CN117455543A - Marketing data monitoring method, device, equipment and storage medium - Google Patents
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Abstract
The invention relates to the technical field of data monitoring and discloses a marketing data monitoring method, a marketing data monitoring device, marketing data monitoring equipment and a storage medium, wherein the marketing data monitoring method comprises the following steps: collecting time sequence log information generated by a user side based on a marketing strategy through a kafka system, and storing the time sequence log information into a real-time database; taking marketing data contained in the time sequence log information in a real-time database, and extracting characteristics of the marketing data to obtain time sequence characteristics; summarizing marketing data according to time sequence characteristics, and determining access quantity, participation quantity and successful result quantity corresponding to a marketing strategy based on the summarized data; and monitoring marketing data in real time according to the access quantity, the participation quantity and the successful result quantity. Compared with the traditional marketing data monitoring method, the method and the system can be used for adaptively adjusting the marketing strategy according to the access quantity, the participation quantity and the successful result quantity corresponding to the current marketing data, so that the implementation effect and the return on investment of the marketing strategy are improved.
Description
Technical Field
The present invention relates to the field of data monitoring technologies, and in particular, to a marketing data monitoring method, device, equipment and storage medium.
Background
Today, marketing strategies cover a number of channels, such as social media, email, advertising, search engine optimization, content marketing, and the like. Wherein each channel may generate a large amount of marketing data that the industry-related personnel need to monitor to ensure the successful execution of the marketing strategy.
The current marketing data monitoring method generally depends on a BI (Business Intelligence ) report and user feedback, however, both the BI report and the user feedback have certain time delay, so that the marketing strategy cannot be adaptively adjusted according to the current marketing data accurately, and the effect of the marketing strategy cannot be guaranteed. Based on this, there is a need in the industry for a method that can accurately monitor marketing data in real time.
The foregoing is provided merely for the purpose of facilitating understanding of the technical solutions of the present invention and is not intended to represent an admission that the foregoing is prior art.
Disclosure of Invention
The invention mainly aims to provide a marketing data monitoring method, a marketing data monitoring device, marketing data monitoring equipment and a marketing data storage medium, and aims to solve the technical problem that marketing data cannot be accurately monitored in real time in the prior art.
To achieve the above object, the present invention provides a marketing data monitoring method, comprising the steps of:
Collecting time sequence log information generated by a user side based on a marketing strategy through a kafka system, and storing the time sequence log information into a real-time database;
taking marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features;
summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, participation quantity and successful result quantity corresponding to the marketing strategy based on the summarized data;
and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity.
Optionally, before the step of collecting the time sequence log information generated by the user side based on the marketing strategy by the kafka system and storing the time sequence log information in the real-time database, the method further includes:
AOP cutting is carried out on the class contained in the marketing strategy, so that a plurality of instantiation cutting objects are obtained, wherein the instantiation cutting objects comprise an activity number, a user side identifier, event enumeration and participation time;
and recording behavior flow data generated by the user side in the marketing activities based on the instantiation section object to obtain time sequence log information corresponding to the marketing strategy.
Optionally, the step of recording behavior flow data generated by the user side in the marketing campaign based on the instantiation section object to obtain the time sequence log information corresponding to the marketing strategy includes:
determining a preset time unit according to the marketing strategy, and grouping behavior stream data generated in a marketing activity of a user terminal based on the instantiation section object record according to the preset time unit to obtain grouping data;
and the grouping data is dropped into a relational database to be compiled into SQL script, so as to obtain the time sequence log information corresponding to the marketing strategy.
Optionally, the step of capturing marketing data contained in the time-series log information in the real-time database includes:
configuring an ingestion rule file in the real-time database, wherein the ingestion rule file comprises an ingestion address, an ingestion mode, an ingestion field and an ingestion dimension;
Performing data ingestion on the time sequence log information in the real-time database based on the ingestion rule file to obtain initial data;
and adopting a filter to perform data filtering on the initial data to obtain marketing data contained in the time sequence log information.
Optionally, the step of monitoring the marketing data in real time according to the access amount, the participation amount and the successful result amount includes:
if the access quantity and the participation quantity are both higher than the successful result quantity and the successful result quantity is greater than a preset threshold, judging that the marketing strategy corresponding to the marketing data is qualified;
if the access amount is higher than the successful result amount and the participation amount is not higher than the successful result amount, judging that the marketing strategy corresponding to the marketing data is unqualified, and establishing a first optimization strategy, wherein the first optimization strategy is used for improving the participation amount of the marketing strategy;
if the difference percentages among the access quantity, the participation quantity and the successful result quantity are within a preset percentage interval range and the values of the access quantity, the participation quantity and the successful result quantity are smaller than preset values, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a second optimization strategy, wherein the second optimization strategy is used for improving the exposure degree of the marketing strategy.
Optionally, after the step of monitoring the marketing data in real time according to the access amount, the participation amount and the successful result amount, the method further includes:
establishing daily activity average lines corresponding to the marketing strategies according to the access quantity, the participation quantity and the successful result quantity;
if the average daily life line is detected to have the same-ratio amplification abnormality, the abnormal data is called in the marketing data based on the same-ratio amplification abnormality, and the abnormal data is sent to a manager.
Optionally, the marketing data monitoring method further comprises:
constructing a plurality of test marketing pages according to the marketing strategy, wherein the test marketing pages comprise the same page function, and at least one difference point exists between any two test marketing pages;
pushing the test marketing page to a user side randomly and evenly, and collecting test data returned based on the user side, wherein the test data comprises a test access amount, a test participation amount and a test success result amount;
establishing an incentive mechanism based on the marketing strategy, and distributing corresponding weight to the test data according to the incentive mechanism, wherein the incentive mechanism comprises positive incentive and negative incentive;
And comprehensively scoring the test marketing pages according to the test data and the weights, and selecting an optimal test marketing page based on the scoring result.
In addition, in order to achieve the above object, the present invention also proposes a marketing data monitoring device comprising:
the information collection module is used for collecting time sequence log information generated by the user side based on the marketing strategy through the kafka system and storing the time sequence log information into the real-time database;
the feature extraction module is used for capturing marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features;
the data summarizing module is used for summarizing the marketing data according to the time sequence characteristics and determining the access quantity, the participation quantity and the successful result quantity corresponding to the marketing strategy based on the summarized data;
the real-time monitoring module is used for monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in the marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes the marketing task corresponding to the marketing activity.
In addition, in order to achieve the above object, the present invention also proposes a marketing data monitoring device, the device comprising: a memory, a processor, and a marketing data monitoring program stored on the memory and executable on the processor, the marketing data monitoring program configured to implement the steps of the marketing data monitoring method as described above.
In addition, in order to achieve the above object, the present invention also proposes a storage medium having stored thereon a marketing data monitoring program which, when executed by a processor, implements the steps of the marketing data monitoring method as described above.
The method comprises the steps of collecting time sequence log information generated by a user side based on a marketing strategy through a kafka system, and storing the time sequence log information into a real-time database; taking marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features; summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, participation quantity and successful result quantity corresponding to the marketing strategy based on the summarized data; and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity. Compared with the traditional marketing data monitoring method, the method provided by the invention has the advantages that the marketing data in the time sequence log information collected by the kafka system is ingested in the real-time database, and the marketing data is monitored in real time by the access quantity, the participation quantity and the successful result quantity which are determined based on the time sequence characteristics of the marketing data, so that the marketing strategy can be accurately and adaptively adjusted according to the current marketing data, and the implementation effect and the return on investment of the marketing strategy are improved.
Drawings
FIG. 1 is a schematic diagram of a marketing data monitoring device of a hardware operating environment according to an embodiment of the present invention;
FIG. 2 is a flowchart of a marketing data monitoring method according to a first embodiment of the present invention;
FIG. 3 is a flowchart of a marketing data monitoring method according to a second embodiment of the present invention;
FIG. 4 is a flowchart of a third embodiment of a marketing data monitoring method according to the present invention;
fig. 5 is a block diagram showing the structure of a first embodiment of the marketing data monitoring device of the present invention.
The achievement of the objects, functional features and advantages of the present invention will be further described with reference to the accompanying drawings, in conjunction with the embodiments.
Detailed Description
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 invention.
Referring to fig. 1, fig. 1 is a schematic structural diagram of a marketing data monitoring device of a hardware running environment according to an embodiment of the present invention.
As shown in fig. 1, the marketing data monitoring device may include: a processor 1001, such as a central processing unit (Central Processing Unit, CPU), a communication bus 1002, a user interface 1003, a network interface 1004, a memory 1005. Wherein the communication bus 1002 is used to enable connected communication between these components. The user interface 1003 may include a Display, an input unit such as a Keyboard (Keyboard), and the optional user interface 1003 may further include a standard wired interface, a wireless interface. The network interface 1004 may optionally include a standard wired interface, a Wireless interface (e.g., a Wireless-Fidelity (Wi-Fi) interface). The Memory 1005 may be a high-speed random access Memory (Random Access Memory, RAM) or a stable nonvolatile Memory (NVM), such as a disk Memory. The memory 1005 may also optionally be a storage device separate from the processor 1001 described above.
Those skilled in the art will appreciate that the structure shown in FIG. 1 is not limiting of the marketing data monitoring device and may include more or fewer components than shown, or may combine certain components, or may be a different arrangement of components.
As shown in fig. 1, an operating system, a network communication module, a user interface module, and a marketing data monitor may be included in the memory 1005 as one storage medium.
In the marketing data monitoring device shown in FIG. 1, the network interface 1004 is primarily used for data communication with a network server; the user interface 1003 is mainly used for data interaction with a user; the processor 1001 and the memory 1005 in the marketing data monitoring device of the present invention may be provided in the marketing data monitoring device, which invokes the marketing data monitoring program stored in the memory 1005 through the processor 1001 and executes the marketing data monitoring method provided by the embodiment of the present invention.
An embodiment of the present invention provides a marketing data monitoring method, referring to fig. 2, fig. 2 is a flowchart of a first embodiment of the marketing data monitoring method of the present invention.
In this embodiment, the marketing data monitoring method includes the following steps:
Step S10: and collecting time sequence log information generated by the user side based on the marketing strategy through the kafka system, and storing the time sequence log information into a real-time database.
It should be noted that, the execution body of the method of this embodiment may be a terminal device having functions of data monitoring, data processing and program running, such as a smart phone, a smart watch, etc., or may be an electronic device having the same or similar functions, such as the above-mentioned marketing data monitoring device. The present embodiment and the following embodiments will be described below by taking a marketing data monitoring device (hereinafter referred to as a monitoring device) as an example.
It will be appreciated that the kafka system described above is a distributed stream processing system that can be used to build real-time data pipes and stream applications.
It should be understood that the time series log information may be log information generated based on a marketing strategy classified according to time series, and the real-time database may be a guide database.
In a specific implementation, the time-series log information generated by the user side based on the marketing strategy can be collected based on the following steps. First, a kafka topic is created in the kafka system for storing timing log information. In the second step, a kafka producer is configured at the source of time series log information generation for publishing real-time log information to the kafka topic, and a client library provided by kafka or a log collection tool of a third party, such as Fluentd, logstash, etc. can be used. And thirdly, configuring kafka consumers at the places where the real-time log information needs to be processed, subscribing corresponding kafka topics, and thus acquiring the time sequence log information generated by the user side based on the marketing strategy in real time.
Step S20: and capturing marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features.
It should be noted that the above time sequence feature may also be referred to as a time sequence feature, and is a specific pattern or trend exhibited by data collected over a period of time.
It should be appreciated that the timing characteristics described above may include statistical characteristics, periodic characteristics, and frequency domain characteristics. Wherein the statistical characteristic may be determined by obtaining statistics (e.g., mean, variance, maximum, minimum, median, etc.) in the marketing data, the periodic characteristic may be determined by data change over a uniform period of time (e.g., one day, one month, one quarter, etc.), the frequency domain characteristic may be determined by fourier transform, etc., which is not limited in this embodiment.
Step S30: and summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, the participation quantity and the successful result quantity corresponding to the marketing strategy based on the summarized data.
In a specific implementation, the marketing data may be summarized based on the statistical feature, the periodic feature and the frequency domain feature in the time sequence feature, or the marketing data may be summarized by combining the statistical feature, the periodic feature and the frequency domain feature in the time sequence feature, so that the access amount, the participation amount and the successful result amount corresponding to the marketing strategy under different service scenes may be counted.
Step S40: and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity.
By way of example, the event represented by the engagement volume may include a pickup of a card, an entry activity, an inviting user, etc., and the event represented by the successful outcome volume may include a successful pickup of a card, a successful entry and an increase activity, a successful inviting of a new user, and an establishment of an inviting relationship, etc., as the embodiment is not limited in this regard.
The method comprises the steps that a kafka system collects time sequence log information generated by a user side based on a marketing strategy, and the time sequence log information is stored in a real-time database; taking marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features; summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, participation quantity and successful result quantity corresponding to the marketing strategy based on the summarized data; and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity. Compared with the traditional marketing data monitoring method, the method provided by the embodiment of the invention has the advantages that the marketing data in the time sequence log information collected by the kafka system is taken in the real-time database, and the marketing data is monitored in real time by the access quantity, the participation quantity and the successful result quantity which are determined based on the time sequence characteristics of the marketing data, so that the marketing strategy can be accurately and adaptively adjusted according to the current marketing data, and the implementation effect and the return on investment of the marketing strategy are improved.
Referring to fig. 3, fig. 3 is a flowchart illustrating a marketing data monitoring method according to a second embodiment of the present invention.
Based on the first embodiment, in this embodiment, before the step S10, the method may further include:
step S01: and carrying out AOP cutting on the class contained in the marketing strategy to obtain a plurality of instantiation cutting objects, wherein the instantiation cutting objects comprise an activity number, a user side identifier, event enumeration and participation time.
In a specific implementation, AOP cutting of the class contained in the marketing strategy can be achieved by using the AOP function of the Spring framework.
Step S02: and recording behavior flow data generated by the user side in the marketing activities based on the instantiation section object to obtain time sequence log information corresponding to the marketing strategy.
It should be noted that, the above behavior flow data may include click data (for example, click behavior of a user on an advertisement, promotion information, or marketing campaign, including advertisement click amount, click position, click time, etc.), browse data (for example, browse behavior of a user on a product, web page, or application, including browse amount, stay time, browse path, etc.), interaction data (for example, interactive behavior of a user related to a marketing campaign, such as participation in investigation, message comments, share forwarding, etc.), participation data (for example, behavior of a user participating in a marketing campaign, lottery campaign, etc., including participation amount, participation time, participation mode, etc.), feedback data (for example, feedback behavior of a user on a marketing campaign, such as complaint, unsubscribe, evaluation, etc.), social data (for example, behavior of a user related to a marketing campaign on a social media platform, such as point, comment, share, etc.), which is not limited in this embodiment.
Further, in this embodiment, the step S02 may include:
step S021: and determining a preset time unit according to the marketing strategy, and grouping behavior stream data generated in the marketing activities by the user side based on the instantiation section object record according to the preset time unit to obtain grouping data.
It should be noted that the preset time unit may be configured by the manager, may be 15 minutes, may be 30 minutes, 1 hour, or the like, and this embodiment is not limited thereto.
Step S022: and the grouping data is dropped into a relational database to be compiled into SQL script, so as to obtain the time sequence log information corresponding to the marketing strategy.
The relational database may be an Oracle database, mySQL, postgreSQL, or the like.
Based on the first embodiment, in this embodiment, the step S20 may include:
step S201: and configuring an ingestion rule file in the real-time database, wherein the ingestion rule file comprises an ingestion address, an ingestion mode, an ingestion field and an ingestion dimension.
It should be noted that, the ingestion rule file may include the following: the data source ioConfig (kafka is yw. Autologs, kafka cluster address, etc.); defining a data ingestion mode dataSchema, a dataSource data table (table name: auto_log, key of a main field indication_key storage collector, indication_type storage event enumeration, indication_value storage statistics of corresponding event dimension), and granularity rule granular itspec (for example, performing roller aggregation on data according to 15 minutes); the parser player configures the data format to json, specifies a dimension column (activity number, key identification of collector) and a timestamp column (sql execution time); the aggregator meta spec configuration, sum summary by event enumeration column.
Step S202: and carrying out data ingestion on the time sequence log information in the real-time database based on the ingestion rule file to obtain initial data.
Step S203: and adopting a filter to perform data filtering on the initial data to obtain marketing data contained in the time sequence log information.
The embodiment carries out AOP section on the class contained in the marketing strategy to obtain a plurality of instantiation section objects, wherein the instantiation section objects comprise an activity number, a user side identifier, event enumeration and participation time; determining a preset time unit according to the marketing strategy, and grouping behavior stream data generated in a marketing activity of a user terminal based on the instantiation section object record according to the preset time unit to obtain grouping data; the grouping data is dropped into a relational database to be compiled into SQL script, and time sequence log information corresponding to the marketing strategy is obtained; configuring an ingestion rule file in the real-time database, wherein the ingestion rule file comprises an ingestion address, an ingestion mode, an ingestion field and an ingestion dimension; performing data ingestion on the time sequence log information in the real-time database based on the ingestion rule file to obtain initial data; and adopting a filter to perform data filtering on the initial data to obtain marketing data contained in the time sequence log information. Compared with the traditional marketing data monitoring method, the method of the embodiment obtains time sequence log information by SQL compiling the grouping data obtained by grouping the behavior stream data generated by the user side in the marketing activities, thereby being capable of providing accurate real-time data; meanwhile, the time-lapse log information is subjected to data ingestion in the real-time database through the ingestion rule file and is subjected to data filtration through the filter, so that the efficiency and the credibility of data ingestion are improved.
Referring to fig. 4, fig. 4 is a flowchart illustrating a third embodiment of a marketing data monitoring method according to the present invention.
Based on the above embodiments, in this embodiment, in order to more accurately check whether the effect of the marketing strategy is acceptable, the step S40 may include:
step S401: and if the access quantity and the participation quantity are both higher than the successful result quantity and the successful result quantity is greater than a preset threshold, judging that the marketing strategy corresponding to the marketing data is qualified.
Step S402: if the access amount is higher than the successful result amount and the participation amount is not higher than the successful result amount, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a first optimization strategy, wherein the first optimization strategy is used for improving the participation amount of the marketing strategy.
It should be understood that the first optimization strategy may be adjusting the advertisement delivery strategy, optimizing the campaign interface, layout of the feed page, simplification of the overall feed flow, etc. according to the marketing data, which is not limited in this embodiment.
Step S403: if the difference percentages among the access quantity, the participation quantity and the successful result quantity are within a preset percentage interval range and the values of the access quantity, the participation quantity and the successful result quantity are smaller than preset values, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a second optimization strategy, wherein the second optimization strategy is used for improving the exposure degree of the marketing strategy.
It should be appreciated that the second optimization strategy may be to increase bonus investment, enrich bonus types, increase bonus nodes, etc., which is not limited in this embodiment.
Based on the foregoing embodiments, in this embodiment, in order to enable the manager to more quickly find the abnormal data, so as to improve the real-time performance of the marketing data monitoring method of this embodiment, after the step S40, the method may further include:
step S50: and establishing daily activity average lines corresponding to the marketing strategies according to the access quantity, the participation quantity and the successful result quantity.
Step S60: if the average daily life line is detected to have the same-ratio amplification abnormality, the abnormal data is called in the marketing data based on the same-ratio amplification abnormality, and the abnormal data is sent to a manager.
In a specific implementation, corresponding management personnel can be timely notified by configuration strategies under the condition that the average line of activities participated in nearly 7 days is larger in abnormal homonymy increment and decrement (specific value or percentage can be configured for a specific data abnormal threshold of a certain dimension, and monitoring observation, immediate notification and notification after N hours can be configured for a processing mode of abnormal conditions); the manager evaluates the impact of such a rise or fall on the marketing strategy in conjunction with the specific means of operation (whether activity exposure is increased or participation thresholds are adjusted).
Further, in this embodiment, in order to select an optimal test marketing page, thereby obtaining an optimal marketing effect, the marketing data monitoring method may further include:
step S70: and constructing a plurality of test marketing pages according to the marketing strategy, wherein the test marketing pages comprise the same page function, and at least one difference point exists between any two test marketing pages.
Step S80: and pushing the test marketing page to a user side randomly and evenly, and collecting test data returned based on the user side, wherein the test data comprises a test access amount, a test participation amount and a test success result amount.
Step S90: and establishing an incentive mechanism based on the marketing strategy, and distributing corresponding weights for the test data according to the incentive mechanism, wherein the incentive mechanism comprises positive incentive and negative incentive.
It should be appreciated that the forward stimulus is a method of enhancing a particular behavior by providing rewards or positive feedback, which in this embodiment may be used to assign positive weights to the test data; the negative stimulus is a method of enhancing a particular behavior by reducing or eliminating unpleasant stimuli or conditions, which in this embodiment may be used to assign negative weights to the test data.
Step S100: and comprehensively scoring the test marketing pages according to the test data and the weights, and selecting an optimal test marketing page based on the scoring result.
In the embodiment, if the access amount and the participation amount are both higher than the successful result amount and the successful result amount is greater than a preset threshold, whether the marketing strategy corresponding to the marketing data is qualified is judged; if the access amount is higher than the successful result amount and the participation amount is not higher than the successful result amount, judging that the marketing strategy corresponding to the marketing data is unqualified, and establishing a first optimization strategy, wherein the first optimization strategy is used for improving the participation amount of the marketing strategy; if the difference percentages among the access quantity, the participation quantity and the successful result quantity are within a preset percentage interval range and the values of the access quantity, the participation quantity and the successful result quantity are smaller than preset values, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a second optimization strategy, wherein the second optimization strategy is used for improving the exposure degree of the marketing strategy; establishing daily activity average lines corresponding to the marketing strategies according to the access quantity, the participation quantity and the successful result quantity; if the average daily life line is detected to have the same-ratio amplification abnormality, calling abnormal data in the marketing data based on the same-ratio amplification abnormality, and sending the abnormal data to a manager; constructing a plurality of test marketing pages according to the marketing strategy, wherein the test marketing pages comprise the same page function, and at least one difference point exists between any two test marketing pages; pushing the test marketing page to a user side randomly and evenly, and collecting test data returned based on the user side, wherein the test data comprises a test access amount, a test participation amount and a test success result amount; establishing an incentive mechanism based on the marketing strategy, and distributing corresponding weight to the test data according to the incentive mechanism, wherein the incentive mechanism comprises positive incentive and negative incentive; and comprehensively scoring the test marketing pages according to the test data and the weights, and selecting an optimal test marketing page based on the scoring result. Compared with the traditional marketing data monitoring method, the method enables the manager to find abnormal data more rapidly, so that the real-time performance of the marketing data monitoring method is improved; meanwhile, based on the test data fed back by the user side in the test marketing page, the optimal test marketing page can be selected, and therefore the optimal marketing effect is obtained.
In addition, the embodiment of the invention also provides a storage medium, wherein the storage medium is stored with a marketing data monitoring program, and the marketing data monitoring program realizes the steps of the marketing data monitoring method when being executed by a processor.
Referring to fig. 5, fig. 5 is a block diagram showing the structure of a first embodiment of the marketing data monitoring device of the present invention.
As shown in fig. 5, the marketing data monitoring device according to the embodiment of the present invention includes:
an information collection module 501, configured to collect, by using a kafka system, time-series log information generated by a user terminal based on a marketing strategy, and store the time-series log information in a real-time database;
the feature extraction module 502 is configured to ingest marketing data included in the time-series log information in the real-time database, and perform feature extraction on the marketing data to obtain time-series features;
a data summarizing module 503, configured to summarize the marketing data according to the time sequence feature, and determine an access amount, a participation amount, and a successful result amount corresponding to the marketing strategy based on the summarized data;
the real-time monitoring module 504 is configured to monitor the marketing data in real time according to the access amount, the participation amount and the success result amount, where the access amount is used to represent the number of times the marketing page corresponding to the marketing data is browsed, the participation amount is used to represent the number of times the user terminal participates in the marketing activity corresponding to the marketing page, and the success result amount is used to represent the number of times the user terminal participates in the marketing activity and completes the marketing task corresponding to the marketing activity.
The method comprises the steps that a kafka system collects time sequence log information generated by a user side based on a marketing strategy, and the time sequence log information is stored in a real-time database; taking marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features; summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, participation quantity and successful result quantity corresponding to the marketing strategy based on the summarized data; and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity. Compared with the traditional marketing data monitoring method, the method provided by the embodiment of the invention has the advantages that the marketing data in the time sequence log information collected by the kafka system is taken in the real-time database, and the marketing data is monitored in real time by the access quantity, the participation quantity and the successful result quantity which are determined based on the time sequence characteristics of the marketing data, so that the marketing strategy can be accurately and adaptively adjusted according to the current marketing data, and the implementation effect and the return on investment of the marketing strategy are improved.
Based on the first embodiment of the marketing data monitoring device of the present invention described above, a second embodiment of the marketing data monitoring device of the present invention is presented.
In this embodiment, the information collecting module 501 is further configured to perform AOP facet on a class included in the marketing policy to obtain a plurality of instantiated facet objects, where the instantiated facet objects include an activity number, a user identifier, event enumeration and participation time; and recording behavior flow data generated by the user side in the marketing activities based on the instantiation section object to obtain time sequence log information corresponding to the marketing strategy.
Further, the information collecting module 501 is further configured to determine a preset time unit according to the marketing strategy, and group, according to the preset time unit, behavior stream data generated in the marketing campaign by the user end based on the instantiated section object record, so as to obtain group data; and the grouping data is dropped into a relational database to be compiled into SQL script, so as to obtain the time sequence log information corresponding to the marketing strategy.
Further, the feature extraction module 502 is further configured to configure an ingestion rule file in the real-time database, where the ingestion rule file includes an ingestion address, an ingestion mode, an ingestion field, and an ingestion dimension; performing data ingestion on the time sequence log information in the real-time database based on the ingestion rule file to obtain initial data; and adopting a filter to perform data filtering on the initial data to obtain marketing data contained in the time sequence log information.
Further, the real-time monitoring module 504 is further configured to determine that the marketing strategy corresponding to the marketing data is qualified if the access amount and the participation amount are both higher than the successful result amount and the successful result amount is greater than a preset threshold; if the access amount is higher than the successful result amount and the participation amount is not higher than the successful result amount, judging that the marketing strategy corresponding to the marketing data is unqualified, and establishing a first optimization strategy, wherein the first optimization strategy is used for improving the participation amount of the marketing strategy; if the difference percentages among the access quantity, the participation quantity and the successful result quantity are within a preset percentage interval range and the values of the access quantity, the participation quantity and the successful result quantity are smaller than preset values, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a second optimization strategy, wherein the second optimization strategy is used for improving the exposure degree of the marketing strategy.
Further, the real-time monitoring module 504 is further configured to establish a daily activity average corresponding to the marketing strategy according to the access amount, the participation amount and the successful result amount; if the average daily life line is detected to have the same-ratio amplification abnormality, the abnormal data is called in the marketing data based on the same-ratio amplification abnormality, and the abnormal data is sent to a manager.
Further, the real-time monitoring module 504 is further configured to construct a plurality of test marketing pages according to the marketing strategy, where the test marketing pages include the same page function and at least one difference point exists between any two test marketing pages; pushing the test marketing page to a user side randomly and evenly, and collecting test data returned based on the user side, wherein the test data comprises a test access amount, a test participation amount and a test success result amount; establishing an incentive mechanism based on the marketing strategy, and distributing corresponding weight to the test data according to the incentive mechanism, wherein the incentive mechanism comprises positive incentive and negative incentive; and comprehensively scoring the test marketing pages according to the test data and the weights, and selecting an optimal test marketing page based on the scoring result.
Other embodiments or specific implementation manners of the marketing data monitoring device of the present invention may refer to the above-mentioned method embodiments, and are not described herein.
It should be noted that, in this document, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or system that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or system. Without further limitation, an element defined by the phrase "comprising one … …" does not exclude the presence of other like elements in a process, method, article, or system that comprises the element.
The foregoing embodiment numbers of the present invention are merely for the purpose of description, and do not represent the advantages or disadvantages of the embodiments.
From the above description of embodiments, it will be clear to a person skilled in the art that the above embodiment method may be implemented by means of software plus a necessary general hardware platform, but may of course also be implemented by means of hardware, but in many cases the former is a preferred embodiment. Based on this understanding, the technical solution of the present invention may be embodied essentially or in a part contributing to the prior art in the form of a software product stored in a storage medium (e.g. read-only memory/random-access memory, magnetic disk, optical disk), comprising instructions for causing a terminal device (which may be a mobile phone, a computer, a server, or a network device, etc.) to perform the method according to the embodiments of the present invention.
The foregoing description is only of the preferred embodiments of the present invention, and is not intended to limit the scope of the invention, but rather is intended to cover any equivalents of the structures or equivalent processes disclosed herein or in the alternative, which may be employed directly or indirectly in other related arts.
Claims (10)
1. A method of marketing data monitoring, the method comprising the steps of:
collecting time sequence log information generated by a user side based on a marketing strategy through a kafka system, and storing the time sequence log information into a real-time database;
taking marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features;
summarizing the marketing data according to the time sequence characteristics, and determining the access quantity, participation quantity and successful result quantity corresponding to the marketing strategy based on the summarized data;
and monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in a marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes a marketing task corresponding to the marketing activity.
2. The marketing data monitoring method of claim 1, wherein the step of collecting, by the kafka system, the time series log information generated by the user side based on the marketing strategy and storing the time series log information in the real-time database, further comprises:
AOP cutting is carried out on the class contained in the marketing strategy, so that a plurality of instantiation cutting objects are obtained, wherein the instantiation cutting objects comprise an activity number, a user side identifier, event enumeration and participation time;
and recording behavior flow data generated by the user side in the marketing activities based on the instantiation section object to obtain time sequence log information corresponding to the marketing strategy.
3. The marketing data monitoring method of claim 2, wherein the step of obtaining the time sequence log information corresponding to the marketing strategy based on the behavior flow data generated by the instantiated section object in the marketing activity of the recording user side comprises the following steps:
determining a preset time unit according to the marketing strategy, and grouping behavior stream data generated in a marketing activity of a user terminal based on the instantiation section object record according to the preset time unit to obtain grouping data;
and the grouping data is dropped into a relational database to be compiled into SQL script, so as to obtain the time sequence log information corresponding to the marketing strategy.
4. The marketing data monitoring method of claim 1, wherein the step of ingest marketing data contained in the time series log information in the real-time database comprises:
Configuring an ingestion rule file in the real-time database, wherein the ingestion rule file comprises an ingestion address, an ingestion mode, an ingestion field and an ingestion dimension;
performing data ingestion on the time sequence log information in the real-time database based on the ingestion rule file to obtain initial data;
and adopting a filter to perform data filtering on the initial data to obtain marketing data contained in the time sequence log information.
5. The marketing data monitoring method of claim 1, wherein the step of monitoring the marketing data in real time based on the access volume, the participation volume, and the successful outcome volume comprises:
if the access quantity and the participation quantity are both higher than the successful result quantity and the successful result quantity is greater than a preset threshold, judging that the marketing strategy corresponding to the marketing data is qualified;
if the access amount is higher than the successful result amount and the participation amount is not higher than the successful result amount, judging that the marketing strategy corresponding to the marketing data is unqualified, and establishing a first optimization strategy, wherein the first optimization strategy is used for improving the participation amount of the marketing strategy;
if the difference percentages among the access quantity, the participation quantity and the successful result quantity are within a preset percentage interval range and the values of the access quantity, the participation quantity and the successful result quantity are smaller than preset values, judging that the marketing strategy corresponding to the marketing data is not qualified, and establishing a second optimization strategy, wherein the second optimization strategy is used for improving the exposure degree of the marketing strategy.
6. The marketing data monitoring method of claim 1, further comprising, after the step of monitoring the marketing data in real time based on the access volume, the engagement volume, and the successful outcome volume:
establishing daily activity average lines corresponding to the marketing strategies according to the access quantity, the participation quantity and the successful result quantity;
if the average daily life line is detected to have the same-ratio amplification abnormality, the abnormal data is called in the marketing data based on the same-ratio amplification abnormality, and the abnormal data is sent to a manager.
7. The marketing data monitoring method of any one of claims 1 to 6 wherein the method further comprises:
constructing a plurality of test marketing pages according to the marketing strategy, wherein the test marketing pages comprise the same page function, and at least one difference point exists between any two test marketing pages;
pushing the test marketing page to a user side randomly and evenly, and collecting test data returned based on the user side, wherein the test data comprises a test access amount, a test participation amount and a test success result amount;
establishing an incentive mechanism based on the marketing strategy, and distributing corresponding weight to the test data according to the incentive mechanism, wherein the incentive mechanism comprises positive incentive and negative incentive;
And comprehensively scoring the test marketing pages according to the test data and the weights, and selecting an optimal test marketing page based on the scoring result.
8. A marketing data monitoring device, the marketing data monitoring device comprising:
the information collection module is used for collecting time sequence log information generated by the user side based on the marketing strategy through the kafka system and storing the time sequence log information into the real-time database;
the feature extraction module is used for capturing marketing data contained in the time sequence log information in the real-time database, and extracting features of the marketing data to obtain time sequence features;
the data summarizing module is used for summarizing the marketing data according to the time sequence characteristics and determining the access quantity, the participation quantity and the successful result quantity corresponding to the marketing strategy based on the summarized data;
the real-time monitoring module is used for monitoring the marketing data in real time according to the access quantity, the participation quantity and the successful result quantity, wherein the access quantity is used for indicating the number of times that a marketing page corresponding to the marketing data is browsed, the participation quantity is used for indicating the number of times that the user terminal participates in the marketing activity corresponding to the marketing page, and the successful result quantity is used for indicating the number of times that the user terminal participates in the marketing activity and completes the marketing task corresponding to the marketing activity.
9. A marketing data monitoring device, the device comprising: a memory, a processor, and a marketing data monitoring program stored on the memory and executable on the processor, the marketing data monitoring program configured to implement the steps of the marketing data monitoring method of any of claims 1 to 7.
10. A storage medium having stored thereon a marketing data monitoring program which, when executed by a processor, implements the steps of the marketing data monitoring method of any of claims 1 to 7.
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