CN117333232A - Marketing management method and system based on big data - Google Patents
Marketing management method and system based on big data Download PDFInfo
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- CN117333232A CN117333232A CN202311055991.9A CN202311055991A CN117333232A CN 117333232 A CN117333232 A CN 117333232A CN 202311055991 A CN202311055991 A CN 202311055991A CN 117333232 A CN117333232 A CN 117333232A
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- 238000007726 management method Methods 0.000 title claims abstract description 15
- 238000000034 method Methods 0.000 claims abstract description 14
- 238000007405 data analysis Methods 0.000 abstract description 2
- 238000004519 manufacturing process Methods 0.000 description 7
- 238000013461 design Methods 0.000 description 2
- 238000011161 development Methods 0.000 description 2
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0269—Targeted advertisements based on user profile or attribute
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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
- Y02—TECHNOLOGIES OR APPLICATIONS FOR MITIGATION OR ADAPTATION AGAINST CLIMATE CHANGE
- Y02D—CLIMATE CHANGE MITIGATION TECHNOLOGIES IN INFORMATION AND COMMUNICATION TECHNOLOGIES [ICT], I.E. INFORMATION AND COMMUNICATION TECHNOLOGIES AIMING AT THE REDUCTION OF THEIR OWN ENERGY USE
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Abstract
The application belongs to the technical field of data analysis, and provides a marketing management method and system based on big data, wherein the method comprises the steps of obtaining characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements; and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements. According to the method and the device, when the advertisement is made, the efficiency of advertisement making is improved, and the advertisement making duration is reduced.
Description
Technical Field
The application belongs to the technical field of data analysis, and particularly relates to a marketing management method and system based on big data.
Background
The rapid development of modern science and technology has led to the development of more and more enterprises to analyze the personalized demands of consumers by utilizing big data, integrate and manage the data of users and markets, and accurately grasp the demands of consumers according to the data.
The enterprise advertisement is an important means for the external popularization of enterprise images and products, the enterprise improves brand awareness through the advertisement, and the advertisement is utilized to transfer brand information, so that consumer purchasing desire is stimulated, and marketing of the enterprise is promoted.
Currently, advertisement design is generally requested by an advertiser, and an advertisement agency company creates advertisements according to the design request of the advertiser, so that the advertiser and the advertisement agency company take a lot of time to request and receive when designing, resulting in longer advertisement creation time.
Disclosure of Invention
The invention aims to provide a marketing management method and a marketing management system based on big data, which aim to solve the technical problems of low advertisement production efficiency and overlong advertisement production in the prior art.
In order to achieve the above object, the present invention provides a marketing management method based on big data, comprising:
acquiring characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements.
The beneficial effects of the invention are as follows: according to the big data-based marketing management method, firstly, characteristic information of advertisers and a plurality of candidate advertisements is obtained based on basic information provided by the advertisers and information of the candidate advertisements of an advertising agency company; then comparing the characteristic information of the advertiser and the plurality of candidate advertisements, obtaining advertisements with the characteristic information of the advertiser identical with the preset characteristic information of the plurality of candidate advertisements, and determining the advertisements conforming to the advertiser from the plurality of candidate advertisements; when the advertisement is produced, the efficiency of the advertisement production can be improved, and the advertisement production time is reduced.
Optionally, the feature information of the advertiser is obtained according to the basic information of the advertiser, wherein the feature information of the advertiser includes: maximum consumer group of advertiser products, application type of the advertiser products, and release budget range of the advertisers;
acquiring characteristic information of the plurality of alternative advertisements according to the plurality of alternative advertisements, wherein the characteristic information of the plurality of alternative advertisements comprises: advertising the type of the product, advertising the object of the advertisement, and advertising the preset expense.
Optionally, according to the information of the advertiser product, the application type of the advertiser product is obtained, wherein the application type of the product comprises: household items, entertainment items, tools items, medical items, educational items, and electronic products;
acquiring historical consumer information according to the advertiser product information;
acquiring attribute information of a large number of historical consumers according to the historical consumer information, wherein the attribute information comprises: the sex of the consumer, the age group of the consumer, and the occupation of the consumer;
and confirming the maximum consumption group of the advertiser products according to the attribute information of the historical consumers.
Optionally, according to the feature information of the multiple candidate advertisements, acquiring an advertisement set of the delivered advertisements which is the same as the three feature information of the multiple candidate advertisements;
acquiring advertisement making expense of the advertisement set;
and acquiring budget costs of a plurality of alternative advertisements which are the same as the three characteristic information of the released advertisement set according to the advertisement making costs of the advertisement set.
Optionally, acquiring the historical play quantity of each advertisement in the advertisement set;
and obtaining the predicted playing quantity of a plurality of alternative advertisements which are the same as the three characteristic information of each advertisement of the advertisement set according to the historical playing quantity of each advertisement of the advertisement set.
Optionally, obtaining a ranking of the historical play amount of the advertisement set;
acquiring the advertisement with the highest play quantity of the advertisement set;
obtaining advertisement release information with highest advertisement set play quantity, wherein the advertisement release information comprises: advertisement release platform, advertisement release time.
Optionally, obtaining a plurality of alternative advertisements with advertising objects identical to the maximum consumer groups of the advertiser products in the plurality of alternative advertisements, and classifying the plurality of alternative advertisements with identical types into a first hierarchy;
based on the plurality of alternative advertisements of the first level, a plurality of alternative advertisements, of which the advertising product types are the same as the application types of the advertiser products, in the plurality of alternative advertisements are acquired, and the plurality of alternative advertisements, of which the objects are the same, are divided into a second level;
based on the multiple alternative advertisements of the second level, multiple alternative advertisements, of which the preset cost of the advertisements is within the release budget range of the advertiser, are obtained, and the multiple alternative advertisements, of which the preset cost of the advertisements is within the release budget range of the advertiser, are classified into a third level;
a plurality of candidate advertisements for the third tier are determined to be advertisements that conform to an advertiser.
Optionally, determining the plurality of candidate advertisements of the third level as a qualified advertisement set;
according to the predicted play quantity, obtaining the predicted play quantity sequence of the qualified advertisement set;
and determining the advertisement of the first three of the predicted play quantity sequences of the qualified advertisement sets as the advertisement of the pushing advertiser.
The invention also provides a marketing management system based on big data, which comprises:
the characteristic information acquisition module is used for: the method comprises the steps of acquiring characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
matching advertisement module: and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings that are needed in the embodiments or the description of the prior art will be briefly described below, it being obvious that the drawings in the following description are only some embodiments of the present invention, and that other drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.
FIG. 1 is a schematic flow chart of a marketing management method based on big data according to an embodiment of the present invention;
fig. 2 is a block diagram of a marketing management system based on big data according to the embodiment of the present invention.
Detailed Description
In order to make the objects, features and advantages of the present invention more comprehensible, the technical solutions in the embodiments of the present invention are described in detail below with reference to the accompanying drawings, and it is apparent that the embodiments described below are only some embodiments of the present invention, but not all embodiments of the present invention. All other embodiments, which can be made by those skilled in the art based on the embodiments of the invention without making any inventive effort, are intended to be within the scope of the invention.
Referring to fig. 1, an embodiment of a marketing management method based on big data according to an embodiment of the present invention may include:
s1, obtaining characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
specifically, the characteristic information of the advertiser is acquired according to basic information provided by the advertiser and the characteristic information of the preset advertiser, and meanwhile, the characteristic information of a plurality of alternative advertisements is acquired according to a plurality of alternative advertisements of the advertisement agency company.
In one embodiment, the step S1 includes:
according to the basic information of the advertiser, the characteristic information of the advertiser is obtained, wherein the characteristic information of the advertiser comprises: maximum consumer group of advertiser products, application type of the advertiser products, and release budget range of the advertisers;
according to the multiple alternative advertisements, obtaining feature information of the multiple alternative advertisements, wherein the feature information of the multiple alternative advertisements comprises: advertising the type of the product, advertising the object of the advertisement, and advertising the preset expense.
Specifically, three types of characteristic information of an advertiser are firstly obtained according to basic information provided by the advertiser, main information of the maximum consumer group of the advertiser product is sex, age bracket and occupation information of a consumer, the purpose types of the product are preset into a household product, an entertainment product, a tool product, a medical product, an education product and an electronic product, wherein the purpose types of the product need to be preset when the advertiser provides the product information, and one product can belong to a plurality of purpose types at the same time; and then acquiring three types of characteristic information of a plurality of alternative advertisements according to a plurality of alternative advertisements of an advertisement agency, wherein the advertisement propaganda product types are preset as living products, entertainment products, tools, medical products, education products and electronic products, wherein the propaganda product types of each advertisement are preset according to the application characteristics of the advertisement propaganda products, one advertisement can be a plurality of propaganda product types at the same time, and the main information of the propaganda object of the advertisement is sex, age bracket and occupation information of the propaganda object.
In one embodiment, the usage type of the advertiser product is obtained according to the advertiser product information, wherein the usage type of the product comprises: household items, entertainment items, tools items, medical items, educational items, and electronic products;
acquiring historical consumer information according to the advertiser product information;
acquiring attribute information of a large number of historical consumers according to the historical consumer information, wherein the attribute information comprises: the sex of the consumer, the age group of the consumer, and the occupation of the consumer;
and confirming the maximum consumption group of the advertiser products according to the attribute information of a large number of historical consumers.
Specifically, the application type of the advertiser product is preset according to the information of the advertiser product, the specific information of the historical consumer of the advertiser product is obtained according to the product information of the advertiser and the type of the product, wherein the specific information comprises gender, age group and occupation, the attribute information of a maximum consumer group of the advertiser product is confirmed according to the obtained attribute information of the consumer of the product, wherein the attribute information of a certain gender, age group and occupation of the product is obtained through the obtained attribute information of a great number of historical consumers.
In one embodiment, according to the characteristic information of a plurality of alternative advertisements, an advertisement set of the advertisements which are put on and are the same as the three characteristic information of the plurality of alternative advertisements is obtained;
acquiring advertisement making expense of an advertisement set;
and acquiring budget costs of a plurality of alternative advertisements which are the same as the three characteristic information of the released advertisement set according to the advertisement making costs of the advertisement set.
Specifically, the preset characteristic information of each alternative advertisement in the plurality of alternative advertisements is obtained, the advertisements which are put in and are the same as the three characteristic information of each alternative advertisement are obtained according to the preset characteristic information of each alternative advertisement, an advertisement set is formed by the advertisements which are put in and are the same as the three characteristic information of each alternative advertisement, the average manufacturing expense of the advertisement set is calculated, and the calculated average manufacturing expense is used as the advertisement manufacturing budget expense of the alternative advertisement corresponding to the advertisement set.
In one embodiment, historical play amounts of advertisements of an advertisement set are obtained;
according to the historical play quantity of each advertisement in the advertisement set, the predicted play quantity of a plurality of alternative advertisements which are the same as the three characteristic information of each advertisement in the advertisement set is obtained.
Specifically, the historical play amount of each advertisement in the advertisement set is obtained, and the predicted play amount data of a plurality of alternative advertisements which are the same as the three characteristic information of each advertisement in the advertisement set are predicted according to the average value of the historical play amounts in the advertisement set.
In one embodiment, a ranking of historical play volume sizes of an advertisement set is obtained;
acquiring the advertisement with the highest play quantity of the advertisement set;
the method comprises the steps of obtaining advertisement release information with highest advertisement set play quantity, wherein the advertisement release information comprises the following steps: advertisement release platform, advertisement release time.
Specifically, historical play amount data of the advertisement set is obtained, the play amount of the advertisement in the advertisement set is ordered according to the historical play amount data, the advertisement with the highest play amount is obtained according to the ordering condition, advertisement release information with the highest play amount of the advertisement in the advertisement set is obtained, and a plurality of alternative advertisement selectable release platforms and time identical to three characteristic information of each advertisement in the advertisement set are marked.
S2, determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements;
specifically, whether the three pieces of characteristic information of the preset advertiser are successfully matched with the three pieces of characteristic information of the alternative advertisement or not is determined, wherein the matching method is that the characteristic information of the advertiser and the alternative advertisement are matched layer by layer.
In one embodiment, the step S2 includes:
obtaining a plurality of alternative advertisements, wherein propaganda objects of the advertisements in the plurality of alternative advertisements are the same as the maximum consumer group of the advertiser product, and dividing the plurality of alternative advertisements with the same type into a first hierarchy;
based on the multiple alternative advertisements of the first level, multiple alternative advertisements with the same advertising product type as the application type of the advertiser product in the multiple alternative advertisements are obtained, and the multiple alternative advertisements with the same object are classified into a second level;
based on the multiple alternative advertisements of the second level, multiple alternative advertisements, of which the preset cost of the advertisement is within the release budget range of the advertiser, are obtained, and the multiple alternative advertisements, of which the preset cost of the advertisement is within the release budget range of the advertiser, are classified into a third level;
a plurality of candidate advertisements for the third tier are determined to be advertisements that conform to the advertiser.
Specifically, firstly comparing whether attribute information of a maximum consumer group of an advertiser product and preset propaganda objects of advertisements in a plurality of candidate advertisements are consistent, and setting the consistent plurality of candidate advertisements as first-level advertisements; comparing whether the preset application type of the advertiser product is consistent with the preset advertisement propaganda product type information in the plurality of alternative advertisements of the first-level advertisement, and setting the consistent plurality of alternative advertisements as a second-level advertisement; and comparing whether the advertisement preset expense in the alternative advertisements is within the release budget range of the advertiser in the plurality of alternative advertisements of the second-level advertisements, setting the plurality of alternative advertisements within the release budget range as a third-level advertisement, and setting the third-level advertisement as an advertisement conforming to the advertiser.
In one embodiment, a plurality of candidate advertisements for a third tier are determined to be a qualified advertisement set;
according to the predicted play quantity, obtaining the predicted play quantity sequence of the qualified advertisement set;
and determining the advertisement of the first three of the predicted play quantity sequences of the qualified advertisement sets as the advertisement of the push advertiser.
Specifically, the predicted playing amounts of a plurality of alternative advertisements of the third layer are obtained, the advertisements are ordered according to the predicted playing amounts, and the advertisements in the first three orders are obtained and determined to be the advertisements pushed to the advertiser.
In one embodiment, referring to fig. 2, the embodiment of the present application further provides a marketing management method and system based on big data, including:
the characteristic information acquisition module is used for: the method comprises the steps of acquiring characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
matching advertisement module: and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements.
The above embodiments are only for illustrating the technical solution of the present invention, and not for limiting the same; although the invention has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical scheme described in the foregoing embodiments can be modified or some technical features thereof can be replaced by equivalents; such modifications and substitutions do not depart from the spirit and scope of the technical solutions of the embodiments of the present invention.
Claims (9)
1. A marketing management method based on big data, comprising:
acquiring characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements.
2. The method of claim 1, wherein the obtaining feature information of the advertiser and feature information of a plurality of candidate advertisements comprises:
according to basic information of an advertiser, obtaining characteristic information of the advertiser, wherein the characteristic information of the advertiser comprises: maximum consumer group of advertiser products, application type of the advertiser products, and release budget range of the advertisers;
acquiring characteristic information of the plurality of alternative advertisements according to the plurality of alternative advertisements, wherein the characteristic information of the plurality of alternative advertisements comprises: advertising the type of the product, advertising the object of the advertisement, and advertising the preset expense.
3. The method of claim 2, wherein the obtaining the characteristic information of the advertiser according to the basic information of the advertiser, wherein the characteristic information of the advertiser includes: a maximum consumer group of advertiser products, a type of use of the advertiser products, a delivery budget range of the advertiser, comprising:
acquiring the application type of the advertiser product according to the advertiser product information, wherein the application type of the product comprises the following steps: household items, entertainment items, tools items, medical items, educational items, and electronic products;
acquiring historical consumer information according to the advertiser product information;
acquiring attribute information of a large number of historical consumers according to the historical consumer information, wherein the attribute information comprises: the sex of the consumer, the age group of the consumer, and the occupation of the consumer;
and confirming the maximum consumption group of the advertiser products according to the attribute information of the historical consumers.
4. The method of claim 2, wherein the obtaining feature information of the plurality of candidate advertisements from the plurality of candidate advertisements, wherein the feature information of the plurality of candidate advertisements comprises: advertisement propaganda product type, advertising object, preset expense of advertisement includes:
according to the characteristic information of the plurality of alternative advertisements, acquiring advertisement sets of the advertisements which are the same as the three characteristic information of the plurality of alternative advertisements;
acquiring advertisement making expense of the advertisement set;
and acquiring budget costs of a plurality of alternative advertisements which are the same as the three characteristic information of the released advertisement set according to the advertisement making costs of the advertisement set.
5. The method of claim 4, wherein the obtaining the same advertisement set as the three feature information of the plurality of candidate advertisements according to the feature information of the plurality of candidate advertisements comprises:
acquiring historical play amounts of advertisements of the advertisement sets;
and obtaining the predicted playing quantity of a plurality of alternative advertisements which are the same as the three characteristic information of each advertisement of the advertisement set according to the historical playing quantity of each advertisement of the advertisement set.
6. The method of claim 5, wherein the obtaining the historical play amounts of each advertisement of the advertisement set comprises:
acquiring the order of the historical play amount of the advertisement set;
acquiring the advertisement with the highest play quantity of the advertisement set;
obtaining advertisement release information with highest advertisement set play quantity, wherein the advertisement release information comprises: advertisement release platform, advertisement release time.
7. The method of claim 1, wherein the determining an advertiser-compliant advertisement from a plurality of candidate advertisements based on the advertiser's characteristic information and the characteristic information of the plurality of candidate advertisements comprises:
obtaining a plurality of alternative advertisements, of which the advertising objects are the same as the maximum consumption group of the advertiser products, of the plurality of alternative advertisements, and dividing the plurality of alternative advertisements, of which the advertising objects are the same, into a first hierarchy;
based on the plurality of alternative advertisements of the first level, a plurality of alternative advertisements, of which the advertising product types are the same as the application types of the advertiser products, in the plurality of alternative advertisements are acquired, and the plurality of alternative advertisements, of which the objects are the same, are divided into a second level;
based on the multiple alternative advertisements of the second level, multiple alternative advertisements, of which the preset cost of the advertisements is within the release budget range of the advertiser, are obtained, and the multiple alternative advertisements, of which the preset cost of the advertisements is within the release budget range of the advertiser, are classified into a third level;
a plurality of candidate advertisements for the third tier are determined to be advertisements that conform to an advertiser.
8. The method of claim 7, wherein the determining that the plurality of alternative advertisements of the third tier are advertiser-compliant advertisements comprises:
determining a plurality of candidate advertisements of the third level as a qualified advertisement set;
according to the predicted play quantity, obtaining the predicted play quantity sequence of the qualified advertisement set;
and determining the advertisement of the first three of the predicted play quantity sequences of the qualified advertisement sets as the advertisement of the pushing advertiser.
9. A big data based marketing management system comprising:
the characteristic information acquisition module is used for: the method comprises the steps of acquiring characteristic information of an advertiser and characteristic information of a plurality of alternative advertisements;
matching advertisement module: and determining advertisements conforming to the advertiser from the plurality of alternative advertisements based on the characteristic information of the advertiser and the characteristic information of the plurality of alternative advertisements.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202311055991.9A CN117333232A (en) | 2023-08-21 | 2023-08-21 | Marketing management method and system based on big data |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202311055991.9A CN117333232A (en) | 2023-08-21 | 2023-08-21 | Marketing management method and system based on big data |
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| Publication Number | Publication Date |
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| CN117333232A true CN117333232A (en) | 2024-01-02 |
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| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN202311055991.9A Pending CN117333232A (en) | 2023-08-21 | 2023-08-21 | Marketing management method and system based on big data |
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| Country | Link |
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| CN (1) | CN117333232A (en) |
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2023
- 2023-08-21 CN CN202311055991.9A patent/CN117333232A/en active Pending
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