conversion number of each advertisement in a first preset time period according to the association relation between each conversion event and each advertisement information;
Determining conversion cost corresponding to each advertisement according to consumption of each advertisement in a first preset time period and conversion number of each advertisement in the first preset time period;
the adjusting the current advertisement putting strategy according to the result of index calculation comprises the following steps:
when the conversion cost corresponding to the target advertisement is higher than a first preset threshold value, adjusting advertisement materials corresponding to the target advertisement in the current advertisement putting strategy;
and stopping throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold value so as to adjust the current advertisement throwing strategy.
In the present application, the advertisement consumption refers to the cost of the advertisement. The conversion cost mentioned above means the cost corresponding to the number of unit conversions. The first preset time, the first preset threshold and the second threshold may be set according to an actual service requirement or an actual application scenario, which is not limited herein specifically.
And determining the conversion cost corresponding to each advertisement according to the consumption of each advertisement in the first preset time period and the conversion number of each advertisement in the first preset time period. The method comprises the following steps:
conversion cost = consumption within a first preset time period/conversion number within the first preset time period
According to the method and the device, the conversion cost can be rapidly determined by combining the associated data in the attribution analysis result, so that the advertisement delivery strategy is adjusted based on the dimension of the conversion cost, and the overall delivery strategy adjustment efficiency is improved.
In one embodiment, the contact data further includes a media platform on which each advertisement information is placed, the association data further includes an association relationship between each conversion event and each media platform, and the method may further include:
and determining the association relation between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data and the media platform.
The contact data in the present application may include data of a plurality of media platforms. The advertisement is put on a plurality of media platforms, and the contact data are pulled from the plurality of media platforms so as to perform attribution analysis of the data. The contact data may specifically include a plurality of advertisement operation events, and detailed data corresponding to each advertisement operation event, for example, operation events, operation advertisements, user information, and information of a media platform on which the advertisements are placed, where the information of the media platform may be identification information of the media platform, such as information of a name or an ID number.
According to the application, through attribution analysis, the detail data of the advertisement conversion event corresponding to each media platform is determined. Further, the application can send the detail data of the advertisement conversion event corresponding to each media platform to the terminal of the operator for display, so that the operator can intuitively know the conversion data of the advertisement brought by each media platform.
In one embodiment, the calculating the index according to the association data and the pre-configured index may include:
determining the advertisement conversion number corresponding to each media platform in a second preset time period according to the association relation between each conversion event and each media platform;
adjusting the current advertisement putting strategy according to the index calculation result, including:
and adjusting the number of advertisements which are put on each media platform in the current advertisement putting strategy according to the advertisement conversion number corresponding to each media platform in the second preset time period.
In the application, the advertisement conversion number corresponding to each media platform refers to the number of advertisement conversion brought by each media platform. Specifically, the server also obtains each advertisement corresponding to each media platform and the advertisement conversion number corresponding to each advertisement in the second preset time period.
The adjusting the number of advertisements to be delivered to each media platform in the current advertisement delivery strategy according to the number of advertisement conversions corresponding to each media platform in the second preset time period may include:
sequencing all the media platforms according to the advertisements correspondingly put on all the media platforms, the conversion numbers corresponding to all the advertisements and the advertisement types, wherein the advertisement types can be obtained from the advertisement information put on all the media platforms;
and sequentially adjusting the number and the types of advertisements which are subsequently delivered to each media platform according to the ordering.
According to the method and the device, the specific reasons of conversion and the conversion sources (the media platform for delivery) can be analyzed, the association between the media platform of the advertisement and the conversion is established, further data analysis is carried out based on the established association data, and the advertisement delivery strategy is adjusted based on the data analysis result.
In one embodiment, the advertisement operation event includes clicking, the contact data further includes clicking time, the conversion event includes downloading, the advertisement conversion data further includes downloading time, the index includes a time difference between the downloading time and the clicking time, and the calculating the index according to the associated data and the pre-configured index may include:
Determining clicking time and downloading time corresponding to each advertisement according to the association relation between each conversion event and each advertisement information;
determining the time difference between the downloading time and the clicking time corresponding to each advertisement;
the current advertisement putting strategy comprises advertisement putting priority, and the current advertisement putting strategy is adjusted according to the result of index calculation, and comprises the following steps:
according to the time difference between the downloading time and the clicking time corresponding to each advertisement, the advertisement putting priority of each advertisement to be put is adjusted so as to adjust the current advertisement putting strategy.
The above-mentioned determination of the time difference between the download time and the click time corresponding to each advertisement refers to determining the time difference between the download time and the click time of the same user information for the same advertisement. The smaller the time difference is, the better the delivery effect brought by the current advertisement delivery strategy is.
Specifically, the advertisements can be sequenced in sequence according to the time difference between the downloading time and the clicking time corresponding to the advertisements, and the advertisement delivery priority of the advertisements to be delivered is adjusted according to the sequencing result.
In the present application, the adjusting the current advertisement delivery policy according to the result of the index calculation may include:
and adjusting the advertisement putting priority in the current advertisement putting strategy according to the index calculation result of each index.
The index here may include a time difference between the download time and the click time, and may further include other indexes, such as conversion rate, credit cost, conversion cost, first-borrowing rate, first-boarding cost, first-borrowing cost, registration rate, first-boarding rate, finish rate, credit usage rate, and first-borrowing amount movable count rate.
The adjusting the advertisement delivery priority of each advertisement to be delivered according to the time difference between the downloading time and the clicking time corresponding to each advertisement may include:
and comprehensively analyzing the index calculation results of the downloading time and the clicking time corresponding to each advertisement and other indexes, and adjusting the advertisement putting priority.
Specifically, the weights of the indexes can be set, and the indexes are weighted and summed to obtain the final delivery priority of each advertisement.
In one embodiment, the current advertisement delivery policy includes advertisement delivery crowd, and the adjusting the current advertisement delivery policy according to the result of the index calculation may include:
and adjusting advertisement putting crowds of the advertisements according to the index calculation result.
Referring to fig. 3, in an application scenario, the method for adjusting the advertisement delivery policy may include:
1, operators put advertisements on a media platform to generate contact data and consumption (spending, clicking, exposing and the like), users click advertisements to download APP to generate conversion data (first sign on, finish sign on, credit giving and the like in financial flow)
The contact data and consumption are pulled by the reporting system in real time to the media report data of the advertising media end and stored in the clickhouse (equivalent to the columnar storage in fig. 3).
And 3, receiving conversion events of the user by the report system according to the advertisement conversion data, and reporting the user information and the advertisement information to the report system by using attribution technology after the user information and the advertisement information are correlated, and storing the advertisement conversion data into a clickhouse.
And 4, when the business personnel inquire the report form at the front end interface, directly aggregating inquiry returned data by using clickhouse to display.
5, the clickhouse is stored in a column type, a first level, a second level and a sparse index are established for data, and the clickhouse has good new support for statistical operations such as aggregation, counting and summation of data columns.
Attribution analysis in the present application: in short, the contact data (click, exposure, download, etc.) issued by the media are associated with the device information of the APP downloaded by the user, and finally the behavior of the user generated by which advertisement enters the APP is located.
In one embodiment, as shown in fig. 4, there is provided an adjustment device for advertisement delivery policy, including: an acquisition module 11, an attribution module 12, a calculation module 13 and an adjustment module 14, wherein:
the acquisition module 11 is configured to acquire advertisement delivery data corresponding to a current advertisement delivery policy, where the advertisement delivery data includes contact data and advertisement conversion data;
an attribution module 12, configured to perform attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
a calculation module 13, configured to perform index calculation according to the association data and the pre-configured index;
and the adjusting module 14 is used for adjusting the current advertisement putting strategy according to the index calculation result.
In one embodiment, the attribution module 12 may determine the association between each conversion event and each advertisement information according to the user information corresponding to each conversion event in the advertisement conversion data and the user information corresponding to each advertisement operation event in the contact data, and obtain the association data of the contact data and the advertisement conversion data according to the association between each conversion event and each advertisement information, so as to perform attribution analysis.
In one embodiment, the advertisement delivery data further includes advertisement consumption, the index further includes conversion cost, the attribution module 12 may further determine consumption of each advertisement in a first preset time period, determine a conversion number of each advertisement in the first preset time period according to an association relationship between each conversion event and each advertisement information, determine conversion cost corresponding to each advertisement according to consumption of each advertisement in the first preset time period and conversion number of each advertisement in the first preset time period, and the adjustment module 14 may adjust advertisement materials corresponding to the target advertisement in the current advertisement delivery policy when the conversion cost corresponding to the target advertisement is higher than a first preset threshold, and stop throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold, so as to adjust the current advertisement delivery policy.
In one embodiment, the contact data further includes a media platform on which each advertisement information is put, the association data further includes an association relationship between each conversion event and each media platform, and the attribution module 12 may further determine the association relationship between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data, and the media platform.
In one embodiment, the calculating module 13 may further determine the number of advertisement conversions corresponding to each media platform in the second preset time period according to the association relationship between each conversion event and each media platform, and the adjusting module 14 may further adjust the number of advertisements to be placed on each media platform in the current advertisement placement strategy according to the number of advertisement conversions corresponding to each media platform in the second preset time period.
In one embodiment, the advertisement operation event includes clicking, the contact data further includes clicking time, the conversion event includes downloading, the advertisement conversion data further includes downloading time, the index includes a time difference between the downloading time and the clicking time, and the calculation module 13 may determine the clicking time and the downloading time corresponding to each advertisement according to the association relationship between each conversion event and each advertisement information, and determine the time difference between the downloading time and the clicking time corresponding to each advertisement;
the current advertisement delivery policy includes advertisement delivery priorities, and the adjustment module 14 can adjust the advertisement delivery priorities of the advertisements to be delivered according to the time difference between the download time and the click time corresponding to each advertisement, so as to adjust the current advertisement delivery policy.
In one embodiment, the current advertisement delivery policy includes advertisement delivery groups, and the adjustment module 14 may adjust advertisement delivery groups of each advertisement according to the result of the index calculation.
In one embodiment, a computer device is provided, which may be a server, the internal structure of which may be as shown in fig. 5. The computer device includes a processor, a memory, a network interface, and a database connected by a system bus. Wherein the processor of the computer device is configured to provide computing and control capabilities. The memory of the computer device includes a non-volatile storage medium and an internal memory. The non-volatile storage medium stores an operating system, computer programs, and a database. The internal memory provides an environment for the operation of the operating system and computer programs in the non-volatile storage media. The database of the computer equipment is used for storing data such as operation data of the intelligent household equipment. The network interface of the computer device is used for communicating with an external terminal through a network connection. The computer program, when executed by a processor, implements a method of adjusting an advertisement placement strategy.
In one embodiment, a computer device is provided comprising a memory, a processor, and a computer program stored on the memory and executable on the processor, the processor implementing the steps of when executing the computer program: acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data; carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data; performing index calculation according to the associated data and the preset index; and adjusting the current advertisement putting strategy according to the index calculation result.
In one embodiment, when the processor executes the computer program to implement the above step of performing attribution analysis according to the contact data and the advertisement conversion data to obtain the associated data of the contact data and the advertisement conversion data, the following steps are specifically implemented:
according to the user information corresponding to each conversion event in the advertisement conversion data and the user information corresponding to each advertisement operation event and the advertisement information in the contact data, determining the association relation between each conversion event and each advertisement information, and according to the association relation between each conversion event and each advertisement information, obtaining the association data of the contact data and the advertisement conversion data so as to perform attribution analysis.
In one embodiment, the advertisement delivery data further includes advertisement consumption, the index further includes conversion cost, and the processor, when executing the computer program, specifically further implements the following steps:
determining consumption of each advertisement in a first preset time period;
determining the conversion number of each advertisement in a first preset time period according to the association relation between each conversion event and each advertisement information;
determining conversion cost corresponding to each advertisement according to consumption of each advertisement in a first preset time period and conversion number of each advertisement in the first preset time period;
When the processor executes the computer program to realize the step of adjusting the current advertisement putting strategy according to the index calculation result, the following steps are specifically realized:
when the conversion cost corresponding to the target advertisement is higher than a first preset threshold value, adjusting advertisement materials corresponding to the target advertisement in the current advertisement putting strategy;
and stopping throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold value so as to adjust the current advertisement throwing strategy.
In one embodiment, the contact data further includes a media platform on which each advertisement information is put, the association data further includes an association relationship between each conversion event and each media platform, and when the processor executes the computer program, the following steps are specifically implemented:
and determining the association relation between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data and the media platform.
In one embodiment, when the processor executes the computer program to implement the above-mentioned index calculation step according to the associated data and the pre-configured index, the following steps are specifically implemented:
Determining the advertisement conversion number corresponding to each media platform in a second preset time period according to the association relation between each conversion event and each media platform;
when the processor executes the computer program to realize the step of adjusting the current advertisement putting strategy according to the index calculation result, the following steps are specifically realized:
and adjusting the number of advertisements which are put on each media platform in the current advertisement putting strategy according to the advertisement conversion number corresponding to each media platform in the second preset time period.
In one embodiment, the advertisement operation event includes clicking, the contact data further includes clicking time, the conversion event includes downloading, the advertisement conversion data further includes downloading time, the index includes a time difference between the downloading time and the clicking time, and the processor executes the computer program to implement the index calculation step according to the associated data and the pre-configured index, and specifically implements the following steps:
determining clicking time and downloading time corresponding to each advertisement according to the association relation between each conversion event and each advertisement information;
determining the time difference between the downloading time and the clicking time corresponding to each advertisement;
the processor executes the computer program to realize that the current advertisement delivery strategy comprises advertisement delivery priority, and when the current advertisement delivery strategy is adjusted according to the index calculation result, the following steps are specifically realized:
According to the time difference between the downloading time and the clicking time corresponding to each advertisement, the advertisement putting priority of each advertisement to be put is adjusted so as to adjust the current advertisement putting strategy.
In one embodiment, the current advertisement delivery strategy includes advertisement delivery crowd, and when the processor executes the computer program to implement the step of adjusting the current advertisement delivery strategy according to the result of index calculation, the following steps are specifically implemented:
and adjusting advertisement putting crowds of the advertisements according to the index calculation result.
In one embodiment, a computer readable storage medium is provided having a computer program stored thereon, which when executed by a processor, performs the steps of: acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data; carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data; performing index calculation according to the associated data and the preset index; and adjusting the current advertisement putting strategy according to the index calculation result.
In one embodiment, when the computer program is executed by the processor to implement the above-mentioned step of performing attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data, the following steps are specifically implemented:
According to the user information corresponding to each conversion event in the advertisement conversion data and the user information corresponding to each advertisement operation event and the advertisement information in the contact data, determining the association relation between each conversion event and each advertisement information, and according to the association relation between each conversion event and each advertisement information, obtaining the association data of the contact data and the advertisement conversion data so as to perform attribution analysis.
In one embodiment, the advertisement delivery data further includes advertisement consumption, the index further includes conversion cost, and the computer program further includes the following steps when executed by the processor:
determining consumption of each advertisement in a first preset time period;
determining the conversion number of each advertisement in a first preset time period according to the association relation between each conversion event and each advertisement information;
determining conversion cost corresponding to each advertisement according to consumption of each advertisement in a first preset time period and conversion number of each advertisement in the first preset time period;
when the computer program is executed by the processor to realize the step of adjusting the current advertisement putting strategy according to the index calculation result, the following steps are specifically realized:
when the conversion cost corresponding to the target advertisement is higher than a first preset threshold value, adjusting advertisement materials corresponding to the target advertisement in the current advertisement putting strategy;
And stopping throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold value so as to adjust the current advertisement throwing strategy.
In one embodiment, the contact data further includes a media platform on which each advertisement information is placed, the association data further includes an association relationship between each conversion event and each media platform, and when the computer program is executed by the processor, the following steps are specifically implemented:
and determining the association relation between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data and the media platform.
In one embodiment, when the computer program is executed by the processor to implement the above-mentioned index calculation step according to the associated data and the pre-configured index, the following steps are specifically implemented:
determining the advertisement conversion number corresponding to each media platform in a second preset time period according to the association relation between each conversion event and each media platform;
when the computer program is executed by the processor to realize the step of adjusting the current advertisement putting strategy according to the index calculation result, the following steps are specifically realized:
And adjusting the number of advertisements which are put on each media platform in the current advertisement putting strategy according to the advertisement conversion number corresponding to each media platform in the second preset time period.
In one embodiment, the advertisement operation event includes clicking, the contact data further includes clicking time, the conversion event includes downloading, the advertisement conversion data further includes downloading time, the index includes a time difference between the downloading time and the clicking time, and the computer program is executed by the processor to implement the index calculation step according to the association data and the pre-configured index, and specifically implement the following steps:
determining clicking time and downloading time corresponding to each advertisement according to the association relation between each conversion event and each advertisement information;
determining the time difference between the downloading time and the clicking time corresponding to each advertisement;
the computer program is executed by the processor to realize that the current advertisement putting strategy comprises advertisement putting priority, and when the current advertisement putting strategy is adjusted according to the index calculation result, the following steps are specifically realized:
according to the time difference between the downloading time and the clicking time corresponding to each advertisement, the advertisement putting priority of each advertisement to be put is adjusted so as to adjust the current advertisement putting strategy.
In one embodiment, the current advertisement delivery strategy includes advertisement delivery crowd, and when the computer program is executed by the processor to implement the step of adjusting the current advertisement delivery strategy according to the result of the index calculation, the following steps are specifically implemented:
and adjusting advertisement putting crowds of the advertisements according to the index calculation result.
Those skilled in the art will appreciate that implementing all or part of the above described methods may be accomplished by way of a computer program stored on a non-transitory computer readable storage medium, which when executed, may comprise the steps of the embodiments of the methods described above. Any reference to memory, storage, database, or other medium used in embodiments provided herein may include non-volatile and/or volatile memory. The nonvolatile memory can include Read Only Memory (ROM), programmable ROM (PROM), electrically Programmable ROM (EPROM), electrically Erasable Programmable ROM (EEPROM), or flash memory. Volatile memory can include Random Access Memory (RAM) or external cache memory. By way of illustration and not limitation, RAM is available in a variety of forms such as Static RAM (SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM), double Data Rate SDRAM (DDRSDRAM), enhanced SDRAM (ESDRAM), synchronous Link DRAM (SLDRAM), memory bus direct RAM (RDRAM), direct memory bus dynamic RAM (DRDRAM), and memory bus dynamic RAM (RDRAM), among others.
The technical features of the above embodiments may be arbitrarily combined, and all possible combinations of the technical features in the above embodiments are not described for brevity of description, however, as long as there is no contradiction between the combinations of the technical features, they should be considered as the scope of the description.
The above examples illustrate only a few embodiments of the application, which are described in detail and are not to be construed as limiting the scope of the application. It should be noted that it will be apparent to those skilled in the art that several variations and modifications can be made without departing from the spirit of the application, which are all within the scope of the application. Accordingly, the scope of protection of the present application is to be determined by the appended claims.
Claims (10)
1. A method for adjusting an advertisement placement strategy, the method comprising:
acquiring advertisement delivery data corresponding to a current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
performing attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
Performing index calculation according to the associated data and the index which is preset;
and adjusting the current advertisement putting strategy according to the index calculation result.
2. The method of claim 1, wherein said performing an attribution analysis based on said contact data and said advertisement conversion data results in association data of said contact data with said advertisement conversion data, comprising:
according to the user information corresponding to each conversion event in the advertisement conversion data and the user information and the advertisement information corresponding to each advertisement operation event in the contact data, determining the association relation between each conversion event and each advertisement information, and according to the association relation between each conversion event and each advertisement information, obtaining the association data of the contact data and the advertisement conversion data so as to perform attribution analysis.
3. The method of claim 2, wherein the advertisement delivery data further comprises advertisement consumption, the metrics further comprise conversion costs, the method further comprising:
determining consumption of each advertisement in a first preset time period;
determining the conversion number of each advertisement in the first preset time period according to the association relation between each conversion event and each advertisement information;
Determining conversion cost corresponding to each advertisement according to consumption of each advertisement in the first preset time period and conversion number of each advertisement in the first preset time period;
the step of adjusting the current advertisement putting strategy according to the index calculation result comprises the following steps:
when the conversion cost corresponding to the target advertisement is higher than a first preset threshold value, adjusting advertisement materials corresponding to the target advertisement in the current advertisement putting strategy;
and stopping throwing the target advertisement when the conversion cost corresponding to the target advertisement is higher than a second preset threshold value so as to adjust the current advertisement throwing strategy.
4. The method of claim 2, wherein the contact data further comprises media platforms on which each of the advertisement information is placed, the association data further comprises an association of each of the conversion events with each of the media platforms, the method further comprising:
and determining the association relation between each conversion event and each media platform according to the user information corresponding to each conversion event in the advertisement conversion data, the user information corresponding to each advertisement operation event in the contact data and the media platform.
5. The method of claim 4, wherein the performing the index calculation based on the association data and the pre-configured index comprises:
determining the advertisement conversion number corresponding to each media platform in a second preset time period according to the association relation between each conversion event and each media platform;
the step of adjusting the current advertisement putting strategy according to the index calculation result comprises the following steps:
and adjusting the advertisement number which is put on each media platform in the current advertisement putting strategy according to the advertisement conversion number corresponding to each media platform in the second preset time period.
6. The method of claim 2, wherein the advertisement operation event comprises a click, the contact data further comprises a click time, the conversion event comprises a download, the advertisement conversion data further comprises a download time, the index comprises a time difference between the download time and the click time, the calculating the index based on the association data and the pre-configured index comprises:
determining clicking time and downloading time corresponding to each advertisement according to the association relation between each conversion event and each advertisement information;
Determining the time difference between the downloading time and the clicking time corresponding to each advertisement;
the current advertisement putting strategy comprises advertisement putting priority, and the adjusting of the current advertisement putting strategy according to the index calculation result comprises the following steps:
and adjusting the advertisement putting priority of each advertisement to be put according to the time difference between the downloading time and the clicking time corresponding to each advertisement so as to adjust the current advertisement putting strategy.
7. The method of claim 1, wherein the current advertisement placement strategy comprises an advertisement placement crowd, and wherein the adjusting the current advertisement placement strategy based on the results of the index calculation comprises:
and adjusting advertisement delivery crowds of the advertisements according to the index calculation result.
8. An apparatus for adjusting an advertisement placement strategy, the apparatus comprising:
the acquisition module is used for acquiring advertisement delivery data corresponding to the current advertisement delivery strategy, wherein the advertisement delivery data comprises contact data and advertisement conversion data;
the attribution module is used for carrying out attribution analysis according to the contact data and the advertisement conversion data to obtain associated data of the contact data and the advertisement conversion data;
The calculation module is used for calculating indexes according to the associated data and the preset indexes;
and the adjusting module is used for adjusting the current advertisement putting strategy according to the index calculation result.
9. A computer device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, characterized in that the processor implements the steps of the method according to any one of claims 1 to 7 when the computer program is executed by the processor.
10. A computer readable storage medium, on which a computer program is stored, characterized in that the computer program, when being executed by a processor, implements the steps of the method of any of claims 1 to 7.
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| CN202311112060.8A CN117237016A (en) | 2023-08-31 | 2023-08-31 | Method and device for adjusting advertisement putting strategy, computer equipment and storage medium |
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Cited By (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN117934087A (en) * | 2024-03-25 | 2024-04-26 | 湖南创研科技股份有限公司 | Intelligent advertisement delivery method and system based on user interaction data |
| CN118505307A (en) * | 2024-07-16 | 2024-08-16 | 深圳未网科技有限公司 | Automatic advertisement template updating method, device, equipment and medium |
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Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN117934087A (en) * | 2024-03-25 | 2024-04-26 | 湖南创研科技股份有限公司 | Intelligent advertisement delivery method and system based on user interaction data |
| CN117934087B (en) * | 2024-03-25 | 2024-06-25 | 湖南创研科技股份有限公司 | Intelligent advertisement delivery method and system based on user interaction data |
| CN118505307A (en) * | 2024-07-16 | 2024-08-16 | 深圳未网科技有限公司 | Automatic advertisement template updating method, device, equipment and medium |
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